Ecommerce SEO Expert Advice

Ecommerce SEO is not easy.

You have to optimize your product pages, category pages, and blog posts for hundreds or thousands of keywords.

You have to compete with giant online retailers like Amazon, Walmart, and eBay.

And you have to deal with technical issues like site speed, duplicate content, and mobile friendliness.

But don’t worry.

In this post,

I’m going to show you how to rank higher and drive more sales with SEO ecommerce expert advice.

I’ll share with you the best practices, tips, and strategies that I’ve learned from working with hundreds of ecommerce clients over the years.

And I’ll also show you some real-life examples and case studies of ecommerce sites that are crushing it with SEO.

So, let’s get started.

1. Keyword Research for Ecommerce SEO

The first step of any SEO campaign is keyword research.

Keyword research is the process of finding the words and phrases that your potential customers use when they search for your products or services online.

But keyword research for e-commerce SEO is different from keyword research for other types of websites.

Why?

Because e-commerce sites have two types of pages that need to be optimized: product pages and category pages,

Product pages are the pages that showcase your individual products.

For example, this is a product page for a wireless mouse on Amazon:

[product_page_Chart.jpg]

Category pages are the pages that list all the products in a specific category.

For example, this is a category page for wireless mice on Amazon:

[category_page_Chart.jpg]

Both types of pages need to target different kinds of keywords.

Product pages need to target long-tail keywords that describe the specific features, benefits, and attributes of your products.

These are the keywords that people use when they are ready to buy.

For example, “logitech mx master 3 wireless mouse”.

Category pages need to target short-tail keywords that describe the general topic or theme of your products. These are the keywords that people use when they are browsing or researching.

For example, “wireless mouse”. How do you find these keywords?

There are many tools and methods that you can use, but here are some of the best ones:

 

• Use Google Keyword Planner to find keyword ideas and search volume data.

Google Keyword Planner is a free tool that shows you what keywords people search for on Google and how often they do it.

You can use it to find both product and category keywords by entering your product names, categories, or competitors’ URLs.

 

• Use Google Suggest to find long-tail keyword variations.

Google Suggest is the feature that shows you autocomplete suggestions when you type something on Google.

You can use it to find long-tail keywords by typing your main keyword and adding modifiers like colors, sizes, brands, models, etc.

• Use Amazon Suggest to find product and category keywords.

Amazon Suggest is similar to Google Suggest, but it shows you autocomplete suggestions based on what people search for on Amazon.

 

You can use it to find product and category keywords by typing your main keyword and adding modifiers like categories, subcategories, filters, etc.

• Use competitor analysis to find keyword gaps and opportunities.

Competitor analysis is the process of analyzing your competitors’ websites and finding out what keywords they rank for and how they optimize their pages.

You can use tools like Ahrefs or SEMrush to find competitor keywords and compare them with yours.

You can also manually browse their product and category pages and look for keywords in their titles, descriptions, headings, etc.

Here’s an example of how I used these methods to find product and category keywords for wireless mice:

[Keyword_research_Chart.jpg]

As you can see,

I found a lot of keyword ideas for both product and category pages using these methods.

But how do you choose which keywords to target?

You need to consider two factors: relevance and difficulty.

Relevance is how closely related the keyword is to your product or category.

You want to target keywords that match the intent and expectations of your potential customers.

For example,

if you sell wireless mice for gaming, you don’t want to target keywords like “wireless mouse for mac” or “wireless mouse with keyboard”.

Difficulty is how hard it is to rank for the keyword on Google.

You want to target keywords that have low competition and high traffic potential.

For example, if you sell wireless mice for gaming, you don’t want to target keywords like “wireless mouse” or “gaming mouse”, because they are too competitive and dominated by big brands.

How do you measure relevance and difficulty?

There are no exact formulas or metrics for this, but here are some general guidelines:

• To measure relevance, use common sense and logic.

