SEO for e-commerce: what is its importance and strategies?

If you want to increase traffic and sales on your ecommerce site, on-page SEO is an essential first step. There are plenty of articles and tutorials on the web offering general SEO advice, but far fewer that specifically address the needs of e-commerce entrepreneurs.

Today we would like to give you a basic understanding of on-site SEO for ecommerce. This will be enough to get you started, ensure you’re sending all the right signals to Google, and set you up for SEO success.

Let’s dive in.

What is SEO for eCommerce?

Ecommerce SEO is all about making your online store more visible in search engine results pages (SERPs). When people search for products you sell, you want to rank as high as possible to get more traffic.

You can get traffic from paid searches, but SEO costs a lot less. Additionally, ad blockers can reduce the effectiveness of paid searches, so you should optimize your site for searches. Ecommerce SEO typically involves optimizing titles, product descriptions, metadata, internal link structure, and navigation structure for search and user experience. Every product you sell should have a dedicated page designed to attract search engine traffic. However, you should not forget about static pages on your site that are not product-oriented, such as the following:

  • Home page
  • About page
  • F.A.Q. page
  • Blog posts
  • Help Center Answers
  • Contact page

Why is ecommerce SEO important?

What do consumers do when they need a product or service? Many search on Google. They are looking for options, advice, comparisons and other information that will help them make informed decisions. If your website isn’t showing up in the SERPs, you’re losing critical access to qualified, ecommerce-interested customers. Your products may have a space on the web, but are they findable?

This is where ecommerce SEO comes in. It gives you a way to reach your target audience without paying for ads. Once you’ve attracted people to your site, you can delight them with your high-quality products, intriguing copy, and motivating calls to action. If you only optimize your website for people, you’re doing your business a disservice. Ecommerce SEO addresses the first barrier to acquiring new customers: attracting people to your site.

How to Develop an SEO Strategy for Ecommerce?

SEO for ecommerce can seem like a huge task, especially if you already have a website with tons of products. Yes, it can take time, but you can speed up the process by having a solid strategy.

  1. Prioritize pages: Which pages on your site receive the most traffic? Start with them. Additionally, if you want people to focus on a specific or featured product, optimize for that product first.
  2. Create a workflow: SEO requires you to meet many specific requirements. Choosing keywords, adding metadata, naming your images correctly, adding alternative attributes to images, and incorporating related keywords all fall into this category.
  3. Examine the competition: Your e-commerce SEO analysis should be designed to outperform the competition. Look at your main competitors’ sites and evaluate their SEO efforts. Identify ways to improve yours.
  4. Continue with conversion rate optimization: Conversion rate optimization (CRO) should follow SEO. We’ll talk about that later.

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