There is always room for Search Engine Optimization (SEO) of an eCommerce website unless all visitors are purchasing products and it rarely happens!
It is possible to ensure the highest ROI of any eCommerce marketing campaign through SEO (Search Engine Optimization).
Despite this fact, the owners of eCommerce websites mostly depend upon the paid advertisements or social media platforms. It is possible to keep the eCommerce websites generating good revenue through these options; however, this technique requires constant effort and a steady stream of income. On the other hand, SEO enables an eCommerce site to make sells with zero recurring expense once a website ranks better on search engines and the following statistics may give some idea regarding the importance of SEO for eCommerce websites.
The best strategies for the optimization of eCommerce websites are as follows.
It is essential to research the right keywords for a website before starting the on-site or off-site Search Engine Optimization (SEO) for any type of website including eCommerce platforms. It is prudent to focus on three primary areas when researching for the right set of keywords.
It is essential to consider the relevancy, ranking difficulty as well as the search-volume when searching for the keywords. It is also essential to avoid broad-match keywords or highly competitive keywords.
Therefore, it is prudent to avoid these two types of keywords. It is prudent to select the keywords based on the following features.
The long-tail keywords are made of multiple words. They are unique searches used by the people to find different types of products, services or information over the Internet.
For example, if you want to sell constructive toys, then you may believe that it is an excellent idea to try to rank for the word ‘toys’. In reality, the popular search terms, such as toys, usually account for less than 30% of the searches performed over the internet and the remaining 70% of the searches come from the ‘long tail’ searches.
The long tail may contain numerous unique searches that may be conducted a few times on a particular day. However, these keywords account for the majority of the demand for information (globally) through search engines. Hence, it is prudent to use the long-tail keywords with low ‘difficulty score’ and high ‘exact match’ search volume. You may start using the ‘lower volume’ keywords relevant to your product/brand after exhausting the list of long-tail keywords.
It is essential to keep the focus on the topics that people may search for instead of using the keywords redundantly at the time of creating a blog, as the latest Google algorithms penalize a piece of writing that contains numerous keywords. This effort is considered to be manipulative. On the other hand, Google rewards websites that feature relevant and unique pieces of content. It is prudent to be precise when selecting the keywords for blog topics.
Keyword cannibalization happens when a website’s information architecture relies on one phrase or keyword on multiple parts of the website and it may negatively affect a site’s ranking. In this scenario, the search engines feel compelled to determine that one web-page is more important for that one particular keyword out of a collection of pages on a website.
It is prudent to list every page of a website on a spreadsheet along with the selected keywords to avoid the keyword cannibalization. It enables you to avoid using one keyword more than once.
It is essential to make sure that the users need to search less to find relevant content if you want to optimize an eCommerce platform and you can reach this goal via excellent website structure. The architecture or the structure of an eCommerce platform depends upon how the navigation system, category pages and product pages are set up on a website. For a user-friendly website structure, you may follow these three rules.
On an eCommerce site with scalable website architecture, the home page is supposed to link to all category pages as well as to the best product pages. You can ensure that the selected pages receive the highest authority from the home-page through internal linking and proper navigation. It is also important to remember that having text content on the homepage can increase any website’s ranking.
It is essential to pay attention to the on-page SEO techniques if you want to ensure that the keywords are at the right places enabling Google to determine the type or the purpose of a web-page. According to SEMrush, the eCommerce platforms are supposed to focus on eCommerce Image Optimization and product reviews during the on-page SEO.
The category pages are undoubtedly the most important pages to rank; as someone may have direct access to the products within the category page if he/she finds this page on Google. It is crucial to put the target keyword in the following places to optimize the Category pages.
You are supposed to follow the aforementioned steps for the on-page SEO of product pages. However, there are two main differences to keep in mind for the product pages.
The product reviews can improve the ranking for eCommerce platforms whilst increasing the conversion rate. Therefore, it is important to collect as many product reviews as possible for an optimized eCommerce site.
LSI keywords can optimize both category and product pages. The LSI keywords are the words and phrases that are closely linked to the main keyword and the following steps can help you find the LSI keywords for eCommerce SEO.
Internal linking happens almost automatically on an eCommerce site, as a lot of links are created due to the site’s navigation. However, it is also important to strategically build a website’s internal links, especially if you want to build internal links to product/category pages from the authoritative pages.
For example, you may have published a blog-post and it has generated a lot of Backlinks. On the other hand, you have a product page that is relevant to this blog post and it ranks #5 on Google. In this scenario, you may add a keyword-rich link that contains an anchor text from the blog-post to the relevant product page in order to optimize the page.
The Rich Snippets can help a website stand out on Google’s first page and eCommerce websites may use the ‘reviews’ as ‘rich snippets’. Schema is a special code that enables the search engines (Google/Bing) to have a better understanding of what is present on a web-page.
Proper application of the Schema markup convinces Google to display the Rich Snippets. You may use Google’s ‘Structured Data Markup Helper’ if you have difficulty setting up the Schema markup manually.
As per the recent update from Google Webmaster blog. Google will deprecate the support of data-vocabulary.org for structured data markup from April 6 2020.
It’s a signal for Ecommerce website owners that they will have to switch to schema.org markup to be eligible for rich results.
As a preparation for the change, Search Console has started issuing warnings for pages using the data-vocabulary.org schema so that you can prepare for the same. This will allow you to easily identify pages using that markup and replace the data-vocabulary.org markup with schema.org.
Know more about it here “Sunsetting support for data-vocabulary“.
