E-commerce search engine optimization plays a significant role in creating a strong presence online and should be a priority of any business these days. New e-commerce stores often encounter challenges like low traffic, zero sales, and server issues due to eCommerce optimization slip-ups as it is quite difficult to get the hang of the whole e-commerce SEO thing. To give you a head start on e-commerce SEO, we’ve put together this guide to take you from beginner to expert as quickly as possible. Let’s get started!
What is E-commerce SEO? Why is it so important?
E-commerce or electronic commerce refers to selling and purchasing services or products online through electronic payments using secure connections. The search engines allow online businesses to reach global markets without spending too much money. In fact, SEO in particular is an organic (free) way to get traffic. Ecommerce allows customers to find their desired products through a large database.
From 2016-17, the eCommerce industry began to grow tremendously when more and more businesses started to create online stores and optimize their websites to drive more traffic and expand their businesses in the digital landscape. In simple words, the more traffic you get to your product pages, the more money you make.
Statistics from SEMrush states that 37.5% of the traffic to e-commerce sites comes from search engines while according to Business Insider around 23.6% of all e-commerce orders are the outcome of organic traffic. Having said that, it’s a brainer why e-commerce SEO is so important.
Types of E-commerce Businesses
Here are a few popular types of E-commerce businesses:
- Wholesale & Warehouse
- White label and private label
- Subscription Service
How E-commerce SEO actually works
When you search for something on Google or any search engine, it has a crawler that scours the web and gathers all the content available on the internet and fetches it back to the search engine to create an index. That index is then fed through an algorithm and matches all that data with your query. The data that answers your particular query in the best way that’s easy for search engines to understand will be shown up on the search results page. Typically, you’ll get ten organic results along with the paid ads and sponsored Google shopping results.
E-commerce SEO Ranking Factors
Google uses over 200 ranking factors to determine what’s relevant in their algorithms and there’s no way that we’ll be able to cover all of those, but if you concentrate on these four factors, you’ll have a fighting chance to get seen in search results.
1. Domain Authority
The quantity and quality of the backlinks directing to your site is Google’s top-ranking factor. People want to link to sites that have valuable content and without you’re gonna have a hell of a time building white hat backlinks. Publish quality content to build up your e-commerce site’s overall domain authority, which will help your product and category pages rank on Google.
2. Product Page Optimization
A decent chunk of your search engine traffic goes to your product pages. But more importantly, 100% of your conversions come from your product pages which means the more traffic you get to your product pages, the more money you’ll make.
3. Website Architecture
Website architecture is an important SEO consideration for any e-commerce website. It means how the pages on your site are arranged and systematized. An average e-commerce site has a lot more pages that’s why it’s extremely critical that your site’s architecture makes it easy for users and search engines to find and index the key pages of your site.
4. URL Length
Short URLs are SEO-friendly and tend to rank higher than long URLs. Not only do they conform to search engines what your page is about, but they are also easier for users to type out and thus improve user experience.
How to Optimize Your E-commerce Website?
You can easily set up a successful e-commerce store by implementing these simple optimization tips.
· Design an Attractive Homepage
An attractive homepage with impressive design and usability can convert visitors into customers. Always test a variety of homepage design elements to see what would be more appealing to the audience.
· Concentrate on On-page SEO
On-page SEO is critical to maintaining website traffic from organic searches. Adding simple URLs, keywords, meta descriptions, and modifiers to your product page title tag for on-page SEO can help you rank for dozens of long-tail searches. Add pictures and snippets on product pages to get indexed quickly.
· Steady Off-page SEO
Without an appropriate off-page SEO your e-commerce store won’t show any concrete results. Social marketing, link building, influencer marketing, and paid marketing are few Off-page SEO technics you can use.
· Mobile Optimization
Google now runs on the mobile-first index, so make sure your site is optimized for mobile devices otherwise it won’t get ranked.
· Optimize Pricing
Optimizing the pricing by comparing two products can surge the sales of a low-priced product. If you have too many pricing options for a product, highlight the preferred option to reduce analysis paralysis. You can also use charm pricing by using digits ending in 9 to get more sales.
· Email Marketing
Build an e-mail list to promote your online store and drive more sales. Use the enticing subject line, personalize your emails, and offer special sales in holiday seasons for seasonal sales boom.
· Fix Technical Issues
If your site has technical SEO problems, it will tank your rankings and reduce conversions. Fix the common errors like poor SEO, bounce rate, usability error that can affect user experience.
· Improve Site’s Speed
The loading speed of your site is another significant ranking factor you can’t miss. The faster your site loads, the better the user experience is.