Being an e-commerce digital manager is not easy. Each day, several new websites pop up competing with your brand and product. The competition leads you to invest more and more into paid advertising which is probably the best way to get immediate results. But on the other hand, Search Engine Optimization is the strategy that brings in the maximum revenue but is often ignored.
However, SEO for an e-commerce website will indeed require more effort in the starting. But once you start ranking on top pages, you will have an extraordinary flow of organic traffic and revenue.
The idea of putting something on autopilot to keep making money makes you drool, right? Well, this is just an over-simplification, but continued efforts can bring this idea to fruition.
Here is how to go about it.
Step 1: Keyword Research
The most important step towards creating a winning e-commerce SEO strategy is to do thorough research. When you start creating a list of targeted keywords for your e-commerce website, one of the two things might happen:
- You may choose high volume keywords with very high competition and not rank on Page 1
- You may choose low competition keywords and rank on Page 1 but not get any traffic
Neither of the two situations is ideal. Therefore, it is important to do thorough keywords research from various perspectives. It is to ensure that the right keywords are chosen for targeting, which are relevant and will bring in traffic to your website. The best way to do that is to include the ‘buyer intent.’
For example, if someone is looking for the ‘best mobile phones,’ they are probably only in the discovery phase of the buying process. But if they are looking for ‘iPhone 12 Pro 256GB,’ they have probably made up their mind about buying this particular phone model. You can easily correlate the buyer intent with the keywords as the advertisers are more willing to spend on high conversion keywords.
There are several ways to create a list of keywords to target. You can search on Amazon, use Google Predict or Keyword Planner or a paid tool like SEMrush or Aherfs.
By adding one keyword, these tools will showcase the list of other associated keywords along with their search volume and tentative PPC bidding. You can pick high converting keywords easily.
Step 2: Following the Correct E-commerce Site Architecture
The next and a rather paramount step to be included in the strategy list for SEO for an e-commerce website is creating an appropriate site architecture. Some of the best points to ensure that you have the right website structure are:
- It should be simple & scalable.
- Each page on the website should be accessible within no more than three clicks.
- Utilize your keyword research to create high authority, relevant product pages and directories.
Technically, your homepage has the highest authority out of all the pages on your website, and it passes on link juice to the rest of the pages by linking them on the homepage. Ideally, the products and categories with the highest revenue should be linked on the homepage and receive maximum link juice.
When you create the right website structure for your e-commerce site, it helps in positioning the best categories and products on your homepage. In an ideal world, this is how the website structure should look like. Your subcategories and product pages could also be linked to each other.
Step 3: Creating a solid On-Page Strategy for E-commerce Site
The third and one of the crucial steps in SEO for an e-commerce website is following an extensive on-page strategy. It includes a three-point action plan:
- On-page SEO for Category Pages
- On-page SEO for Product Pages
- On-page SEO for blog pages
The main idea is to include relevant keywords in strategic places on the webpage, making it easier for Google to understand what the page is about and read the content.
To start On-Page SEO for category pages, you have to include all the relevant keywords in the following places:
- The URL: When you include a primary keyword in the URL, it increases your chances of ranking on that keyword.
- Title Tag: Add the keyword in the H1 or header tag of the page.
- Description Body: Google allows you to add a page description of about 300 words, giving a brief description of the page. Include your primary and secondary keywords in the same.
- Image Tags: Since Google cannot read images, it depends on the alt tags added to the pictures to inform about the same. Add your primary keyword in the alt tags as well.
- Meta Description: This is the grey description that appears below the link of your website on the SERPs. Make sure that it briefly informs the user about what they will find on the page. Add the relevant keyword here as well.
On-Page SEO for product pages includes writing a detailed description of the product. Since you already have product pictures here, it is advisable to add text up to 2000 words at least. Data has shown that the top-ranking pages on Google have more than 2,000 words of content. It is quite understandable that writing that much content can be a bit hard, which is why you must push your users to write reviews. You can create a 1,000-word product description while the other 1,000 can be filled in by the reviews, which are practically unique content. You can follow this pattern to meet the 1,000-word quota.
- Start with a 50-150 word brief description of the product.
- Add USPs of the product in bullet points. Here, detail out as much as you can.
- Add details about who is most likely to use or for whom it would be the most beneficial. Add information like awards, product studies, FAQs etc.
Close it with a summary and call to action.
Step 4: Improvise Your Website User Experience & Interface
Even if you have chosen the right keywords and stuffed them in the proper ratio in product descriptions, you might not see any sales on your page. Now, it is not because of any lack of defined e-commerce SEO strategy. Run a technical audit to check the user experience of your website. If the interface is not easy to use, your users might get put off and bounce away quickly. Look out for opportunities to improvise your user experience.
The easiest tool is to use Google for developers. All you have to do is add your website’s URL and Google will score the page usability on the web and mobile and show the areas of improvisation.
Step 5: Go Local
The first step towards building an influential local SEO for e-commerce website strategy is to claim your Google Business Profile. The best part is that this listing can be optimized for relevant keywords as well. You can add images, videos, information about your products and customer reviews.
Apart from that, get your business listed on local directories and websites. This will not only help you get a citation on a higher domain authority website, but a link from such websites could also increase your authority.
These are some of the essential steps that a marketer needs to take while creating an e-commerce SEO strategy. While these steps might seem daunting, the long-term benefits would be thousands of times higher than the efforts you put in at the start.
If you need any help to get started, you can schedule a call with one of our experts at Blanc Turtles to take you through these steps. Click here to schedule a callback.