SEO for Ecommerce: Tips and Best Practices

Search engine optimization, or SEO, is a set of processes done to increase the search ranking of a page and attract as much organic traffic from its target audience. This particular strategy is rarely utilized since most e-commerce retailers often rely on social media marketing and paid ads online. However, there are several benefits of SEO for e-commerce sellers, brands, and websites.

Using SEO leads to more potential customers visiting your website.

These visitors have a good chance of buying from you since they performed the online search with commercial intent. Users searching for products online have an 85 percent chance of buying something from an e-commerce website they found on the first page of their search results.
Moreover, with SEO, you do not need to rely as much on paid ads to bring visitors to your online store. And, unlike paid ads, you are not paying more for your SEO as you attract more potential customers through their search results. SEO costs remain fixed even if you hire a digital marketing agency to implement it for you.
So, what should you do to reap these benefits for your e-commerce business? Here are the most important SEO for e-commerce tips and best practices to implement for your online store:

SEO for Ecommerce: Tips and Best Practices for More Organic Traffic

So, from the previous section, you now know about conversion rate optimization and the processes that a CRO service provides to its clients. But, how exactly does your business benefit from higher conversion rates and the services of someone with professional expertise in said field?
Here are the several benefits of hiring conversion rate optimization services for your business:

Target keywords with commercial intent

One of the most important things you can do how to improve ecommerce SEO is to use commercialintent keywords on your website. This will bring visitors who are looking to purchase what you offer and are ready to buy it immediately. So, what are keywords with commercial intent? Keywords with commercial intent are what search engine users use when they are looking for information they need to make a purchase. What makes these keywords valuable for e-commerce businesses is that people use these when they want to buy what they are looking for as fast as possible. Here are some examples of keywords with commercial intent:
  • Buy iPhone
  • Best mechanical keyboards
  • Order pizza nearby
  • Affordable bookshelf speakers
  • Latest laptop deals
  • Cheap video editor software
  • Brand A vs Brand B
  • Discount on latest microphones
  • Coupons for online subscriptions
  • Furniture near me
To find the right commercial-intent keywords for your website, you can use keyword research tools like Google Ads Keyword Planner and Moz Keyword Explorer to find commercial-intent keywords with low competition or high demand. You can also use Google Analytics to find the keywords that are already driving conversions for your website. Aside from researching keywords that people use in search engines, one of the most common SEO for e- commerce tips is using Amazon to look for keywords that you can target for your website. Since people use Amazon to buy, you will find several commercial intent keywords for your niche in it. You can research these keywords by using Amazon’s search engine to look for autofill suggestions for your product’s keyword or with an Amazon keyword research tool.

Optimize your product pages for traffic and conversions

Your product pages probably make up most of your ecommerce website's content. Even if it is not, your product page still plays the most important role in generating sales for your business. Therefore, you need to give the product pages the attention it needs to attract as many visitors as possible and to convert these visitors into customers. Here are the best practices for SEO for e-commerce product pages:

Use your title to grab your audience’s attention
Placing your keywords at the beginning of your title helps in optimizing your product page's search ranking. However, ranking on the first page of the search results is not enough. Your title needs to grab the attention of search users to increase the chances of them clicking it.

To achieve this, you must create your headline with your target audience in mind. It should be simple so that your audience will immediately understand it easily. It should also convey instant benefits to communicate to your audience what they will get from your offer. Lastly, your headline should be specific to bring your ideal buyer to your page.

Create unique product descriptions that sell
Most product descriptions only provide their readers with the features of the product. Although this may be effective in informing its readers about your offer, it does not do much in convincing them to make a purchase immediately. Instead, your product descriptions must contain copy that informs the readers of its benefits in a way that appeals to them while using words and phrases that they associate with it.

Moreover, if you are selling products that have identical alternatives on other websites, search engines probably consider your content as duplicated from other websites. To avoid this, write your product descriptions and use terms that your target audience can understand.

Optimize your product images
It is not enough to simply upload an image to your product page if you want it to rank well in search. You need to use an image that meets search engine guidelines since it can be detrimental to your search ranking if you are not careful. It should also contain captions with alt tags and the right keywords to rank in the image tab of the search results.

Create product demonstration videos
Video also has a dedicated tab in the search results. Creating an original (preferably branded) video of your product will help drive more visitors to your product page. To make the most of your investment in producing the video, you can use this same video on YouTube and social media to drive more visitors from the mentioned platforms.

Moreover, you can also create videos to show inspirational content of how they may feel or look like using the product. This can compel more visitors to make a purchase immediately upon visiting your page.

Maximize the use of your meta descriptions

Meta descriptions are short snippets of text found under the link of a web page in the search engineresults page. You can use this short line of text to encourage search users to click to visit the page. You can do this by highlighting your product's benefits and telling them of the solution it provides in a manner that interests them.

Aside from this, you must also include the core keywords you are targeting in the meta descriptions. This does not help improve your page’s search ranking. But, it will grab people’s attention since search engines highlight these words.

