Ecommerce SEO: The Expert Guide 2024

In the vast digital marketplace, standing out is not just an option, it's a necessity. But how do you ensure your online store doesn't just become a needle in the digital haystack?

But before we dive deep, let's understand the basics, importance, some eye-opening stats:

Why is SEO so crucial for E-commerce websites? 

Before we dive in, let's look at 

These numbers show how crucial SEO is for your ecommerce success. Now, let's explore how to improve your store's SEO in 2024.

Well, organic traffic is cost-effective and sustainable, and it brings in users who are actively searching for what you offer.

It's the difference between waiting for customers and attracting them.

So where do we start with SEO? Our first stop is keyword research.

1. Keyword Research

Think of keywords as the language of your potential customers. 

One way to do keyword research is by using the Keyword Magic Tool by Semrush.

keyword research using semrush keyword magic tool

Simply type in your main search term.

For instance, if I'm selling printed t-shirts, then that would be my go-to phrase.

And then, let Semrush work its magic.

The keyword magic tool will identify a bunch of keywords that you should consider for your campaign.

Now, it doesn't just list them, it categorizes them based on their 

  • Search volume, 
  • Competition, and 
  • Potential for driving traffic.

This means you're not just getting raw data, but insights that can shape your strategy.

And here's where the real magic happens, understanding the why behind each keyword.

This is where search intent comes into play.

Every keyword suggests a certain intent or a purpose behind the user search.

While some might be looking for inspiration using keywords like "t-shirt ideas", others might have a clear purchase intent with keywords such as "buy printed funny t-shirt online".

Now, Semrush will also give us the search intent of any keyword that we're looking for.

For example, "printed t-shirts Amazon" will have navigational and transactional search intent while "printed t-shirts" for men will be commercial.

Now, a second way we can delve into the world of keywords is by utilizing Semrush's E-commerce Keyword Analytics tool.

find retail keywords with Semrush's E-commerce Keyword Analytics tool.

Simply input your product or your niche, let's say "printed t-shirts" and watch as the tool reveals a wealth of keyword opportunities meticulously crafted for e-commerce platforms.

The e-commerce keywords analytics tool does more than just suggest keywords. 

It provides a comprehensive breakdown of searches, product clicks, and orders for any keyword across popular online shops in numerous countries.

It allows you to identify top-performing keywords for each shop, ensuring your SEO journey is both informed and strategic.

Now that we have an idea of the potential keywords that customers will use to find us, we need to think about our website architecture.

2. Website Architecture

Imagine crafting a building where each level serves a distinct purpose and collectively they form a solid structure. 

Similarly, your website demands a robust architecture where each level from core pages to product details is meticulously crafted and optimized.

So let's start with:

Level 1: Your Core Pages 

These are your core pages that will act as the foundation for your website.

Your foundational pages, such as your Homepage, About Us, and Contact Us, serve as the bedrock of your digital presence.

Now these core pages must be optimized to perfectly convey your brand, guide visitors seemingly through your site, and provide a sturdy base upon which to build your SEO strategy.

Now let's ascend to the next level, 

Level 2: Category Pages.

These act as the main structural elements of our digital house. 

For instance, a category like "printed t-shirts" not only corresponds with common search terms but also serves as a pivotal junction, directing traffic toward more detailed product pages.

Ensuring these structural pages are SEO-friendly is crucial for channeling organic search traffic effectively through your sites.

And finally, we've reached 

Level 3: Product Pages.

So moving inward to the detailed interior of our structure, product pages spotlight specific items, providing the detailed information that entices a purchase. 

While they may not attract the broad traffic that category pages do, their role in converting interested browsers into buyers is vital.

Clear images, compelling descriptions, and easy navigation are key to embellishing this level.

And let's not forget the unsung heroes, internal links.

These aren't just functional elements, they're strategic tools.

By smartly interlinking related products or suggesting complementary items, you can guide users deeper into your site, increasing the chances of multiple purchases.

Moreover, a well-structured interlinking strategy ensures that search engines understand the hierarchy and importance of pages, aiding in better indexation.

For example, imagine a customer browsing your printed t-shirt under the "t-shirts" category. 

By utilizing internal links, you might guide them to similar products like a funny t-shirt or a complimentary item such as a funny-themed mug.

