An All-Inclusive eCommerce SEO Audit Guide [2022]

Written by: Ivana Janakieva
Mar / 17 / 2022

Table of Contents

How to Grow Your Business and Overtake Your Competitors by Optimizing Your Online Store

There won’t be any online success and high rankings if your eCommerce site is not properly SEO optimized. Every online shop has its fair share of competitors and they all target different aspects of the website to make them stand out in the already saturated market. So, how you and your eCommerce store can stand out and attract your target audience? The first step is by doing an eCommerce SEO audit. But, let’s take a step back and start from the very beginning. Read on to get introduced to every detail in the eCommerce SEO world of optimization.

What Is Ecommerce SEO and Why Is It Important?

E-commerce is a business model that has been adopted by some of the most diversified organizations in the market, as e-commerce is suitable for both a cardboard box manufacturer and a multinational automotive company.

In this sort of business, the buyer completes the entire purchase transaction online by visiting the website of the store from which he wishes to acquire the item in question.

E-commerce is thriving and will continue to grow in the future. In line with the current habits of society, it is a business strategy that takes advantage of the fact that we are interacting with the Internet more and more and that we are using it to carry out all kinds of operations, seek for information, and, of course, make purchases.

If you run an e-commerce business or are going to start one, it is critical that you understand the following: it is not enough for your product or service to be good and appealing to a specific type of customer base.

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Why? Because you must communicate with your target audience, who must be aware of your existence. In the event that your e-commerce website does not appear on the first page of Google when a potential customer types a search term relating to what you sell, you are out of luck. And there has never been a finer way to put it. Pay heed to this statistic: did you know that 75% of Google users never get past the first page of search results on their browser?

So, as you can guess, every online business wants to be on the first page of Google, which is similar to the Internet’s main, busiest and most commercial street, or something along the lines of their “golden mile.”

Any company, regardless of its size or [industry] eCommerce SEO, may implement SEO strategies in its online store and see a big rise in traffic, even if it is not a well-known brand. The key is to implement the strategies correctly.

Advantages of SEO for eCommerce

Among the advantages of SEO for e-commerce we can mention:

  • Increasing the number of people who visit the page
  • A reduction in the cost of sponsored advertisements
  • Improvements to the user’s overall experience
  • Gaining authority and visibility as a result of these efforts
  • Sales and revenue are expected to grow

According to the Annual E-commerce Survey conducted by SEMrush, one of the most well-known SEO management tools, organic search is the second most important source of traffic in categories such as electronics, health, and food, trailing only direct access as the most important source of traffic.

As a result, it is critical to remember that direct access has a direct relationship with brand perception. Furthermore, the amount of loyalty it can develop through positive online purchasing experiences is dependent on the laws of search engine optimization that are followed.

Because of this, SEO can be one of the foundations for scaling a business in the most cost-effective manner feasible. Keep reading this eCommerce SEO guide to find out more and improve your online business presence through our eCommerce SEO audit checklist. Let’s begin.

How Is eCommerce SEO Different from the Other Types of SEO for Online Businesses? 

E-commerce SEO varies from standard SEO in that it focuses on a specific topic. While there is a lot of overlap between the two, e-commerce SEO is more concerned with optimizing product descriptions, metadata, and product headlines than traditional SEO which is with ranking for keywords, and is primarily concerned with keyword targeting on static pages. 

E-commerce SEO is a collection of SEO ecommerce tools and tactics that you may use to optimize each and every product page on your website, according to your business need and this shows us that the benefits of eCommerce SEO are many. In ecommerce SEO, Pages should load quickly and contain important keywords, just as they do in general SEO. Product pages, on the other hand, must inform your clients about your brand, adequately explain your products, and eventually encourage them to make a purchase from you.

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The 3 Types of eCommerce SEO

Three main types of SEO that we discuss in this ecommerce SEO guide apply to e-commerce websites: on-page, off-page and technical.

  • On-page SEO refers to any steps you may take to boost your position within your domain that are not related to external links. These include aspects such as the product descriptions that were addressed previously.
  • Examples of off-page SEO strategies are link building and the creation of affiliate posts that you may use to increase your rankings outside of your website.
  • Technical SEO is the term used to describe the more technical components of SEO, such as 404 errors, hosting issues, duplicate URLs, and so forth. Performing audits can assist you in identifying and eliminating issues such as these.

How to Start e-commerce SEO: The eCommerce SEO audit

If you want to grow your online sales, it is critical that you implement a decent SEO strategy for e-commerce websites. In this section, we will discuss the major considerations that should be considered when creating it since we have a lot of gathered experience from our eCommerce SEO case studies.

Contrary to popular belief, simply setting up an online store is not sufficient for conducting business on the internet.

Taking care of your organic positioning strategy is just as vital as taking care of your paid positioning strategy in order to attract new clients to your organization. We will thus go over the key features that every SEO plan for e-commerce must include Sales and Competition.

When you experience a decrease in traffic, it is also likely that you are experiencing a decrease in sales. Also benefiting from the increased potential visitors and conversions will be your competitors, not you.

If there’s one reason to conduct an eCommerce audit, it’s the knowledge that your competitors may be gaining the same traffic and conversions that you are.

Unless you audit your site on a frequent basis, it’s quite simple to miss out on potential revenue-generating opportunities. During a recent development implementation, there may have been issues that arose, or there may have been processes that you might have done better.

Reasons Why You Need to Do an eCommerce SEO Audit

  • A new SEO customer has recently been acquired, and you’re currently working together on a growth strategy for them.
  • You’ve taken on a new position and, as with your previous one, you’re putting together a strategy for success in it.
  • You’ve just purchased a website and are trying to figure out what to do next. 
  • You’ve noticed a decrease in organic traffic and need to figure out why it’s happening.
  • Periodic audits are included as part of your current SEO strategy in order to identify and correct problems as fast as possible (we recommend you do this every quarter).

SEO tools for eCommerce SEO

Our goal is to keep things as simple as possible. You don’t need a lot of tools for eCommerce SEO to get an effective eCommerce SEO audit off the ground.

In the course of the audit process, we can employ these major eCommerce SEO tools:

  • SEMrush

Perhaps you’ve heard of SEMrush when it comes to digital marketing. This is one of the most frequently used platforms for conducting SEO audits. It is available in both premium and free versions, and both allow you to access a wide range of features, like tracking eCommerce SEO keywords, competition specifications, tags, duplicate content, links, and backlinks, among other things.

  • Ahrefs

Another tool that performs a thorough analysis is Ahrefs, which allows you to determine which content has the most reach, as well as which material has the most backlinks, keywords, loading speed, and accessibility, among other factors that will help you to undertake a more detailed optimization.

  • Screaming Frog

The features of Screaming Frog allow us to examine websites from top to bottom (whether they are ours, our clients’, or competitors’), check the quality of a website’s URLs, internal and external linkages, and map the web structure.

