Your Go-To SEO for Ecommerce Guide

48min.

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Your Go-To SEO for Ecommerce Guide
25 July 2023
As an online store owner, you surely understand that driving sufficient traffic to your ecommerce website is essential for your success. Sadly, having a bunch of awesome products and competitive prices won't automatically bring in crowds of customers. You need to be visible online. How to do it? This SEO for Ecommerce Guide has the answer. So, let's get down to the basics of optimizing online stores for search engines! See how to get noticed and draw in the right kind of traffic.

48min.

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When it comes to SEO for ecommerce websites, the techniques aren’t drastically different from those used for improving the online presence of other types of websites. However, understanding the specific areas that require special attention can greatly contribute to a seamless and effective e-commerce SEO process. This is what we’re going to talk about today – the key factors that help your ecommerce website become visible to your target audience. Are you ready to get started?

What Makes SEO for Ecommerce So Important?

How do you start doing SEO for ecommerce? How do you kickstart the process of positioning an online store? Well, first of all, you need to know the ultimate goal it help you attain. What is it? Let’s see why SEO for e-commerce really matters.

Optimizing your ecommerce website for search engines is like having a prime spot in a bustling marketplace that attracts potential customers who are actively searching for the products you offer. Who wants to be tucked away in a remote corner when you can be right in the heart of all the action?

But there is more! Here are the top five benefits of SEO for ecommerce:

#1: Increased Online Visibility = Reaching New Customers

When your online store ranks higher in search results, it becomes more visible to potential customers. The higher it appears on the list, the better the chances of users clicking on the link that directs them to your store. Thought-out search engine optimization brings in more website visitors, which ultimately translates into a larger customer base and increased sales.

#2: Increased Trust & Credibility

Showing up high in search results isn’t just important to Google – it matters to users too. People tend to trust online stores that appear at the top of SERP as they seem to be more reliable. Also, they are perceived as stores that offer better products, especially when compared to the stores that appear as the 20th search result. That’s why SEO for ecommerce helps build your store’s online reputation, which in turn boosts customers’ confidence in choosing you for their purchases.

#3: Improving Your Website’s Competetive Edge

The competition in e-commerce can be tough, so it’s crucial for your online store to stand out from the crowd – and not just in terms of products. Achieving a high position in search results can give your store a real advantage, making it more visible to potential customers. When users click on your website and find exactly what they’re looking for, they are less likely to visit your competition.

#4: Saving Costs

SEO can actually save you money compared to other marketing methods, like paying for online ads – especially if you look at marketing as a whole. Although it does require some time and resources, including money, in the long run, it can lead to savings – after all, the traffic you get from organic search results is free. Don’t forget to explore other benefits of SEO as well!

#5: Providing Your Customers with Valuable Content

SEO involves optimizing the content on your online store’s website, which means giving users valuable, unique, and interesting content. When you offer top-notch content, it catches users’ attention and makes them stay on your site longer (boosting dwell time). It also increases their engagement with the content and their interest in your brand. This can result in stronger customer loyalty and a boost in sales.

cro ecommerce

How Much Does SEO for Ecommerce Website Cost?

The cost of doing SEO for an online store can vary greatly, as it depends on several factors. However, that doesn’t mean we can’t give you a general idea of the budget.

So, what factors are we talking about? They include the size of your store and the industry you’re in, which also affects the level of competition in the market. Also, the amount of work required by an SEO Specialist depends on how well your website aligns with Google’s current guidelines. Let’s take a closer look at the main aspects that influence the cost of doing SEO for ecommerce websites.

Size of Your Online Store

The larger the online store, the more work is needed to optimize its content, structure, and other technical aspects. A larger ecommerce website may also require creating more content, acquiring external links, and doing other ranking-improving activities, which naturally influences the monthly cost of SEO services.

Industry

The level of competition in your industry influences the cost of SEO. In highly competitive industries, where multiple online stores vie for the same keywords and target audience, achieving the desired results is usually more difficult, hence more costly. However, with a carefully planned strategy, achieving success can be taken for granted.

The Optimization Level of Your Website

The more work in terms of technical optimization is required, such as improving URL structure, meta tags, or page loading speed, the higher the cost of the customized SEO process. Truth be told, on-page SEO often involves more than meets the eye, including tackling spammy link profiles, website overhauls, or creating content for numerous pages. In such situations, seeking guidance from an experienced SEO Specialist is often invaluable.

Producing valuable content and acquiring high-quality external links can be pretty expensive. Why is that? To do its job, web content needs to be unique and perfectly SEO-optimized (more on that in a moment). Best if it’s written by an experienced copywriter who knows how to make the keywords appear in a text without causing suspicion in readers and Google bots. A professional writer also knows clever techniques that improve readability and user engagement.

When it comes to backlinks, they should not only come from authoritative websites but also they must be related to your industry. Otherwise, they won’t fulfill their main goal, which is to add more credibility to your pages. In general, the amount of content created for your website and the level of link building efforts also impact the overall cost of SEO.

Cost of Hiring an SEO Specialist & Developer

When it comes to optimizing your ecommerce website for search engines, you can expect both an SEO Specialist and Developer to put in a lot of time and effort into your website. This, naturally, also affects the overall cost of the SEO process.

