If you are a regular reader of this blog, you will know that SEO is a vital part of any website’s success. It is something that is frequently used by many businesses of all different kinds to draw clientele and make sales, with the words written on the pages, along with many other things, enticing Google to rank the site higher. And while this works for most sites, in the case of e-commerce, things get a little more complex.
Baring aside the fact that e-commerce is dominated by the likes of Amazon and Walmart, massive giants that encroach a large amount of the online retail space, e-commerce often uses various strategies such as click funnels and branding that may interfere with traditional SEO tactics. For instance, an e-commerce site will prioritize fewer words that drive more sales over having more keywords that Google will crawl through, or will have more information on a larger page rather than multiple pages that rank better but would ruin their click funnel strategy.
That being said, there are plenty of ways to ensure that your e-commerce website ranks well when it comes to SEO that involves prioritizing things that are a little different from other site types. Let’s dive into it.
These are keywords that may not get much traffic but are specific searches that a potential customer would type in. For example, “t-shirt” would attract a lot of traffic but also a lot of competition as well. “Environmentally friendly hemp t-shirts” however, that is something that is much more centered and is something far more browsers are willing to buy. Therefore, this not only improves your SEO ranking, but it increases your potential conversions as well.
Unique Title And Meta Descriptions
Following in line with the theme of specificity, this is another way to stand out from the crowd. A key point is to include the relevant long-tail keyword from the previous tip, as it will help boost your ranking even further. Try thinking of your meta description as an advertisement rather than a keyword plugin, as when it comes up in the search results literally is just that! A good example would be “Sustainably made environmentally friendly hemp t-shirts. Fairly sourced, fairly manufactured, fairly priced. Order today!”
Often times larger e-commerce sites have product pages that can be reached from multiple categories. For example, our hemp t-shirt ticks off multiple categories such as material(hemp), garment type(t-shirt), and it may also be in the sale section as well. A common mistake, however, is that the multiple ways to reach the site spawn duplicates of this product page, which messes with your SEO.
To avoid this, use a canonical tag. A canonical tag is a great way to deal with content that you know is duplicate or similar, but for user needs on the site, or a slow site maintenance team, it must exist. It lets Google know that this copy is supposed to be there, and will save your site from SEO damnation.
This is obviously just a small drop in the bucket, as e-commerce has multiple exceptions to the rules that traditionally guide the SEO of most sites. If you feel all of this is overwhelming, and that you could use some guidance on what to do, our team over at Boston Web Marketing are more than happy to help. We have a strong team of SEO experts that knows the ins and outs of Google’s search algorithms, and can help manage or even build a site to be SEO friendly, e-commerce or otherwise. Contact us at 857-526-0096, or fill out our online contact form to learn more. We’d love to work with you!