SEO for ecommerce: how to optimize an online store

How to do SEO for Ecommerce: the strategy for your online store

Search Engine optimization for an ecommerce website is one of the best techniques that help to reach out a large number of potential customers. Driving higher web traffic is not so easy if you don’t have top ranking in Search engines. Today, there is a stiff competition in almost every sector. So, if you want to win the corporate race, then you should optimize your website.

However, applying Google’s good practices is neither easy nor intuitive. as each SEO optimization strategy SEO for ecommerce requires to develop the right strategies and guidelines tailored to the specific case, to the expectations of the target in question and to the needs and availability of the client.

Here’s How Search Engine Optimization Can Help Your E-commerce Website:-

  1. increase sales by intercepting organic searches for potential interested customers
  2. increase qualified contacts
  3. allows you to save on the acquisition costs of profiled leads
  4. improve the positioning of product data sheets on search engines
  5. convert earned contacts more easily
  6. estimate the results actually achievable and compare them with those actually obtained
  7. increase brand awareness and identification in the mind of consumers (brand awareness)

If you want to boost your company sales, then you should use some valuable SEO tips to position your site that can certainly come in handy!

SEO for ecommerce: the optimization of architecture

Of course, Home Page is the most important part of any ecommerce portal, as it showcases all the products that you are offering.

Category pages derive from the Home Page, from which those of sub-category and product descend: the distribution of content within the portal should therefore be designed to allow each page to be reached in the shortest possible time and with a reduced number of clicks (better still if not more than three).

As has been pointed out several times, the successful conclusion of the purchase process is influenced by the simplicity with which it can be completed: reducing the registration and login phases to a minimum allows mitigating the uncertainties that may arise during the sales funnel and encourage the purchase.

Do you need help for your site?   Ask for advice: Best SEO NYC

Not infrequently, it happens that one or more products are not available for temporary needs (exhaustion of stock) or indefinitely (we think of a model that is withdrawn from production): in this case it is better to set a response code 200 (so to report the temporary interruption of the content) or to provide a 301 redirect to refer to similar pages available, in order not to deteriorate the reputation of your ecommerce on search engines.

The importance of the texts and keywords of an ecommerce

The composition of the texts is by no means a secondary activity, not even for portals where the characteristics of the products are the masters. Specially develop texts to emphasize:

  1. unique characteristics of ecommerce products
  2. reviews to support the qualities described
  3. Specifications of the service provided to the customer (delivery times, refund methods, etc.)
  4. Distinctive qualities of the specific activity (0 km production, presence of local specialties, many years of experience in this part, etc.)

It helps to provide reassurance to visitors that encourage the purchase and more information needed by search engines to identify the correspondence of products to the needs that move users .

Although optimizing content for specific keyword combinations proves to be a less than optimal practice given the evolution of search engine algorithms and the multiple variations with which users can search for topics of interest,  the keywords are equally valuable for influencing positioning and are advisable to be included in the most crucial elements of the page including:

  1. the categories of ecommerce products (the latter can also appear within the URLs of the individual contents)
  2. the URL of the individual content
  3. the Title
  4. the titles of the paragraphs: these are useful elements to distinguish and report to the search engines the content treated in the pages
  5. the Description (not strictly in terms of positioning, but mainly to draw readers’ attention to the topic sought and increase relevance in the mind of the reader)
  6. coupons, offers and discounts (to make them more easily identifiable on search engines)

While the Description is a descriptive element for the reader (it mainly serves to support call to action), the Title and the titles of the paragraphs are created to enclose and contextualize the topics covered in the crawler’s eyes , therefore the analysis of the keywords is very important for identify the most frequent formulas with which your target searches for information.

Title and paragraph titles are still one of the main factors affecting positioning as they constitute an element that directly communicates unequivocal signals of the content of a page.

Introducing original descriptions for each product sheet allows you to increase the relevance of the products compared to the searches and to provide additional information that can support the call to action towards potential customers.

