Checking up on your Search Engine Optimization (SEO) tactics is something that needs to be revisited regularly, just to make sure you’re doing everything you can to increase the likelihood of your site turning up in search results from Google, Bing, DuckDuckGo, and other search engines. After all, your ecommerce website can look stunning and be full of brilliant products – but if no one can find it, you’ve gone to a lot of effort for limited returns.
Think of the quest for higher search rankings as a never-ending, giant competition. You don’t just have to do things well – you have to do them better than your competitors and keep doing them!
Here’s our checklist of 9 SEO tips for ecommerce to help you make your online site visible to potential customers:
1. Make sure your website is user-friendly
Naturally, you want your website to be easy to use, attractive, and functional. This will provide users with a place where they can happily and easily browse and purchase your products. The good news in SEO terms is that this will greatly help your search rankings, too. Well-structured websites will naturally perform better in searches.
For instance, if your site includes several landing pages, which may be specific to a brand or product type, you can organize and structure your product categories and subcategories logically and make good use of keywords and product descriptions.
If you provide a website that is pleasant to read and useful, not only will your customers visit your site repeatedly, but they’ll also stay there longer. They will also be far more likely to recommend it to others and to link to it, and links are extremely useful in increasing your search rankings.
Have easy-to-find products
Don’t bury your product pages deep within the link structure of your site. Firstly, your customers want to be able to find what you’re offering quickly and easily. Secondly, your product pages are more likely to appear higher in search listings if they are only one link away from your home page. By having a well-structured site, you’ll be keeping everybody happy!
Consider having a “flat architecture” structure for your online store
Organize your website in a way that it will require only a few clicks from your visitors to reach your product pages. This keeps your site neat and easy to navigate. Google will also understand your site a lot better, especially if you have several product pages.
Make your content user-friendly with good formatting and design
Google deems the time spent by your visitors as the main factor for assessing the relevance of your site’s content. To put it simply, the longer the visitor spends on your site, the better it is for you in terms of SEO.
Try using easy-to-read font type and size. As much as possible, use short paragraphs or at least use the right amount of spacing between your paragraphs. Lastly, use bold type strategically. Only highlight the terms/phrases that are really important.
2. Content, content … content!
The single most important factor for SEO is to have good quality content that is unique to your site and is kept updated and fresh. Poorly written content that has obviously been stuffed full of keywords is annoying and off-putting to users, and won’t help your rankings anyway.
Product descriptions
Make sure you have thorough and useful product descriptions for every item. Even though it can be a time-consuming task to build your product database, especially if you have a lot of products, the time you spend on this will be well worthwhile. Having product descriptions also helps https://ahrefs.com/blog/dwell-time/, making your site more relevant.
Do not just copy and paste the manufacturer’s product descriptions onto your website – it needs to be original content if it is going to be search engine friendly. Remember to think about what keywords people might use to search for each product, and use these words in the description.
For more Pixc tips on writing great product descriptions, see our blog article: 5 Easy Ways to Write Product Descriptions for Your eCommerce Store.
Include product reviews
As well as being useful to your customers, product reviews are a great SEO tool. As you know, it’s important to have content that is unique to your site, so providing a field for users to add product reviews is a great way for your site to get new, original content that you haven’t had to generate yourself.
For Shopify users, here are a few product review apps available at the Shopify App Store:
- Product Reviews (made by Shopify)
- Yotpo Reviews
- Product Reviews Addon (by Stamped.io)
3. Make use of blogs
Including a blog on your website is a great way to provide more SEO-friendly, original content. Use your blog to write about things relevant to the products and services that you provide, talk about what’s happening in your industry and write about other interesting and useful information for your readers.
Blogs offer you a chance to have some fun in the way you communicate with your customers too, and show them that your site’s not just all about selling products. They also allow you to include keywords that may not be suitable to include in other parts of your site. Shopify stores automatically have a blogging platform available.
Shopify stores automatically have a blogging platform available. For some good examples of Shopify store blogs, check out Bluebella and BioLite‘s blogs.
4. Keywords are key
Always keep keywords in mind when you write content for your site, but don’t overuse them or your content will be repetitive and dull and you’ll lose your reader’s attention. When choosing keywords, think of those that are highly relevant to your products, brand or services.
Don’t choose keywords that are too broad or too competitive, or you won’t get noticed among the masses of other sites using the same words. Also, if the keywords you use are not specific enough, you may get people to look at your site but you’ll lose them when they realize your store doesn’t have the products they’re after or it was irrelevant to what they were actually looking for.
