7 SEO Tips for E-Commerce Sites

Posted By on January 26th, 2021 in Search Engine Optimisation

Organic traffic is one of the most significant sources of conversions for E-commerce sites. With over 37% of traffic coming from organic search, keyword positioning has a very real impact on conversions and ultimately revenue. Page 1 is known to generate 92% of the click through traffic with position 1 attaining 33% of search traffic thus underlining the importance of SEO. 

Below are our top tips on how to optimise your e-commerce website:

1. Comprehensive Keyword Research

Keyword research should form the foundation of your SEO strategy. It is important to select keywords strategically based on your overall target based on location, price and to place emphasis on capturing user intent. It is important to target users throughout the sales funnel, solely focussing on purchase-related keywords, would miss out on users with informational queries. 

Google has made available several tools to comprehensively plan keyword research, tools such as Google Keyword Planner and Google Suggest would give significant insight on keywords search volumes as well as paid tools such as ahrefs or SEMrush. 

2. Targeted Content

Content is a crucial element in terms of both building trust and authority amongst both potential customers as well as the Google algorithm. It is crucial to analyze your competitors looking at potential gaps in content and the opportunities this may present for your site. 

Content needs to be unique and targeting a specific audience need. This content could be targeting a geographic need such as “Where to buy a tennis racket?” where the content would list locations available to purchase a specific product or informational need such as ‘8 new features of the iPhone 12”. It is important to have a coherent content strategy with each content piece targeting a set of keywords with high average monthly search volumes.

3. On-Page Optimisation

Title tags and meta descriptions hold greater importance for e-commerce sites, meta tags are vital in terms of generating click-through from users. Product category pages and product pages are the most important with regards to generating conversions and user traffic. 

It is also worth ensuring that all your pages are indexable and there are no canonical conflicts on the site and trying to internally link your pages where applicable. On-page is a core element to your strategy and should not be overlooked when optimising your site.

4. Schema Tags

Schema markup is a form of semantic vocabulary tags which can be added to your source code. It aids search engines in crawling your site and targeting rich results on SERPs. Implementing schema code to your source would enhance how your page displays on SERPs by adding detail to the rich snippet that appears beneath the title tag for your page.

For e-commerce sites, we recommend the following schema: 

  • Product Schema: This allows you to prioritize your products feeding Google key information regarding your product information such as price, availability, images and brands.
  • Organization Schema: Organization schema highlights information about your company, including your name, logo, address, phone number, social media profiles, etc.
  • Breadcrumb Schema: This indicates to Google your site architecture and is displayed on SERPs as below. Breadcrumb improves the user experience of your site allowing both Google and users to navigate the site with greater ease.

SERP Screenshot
Breadcrumb Schema on Apple Site

5. Local SEO 

Local SEO is considered as the ‘optimizing’ of your online presence to attract more business from relevant local searches. These searches take place on Google and other search engines. Over the last two years, we have seen a 400% increase in ‘near me’ searches with a significant growth in the conversion rate for these searches in comparison to other searches.

It is therefore important to optimize your Google My Business profile and listing ensuring that all the information is correct with sufficient images and videos. The Apple Dubai Mall store GMB listing is highlighted below:

Apple Dubai Mall GMB Listing

6. User Experience and Speed

With the upcoming Core Web Vitals update, user experience is now being considered a ranking factor on SERPs. It is important to test your site speed and user experience journey to be optimised for both the upcoming update and to ensure the user is less likely to bounce from the page. Google’s pagespeed insights tool allows you to test your site speed in order to ensure it is passing the core web vitals test. 

7. Off-Page SEO

Quality organic backlinks are a great means to enhance the credibility of your website. The Google algorithm is now sophisticated enough to distinguish spammy submission links in comparison to high quality organic links. These changes have now established two core elements of off-page SEO:

1. Link auditing and monitoring: As sites grow they naturally acquire links which can be to varied degrees of quality. It is crucial to frequently audit these links and disavow any toxic backlinks. A significant amount of toxic backlinks puts your site at risk of a penalty thus regular backlink audits are crucial to your site. 

2. Link Growth: It is essential to generate as many high quality organic links back to your site as possible. Publishing high quality content attracts organic backlinks, although social media links are not explicitly considered beneficial to SEO, increased social media presence can in itself help generate more organic backlinks. 

Often, as e-commerce site owners, we believe in the quality of the product or service we offer. In the current digital world, this is often not the case with a significant number of competitors. To set yourself apart from the competition, a coherent and holistic SEO approach can help push your organic traffic and sales even further and help grow your business. Find out more about SEO for e-commerce by contacting Bruce Clay MENA

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