There are many ways in which optimizing an eCommerce site is similar to optimizing a regular website, such as creating optimized page titles and meta descriptions, including alt text on images, and continuously adding fresh content. However, eCommerce sites also need additional steps to be properly optimized for search engines to boost rankings. Here are a few tips to guide you!
Optimize Product Pages
In addition to optimizing your landing pages, eCommerce sites have the unique challenge of optimizing product pages. Writing unique product descriptions that include relevant keywords, and approximately 1,000 words is optimal. You can include color variations, sizing descriptions, brand details, customer FAQs, and what makes that product special. To take it a step further, you can also incorporate customer reviews on individual product pages. This helps to naturally generate keywords for your pages, and also increases the word count. Search engines love in-depth content! Allowing users to leave reviews on your product page can also increase time spent on-site, giving you an even further SEO boost. Lastly, you should also consider leaving out-of-stock product pages live on the website. Rather than finding a 404 error when they land on the page, they’d still see the product, and you could have a button saying “email me when back in stock.” This gives you an extra opportunity to capture their email address and get them on your list!
Using rich snippets on your eCommerce site can help to increase your click-through-rate. Using relevant information such as reviews, ratings, and brands can help make your page look more attractive to potential users in the SERPS. This helps encourage users to click onto your site rather than the thousands of competitors that you’re up against in the search engines.
Strategic Internal Links
Keeping users engaged on your site and flowing from one page to another is key. Linking to your main categories and high priority product pages can help to increase sales. Additionally, linking to product pages within blogs that highlight products helps the user to find exactly what you’re talking about quickly. Having a “related products” section or “you may also like” section at the bottom of each product page can also enhance the user experience and include internal linking. Breadcrumbs are also a useful tool that not only help robots navigate the website, but also help humans track where they are on the website, and help them easily get back to previous pages.