In this guide, you will learn
- How ecommerce SEO is different?
- How to create an ecommerce SEO strategy?
- Important onpage SEO elements for ecommerce portals
- Lots of ecommerce PRO tips to make Google notice your store
Let’s get started.
Do you want your ecommerce store to rank on top of Google search results?
Obviously, you would.
Organic search traffic accounts for ~40% of global ecommerce traffic, as per an ecommerce research report form WolfGang Digital.
Clearly, organic search (specifically Google) is the key traffic (and revenue) contributor for most of the ecommerce websites today.
And that’s a reason good enough to start exploring Search Engine Optimization (SEO) as a consistent source of traffic for your online store.
Ecommerce SEO benefits
If you notice the chart in previous section closely, 60% of ecommerce traffic is still generated via channels other than SEO; primarily social media and paid search.
No doubt these channels provide quick results, they incur a significant cost as well.
And the results quickly dissipate once the marketing dollars dry up.
Contrary, SEO provides a great ROI where the sales happen in auto mode once you rank on the top of search results.
While it’s not that easy to rank on top of Google, it’s not impossible.
Especially when most of the ecommerce competitors are focussing on paid channels and completely ignoring SEO, it’s important that you put the efforts there.
This definitive ecommerce SEO guide is an attempt to help you get started in this journey.
What is ecommerce SEO?
While we can have hours of discussion on SEO technicalities, let me put the definition of SEO in very simple terms:-
Anything and everything that helps improve user experience is part of SEO.
So whether it’s improving page load time, writing content or helping users with product reviews; everything comes under ecommerce SEO.
And that’s what you will learn today in this definitive guide.
Chapter 1: Keyword research for ecommerce websites
#1. Start with basic ecommerce keyword research
Your ecommerce SEO strategy starts with identifying the keywords that you want to shoot for.
Keywords refer to those strings for which you want to rank on the top. For e.g. ‘Best Laptop’.
While keyword research is an ongoing and never-ending exercise, you should have at least an initial list of ecommerce SEO keywords before you begin with your campaigns.
You can use UberSuggest, a free SEO tool, for your research. (Here’s my list of other SEO tools that you can also consider, some being paid ones).
Choose keywords that have decent volume and lower search difficulty score and you should be good to start with.
There is no right or wrong number when it comes to keyword volume.
Think about your niche and then decide the search volume you want to target.
For e.g., if your ecommerce store sells custom made premium shirts, maybe a keyword with a search volume of 100 per month is good for you to start with. That’s because that’s not a service that many people may search for (and the competition is also lower).
But if you sell laptops, any keyword volume less than 500 may not be the right choice.
#2. Get your keywords right
It’s not enough to find high volume keywords.
Segregate your keywords based on their buying intent i.e. how close the search visitor is to making a buying decision.
And then focus on keywords that have high buying/commercial intent (learn more about intent based keywords).
For e.g., consider the keyword “Lenovo ideapad 330 best deal”. The user with this search query knows the brand name and model number of the laptop and is now looking for some deals.
This means he is closer to buying a laptop, and this should be the keyword you should focus on (obviously given the organic difficulty score and the strength of your domain).
Compare this against the earlier search query “Best Laptops” where the user may still be in the research phase and is not even ready to buy, even though the search volume is higher for this keyword.
Go for long-tail keywords i.e. keywords that are more than 3-4 words long. Even though the search volume is lower for such keywords, buying intent is very clear. You can write very focussed content for such long-tail keywords.
Go for long-tail keywords i.e. keywords that are more than 3-4 words long.
Even though the search volume is lower for such keywords, buying intent is very clear.
You can write very focussed content for such long-tail keywords.
Chapter 2: Content strategy for ecommerce websites
#3. Commit to writing helpful content
Most of the new ecommerce entrants forget this simple rule:
So don’t just write a one-liner product description and assume that you will rank on the top.
Most of the ecommerce CMS platforms allow you the option to enter a one-liner title, a list of features and a detailed product description.
Use this to your advantage to write unique and exhaustive content. Don’t copy-paste from another website as Google may see that as a duplicate content.
This is one small exercise that will provide immense benefits to your ecommerce SEO.
The primary reason is that most of the small-time ecommerce players are too lazy to put in an effort to write original and meaningful content.
If you have 1000 products on your store, it’s not practical to write content for all 1000 products. Focus on the top 10 or 20 keywords that have the max search volume, and write extensive content for them.
If you have 1000 products on your store, it’s not practical to write content for all 1000 products.
Focus on the top 10 or 20 keywords that have the max search volume, and write extensive content for them.
#4. Use LSI keywords when writing content
LSI keywords refer to string of words that convey similar ideas.
For e.g. if the focus keyword is “Best price for Lenovo Ideapad 330 in India”, the LSI keywords will include strings like “review”, “specifications”, “battery life”, “i3/i5 “,” RAM” etc.
This is a no brainer since the inclusion of all these LSI keywords indicate to Google that an article talks in-depth about Lenovo Ideapad 330 and its pricing, based on different specifications.
Once your page is indexed by Google, do visit the Search Console report and hunt for non-focus keywords that a page is ranking for. Most of these will be your LSI keywords. Then extend your content to include these keywords, if not already done.
Once your page is indexed by Google, do visit the Search Console report and hunt for non-focus keywords that a page is ranking for. Most of these will be your LSI keywords.
Then extend your content to include these keywords, if not already done.
Chapter 3: Extensive onpage SEO for ecommerce websites
Once you know the keywords you want to target and have created the pages, you now need to optimize your content, HTML, and website for better SEO.
During this process, you should also look at how the top-ranking URLs have structured their elements and you should run an attempt to outdo them.
