A Comprehensive Succeed to Attain Success with Ecommerce SEO
There is no doubt that attaining higher rank than your competitors on Google is a must. However, to get your Ecommerce site on the top, you must know some essential tricks and tips. Because, if are you missing out on clicks, then probably you are missing out sales.
Whether you are starting with new Ecommerce website or want to improve the ranking of current site, we have bought comprehensive guide that will aid you in stepping forward in SEO game.
Let’s dive in:
Step 1: How to Select the Converting Keywords for your Campaign?
Just like other SEO campaigns, Ecommerce SEO should also start with Keyword Research. You can also win the game of ecommerce SEO, if you get the things kicked off with keyword research.
Your keywords influence technical SEO as well. Hence, it is important to find untapped keywords that your customers use while searching for products.
1 : How to Find Keywords for Product and Product Pages?
The most commonly suggested keywords for ecommerce business are “how-to” and other such informative search terms. While these keywords hold a place for an ecommerce business, it is also important to find search terms that are tailored around product pages.
This can be done with the help of:
Amazon is not only your competitor, but one of the largest ecommerce site, which possess a goldmine of product-focused keywords.
Here is how to use Amazon for keyword research:
Enter a keyword that describes one of your product.,
The keywords suggested by Amazon are not only highly targeted, but also long-tail. These long-tail keywords convert better and are also less competitive.
Categories Defined by Amazon and Competitors:
Many ecommerce sites, along with Amazon, optimize their category pages using the random keywords. While category pages do not convert as product pages, they still generate sales, hence it beneficial to find relevant category page keywords.
Look at the categories your competitors are using.
If these are too broad for your site, you can check out the subcategories they have made:
For finding category-focused keywords, you need to dig deep through the list.
Wikepedia is also great source for finding keywords for category pages and product pages. Just like category pages on an ecommerce website, Wikepedia has topics organized by keywords and categories.
Let’s understand this with an example:
Enter a keyword that describes your product.
For an instance, earphone:
Here you can see that a number of keywords can be jotted down by simply scanning this article.
In addition to this, also have a look at the content as here you can also find some of the amazing keywords:
If you are not worried about budget constraints, then you can get highly converting keyword ideas through SEMRush. SEMRush doesn’t show keywords, in opposite to this, it show keywords that your competitors are using.
For example, let’s find keywords for the website selling decorative pieces inspired by willow tree:
This show all the keywords for which your competitor ranks:
So, you can clearly see goldmine here.
4. Google Keyword Planner:
Last, but not the least, we have Google Keyword Planner that can help you find close variation of the search term.
For finding out some unique keyword ideas using Google Keyword Planner, you must be good at deep digging.
Apart from this, you can also Google Keyword Planner to finding the search volume, competition, bid and other related things.
How to Shortlist the Keywords for Product and Category Pages?
Now, when you have a list of keywords, it becomes difficult to shortlist the useful ones and keep others on side.
Here are some tips that will help you in choosing the right keyword for your campaign:
- Search Volume:This is the most important metric to consider while choosing a keyword. If your keyword doesn’t have good search volume, it will not matter how well it converts or ranks in Google.It is important to note here that search volume varies according to the niche. In some industries, 100 search volume is enough, while in other even 10,000 monthly searches will not matter.Some spend time analyzing the search volume of keywords on your list, you will understand what is “high search volume” and “low search volume” in your industry.
- Relevancy:There is no use of using keyword with high search volume, if it is not relevant to your products. That’s because the keywords would not fit well with what your site sells. If the keyword you have picked is even a bit of a stretch compared to what you sale, you will face a hard time converting anyone.So, before you move forward, make sure that keyword you have shortlisted fit like gloves with what you sell.For example, let’s say you say dietary supplements, then there is no use of using nutritional supplements as your keyword even if it has high search volume than one of your keywords. Better go for keywords like dietary supplements online, buy dietary supplements and more.
- Competition:Finally, it is time to determine how hard it will be to crack Google’s first page.You can check the competition of your keywords with the help of various tools like Google Keyword Planner, UberSuggest and Keyword Everywhere.
Step 2: Optimizing the Site Architecture:
How the pages are organized and arranged is an important SEO consideration for any site. However, it more crucial for an ecommerce site and that is because your average ecommerce site would have far more pages than your average blog or pizza website.
For maintaining effective ecommerce site architecture, follow two golden rules:
- Keep things simple and scalable
- There should not be more than 3 clicks required from your home page.
For ecommerce store, the majority of site link’s authority (also known as PageRank) resides on home page. When you have deep site architecture, the authority is diluted by category and product pages.
Well-optimized site architecture is the one in which authority is concentrated in the product and category pages of the site. This not only helps these pages in appearing at good rank in Google, but also enhances indexation.
Step 3: How should be the On Page SEO for Ecommerce Site:
For ecommerce website, product and category pages generate the lion’s share of traffic. Hence, it is imperative to properly optimize the title, description and product description of product and category pages.
Title and Description Tag:
It is good to use primary keywords in title tag. But, do not stop there only, try to add modifiers to your title tag as this help you in appearing for long tail searches.
For example, let’s assume that targeted keyword for your category page is “vegan protein supplements”.
Instead of making your title simple “Vegan Protein Supplements at XYZ”, you can add words which people commonly use with “vegan protein supplements”. For example:
There are also some handful of words and phrases that magnetically move searcher’s cursor to your site, which are often known as “click magnet words”. Here are some effective “click magnet words” for ecommerce product and category pages:
- Free Shipping
- Lowest Price
- X% Off (20% Off)
- Overnight Shipping
When you add these terms in title tag and description tag, you will find yourself with more customers.
Product and Category Page Content:
Optimizing product and category pages is a highly challenging task as you need high-quality content that converts.
