A Marketer’s Guide to Ecommerce SEO

Ecommerce SEO refers to optimizing an online selling platform for search engines to improve its visibility and ranking in search engine results pages (SERPs).

With 93% of online experiences beginning with a search engine and 75% of users never scrolling past the first page of search results, you need to prioritize SEO for ecommerce to ensure your online store is easily discoverable by potential customers. But where do you even begin?

At BcBot Rankings, we’ve been in the industry for over a decade and understand the complexities of ecommerce SEO. So, we created this guide to provide you with a step-by-step approach to optimizing your online store, from conducting keyword research to implementing technical SEO strategies. 

Let’s get started!

What Is Ecommerce SEO?

Ecommerce SEO, also known as search engine optimization, is optimizing your online store’s website and content to improve its visibility and ranking on search engine results pages (SERPs). 

Simply, it involves changing your website and its content so that search engines like Google can understand and index it more effectively. Doing so increases the likelihood of your online store appearing on the first page of search results when potential customers search for relevant keywords or phrases. 

This, in turn, drives organic traffic to your website and increases the chances of attracting qualified leads and making sales.

Why Is SEO for Ecommerce Important?

SEO for ecommerce is essential because it helps your online store stand out and reach a wider audience. With more than 26.5 million ecommerce websites worldwide competing for attention, solid SEO can give you a competitive edge and ensure your store is visible to potential customers.

Research from BrightEdge has shown that organic traffic accounts for over 53% of all website traffic, making it a crucial aspect of attracting qualified leads and driving sales. Additionally, SEO helps build trust and credibility with search engines, leading to higher rankings and more visibility in search results.

This increased visibility can result in more organic traffic, which is cost-effective and more likely to convert into sales. Investing in SEO for your ecommerce store is crucial for long-term success and growth in the online marketplace.

Bonus Read: Content Marketing for Real Estate Companies

How to Do Ecommerce SEO to Maximize Organic Traffic and Drive Sales

Conduct keyword research

Ecommerce keyword research is the process of identifying and analyzing the keywords that are relevant to your ecommerce business. This involves understanding what your target audience is searching for and selecting the most appropriate keywords to optimize your website and product pages.

Conducting thorough keyword research can improve your search engine rankings, drive organic traffic to your ecommerce site, and ultimately increase sales.

How to conduct keyword research for ecommerce:

1. Start by brainstorming relevant keywords related to your ecommerce business.

Think about your products or services and any specific features or benefits. For example, if you have an online store selling swimwear, some relevant keywords could be “swimsuits,” “bikinis,” “beachwear,” “swim trunks,” etc.

2. Use keyword research tools to expand your list of potential keywords.

These tools can give you insights into each keyword’s search volume and competition level. For instance, using a tool like Google Keyword Planner, you can enter your initial keywords and discover related or alternative keywords that might be more effective to target.

3. Analyze the search volume and competition level for each keyword.

Look for keywords with a high search volume and low competition, as these have the potential to drive more organic traffic to your ecommerce site. Continuing the example above, if “bikinis” has a high search volume and competition, you may consider targeting a less competitive keyword like “unique swimsuits.”

4. Consider the intent of your target audience when selecting keywords.

Are they searching for informational content or ready to make a purchase? In our swimwear example, someone searching for “best bikini styles for summer” may still be in the early stages of their buying journey, while someone searching for “buy a one-piece swimsuit online” is likely ready to make a purchase. It’s essential to optimize your website and product pages accordingly.

5. Incorporate your keywords strategically into your website content.

Include your target keyword into you content’s headings, titles, meta descriptions, product descriptions, and URLs. For example, if one of your target keywords is “trendy beachwear,” you could include it in a title tag like “Shop Trendy Beachwear Styles Online – Your ecommerce Store.”

Optimize website structure

Website structure optimization involves organizing your website in a logical and user-friendly manner. This is so visitors can easily navigate your site and find the information they seek.

