SEO for e-commerce: how to make your products stand out in online searches
Mar 02, 2020, 347 views
It may seem a little obvious, but one of a user's first initiatives when deciding to make an online purchase is to search for the product on search engines like Google. Sebrae states that 92% of all search traffic is on the first page of the search engine and 33% of these internet users find what they are looking for in the first organic result, did you know?
To give you an idea, the most famous search engine in the world receives more than 100 billion searches per month. For this reason, retailers in all e-commerce segments must be aware of ways to highlight their products organically, striving for greater positioning in this search giant.
Do you want to understand how SEO for e-commerce makes your products go ahead in online searches? Keep reading!
What is SEO?
SEO (search engine optimization) is a set of techniques to optimize the positioning of a website in organic search results. In fact, this is the consequence of applying the strategies. The great reason for SEO is to take users' experience to another level.
What is the importance of SEO for e-commerce?
The Annual E-commerce Survey, prepared by SEMrush - one of the most famous SEO management tools -, reveals that in categories such as electronics, health and food, organic search represents the second largest source of traffic, second only to access direct.
Therefore, it is important to remember that direct access is related to brand awareness. In addition, the loyalty that it can generate through good online shopping experiences depends on some rules applied in SEO.
Therefore, SEO can be one of the pillars for scaling the business in the most economical way possible. However, due to the daily fluctuations in the SERPs - Search Engine Results Page or simply results pages - paid-per-click ads must be complementary for the site to continue converting even if it loses ranking positions.
Although PPC (pay per click) strategies are essential, a well-positioned organically brand can save on paid ads, generate more credibility and attract more clicks.
5 e-commerce SEO techniques you need to adopt
As it is still an unknown mechanism or little valued by some companies, SEO provides many opportunities for growth, even in a competitive market like the one we see today.
According to the SEO Trends Report, 32% of Brazilian companies do not adopt any SEO strategy.
Find out now what are the fundamental optimizations to get ahead with your company's e-commerce!
1. Use of keywords
Keywords are the foundation of any SEO technique for e-commerce. They are the tool by which consumers reach virtual stores in different segments.
Thus, in order for these strategic terms to reach the right audience, it is first necessary to understand what people think when looking for a product of your brand. Monitoring your competitors can bring some keyword ideas, especially to compete with them for ranking.
How do keywords really work?
Imagine that you are a smartphone manufacturer and your big difference is to offer more RAM memory than the competition. You should not, in any way, waste this resource on your strategy!
Therefore, investing only in a head tail keyword, that is, more generalist, is not the best strategy. When a consumer searches for “mobile,” they may be looking for something more specific:
- Xiaomi brand phone;
- cell phone with battery life;
- good camera phone;
- cheap cell phone;
- telephone operator.
Have you noticed how simple it is to be found on the internet using broad-reaching keywords? There are many possibilities and much greater competition around the same theme! To reach the right people, you must think about qualifying the public, and that means investing in long tail keywords, the most specific.
For example, with a RAM spread, you can invest in terms like:
“Your brand's smartphone with 6GB of RAM”,
“6GB RAM device model”,
It is important to remember that the application of keywords requires a lot of study to develop a technique that can combine terms with high search volume and low competitiveness.
For that, there are tools like Google Keyword Planner, which can help you find out which are the best terms to invest in SEO for e-commerce.
The SEO Trends Report also states that 59% of companies that adopt optimization tools tend to present more expressive results when compared to companies that do not use any tools.
Where to enter keywords?
After studying keywords, you will be able to insert the best terms and their synonyms in strategic locations on the product page and categories.
in the URL, preferably in lowercase;
in the meta title, which is the title that appears to the user on the results page;
in the meta description, which is the description of your page in the search engine;
in H1, which is the main title of the page;
in the product summary within the virtual store;
in the images corresponding to the product and in the file that will be uploaded to the site.
Although the descriptions are not a direct ranking factor, they are the opportunity you have to captivate the consumer!
Why? The meta description is your first chance to win the user’s click to your page. So, she should be as attractive as possible! SEMrush's research also revealed that “free shipping” is one of the most used terms in e-commerce ads.
If you offer some kind of favorite condition to consumers, use these resources to your advantage! The meta description or even the meta title are the ideal spaces to explain this and draw the user's attention!
In the product description, you must include keywords thinking about increasing the relevance of the term within the page. In addition, it must contain all the information so that the consumer is sure of what he is buying! Just remember to use your keywords consistently and without unnecessary repetition.
2. Loading time optimization
With mobile gaining more and more space, you need to be aware of all the factors that involve the user experience on these devices. So it is essential that your website is responsive and has the lowest possible loading speed. This prevents the user from having a negative experience when using the scroll bar to view the entire site.
According to Google, a second delay in mobile loading can negatively influence up to 20% of conversions. Therefore, it is expected that in 2018 the loading speed on mobile devices will become a ranking factor.
Because it is a more technical issue, loading times may seem a little more difficult to resolve. However, some tools like PageSpeed Insights are able to indicate which factors need to be corrected in order for the loading to become more fluid.
A common mistake that can hinder page loading is the use of uncompressed images. The website can contain images of great quality and easily compressed through applications or saving in web format in Photoshop.
3. Data security certification
Search engines also tend to better position sites that comply with their security guidelines. In other words, web pages that rely on the HTTPS protocol, responsible for data encryption.
Therefore, the protocol or SSL Certificate provides security to the user when exchanging data with an online company. In e-commerce, it is essential to have this certification. It is required even by means of payment so that transactions with credit cards and personal data are not intercepted.
4. Link building
Building an internal link structure is one of the most important SEO strategies for e-commerce! With well-built inbound links and “talking” to each other, the retailer is able to keep the user navigating between product pages. This tends to increase not only your stay but your conversion rate.
So, internal links in e-commerce are widely used to suggest similar products. They are also good practices for other versions of the same product and to promote “buy together”.
5. Redirect 301
The redirect prevents your site from losing positions or increasing the bounce rate. Did you know that every time a user does not find what they are looking for and returns to the results page, Google understands that the experience was not so positive and could lower their site in the ranking?
For example, imagine that you are a large online retailer and sell a food supplement brand on your e-commerce. A perfect sales page should be optimized with a title, description and all the SEO techniques for e-commerce.
However, at a given moment, the virtual store may no longer sell that product brand. Thus, the consumer who performed the search will be frustrated to realize that there is no stock. The 301 redirect is just so you don't lose that access so easily.
That is, when your online store no longer offers a product, your category page should already be fully optimized. It is also important to have a perfect digital showcase to retain that customer.