Do you have an e-commerce website through which you sell products or services online?
Do you often wonder how to increase sales or generate more leads to your e-commerce business?
Are you looking for a proven SEO strategy for e-commerce websites?
If you are not promoting your online business the right way, you’re probably missing out on a lot of potential leads that could covert in sales.
In this guide, we will discuss the detailed process, along with some tactical tips and strategies, for the SEO of your e-commerce business.
Read More: Ultimate 101 Future eCommerce Business Ideas
One thing to remember here is that SEO is a long-term process, which should be done to make your business a brand and not just to rank it well on Search Engines.
In the end, it might be about getting conversions but that doesn’t give you permission to cross the line between good SEO and bad SEO.
As for ranking your e-commerce website in search engines, getting it on the first page is no longer enough, your target should be the #1 position.
This is exactly what our e-commerce SEO strategy will help you achieve. So, let’s get started.
E-Commerce SEO Strategy – A Step-By-Step Advanced (On & Off Page) Complete Guide
The process of building a great SEO strategy for your online shopping business involves a number of steps, as following:
1. Keywords & Competitor Research
2. Website (on-page) Optimization
3. Content Creation and Optimization
4. Link Building (Off-page Optimization)
1. Keywords & Competitor Research
Before you start any actual SEO work, you need to find the right target keywords for your business. That can be done through Keyword Research. Here’s how it works.
The right strategy is to use and target different keywords for your website homepage, product pages, and the blog. The Keyword research process is, however, the same.
Keyword research is the most important thing when it comes to optimizing the various pages of your website.
The aim is to find keywords that are trending, relevant to your business, and have good search volume and less (or moderate) competition.
Here are a few tips to follow:
- Select keywords that are closely relevant to your business and have high Local Monthly Searches.
- Avoid choosing keywords that are too competitive or too common.
- Choose long-tail and trending keywords with high local search volume for your business blog.
- Never stuff your website pages or blog posts with a lot of keywords. Keywords should come naturally and must be relevant to the sentences where they are being used.
- Keep your target users, and not search engines, in mind while selecting keywords for your e-commerce business.
- Avoid targeting multiple pages of your website for the same keyword/phrase.
Here are the best tools for Keyword Research
1. Google Adwords Keyword Tool
2. Moz’s keyword tool
Competitor Research involves studying your main competitors for the keywords they are targeting, the promotion techniques they are using, the places they are getting backlinks from, and the way they are optimizing their websites and off-page reputation.
You can use tools like Moz toolbar to find out the DA (domain authority) and PA (page authority) of your competitors.
You should avoid competitors whose DA’s and PA’s are significantly higher than yours, as it will be difficult to rank better or even similar to them.
By conducting thorough research of your competitors, you will also find out all the places they are getting backlinks from. Use tools like Open Site Explorer for that purpose.
Based on the data, you can also try to get inbound links from the same sites (although not necessarily the same pages) of high authority from where your competitors are getting links.
Last but not least, check out the competitor site to see whether there is anything better there which you can also implement on your own site.
These include website architecture, navigation, design, keyword placement, meta tags, etc. Make sure to only get inspired by the competitor’s websites and not exactly copy them.
2. On-Page Optimization
On-page website optimization is all about identifying problems with your existing site and optimizing it for both search engines and the target users. This is a two-stage process, the first of which is identifying the process.
Use tools like Screaming Frog for identifying errors in your website. The tool will scan the crucial elements of your site, including links, images, script, CSS, etc, and will show you errors such as redirects, missing tags, 404 errors, duplicate pages, and more, along with improvement suggestions.
Besides the errors, another big thing to be taken care of is the speed of your site. If your website takes more loading time than average, you can expect to miss a significant number of visitors.
You can use tools like Google’s PageSpeed Insights or Pingdom to check your website speed and to find suggestions for making your site load faster.
Other things to cover in the on-page optimization of your e-commerce website include the following:
- Insert the target keyword at all the right places on your web page, including page title, header, subheadings, image alt tags, product descriptions, meta tags, URLs, etc, but avoid keyword stuffing.
- Improve the site layout and design to make it more user-friendly. Make sure that the navigation is easy, the design is simple yet attractive, and the content is readable.
- Internal link all your important pages to the homepage. Also, make it easier for site visitors to move from the home page to the product pages through proper internal linking with anchor texts.
- Make the checkout process a breeze. Customers should be able to move to cart right from the product page and check out in a few steps.
- Provide proper and correct contact information to make it easier for your site users to contact you. Use live chat, email and phone support options as well.
- Most importantly, make sure that your website is mobile-responsive, as a lot of (more than 50%) users prefer to shop online using their mobile phones.
- Add product reviews option to your online shopping site. Ask users to review a product they have purchased and used.
- Install rich snippets on your website
- Add social media signals, including profiles/pages and sharing options, to convince both the users and search engines that your website is more than just a domain.
3. Content Marketing
The process of content marketing involves writing business-centric content to help potential users and generate more traffic to your site.
The best content option for an e-commerce website, or any other business website for that matter, is an official business blog.
Creating, maintaining and optimizing a business blog is the best thing you can do to market your online store to its target audience. The important thing is to identify and write about keywords that matter.
Do not target the exact same keywords on your blog that you are already targeting on your website pages. Instead, focus on more long-tail and commonly searched queries and phrases relevant to your business.
Through your blog, you can target long-tail keywords with dedicated posts. Your blog content should be of high quality and must provide actual value to the readers.
Feel free to inter-link your blog posts with relevant product pages on your website, but do not overdo it.
If you are not well-versed with the writing part, consider hiring a professional, experienced content writer who understands your industry as well as SEO.
Other than a personal/business blog, you can also promote your online business through content (articles) on other websites or blogs in the same niche.
4. Off-Page Optimization
When it comes to off-page optimization of your e-shopping site, your focus should be on building quality links rather than trying to get a lot of low-quality links.
While low-grade links will end up getting your website penalized by Google, good links will improve the value of your site both for search engines and referral users.
High-quality links are the ones that originate from a high authority domain or page. Ten high-quality inbound links are better and more profitable than hundreds of poor-quality links. So, decide which you want to get.
Building high authority links is not at all a difficult task if you know just the right way.
You can start with guest posting, which is one of the best white-hat link building techniques.
A great post, with a great story and relevant infographic/images, will surely get you a high-authority backlink. Other than that, you can try to acquire the following types of links that work the best for e-commerce websites:
- Product reviews
- Comparison of websites
- Press mentions and releases
- Guest blogging
- Social sites
- Content sites like Reddit, Medium, Hubpages, etc.
- Question-answer sites like Quora
Other than link building, you should also focus on building broken links back. Make sure to follow Google’s guidelines for broken links.
While building backlinks, avoid using the same anchor text on all links, getting links from low-quality sites and getting multiple links from the same page.
With the right SEO strategy, your website will surely see a rise in good quality traffic that will result in more conversions.
There will be times when might you feel that your present SEO strategy is just not working for your e-commerce business.
We would recommend that you keep patience. SEO strategies take time to show results, but those results are also long-term.
Still, if you feel that your present e-commerce SEO strategy needs a revision, feel free to hire a professional SEO agency like SAG IPL for a free SEO audit of your website.
Contact us now to hire dedicated SEO professionals for the optimization of your e-commerce website.
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