Craft a Successful eCommerce SEO Strategy for Businesses of all Scales

by Hankly
20th May, 2021 05:48pm

E-commerce businesses of all scales need to stand up to various SEO considerations which other kinds of the website don’t necessarily have to. One of the most powerful tools at disposal for increasing reach and visibility are advertisements and social media campaigns. However, for an eCommerce business, this might just be the tip of the iceberg.

ECommerce is a competitive market with major players already invested neck deep. Taking a head-on challenged based on ads and campaigns might not be practical. However, there are other powerful tools in your bucket as well which do not require large finances or expertise. Search Engine Optimization (SEO) is one of the strongest cards in your suite.

We will go through an in-depth understanding of how you can create a successful SEO strategy for your online business that can help to take on your competitors.

SEO: The Strongest Card in The Deck

Foremost, let’s shed some light on why SEO is given so much emphasis when it comes to eCommerce websites.

Today, around 78% of U.S consumers prefer to shop online, pushing the eCommerce industry to touch the $4 trillion mark globally. Customers usually look for products and services via search engines like Google or Bing. Once a user searches for specific keywords, the search engine displays multiple results in hundreds of pages. It is a fact that 95% of users won’t go beyond the first display page to find what they need.

Websites that rank high show on the first page of the search engine. Stats suggest that sites that display on the first page see a 25% more conversion rate and it drops to 1.5% for websites displaying on the second page and so on. The gap is huge and unforgivable. This makes it imperative to rank among the best and be shown on the first search result page.

This ranking is determined by a search engine’s algorithms. Google keeps changing its SEO algorithm every now and then adding and removing various metrics from the equation. You must be at par with the latest SEO practices to rank on top of Google’s algorithm.

SEO is a more comprehensive and organic way of ranking your business among the best. Detailed product reviews, excellent site structure, and navigation, optimized media files, optimized metadata, etc. are various methods of optimizing your eCommerce website for search engines.

Let’s dive into the process of crafting a successful SEO strategy suited for your business.

Keywords are the master key to SEO

Creating a strategy means crafting a plan that covers all your bases. Identifying the right keywords and planning their appropriate use is the foundation step for a strong strategy. Keywords are the pivotal words and phrases around which pages are optimized to rank for. An online sports equipment manufacturer might want to rank for keywords like fitness, trainers, shoes, etc.

There are two types of keywords that serve a different purpose in a customer’s purchase journey. You need to use both in the place.

1. Long-tail keywords: Long-tail keywords are small phrases that target a broader set of information and data. To illustrate, customers who are in the awareness or consideration stage of their purchase journey might search keywords like, ‘Best running shoes’, ‘toolkits for beginners’, etc. Long-tail keywords will help you reach out to consumers who are need more information or are exploring your niche.

2. Short-tail Keywords: Keywords that are very specific like ‘Air Jordan’, or ‘Impact Whey Protein’, are examples of short-tail keywords. These are employed for customers who are further down the funnel in their customer journey and are nearer to the buying decision. They don’t need information but rather the right link to the product/service.

Working with one type of keyword will make your SEO strategy handicapped. You need to employ both keywords complementing each other as part of your larger strategy.

Optimizing pages for keywords

One way to use keywords is by integrating them into the organic structure of your web pages. You might want to optimize each page for a different keyword. A page that displays shoes must not be optimized for keywords related to weighing equipment. It simply won’t work.

Keyword research can be done by using platforms like:

• Google Keyword Planner

• SEMrush

• Ahrefs

Ubersuggest etc.

You can place your keywords in the title of the page, headings, URL, meta description, tags, review section, etc.

Content optimized for keywords

It’s crucial to develop rich content consistently, for optimum use of keywords. Content is an excellent way to boost your SEO via keywords. Along with SEO, content helps you to boost engagements, visit durations, click-throughs and create a meaningful community around your brand. These factors indirectly impact your SEO significantly.

In-depth guides are great for working out long-tail keywords. Long features and Descriptive How-Tos around your products/service also work wonderfully well for long-tail keywords. Lead magnets, eBooks, and freebies can be associated with short-tail keywords for high impact value.

Optimized Site-Structure & Navigation

A major reason for a lot of eCommerce website’s poor SEO is their complex navigation structure. Though navigation is not a direct metric for SEO it indirectly impacts the rankings. However, crafting a detailed site structure directly boosts your SEO. Let’s see how.

Navigation is an organic harmony of elements that are used to move around a website. The best navigation is where a user can get to their desired information with a minimum no. of clicks without feeling confounded. Excellent site architecture drastically impacts the SEO of a website.

To make simple yet impactful site navigation, ensure that the most relevant pages are directly linked to the home page. You can create an XML site map and upload it to search engines so that they can understand your site structure in detail and allow users to easily find relevant info while searching. This is how these two aspects impact your SEO

• It significantly reduces bounce rates.

• Improves return rates of users.

• Boosts site credibility thus making it favorable to more users and more traffic.

Optimize Meta-Data

Metadata is the small snippets that present a holistic picture of web pages in brief. Meta Data consists of slug, title, meta description, ratings & reviews, etc. This metadata is displayed along with their respective search results. On the front-end, it increases UX and helps users determine what a page contains and its quality. However, for this small effort, search engines reward you with increased SEO.

You can add metadata easily by using YOAST SEO or the integrated tools of your eCommerce platform. It is simple to add and reaps excellent results.

Take Away!

The ways you can boost SEO for your eCommerce store are limitless. The list is non-exhaustive. These are the preliminary steps that are crucial for the foundation of a good SEO strategy. These practices will result in better conversions and SEO for your eCommerce store.

Without spending humongous amounts of money on ads and campaigns, SEO strategy can help you come out on top effectively. Once you begin optimizing your site with these basic steps, you can slowly proceed to more complex SEO practices.

We hope this article inspired you to invest your time and energy in SEO.

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