E-commerce SEO services
Maximise your organic sales and revenue with help from our award-winning ecommerce SEO consultants.
Approximately 87% of UK consumers have bought at least one product online in the last 12 months. E-commerce is one of two website types used for businesses, the other being a brochure website. Whether yours is a well-established brand, or a company just entering the online sales world, the implementation of an e-commerce SEO strategy is increasingly becoming an essential aspect of any successful business. Our e-commerce SEO Service is largely concerned with making your product and services stand out amongst your many competitors.
At Paramount Digital our experienced e-commerce SEO consultants will endeavour to improve your website and attract more customers – with the ultimate aim of converting that increased traffic into sales.
With the experience of working with a variety of established and new businesses, our team and their e-commerce SEO skillset gives you the best opportunity to increase the value of your business.
The strategy provided by one of our e-commerce SEO consultants will result in:
- Higher rankings on search engines for specific terminology relevant to your business. More relevant customers, in a higher volume exposed to the products and services you provide.
- Any underlying technical issues within your website to be eradicated, ensuring your customers encounter no obstacles when intending on making a purchase. Paramount Digital will do this by ensuring your customers have the most user-friendly experience possible when visiting your site.
- Original and engaging product and service descriptions for your online shop, to ensure the increased traffic heading to your website is converted into e-commerce sales.
BESPOKE TECHNICAL AUDIT
An e-commerce SEO specialist will review your website from a technical viewpoint, discovering the current problems within the architecture of your website so they can enlighten the business owners of the potential avenues for improvement.
SEO for e-commerce websites is more complex than that for simpler information, e-commerce sites usually carry thousands of pages with unique URL’s meaning there are lots of technical factors that can affect SEO.
Your dedicated SEO consultant will identify the same problems Google recognises and amend them to ensure that your website can be seen, indexed and has a fair chance to rank as highly as possible.
Common problems within e-commerce websites is that they often carry duplicate content, hindering your business’s reputation with Google.
SEO CONTENT MARKETING
SEO for e-commerce websites is only effective if the proper content marketing is implemented on your site. Our e-commerce optimisation specialists work alongside qualified journalists that will produce quality, engaging content for your e-commerce website.
Many websites often overlook the importance of quality content writing and over-optimisation is now commonplace in the industry. That’s why we employ qualified journalists to ensure the content on your website is to the highest of standards.
Our e-commerce SEO consultants will research the current market of your service or product, identify keywords in your particular field of interest, and ensure the correct strategies are implemented to maintain long-term rankings.
Google and similar search engines identify how credible your website is by recognising the quality of the links coming into and out of your website. Our e-commerce SEO experts will monitor all links as well as finding potential citations to increase the credibility of your site.
SOCIAL MEDIA OPTIMISATION
Social Media is increasingly becoming a crucial aspect of SEO and the Paramount Digital consultants are aware that this is a very real way of getting your products and services to your customers. Our e-commerce experts will promote your website across varying social media platforms.
Utilising SEO strategies, your designated e-commerce consultant will review the content associated with your product and services ensuring the information provided are understood and represented appropriately by search engines.
Tools such as focused keywords and the use of calls to action are examples of how Paramount Digital will drive conversions and search rankings.
CATEGORY PAGE OPTIMISATION
Separating your services and products into categories is an excellent and easy way to improve the usability of your website for e-commerce customers. Dividing your products into themes allows your visitors to navigate around your website more easily, increasing the chance of sales.
The incorporation of category pages can also be recognised by search engines, further increasing the authority of your site in the eyes of said search engines.
CONVERSION RATE OPTIMISATION
With the use of heat tracking maps and live recordings of your customer’s website interaction, we can identify the reasons customers are leaving your website and rectify these issues.
This particular element of SEO is often overlooked yet is crucial for e-commerce websites where repeat sales and upselling is a primary indicator of the success of your business.
