The Fundamentals of e-commerce SEO

This article is for anyone who is looking to understand e-commerce SEO and how it can help drive more traffic to their websites. We’ll start with the fundamentals of SEO, and then move on to how you can optimize your ecommerce product pages to increase conversion rates. Along the way, we’ll discuss important details like website maps and navigation features that will help customers find what they need quickly. By the end, you should have all the tools necessary to take your ecommerce site performance from good to great!

What is SEO?

SEO is the abbreviation for Search Engine Optimization.

The purpose of SEO is to improve how ecommerce sites appear in search results pages by making sure that the keywords and phrases on the page are relevant to what people are searching for.

If you don’t carry out SEO, then you could get lost in the shuffle and never be found. It’s important to note that not everyone will find your ecommerce site just by scrolling through Google – people use different keywords all the time, so it’s crucial that your ecommerce site is optimized appropriately for them too.

SEO can be difficult because there are so many elements to take into consideration.

Keep in mind that what works for one website may not work for another, and even if you know what you’re doing sometimes it still takes a while before you see any kind of improvement.

search engine optimisation

SEO Strategy for E-Commerce Sites

It’s becoming more and more imperative for E-commerce stores to have a strategy in place for SEO.

With customers increasingly turning to the Internet to find products and compare prices as well as to search for information, it’s important that they will be able to easily find your site online.

It’s also vital that they will be able to find what they’re looking for on your site without too much effort on their part.

It is important to have an ecommerce SEO campaign for your site because it will help with the long-term success of your business.

Creating an SEO strategy is vital for any company that wants successful ecommerce websites.

Having a clear plan or road map will help you figure out a path to take that will be both successful and beneficial for your business.

An SEO strategy will ensure you have a great website that can rank well in search engines and give you peace of mind that you are making the right choices with your ecommerce site with the aim of increased search engine traffic.

What is Ecommerce SEO?

Ecommerce SEO is the process of optimizing your e-commerce website for improved performance, both now and in the future.

Ecommerce SEO is about more than just ranking high up on Google Search to increase organic traffic – it’s also about keeping customers on your site and more traffic.

You have to be visible, but you also have to give them an incentive to stick around.

This is why it’s important to optimize not just your product pages, but also the categories and other navigation features on your website so that customers know where they are at all times.

If you do this properly, then you’ll have more people converting into sales, and more people coming back to your site to continue buying.

The basics of ecommerce SEO

No matter what kind of e-commerce site you run, getting the fundamentals of ecommerce SEO right is crucial for good performance. These include:

  • Keyword research – this involves using tools to figure out which primary keyword/keywords are most relevant and with a high search volume as possible so that you know what to include on your product pages.
  • On-page SEO – this is about making sure that your website includes the primary keyword and phrases that you research during keyword research, but does so in a way that doesn’t look too spammy for users.
  • Off-page SEO – this involves getting links from other websites, either by submitting your site to directories or asking other sites to link back.
  • User experience – this includes making sure that you have a website map (where people can easily find what they’re looking for, including related categories), as well as having clear call-to-action like “Add to cart” and “Buy now”.

How does e-commerce SEO differ from other types of SEO?

When it comes to e-commerce, there are a few extra things you need to worry about. These include:

  • Making sure that your product pages include all the relevant details that customers will want to know – this includes not just photos, but also descriptions and proof of authenticity if appropriate.
  • Preventing duplicate content by making sure that the same products aren’t being listed in more than one category. If this is a problem, then you can use a 301 redirect to fix it – so if someone searches for a product on your site but there is a different page with the same product, they will be redirected to the page that they want.
  • Making sure that you’re using breadcrumbs so that people can easily find their way around your site, as well as making use of SEO plugins for WordPress to help improve your search traffic.
  • Optimizing your categories so that people can easily find what they’re looking for – this includes being sure to have keywords included in the name of each category, using appropriate search bars based on which pages are popular (like your home page), and making sure that you’re not forgetting any other areas like sidebars.

How hard is SEO for ecommerce stores?

The difficulty in ranking your ecommerce store depends on many factors, including the number of keywords targeted, competitive landscape, and how much effort you need to optimize each page for ranking.

