Many Ecommerce businesses often overlook SEO for Ecommerce websites and give more importance to paid advertising. No doubt that paid advertising gives you instant results but it requires constant effort and continuous investment. On the other hand, SEO is an up-front investment of little hard work that will keep paying off in the years to come.
The power of organic search results can be inferred from the fact that about 60-80% of people tend to click on organic search results instead of sponsored or paid ads.
So which method will you prefer to get more traffic and sales to your Ecommerce website? If you’re convinced with implementing SEO for your Ecommerce website, then read on this article till the very end to know some of the best practices that you can apply to get the most out of your SEO.
What is SEO For Ecommerce Websites ?
SEO for Ecommerce websites can be defined as a process of increasing the visibility of your online store in search engine results pages (SERPs). When people search for products that you sell, you want to rank as highly as possible to get more organic traffic.
SEO for Ecommerce websites usually involves several tactics to improve your search engine performance including optimizing headlines, product descriptions, metadata, internal link structure, creating keyword-rich content, and designing a user-friendly website for better search and user experience.
Check out the article, if you are looking for Shopify SEO
Why SEO for Ecommerce Websites Matters?
Gaining new customers can be hard for Ecommerce businesses if their visibility is low on search engines. The reason why SEO for Ecommerce websites really matters is that people use search engines to search for products. According to reports from Selz, 44% of online shoppers begin with a search engine to look for tips, comparisons, and other information that can help them make informed decisions. If your Ecommerce website doesn’t appear in the SERPs (preferably at #1 spot), you lose critical access to qualified and interested Ecommerce customers.
SEO for Ecommerce websites is a great way of targeting your potential customers without spending loads of money on paid advertising. Once you attract the right audience to your Ecommerce website, you can delight them with your high-quality products, intriguing content, and motivating calls to action. Simply put, SEO helps your Ecommerce business build credibility.
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Best Practices for SEO For Ecommerce Websites
Without further ado, let’s look at some of the best practices that you can implement for a successful SEO for Ecommerce websites. If you want people to find your products more easily, you need an effective Ecommerce SEO strategy.
1. Keyword Research
Keyword research is the backbone of search engine optimization (SEO). Keywords are the words and phrases that people search for in search engines like Google, Bing, or Yahoo. When people search for any word or phrase related to a product you sell, you would want your Ecommerce store to appear at the top of the results. If you target wrong and irrelevant keywords, your SEO for Ecommerce websites will be ruined with low-quality traffic and very few conversions, and no business wants that!
Although keywords are important for SEO for Ecommerce websites, avoid overloading your product titles and descriptions with these keywords. Make sure your primary keyword appears in your product headline, description, meta description, image alternate attributes, and subheadlines. Besides, you can sprinkle latent semantic index (LSI) keywords throughout your web pages that will help Google understand your page in context.
There are three things you need to focus on when choosing the keywords you want to target; the keyword search volume, CPC, and user intent.
Keyword Search Volume: This indicates the number of searches done for a particular keyword. A high keyword search volume means you’ll get more active searches for that keyword.
Cost-per-click (CPC): CPC on Google Ads shows how much people pay per click when they buy advertising based on a specific keyword. A high CPC indicates increased competition. If your target keyword is extremely competitive, you can go for long-tail keywords.
User Intent: User intent plays a key role in defining keywords for your Ecommerce website. People search for different things when they’re looking for information versus looking to buy. Let’s say, for instance, if someone searches for the keyword “smartphones” they could be interested in buying one but they could also be looking for smartphone repair, information on smartphones, smartphone exchange programs, or just about anything related to smartphones. On the other hand, if a user searches for “smartphones deals” there’s a better chance they’re planning on buying one. Thus, if you optimize your product pages for keywords with high buying intent, you’ll get more qualified organic traffic from actual potential customers.
