Implementing a good SEO strategy for e-commerce is essential if you want to increase your online sales. Here we tell you what are the key factors that you must take into account to create it. Tatiana forero Feb 3, 20 | 15 min read best seo strategies for ecommerce Despite what many believe, to sell online it is not enough just to set up a virtual store. Although it is a first step, taking care of the organic positioning strategy is just as important to attract new customers to your business. Therefore, in this article we will review what are the fundamental elements that every SEO strategy for e-commerce must have. Is SEO For Ecommerce Different From Other Websites? The SEO also known as search engine optimization (from the English Search Engine Optimization ) is a strategy that seeks to improve the ranking of a website to appear in the top results of a search. This strategy can be applied on all types of websites, from blogs, virtual stores and corporate websites to forums or educational platforms. Although the method of applying SEO to all these sites may seem similar, the reality is that there are substantial differences in the structure, functionality and objectives of each website that you must take into account before starting the optimization. For example, optimizing a blog post is not the same as optimizing a product page.
While the first has long texts that seek to inform or entertain users to increase their time spent on the pages, the second seeks to close a sale in the shortest time possible. In any case, it is undeniable that you need to implement SEO optimizations in your e-commerce as part of a complete Digital Marketing strategy . Here we explain why. 3 outstanding advantages of SEO for e-commerce Applying an SEO strategy for e-commerce is necessary for any business looking to improve its sales on the Internet. Here we give you 3 good reasons that prove it. You attract quality organic traffic Positioning your virtual store in the first places of the SERPs will make more people come naturally and know your products. In fact, according to The Search Engine Journal , 93% of online activity begins with a search. What’s more, 44% of people who shop online start with a Google search according to nChannel. Getting more traffic, consequently, brings more leads. In the end, millions of searches are made every day that show the purchase intention of users. Being positioned at the top of the list of results for those queries is essential to acquire users who are more ready to buy. For example, there are 260 monthly searches for the keyword “buy dresses online” according to SEMRush . It is not such a high number in absolute terms, but there is no doubt that this user already has the certainty of what he wants to buy, so attracting him to the store’s website is very interesting. seo-strategies-for-electronic-commerce Also, imagine the possibility of being in the first positions of this page of results without having to spend lots of money to have that ad in the corner?
That is what SEO optimizations allow. You close more sales One of the main SEO optimizations for ecommerce is on product pages. By being more visible in the SERP, the users most interested in buying that specific product will land on your e-commerce with a clearer purchase intention. This is important if you consider that 39% of all global e-commerce traffic is directly related to organic traffic according to Bluelist. That’s why you have to spend time producing well-structured product pages, with eye-catching descriptions and a technical configuration that favors search engine crawling . In addition, with analysis in Big Data tools, consumer behavior can be predicted to understand their interests and offer them the right solution at the best time. You improve the CTR of your pages The CTR is an indicator that allows you to evaluate how much your pages respond to the search intention of a user. This metric is linked to your choice of keywords and other aspects that have to do with the SEO title and meta descriptions. In general, SEO for virtual stores helps you make the necessary adjustments to appear in the correct results and improve your click-through rate with respect to the number of people who view your website in the SERPs. An interesting practice to improve your performance in this regard is to extract insights from the Google Search Console «Search Results» dashboards .
In them you can see the queries that users make to reach your websites and possibly include those terms in the titles and meta descriptions of your pages. With this type of information you can stimulate user interest in your product pages, without scaring them with capitalized text like this: seo- strategies-for-electronic- commerce SEO possibilities for virtual stores Applying an SEO strategy in e-commerce has many fronts of action. Here you will know three of the areas that you should pay attention to the most. Corporate blog A good practice for e-commerce is to implement your own blog and execute a Content Marketing strategy to deal with topics related to your sector or matters of interest to your users. By having long posts – of more than 1,000 words – the blog is one of the most effective channels to attract organic traffic. This resource is also very interesting when the virtual store operates in a defined market niche, to ensure that users hooked on the type of product it offers are attracted. An example is that of companies that sell sustainable clothing. If you produce a good blog post that ranks at the top of Google for the keyword “sustainable fashion,” you can build authority and relevance in this segment. seo-strategies-for-electronic-commerce In fact, there is currently no publication from an e-commerce website on the first page of Google results in Mexico for that keyword.
