We know for sure that you have an interactive E-commerce website that is visually appealing, responsive and simple to use and you have stocked up your inventories for sale but have you considered the most important aspect of reaching your target audience?
As a Business you have to increase customer visitors on your website so that they pass through the funnel of sales and eventually result sales. Two of the best approaches to gain traffic are search engine optimization (SEO) and pay-per-click (PPC)
Although, SEO offers maximum ROI for any E-commerce marketing campaign, most E-com websites put little to no consideration on Search Engine Marketing and only opt for Social media and paid ads.
Social media marketing and ads are for sure a must in today’s world but over reliance on single medium to give you results is like putting all eggs in one basket. Splitting the efforts in Social media, Paid ads and SEO could together garner much better results compared to only Social media marketing. Another important reason to also opt for SEO is once your website starts to rank on SERP, your business sales start to function on auto pilot with no recurring expense.
Does that sound exciting for you? Let’s move ahead with more on SEO for E-commerce
SEO: E-commerce Checklist
The finest and best SEO strategy for E-commerce includes:
- Complete keyword research related to your product and search volume.
- On-page Targeting of Keywords
- Meta tags and Image Optimization
- Site Speed and Loading time analysis
- Content Marketing to drive more organic visitors
- Link Building and Backlinks to increase page and domain authority
- Listing on local and coupon sites
- Analyzing the performance of SEO with Analytics tools.
What is SEO?
SEO is the technique of organically enhancing the rankings of your website in search engines result page such as Google, Bing, and Yahoo. Search engines algorithm is constantly evolving and factors affecting ranking such as quality links, original and quality content is improvising by modifying and releasing new updates.
Here is an Semrush report on traffic generation source of E-commerce website.
When you search something on Google, it displays a few ads first and then shows organic listings. Most clicks, go to organic results. (Of course, this varies depending on the number of ads and the keyword, but for the most part, it holds true.)
And since 95% of people don’t go beyond the first page of Google, getting to the top of the searches is the only way to get real results. (Again, this varies, but mostly holds true.)
Now let’s do some math.
The keyword “t-shirts for men” gets 9700 searches per month on average, according to Ahrefs (a tool you’ll learn about in a later section). Let’s assume 35% of those clicks go to the first result ranking #1 for that keyword would get you 3,395 clicks.
Now let’s assume you have a conversion rate of 10% (pretty low for a high buyer-intent keyword; more on buyer intent in the research section).
Ranking #1 for that keyword would score you an extra 340 sales per month! 3395 Vistors * 10% sales conversions = 340 Sales
And that’s just one keyword. Most pages rank for multiple keywords, and most sites will rank multiple pages. You could get thousands of extra sales per month with just a little extra SEO effort — all for free. Combining SEO with SEM (search engine marketing, like Google AdWords) to grab two search result listings and convert even more sales. But that’s a topic for another guide.
I hope by now you understand why Google is one of the best marketing channels.
But the theory is not enough! Let’s see practical.
E-commerce Keyword Research
Keyword research is the first step and most crucial part of an E-commerce SEO campaign. Avoid mistakes in it, one of two things will happen:
- You’ll target keywords that are too difficult to rank for, and you won’t make it to page one.
- You’ll rank for keywords that don’t get a lot of traffic or don’t cause customers to buy.
Neither of these conditions is ideal, which is why e-commerce keyword research is so important — it will allow you to target keywords that are easy to rank for, have decent search volume and have high conversion rates. But there is more to selecting keywords than simply looking at how difficult it is to rank or how many people search for it…
Use Ahref to Find keyword suggestions and Back link analysis of competitors
Ahref is the most reliable SEO tool in the SEO Industry. It helps you to find competitor backlinks, Organic keywords suggestions, and Adwords information.
Identifying buyer intent from the keyword list is important in order to determine which keyword will rank. Google keyword planner helps in analyzing buyer intent keywords.
E-commerce Site Architecture
Now when you are done with keyword research, let’s discuss keyword on-page optimization. Site architecture and user-friendliness are important when building an E-commerce website.
Poor site structure
In above website structure, the page authority of sub pages and subcategories gets lost. Thus, the ranking website gets more difficult.
The Correct website structure is
Your home page should be linked to all your category pages, and also to some of your best product pages as well. Proper navigation and internal linking allow those pages to get the most authority from your home page, and thus have a better chance of ranking highly in search. Further, the Major On-page SEO technique is
- Proper URL optimization (name of the product and related keywords should be present)
- Breadcrumb navigation allow a user to get an idea about site architecture
- Sitemap, XML sitemap submission to search console enable crawler to crawl all the important URL present in the website
- Website loading speed should be below 4 seconds in order to maintain interactivity.
- Product review within 50-100 words. (keyword optimized)
Website Audit and Analytics
In order to check performance, one should be thorough of Analytics tools in the market. Weekly and monthly, generating analysis report is crucial to measure the growth. Few important tools for analytics are:
- Google Analytics.
- Google Search Console.
- Beam Us Up (or Screaming Frog).
- Barracuda Panguin Tool.
- Measure traffic engagement
Measure traffic engagement
Use Analytics to measure audience engagement and identify their behavior flow.
Thanks for reading the thorough strategy for E-commerce SEO 2019.
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