I am yet to come across an organisation which is so true to their word. I went to Paramount Digital hoping to get help with my digital marketing issues and they have truly exceeded my expectation from the time I had my very first conversation with them. Thank you for guiding me through a process which was very alien to me and my team and thank you for being amazingly honest with your advise and finding me ways to save money. I could not praise this company enough for having such excellent work ethics, for truly caring about their customers needs and for the honest helpful advise. ABSOLUTELY OUTSTANDING in your field!
I have worked with Paramount Digital for 3 previous businesses that I have managed in London and still refer them to anyone who wants to improve their business through digital marketing.Dave and his team have built our clinics websites from scratch, giving a more luxurious and user friendly feel, they also deal with our SEOs on a monthly basis and we have seen a massive increase in new enquiries and traffic to the website. They also give great sound advice when we want to boost specific treatments. Highly recommend this company!
We were recommended by a few business people that Paramount Digital were the guys to go to for a full website and hosting service. David, Brad, Sam and Jenny to name a few have been so help and professional. They really know their stuff and we have been impressed. I would recommended this business without hesitation and have done already.
My clinic has been using Paramount Digital for years and from the first phone call they have been really impressive. The SEO results have been consistently strong and their customer service is excellent. Whenever I have a problem or question they have always responded immediately and have either resolved the issue or given me really good advice. They have always gone above and beyond what they are contracted to do. I would highly recommend their services to anyone looking to work with a professional outfit to positively impact their SEO.
I have been with Paramount Digital for over 18 months now, the team manage all aspects of our digital marketing – SEO, Google Shopping and Social Media Campaigns for my website Clarkes Golf, our online sales have increased by 90% as a result of the work completed, receiving regular reports providing transparency in the work completed clearly showing the improvements being made, I HIGHLY RECOMMEND Paramount Digital if you are looking to improve your online presence and increase sales (difficult to understand the negative review as the team have always gone above and beyond) A results driven, transparent Digital Marketing Agency.
Thanks at all the team at Paramount, especially Dave, Andrew, Alex and Sam who have helped us massively with our journey online.
Paramount Digital have been helping me with our SEO and PPC for the last 2 years. I am very familiar with both areas, but needed help to improve our performance, increase the number of new leads, and get a better ROI. I can honestly say that they do great work, are a fantastic team, and most importantly – they deliver what they say they will. If I’m still happy 2 years later, that says it all. They are always available to talk when needed, they go the extra mile, and they really care about doing a great job. I can’t recommend them enough. David Hunter, Andrew Gillespie, Sam Rourke, and the rest of the team have shown me why it’s so important to listen to the experts in this area. The results have been amazing, and I hope to enjoy working with them for many years to come. Jill Wright, General Manager of The Harley Street Smile Clinic.
Since Paramount have taken over our google marketing and social media we have had a huge influx of business. Dave and his professional team are extremely helpful and responsive- I would highly recommend Paramount for all your website and online business promotion needs!
We have been working with Paramount Digital for almost 2 years, managing our SEO, PPC and more recently targeted Remarking and have seen a drastic improvement in online sales in such a short space of time.
We always find that the staff are easy to work with and are always on hand to discuss new avenues and ideas to optimise our website. We find it hard to believe the negative review as Dave and the team have gone above and beyond for us, and we would highly recommend Paramount Digital to anyone looking to increase their online sales.
Paramount were our 3rd SEO company having tried 2 before that were basically useless, took our money for 12 months and did more harm than good.
Paramount are the real deal, have improved rankings and increased site turnover.
I find staff to be helpful and professional. They do know what they are doing. And whilst it wasnt an overnight success, nothing is with SEO, we are now benefitting from the hard work they have put in for us.
We have had no experiences like some of the negative reviews here and wish everyone as Paramount every success in the future. For sure we will be along for the ride if the upward trends continue…
Excellent customer service and great results form our marketing campaign – would highly recommend Paramount Digital for your digital marketing strategy!
Great company to work with. They assisted our company with SEO and website optimisation. Would definitely recommend their services.
Excellent, proven results from professional, friendly staff. Recommended.
Why choose eCommerce SEO?
Optimising eCommerce sites for search engines requires extensive technical knowledge of SEO and eCommerce sites encounter additional complications compared to brochure websites.
The strategy implemented will also depend on which CMS system you run your website on.
