The Building Blocks to a Great Ecommerce SEO Campaign
Ecommerce was responsible for around $2.3 trillion in sales and is expected to hit $4.5 trillion in 2021 (according to a Statista report).
In the US alone, ecommerce represents almost 10% of retail sales and that number is expected to grow by nearly 15% each year!
Lets Go through some of the steps for a successful Ecommerce strategy.
1 keyword research
Any effective ecommerce campaign starts with solid keyword research. Conducting a detailed competitor analysis is a key step in the researching process. Having the proper keywords is the basis of all your SEO efforts.
Keywords are extremely important when it comes to optimizing your product and category pages. Technical SEO is also influenced such as your site architecture and URLs.
2 Site Architecture
Site Architecture is super important when it comes to an ecommerce website.
When arranging and organizing the layout of the pages on your site there are a few things to keep in mind.
Create a clear and focused hierarchy of navigation for example:
From your Homepage > to Product Categories > to Actual Products
It is most important to keep things simple and scalable and to make sure that every page is no more than 3 clicks away from your homepage.
3 On-site SEO
For an Ecommerce website the most important focus here will be on your category and product pages. These pages in particular will generate the majority of the traffic and sales.
Let’s start with the Title Tag. You always want to use your primary keyword in your page’s title tag.
For example: “Get T-shirts at TheT-Shirtstore.com” With T-shirts being the primary keyword.
Let’s not stop there though as you are limiting yourself with just that phrase. That is why it is important to add modifiers such as “cheap” or “best” for example. An updated title tag could look like this:
“Get the Best Cheap T-shirts online at TheT-Shirtstore.com”
This simple change can open you up for more long tail search combinations resulting in more traffic. A better more descriptive title can also help increase the click-through-rate of your listing.
The next tag to work on is the Description Tag. A focused and detailed description can be the difference in persuading the user to click on your listing vs. your competitors.
When it comes to Category Page and Product Content many industry studies have discovered that longer content seems to rank best in Google. Generally the more descriptive a page is the more informative it is for potential customers.
Be sure to sprinkle in your keyword in the product content so Google can understand what your page is all about. Obviously it is most important to write naturally and not just for the search engines.
Along with your keyword it is important to find a list of LSI(Latent Semantic Indexing) keywords and create your content with them in mind. LSI’s are terms closely related to your keyword.
Another important step is the use of short and keyword-Rich Urls. There have been industry studies showing that short URLs tend to rank higher on the 1 st page of Google vs. longer ones.
Ecommerce URLs tend to be slightly longer than the average but they still need to be focused and to the point.
For example: https://example.com/category/subcategory/product.html
Internal Linking is another important on-site strategy. Strategic internal linking is an ecommerce SEO best practice. One of the most powerful things you can do is to internally link from authoritative pages (such as a popular blog post) to high priority product and category pages. https://example.com/category/subcategory/product.html Another useful practice for an ecommerce website is the implementation of product review schema to get rich snippets displayed on Google. This is an easy way to stand out in the 1 st page results.
4 Technical SEO
Every Ecommerce site needs a full technical SEO audit to identify any number of issues or errors (here are just a few):
-duplicate title tags
-duplicate and thin content
-number of indexed pages
-webpage load speed
-ensuring site is fully secure
5 Content Marketing for Ecommerce Sites
Content Marketing is a major strategy for any ecommerce platform.
Maintaining an engaging and informative blog is one of the best ways to build authority, trust and assist in branding.
Find your target audience around the web and take notes on what questions they are asking and what keywords they are using. Once you have compiled all of this information craft an outstanding piece of content that will blow away your targeted audience.
As you build trust you will become an authority in your space providing you with increased traffic, leads backlinks and more potential customers.
6 Link Building for Ecommerce
Publishing outstanding content is one of the foundations to a great link building campaign.
Guest posting on blogs relevant to your niche is one easy, white-hat way to build links. Simply email the owners of the blogs you’re interested in and offer them three or more ideas for potential guest posts. In a nutshell quality link building all comes down to creating great quality content.
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