Posted by Bakul Sengal
August 21, 2019
Ranking higher on Google has a top priority for E-commerce websites.
All in all, organic search is the top source of revenue for E-commerce websites. Google itself takes the lion’s share of profit-generating traffic. Data signals that you need organic traffic if you want a fair share of profit. And organic traffic is possible with E-commerce SEO services only. Paid ads or social media marketing will help you climb the profit ladder, but only SEO will take you to the revenue goals.
SEO is the art of optimizing your E-commerce website using specific keywords to rank higher on search engines like Google. Importance of SEO for E-commerce websites is increase day by day.
Mario Deal, an SEO expert, increased organic traffic by 4X using pure basic SEO.
Want to know how? That’s what this guide is all about.
1. Profound Keyword Research
It goes without saying that keyword research is the first most important piece of SEO. It’s not only about finding and targeting keywords. It’s more like targeting the right keywords to generate highly-relevant traffic.
Before I tell you where to find the gold mine of keywords, let me give you a brief on buyer intent.
Buyer intent is the intention of the buyer’s decision to purchase. It’s about knowing whether the buyer seriously wants to buy the particular item now. Or he is just stumbling on the web with a dream to buy in the future. For e.g., a buyer searching for “best smartphone” is not ready to buy yet. He is just coying with the idea. If he searches for “iPhone XR,” he is much more likely to purchase.
Buyer intent leads to knowing what buyer wants, keywords they search for, and at what time. Combine them all, and what will stop you from putting the right thing at the right time?
Don’t worry. You don’t need to put guesswork in motion. There are three ways to know buyer intent and find out exact keywords:
1. Amazon Search
Amazon is a new search engine for e-commerce websites. Users with high-intention of buying jump directly to Amazon for search. Finding keywords in Amazon is similar to Google. Just start typing your seed keyword, and Amazon will gift you a couple of keywords matching well with buyer intent.
For e.g., If I type “Avengers” in search engine bar of Amazon, this is the keyword list I will get:
Jot your keywords down in Google sheet for later use.
I know you have thousands of products in dire need of keywords. Amazon Keyword tool eases your task.
Typing “Avengers” in the search bar gave me 346 keywords to play with. It offers three free searches per day. No need to spend anything. You can also download the list of the selected keywords.
Caution: For now, collect all the keywords in the list. Don’t consider to use them all on your website or content. There is a difference between using the keywords and using the right keywords.
2. Competitor Research
Time to steal keywords from competitors ranking higher than your site.
First, type keyword in Google….
For e.g., here I type “Men’s Watch” in Google.
Choose the competitor’s site. Scan their categories, product pages, and metadata to find out potential keywords.
Let’s take Myntra site from our screenshot.
Make another list of competitors’ keywords.
3. SEO tool
Looking for a tool that takes care of all your keyword collection process? Go for Ahrefs. It’s an all-rounder SEO tool. It’s a complete package of keyword research, competition research, backlink building, and everything considered as a part of SEO.
Let me show you some glimpses of Ahref’s organic keyword abilities:
As you see here, there is much more to dive in. You get access to Ahrefs only when you sign up. By now, you will be floating with keyword ideas and probably stumbling on which one to use. I got your back.
Extract Right Keywords from the List
Go for Google Keyword Planner. Put your keywords in and select the one with higher CPC. Keywords with high CPC are the ones with high-buying intention. Combine them with search volume, and you have a list ready to insert in your website’s content.
2. Optimize Your Product Pages
Now you have the right set of keywords to use in your site and its content. It’s time to optimize your pages with keywords to let Google know what your page is about
For proper page optimization, put keywords in the below-given places
1. In the URL
Put the primary keyword in URL to acknowledge search engines about your page.
You can categorize them as well, but remember there is a difference between:
Google loves the second one – Shorter, readable, and understandable.
2. In the Title Tag
Keywords must reside at the beginning of the title tag for an easy catch. Like this.
3. In Meta Description
Here you have to use keywords 2-3 times under a 30-word description while making sure it looks natural.
4. In Image Alt Text
Google doesn’t interpret images. It gets an idea from Alt Text to know what the image is trying to convey. It’s another opportunity for you to insert keywords.
5. In the Body Copy
This is where you have to be a bit careful. Most sites just put a small description of the product as a part of formality. A high-intent buyer will look for a long detailed description before buying any item. Also, being a research tool, Google prefers a lot of information containing answers to buyers’ questions. Have a look at Alibaba’s products, and you will find a detailed description of the most popular products with images showing all sides.
Google supports a 2000-word description, but a 1000-word product description will do a good job. And don’t forget to add keywords naturally. That’s how you win the game by including a lot of useful keywords.
Thankfully, product reviews for other 1000-words, if you have any. If you don’t, start collecting reviews as many as you can. They add trust to your products
3. Organize Your Site Structure
The human mind is addictive to put the piece together logically. At the same time, users don’t want to try harder. When they are visiting your site, they try to puzzle out what your site says. If they couldn’t locate pieces (what they are looking for) at expected places, they will leave your site without trying harder. That’s why a strong and logical structure satisfies users’ rational mind. And what makes users happy is what makes Google happy.
Let me show the difference between a bad site structure and a good one.
The image alone tells what a good structure should look like. Apart from that, below given three rules will help you add the glory:
3 Golden Rules of a Great Site Structure
4. Content Marketing
If the content is king, content marketing is the king’s council.
You can’t just create anything and dump it down to promotional channels. Content marketing makes sure you create high-quality, relevant content, and put it in front of the right audience.
Many e-commerce sites mistake content for product pages. They think if they cover keywords in product pages, there’s no need to put extra efforts into creating long-form content for the sake of rankings.
Product pages have limited capacity to cover keywords. What about those thousands of keywords looking for a place to spread your brand. For e.g., you can spill the beans on what your product is about, but how will you aware users about what problem your product solves, and why they should buy it from you?
Content fills the gap that product pages fail to cover. Content marketing lets you know which gaps to fill and how to attract the right targeted audience.
5. Link Building
Google’s two primary ranking factors are:
We are not talking about internal linking. It’s more like spreading your links to other sites. Remember, Guest blogging.
Well, it is more than just contributing blogs to other sites.
At this booming age of influencers and social media, you have countless opportunities to expand your e-commerce reach.
6. Deliver Best User Experience
A faster site, an uncompromised mobile experience, and helpful content deliver an excellent user experience.
So how will you do that?
1. Make sure all your web pages takes less than 3 seconds to load content
2. Mobile-friendliness should be your top priority
3. Insert as few steps as possible at the conversion stage (like checkout or membership payment)
4. Display a widely visible contact way (Live Chat is the best option)
7. Measure Your Performance
At last, you would like to see where are you going? Whether your site is coming up in rankings? Of course, the total number of conversions will help you see the growth, but it can’t tell you which areas need improvement and which are wasting resources?
There are two methods, paid and free, to track your site’s performance and see the results:
1. Ahref – Paid tool to show you increase and decrease in rankings.
2. Google Analytics – A free tool you can add to your dashboard and see the flow of traffic (no direct display of rankings). However, you can use the information to see which keywords your site is ranking for.
SEO helps you achieve loads of benefits in different ways – all leading to an increase in sales. When done right, it gifts your site with high-quality traffic, more conversions, and repeated visitors. All SEO asks for is time – not a lifetime – just enough to replace competitors’ sites with yours. Later, it promises to give long-term results in exchange for your patience and constant efforts.
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