The SEO Specialist, for example, takes care of analysis, optimization, and monitoring. They also handle reporting, meaning they are supposed to keep you in the loop on the achieved results. The Developer, in turn, focuses more on the technical aspects, making your ecommerce store run smoothly.

Do you know what tasks your SEO Specialist handles during their work? Some of them include:

  • Implementing technical optimizations on the website
  • Working with FTP (File Transfer Protocol)
  • Conducting keyword analysis and identifying potential opportunities
  • Analyzing the website using external tools
  • Monitoring and resolving website errors
  • Coordinating link-building and copywriting processes
  • Analyzing the competition, including their link-building strategies
  • Communicating and educating the client
  • Providing recommendations for proposed changes
  • Generating regular reports to track progress

Return on Investment

Whether or not we like it, SEO for ecommerce websites is rather a lengthy process. The time it takes to see a return on investment can vary, depending on factors such as your online store’s strategy and the strength of your market competition.

It’s important to remember that while it may take some time to see results, the rewards are often worth it. Once your online store eventually reaches the top positions in search results, you can expect to see more organic traffic flowing to your website – high positions attract your target customers. Still, it’s crucial to be prepared for higher investment in the initial stages.

Check out the table below to understand the practical elements that contribute to the costs of SEO.

Cost of SEO Audit Cost of On-Page Optimization
SEO Audit Hiring a Specialist Copywriting + Proofreading Translation (for multi-language websites) Developer / Programmer
$450-1,200 $50-$150 per hour $10-100 per article $10-60 per 500 words $20-100 per hour
Cost of Link Building Cost of Analytics
Hiring a Specialist Directory Submission Private Blog Network Sponsored Publications Tools
$40-130 per hour $5-15 per entry $10-120 for copywriting $10-150 per article & +/-$1,000 for publication $150 for one account (eg. SERMRush, Ahrefs, SERPRobot)

Website Architecture

The optimal website architecture for an e-commerce site, focusing on SEO, plays a key role in determining its search engine rankings. Here are some important aspects to consider:

Product Categories

Careful planning of product categories is essential for both users and search engines. Categories should be organized logically and intuitively, enabling easy navigation for potential customers and search engine crawlers. You should also consider including relevant keywords in category names to improve their ranking for relevant search queries.

Filters & Sorting

Filters and sorting functionality are vital elements for users, allowing them to quicker and easily find the products they need. This optimization includes creating search engine-friendly URLs, implementing meta tags, and addressing potential content duplication issues that may arise from different filter combinations or multi-page search results. The thing is that sometimes it’s pretty demanding to optimize these website elements for search engines without compromising user experience.

Pagination

Dividing product listings into multiple pages known as pagination is a common feature in most online stores. If your store has just 2-3 pages of products, you don’t need to worry too much about it. However, for larger online stores with a ton of products, it’s worth optimizing your pagination. This way you avoid any issues with duplicate content and you make it easier for your customers to navigate between pages.

Optimal Site Structure

When it comes to SEO for your e-commerce website, having a well-organized site structure is key. Make sure your pages are arranged in a logical order and that important keywords are included in URLs, page titles, meta tags, and headings. By doing so, search engines understand and index your site faster and more effectively.

Pro Tip: Don’t forget to use headings (like H1, H2, H3) for each section on your pages correctly. The hierarchy of information helps search engine bots identify the most important information.

Additionally, it’s crucial to ensure that your site is responsive and works well on various devices, including cell phones and tablets. Your site should load quickly and provide a seamless experience for users.

Page Loading Speed

We’ve all been there – waiting impatiently for a webpage to load, only to give up and move on because it takes forever. But did you know that slow loading speeds not only frustrate users but also impact your site’s search engine rankings? Here’s why.

Factors Affecting Loading Speed

Several factors contribute to the loading speed of your e-commerce website. These include the size, format, and optimization of images + other media, but that’s not all. Your website may load slower due to the size of the source code, CSS, and JavaScript files. Hosting, caching, and various technical factors also come into play.

Ways to Speed Up Your Site

Here are some of the tips for reducing the loading time of your ecommerce website. Make sure you’ve covered these aspects:

  • Optimize images – reduce the weight and consider the format of your images for faster loading.
  • Minimize source code – trim down your source code to eliminate any unnecessary elements and improve loading times.
  • File compression – compress files to reduce their size and enhance loading speed.
  • Database optimization – optimize your databases to ensure efficient retrieval of data.
  • Resource optimization – streamline CSS and JavaScript resources to minimize load times.
  • Plugin limitation – if you’re using CMS platforms like WordPress, limit the number of plugins to avoid performance issues.
  • Consider choosing another hosting provider – evaluate your hosting provider and consider switching if necessary for better loading speeds.

The Impact of Loading Speed on SEO

Loading speed plays a vital role in determining the position of an ecommerce website in search engine results. In May 2021, Google introduced Core Web Vitals, which consists of three metrics: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). These metrics evaluate the user experience in terms of speed, responsiveness, and stability.

Google’s algorithms take these metrics into account when assessing the quality of a site, which ultimately affects its ranking in search results. In simpler terms, a fast-loading site provides a better user experience and is more likely to rank higher in search engine results. So, optimizing your site’s loading speed not only benefits your users but also improves your SEO performance.

