SEO for e-commerce: complete guide and optimization
Lately, there have been rapid developments in the world of e-commerce. Before this, e-commerce was mastered by big names like Amazon and eBay. However, now almost all businesses have their respective e-commerce websites.
Besides, more services offer services to make e-commerce websites for new businesses such as Shopify, BigCommerce, and Squarespace. With the number of e-commerce websites today, Search Engine Optimization (SEO) for e-commerce also changes.
The importance of SEO for e-commerce sites
It must be admitted that there are still many people who have not regard SEO for e-commerce websites.
In addition to adding your business website traffic, implementing SEO e-commerce will help increase sales and change passive visitors to your customers.
44% of people who shop online always start the purchase process by searching for products using search engines. Of course, so that your website appears on the Search Engine results page, SEO must be your priority in compiling your website.
SEO e-commerce strategy
For those of you who want to learn SEO steps for e-commerce websites, here are the guides that we have arranged for all of you.
Similar to other types of SEO strategies, SEO for e-commerce must also be started with keyword research. Any SEO strategy will not work if you do not choose the right keyword because you will not attract your consumer target attention.
Of course, there is a slight difference in the keyword research process for the content of a website and e-commerce website.
In most keyword research tutorials for Website Content, you are advised to focus on ‘Informational Keywords’ or Keywords that provide information.
Meanwhile, for e-commerce, most of your keywords will be tailored to your products. Therefore, in keyword research, you must search and choose keywords that focus on the product.
How do you choose the right keyword?
How do I choose the right keyword for e-commerce? Here are some things that need to be considered:
- Search volume
This is one important metric in evaluating a keyword. If not many people use your keyword, it’s useless if you use these keywords.
Even so, keep in mind that every business industry has a different assessment of search volume. Some industries assume that 100 searches a month have also been a lot while there is also an industry that considers 10,000 searches as a small amount.
As mentioned earlier, you can use Google Keyword Planner to view the search volume in the “AVG column. Monthly Searches “. Here you can see which keywords are considered high volume and low volume by your industry.
- Keyword-Product Fit
Maybe you have found a keyword that has many searches. But not necessarily the keyword matches what you sell. If you impose to use the keyword, of course, it will not help the conversion process.
Make sure that the keyword you choose according to the product you sell. For example, if your business sells Japanese tea in the form of a bag. Then you find the keyword that has the highest search volume is Matcha tea powder.
Even though you don’t sell Green Tea in powder form, you might feel you can use the keyword but it’s hard to do. Therefore, as much as possible do not use keywords that are not directly related to your product.
Even though the keywords that are directly related to the product you get a lower volume search, but it will be more helpful for your business in the long term.
- Commercial Intent.
Being first rank on the Search Engine results page is indeed one of the goals of doing SEO. However, for e-commerce websites, other factors need to be considered, namely Commercial Intent.
To see Commercial Intent, you can use Google Keyword Planner. Enter your keyword and check the “Competition” column.
‘Competition’ gives you how many people are targeting the keyword. For e-commerce, you should focus on ‘Medium’ and ‘High’ Competition Keywords.
‘Competition’ is one way to see what keywords will make people buy from your website. But another metric that can help you is ‘suggested bid’.
Suggested Bid is an indicator that sees how much money that ordinary people remove after clicking on a keyword on Google Adwords.
When looking at Commercial Intent, the higher the suggested bid, the better. The keyword with the more expensive bid suggested is also more competitive on Google Search. Besides, most likely, keywords with high bid suggested have a lower search volume.
This one-factor measures as the difficulty of your website appears on the first page of the Google Search search results page. There are two ways to measure this competition level.
The first is to use the Difficulty keyword feature in Semrush. This feature provides an idea of how competitive is a keyword. The higher the result, the more competitive the keyword is to rank high in Organic Search.
The second way is to target the keyword and optimize your website page. You can do this by looking at Google’s first page and see if the first 10 results have been optimized according to the keyword.
If the pages are not too related to the keywords you are targeting, you can beat their ranking by creating a special optimized website to be relevant to the keyword.
Research Tools Keyword for e-commerce websites
To do keyword research, there are several tools that you can use, including:
- Amazon Suggest
The first tools are using Amazon Suggest. Maybe you consider that Amazon is one of your business competitors, but it cannot be denied that Amazon is also the biggest e-commerce website today. This makes them mine to find keywords that focus on the product.
Just like if you use Google Suggest, you only need to enter the keywords related to your product to the ‘Search’ column on Amazon.
As you can see, the keyword suggested by Amazon is arguably classified as specific. Specific keywords will certainly make the competition decrease and will help your website to appear in a higher ranking on the Search Engine results page.
