What does it take to produce great SEO for eCommerce websites?
Put yourself in the mind of the customer.
What are they looking for? What are they asking? What are the barriers that go up when they’re buying your products and how can you help to break them down.
Descriptive product details
Consider this. If you were a serious buyer of a product, you’d expect the product pages to speak to you and relay the info you need to hear.
An end user who has real intent, will be looking t have their questions answers, a price and then ultimately adding to their basket and paying.
That said and depending on the product, price, importance, you may find people needing social proof, which is there way of validating using 3rd party information.
FAQs
When we look at products, we generally have questions. It doesn’t matter how big the item is, it has a purpose along with pros and cons, so it is worth outlining them and trying to pre-empt what may hold someone back from adding it to the cart.
Just look at how you jump from product to product in eBay or Amazon and you’ll see how powerful FAQs are.
Prioritising your product listing
Amazon does this in a big way, making power product appear higher up the list, with increased visibility. Having Best-Sellers and Top-Rated products on the home page or sub cat and landing pages will massively increase sales of those items.
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The technical seo elements
Let’s now look at the technical requirements to better a site structure, titles and general page elements.
Page URLs and website structure
Page urls are important as they can help with SERPs, but also help user to read and realise where they are on a site.
It maybe structured like:
www.xyz.com/category/prodName
OR
www.xyz.com/category/subCategory/prodName
Site maps
Using sitemaps is important as it helps search engines to find all of your pages, even if they’re not connected by on page links.
The sitemap.xml file is often generated by 3rd party seo tools such as Rank Math or Slim SEO, but generally it is stored in the same place on the server/directory.
Canonicals
A canonical value is a way of telling a page if it is necessary in the index and if not, which one should be indexed. This would be used for things such as colour variations or sizes, where each variant has its own page, but you need to tell each variant, to actually index the main product, not the individual colour.
Out of stock messages
It’s really annoying when you spend ages looking into a product, to then find it is out of stock and even worse when there is no DUE DATE.
In cases where products are out of stock, it is worth trying to automate a process that shows alternative products, which saves you losing a sale. You might also like to have a feature that let’s a user add themselves to a reminder funnel, when stock becomes available.
Structured data
SCHEMA markup serves as a type of code designed to assist Google in discovering and recognizing the content on each page of your website. By utilizing this markup, Google can optimize the presentation of your page, product, or article in the Search Engine Results Page (SERP).
Implementing SCHEMA can elevate the quality of your page, potentially influencing its ranking from position 10 to position 1. It stands out as one of the most valuable tools in your SEO toolkit.
External influences
Making sure you’ve produced off page resources ready to pass the right signals will further help to boost your rankings in SERPs.
Backlinks
Acquiring backlinks is crucial for every website to demonstrate that your offerings stand out as the top choice. A strategic approach involves considering prominent placement for your products in online publications that resonate with your audience.
While high-quality products can naturally attract users, actively earning links by providing products for review to influential sites, influencers, or publications is a effective tactic.
High energy content
News, articles, blogs, testimonials, case studies, reviews are all ways to boost the products online.
Your content needs to speak to the end user in a way that really grabs their attention both literally and subliminally.
Video
Exploring video content is a crucial avenue that can enhance your product presentation. Consider creating how-to videos showcasing the practical use of your products and highlighting each item’s unique selling proposition (USP). Additionally, social media platforms provide the opportunity to leverage user-generated content (UGC).
More than seo
Going off page and using 3rd party mechanisms to drive traffic can deliver immediate traffic, which then needs converting.
Google Shopping Ads
Achieving visibility for your products in initial search results related to your merchandise is achievable through Google Shopping. Launching a Google Shopping ads campaign holds the power to enhance sales and cultivate a loyal customer base that places trust in your products.
Social Commerce
Selling products on social media platforms is now a viable option. Whether through Instagram Shop or TikTok, you have the opportunity to establish your own social commerce shop. Instagram facilitates product tagging in posts, simplifying the purchasing process for users.
Statista anticipates a compound annual growth rate (CAGR) of 30.8 percent from 2022 to 2030, with TikTok contributing significantly through TikTok Shop and shopping-focused live content. Additionally, YouTube enables users to sell products alongside their videos. There’s no better time than now to start selling products on social media!
Conversion Rate Optimisation
Selling products on social media platforms is now a viable option. Whether through Instagram Shop or TikTok, you have the opportunity to establish your own social commerce shop. Instagram facilitates product tagging in posts, simplifying the purchasing process for users.
Statista anticipates a compound annual growth rate (CAGR) of 30.8 percent from 2022 to 2030, with TikTok contributing significantly through TikTok Shop and shopping-focused live content. Additionally, YouTube enables users to sell products alongside their videos. There’s no better time than now to start selling products on social media!
Conversion Rate Optimisation
Optimizing the conversion rate is crucial for the success of your online store. It enables you to pinpoint areas where users abandon the purchase process. For example, assessing your checkout process to include options such as PayPal or Apple Pay can expedite the checkout experience, significantly boosting your sales.