SEO for E-commerce - Core Web Vitals

Source: Google Search Console; Core Web Vitals tab

In addition, having a fast-loading ecommerce website reduces the likelihood of users abandoning their purchases. This is crucial for optimizing conversion rates and maximizing sales.

If you’re interested in diving deeper into the topic, we have a variety of niche articles available on our blog. These articles explore specific types of stores and various industries in detail. For example, you can learn How to Increase the Visibility of an Online Store Operating in the Food Industry.

Structured Data for Enhanced Website Visibility

Have you ever noticed the price display for products in search results? Or the star ratings shown near the blog articles on topics that pique your interest? These convenient elements wouldn’t exist if it wasn’t for structured data. Let’s learn more about it.

What is Structured Data?

Structured data refers to special HTML code markings that allow for clearly defining and identifying elements on your ecommerce website. By incorporating structured data, you enable both users and search engine bots to better understand your products. This includes providing information about reviews, highlighting prices, displaying store locations, and much more.

Essentially, structured data serves as metadata that helps search engine robots accurately interpret your website’s content. It ensures that extracted information is presented in a readable format for web users.

By using structured data, you can enhance the visibility and appearance of your website’s content in search engine results, ultimately improving user experience and driving more targeted traffic to your e-commerce store.

Using Structured Data in Your Online Store

Implementing structured data on your ecommerce website can yield various benefits, such as improved content understanding by search engines and the potential for displaying richer results in search listings. With structured data, users can find more comprehensive information about your products directly in the search engine results, including details like:

  • Product name
  • Product photo
  • Price
  • Ratings
  • Availability
  • Breadcrumbs
  • Shipping time
  • and more

In simple terms, structured data enhances the attractiveness of your search results, increasing the likelihood of the target audience clicking on your website’s link.

The Impact of Structured Data on SEO

Having richer results in search listings can improve the visibility of your website’s snippet, boost the click-through rate, and potentially drive more organic traffic. Incorporating structured data becomes an essential aspect of SEO for ecommerce, benefiting both search engine robots (better interpretation of your site’s content) and customers (greater chance of being noticed in search results).

By making use of structured data, you positively affect your site’s presence in search results, attract more engaged users, and ultimately improve your online store’s performance.

Ensuring Online Store Security

Website security is vital for SEO, and it holds several important implications you need to be aware of.

First and foremost, search engines highly prioritize website security and are more inclined to display sites that offer a safe environment for users. Websites lacking adequate security measures may be perceived as less trustworthy, leading to lower rankings in search results.

Additionally, security directly impacts the user experience once they land on your site. Satisfied users are more likely to stay, engage with your content, and ultimately make purchases. After all, they need to feel confident that their money is in safe hands, right?

So, what steps should you take to ensure online store security?

Let’s find out.

Basic Ecommerce Website Security Principles

When it comes to securing your online store, there are a few basic principles you should follow. This way you not only protect your website but also your customers’ data.

The basic ecommerce website security principles include:

  • Using an SSL Certificate Implementing an SSL certificate encrypts the data exchanged between your users’ browsers and your server, safeguarding it from unauthorized interception.
  • Keeping Software Updated Regularly update your software, including your content management system (CMS), scripts, and plugins. These updates often include important security patches that help protect your site from vulnerabilities.
  • Creating Strong & Unique Passwords Ensure that your online store administration accounts have strong and unique passwords. This helps guard against brute force attacks, where hackers attempt to guess passwords by systematically trying various combinations.
  • Monitoring & Protecting Against Malware Regularly monitor your website for malware and implement security measures to protect against common website attacks. This can involve using security plugins, firewalls, and other security tools.
  • Doing Backups Regularly Back up your web store data on a regular basis. In case of a website crash or attack, having up-to-date backups allows you to restore your site quickly and efficiently.

By following these security principles, you can create a safer environment for your online store, build trust with your customers, and protect your online business from potential threats.

Enhancing the Security of Your Online Store’s Customer Data

Ensuring the security of customer data is of paramount importance when operating an online store. When customers make purchases, they entrust you with their personal information, including names, addresses, phone numbers, email addresses, and payment details. To maintain the integrity and confidentiality of this data, it is crucial to adhere to the following guidelines:

  • Employ encryption protocols, such as Secure Sockets Layer (SSL), to encrypt customer data during transmission between their web browser and your server. This measure prevents unauthorized access and interception of sensitive information.
  • Implement necessary security measures to store customer data safely. Employ physical and technical safeguards, such as firewalls, anti-virus software, and malware detection systems, to protect the data from potential threats.
  • Limit access to customer data to authorized personnel only. Establish strict protocols to ensure that only employees with appropriate clearance and training can access sensitive information. This helps minimize the risk of data breaches caused by internal factors.
  • Regularly assess your website’s security through comprehensive SEO audits. Scan your site for potential vulnerabilities that could be exploited by malicious actors. Promptly address any identified weaknesses by taking appropriate remedial actions.

Responsiveness & Mobile-Friendliness

The responsiveness of your website plays a crucial role in search engine optimization, particularly in light of Mobile First Indexing, which is an approach adopted by Google, wherein pages are indexed primarily based on their mobile versions.