As we delve deeper into the realm of e-commerce, it's evident that the content on the page isn't just king, it's the entire kingdom.

And just like any kingdom, its foundation and structure are paramount.

So, let's start with the on-page essentials, and these apply to all the pages on our website.

3. On Page SEO

  • URL, 
  • Title tag, 
  • H1 tag,
  • Meta description, 
  • and Images are the cornerstones of on-page SEO.

1. URLs

For our URLs, ensure they're clean and concise, and include your main keyword. 

For instance, if you're selling a funny printed t-shirt under the "printed t-shirts" category, your URL could be "www.yourstore.com/printed-tshirts/funny-printed-tshirt."

2. Title Tags

Our title tags are often the first impression users get from search results. 

So make it compelling and try to include your main keyword. 

An example of our product could be the "Funny T-Shirt - Laugh Out Loud with Our Printed Funny T-Shirt Collection".

3. H1 Tag

Our H1 tag is our page's main heading.

It should be relevant to the content and ideally incorporate your main keyword.

For our product, it could be a "Funny Printed T-Shirt".

4. Meta Description

And now think of your meta description as a mini ad. Should be enticing.

Give a brief overview of the page and yes, include that main keyword.

For a funny printed t-shirt, it might read: "Discover our hilarious funny t-shirt, a standout piece in our funny t-shirt collection. Perfect for those who love a good chukle!"

5. Image Optimizations

And finally, to optimize your images, use next-gen formats like WebP for high-quality, low-size images. 

Rename images descriptively.

For example, "funny-printed-tshirt.png" is much better "IMG125403.png"

Finally, add clear alt text like "funny printed t-shirt" without keyword stuffing.

Now beyond these essentials, remember that each product and category has its own story.

So craft unique, compelling content for every page to captivate and convert. 

I know this can be a lot of work, but Google and your users will reward you for it.

And there's more to the e-commerce kingdom than just product pages.

4. Schema Markup

Schema markup can be your crown jewel.

By integrating schema, you provide search engines with richer insights into your content.

For instance, the FAQ schema can highlight common questions enhancing your search presence. 

And then there's the often underestimated goldmine of all e-commerce sites -  Blog Content.

5. Blog Content

Navigating through the vast ocean of online content, consumers often seek guidance, inspiration, and information before they zero in on a purchase.

This is where your blog content can shine by addressing those preliminary exploratory queries that your potential customers have.

You're able to target higher funnel topics, capturing the attention of users in the awareness and consideration stages of their journey, which might otherwise be difficult to do through the product pages alone.

Picture this, a compelling blog post titled "Top 10 Gifts for Your Brother" that seamlessly features our funny t-shirt as a must-have gift. 

It's a subtle yet powerful method of introducing your products within a context that matters to your audience, gently nudging them from the exploration phase to making a purchase decision, all while providing value and building trust. 

But even the most compelling content and well-structured site can need a boost to gain visibility in the crowded digital marketplace. 

And this is where link building enters the scene.

6. Link Building

The digital realm links are endorsements. 

They're signals that tell search engines our website is credible and trustworthy. 

Be it through guest posting, collaborations, or from suppliers and distributors.

Each link is a nod of approval in the digital world. 

With Semrush, you can uncover where your competitors are getting their endorsements from.

Head to the backlinks analytics tool and type in a competitor's domain.

I found these guys ranking on the third page for our "funny t-shirts" keyword, so we'll use them for this example.

At a glance, you can find the site's authority score, the number and nature of its referring domains, and the volume of backlinks.

To find the most powerful backlinks your competitor has received, click on referring domains, add follow as a filter to only find backlinks passing authority, and then filter by authority score.

Now you have a list of the top backlinks and you can try to see how you can replicate those backlinks on your site. 

Final Thoughts

To wrap up, remember this, e-commerce SEO is not a one-time task. It's a continuous journey of optimization, refinement, and adaptation. With the right tools and strategies, your online store won't just exist, it will thrive. 

Contact Us Now for a Free Consultation!

Ready to boost your ecommerce store's visibility and sales? We're here to help! Contact us today for a free ecommerce SEO consultation. I will review your website and provide personalized advice to improve your SEO strategy. Don't miss out on the opportunity to take your online business to the next level. Get in touch with us now!

 

Swapnil Bhadange 15 June 2024
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