How to Grow Sales by Improving Your E-commerce SEO

For any business, whether it operates online, using a physical location, or some combination, getting found online is the name of the game if you want to succeed. With countless organizations vying for consumer attention, and more emerging every day, expecting consumers to find your website is like expecting them to find a needle in a barn full of haystacks. And, since up to 95% of sales start online, employing effective strategies to enhance visibility and drive traffic to your online platform is paramount for your survival, even if you only operate a physical store. SEO (search engine optimization) takes advantage of the search algorithm to ensure users find your links near the top in related search results, which generates more clicks to your website. If you operate an e-commerce store, generating these clicks isn’t enough, but it’s a start. SEO is also important for creating trust and building a sterling reputation that helps turn these clicks into revenue. This is where the indispensable practice of e-commerce SEO comes into play.

e-commerce SEO
Image coutesy of Statista

The majority of consumers turn to Google and other search engines to discover products and services. Appearing prominently in search results must be part of your strategy, as it can significantly impact the success of an e-commerce venture.

What is E-commerce SEO?

E-commerce SEO encompasses a range of techniques and strategies tailored specifically to enhance the visibility of online stores in search engine results. Because users commonly choose links that rank on the first page of search results (especially those in the top three), showing near the top of search results means you drive more traffic to your site.

Among the factors that figure prominently in search rank are:

  • quality backlinks
  • engagement on social media platforms
  • producing valuable content on a consistent basis
  • choosing and using keywords (actually keyword phrases that are getting longer due to voice search) that match user intent
  • easy navigation and a good user experience regardless of whether the site is viewed on a mobile device or a computer

Unlike traditional SEO, which may focus on general website optimization, ecommerce SEO is geared towards optimizing product landing pages, category pages, and other elements unique to online retail environments.

How does E-commerce SEO differ from service-based SEO?

E-commerce SEO and e-commerce itself have closely intertwined components of online business, yet they serve distinct purposes and employ different strategies to achieve their respective goals.

E-commerce, or electronic commerce, refers to the buying and selling of goods or services over the Internet. Its primary objectives are to facilitate transactions, generate sales, and drive revenue through online channels. E-commerce SEO, then, specifically revolves around optimizing online stores to improve their visibility in search engine results pages (SERPs). As you can see in the image below, a link’s position in search results greatly influences the number of clicks received when users search for information on search engines. We call this organic search traffic. In the image, we see the impact of rank in the Google Search Engine, which is important because most users employ this search engine over alternatives.

organic traffic
Image courtesy of Backlinko

While e-commerce and e-commerce SEO share the common goal of driving sales and revenue in the online marketplace, they operate on different levels and employ distinct strategies to achieve their objectives. E-commerce focuses on facilitating transactions and providing seamless shopping experiences to customers, while e-commerce SEO concentrates on optimizing online stores for search engines to improve visibility, attract organic traffic, and drive sustainable growth. By understanding and leveraging the unique strengths of both e-commerce and e-commerce SEO, businesses can maximize their success in the digital realm.

Key components of E-commerce SEO

We listed some of these earlier in this post. Now, let’s dive into how you can effectively improve SEO by focusing on key ranking factors. A small caveat here, it’s important to note that it takes time for these actions to show in improved search rank. Hence, don’t give up on your efforts as a sound SEO strategy will bear fruit over time.

Keyword optimization

Identifying and targeting relevant keywords that potential customers are likely to use when searching for products is fundamental to e-commerce SEO. Businesses can increase their chances of appearing in relevant search queries by strategically incorporating these keywords into product titles, descriptions, and meta tags.

On-page optimization

Optimizing various on-page elements by including appropriate keywords within your content such as product titles, URLs, headings, and images. Use of keywords that match user intent helps search engines understand a page’s relevance and context so it can deliver high-quality content that matches the content users wanted. Additionally, optimizing internal linking structures within the e-commerce site can enhance user experience and improve search engine crawling.

Technical SEO

Ensuring that the e-commerce website is technically sound is crucial for SEO success. This includes factors such as site speed, mobile-friendliness, crawlability, and indexability. Addressing technical issues promptly can prevent obstacles that may hinder search engine visibility.

Content creation

High-quality, informative content not only engages users but also contributes to improved search engine rankings. Creating compelling product descriptions, blog posts, and guides not only helps attract organic traffic but also establishes authority and trustworthiness in the eyes of search engines and consumers alike. Updating your content frequently, using a variety of different formats, answering common queries, and providing other value with your content improves SEO while also creating a trusting relationship with your target market.

diy seo
Image courtesy of Hubspot

User experience (UX) optimization

A seamless and intuitive user experience is essential for retaining visitors and encouraging conversions. Optimizing site navigation, streamlining the checkout process, and implementing clear calls-to-action contribute to a positive user experience, which can indirectly impact search engine rankings.

Link building

Acquiring high-quality backlinks from reputable websites can significantly enhance an e-commerce site’s authority and credibility in the eyes of search engines. Strategic link-building efforts, such as guest blogging, influencer partnerships, and content promotion, can help generate valuable inbound links that boost search visibility.

The role of professional E-commerce SEO services

While understanding the fundamentals of e-commerce SEO is important, executing a comprehensive strategy requires expertise, experience, and ongoing effort. This is where enlisting the services of a reputable e-commerce SEO agency becomes invaluable.

Professional e-commerce SEO agencies specialize in devising tailored strategies to optimize online stores for maximum visibility and profitability. By leveraging their expertise in keyword research, on-page optimization, technical SEO, content creation, and link building, these agencies help e-commerce businesses achieve sustainable growth and competitive advantage in the digital landscape.

Generally, these agencies will offer a comprehensive suite of ecommerce SEO services designed to elevate online stores to new heights. They will employ seasoned professionals and combine industry knowledge with cutting-edge techniques to deliver measurable results that drive traffic, increase conversions, and maximize ROI.

Conclusion

In today’s hyper-competitive ecommerce landscape, simply having a digital storefront is not enough. To thrive in the online marketplace, businesses must proactively invest in strategies that enhance their visibility and attract targeted traffic. eCommerce SEO emerges as a cornerstone of success, offering a roadmap for improving search engine rankings, driving organic traffic, and, ultimately, achieving sustainable growth. By embracing the principles of e-commerce SEO and partnering with trusted professional agencies, e-commerce businesses can unlock their full potential and carve out a lucrative space in the digital realm.

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