Essentially, Google’s indexing algorithm prioritizes the analysis and evaluation of a page’s mobile version before using it to display search results across both mobile and desktop devices. Consequently, the responsiveness and optimization of your website for mobile users are critical factors for achieving favorable positioning in search results on any platform.

That being said, if your ecommerce website lacks responsiveness, it may struggle to stand out in search results. This underscores the importance of optimizing your store for mobile devices. By doing so, you not only ensure a positive user experience for mobile visitors but also enhance your visibility in search results.

The Growing Influence of Mobile Users

The global surge in mobile users is an ongoing phenomenon driven by technological advancements, the affordability of smartphones, and greater internet accessibility. People are increasingly relying on mobile devices, including smartphones and tablets, to browse the internet, make online purchases, and engage with social media platforms. This escalating trend of mobile usage has a profound impact on online behavior and necessitates the adaptation of websites to accommodate these new dynamics.

SEO for E-commerce website - increase in smartphone users

Source: Oberlo

If you’re an online store owner, it’s vital to consider the increasing number of mobile users when formulating your strategies, whether they be related to SEO or marketing. Ensuring that your website design functions seamlessly across different devices, be it desktop or mobile, is key. By adhering to mobile SEO principles, you not only address the needs of the expanding mobile user base but also enhance your website’s visibility in search results across both mobile and desktop devices, aligning with Google’s Mobile First Indexing approach.

Content: Unique Product & Category Descriptions

Let’s start with the absolute basics. Product descriptions should be one-of-a-kind, informative, and appealing. They should showcase the product accurately while also enticing your customers to click “buy”. Make sure the description is detailed, as online users highly value informative content. However, it should also be concise. Focus on providing specific and trustworthy information, but don’t forget to emphasize the benefits.

Unique Content

If I had to highlight a single characteristic that’s essential for your online content’s success, it would be uniqueness.

Unique content plays a vital role in positioning an e-commerce website. Search engines favor websites that offer valuable and original content because it attracts users. Whether it’s product descriptions, category descriptions, articles, or reviews – no form of written content should be copied from other websites. Only unique and never-used-before texts are able to enhance the authority and credibility of your website.

Now that you understand the importance of high-quality and SEO-friendly content, let’s see how to create attractive product and category descriptions while adhering to good SEO practices.

How to Unique Great Product Descriptions for an Online Store

Here are some tips to keep in mind:

  • Be original. Avoid copying product descriptions from other websites. Instead, create unique and original descriptions that effectively communicate the product’s features, advantages, and benefits.
  • Write catchy headlines. Use attention-grabbing headlines that are concise yet captivating. Incorporate relevant keywords related to the product to attract potential customers.
  • Highlight features and benefits. Focus on describing the specific features of the product and how they can benefit the customer. Additionally, emphasize any unique features that distinguish your store from competitors.
  • Know your audience. Adapt your language to your target customer group. Use vocabulary that is easily understandable and relatable to your audience. Steer clear of overly technical jargon that may confuse or alienate users.
  • Add reviews and ratings. Consider including compelling product reviews and ratings within the description. This provides customers with valuable insights and boosts their confidence in the product.
  • Create specific product names. It’s important to specify the type of item and include additional features that define the specifics of the product, such as the model, color, brand, etc. A more specific name increases the chances of attracting customers who know exactly what they’re looking for. However, keep the name of optimal length and avoid making it too long.
  • Make sure the product cards include all essential elements. These are:
    • price – prominently displayed to leave no room for ambiguity. The price must be transparent and should not mislead the user.
Expert comment
To improve your rankings in search results for user queries related to price, consider adding a <strong> tag to emphasize this keyword. By using this tag, search engine robots will recognize the importance of the price information on the product card.
Mateusz Calik Delante
Mateusz Calik
Managing Partner
  • images – high-quality product photos are crucial for capturing customers’ attention. For added interest, consider including a video that showcases the item, especially for clothing or footwear stores.
  • product description – a well-crafted product description provides detailed information about the item (more on that topic later in the article).
  • extra information – make sure to include other necessary details such as item availability, delivery time, and return policy. These details help customers make informed decisions.
  • opinions & reviews – encourage customers to leave reviews and provide ratings for the product. This social proof, whether in the form of star ratings or text reviews, can greatly influence potential buyers.
  • CTA (Call to Action) – use clear and compelling calls to action to prompt customers to take the desired action. Examples include “Notify me when available” or “Buy now,” which encourage customers to engage further with the product.

You have the flexibility to enhance your product card with various elements based on the specific needs of your business. Consider incorporating features such as suggested products, a favorites tab, or even a size chart. It’s up to you to decide how much you want to expand the capabilities of your product card.

Now, let’s talk about product descriptions and the AIDA model. This model suggests that the product page should guide the user through four steps:

  • Attention – Grab the user’s attention with an engaging headline, compelling visuals, or unique features.
  • Interest – Spark the user’s interest by highlighting the product’s benefits, key features, or any unique selling points that set it apart.
  • Desire – Build desire by showcasing how the product can fulfill the user’s needs, solve their problems, or enhance their life in some way. Create an emotional connection and make them want the product.
  • Action – Prompt the user to take action, such as making a purchase. Ensure that your product page includes clear and accessible options for users to complete the desired action.

