This blog will act like your guide whether you intend to do a job or plan to have an e-commerce startup.
Setting up an E-Commerce website is not everyone’s cup of tea. One cannot just show off or take lightly. This is real business you can actually see the currency values going up and down.
You always have to plan a long term strategy for your business to thrive.
Forget about paid marketing like Google ads, Facebook ads and shopping ads, even though these get you instant sales they are also quick in burning your investment.
When you starting up new e-commerce ,questions comes in your head !
What is your ROI?
What is the value proposition from paid marketing?
Do not freak out ,E-commerce SEO is right door for ROI.
What is E-commerce SEO :
This helps you in generating organic traffic ( free traffic) throughout the world from search engines like Google, Bing, Yahoo and many more.
What are the basics you need to set up SEO :
- E-commerce Website with good server
- And you ( yes, you can do it by yourself).
How SEO helps you in generating organic traffic:
When you shop online on google, for example, you type your product name “formal leather shoes online” on google search engine.
It shows you a few results. Let’s get into what they are exactly.
Red-colored box: Products displayed on the side are called Google shopping ads or sponsored ads.
Add your products to the merchant center and connect to a Google AdWords campaign, and pay money to the google they will display your ads.
So in simple terms, this is paid traffic, when the user clicks on any product displayed in the list whether they have purchased it or not google will charge you.
To identify if an ad is paid ad, of the top right side of the ad, you can see the term “sponsored”
Blue-colored box: is called Google ads and it contains title, description and site links.
Similar to the google shopping ads, you have to pay money to google they display your ads and when the user clicks on the link google charges.
So this is also a type of paid traffic.
These paid ads burn lots of money, so you have to plan ROI. If you have funding, plan a strategy for this paid traffic.
Green -colored box: Organic or free traffic is all about E-commerce, the reason why SEO comes in a scene is because these product links displayed at those positions.
This is free traffic you are not paying any money to Google to do this, just by using SEO they you have gotten the position ranking.
The higher your product link is ranked, the better it is for your business. Keywords in SERP (search engine result page) the more genuine free traffic you get and the chance of converting into sales is at a high percentage.
[Note: If you are staying in the US the results displayed for the keyword”buy corporate formal shoes” would not be similar for the person in the UK ].
So based on your target location you can perform local SEO (Specific country or city, province ) and international SEO.
Now, what are the 10 strategies required now to get free organic traffic with the help of E-commerce SEO?
- Find out all your competitors in your nice.
- From each competitor pull out all the ranking keywords.
- Finalize your products want to sell.
- Keyword research for your products.
- Structure your e-commerce site
- URL structuring
- On page
- Technical systems
Find all the competitors in your niche.
Once you have finalized your niche, your job is to find out competitors in your niche.
Always find the scope of the specific niche and then do your research before you confirm it.
Do not compare it with “Brick & motor “(Traditional stores) competitors, your only competitors are online stores’ ranking with your business niche keywords.
Example: You want to sell “Furniture” online, the physical stores in your area are not your competitors.
Type “Furniture online ” on Google and then you can see the list of top 10 competitors on the first page of results.
As I explained to you in the beginning of this blog; organic search results are to be considered, not google ads.
“Furniture online” is your main keyword so you have to find what other keywords are similar to this keyword with high search volume and low competition.
I suggest you use free tool ubersuggest to generate similar keyword ideas.
For each competitor pull out all the ranking keywords :
Now this job gets into the details of competitor category & product pages.
Category pages are the main source for driving traffic to product pages. Because of the factor authority holding all the product pages linked are the reason.
Using the ubersuggest tool find all the high traffic pages along with the keywords.
From this list, first, you have to consider high potential category pages and product pages.
Fact: If you observe category pages, they get more traffic to compare to product pages, so you have to be very keen on optimizing category pages.
Finalize your products to sell online.
Now you have a list of products
Find out all the products that suit your business from these potential categories.
Note: If the category is high potential it doesn’t mean all the products within the category have good potential.
Do not get confused about the product potential, it is what high volume of users are currently searching, product traffic is your competitor, so you have to think on both sides of the coin.
Maybe, a product has good potential but due to some reason, your competitor is not getting any traffic, so you can utilize this chance to overcome them!
So I suggest you spend your time on each product and its keywords to find its potential using the ubersuggest tool.
Now you have a list of potential products
This product data is very important, it decides your business growth.
Keyword research for your products.
In e-commerce mapping keywords is different from general blogs, we use transactional keywords mostly with “buy” intent, I will explain that in a bit.
Here your target pages are :
- Category pages
- Brand pages
- Product pages
- Blog pages
The motto of e-commerce is to get sales, so you have to use the keywords that bring targeted traffic that convert into sales. These are called “buy intent” keywords.
