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[SEO for ecommerce] Step by step guide to optimize your online store

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[SEO for ecommerce] Step by step guide to optimize your online store

You already know how important it is for an online store to position itself in Google. The better the positioning, the higher the volume of visits and the more sales.

But of course, saying it is easier than doing it, because when they tell you that:

Work well with the H1, H2, H3 tags … it sounds like Mandarin Chinese to you.
Better user experience … you think about whether you have to give more discounts.
Make sure there is no duplicate content … you think they refer to if you have pasted the same paragraph twice.
Yes, you are very clear that SEO in an ecommerce is very important, but everything seems very difficult and you have no idea where to start.

If this is your case, do not worry, because in this post I will explain how to start working on the positioning of your store in order to get more visits, leads and customers.

Ready for your store visibility to take off?

list_altIndex of contents
What is it and why do you need to do SEO in your ecommerce
Benefits of applying an SEO strategy in an online store
How to optimize your Ivory-Coast Phone Number List store step by step so that it sweeps up in the search results
What is it and why do you need to do SEO in your ecommerce
I start with the basics, in case you just landed on this digital marketing thing.

SEO positioning (Search Engine Optimization or “search engine optimization”) is the set of techniques and strategies that are implemented with the aim of attracting the maximum volume of visits from search engines (mainly, Google).

Ivory-Coast Phone Number List

From this definition we clarify two concepts:

Attract qualified visits: although the objective is to attract traffic to our store, it is not about capturing any type of traffic, but it must be qualified traffic. That is, potential clients.
Search engines VS Google: although the concept of SEO encompasses all search engines, the normal thing is that we focus on positioning in Google (which has the largest market share in Europe and America).
But is SEO really so important if I have an ecommerce? This is the next thing we are going to see.

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Benefits of applying an SEO strategy in an online store
I’ll explain it to you with an example: imagine that you have an ecommerce of personalized t-shirts.

Take a look at this:


The keyword “personalized t-shirts online” has 1800 monthly searches (or, rather, 1800 potential clients) in Spain.

Although, be careful, because only the pages that appear in the first 3 positions are those that take around 70% of the visits. That is, if you do not position yourself at the top, you are only going to take the crumbs of the cake.

But look at another detail.SEO for e-commerce

To rank for this keyword you would have to compete against almost 16 million websites. Hence the importance of SEO, because it is the strategy that helps you in this war to reach the first position.

And, in the end, positioning yourself in the top 1 and attracting potential customers is always synonymous with selling more.

How to optimize your online store step by step so that it sweeps up in the search results
Enough theory. We are now going to the practical part of the post.

These are the steps to follow so that your online store reaches the top positions in Google.

1. What keywords attract potential customers
The first thing you should be clear about is that there are two types of keywords (mainly) according to the user’s search intention:

Informational keywords: the user wants to know more about a topic, but is not ready to buy yet.
Transactional keywords: these are the ones that the same user looks for when he is already determined to buy a product (so they are the ones that can bring you more sales in the short term).
That is why the first thing you should do is a keyword research, that is, a deep keyword study to find the best keywords in your sector.

With this I don’t mean to only focus on transactional ones.

They are the most important, that is clear, but if you position informative keywords and work a good inbound Forex Email List strategy , you will also be able to convert many of those visits into customers.

Here is a trick: you don’t know how to distinguish if they are of one type or another? For that, it is best to open Chrome in incognito and search for those keywords in Google. If the results that appear are blog articles, it is an informative keyword. But if they are product cards or store categories, then it is transactional.

2. The web structure is the foundation of your store
Now we have to create a page for each of those transactional keywords that you have found.

The challenge is deciding if we are going to attack them with a category, subcategory or product page page, because this will affect (and a lot) the positioning.

There are two aspects to consider.

A. From the general to the particular (silo architecture)
Most online stores have their products divided into various levels of categories and subcategories, what we call an “in-silo” web architecture.

This formula has two benefits:

It is easier for the user to move around your online store.
Google understands which are the most important pages on your website (the ones you are most interested in positioning).
But with an example everything is better understood. We are going to put ourselves in the shoes of a customer who wants to buy some hiking boots on the Decathlon website. As soon as we enter we find a navigation menu with several generic categories, such as “Sports,” Woman, “Man” …

If we display the one for “Sports”, we see that inside there is a subcategory for each activity. We click on “Mountain and hiking”, which is the one that interests us.

SEO for e-commerce

Upon entering it, we find another batch of subcategories, each one dedicated to a different type of equipment.

We click on the “Hiking and trekking boots”.

