A winning strategy is required for your Ecommerce website to rank higher than your competition on search engines. If you do not know the Search Engine Optimisation tips and tricks to get your e-commerce site to the top of the list, you are missing out on much-needed sales opportunities.
Maybe you are starting a new website or want to improve your present one; our guide will provide useful tactical suggestions to step up your game in SEO.
Without a strong SEO approach for your e-commerce website, you are missing many opportunities. So let us work together and show you how you can develop a perfect strategy.
- Research Your Keywords
The first and most important part of starting your e-commerce SEO business is the keyword research. Keyword research helps to understand how people actually search for products, which products have higher search volume and how to structure your main categories and sub-categories.
Keywords research influences even your technical SEO, your website architecture, URLs structure, headings, page titles and also the off-page optimisation campaign strategy. Here is how you can find untapped keywords based on how visitors search.
How You Can Find Keywords for E-Commerce Products and Pages
Although, many of the research tutorials only focus on the information keywords that people type into the search engines the majority of your site’s keywords tailored around your product pages. So search for product-focused keywords instead. Here is how you can do it:
a) The Amazon Way
Head over to Amazon and enter a keyword related to one of your products. Use coffee machines as an example and sees what comes up. The words you see are the keywords they suggest and targeted by clients and known as long tail keywords. Using these long-tail keywords convert well, but also tend to be less competitive.
Another feature on Amazon that is great is to hover over the “Shop by Department” button found at the top of their homepage. Here you find all of Amazons main categories. Most likely, these would be too broad for your website, but you can hover over next to any of them that make sense to see the subcategories.
Alternatively, use their “Full Store Directory” as this shows up on a single page with all their departments and subcategories. Dig through the list and find category-focused keywords that fit in with what you are selling, for example, you sell pet food so click on pet supplies then click on the dog or cat category and choose the word food. You will now see the keywords you can use related to the food category. These are all the keywords you could consider using for your category e-commerce pages.
Head over to your competition’s website and check out what keywords they are using.
b) The Keyword Tool Dominator
This tool helps to scrape the suggestions made by Amazon, all you need to do is to enter a keyword into the tool such as coffee machine, and it spits out loads of keyword suggestions. This is super-fast as it gives you some great keyword ideas.
c) The Wikipedia Surprise
Why use Wikipedia? – Because they organise their topics by keyword and categories.
Here is how you can tap into their site for your e-commerce keywords:
- Enter a keyword that best describes the product or a category you are selling, for example, a backpack,
- Now scan through all the entry words and phrases that fit in with your products
- Alternatively, you can also look at their content box, as at times they have some excellent keywords that will work great with your category pages.
d) Google Keyword Planner
The Google Keyword Planner is great for finding keywords, but not excellent at generating unique keywords. For instance, if you add a word like “coffee machine” it gives you different variations of the term. However, you can still find some gems in between that you could use. A great idea would be for you to view the words listed under the Ad Group Ideas sections as you may find explicit keywords that do not appear under the Keyword Idea tab. We recommend you use this tool to check search quantity and the commercial target.
So what keywords should you choose for your e-commerce products and category pages?
- Volume Search – we cannot identify metric or evaluate it, although it is important, as it does not matter how well it converts or how competitive it is for the first page. In some industries, certain keywords that have 100 searches are a lot for a month while more than 10 thousand searches in a month are nothing. When spending time researching the search volume you start to understand which keywords are high and low-grade search terms. You will see the average monthly searches under the keyword ideas’ tag.
- Best keyword-product fit – A strong keyword with plenty of searches is not necessarily usable, this is because the term, in particular, may not fit well with your business. Always ensure that the keywords you wish to use meshes with what you are selling. For instance, say you are selling green tea bags and choose a word like “Matcha Green Tea” you need to be selling it. Even if a word like green tea online has a low search, it may be more suitable to use in your category tabs or in an article.
- Commercial Use – are clients only searching with the specific keywords or are they actually buying the project, this is what you need to determine. This you can do easily with Google’s Keyword Planner by checking out the keyword under the “Competition Rating.” This helps you determine how many people are bidding on a specific keyword in Google Adwords. If they are bidding heavily on a certain keyword there is money to be made sticking to the medium to high competitive keywords. In addition, check out the suggested bid rate and if you find that is low the likeliness is that users are only searching for information and not buying the products.
Now that you have all this information it is time to get yourself ranked on the first page by using SEMRush for keyword difficulty as they tell you how competitive your keyword will rank. All you need to do is add your keyword in the search field, click, and look at the % difficulty column. The higher the number the more competitive the keyword is when doing organic searches.
How to do Keyword Targeting and Page Optimisation
You can target keywords for page optimisation by evaluating the first page of Google to see if others optimised their pages around specific keywords. If they are semi-ranked, you can outrank them with your highly targeted page.
If you do a search for “affordable coffee machines,” you will find that the majority of businesses have not optimised their pages around this keyword search. Therefore, if you optimise one of your category pages around this keyword you have the best shot of ranking before your competition.
- Your Site’s Architecture
This is how your site’s pages are organised and arranged and just as important for SEO consideration. The reason for this is that e-commerce sites tend to have more pages than other local website shops such as a pizza shop. If you have many pages, it is important that your site architecture is easy for your clients to search and use.
Therefore, what is the secret to your site architecture – keep things scalable and simple and keep every page at least 3 clicks away from your homepage. By keeping things simple to use and easy to click through you keep authority concentrated as your product and category pages are most important and helps to rank high on Google while boosting indexing.