OnPage Champ’s SERP Audit functionality helps you get the on-page SEO structure of the top 10 search results for super quick competitor analysis.
Here’s my list of 6 most important onpage SEO elements that you must optimize without fail.
When it comes to ecommerce SEO, Schema tags play an important role.
Schema tags, or structured data, is nothing but data about your important data.
Schema results are eye-catching and generate a high click-through rate. That means more traffic and more sales.
Adding Schema markup becomes critically important for your product pages so that Google can fetch the right price, stock availability, images, reviews, ratings, etc. for that product, just like in the example below.
If you are using standard ecommerce platforms like WooCommerce or Shopify, Schema tags are pre included. But if you have a custom system, you need to request your developer to incorporate these tags. If you are unsure about your website, check the Schema tags through this free tool from Google.
If you are using standard ecommerce platforms like WooCommerce or Shopify, Schema tags are pre included.
But if you have a custom system, you need to request your developer to incorporate these tags.
If you are unsure about your website, check the Schema tags through this free tool from Google.
#6: Use lots of images
Use multiple images as part of the product page.
Think from the user perspective. The presence of multiple images on a product page helps you make up your mind quicker.
Images generate trust, thereby improving the overall buying experience.
In addition to this, images are also indexed and ranked by Google.
In many cases, it may be difficult to rank in normal search results but easier to rank in image searches, thereby getting at least some organic traffic.
Here’s a perfect example where a site name GizBot ranks 3rd for image results, whereas it doesn’t appear in the top 30 results for normal Google search.
Don’t forget to write the appropriate image alt text and image title for every image. These attributes should describe the context of the image. Google can’t read images but can read Image alt text, so make sure you include an LSI keyword or a focus keyword. But don’t overstuff and be natural.
Don’t forget to write the appropriate image alt text and image title for every image.
These attributes should describe the context of the image.
Google can’t read images but can read Image alt text, so make sure you include an LSI keyword or a focus keyword. But don’t overstuff and be natural.
#7: Use your target keyword in SEO title, meta desc and H1
Make sure you include your focus keyword in the SEO title, as close to the beginning as possible.
Make the SEO title actionable and attention grabbing (refer to this detailed guide on some general SEO title best practices).
For ecommerce websites, I have seen words like “best, cheap, deal” etc. within the title act as a good click bait.
For meta description, in addition to the target keyword, add attention grabbing things like “free shipping, easy returns, best prices” etc.
Coming to the heading tag, no more than one H1 should be there. Try to include the exact match keyword in H1. If you want to deep dive into heading tags best practices, this should be your reference guide.
Write your title both from the perspective of the end-user and the search engine bot.
Write your title both from the perspective of the end-user and the search engine bot.
Use breadcrumbs across your ecommerce portal.
This helps both Google and your user understand the overall structure of your website and placement of a particular page, as well as improves the browsing experience.
Here’s how breadcrumbs show in Google search results.
#9: Optimize the URLs
Creating SEO optimized URLs is extremely important for an ecommerce store.
There are few rules of thumb:-
- Use clean and readable URLs
- Include your focus keyword
- Avoid repetition of keywords
- Indicate the hierarchy clearly
- Avoid system-generated parameters (especially for product pages)
For our Lenovo Laptop example, here’s an example of a good and bad way of writing a URL:-
#10. Focus on user-generated reviews
As an ecommerce website owner, you understand the importance of reviews in converting a sale.
Reviews also play an important role towards your SEO. After all, reviews contribute to the content on your product page.
More reviews means more engagement on the page, and more content. And hence, stronger SEO.
Put your might in generating user reviews: run campaigns, offers discounts, be persistence but try to generate product reviews.
Chapter 4: Bonus tips
#11. Blog actively
You won’t find many ecommerce stores blogging actively.
That’s a reason good enough for you to start blogging right away.
For example, if you sell laptops, then you should write articles such as
- Top Lenovo (or any other brand) laptops under $500/$1000 etc.
- Top gaming laptops for pro gamers
- Top business laptops under $1000
Writing such blogs serve 3 purposes:-
- They help you rank faster for high buying intent keywords. Top rank means more traffic and higher revenue.
- They improve the topical relevance of your website (i.e. sending a strong signal to Google what your website’s topic is) thus pushing up search rankings for that topic. This works especially well if you are a niche focussed ecommerce store.
- Helps generate internal links for your ecommerce pages
#12. Add dynamic elements to your homepage
There is a reason why websites add the “latest blog” or “trending products” section to their web pages.
It’s because these are dynamic elements that change every few days. As a result, the page on which these elements appear also indicates a change to Google.
This improves the crawlability of the entire website.
Your homepage gets crawled again and the newer pages get discovered by Google more quickly.
Idea is that you should keep updating such sections every then and now to boost your SEO.
Measuring SEO success for ecommerce websites
SEO is not a one day game.
You need to keep learning SEO and improving your web pages.
Incorporating the above-mentioned changes won’t result in the #1 position in a week, but you should see a gradual improvement in your rankings.
That’s when you know that things are working for you.
If you observe closely, ecommerce SEO is not any different from that of a normal website.
The fundamentals remain the same: incorporate elements that improve the user experience.
Unfortunately, not many ecommerce stores follow these fundamentals.
Follow the steps mentioned above and I am sure you will do better than the majority of your competitors.
So that’s it for my ecommerce SEO guide for 2020. I am anxious to know what will you focus more after reading this guide? Either way, do let me know by leaving a comment below.
So that’s it for my ecommerce SEO guide for 2020.
I am anxious to know what will you focus more after reading this guide?
Either way, do let me know by leaving a comment below.