• Sotirios Seridis

SEO Strategy for eCommerce Websites

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SEO is a beast.


When done right, it has the ability to increase website traffic and conversions by many folds. As of 2019, 39% of global ecommerce traffic originates from search engines and 80% of shoppers tend to ignore paid advertisements on Search Engine Result Pages (SERPs).


Having an effective SEO strategy in place allows businesses to rank high on the SERP, creating a strong online presence that generates long-term organic traffic without having to depend heavily on paid advertising for visitors.


Without leveraging on SEO to bring about a steady stream of visitors that forms the backbone of every eCommerce business, companies are missing out on revenue and sales that are going to their competitors.


In this guide, we will be walking you through some of the best On-Page, Technical, and Link-building strategies you can adopt to optimize your website in order to enjoy the long-term benefits of SEO.

Let’s get optimizing!


Getting Started


First off, Search Engine Optimization (SEO) consists of three main categories, namely On-page, Off-page, and technical SEO, with some overlaps. Like a three-legged stool that requires all three legs to work properly, it is imperative that a SEO strategy cover all three categories.


Sounds intimidating?


Fret not. We will be covering everything you need to know to get started on building an effective SEO strategy for your website.



On Page SEO


When it comes to On-page SEO, there are two important factors to keep in mind: Users and search engine. Ensuring that each piece of content answers the searchers’ questions, while remaining understandable to the search engine is imperative.



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1) Choosing Keywords

Choosing the right topics and keywords relevant to your products and services has a direct impact on the quality of traffic that visits your site. When considering content topics, keeping the buyer’s journey and searchers’ intent in mind will help you decide on the suitable keywords and topics.

Keyword tools such as Ubersuggest and Keyword Surfer are perfect for identifying long-tail keywords that are not overly competitive and have a decent amount of monthly search volume.


Searchers’ intent and buyer’s journey tools such as Answer the Public and Questiondb are perfect for uncovering searchers’ questions and intent that you can use to create useful content targeting each stage of the buyer’s journey.


Pro tip: Studying your competitors webpages for content ideas and keywords is one of the most reliable and cost-efficient ways to understand what would work for you as well.


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2) Html Elements


Html elements are valuable places where your keywords can be optimized for search engines and users to better understand what your page is about.

Here are some of the best practices to optimize each element:


Urls:

Keep Urls structured and easy to understand for search engines and users.

Eg. www.timberland.com.sg/products/timberland-premium-roll-top-boot/


Title tag:

Keep Title Tags under 70 characters and start off with a target keyword if possible, as search engines tend to place more emphasis on the initial few words in title tags. Remember to only use one target keyword for each title tag.


Meta description:

Keep Meta Descriptions under 160 characters and include keywords and phrases in the form of compelling sentences to encourage users searching for your products to click through. Two questions to keep in mind when crafting a meta description:

  • What product are you offering?

  • Why should people buy from you?

Image alt tags:

Keep Image Alt Tags under 125 characters and make them descriptive and specific. As search results based on images have increased over the years, it is important for eCommerce businesses to ensure that their products are discoverable.



Schema markup



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For eCommerce businesses, Product and Offer markups are of particular importance. They allow product information such as price, ratings and stock status to appear in the SERP and allow your content to be featured as a Rich Snippet that often enjoys high click-through-rates (CTR).



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Enhancing Content on Product Pages

Having a visitor landing on your product page is often the result of countless hours of hard work. You do not want to squander all that effort by not fully optimizing your product page for conversion.


Here are a few tips.

Tip #1: Create unique product descriptions

Writing content that includes information such as size charts, features, ways to care for a product, and answers to various questions potential customers may have will increase the likelihood of purchase.


Tip #2: Provide customer reviews

Customer reviews and other forms of social proof are powerful weapons in your arsenal that can nudge those “on the fence” consumers to make the purchase. Customer reviews also keeps your content updated, which is good for SEO as we all know search engines love active and long-form content.


Tip #3: Keeping out-of-stock product pages live

Add a “notify me when available” message and encourage visitors to key in their email addresses to be notified about the product status as well as future offerings.


Tip #4: Include links to related product categories

Have you ever found yourself looking to buy an office shirt online at 2am, only to end up with an extra pair of pants and a polka dot skinny tie that your sleep-deprived brain was convinced that it’s something that you need?


Recommending products related to the product of interest not only increases the probability of getting more sales, it also indicates to users that your business pays attention to what consumers need.


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Technical SEO


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No matter how awesome your content and website may be, without optimizing the technical aspect of SEO, you are depriving your site of the traffic it could otherwise be getting.


Ensuring the crawlability and indexability of your site is paramount as Google can’t rank what it can’t crawl. Fixing broken links, duplicate content, and various site errors are crucial to overall SEO performance and will help improve the usability and conversion of your site.


A few excellent audit tools to help you check and improve SEO performance are Screaming Frog, Google Search Console, and Hubspot’s Web Grader.


Link Building Strategies


Internal Links

Internal linking helps Google to recognize your site as useful and valuable to searchers as they spend time reading and clicking through to different pages of your website. The key is to use internal links to guide users to the content that provides answers to their next possible query.


Pro tip: Include links to your best products or popular category pages in performing articles that have generated a high volume of visitors. That is to ensure that your best products are being seen by prospects who are already interested in your products or services.

External Links (Inbound Links)


External links, often referred to as Inbound links, are links pointing from other sites to yours. As part of the Off-page SEO strategy, having inbound links is a huge plus in the eyes of the mighty search engines.


Having established sites linking to yours is equivalent to them giving you a thumbs up, signalling to the search engines that your content is something worth ranking. It also adds to the visibility of your site as inbound links are a great source of free traffic.


Tip #1: Provide product samples to influential bloggers

Offering free product samples to influential bloggers within your industry and niche is a great way to get coverage, drive traffic, and increase engagement via their link to your website.


If you need help searching for influential bloggers to work with, check out popular tools such as Majestic and Buzzsumo to assist you in your efforts.


Tip #2: Email Outreach

Though some may shudder at the thought of shooting a direct email stating clearly your purpose to partner on a project, many bloggers actually appreciate that as it saves them time and all the back and forth.


Pro tip:

By creating valuable content(infographics, reports about consumer behaviour etc) the other party can benefit from will greatly increase your chances of acquiring a backlink.


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Tip #3: Reverse engineer your competitor’s strategy

Reverse engineering is the tested and proven link-building strategy that has stood the test of time.


Ubersuggest and Moz Link Explorer are great tools for uncovering where your competitors are getting their backlinks. If you competitors are able to get backlinks from those webpages, there’s a good chance you will be able to as well.


Conclusion


Hope these strategies are useful in showing you how to get started on building an effective SEO strategy that’s integral to the success of your business!


If you would like to have some help to get started, we would be more than happy to assist you with that!


You can do that by scheduling a consultation to get the ball rolling.


Do not hesitate to reach out to us if you have any query!

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