Regardless of the type of website that you are operating, SEO is a critical consideration. Sound SEO practices can go a long way in improving your ranking in search engines and bringing more people to your website. However, the importance of these practices becomes even more significant in the case of an e-commerce business. This is primarily due to the immense competition in this sector and a large number of established firms in it.
Given the same, it is important to understand how to do SEO for e-commerce websites.
Let us look at the primary factors that you must consider.
SEO for eCommerce Websites
These are arguably the most essential component of your e-commerce SEO strategy. The density of keywords on every page must be optimised. Additionally, the keywords must be chosen wisely. Every component of your web pages—from the title and description to their meta counterparts—must have the primary keyword intended for the page.
At the same time, make sure not to fill the page with keywords since that could potentially bring your page rank down. Also, have some LSI keywords on the page to enable the search engine to understand the webpage.
2. Competitor Study
A great guide to optimising your web pages can be looking at your competitors’ web pages. Make sure to carry out this activity, especially for the larger competitors whose websites turn up at the top of the search results. There are several tools that will help you analyse the metadata entered by these webpages.
Keep an eye out for the keywords that they have used in the meta title and meta description and how they have spread these keywords throughout the page. Check out the optimisation strategies of your competitors’ landing pages as well.
3. Homepage SEO
Expectedly, the homepage is the most important page of your website. There are several good practices that you can follow to optimise the SEO metrics for your homepage. The title page of the homepage must contain the name of your company and the main primary keyword you are aiming for.
Try to keep the title tag as short as possible, no more than 10 – 15 words. Your homepage’s meta description must also contain the primary keywords and be no longer than 25-30 words. Your homepage content must be designed to be free of clutter while keeping SEO considerations in mind.
4. Site architecture
Always make sure while designing your site that the internal lining in the site is not complex. The simpler your site architecture is, the easier it will be for search engines to link to other pages from your homepage. More complicated site structures make it difficult not just for search engines but also for your users to find products on your website.
However, you can boost e-commerce SEO by internally linking pages to one another. This also increases the amount of time that users spend on your site, which is another metric that impacts your search engine ranking.
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5. Product pages
The product pages contain multiple elements that can be optimised as per the best e-commerce SEO practices. The title of the page should contain the name of the product and the type of product—customers are more likely to search for a particular product type than a brand or product name. The product description must be elaborate and contain the primary keyword.
The image that you add for the product should also not have a random name but rather be named after the product. Also, include the product title and primary keyword in the alt text for the images. You can also improve your SEO by adding an FAQs section since it increases your keyword density organically and also makes people spend more time on the page.
Multiple search engines don’t merely consider the content of a web page but also its creation as an essential metric to determine its rank. This is true, especially for mobile devices. Hence, it is vital to invest in responsive design for your webpages and optimise the design of pages when they are viewed on mobile browsers. Additionally, it also indirectly leads to a better SEO since the user experience improves, and users naturally spend more time on your website across platforms.
7. Improve site performance
The search engine primarily looks at your web pages from your end-users perspective. For your user, the main performance parameter of your website is the speed at which it loads. Websites that load slowly will naturally be ranked lower by search engines.
To improve load speeds, you can look at your website’s technical aspects, such as the servers that host it and the percentage of the allocated space on the server it takes. You can also improve your website’s load speed by ensuring that the images you upload to the website are of the lowest possible size but decent quality.
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8. Creating backlinks
Most e-commerce site owners will simply ignore this part of e-commerce SEO, even though it forms a major component in how search engines rank pages. If your website homepage or individual product pages on your website have backlinks from high-quality websites, your site’s ranking can improve by leaps and bounds.
However, you should not wait for these sites to organically backlink to you. You can contact the owners of these websites and request guest posts in which you can link back to pages of your website.
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With the immense competition in the e-commerce business, getting found can be quite a challenge, even for the best of websites. The above tips help you improve your search engine ranking and get significantly more customers.
Why does SEO matter for eCommerce websites?
SEO is critical for any eCommerce website as your products need to rank higher in the SERP than your competitors and help potential customers to find the right product.
Optimizing your eCommerce website yields better results and translates into higher organic traffic to your site, which means less dependence on advertising to increase your visibility and drive sales.
It is also a cost-effective measure for any eCommerce website to grow sales and profit. In this highly competitive industry, where for niche products, paying for website traffic and to attract potential customers can cost you hundreds of dollars. But, with solid SEO, the effect on your website lasts long compared to paid campaigns, where things stop working the moment you stop the ad campaign.
What are the best SEO strategies for eCommerce websites?
Some of the best SEO strategies for an eCommerce website to get ranked on top of SERP are:
Do keyword research to identify the keywords that have significant search volume, cost-per-click, etc.
Establish easy-site architecture based on your keyword research
On-page SEO through using optimized meta-titles, short keyword-rich URLs, internal linking etc
Technical SEO that will help search engine to crawl your website
Create unique product description
Content marketing to boost organic visitors
Build high-quality backlinks to improve website authority
Improve site loading speed and security
What are the SEO tools available for an eCommerce website?
There are many SEO tools available for eCommerce websites, which includes:
SEMRush, Ahrefs, Google Structured Data Testing Tool, Google Analytics, Google My Business, Google Tag Assistance, Google AdWords Keyword Planner, Google Page speed insight, MozPro Keyword Planner, Moz Pro On-page Grader, Moz Pro-Link Explorer, etc.