Magento, Shopify, WooCommerce and BigCommerce all require individual processes and we have experience in dealing with them all.
Paramount Digital provide an eCommerce SEO strategy that will give your customers the best experience possible.
Following a free consultation with your e-Commerce expert our multidisciplinary team, qualified in varying fields, will work together to ensure your e-commerce website is the best it can be.
At the end of each month, you will receive an easy to understand e-commerce SEO report to display the areas we have been working on. The report will show you the different tools we have used to improve your site and the resulting: rankings, traffic, and earnings.
If you would like any advice on e-commerce websites or are interested in a free consultation call us on 01744 88 1876 or email at firstname.lastname@example.org
Why is SEO important for eCommerce?
Simply put, getting the SEO right for your eCommerce website will make it easier for customers to find you so you can sell to them.
Nearly half, 48%, of online shoppers now use a Google search as the first step in searching for products.
Considering that about £1 in every £5 spent in retail is now online, there’s a huge potential market you can get your eCommerce website in front of if you can get towards the top of a Google search, and SEO is essential to those search results.
And, because eCommerce businesses have lower start-up costs and the internet gives you a much wider reach, getting your SEO right can put you on the same level as your bigger competitors, even with a smaller budget.
But it does mean you’re up against a much higher number of competitors.
There’s a lot to consider when putting an SEO strategy together for an eCommerce website.
Many of the principles of SEO remain the same, but SEO for eCommerce presents its own set of challenges from a technical SEO stand point and from a content standpoint.
Duplicate content on pages selling similar products, failing to understand buyer intent in your keyword research for product pages, and not optimising product and category pages for organic listings, featured snippets, carousels and mobile can all impact where you’ll end up on Google – and the chances of anyone finding your eCommerce website.
All of this means choosing the right service to guide your eCommerce SEO strategy is critical to your success.
How do I do keyword research for eCommerce SEO?
Essentially eCommerce SEO is making sure your key pages (home, product and category) appear high in the search rankings of Google and drive traffic to your website.
A key part of this is understanding the terms and questions your customers are putting into Google when shopping and making sure you have quality, useful content that matches those searches.
For eCommerce websites, your keyword research is going to need to focus on broad search terms which will drive high traffic volume, but also put a lot of attention on product and category specific keywords for customers searching for particular products.
There’s a couple of different ways you can go when doing keyword research for eCommerce.
You can either do your own research from scratch, or you can research what keywords the competition is focusing on and come up with an SEO strategy to outrank them.
If you’re going to use competitor research to guide your eCommerce SEO strategy then you should focus on these key things:
- What specific keywords are they ranking for or competing for
- What page authority you would need to realistically compete with them
- The domain authority of your competitors website
- If they have any backlinks to their site and where they’re coming from
If you find that your competitor’s website has a far greater authority than yours, it might be worth not going after the exact keywords as them as the chances of you out ranking them will be slim.
Instead you should focus on keywords that are easier to rank for until you have built the authority to compete for specific keywords.
How do I optimise my eCommerce website for SEO?
While SEO is important across your site, for an eCommerce site there are a few particular pages you should focus on optimising:
Your Homepage is essentially the concierge of your website, pointing leads and customers to the right parts of your site for them to find information or to make purchases.
After this your category and product pages are the ones which will be generating revenue for your company so the higher they rank and the more relevant traffic you can get to them, the more money your business will make.
Optimising your category and product pages can be tricky because you run the risk of duplicate content if you have a number of similar products, plus you can’t afford to use long descriptions of products that take customer ages to read.
We’ll go into more detail of the technical side of optimising these pages in the next section, but as a quick guide to successfully optimise your category and product pages, keep the following things in mind:
- Keep descriptions short and focused on the main benefits to the customer
- Use an easy to follow format for descriptions which include titles, bullet points, specifications and images and/or videos of the product
Once you’ve worked on these key pages, you can prioritise which pages to optimise next using your web analytics like Google Analytics.
Review which pages are bringing in the most traffic or generating the most revenue, and focus on optimising those.
How do you create an SEO eCommerce strategy?