Ask yourself:

Does the keyword match the topic and purpose of your product or category page?

Does the keyword match the search intent and expectations of your potential customers?

If the answer is yes, then the keyword is relevant. If the answer is no, then the keyword is irrelevant.

• To measure difficulty, use tools and data.

Use tools like Ahrefs or SEMrush to find the keyword difficulty score, which is a number that indicates how hard it is to rank for the keyword on Google. The higher the score, the harder it is to rank.

You can also look at the search results page and analyze the top-ranking pages for the keyword.

Look at their domain authority, page authority, backlinks, content quality, etc.

The stronger they are, the harder it is to outrank them.

Here’s an example of how I used these guidelines to choose which keywords to target for wireless mice:

[Keyword_selection_chart.jpg]

As you can see,

I chose keywords that are relevant to my product or category page and have low difficulty scores and high search volumes.

These are the keywords that I will use to optimize my product and category pages in the next step.

2. On-Page SEO for Ecommerce SEO

The next step of ecommerce SEO is on-page SEO.

On-page SEO is the process of optimizing your product and category pages for your target keywords and making them user-friendly and engaging.

There are many elements that you need to optimize on your product and category pages, but here are some of the most important ones:

• Title tag: The title tag is the text that appears at the top of your browser tab and in the search results.

It should include your target keyword and a compelling reason to click.

For example, “Logitech MX Master 3 Wireless Mouse: Best Ergonomic Mouse for 2023”.

 

• Meta description: The meta description is the text that appears below your title tag in the search results.

It should include your target keyword and a brief summary of what your page is about.

For example;

“The Logitech MX Master 3 wireless mouse is the ultimate ergonomic mouse for 2023.

It features a comfortable design, a fast scroll wheel, and a long battery life.”.

 

• URL: The URL is the address of your page on the web. It should be short, descriptive, and include your target keyword.

For example,

“https://www.DomainURLexample.com/wireless-mouse/logitech-mx-master-3“.

 

• Headings: The headings are the text that divides your page into sections and sub-sections.

They should include your target keyword and related keywords and indicate what your page is about.

For example,

“Logitech MX Master 3 Wireless Mouse Review”, “Features of Logitech MX Master 3 Wireless Mouse”, “Pros and Cons of Logitech MX Master 3 Wireless Mouse”, etc.

 

• Content: The content is the text that describes your product or category in detail.

It should include your target keyword and related keywords and provide useful information, benefits, and solutions to your potential customers.

For example, “The Logitech MX Master 3 wireless mouse is one of the best ergonomic mice on the market.

It has a comfortable shape that fits your hand perfectly, a fast scroll wheel that lets you navigate through long documents and web pages with ease, and a long battery life that lasts up to 70 days on a single charge.”.

 

• Images: The images are the visual elements that showcase your product or category.

They should be high-quality, relevant, and optimized for speed and SEO.

For example, you should use images that show different angles, features, and benefits of your product or category, compress them to reduce their file size, and add alt text that describes what they are about.

 

•Videos: The videos are another type of visual element that showcases your product or category.

They should be high-quality, relevant, and optimized for speed and SEO.

For example, you should use videos that demonstrate how to use, install, or compare your product or category, embed them from YouTube or other platforms, and add captions and transcripts that include your target keyword and related keywords.

 

• Reviews: The reviews are the feedback from your previous customers that show how satisfied they are with your product or category.

They should be authentic, positive, and detailed.

For example, you should use reviews that highlight the features, benefits, and results of your product or category, display them with ratings, stars, or badges, and encourage more reviews from your current customers.

 

• Call-to-action: The call-to-action is the button or link that tells your potential customers what to do next after reading your page. It should be clear, visible, and persuasive.

For example,

You should use call-to-action phrases like “Buy Now”, “Add to Cart”, “Shop Now”, etc.,

Place them above the fold or at the end of your page, and make them stand out with colors or contrast.

