If you want to generate organic traffic and customers from your Ecommerce SEO campaigns, then optimising your on-page content is the biggest thing you have to get right.
A properly optimised website will get found in search, entice customers to come to your website, and convince them to convert and buy once they’re there.
But there’s a lot that goes into improving on-page content on an Ecommerce website.
So let’s help you improve your search rankings with a few useful tips.
Most customers today, when they’re searching for products or information, will turn to Google.
And they’ll be making certain searches, using certain words based on what they’re looking for.
It get found in these searches you have to optimise your Ecommerce website and marketing content around these keywords.
Which means doing keyword research.
When it comes to using keywords in your on-page content, there’s a few places you definitely need to use it:
- Page titles
- In the body copy
- Product descriptions
- Meta titles and descriptions
- Alt text on images
When it comes to using keywords in your body copy on a web page, don’t just try and stuff as many keywords into the copy as you can.
First, your content won’t make any sense so no-one will understand what you’re on about.
Two, this use of “keyword stuffing” is something that Google punishes by ranking you lower in search.
Keywords should be used naturally within the copy.
Optimise your category and product pages
Your category and product pages are where you’ll make your money.
So make sure you’re optimising these pages around keywords.
If you want some ideas for what keywords to optimise your category pages around – try Amazon for inspiration.
If you go to the Full Store Directory, which you find under the departments tab, you’ll get a whole list of suggested category keywords for any product.
Like the rest of your website, put your keywords in the URL, headers, titles, descriptions.
For product pages, be specific about the product.
Include details on the make, style, year, colour – everything.
People searching for a product in that kind of detail have a high conversion probability, so you definitely want them finding your Ecommerce website when they make their searches.
Use alt text on images
Any product or category page should include hi res images of the products you’re selling.
This is the chance to show off the product to customers who are more likely to buy something they’ve seen, rather than just reading a description.
But images give you another chance to include your keywords in the alt text.
Make sure you do this, because when Google crawls your page, trying to decide where to rank it, it will recognise the alt text and will use this in its decision.
Your Ecommerce site structure should make it easy for Google to crawl, and for customers to find what they want.
A typical structure should be something like:
- Category Page
- Sub-Category Page (possibly, depending on what you’re selling)
- Product Page
Ideally you want your customers to have to click no more than three times to achieve whatever they’re trying to do.
Whether that’s make a purchase, or get to a landing page to download one of your lead magnets.
The reason you want to keep your pages as close to the homepage on an Ecommerce page is simple.
The further away your pages get from your homepage, their search authority is diluted by Google, which views them as less authoritative.
So a product page that is 2 clicks away from a homepage will be viewed as more authoritative (and have a better chance of ranking) than one that is 6 clicks away.
Broken links are a red flag to Google, and a sign to your customers that you aren’t managing your website properly.
These 404 errors usually happen when you delete a page which has a link pointing to it from another website.
You can use SEO tools like ahrefs to identify broken links so you can fix them.
Ideally you’ll want to redirect them to the updated version of the deleted page.
Don’t duplicate content
Duplicate content is another red flag for Google.
When it finds two pages with the same content, it won’t know which to rank highest and might end up choosing the page you didn’t want it to.
Duplicate content is a bigger risk on Ecommerce websites than regular ones because they include similar products, with similar descriptions.
This is why you should take some time to create unique product descriptions to avoid this issue.
If you’re struggling with duplicate content, you can add a canonical tag to the main page you want to rank, which is a signal to Google which is the higher authority page.
We talk a lot about generating external links as part of your off-site Ecommerce SEO work.
But internal links are just as important.
Internal links are like shop signs around your Ecommerce website, pointing customers towards other products or services they might like based on what they’re looking at.
“Like that designer dress? Here’s a link to some designer shoes that you might want to buy to go with it.”
Internal links from high authority pages like a Pillar Page to a product page, can also help boost the page authority of the product page simply by having the link in place.
So put some time to coming up with an internal link structure to further improve the SEO performance of your website.
Get product reviews and use schema to get them displayed in Google search
You’ll have noticed this in searches without realising what it is.
When you look for a particular product or service on Google sometimes, underneath the meta description, you’ll see average review scores, alongside the number of reviews a product or service has had.
These are important for Google because higher numbers of positive reviews are a signal of authority that will be used to rank you higher in search.
But they’re also useful for boosting the confidence in your customers that they’re making the right choice by choosing you.
If you’ve got 58 five star reviews, and the next results in search has none, which do you think a potential customer will choose?
Want help optimising the on-site content of your Ecommerce website?
Get in touch with us today for a free SEO audit of your Ecommerce website.
One of our SEO consultants will put together a report for you to analyse where your current work is succeeding, and where you could make improvements to your SEO to get even better results.