Our blog video:
There are a lot of areas we need to work on in order to strategically implement SEO strategies on e-commerce sites.
We would be working on each of the following areas one by one to increases its understandability.
Areas To Work On:
To reach your consumers, you must start with a targeted keyword list.
A: Find keywords for your homepage and product pages:
When it comes to optimising the most important pages of your website, you should consider relevancy, search volume and ranking difficulty. I suggest going for keywords that are highly relevant to your brand or products, that have a high exact match search volume (local, not global) in Google’s free AdWords Keyword tool/Keyword Planner and have a low difficulty score from Moz’s keyword tool.
B: Pinpoint keywords for blog topics
Creating blog content can assist in ranking your e-commerce business for additional keywords that might not have a place on your main website. Plus, you can capitalise on long-tail keywords with your blog.
Go after long-tail keywords that have a high exact match search volume (local, not global) and low difficulty score. After you have exhausted that list, you can start targeting lower volume keywords that still are highly relevant.
Difference b/t short term & Long term
C: Avoid keyword cannibalisation
Keyword cannibalisation occurs when multiple pages of the same website are trying to rank for the same keyword.
“The problem with this is that it’s confusing to the search engines. It creates ambiguity and ends up forcing them to choose which page is more important for that particular keyword out of the group of webpages. This weakens your ability to obtain traffic for that keyword”.
In order to avoid keyword cannibalisation, list each page of your website on a spreadsheet with the keywords you are trying to rank for. After sorting the keyword column, you should not see any duplicate keywords.
Which keywords are your main competitors going for?
Compile a list of keywords your competitors might be using with their SEO strategy. Also, check their Domain Authority (DA) , if it’s higher than you? Do their web pages have higher Page Authorities (PA) than you?
In the Page Elements tab, you’ll see Metadata as well as header tags. It will look like this:
In the Link Data tab, you will see Page Authority and ranking information:
Where are they getting their links?
One really important thing to remember is to pull a list of the places your competitors are getting their inbound links from.
To get this list, you can use a tool like Open Site Explorer:
You can attempt to get a link from these sites as well through blogger outreach, press outreach, or setting up your own company pages.
Before reaching out to the sites on the list, first, delete any site that has a low DA score. Getting an inbound link from a site with a low DA score actually, can hurt your rankings on Google.
Now is the time to analyse your site after you are done with keyword research.
Quickly Find Site Errors:
Screaming Frog is free to use and will “spider your websites’ links, images, CSS, script and apps from an SEO perspective.”
The top errors you will want to correct quickly include ones that you see in Google Search Console:
Redirecting any 404 pages to actual content
Changing 302 redirects to 301 redirects
Updating duplicate content pages, Meta titles & descriptions
Determine Your Website Speed:
Visitors will not hang around and wait for a slow website to load. They will go back to Google to find a faster website, instead, which is likely to be a competitor! So, why to lose our business?
Researched showed that 40% of people abandon a site that takes longer than 3 seconds to load! So, beware!
This is why it’s of utmost importance that your website loads quickly. If you need a way to test your website speed, use a free tool called Pingdom.
It’s quite self-explanatory that on-page optimisation means optimisation that can be done on the site itself, I mean, on all the web pages.
When it comes to on-page optimisation, there are eight key targets you need to focus on:
For more info, you can refer to 8 On-Page SEO Techniques That’ll Boost Your Rankings
You want to optimise your page and blog posts on your site for one keyword(no cannibalisation). In order to optimise a page, you need to ensure that page has the keyword in strategic locations, including:
Focus on creating a “flat architecture” for your website, meaning, the design that requires as few clicks as possible to go from your home page to your product page. This way, the maximum amount of “link juice,” or authority, will pass from your home page to your product page via internal links.
With usability in mind, use a tool like LucidChart to create a chart of your website’s information architecture and it should look like this:
Some points that need to be taken care of as far as site architecture is concerned:
This is when you link pages of your website to other pages within your website.
Internal linking allows you to establish your own anchor text which can help you with ranking for your top keywords.
Beware! If you pack all of your pages with internal links, Google will think you are trying to do something suspicious and can be picked up easily by Google algorithm.
Finally, once you have completed your website, you should create and submit a sitemap to Google so it can crawl your entire website and index each page.
Usability is super-important for SEO and for making your visitors happy. If your e-commerce site has great usability, your customers will start visiting your site repeatedly, which is the ultimate goal!
Great user experience means a website is easy to use, fun, and helpful because of which users will invest some time on your site.
Part of your usability testing should include:
Mobile Version of Website:
Many people are not only browsing the web but also making purchases through mobile devices which mean it’s really important to have a mobile-friendly version of your site that even works on low bandwidth.
Now, it’s no more a tedious task to make different sites for different platforms. With the advent of responsive website design, you can code a site so that it works on any device (desktop, tablet, mobile phone) without creating multiple sites.
Customer reviews also positively impact your SEO because more reviews = more content, and frequent reviews = fresh content, which Google loves to see. Your site should be dynamic in nature and should not have static content.
To obtain more customer reviews, you can use a reward-based plugin like WooTheme’s Review for Discount option.
You can also send an email out a few days after you know a customer has received a product asking if they need any more assistance, and, if not, would they please leave a review about the product. Simple tricks like this will really help your SEO!