Technical SEO is considered to be useful for all types of websites; however, it is more useful for eCommerce sites. This type of optimization is useful for the technical side of a website, such as user-experience, working links, mobile-friendliness and website’s speed. Therefore, you can optimize the user experience with the help of technical SEO and it is essential to perform an eCommerce SEO audit in order to improve the technical SEO and the following SEO tools can come to your assistance at the time of auditing.
It is possible to accomplish the following three things through an eCommerce SEO audit.
You may use the following steps during the technical website audit.
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The owners of eCommerce platforms who have local stores may also benefit from local SEO. Local SEO is also useful for driving local site traffic to a website and the following steps are essential for local SEO.
Using ‘Google My Business’, you can put the details of a business into Google’s database. This step makes sure that your business shows up on the local search results. You may feature the address along with the hours of operation, pictures, reviews and other details of your business using this feature.
Nothing is more effective than building local citations if you want a business to show up on local search results.
The backlinks from various local websites are considered to be local citations, such as magazines, press releases, news outlets and other local media. An example of the local citation will be claiming a free listing on the Yellow Pages. Using citations, it is possible to show Google that a particular website is popular in a particular locality. Citations do not just help with the local SEO; they are equally important for international SEO.
For example, you may want your website to rank higher in USA. However, it is hosted in India. In this scenario, you may use the citations to collect more links from the websites in USA.
However, it is prudent to create separate websites for different countries if you want a commercial website to rank higher with local SEO.
Getting links from the local websites is an excellent way to optimize your website with local SEO for business. It helps you with the local ranking as well as with building overall domain authority. For quick results, you may collect links from the local news outlets, local blogs and any local association.
Content marketing is an effective way to drive online traffic to any website including an eCommerce site. Therefore, it is possible to increase the sales if you know how to use any type of content effectively and you create content marketing strategy relevant to your business using the following steps.
You need to create the right type of content in order to appeal to the target customers and it is important to have insights into their dreams, desires, thoughts or concerns in order to create the right type of content. However, it is not possible to spend time with the target customers in real life. Therefore, it is prudent to find out the online platforms where the target customers for your business like to spend time.
For example, if your target customers are kids, then you may look for the places where the parents hang out, such as CircleofMoms.com, in order to learn about their thoughts.
Finding out the places where the target customers for your business hangs out is the first step. It is equally essential to find out the words/phrases commonly used by the target customers. You may use these phrases as keywords and may create a topic using these keywords in order to make a piece of text-based content appealing to the target customer.
Once you find out the commonly used phrases/words by the target customer, it is time to create an excellent piece of content. You may use the following steps to accomplish this result.
The links, online traffic or the shares on the social-media platforms received by a piece of content can improve the online ranking of the product pages and category pages on an eCommerce platform.
If you can build backlinks from the websites with high domain authority to your website, then it can greatly improve the ranking of your website. The backlinks are more effective than any other ranking factor. However, building links is considered to be a part of off-page SEO and it is a complicated as well as time-consuming task. In this scenario, you are supposed to collaborate with other website-owners or bloggers in order to collect the links. Four link-building opportunities can be used to the benefit of any website.
Resource page link-building is an easier to way build the backlinks. With this practice, you can create backlinks from the pages that include selective lists of links to external websites.
In the virtual world, the influencers are the individuals within your industry/niche who have a large following or a website with high domain authority. However, these individuals are not your competitors despite being a part of the same industry. Building a partnership with the influencers for SEO is different than influencer marketing. In this scenario, you are not paying an influencer to share the products from an eCommerce site on the social media platforms.
Your aim is to convince an influencer to link back to your website from his/her website using a blog post that features your products or using an existing page on his/her website.
You may use the following steps to build an amicable relationship with the influencers.
There are various other ways of building a partnership with the influencers. It is not hard to find the influencers; you just need to type ‘[topic] blogs/influencers’ on the search bar of Google.
This is an effective link-building technique; however, it is a time-consuming task. You may need to send hundreds of e-mails to the website-owners with broken links in order to receive a few links. You may use the following steps to find websites with broken links.
The broken links are easier to identify, as the links are highlighted in red colour. You may reach out to the website-owners via e-mails and inform that they are linking to a broken page. You may use the same letter to suggest your content. It is prudent to select the web-pages that are related to the content you have created or the web-pages that you can recreate with original content.
This link-building strategy enables you to push out your competitor whilst helping you get more links. Using Ahrefs, you can find out which keywords are being used by your competitors. Using the same toolset, you can find out the source of backlinks for your competitors. You may try to get these links and use the links to your benefit. You may use the following steps in order to find out the links being used by the competitors.
After finding out these links, you may reach out to the website owner and convince them to include your website in the blog-posts or convince them to use some other measures of link–building.
The following tools may come in handy if you want to find out the benefits of using these SEO techniques for your eCommerce website, as it takes longer for the SEO techniques to take effect. However, there are subtle signs that show improvements with regards to the ranking of your website and you may use the following tools to find out these signs.
There are many benefits of optimizing an eCommerce platform for the search engines. However, the main objective of SEO is to increase sales. With correctly practised SEO tactics, you will notice an increase in quality traffic leading to increased conversions and repeat visitors. To get the assistance in the implementation of these eCommerce SEO tactics, feel free to contact KrishaWeb Crew.
All major search-engines update the algorithms in order to bring the best result to the searchers and the search-engines constantly perform this task. It is essential to adjust the optimization strategy according to these changes in order to keep pace with these updates and SEO is an ongoing process due to this reason. SEO can be beneficial for all types of websites despite the effort and the aforementioned points can help you create a strategy to boost sales for your eCommerce site.
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