With all of this in mind, the key advantage is that it duplicates the crawling process as it is carried out by web crawlers themselves. This is really useful because it will return a full analysis of the situation as seen by Google.

  • Google Analytics

Google Analytics can provide you with additional information about your website, such as audience data, reach percentage, conversion rate, and the total number of visits, among other things. Additionally, you can use it to schedule upcoming events that will aid in the optimization of your website as well as the digital campaigns that you want to run.

  • Google Search Console

The Google behemoth provides us with a plethora of tools that help us to get a more accurate forecast for our website. Take, for example, the Google Search Console, which is a platform that detects the most important contents of the web, difficulties with the indexing in Google and defects in the titles, among other things.

  • Google PageSpeed Insights

In addition to measuring the performance of a page on mobile devices, the PageSpeed Insights is a free tool provided by Google to assess the overall performance of a page on both mobile and desktop devices. The information gathered is complemented by suggestions for how to enhance the page.

These enhancements can, on the one hand, aid in the reduction of page load time while also lowering your bounce rate, both of which are important aspects in the natural referencing of your site.

Keyword Research 

Searching for e-commerce keywords is a difficult undertaking that requires more than just using the most common keyword research tools. In addition to knowing the volume of searches or the level of competition, you must also know whether or not the keyword converts, among other things.

If you are starting an e-commerce business, your first issue may be the selection of a platform, the capture of high-quality product images, or the expense of logistics. And now, you may add one more item to the list: SEO.

Users’ purchase intentions are higher when they search for terms that are relevant to them, not necessarily when they search for phrases that have the most traffic to them.

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For example, a keyword like “iPhone” receives a colossal number of searches each month, but this does not tell us whether or not the user is prepared to make the financial commitment required to purchase an iPhone. They may be Googling out of pure curiosity, or they may be having a preliminary look at the many smartphones now available on the market.

In contrast, a keyword such as “iPhone 7 plus black case” makes it quite evident that the user is ready to make a purchase right away.

It is likely that you will tell me that selling an iPhone out of 200 visits is more valuable than selling a case everytime that search is completed. However, we must take into consideration the competition.

It is not only necessary to compete with the various online businesses that sell iPhones, but also with the official Apple website and with a plethora of technical websites and blogs in order to sell “iPhone.”

It can take a long time to look through the results on the first page of Google for that particular search. We are not saying that you shouldn’t set it as a medium or long-term objective if you’re in the phone business, but you should be aware that it is not a smart phrase to use as the foundation of your entry approach.

On the other hand, if you are looking for “iPhone 7 plus black case,” you will simply have to compete with other online retailers. Yes, some of them may be a little bigger and more established than your company, but when you do things correctly in terms of SEO, all of them are competitively priced competitors.

Key factors to consider when doing a keyword research:

How relevant is the keyword to the business and does it have commercial intent?

Those keywords that have a commercial intent are the ones that you should target because the user is at a perfect time to be influenced by your sales page (for example, the keyword “windows companies” is much better than the keyword “how to replace a window”, because it has commercial intent, not informational). The intent of a search for a keyword such as “window replacement insurance” may contain some relevant words, but the query does not necessarily refer to a roofing company.

How many people search for that keyword in the scope of your service?

The greater the number of searches, the better (your ranking will be irrelevant if the search is performed by very few people each month). If your service is only available in a specific country, make sure to remove the rest of the world from your keyword research.

How much competition does the keyword have?

The first five search results will receive 95% of all clicks (make sure you are targeting keywords you can fight and win on). Also, check to see how many other websites are using the exact keyword in their page titles.

Long-tail keywords

Customers are more likely to choose long tail keywords if they are late in the buying cycle and near to making purchases (long tail keywords follow the concept of quality over quantity).

LSI keywords

LSI, or latent semantic indexing, tells Google which keywords are connected to one another (for example, if you’re a dentist, you’ll want to utilize keywords like dental and dentistry).

Low-hanging fruit keywords

Keywords that are already ranking well are known as “low-hanging fruit.” If you want more visitors to come to your site, you should focus on these. Think about trying to rank for two different keywords: one that is 10th in Google search results and another that is 30th in Google search results.

In this situation, you should put more focus on the 10th-placed keyword, because when searching on Google, the first three results are more likely to be clicked upon than otherwise.

In order to provide a more visually appealing presentation, we would like to show you an example.

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How to Do Keyword Research?

As mentioned above, we can use Ahrefs to do keyword research. So, go to Ahrefs and click on Site Explorer from the main menu bar above. Input the domain name of the website you’re auditing here. The next step should be clicking on Organic search:

Here you should take a look at the research information such as the number of organic keywords, the top 10 competitors (shown on the right side of the page), organic placements, and the top 5 organic keywords.

Afterwards, click on the menu on the left on the Organic keywords.

Here you should find out what keywords the client is ranking for on SERPs. For at least two of the competitors, repeat this process. What are they known for and what is the most relevant keyword that they are trying to rank for? Take a look at how they’ve used the keyword (in page/blog post descriptions, for example).

The next step is to identify the most relevant keywords for the client. How can you do that? Find a collection of keywords that pulls in the most organic traffic for each service or product they sell and see how competitive they are, and then fill up the table on the sheet with the keywords you’ve grouped together.  

Then the intent of each keyword is indicated in the final column, which can be:

Informational: Used in searches when visitors are looking for information on a topic but do not intend to make a purchase. These keywords should be utilized for blogs and other informational content that will target leads in their initial awareness phase.

Navigational: When people enter in the name of a product or brand in a search engine, these terms are utilized to direct them to the official website. On the homepage, the navigational keywords will be used to help the leads find the information they are seeking for more quickly.

Consideration: Those that the target audience uses to make a purchase of a product or service, and which can be utilized in a SEO marketing campaign. Through these keywords, leads will be funneled from information to consideration stage when they are deciding whether or not to advance with the purchasing process.

Transactional: Users aim to carry out an action or make a purchase/transaction as soon as possible. The transactional keywords will be utilized on pages where visitors have expressed an interest in purchasing a product or service being offered by the business.

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It’s important to do a lot of keyword research and you shouldn’t rely just on a single tool. Use them all and afterwards you can compare your results. Even if you don’t hit the “enter” key, you can still locate keyword phrases in Google’s search box, though be sure that the geolocation you’re targeting with your keywords is reflected in the location settings.

Here is how you can do it:

  • Open an incognito browser window.
  • Go to the country’s Google search page (ex. google.co.uk). Using the “Settings” button in the bottom right of the screen, select “Search settings”
  • Select the country (in this case, “United Kingdom”) under the “Region settings” section further down the page.
  • “Save” the file by clicking on the “Save” button.
  • Enter a few keywords in the search bar and see what phrases come up.
  • Make a list of the keywords and use Ahrefs to see how many people are searching for them.