By using the AIDA model, you can create a product page that captivates users, generates interest, stimulates desire, and ultimately leads to action, such as making a purchase.

Tips for Writing Compelling Category Descriptions for an Ecommerce Website

To write compelling category descriptions for your ecommerce website and effectively attract customers’ attention while increasing the chances of making a purchase, consider the following tips:

  • Emphasize uniqueness. Just like with product descriptions, it’s crucial to avoid copying category descriptions from other websites. Instead, create original descriptions that capture the essence of your product group. Take advantage of this opportunity for internal linking, which we’ll discuss shortly.
  • Understand your target audience. Before crafting category descriptions, take a moment to analyze your target audience. Gain insights into their expectations, needs, interests, and preferences. With this understanding, you can tailor your category descriptions to align with their expectations and resonate with them effectively.
  • Use clear and concise language. Category descriptions should be written in a simple and understandable manner, while still providing specific details. Avoid using overly technical or vague terms. When necessary, explain more complex words and present the characteristics of the category and its products in a straightforward manner.
  • Highlight benefits and advantages. Focus on describing the specific benefits and advantages of the products within the category. Explain why they are worth considering and what makes this particular category stand out. Highlight any unique features, brands, or novelties that set your products apart from the competition. Additionally, if a customer ends up in the wrong category, provide information and suggest related categories to guide them in the right direction.
  • Trigger emotions. Utilize storytelling to evoke emotions in users. Create situations, lifestyles, and dreams associated with the use of products from the category. Tap into the power of storytelling to connect with customers on a deeper level and make your products more relatable and desirable.
  • Optimize for SEO. Ensure that your category descriptions are optimized for search engines. Incorporate relevant keywords naturally into the descriptions, but avoid excessive repetition, which can be seen as keyword stuffing and may raise suspicions of spam. Optimal keyword usage will help improve the visibility of your category pages in search engine results.
  • Create easy-to-understand category names. The names should clearly convey the nature of the products within the category. For example, instead of using vague names like “1337-products-default,” opt for more descriptive and specific names like “1337-shoe-nike.” This way, customers and search engines can easily identify the category and its contents.
  • Use keywords in URLs. It’s essential to include relevant keywords in the URLs of your category pages. This ensures that search engines can better understand the content and purpose of the category. For instance, if the category is about athletic shoes, consider using a URL like “yourstore.com/athletic-shoes” rather than a generic URL like “yourstore.com/athletic.” By including the specific keyword “athletic shoes,” you enhance the visibility and relevance of the category for search engines.

See also: SEO for Dropshipping Stores

Blog, How-To Pages & Knowledge Base

Adding a blog, how-to pages, or knowledge base to your online store can bring numerous benefits. Let’s explore why it’s worth considering:

  • Increased website traffic. Running a blog and regularly publishing valuable content can drive more free traffic to your online store. By offering fresh and informative articles, you attract users and encourage them to return to your site in the future.
  • Stronger authority & expertise. A blog gives you a place to demonstrate your knowledge and expertise in a specific field related to the products offered in your store. Consistently sharing valuable content helps establish trust with customers and positions you as an authority in your industry. This increased credibility can lead to higher conversions and customer loyalty.
  • Product & brand promotion. By running a company blog, you can promote your products and brand in a more relaxed and informal manner compared to traditional marketing methods. You can highlight product features, discuss the benefits they offer, and showcase any news or promotions. This approach can generate customer interest and engagement, ultimately boosting sales.
  • Direct communication with customers. A blog allows you to communicate with your customers directly and easily. Engage with them by responding to their comments, questions, and suggestions. This interaction helps build stronger relationships and enhances customer engagement with your brand.
  • Improved search engine rankings. By publishing valuable blog content and adhering to SEO optimization principles, you can enhance your online store’s position in search engine results. As a business owner, you already knew this one, right? 🙂

Company Blog as the Knowledge Base

Using a blog as a knowledge base can yield numerous benefits, ranging from enhancing customer education to improving your SEO for ecommerce website. But how exactly does this strategy work?

Primarily, a blog serves as a platform where customers can discover answers, valuable tips, insightful advice, and even find inspiration related to the products or services offered by the online store. Use it to publish content that addresses customer concerns and demonstrates how to effectively resolve challenges, preferably through using the products on offer.

Moreover, a company blog contributes to building trust with customers. When your ecommerce website shares valuable knowledge through its blog, it establishes itself as a reputable and reliable source of information within its industry. Customers who receive meaningful content, tailored to their interests and needs, are more inclined to trust the brand and ultimately make a purchase. In addition to fostering trust, a blog also plays a pivotal role in improving SEO for ecommerce websites.

By consistently producing high-quality content that addresses relevant topics and incorporates relevant keywords, the ecommerce website’s blog can attract increased organic traffic from search engines. Search engines prioritize websites that provide valuable and relevant information to users, and a blog can effectively enhance the online store’s visibility in search engine results.

A blog can fulfill an educational role, giving your customers all the necessary information about their purchases. By offering insights into industry trends, and product usage guidelines, your store can expand your customers’ knowledge base. When customers find informative and engaging content on your blog, they are more likely to perceive your store as a reliable source of information. This builds trust and establishes your brand’s credibility, positioning you as an industry authority. As a result, customers are more inclined to choose your products or services over competitors.

