Search engine optimization (SEO) is the process of attracting more organic/free traffic from search engines such as Google, Bing, or Yahoo.
Do you want more traffic for your online store? Sure you do!
To achieve this, you need to start getting the hang of SEO and know how to master it to achieve higher rankings in search results.
In this article, we want to talk about three main concepts that will help you understand eCommerce SEO much easier.
Let’s get started.
1. Keyword Research
Finding the best keywords you can use for your pages is key to appearing in search engine results. When it comes to keyword research, it’s all about finding the terms that your potential customers might be using.
You might be asking yourself: how do I choose the best keywords for my site? Well, you can make the selection based on these four characteristics:
- Volume. The higher the search volume a keyword has, the more traffic you could potentially bring to your site. But this often means there’s a lot of competition as well.
- Competition. The lower the competition for a keyword, the higher the chances for you to rank for that term. Bottom line, the ideal keyword should have high volume and low competition.
- Relevancy. The keyword you’re choosing needs to fit the content that’s on the page.
- Intent. In eCommerce, it’s all about the buyer’s intent, meaning that you need to use keywords that people would use when they are interested in buying something, such as “sexy black cocktail dress.”
Here are the best tools you can use to do keyword research:
- Google is the most popular search engine in the world, which means that it can be a goldmine for ideas. Just type in any word or combination of words you want, and you’ll notice how many suggestions you can get thanks to Google’s autocompleting feature.
- Amazon is the largest marketplace in the world, and the difference between this giant and Google is that it’s product-focused, whereas Google might give you suggestions that don’t match the intent characteristic.
- Keyword research tools such as Moz, SEMrush, Keyword Planner.
2. Site Structure
SEO it’s also about user experience and how your site organized can affect this. What this means is that you want to make it easy for people to find the information and the products they’re looking for.
A good site structure meets these two essential qualities:
- It’s simple and easy to scale as your online store grows;
- Visitors don’t have to click tens of times to find what they’re looking for.
Because eCommerce sites don’t have that much content on their pages compared to other sites, you need to identify which internal levels of the site structure (such as categories, attributes, filters, or brands) it makes sense to let Google index. Some pages might list only one product which can hurt your rankings due to thin content.
3. On-page SEO
After you’ve done the keyword research, you can start working on on-page SEO.
Here are the main aspects you need to optimize:
- The meta title and the meta descriptions. Ideally, these should include the keyword you used the optimize the page, and they should convince people to follow the link.
- The alternative text for the images. Google can’t read images, which is why you need to add the keyword in the alternative text as well.
- The URL. The perfect URL should be short, it needs to contain the keyword, and it should not have stop words, such as “a,” “the,” “and.”
- The product descriptions. We mentioned earlier how ecommerce sites have thin content compared to other websites. If you can, try to make the product descriptions longer, because the more you write, the more accurate Google can rank your pages for other similar keywords.
This was just a small fraction of what ecommerce SEO represents. Nevertheless, we hope it helped you understand better its main concepts.
SEO is an ongoing battle so once you start, you should not give up until you’re on the first page of Google.