Competition Audit

Benefits of the competition audit

  • Understanding the client’s top three or four competitors, as well as the benefits they have for their clients over you.
  • The best practices that can be adopted in the client’s online presence are compared to those of the client’s competitors in order to identify their own strengths.
  • In order to help the client with their content strategy, we take a look at the keywords that their competitors are ranking for, as well as their most popular/read blog entries.

Even if you believe you are familiar with the majority of your keyword competitors, there is a possibility that you have overlooked some of them and will be caught off guard in the organic results.

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Identify your competitors

It is the Organic Competitor Research report that will make a selection on your behalf: you will be able to see the major domains as well as some of the newer ones that are rising in the field.

You can use a parameter called Competition Level to represent the level of competition between two domains in a given period of time.

The level of competition is determined by two factors: the number of keywords your competitors rank for and the percentage of those keywords that match yours.

Analyze the keyword gap

Once a list of competitors has been compiled, the following step is to do a keyword gap analysis using a tool such as SEMRush to identify opportunities. This will allow you to see the terms a company is ranking for, as well as which keywords its competitors are ranking for.

Furthermore, it will be possible to identify keywords and themes that can be enhanced in order to surpass competitors in search. All of this information will be beneficial and required in the development of a thorough SEO strategy.

Backlink audit

With a backlink audit, you may learn about your competitor’s most popular and most linked pages, as well as why they are so popular and well-connected. Once you have that information, you may devise a strategy for effectively replicating your previous accomplishment.

When using SEMrush, you can immediately check which pages have the greatest number of backlinks, which may be sorted by domain or by individual pages. With a little effort, you can eliminate low-quality backlinks and concentrate your efforts on pages that have high-quality connections. This is critical since the larger the website, the greater the number of low-quality backlinks it will have.You can also use Ahrefs or Screaming frog.

Additionally, this research helps you to determine which sites generate the most organic traffic as well as which keywords are responsible for generating that organic traffic. This can be done manually when the high performing pages have been identified and the reasons for their high performance determined.

Analyze content types and content gaps

When it comes to assessing top-performing content, the first thing to determine is what type of material it is – is it an infographic, a lengthy blog piece, a video, or something else entirely?

The likelihood that the top-performing organic pages of a rival have anything in common is that their SEO strategy is the same as yours is high. If the top-performing organic pages are all list pages, comparison sites, reviews, or other similar material, then that may be something to consider including in the eCommerce SEO content plan going forward.

When it comes to competitors who generate more organic traffic simply because they have more pages, it may be necessary to consider developing a content plan to increase the number of pages on your website.

Keywords in ads

Despite the fact that it is not exactly organic traffic, it is crucial to know which keywords your competitors are investing on. This can be accomplished through the use of SEMrush or other ad analysis software. This information is helpful because it reveals the keywords for which competitors are vying for first place and for which they are ready to pay a premium in order to achieve that position.

You will be able to determine which goods have the largest profit margins and which of their pages have the highest conversion rates as a result of this analysis. If all of your sponsored advertisements point to a single product category or landing page, there is certainly a good explanation for this, and it is information about which you may gain a great deal of insight.

In fact, we should consider competitors to be our allies because by conducting an analysis of their current condition in terms of their positioning data, we not only learn who we are up against, but they also provide us with knowledge that will enable us to make optimization decisions.

Content audit and keyword mapping 

Benefits of the content audit

  • Obtaining a thorough grasp of the performance of the current content of the website 
  • The Google listing for the website includes optimized and visually appealing descriptions
  • Solutions for improving the content strategy are proposed, which include specific actions and keywords that are mapped to the target audience

Content audit is the process of documenting a list of current material and analyzing it for its strengths and faults, which is known as a content audit.

This inventory list and evaluation will assist you in assigning keywords to future posts and prioritizing them. When done correctly, a good content audit will assist you in answering questions about the content pieces on your site and his is something among the many benefits of eCommerce SEO.

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Key elements when performing a content audit

Keywords mapping

Keyword mapping is a pre-SEO procedure in which you select groupings of keywords for your website pages and then develop content around one or more of these keywords over time, similar to how you would create content for a blog post. It is important to understand that keyword mapping is simply the process of mapping the keywords for which you wish to rank. It is recommended that you create keyword groups based on keywords that are related to the content and purpose of each individual page, as well as the target market you want to bring to the page. 

The use of data is critical in the process of keyword mapping. When building keyword groups, you must first gather information about the terms in question. Monthly search traffic, difficulty or “keyword competitiveness,” and on-page density are all examples of the types of data that are commonly used in keyword mapping.

Appropriate analysis tools

First and foremost, we must have the right tools in order to collect data from our posts. The most important ones are Google Analytics and Google Search Console, because both provide extremely detailed information for the blog auditing process. You can re-check the SEO tools in the section above to read more about them.

Analyze the SEO of your e-commerce blog and product page

Discover whether the SEO plan you are using is effective or whether it needs to be modified. By looking at the posts that are currently ranking, as well as the best-performing keywords, you can determine this.

You should also keep track of how much time people spend on each page and how many people leave each page. Insights on what is happening on the blog, including if it is well-written and responsive to user queries, will be provided. You should also consider whether or not you are properly using SEO strategies.

Similarly, you should make certain that all of your postings are updated to reflect the most recent SEO guidelines.

Most read posts

The posts with the highest number of readers and visits will assist you in determining what your visitors are most interested in learning about. As a result, you may tailor your content strategy to include more of the most popular themes.

Examine these posts to see if there is anything they have in common. It is not necessarily the issue that is the problem; it could also be the format, the manner they are written, or any number of other factors. From there, make the appropriate edits to the rest of the posts as needed. Your content strategy should become more effective as a result of this step.

Best performing formats

Despite the fact that we have discussed text, this is not the only format in which information may be published. Images, quotes, videos, infographics, and other media are examples of what you can use. 

Check to see how many posts have these formats and how they function. Specifically, you want to know if readers interact more when they come across certain sorts of material; whether they share them more widely, actually purchase your product or if they spend more time on your site.

Frequency of publication

Determine the frequency with which you publish new content on your blog and product page. Consistency is essential for success; Google places a high value on this feature, and users will take it into consideration as well. Follow the content calendar and update it at least once a week to ensure that you are producing new content.

Internal and external links

Another important component to consider when conducting a content audit is the links that you provide in your postings. Internal links are vital since they help to transfer authority between pages on your blog or website, which is beneficial. To ensure that all of them receive a link, you must devise a plan for accomplishing this goal. Additionally, this makes it easier for search engines to crawl the pages and allows visitors to spend more time on the site.

Moreover, you should provide external links that will make it easy for the user to find additional information on the subject. However, in this situation, you must take care to link to high-quality pages rather than to the same site on a regular basis.

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Titles and meta data

Examine the titles you employ and determine whether or not they are effective in drawing visitors. Article names should be catchy and tailored for search engines. When users are on the results page, these are the factors that will influence their decision to click. Aside from that, meta descriptions are vital. Examine them and make certain that they are optimal.

