eCommerce SEO: 7 Things You Should Be Doing

SEO is a well-known term in the market that drives qualified traffic into your store and more money in your pocket.

The goal of eCommerce marketers should always be to increase the ability of their store and rank all their pages better. But most importantly understanding from where to start is a big help.

57% of business-to-business (B2B) marketers believe that SEO is capable of generating more leads than other marketing strategies or initiatives. (Serpwatch.io)

SEO is essential for all eCommerce websites. The products of your store must rank higher than your competitors, and should be displayed a good way so potential consumers can find the products they require in the SERPs and select your site to click on.

When done precisely, eCommerce optimization strategies will boost your ranking, and enable your pages to provide the best solutions to a user’s search intent. 

Optimizing eCommerce sites can produce an ongoing, open-source of high-converting organic traffic to your site.

You need to be on the number one position in the market to be successful, and eCommerce SEO can help you achieve this.

Now, I’ll be sharing the 7 key points you must apply for better growth of your eCommerce site.

Top 7 eCommerce SEO Tips 

1. Audit often 

seo-audit

Technical SEO audits are undoubtedly the most crucial aspects of SEO for eCommerce sites.

eCommerce sites mostly tend to be an order of dimension larger than content-driven sites. 

In a content-driven site, each page needs to be planned, competent content, and if you’re heeding the standard approved word count for a well-optimized blog post, each one also requires 1,500+ words. 

As a marketer you know, eCommerce sites are too complicated as they have huge data. For such reasons, nailing the technical SEO is essential.

The foremost step is to run an extensive technical SEO audit and then compile a list of recommendations, and lastly get in there and make changes. 

Technical SEO is important for eCommerce sites at an extreme degree, and audits are the diagnostics tool for your technical SEO.

But running one audit at a time can be tough.

Among all the sites, mostly eCommerce sites grow and change every day. There are many reasons to regularly audit such as products/items of the online store come and go, stock changes, technical and design changes.

So, you can plan an audit, find issues, and make fixes. After that, you can run audits thrice a month for the most important stuff, and massive monthly audits to check for everything else.

The high-impact audit can help your brand recover from ​tens of thousands of dollars per month revenue loss. ​

The first audit of any eCommerce site leads to substantial traffic gains.

2. Be Proactive When It Comes to Site Architecture

website-structure

Site architecture is an unnoticed aspect of SEO, but if implemented correctly it is an absolute game-changer.

A well-designed site benefits from a decent distribution of PageRank across internal pages focused on topical relevance and is more effectively classified by Google Bot.

Now let’s focus on the use of plain old user experience

It is especially crucial for e-commerce sites for two major reasons:

  • They tend to have more pages than informational websites thanks to product and product category pages. These can account for hundreds, if not thousands of additional entries.
  • Commercial pages are fundamentally different from core pages (such as your homepage, about page, etc.) as well as blog content, which means they need to be segregated out from other page types and organized accordingly.

Consider the following major points

  • Hierarchy. Make sure your pages are linked at logical stages of your site, such as product links on category pages, and category pages linked from the main navigation or home page.
  • Balance. Be sure to categorize the different sections of your site to keep them relatively balanced, and prevent a scenario where you have 90% of your product or informational pages in only one or two categories.
  • Page Depth. This ties into a hierarchy but focuses on keeping a low number of levels in your overall structure without compromising logical order. Ideally, you want every page to be accessible within 3-4 clicks of your home page.
  • URL Structure. This is a debatable subject for general blogs, but most SEO’s would agree that matching your URL structure to the structure of the site is beneficial for e-commerce stores.
  • Internal Links. Frequent, contextual internal links are huge for site structure because they give crawlers (and users) more direct access to deeper pages that would otherwise be harder to find.

3. Double Down on Category Pages

Category pages are the holy grail of eCommerce sites.

If you will dive deep into any eCommerce online store, you’ll find their category pages are dragging in a huge majority of their across-the-board traffic.

For instance, if you think you can just throw up numerous products and wait for the Google lords to reward you, you’re a decade late. Now your category pages need to deliver value outside of their planned objective. They’re no longer just about categorizing products but also nurturing prospects.

In simpler terms, your category pages need to be rich in content. 

There are really two ways to approach it.

