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E-commerce SEO-Your guide
Google accounted for more than 70% of all web searches by users this year, according to NetMarketShare.
The Wolfgang Digital report confirmed that 43% of e-commerce traffic comes from Google searches. Which means that your interest in the SEO of your store can increase your sales by high rates for free.
Fortunately for you, there are plenty of opportunities to reach your target customers and increase your sales without spending a single dollar of your budget.
Just by applying ecommerce seo strategies and implementing some tactics that boost your site’s appearance in the search engines in the first results.
But, what is SEO? What do we mean by search engine optimization? And how to appear in the first results on Google for free?
What is the meaning of SEO?
SEO or SEO stands for Search Engine Optimization, an acronym for the English term (Search Engine Optimization).
It is the practice of increasing the quantity and quality of traffic to your website through organic search engine results, which we call organic traffic.
The main difference between SEO and paid advertising is that SEO involves “free” ranking, which means you don’t pay to be in the first results.
To simplify it a bit, SEO means taking a piece of your online content and optimizing it so that search engines like Google show it at the top of the page when someone searches for something you have.
Mastering all the basics and covering all aspects will help you get your store to the highest ranking on the web.
Although SEO in general has become very complex and subtle, fortunately it is not difficult to outrank your competitors.
It’s all about following the right formula and putting in enough effort and time to apply it. By the end of this article, you will be able to notice the difference in the appearance of your store and then in the sales volume.
By providing a comprehensive guide to the basics of e-commerce SEO, and the steps you must take to outperform your competitors’ ranking.
Just keep reading very carefully!
“E-commerce sales are expected to reach $8.9 trillion by the end of 2029!”
Strategies and tactics to get top results On E-commerce SEO
Coming first search results isn’t fancy or hard to come by. It just needs some time and effort and directing them in the right direction.
Here are some of the most important tactics and things to consider to ensure your store appears in the first results:
- Site structure
- Keyword search
- Optimizing product pages
- Add customer reviews
- Social Signals
- Building internal links
- Enhance the security of your online store
- Improve your site speed
1. Site structure
Let’s start from the top in the journey of planning SEO and implementing e-commerce SEO strategies.
Site structure plays a pivotal role in the user experience, as well as in the order that your site appears in search engine results pages (SERPs).
So, you should design an appropriate structure that will help you grow your website or online store.
One of the mistakes many e-commerce stores make is building a site structure that is “too nice” that it becomes unnecessarily complex.
You should make the site simple and easy to navigate. If you want your site to be perfect, keep each product page at most three mouse clicks from the home page.
However, the more clicks a visitor has to click to access the product, the lower your conversion rate will be.
2. Search by keyword
Searching by keyword is a very important step that will influence the rest of the process from now on.
You can do this in several ways. You can use Google Keyword Scheme which gives some good results.
But I like to think out of the box, and better understand what online shoppers are looking for.
69.7% of search queries contain four or more words. (Source: Ahrefs)
One technique that produces great results is simply using
. Amazon is often one of your main competitors since it made up nearly half of all e-commerce sales in 2017.
But is there anything better than using Amazon Suggestions to find out what online shoppers are looking for?
Also, this is really very easy. Here is an example:
Type according to a general keyword in the search box.
Amazon product search page
You’ll quickly get a list of all the ideas for that word.
Repeat this for all the major products on your site.
Another simple trick is to use the relevant search features in Google.
Again, type a generic keyword.
Then scroll down the page to see related research.
This will give you more ideas. You can also click on a related search to get more ideas for a specific keyword.
Repeat this several times until you have a long list of common keywords.
You can then do more research to check details like how much the keyword is searched per month, how hard it is to appear in the ranking, etc.
You can do this with Ahref’s Keyword Explorer
Long-tail keyword searches have a 3% to 5% CTR higher than general searches. (Source: Smart Insights)
In general, your best option is long tags, with a minimum of three words.
Providing keywords that are too generic can marginalize your efforts, and it will become difficult for you to outperform competitors and get out of the Amazon umbrella (unless you do a “competitor analysis” of course).
3. Optimize product pages
Now is the time to take your keywords and incorporate them into your product pages. This is within the journey of implementing e-commerce seo tactics.
Doing this involves following many of the basic SEO principles that you apply to any type of website or blog. Which we get to know below:
- Links (URL)
Start with short, meaningful URLs that include your target keyword. According to Backlinko, the ideal word count is 3-5 words.
Here’s a good example of this:
- H1 . marking
You often know that header tags (especially H1 tags) have a lot of weight. Hence, it makes sense that you’ll want to include your target keyword in the H1 tag on your product page. Using these tags and marking your keyword with the H1 tag helps Google find you quickly and show your product pages in the first results.
36% of SEO experts believe the title/title tag is the most important component of SEO. (Source: Databox)
- Product Description
If you want to get the most out of e-commerce SEO, you should set clear and specific specifications for each product.This helps search engines learn more details about your product, which will give you an edge over SERPs. Many e-commerce stores overlook this, and many offer very few product specifications or offer duplicate content from the manufacturer’s website. But this is a good thing for you, as it will give you a chance to outperform your competitors.
