eCommerce SEO Checklist for Your Online Store

SEO is the key to making your eCommerce store visible to your audiences. You need SEO if you want to be discovered by your target audience.
Without SEO, your eCommerce store won’t be able to offer as many benefits as it could.

In this blog we will discuss the importance of it and how to optimise it.

What is eCommerce SEO?

Ecommerce SEO is the process of optimising your online store on search engines through various strategies.

Why is it important?

Ecommerce SEO is just as important as SEO for regular websites. Optimising your online store increases the chances of your products being discovered by the right audience.
The importance of SEO in organic search cannot be overstated.
If you get SEO running right, you won’t have to worry about paid advertising or other forms of advertising.

Did you know?

According to a study 33% of eCommerce visits are generated through organic searches.

Neal Schaffer

The Benefits of Optimising Search Engine for Your eCommerce Brand

  • Product Discovery
  • No doubt product discovery will benefit from a clear eCommerce SEO strategy. Through organic traffic you can keep up the traffic that is being driven to your site and more. In comparison to paid search ads, this could generate long-term benefits which can guarantee solid traffic over a longer period of time.

  • Cost Effective
  • The results may take a while for organic search but it is worth it. It also targets users directly who are searching for products and services. This is where the importance of keywords play a huge role. The keywords you target in your product tag, product description and even on your website.

  • Improve User Experience
  • SEO and user experience are going hand in hand. Usually, customers don’t enjoy looking around for what they want; they prefer to have what they need within a few clicks. At times like this, SEO-optimising your page can be useful. When a customer searches for your products and sees you ranking #1 in the search results, they will immediately click on your page and are more likely to purchase.

  • Remarketing Audience
  • More traffic to your website means more opportunities for retargeting users. Google Analytics allows you to track who has viewed your page, or even added a product to their cart and abandoned it later. Using this information / data, you can re-target the audience with email or ads and build audience segments based on different user behaviours.

  • Generate High ROI
  • Using keywords, you are able to target the right audience searching for your products and services, which generates high ROI as you are more likely to get your products in front of the right people.

Social Commerce vs. eCommerce

SEO Checklist

  1. Keywords
  2. Find the right keyword(s), this can be keywords with high search volume or low but has to be keywords relevant for your product.
    These can be words / phrases your audience is searching for on search engines. Help yourself with a keyword research tool to get even better results.
    Also, be wary of the competition and try to find long-tail keywords for which the biggest eCommerce retailers are not appearing on top.

  3. Content
  4. It’s no secret that content is the most important in SEO, posting content on your website. It’s very important for your product pages to have a clear summary and carefully explain all the product features. Furthermore, you should use your blog to get additional traffic to your website. In our case, you could post mini blogs about your products. For example you have an online store for skincare products you could include mini blogs or articles about why skincare is so important or even “skincare routine” which showcases each step of products to use in order to achieve healthy looking skin! Once users land on the blog page, you can include links and call-to-actions to all the relevant products in order to send people to the product pages.

  5. Alt text
  6. Adding alternative text to your images can be very useful in order to appear in google search images, it is accessible to everyone and also google who can only read images. Plus, it generates additional visibility.

  7. Meta description
  8. Meta description can help in ranking higher for many reasons, Meta descriptions give users a preview description of your page, this is where a viewer decides if they wanna click on the page or not. Meta descriptions have the power to improve your click through rate.

  9. Link Building
  10. Link building works in many ways such as social media posts, guest blogging and more. Now, social media can be a great example of link building, as seen in the recent times social commerce has been a hot topic. Social shopping is gaining traction. Few platforms such as instagram and facebook have not introduced a way to purchase products. This can be a great way to link visitors to get back to your page. This won’t only encourage users to purchase your products but also to shop for more.

  11. Product tags
  12. Product tags are easy to be forgotten but you shouldn’t overlook them. Tags make it easier for users to look for your products, and can also be used as keywords to target audience when they’re looking for products.

  13. Headers
  14. Contextualise your headers, be as specific as possible. It is important to keep in mind that the headers describe your product very well so it’s easier to rank and also to find for users looking for the product. For example: you’re a brand that sells a variety of stationary for students, that includes pens you don’t want to name your product just “pens”. It’s very broad and generic but you might want to try to explain in more detail such as “Blue ball point pens 4 pack” this is easy and descriptive for users and gives them a preview of what they are buying and also easy to rank to the top. You can also utilise headers as keywords

  15. Images
  16. As many images showing every angle of your product, and very descriptive “ALT text” as this is easier to rank through Google Images.

    3 top tips to help improve your website's image optimisation

  17. Structured data
  18. What is structured data you may ask, Structured data is additional code which can be added on your page in order to submit information to search engines in a better organised way, ultimately resulting in improved SEO rankings. Even though this seems, and probably is, advanced SEO, you shouldn’t worry as many of the most popular eCommerce solutions ( such as WooCommerce or Shopify) provide this code automatically. You can check if your product page sends structured data to search engines with this free Google Tool.

  19. Reviews
  20. The more information Google has about your products, the better it will rank in search engines. That’s why you should include the option for people to review your products and find ways to get as many reviews as possible. Many positive reviews help getting better rankings as Google loves them, and customers too as it helps make their purchase decision easier.

  21. Google Merchant Center
  22. Google Merchant Centre is a tool provided by Google on which you can submit your product catalogue to Google, including your product images. Even though this is often used when you are running Shopping Ads, you can actually also generate “organic” impressions for free as Google still gives the opportunity for your products to appear even if you are not running a paid campaign.

  23. Page Speed
  24. Page speed is important too in order for your customers to access your page. Think about it. You may need good website optimisation in order to reach your customers but what about the speed? If your website takes more than 3 seconds to load don’t expect the user to stay and wait for your page to load because they will immediately leave.

Examples of eCommerce brands that are utilising SEO the right way

  1. Amazon
  2. Amazon example

    Amazon utilises SEO in many ways, and one of them is product listings. This is a powerful SEO strategy, since “product listings” can be the keywords your audience is actively searching for, it can also be referred to as an increase in product discovery.
    Every eCommerce / online business store should consider increase sales revenue and sales growth by using this strategy.

  3. Rei
  4. Rei example

    Rei has proven the importance of SEO and how to use it effectively right away. One of the most important SEO factors is the product image, and how fast the page loads. From my first impression, the page loads very quickly, which is a plus for SEO. These product images are clear and the descriptions are very good, pointing out features of the products. This could be an advantage for SEO purposes since customers search for products along with features they are looking for.

  5. Etsy
  6. Etsy example

    As with Amazon, Etsy has product reviews and vendor reviews, which encourage users to click on the products and learn more. Real-time reviews from real customers encourage users to shop with you. User Generated Content (UGC) is also an important aspect of SEO.

  7. Ikea
  8. Ikea example

    Ikea is known for being creative, but have you heard about their SEO strategy? It’s easy for Ikea to target when a user searches for a product when they use creative names that you wouldn’t probably expect. The best part is that users who enjoy this might even share it with their friends, resulting in increased traffic and visibility.

    Bonus: Shopify

    In addition to allowing automatic “structured data”, Shopify is an excellent SEO plugin that helps you target search engines with ease. As with other online stores, Shopify helps improve SEO through numerous features, such as adding product tags, improving mobile responsiveness and more!

    You’re now ready to put these strategies into action! These strategies will not yield instant results but they will help you improve your strategy and ultimately help you reach your goal.

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