SEO for Ecommerce websites also include implementing Schema markup. Check out the detailed blog on Schema Markup SEO
2. Ecommerce Website Architecture
Once you’ve figured out how to search the right keywords, it’s time to put that information into action. Your site architecture plays a vital role in search engine optimization. Since Ecommerce websites contain hundreds and thousands of product pages, poor site architecture can lead to Google preventing it from indexing. And if Google can’t index your web pages, they’re not going to show up in the search results.
For the best results, you want to have sensible menus and easy navigation from your homepage to product categories to the products listed within them. E-commerce websites are usually almost entirely made up of category and product pages. To improve the site architecture, you must add some non-product pages too such as About Us, FAQ, Blog, Help/ support, and SEO optimized homepage.
Follow the rule of thumb for search engines and visitors that no page should take more than three clicks to get to from any other page.
If visitors can’t find what they are looking for in the minimum time they will immediately leave your website which increases the bounce rate and that is not good for your rankings. SEO for Ecommerce websites requires good site architecture to encourage visitors to browse a few more pages and help cut the bounce rate.
3. Use Simple and Clean URL
URL is the address by which website visitors access pages on your Ecommerce store. It can contain a fairly big amount of information in a small space such as categories names, product names, file types, etc. For better SEO for Ecommerce websites, URLs should be as clear as possible, and they should contain relevant keywords following the products on the resulting page.
Avoid this type of URLs:
Use this type of URLs:
From the first type of URL, a search engine will not be able to pick up any kind of information. Whereas from the second type of URL, not only a search engine can reveal several pieces of information such as – you sell washing machines, you offer fully automatic variety, the brand name, but a person can also tell at a glance what the URL leads to. Also, when people will share the 2nd URL link, the recipients will know that the product is Samsung’s washing machine. On the other hand, the first example of a URL could lead to just about anything, couldn’t it?
4. Include Customer Reviews, Images, and Videos
Another best practice for improving SEO for Ecommerce websites is allowing customer reviews and adding relevant images, and videos of the products. Customer reviews not only help boost SEO but also encourage people to buy the products. According to various surveys, around 90% of consumers have admitted that they are more likely to buy products that have reviews, even if they’re negative. Also, customers are very likely to use product-related keywords in their reviews, which is an added advantage in SEO.
Images are an integral part of any Ecommerce website. Customers are more likely to buy a product from a site that clearly depicts the product from different angles as opposed to a site that has no images at all. Images can also help customers find your product page via image searches. From perspective of improving SEO for Ecommerce websites, optimize your images by titling them with the product name and main keyword. Also, add the product name and keyword in the ALT text for the image when adding images to your product page.
You can help your customers feel more confident about their purchases by adding videos to your product page. The video can be a how-to video on ways to use the product to get results, testimonials from people who have used the product, or just a basic information video about the product. You can host these videos on YouTube and embed them on your product pages. Once customers are completely satisfied with the product they are more likely to buy them.
5. Avoid Plagiarized Content
E-commerce sites are especially prone to plagiarized content issues. Duplicate content confuses search engines, splits the incoming traffic, and lowers search rankings. Mostly duplicate product descriptions are the culprit on Ecommerce sites. Retailers face this problem when they receive product descriptions directly from the manufacturer. If feasible, your goal should be to create new and unique descriptions for each item you carry. Google can penalize you for posting plagiarized content. Thus, always make sure that content on your Ecommerce website is 100% unique while working on SEO for Ecommerce websites.
If you are into SEO, then you might find this article very helpful – Ultimate Guide to NoFollow DoFollow Link in SEO
Optimizing your Ecommerce website for search engines is important for various reasons, but the ultimate aim is to increase sales. When SEO for Ecommerce websites is done right, you will see an increase in quality traffic, which will lead to more conversions and repeated visitors.
However, keep in mind that SEO is not a one-time deal as Google and other major search engines constantly update their algorithms to bring the best results to searchers. Thus, it’s important to keep yourself updated and adjust your SEO Ecommerce strategies accordingly.
Undoubtedly, Ecommerce SEO is a time-consuming task but the benefits are worth it. Hopefully, this list of best practices of SEO for Ecommerce websites will help you boost your sales.