E-Commerce SEO: How Online Stores Can Drive Organic Traffic in 2019
SEO is constantly evolving and sometimes it can be difficult to keep up.
Having a good SEO strategy for eCommerce sites means taking care of and constantly updating both the website of your business and its contents, something that can be very demanding over time.
To help improve the SEO of their eCommerce, then, Trustpilot has compiled five tips, which are also useful for increasing the visibility of your online store on search engines, improving the purchasing experience of your customers and increasing sales.
1. A THOROUGH AND CONTINUOUS SEARCH FOR KEYWORDS IS A MUST
Keyword research allows you to discover trends and terms that users type in search engines; moreover, it allows you to create the type of content that best manages to increase the chances of getting noticed on the search engine results pages (SERPs).
If you have never adopted a strategy for SEO keywords for eCommerce sites, you can follow some steps to do the search correctly:
- Make a list of the main issues that affect your business;
- Find the keywords most pertinent to the thematic ones;
- Search the search engines for terms related to the themes;
- Choose some short keywords and the same amount of longer keywords (eg “coffee cup” and “coffee cup with saucer”);
- Observe the positioning of their competitors with those same keywords;
- Use a keyword tool like Keyword Planner to reduce the list of terms based on the average number of keyword searches.
The final list of keywords can be used to optimize the pages on your site.
It will be possible to use them to make titles, texts and images more relevant and above all more visible on search engines.
2. THE PRODUCT PAGES MUST BE OPTIMIZED
Aiming to improve SEO for eCommerce sites means allowing even product pages to get good positions in search results rankings.
One of the best ways to do this is to optimize every single product page within your site.
There are some essential steps to be taken in order to optimize the product pages for search engines.
- Don’t neglect the images : one of the best and simplest ways to optimize your images is to add the “alt” tags (keywords that describe what is shown in the image) to each of them. You can also rename the images using keywords.
- Use keywords in titles : you can use the keywords related to your products to give them a title. If you are trying to optimize the page for a “suitcase”, you can add this keyword to the page title. Igloo Coolers, for example, uses keywords in product descriptions, in functions, in design and in the titles of its pages, thus succeeding in giving a boost to its SEO.
- Write quality content and include long-tailed keywords in your texts: long-tailed keywords are phrases consisting of three or more words. If you insert them in the site texts they help to generate much more traffic. One way to find frequently used long-tailed keywords is to start typing your keywords on Google.
- Adding schema markers (markups) to compile rich snippet text : including a schema marker for product reviews can increase visibility on search engine results pages. They appear in the form of star ratings, below the page title and URL.
- Use relevant URLs : you might think that a URL full of keywords is not so fundamental to appear in the top positions on Google; in fact, not only is it easy to include key words related to your eCommerce site or products, but it can also help considerably.
3. DO NOT UNDERESTIMATE THE IMPORTANCE OF THE USER EXPERIENCE
Excellent user experience is essential to maintain high customer satisfaction, but it is also essential to get good SEO for eCommerce sites.
Google constantly tries to offer its users the best content available on the Net.
So, to ensure that your eCommerce site is optimized, you need to offer the best user experience possible. How?
- Eliminate repeating content: duplicating content can have negative consequences on the SEO of your eCommerce. Siteliner can help you find duplicate product pages and eliminate them.
- Remember the three click rule: this is a rule used in web design, based on which the user should be able to find any information he needs within the site in no more than three clicks. By doing this, your site is easy to navigate and well organized, and Google helps you better read its contents and understand its hierarchy.
- Increase the speed of uploading your site: the slow loading times of a site do not play in favour of positioning it on Google since its loading speed has recently become one of the criteria for positioning in search results. Google’s PageSpeed tool can help reduce load times, allowing you to grow sales.
- Ensure that the mobile version of the site is functional: the design of a totally responsive site is a must, especially in the e-commerce sector, where 67% of consumers tend to buy on websites suitable for viewing on mobile devices. Since Google is shifting here is increasingly the focus on indexing with priority to mobile content, we need to make sure that your site is responsive.
4. INTERACTIVE CONTENT IS THE KEY
The contents that are regularly updated are very important to continue to occupy the top positions in the Google search rankings.
Optimizing the SEO of your eCommerce with new content can be challenging, but adding elements and interactive information to your site ensures that the content is regularly and automatically updated.
Here are some tips on this.
- Customer reviews can help: if you don’t have reviews you should consider adopting a strategy for their collection and management. Why? The reviews give a boost to the SEO for eCommerce sites and generate at the same time new and relevant contents that can help establish a relationship of trust with the customers.
- Sharing on social media is important: doing so constantly interacts with customers on the site. They, together with their interactions, are also used by Google to calculate the value of the pages.
- Even real-time chats help: having a chat function in real time indicates that your eCommerce store is ready to communicate with consumers in a more in-depth manner, thus increasing interactions and, consequently, sales. Google can detect this, helping to boost eCommerce SEO.
An example of real-time chat, present on all pages of the site.
5. QUALITY CONTENT AND LINKS MATTER (REALLY)
Having good content is important. Today, however, incoming links (in English ” backlinks “) are even more important to Google , even if obtaining quality links can be challenging.
As for the first aspect, it should be considered that no matter what your eCommerce store sells, you can always write excellent content with which people want to create links and there is no ” uninteresting ” sector, even if that doesn’t mean that it is easy to capture users’ interest.
It is important to decide whether to create content that talks about one’s products or other topics related to the sector in which one operates.
In the second case, the advantage is that you can create more content on a greater variety of topics.
A great brand that uses this technique is Red Bull.
The brand prefers not to write about its energy drinks, rather it creates content that talks about topics that could capture the interest of its audience: adventure, travel, challenges, sports and much more.
In this way it is possible to obtain incoming links and social links and “let Google know” that their contents are important enough to be taken into consideration, thus improving the general positioning of their site.
Regarding this aspect, a look at the incoming links of its competitors can help you stand out.
For example, if your eCommerce sells beauty products, why not find out which sites contain links to other online beauty supply stores?
This should help identify those sites relevant to the sector in which you operate and the type of related content and, thus, create your own linking strategy to improve the SEO of your eCommerce.
Finally, you can use Monitor Backlinks, which is a free tool, or Majestic if you have the opportunity to invest in a more complete SEO tool.
The advice here does not include the use of Black Hat techniques (such as purchasing incoming links) to improve the SEO of your eCommerce since they could seriously damage both the placements and the site itself.