How much does it cost to get on page one of the search engine results pages?

It’s not easy to put a price tag on SEO because it depends on how many resources you allocate and what you want to achieve. To help you budget, Search Engine Journal provides an SEO budget calculator 

How can you optimize your product pages?

You should focus on the content aspects of your product pages, such as including high-quality product images and descriptive copy.

You should also make sure that you provide other information like specifications, pricing, and other details.

You can add to its organic SEO by adding links to your other products and maintaining a site map with other navigation features.

The keywords and phrases that people search for will determine what you’ll need to include in the content of your product and category pages.

For example, if someone is searching for “pets,” then they’d want to know about how big the pet is, where it lives, and other particularities like its age.

Before listing any products on your site, you should do some keyword research to understand what people are searching for when looking for your type of product.

You can check out Google’s Keyword Tool or the Google Suggest feature to find good keywords and phrases with sufficient search volume.

Ecommerce sites should also provide other information like specifications, pricing, and other details about your products on your product and category pages in order to give consumers all the needed information.

URLs in the content of your product and category pages should include relevant keywords.

This will help Google understand what specific keywords relate to which URLs so they can better index them properly.

Why SEO is critical for E-Commerce success

Ecommerce SEO is a difficult process to go through. But it has a huge impact on how successful your ecommerce site is going to be.

SEO affects whether or not people will find you when they’re looking to buy what you have to offer.

For online retailers, search engine optimization (SEO) is an essential component.

Your products must rank higher than your rivals in google searches and display appropriately so potential consumers can locate the items they’re seeking in the SERPs and choose your site to purchase.

SEO is a method of improving the visibility of a website or e-commerce store by increasing its rank in the search engine rankings.

You can increase your product and category pages visibility and get more visitors to it by doing things correctly.

By optimizing eCommerce sites, you may generate free, high-converting organic traffic to your site on an ongoing basis.

This implies that you’ll have to spend less on advertising, which is beneficial for any online company.

Does your site have clear navigation?

It may sound obvious but clear navigation is often overlooked.

A good site map and clear navigation features will assist both new and existing customers with finding what they need on your website.

Is your site mobile responsive?

A mobile-responsive website is a must for any online store. Make sure that your ecommerce site works on all devices and is easy to use on touchscreen devices.

Mobile optimization will not only attract more customers, but it will also increase conversion rates, as more than half of users browse for products and services using their mobile devices.

Are your product pages clutter-free?

The more complicated your product and category pages are, the more difficult it will be for people to buy from you even if they find your page in a search engine.

Make it clear to users how to add products to the cart.  

Keep things simple!

Does your site have unique content?

If you’re not providing unique content on your website, chances are that you’re just duplicating what others have already published elsewhere.

This isn’t very useful to anybody – especially Google.

Unique content is one of the most important SEO factors that Google monitors.

It allows you to rank higher in search results, which will lead to increased organic traffic.

Avoid duplicate content

One of the most important SEO factors that Google monitors is unique content. Conversely, duplicate content will harm your search engine rankings.

To avoid this, make sure that nobody else publishes the same content on their site as you do on yours.

If they have, consider adding more value to users so you can rank higher than them!

This means that you should always try to write your own content and avoid duplicate content.

If your site has products that all have the same descriptions and images, it will be difficult for Google to figure out which product is the best one and rank it higher than others.

Schema markup

To help Google decide which page to rank you can use the schema markup, which helps communicate to Google how your pages are unique and relevant.

1. What is Schema markup?

Schema is a type of code that can be added to your site in order to help Google and Bing more easily crawl it. This process is known as microdata, and the markup will specify things like which product types are available on your site (clothing, appliances, etc.), how products work (model number, dimensions, etc.), prices, ratings and reviews, shipping options, availability of products (in stock or not in stock), images, contact information, etc.

2. Why is Schema important?

Markup is important because it allows Google to better understand your site when they are crawling around it. If you don’t have proper markup for your site, then your descriptions may not accurately reflect what the product is, and it can make things confusing for web crawlers.

3. How do I add Schema properly?

Schema is added in a few different ways: by adding it directly to the source code of your website (which requires access to your web editor), using a plugin for your CMS (such as WordPress), or using a tool like Rich Snippets.

