How do you sell anything if customers can’t find you? Search Engine Optimization ( SEO ) is really important for your e-commerce store . In a nutshell, SEO is the process that improves the visibility of a website or an online store in search engines. Why is this so important? Because the better you are referenced in search engines (you then appear in the first results), the more traffic to your site and the number of potential customers will be important.
There is no standard SEO strategy, and online store owners should carefully assess their site in order to develop a personalized SEO strategy and action plan that will improve their presence on the web. search engines and traffic to their online store.
Don’t Focus on Pay-Per-Click .
Many e-commerce sites opt for a pay-per-click (PPC) strategy to increase their store’s visibility, but seem to forget the obvious: the cost of PPC continues to rise and if you stop paying for your SEO you lose all the visibility gained.
Additionally, some consumers do not trust sponsored links, banners and other online advertisements. E-commerce shops cannot therefore simply be satisfied with a PPC strategy and must implement natural referencing methods to increase their visibility.
That being said, a recent Google study shows that when some sites stopped using AdWords, 89% of paid clicks didn’t convert to SEO clicks. So you need to use PPC in addition to SEO.
Avoid Duplicate Content
Duplicate content is the enemy of search engines. However, many online stores have a lot of duplicate content due to product listings and descriptions and thus tend to be penalized by search engines.
Online store owners therefore have an interest in evaluating their website and seeing how to reduce the duplicate content that the site presents. Careful use of the rel=”canonical” attribute can also help avoid these problems.
Shopify themes can automatically insert the rel=”canonical” attribute on all pages using a line of code. Learn how to use canonical URLs with Shopify .
Have a Content Strategy
Taking the trouble to regularly add unique, high-quality content to your e-commerce site will not only provide value to users, but will also improve your search engine rankings.
All Shopify stores automatically include a functional blogging platform that you can use to post such content.
Do Not Use Manufacturer’s Product Descriptions
Developing your product database can take time, so to go faster many online shops simply “copy and paste” the product description made by the manufacturer on their site.
Do not do this if you want to improve your SEO! Systematically rewrite every product description to make sure it’s unique and search engine friendly. Be sure to use different words that people are likely to use in their search.
Optimize Product Images
Image search is a feature that has become very popular and more and more people are using it to find products to buy online.
E-commerce sites must therefore add relevant keywords in the Alt attribute of each image on their site. Here is a blog post explaining how to set up Alt attributes on Shopify.
For best effect, make sure every keyword used for an image is completely relevant and avoid putting too many keywords in Alt attributes.
Have Unique Meta Descriptions for Every Page
When it comes to optimizing their site, many e-commerce stores think it’s enough to put the same meta description for every page. However, this is another mistake that should not be made in terms of SEO. The meta description should be written for humans, with the goal of helping your store get “clicked” as soon as it appears in search engines.
Add customer reviews
Since unique content is extremely important in terms of SEO, providing a field where users can enter their product reviews is an effective way to passively generate unique content for your online store.
Shopify’s app store has several great customer review apps to enhance your store.
Put a link to your products on the homepage
A common mistake that many e-commerce sites make is to bury their product pages deep in their link structure. This will not only make the products harder for users to find, but it will also impact the PageRank scores of the product pages, decreasing their likelihood of appearing at the top of search results.
Having your product content directly accessible via a link on your homepage will make it more accessible to both search engines and your customers.
Optimize anchor text
By adding keywords to the internal links of your website, you will improve the visibility of your store on search engines. Rather than using the classic “click here” link, insert your link on text that includes the keywords for which the linked page should be referenced. For example, instead of writing “ click here to visit Shopify, the best e-commerce platform”, write “Visit Shopify, the best e-commerce platform ”.
Also, consider adding such keyword links in product descriptions to link to similar products on your site.
Organize Your Online Store According to SEO
You need to structure your e-commerce store so that it has several landing pages . These pages can be specific to a brand or type of products. This will allow you to optimize multiple pages and multiple groups of keywords, which will increase your site’s visibility in search results.
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