If you run an eCommerce website then you need a well thought out eCommerce SEO plan in order to show up in the SERPS. It’s where your customers are. eCommerce SEO is a bit of an outlier from traditional SEO in that there are some on-site and technical issues that can differ quite a bit from a standard website or SEO project.
Not only do you have the eCommerce aspect of the website that creates some unique applications for eCommerce websites but there are additional SEO tactics you can successfully implement to further strengthen your eCommerce SEO campaign. We will discuss this information below.
To start we will cover what we believe to be the most important aspects of ranking an eCommerce website that you may not be aware of. Additionally we don’t go too much into strategy in this piece as strategy can get technically difficult and run off in many directions. Please contact us to schedule a consultation on SEO strategy and learn more about what an SEO campaign can do for your eCommerce website.
Instead of sending you to 20 different keyword research sites like most SEOs might, I will tell you that we used Ahrefs to get the job done. It’s the best tool out there at this moment for reasons that I won’t get into here. It’s going to give us all of the details we need from competition levels to cost per click data that will help us understand how valuable a particular set of keywords is.
The eCommerce Points For SEO Success
You want to make sure that what you build is going to match the intent of those people that might find you via search. This is the most important part of making your search engine optimization campaign a success from the start.
The points below will help you do just that.
If you’re going to take the time to build out an SEO campaign for a product then you’re going to want to make sure that there are plenty of searches each and every month.
Catching the search engine user while they’re looking to buy is the ultimate form of marketing. You’re getting in front of them when they’re looking to make a buying decision. Transactional type searches or searches that are performed when someone is looking to buy something are key here for quick conversions.
You’ve got to make sure that your product is a match for the search. I’ve seen times where this gets very interesting. Make sure the volume correlates to your product offering.
High levels of competition typically mean that there will be plenty of search volume to go with it. You would also want to do an ROI analysis on a set of tightly correlated keywords in order to make sure that the set of keywords will be worth the time, effort and dollars put in.
Your website has to be setup correctly from the start, especially if you have a ton of different products. The authority of your website drills down in a straight structure from your homepage.
Having your main category pages as close to the top of your website structure will help Google realize that your site has multiple categories.
This is simple to understand. You have to get your main SEO on-page stuff right from the start. It’s even more important now with recent algorithm updates and Google working to value on-page content more than before.
Make sure your URL is descriptive. Most importantly make sure that it contains your main keyword.
This is the first thing everyone sees when performing a search. Make sure that your Title Tag describes your product well. You also stand a chance to increase your CTR quite dramatically by making sure that your title stands out from the crowd.
You can increase CTR here and explain what your product does.
Google looks at these to decide what your page is about.
Content (Product Description)
It’s got to be detailed. I recommend at minimum 800 words for your product description, likely more. You also need to make sure that your keywords are sprinkled throughout the content along with semantically relevant keywords.
Make it happen. Internal links are super important, especially between related and relevant pages. If you can use keywords then do it, just don’t overdo it.
Product review schema is important, especially if you want to increase your CTR. Your revenue will depend on it.
Make sure that your website is in good shape technically. Ahrefs has a great tool to do just this. The tool looks at all of your URLs and gives you a health score based on your total number of URLs. It covers page performance, HTML tags, content quality, localization, incoming links, outgoing links and more.
Content marketing can be a great driver of leads for your website. The most important thing you need to know here is that you need to make sure that your content is structured properly on your website, and then make sure that it’s relevant to the products you sell.
This allows you to attract for informational type searches which you can then use to build relevance throughout your site and even in your social media marketing campaigns. It also makes re-targeting and creating a funnel for your business make a lot of sense.
Quality content comes in handy when you’re building links as do quality products with well written descriptions. Seriously though, Google loves high quality content today more than ever.
Years ago you could throw up almost anything and get it ranked. This is because the amount of content on the web was a lot smaller than it is today. This is why Google has had to get much better at their jobs. They have to filter out the best content and show it at the top of the SERPS.
Links are the prime indicator for their algorithm among other high quality website metrics but links are super powerful. The better the link is the more powerful.
I’m not going to get into the technical details of how to build links here because that’s a topic all its own but nonetheless high value link building is something that is going to not only drive traffic to your website from those resources linking to you (if they’re coming from quality resources) but this is the stuff that Google eats up.
eCommerce SEO Strategy
Above we discussed the basics of a successful eCommerce SEO strategy. We get topical here but we don’t do deep dives because it can create misinformation if you’re not familiar with the intricacies of SEO. If you’re interested in learning more about what an eCommerce SEO campaign can do for your online business please let us know. Schedule your consultation by mashing that blue button.