For business owners, increasing website traffic is always on the shortlist of their priorities, not just any kind of traffic, but the consistent, high-quality type that doesn’t require the spending of additional resources.
However, with the dynamic nature of search engine algorithms and the plethora of industry jargon, getting the hang of the entire eCommerce SEO process can be a bit daunting. Equally challenging is the application of eCommerce SEO for a company. Every competitor, particularly those that belong in the same industry, will fight tooth and nail to get one of the ten spots that are up for grabs on the first page of major search engines.
Ecommerce SEO: Why does it matter
With the use of SEO, companies generate organic (i.e., natural, free) traffic from sites such as Bing, Yahoo, and Google.
Whenever end-users search for a specific product on Google, they are taken to the Search Engine Results Page (SERP), which will show the top ten organic results.
eCommerce SEO ensures that a company’s product pages will appear in one of those ten organic search results. Beyond the first page, there are many other pages to explore. However, the higher the page number that a company ranks on, the lesser the traffic it can generate.
A recent study shows that only 4.8% of user searches make it to the second SERP and a measly 1.1% on the third SERP, and so forth. These figures show that a whopping 91.5% of search engine traffic stays on the first page.
However, the “race” doesn’t stop upon reaching the first page as specific ranking on the first page matters as well. The same study shows that the top-ranking page gets 32.5% of traffic on average, and the page in second-place gets 17.6%. Therefore, the next ranking results can only expect a traffic percentage of no more than single digits at best. The goal of everyone is to get the highest ranking possible on Google, Bing, Yahoo, and other search engines for the search terms that prospective clients are using.
Improving Website SEO
Ranking first on major search engines involves the following actionable steps:
Step 1: Keyword Research
The first step is to identify high-value search terms that potential customers might be using, which is done through keyword research in many different ways.
It is helpful to know that eCommerce keyword research has a clear distinction from most keyword research done online. Information keyword searchers, commonly used in blog and content-heavy sites, care about information keywords. On the other hand, eCommerce sites take notice of keywords that show buying intent.
Choosing the Right Keywords
To narrow down a huge list of keywords and focus only on the ones that matter most, consider the following key factors:
- Volume – the higher the search volume, the more potential traffic can find their way to the website. However, high-volume keywords entail stiff competition.
- Competition – the lower the competition is, the higher the chance of ranking for that keyword becomes. Keyword research tools provide information about Page Authority (PA) and Domain Authority (DA), which give insight into how difficult it will be to rank higher than the organic results shown. In simple terms, high-volume, low competition keywords are ideal.
- Relevancy – the relevance of the product page or category page to the search term is a crucial ranking factor that’s often overlooked. It’s best to stick to keywords that the products on offer genuinely satisfy.
- Intent – keywords that show commercial intent are preferred. Intent is commonly evaluated by looking at a keyword. For instance, between the keywords “size 11 women’s black dress” and “2017 dress trends”, the former displays more commercial intent and is more likely to make searchers complete a purchase.
Step 2: eCommerce Site Structure
The way developers organize and structure site pages also affects search engine rankings, not to mention the general user experience (UX). As business owners add or remove products and categories, the site structure can get complicated in a hurry.
It will be helpful to:
- Make sure that the site structure remains simple yet easy to scale even as the store grows.
- Design the website in a way that every page is just a few clicks from the homepage. Most of the link authority is on the homepage, so the more clicks away a product page gets, the lesser authority it has.
Step 3: On-page Optimization for eCommerce
On-page optimization involves the development, formatting, and structuring of the copy and other on-page elements of the website’s pages to improve their ability to rank on the chosen target keywords.
When optimizing a product page or category page, the optimization process involves the same type of elements, which include:
- Page Title
- Meta Description
- H1 (should be one per page)
- Other header tags (H2, H3, H4, etc.) can be used as much as needed. Google will pay more attention to the header that is lower in number. So, H2 bears more weight than H3, and so on.
- Structured data
- Copy and On-page Content
For optimal ranking, it will also help to do the following:
- Choose the right URLs
- Take advantage of LSI keywords or those keywords that are closely related to the main keyword.
- Minimize thin content pages with lengthy product descriptions since Google and other search engines refer to page content to decide which keywords to rank and how high the actual ranking is for each keyword.
eCommerce SEO Company
Reach Digital utilizes SEO strategies that are custom-built to meet the unique needs of every client. As the leading eCommerce SEO company, we deliver proven results through these time-tested steps:
- First, we evaluate our client’s organic visibility, existing keyword rankings, and search engine marketing goals in the future.
- After analyzing our client’s industry competitiveness and target keywords, we will determine the necessary steps to achieve our set goals.
- After developing a high-level strategy, we’ll begin implementation right away. While the strategy implementation is underway, we will create monthly reports that include all of our client website’s key metrics (such as conversions, sales, rankings, and traffic) to provide an account of every detail in the SEO campaign.
Our team of SEO experts specializes in all areas of eCommerce SEO. With our knowledge and insight of what makes a successful campaign, coupled with years of experience, we have all the tools required to lead clients toward the path to success.
To know more about our services and products we have on offer, get in touch with us today!