Ecommerce website with SEO

Simplified SEO Guide for eCommerce Websites

You need a well-optimised eCommerce website to reach the widest possible audience and sell your products to them. Why? Because the multitude of benefits it offers far outweigh the efforts you will be putting in building and optimising one. A great eCommerce website will help you understand your customers, including their age, location, and how they found you. Then, you can use this information for behaviour analysis and know them even better. Apart from this, having an eCommerce website can also help you learn what you are doing wrong. This includes the offers that don’t work, cart abandonment issues, traffic sources not working, and more. The eCommerce industry is on the rise, and it seems that this pattern will continue for years to come. If you are already online, that’s great, but not enough. You have to be visible to new leads, and for that, you need SEO. You can start with eCommerce platforms like Shopify if you are still not online. This guide will cover SEO for eCommerce websites and some strategies that will help you develop a well-optimised website.

What is SEO for eCommerce?

SEO is a strategy that can help web retailers like you improve their ranking in search engine results. With a well-designed, optimised website that has high-quality content, you can rank higher in search engines, enhance your online visibility, and drive traffic to your website. The focus of SEO is to optimise your website to get more leads and conversions.

There are some differences between SEO for blogs and SEO for eCommerce websites. The former is more focused on writing posts, adding keywords, and gaining links, whereas the latter requires understanding how search engines work. For eCommerce websites, you need to consider search engine guidelines, analyse the buyer’s intent, and strategically implement it.

Woman have an Ecommerce website with SEO

Why is SEO important for eCommerce?

Finding new customers can be difficult, especially if people can’t find you online. To ensure that your eCommerce business thrives, you need customers. However, this can get expensive. As per the data provided by WordStream, Google charges an average of $0.89 per click, and the average cost per action is about $10. So, you might end up paying thousands only for a few customers. However, by jumping on the SEO bandwagon, you can get organic traffic for free.

The top organic results are the ones that get the majority of the clicks. If you want a piece of that, you need SEO strategies to increase your traffic and, subsequently, revenue. Read on to learn some of the SEO best practices for your eCommerce business.

Best SEO practices for your eCommerce business

To make sure that people find you online, you need to focus on SEO best practices to make your strategy effective.

SEO Strategy for Ecommerce websites

Competitor research

If you are new to the SEO world and have no idea how to start your on-site optimisation, you can look at what your competitors are doing. Competitors who have been handling SEO for a while would have already put in a lot of legwork, and you can learn their secrets right on their website. The first thing that you have to focus on is the keywords. Analyse the keywords present on their homepages and top product pages. For this, you can use the Moz browser extension that allows you to see the SEO title and the description used by your competitors in the title tags. SEMrush is another tool that you can use to check the keywords your competitors rank for on organic and paid searches. Apart from this, you should also check out their landing pages and see if they have used specific keywords for optimising their pages.

Primary keywords

Keywords are crucial for SEO. However, it is essential not to overload the titles as well as descriptions of your products with keywords. All you have to do is ensure that they are in copy. The primary keyword should be mentioned in the product’s headline and sub-headlines, including descriptions, meta descriptions, and image alternate attributes. You can also add some Latent Semantic Index (LSI) keywords to your content, and these keywords help the search engine understand the context of your page.

Now, in order to maximise the benefits of keyword usage on your website, you need to do proper research. Before using a keyword, learn about its search volume (how frequently people use it), the CPC or cost-per-click (how much would it cost), and people’s intent when using that keyword.

The search volume lets you know how much a specific keyword is popular. By using a keyword with high search volume, you will be able to get more searches.

CPC can tell you what you will be paying per click for advertising on that particular keyword. If the keyword has a high CPC, there is increased competition. If the price is too high for you, you can look for a long-tail alternative.

Lastly, the user intent can help you learn what people actually want while typing a keyword into the search bar. For example, if someone types “cake” and hits Enter, they might want to know about buying, making, or decorating a cake. Without knowing the user’s intent, you won’t have clarity regarding the keyword.

Homepage SEO

For your eCommerce website’s SEO, you should focus most of your budget and energy on your homepage. It’s crucial to optimise your homepage correctly. Here are vital things that you will have to focus on for your homepage SEO:

 

Title Tag

One of the most crucial on-site SEO elements is the title tag. It must include the name of the business and the targeted main keyword. The length of the title tag shouldn’t be over 70 characters. You have to phrase it to catch the attention of search visitors when they see it on the results page.

 

Meta description

A meta description is a lengthy description of what your business is all about that appears in the search, right under the title tag. It has to be kept under 160 characters. Even though it is not as important as keyword rankings, you have to phrase it creatively so that people want to click on your link.

Example of SEO meta title and meta description on Google

Content

Your homepage content should let potential customers know about your company and the services or products you offer. It should be concise and clear so that visitors are not overloaded with information. You can feature some of your best products and a unique and creative selling proposition on the page.

Having a cluttered homepage can be confusing for your visitors and search engines. Take this example— if you sell services or products in multiple categories, the search engine will struggle to identify the products you sell and the people you are targeting with those products. You have to be specific about your business and what you offer.

Site architecture

The site architecture has to be an integral part of your SEO strategy. Your website should have a navigation hierarchy, starting from your homepage to different product categories to the products within them. Having a clear internal linking structure will help search engine bots discover your products on the website. This structure should be easy to follow.

The rule of thumb is to make sure that your visitors reach their desired product within three clicks. So, once they are on your homepage, it should take them at most three clicks to find any of your products. This type of internal linking serves two purposes:

You can also link to other products and information-rick articles that will make your website tempting for further exploration and improve your eCommerce SEO.

