Ecommerce SEO: How Online Stores Can Drive Organic Traffic


Ecommerce SEO: How Online Stores Can Drive Organic Traffic
Ecommerce SEO: How Online Stores Can Drive Organic Traffic

There is no doubt that ranking above your competitors on Google is crucial. But if you don't understand the tips and tricks of SEO (Search Engine Optimization), how can you get your e-commerce website to the top? If you miss out on visitor clicks, you miss out on sales revenue.

Whether you are just starting out building a new website or improving an existing one, this guide will provide you with useful SEO tactics and advice.

With the rapid growth of the Internet, being on the first page is now not enough, you have to make sure you rank first. a study by Optify found that the number one ranked page received an average click-through rate of 36.4% compared to 12.5% for the second position. The share of impressions from the first place is almost twice as high as the second place, which really shows the great value of ranking first.

For the layman, what does this mean? If you don't have a strong SEO strategy, then you're losing brand impressions, clicks, and sales revenue.

Want to know how to rank your eCommerce website? Read on and you will become a proficient SEO business owner or marketer.

Article List

  1. 1. Research
  2. 2. Identify the issue at hand
  3. 3. page optimization
  4. 4. further testing
  5. 5. Add blog content
  6. 6. Link building
  7. 7. Local Business Tips
  8. 8. the best SEO tools
  9. Research

Before you start any SEO work, you need to do research: keyword research and competitor research. Research is the most important SEO. The wrong keywords can generate poor traffic and lower conversion rates, which can damage your campaign and affect the final revenue, and no business wants that!

Keyword Research

When conducting keyword research, you need to focus on 3 main areas.

1. determine the keywords of the home page and product pages

When optimizing the most important pages of your website, you should consider relevance, search volume and ranking difficulty.

The best way to do this is to use keywords that are highly relevant to your brand or product, that have highly matched local (non-global) search volume in Google Ads, and that have a low difficulty score in the SEMrush tool.

Be careful not to choose keywords that are too broad or highly competitive. If the match is too broad, you may get a higher bounce rate and a lower conversion rate because people won't find the content they want on your site; in addition, if you go after highly competitive keywords, it may take a long time to rank.

For example, if you sell all natural coffee percolators, then you should not use keywords like coffee, natural coffee or organic coffee because these are not suitable for people who are looking for coffee percolators. Also, the competition for these keywords is very high and it will be difficult for your site to rank ahead of the large coffee machine manufacturers.

2. determine the keywords of the blog topic

For keywords that cannot be placed in the main pages, creating blog content helps to rank well for your e-commerce website. In addition, you can use blogs to write articles that contain long-tail keywords.

What are long tail keywords?

These are unique search phrases that people use to find online and consist of multiple words or phrases. For example, if you sell coffee beans, it may be a good idea to try to rank for coffee, however, data shows that popular search terms (such as coffee) account for less than 30% of total searches, which is where long-tail keywords come into play.

According to Long Tail Pro, the remaining searches are located in long-tail keywords containing hundreds of millions of unique phrases. While each combination may be searched only a few times in a day, when combined they make up the majority of the world's demand for access to information.

With this in mind, use highly matched and less difficult long-tail keywords. After researching, you will eventually find unique keywords that are highly relevant and have low competition.

Note: You should not artificially populate any pages or blogs with keywords. When writing your posts, focus on providing great content that people want to read and share.

3. Avoid homogenization of keywords

Keyword homogeneity competition occurs when multiple pages of a website try to rank for the same keyword. This can cause confusion to search engines and diminish your ability to get traffic based on the corresponding keywords.

To avoid this problem, list each page of your website in a spreadsheet with the keywords you want to rank for, and each page should have a different keyword.

Competitor Research

After you've completed your keyword research, you're halfway there... now it's time to research the competition! You should consider.

1. what keywords are used by the main competitors

Research your competitors and develop a list of keywords for which they may be implementing SEO. In addition, you should also check if they have a higher DA (site authority) and PA (page authority) than you?

Fortunately, SEMrush makes this process very easy and you can simply enter the other party's domain name to get detailed information about it. If the competitor's DA or PA is much higher than yours, that means it will be very difficult to compete with them and you should probably focus on other keywords.

2. where they get their backlinks

Another important thing to do is to find out where your competitors are getting their inbound links from. To get this data, you can use a tool like LinkMiner.

Blog promotion, social media promotion or setting up your own company page are all great ways to get inbound links. We'll have more information on blogging and media promotion later!

After getting your competitor's outbound sites, eliminate the options with low DA scores first, as such sites may hurt your ranking in the search engines. If a bad site links to you, then Google may think your site is bad too.

3. what is the structure of their website

Check out the structure of your competitors' websites, what does their navigation look like? How deep are their links? E-commerce sites should pay particular attention to the following structures.

