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5 SEO Strategies for Ecommerce Sellers [Updated 2024]

June 13, 2024 | Author:  Andrew Maff
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Search Engine Optimization (SEO) remains critical for e-commerce success in the rapidly evolving digital marketplace. The importance of SEO for e-commerce sellers in 2024 cannot be overstated, as it directly impacts visibility, traffic, and, ultimately, sales.

With search engines constantly updating their algorithms, staying ahead with the latest e-commerce SEO strategies is essential for maintaining a competitive edge.

Why is an E-commerce SEO Strategy Important for Your E-commerce Store?

An e-commerce SEO strategy is important for your online store because it makes ranking higher in search engines easier. If you have an e-commerce website, most of your customers will likely find your site using Google or another search engine.

Therefore, it's essential to ensure that these prospective customers can effortlessly navigate your website and find the products they seek. This entails designing an e-commerce site architecture that is user-friendly and optimized for search engines.

SEO Strategies for E-commerce Sellers

Here are five top e-commerce SEO strategies to boost your online store's visibility and increase traffic in 2024.

on-page strategy

1. Your On-page SEO Strategy

On-page SEO refers to optimizing web pages to improve search engine rankings and earn organic traffic for your website. This includes optimizing your website’s content and the HTML source code of a page, such as title tags, headers, meta descriptions, and images.

Why is On-Page SEO Important for E-commerce Stores?


For e-commerce platforms, on-page SEO is paramount. It serves as the cornerstone for crafting effective SEO strategies. With thousands, if not millions, of online stores and shops vying for the top spots in search engine results pages (SERPs), the ability to stand out through optimized page content is vital.

On-page SEO ensures that your store attracts quality traffic and enhances user experience, ultimately improving conversion rates.

Core Page Optimization


Core page optimization involves enhancing the main pages of your e-commerce website, such as the homepage, about page, and contact page. These pages serve as the primary interface for visitors, making their optimization crucial for both SEO and user experience.

Homepage Optimization


The homepage should accurately reflect your brand and efficiently guide visitors to key sections of your site. To improve search visibility, place strategic keywords, including the target keyword, in your homepage title tag, meta description, and headings. Additionally, ensure your homepage is visually appealing and loads quickly to reduce bounce rates.

About and Contact Page Optimization


These pages offer a prime opportunity to connect with your audience and should be optimized for both search engines and user engagement. Include keywords naturally in the content, and ensure navigation to these pages is straightforward from anywhere on your site. 

Transparency, through detailed contact information and storytelling on your About page, can also enhance trust and encourage user engagement.

Category and Product Page Optimization


Optimizing the product and category pages is essential for e-commerce SEO, as conversions happen on these pages.

Category Page Optimization



For e-commerce category pages, focus on structuring your URL in a way that is both user-friendly and rich with keywords. Craft unique, compelling, and keyword-rich meta titles and descriptions for each category page to enhance their visibility in search results.

Additionally, high-quality images and thoughtful organization improve user experience and positively impact your SEO.

Product Page Optimization


Crafting product pages demands a sharp eye for detail. Start by crafting unique and descriptive titles embedded with product-specific keywords. Ensure each product description is thorough, highlighting the benefits while weaving keywords naturally throughout.

Moreover, elevate your pages with high-quality images and include alt text featuring pertinent keywords. Implementing structured data markup is vital for generating rich snippets like price, availability, and reviews, enhancing search result visibility, and encouraging clicks.

Furthermore, leveraging internal linking significantly benefits product and category pages by improving site navigation and spreading link equity across your site.

  1. 2. Your Technical SEO Strategy 

Technical SEO is essential for ensuring that your e-commerce site is accessible to search engines and provides a smooth user experience, which are critical factors for achieving high rankings in SERPs. The following are key practices that should be prioritized:

Site Structure Optimization 


An intuitive and logical site structure helps search engines understand and index your e-commerce websites more effectively. A well-organized hierarchy that categorizes products and facilitates navigation is crucial for e-commerce sites. Implement breadcrumb navigation and a consistent URL structure to improve user experience and help search engines crawl your site more efficiently.

mobile optimization

Mobile Optimization 


With the increasing prevalence of mobile shopping, having a mobile-optimized site is indispensable. Google’s mobile-first indexing places significant importance on the mobile version of your site. Ensure your website is responsive and offers a seamless shopping experience across all devices.

