Search Engine Optimisation (SEO) is a crucial aspect of any eCommerce business. Optimising your website for SEO increases its visibility on search engines like Google, driving organic traffic and ultimately boosting sales. However, with the fierce competition in the online marketplace, it’s not enough to simply implement basic SEO techniques. To truly stand out, your eCommerce site needs a well thought out SEO strategy.
In this blog post, we’ll explore practical and actionable SEO strategies specifically tailored for eCommerce websites, to help you optimise your site and improve your search engine rankings.
1. Conduct Thorough Keyword Research
Keyword research is the cornerstone of any successful SEO strategy. Identifying the right keywords to target ensures that your website ranks for the terms and phrases that potential customers are searching for.
Focus on Long Tail Keywords
For eCommerce businesses, targeting long tail keywords (phrases that are more specific and longer than general keywords) can be more effective than competing for highly competitive short keywords. For instance, instead of targeting just “shoes,” target something more specific like “men’s running shoes UK.” Long tail keywords have less competition and can help you attract more qualified traffic.
Use Keyword Tools
Utilise tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords that have high search volume but lower competition. Aim for a mix of broad and long tail keywords across your product pages, category pages, and blog content.
Pro Tip: Regularly review and update your keywords as trends change, ensuring your SEO strategy remains current and competitive.
2. Optimise Product Pages for Search Engines
Product pages are the backbone of an eCommerce website, so optimising them for SEO is essential. These pages need to provide all the information customers are searching for while also being optimised for search engines.
Optimise Product Titles and Descriptions
Product titles should be clear and descriptive, incorporating the main keyword for the product. For example, instead of simply listing “Leather Jacket,” a better title would be “Men’s Black Leather Jacket – Slim Fit, Genuine Leather.” The description should provide relevant details, highlighting features, benefits, and specifications, while naturally including your target keywords.
Use Unique Content
Avoid using manufacturer provided descriptions, as they are often duplicated across multiple sites. Create unique, engaging product descriptions that provide value to your customers and include relevant keywords.
Pro Tip: Ensure each product page has a clear call to action (CTA), such as “Add to Cart” or “Buy Now,” which encourages visitors to take action.
3. Improve Site Speed and Mobile Optimisation
Site speed and mobile friendliness are crucial ranking factors in SEO. Google prioritises websites that load quickly and are mobile responsive, so it’s important to optimise your site to provide a smooth and fast experience for users.
Optimise Images and Media
Large images and videos can slow down your site, which can negatively impact your SEO rankings. Compress images without sacrificing quality, and ensure they are the correct file size and format. Tools like TinyPNG and ImageOptim can help you compress your images for faster loading times.
Mobile Optimisation
A mobile optimised website is a must for eCommerce stores. Over 50% of eCommerce traffic now comes from mobile devices, and Google ranks mobile friendly websites higher in search results. Ensure your website uses a responsive design that adjusts seamlessly to various screen sizes.
Pro Tip: Use Google’s PageSpeed Insights to test your site’s speed and identify areas for improvement.
4. Optimise for On Page SEO
On page SEO refers to the elements on your website that you can optimise to improve search engine rankings. These elements should be carefully crafted to help search engines understand your content.
Optimise Meta Titles and Descriptions
Your meta title and meta description provide important information to both search engines and potential customers. The meta title should be around 60 characters long and include your main keyword. The meta description, which should be under 160 characters, should summarise the page content and encourage clicks by highlighting your value proposition.
Use Proper Heading Tags
Using heading tags (H1, H2, H3) correctly on your pages helps search engines understand the structure of your content. Your main title should be an H1 tag, and subheadings should be H2 or H3 tags. Use relevant keywords in these headings to enhance SEO.
Pro Tip: Incorporate internal linking throughout your website to connect related pages and improve navigation.
5. Leverage Product Reviews for SEO
Product reviews are an excellent source of unique content, and they can significantly boost your SEO efforts. Not only do reviews build trust with potential customers, but they also provide fresh, user generated content that can improve your search rankings.
Encourage Reviews and Ratings
Encourage customers to leave product reviews after their purchase. You can do this by sending a follow up email requesting feedback or offering a small incentive, like a discount on future purchases. The more reviews your products have, the more likely they are to appear in search results.
Showcase User Generated Content
Incorporate user generated content (UGC) into your product pages, such as photos, videos, or social media mentions. UGC enhances your website’s credibility and can improve your rankings for specific keywords.
Pro Tip: Respond to reviews and engage with customers to show you value their feedback and build a positive reputation.
6. Create High Quality Content and Blog Posts
Regularly publishing high quality blog content is an effective way to boost your eCommerce website’s SEO. Content marketing helps you rank for additional long tail keywords and provides valuable information to potential customers.
Target Customer Pain Points
Write blog posts that address your customers’ pain points, answer their questions, and offer solutions. For example, if you sell fitness equipment, you could write blogs on “The Best Home Workout Routines” or “How to Choose the Right Dumbbells for Your Home Gym.”
Incorporate Keywords Naturally
As with your product pages, make sure your blog content naturally incorporates relevant keywords. Avoid keyword stuffing, and focus on creating useful, informative content that answers your readers’ questions.
Pro Tip: Use content clusters to group related blog posts together, improving internal linking and SEO performance.
7. Track and Analyse Your SEO Performance
SEO is an ongoing process, and it’s important to track your website’s performance to understand what’s working and where improvements are needed.
Use Google Analytics and Search Console
Google Analytics and Google Search Console are free tools that can help you monitor traffic, track keywords, and identify areas for improvement. Regularly reviewing your website’s performance allows you to adjust your SEO strategy accordingly.
Pro Tip: Set up goal tracking in Google Analytics to measure conversions and understand how SEO is impacting your sales.
8. Get Expert Help from Myk Baxter
SEO is essential for the success of your eCommerce website, but it requires expertise, time, and effort to achieve significant results. To truly optimise your site and see long term success, it’s often best to enlist the help of an expert.
Let Myk Baxter help you optimise your eCommerce site for SEO!
As a leading eCommerce expert at Myk Baxter Marketing, Myk Baxter has years of experience helping eCommerce businesses improve their SEO strategies, driving organic traffic and increasing sales. Whether it’s keyword research, on page optimisation, or content creation, Myk and his team can help you achieve your SEO goals.
Book a consultation today and start improving your eCommerce site’s SEO with expert guidance.
➠ Visit Myk Baxter Marketing to get started!
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