eCommerce SEO – Make search traffic work for your online business

You want Sales and Sales require Traffic. Targeted, high-converting traffic.

A great way to get quality traffic is by search engines. You have to rank your eCommerce website on search listings. How do you go about it?

In this article, you’ll learn how you can get free, high-quality, recurring traffic through search engines.

If you are:

  • A business owner trying to find ways to grow your business online.
  • An SEO Manager for an eCommerce company.
  • A curious Digital Marketer looking to learn ways to increase traffic to an eCommerce store.

This article is for you.

Note: In this article, I’ll be covering only Google search. The basics of SEO remain the same, no matter which search engine you consider (with a little changes, of course). I will write about Marketplace SEO (like Amazon SEO) in my future blog posts.

Without further ado, let’s begin.

You can watch the video below or read the article, whichever way you prefer it.

I’ve listed 6 points that will help you approach eCommerce SEO the best way.

1. Research

Whether your objective is to improve eCommerce product SEO or Content SEO, research is what will get you started.

The very first step in your eCommerce store set up is – to find your niche. Read this in-depth article to know how to find the perfect niche for your online store.

You have to research about the demand and supply side of the market.

Demand and supply? Are we learning economics here?

Yes, but I’ll simplify it for you.

Understanding Demand:

Demand, here, refers to the demand for – Content or Product. For understanding Demand, you do keyword research. Look for the keywords that people (your potential customers) are searching for, and know their purpose for searching. The purpose could be to get the Product or Content.

For example:

  1. If I am searching for “HP gaming laptop”, the purpose is clear – I want to buy that laptop and therefore, Google will show me product pages of websites where I can buy the laptop.
  2. But if I am searching for “How to choose the best gaming laptop under 60,000 rupees”, Google will not show me product pages, rather it will show me content pages of blogs or videos that could help me make a decision. For understanding Content Marketing, you can read this article.

See, you have to understand your customer.

Trust me when I say this:

Time spent on understanding your Customer is more productive than the time spent on understanding Google’s Algorithm.

Understanding Supply:

The suppliers, here, are the suppliers of the products as well as the content providers. You are also a supplier. You do competitor research to understand what your competition is offering. Check their website, product pages, domain authority and product page content among other things.

See what keywords they are ranking for and what you can do to outrank them.

Maybe you could:

  • Give a better structure to your website
  • Improve link building
  • Add a blog to your website
  • Have a faster loading speed

No one can tell you how to beat your competitors better than your competitors themselves.

2. On Page Optimization

On page optimization is basically – you telling Google what your website is about. It’s all about “relevancy”.

So, it helps Google know that they can show their website whenever a particular search query comes.

It is primarily about Keyword Optimization. Try to include the keyword in:

  • URL
  • Page title
  • Headers
  • Paragraph Copy
  • Product Descriptions
  • Image file names
  • Meta title and description

You can also internally link your website’s pages. It helps Google know the architecture of your site.

3. User friendly website

A better UI/UX design of your website indirectly improves your website’s SEO.

Easy navigation, seamless checkout process and fast loading increases user engagement on your website which in turn helps boost your SEO.

Encourage customers to leave a review once they purchase the product. In addition to boosting your SEO, it will also enhance trust among new customers.

Now, what do you think – Do shoppers use mobiles or laptops/desktops when purchasing online?

The answer is obvious – Both.

So, you have to optimize your site for both types of devices. But be a little biased towards mobile usage optimization.

Why?

Because Google loves websites that are optimized for mobiles. In fact, it has been increasing the weightage of mobile-friendliness for a long time now.

4. Off Page Optimization

Off Page Optimization is primarily about Backlinks.

Now you might be asking – Why do I need Backlinks when I’ve already done keyword Optimization, that is, On page Optimization.

Well, the answer is – Although Google knows that your page is ‘relevant’ for a search query, it also needs to make sure that the ‘quality’ of the page is also high. And Google measures quality on the basis of backlinks.

It tells Google that you, your website and your products (or content) are an authority.

Some people take off page optimization very aggressively. I do not.

Here are some Do’s and Don’ts that I recommend:

Do’s:

  • Earn high quality inbound links.
  • If you are paying for the links, link to only the relevant pages.

Don’ts:

  • Do not get links from low authority websites.
  • Do not link to the same page again and again without any context.

5. Regular Site Audit

When you audit your site on a regular basis, you will see a lot of technicalities involved. But, the idea is – To make your website more user friendly.

Site Audit might reveal some errors that you can fix. For example, some links break after some time. They become non-functional. You need to update them so that your website user gets a good experience.

It will also show you your website load speed and how you can improve it further. As a general rule, your website must not take more than 3 seconds to load.

You wouldn’t want to lose sales just because your website didn’t load fast enough.

6. Will Google be your friend?

Google can be your friend or enemy.

You have to decide what you want it to be. It doesn’t discriminate.

The one thing Google cares about is – its Algorithm.

If you try to game the search engine by beating its algorithm, it will not like you. In fact, Black Hat SEO is a very risky game to play as Google changes its algorithm quite often and your website might end up being penalised (by lowering your domain authority).

Use techniques that are ethical and Google will reward you by ranking your website high on its listings. This is called White Hat SEO.

The methods we discussed in the above points like On page and Off page Optimization are a part of White Hat SEO only.

Conclusion

Follow these steps one step at a time and you’ll see results. But results won’t show immediately.

SEO is a long term game. It takes about at least 6 months for SEO to work after you start optimizing your site for search engines.

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