5. Images are important too
Image searches are becoming increasingly popular for consumers when looking for products online. While search engines can read the content on your site, they can’t read an image. However, they will use the image’s file name and the ALT text to gather information about the contents.
Having descriptive ALT tags will help your product images show up in searches. Every image on your site should have the relevant ALT tags that incorporate important keywords. Don’t just stuff lots of keywords in here – keep in mind that the ALT tags are an important accessibility feature for people with visual impairments, so they need to always be useful and relevant.
6. Build a strong internal linking structure
Think of your website as a party where internal links are the friendly hosts introducing guests to one another. By linking relevant pages and products within your site’s content, you’re creating a buzz, keeping the conversation going from one page to the next.
Here’s the scoop: every time you link to another page on your site, you’re not just boosting your SEO game, giving search engines juicy clues about your content, but you’re also making life easier for your visitors. They’re one click away from discovering their next favorite product, so no search bar is necessary.
Keep it natural, though. Just like at a party, you wouldn’t introduce your vegan friend to a barbecue enthusiast unless you knew they both loved hiking. Link where it makes sense, match the link to the context, and your site’s navigation will feel like a walk in the park.
7. Utilize structured data and rich snippets
Let’s unpack the toolbox of SEO and pull out a game-changer – structured data and rich snippets. These are like your products’ digital calling cards. They make sure your offerings strut their stuff on the search engine runway with all the important deets: price, reviews, stock status – the works.
By embedding structured data in your site’s HTML, you signal to search engines exactly what’s on the page. It’s like sending up a flare for Google to take notice. The result? Your products don’t just show up in search, they show up jazzed up with rich snippets that turn heads and get clicks.
Enhancing SERP Appearance with Structured Data
Make your products the main attraction in the search engine results page (SERP) beauty contest. How? Schema markup is your bestie here. It’s the backstage pass for your products, allowing you to highlight the key features, show availability, and even the price in the spotlight of search results. It’s the difference between a flat, text-only result and one that’s got style and substance – an irresistible click to customers.
Boosting Click-Through Rates with Rich Snippets
Rich snippets can seriously up your click-through game. They’re like the eye candy of search results, and here’s how you can make the most of them:
- Video Schema: Catch their eye with a clip! Add a video to your search results to show off product demos or glowing reviews. It’s like a movie trailer for your product that entices searchers to learn more.
- FAQ Schema: Be the answer they find first. With FAQ schema, you can address common queries directly in the search results. It’s like giving searchers a sneak peek at your customer service.
- Article Schema: Spread the word with style. When you use article schema, your blog posts get the red-carpet treatment in search results, potentially driving more traffic and engagement to your site.
Implement these tips, and watch those standard search listings turn into attention-grabbing rich snippets that could lead to a significant boost in your site’s traffic and user engagement.
8. Focus on local SEO for ecommerce
Optimizing for local SEO is like getting your online shop to become the go-to spot in your community. It starts with local keywords that are the signposts directing customers to your digital door. Embedding phrases that resonate with your local crowd helps you rank higher in their searches.
As for Google My Business, think of it as your virtual billboard. It’s where your opening hours, contact details, and customer reviews live. Keep this profile polished and up-to-date, and it’ll work like a beacon for local searchers.
Remember, consistency is your friend. Ensure your business’s name, address, and phone number (NAP) are uniform across the internet to avoid confusing search engines and customers alike.
By nailing local SEO, you’re not just on the map – you’re the destination.
9. Keep up with SEO trends and algorithm updates
Navigating the ever-changing seas of SEO is crucial for your ecommerce site’s visibility and success. Think of SEO as an evolving game where the rules can change with every Google update.
The best way to stay on top of these changes? Dive into SEO blogs and forums like Moz or Search Engine Journal. These resources are gold mines for the latest trends and updates, translating complex algorithms into straightforward, actionable advice.
And remember, when a new update hits, don’t stress. Take the time to understand it and tweak your strategy as needed. Staying adaptable and informed isn’t just about keeping up—it’s about setting the pace and ensuring your online store continues to perform at its best.
Final Thoughts…
SEO is an ongoing process, much like steering a ship through changing seas. Regular updates, informed adjustments, and keen attention to emerging trends are necessary to navigate the competitive waters of online search effectively. This proactive approach ensures your ecommerce platform remains relevant and optimized for search engines and users alike.
By integrating these SEO practices into your strategy, your ecommerce site is set to thrive. It’s about building a robust online presence that not only draws in visitors but also converts them into loyal customers. Keep learning, adapting, and applying new insights as SEO continues to evolve, and watch your ecommerce business grow. This dynamic approach is key to maintaining and enhancing your digital marketplace.
Holly Cardew