eCommerce Search Engine Optimization is the practice of generating more traffic (typically using Organic Search, but there are also benefits for PPC) to a specific product/category on a website. When you search for something on Google, the search engine results page (SERP) is populated with Ads and Organic results. eCommerce SEO is the art of ensuring product pages appear within the organic search results, including the “Shop” snippet that is often activated for purchase intent keywords.
What is the difference doing SEO for an eCommerce website?
In 2013, a study found that only 4.8% of searchers make it to the second page of search results. Page three? Only 1.1%. This number has declined with time, especially with mobile-first indexing and shorter attention spans demanding near-instant product results. That is why eCommerce SEO is so important. With the high pressure to meet performance goals, there is no room for shortcuts or “quick fixes” when an eCommerce store is relying on SEO expertise. Here are some of the essential skills any eCommerce SEO should have when hiring an agency or consultant.
Keyword Research Expertise, Product Understanding
- Identifying high-level search terms, including their search intent (informational, transactional, commercial & navigational)
- Set up Bing Webmaster Tools
- Set up Google Analytics
- Install an SEO plugin
- Create and Submit Sitemap
- Create a robots.txt file
When using any checklist make sure they are up to date and do not incur any technical debts. That being said, a checklist won’t be enough to launch a store. You will need the support of an agency or specialist. Any experienced eCommerce management strategy includes Technical SEO.
Technical SEO Checklist
- Set Up Structure/Site Architecture
- QA for Crawl Issues
- QA for Index Issues
- QA for SSL/HTTPs Issues
- QA for Server Performance & Mobile Experience
- Create / Install Image Compression scripts, plugins
- Check and Fix Broken Pages, Redirects
- Check and Fix Duplicate Content, Canonicals
Optimizing modified CMS or relying on customized platforms carries inherent problems, such as compatibility issues, technical challenges, and SEO risks. Keeping up with the necessary technical SEO maintenance items will enhance the performance of any eCommerce website; effective strategies include research, content development, and on-page SEO.
eCommerce Product SEO Checklist
- Set Up Primary Keyword/Secondary Keyword Targets
- QA for Service Pages, Align Search Intent
- QA for Keyword Competition
- QA for Related Keywords, Supporting Content
Keeping up with the necessary keyword research required to grow the business takes third-party tools for research, databases, experience, effort, and time. When keyword research is done correctly it is definitely worth the investment.
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