Here’s how to optimize an ecommerce website’s structure:

1. Categorize your products: Divide them into categories based on their type, brand, or other relevant criteria. For example, if you sell beachwear, you can have categories like swimsuits, cover-ups, beach accessories, etc.
2. Create subcategories: Within each category, create subcategories to organize your products further. For instance, under the swimsuits category, you can have subcategories like one-piece swimsuits, bikinis, tankinis, etc.
3. Use descriptive and keyword-rich URLs: Ensure that the URLs for each category and subcategory are descriptive and contain relevant keywords. For example, instead of a generic URL like “www.yourstore.com/category1,” use a URL like “www.yourstore.com/beachwear/swimsuits,” which indicates the category and helps with SEO.
4. Add breadcrumbs: Breadcrumbs are navigational aids that show users the path they have taken to reach a specific page on your website. Implement breadcrumbs on your ecommerce site to enhance user experience and make navigating to previous pages easier.
5. Implement a search functionality: Include a search bar on your website that allows users to search for specific products or keywords. This will help visitors quickly find what they seek without navigating multiple categories.
6. Optimize internal linking: Add internal links to your website’s content to connect related pages. This helps with navigation and improves SEO by spreading link equity throughout your site.

Optimize website content

Create high-quality, informative, engaging content that naturally incorporates your targeted keywords. This will provide value to your visitors and improve your website’s search engine rankings.

How to optimize content for your ecommerce website:

To optimize content for your ecommerce website, follow these steps:

1. Research keywords

Identify relevant keywords commonly searched by your target audience. For example, if you sell shoes, you may want to target keywords like “running shoes,” “sneakers,” or “athletic footwear.”

2. Incorporate keywords naturally

Once you have identified your target keywords, incorporate them into your website’s content. Avoid keyword stuffing, as this can negatively impact your site’s SEO. 

For example, instead of writing a sentence like “Buy running shoes here – best running shoes for sale,” you can write, “Our collection includes a wide range of high-quality running shoes suitable for all types of runners.”

3. Create informative and engaging product descriptions

When writing product descriptions, provide detailed information about the product’s features, benefits, and unique selling points. Use persuasive language to convince potential customers to make a purchase. 

For example, instead of simply stating the specifications of a laptop, highlight how it can improve productivity or enhance gaming experiences.

4. Optimize meta tags and headings

Meta tags and headings are important in SEO. Ensure that each page on your website has unique meta tags and headings that include relevant keywords. This helps search engines understand the content of your pages better and improves their visibility in search results. 

For example, the title tag for a specific product page on your ecommerce site can be: “Best Exercise Machines for Home Gym | Your ecommerce Website.” The meta description can briefly describe the product and highlight its features.

5. Add alt tags to images

Images are essential to ecommerce websites. Add descriptive alt tags to your pictures that include relevant keywords to optimize them for search engines. This not only improves accessibility but also helps search engines understand the context of the images.

6. Optimize internal linking

Add internal links to your website’s content to connect related pages. For example, if you have a blog post about running tips, you can include links to specific running shoe models mentioned in the article that are available for purchase on your ecommerce site. 

This helps with navigation and improves SEO by spreading link equity throughout your site.

Improve website loading speed

Optimize your website’s loading speed to provide a better user experience and improve search engine rankings. Page loading speed optimization is crucial because it affects user satisfaction and search engine rankings. 

Slow-loading pages can lead to high bounce rates, as users tend to abandon a website that takes too long to load. In fact, according to a study by Google, 53% of mobile users will leave a website that takes more than three seconds to load.

How to improve your ecommerce website’s loading speed:

1. Minimize image sizes: Compress and optimize images on your website to reduce their file size without compromising quality. For example, you can use image compression tools like TinyPNG or JPEGmini.
2. Enable browser caching: Browser caching allows the website’s elements to be stored in a user’s browser, so when they revisit the site, it loads faster because it doesn’t have to retrieve all the data again. You can enable browser caching by adding cache-control headers or using plugins like W3 Total Cache for WordPress.
3. Use a content delivery network (CDN): A CDN stores your website’s static files (images, CSS, JavaScript) on servers in multiple locations. This helps deliver content faster to users by serving it from the nearest server. Popular CDNs include Cloudflare and MaxCDN.
4. Minify CSS and JavaScript: Minifying involves removing unnecessary characters, such as spaces or line breaks, from CSS and JavaScript files to reduce their file size. You can use tools like UglifyJS or CSSNano for this purpose.
5. Optimize server response time: Ensure your web hosting server is fast and responsive by choosing a reliable hosting provider and optimizing server settings. You can check your server response time using Google PageSpeed Insights or Pingdom.
6. Reduce the number of HTTP requests: Each element on a webpage requires an HTTP request to load (e.g., images, CSS files). By reducing the number of these requests, you can speed up your website’s loading time. Combine multiple CSS files into one and use sprites for icons or small images.
7. Enable GZIP compression: GZIP compression reduces the size of your website’s files before sending them over the network, resulting in faster user loading times. Most web servers have built-in support for GZIP compression that can be enabled through configuration settings.
8. Optimize your code: Review and optimize your website’s code to ensure efficiency. Remove unnecessary or redundant code, use efficient algorithms, and follow best practices for coding.