Rich snippets are HTML coded bits that tell search engines what searchers should be able to understand about your website before even clicking through to see it.
These are “rich snippets” and they have a huge impact on a website’s rankings.
To install rich snippets, follow these instructions:
Social Media Integration:
An e-commerce site wouldn’t be complete without social media!
Having a lot of social signals tells Google that people find your website and brand valuable.
You can begin growing your social signals quickly by adding social buttons to your product pages, blog posts, and homepage. Get them shared by your visitors.
Step one: Bucket your keyword terms based on the main seed word.
|clothes set||hangers set|
|male clothes||suit hangers|
|female clothes||scarf hangers|
|bride clothes||gown hangers|
|formal clothes||combo hangers|
|casual clothes||tie & belt hangers|
|how to arrange clothes in almirah||choose right hanger for your clothes|
Step two: Choose one product name (ex: suit hangers) & enter the product name into the Google Keyword Planner.
Step three: Sort through your list to find keywords with four or more words.
Step four: If you’re optimising a product description, go further into the keyword research process in keyword planner.
|white coat hangers|
|white wooden hangers|
|wooden clothes hangers|
|white wooden coat hangers|
|wooden trouser hangers|
|wooden hangers in bulk|
|wooden hangers wholesale|
|cheap wooden coat hangers|
Step Five: Once you’ve built out your keyword buckets, start categorising your keywords based on informational keywords that would make for great blog posts and purchase intent keywords that will drive conversions.
Google Related Search Suggestion:
Find the right keywords for SEO and PPC campaigns
Gather phrase matches and related keywords
Keyword-rich content ensures that your webpages will appear in Google’s or Bing’s top results. Updating your web texts with valuable keywords, as well as variations of those keywords, will help to ensure successful keyword optimisation.
Get long-tail keywords
You should never rely solely on top keywords. Of course, the most popular keywords have the biggest search volume, however, every day, thousands of your potential customers use small-volume search terms for their queries. These types of keywords are called long-tail keywords, which represent about 70% of all search traffic.
Explore multinational and multilingual environments
Now you can find keywords in 28 SEMrush regional databases for: the United States (Google and Bing), the United Kingdom, Canada, Australia, Russia, Germany, France, Spain, Italy, Israel, Belgium, the Netherlands, Denmark, Finland, Hungary, Ireland, Norway, Poland, Sweden, Switzerland, Singapore, Turkey, Brazil, Argentina, Mexico, and Hong Kong.
Google Trends is a public web facility of Google Inc., based on Google Search, that shows how often a particular search term is entered relative to the total search volume across various regions of the world, and in various languages.
Explore Trending Searches
After you have worked on your on-page SEO, it’s important to put a testing and optimisation strategy in place.
You should do the following:
As per “keyword cannibalisation”, we cannot use a particular keyword on 2 different pages then what should we do with the remaining ones?
The thought is quite sensible and there is a way to go about it as well.
The way to rank for those keywords is through a blog. With a blog, you can optimise each post for a keyword that you aren’t targeting with the main pages of your site.
As with your website pages, your blog posts need to be high quality and reader-friendly.
If your posts are keyword stuffed or low quality, your customers will not read them and they certainly won’t share them. Also, as you know, Google will penalise you for keyword stuffing and you won’t earn any social signal points either.
Similar to content, you need to concentrate on earning quality inbound links when it comes to link building.
Google would not only penalise your site if a lot of low-quality sites are linking to you, but also the referral traffic would also not do anything positive for your business.
Instead, focus on earning links from really good, high authority sites by offering something of value to them in exchange for a link like a high-quality guest post, providing a quote for a story, co-authoring a research study, putting together a great infographic, and so on.
Keep in mind that when it comes to link building, you should NOT:
Are you a local business? If you are, you will want to ensure you have your name, address, and phone number (NAP) for all locations showing on your website. You must use the same NAP formatting across all websites.
Additionally, you should submit your business to all of the major directories and as many niche directories as makes sense. You also should use location-based keywords in your descriptions where appropriate.
If you want to find the directories your competitors are in, try Whitespark Local Citation Finder.
There are plenty of SEO tools on the market to help you optimise your rankings.
Here are some favourite SEO tools:
Using a combination of these tools will help you streamline your SEO process that eventually leads to better rankings.
With our years of experience, we can say that if you follow the steps explained above, you can use SEO strategies for e-commerce sites much easier and comfortably.
Also, it would be lovely to hear about your experiences and success stories while using SEO strategies for e-commerce sites. We hope that you found some great tips of your own on this and trust that you enjoyed this post. We would be very grateful if you help spread it through email or sharing it on Twitter/Facebook. We are rolling out our next post and will share more insights in there.
For more than a decade, we’ve helped many small and medium sized businesses prosper online. If you are looking for an SEO consultancy or someone to manage all your digital marketing or digital training, please contact us to know how we can help bring traffic to your website and enhance your sales.
For a limited time we are offering a detailed website audit and half an hour of consultancy for free please click here –http://www.syscomminternational.com/digital-marketing-strategy/website-audit/
SysComm International was incorporated in 1999. We have seen all the ups and downs of digital world in nearly last two decades. We love what we do and our passionate about learning new technologies.