What Exactly Is Meant by eCommerce SEO?
Ecommerce SEO refers to the process of increasing the visibility of an online store within the pages of the search engine results.
Ecommerce search engine optimization is a strategy that concentrates on ranking product pages as high as possible in order to attract more visitors and make more sales. It is an essential component for the success of an online store.
That is the most fundamental explanation of what is eCommerce SEO. However, bear in mind that a strong eCommerce SEO plan incorporates particular search engine optimization strategies that are special to online stores and shops.
These are the ways that we’ll go over later in this article on how to perform SEO for an eCommerce website, so stay tuned!
The Importance of SEO in Online Shopping
E-commerce cannot function without SEO because it helps boost the amount of organic search traffic that is directed to an online store. When it comes to luring users to a website with the intention of making a purchase, search engine optimization is one of the most important components.
E-commerce sites need to have their search engine optimization (SEO) optimized so that Google will rank them higher.
We’re going to go over some of the advantages that might accrue to a company as a result of having an e-commerce website that has been properly designed for search engine optimization (SEO).
Advantages of Using SEO for Online Shops
Enhanced Recognition of the Brand Within Search Engines
Increasing one’s brand recognition through search engine optimization is a useful strategy.
You can raise consumers’ perceptions of your company’s brand by ensuring that the website of your e-commerce store appears on the first page of the organic search results provided by Google.
People who are interested in making a specific purchase are more likely to visit websites that appear in the top 10 search results for that product.
Some users consider strong search engine results for an online retailer to be a powerful endorsement, which increases the likelihood that they will click on the link to your brand’s website.
Increased Qualified Traffic through SEO
It’s great if you can acquire free organic traffic from search engines, but focused SEO traffic is what will really make a difference for your online business.
When you optimize your pages for particular keywords, you increase the likelihood of receiving focused traffic from searchers who are interested in purchasing precisely what it is that you are selling.
When those people type a search query into Google, Yahoo, or Bing, they do it with a specific goal in mind.
By placing your attention on strategic eCommerce SEO, you will be able to isolate and improve the performance of the keywords that bring in the most money for your company.
(I have written a guide on the subject, titled what is eCommerce SEO if you are interested in learning more about SEO traffic.)
Putting Products into the Marketing Funnel for Online Shops
What is eCommerce SEO is not solely concerned with the ranking of your product pages, which are generally regarded as bottom-of-the-funnel content because that is where a purchase decision is made (i.e. the action phase)?
Content that attracts visitors at other stages of the buying cycle, such as awareness, curiosity, and desire, should also be included in an effective search engine optimization plan for online retailers.
You may raise the possibility that a person will choose your brand when making a purchasing choice by developing content for the various stages of the buyer’s journey, from awareness (research) all the way to action (purchase), and then optimizing, ranking, and creating that content.
When individuals transition from searching for information to searching for a product or service, the keyword choices they employ will shift. If your website appears in response to all of those different queries, then you can boost the likelihood of achieving a conversion.
Enhancement of the User Experience in Online Commerce
The user experience can be enhanced with effective search engine optimization for online shops. It should come as no surprise that websites that deliver a positive experience for users are rewarded with higher ranks by Google.
Your rating may improve if your website contains high-quality content that effectively targets the appropriate keywords and makes appropriate use of those keywords on the page to satisfy both the needs of the user and the requirements of Google’s algorithm.
However, if visitors who get on your e-commerce store do not receive the type of material they anticipate and instantly click away to return to the page with the search results, Google will recognize this as a negative experience and will reduce your ranks as a result.
Increased Success Rates in Conversions
An increase in conversion rates is possible if you have targeted traffic from SEO, content that is optimized for the full marketing funnel, and a user experience that is positive for your visitors.
When it comes to conversion rates, an e-commerce website that is optimized for search engines to achieve a high ranking and caters to the requirements of site visitors will almost always have better results than a website with a lower-ranking that is less customer-centric.
Bringing Down the Costs of Paid Searches
If more people find your online shop through organic search results, you won’t need to rely so heavily on paid search ads to obtain customers.
Because of this, the overall cost of marketing for the company is reduced.
In addition, if you are driving sponsored traffic to your website using Google Ads, then having a page that is effectively optimized will help increase the Quality Score for the landing pages that you use. And the cost per click that you spend for an advertisement would be lower the higher the Quality Score is.
Delivers Longterm ROI
Unlike paid advertising, where the benefits stop once a campaign ends, search engine optimization for e-commerce websites continues to work for you even after the campaign is over.
The work that you put into what is eCommerce SEO now can have a positive impact on your business for months, if not even years, in the future. This is the primary advantage of using SEO for online stores.
This indicates that search engine optimization for e-commerce provides a return on investment (ROI) that is greater than that of any other marketing channel.
How to Do Search Engine Optimization for Ecommerce Website
1. Research on E-commerce Related Keywords for SEO
Researching potential keywords should be the first thing you do when learning how to optimize a website for online sales.
You don’t want to develop material for your online store without doing any research first because doing so could cause you to throw away a lot of time and energy.
It is highly recommended that you perform some preliminary research on a keyword before using it.
This study will tell you three crucial things: the volume of searches for a particular phrase, the cost of a click, and the intent of a search.
KWFinder by Mangools is a helpful tool for carrying out this procedure (try it for free). Because of its low cost and high effectiveness for keyword research, it is one of the few search engine optimization programs that I suggest as an affiliate.
The volume of Searches for Keywords
The average number of individuals that search for a particular phrase on a monthly basis can be determined using a metric called “keyword search volume.”
When compared to a low search volume, a high search volume suggests a greater level of popularity, while a low search volume indicates a lower level of interest
The difficulty of the keyword
You may get an idea of how difficult it is to rank on the first page of Google for a particular target term by looking at the difficulty of that keyword.