What to keep in mind when creating the titles?
  • Titles should be less than 80 characters in length.
  • They represent the content offered on their respective pages.
  • The domain name is included in the page titles in a consistent manner.
What to keep in mind when creating the meta description?

It is not recommended to use the same meta description for multiple pages on the same website. As a result, the content must be original and satisfy three fundamental questions:

  • What is the reason behind a user’s search for this content?
  • What are the most often asked questions by visitors to our website, and how do we respond to them?
  • What information is available on the page that may be of interest to visitors?
Other actions to take 

Another important part of any eCommerce SEO site audit for e-commerce is the way in which products are presented and shown to customers to help them make purchasing decisions. It’s important to remember that, in this regard, e-commerce sites are no different from traditional retail stores. An inadequately displayed product is a product that will not sell well.

Some of the elements to be analyzed by the audit are:

  • Product names and descriptions
  • Visual effectiveness and size of photos
  • URLs and links
  • Item combinations
  • Price and shipping information
  • The way in which you cross-sell
  • The correct display of stock availability
  • Call to Action (CTA)

Technical audit

Benefits of the technical audit

  • Website designed in accordance with Google guidelines
  • Enhancing the User Experience
  • Results are available immediately
  • Including additional information in the Google website listing (rating, info, etc)

Performing a technical SEO audit will help you find technical issues on your site that hinder search engines from scanning your store or understanding your content and offer you with practical solutions that you can adopt to remedy the identified issues.

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Start by crawling your website

Crawling your website should be the first step in any technical eCommerce SEO audit. You may accomplish this by utilizing programs such as SEMrush.

Crawlers assist you in identifying flaws such as broken links, poor graphics, page title issues, and inappropriate keyword usage. Aside from that, they might assist you in identifying duplicate material and excessive redirects, as well as unlinked pages.

Review the site map

A very crucial part of your website’s structure is its sitemap. It can provide information to search engines about the structure of your website and also assist them in discovering new pages on your website.

It is critical to have a sitemap in order to execute a successful eCommerce SEO strategy. As a result, it is important to check it throughout the technical SEO audit process.

Make sure your sitemap is:
Clean: Your sitemap should not contain any errors. Redirects and URLs that are known to cause indexing issues should be avoided. If you do not submit your sitemap, search engines may decide to ignore it.

Concise: The sitemap should be brief and to the point. Google will not crawl your website if it contains more than 50,000 URLs. This is why it should be concise and include all of the most significant pages.

Up-to-date: All of your most recent content should be uploaded to your sitemap as soon as it is made available. This can assist search engines in discovering new information more quickly.

#Registered in Google Search Console: It is necessary to notify Google about your sitemap. This can be accomplished in two ways: either manually or by declaring the address of the file in robots.txt.

Check the navigable versions of your website

If you want your website to be navigable, you must make sure that just one “version” of it is available. Is there an alternative version of your website available?

Consequently, you will wind up sending inconsistent signals to the search engine as a result of your actions. The crawlers will have a hard time deciding which version to use.

Your website will be hidden from users if search engines are baffled by the various versions of it. This has the potential to have a significant impact on your search engine rankings.

A dispute between the mobile and desktop versions, or the use of several HTTP and HTTPS versions, can lead to this issue. There should be just one version of your website available for users to access, and it should be the most recent version. A secure HTTPS connection is a nice thing to have on your website. 

Even Google takes steps to ensure that search engines are aware of which websites are secure and which aren’t. Websites that use the HTTP protocol will now be labeled with the phrase “Not secure.”

Check internal links

A logical structure on your website might have a significant impact on your search engine rankings. It is for this reason that you should double-check all of your internal and external links.

This can lead to a broken link if a page on the internet is deleted or relocated. What should you be on the lookout for in terms of internal linking?  Here are some things you can check about your internal link during the technical SEO audit:

Click depth: The number of clicks on a single page on the home page is represented by the click depth. Please make every effort to keep this number at the lowest possible level possible.

It’s preferable if it’s less than three. You may use WebSite Auditor to find out by going to Site Structure and then Pages. An additional column will show the depth of the user’s clicks. 

Broken links: Broken links might consume a significant portion of your crawl budget.They can even cause visitors to feel confused, which can have a negative impact on your website’s success. All Resources may be checked in WebSite Auditor by clicking on the All Resources tab and then clicking on Internal Resources to see what is accessible. Sorting the results by HTTP status codes reveals any broken links. 

Orphan pages: Because these pages are not connected to any other pages on your website, it is probable that search engines will have problems indexing and indexing these sites. In WebSite Auditor, you may locate orphan pages by selecting Site Structure and then Pages from the drop-down menu. Select Rebuild project from the drop-down menu and, in step 2, select Find orphan pages.

Test site speed

The speed at which your website loads is a critical consideration in search engine optimization.

A slow-loading website is more likely to lose visitors than a fast-loading one, because nobody likes to wait.

Therefore, no technical SEO audit can be completed without assessing your site’s page loading time. What’s the link between a website’s load time and its bounce rate? Visitors are 90% more likely to abandon a website if it takes longer than 5 seconds to load. Google PageSpeed Insights can be used to accomplish this.

You’ll be able to see how quickly and efficiently your website performs in compared to those of your competitors. The best aspect about this application is that it also tells you what you can do to speed up your computer performance.

Verify HTTPS content

On Google’s first page of search results, HTTPS is used by approximately 70% of the results. If your website already employs HTTPS, you should do a technical eCommerce SEO audit to identify any typical HTTPS flaws that may exist.

Here are some factors to check on your HTTPS site:

Links, canonicals and redirects: Ensure that all links on your website, as well as canonicalization and redirection, refer to HTTPS pages. It is possible that you have HTTP to HTTPS redirects on your website, but it is not recommended that consumers navigate via redirects. Crawling issues might be caused by redirects as well. This is due to the fact that every time the Google bot executes a reroute, you will spend the crawl budget.

Mixed content: It is possible for protected pages to load unsecured material, such as photos and movies, causing the problem of mixed content. This has the potential to degrade the security of the page. It has the potential to prohibit browsers from loading the complete page or the insecure information altogether. In WebSite Auditor, select Site Audit from the menu bar to do a search for this issue. To locate the mixed content, you will need to locate the HTTPS Pages with Mixed Content Issues option and choose it from the drop-down menu.

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Use Analytics to benchmark site metrics

Ensure that your analysis service is providing reliable live data. As long as it’s working fine, the code has been properly installed.

During a technical eCommerce SEO audit, this should be examined. Each web page should have a Google Analytics tracking code above the header.

The data can be compared to search results for “site:domain name” once the service is enabled. Both scenarios should have a similar amount of pages. A discrepancy in the numbers indicates that the tracking requests for some pages are not being accepted correctly.

Bounce rate can also be tracked using Google Analytics and a low interest rate is essential because bounce rates above 50% show that visitors are not finding what they are looking for on your website, and they leave. You should optimize your content and page loading speed in order to lower the rate.