Here’s an example of how I optimized these elements on a product page for wireless mice:

[On-page_SEO_Chart.jpg]

As you can see,

I optimized these elements on a product page for wireless mice using the target keyword and related keywords, as well as providing useful and engaging information, images, videos, reviews, and call-to-action.

But that’s not all.

There are more elements that you need to optimize on your category pages for ecommerce SEO.

Let me show you the next step.

I’ll show you how to optimize your category pages for ecommerce SEO.

3. Category Page Optimization for Ecommerce SEO

Category pages are the pages that list all the products in a specific category.

For example, this is a category page for wireless mice on Amazon:

[category_page_chart.jpg]

Category pages are important for ecommerce SEO because they help you rank for short-tail keywords that describe the general topic or theme of your products.

These are the keywords that people use when they are browsing or researching.

For example, “wireless mouse”.

But how do you optimize your category pages for e-commerce SEO?

You need to optimize the same elements as product pages, but with some differences.

Here are the main differences:

• Title tag: The title tag for category pages should include your target keyword and a modifier that makes it more specific and appealing.

For example, “Wireless Mouse: Best Wireless Mice for 2023”.

• Meta description: The meta description for category pages should include your target keyword and a brief introduction of what your category is about and why people should choose it.

For example, “Wireless mouse is the ultimate choice for convenience and comfort.

Find the best wireless mice for 2023 from top brands like Logitech, Razer, and Microsoft.”.

• URL: The URL for category pages should be short, descriptive, and include your target keyword and a subfolder that indicates the hierarchy of your site.

For example, “https://www.DomainURLexample.com/mouse/wireless-mouse“.

• Headings: The headings for category pages should include your target keyword and related keywords and indicate what your category is about and how it is organized.

For example,

“Wireless Mouse: Best Wireless Mice for 2023”,

“How to Choose a Wireless Mouse”,

“Best Wireless Mouse by Brand”,

“Best Wireless Mouse by Feature”,

etc.

• Content: The content for category pages should include your target keyword and related keywords and provide useful information, tips, and guidance to your potential customers.

For example,

You should explain what a wireless mouse is, how it works, what are the benefits and drawbacks of using it, how to choose the best one for your needs, etc.

• Images: The images for category pages should be high-quality, relevant, and optimized for speed and SEO.

For example, you should use images that show different types of wireless mice, their features, benefits, and comparisons, compress them to reduce their file size, and add alt text that describes what they are about.

• Videos: The videos for category pages should be high-quality, relevant, and optimized for speed and SEO.

For example, you should use videos that show how to use, install, or compare different types of wireless mice, embed them from YouTube or other platforms, and add captions and transcripts that include your target keyword and related keywords.

• Filters: The filters are the options that allow your potential customers to narrow down their choices based on their preferences and criteria. They should be clear, visible, and easy to use. For example, you should use filters that let people sort by price, brand, feature, rating, etc.

• Pagination: The pagination is the feature that allows your potential customers to navigate through multiple pages of your category. It should be clear, visible, and easy to use. For example, you should use pagination buttons that show the number of pages and the current page, as well as previous and next buttons.

 

Here’s an example of how I optimized these elements on a category page for wireless mice:

[Category_page_optimization.jpg]

As you can see,

I optimized these elements on a category page for wireless mice using the target keyword and related keywords, as well as providing useful and engaging information, images, videos, filters, and pagination.

But optimizing your product and category pages is not enough.

You also need to optimize your site as a whole for ecommerce SEO.

That’s what I’ll show you in the next step.

4. Site-Wide Optimization for Ecommerce SEO

Site-wide optimization is the process of improving the overall performance, usability, and security of your ecommerce site.

It affects not only your SEO,

But also, your user experience, conversion rate, and trustworthiness.

There are many factors that you need to optimize on your site,

But here are some of the most important ones:

• Site speed: Site speed is how fast your site loads and responds to user actions.

It is one of the ranking factors that Google uses to evaluate your site.