Build high-quality backlinks

Ecommerce link building refers to acquiring backlinks from other relevant and authoritative websites in the ecommerce industry. These backlinks can help improve the search engine rankings and visibility of an ecommerce website, ultimately driving more organic traffic and potential customers. 

Building high-quality backlinks involves:

• Reaching out to relevant websites.
• Creating valuable content.
• Establishing relationships with other industry influencers or bloggers to secure those backlinks.

How to acquire backlinks from reputable websites that are relevant to your industry or niche:

1. Identify relevant and authoritative websites

Research and identify sites relevant to your industry or niche. Look for websites with high domain authority and a solid online presence. 

Example: If you have an ecommerce website selling fitness equipment, you may want to target fitness blogs, health and wellness websites, or online magazines related to the fitness industry.

2. Reach out to website owners

Once you have identified potential websites, contact the owners or web admins through email or social media. Introduce yourself, explain why you think your content would be valuable to their audience, and propose a collaboration or partnership for acquiring backlinks. 

Example: Email a fitness blogger explaining how your ecommerce website offers high-quality fitness equipment, their audience would be interested in. Offer to provide them with unique content related to fitness equipment in exchange for a backlink.

3. Create valuable content

To attract reputable websites, creating high-quality content relevant to your industry or niche is essential. This could include blog articles, infographics, videos, or case studies. 

Example: Create an informative blog article titled “Top 10 Fitness Equipment Every Home Gym Needs”. This article can provide valuable insights and tips for readers looking to set up their home gym. Make sure the content is well-researched, engaging, and visually appealing.

4. Establish relationships with influencers

Building relationships with influencers in your industry can help secure backlinks from reputable websites. Engage with influencers on social media platforms, comment on their blog posts, share their content, and offer assistance whenever possible. 

Example:

1. Follow influential fitness bloggers on social media platforms like Instagram or Twitter.
2. Interact with their posts by liking and commenting on them.
3. Share their content with your followers and mention them in your articles when appropriate.

5. Monitor and track backlinks

After acquiring backlinks from reputable websites, monitoring and tracking their performance is essential. Use tools like Google Analytics or backlink analysis tools to measure the impact of these backlinks on your website’s search engine rankings and organic traffic. 

Example: Use a backlink analysis tool to track the number of backlinks acquired, the domain authority of the referring websites, and the keywords driving traffic to your website. Monitor changes in search engine rankings and organic traffic over time.

Optimize product pages

Product page optimization refers to improving the performance and visibility of individual product pages on an ecommerce website. By optimizing product pages, you can improve your business’s chances of attracting potential customers and driving sales.

How to optimize product pages on your ecommerce website:

1. Optimize page titles

Incorporate your targeted keywords into the page titles of your product pages. Ensure the titles are concise, descriptive, and compelling to attract users and improve search engine rankings.

Example: Instead of a generic title like “Men’s Running Shoes,” optimize it as “High-Performance Men’s Running Shoes | Brand Name.”

2. Optimize meta descriptions

Write compelling meta descriptions summarizing the product’s benefits and features while incorporating relevant keywords. These descriptions serve as snippets in search engine results, so make them compelling to encourage clicks.

Example: Use a meta description like “Experience ultimate comfort and performance with our high-quality men’s running shoes. Designed for athletes who demand excellent support and durability.”

3. Optimize product descriptions

Create unique, detailed, and informative product descriptions that highlight the unique selling points of each product. Incorporate relevant keywords naturally throughout the description, but avoid keyword stuffing.

Example: Instead of a generic description like “Comfortable running shoes for men,” optimize it as “Our lightweight men’s running shoes offer exceptional cushioning, breathability, and traction for a comfortable running experience.”

4. Use high-quality images and videos

Include visually appealing images or videos that showcase the product from different angles or in action. High-quality media can enhance the user experience and attract potential customers.

Example: Include professional product photos showing people wearing athletic shoes during various physical activities.

5. Ensure mobile optimization

With the increasing number of users browsing ecommerce websites on their mobile devices, it is crucial to ensure that your product pages are mobile-friendly. Ensure the images, content, and overall layout are optimized for smaller screens.

Example: Use responsive design techniques to automatically adjust the product page layout according to the user’s device screen size.

6. Include customer reviews and ratings

Incorporate customer reviews and ratings on your product pages as social proof. Positive reviews can boost trust and influence potential customers’ purchasing decisions.