- Keyword dominator
Keyword Dominator Tool is one of the online tools that you can use to find keywords for your business. For e-commerce websites, select Amazon Keyword Tool.
Then you just need to enter the Seed keyword to the available column.
After that, this tool will issue all keywords that you can use.
Of course, using the keyword this tool is much easier and not consuming a lot of time compared to using Amazon Suggest. This tool provides more keywords compared to Amazon Suggest.
- Amazon Category (and Other Competitors)
The Category is One Thing That Is Often Underestimated by Many E-commerce Website Owners.
The Category Page Does Not Change Passive Visitors To Become Customers, But The Category Page Can Help Facilitate Website Visitors To Find The Items They Want And Will Later Increase Sales. So, look for keywords for the important category page.
Amazon is Also A Mine To See Categories That You Can Use For Your Business. On the Amazon website, Select ‘Shop by Department’.
What appears above is the Amazon main category. If you want to choose a more specific category, you can choose from one of these main categories.
Besides, you can also see the entire Amazon category through the ‘Full Shop Directory’. On this page, you will see the entire category and sub-categories on Amazon.
Besides Amazon, you can also search for your keywords on the e-commerce website that is engaged in the same field or industry. For example, if your business sells premium headphones, you can visit headphones.com to see what categories they use.
- Google Keyword Planner
You must be familiar with Google Keyword Planner (GKP). The most frequently used tool from Google research can also help you to find the keywords for your e-commerce website.
It must be admitted that GKP may not provide many keywords that focus on products such as Amazon or other e-commerce websites, but the GKP can help you to guess the search volume and commercial intent so you can choose the right keyword for your website.
The site architecture that is meant here is how your website page is arranged and set. This is one of the SEO strategies that must be considered for each website.
However, this one strategy is very important for e-commerce websites because e-commerce websites have more pages compared to blogs.
Because of the number of pages, it is important to ensure that your site architecture makes it easier for customers and search engines to find the most important pages on your website.
In compiling your site architecture, some of the things you can pay attention to are navigation. You also need to pay attention to how your popular products, products with high ratings, and related products are displayed.
On-page SEO for e-commerce websites is focused more on category and product pages. This is because these two pages are the page that gets the most traffic for e-commerce websites. Both of these pages also help increase sales.
What should you do to optimize the E-commerce website SEO?
Title Tag is an HTML tag on the head of each page that reflects the main topic of the page. Here are some ways of optimation:
- Use modifier like “cheap” or “discount”
You must put your target keyword in your tag title. Adding Modifiers on Tag Tags can help your page to appear in the search Long Tail Keyword.
For example, if you sell office stationery, maybe the title you want to choose is ‘selling office stationery’. You should add words that people often use on search engines. Change your title to ‘sell cheap office stationery’.
In addition to “cheap” and “discounts”, other mofier can be used including “exclusive”, “limited”, etc.
- Use words like “x% discount” or “cheapest” to increase CTR
Google may use CTR (click-through-rate) as one measuring instrument to determine the ranking of a website.
Even if Google doesn’t use it, it doesn’t hurt you to optimize your Title Tag so that your CTR is high. Because the higher your CTR, meaning more and more people visit your website, and the possibility of increasing sales is also getting higher.
Several words usually attract attention and make people click on the sentence. Like for example “50% discount”, “the cheapest”, “free postage”, etc. When you enter these words in your tag title, your website will be accessed by people who might be your customers.
Optimizing Description tags will help maximize CTR and it can affect your ranking.
Words that you can use in Title tags can also be used in Description tags. But for the description tag, you can use longer words, such as “free shipping to all of Indonesia”, “SALE for all items”, and “click here to see exclusive discounts specifically for you”.
Category page content and products
Optimizing the pages of categories and products is one of the most difficult things in e-commerce marketing. Unlike blog posts that focus on whether this content is quality or not, for e-commerce websites you need to think about conversion.
Here are some things you can do to optimize category and product content.
Write a complete and not too short product description
Google usually puts content with a more complete explanation in a higher ranking. This also applies to e-commerce websites.
This is because Google wants to understand the contents of your page, and with complete and informative content, Google will understand what the page contains. Not only Google, but consumers will also be able to understand more.
There is no exact benchmark how long the product description is good. However, according to the Search Engine Journal, 1000+ words are sufficiently long, considering Google tends to like longer content.
Enter your target keyword several times
This is done so that Google can understand what the main topic is being discussed in a content.
However, what needs to remember is you do not need to enter the keyword target too much and do the stuffing keyword. Use enough and make sure the use of the keyword is done as naturally as possible.
Use LSI Keyword
Latent Semantic Indexing (LSI) Keywords are words related to your main keyword. To search for keywords related to your main keywords, there are several ways you can try.