  1. Popular products in specific categories
  2. Related Products
  3. Top Rated Products
  4. Recently Viewed Products
  5. Once you understand the organizational structure of the well-known companies in your industry, you can decide whether you want to take the same route, or take a completely different one.
  6. Most experts agree that pages buried deep in a website may not rank well in search engines. Of course, by promoting content to enhance the structure, you can improve overall rankings. So, if you see a competitor with deep navigation links, then don't copy them simply because they are a big brand.
  7. 4. How to stand out from competitors
  8. This issue is closely related to the website structure just discussed.
  9. What can you do for your website to make it different and better than your competitors? Can you improve the navigation structure? How can you be more social? If the competition doesn't have blog content, will you add a blog?
  10. List the steps you can take to make sure your site is better than all your competitors.
  11. Identify the issue at hand

After conducting keyword and competitor research, the next step should be to review your own website in order to look for problems that need to be fixed. The focus of attention at this stage is on.

Quickly find website errors to determine your website speed

I like to use Screaming Frog to find any website errors. This tool is free to use and crawls the site from an SEO perspective for links, images, CSS, scripts, and applications. It then provides a summary of the data, including errors, redirects, duplicate pages, and missing tags, among other things.

The following are mistakes that you should correct immediately.

  1. Redirect any 404 page to the actual content
  2. Modify 302 redirects to 301 redirects
  3. Update duplicate content pages, meta titles and meta descriptions
  4. Screaming Frog will identify these and many other errors that will help improve your website's SEO, overall usability, and customer conversion rates.
  5. Visitors don't have the patience to wait for slow loading sites, they return to search engine pages and look for faster sites. Studies show that 40% of users will abandon a page that takes more than 3 seconds to load. So, don't lose potential customers to slow speeds, every second counts!
  6. If you need a way to test the speed of your website, use a free tool like Pingdom.
  7. If your site takes more than 3 seconds to load, it's time to buy a better server, use a different CMS (Magento for example is very slow, while WooCommerce is known for being fast), or reduce the image and file size.
  8. page optimization

While SEO is important, on-page optimization is equally important, and this includes all the tweaks you perform in your pages that require attention to the following 8 key metrics.

1. Keyword optimization

In order to optimize the page, you need to ensure that keywords appear in strategic locations, including.

  1. Page Title
  2. Head
  3. Subtitle
  4. Paragraphs
  5. Product Description
  6. Image file name
  7. Image alt tags
  8. meta title, meta description
  9. Web Link (URL)
  10. When creating URLs, make sure they are easy to recognize, which means they should contain real words or phrases (your keywords), not a lot of numbers and gibberish.
  11. In addition, your meta title and meta description should not look like gibberish, or contain only keywords, but should be as easy to read as an advertisement.
  12. 2. Website structure
  13. If building from scratch or executing a redesign, then information structure is a must. A great structure can greatly impact a site's usability, search rankings and conversion rates. In addition, proper planning helps you expand a large product line in the future.
  14. With usability in mind, using a site builder like Shopify allows you to get on track right from the start.
  15. Also focus on creating a flat structure, which means as few clicks as possible from the home page to the product pages.
  16. 3. Internal links
  17. In case you haven't heard of it before, this is the linking of a page in a website to other pages in the same website.
  18. Internal linking allows you to create unique anchor text, which can help you get good search rankings for popular keywords. However, you should be cautious about this, Google is smart and can easily identify some suspicious operations, so you should place internal links in natural positions.
  19. In addition, you should create and submit a sitemap to Google so that each page is indexed correctly.
  20. 4. Availability
  21. Usability is important for both SEO (Search Engine Optimization) and visitors. If your eCommerce website has excellent usability, customers will spend more time browsing and visit more often over a long period of time, resulting in more revenue.
  22. Part of usability testing includes ensuring that the checkout process is as simple as possible, that the checkout process works seamlessly, that customer queries are answered quickly, that visitors can easily navigate important information, and that your site loads quickly.
  23. We often recommend the use of live chat widgets, which can be very useful for SEO as it can be a good way to increase conversion rates and also increase the time spent per visitor.
  24. 5. Mobile version of the website
  25. Mobile devices are not only used for web browsing, but many people also use them for shopping, which means it is important to have websites that are accessible for mobile devices.
  26. With the advent of responsive web design, your website can run on any device (desktop, tablet, mobile) without having to create multiple versions. most of the themes offered by the Shopify store are responsive and do not require any additional coding.
  27. 6. customer comments
  28. For any e-commerce website, the main content of the product page is the customer reviews.
  29. According to Internet retailers, adding product reviews can increase conversion rates by 14% to 76%, and 77% of consumers read reviews before shopping online.
  30. In addition to boosting conversions, customer reviews positively impact a website's SEO because more reviews = more content and frequent reviews = fresh content, and Google loves that.
  31. To get more customer reviews, you can use some of the best Shopify plugins, such as Loox - Photo Reviews.
  32. Tip: A few days after the customer receives the product, you can ask them via email if they need help, and if not, then try asking them to leave a review.
  33. 7. Composite search card
  34. If you've used Google recently, then you may have noticed results such as
  35. Or this.
  36. These are composite search cards that can have a huge impact on a website's ranking. There are many types of such cards, including: Breadcrumb, Corporate Contact, Logo, Carousel, Sitelinks Searchbox, Social Profile, Article, Book, Course, Dataset, Event, Fact Check, Job Posting, Local Business, Occupation, Podcast, Product, Recipe, Review, Speakable, Video.
  37. When people see an option with an image in the search results, they are more likely to click and convert to a customer. To learn more about this, check out the Google Composite Search Card Creation Guide.
  38. 8. social media integration
  39. Social media signals (growing your community, interacting with customers, sharing content) can also have an impact on SEO. Having a lot of social signals is the equivalent of telling Google that your website and brand is valuable, and you can add social buttons to product pages, blog posts, and homepages to promote content sharing, and the Social Sharing Buttons plugin makes this easy to do.
  40. further testing