SEO for e-commerce

And here at last we have several boot product sheets to choose from.

As you can see, this structure makes it very easy for us to find the product we are looking for, even if it is the first time we visit the web.

B. One keyword, one page
Each keyword must be positioned with a single page within your ecommerce. What does this mean? For example, imagine you have a photography ecommerce:

You create a product file optimized for the keyword “Nikon d3200 camera” and decide to publish it in two different categories at the same time:

Professional cameras.
Nikon SLR cameras.
You know that the product is the same although the file is duplicated, but Google does not. He only sees that there are two different pages within your store competing for the same keyword (what we call “SEO cannibalization”).

Result? The two tabs hold each other back and end up positioned on the second or third page of results, so the traffic they bring you is zero.


3. User experience = better positioning (and sales)
User experience (UX) is the impression that a person has of your website after browsing it, and it is one of the factors that most affect SEO positioning.

To measure the UX of a website, Google takes into account several factors:

The time of permanence of the users.
The bounce rate.
The number of page views per session.
And it’s not just about how it affects SEO.

Also, if customers don’t feel comfortable browsing your store, forget about them wanting to buy from it.

Here are some tips to avoid it.

A. Take care of usability
This term is very broad, but, simply explained, it refers to how easy it is for users to move around your online store.

There are several factors that influence the usability of a website:

Architecture: what I explained to you in the previous section.
High loading speed: many of your customers will not wait more than 2-3 seconds for your page to finish loading.
Design adapted to mobile phones: it is not only about choosing a responsive template, but also about eliminating any element (such as pop-ups) that makes it difficult to navigate on small screens.
Breadcrumbs : these links make it easy to navigate between your categories and product sheets.
These tips are basic for websites of any sector.

But when it comes to the user experience of an ecommerce there is another element that you cannot forget: the search engine.

B. Includes an internal search engine (but a smart one)
The inner seeker is like a store clerk for a lifetime. He is the “person” you turn to when you don’t know where to find a product or you don’t want to have to look for it.

And I say that it is a key element for SEO because:

Improves usability: because it helps the user to instantly find what they are looking for.
Increase the time of permanence: an intelligent internal search engine (the one that comes by default with the template does not count) is able to offer your users complementary products to the one they are looking for and to show them the active promotions, which makes them spend more time in your page and encourage cross-selling.
So not only does it help SEO, but an advanced search engine can increase your turnover.

In fact, businesses that use a search engine like Doofinder generate up to 20% more sales And, as an example, you have the case of Neil Patel.

I could elaborate much more on this, but on the Doofinder blog we have a post where we explain how to sell more with the search engine of your online store.

C. Simplify check out
Another common error in ecommerce and quite serious, because it is one of the reasons why the average number of abandoned carts in online stores reaches 70% .

What usually happens is that a user already has a product in the cart and is about to checkout, but:

The check out process is very cumbersome.
You force him to register to finish his purchase.
You don’t make it clear to him that the transaction is secure.
Suddenly you add the taxes and the user gets angry.
And if that “almost customer” has doubts when paying, you know what happens. Close the browser window and one more abandoned cart.

4. Contents, yes, but always with a strategy
Do you remember those informative keywords that you found? Well, with them you will be able to create a content strategy that helps you:

Attract more potential customers.
Improve the authority of your website (the more traffic you get, the better Google positions you because it considers that you offer useful information for the user).
Position yourself as a reference store in your sector.
If you have questions about how to use content marketing within your sales funnel, I recommend that you take a look at this other post from Inboundycle .

5. Apply the principles of SEO writing
Let’s go with the last ingredient in this SEO recipe. Because for your website to be positioned it must also be written in Google’s language. That is, written for SEO .

That means:

Respond to the user’s search intent.
Include the keyword in the key elements of each page (the H1, the URL, the title, etc.).
Increase CTR in search results (with an irresistible title and meta description).
Add internal links so that users read several posts before leaving your website.
These same principles apply both to your blog posts and to product categories and sheets.

And watch out! Nothing to copy and paste the content of your files from the provider’s website. This is called “duplicate content” and it is something that Google penalizes.

Instead, we recommend that you follow the advice we give you in this post to write unique product sheets (and also make you want to buy ).

You already have everything you need to optimize the SEO of your ecommerce!

As you have seen, optimizing your online store for SEO means much more than finding keywords with many searches and including them on your website.

The good thing is that, if you do all this work well, you already know what the reward is: more visibility and an increase in your turnover.

Did you know all these aspects of SEO? Are you applying them in your online store? I read you in the comment section.


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