With frequent algorithm changes, updates to new search engine features and conflicting advice, many e-merchants are not sure where to start with a tried-and-true 2021 ecommerce SEO strategy that can lead to serious results for your business.
How to improve your ecommerce SEO strategy
Improve your organic search rankings and increase website traffic, brand awareness and conversion with these tips for boosting your ecommerce SEO strategy:
1. Improve your site search
Although site search is not a specific method of SEO, it is a fundamental feature of a website that affects the way customers find products. When it comes to product pages, put in H1 & H2s' high internal search volume keywords as well as body copy and meta descriptions. This will help focus your keywords and product placement on search engine results pages.
2. Resolve website errors
Bonus tip: enable the Google Analytics Site Search feature to track what your visitors are searching for on your site. You can enable this feature in “View settings” under “Site search settings,” then enter a search parameter query (depending on the e-commerce system you use). Search terms can be found later under Behavior - Site Search section of Google Analytics.
3. Reduce loading time
Not only are fast load times essential for a great user experience, they also greatly affect search rankings. In our experience, a load time of 100-200 milliseconds is a strong criterion.
Although there are many ways to improve website speed, compressing images can have an immediate effect. We also recommend checking out our e-commerce SEO tools to inventory the scripts that are active on your site.
4. Optimization for mobile
If your site is not mobile optimized , you are in a difficult position to search. Sophisticated user habits make responsive design essential from both an SEO and UX perspective.
If you are looking to take a step further, Google's AMP format can improve mobile experiences even further by reducing load time and improving mobile search ranking. HubSpot has a great tool called Website Grader in which Viewports is configured and can check if your site is responding to mobile.
5. Add customer reviews
Search engines treat customer reviews as new website and engagement content, which are all factors that affect rankings. Improve your e-commerce SEO strategy by adding customer reviews to greatly improve the user experience by adding third-part credibility to your business.
6. Use coding to enable rich snippets and cognitive graphs
As an e-merchant, you can provide search engines with detailed product information to display - such as price, availability, and review ratings - directly on the search page. Google and other search engines are aggressively rolling out new search results formats.
Sites that appear in rich snippets and cognitive graphs are now the first place visitors tend to click. Getting there in this part of the SERP will help attract clicks and , ultimately, more visitors to your page. Use the Google Structured Data Test tool to see if your pages are using the Schema.org markup format correctly.
7. Enable basic crowns
Canonical conversion, also known as canonical tagging, tells search engines that the page URL is actually the default home page. This is especially useful when you have pages with more than one URL (like your homepage or blog listing pages).
In this example, the canonical tags move your SEO balance from duplicate URLs to the default page you want to rank. It's a simple yet essential solution that can have a big impact on your search ranking.
HubSpot also recently revealed a way to add canonical tags directly in COS and blog posts , making the tag implementation easier for SEO experts and novices alike.
8. Add navigation paths
Website navigation paths allow both Google and your customers to understand the specific parent-child relationships when it comes to products and product categories. Think of it as a roadmap to make it easy for search engines to crawl and index your site. This tried and true tactic can help improve your user experience and ratings with minimal effort.
9. Improve your content
These are separate tips together, but I want to focus specifically on two main areas: product descriptions and category pages.
Category Pages
From a content perspective, treat category pages as individual home pages. By this we mean optimizing your content (H1, links, etc.) for the term you're trying to rank for. This will allow for a broader sense of the content and increase your chances of ranking for slightly broader terms.
Product Description
Product descriptions are often a challenge for retailers who sell products from manufacturers who also have an e-commerce presence. To separate yourself from the competitors, focus on product psychology. Why would someone buy this particular product? Provide more general details provided by the manufacturer.
From an SEO perspective, think about the terms you're trying to rank for. We never encourage keyword stuffing , so spend some time researching keywords that make sense for your products and include them in places that make sense.
10. Watch for your SEO
Google is known to roll out at least 2 or 3 major algorithm changes every year. Recent updates have given priority to mobile sites that support SSL certificates .
Make sure to monitor your SEO frequently via third-party tools like MOZ Site Explorer . Being proactive when it comes to organic performance can help you stay ahead of the competition.
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If you have additional e-commerce SEO questions or want to improve your e-commerce SEO strategy, leave a comment below and we will get back to you.
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