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Search engine optimization (SEO) is the process of generating organic traffic from sites like Google, Bing and Yahoo. Ecommerce SEO is about ensuring your product pages appear among those organic search results.

Ecommerce SEO strategy

The best ecommerce SEO strategy includes:

  • Keyword search to find the types of keywords customers are searching.
  • Site architecture based on your keyword research
  • On-page SEO through strategic keyword optimization in meta tags and content.
  • Technical SEO to help ensure search engines to your site efficiently.
  • Local SEO to help drive local organic traffic
  • Content marketing to drive additional organic visitors.
  • Link building to help improve the authority of your website.
  • Measuring SEO success with tools like Google analytics and Ahrefs.
Ecommerce SEO strategy

1. eCommerce Keyword Research

Ecommerce keyword research

Keyword research is the first step in an eCommerce SEO campaign. If you get this wrong then there one of the two things will happen:

  1. You’ll target keywords that are too difficult to rank for, and you won’t make it to page one.
  2. You’ll rank for keywords that don’t get a lot of traffic or don’t cause customers to buy.

Neither of these situations is ideal, which is why eCommerce keyword search is so important. It will ensure you target keywords that are easy to rank for, have decent search volume and have high conversion rates.

Find keywords through competitor research

If you have competitors who rank higher than you in search results, you can use their site to steal keyword ideas.

  • First, type your keyword into Google
  • Choose a competitor
  • And scan their category and product pages for potential keywords.

However, do not use the same keyword as your competitor.

4. Implement On-Page SEO for eCommerce Product Pages

ecommerce seo onpage

To properly optimize these pages, you need to put your target keyword in the following places:

  1. In the URL – putting you primary keyword in the URL is simple and improves search rankings. This is relevant for websites competing in more competitive inches. There are many factors associated with organic rankings, however, optimized URLs are an additional way you gain the edge on your competitors to drive more traffic.
  2. In the title tag (H1) – the title tag or H1 tag should have the keyword in it as close to the beginning as possible.
  3. In body copy – most category pages get straight to the products with no introduction which is not good for Google. You should aim for at least a 300 word intro with your keyword included at least 2-3 times.
  4. In image all text – since Google can’t read images, they rely on all text to know what it’s about. This gives you spot to include your keyword on the page, and gives you a shot at showing up in Google image results.
  5. In the meta data – while including your keyword in tour metadata hasn’t been shown to directly impact rankings, it can improve click-through rate, which has been shown to improve rankings.

6. Local SEO for eCommerce Retailers

While not applicable to everyone, if you have a physical store or just want more local site traffic, local SEO can give you a nice boost. There are three things:

  1. Claiming your Google my business profile – Google has a feature called Google my business, which allows you to put your business’s details into Google’s database.
  2. Building local citations – local citations are essentially backlinks from other local websites, like news outlets, magazines, press releases and other local media. Citations are important for local SEO because it shows Google that you’re popular in your area.
  3. Get local links – any local links are a way to build overall domain authority and help local rankings. Quick wins include local news outlets, charities you support, locally-based blogs and any local associations such as a chamber of commerce.

2. eCommerce Website Architecture

Ecommerce site architecture

Ecommerce site architecture, or structure, is how you set up your navigation, category pages and product pages. There are two rules to great site structure:

  1. Make it simple and scalable.
  2. No page should take more than three clicks to get to from any other page.
  3. Use keyword research to create highly relevant page URLs and subdirectories.

3. An On-Page SEO Strategy For eCommerce Sites

An on-page SEO strategy for ecommerce sitesOn-page SEO for ecommerce is all about making sure your keywords are in the right places. It’s a way of ensuring Google knows exactly what your page is about. There are three strategies:

  1. On-page SEO for ecommerce category pages.
  2. On-page SEO for ecommerce product pages.
  3. On-page SEO for your blog content.

On-page SEO is important because it also helps you appear in other search engine results page (SERP) features.

5. How to Perform Technical SEO Audits For eCommerce Websites

How to perform technical SEO audits for ecommerce websites

SEO isn’t just about keywords. There’s a technical side, which includes things like site speed, user experience, mobile-friendliness and working links. It is about providing the best possible experience for your users.

An eCommerce Site Audit Accomplishes Three Things:

  1. It paints an overall picture of the quality and current standing of your site.
  2. It makes it easy for you to create a task list of things that need to be done before you focus on off-page SEO.
  3. It ensures you’re getting the best possible results with the least effort.

Local SEO for ecommerce retailers

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