I will show you some eCommerce SEO tips on how to attract new customers and increase ROI, turning potential buyers into your clients.
In order to rank in the first page on the search engines for keywords related to your products, it is vital to develop SEO strategies. I will help you learn how to optimise your e-commerce with a thorough and comprehensive guide.
How to optimise product pages
Usually, the success of an e-commerce SEO strategy depends on the amount of products for sale. There could be thousands of search results for each item, and if you have 100,000 products in stock, you are more likely to be found by users than a site that only sells a couple of products. The same principle works for all other websites, so consider your products as articles.
Are the pages of your e-commerce website optimised for search engines?
Are they useful to the potential customers?
Check if they have these requirements and how to intervene to the changes:
Enter the name of the product in the Meta Title. It’s so obvious and yet you’d be surprised how many don’t do it!
The name of the product (which in this case is also the main keyword) must be present in the product description. Try adding the keywords that people frequently combine in addition to the product name (eg “You can buy the product with free shipping”).
The name of the product should be added in the attribute image Alt Title for the product.
The name of the product must be present in the URL. Try to keep in under 65 chars long as it will show nicely in the search engine results.
Different pages for different colours. It may seem strange, but many people search for products of a particular colour, such as “Samsung 4 black”, so it is important to create different pages for each colour available. This will increase the chances of intercepting users performing specific searches. Note: in this case, the product descriptions are to be changed, otherwise the pages will appear with duplicate content, which involves penalties on search engines.
Do not forget the localised keywords. One of the possibilities to use localised keywords (such as the product name + the city) is to add a tab with information about the delivery and reporting of the most important cities in which you offer the service, chosen based on the amount of web traffic that they generate.
Diversify content on the product page, perhaps using the user reviews. It is difficult to create original descriptions for thousands of products. However, if you are allowing users to leave feedbacks, not only will this improve the user experience, but it will enrich the content and attract long-tail traffic. In addition, following the updates of the Google algorithm, the reviews can be used to generate rich snippets (remember those stars under the page title in the search results?), which carry a significant increase in the SERP CTR, since users are attracted by other’s opinions about the products. Do not miss this opportunity.
Check the internal structure of the site. Sometimes it is possible to obtain an improvement in the ranking by making changes to the internal structure of the site.
These are two examples:
Categories based on research and interests of the visitors: User requirements are to be satisfied, so if you’re planning categories and subcategories of your site, first try to understand what your potential customers are looking/searching for. To get an idea of what terms are most sought after by users, you can use the Google Keyword Tool (Adwords) together with Analytics and find those keywords with lower competition and higher search volume. Tip: Look at those who in the last period have an increasing search trend. At the same time if you already have a website with an internal search engine, you can analyse the research done by the users and extend or adapt the categorisation of products based on these valuable inputs.
Internal links that include keyword: uses the internal links on your site to the product pages. For example, if the first link pointing to your own category is an image, make sure it has an appropriate Alt text. Interlinking similar products is also very important, so keep that in mind.
Properly index an e-commerce
Ok, so we have new arrivals, now how to start selling them immediately? Just follow these tips to improve the indexing of new products:
Insert a direct link to the “new arrivals” from the homepage
If you cannot use a scrolling area in the homepage with the latest arrivals, you can use a sitewide link, for example in the footer. “New Arrivals” it’s catchy and leads visitors quickly to the latest products in your shop. And for the search engines it’s easier to find new products this way since the homepage is “spidered” more often.
Don’t let search engines visiting your site waste their time
Have a look for example at 123people.com and their sitemap “noindex, follow, noarchive”. Why use these meta-tags? The reason is that every time the Googlebot visits a site, it has to be quick in visiting possible multiple pages without wasting time (for this we use the meta noindex tag and noarchive).
Focus on a few products
Usually the majority of sales comes from a small percentage of the products, the rest is impossible to showcase all equally and be able to sell in proportion. For this reason it is advisable to dedicate more efforts to those few products, instead of investing on every single item for sale. Be sure to link and give proper emphasis to the pages of the best-selling products from the homepage of your e-commerce.
Use Better keywords (possibly long-tail ones)
Spending to generate traffic that doesn’t increase conversions is a waste of money, everyone knows that. It’s always good to rank first for generic keywords such as “camera”, but the long-tail keywords like “Canon EOS” can intercept more users that are interested specifically in that products and therefore more likely to make a purchase. And potentially the CPC of those keywords can be much lower than the generic ones, while generating better sales.
As for the product description, is preferable to study the data provided by Analytics (Google/Bing/in-house) on the product page that you want to promote. After identifying the long-tail keywords that attract more users, you insert them naturally in the the description text to improve it’s ranking.
Use Google Plus and Google Places Many brands have a fanpage on Facebook, but to be visible on Google you need to have a page on Google Plus and Google Places, especially for an e-commerce site that has also real stores. Create a company profile with all the detailed information: opening hours, pictures of the store, real-time updates and also offers. Tip: use different profiles for different shops, which ideally are geographically located in different places.
According to Google Places for Business, 97% of users search online shops with a physical location, so it’s essential to be there.
Use Schema.org markup data eCommerce sites are generated from structured data, which are converted to html for users but are not optimised for Google. Schema.org provides structured data markup accessible by search engines. These protocols are useful because they help Google to index the site correctly and also organise properly the way the information is displayed to the users in their searches.
First of all Usability We all know how important the user experience (UX) is, and that what is good for users is also good for Google.
A very well designed, accessible and intuitive to navigate eCommerce site, is the first step to deal with. Then you have to take care of the SEO: the more time people spend on your site, the less likely are to return to the previous page of results, and this signals to Google that they have indicated the right site in the SERP. Finally, users who liked your site will be more motivated to link it and spontaneously share the products they found interesting. And this is what you want: increase the customer base by using social signals (which are natural and FREE), who will place your product pages into the first positions on the search engine results page.
For more eCommerce SEO Tips, I have included a nice infographic.