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SEO strategy, the key factor for your eCommerce

09/06/2022
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Betting on eCommerce implies taking into account a set of essential factors to achieve a positive impact on the consumer and increase business opportunities. SEO (Search Engine Optimization) is one of the main elements to increase our eCommerce visibility and ensure that your target audience finds you, with the aim of increasing the number of visits and the conversion rate of your online store.

SEO basically consists of optimizing your website through a combination of techniques and strategies aimed at appearing among the first results in search engines.

Why do you need a SEO strategy for your eCommerce? Undoubtedly, it is the best way to get more free organic traffic to your online store. That will increase the CTR (number of clicks your website receives) and, therefore, your income.

SEO in eCommerce is not only relevant for branding, in case users search directly for the name of your brand, but also for product and content. Here is where the first step comes into play: keyword research.

In this article, we will analyze all the essential aspects to optimize your online store effectively.

Keyword Resarch

It is based on a keyword research process through which you can better position your online store. This requires understanding the way in which users search, for which it is essential to make a previous analysis of your target audience, and develop your buyer persona, to know their motivations and buying habits.

At this point, it's time to prepare a list of those keywords with which you would like to appear in search engines and analyze whether they match the vocabulary used by users when looking for a product. That way, you will be sure that you are not going to use words with none or very few searches.

Then, organize the list of definitive keywords according to the volume of each keyword and the page to which you are going to apply it, i.e., the home page, the product categories, the product page, and the blog.

It is always a good idea to analyze the keywords that your competitors use to build your SEO strategy without the big brands hindering the visibility of your eCommerce.

As additional information, generic keywords, called short-tail, are not very specific words and are harder to be positioned, so it is preferable to use the long-tail ones to provoke a better positioning.

SEO On Page

It refers to all the actions carried out from the online store to optimize the positioning in the search engines. What are the ways to do so?

Category optimization

When we talk about categories, we are talking about classifying all your products according to their characteristics. In that case, it would be good to check which words users use to search your products to include those words there to increase your online store's traffic and sales. Create user-focused text with just enough information to briefly describe the products found in each category.

Another opportunity to increase your store's visibility, is to take care of the meta title (the title that appears in the search results) and the meta description (the small text below the title).

The title can be considered the first introduction to the online store (55-56 characters), and the meta description is used to shortly describe the content that users will find inside the link (maximum 150 characters). Incorporating a CTA (Call to Action) will encourage the user to click on it to increase the CTR. Moreover, it is great to highlight the competitive advantages of your eCommerce.

Optimization of the product pages

The content of your product pages should be as detailed as possible to show as much information as possible: color, size, measurements, material, care, shipping, returns, etc. It is a good way to naturally introduce those keywords in the descriptions of each product and it is very important to only use unique descriptions and to avoid repeated texts to position your online store effectively.

Including a section with user reviews in your product cards will generate trust and transparency, which will be directly reflected in sales. From the SEO point of view, it is a great opportunity since users will unwillingly use new terms and keywords, which will help you expand the semantic field of the page, and, therefore, achieve greater visibility.

Adding high-quality images to the product cards, as well as showing the product visually so that users can get to see every detail of it, will help you to obtain better results. You only need to write a small descriptive text in the ALT tag of each image to optimize them.

Page title and title structure

It is recommended that on your online store's different pages, you incorporate a single title (H1) which summarizes briefly your online store's content. Apart from the H1 title, the other two most commonly used to create subtitles are H2 and H3 successively. Using them will provide you with a better position in the search results.

Another essential point is to not duplicate content, something difficult in eCommerce since there exist a large number of similar products and categories. For this reason, it is necessary to optimize SEO by working on each of the above elements to make them unique, opting, for example, for a different H1 in each category.

A way to do this is to create a tree of categories and perform specific Keyword research for each of them, so that every URL of your website will be optimized with different Keywords.

Link building interno

It refers to internally linking several pages of your online store with each other to help with SEO positioning.

For eCommerce, it is common to create internal links showing related products on each product page so that users can easily access other articles to encourage them to continue browsing the online store.

The internal link building is also usually applied among categories and subcategories, in the corporate blog, on the home page, and others.

Blog

In that case, a blog is an essential tool for the SEO of your online store. Through it, you can create valuable content for users by giving them tips on how to use your products correctly and even showing them additional information about them.

With a blog, you can publish new content weekly introducing multiple interesting keywords in each article to rank the blog, along with your online store.

Moreover, it is a great opportunity to generate links between various pages of your online store, or even between different articles of your Blog making it easier for users to find information and products, thus, increasing sales opportunities.

URL

Generally, for each URL of your online store, it is advisable to work on a single keyword so that the search engine understands what you want to focus on.

The idea is to create URLs that are easy to write and remember. For example, instead of /the-best-software-of-Spain/, it is more SEO-friendly to incorporate /best-software-Spain/.