These are opportunities that cannot be missed! Product Pages Positioning product pages is essential in SEO for e-commerce. And it is that these are finally the ones that will convince future buyers to purchase a product. If you do not apply SEO on your product pages to gain positions, it will be impossible for users to know your products in an organic way. In this content we propose the best techniques to develop product descriptions in a virtual store. Category Pages Category pages are also another option that virtual stores have to position themselves in Google . Optimizing these pages is valuable, because by gathering all your available products of the same class in one place, your potential customers will have access to all your inventory. seo-strategies-for-electronic-commerce In addition, structuring the pages in categories is a requirement to deliver a good user experience (UX), which at the same time is a criterion highly valued by Google to classify its results . How to do SEO for e-commerce? Time for practice has come! Next we are going to review the stages of an SEO strategy for virtual stores so that you can start working right now. 1. Set a SMART goal for your strategy The first thing you should do in an SEO strategy is define the goal you want to achieve. To do this, setting SMART objectives is the ideal, because with them you can keep an organized follow-up of your progress. The SMART objectives are: specific, measurable, achievable, realistic, a defined period of time.
An example of a SMART objective could be: “increase virtual store visits by 10% at the end of the first quarter of 2020”. As you can see, this is an achievable goal, which is not exaggerated and can be monitored throughout the quarter and at the end of it to see if you achieved it. 2. Define the keywords for your products After establishing the overall goal of the strategy, the next step is to take care of keyword analysis. This stage is the backbone of any SEO strategy for e-commerce. In particular, keywords for e-commerce focus on reporting or selling. In the first case, you must have a blog to position long-tail keywords that respond to the frequent doubts of your users about your products. They are ideal for educating the user. For the second case, the keywords must be focused on the products and, therefore, they are usually head-tail . For example, users interested in an iPhone will type the name of the latest model into Google, perhaps accompanied by the words “price” or “buy.” If you manage to position your product page for this keyword, you will already have half a sale made. At the same time, these keywords tend to have enormous competition, so you cannot leave out the highly rated long-tails, such as the example we show of “buying dresses online.”
To find your keywords, you can use Google’s Keyword Planner or SEMRush’s Keyword Research tool. You can even scan your competitor’s website to find out what their keywords are and walk you through it! With the keyword ideas you get, you will only have to choose one word per product to avoid so-called ” cannibalization .” For that you can use the resource of canonical tags, which inform the search engine which page should be displayed to the user. The objective is to choose the one that best suits what you sell and that matches the user’s search intention . In addition, you should ideally have a considerable search volume and a low level of competition. But taking into account that this is not always going to happen, you can use the Topic Clusters strategy . It is about choosing a main page, which can be that of your most prominent product, and strengthening it with internal links on related pages. That way you will make the search engine algorithm understand that that product is a focus of your company. Thus, you will reach the page of this product in several different ways, with those internal links that you established. 3. Optimize your product and category pages Once you have identified the keywords that you will use in your products and categories, you must perform SEO On Page optimizations on each page.
Take care of meta tags The meta tags are information in HTML describing the content of a page for search engines. Some of the most important ones are the SEO title, the meta description, and the H1 title. Among the optimizations that you should make is the use of the keywords that you found in each meta tag of your product and category pages . Remember, each page should have a unique title and description to avoid cannibalization and duplicate content. To create more impact on your meta tags, you can include: exceptional product features, Action words like “buy,” “learn,” “deals,” “on discount,” and so on. your Unique Selling Proposition (USP), such as free shipping, one-day delivery, refunds, etc. Expand the description of your products Product descriptions, in addition to giving your users more information about what you sell, show Google what your page is about . Therefore, you must create original and attractive descriptions. One of the best SEO practices for e-commerce is not to copy the information you find on the manufacturer’s page, as you can be penalized for having duplicate content.