You can also link to other products and information-rick articles that will make your website tempting for further exploration and improve your eCommerce SEO.

Product pages optimisation

Apart from your homepage, you should have to focus a considerable amount of energy and resources on optimising your product pages. They are your business’s lifeblood, and writing a few lines of text and throwing up a video or a few images won’t be enough. If you want Google to find your product page, you need to provide more information, such as:

Name

Your product’s name is essential, and you will be using the name in the URL structure of the product page and the SEO title. So, it will be best to add a keyword phrase or a common search term to the name of your product. For example, if you sell pipes, make sure that you include “pipe” in the product name. A side benefit of this is that when people share your products on social media, the keyword will become the post’s title.

Image

Your product page is incomplete without an image. Your customers won’t want to buy a product from a website that doesn’t showcase the products it sells or has small and illegible images. You have to depict the product from every angle. Images aren’t only essential customers, but for search engines as well. To focus on image optimisation, you should start with the file’s name. Instead of some random letters and numbers, your images should have the name of the product and the main keyword in the filename. Also, while adding images to your website, don’t forget to add the name and keyword to the image ALT text. Your image might appear in the Google Image search results or even on the main search results page.

Video

You can also add a video to the product page to ensure customers are more confident about their purchases. The video should include the basic information about the product, a how-to section on using the product, and testimonials from previous customers. You can also publish these videos on other networks like YouTube to attract potential customers.

Customer reviews

If you want your customers to be confident about your products and services, you must enable customer reviews. Don’t worry about bad reviews either, and it gives you a chance to know what your product lacks and what you can do to serve your customers well.

FAQs

People who are buying your product for the first time will have many questions. You can convert visitors into paying customers by adding product-specific FAQs on the product pages. If your customers aren’t able to find the answers they want, you might go somewhere else. Apart from product-specific FAQs, you should also have a general FAQ page that answers basic questions about your return policies, shipping, website security. When customers answer these questions, they are more confident about their purchase.

Responsive design

Can you imagine your life without a Smartphone? Probably not. In fact, a considerable percentage of people prefer to shop on their phones today. Your eCommerce website must have a responsive design, or else your visitors might end up getting frustrated and leaving your website. A responsive design improves the user experience and also the search results. Mobile-friendliness is used as a ranking signal by Google’s mobile-first index.

Page load speed

Another ranking signal that you have to focus on is the page load speed for desktop and mobile. To improve your ranking on Google, you have to make your pages load faster. But, how exactly can you do that? How can you reduce your page load speed? For this, you have to remove unnecessary elements from your page. For example, you can remove a background image that is mostly made up of a white body column. Similarly, you can remove any add-ons or plugins that don’t contribute to your business. 

Another way to reduce the page load speed is by reducing the image size. If you have several large images on your page, it will take a while for the browser to load them. By reducing the size of an image, you can reduce its weight as well. Adobe Photoshop allows you to save your images in a lower-quality JPEG format, and there are several quality levels for you to choose from. 

Backlinks

Google uses backlinks as a ranking signal to determine the page’s position in the SERPs. Backlinks from high-quality sites can make you look more authoritative to the search engine. Building backlinks for your eCommerce website isn’t difficult. You can guest post on blogs that are related to your niche. Send an email to the blog owner and offer them a few ideas for guest posts.

Best eCommerce SEO tools

Your eCommerce SEO strategy won’t be as impactful without the right tools. Check out these tools that can help you improve your off-page and on-page SEO and improve your visibility in the search engines:

SEO metrics from SEO tools

Ubersuggest


When it comes to isolating keywords for targeting your eCommerce website, Ubersuggest can be highly beneficial. It can help boost your rankings by finding related keywords. All you have to do is type in a keyword related to your product, and the tool will scour the web to find information on related keywords, search volume, CPC, and more.

Ahrefs

Ahrefs can be used for optimising and tracking your eCommerce SEO efforts. You can use it to find backlinks to your and your competitor’s website, and you can email them to snag a link to your website. You can establish a rapport by offering to link their site and then suggesting a high-quality post that their visitors might be interested in.

ScreamingFrog

If you want to find problems on your website, ScreamingFrog is your tool. It can find missing meta descriptions, duplicate content, and broken links. Once you have identified the issues, you can either add missing content or create misdirects to avoid getting penalised by the search engine. There are plenty of useful features offered in the free version. However, you should get the premium version if you have over 500 URL extensions.

Moz

When it comes to finding and tracking keywords, finding link-building opportunities, and analysing the page metrics of your competition, there is no tool better than Moz. It is available in free as well as paid versions. Depending on how wide your eCommerce SEO campaign is, you can opt for either of these options.

The eCommerce website has become highly competitive. You have to go above and beyond if you want to get more customers to your website and through the sales funnel. You can start by performing a site audit and identifying problematic areas. See how people are engaging with your website and optimise each page accordingly. Having an SEO-optimised website will generate traffic and increase your revenue.

Most businesses want to get straight to increasing conversions. And even though this is the end goal, there are a lot of steps that you have to take to reach there. Before converting visitors into paying customers, you have to get them to your website. Investing in eCommerce SEO is the right direction towards achieving your goals and setting your business up for success.

Conclusion

Using the SEO strategies and SEO tools above, you can now compete with your competitors and even with more prominent brands by being visible on Search Engine Results Pages without spending heaps of money on paid advertisements.

Follow these SEO best practices and implement them on your eCommerce website:

Once you start working on these SEO tactics, your eCommerce website will be ranking in no time.

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