E-commerce SEO is the cornerstone of driving potential customers to your online store. In this comprehensive guide, we will delve into the intricacies of E-commerce SEO, why it is pivotal for your business, and how to become proficient in it.
What is E-commerce SEO?
E-commerce SEO stands for “Search Engine Optimization,” and it is the process of optimizing your online store to enhance its visibility and rankings in search engines, primarily Google. The focal points of E-commerce SEO are improving the performance of product and category pages, as these pages often yield the most significant returns. Unlike expensive paid advertising keywords, E-commerce SEO offers a cost-effective way to reach your target audience.
Chapter 1: Technical SEO
Technical SEO may appear intimidating, but it is indispensable for E-commerce websites. It involves addressing various aspects, including secure website protocols, site structure, and handling faceted navigation.
1. Secure Your Site with HTTPS
Ensuring your website uses HTTPS is not only a security measure but also a minor ranking factor in Google since 2014. This secure protocol safeguards sensitive customer information and is recognizable by the padlock icon in the browser’s address bar.
2. Optimize Site Structure for Navigation
A well-structured website is essential for easy navigation, both for visitors and search engines. Most E-commerce stores follow a hierarchical structure, where the homepage links to category pages, which link to subcategory pages, and finally, to product pages. This structure ensures visitors can find what they’re looking for with minimal effort and helps search engines discover and index your pages efficiently.
3. Tackle Faceted Navigation Smartly
Faceted navigation allows visitors to filter products on category and subcategory pages. However, it can lead to SEO challenges due to the creation of numerous parameterized URLs. To combat this, consider canonicalizing faceted URLs to their respective master category or subcategory pages. Some E-commerce SEO platforms automatically handle this, so check if your website does. This approach prevents the dilution of ranking signals and optimizes crawl efficiency.
Chapter 2: Keyword Research
Keyword research is the foundation of understanding how your potential customers search for products. It enables you to create subcategories and product pages that align with search intent.
1. Find Keywords for Subcategory Pages
Subcategory pages categorize the products within a broader category. While you may have some subcategories in mind, it’s crucial to align them with relevant search terms. Use tools like Ahrefs’ Keywords Explorer to identify search terms related to your category and incorporate them into your subcategory pages.
2. Discover Keywords for Product Pages
For branded products, targeting the product name is sufficient. However, for unbranded or lesser-known products, consider targeting descriptive keywords that potential customers use in their searches. Ensure your product pages align with these search queries to maximize visibility.
Chapter 3: On-page SEO
On-page SEO involves optimizing your webpage content and underlying code. Here are some considerations for enhancing on-page SEO for E-commerce sites:
1. Create Templates for Title Tags, Meta Descriptions, and H1 Tags
Streamline the process of optimizing your pages by using templates for title tags and meta descriptions. While templates are efficient, consider crafting unique copy for pages with high search traffic. For H1 tags, use the category or product name to maintain clarity.
2. Employ Simple and Descriptive URLs
Establish a consistent URL structure for your category and subcategory pages: domain.com/category/subcategory/. For product pages, avoid duplicate content issues by adopting the template: domain.com/product.
3. Add Unique Product and Category Descriptions
While product and category pages may have limited content, adding unique and descriptive descriptions can assist both Google and visitors in understanding the page. Keep these descriptions concise, informative, and optimized for relevant long-tail keywords.
Chapter 4: Link Building
Link building can be challenging for E-commerce stores as product and category pages may not naturally attract external links. However, there are effective strategies:
1. Utilize the “Product Feedback” Technique
If your store offers unique products, employ the “product feedback” technique to get featured on lists of the best products in your category. Identify lists of the best products, offer your product for evaluation, and kindly request inclusion if the author finds it valuable. This approach can directly build links to your product pages.
2. Claim Unlinked Brand Mentions in Reviews
Identify unlinked mentions of your products or brand on the web. Reach out to the authors and request them to add links to your official product pages. While challenging, this method can yield valuable links to your product pages.
3. Leverage HARO for High-Authority Links
Help a Reporter Out (HARO) connects journalists and bloggers with sources. Sign up as a source, respond to relevant requests, and secure links from authoritative sites by providing valuable information.
Chapter 5: Content Marketing
Capturing your audience’s attention is pivotal in E-commerce. Creating valuable, relevant, and engaging content can enhance your online store’s visibility, foster customer relationships, and drive conversions.
1. Target Commercial Investigation Keywords
Identify and target commercial investigation keywords—terms people use when researching products they intend to purchase. Craft blog posts around these keywords to attract potential customers in the decision-making phase.
2. Create Product-Led Content
Develop content that helps readers solve problems using products you sell. Align this content with search intent keywords to attract potential customers searching for solutions. Don’t hesitate to recommend and link to your product pages in these articles.
3. Optimize Product Images for Google Images
Google Images is a significant source of organic traffic. Optimize your product images by providing descriptive filenames and alt text. Ensure that your images rank well in Google Images, increasing their visibility and driving clicks.
By mastering E-commerce SEO in 2023, you can maximize your online store’s potential, attract more customers, and stay ahead in the competitive E-commerce landscape.