Aresync | Definitive Guide to E-Commerce SEO 2023

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As paid media spending increases and the organic search becomes a primary target for online retailers, SEO for e-commerce is becoming the most important and profitable investment.A few years ago, many considered SEO a technical discipline limited to a few specialists and a few areas of digital marketing. Today, thanks to constant improvements in search engines, notably Google, it combines technology, user experience, and content knowledge.

Suppose you need more experience to plan and implement a good SEO strategy for your online business. In that case, today's article will introduce you to some basic SEO concepts and practices that can help your online store achieve fast results. Follow these tips to generate more traffic, increase sales, and boost your brand's credibility in the marketplace

What is E-Commerce SEO?

E-commerce SEO is the application of search engine optimization (SEO) techniques to commercial websites, particularly online stores. SEO stands for Search Engine Optimisation and refers to a set of improvements and strategies aimed at improving a website's organic ranking in search engines' results pages, notably Google. E-commerce refers to online commerce for the purchase of goods, services, and information products.

Consequently, search engine optimization for e-commerce can be defined as the process from planning to implementing optimization to increase e-commerce store sales through organic visibility, increased brand awareness and traffic, and thus increased business. This optimization is achieved through various forms and aspects of website maintenance, content, usability, and external activities such as branding and print services.

Why Is SEO Important For E-commerce?

Before explaining why SEO is important for e-commerce, it's necessary to explain why SEO is essential for the success of any business. Here are a few visualizations to help you understand.

In conclusion, SEO is an exercise that helps your store gain social credibility, attract qualified and complementary traffic, and simultaneously gives your e-commerce business a competitive edge in brand authority, so much so that it's a sound investment for Brazil's leading online stores. Organizations that invest the most in SEO are the most successful in the Digital Marketing  world.

How Does SEO Work?

Now that you know what SEO is for e-commerce and why it's essential, the next step is understanding how it works and how search engines work.

How Does Google Work?

Google uses a set of rules called an algorithm to display the most relevant websites in the SERPs (results pages).

In simple terms, the algorithm indexes the most relevant sites on the Internet and ranks them in order of importance for each Google search.

Google's robots index a site, store it in an extensive database called an index and rank it according to a series of ranking factors. These teams rank websites in the SERPs and present the best results to users based on their search intent. Before you start developing an SEO strategy, study the main characteristics of your market. It will help you better define your optimization options. It all starts with a thorough analysis of the critical aspects of your business, both internal and external.

The First Step Is Keyword Research

As already mentioned, optimizing a website is a process that takes many forms. To understand it better, we can visualize it as a pyramid divided into three main phases. At the base of the pyramid is Technical SEO, responsible for internal website improvements.

Why is Technical SEO important?

Technical SEO is vital because it ensures that your site is indexable, i.e., that Google's robots can find it and that the index knows about it. Of course, this assumes that the structure of your site is technically correct.

Technical SEO is closely related to so-called on-page SEO, and front-end on-page SEO consists of filling this technical structure with content and information designed for better navigation.

However, going back to technical SEO, it is essential to remember that technical errors are always present and must be corrected frequently.

Tip: set a precise schedule for a thorough audit. This audit can be weekly, monthly, or quarterly, depending on your site's needs.

  •          To improve technical SEO, consider the following points
  •          User-friendly URLs.
  •          A Web site's URL is more than just an e-mail address.

The URL informs users and Google algorithms about the page's main subject, provides additional information about the site's structure, and acts as a navigation trail. To keep this structure clear, use simple text, avoid special codes and symbols, and don't forget the SSL protocol, guaranteeing visitor security.

Titles And Meta Descriptions

If you want to increase the number of clicks on the results page and make your website more understandable to Google's robots, using these tags correctly is essential.

  •          After all, this information appears in the SERPs and is your business card.
  •          Use complete, eye-catching titles and descriptions to attract users.

Title Tags

The technical hierarchy of content helps crawlers better understand what the page is about. The H1, H2, and H3 tags are essential in the page code.

  •          The H1 tag is the most important, as it expresses the title of the content paragraph
  •          It is followed by H2, the subtitle; H3, the subtitle added to H2; and so on
  •          These tags range from H1 to H6, H1 being the most precise and H6 the least precise

Images

When uploading images to an e-commerce site, ensure they are less than 100 kb in size, and add descriptive alt tags.

Structured Data

Schema.org structured data is essential for search engines and users alike. It is responsible for displaying extended snippets in SERPs and provides Google's robots with detailed information on user actions. Together with the title and meta-description, they complete the business card and provide more comprehensive information to visitors discovering your store for the first time.

Web Reputation On Demand

These new metrics, introduced in June with the Google Page Experience update, are linked to your site's loading speed. According to Google, LCP, CLS, and FID scores are critical ranking factors, and it's essential to keep them within a reasonable range. In other words, it's the directory that search engines display when a site's technical referencing isn't complete. Its purpose is to help index robots.

Unified (Canonical) Tag

These are the tags included in the "official" version of the site page, i.e., the page indexed by search engines. For example, if you visit a product page and filter the results, you'll get a new URL with different parameters for the same page. The title tag prevents Google from indexing both versions.

Middle of the pyramid. Technical search engine optimization is the base of the pyramid through which Google indexes your site, but it's through content that users are attracted to and interact with your store. At Conversion, we believe that the secret of good e-commerce content is to combine two essential sales activities: selling through information and or selling through communication.

However, content must be good - i.e., convey quality information - and offer the consumer a positive experience and create an impression in their mind.

In e-commerce, content must arouse desire and reinforce the potential consumer's willingness to buy. The most common types of content for e-commerce SEO are as follows.

Product Descriptions

Describe products well on product pages so users understand what they want to buy. Create original, detailed content. Research and answer your target audience's fundamental questions. Good descriptive content can set your e-commerce apart from competing brands, so you must pay particular attention to this aspect. Of course, remember to include your most important keywords in the description so that Google can index them. Remember, there must be a balance between consumer and browser satisfaction, and you must satisfy both. Supporting text appears on the sides, top, and bottom of product and category pages.

Multimedia Content

For example, if you sell clothes in your online store, consider publishing short videos showing mannequins wearing the clothes. It will give visitors a better understanding of clothing sizes, proportions, colors, etc., which is essential information at the time of purchase. Instructional videos and tips on fitting other products are good examples of multimedia content that will give your online store a competitive edge.

Evaluation

According to the Digital Consumer Survey 2020 (Brazil), 96.2% of online shoppers ask other customers for their opinion before purchasing. What's more, 53.2% of them believe that other customers' opinions are essential for a good shopping experience.

So encourage customers to give feedback on their e-commerce experience, include this feedback in your content, display it on your pages, and make it a trusted ally in attracting new customers.

Content Marketing

So-called content marketing is only sometimes ideal, especially for e-commerce stores that sell only on price. However, if a brand wants to create value for consumers or position itself (if it's in a sector that sells directly to consumers), investing in content marketing is a good idea.

Location: United States

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