Schema can be added through the source code of your site in a few different ways: via the meta tags, the microformats, and RDFa. In order to add Schema markup correctly, you need to know that there are three main tags that slide into your source code: < meta >, < span > and < div >. The first tag we’ll look at is the one you use for products:

<meta itemprop=”name” content=”Name of Item” />

This tag contains the name of the product and will be displayed as such on Google. You can include other details about the product in this tag, such as:

<meta itemprop=”brand” content=”Name of Brand” />

This will tell Google what brand your product is and will be displayed like so: “Brand Name’s Product”.

The next tag we’ll look at is for identifying a price:

<meta itemprop=”priceCurrency” content=”USD” />

This code will tell the web crawlers what currency your price is in, which will allow it to be displayed with the correct format for that country.

The third tag we’ll look at is used when you have more than one product available on a page:

<div itemprop=”associatedMedia” itemscope=”” itemtype=”http://schema.org/ImageObject”>

This tag is for multiple images, and it tells web crawlers what type of image the pictures are, as well as how many there are. When you have more than one product available on a page:

<div itemprop=”itemListElement” itemscope=”” itemtype=”http://schema.org/Product”>

This tag will tell web crawlers what type of page it is, which can help to increase your rankings for this specific page type.

After you have added the markup to your source code correctly, test it out by plugging your URL into the Google Rich Snippets testing tool. This will allow you to check and see if any of your product data isn’t displaying correctly.

4. How will Schema markup benefit you and your customers?

When you use Schema markup, search engines will be able to easily crawl your site and display the products in an accurate way. This helps consumers find exactly what they are looking for when they search for it. It can improve your rankings on Google results pages (SERPs) as well as increase traffic to your website, which will result in more conversions.

5. Should you use Schema markup on your product pages?

Yes – it is absolutely vital if you want to give consumers all of the information they need about your products and help search engines better understand what your site is about.

6. The importance of using schema markup in e-commerce stores for better search engine optimization (SEO) rankings, increased click-through rates, and improved conversion rates.

Schema is important for SEO because it allows search engines to more accurately understand the information of your site and display it on SERPs. The schema will help you rank higher on Google, as well as give consumers a better understanding of your product. It is also important because it helps with user click-through rates and conversion rates: if consumers can easily find your products when they search for them, they are more likely to buy them. Schema increases the number of people who click on your site, which can translate to increased revenue.

7. Adding Schema markup to a WordPress website with Google’s Structured Data Markup Helper plugin.

It is very simple to add to a WordPress website. You can either use Google’s Structured Data Markup Helper plugin or edit your source code directly in the HTML. Although it is recommended that you use Google’s plugin so you don’t accidentally break anything, both ways will work equally well once the schema has been added correctly.

Does your site have an SSL Certificate?

An SSL certificate is a collection of data that is digitally signed by an authorized Certificate Authority (CA). SSL stands for Secure Sockets Layer, which provides three things: encryption, access control, and data integrity.

An SSL website has an encrypted connection between your customer’s browser and the website’s server. This protection ensures that no one can read the information while it is being transmitted back and forth.

It is necessary for any online store to have an SSL certificate because it lets users know that they’re on a secure website when they see the HTTPS prefix in the URL.

This can also help with SEO, as Google now gives preferential treatment to websites that have an SSL certificate while providing peace of mind to users that your online store is safe and secure.

SSL certificate

Do you have a blog?

Blogs can be a great way of providing fresh and unique content for your site, which will improve rankings and help attract more traffic to ecommerce sites.

Posting regularly about topics related to your products can also help you establish yourself as a thought leader in your industry.

Backlinks are an important factor for SEO success. Writing high-quality blog posts around your target keywords is also a great way to help with your link building as more people are likely to link back to quality blog posts and web pages.

Does your site have a clean design?

A clean design makes it easier for both users and search engines to reach the information they need.

If your website has too many ads or links cluttering up the main product and category pages, you might be confusing people and making it difficult for them to navigate around the site.

Do you have high-quality images?

High-quality images improve your website’s image and Google will reward you for that.

