E-commerce SEO is important to drive more traffic. An optimized store drives more traffic as compared to the one lacking optimization. SEO checklist lets you tackle all such SEO based issues. Click To Tweet
However, E-commerce SEO is more complex as compared to a regular blog content SEO. E-commerce websites are more UI rich and contain several features, hence E-commerce SEO is slightly different. Grossly the aim is to be found over web searches. Higher ranking ensures you to have a better conversion.
For instance, if a user searches for a specific product on Google, and if you sell the product, then you need optimized content to top the search. The better you rank, the better are the chances of being found. Eventually, this can drive more traffic and increase your sales. 93% of sales happen over searches, a reason why SEO is so important.
Below are a few stats showcasing how SEO works over online content.
Paid Ads can be used to top the search, however, most users ignore paid searches and move towards organic search results. This is yet another reason why you should focus on organic search and work towards a better SEO strategy.
Over here we will walk through the E-commerce SEO checklist which can help you increase your online store traffic.
E-commerce SEO Checklist to Ensure Online Store Traffic
Focus on Unique Product Titles and Description Along With Meta Title
Keywords are the main focal point when we speak about SEO. Same is true when we speak about E-commerce SEO. You need to write compelling, keyword-oriented and optimized product titles and descriptions.
Appropriate descriptions reduce shopping cart abandonment. Using a target keyword and making an appropriate length description can improve your website ranking. You can add the target keyword into meta title and descriptions. On average, a good meta title should be around 50 to 90 characters. Similarly, the meta description should be around 158 characters.
Meta title and descriptions are HTML code and are separately considered by Google. Below is an example of such a product title which describes a girl’s watch.
The complete product description is as shown below:
The above product description, as well as the title, is to the point. Key points such as ANALOG DISPLAY are written in Caps to get a better focus. The bulleted description makes it easier to read.
Below are the meta tag and description for this page.
The meta tag and description also is written in a way to optimize content search.
Below is yet another example which shows a good product title and description.
Similarly, there is a consolidated product description along with this.
The meta tags and description for this product are as seen below:
There are no readymade tools which can be used to write descriptions or titles, however below are few points which can help you write better and optimized product titles and descriptions.
- Reflect your brand
- Speak about the benefits of the product by focussing on keywords.
- Use bullet points wherever possible for descriptions
- Draw attention to key points by making it bold or Caps
URLs play an important role in SEO.URLs let Google understand your website page. To have a good performance for your e-commerce website, you should have an optimized URL. There are few basic, well-tested tips which allow you to create better URLs.
- Add target keywords in product URL
- Make URLs that are readable
- Use hyphens(-) instead of underscores(_) while creating URLs
- Avoid using capital letters in URL
- Canonicalize URL to let Google understand better which URL to use
- For mobiles use sitemaps while adding URLs
- Restrict unsafe URLs
There are no separate tools to optimize URLs. However, tools such as SEMRUSH also provide the capability to evaluate URLs.
Mobile-friendly and optimized websites rank better. While creating an online store, choose templates that can be rendered across multiple devices. In case your website is not mobile-friendly, then you might end up losing a lot of mobile users.
Google first checks the mobile version of the website before ranking it and hence it becomes extremely crucial to make your website mobile-friendly. Google’s mobile-friendly testing tool (https://search.google.com/test/mobile-friendly) can be used to test this.
Eliminate Duplicate Content
Duplicate content from other websites can cause a fall in your ranking. Copying product descriptions from other websites can actually lower your ranking. Google penalizes such content.
Most search engines prefer unique content and are used for SEO. Similarly, you can check if no one is reusing your content. To check this, you can use Copyscape (https://www.copyscape.com/). Here you can add the URL and check for uniqueness.
E-commerce websites are filled with images. Images also need to be optimized for improving SEO. Image optimization improves SEO score, improves website loading speed, increases leads, provides better user engagement.
To optimize images, you can compress images. Tools such as Optimizilla, Tinypng can be used for image compression. Further to this, you can use regular image formats such as PNG, GIF or JPEG. Add appropriate image description and alt tag.
Website Page Load Speed
Website page load speed is another parameter which impacts SEO. In case your website is slow, then most customers will drop off. There are several e-commerce platforms available in the market. These platforms provide their own templates. So, you need to choose templates that are pre-optimized.
Appropriate caching such as CDN Cloudflare is something that your hosting provider will implement. Server performance, speed, data center location, network performance, the uptime of the hosting platform should be considered before choosing any hosting platform. Similarly, image compression also plays a key role and impacts page performance.
You can use tools such as:
- WebPageTest (http://www.webpagetest.org/)
- Google’s Page Speed (https://developers.google.com/speed/pagespeed/insights/)
- Pingdom (http://tools.pingdom.com/fpt)
- GTMetrix (https://gtmetrix.com/)
Creating your own blog section for the e-commerce website is a good way to improve SEO. Store content can drive a substantial amount of traffic. This can be seen in the below stats where the conversions are much higher using content marketing.
You can link authority websites, create guides, reviews, guest posts, and other blog contents. To improve your social presence, you can use some of the popular listing websites such as Facebook, Google My Business, Yelp, etc.
Almost 70% of consumers like to learn more about the product through blogs. Conversions for a website using content marketing is almost 6 times the conversion for websites without content marketing.
Fix Broken Links
You can do an SEO audit and check for different SEO parameters. Few such tools are highlighted below:
- Fount SEO audit tool (https://www.found.co.uk/seo-tool/). This gives a quickly scanned SEO result for your website. Includes technical or content issues along with issues with external links.
- Quicksprout Website Analyser (https://www.quicksprout.com/). This is simple to use website analyzer. It provides a score for traffic, backlinks, errors, SEO, and a list of other important parameters. You can also compare your website.
- Screaming Frog’s free version (https://www.screamingfrog.co.uk/seo-spider/). This will crawl websites to find broken links, analyze page titles, errors and related parameters.
- Varvy’s SEO tool (https://varvy.com/). This gives a complete SEO overview. It can analyze keyword, broken links, social likes, links, and similar such parameters.
Having the right type of links on your website is extremely important from an SEO perspective. This is the best way to turn your website as an authority website and drive more traffic. Tools such as Broke Link check (https://www.brokenlinkcheck.com/) can analyzethe complete website for just broken links. This ensures you do not get any Http 404 error on any page. This way you can keep your website error-free and improve customer experience.
You can also use FreeGrader.com or Site Audit provided by SEMRush to evaluate SEO.
Google Analytics is yet another tool which can be used to improve your SEO by getting targeted keywords. It comes with several other capabilities which can be used to effectively understand your website performance better. You can filter searches based on certain demographic information and constantly evolve to improve SEO.
There are several other analytics tools available in the market which can be an alternative to Google Analytics. Few of these alternatives are FoxMetrics, Open Web Analytics, Adobe Analytics, Clicky. However, Google Analytics is the most popular analytics tool which can provide insights to improve SEO. Dedicated tools are also available for keyword analysis. Some of these tools are – Keyword tool (https://keywordtool.io/) and WordTracker (https://www.wordtracker.com/)
E-commerce stores can generate more traffic provided it’s completely optimized. An SEO oriented online store can improve traffic drastically.
Also Read- How to Make Your SEO Work?
Above we have seen a consolidated SEO checklist specific for online stores. There are several tools which are available that can be used to continuously monitor websites and improve SEO. SEO for e-commerce is something that is much complex as you dig deep and hence it becomes essential to understand what parameters impact SEO.