Sam Cicero
Francine Jaskulski
Victoria Aroztegui

Speak to our team today

We'll craft a bespoke strategy to make your business more
successful and increase your conversion rates.

    Skip to content

    SEO for eCommerce Websites: Best Practices for Success

    Climb Online
    Climb Online Logo Featured

    Traffic is the lifeblood of eCommerce websites. You can have a beautiful website full of amazing products at the best prices, but it won’t do you any good unless people can actually find you in the search engine results. 

    So, how can you ensure that your eCommerce website is reaching the widest audience possible, and is well-optimised to convert those visitors into paying customers? The answer is SEO! A good eCommerce SEO strategy means you rank higher in the search results, making it easier to attract your ideal audience and make sales. 

    Below, we’ve put together our top tips to improve the SEO of your eCommerce website, and make your store stand out in a sea of competition.

    Get Specific with Keywords

    Keywords are an integral part of a successful SEO strategy. From an eCommerce perspective, the goal isn’t only to get people on your site, but buying from it. This means selecting keywords with the right intent. 

    Start by using your data and analytics to identify broad areas of interest for your keywords. From here, you can start to narrow down on specific differentiators that set your unique products and services apart. For example, “gold jewellery” would be a broad keyword, meaning you would be competing with major retailers. Using specific differentiators like “hand-made custom gold jewellery” would help to narrow this down. 

    Finally, keep user intent in mind when selecting your keywords. For eCommerce keywords, you are looking for those which indicate the intent to purchase, rather than simply looking for information. 

    Remove Duplicate Content

    Google dislikes duplicate content and having too much of it can hurt your ranking. If you sell someone else’s products on your eCommerce store, it’s important not to simply copy and paste the manufacturer’s descriptions. Similarly, if you yourself sell many similar items, it’s worthwhile taking the time to give them each a unique description. It may take more time, but it will help you avoid having multiple product pages diluting each other’s rank.

    Optimise Descriptions

    Along with removing duplicate descriptions, it’s important to optimise the unique descriptions for each product. They not only help convert visitors into customers but can use keywords that will help the search engine to rank your site. 

    This is where you will use that keyword research you conducted earlier! Be sure to include detailed, unique, and keyword-rich descriptions (and resist the temptation to stuff your descriptions with keywords), and include multiple, high-quality images and user reviews.

    Simplify Site Architecture

    The way in which pages on your eCommerce site are structured can have a big impact on your search engine rankings, as well as your user experience. It’s easy for site structure to very complicated very quickly, especially with eCommerce stores, so it’s useful to bear a couple of points in mind. 

    First, ensure you’re adhering to a simple structure as possible, as this will make it much easier to scale as you add new products and categories. It’s also a good idea to ensure that every page of your site is as few clicks away from your homepage as possible, as this is where the majority of your link authority is located. 

    This will not only give your visitors a better experience when they visit your store, but also make it easy for the search engines to find and index your products.

    Use Schema Markups

    Schema markups are HTML tags that provide more context about content on your website to the search engines. Using this produces rich snippets, which search engines will use to show more information about specific items in the search results. 

    There are many different kinds of rich snippets, and several are incredibly useful to eCommerce activities. These include product schema which displays product information like price and image, and review schema which enables online reviews. Product and review schema are of particular importance, as they help to drive both impressions and clicks, improving overall click through rate.

    Why is SEO Strategy Important to eCommerce Websites?

    Attracting more traffic to your website organically is the goal of every eCommerce site. Getting the various elements of your SEO strategy right won’t only give you a nice boost to traffic, it will ensure that a higher proportion of that traffic is qualified, i.e. looking to purchase, and help you to climb up the search results. 

    Along with our tips above, you can also check out our guides on On-Page SEO and Technical SEO to start optimising more of your website. 

    If you’d like to discuss how Climb Online can help you create an effective eCommerce SEO strategy, or you’d like to discover our other SEO services, get in touch.