Ecommerce SEO: The Ultimate Guide to Get Ranked on Google
Here is the complete guide on eCommerce SEO. Having an eCommerce website online is one thing, but ranking well naturally in search engines like Google is a meaningful project in itself.
While eCommerce SEO strategies have parallels to traditional SEO, you will want to take a more focused approach to be as effective as possible. Below we’ll touch on eleven basic eCommerce strategies and SEO techniques that remain relevant and useful.
Ecommerce SEO Strategies
Boost SEO with Unique & Engaging Product Descriptions
One of the most basic but often overlooked eCommerce approaches, writing unique product descriptions that strengthen your brand, engage your audience, and educate your shoppers, will set your eCommerce site apart from your competitors in a meaningful way for both search engines and your customers.
Excellent product page copy is even more important if you are selling products that can be found on hundreds of other eCommerce sites since many of these stores will copy and paste a product description right from the producer, resulting in thin and duplicate content across dozens of sites or more. Whether your products are available elsewhere or you’re the only supplier, writing unique and engaging product descriptions optimized with your objective keywords will increase your organic rankings. If done well, it will do this while concurrently improving your conversion rate.
Structured Data for Improved Search Results and Improved CTR
Ever wonder why amazing results in Google seem to have more information than others? For instance, have you searched for goods and noticed some product pages display star ratings for reviews right in the search results? These improved results are usually the result of the webmaster implementing structured data on these pages.
Mobile Optimization Is an SEO Must
Optimizing your website for mobile devices has become frequently important every year for over a decade. If you run an eCommerce store, you require to prioritize the mobile experience over the desktop experience. This means building a responsive website that caters to the size of the device accessing it.
For nearly three years now, Google has told us that they are turning to the mobile-first index. If Google is prioritizing the mobile experience, it profits your eCommerce store to do so as well.
This means that when Google makes their website rankings, they give more attention to your mobile site than your desktop site. Since most eCommerce customers either start or finish their purchase online, you MUST focus on the mobile experience.
Increase Site Speed and Decrease Page Load Times
An increasingly important part of Google’s algorithm is that having a fast website will drastically improve your rankings and user experience.
Your focus should be on user experience, but you require to consider how quickly your site loads are part of that experience. Therefore, take steps towards becoming the most active website among your competitors. In this regard, you don’t have to be lightning-fast if you are serving your content quicker than the competitors within your niche or industry.
Ensure your images are properly compressed for use on the web, or big image files could be bogging your site down. Also, be on the lookout for CMS that may be forcing larger versions of item images when compressed versions would suffice (Looking at you, Magento!)
Incentivize Customer Reviews & Engagement
Structured Data to display things like reviews in the SERPs is great and all, but if you have two reviews on your page, that doesn’t look great!
Create an incentivized program to support your users to leave reviews. This policy should extend beyond reviews, as you should prioritize engaging your past, present, and future customers as much as possible. In the eCommerce game, repeat customers are hugely helpful, and online customers respond to incentivization.
Target Long-Tail Keyword Variations in Website Articles and Content
Content still reigns supreme in 2019. Your blog should leverage long-tail keyword variations of your objective keywords for products and categories for eCommerce stores. These should include product reviews, how-to articles, etc. For example, if you sell running shoes, you should write articles about running, jogging, picking running shoes, creating a resource to help people know what size shoes they need, etc.
User experience is yet a hugely overlooked aspect of today’s eCommerce stores. Focus on building an easy-to-navigate website, especially on mobile. Blaze the path of shortest resistance from the home page to checkout.
This will only help your conversion rate but should improve your organic visibility as well. Google pays consideration to whether or not a user bounces back to the search engines after visiting your site, and usability and site navigation plays a huge role here. If you earn keyword rankings in Google but all of that traffic heads back to Google to find a better website, Google will think your website isn’t ideal for sending traffic.
We cannot stress the value of CRO or Conversion Rate Optimization enough. Think of hiring a professional company that offers conversion rate services. This is an area that it actually can be immensely beneficial to have a professional doing the work.
Using analytical data, AB testing, video recordings of actual browser sessions, you can meticulously work to improve your conversion rate. Simple changes include changing CTA text and button color, but proper CRO is so much more than that and requires a skilled professional with an analytical mind. Nevertheless, CRO is one of the most natural ways to boost your online sales numbers!
Internal Linking Relevant Products, Categories, and Resources
Internal linking is thought to be an outdated approach, but it is still essential. Focus on putting relevant internal links throughout on-page copy and articles for humans, not for search engines, and your site will thank you. As long as you’re not keyword stuffing or locating irrelevant links, internal linking throughout your site is a natural way to help Google understand your website and content that much better.
Properly Manage Out of Stock Products
Never delete an item (or category, for that matter) from your website. There are different strategies to consider, but none of them involve simply deleting the old page. Instead, here are some options to think about, which depend on the circumstances at hand.
- Leave the product page up; add a message that says the product is discontinued. Add links to relevant items within the old product pages’ on-page description.
- Take the old page down, and implement a 301 redirect to the most relevant new page, whether a new related product, a blog article about the old product, etc. Whatever is the most relevant page that can displace the old URL should be used.
Leverage Video & YouTube
Remember, tip #1 is to write unique & engaging product descriptions; including videos on the product page is a great way to be more engaging, especially if they are unique and original videos and not borrowed from the producer.
Remember, site speed and technical optimization tactics! Make sure that your videos don’t bog down your item pages. You can try tricks such as ensuring all essential elements on the page load before the video loads so that your users can still view the page without having to wait on the video to load.
You can choose to host your videos or embed YouTube videos. The benefit of embedding YouTube videos is YouTube can become a marketing tool of its own if you are ready to invest in resources for high-quality video production.