You can use Amazon. Find your target keyword on Amazon, then see the words related to what most often appears. After that, you can put this LSI keyword along your content.
Use a short URL, but contains your keyword
The URL on the e-commerce website will indeed be longer because the product category and subcategory will appear in the URL. Focus on creating a short URL and contains your keyword.
For example, you sell slow cooker type 6 quart crockpot. Then your URL can be like this: https://example.com/kitchenappliances/slowcooker/6-quart-crockpot
Don’t forget the internal link
Connect an authoritative Pages to the page category or product. Examples of authoritative pages are a post on your blog that has many backlinks. You can put a link from the blog post to the product or category you mentioned on the blog post.
Take advantage of Schema Review
To add a plus value to your website, add Schema product reviews can attract attention when people are browsing in the search results google search.
How do you get the review star? You can do this by implementing Schema markup on your e-commerce website product page.
Schema Markup itself is coding that you can add to your website page. This code tells a deeper search engine in the content of your website page. These are some Schema markup for reviews that you can use.
Google might not immediately display the review but add Schema Markup well and correctly will add to the possibility of Google to display it.
You can add the Schema code itself but Google has a tool that can help you, Structured Helper markup data.
Technical SEO for e-commerce websites
Technical SEO (Technical SEO) is one of the important things for all kinds of websites, but more-more for e-commerce.
This is because ordinary e-commerce websites have many pages to be set. Even a small e-commerce website can have more than 5,000 pages and with many website pages, the possibility of experiencing greater SEO technical issues.
Besides, most product pages on e-commerce websites don’t have many backlinks. This makes Technical SEO a ‘tiebreaker for the first page of Google.
What is meant here is an SEO technical problem can be a determinant of whether your website is in a higher or lower rank on the first page of Google, and can provide a good user experience for website visitors.
This is why SEO technical audits routinely are one of the things you have to do in doing an SEO e-commerce strategy.
E-commerce website audit
To audit e-commerce websites, you can use SEO Tools like Ahref, Raventools, or you can see our previous article to see the free SEO other tools. Several technical SEO problems often occur, such as the issues below:
- Too many pages
Having too many pages can be a nightmare for SEO techniques. This makes writing unique content for each page as something difficult.
Then, the more pages on the website, the more likely you will be exposed to the issue of duplicate content. Sometimes the number of pages becomes a lot because of the variation of the same product (for example 15 different shoe sizes) have their unique URLs so that they add a lot of the number of pages of your website.
- Content duplication
As explained in the first point, content duplication is one of the most commonly faced problems in doing SEO for e-commerce. It can also affect the ranking of your website badly.
- Content with a small number of words
As explained earlier, long content usually ranked higher on the Google search results page. Therefore, the content that has fewer normal words appears ranked lower in search results.
This often happens to e-commerce websites because writing content about the same product is not easy. Therefore, as suggested before, make sure the description of your product consists of at least 500-1000 words.
- Loading time website
Google recognizes that the loading time of your website is one of the factors in determining the ranking of a website.
For e-commerce websites, the speed of the website does not only affect SEO but also the customer’s decision to buy from your website.
The study found that if the working time website was slow, the possibility of people canceling the intention of buying it was 29.8%.
Loading time Website itself is influenced by several things such for example too much code on your website, the magnitude of the image file, and also a slow hosting and server.
To ensure that your website loading time is not slow, the thing you can do is upgrade your hosting, invest in CDN, and optimize the size of the image file with compression. Make sure your image is specifically compressed for the website.
Content Marketing for e-commerce sites
Like other websites, e-commerce websites can add traffic and sales using Content Marketing. For example, the e-commerce website Williams-sonoma.com has a very interesting blog containing recipes, cooking tips, interviews with famous chefs, and so on.
Then how do you implement Content Marketing for your e-commerce website?
- Find where your target customers gather online. For example, if your business targets tea lovers, you might want to try visiting forums where ordinary tea lovers gather and see what questions and discussions are often discussed in these forums.
- Try learning the words they use in the online community. This can help you know what keywords they use when they don’t want to buy a product.
- Create interesting content using these keywords.
If you have followed the above strategies, your e-commerce website is already optimized. But you need to remember that SEO off-page is also important.
To increase the benefits of keyword research and all the on-page SEO strategies that you have done, you can build backlinks.
Make sure that the backlinks you can come from quality websites. If you get backlinks from a low-quality website, you might be hit by a penalty from Google.
One thing you have to avoid is Content Farm, which is a website that accepts anyone to write about any topic. Google doesn’t like Content Farm so make sure you never get a backlink of Content Farm.
That’s the SEO guide for e-commerce. In addition to doing SEO optimization, you build e-commerce sites.
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