Perform a backlink audit

Having a good backlink strategy for ecommerce is quite important as backlinks are critical to the success of your website, therefore it should come as no surprise that they are included in the technical eCommerce SEO audit. They provide search engines with information on how useful your website content is to your visitors.

Crawlers, on the other hand, aren’t just looking for hyperlinks in external SEO. The Google bot also looks for mentions of your company’s brand on your website. Therefore, it is critical to be aware of what is happening both inside and outside your website at any given time.

Using eCommerce SEO tools like Ahrefs, you may do a backlink audit. It can offer you an idea of the backlinks that are coming to your website.

If you want to know which pages should have more valuable links, this tool is a great resource to use. To that end, you should look at your competitors’ backlink profiles and see if you can outrank them. You could also use tools like Semrush to see which keywords your rivals are ranking for.

Consider which social media channels your target group uses to find out where they spend their time. It’s possible that those who appreciate your work will decide to put a link to it on their own. 

This will assist you in generating more backlinks. Social media can also assist you in increasing brand recognition, which, in turn, can assist you in increasing the number of searches for your brand name.

Re-crawl your website

As soon as you have resolved the issues that were found during the technical SEO audit, you can request that Google re-crawl your website.

This final phase of the technical SEO audit will ensure that the modifications you have made will be taken into consideration with immediate effect after they have been implemented.

This may be accomplished by going to Google Search Console, selecting Crawl, and then selecting Explore as Google. Enter the URL that needs to be re-crawled and then tap Get to start the process. You will need to click Submit to Index after the Google bot has retrieved your page in order to request that it be crawled again by Google.

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EAT signals

Aspects such as this provide a wealth of resources for the growth and development of your enterprise eCommerce SEO. In other words, Google SEO EAT informs Google about the level of confidence that they can place in you and your site. 

Even while there is no hard and fast guideline that instructs businesses exactly how to increase their EAT, there are methods you can use to build a brand and website experience that Google will adore and that will help you increase your EAT. We will explain exactly what EAT is and what you should do to ensure that you have it, as it is the most significant SEO ranking element.

EAT stands for expertise, authority, and trustworthiness: three things you want to be known for, and three things Google assesses in order to determine the validity and ranking power of your site, and it may be the most crucial SEO ranking factor to be discovered so far. 

Each is crucial on its own, but when a company can perform in all three areas at the same time, Google will rank you higher and your consumer base will take you and your business into consideration.

Expertise

When visitors come to your website, they are looking for a solution to a problem they are experiencing. They are looking for a website that demonstrates in-depth knowledge and expertise in your subject. A person in need of a doctor is not going to put their trust in a physician who lacks fundamental information and has a poor understanding of the human body. Your website is evaluated the same way. Visitors should be convinced that you are the foremost authority in your field and that you can deliver a more knowledgeable, thorough and complete service than your competitors.

Authority

The authority of your website has a great deal to do with you and your credentials (or the credentials of your business). Why should someone put their trust in you rather than your competition based on paper? Answering this question through written content and website design will establish you as an authority figure in the eyes of Google and your website visitors.

Trustworthiness

In order for Google to rank you higher in their search results, as you can guess, they must have faith in you, and you also must have faith that your users will trust you. Customers are extremely adept at spotting hype and clickbait and avoiding them. Inclusion of promotional material or other suspicious content on your website will cause you to lose the trust of your clients. Once it’s gone, it’s nearly impossible to get it back.

How to increase EAT signals on your website?

Audit your brand

What are people saying about your company and its products? Do you have a well-defined brand identity? Test your brand to check if it meets Google’s EAT criteria. A smart beginning point is to conduct a survey of current consumers to gain an understanding of their perceptions of your brand.

A step further would be to seek out SEO pros who are knowledgeable on how to build strong brand recognition. They can assist you in determining whether or not you appear to be an expert, whether or not your photos and design indicate that you can be trusted, and whether or not your website demonstrates to consumers that you are an authority in your sector.

Audit existing content

There’s a good chance that some of the previous stuff on your site doesn’t correspond to your current level of knowledge. Examine everything you’ve submitted so far and determine whether or not it fits the standards you’ve set for yourself at this point in the game.

Is your material meeting the needs of your target audience? Do you have the names of the authors and the dates of publication for your content? It goes without saying that the more information you can supply to Google to illustrate your EAT levels, the better off you will be in the search engine results pages.

Hire experts

Site design, content production, SEO basics, and even the audits listed earlier are all examples of things you shouldn’t be doing on your own. Because certain sites function better than others, there is a reason behind this. 

It’s not always because some businesses provide subpar services or products while others don’t. As a result of their efforts to maintain their web presence without the assistance of outside specialists, those business owners are struggling.

If you want high-quality material for your website, look for a writer who not only knows how to write but also has a strong reputation in the fields in which they work. 

Include links

Linking to websites that Google already recognizes and respects is an excellent method to increase your own EAT score. Inbound links from high-consuming websites and enterprises seem good to you, and if you can gain inbound links from those same websites, that’s even better.

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Crafting an advanced SEO strategy: On-Page

When we talk about SEO on-page, we are referring to all of the optimizations that may be performed on our website internally in order to boost its ranking in search engine results.

To put it another way, all of the acts are completely dependent on us.

In spite of the fact that SEO on-page is the most commonly used term, it is likely that sometimes you will also see it referred to as internal SEO or SEO within the page.

Working on internal SEO is useful in two ways:

  • We assist Google in comprehending and indexing our website, making it easier to crawl and index.
  • We provide the user with a positive experience while also responding to their search purpose.

After recognizing the significance of optimizing our website’s on-page SEO, let’s have a look at the elements that Google considers while evaluating our website.

We want to make it as easy as possible for the robots who crawl our website to locate us and to accurately interpret the material on our website, and this is the goal you should strive towards.

Search engines such as Google, the most widely used in the world, are the ones that highlight the important parts and characteristics that need to be considered in order to attain a better organic positioning.

The first thing we need to do is make sure that our website has been correctly indexed by search engines. Indexed websites are those that can be found on the internet by performing a search for their name or keywords.

It is critical to distinguish between the terms “indexed” and “public.” When a website is open to the public and visitors may only access it through a direct link, we refer to it as a public website.

What is the best way to determine whether or not your website has been indexed? A straightforward method is to conduct a Google search using your company name and URL, as this is the very minimum for which you should be positioned.

If your website does not appear in the search results, it is because it has not been properly indexed. It is critical to double-check this because if the crawling robots, also known as “bots,” are unable to locate our website or fail to index it, our website will not appear in Google’s search results and all of our efforts will have been for nothing.

If your website appears in Google as a result of performing this simple check, you have now fulfilled the first step in your website marketing strategy. Should you, on the other hand, find that your website does not appear, we will explain how to perform the indexing of a website.