Create content for your category pages

Most e-commerce websites do not bother writing content for their category pages. It is just a header stating the product category and then followed by a list of products and their images. If you are doing this, you are making a big mistake since this will not help it rank in the results of your target audience. Writing a 300-word copy introducing a category of your products while using your keywords will go a long way in helping it rank in your customers’ search engine results.

Use content marketing to attract other search users to your website

It was mentioned that there is a greater emphasis on commercial intent keywords when it comes to online store SEO. However, this does not mean that you should not bring those informative intent search users to your website through informative content. Doing so will help boost your search authority by bringing more visitors to your e-commerce website. Informative content can also help build your customers' trust in your brand and establish its reputation online. And, of course, you can capture these visitors with an informative search intent as leads and convert them into customers when they are ready to make a purchase later on. Some examples of content you can use for your e-commerce website include:
  • A glossary page
  • News about product launches
  • How-to articles
  • Answers to FAQs
  • User-generated content
  • Testimonials
  • Video demonstrations
  • Explainer videos

Invest in your link-building strategy

Internal links in your website and external links (backlinks) from other websites will help your website with its search engine optimization. Here are some best practices for building internal and external links for your website:

Place product recommendations on your product pages and content
You can create internal links in your product pages by placing product recommendations for your potential customers. These recommendations can be products that complement the one they are viewing or those that they viewed previously. Aside from increasing the chances of buying more from your website, you are also making it easier for search engines to crawl your website by placing these links to your other product pages.

Partner with influencers
Influencers are any individual or brand in your niche that have a large following but do not offer competing products or services. Working with them will help you build more links (from websites or social media). Moreover, it spreads awareness about your brand among its audience, which helps in increasing web traffic for your website.

Find and acquire broken links in your niche
Broken links will cause problems for any website. Use a broken link finder (like Check My Link) and search for broken links in websites within your niche. If you find any on their website, contact the owner and bring up the issue. You can then provide them a link from your page that can serve as a good replacement for it.

Redirect traffic from expired product pages to the best alternatives
You will have products that you will stop selling on your website for some reason. Unfortunately, removing these pages will cost you in terms of website authority since these have built up some backlinks over time. Don't let these external links go to waste by redirecting traffic to these pages to the best alternative products or listings on your website.

Encourage your customers to leave reviews

Eighty percent of e-commerce website visitors read customer reviews before deciding to buy a product. This increases the average dwell time of your visitors, which search engines see as a positive for the value of your page. Moreover, these reviews contain keywords of your product and brand, and having these on your product page can boost its search ranking for said keywords.

Ecommerce SEO Checklist: Check If Your Website is Optimized

An e-commerce SEO checklist is one of the best things you can do to ensure your website is optimized. Use the list below to address any issues before it starts to cause problems for your search ranking and web traffic.

1. Is your website verified with Google Search Console?

2. Is structured data implemented in your website?

3. Can search engines crawl your website?

4. Can search engines index your website?

5. Can search engines rank your website?

6. Optimize the technical elements of your e-commerce website.

7. Are you using your target keywords effectively?

a. Is it near or at the beginning of your title tag?
b. Is it in the meta description?
c. Is it in the main header tag?
d. Is it in at least one of the sub-headers?
e. Is it in your URL?

8. Are your existing pages optimized?

a. Do you have any duplicate content or pages?
b. Do you have duplicate title tags?
c. Do you have duplicate meta descriptions?
d. Do you have missing title tags?
e. Do you have missing alt tags?
f. Do your category pages have content?
g. Are your images optimized for search engines?
h. Do your product pages have customer reviews?

9. How optimized are your website's technical elements?

a. Does your website have a logical and easily understood architecture?
b. Does your website have an updated XML sitemap?
c. Do your subpages contain breadcrumb navigation?
d. Is your page load speed acceptable?
e. Is your website mobile-friendly?
f. Is your website optimized for internal search?
g. Do you have canonical tags for filtered pageviews?

10. Is your website up for future search ranking improvements?

a. Are you implementing Google Analytics, Google Search Console, and Bing
Webmaster Tools on your website?
b. Are you monitoring your search metrics at least once per month?
c. Do you perform an SEO audit for your website at least once per year?

11. Are you targeting the right keywords?

a. Do you have main keywords for your website?
b. Are people searching for your target keywords?
c. Do your product pages target keywords with high commercial intent?
d. Do your product pages target keywords with low competition as well?

12. Are you building links for your website?

a. Do you have product recommendations on your product pages?
b. Do you have any broken links?
c. Are you linking to the relevant product pages in your social media posts?
d. Are you building links via influencer marketing and backlink building?

Take Your Website Further With Ecommerce SEO Services

Browsing the internet for SEO for e-commerce tips and e-commerce SEO checklists cannot compare to SEO and digital marketing professionals doing the work for you. Working with an SEO agency will give your website a personalized solution for its search optimization that you cannot find anywhere else. Contact us today and schedule your free consultation!
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