Furthermore, a well-maintained blog can improve your search engine rankings. Search engines favor websites that provide valuable and relevant content. By consistently producing blog posts that incorporate targeted keywords and address relevant topics, your online store can increase its visibility in search engine results, attracting a larger audience and boosting organic traffic.

Tips on Writing How-To & Guide Pages

As you already know, incorporating a blog into your ecommerce website can serve as a valuable knowledge base, and help customers while also advancing your business and SEO objectives. To assist you in creating valuable guide content, we have prepared some helpful tips.

  • First and foremost, it’s crucial to find your niche. Concentrate on topics directly related to your industry and products. Consider the questions potential customers may have and develop guides that address their specific needs. Steer clear of generic content and focus on addressing particular issues that are likely to captivate your target audience.
  • Another key aspect to consider is adapting the right writing style to your target audience. Ensure that your guide content is suitably adjusted to match the knowledge and experience level of your intended audience. If your online store caters to beginners, avoid overwhelming them with overly technical or advanced content.
  • Moreover, remember to provide added value to your readers. Offer them practical tips, advice, ideas, or inspiration that can be readily implemented. Craft content that effectively solves problems or imparts inspiration and knowledge. By doing so, you will not only foster trust but also cultivate customer loyalty.
  • To further improve your website, consider using various types of content. Alongside regular articles, explore the potential of infographics, videos, photos, or presentations. This diversification won’t only enhance the overall appeal of your content but also cater to the varying preferences of your audience.
  • Optimizing your guide page content for search engines is also crucial. Take the necessary steps to ensure its visibility in search results. This includes using relevant keywords strategically, crafting compelling titles, employing effective headlines and tags, and maintaining the overall quality of your content.
  • In addition, taking advantage of social media platforms for content promotion is highly recommended. Use these channels to showcase your guide content to a broader audience. Share your content on social profiles, actively engage with your existing customers, and captivate the attention of potential readers. This concerted effort will help drive more traffic to your blog.

Internal Linking

Naturally, there’s more to boosting your site than just content. That’s why you shouldn’t overlook the power of internal linking within your own ecommerce website. 

What Exactly Is Internal Linking?

Internal linking is all about creating links on your website that connect to other pages within the same site. For example, you can link similar products, recommend categories, or connect to related blog articles. These are three main goals of internal linking:

  • It helps users easily navigate through your site, effortlessly hopping from one page to another.
  • By strategically linking relevant pages, you enhance the overall structure and organization of your website.
  • Internal linking gives you the opportunity to promote and highlight other valuable content you have to offer.

This on-page element is vital for optimizing your website as it focuses on improving user experience and helps search engines notice the connection between individual pages that your website is made up of. It’s a win-win!

How to Build Internal Linking on Ecommerce Websites

Thought-out internal linking plays a crucial role in enhancing navigation, site structure, and content promotion. Here are some handy tips on how to optimize internal linking within your online store:

  • Choose the right anchors. Optimize the clickable text overlaid with the link, known as anchors, to make them SEO-friendly and provide clear information about the linked page’s content. Steer clear of generic terms like “click here” or “more information” and instead use keywords that accurately reflect the target page’s content.
  • Link between pages that are related. Foster internal linking between pages that share a thematic or logical connection. For instance, if you have a product page and a corresponding blog article, linking the two internally will facilitate seamless navigation for users.
  • Don’t overdo the number of links. Avoid overwhelming users with an excessive number of links on a single page. It’s important to maintain readability and effectiveness. Only include links where they make logical sense and provide genuine value to users.
  • Mind the page hierarchy. Internal linking plays a valuable role in establishing a clear hierarchy within your website. Link your important and relevant pages to the higher-level pages in the hierarchy. This not only signals to Google’s bots what’s relevant but also makes navigation easier for your users.
  • Keep a close eye on the results. It’s essential to regularly monitor the impact of your internal linking efforts. Analyze traffic patterns, track landing page performance, measure the time users spend on your site, and keep an eye on rejection rates. This valuable data will allow you to assess the effectiveness of your internal linking strategy and make any necessary adjustments.

Remember, an effective internal linking structure on an ecommerce website involves several factors: choosing the right link anchors, linking related pages, using an appropriate number of links, minding the page hierarchy, and consistently monitoring the results.

Influence of Internal Linking on SEO

Internal linking serves multiple purposes, each contributing to a better website experience:

  • Internal links facilitate seamless navigation for users and even Google robots. By strategically placing links within your content, users can effortlessly explore different sections of your website. This enhanced user experience leads to longer dwell times and ultimately improves your rankings on Google.
  • Internal linking plays a vital role in establishing a clear hierarchy and structure for your website. It helps users and search engine robots better understand the organization of your site. This improved understanding results in better indexing and higher positioning in search results.
  • Take advantage of internal linking to promote other valuable content on your website. Whether it’s linking to relevant blog articles, showcasing products or services, or directing users to category pages, internal links can drive more views and interactions with your content.
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External Linking

Do you think link building is a thing of the past? That’s so untrue! With the latest techniques, you can build a credible linking profile that Google will love. So, where can you get links to your online store from? Here are some ways worth considering to acquire valuable backlinks:

  • Collaborate with bloggers and influencers. Forge partnerships with bloggers, influencers, or reviewers working in your industry. Engage with them to request reviews, sponsored posts, or content exchanges that include links back to your ecommerce website. This collaboration can bring valuable backlinks and increase your store’s exposure.
  • Team up with business partners. If you collaborate with other companies, seize the opportunity to request that they link to your store on their websites. Consider reaching out to suppliers, manufacturers, or other business partners who can provide backlinks to your online store.
  • Create unique content. Focus on producing high-quality and valuable content on your blog, website, and social media channels. When other websites find your content interesting, they may naturally link to your store as a reliable source of information. Don’t underestimate the power of infographics, as they can be particularly effective in attracting attention and generating backlinks.
  • Register with industry directories. Consider registering your online store with relevant industry directories or local business directories. These directories often provide opportunities to include a link to your site. Just make sure to assess their authority and credibility before proceeding with registration.
  • Write guest blog posts. Reach out to websites that are related to your industry and offer to write guest blog posts for them. By contributing valuable content to their blogs, you can include links to your online store within the post. This not only helps you gain exposure to a new audience but also generates valuable backlinks.

Benefits of External Linking for Ecommerce Websites

Let’s see what are the advantages of link-building for ecommerce websites:

  • Increased website traffic. Backlinks from popular, authoritative, or highly-rated websites can drive more free traffic to your site. When reputable sites link to your online store, it can pique the interest of their audience and lead them to visit your website, resulting in increased traffic.
  • Building trust & credibility. Inbound links deriving from trusted and authoritative websites play a crucial role in building trust and credibility for your online store. When potential customers see that reputable websites are endorsing and linking to your online store, it instills confidence in your brand. This is particularly vital if your business is relatively unknown or newly established.
  • Improved position in search results. Backlinks can directly impact your store’s position in search results. Having a substantial number of high-quality inbound links can enhance your online store’s visibility and authority. When other sites share your content, it signals to search engines, like Google, that your ecommerce website holds value and relevance.
  • Relationship development with other websites. External linking allows you to establish connections with influential individuals and companies in your industry. This includes bloggers, influencers, and related businesses. Building these relationships opens doors to future collaborations, such as content sharing, cross-promotion, or partnership projects. These collaborations can bring additional benefits to your online store, including increased exposure and customer reach.

A friendly reminder: When it comes to external linking, it’s important to keep it natural and in line with Google’s link building guidelines. Steering clear of link manipulation practices, like buying links or creating fake ones, is absolutely crucial. Fishy practices can violate SEO rules and may lead to penalties from Google. Instead, follow the best link building strategies and focus on building genuine, valuable, and authoritative links that will bring long-term benefits to your ecommerce website.

Superb User Experience

Why Is UX So Important While Doing SEO for Ecommerce Website?

User Experience (UX) plays a crucial role in the SEO for ecommerce websites for several important reasons:

  • Longer time spent on the site. When your website offers a high level of UX, users tend to stay on the site for longer. This is because they can easily find what they are looking for and feel more engaged. Search engine algorithms interpret longer time spent on a page as a signal of high-quality and valuable content, which can ultimately lead to higher rankings in the search engine results pages (SERPs).
  • Lower bounce rate. A low bounce rate, which indicates the percentage of users who leave the website without any interaction, is viewed positively by search engine algorithms. It suggests that the website meets users’ expectations and offers valuable content. Conversely, a high bounce rate may indicate that the website fails to deliver what users are seeking, potentially resulting in a drop in search engine rankings.
  • Increased conversions & sales. When users can easily navigate the site, find products effortlessly, and have a positive customer service experience, it encourages them to make purchases. An increase in conversions and sales sends a positive signal to search engine algorithms, which can, in turn, reflect on your ecommerce website’s position in the SERPs.
  • Enhancing user interaction metrics. Metrics like dwell time, page views, repeat visits, and on-page interactions are positive signals to Google’s algorithms. These metrics can influence your site’s position in search results.
  • Embracing a modern approach to SEO. Google now places greater importance on user experience (UX) as a critical factor in assessing website quality. Search engine algorithms have become more sophisticated, focusing on whether websites genuinely deliver value and satisfaction to users.

To position your online store effectively, prioritize high-quality UX to provide users with a valuable and satisfying experience. By paying attention to user interaction metrics and prioritizing a user-centric approach to SEO, you can enhance your site’s visibility in search results and create a more satisfying experience for your visitors.

