What is Ecommerce SEO?
Ecommerce SEO means optimizing ecommerce websites to rank better in search engines. The main goals are:
- Drive more visitors to the online store from search engines. SEO brings targeted visitors looking for what the store sells.
- Build more brand awareness and visibility. Ranking for industry keywords exposes the brand to new audiences.
- Outrank competing ecommerce websites in search results. SEO helps stores rank above competitors.
- Boost revenue by helping customers find products more easily. More visibility means more sales.
- Create geography-based sales opportunities by targeting location keywords.
- Make it easier for customers to discover products through platforms like Google Shopping.
By focusing on core SEO best practices, online stores can expand search visibility and traffic to grow their customer base and sales.
On-Page Ecommerce SEO Tactics
On-page SEO optimizes individual web pages. Some important tactics include:
Optimized Page Titles
Page titles appear as headlines in search results. Concise, keyword-rich titles can help pages rank better. Keep under 60 characters.
Meta Descriptions
Meta descriptions summarize page content in 160 characters. Well-written ones improve click-through rate by intriguing visitors.
URL Structure
Use descriptive URLs with target keywords instead of numbers and letters. For example, “/blue-suede-shoes” rather than “/product123”.
Image Optimization
Name images properly, use alt text, and compress files to improve speed. This helps images rank in Google Images.
Content Optimization
Create useful, keyword-focused content around customer search terms. Incorporate terms naturally in product info and blogs.
HTML Optimization
Proper use of headings, schema markup, alt text, site architecture and internal links helps search bots crawl and understand pages.
Mobile Optimization
Ensure fast mobile page speeds and mobile-friendly design. Critical with mobile-first indexing.
Site Speed
Faster page speeds improve user experience and search rankings. Compress images, minimize redirects, enable caching.
Off-Page Ecommerce SEO Tactics
Off-page SEO consists of external efforts to influence rankings, like:
Backlink Building
Earning links from relevant sites helps indicate popularity. Guest posting builds contextual backlinks.
Social Signals
When customers share products on social media, it creates helpful signals that influence rankings. Encourage sharing.
Local SEO
Accurate business info on listings like Google My Business improves local search visibility. Makes it easy for nearby customers.
Reviews & Mentions
Positive reviews, brand mentions, thought leadership across the web help brand image and authority.
Link Building
Earn niche backlinks through content marketing, outreach and guest posts. Avoid low-quality links.
Become Authority
Create free content like ebooks and webinars to become an authority voice in your ecommerce niche.
Ecommerce SEO Best Practices
In addition to core techniques, adhering to best practices is vital for long-term success:
- Research keywords with tools like Google Keyword Planner and optimize content around high-value terms.
- Ensure site architecture has intuitive navigation menus, search bars and logical URL structures organized by category.
- Maintain a content strategy focused on buyer interests and customer questions. Publish targeted blogs and guides regularly.
- Monitor search rankings. Expand on pages gaining traction by adding more optimized content.
- Identify and improve landing pages with high bounce rates that visitors arrive at from search engines.
- Implement 301 redirects when launching a redesign to maintain SEO equity.
- Focus SEO on optimizing product and category pages tailored to each business unit for large stores.
- Personalize search and site experiences using purchase history and customer data to show customized recommendations.
- Follow technical SEO best practices like fast speeds, HTTPS, good linking, and markup for rich results.
An effective ecommerce SEO strategy requires consistent effort and investment to maintain and improve over time. But by focusing on high-value keywords and ongoing optimization, stores can expand organic traffic, conversions and sales. Investing in ecommerce SEO services leads to greater visibility and discovery.