On-Page Ecommerce SEO: Everything You Need To Know
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Anyone looking to improve their on-page SEO for their ecommerce store, needs to have two things in place before they start optimizing their pages:
A solid foundation
Great keyword research
When these two processes have been done and done well, it’s time to focus your efforts on on-page SEO.
When it comes to eCommerce SEO, the on page priorities have a slightly different focus, so pay close attention to get all the details in the article.
On-Page SEO For Your Ecommerce Site
As mentioned previously, eCommerce SEO presents unique challenges when compared to traditional SEO.
Correctly implementing on page SEO is the key to success; without it, the store is set to fail.
Here are some of the most important ranking factors for eCommerce stores:
- Title Tags
- High Quality Images
Focus on actionable on-page SEO factors. If each stage is completed, traffic will start rolling in, but more importantly, an increase in sales will be seen.
The On-Page SEO Factors That Count
Titles Tags Pave The Way To Success
One of the strongest ranking signals has always been the title tags. They let the search engine know exactly what the page is about.
Ideally the keyword will be placed at the beginning of the title. The keyword used will depend on the page; this means ensuring your keywords are relevant and match the intent of the page.
Another thing to consider is the title tag will be shown in the search results. So it pays to have something that draws the customer into the page.
Formatting Headings And Subheadings
For Google to have the best chance of understanding the structure of the page, headings and subheadings need to be correctly formatted.
Every category page must have one H1 heading; this should contain the keyword.
But what about product pages?
The H1 for a product page should always consist of the product’s name; this does two things:
Decreases the chance of cannibalization
H2, H3, and H4 headings should be used correctly throughout the page; these can be used for features, specifications, customer comments, and more. They are also a great opportunity to sprinkle some LSI keywords.
High-Quality Pictures Win Trust
Everyone has at least one story of purchasing something online, and when it turned up, it looked nothing like what was advertised.
This has led to a lot of untrust towards low-quality images. Using a high-quality picture can be used to gain trust with the customer.
The problem is:
Pictures cost a lot of money when professionally taken, and this can quickly eat into a budget, especially if the product turnover is high.
If hiring a professional is out of the question, then a high-quality camera and lighting should be the stores next go to.
The Essential Building Blocks of Great On-Page for E-Commerce
Optimize Them Images!
Anyone that’s searched for a specific product online knows it would be a nightmare without Google images. It’s the quickest way to identify products full stop.
And this is why image optimization is so essential.
To optimize images correctly, the following steps should be taken:
Make sure the file name matches the product
If using multiple pictures sprinkle LSI keywords in there, it will help the rankings
Use relevant keywords in the alt tags
Make the alt tag sound interesting, use verbs, nouns, and adjectives
Optimize the image size using:
- Image Optimizer
Once these steps have been completed, the images will be ready to rock the rankings.
Engaging Product Descriptions
Product descriptions are used to work people down the sales funnel, which means they need to be exciting and original.
Unfortunately, eCommerce stores usually make at least one and if not all three of these mistakes:
Don’t focus on the benefits the product
They copy-paste information for the manufacture
Miss key information
The best way to start your description is to first introduce your potential customers to the benefits of the product rather than the features.
The description should be compelling enough to attract customers to the product; this will help lead to the sale.
Meta descriptions are shown in the search results, making them perfect for attracting customers to the page.
A well-written meta makes the link more click-worthy, so it’s worth making the most of them.
Use simple copywriting techniques to make the text look more clickable. This can be done by mentioning problems and explaining the solution.
They should also have a call to action like “click here” or “Click for a 20% discount” when combined with a catchy title, it can really maximize sales.
Some Things You May Not Have Considered
Without a doubt, it’s harder for stores to stand out today than it was ten years ago. This is where HTML 5 can come to the rescue.
HTML 5 or “Microdata” add snippets of information to the store’s meta description. Schema data allows the store to add information like:
- Review data
- And more
Using this data can help a small site standout from big competitors.
The majority of customers will be looking for social proof that the product is a good investment. They want to know what other people think before they make their final decision.
Testimonials can increase sales by 4.6%, making them something that should be considered.
In the end, it’s all about lowering people's fears about the product.
Finally, Write Content That Converts.
For an eCommerce store, no page is more important than the product pages. The content needs to sway people to make the purchase.
This requires using the correct copywriting skills.
The most important part of this section is that all the content must be original. Please, no copy and pasting.
Internal Links Matter...A Lot
This is one factor that a lot of people overlook, and it could be costing them rankings. And this is crazy considering how much power internal links hold.
The thing with internal linking is it gives 100% control over the anchor text and the placement.
Internal linking works slightly differently with eCommerce stores as it’s a little harder to place a link in the description.
This is why companies have got smarter by using recommendations to increase the number of internal links to a page.
This has been used effectively by online stores like Amazon, Best Buy, and eBay.
The easiest way of doing this is by using Shopify tools like:
These tools will help the store find great linking opportunities and suggestions, thus increasing the rankings and sharing link juice around the store.
When It Comes to E-Commerce,
On-Page SEO Matters
Remember, E-commerce SEO works a little differently, so it requires special attention. On-page SEO should only be started when a solid foundation has been built, and keyword research is completed.
Above are some very actionable on-page SEO factors to try and test out. If each stage is completed, traffic will start rolling in, but more importantly, an increase in sales will be seen.