Guide on Ecommerce SEO
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Top-Notch Guide on Ecommerce SEO

When it comes to online retailing, it is quite challenging to sell your goods without advertising. You can create an ad and boost the number of sales. But paid ads are not an option for those eCommerce website owners who have just stepped into the market. They need to push their sales further without investing a buck. 

What is the solution then?

Use SEO techniques to optimize your eCommerce website. 

In this guide, you’ll find out how to implement SEO for the eCommerce site. 

Let’s cut to the chase!

The First Things to Start With 

SEO for an eCommerce website starts with keywords research. Otherwise, you won’t be able to push your sales further by acquiring product-related customers. 

Keywords research for your eCommerce site differs from the one you would do for an ordinary non-eCommerce website. It requires listing all the product pages on your site and finding the right keyword for each page. 

Besides, don’t forget that every eCommerce website contains “category” and “product” pages. Therefore, the process of exploring keywords for these two types of pages is slightly different. 

Where to start?

  1. Get the list of all pages on your eCommerce website 

You can do this by using the “domain.com/sitemap.xml.” request. By applying this command, you will get the following list of the pages on the site:

Afterwards, use the Scraper plugin to scrap all these pages. For this, you can use the Xpath //a[contains(text(),”{yourdomain.com}“)]/@href. 

  1. Prioritize your pages 

You might wonder why you should prioritize the pages if it is important to optimize every page. It’s a fair point, but what if your eCommerce site contains a few thousand pages? 

Can you imagine how much time you will have to spend doing this? 

That’s why it makes total sense to prioritize your pages and optimize those that drive more sales. To get a clear idea of what these pages are, check our Google Analytics using the following path 

Behaviour > Site Content > Landing Pages > sort by revenue (high to low)

If you don’t use Google Analytics for some reason, you can use one of the SEO tools for this purpose. For example, the Site Explorer tool from Ahrefs suggests the “Top pages” report that estimates website’s pages that get the most traffic monthly. 

  1. Explore keywords per each page

Now, when you figure out priority pages, you can start exploring keywords accordingly. For this, you will need to focus on identifying seed keywords and a few long-tails as well. 

Go to the Site Explorer tool again and enter your page URL. After, click the “Organic keywords” report:

The listed keywords are “seed” keywords that you should consider. Next, check out what pages ranking for the seed keywords you’ve chosen. Hit the “SERP” dropdown menu and review:

You can see both category or product pages and blog posts. It clearly shows you that this keyword can be used for the next stages of optimization. 

  1. Explore long-tail keywords

It won’t be hard to find long-tails once you have a list of the seed keywords prepared. Go to the Keywords Explorer tool and analyze one of your seed keywords. Then, click on the “Related terms” report and filter down the results by applying the “Word count” option (with 3-4 words included):

The report suggests a list of long-tail keywords you can use in your SEO strategy.

On-Page SEO

Any website requires not just a perfect custom design but technical SEO updates. These SEO updates are all about on-page SEO elements – meta tags, meta descriptions, meta titles, and H1’s. 

  1. Meta titles, Descriptions, and H1’s optimization

If you review the examples of other eCommerce sites, you will see that their pages are optimized following a templated approach.

These two examples can tell that SEO specialists didn’t bother themselves to optimize title and meta description. And this is for a good reason. When the eCommerce site has a few hundred or thousand pages, it is challenging to optimize all of them properly. 

Nevertheless, you should stay away from using a templated approach for all costs. 

What should you do then?

Write unique titles and meta descriptions for the most important pages. The rest of the pages can be optimized with the “templated” approach but each template should be individual for every page. 

Here are some pieces of advice that will help you write unique meta descriptions:

  • Include your target keyword
  • Apply long-tails
  • Add action words (learn, click, buy, etc.)
  • Mention USP (free shipping, delivery in a few days, etc.)
  • Optimize for CTR

H1’s should be only one per page.

  1. Optimize URLs

URLs across your eCommerce site should be clear and readable. Thus, you can start by following this format:

  • yourdomain.com/category-name (category page)
  • yourdomain.com/category-name/subcategory-name (subcategory page)
  • yourdomain.com/category-name/subcategory-name/subcategory-name (sub-sub category page)
  • yourdomain.com/category-name/subcategory-name/subcategory-name/product (product page)

But it won’t be as resultative as you want without applying a few tips:

  • Don’t write long URLs – keep them short and sweet
  • Add your target keyword
  • Make the hierarchy and context of the page clear
  • To separate the words use hyphens
  • Don’t pay attention to URL parameters
  1. Write unique descriptions for product and category pages

The majority of the eCommerce sites have unique descriptions both for the category and product pages. It helps Google understand what the page is about and provides potential customers with the information about the products they’re reviewing. 

To write unique descriptions for the pages, you should stick to a couple of suggestions:

  • Add a target keyword in the description
  • Mix the description up with long-tail keywords, synonyms, and LSI keywords
  • Don’t write complicated descriptions – people should be able to read them easily
  • Create short descriptions
  • Speak to your potential customers via description
  1. Schema markup

Would you like to get your products displayed in the SERP like the example below?

Of course, you would like to see your product pages to be reflected in the SERP in that way. It helps catch more eyeballs and provides users with extra information about the product. Besides, it has a positive impact on your branding as well. 

Eventually, you will get more traffic to your site that will convert into sales. 

Thanks to schema markup you can get the same results. So, what are the attributes you should include in your schema markup for the product pages?

  • name
  • image
  • description
  • aggregateRating
  • offers > price
  • offers > priceCurrency

Regarding category pages – you can markup multiple products on a single page. And if you have already marked up one product on your list, you will have to do the same with the rest. 

Off-Page SEO

Off-page SEO is based on building backlinks. Google takes backlinks as a ranking signal and the more links your pages have, the more chances they will rank higher in the SERP. 

How to build links for your eCommerce site?

By exploring sites that link back to your competitors.

One of the most straightforward ways to build business-related backlinks is by analyzing your competitors’ backlink profiles. For this, you can use the Link Intersect tool. Just enter a few of your competitors’ pages and analyze them:

Run through the results and reap the benefits. 

Conclusion

SEO for your eCommerce site is a key to winning the competition. Without applying SEO techniques you won’t be able to expand your business online and acquire customers organically. 

You have just got familiar with the basics of an eCommerce SEO. Use these strategies and techniques in your arsenal. And get more sales in the future. 

If you think this guide lacks some other SEO tips, feel free to share your ideas in the comments.

Author bio: Sergey Aliokhin is a Marketing Specialist at Visme. When he is out of work, he likes spending his time with family and friends, reading, and playing the bass guitar. 

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