It also affects your user satisfaction, bounce rate, and sales.

You want to make your site as fast as possible by using techniques like caching, compression, minification, CDN, etc.

• Mobile-friendliness: Mobile-friendliness is how well your site adapts to different screen sizes and devices.

It is another ranking factor that Google uses to evaluate your site.

It also affects your user experience, accessibility, and reach.

You want to make your site as mobile-friendly as possible by using techniques like responsive design, AMP, PWA, etc.

• Site structure: Site structure is how your site is organized and linked together.

It affects your SEO, user navigation, and crawlability.

You want to make your site as easy to understand and navigate as possible by using techniques like clear hierarchy, logical categories, descriptive URLs, breadcrumbs, sitemaps, etc.

• Internal linking: Internal linking is how you link your pages within your site.

It affects your SEO, user navigation, and crawlability.

You want to link your pages strategically and relevantly by using techniques like anchor text optimization, contextual linking, related products linking, etc.

• External linking: External linking is how you link your site to other sites.

It affects your SEO, user trust, and authority.

You want to link your site to high-quality and relevant sites by using techniques like outbound linking, backlink analysis, link building, etc.

• Security: Security is how you protect your site from hackers, malware, and other threats.

It affects your SEO, user trust, and reputation.

You want to secure your site as much as possible by using techniques like SSL encryption, HTTPS protocol, firewall, malware scan, etc.

Here’s an example of how I optimized these factors on an ecommerce site for wireless mice:

[Site-wide_optimization.jpg]

As you can see,

I optimized these factors on an ecommerce site for wireless mice using various techniques and tools.

But there’s one more thing that you need to do for ecommerce SEO.

You need to measure and improve your results.

That’s what I’ll show you in the final step.

5. Measurement and Improvement for Ecommerce SEO

The final step of ecommerce SEO is measurement and improvement.

Measurement and improvement are the process of tracking, analyzing, and optimizing your ecommerce SEO performance and results.

It helps you to understand how your site is doing on Google,

How your potential customers are finding and interacting with your site, and how you can improve your site to rank higher and drive more sales.

There are many tools and metrics that you can use to measure and improve your ecommerce SEO, but here are some of the most important ones:

• Google Analytics: Google Analytics is a free tool that shows you how your site is performing in terms of traffic, conversions, revenue, and more.

You can use it to find out:

How many people visit your site;

Where they come from, what they do on your site;

How long they stay, how much they spend, etc.

You can also set up goals and events to track specific actions and outcomes on your site.

• Google Search Console: Google Search Console is a free tool that shows you how your site is performing on Google.

You can use it to find out how many Google impressions, clicks, and conversions your site receives, what keywords it ranks for, what pages Google indexes and crawls, what problems or errors your site has, etc.

You can also submit sitemaps and request indexing to help Google discover and index your pages faster.

• Ahrefs or SEMrush: Ahrefs or SEMrush are paid tools that show you how your site is performing in terms of SEO.

You can use them to find out how many backlinks, keywords, and organic traffic your site has,

What keywords your competitors rank for, what pages are ranking well or poorly on your site, what opportunities or gaps you have for SEO improvement, etc.

You can also use them to conduct keyword research, competitor analysis, site audit, link building, etc.

Here’s an example of how I used these tools to measure and improve my ecommerce SEO for wireless mice:

[Measurement_and_improvement.jpg]

As you can see,

I used these tools to measure and improve my ecommerce SEO for wireless mice using various metrics and techniques.

And that’s it.

You’ve just learned how to rank higher and drive more sales with SEO ecommerce expert advice.

I hope you found this post helpful and informative.

If you have any questions or feedback, please let me know.

Michael C.

Mike is a SaaS and Ecommerce SEO expert with over 8.5 years of experience. He helps clients grow their digital businesses with effective SEO strategies. He is a certified Google Analytics professional and a member of several SEO communities and forums.