Make sure that every image on your site is optimized and relevant to what is being discussed. If you don’t have the images yourself, you can purchase them from an image library.

Are there any usability issues?

If your site has usability issues, people’s experience with it will be poor and they won’t want to spend time on your website.

Poor usability often results in low conversion rates – so review your website for anything that could be improved!

So how can you improve this?

You can fix usability issues on your website by:

  • Ensuring that all product and category pages on your website have a specific purpose.
  • Looking into your web design and how it influences user behaviour.
  • Checking whether or not people are getting what they need from visiting your site, and if not, why is this happening?

All in all, ecommerce SEO is a difficult process to go through. But it has a huge impact on how successful your ecommerce website turns out to be.

It affects whether or not people would find you when they are looking for what you have to offer.

Remember, you should keep an eye out for your competition as well!

There are always people who are coming up with different ways to do things – so it’s important that you stay on top of things!

SEO Audit for your E-Commerce Store: A Step by Step Guide

You are looking to get the most out of your ecommerce site, so you need to audit it.

By following these five steps you can improve your ecommerce SEO and increase the overall conversion rate for your site.

The first step is to identify the site’s goals and find out what issues are happening with it.

To do this use the data available in Google Search Console or Google Analytics to see how the website is ranking on search results pages.

The second step is to carry out the site audit.

I recommend starting with the home page and working your way down through specific categories or pages like this:

1. Home page

2. Product description pages (do these pages provide enough information?)

3. Category pages (do these pages provide enough information? Are all the important pages linked to?)

4. Blog (do new blog posts get indexed quickly? What is the main topic of your blog?)

5. Social media profile links are these links accessible and do they work properly? Are you making use of them on all relevant social media platforms?

The third step is to carry out keyword research.

What keywords are people using to search for your products? What is the competition like on these keywords?

These are very important questions that need answers.

You need to know what you should be targeting, so you can rank higher than your competitors and beat them out.

The fourth step is to do a local SEO audit.

Are you targeting the right geographic locations with your SEO efforts? Do your local ranking pages have location extensions?

The fifth step is to ensure that you are getting the most out of your e-commerce site.

Put yourself in your customer’s shoes – do they easily know how to navigate through your website?

Is it easy for them to make a sale on the first page they see? The answers to these kinds of questions will tell you whether or not your site is converting well.

Ecommerce SEO tools

There are a number of ecommerce SEO tools that can be used to find keywords and phrases for your site and work out the keyword difficulty as well as perform a site audit.

Keyword difficulty

Keyword difficulty refers to how hard it would be to rank your pages for certain keywords usually based on a range from 1-100.

A score of 100 means that this is a very difficult keyword to rank for and a score of 1 means it’s going to be much easier.

One example is the Keyword Difficulty Checker Tool provided by Ahrefs and SEMrush.

These SEO tools can be used to determine how difficult it will be to rank for a target keyword or phrase based on the competition you currently face, as well as the difficulty of competing for that keyword over time.

Ahrefs provide keyword difficulty scores via a score of 1-100, 100 being very competitive. Choose your keywords wisely!

Site audit

A site audit can also give the keyword difficulty and also an indication of whether or not some details need to be tweaked, such as the title tags and meta descriptions on your pages.

A site audit can also show you what backlinks your competitors have which will help you understand what links you need to outrank the competition, vital in your own link building.

SEO Tools can help you perform a site audit on all types of ecommerce sites and are a vital tool for any looking to increase the SEO performance of ecommerce websites.

Tools for finding related keywords

There are a lot of tools that can help you find related, high search volume keywords to use for your e-commerce site. These include the Google Keyword Planner, Moz, Ahrefs and Ubersuggest.

The Google Keyword Planner is a free keyword tool that lets you find keywords for your products and content by typing in a few words or phrases, along with other variables.

You can also look at the related keyword ideas on the right side of the page to discover different phrases that may be closely related to what you typed in.

Simply type in a keyword related to your product and note down the results.

Moz Keyword Explorer uses data from Google Autocomplete results as well as Google Suggest to give you the most accurate keyword data possible.

This tool can be very advantageous because it shows exactly what people are looking for and how competitive the traffic is on these particular keywords.