Tips for Designing Ecommerce Website Minding Best UX Practices

Designing an e-commerce website with User Experience (UX) in mind is essential for a modern and successful online store. Consider the following aspects when designing your e-commerce website from a UX perspective:

  • Understand user needs. Don’t rely on guesswork. Conduct market research and competitive analysis to gain insights into your target users. Understand their needs, expectations, and preferences. Use this information to design a website that addresses their specific needs and provides value.
  • Simple & intuitive interface. Ensure that your user interface is straightforward, intuitive, and easy to navigate. Make it effortless for users to find products, add items to their shopping carts, browse through the cart, and complete the payment process. Avoid unnecessary steps or complex forms that may discourage users from making a purchase.
  • Responsiveness. Make sure that your e-commerce website is fully responsive, meaning it adapts to various devices such as smartphones, tablets, computers, and even TVs. Today’s customers use a wide range of devices, so it’s crucial that your site functions smoothly on each platform, providing a consistent and enjoyable user experience.
  • Clear & attractive product presentation. Present your products in an appealing manner, including clear images, detailed descriptions, transparent pricing, and easy selection options. Enable users to compare products, check availability, choose variants, and smoothly make purchases.
  • Security & trust. Prioritize the security of your e-commerce website by implementing measures such as an SSL certificate. This instills confidence in users when making payments and sharing personal information. Clearly communicate your privacy policies, return procedures, and guarantees to build trust with customers.
  • Search & filtering functionality. Provide effective search and filtering tools for products, allowing users to easily find what they’re looking for. Enable sorting by criteria such as price, brand, color, and more. This helps users quickly narrow down their options and discover the products they desire.
  • Streamlined shopping process. Simplify the buying process by ensuring it takes place on a single page without excessive redirections. Minimize the number of steps and forms users need to go through. Remember, the fewer clicks required, the smoother the experience.

3 Tips for Building Navigation & Creating Shopping Process

Optimizing navigation and the shopping process is crucial for ensuring a positive user experience on your ecommerce website. Here are three key considerations to keep in mind:

#1 TIP: Create simple & intuitive navigation. Ensure that the navigation menu is easily accessible and visible, regardless of the device being used. Use a logical hierarchy of categories and subcategories to facilitate easy product discovery. Avoid excessive levels of navigation that can confuse users. Additionally, implement a reliable search engine that enables users to quickly find products on your site.

#2 TIP: Make the shopping process short. Minimize the number of steps and forms required during making the purchase. Aim to keep the transaction within a single location, eliminating the need for users to navigate between multiple pages. Reduce the number of mandatory form fields, limit the clicks needed to complete the transaction, and provide the option for guests to shop without registering an account. These measures help reduce shopping cart abandonment and increase conversion rates.

#3 TIP: Visualize the shopping process flow. Offer customers easy-to-understand information about their progress during the buying process. This can be achieved through steps or a progress bar that visually indicates where customers are in the purchasing journey. By providing a clear overview of the remaining steps, customers will have a sense of control and a better understanding of what lies ahead. It allows them to see how far they’ve come and how much is left to complete the purchase.

SEO for Ecommerce Websites: Summary

Now, let’s quickly recap the key aspects of positioning an online store.

  • Site architecture – pay attention to the structure and organization of your website for easy navigation and user-friendly browsing.
  • Page loading speed – ensure your website loads quickly to keep visitors engaged and prevent them from bouncing away.
  • Structural data – implement structured data to provide search engines with valuable information about your products and pages.
  • Security – prioritize the security of your online store by using SSL certificates and communicating your commitment to protecting customer information.
  • Responsiveness & mobility – optimize your website to be fully responsive and accessible across different devices to reach a wider audience.
  • Web content – create unique and compelling product and category descriptions to attract both users and search engines.
  • Blog, how-to pages & knowledge base – develop informative and valuable content resources to engage users and establish your expertise.
  • Internal linking – strategically link relevant pages within your website to improve navigation and showcase related content.
  • External linking – seek opportunities for backlinks from reputable websites to enhance your online store’s authority and visibility.

… and let’s not forget about user experience (UX)! Simple navigation, easy shopping, and visualizing progress are vital elements to consider when designing your website. The relationship between optimizing and user experience is important so keep this in mind when doing SEO for your ecommerce website.

Author
Logo Delante
Author
Delante

Delante is an online marketing agency specialized in generating website traffic from search engines and paid ads (SEO / SEM). Over 80% of our clients are from rapidly growing e-commerce industry.

Author
Logo Delante
Author
Delante

Delante is an online marketing agency specialized in generating website traffic from search engines and paid ads (SEO / SEM). Over 80% of our clients are from rapidly growing e-commerce industry.

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FAQ

What is the best time to start doing SEO for an e-commerce website?

Well, the answer is simple – as early as possible! We highly recommend checking out an article where we discuss the benefits of Starting Your SEO Before Your Ecommerce Begins To Sell. Trust us, it’s definitely worth it!

How much does SEO for e-commerce cost?

The cost of SEO for an ecommerce website varies and is mostly influenced by several factors. These include the competitiveness of the market, the scope of work required, the duration of the campaign, and the chosen positioning strategy. As a result, the price of positioning an online store can range from several hundred to several thousand dollars per month. Pricing can be structured as a fixed monthly subscription or based on a project contract. For a precise estimation of the cost, it’s best to consult with an SEO agency to discuss your specific needs and goals.

How can I improve my e-commerce website’s security?

To ensure the security of your online store, it’s important to mind the following:

  • Regularly update your software
  • Use strong and unique passwords
  • Install an SSL certificate
  • Monitor website activity
  • Create regular backups
  • Update security policies
  • Protect against malware and hacking attacks
  • Provide payment encryption

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Awards

Award - Deloitte 2021 Award - European eCommerce Awards 2022 Award - European Search Awards 2022 Award - Global Agency Awards 2022 Award - IPMA Award - US Search Awards 2021

SEO SEM Agency based in Europe