Example: Display star ratings and testimonials from satisfied customers alongside each product listing.

8. Improve website speed

Optimize your ecommerce website’s loading speed to provide a seamless browsing experience. Slow-loading pages can lead to higher bounce rates and decreased conversions.

Example: Compress large image files, eliminate unnecessary plugins, and leverage caching techniques to improve site speed.

Implement structured data markup

Schema markup is a code added to a website’s HTML to provide search engines with additional information about the content on the page. This helps search engines understand the data better and can improve the visibility and appearance of the website in search engine results pages.

Use schema markup to directly provide details such as product prices, ratings, and availability in search results, making it easier for potential customers to find and choose your products.

How to implement structured data markup for your ecommerce website:

1. Identify the relevant schema markup types for your ecommerce website. For example, you can use schema markup for product pages if you sell products. If you have customer reviews, you can use schema markup for reviews.
2. Add the appropriate schema.org vocabulary to your HTML. For example, if you want to add product schema markup, you would add relevant tags, such as “item type” and “item scope,” to specify the type of content and its relationship to other elements on the page.
3. Include the necessary properties and values in the schema markup. For example, if you want to display product ratings in search results, you would include properties like “aggregate rating” and “rating value” along with their corresponding values.
4. Test your structured data using Google’s Structured Data Testing Tool or similar tools. This step is crucial to ensure that search engines correctly implement and recognize your schema markup.
5. Monitor and update your schema markup regularly. As search engine algorithms change over time, it’s essential to keep up with any updates or changes in schema markup guidelines to maintain the effectiveness of your structured data.

Utilize local SEO techniques

ecommerce local SEO is a strategy that optimizes an online store’s visibility and ranking in local search results. It involves implementing specific techniques to improve the store’s chances of appearing in the top results when users search for local businesses or services.

How to utilize local SEO techniques for your ecommerce website:

1. Research and identify relevant local keywords

Start by researching and identifying local keywords pertinent to your ecommerce website. For example, if you sell handmade jewelry in New York City, some relevant local keywords could be “handmade jewelry NYC” or “jewelry stores in NYC.”

2. Optimize your website content with local keywords

Once you have identified the relevant local keywords, incorporate them into your website content. This includes optimizing product descriptions, meta tags, headings, and URLs. For example, you can use the keyword “handmade jewelry NYC” in the title tag of a product page.

3. Create location-specific landing pages

If your ecommerce website serves multiple locations, consider creating location-specific landing pages for each target area. These pages should include information about the specific location and its relevance to your products or services.

For example, if you have a landing page for handmade jewelry in NYC, include information about local artisans or events related to jewelry in the city.

4. Get listed on local directories and review sites

Register your ecommerce website on popular local directories and reviews such as Google My Business, Yelp, or TripAdvisor. Ensure that your business information is accurate and up-to-date on these platforms.

5. Encourage customer reviews and testimonials

Positive reviews can significantly impact local SEO efforts. Encourage your customers to leave reviews and testimonials on platforms like Google My Business or Yelp. Respond to these reviews promptly and address any negative feedback professionally.

6. Optimize for mobile devices

With the increasing use of mobile devices for online searches, ensuring your ecommerce website is mobile-friendly is essential. Optimize your website design and user experience for mobile devices to improve its visibility in local search results.

Utilize social media marketing

Promote your ecommerce store through social media platforms to increase brand awareness and drive traffic to your website. By leveraging the power of social media marketing, you can significantly boost your ecommerce store’s visibility and drive more traffic to your website.

How to use social media marketing for your ecommerce store:

1. Choose the right social media platforms

Identify which social media platforms your target audience is most active on, such as Facebook, Instagram, or Twitter.

For example, If your ecommerce store sells fashion accessories, you might find that Instagram is a popular platform among your target audience.

2. Create engaging content

Develop compelling and visually appealing content that resonates with your target audience and promotes your products or services.

For example, Post high-quality photos of your fashion accessories worn by influencers or create videos showcasing the versatility of your products.

3. Use relevant hashtags

Incorporate relevant and popular hashtags in your posts to increase visibility and reach a larger audience.

For example, If you sell organic skincare products, you might use hashtags like #naturalbeauty or #organicskincare in your posts.

4. Engage with followers and customers

Respond promptly to comments, messages, and reviews to build a strong relationship with your audience and provide excellent customer service.

For example, Reply to comments on your Instagram posts thanking customers for their support or addressing any inquiries they may have about a product.