Examples of buy intent keywords :
- Buy online
- For sale
- Shop online
- Low price
- Best price
- Free shipping
To give you a clarity, for the blog, we use information based keywords.
Type ” Benefits of Treadmill” on Google and check the results, you can see information based blogs
Now type “buy treadmill online”, now the results are e-commerce platforms selling their products.
Google has an intelligent algorithm that shows you the exact website results according to the user queries.
So be careful in mapping the keywords with good research to get more sales. This rule applies to any search engine.
In the case of blog, you can use the keywords in the content.
Now, how to leverage for e-commerce? Since we do not have more content?
What is the scope in e-commerce for the placement of keywords
- In relevant keyword in url structure.
- Primary keyword in the product title (H1).
- Long-tail keywords in the product description.
- Transactional keywords in Meta title and description.
- Long-tail keywords in the image alt text.
What are the parameters you should consider when selecting the keyword?
- Keyword relevance
- Low competition
- Good search volume
- Keyword difficulty
Tools to find e-commerce keywords
- Google keyword planner
- Google search
- Competitor Keywords
In such cases I always suggest that you start with free tools.
Google keyword planner: Thi is one of the best free tools, this is the data we directly from google.
Amazon: As we know that Amazon is brilliant with its e-commerce niche in the world after Google, Amazon also has a search engine to solve your query.
For example :Type “Travel bag”, in the drop-down menu, you can see suggestions and the overview of what users are searching in relation to this product.
Use these keywords in your product description and in the title. Observe closely how Amazon is using the keywords in its product landing page like title, description, images alt text.
Google search: In the same way that you did with amazon, type your keywords, use the google suggestions, and scroll down to end of the page “searches related to keywords” use these suggested keywords also.
Competitor keywords: Your job is to always keep an eye on your competitor’s activities at any cost.
Using the free tool Ubersuggest you can pull all the competitor’s keywords.
E-commerce site structuring: Now you have products and keywords.
Website structure should be user-friendly: From selecting the product, to adding it to the cart, to buying product, this site navigation plays a pivotal role to improve your sales.
The hierarchy of the website is very important, which means that the user should be able to reach the final product in three clicks.
Home page – Category page – Subcategory page – Product page
Try to follow this flow, prepare this structure on paper or any word doc before, think in the user perspective.
The easier to navigate through the page, the more sales we can expect.
Url structuring: website structuring and URL structuring are very closely associated.
An improper URL can affect your SEO rankings, so SEO friendly URL is important.
URL should be short and simple with related keywords within.
Above mentioned are all the examples. You can structure URL depending on website structure.
But please follow one pattern for all the urls.
Do not use unnecessary symbols like @, + – and spaces. This will ruin your user interaction.
On-page SEO: This is the soul of any e-commerce, it exactly communicates with the search engines what your website is about.
Are you selling products?
Are you providing services?
Are you providing information?
And that is one page that explains everything to search engines.
Now your job is to perfect your on-page SEO so that it deals with search engines wisely.
As I said earlier, three important pages of e-commerce are.
- Category pages
- Brand pages
- Product pages
- Blog content pages
All these pages should be optimized with on-page SEO.
On page is one of the major factors to display your pages for the searched queries in Google.
On page is a combination of multiple elements :
Product title (H1)
Image alt tag
Your finalized keywords should come across all these elements to make a perfect on-page -SEO.
Do not spam, or dump keywords unnecessarily.
All pages should have different content.
No duplicate titles & meta description must be entertained or else you will lose this ball game.
Especially for an image alt text, on a product page, if we have 5 images, all of them should have different alt text.
One thing is that, getting backlinks to e-commerce is not easy compared to blog pages.
So can we use blog pages to get backlinks?
Those days are gone, directly getting backlinks to category pages and product pages, even high authority e-commerce sites is not possible as they do not have proper backlinks.
As I said earlier blogs get backlinks easily. Now you have a scope to write about product or services you are offering.
You can write on about benefits, comparison, how to use, etc.
Now work on getting backlinks to the blog content pages, and you can funnel the traffic to the product and category pages through internal linking.
A technical system in E-commerce :
Technical aspects of e-commerce are very important to communicate with Google.
As an SEO guy, you should know a few basics to improve traffic.
- Loading time
- Mobile responsive
- Canonical tag
- 301 & 302 redirections
- Index and no-index
- Schema mark code
Tools for e-commerce:
Once you set up the SEO and tech part, it’s time for you to track the website performance.
- Google analytics.
- Google search console.
- Screaming frog.
- Google page loading insights.
- Advanced Google sheets and excel.
Hope this guide gave you clarity on How to do SEO E-commerce .I always recommend do not just rely on one blog try reading authorized multiple blogs .
If you have any suggestions or queries on this blog , please leave your comments below.
Lets spread the value to others , I request if you can share this blog with your friends and on social media.