Your eCommerce SEO strategy should be focused around your business goals – whether that’s increasing market share in a particular vertical or generating more sales for a certain product.
Whatever the goal, your eCommerce SEO strategy should include the following:
- Understanding your customers
If you don’t know who your customers are you can’t know how your product can help them, or what they do when search for a product.
In B2B these people are usually called “buyer personas” but essentially they are the people who will benefit from your product, and who you want to sell to.
Take time to figure out who your ideal customer is, what problems they have, where they go to for information and how you can help them.
- Keyword research
As we’ve said before, your eCommerce SEO campaign will start with some keyword research. Ensure you focus on specific product name keywords for high intent searchers and broader product category keywords for leads who aren’t ready to buy yet, but might in future. Consider focusing on long-tail keywords that provide better opportunity to rank and focus on high buyer intent.
- Optimise your eCommerce website for search
How high you rank in search has a lot to do with keyword optimisation, but it also relies heavily on providing an easy user experience both for your customers and search engines. Focus on getting your site architecture right so customers can easily navigate your site, and ensure your product pages give customers all the information they need to make a purchase.
- Creating content for eCommerce SEO
Whether it’s descriptive product pages full of specifications, price, delivery options, high res images and videos, ensure you fill your eCommerce website with useful content that will keep customers engaged and give them the information they need to make a purchase as easily as possible.
- Analyse your results
Ultimately your eCommerce SEO campaign will be judged on the revenue it brings in. Understand what has gone right and wrong, and why, will help you improve future campaigns and ensure you remain on top of your SEO results.
What are the common issues with an eCommerce website?
As we know, eCommerce websites can be a good standard way of selling products online, but they can provide some issues if you are looking to create a well-functioning website. As with anything, the eCommerce platform that you decide to use will have its cons, as well as its advantages. These include:
- Shopify – URL structure is an important way of telling Google which pages are relevant and showing the “flow of a website”. Unfortunately, Shopify has its own URL directory that you are unable to edit, causing issues down the line for your SEO potential.
- WooCommerce – this platform also places similar URL limitations on a website through the /product-category slug. This is fine for when you are first starting up a website but will limit your full SEO potential in future as your URL structure will not be as concise as it could be. This means that your URL structure will need custom development, taking some time that could be spent elsewhere.
- Magento – this platform has known issues with canonicalization, causing websites to suffer from duplicate content which can result in a penalty from Google, hindering your rankings.
It may be best to go with a website platform that is centred about eCommerce at the time, but if you are ever looking to expand your website or business, it could be more sensible to invest in a more well-rounded website platform.
What are the best eCommerce SEO tools?
There are many SEO tools (paid and free) to audit and gather data about your eCommerce website that can give you an edge over your competition.
Free tools – Some great tools to help you gain quick and easy information about your website include:
- Google Search Console
- Merchant Centre
- Google Analytics
- SEO Quake
- Google Page Insights
These free SEO tools give you quick ways of improving your site’s functionality and accessibility for the user.
Paid tools – These tools will provide you with a greater insight into the performance of your eCommerce website and the terms your pages rank for, giving you a basis to proactively work on improving your website.
Some tools we recommend are:
- Ranking Report
- Screaming Frog
These tools can give you a great platform to spot and SEO issues with your eCommerce website, so you can constantly make updates to see an improvement in rankings and traffic.
SEO is a game of cat and mouse, so you always have to keep on the ball to see constant high rankings.
How long until I see results from SEO for my eCommerce website?
If you perform the correct SEO practices, then you should expect to see positive results in your website’s rankings. If you are targeting a keyword that isn’t very competitive then you should expect to see results quicker than if you are looking to improve your rankings for a keyword that is highly competitive.
To figure out a timeframe for positive results, it is important to research the “keyword difficulty” of a term.
This tells you how easy (or hard!) it will be to move your URL up the rankings, tools such as the aforementioned SEMrush, as well as Moz and KWFinder can help you find out the current ranking landscape, which will help give time estimations on when you can expect to see results.