Page Speed


Page loading speed is a critical ranking factor and directly impacts user experience. Slow-loading pages can increase bounce rates and negatively affect conversions. Optimize images, leverage browser caching, and minimize JavaScript and CSS files to improve your site speed and loading times.

HTTPS Security 


Secure your e-commerce site with HTTPS encryption to protect user data and transactions. Google considers HTTPS to be a ranking signal, and not securing your site with an SSL certificate can deter users from making purchases due to security concerns.

3. Your Keyword Research Strategy

This SEO strategy for e-commerce sites involves choosing the right target keywords to improve your ranking in search engine results pages.

The best way to do this is to use a keyword research tool such as  Google Keyword Planner. This tool will help you uncover keyword ideas and long-tail keywords, including low-competition and high-search volume-related phrases that your potential customers are searching for.

What is Search Intent?


The next step in your keyword research strategy involves identifying the optimal keywords for your e-commerce site and comprehending the desires of your target audience based on their search intent.

The Google Keyword Planner tool mentioned above will provide you with average monthly searches, suggested bid prices ($), and competition based on relevant keywords, which can help you understand how difficult it may be to rank in the top ten results.

Primary Keyword


Your primary keyword should be the main term for which you want your e-commerce site to rank in search engine results (e.g., "best ice cream stores near me").

Once you have your primary keyword, it's time to use the Google Keyword Planner tool again, but this time, to get keyword ideas that are related to your product or service. Ideally, you pick a primary keyword with high search volume, low competition, and low keyword difficulty.

Informational Keywords


Consider informational keywords as phrases people type in Google when seeking answers or posing questions. These keywords are invaluable for achieving high search rankings because they often face less competition and attract higher organic click-through rates (CTR) than queries with commercial intent. 

Informational keywords, typically long-tail, encompass words or phrases that answer specific questions, such as "How do I make ice cream at home?" While they may not serve as the primary keyword, they are instrumental in guiding you toward content and keywords that significantly increase organic search traffic to your blog's posts.

Keyword Stuffing


One of the things that you have to be careful about is keyword stuffing. Keyword stuffing is basically when you have too many keywords on one page, which can be a problem because Google will see this as spammy and penalize your website for it.

This is why creating content that speaks to your target audience is always better rather than stuffing in endless target keywords to rank higher.

4. Your SEO Content Strategy

One of the cornerstones of a successful e-commerce SEO strategy is creating high-quality, engaging, and SEO-optimized content.

High-quality SEO-optimized content helps attract and retain your audience's attention, reducing bounce rates and encouraging customer loyalty. Importantly, it also signals search engines that your website provides valuable information, thereby improving your rankings.

Article Creation


Creating informative and engaging articles requires a deep understanding of your target audience's needs and preferences. Each article should be meticulously crafted to provide value, whether through product guides, industry insights, or solving common problems related to your niche. 

Including targeted keywords without keyword stuffing can boost your articles' visibility in search results. Engaging content that resonates with your audience can also encourage shares and links, further amplifying your SEO efforts.

create pillar posts

Creating Pillar Posts


Pillar posts
are comprehensive, authoritative pieces that cover a broad topic relevant to your niche in depth. These posts are pivotal for your content strategy, around which smaller, related posts (cluster content) can be organized. 

Pillar posts drive organic traffic by ranking for key topics and demonstrating your expertise and authority in your field. They should be optimized for SEO, focusing on providing exceptional value to readers, encouraging engagement, and enhancing your site's authority.

Avoiding Duplicate Content Issues


Duplicate content can negatively impact your site's SEO, as search engines may see it as spammy and penalize your website. Avoid using the same descriptions or product titles across multiple pages on your e-commerce site.

