SEO for e-commerce: The ultimate guide to search engine optimization for e-commerce

Search engine optimization for e-commerce (SEO) is an effective digital marketing strategy for generating revenue for your online business. Learn how to leverage SEO for your e-commerce site in this guide!

What is e-commerce SEO?
E-commerce SEO is a digital marketing strategy that aims to optimize an e-commerce site so that it appears higher in search engine results pages (SERPs). This usually involves optimizing product pages, improving page load speed, keyword research and targeting, etc.

Why is e-commerce SEO important?
E-commerce SEO is important because e-commerce stores run on online sales. While you can reach users through a variety of digital channels, from paid marketing to email to social networks, SEO is one of the most effective channels because it reaches users at the very moment they need you.

In addition, search engines like Google provide enhanced results for e-commerce-based searches, such as “brown shoes size 6”. These enhanced results, which can include images, stars and other elements, help attract users to your site.

What tools should I use for e-commerce SEO?
Before embarking on search engine optimization for e-commerce, it’s important to have a toolbox at your disposal. While there are many free SEO tools available, you’re likely to find more flexibility and possibilities in a paid tool.

Here are our recommendations:

Find out how to use these tools in your e-commerce SEO strategy below!

Focus on product page SEO
Every e-commerce site has product pages. It’s on these pages that you most want visitors to end up, because that’s where purchases are made. That’s why it’s essential to follow SEO best practices for product pages.

    One of the best ways to do this is to target some of the best SEO keywords for e-commerce and integrate them into the pages.

    Be sure to include information about each product and insert relevant keywords within that information. You should also consider focusing on long-tail keywords – those with multiple words – to target more specific search results.

    Optimizing conversational search
    Google’s Search Generative Experience (SGE) will change the search landscape.

    Blog content is no longer optional for e-commerce businesses. To get features in the SGE AI knowledge panel, consider targeting conversational terms related to your products – like “what kind of shoes should I wear when hiking?”.

    Some SEO agencies, such as, offer SGE optimization services to help you get started.

    Focus on matching search intent rather than content volume
    Google’s useful content update, which was launched last year, prioritizes content intent over volume.

    For e-commerce businesses, adding content to product/category pages is essential to success, but make sure it matches search intent. If you write an article on your category pages, you risk attracting users at the top of the funnel rather than people ready to buy.

    Enhancing E-E-A-T
    Experience is a new feature of E-E-A-T and a fundamental element in building trust. Don’t overlook things like site speed or even your search bar – any negative user experience (UX) can deter customers from buying from your e-commerce site.

    Use HTTPS on your website
    Using the HTTPS protocol is something many companies don’t think about when it comes to SEO. Yet it’s one of the simplest and most important ways of improving your SEO. Google favors sites that use HTTPS over HTTP, so if you do it on your own site, you’ll improve your SEO considerably.

      What’s more, HTTPS is particularly important for e-commerce sites. Since your site requires users to provide their financial information to make purchases, you want them to feel that their data is safe. It’s therefore essential that your online store uses the HTTPS protocol, to reinforce the security of your website.

      Make your site mobile friendly.
      In the 2000s, most people only visited a website on a computer. But today, a large proportion of Internet traffic is on mobile devices. In fact, Google is now using mobile indexing to make your site mobile friendly.

      Create links to your website
      Finally, a surefire way to boost your e-commerce business’ SEO is to get backlinks. This is a third-party website that links to your content. Why is this beneficial? Because if a reputable site in your industry links to your content, it tells Google that your site should be reputable too.

      To get backlinks, you can visit reputable websites in your industry and look for link opportunities, such as broken or missing links. When you find these opportunities, you can contact the site owners to inform them of the broken or missing links and recommend that they solve the problem by linking to your site.

      If you succeed, the resulting backlinks will help you rank much higher in Google’s search results. That’s why getting backlinks is always part of our free SEO checklist. And it’s another reason why it’s important to have informative content on your site – you’re unlikely to get a backlink to a product page.

      Using Schema markup
      Schema markup is your direct line to the search engines. With schema markup, like product markup, you can provide search engines with detailed information about your products, which they can use to rank your product pages more accurately.

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