Optimization of target pages

Web architecture

Google must be aware of the most important information on our website, as well as the information that it has to index. In order to accomplish this, we must provide accurate information about the website’s structure as well as the many levels of navigation that are available on it.

The first step is to understand the major sections of the website, which are as follows: the home page, categories, subcategories, product sheets, and postings. Create a pyramidal structure so that you can group pages together based on their common content. Ensure that when you build the subcategories, they all have approximately the same volume in order to aid the user in navigating effectively.

It is recommended that you spend some time determining whether or not your website’s structure is obvious. Check to see if the user can navigate to all of the pages quickly and without having to make a big number of clicks.

In addition to assisting the user in navigating in an easy and intuitive manner, you will be sending a message to Google indicating that your page is properly structured and that people can readily access the content on it, which is a favourable point in your favour in terms of positioning.

Title and description tags

The title and description tags are two of the most important variables to consider when optimizing for SEO on-page. These tags may be found on all of our pages, from the home page to a blog post, and it is critical that they are optimized because it is this text that is displayed on Google’s search engine results page.

Consider that the title and description will be the first impressions that a person will have of you when they are searching, so they should be clear and simple. To help you understand what we’re talking about, we’ve included an image of a snippet, which is the segment that, as we’ve previously discussed, Google displays to users when they conduct a search.

How can you optimize these tags?
  • Make an effort to incorporate the keyword at the beginning of the sentence, but do not force it.
  • The title should be no more than 60 characters long, and the description should be no more than 140-150 characters long. If you use more characters in your title and description, they will be cut off on the search engine results page, which might result in a poor user experience.
  • The title should be brief, straightforward, and concise. It is possible to highlight an advantage that the user will receive and conclude with a CTA for the user to click in the description.

URL syntax

It is also an element to work on if you want to enhance your positioning in Google’s search results, as the URL appears in the results provided by Google. What guidelines should you follow in order to optimize the syntax of your URLs?

  • Create URLs that are brief and user-friendly.
  • Remove prepositions and conjunctions such as in, the, and from your writing.
  • Include the keyword at the beginning of the sentence. It only needs to be included once.
  • Avoid using underscores. It is preferable to use standard or middle hyphens, such as: – 
  • Whenever possible, we recommend that you utilize lowercase letters.

Headings

Our web pages’ header tags, or headers, can likewise be used to help us rank higher in search results. When creating an article, headings are used in the same way as titles and subheadings: to organize the material in a clear and visually appealing manner.

Web pages are no different in this regard. Headings on the static pages of our website must be used correctly in order to structure and organize the material.

H1 and H2 and H3 and H4 are the most usual levels; however, there can be as many as six levels.

H1

  • Only one should be used on a single page. In order not to mistake it with the title that appears in the search results, it is essential.
  • It should be short and to the point, summarizing the information that can be found on the website. It provides a brief overview of the article and identifies the specific page where it may be read.
  • For the user’s benefit, it should be located as high on the page as feasible.

H2, H3, H4, H5

  • They aid in the structuring of the material. Sections and sections within articles are appropriate for their use.
  • Our recommendation is that you do not overuse keywords in them so as not to fall into keyword stuffing. Take the opportunity to include secondary keywords.

Creating an effective CTA

In business, calls to action (CTA) buttons are buttons that encourage people to take action by clicking on them. These buttons link to relevant sites for the company, which are typically transactional pages (landing page, contact form). We must understand that a call to action is more than simply a button; there is an entire research project behind that button to make it completely irresistible to click through.

What is essential when creating CTA buttons?

Color: It is critical to select colors that are both eye-catching and distinct from the rest of the web’s palette when creating CTAs to ensure the most possible impact. You should also check to see that the color does not clash with any other elements of the website.

Message: It is also critical to consider the message you send to the user. In order for the user to grasp what the purpose is and what will happen after they click on it, it should not be too long and it must be very clear in its language. They must be completely aware of the advantages they will receive if they choose to click on it.

Action: We need to use action verbs and convey a sense of urgency in our communication. We have the standard “Buy Now, Register Now, Download,” and so on, as well as the more urgent buttons such as “I want to start today, Enter and choose before anybody else,” and so on.

Position: The CTA should be positioned in a natural manner; it should never appear forced, and it should never be placed in strange or difficult-to-see locations.

Size: It must be of a sufficiently large size so that it is noticeable to the users’ eyes and does not go undetected, while at the same time not interfering with their ability to read the contents of the document.

Adding elements to the buttons: We can include components that aid in the improvement of the performance of the CTA, which can result in an increase in clicks of up to 25%. They are also referred to as “click triggers.”

Loading speed

A website’s loading speed, also known as Web Performance Optimization (WPO), is the amount of time it takes for a page to load. It is regarded as a factor that is appreciated by both Google and users, hence it is important to optimize it. It is also critical that our website loads quickly, both for the benefit of the robot and for the benefit of the user, in order to provide a positive experience. What methods can you use to shorten the loading time?

  • Image optimization and compression are essential.
  • Examine the number of widgets and plugins that you are currently using.
  • Make your code more readable.

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Planning and writing new content for the blog section

The content on web pages such as the blog is highly valued by Google, as long as it is relevant and truly beneficial to consumers; therefore, it is not worth writing simply for the purpose of writing.

Assess each of your website’s pages to determine whether they have content and whether it adheres to the requirements outlined below:

  • We have to respond to the search intent of the user. It is critical that the content is geared toward meeting the needs of the user who is conducting the search. If Google believes that our blog material is useful to users and that they spend more time on our site, this will assist us in improving our rank on the search engine results page.
  • Every piece of content should be geared toward advancing a particular keyword. This keyword should be used throughout the content, as well as in the titles and subtitles of the paragraphs. It is critical that it is presented in a natural manner because naturalness in texts is becoming increasingly valued. We recommend that you employ synonyms of your keyword throughout the content in order to improve the user’s experience and, as a result, Google’s as well.
  • Content that is longer and more thorough has a higher chance of appearing higher in Google search results.

Updating old blog content

Google and other search engines place high importance on written content that is of high quality and has been optimized for search.

However, if you’ve been blogging for a long time and have dozens of posts that provide useful information, how do you use them to optimize your content for search? The solution is less complicated than you might think: simply update old posts.

Freshness is something that Google’s algorithms check at and analyze when ranking results, therefore this is an excellent SEO tactic. 

If you have posts that have a large readership, a low bounce rate, and relevant content, republishing them with updated information and optimizing them to comply with algorithm changes can significantly improve your ranking, increase traffic, and increase the likelihood of converting visitors into paying customers.

Despite the fact that developing new content is crucial, digital marketing experts and analysts estimate that 60-80% of organic traffic to a website comes from previously published blog posts.

Improving the internal linking across the website

Finally, if you want to boost your positioning, concentrating on internal linking will be really beneficial. The adoption of an effective internal linking strategy assists spiders in indexing your page while also directing people to information that they may find interesting, allowing them to continue exploring and spending time on your website. How do you develop a solid internal linking structure for on-page optimization that is both effective and efficient?