An excellent example that you can look at online is PetSmart.com as they have a great architecture as their products are not more than 3 clicks away from their home page. Their products are easy to find if you want to buy a new bowl for your pooch as all you need to do is click on their dog category and look under feeders and bowls. All the available products listed in the subcategory.
As an e-commerce site, you need to pay attention to the following:
- Particular categories and popular products,
- Look at related products,
- Look at the top rated product,
- In addition, look at recently viewed products.
Always remember never copy other sites because they have big brands. Copy them if they have a great navigational architectural site.
- Time to Start Identifying Problems on Your E-Commerce Site
The best time to start auditing your site is now as identifying problems and fixing them helps you succeed. We recommend you start with:
Finding Site Errors
The best way of doing this is using a platform such as Screaming Frog to find errors it is free to use and will search your website for errors in CSS, images, and more providing you with data that includes all the errors available on your page such as:
- Duplicate pages,
- Missing Header Tags,
- Redirecting to any 404 pages,
- 302 Redirects changing to 301 redirects, and
- The updating of duplicate content pages, Meta descriptions, and Meta titles
This will help you to improve your Search Engine Optimisation and the overall use and conversion rate of your website.
Establish the Speed of Your Website
Now it is time to start concentrating on the speed of your website after fixing those errors. The reason your website speed needs to be perfect is that visitors will not stick around on your site if pages are taking too long to load. There are different online tools available to test the speed of your website one of them is Pingdom.
If you do find that your pages are taking more than three seconds to load it is best to invest in more server space by using Content Management System.
- The Importance of On-Page Optimisation
On-page optimisation is just as important as off-page SEO and vital for your site.
While off-page SEO such as link buildings important on-page SEO is also vital. These comprise of actions you need to put into practice on your website to help it rank high on search engines. Here you need to target and focus on 8 things:
- Optimisation of keywords,
- Your site’s structure,
- Building an internal linking,
- How user-friendly is your website,
- How mobile is your website,
- Do you have customer reviews,
- Are there interesting media available, and
- Do you have social media integration
You need to optimise your blog posts and pages built around one keyword and make sure that important pages have the keyword in strategic places such as:
- Page title,
- The headers,
- The sub headers,
- Product copy,
- Description of products,
- The file names of images,
- ALT tags of images,
- The Meta description and title
Always make sure that when you create URLs they need to be user-friendly and include the keyword. Prevent the overuse of keywords in your Meta titles and descriptions. For example, would you click on a link that presents you with benefits such as gifts or one that simply only has the keyword stuffing? We know that you would click on a link that gives you gifts or discounts instead of clicking on ones stuffed with keywords.
Here you need to link your pages to other pages on your website as it helps your pages to rank high with the top keywords used. Prevent overdoing internal linking, as search engines algorithms are sure to pick this up. Always place internal linking in a natural way. Moreover, once you have completed your website, draw up a sitemap of your site and submit it to the search engines as this helps to index your pages on the search engines.
How Accessible is your website?
The accessibility of your website is important for both SEO and your client. If your website is easily accessible to use visitors visit frequently and leads to more sales. At the checkout point, make sure that you only have a couple of steps in place and that it works flawlessly. If your clients need to communicate with you make sure they have different ways of staying in contact with you.
How Mobile is Your Site?
Mobile shopping is becoming a norm as more people are using their tablets and Smartphone to buy online. So make sure that your e-commerce site is mobile friendly. If you need someone to help, you with a responsive website design contact us, as we are specialists in the field of getting the work done right the first time.
Do you have Customer Reviews in place?
Increase your e-commerce conversion by up to 76% by adding a place where your customers can provide feedback in your online store. Where positive reviews are available it affects the SEO, as there is more content, frequents reviews, and fresh content that Google loves. Another great way of marketing is by sending out an email to your clients after they received their product asking them if they could provide a review on your website.
Do you have Interesting Media Available?
Using interesting and rich media has a huge impact on getting your website ranked. There is a diverse availability of images available for different uses, such as for novelists, trade information, occasions, music, produce, reviews, videos, and recipes.
These rich Medias made up of HTML codes advising users what they can find on your website before deciding to click it.
Do you have Social Media Integration?
Social media affect your SEO as more people are making use of their social media as marketing tools. By having many forms of social media available, tells search engines that people are searching for your brand and finding your site. Add your social button to your important pages such as your product pages, homepage, and blog pages.
- Remember your Blog Page
As mentioned previously, not all your keywords make it onto your site this is where your blog content is important. Use those keywords in your posts and make sure that your reader can understand and enjoy it. You do not want your content to be crammed with keywords as clients will not find your post enjoyable or share them. On top of this, Google will penalise you for it. Rather use a professional writer who knows the SEO business to write your informative articles if you are not able to do it yourself.
- External Link Building
As with providing great content to your readers, you want to build inbound links as well. Here you can post content on other websites associated with your line of products and concentrate on high authority sites with value.
If you do have an e-commerce website, there are many reasons as to why you should optimise your site. By optimising your website, it helps the different search engines to make your site available when clients search and bring more sales. By doing your Search Engine Optimisation the correct way, it brings more clients and more clients mean return on investments as they start spending on your website. Always, remember that SEO is not only a one-time deal.
If you take your time and devote yourself to optimising your e-commerce website, it is worth it in the end. We hope that these few tips help you with building the best e-commerce website that is SEO optimised.
In addition, if you find that this is too much for you, contact SEO Services Sydney your helping hand with website building, content marketing, and SEO.