It is important to develop a testing and optimization strategy, and you should.

  1. Data analysis to see which keywords are converting the most.
  2. Finding high-converting keywords that you should add to your SEO strategy through PPC campaigns.
  3. Testing different meta titles and meta descriptions to increase click-through rates.
  4. A/B test page content to increase conversions from web traffic.
  5. Having a strong testing strategy in place will help your online store to continually improve. Without constant iterative updates, your rankings may drop and you may end up losing sales profits due to lower conversion rates.
  6. Add blog content

As mentioned earlier, keyword research is critical to any SEO (Search Engine Optimization) strategy. Since each of your pages is optimized for one keyword, there will be a large number of important keywords that will not make it to your site.

The best solution is to add blog content so that you can write different articles for other keywords. As with product pages in online stores, blog posts need to be of high quality and easy to read. Low quality content will not win customers over and thus will not be shared in social media.

When creating blog content, consider packaging various articles on the same topic into a downloadable eBook or guide. Basically, when it comes to content marketing, your goal is not to generate a lot of content, but to use the content you create effectively.

For example, if you run an e-commerce business that sells jewelry, then write a series of articles on how to choose the perfect diamond for an engagement ring, and even include unique ideas, or a memorable romantic tip. Then package these articles into an e-book that visitors enter into their email address in order to download, so you can send them a series of marketing emails.

  1. Link building

As with blog content, when it comes to link building, you need to focus on getting quality inbound links. If many low quality sites link to you, then not only will Google penalize your site, but referral traffic will not have any positive impact on your online business.

The right thing to do is to provide valuable content and focus on getting links from really good, high authority sites.

The following are some of the most suitable link acquisition methods for e-commerce sites.

  1. Product Reviews
  2. News coverage (using a service like Help A Reporter)
  3. Premium Content
  4. It is important to note that when building links, you should not.
  5. Repeated use of the same anchor text
  6. Repeated links to the same page
  7. Get links from low authority sites
  8. Of course, you can't always control the anchor text or the page from which you get the link, it doesn't matter, just let it develop naturally.
  9. Local Business Tips

Do you run a local business?

If it does, you will want to make sure that you display the correct location, address, name and phone number on your website. You should also submit your business to all major directories as well as as as many niche directories as possible, and use location-based keywords in the appropriate descriptions. All of this is very important because Google blends local and natural search result rankings.

If you want to find the directory where your competitors are located, try using White Spark Local Citation Finder.

  1. the best SEO tools

Whether you're a large SEO team or an independent strategist, there are tons of SEO tools on the market to help you optimize your rankings. For a list of the best (and our favorite) SEO tools, check out this article.

These tools will streamline your SEO process and provide some important data to help you make the most informed decisions that will lead to better rankings.

Concluding remarks

There are many reasons why you should do SEO (Search Engine Optimization), but the most important one should be to increase sales. When done correctly, you will see a significant increase in traffic, which will lead to more conversions and repeat visitors.

One thing must be kept in mind: SEO efforts are not a one-time deal. google and other major search engines are constantly tweaking and improving their algorithms in order to bring the best search results to their users. Therefore, you need to always stay on top of updates and adjust your strategy accordingly.

There's no doubt that search engine optimization efforts require a lot of time and effort, but the benefits are worth it in the end, and we hope this guide will help you develop a good SEO strategy to increase your online sales!

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Conclusion

The only question is, which side are you going to pick?

Let me know in the comments.

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