  • Work on the internal linking structure. As they transfer authority to the destination page, this will assist you in effectively distributing authority throughout your website, as well as improving navigation and the user experience for your visitors.
  • Please remember that Google deems pages important if they receive traffic from other pages, so you should think carefully about which pages you want to send traffic from
  • Be cautious when using 404 pages and redirects, as Google penalizes you for doing so.

Crafting an advanced SEO strategy: Off-page

All SEO activities that take place outside of your own website are referred to as “off-page SEO.”

Link building, social media, and local SEO are just a few of the topics covered by this.

Popularity, relevancy, trustworthiness, and authority are all factors in achieving this goal, among others. It is necessary to have other renowned websites on the Internet to link or promote your content in order for it to be considered high-quality in order to be successful in this endeavour.

However, while search algorithms and ranking variables are continuously evolving, the general consensus is that the relevance, trustworthiness, and authority that great off-page SEO delivers to a website continues to play a significant part in how well a page does in search results.

For decades, search engines have been experimenting with different methods of returning the most relevant results to users. In order to accomplish this, they take into consideration both on-page and off-page SEO variables. However, it is the latter that provides them with a good sense of how the rest of the world perceives that specific website.

Link building strategy

Building links from other websites is an off-page SEO approach that involves obtaining high-quality and authoritative links from other websites.

Backlinks are the terms used to refer to the links we are talking about. The fact that these external sites link to your domain means that Google recognizes that all of the URLs on your website that is referred to by these external sources are relevant.

When creating links, there are numerous considerations to keep in mind. As is well known, not all links are created equal and are not all equally relevant to Google’s search engine results.

Here is what you should keep in mind:

Domain diversity

Google looks for something known as “domain diversity,” which means that the bigger the number of domains – as long as they are of high quality – the better the search result will be.

As a result, having one link from six separate domains is preferable to having six links from a single domain.

You will not rank five times higher for a page simply because you have five links to that page from a single domain: variety is the spice of life, and it is also the spice of Google’s ranking algorithm.

The balance between internal and external links

In order for the link to be effective, the page on which it is “placed” must contain a healthy balance of external and internal links.

Consider the following scenario: we are Google, and we arrive at a page that has never contained any external links, and then one arrives. Isn’t it a little suspicious? We might consider this link to be unusual, and in the other situation, if a website has hundreds of external links but only a few internal links, we might conclude that this website is solely dedicated to posting external links – almost certainly bought links. This is in addition to the fact that these hyperlinks would be of little or no utility.

The link’s location 

Google is quite good at distinguishing between the various elements of a website (header, body, footer, and so on), and it can determine if a link is more or less valuable based on where it is located on the page.

As a result, it is critical that the link appears in the body of the content because it will most likely have a stronger relationship with it than if it were in the footer or header.

Anchor text diversity

The anchor text (also known as link text) is the text that we can click on to access a link.

If there is a term linked to the page that the anchor text points to in the anchor text, Google will be able to better understand what the website is about, which is why it is crucial to incorporate important keywords in the anchor text.

Having said that, it is quite vital to have a natural anchor text pattern, which means using various or natural anchor texts, such as “click here,” “your website,” and using the page’s title or URL as anchor text is extremely important to achieve this.

The content of the page

The following is something that should be obvious, but which we frequently overlook when presented with an obvious opportunity to acquire links: If the content of one page has no relationship with the content of another page to which the link points, the link loses a significant amount of value if not all of its value and its effect is almost null.

Now, let’s see which techniques are the most powerful when it comes to boosting your off-page SEO strategy.

Interesting content (link baiting strategy)

A link baiting strategy entails developing a form of content that is both interesting to the reader and interesting to the news media. It will be more likely to be linked-to in this manner, and you will not have to contact them in order for it to happen.

The question is, how does one go about writing an excellent article? Here are a few pointers on how to do it right:

  • Create theme content: In addition to developing a decent style for the article that is well-formatted, with photographs, and easy to read, it is recommended that you provide something of value to the reader. This might also be in the form of an infographic, a guide that is ready to download, an eBook, or something else.
  • The importance of multimedia material: Creating interesting and engaging multimedia content will increase your chances of receiving that link. You might strive to obtain a completely unique video that will raise the desire of the consumer persona to purchase or hire the service.
  • Instead of only writing for search engines write for your audience as well: Although it is critical that your content is ranked in search engines, you will only acquire a natural link if you write for your audience. Make certain that you publish on a topic that people will find interesting and that it is written in a way that will inspire people to read it.

Give something in exchange for a link

Free stuff or a discount on a product/service can be very popular on the web.

  • Alternatively, you might run a paid campaign (Ads) on social media networks in which you give something for free (such as an eBook download) in exchange for unique knowledge on a topic in which you are an expert.
  • If customers share your product page through their social media profile, you can offer them a particular discount on one of your e-commerce products. As a result of the customer benefiting from a lower price than usual, you will be able to make it go viral “in exchange.”
  • Create a competition in which the user is urged to participate and that way you may encourage participation.

Guest posting

This link building strategy is effective, but it takes time and a certain level of expertise to do well. Guest posting pages allow guest authors to develop their own articles and publish them on the website. You can include a link to your own website in them.

Both the page and you benefit from the growing quantity of articles on the page and the link on your page.

This should be taken into consideration as well:

  • In order to publish the post, you will need to write it yourself or hire a content writer to do so for you.
  • It is necessary to write a good text that is interesting, does not contain plagiarism, adds value to the blog’s community, and is linked to the subject matter of the website; otherwise, you will be disqualified from the competition.

Recreating competitors’ backlinks

If you don’t know who your most direct competitors are, you can start by opening the Google home page and typing in the terms that are most essential to you. In the case of a baking blog, they may be something like “bake sale.” Similar to this, you may conduct a keyword analysis to see which keywords drive the most traffic to your website. 

After that, visualize which websites appear on the first page of Google’s search results. Although there are ten in total, you can choose only the first two to begin with. You can then go through the rest of them at your leisure.

Afterwards, you’ll move on to the next phase, which will be concerned with collecting the backlink profile. You must visualize which links are contained within your competitors’ websites in order to later copy or construct a content strategy that is comparable to that of your competitors.

Once you’ve created your link profile, it’s time to produce a document that contains the most relevant backlinks to your site. This resource will assist you in maintaining order at the conclusion of the strategy, as you may use it as a reference when organizing your linkbuilding efforts in the future.

In addition to Word documents, notepad sheets and Excel spreadsheets can be used. One of the most effective solutions is the Google spreadsheet, which is completely free to use and open source. You will construct a series of columns in the new document that will include the information listed below.

It is necessary to mention the websites that link to your competitors in the first column, and in the second column, you must list the link that was utilized by your competitors. 

Rebuilding broken links

The presence of broken links might occur within our own domain, for example, some of the connections on our own page, as well as in external links that we have quoted on our site.

