On-Page SEO for E-Commerce Websites: A Simplified Guide

Apr 9
2020
Technical seo

For those who are unaware, SEO stands for “search engine optimization”, and is an effective way to direct consumers to your e-commerce business. E-commerce SEO experts have recommended a few ways in which to optimize your online business. One way, if you are able to budget for it, is to employ the services of an e-commerce on-page SEO consultant. These professionals are educated and have extensive knowledge of keywords, and the research behind them. Using on-page SEO to build your online presence is a sure-fire way to succeed. If, however, an expert is out of your price range, the following points should offer you a starting point for on-page e-commerce SEO.

Research

The first step, as in any job, is to complete some research. This legwork can be time-consuming and take away from current customer service, both of which could be avoided by partnering with a business offering e-commerce SEO services. The keyword research you accumulate can be achieved in two ways. You can start from the very bottom and complete your own research. Or, you can take a peek at what your competitors are doing. When getting started in research, however you choose to do it, the job is easier if you understand the combination of art and science that goes into choosing and utilizing effective keywords. 

Search Volume

Search volume is used to determine how many consumers or potential consumers are searching for a specific word. A number indicating high exact search volume can indicate that there are a) many users searching for that word, and/or b) there may be strong competition for ranking. When you compare ranking to search volume, it is important to keep in mind your website’s domain authority (a search engine ranking score). Your domain authority, as well as search volume, can both be evaluated online using free or paid software, offered by many companies.

Ranking Difficulty

The next item to consider in regard to keyword research is the ranking difficulty of your e-commerce site. Also determined by your domain authority in a certain niche, ranking scores are used to determine what you’re competing against in search results. Again, there are several tools available online to assist you with this assessment. When starting out, it is recommended to attempt to stay at the lower end of keyword difficulty.

Product Relativity

When completing your research, ensure that the keywords you have chosen (if they are high-ranking and promise a large search volume) are related to your products. When potential customers search using keywords, they like to be assured that your site can deliver on the promises made. This will foster some trust and is more likely to convert your potential clients to paying customers.

Consider Your Options

Also important in implementing on-page SEO for e-commerce is to carefully consider which e-commerce page(s) you are going to optimize. Obviously, the page offering products, as well as your landing page for visitors, should be optimized. This allows potential consumers to quickly and efficiently learn what you are about and what you offer. Do not allow your other pages (blogs, emails, and newsletters) to go by unoptimized, however. These pages are also often accessed by potential- and repeat-customers, and can be used to redirect consumers to your products.

Establish a Baseline

While completing all your research, it is important to explore where you rank in your current keyword search. Doing so will allow you to establish a baseline. This baseline can then be used to measure the success of any keywords that you implement. Google Search Console is one of the free programs available to track your progress, and measure where you are ranking. If you notice any of your keywords dropping in search volume, this could be a great opportunity to improve or change the content you are offering in an effort to maintain your position on search engine results 

Be a Nosy Neighbor 

Once you know where your company is ranking, it is time to see where your competitors are standing. Doing so will provide you with an idea of the work ahead of you to come out on top of the search engine results. Maintaining a high position allows you to convert more leads to paying customers. When observing the competition, look at the keywords they use, their page and domain authority, as well as where their backlinks are coming from. A keyword tool, like SEMRush can assist you in this endeavor.

Broad Strokes Are Not The Best

When introducing keywords to your e-commerce platform, keep in mind that broader terms are the least successful, due in part to increased competition, and the irrelevance of some terms. Long-tail keywords are one way to overcome this problem. While it is true that less people will search for these specific terms, the people who are searching for them are more likely to have a higher intent to purchase the products they search for.

Three Intents of Online Search

Keep in mind the three main intents of searching online: informational, investigational, and transactional. Informational intent can be summarized as people who want to know “who,” “why,” and where”. Using keywords that will position your e-commerce page as a solid reference in these areas can present you as an authority. This is most beneficial to those marketing information, such as courses or e-books. Investigational searches are most easily understood as people doing research. They are comparing products, prices, and reviews. Optimize your keywords to ensure that potential clients find what they are looking for, and quickly. Finally, transactional intent is those who are looking to purchase. Optimize your content for immediate transactions by using keywords such as “coupon”, “free”, and “where to purchase”.

Keyword Optimization for Success

We have covered a large amount of information in this short post. The take-home message is this: when performed effectively, keyword optimization is a very successful e-commerce SEO strategy. Invest in the right investigative tools to see where you sit currently, and work on building your online presence based on the information you receive. It is also important to focus on using the best and most accurate keywords for your services. This will help to draw in and convert more customers.

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