Furthermore, duplicate content can also refer to identical content found on other websites. Ensure that all of your product descriptions are unique and not copied from another source.

5. Your Link Building Strategy

One of the most important SEO strategies for e-commerce sites is  link building.

Link building is a process of getting other websites and sources to link back to your website. These links serve as trust signals that Google uses when determining whether or not a site should rank higher in search results.

The key here, though, is quality over quantity: don't just go out there and spam every blogger on the internet asking for a nofollow link. Chances are, they aren't going to take too kindly to that request since those links can negatively affect their own site's SEO.

So, what should you do?

Instead, you should create valuable content and services for your e-commerce website's audience ( remember: quality over quantity ), such as tutorials, reviews, infographics, etc. Then you can reach out to other bloggers who have written about related topics with something like this:

"Hi [First name], I came across your post at [link] today, which was great! I'm really interested in linking back to my site if that's okay with you?"

Ultimately, Google prioritizes relevant links that contribute to a site's value, which is why mass-producing low-quality links is discouraged. Such practices don't improve search engine rankings and violate Google's guidelines. Moreover, linking one's domain name to spammy behavior is considered poor business practice.

Internal Links


Another important aspect of SEO is internal linking. These are the links that connect different pages within your own website. 

Internal links help search engines like Google understand the structure and hierarchy of your website, which can improve your keyword rankings. Moreover, they also encourage visitors to explore more pages on your site, increasing their engagement and time spent on your website.

Link building is especially important for e-commerce sites, as these websites usually have many products and categories to browse. Internal linking helps with navigation by providing breadcrumbs, such as from product page A → Category B → Subcategory C → to product page D.

To optimize your internal linking strategy, you should identify your most important pages and ensure they are interlinked with other relevant pages. You can also use anchor text to highlight the relevance of the linked page, such as linking a product page from a blog post discussing its benefits.

Fixing Broken Links


Lastly, you'll want to fix broken links, which are dead backlinks that no longer point to your website. These can negatively affect your site's search engine rankings, so it's important to keep track of them and remove them ASAP.

More Traffic-Driving Initiatives for 2024

While SEO is essential, it is not the only way to drive traffic to your e-commerce site. Here are some other strategies you can use to boost your website's visibility and attract more visitors:

  • Social Media Marketing: Promote your content and products on social media platforms like Facebook, Instagram, TikTok, and Twitter. This will help increase brand awareness and drive traffic back to your site.
  • Influencer Marketing: Partner with influencers in your niche to reach a larger audience and gain credibility. Influencers can promote your products and link back to your website, increasing the chances of conversions.
  • Email Marketing: Build an email list of interested subscribers and send them targeted promotional emails to drive traffic to your e-commerce site. You can also use email marketing to inform subscribers about new products, sales, and promotions.
  • Paid Advertising: Social media platforms provide a fertile ground for running targeted ads to bring top-of-the-funnel traffic to your website's pillar content or product pages. By leveraging the advanced targeting options available on platforms like Facebook, Instagram, and LinkedIn, e-commerce businesses can pinpoint their ideal audience based on demographics, interests, behaviors, and more.
  • Guest Blogging: Reach out to relevant blogs and offer to write guest posts that provide value to their audience. Guest blogging drives traffic back to your site through links and establishes you as an authority in your industry.
  • Partnerships: Collaborate with other businesses or influencers in complementary niches and cross-promote each other's products or services. Such alliances help expand your reach and drive more traffic to your website.

Conclusion

E-commerce SEO is not as complex or intimidating as many people think. Once you understand what e-commerce SEO entails and develop a solid plan, you'll be well on your way to ranking higher in search engines and getting more organic traffic for your e-commerce store.

When it comes to e-commerce, crafting an effective SEO strategy is crucial and involves several key components. The first step is always to create compelling content, keeping your target audience in mind Next, you’ll want to optimize your site through on-page, off-page, and technical SEO. This includes (but is not limited to) guest posting, backlinks, and incorporating thoughtful keywords in your content.

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