It also shows what percentage of clicks each of your competitors gets, which will help you prioritize your SEO efforts more effectively.

Ahrefs uses its existing database to show you the most popular keywords and phrases that your competitors are ranking for.

Tools like Ahref will help you find related keywords to target

You can also use these kinds of tools to determine which phrases you should focus on as well as whether or not a phrase has room for growth.

Tools have a lot of advantages for an ecommerce store SEO strategy, so make sure you use them properly.

If you’re already using tools, make sure to use them daily and set aside some time to go through the results thoroughly.

Tools can help with your SEO strategy but they won’t do all the work for you – even if a tool says it provides a recommended keyword or phrase suggestion, keep in mind that this is just a suggestion and that you should do your own research to find the keywords and phrases that will work best for your e-commerce site.

Google analytics

In order to find out how many visitors are coming to your website, you will need to know how Google Analytics works.

Like the Google Keyword Planner tool, Google Analytics is a free, yet crucial tool in an ecommerce store SEO success.

This information can be sorted by different segments in order to get a more in-depth understanding of your audience.

In order to find which product pages are being visited the most, you should create a goal so that you can filter out all of the data.

For example, if a customer comes from an organic search and visits your homepage, then another page on your website, they have completed their goal – but they have not converted into a sale.

When you are trying to measure the success of your e-commerce site, it is important that you keep track of all of this information.

This way, you can see which products are being seen and in turn purchased more often than others – and adjust accordingly.

Google Analytics has a tonne of information and statistics to help grow your e-commerce business

Ecommerce site architecture

A good ecommerce site architecture should be simple, usability-friendly and SEO-conscious.

A well-designed site architecture has many advantages such as high conversion rates, high rankings on search engines and improved traffic.

The design of your site not only affects its usability and ease of use but also affects the chances of people coming back to purchase from you again.

By using a clean, well organized and user-friendly website and site architecture, your ecommerce site will be able to provide all the information visitors need and make it easy for them to proceed with their purchases.

There are several factors that can help improve your ecommerce site’s usability and design and site architecture:

Site Map / Navigation Structure: While making a website, it is important to make sure there are easy ways for users to navigate through the site. This is the first step to simple site architecture.

If you want them to stay around long enough on your site, they also need to be able to easily find what they are looking for.

A site map or a navigation structure is one of the most important architectural features of an ecommerce site because it provides visitors with various ways to come back to your website and complete their transactions.

Content Organization: Content organization involves text, graphics, related products or items that are displayed in an organized manner so that visitors can find what they are looking for within a matter of seconds.

All the content on the site should be informative but at the same time, it should also be clear and concise.

Images & Video: Images and videos related to your product or service will help you communicate with your customers more effectively.

For example, an image of a person using the product or service can provide visitors with an insight into what to expect when they buy it.

Product Details: Product and category pages are among the most important pages on your ecommerce website. A product or category page is where people will make their final decision whether or not they want to purchase from you.

Each product page should be filled with details related to your product or service so that people can make an informed decision.

Customer Accounts: In most cases, ecommerce sites should have a customer account function. Customer accounts help customers stay in contact with your ecommerce website and access their personal information whenever they want to.

An account also allows them to complete orders on your site without having to register every time.

The best way of doing this is by giving your customers the option of becoming registered members where they can save their personal information, buy products online and track the status of their orders.

Conversion Rate Optimization: This is one of the most important aspects of ecommerce SEO because it affects how many people would actually purchase from you.

If your conversion rate is low, then it means that there are problems with your website design or the product pages, so it is important that you look at these two areas first.

Ecommerce stores can benefit from user-generated content. Here are some ways to inject more UGC into your site:

Customer reviews can help increase product exposure, which leads to higher ecommerce revenue. Many customers like the idea of hearing feedback from other consumers since this helps them make informed purchasing decisions or enables them to compare competing products before they commit to buying one online.

Use a simple URL structure for Ecommerce SEO

A simple URL structure for Ecommerce SEO is better because it helps the search engines to understand what your website pages are about.

The URLs should be short, descriptive and keyword-focused. For example, “shop-women.html&#