Through keyword research tools such as Keyword Planner, Seozoom or Semrush you can identify the terms with which your target frequently searches for information on solutions that affect the specific ecommerce. Evaluate the search volume and competition for each combination of keywords and insert them within the titles to increase the relevance between the content offered and the research undertaken.

The attention in the choice of keywords allows both to more easily intercept searches aimed at goods with particular characteristics (to thus target a better defined and more easily convertible public) and to locate their products for the territories of interest.

Focusing on long tail keywords (long-tailed search keys, generally consisting of 3 or more words) allows you to avoid competition against generalist big players in the world of ecommerce that can count on economies of scale and a more local presence to reach consumers interested in products with specific characteristics and origins.

Optimize the URLs of your online store

The URLs must contain the name of the product to communicate to the crawlers an unequivocal signal on the content of the pages in question and on the relevance with respect to the search intent of the users.

Each URL can then be rewritten with a structure like this:

domain / category / content-article

In order to avoid variable parameters – insignificant and more difficult to index – and to transmit clearer information on the topic of the page.

The relevance of the factors affecting the user experience

The text, in addition to its content in itself, also affects how it is formatted and presented to the reader: distributing the text in orderly and spacious paragraphs increases the readability and the time spent inside the pages.

Loading speed is undoubtedly a factor that affects users’ appreciation, and the more pages take time to load, the more easily visitors leave the site without completing purchases. Thanks to tools such as Pingdom Website Speed ​​Test and PageSpeed ​​Insights, you can check which elements impact the loading speed and work to reduce its influence.

The structure of the tags to be assigned to each product allows to generate associations between products of the same kind to draw the attention of visitors to other related contents. The presence of related products – identifiable by a handful of tags, preferably not more than 3 or 4 – within the relevant pages allows visitors to discover new interesting solutions on your SEO for ecommerce.

Blogs and information content

Well-written and communicative web pages help to effectively transmit the qualities and advantages, but limiting oneself to commercial research risks alienating the sympathies of those who are looking for solutions to improve their existence.

A company blog is an excellent channel to address your target with useful tips and insights  that support the growth of brand awareness: recipes for cooking enthusiasts, tutorials on gymnastic exercises for sports shops, reviews of the latest video game successes for video game stores etc. . they are all ideas of valuable solutions to attract attention and sharing.

The more the association between the brand and the genre of solutions increases in the minds of consumers, the more it is possible to support the growth of navigational search queries, that is, that associate the content of the search with a specific brand origin.

Through the blog you can then release a large variety of products to attract the interest of your audience such as:

  1. demonstration videos on how to best use the solutions offered
  2. eBook on how to solve frequent problems for the target in question
  3. informative articles on topics related to your business
  4. reviews of industry products

Thanks to the monitoring tools of Google Analytics and Search Console you can also check:

  1. the main sources of traffic
  2. the content that most interests your visitors
  3. what kinds of searches take place within the ecommerce portal

To deduce which kind of content is most appreciated by your audience and invest time and resources in its realization.

And you, what do you think? What are the factors in SEO optimization of an ecommerce on which you would focus more? Comment this article to tell us your opinion!

SEO NYC consultancy for ecommerce

As you have seen, the SEO strategy for an ecommerce and subsequent implementation is not an easy process. There are many activities that must be carried out and above all it is necessary to know exactly where to put your hand. The risk of worsening the situation with SEO for ecommerce optimizations is just around the corner.

Just a distraction, a badly placed title, a line of text escaped on the robots.txt file, or maybe a too open link building and your ecommerce can lose positioning, visibility and consequently even turnover.

At SEO New York we have been taking care of SEO for ecommerce for several years and we have the knowledge and experience necessary to encourage the growth of traffic on Google for your ecommerce.

If you intend to start a new ecommerce project, or if you already own an online store, contact us and we will offer you a first free consultation.