With SEO, it’s important to step back and look at the big picture. What broad tactics and best practices can you use to improve SEO performance for your e-commerce website? They can be summarized into 12 key tactics, which we’ll go through one by one.
This article was written in collaboration with DMI partner NeilPatel.com.
When performing keyword research, don’t focus exclusively on the most popular keywords in your industry. It’s essential to factor buyer intent into the mix.
Buyer intent relates to the intention behind a search query. To identify it, look at the specific phrases and terms that people type into search engines when they’re searching online.
There are two main types of keyword intent:
There are various ways to determine keyword intent. You could use a keyword tool like Google’s keyword planner. You could also use a tool like Ubersuggest. This tool is useful for content writers, bloggers and copywriters who want to generate new content ideas or investigate user search queries. You could also consider using Answer the Public. With this tool, you simply enter your keyword on the home page to discover exactly what people are asking about.
On SERPs, long-tail keywords usually appear on the right side of the page. A long-tail keyword is a term that typically has low search volume but is still relevant to your business. It usually converts well because it’s a better match for what the searcher is looking for. It also tends to generate higher traffic volumes.
Long-tail keywords can reveal what your customer is looking for and what their intentions are. For example, “shoes” is a short-tail keyword but “best walking shoes for summer” is a long-tail keyword and it provides more information about the customer’s likely next steps and intentions.
Try to rank for long-tail keywords because they’re a valuable source of traffic. They’re particularly useful for:
You can find long-tail keywords by using Google’s “People also ask” feature or by using a free keyword tool like Ubersuggest or Wordtracker.
You can use on-page optimization techniques to attract and acquire new customers and gain more conversions. It’s a good idea to focus your efforts on the areas of your e-commerce site that matter most. These are your:
Before you start optimizing your product descriptions, ask yourself three questions:
To optimize product descriptions, you can consider:
Images and photos can make a page look more interesting and engaging but they can also be distracting. So, avoid using too many of them in descriptions.
By optimizing your images for SEO, you should get higher search engine rankings and more traffic from potential customers. You may also gain traffic from social media channels.
To optimize your images:
Reviews are vital for your success in e-commerce. They help consumers decide whether to buy a particular product or do business with an online store. Reviews also help you build trust with consumers and improve conversion rates.
Encourage customers to leave reviews by sending automated messages whenever they purchase something from your site.
In e-commerce, it’s crucial to pay attention to the UX – or user experience – of your site. Good design makes your site more visually appealing and enhances its UX.
As well as looking good, it’s important that your site works well. Make sure that ads don’t interfere with the user’s view of the content. Ensure people can navigate easily through your site and that it’s intuitive to use.
It’s important that shoppers can find what they’re looking for quickly and easily, that they remain engaged while on your site, and that they generally have a wonderful experience. If Google thinks your website offers visitors a poor experience, it may rank it lower.
To improve UX, ensure your site:
When your e-commerce site has a simple URL structure, it enhances the UX of your site. It improves your SEO e-commerce efforts, as it provides more relevant data for search engines. It also makes it easier to share products on social media and other websites.
URLs should be easy to read and understand and as short as possible.
POOR EXAMPLE: https://www.example.com/article-about-baking/
GOOD EXAMPLE: https://www.example.com/baking-articles/
It’s important to include keywords in your URLs. These are called “meta tags”. They tell search engines what the content of your page is about. Search engines scan the URL and use the keywords in the URL to decide where the page should rank in SERPs.
Also, avoid using stop words in URLs. Stop words include “the”, “and”, “of”, and “a”. These can decrease your content’s readability and may lower your SEO rankings.
You can use schema markups to improve your SEO for e-commerce activities. These are HTML tags that provide additional information about the content on your web pages.
When you use schema markup, it produces rich snippets. Search engines use these to show more information about specific items in search results. They also help users find what they are looking for.
There are many kinds of rich snippets, including product markup snippets, music snippets, and review snippets. In e-commerce, you mostly use these kinds of schema:
Many online retailers fall into the trap of including duplicate product descriptions and images on their websites. You can reduce the amount of duplicate content on your site by:
Page speed is a ranking factor – and an important one. Consumers simply won’t wait around while a site loads. The ideal page speed is about two seconds.
You can test your page speed by using Cloudflare or Google’s own PageSpeed Insights tool.
If your site is too slow, it may be because:
You can speed up your load times by:
In addition, you could consider changing web hosts or upgrading your hosting package.
Written content plays an important role in your SEO for e-commerce strategy.
Uploading regular high-quality content:
You can include many different types of content, including:
To improve your e-commerce content:
Link building is an important ranking factor for SEO. High-quality links signify to Google that your site has credibility. Backlinks also help your site rank for keywords.
To create quality backlinks:
Avoid buying links. Some paid links violate Google’s guidelines. In addition, cheap links are often low quality. Poor quality links lead to lower rankings and reduced traffic. They can also negatively impact your site’s reputation.
A sitemap is a visual representation of your website. It should detail all the pages on your site, as well as all the subcategories, products, and other content within those pages.
You can develop a site map manually or use an automated tool. Sitemaps use both XML and HTML. HTML sitemaps are more helpful to visitors.
You can use these tools to create a sitemap:
In most cases, social media sharing doesn’t directly impact SEO. However, when you share your content on social media, it increases brand exposure and allows people to get more familiar with your business.
In addition, it can be beneficial to grow the number of mentions you get on social media. Social media mentions can influence SEO by:
You can use Buffer and Hootsuite to automatically post content from your site across all your social media accounts at scheduled intervals. This will increase your social media shares.