Vyshnavi Basuthkar is a Digital Marketing Analyst at ParamInfo. She has expertise in SEO, SMM, and is also skilled in web design. Additionally, she enjoys writing blogs for websites.
Building your eCommerce website can seem intimidating, but you need your customers to find your online store. And that brings us to SEO. Learn the tips to rank your eStore faster
For newbies, WooCommerce is an open-source e-commerce plugin for WordPress. With just a few clicks, drag and drop(s), you can have a fully functional e-commerce website ranging from customer engagement tools to manage inventory to order tracking to tax settings. It offers everything a professional e-commerce store need.
Now, there is an estimated 12-24 million e-commerce sites around the world. If these numbers make you giddy, do not worry. Only 1 million of these sites are making $1000/year, signifying a massive growth room. When you decide to sell products or services online, you are probably left with two options.
Either to sell on a marketplace or to create your own website/store. If you are reading this, we assume you have chosen the latter one, and we appreciate you. Launching a WooCommerce store is your first step to success. In this blog, we will make you take the next steps to reach your business goal.
First things first, why do you even need SEO for your business?
You could have the best user interface and state-of-the-art products with an appealing colour palette and beautiful fonts. But, if you are not showing up yourselves, how do potential customers know you exist?
This is where Search Engine Optimization (SEO) comes into the picture. Not with a bright blazer or anything. But with a ton of value and bonuses.
No business can stand without a strong backbone, and that backbone is called SEO. In today's competitive and convenience-focused community, customers no longer prefer to dress up and step out to get the essentials. Instead, customers want to sit on the couch and shop from their homes, making e-commerce a highly flexible business and buyer solution.
1. E-commerce Keyword Research
Without keywords, it is neither possible nor advisable to optimize your products or category pages. You wonder why?
There are 700,000 Google searches in a minute. And that is a LOT! An average browser processes 1.5M digital words daily, and how do you ensure your customers find you in the search engines?
With targeted keywords.
How do you find them?
Glenn Gabe, an SEO Consultant at G-Squared Interactive (GSQi), concluded with his analysis of 3000 words that 93% were long-tail keywords and only 7% of the total were head terms.
Now you may be wondering what long-tail keywords are. Long-tail keywords are 26-40 characters typically used to get the specific version. Not only do these keywords convert, but they are also less competitive. The conversion rate of these keywords is 4.15% higher than the shorter ones.
There are numerous ways to find them. But below are a couple of our favourites.
- Google Autosuggest: The old school method. Type your keyword and let Google do the homework by providing you with autosuggestions.
- Google Related Search Suggestions: These are the suggestions you find at the bottom of any search engine results page. Type a keyword and scroll down for related searches.
- Amazon Suggest: Tap on Amazon. The biggest e-commerce marketplace in the world is the keyword goldmine. Head over to the Amazon search bar and enter a keyword you believe describes your product. When you are still typing, Amazon gives a list of suggestions around that keyword, and boom! There you go. The buzzwords Amazon recommends are highly targeted.
- Keyword Dominator: This tool helps you find the long-tail keywords a lot faster. Keyword Dominator thoroughly scrapes Amazon suggestions as for one keyword; it gives you tens of keyword ideas.
- SEMrush: SEMrush does not generate or suggest keywords with seed words. Instead, it gives you the list of keywords your competitor ranks for. And it is ah-mazing! SEMrush will also give you sites that are similar to the ones you are looking at. You can get a lot more with its paid version.
2. ECommerce Website Architecture
Meaning, the structure that organizes and presents the content on your website. A good site architecture means a great user experience. There are three main organizational structures—namely, Hierarchical, Sequential, and Matrix. How you organize your site is essential for an e-commerce website as you would have a considerable number of pages and do not want your audience to wander here and there.
A bad user flow experience not only hurts your audience but your SEO as well. Always remember that a user should take a maximum of three clicks to return to the Home page.
Below are a few ways to map out your website architecture.
