Ecommerce SEO: How to boost your online store sales

by SEO-Builder August 01, 2019
Ecommerce SEO - How to boost your online store sales

In this article, I’m going to show you how to get more traffic and boost the sales of your eCommerce site. Specifically, you’re going to see the four most influential ranking factors that go into ranking your online store to the top of Google. These are the same ranking factors that one of my readers recently used to dramatically increase his eCommerce SEO and organic traffic.

 

Background

One of my readers – Darren recently decided to launch his first eCommerce site for camping and survival gear store. And like many eCommerce entrepreneurs, Darren was a new player in a super competitive industry. Most people in his position would just create a bunch of product pages and hope for the best. But Darren knew that eCommerce SEO would make or break his site success. So he focused on the four ranking factors that I’m about to show you. And organic traffic to his most important product and category pages increased across the board sometimes as much as 259%. Now they’ve seen how well these four ranking factors work. It’s time for me to show you exactly what they are and how you can take advantage of them.

 

Top 4 ranking factors for Ecommerce SEO

 

Domain Authority

Ecommerce SEO - Domain Authority

Let’s kick things off with eCommerce SEO ranking factor #1 – Domain Authority (DA). Here’s the deal. It’s no secret that the quantity and quality of the backlinks pointing to your site is Google’s top-ranking factor. And yes this also applies to eCommerce websites. The question is – How can you get someone to link to your site? If it’s made up of 100% product category pages. The short answer is you can’t. The fact is people want to link to sites that have valuable content. Without that, you’re going to have a hell of a time building White Hat backlinks. That’s the bad news. The good news is that even eCommerce sites can publish awesome content. And when you do, you’ll build up your site’s overall domain authority which will help your category pages rank in Google. Ecommerce giants like Amazon very rarely have links pointing directly to their product pages. Instead, they rank based on their site-wide link authority.

For example, when Darren first launched Top Spec US, he created a high-value roundup post called Pistol Shooting Tips from 20 Sharp Shooters. And because this post attracted quality backlinks it increased his sites domain authority which boosted the rankings of one of his important category pages – heavy-duty bags by 259%. The bottom line is to use content marketing to increase your eCommerce presence. Boosting your overall domain authority will increase the rankings of your products in category pages.

 

Product Page Optimisation

Next up, we have a ranking factor that’s super important – product page optimization. If you’re like most eCommerce site owners a good chunk of your search engine traffic goes to your product pages. But more importantly, 100% of your conversions come from your product pages. In other words, the more traffic you get to your product pages, the more money you’ll make. The question is how do you optimize your product pages for eCommerce SEO? Follow these four steps and you will be able to do so.

Four steps for Product Page Optimizaiton

1. Add modifiers to your product page title tags. Now obviously one easy target keyword in your title tag. But don’t stop there. Adding what I call modifiers to your title tag can help you rank for dozens of long-tail searches. For example, let’s say the target keyword for your product page is ‘noise-cancelling headphones’. Instead of making a title tag simply noise-cancelling headphones, you’d add a word or two that people are likely to use when searching for that keyword. Like year – 2019, location – US, Best modifier and whatever you can come up with. So your title tag could be something like this ‘best noise-cancelling headphones in 2019’. The words best and cheap are title tag modifiers and these terms of help you naturally show up for long-tail searches that contain those words.

2. Next, you want to add magnet words to your title. I see very few people optimizing their title tags for click-through rate and it’s a huge mistake. After all, Google has stated that they use CTR in their algorithm and even if they didn’t CTR, it still makes sense to optimize your title tag with conversion rate in mind. Why? – Because higher CTR means more clicks which means more traffic which means more conversions.

READ MORE: Description Tag Guide to Achieve High CTR on Google Page Results

3. Tip number three is to include at least a 1000 words of content on your most important product pages. Industry studies have found that longer content tends to rank better on Google. And yes these findings also apply to eCommerce sites. The fact is this Google wants to understand what your page is all about and when you provide lots of content to Google you help them do just that. Plus when you publish content your customers can understand better what they’re about to buy so it can increase conversions. You’re probably not going have time to write a thousand words of content for every product page on your site. That said I highly recommend writing long product descriptions for 10 most important product pages. For example, this Amazon product page for a kitchen art mixer boasts 2199 words.

Ecommerce SEO - Long Product Descriptions

4. Now it’s time for our last product page optimization tip which is to include your target keyword three to five times. Let me be clear here this has nothing to do with keyword density or keyword stuffing. It’s simply making sure your keyword appears on your page. So Google understands what your page is all about. For example, if your target keyword was ‘six caught crockpots’, you’d want to make sure you had that exact phrase in your product description at least three times.

 

Website Architecture for Ecommerce SEOEcommerce SEO - Website Architecture

Now it’s time for a third-ranking factor which is your website architecture. Say architecture or how the pages on your site are organized and arranged is an important SEO consideration for any site. But it’s twice as important for eCommerce websites. That’s because your average eCommerce site has a lot more pages than your average blog or local pizza shop site. With that many pages, your site architecture must make it easy for users and search engines to find the most important pages on your site. The secret is to follow the Golden Rule of eCommerce site architecture.

 

Keep every page three or fewer clicks from your home page.

Ecommerce SEO - Website Architecture

 

For example, take a look at this site’s architecture. What’s wrong with this picture? The site’s architecture is way too deep. Most eCommerce sites tend to get the most links and therefore authority to their home page. And when you have a deep site architecture that authority is deluded by the time it reaches your product and category pages. In this example, it takes 5 licks to reach the first product page. So what’s the solution? Make sure your products are no more than three clicks from your home page.

PetSmart sets up their site with this rule in mind. Let’s say that you want to get a new dog food bowl for Fluffy. You’d head to the site’s home page and click the dog link then click bulls and feeders, and you’d have a list of products in that subcategory. Just like that, you’ve found what you want and Google can easily find an index all the PetSmart’s product pages. Now it’s time for our last Google e-commerce SEO ranking factor.

 

Shorter URLs

Ecommerce SEO - Shorter URLs

A recent study conducted by a bunch of SEO software companies to conduct the largest search engine ranking factors study ever. In total, they analyzed a million Google search results. So what did they find? They discovered that short URLs tend to rank better than long ones. For example, let’s say that your eCommerce site sells organic bird food.

 

1. mysite.com/pet-food/organic-bird-food

2. mysite.com/category=PET-FOOD/12891/MY-BRAND-ORGANIC-FOOD-SALE

 

All things being equal, URL would rank better than number 2/. One word of warning – you don’t necessarily want to go back and change your long URLs to shorter ones that can cause serious SEO issues. Instead, set up your URL structure, so all of your new products and category pages have short your URLs.

 

About SEO Builder

SEO Builder is a thought leader in Data and Technology that empower our SEO and link building strategies, with clients in more than 10 industries. The company provides digital solutions and services to small and medium-sized businesses across the UK and internationally. Headquartered in Edinburgh, the company’s SEO and Digital professionals are trained and specialise in the latest digital marketing trends to grow your client base and revenue.

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