Establishing strong product specifications that display targeted keywords will boost your overall SEO.
There is still some debate about the ideal length of description, and some experts recommend using close to 300 words.
Others, like Brian Dean, recommend going ahead and writing a description of over 1,000 words.
Brian’s logic is that this helps customers understand your product more, and helps Google understand what the page is about.
Others think this is an exaggeration given that most online shopping is done on mobile phones, and they say 50-100 words makes more sense.
In fact there is no perfect length for a product description that works 100% all the time, it depends on the product.
For example, 1,000 words is a rational number in complex electronics products with dozens of features, but it would be an exaggeration if the product were, say, a bar of soap. Hence, you should use your own judgment.
- Picture Enhancement
There are two steps you can take to improve the image.
First, make sure that at least one image contains your tag in the file name.
For example: “lemon_rosemary_soap.jpg”.
Second: make sure to include the target keyword as part of the alt text.
You should place your keyword on each product just as you would put it in the knowledge description on any other page. This should be a maximum of 160 characters only.
4. Add customer reviews
Highlighting positive customer reviews on the products page, is one of the most important e-commerce SEO strategies.
Customer reviews “kill two birds with one stone.”
First, it helps you build trust with online shoppers and increases your brand credibility.
“88% of customers say they trust online reviews as much as they trust personalized recommendations.” This may increase your conversion rate and ultimately your overall revenue.
Second, reviews provide additional text that search engines use to better understand the content of the page. Thus, your store will rank better on search engines.
Studies have found that review has an impact of up to 10% on search engine rankings.
While this may seem like an exaggeration, everything, no matter how small, will help you. So it’s smart to put in a few reviews of your products if possible.
You don’t need to overdo it with too many reviews because 40% of buyers form an opinion about the business after reading only 1-3 reviews.
5. Social Signals
Social mentions here are the ability to share your store content on various social media platforms.
Another means enabling the shopper to share your products in your store with his friends and relatives easily through social media applications.
It is true that there is some debate about the exact impact of social cues, but you cannot deny that they do affect SEO.
Here’s an image showing how Brian Dean rates some of the most popular social signals among the Top 200 Google Ranking Factors.
This encourages customers to share your products and gives them easy and convenient ways to do so. This will definitely give your e-commerce site a big SEO boost in the long run.
Google’s search algorithm uses more than 200 factors to rank websites. (Source: Backlinko)
6. Build strong backlinks
You often already realize the value backlinks give to a regular website or blog. Brian Dean places backlinks and internal link quality as the 38th and 39th factors on his list of the 200 most important Google ranking factors.
The same concept applies to an e-commerce store.
So be careful to look for internal linking opportunities, where approved or trusted pages link to pages of products that are most important to you.
Figures and Statistics..
- Quality content and link building are the two most important signals that Google uses to rank your website for search. (Source: Search Engine Watch)
- 91% of all pages don’t get any free traffic from Google, mostly due to the fact that they don’t have backlinks. (Source: Ahrefs)
- 55.24% of the pages do not have a single backlink. (Source: Ahrefs)
The more backlinks to a page, the more search traffic you will get from Google.
- Top results in the first Google SERP contain 3.8 times more backlinks than those below them. (Source: Backlinko)
7. Dealing with security matters
Cybersecurity is an issue of paramount importance these days, with more than 5 million data records lost or stolen every day, which equates to 59 records every second.
It’s no surprise, then, that Google considers security an important ranking factor now. In particular, HTTPs is a ranking signal, meaning that it’s best to switch from HTTP to HTTPS if you haven’t already.
This can be done by obtaining a Secure Socket Layer (SSL) certificate, which you can easily obtain when subscribing to ExpandCart packages.
Doing this step has become an urgent necessity these days, as it not only helps protect your customers’ sensitive information, but also makes your e-commerce site look more legitimate in the eyes of search engines.
8. Improve your site speed
This is important, as page load speed is ranked #20 in the 200 most powerful ranking factors in Google.
Even if you have an amazing e-commerce site that is optimized to perfection, your success will be marginal if the site is slow.
Here are some stats that show how important this is from a customer satisfaction perspective:
- 47% of customers expect a page to load in 2 seconds or less.
- 40% of customers leave sites that take more than 3 seconds to load.
- 79% of customers who are not satisfied with the performance of the site are not likely to buy from it again.
- A delay of one second reduces customer satisfaction by about 16%.
The top four ranking factors are direct site visits, time spent on site, pages per session, and bounce rate. (Source: SEMrush)
So how do I know the speed of my site and improve it?
First, use the Pingdom Site Speed Test to determine the speed of your site, and compare it to that of similar sites.
Enter your site link and simply start the test.
Then, your site will be evaluated, and you will receive some specific details about its performance.
Then use this information to determine the specific areas that you should address to increase your site speed.
These were 8 of the most prominent and powerful e-commerce seo strategies.
Start applying it now in your store and don’t hesitate and it will make the difference as soon as possible