5. Collaborate with influencers or brand ambassadors

Partner with influencers or brand ambassadors who have a significant following in your industry to promote your products or services.

For example, send free samples of your fashion accessories to fashion bloggers in exchange for them posting about them on their social media accounts.

6. Run targeted ads

Utilize the advertising features offered by social media platforms to reach a specific demographic or location that aligns with your target audience.

For example, use Facebook Ads Manager to create an ad campaign targeting women aged 18-35 interested in beauty and skincare products.

7. Analyze results and adjust strategies accordingly

Regularly monitor the performance of your social media marketing efforts using analytics tools provided by the platforms and make necessary adjustments based on the data.

For example, If you find that engagement is higher on Instagram than on Twitter, you might allocate more resources towards creating content for Instagram and reducing efforts on Twitter.

Monitor analytics and make adjustments

Regularly analyze website traffic, user behavior, conversion rates, and other metrics to identify areas for improvement and make necessary adjustments to your SEO strategy. 

By continuously monitoring and making necessary adjustments based on analytics, you can ensure that your digital marketing efforts remain effective and aligned with your goals.

How to monitor your ecommerce website analytics and make the necessary improvements:

1. Set up a website analytics tool: Begin by choosing and implementing a website analytics tool such as Google Analytics. This will allow you to track essential metrics and gather data about your website’s performance.
2. Define your goals: Determine what specific goals you want to achieve with your ecommerce website. Examples include increasing sales, improving user engagement, or driving more traffic.
3. Track relevant metrics: Use your chosen analytics tool to track key metrics that align with your goals. For instance, if one of your goals is to increase sales, you might monitor metrics such as conversion rates, average order value, and revenue.
4. Analyze the data: Regularly review the data collected by your analytics tool to gain insights into how your website is performing. Look for patterns, trends, and areas of improvement. For example, if you notice a high bounce rate on certain pages, it may indicate a need for optimization.
5. Identify areas for improvement: Based on the analysis of the data, identify specific areas of your ecommerce website that could benefit from improvements or adjustments. This could include optimizing page load times, improving navigation, or enhancing product descriptions.
6. Make necessary adjustments: Implement the required changes based on the identified areas for improvement. For example, if you find that specific product pages have a high exit rate, consider optimizing those pages by adding more explicit calls to action or improving product images.
7. Test and measure results: After making adjustments to your website, closely monitor the impact of these changes on the tracked metrics. This will help you determine whether the adjustments have positively affected performance.
8. Repeat the process: Continuously monitor and analyze your ecommerce website analytics to ensure ongoing success and make further improvements as needed.

Bonus Read: Learn about Cryptocurrency SEO here!

Top 5 Ecommerce SEO Tools to Enhance Your Efforts

SEMrush

This tool offers a wide range of features for ecommerce SEO, including keyword research, competitor analysis, and site audits. It also provides data on backlinks and allows for tracking of keyword rankings.

Ahrefs

Ahrefs is known for its comprehensive backlink analysis and site auditing capabilities. It can help ecommerce businesses identify and fix any SEO issues on their websites and track their competitors’ backlinks and rankings.

Moz Pro

Moz Pro provides ecommerce businesses with valuable insights into their website’s performance through features like site audits, keyword research, and rank tracking. It also offers tools to help optimize on-page content and improve website visibility.

Google Analytics

Although not specifically an SEO tool, Google Analytics is essential for tracking the performance of an ecommerce website. It provides valuable data on user behavior, traffic sources, conversion rates, and more – all of which can be used to inform SEO strategies.

Screaming Frog

This tool crawls websites to identify technical issues affecting SEO performance. For ecommerce businesses, Screaming Frog can help uncover broken links, duplicate content, missing meta tags, and other factors that could impact search engine rankings.

Bonus Read: How to Do SEO for Robotics Companies

Generate Revenue with Ecommerce SEO Services

At BcBot Rankings, we understand the importance of generating revenue for your ecommerce business. That’s why we offer top-notch ecommerce SEO services designed to help you increase your online visibility, drive more traffic to your website, and ultimately boost your sales.

With our expertise and proven strategies, we can optimize your ecommerce website to rank higher in search engine results pages, ensuring your target audience can easily find and purchase your products or services. 

Whether you’re just starting or looking to take your ecommerce business to the next level, our ecommerce SEO services can help you achieve your goals and maximize your revenue potential.

Contact us to discuss how our team can tailor our SEO and content services to meet your needs and objectives.