The “keyword difficulty” of a certain keyword phrase is determined by the amount and quality of backlinks pointing to the top 10 pages of the search engine results page for that phrase.
If a term has a high difficulty score, it usually indicates that ranking for that query will be tough unless the website in question has an extensive backlink profile. If a term has a low difficulty score, it will be easier to rank for that keyword even without a significant number of backlinks.
When conducting research on keywords, it is recommended to look for what is eCommerce SEO keywords that have a high search volume and a low keyword difficulty score.
In other words, aim for keywords with a combination of these two factors. When you combine those two factors, it becomes much simpler to rank content on new websites that don’t yet have a lot of authority.
The cost-per-click (CPC) metric illustrates how competitive the query is for paid advertisement placement.
If a keyword has a high CPC, it means that businesses are prepared to pay a lot of money to rank for that phrase in the paid advertisements section of Google since the term has the potential to generate a profit for the firm.
On the other hand, if a term has a low CPC, it signals that a business will have lesser profitability, and as a result, there will be fewer businesses competing for that advertisement space.
There is a strong correlation between a high CPC and tougher keyword competition; however, this is not always the case.
For this purpose, a keyword research tool such as KWFinder can be useful because it enables you to evaluate a query’s potential return on investment by contrasting the cost-per-click (CPC) amount with the keyword difficulty score.
Intention of Search
When consumers search for a certain keyword, their expectations for what they will find are reflected in their “search intent.”
The many stages of the buying journey, often known as the buyer’s cycle, include awareness, interest, desire, and action. Search intent is related to these stages.
If you want to keep customers engaged with your brand throughout the entirety of the purchasing process, you’ll need to create content that speaks specifically to each stage of the marketing funnel.
You may discover what those queries are and which ones you should optimize your content for with the assistance of a tool designed for keyword research.
2. The Site Architecture of an Online Shopping Website
The navigation menu, category pages, and product pages on your website are all components that makeup what is known as the “eCommerce site architecture.”
And the most successful online shops are those who have designed their sites so that no page is more than three clicks away from the homepage.
According to Search Engine Journal, “Google’s John Mueller indicated that greater weight is given to sites in search results depending on how many clicks it takes to get to them from a site’s main page rather than the URL structure.” This information is based on the revelation made by Google’s John Mueller.
The following is an excerpt from the article that continues: “In his response, Mueller claimed that the number of slashes in a URL is irrelevant. The number of clicks required to reach a specific page from the homepage is a factor that should be considered.
The following are components of a strong eCommerce SEO strategy for site architecture to follow:
Including links to each of your categories in the menu that you navigate with.
In the navigation menu, you should provide links to the pages of your most significant products (these could be sub-links under the category items).
You may improve your search engine optimization (SEO) by linking your homepage to some of your finest product pages as well as all of the category pages that you have created.
When it comes to an e-commerce website, the homepage typically has the most authority, and by linking to categories and other pages like this one, you can increase the likelihood of those sites being ranked higher in search results.
You should utilize a flat website architecture that enables users to go to any page within three clicks or fewer since this is something that is mentioned in the book that I have written on how to perform technical SEO.
Additionally, Google likes to see that structure since it considers sites that are easier to get to have a higher value for searchers. This can lead to an improvement in your results.
3. Homepage SEO
Short-tail keyword optimization should be performed on the homepage of your e-commerce website (1-2 words in length).
For instance, if your online company sells mattresses in addition to bed frames, the homepage must be optimized for phrases such as “mattresses” and “bed frames.” It needs to have a strong emphasis on medium- or long-tail keywords, such as “Crate and Barrel bed frame” or “best mattress for twin bed.”
These questions ought to be presented in the form of specific blog entries or websites devoted to product reviews.
Make sure that you optimize the body content, the H1 tag, the H2 tag, the meta title, and the meta description for the short-tail keywords.
Include in-depth material that helps create the topical authority for the many categories of products that your e-commerce site sells, and be sure to include this information.
An appropriately designed homepage will be the primary factor in determining the overall relevance and authority that an e-commerce store possesses for a specific subject.
4. SEO on the Category Page
On an e-commerce website, the category pages need to have their SEO optimized in order to get listed in Google and to give topical relevance to the product pages that are linked to those category sites.
Short-tail keyword optimization should also be performed on category pages, just as it is with the homepage.
Place the target keyword that you have chosen for the category topic in the URL folder, as well as the meta title and meta description (i.e. directory name).
In addition to the product listings, you should also include other original content on the page. Because of this, you will be able to perform additional SEO optimization on the page by inserting your target term into the H1 tag, the H2 tag, and the body content.
If there are any photos on the website that may be optimized for your target keywords, you should do that as well. Include the term in the content of the ALT property, as well as the filename, the title attribute, and the metadata.
5. SEO for the Product Page
When it comes to the search terms what is eCommerce SEO, an e-commerce website’s product pages are the most crucial pages to get correctly.
This is due to the fact that these are the sites that the vast majority of people look for in order to make a purchase.
SEO for product pages is quite similar to SEO for category pages, with the primary difference being a concentration on short- and medium-tail keywords.
You will want to optimize each product page for the particular query that matches the product, as well as any related keywords that have the potential to attract more traffic.
Standard on-page SEO techniques should be utilized in this instance. These techniques include keywords in the page’s meta title, meta description, URL, H1 tag, H2 tag, body content, image ALT text, image filename, image title attribute, and image metadata.
You should also provide at least a thousand words of original material on product pages. This will help boost the subject relevancy of the page, and it will provide you with additional spaces in which you can place your target keywords as exact match phrases.