An increase in traffic attracts the attention of any e-commerce business. But how can you draw visitors to your online store without spending much on advertising and marketing? The answer: by knowing how to leverage search engine optimization for e-commerce.
What is Search Engine Optimization for E-commerce?
Search engine optimization for e-commerce is the practice of adjusting your website to meet the best practices for search engines, updating your content to reflect what your customers are searching for.
Some benefits of search engine optimization for store owners include increased traffic, enhanced brand awareness, and increased sales. However, with the continuous updates of search engine algorithms, it can be challenging to know how to handle search optimization.
Benefits of Search Engine Optimization for E-commerce
Search engine optimization for e-commerce is the process of increasing the visibility of your store on the internet in search engine results pages (also known as SERPs). Tasks involved in e-commerce search engine marketing include creating content that meets the keyword queries that users type into search engines. For example, an e-commerce store like True Classic, which sells t-shirts, can optimize its search engine optimization by creating content around “how to fold t-shirts without wrinkles.” Ranking for this keyword attracts additional visitors to True Classic’s site, some of whom will become customers.
Other activities for e-commerce search engine optimization include increasing page loading speed, writing detailed product descriptions, and obtaining backlinks from reputable sites.
Why Do E-commerce Sites Care About Search Engine Optimization?
When searching for something on Google, you are taken to a search engine results page (SERP). There, you will find about 10 organic results. These organic results appear below paid advertisements and Google Shopping ads. The aim of e-commerce search engine optimization is to ensure that your product pages appear among the top results in the organic search on the first page of Google. Sites that do not rank in the top 10 results are rarely visited, and even those in the third to fifth positions receive significantly less traffic than the top results.
Search engine optimization company Backlinko conducted a study that found that only 0.63% of searchers click on sites listed on the second page of Google search results. It also reported that the first result on the Google results page receives 27.6% of all clicks. In other words, search engine optimization matters.
How to Create a Search Engine Optimization Strategy for E-commerce
If you are new to search engine optimization and want to improve your store’s ranking on Google, check out these six steps. They provide actionable tips for setting up basic and effective search engine optimization for your site.
E-commerce Keyword Research
The first step in any e-commerce search engine optimization strategy is to identify high-value search terms that your potential customers are using. You can do this by conducting e-commerce keyword research, which can be done in several ways.
E-commerce keyword research differs slightly from traditional keyword research. While most sites only focus on informational keywords, you’ll want to target a mix of both informational and commercial keywords, like this:
Users searching for informational keywords are looking for answers, guides, and explanations. Blogs and content-rich websites care significantly about those keywords. E-commerce sites also have blogs, but they also target keywords that indicate purchase intent. Google and Amazon’s preliminary forecasts
When you start typing a search query into Google, the autocomplete feature suggests relevant queries:
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These suggestions can be a valuable resource for keyword ideas, especially when you already have some core keywords in mind. (Don’t forget to also check the related search queries at the bottom of the search results page.) Amazon’s predictive suggestions
You can perform a similar process on Amazon. The great thing about Amazon’s predictions is that they focus on products and can include filterable details like price.
Be aware of long-tail keywords, which are longer and describe more specific items. The longer the keyword, the more specific it is. This means less competition and often higher conversion rates.
You can also check how Amazon (and other major e-commerce sites) organizes content to appear in search results. Take a look at related product listings for ideas on keyword categories.
Beginner-Friendly E-commerce SEO Tools
Here are some useful SEO tools for e-commerce:
Avada SEO & Image Optimizer
Avada SEO is a tool that helps e-commerce stores outperform competitors. It offers image compression, site speed optimization, schema tags, and other technical features that keep your website optimized for search engines. It also has 24/7 customer support.
SEOAnt
SEOAnt is a free tool you can use to run SEO audit reports, fix broken links, and optimize image sizes. It also has AI features for writing alt texts and descriptions.
Google Analytics
If you own a website, you’ll use Google Analytics. This free SEO tool tracks and compares site traffic, giving you the insight to better understand customers and improve your site for better SEO and marketing ROI. As a Shopify store owner, you can link Google Analytics to Shopify Analytics and choose specific e-commerce data to track.
Ahrefs
We’ve seen Ahrefs in this post, but it’s good to take a deeper look at some of its key features. E-commerce marketing professionals use Ahrefs to create SEO campaigns and rank higher in Google. Ahrefs is a competitor to Moz and Semrush, two other SEO software companies you’ll find when searching for SEO tools.
Getting Started with E-commerce SEO
Rankings are not static, so e-commerce SEO never stops. But the six steps in this article should help you build a solid foundation for your online store’s SEO.
Remember to maintain original and comprehensive content, regularly audit your site to uncover technical issues, explore link-building opportunities, and always look for new keywords that fit your brand and products.
Source: https://www.shopify.com/ca/blog/ecommerce-seo-beginners-guide
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