SEO, or search engine optimization, is essential for any site that wants eyes on its pages. The major purpose of SEO is to get your pages ranked higher in search engine results pages (SERPs). SEO for e-Commerce means optimizing your headlines, product descriptions, keywords, links, and user experience.
These strategies make your pages more visible in SERPs, which is essential if you want to sell products. Without a good page rank, you can lose out on valuable, quality consumers. To reach your target audience, they have to be able to find you.
What Makes e-Commerce SEO Difficult
SEO is largely a free way to improve a website’s or page’s rank in the SERPs. Yes, you can pay someone to do it for you. However, do your homework and spend the time on it to find the right person.
The concept of SEO is fairly simple, but it can be challenging in practice, especially for e-commerce sites. Unique aspects of these sites require you to develop special SEO strategies that differ a little from what you would do with other sites. Some of the biggest challenges you might face tackling e-commerce SEO include:
- Specificity– An online store is made up of many separate category and product pages. Each product page is unique and requires a specific SEO strategy. Even a small difference, like a floral scarf versus a plaid scarf, means changing your SEO.
- Changeability– Another difficulty is that e-commerce websites change constantly. Unlike more static pages, like an informational website, your online store probably rotates in new products and removes old ones. You need regular updates to SEO to make sure each product page is still optimized.
- Shifting trends– Not only do you need to update content with your own changing product line, but you also must keep up with changing trends. Pages rank high when they offer valuable content to searchers. There are many elements to value, but relevance to current search terms is a big one. As trends change, your site’s SEO strategy needs to change with them to remain relevant.
- Duplicate content– Search engines don’t like duplicate content on a website. They struggle to decide which of the duplicate pages to index. When you’re selling 20 different scarves, it’s tough to be unique on each product page and avoid duplicate content. Optimizing content is important for SEO and SERP rank, but it is more challenging to achieve on an e-commerce site.
Targeting e-Commerce Keywords
As you work on SEO for e-Commerce site, you have many aspects to tackle. This includes optimizing content, eliminating or avoiding duplicate content, writing unique product descriptions, and developing a high-quality user experience.
One of the most important things to tackle when upping your page rank is researching and using the right keywords. This means looking at keywords differently than you would for another type of site. Your focus should be on how consumers search and shop for products online.
For instance, e-commerce keywords tend to be long-form. They’re specific, not general. Someone searching for a scarf to buy online isn’t going to search “wool scarf” unless they want millions of results. They’re more likely to search for “pink wool scarf” or “Calvin Klein wool scarf.”
Research is essential when it comes to targeting the right e-commerce keywords. Use Keyword Explorer from Ahrefs to make the process easier. Using this tool, you can:
- Generate ideas– The first thing to do is come up with an extensive list of potential keywords. It will give you phrases that include your search term, like “wool scarf,” as well as similar options. You can also get a list of the suggestions that pop up in the Google search bar when someone starts typing wool scarf.
- Analyze keywords– Keyword Explorer gives you a list of ideas and the analysis tools to decide which to use. Keyword difficulty tells you how hard it will be to rank for a keyword. Search volume gives you the number of times people search a term. Return rate shows how often people return to specific keywords. You can also see how often searchers result in actual clicks, which of course, is essential in e-commerce.
Tackle the Challenge of e-Commerce SEO
Strategizing and implementing SEO for e-Commerce site may be more difficult, but it is far from impossible. Do your homework and thoroughly research to find the best strategy. With time and effort, you can use SEO to move your pages up the SERPs and sell more products.