There are many avenues to go down when looking to optimise the SEO on your eCommerce website, so having the data in front of you to work through is a big advantage, instead of blindly attempting to fix your eCommerce website’s SEO with no data to go off.
How much would it cost to do SEO for my eCommerce website?
In all honestly there is rarely a set price for an SEO project and the price can vary, from a few hundred pounds to thousands depending on the scope and scale of the project.
The price for an SEO project for an eCommerce website usually depends on a few things:
- The amount of work that needs to be done (and whether you’ll be implementing our recommendations or we are)
- The number of products you have on offer
- How competitive your industry is and the keywords you’re trying to rank for
- Where you currently rank on search engines
- Whether you also need help with content creation
Just remember, you’ve invested time and effort in creating your eCommerce website and if you’re going to make money you need to be found by your customers.
Making sure your eCommerce website is fully optimised for SEO and updated regularly with fresh content is the only way you’ll rank highly in search.
If you want a more detailed price for your website, get in touch and our experienced SEO consultants can give your website a free SEO audit and give you a better idea what a campaign would cost.
What content should I create for my eCommerce website?
To help optimise your eCommerce website for SEO there are a few key bits of content you should create:
· Descriptions – Make sure each product has an informative description – and that it’s unique. A common problem with sites selling a range of similar products is that content is duplicated across pages – and that it’s too long! Keep descriptions informed and focused.
· Pictures – Images sell, so use them. Make sure they load quickly otherwise you run the risk of customer losing patience and going somewhere else. Sounds obvious but you’d be surprised how often simple measures like this are overlooked.
· Videos – We’ve established that we’re all impatient when it comes to reading text online, so what better way to engage than by using video? A great way to demonstrate exactly what your product can do and help people to get a full understanding of what’s on offer.
· Reviews – Love them or loath them, opinions matter and what your customers have to say about your product is crucial to banking more sales. Don’t hide from the truth. By openly displaying product reviews, it builds trust with prospective customers. Which will in turn build sales.
· Comparisons – Customers love comparing products when deciding what to buy and they can be very helpful in making subtle differences, extra benefits or differences in pricing stand out if you put them on your website.
Whatever content you create for your eCommerce website, just remember, be engaging, give your customers information they want (which can be different to what you want to tell them!) and build trust.
If you’re going to turn your website traffic into customers, you’re going to need to grab their attention. And fast.
What's a good example of an eCommerce website?
There are loads of really great eCommerce websites out there, so to give you an idea what kind of things you could do to be successful, here’s a quick run through some of our favourites:
· The Dollar Shave Club – this site has a high conversion rate, not surprising given its minimalist look with plenty of white space to let the products and branding do the talking.
· Julian Charles – see how this home website cleverly tempts you to put more in your basket by suggesting how you can ‘complete the look’ on every product page. They also use Klarna integration, building trust and further encouraging people to buy.
· Sun Bum – we love this site. They set their fun, engaging tone out from the get-go and stay consistent across the site. With a clear structure for SEO and great use of pages, every product is identified with a powerful image, on point description and is complete with clear product reviews.
Why do I need to work with an eCommerce SEO agency?
Your eCommerce website is different to other “brochure” websites and you have a lot of content to optimise across informational pages, category pages and product pages.
Not to mention all this content needs to be structured and organised in a way that not only converts customers, but gets search engines to rank you higher than the competition.
We’ve worked with hundreds of eCommerce websites across all kinds of industries and we’ve seen what strategies and tactics work so we know what will work for you.
You can go it alone or use an eCommerce SEO agency that will use you as a test case, but you’re investing time and money in your campaign so do you really want to risk wasting it?
How do I optimise my category and product pages for SEO?
When it comes to SEO for eCommerce product pages, the key is to use unique content.
The same goes for category pages.
Content should be fresh, engaging and relevant and shouldn’t be repeated anywhere else on the site.
There are two main reasons for this:
1. It gives customers information they need and makes it easier for them to navigate your site
2. It helps Google understand what that page is all about and determine where it should rank in search
A common mistake on eCommerce sites is to copy and paste the same description (usually the manufacturer’s) across all products.
