But why is SEO for e-commerce so important? Because it allows you to:
- climb the SERP: get to the top positions of Google search results
- Enhance the browsing experience on the site resulting in improved conversion rates
- working on a long-term marketing strategy, getting attractive results without advertising investments (a topic we have addressed here: Google Ads or SEO: which activity to invest in?)
- Compete with your competitors and thereby increase brand awareness
- Benefit from SEO effects in the long run, even after the strategy is complete
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Here are the topics we cover in this article:
- What is SEO for e-commerce
- What the statistics say about SEO for e-commerce
- Ways to improve your e-commerce with SEO
- How to perfect your e-commerce SEO with professionals
What is SEO for e-commerce?
An e-commerce is different from a classic website because it allows the sale of products and/or services online. SEO actions enhance the ranking (and thus visibility) of the virtual store on search engines, in the organic search part.
Interventions may relate to site structure, keywords related to product sector and search intent,adding internal links to improve page navigability, and so on.
There are many SEO techniques to put into practice and they are more or less important depending on the type of business and the goals to be achieved.
Is evaluating SEO for e-commerce in your marketing strategy beneficial? Statistics say yes
In addition to what we have already highlighted, several statistics confirm that SEO actions can help you achieve your marketing goals. Just think:
- organic search reached nearly 40 percent of website traffic (Source: G2)
- SEO activity generates about 34 percent of qualified leads (Source: Ahrefs)
How to improve your e-commerce with SEO: 6 tips
The world’s No. 1 search engine, Google, considers several factors when ranking websites. Therefore, to grow and be found by an interested audience, some SEO tricks can be put in place for e-commerce.
1. Study the architecture of e-commerce
Organizing the architecture of the virtual store means creating a list of the site’s pages, products, related categories and content, establishing their number, hierarchy and links. In other words, you visually design the e-commerce, dividing the various sections according to the purposes of each page. The advice is to set up an easy-to-navigate structure.
2. Research and use the right keywords
Akeyword study(Keyword Research) is essential to better position e-commerce. What is it? A selection of words or phrases that people usually use on search engines to find products and services to buy. Analyzing them and placing them within the e-commerce pages allows you to reach the right audience, using their own language.
3. Working on on-page SEO.
For an e-commerce page to rank optimally in the SERP-and to provide the user with useful information-a number of factors must be worked on, including:
- the hierarchy of titles (h1, h2, h3)
- Theinclusion of key words, useful and researched, in the texts
- internal links, implementing a linking strategy between the various pages of the site
- responsive design that adapts to different devices andusability, both aspects that improve theuser experience
4. Working on technical SEO.
Technical SEO also has a bearing on ranking. You need to check periodically-with constant maintenance-for example, that:
- title tag and meta description, which is the title and description of the page, are really optimized. They must adhere to certain lengths and contain the keywords you want to rank for
- the speed of page loading is efficient
- there are no broken or blocked pages
- crawling by search engines proceeds correctly
- Rich snippets are properly set up. What are they? Additional information that can be displayed in the search result (e.g., reviews, product details, faqs, images, prices) that make it more interesting. There are lots of them, and it is advisable to select the right ones based on the type of business.
Did you know that ecommerce page loading speed affects your customers’ purchase?
Learn more about it, and find out how to reduce your ecommerce shopping cart abandonment rate
5. Optimize product and category pages.
The pages that generate the most traffic on an online shop usually are:
- product pages: dedicated to a single item or service. They should contain detailed, information-rich descriptions with specific keywords for which you want to rank, both in the text and in the URL
- category pages: designed to collect all products or services that have similarities, usually by type of application. Again, text explaining what can be found in this section is essential. In addition, the use of more generic keywords is recommended, dedicated for example to the product category
6. Check duplicate pages.
Making sure that an online store does not have duplicate pages is part of the SEO operations for technical e-commerce. This point, however, deserves special attention because, especially in this area, it may happen that one item in the shop is very similar to another, or a variation of it. What should be done in this case? The best thing is to optimize each page for a specific and unique keyword. For example, if you sell clothing and you have sweaters of the same brand, but different colors, you need to add this detail in the h1, title tag and meta description.
The risk, otherwise, is to create duplicate content that is penalized by the search engine. This can negatively affect your e-commerce ranking and brand visibility.
There are also many other factors to evaluate, such as image SEO, SEO for Google Organic Shopping, website security, starting a blog, and much more. Choosing anagency that specializes in SEO will help you select the right activities for your specific case.
Interested in learning more, but want to get an idea of the price first?
Read our article: What are the costs of SEO
SEO optimization of your e-commerce? Trust the professionals, here’s why
SEO for e-commerce is an important resource for your online store. It can be the first step in expanding your marketing strategy.
By choosing an SEO agency, you can rely on specialists who are always on the ball about the latest industry news, such as:
- Google’s algorithm updates. Knowing them allows you to understand what affects website rankings and do targeted and efficient work
- the introduction of Google SGE which, thanks to AI, chooses from all those published on the web the most complete, authentic and optimized content by displaying it in a box to improve people’s search experience on the search engine. Knowing howartificial intelligence thinks, and what it prioritizes, allows us to advise you on the best practices to implement in order to always rank the best
Do you want to benefit from SEO advantages for your e-Commerce?
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