- When you are going with drop-down menus, make sure you use HTML. Search engines cannot find the navigation unless the code is written in HTML. According to Moz, the maximum number of links per page is 100. Keep that in mind and plan your navigation bar.
- Step in the shoes of a browser and walk through the website. Where are you redirecting to when you click on a specific page, were you able to come back to the place you wanted, were you able to find what you want precisely when you land on the site, were you able to return to home or exit quickly...Ask yourself these questions, and you will have the answer throughout your trip.
- When you are going with filters, keep your attention on URL parameters.
3. On-Page SEO
We hope you set up your site architecture by this step. If not, go to step-2 and come back.
On-page SEO is all about optimizing individual pages to make them rank higher and drive more relevant traffic. And it beyond tweaking title and description tags. We narrowed down the must-have on-page SEO elements that never abandon.
a.Title Tag: Everyone knows that we should use our target keyword in the Title Tag. But do not just stop there. Adding modifiers could help you show up in long-tail keyword searches.
mobiles under 20000 ❌
best mobiles under 20000 ✅
b.Description Tag: You now have more room to write long phrases. Try to include terms like free shipping, overnight shipping, x% off if you purchase before midnight, etcetera to boost your click-through rate (CTR).
c.Product Body Copy: Hey, do you know that we never get a second chance to make a first impression? It may sound cliche, but you need to live with it as it could not be more accurate in SEO. Optimizing product pages is one of the most challenging things while working on an e-commerce SEO. The content needs to be top-notch that delivers conversions. Here are a few tactics you can play for eCommerce pages.
d.1000+ Words: If you work in digital content creation, you probably have heard this phrase a thousand times - long-form content ranks better in Google. This aptly sets for eCommerce pages.
The more you share with the customer, the more Google recognizes what your product/service is all about. Understandably, you cannot write a thousand words for every product, and it is a tad boring. In these cases, focus on writing in-depth content for your top 20-40 products and category pages.
e.Keyword Insertion (3-5x): No. We are not talking about keyword stuffing. Once you are done with your copy, make sure the description has the keyword a handful of times to help Google understand what it is all about.
4. Internal Links
Internal link building is an absolute necessity, and it is done automatically. But strategic link building gives you results—link FROM high-authority pages TO high-priority product pages.
Here are a few options
- Breadcrumb Navigation: These are the website links that enable users to track where they are and how far they are from the Home page. You can easily find them either on the top of a web page or just right under the navigation bar.
- Related Products: Much like related google search results, you can show these thumbnails at the bottom. There is a possibility you could upsell other products by just showing up.
Develop your internal link-building strategy to provide value instead of tricking Google. Build it for users but get results from SERP
If you run an eCommerce business with WooCommerce stores, technical SEO will have a place on your calendar forever. It is no longer about meta tags or site maps. Below are a few ideas for you to win the SEO game.
- Heads Up: Schema Mark-up is a piece of code you place on your website to help search engines give more relevant information to the users.
- Product Schema Mark-Up: Product Schema is structured data of your product you publish with your search result. In other words, it displays your product information in a structured way in Google SERP.
- Review Schema Mark-Up: There are two types of mark-ups here - aggregate ratings and individual review. The aggregate ratings give users the information of overall rating value, count, best and worst rating, etcetera. On the other hand, an individual review gives review date, reviewer, review value, review body, etcetera.
- HTTPS>HTTP: When you are running an e-commerce business, odds are you would ask customer's credit card numbers, passwords, address to ship, contact number, and much such sensitive information. With HTTPS, you are adding layers of security using SSL to keep the data encrypted. Sites with SSL certificates also often rank higher in the results.
We hope you get a ton of value from this short guide to leverage your rankings on the search engine results page. Now, it is your turn to implement these strategies and tactics. Which step do you think will benefit your WooCommerce e-store? Is there anything else you think I should have elaborated more on? Do you have any doubts or questions? Either way, let me know by leaving a quick comment.
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