Improving SEO on eCommerce is a little different than SEO for general websites. As there are a lot of products, SEO on eCommerce will be more focus on on-page SEO as each product should be optimized. There are tons of work to do to improve the SEO. But for the beginning, you can do these steps on your own website without being too technical.
Do Keyword Research
The basic thing in SEO is keywords. Identify keywords of your products. You can also search keywords for your brand. Focus on what keyword that will be used by people who intend to buy your product. It can be simple like ‘winter clothes’ or more detailed like ‘buy brown leather coat for winter’. Moreover, there are many keyword tools you can use. As a starter, you can try Google Keyword Planner.
Remember to determine keywords that have high volume search, and are likely to convert web visitors into customers. If possible try to find the one that will rank your eCommerce website faster. You can start with a keyword that can be a solution to a problem.
Focus On Detailing Title & Content
Now that you have determined keyword for your brand and products, implement those on your content. Time to use your keywords in sentences!
Site Title and Tagline
Site title and tagline are really helpful to the SEO. After writing your brand name as the site title, describe your brand shortly with your brand main keyword as a tagline. For example, we input ‘Women’s Boho Clothing’ as the search queries.
The site tagline of the first ones showing up contains the keyword. They don’t merely write their brand names. They give the main keyword of their brand description; boho clothing for women. Also, input the meta description of your site that will show on the search results.
Don’t forget to make the homepage layout tailored to your brand personality.
Product Name & Description
The common mistakes eCommerce website done is copying manufacturers’ description. Sometimes if the product is self-made, the e-commerce owners don’t bother to write any useful information other than the material used. Don’t copy and paste the description, write your own well. Make it useful to your customers as a thorough description. Write the main selling point first then describe the other information after.
Your product name should also include the category. To illustrate, if you sell a jacket, include the word ‘jacket’ in the product name. Jacket is the common search term so that including it in the product name can improve the SEO. Therefore, when someone searches for a ‘jacket’, your product has the chance to show up in the search result.
Moreover, input the alt text for the product images. The image name file and alt file should be a benefit to your SEO. Instead of IMG001 with blank alt text, use the product keyword as the name of the image and the content of alt text.
If you keep questioning why eCommerce still need a blog, this is why. Besides sharing information about the products, a blog can be your tool to improve SEO on your store. You can create many articles related to your products and include the specific keywords. Thus, it can build more engagement with your existing customers and attract potential buyers.
Include Customers’ Reviews
Product reviews from your customers are really helpful to enrich the keyword of your products. This will also gain trust for your potential buyers.
Bonus: Be Active on Social Media
Yes, social media can improve SEO on eCommerce website of yours. You can share your blog articles or promote your new arrival products to build social links to your website. Show them how your product is what they need without being too salesy.
Manage Site Structure
If you’re using WordPress/WooCommerce, then you already have your website structured well. Site structure helps the search engine bots to crawl your eCommerce website effectively.
Organize Navigation Menu
Your navigation menu must be easy to understand and follow. To make it a simple, display the product category as the main menu. If you sell products for men and women, you can start using them as the main category in the navigation menu.
Breadcrumbs make easier to navigate for customers rather than repeating the steps taken before. It will also help the search engine bots to find their way back to the homepage. Therefore, breadcrumbs are effective to improve SEO on eCommerce stores.
Avoid 404 Pages
Having too many error 404 pages won’t get you anywhere. When your product is out of stock/discontinued, it’s better to leave it until restocked or redirect to the product category page. Place a sign-up form so that customers can be notified when the product is back in stock. If you still think 404 page is better, customize the page such as displaying related items so that your customers won’t only see an error message.
Protect Your Website
A secure website can help you to rank better in the search results. Therefore it’s necessary to implement SSL for your website. You can identify it by looking at the address bar, where green lock appears and your website URL begins with https://. It’s not only for improving SEO, but also for securing transactional activities and personal customers data. Your customers won’t continue to proceed their checkout if your website isn’t safe. If you can’t get the SSL certificate, you can try to use third-party service to handle the payment process.
Optimize Website Speed
Whether it’s about improving SEO on eCommerce website or usual blog, the basic thing you need to do is making your website load fast. Before we’re going any further, make sure that your website is quick to load. If your website loads more than 3 seconds, you should try to make it faster.
Ensure It’s Mobile-Friendly
In addition to having a responsive design, your mobile site should deliver the usability for the user too. If you use a WordPress theme, check if it allows you to customize the mobile version of your website.
If you use Sobari as your WooCommerce theme, this aspect is already taken care of. You can customize the look of mobile version so that you can improve usability as well. Sobari has also implement rich snippets to improve your SEO. The rich snippets will display additional information such as star review and price of your product in the search engine results.
Now that you have set up the basic things, you can continue to learn the next steps such as building backlinks and canonicalize URL. For the technical SEO, you can ask a developer to do it for you instead. Therefore, this basic guide will take your eCommerce website to be ready for another SEO improvement.