Are you finding it hard to drive traffic to your e-commerce store? Don’t worry, it’s a widespread problem many startup stores and even long-standing businesses have.
Luckily, there are four simple areas of e-commerce SEO to focus on that will get you on the track to success.
Before you get started, it’s worth noting this journey won’t be easy, but you stand a great chance of success by following this guide.
#1. Regular Site Audit
The biggest mistake most stores make is not performing regular site audits. Instead, they like to focus on tactics like link building.
The problem is link building requires a solid foundation, which you can only get from performing site audits and fixing technical issues that exist on the site.
On-site problems are one of the biggest killers for online businesses, so it pays to keep on top of your site audits.
Site audits help you find the technical faults which you would usually be unable to spot. This could be things like:
- Duplicate content
- Broken links
- Missings tags
Site audits can take a lot of time unless you use the right tools. There are many tools you can use, including:
But, to get access to these tools, you’ll have to pay. The best free option is Screaming Frog. It’s completely free to use up to 500 URLs, which is enough for most e-commerce stores.
Screaming Frog can help you find all your problems, but this section will focus on the most common problem, duplicate content.
How To Find Duplicate Content With Screaming Frog
The first step to finding duplicate content is to crawl the site with Screaming Frog. You begin by entering the URL into the search bar and hit ‘start’.
From there, click on the URL and use the drop-down filter to select ‘duplicate’ this will then show you a full list of duplicate content you have on your store.
The usual fix is correcting the canonicalization tags on your content.
#2. Keyword Research
Keywords are and always will be one of the biggest factors of building an online business. This means for you to be victorious, you need to optimize with the right kind of keywords.
Most people will choose their keyword based on how much search volume it has, and although that is a part of it, there are also other factors you have to consider:
- Keyword Intent – The key to picking the right keyword is making sure it has the right intent. You see, the keyword needs to attract customers at the right stages of the sales funnel.
- Relevance To The Product – Having a keyword relevant to your product is important to increase your conversions. There’s no point in having a t-shirt store to rank for keywords about shoes; it would have no relevance to the store at all.
- A High Search Volume – There’s no point picking a keyword that doesn’t pick up any search traffic. It doesn’t matter how good the intent is or how relevant it is unless it has people actually searching for it.
- The Right Competition – This is a trap many people fall into. They see a keyword with great intent, relevance, and search volume, but they haven’t got the domain or page authority to rank for it. Try to find keywords that have a competition level you can compete with.
If you keep these things in mind when choosing your keywords, you’ll have great success. Just be aware of keyword stuffing; it can kill a pretty site quickly.
#3. On-Page SEO
On-page SEO is underutilized and shouldn’t be taken lightly.
So, what on-page SEO pieces do you need to get in order?
- Title tags
- Heading and subheadings
- High-quality images and videos
- Schema data
- Internal links
- Unique product descriptions
These are just a few factors to get in place before you start the next step. To pick up the best tips about on-page factors and how to fix them, take a look at this article by Matthew Woodward.
#4. Link Building
Link building is the final stage of your e-commerce efforts and should always be the last thing you think about.
The idea is to get as many high-quality and relevant links pointing to your site with optimized anchor text.
The most significant difference with e-commerce link building is you need links pointing to every section of your site to succeed, yep, even the category pages.
There’s plenty of tactics you can use, but this article has seven effective link building strategies you can use with little knowledge.
Bonus: Local E-commerce SEO
This is an important thing to think about if you want to take your physical business online. The reason being the majority of your customers will come from your city or the surrounding area.
Surprisingly over 50% of local searches are done on the mobile phone, but what’s more impressive is 80% of the mobile searches convert. That’s huge!
And that’s why optimizing your business for locals is so important. To do this, your store needs to have three things:
- A local phone number that matches the location
- Have a physical street address
- Have your business name
Having these three things included on every page of your store goes a long way to ranking your store in that location.
Make sure you register your business on Google. You can do it here.
Another great tip is to link builds on local directories, but make sure they match the location given on your store.
Correctly implemented e-commerce SEO can have life-changing effects on your online business.
Remember, if you’re not using it, you’re setting yourself up to fail. If there is one thing you can count on, it’s that your competitors will be using it.