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HOW DOES E-COMMERCE SEO WORK?
E-commerce SEO is a marketing technique used to get more traffic to your store by making it more visible on search engine result pages (SERPs). A well-ranked page will receive more traffic, so you want your page to rank as high as possible.
Unlike paid ads, which drive traffic to your web store by making you pay per click, SEO allows you to capture highly relevant traffic at virtually no cost. Search engines like Google, Bing, and Yahoo, all rank your web store based on SEO.
To improve SEO on your web store, it’s important to pay attention to the content on your web store. It’s possible to improve your e-commerce SEO through comprehensive web store product page, by implementing a blog, or by running a technical audit of your website.
For your web pages to rank higher in SERPs, you need to ensure your website is optimized for search engines.
HERE ARE A FEW EXAMPLES ON WHAT THIS LOOKS LIKE
These all have an impact on your e-commerce SEO and whether or not your web pages will rank in SERPs like Google.
IS THERE A DIFFERENCE IN DOING SEO IN B2B E-COMMERCE VS. B2C E-COMMERCE?
Though SEO in B2C and B2B e-commerce have the same outcome (increasing organic traffic), they do have some key differences:
- Target Audience: While B2C SEO is targeted towards individual consumers, B2B e-commerce SEO content has to cater to a more formal audience, since their customers represent whole organizations.
- Longer Buying Cycle: B2B is notoriously known for having longer buying cycles than in B2C. This also means that your customer may need more time, information and content before making a purchasing decision.
- Goal: The goal of B2B SEO content tends to be educational/informational, while B2C SEO attempts to trigger a purchase.
4 KEY COMPONENTS IN AN E-COMMERCE SEO STRATEGY
WHAT ARE THE BENEFITS OF E-COMMERCE SEO?
There are countless benefits to setting up an e-commerce SEO strategy. Here are the top 3 benefits to e-commerce SEO:
1. BETTER USER EXPERIENCE
One of Google’s key ranking factors is providing users with a good user experience. If your site is targeting the right keywords for your target audience and answering queries that website visitors might have, then Google sees that as a positive experience and your ranking will consequently go up.
But if users are clicking your site and immediately clicking away, Google will see that as a negative experience, and it will hurt your ranking.
Focusing on optimizing your user experience in the name of SEO has a knock-on positive effect for your customers, who will in turn find your web store more attractive to use and adopt.
2. EXPANDING YOUR REACH
E-commerce SEO helps your web store receive more traffic, which consequently expands your brand’s reach. Once a user lands on your website organically, you can later reach out to that person again with paid retargeting campaigns. SEO remarketing is a highly effective practice.
When your site ranks organically for search terms that are relevant to you, it also allows you to establish brand authority, thereby differentiating yourself from your competitors.
3. BETTER QUALITY TRAFFIC
When your website ranks higher for relevant keywords, it is more likely to attract visitors who are already interested in the products or services that your organization offers. The result? A higher conversion rate, since your visitors are more likely to become customers.
4. COST-EFFICIENT
SEO is a relatively low-cost channel to run efficiently, especially when compared to paid ads. Unlike paid advertising, in which you need to pay for every click, optimizing your website draws in organic traffic for free.
5. LOW MAINTENANCE
Unlike e-mail or paid adverts, which require constantly thinking of new campaigns, refreshing content, and can involve a lot of maintenance to run efficiently, once you have rolled out your SEO strategy, it continues to work for you.
WHAT ARE THE CHALLENGES OF E-COMMERCE SEO?
The challenges that many companies overlook when optimizing their e-commerce SEO are:
LACK OF QUALITY CONTENT
The biggest problem with optimizing e-commerce SEO is that some sites try doing so quickly and forget that it’s not just about the quantity of content. It’s about the quality of the content. Your product pages can’t just be a copy-paste of the manufacturers’ description, they need to be concise descriptions accompanied by pictures.
For organizations focused on B2B e-commerce SEO, it’s tempting to check all the technical requirements for strong SEO and neglect the most necessary component: unique content that adds value for visitors Content is very important for high valued customer
Although content is king, you can’t forget about your technical SEO setup. Things like HTTPS, mobile-friendliness, page speed, indexation, XML sitemap are often forgotten about.
- You can use Google Search Console or a dedicated tool like SEMRush to track how your content is performing against certain keywords. These tools will also help you see if you’re pulling in any other keywords that might be relevant for your web store.
- Organic CTR/ Bounce Rate: To truly consider a SEO campaign successful, you’ll need to ensure that the traffic you’re capturing is a) staying on your website, and b) taking an action you might wish them to take. CTR from the SERPs can also provide you with valuable information in how effective your meta-titles and descriptions are in drawing in visitors.
- Use Google Search Console and Analytics to measure how your visitors are interacting with your content.
- Revenue: Observing how much of your organic traffic ends up converting into measurable revenue can help you pinpoint exactly how much value your e-commerce SEO is bringing into your marketing efforts.
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E-COMMERCE SEO FAQS
What is SEO in e-commerce?
Ecommerce search engine optimization (SEO) is the practice of fine-tuning your website to meet search engine best practices, and updating your content to reflect what your customers are searching for. Benefits of SEO for store owners include increased visitors, brand awareness, and sales
How do I optimize my ecommerce SEO?
In this blog we’ll look at 12 effective SEO tactics to help improve online visibility and search engine rankings.
- Perform Keyword Research That Considers Buyer Intent.
- Don’t Forget Long-Tail Keywords.
- Optimize Product Pages to Improve Ranking.
- Make Sure Your Site Is User Friendly.
- Use a Simple URL Structure.
How long does eCommerce SEO take?
Many SEO experts agree that the magic number to keep in mind is somewhere between 4 to 6 months to witness the first signs of success. For brand new websites it can take more than 12 months to see results, while established e-commerce sites will see impact faster.
How can an e commerce business benefit from SEO?
SEO helps understand shoppers and thus optimize your site’s usability. That, in turn, can improve rankings. Keyword data provides a window into shoppers’ desires. They want something; that’s why they’re searching.
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