e-Commerce websites bring about their own unique challenges. SEO is an area where that definitely is the case (see e-Commerce king Shopify talk about this here). Everyone basically knows that SEO is important and can really alter a business’s trajectory for the better when done well. There are many limitations to SEO for e-Commerce websites specifically, just given the nature of those websites. It’s a bit harder to come out with a lot of content, for example, especially compared to a news site. Having said all of this, I thought I would put together a quick tips guide for doing SEO well for e-Commerce websites. Here are some tips.
If you only have a few products and don’t change them very often, it’s easy to have stale content. Google likes to see fresh content being uploaded to a site on a regular basis (listen to an NYC SEO company’s podcast on this subject for more information). That is a bit harder for e-Commerce websites, but having a blog is a great way to get around that limitation. Keep your blog updated consistently. It’s a great way to have updated content on your site, which pleases Google to no end. It’s also a way to attack the long-tail terms. Let’s say you sell black leather men’s boots. You would want to rank your product or collection pages for the term “black leather men’s boots.” However, there are many more phrases that you could address with a blog, like “how to style black leather men’s boots.” People will find you through your blog posts, and then potentially they’ll navigate through your site and maybe even buy something at some point.
Take Advantage Of Internal Linking
If you have several collections and many products within those collections, you can really stand to benefit from good internal linking. Link all your products up to the main collections pages, assuming the big keywords you want to rank for are represented by those collection pages. The chances are that you will naturally get links to different products pages. If you don’t link those product pages to anything else on your site, you are really missing out on an opportunity to pass good link power and trust to your main pages that you are trying to rank well. A good SEO agency should be able to handle all this for you, or you can potentially do this by yourself as well.
Google is moving towards structured data on into the future. See http://schema.org/ for more information about structured data. This is just extra markup on web pages that tells Google even more information about what is being presented on the page. This is especially important for e-Commerce, and the companies that put on good structured data onto their websites are seeing good bumps in their rankings.
Heat Map And A/B Testing
Use these two types of testing to analyze how users navigate through your site and how to put your best foot forward. In doing so, you will most likely be able to improve your on-page metrics. This means people will spend more time on your page and your bounce rate should decrease fairly significantly. That almost always translates into better rankings on Google.
These are just a few areas to consider when it comes to SEO for e-Commerce companies. I hope this gets the conversation going!