It is recommended to avoid prepositions, conjunctions, and articles if they are not included in the previous keyword study.

Technical SEO

There are several technical elements that also influence the organic positioning of your eCommerce. For example:

  • Page Speed. Search engines consider how long it takes for your page to load, so it is important to optimize images correctly and also the code to make the page load as fast as possible.
  • The Sitemap. This is a file that provides information to search engines about your website's architecture and how it should be indexed (which pages to take into account, for example). It is important to upload this file to Google Search Console to position your site correctly.
  • Robots.txt file. This file tells crawlers whether or not they can access your page. It is important to check that Google robots can enter into it or not, otherwise, it will be impossible to position it.
  • Rich Snippets. Rich Snippets are rich formats that allow giving more information to users, such as product ratings ("star ratings"), stock, reviews, and FAQs, that then appear in the search engine improving the search result and getting a higher CTR in organic results.
  • Hreflangs. If your eCommerce is in several languages, it is important to implement the Hreflangs. It is a tag in the code that indicates to the crawlers, in which language the page is, as well as the equivalent pages in other languages. You can also indicate a country code and language. If the Hreflangs worked, your eCommerce will be able to appear in search results in different languages.
  • Canonicals. A canonical URL could be defined as a "Referrer URL". That is, a URL that we want to act as the main URL when there are other similar types of content.
  • 404 errors. A harmful element for SEO is the 404 error, i.e., a URL that is indexed and can be accessed, but does not exist. This can occur when a product is out of stock and/or you delete that product. It is vital to make 301 redirects so that users and the Google crawler do not find this type of error.

As you can see, there exist many factors to work and improve the SEO of your eCommerce. Interesting and quality content, as well as, a continuous revision of the different technical aspects, can enhance the organic positioning of your online store.

However, you should keep in mind that the results of this work are not immediate. SEO is a medium-long-term work and it usually takes 6 months until you can see the results of your changes.

SEO Off Page

Off page SEO refers to several actions performed externally to your website with the aim of improving your positioning in search engine results (SERPs).

Back Links

Back links refer to those links that are in a third-party domain and redirect them to your online store.

The generation of links is the cornerstone of an Off Page SEO strategy, since those that come from other web pages with great authority, help to position your online store and transmit trust.

Google search is based on PageRank, an algorithm that analyzes the quantity and quality of links pointing to a website. So, it is not just about getting quantity of links, but to find those that are of quality, and really add value.

Linkable content Partnerships

In this case, it is a great opportunity to establish alliances with blogs, where you can write the post you are interested in and publish it under a different domain, or even contacting some influencers to increase online presence and create brand awareness. The idea is to add these backlinks mentioned above to your online store.

Social media

Social networks play a very important role, since you can share there any type of content that you think can be interesting for users.

Creating communities through social networks is something that should be worked on and that can be very useful for your brand. This will only be achieved by constantly generating valuable content, establishing strong links with your consumers, incorporating links to your online store, or blog, among others.

Many people use this channel as a search engine, so having a high presence will help you to optimize your online store for your potential consumers. Users will also be able to share your publications, comment on them, and interact directly with your brand. This will create quality backlinks that will be positive to grow your positioning.

The importance of the eCommerce platform to work your SEO strategy

As we have mentioned throughout the article, SEO is a constant task that must be optimized and controlled. That is why it is important that the eCommerce platform you work with allows you to easily manage all these aspects intuitively.

LogiCommerce is well aware of those features that help your online store's marketing and its SEO. For that reason, it includes a specific SEO module that allows you to optimize:

  • Metadata: metadata indicates the search engine how you want to appear; title and description. LogiCommerce allows you to work massively (categories, products, pages…) this type of information to speed up the work. Using wildcards to indicate the product name, you will be able to combine and create metadata in an easier and faster way.
  • Sitemap: LogiCommerce allows you to configure and create your own sitemap in order to upload it to the Search Console.
  • URLs: URLs must be semantic and contain keywords whenever it is possible. LogiCommerce allows you to edit URLs in different languages on a single screen so you can optimize them all quickly and easily. In addition, the platform is prepared for the 301 redirections, so that you don't have to worry about creating 404 errors.
  • Blog: In LogiCommerce there is the option to create a blog, under the same domain, to upload updated content to your eCommerce.

In addition to these generic modules, each category and product has its own SEO configuration so you can work on it individually:

  • Metadata: besides the generic configuration, you can customize each category and product with its URL, and its title and metadata description.
  • Content: With LogiCommerce you can upload keyword optimized texts for each category and product. After doing your keyword research, you can create your own text and upload it to your eCommerce. This is important so that your eCommerce has original and not duplicated content.

LogiCommerce is a complete platform that allows you to work on the SEO On Page of all your categories and products so your eCommerce can be as optimized as possible.

We know that SEO is a complex issue, and that's why from LogiCommerce we want to offer you the help of our Marketing Experts. Talk to us!

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