Here are some of the tips for optimizing the content on product and category pages of your site:
- Include 1000+ Word Description:Publishing longer content means providing comprehensive guide to your customers what your page is all about. The more content you will provide, the better Google will do its job.It is not possible to write 1000+ word descriptions for all the pages, however, it is recommended to add in-depth description for at least 50-100 top-priority product and category pages.
- Sprinkle your Keywords:Make sure you are writing your targeted keywords 3-5 times in the in-depth description you have written on your page.This has nothing to do with keyword stuffing or keyword density. It is just to make sure that you are including keywords and all the related search terms are mentioned in your product description, so that Google can easily guess what your product is all about.For example, if you target keyword is “Artisan Stand Mixer”, you need to include the exact keyword phrase in your description atleast 3 times.
Latent Semantic Keywords are those words and phrases that are closely related to your keyword.
For example you sell skin-care products and you are optimizing your keyword around the keyword “skin care”, then terms closely related to product include:
- Body Lotion
- Milk Moisturizer
- Body Lotion
- Nourishment Cream
- Body care lotion
- Skin care lotion
Moisturizer for Sensitive Skin
Here is how you can find the LSI keyword for your website:
- The Amazon Eyeball Test:Search your targeted keyword on Amazon and look for search terms that appear multiple times on category pages:
- Google Keyword Planner:You can also find the Latent Semantic Keywords for your campaign with the aid of Google Keyword Planner.Once, you have shortlisted all the LSI keywords for your campaign, sprinkle them on your content.
Use Short, Keyword-Rich URLs:
It has been found that short URLs are tend to rank higher on Google’s result pages than long URLs. Since, you run an ecommerce your site, your URLs will be longer than other sites due to the fact you will include category and sub-category pages.
However, it is good to prevent your URLs from stretching to too long as long URLs confuse Google and dilute the impact of keywords.
Also, make sure that your URLs are keyword-rich. For category pages, try to include 1-2 description of that category. For example:
Follow the same process for subcategories. And, add subcategory after the category, For example:
And, for product pages include targeted keyword for that product separated by dashes:
Link to High Priority Pages:
One of the nice things about an ecommerce website is that internal linking is done automatically as your site navigation creates a lot of internal linking. Strategic internal linking is the best practice of ecommerce SEO and one should focus on that.
Internal link should be done from authoritative pages to high priority product and category pages.
Implement Product Review Schema:
Adding rich snippets to your search results is the easiest way to stand out on Google’s first page. The most eye-catching rich snippets for ecommerce store are reviews:
You can get these awesome snippets by implementing schema markup on your ecommerce product pages. Schema markup is a special code that you add to certain pages of your site to give deeper understanding of your page’s content.
Here are the types of schema specific to reviews:
Adding proper schema increase the chances of your rich snippets getting displayed. The schema code can be generated using JSON LD’s schema generator and can be checked with the help of Structured Data Testing Tool.
STEP 4: Technical SEO
Technical SEO holds importance for all sites, but for Ecommerce website it is twice important than other website. And, the reason behind this is, Ecommerce website has lots and lots of pages to manage. Even the small Ecommerce website has 1000-2000 pages and that pages raise the chances of technical SEO issues.
For running technical SEO efficiently on your ecommerce website, first of all it is important to perform audit of the site.
Here are some tools that can be used to perform audit of ecommerce site:
- Site Condor
How to Fix Common Technical SEO Issues on Ecommerce Site:
Problem 1: Too Many Pages
Why it Happens?
Firstly, ecommerce websites have lots and lots of product and each product has their own page, which make the site to accumulate lots of pages. Secondly, some time slight variation in the product, for instance different sizes of shirt can have their unique URL. This again bloats your ecommerce site total page count.
How to Fix it?
Identify the pages that can be deleted without affecting your business. Often, 80% of ecommerce site sales come from 20% of its products. So, rather than improving the products that are not bringing sale, it is better to delete them, noindex them or combine them into a super page.
Problem 2: Duplicate Content
Why it Happens?
Duplicate content is a serious issue which many ecommerce site faces. Duplicacy can even lead to sinking your site in search engine result pages.
It may happen due to site creating unique URLs for every version of product. Duplicate content can also be due to boilerplate content. This is where you have a snippet of text on your website that appears on multiple pages.
Thirdly, copied descriptions can also lead to duplicate content.
How to Fix This?
First and the foremost thing to do is noindex the pages that bring in no traffic, but are giving birth to duplicate content issues. This is the simplest way to eliminate a lot of duplicate content issues in the bud.
Put a canonical tag (“rel=canonical”) on all the pages that are exact copies of slight variations of the same page.
Lastly, write 100% unique content for all the pages of your site, if you are planning to compete against ecommerce giants like Amazon.
Problem 3: Site Speed:
Why it happens?
Here are the three common reasons that affect the speed of ecommerce site:
- Bloated Ecommerce Platforms
- Large Image File Sizes
- Slow Hosting and Servers
How to Fix It?
Below-mentioned are a few ways to improve the speed of your website:
- Invest in a CDN
- Optimize the size of image file with Compression
- Upgrade your Hosting
Step 5: Optimizing Content Marketing for Ecommerce Website
Like other sites, content marketing is also effective for ecommerce website. There are several ecommerce website out there that get their sales targeted achieve by bringing traffic to their website.
For an instance, if you have a selling apparels and accessories, then you can share blogs related to the latest fashion. And, if you are selling cookware, then you can share blogs related to easy and healthy recipes.
Apart from blogs, you can also focus on sharing engaging content on social media channels like Facebook, Pinterest, Instagram and more.
So, this was all about how to effectively perform SEO for your ecommerce website. I hope you will find this article helpful.
For more such updates, stay tuned!
STEP: Content Marketing for Ecommerce Site