E-commerce SEO (Search Engine Optimization) refers to the process of making an online store more visible in the search engine results pages. When people search for products that you sell, you want to rank as highly as possible, so you get more traffic. SEO applies to every product page and every auxiliary page of the site, such as the blog or the guide sections.
Two major factors drive SEO: relevance and authority. Relevance refers to how accurately a page meets the searcher’s needs, and authority, derived from the number and quality of links to the site, is used by Google as a proxy to determine whether a site is a reputable source of information. The combination of relevance and authority determines search ranking (Moz, 2021).
For an ecommerce site, SEO starts with keyword research, identifying high and low competition phrases that potential customers might use to find a product. These keywords should be used judiciously in the website’s meta tags, product descriptions, and content to help search engines understand what these pages are about (Shopify, 2021).
Besides, high-quality backlinks from reputable sites can significantly improve your SEO ranking. For instance, you could work with influencers within your niche to create and share content linking back to your website.
You should also focus on the technical aspects of SEO, such as optimizing your site for mobile devices or improving site speed. According to Google, page speed is a direct ranking factor, and a delay of just one second in page load can lead to 7% loss in conversions (Google/SOASTA Research, 2017).
Furthermore, the user’s experience on your site is crucial to SEO. Improved shopper experience can lead to better engagement metrics, which are positive signals to search engines. Key strategies here may include clear and intuitive navigation, high-quality visuals, and streamlined checkout processes.
Therefore, leveraging ecommerce SEO can help online stores improve their visibility, draw more organic traffic, and thereby increase sales. However, it’s a continuous effort, not a one-time task. Search engines continually alter their ranking algorithms, competitors tweak their SEO strategies, and customers change their search behavior. Staying on top of these changes can help you maintain a high search ranking.
Sources:
1. Moz. (2021). The Beginner’s Guide to SEO. www.moz.com/beginners-guide-to-seo
2. Shopify. (2021). Shopify SEO Guide: Your Step-by-Step Guide to Rank #1 (2021). www.shopify.com/blog/shopify-seo
3. Google/SOASTA Research. (2017). Find Out How You Stack Up to New Industry Benchmarks for Mobile Page Speed. www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/mobile-page-speed-new-industry-benchmarks/