This is particularly true for sites that sell the same product in a range of different sizes, colours, materials etc – as it’s the most convenient way to do things.
But it’s bad news for your eCommerce SEO strategy.
Google regards this as ‘duplicate content’ and your rankings will suffer as a result.
The best thing to do is put yourself in your customers’ shoes, think about what they would search for when looking for your products, and writing category and product descriptions that match those search terms.
Keep descriptions as informed and focused as possible and think about the stage the buyer is at.
What will they want to know about that particular category or product?
It’s also a good idea to include your main keyword and long-tail variations a few times throughout.
How do I structure my eCommerce website's architecture to help with SEO?
For any eCommerce website, creating a good navigation structure is crucial.
Keep things as simple as possible and ensure every page is no more than three clicks away from the homepage.
This allows authority to be passed down from the homepage to the category and product pages, and will do wonders for your SEO.
What’s more, your customers will love it because it makes it easy for them to browse your website and find the products they want.
Think carefully about your URL slugs.
Here at Paramount Digital, our eCommerce SEO experts typically recommend the following structure:
yourdomain.co.uk/category-name (category page)
yourdomain.co.uk/category-name/sub-category-name (sub-category page)
yourdomain.co.uk/category-name/sub-category-name/product (product page)
Simple, right? URL slugs (or permalinks) should always be as clear and concise as possible.
Be sure to include the primary keyword.
Try not to repeat the same words.
Use hyphens (rather than underscores) to separate words.
The easier it is to read, the better!
How can content help with SEO for eCommerce?
Well-written, relevant content can successfully drive traffic to your eCommerce website.
There are numerous ways in which it can be utilised and our advice is to use a combination of the following:
1. Homepage content
The content on your homepage should target your main keyword, explaining exactly who you are and what you do.
People like to get information in different ways so use a combination of text, images and video on your homepage to keep users engaged.
Focus your content on what your customers will want to know and make sure you answer questions they’ll have.
Having an FAQ section on your homepage is a simple way of doing that.
2. Category and product page content
Getting customers to your category and product pages and converting them into sales is what will drive revenue for your eCommerce site.
Give your customers everything they need to make a buying decision as easily as possible.
Product images, descriptions and video all go to helping with conversations, as well as SEO performance.
Just be careful how all this interactive content impacts page load speed.
3. Blog content
Websites with a blog have about 434 more indexed pages than those with no blog, according to HubSpot.
That’s important because the more indexed pages you have with a search engine (like Google) the more likely you are to rank highly in search.
A blog is an easy way to build a relationship with your customers and gain their loyalty.
What’s more, by updating it regularly – and incorporating keywords into your articles – Google will see that you’re providing continuous valuable information for users and give your domain more authority.
Images and videos A blog is a great way to drive traffic, but images and videos are a great way to convert customers.
Customers like to see what they’re buying before they part with cash, so product images and videos like demos and how-to guides can be an effective way of converting web traffic into paying customers.
What are the technical SEO considerations for an eCommerce website?
Getting the technical SEO right for your eCommerce site is a fundamental part of getting found in search.
An SEO audit of an eCommerce site will usually throw up issues:
· Duplicate Content – Product pages placed in more than one category. For example ‘New Products’ and their primary category, will create multiple versions of the same product page. Google likes to see unique content on a site so deleting one version and redirecting the URL to the remaining page can help to fix the problem. However, if the pages need to exist, a canonical tag will alert Google of the master version of the product page. As well as this, product descriptions uniquely written for you, which cannot be found on similar sites, is always advised.
· Poor URL Structure – eCommerce sites are prone to multiple categories being placed within each other or in the wrong place in the URL structure. The path for the user to reach a product page should be no more than three clicks from the homepage. As eCommerce SEO experts we recommend a homepage, category, sub-category, product URL structure. It makes for the most refined user experience.
· Keyword Cannibalisation – Another issue can be targeting the same keywords across multiple product pages and/or categories. This means that pages within your site will in fact be competing against one another to rank for a keyword.
We know the best keyword research techniques to ensure each individual page is targeting a unique set of relevant keywords.
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