  • Simply keep your product category pages as they are, with the relevant product listings being the main focus, but insert additional content below the products.
  • Go with a more integrated approach that mixes content and products so that they complement each other on the page.

Both the approaches are attainable, it hinges on the style you want to acquire for the specific category page.

4. Create Case-specific Category Pages

category-pages

If you believed only category pages were overshadowed, there’s another tilt you can take a look at – case-specific category pages.

In this, you can establish alternatives of your existing pages that target more critical search intent or demographics which leads you to draw in traffic from related search queries while leveraging your existing product library.

For instance, Imagine you have a digital eCommerce store, and one of the category pages is “gaming laptops”.

No matter where you rank for this word, there are nearly often less competitive variations worth assessing. These variations could point to elements like price, target audience, or even review ratings.

Such that you can create an alternate category page that targets:

  • “Gaming laptops under $200”
  • “Gaming laptops for bloggers”
  • “seasons favorite gaming laptops”

Consider the following two points for case-specific category pages: 

  • The links would obviously make sense from a user perspective, but it also integrates them into your overall site architecture for PageRank distribution and topical relevance.
  • You can create additional sections on your parent category pages that summarize and lead into your variant sub-category pages, which gives you an opportunity to fill out your category pages even further.

5. Use Schema to Improve CTR (and rankings)

improve-ctrs

Have you ever noticed striking star ratings, review counts, and price indicators on Google listing? They’re used all the time for commercial pages.

To improve CTR and ranking, you can do it with “schema markup”.

Schema is basically components of code you show on your page that tell Google to exhibit information in a certain way, and it can be used to boost the visibility of those pages in search results.

Luckily, you don’t need to have a degree in computer science or related field to form this, as many platforms offer tools that do the heavy lifting for you.

Another simpler approach is to use platform-specific plugins or add-ons.

For instance, if your eCommerce site runs on WordPress (and most likely WooCommerce), you could use SEO plugins like Yoast, or SEOPress.

Else if you’re on a determined eCommerce platform like Shopify, there are also premium add-ons like Schema Plus for SEO.

According to Various studies, using Schema markup can significantly enhance your clickthrough-rate, which is the number of people who click your link vs other links on the page.

And clickthrough-rate is a Google ranking factor, so when that takes off, as a result of that your rankings will also improve.

6. Leverage Informational Content for Backlinks

backlinks

Now comes backlinks that are still one of the powerful ranking factors in SEO.

In recent times, it’s majorly about email outreach for contextual, editorial links on authoritative websites.

If you expect retailers to link to commercial content like your product or category pages then it might be possible, but you’ll have a much easier time getting links to informational pieces like the one you’re flipping through now.

This is one major reason why blogging is something you can’t ignore if you are the owner of an e-commerce site. 

If performed properly, your blog content is the biggest asset for the backlink.

For a massive picture plan when it comes to creating these links, we have great success using the Skyscraper Technique.

Here’s a 3-step overview:

  • Find informational topics with a large number of backlinks using Ahrefs Content Explorer or Keyword Explorer (high KD keywords).
  • Create a piece of content around the same topic but make it significantly better than what’s already ranking.
  • Reach to anyone who linked to the original piece of content and ask them to consider linking to the new and improved version instead.

7. Funnel PageRank to Category Pages

Now we know that getting links to informational content is a more productive strategy, but what about your other significant category pages?

They still need to be nourished with links too and you can deliver that without having to chase for backlinks directly.

Take a look at how PageRanks works, it virtually passes through the initial link before trickling through all subsequent links, becoming more diluted each time.

One thing you can do to clamp the most value from your backlinks is to muscle out that rank to your commercial pages, by including internal links from the pages you do create links to.

You can do this any time and if you have existing pages with plenty of backlinks, you must go back and include as many internal links as you normally can.

It is also important to understand that don’t rule out getting backlinks to commercial pages outright. 

Guest blogging is the most promising way to pull this off, but haggling additional placements from existing prospects are often underused.

Final Thoughts

SEO is one of the essential market factors or, either you run an eCommerce site or an informational blog

Besides basic SEO principles to get you started, it’s the major strategies shared above that will nudge you beyond your competitors. 

So read them again, create a plan, and execute.

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