For any ecommerce site, ranking at the top of search engines is a high priority. While paid search can place you at the top of the SERPs you there, the long-term cost to remain there may not be sustainable. You need the number one spot, and eCommerce SEO can help you achieve this.
In this step-by-step ecommerce SEO guide, we will explain everything you need to know about SEO strategy for ecommerce websites and provide tips and strategies that will help you optimize your site effectively. Here are the main topics we will cover.
- Why SEO Is Important for Your eCommerce Site
- Keyword Research for eCommerce Websites
- On-Page SEO for eCommerce Websites
- Technical SEO for eCommerce Websites
- How to Fix Common Technical SEO Issues on eCommerce Websites
- Content Marketing for eCommerce Sites
- Link Building for eCommerce Sites
- Local SEO for eCommerce Websites
- eCommerce SEO: Some Final Best Practice Tips
Why SEO Is Important for Your eCommerce Site
SEO is a critical necessity for e-commerce websites. Your products need to rank higher than your competitors, and they need to display the right way so potential customers can find the products they need in the SERPs and choose your site to click on.
When done right, ecommerce optimization strategies will help you rank highly, and your pages will provide the best solutions to a user’s search intent. Optimizing eCommerce sites can yield an ongoing, free source of high-converting organic traffic to your site.
This means less reliance on advertisement spending, a plus for any online business.
In a 2017 study conducted by SEMrush on how e-commerce companies drive traffic to their sites, the results show 38% of retailer traffic comes from organic search.
SEO will help increase your organic search traffic, and help your ecommerce site rank higher in search engines. With so many users using Google to research purchasing decisions, both at home and on the go, need an optimized website and product pages.
Keyword Research for eCommerce Websites
The core of any effective eCommerce SEO optimization strategy starts with keyword research. Making sure you are targeting the right keywords is essential to your SEO efforts. Focusing on the wrong target keyword can negatively impact your impressions and bring low-converting traffic to your business.
The Initial Steps of Keyword Research
The first part of an ecommerce SEO strategy involves listing your category and product pages and then identifying and mapping, on a page-by-page basis, the keywords to target.
For ecommerce keyword research, your strategy should prioritize product-focused keywords, taking into account your homepage, product categories, and blog content — this means also ensuring you are targeting keywords based on a medium to high search volume that are strongly relevant to your brand and not too difficult to rank for.
In a recent SEMrush post, Sandeep Mallya broke down search intent:
Your focus should be on choosing transactional keywords over informational keywords. Why? Because your main priority is ranking for keywords that lead people to purchase, and transactional keywords typically lead to high conversions rates.
How do you find them?
Consider buyer intent. Buyer intent refers to the intent beyond the consumer’s keywords when searching online, which reflects where they are in the buying cycle.
For example, someone searching for a relatively broad keyword (also known as a ‘head’ term’) such as ‘men’s shoes’ is likely to be at the top of the funnel (the research stage), meaning they are still probably assessing the options available, and not ready to buy yet.
Someone looking for ‘black men’s running shoes, size 42’ strongly indicates they are ready to purchase, due to the specific, detailed nature of their keyword (and would be considered a long-tail keyword). This is what we call commercial or transactional intent, and what your eCommerce SEO keyword research should hone in on.
Keyword Research Tools for eCommerce SEO
Using keyword research tools can help dramatically simplify the process of finding keyword ideas when it comes to optimizing ecommerce sites. Let’s take a look at some of the most commonly used by the SEO community.
SEMrush Keyword Magic Tool
The SEMrush Keyword Magic Tool provides access to a global keyword database with over 17 billion keywords and is particularly useful for finding semantically related long-tail keywords.
These are important to target, as they represent keywords with less competition than broader terms, and they have potentially a higher click-through rate thanks to the intent behind them. – Read more