E-commerce search engine optimization (SEO) is a process that makes your e-commerce website rank higher in the search engine results pages (SERPs). By drawing more organic traffic to your website, you can generate significant customer data, grow brand awareness, and increase conversion rates, ultimately improving your bottom line.
While businesses value ranking highly on search engines, many fail to implement effective SEO strategies that drive sales.
E-commerce growth has reached unprecedented levels over the past decade. Retail e-commerce sales are expected to hit almost $6,400 billion by the year 2024, suggesting e-commerce stores will remain a profitable income stream for businesses.
It is now standard practice for customers to begin the purchasing journey with an online search. Approximately 90% of shoppers look to Google, Yahoo, Bing, or another popular search engine to locate deals on products or services.
To increase web traffic, enhance user experience, reduce bounce rates, increase conversions, and ultimately drive e-commerce sales, businesses should implement best practice SEO strategies. According to a databox report, 42% of experts claimed that SEO delivers the best e-commerce results. Investing in SEO now can help your business grow long term.
High-Performance SEO Strategies for E-Commerce
SEO involves more than adding a few popular keywords to a blog post. It is a marketing approach that ensures your business gets noticed. Website SEO attracts visitors, maintains their interest, and converts them into customers. Here are the top e-commerce SEO tips for driving sales.
One of the primary goals in SEO is to improve your search engine ranking. While it’s important to appear on the first page of a Google search, it’s even more crucial to show up for the right search. Effective keyword research and incorporation ensure your website appears to customers searching for the type of products and services you provide.
Use Google Adwords and other free keyword research tools to find the important terms that potential customers search for. The most popular terms should be used to optimize your website, content, product pages, and even social media channels. Include a mixture of broad and long-tail keywords to build rank quickly and effectively.
Although broad keywords are the most common search terms, they can take several months or longer to rank. Long-tail keywords are more specific search terms. While they are not searched as frequently as broad keywords, they have lower competition and higher conversion rates. They can help you boost visibility online quickly.
Analyze keywords to determine the customer’s intent. This enables you to identify their position in the sales funnel, making them easier to target through content marketing or pay-per-click (PPC) advertising.
If a customer includes specific product details in their search, such as “buy Bluetooth headphones online,” businesses should target them with adverts and content aimed at selling that product.
Content marketing is an effective e-commerce SEO strategy that helps you build authority and improve search engine rankings. This digital marketing strategy aims to generate interest in the products or services your business offers.
One of the most popular content marketing strategies is to create a blog. An informational blog allows you to provide value to consumers with how-to’s, buying guides, advice and guidance pieces, or tips and tricks articles.
Blog posts and other value-add content pieces are the perfect way to incorporate keywords. Use your keyword research to generate blog post titles and content ideas to attract customers. Your content should be relevant, engaging, and offer the reader beneficial information.
High-quality content with backlinks from reputable websites helps build authority and improve your website rank. In competitive industries, link building and SEO are highly effective ways to increase web traffic. Ensure your links are up to date and functional to avoid encountering 301 redirects.
In addition to internal linking, you can optimize content with well-written meta titles and meta descriptions. These are the tags and text that appear on the SERPs and browser tabs. Strategic use of backlinks and internal linking can drive more traffic to your site, direct those customers where you want them, and indirectly increase sales.
Website layout and organization play important roles in SEO, and with the advancements of User Experience (UX), they are likely to become even more important. Ensure your website and content are carefully organized, with the most important information at the top.
Design your website, so it’s easy to navigate and doesn’t overwhelm the user. Avoid clutter, text-heavy sections, and overly complicated purchasing or sign-up processes.
UX is becoming an important factor in Google’s ranking algorithm, so businesses must focus on this area to maintain visibility. A user-friendly website is far more appealing to a customer, which can increase online sales. Some simple tips for improving UX include:
- Place ads outside the user’s content view
- Optimize your site for mobile
- Use a clutter-free layout
- Ensure user-friendly navigation
- Incorporate appropriate calls to action (CTAs)
Website URLs should be simple and easy to read. Where possible, they should also contain keywords. This improves user experience and makes links easier to share because they contain words and information that are relevant for search engines.
Edit your URLs to keep them short rather than automatically generated website URLs with a random assortment of letters, numbers, and symbols. Avoid using stop words, such as “the,” “and,” “a,” or “of,” as these are unimportant to the reader and may lower your SEO score.
Website speed is an important ranking factor that is overlooked by too many businesses. A two-second loading speed is adequate, but a faster site is always better. To check the speed of your e-commerce site, use Google’s PageSpeed Insights.
If you find your website is too slow, there are plenty of easy ways to improve this metric. In many cases, a slow website is caused by too much content, too many scripts, large image files, or issues with a web host. To resolve speed issues, try some of the following solutions:
- Reduce the number of images on the site
- Compress large files
- Reduce the number of social media widgets
- Optimize images
- Reduce website clutter
- Cut down website redirects and HTTP requests
- Contact your web host about the issue
Convert From HTTP to HTTPS
The HyperText Transfer Protocol (HTTP) appears as part of a website’s URL. Its primary function is to connect the server with the user’s browser, enabling them to use the site. HTTPS is essentially HTTP with encryption, meaning it is far more secure.
Google uses HTTPS as a website ranking category, so your website is likely to rank much higher if your hosting platform is secured with an SSL certificate. Non-encrypted sites trigger alerts to users, warning them that the website they’re using is not secured.
In addition to its effects on your website ranking, most customers are reluctant to purchase from non-secure websites. Contact your web hosting service about converting to HTTPS to make your site more secure and safe for potential customers.
Drive E-Commerce Sales With an SEO and Digital Marketing Specialist
At Rezolutions Design, we provide SEO and digital marketing services to help you drive e-commerce sales across multiple platforms. While we understand that likes, clicks, and views have a place in branding and marketing, we specialize in sales and ROI-focused campaigns that impact your bottom line.
Our services include website design and development, e-commerce marketing, SEO, Google Ads, pay-per-click (PPC), and other data-driven strategies. We use cutting-edge technologies and the latest marketing software to enable continuous growth for our clients.
Schedule a consultation today to speak to a member of our marketing team.