Both of these connections degrade the overall quality of our website and may be penalized in terms of SEO, which will surely result in a lower ranking for the page and, as a result of this, a decrease in the number of visitors.

Having broken links on our page, which regrettably tends to become more prevalent as our page increases in both content and the quantity of referred links, makes our page more vulnerable to the following undesirable consequences:

  • Because we squander their time and frustrate their desire to consult certain content, the user’s experience and pleasure decrease as a result of our actions.
  • We project a poor impression of our website, one of shoddy workmanship and a lack of professionalism.
  • In the case of online stores, these inaccuracies might lead to a decline in sales because they undermine the trust and reliability of our website.
  • We are interfering with the indexing of Google robots, which may result in us losing our rankings in search results.
  • Google may also penalize us if it determines that our website has not been appropriately altered and updated, among other reasons.

In our position as website administrators or owners, it is evident that having broken links is not in our best interests, and we must take steps to identify, remove, or fix them.

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Best SEO e-commerce practices and tips

Optimize your content for different platforms

Your e-commerce content appears not only in Google search, but also on a variety of other Google platforms, including Google Images, Google Lens, the Google Shopping tab, Google My Business, and Google Maps, to name a few examples.

When developing content for your e-commerce, take into account all these alternatives to boost your visibility. 

You should create different types of content to reach potential customers on more platforms: 

  • Your company’s story
  • Special offers for events
  • Detailed reviews of the different products in your e-commerce, both written by you and your customers
  • Product descriptions that are informative about your products
  • Workshops or courses linked to your products
  • Customer service contact points

Share product data with Google

It is critical that you share your product data in accordance with Google’s guidelines if you want Google to display your product information correctly on its search results pages. The inclusion of structured data on your e-commerce product pages, as well as the ability to specify directly which products you want to appear in search results by uploading a feed to the Merchant Center, are two of Google’s recommendations.

Structured data allows Google to better comprehend the content of your page and display it as rich results. This results in high visibility results in the search engine results page (SERP), which in turn results in more clicks and conversions.

Inform Google about the launch of your site

It is advised that you take these steps to register your e-commerce site in order for Google to find and crawl it from the beginning:

  • Verify with Google that you are the legitimate owner of the website.
  • In order for Google to index your website, you must submit a request. If you have a small number of URLs, Google advises that you make use of the URL inspection tool. A sitemap should be provided if there are numerous pages on a website.
  • The indexing coverage eCommerce SEO report allows you to keep track of the indexing process and ensure that everything is in working order.
  • If your company has a physical location, make sure to list your contact information with Google as well.
  • Finally, create an account with Google Merchant Center in order to provide further information about your products and special offers to customers.

Help Google understand your e-commerce site’s structure

Your site’s link structure helps Google understand what you’re trying to say. According to Google, a page’s relative relevance can be determined by factors such as the number of links pointing to it and the number of clicks required to access it (number of links needed to reach it).

It is advised that all pages on your site be reachable via navigation in order to aid with Google’s crawling process. Additionally, you may include navigational menu connections to product categories, subcategories within each category page, and links to individual product pages inside subcategories.

You may let Google know how important a specific product or category is to your business by including links to it throughout your website, such as on the main page or in blog articles.

Include structured data relevant to e-commerce

Google recommends adding the following types of structured data to increase the likelihood that users will discover and buy your products:

LocalBusiness: Provide additional information about your company, such as its location and operating hours.

Product: In order to provide Google with more information about your products.

Review: In order to assist Google in better understanding customer reviews of your website.

HowTo: Display a plethora of how-to manuals for your products in search results.

FAQ Page: This page is used to incorporate frequently asked questions about your items or e-commerce.

VideoObject: so that your videos appear correctly in search results when they are searched for.

Worst SEO e-commerce practices

Google is quite intelligent, and it is not recommended to attempt to deceive it using deceptive approaches.

Listed below is a concise summary of these practices.

  • Keywords are one of the primary areas on which this form of search engine optimization misconduct is most frequently concentrated. Prior to then, they were inserted as hidden text (many of which were the same color as the background) in order to position the page more quickly, but search engines were able to detect this readily. 

In addition, by including frequently searched keywords within the page but without any connection to the content, you can increase the number of visitors. However, Google is well aware of this practice and will penalize you quickly if you do so.

  • Texts that are inconsistent and crammed with various keywords (Spamming Keywords) such as: “SEO is nice because I enjoy SEO and Google likes SEO, when SEO is good” are a fairly terrible practice that Google is well aware of.
  • Another widely utilized strategy is to gain benefits from links or backlinks (which are nearly always what Google rates the most for positioning).

Google Panda took a strong stance against the buying and selling of links, which had previously allowed websites to rise to the top of search results relatively quickly, as well as the use of excessive reciprocal links. The importance of links from pages with the same theme and better Page Rank, as well as links that are progressive and continuous through time, has increased significantly in recent years.

Importantly, link farms should be avoided at all costs, since they can result in very harsh penalties from Google in the future (-30 or -60 positions). Additionally, it is necessary to consider broken links and forced links, as well as an excessive number of registrations in directories per month.

As well as undesirable practices such as duplicate content, domain duplication, doorway pages, and cloaking, which have contributed to the entire disappearance of certain well-known companies from search engines in some instances.

The Takeaways

What you learned from this ecommerce guide is that the SEO strategy for e-commerce is aimed at businesses who perceive a potential in selling their products on the internet and decide to expand their operations.

Now you are able to understand that the purpose of SEO in e-commerce is to ensure that your company’s products appear when your potential customer searches for features, parameters, synonyms, related questions of these. And this is what advanced eCommerce SEO is all about.

Or even when they search for you that they find you and not someone else who uses your name and everything related to your brand, with the clear goal of increasing visibility in the online channel of your business and better understanding the needs of your customers by analyzing their search intention.

Related blog posts

To further understand the concepts of ecommerce site SEO auditing, check out the following blogs that focus separately on platforms and explore the right way to do an SEO audit.

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FAQs

How will SEO benefit my e-commerce business?

As opposed to being an expense, SEO is a long-term investment because it is the only technique that will provide you with consistent placement in Google over time. SEM, or paid advertising, is beneficial only for as long as you continue to pay for the campaigns, however SEO is effective over the long run, providing you with constant visibility and facilitating the growth of leads. 

Why is it useful to have a blog in your e-commerce?

The blog of your online store is beneficial for the following reasons:

  • Answer any questions or concerns that your buyer persona may have.
  • Provides more information about your products to prospective customers (instructions or examples of use, information about the manufacture).
  • Discuss current events or breaking news in your industry.
  • If your e-commerce business sells sophisticated products, particularly if they are tied to the health or financial sectors, you should consider outsourcing.

Why doesn’t my webpage appear in the search engine results?

There are a variety of reasons why your online store does not appear in search engine results, including the following:

  • Your online store is still in its beginnings. Search engines index new sites on a regular basis, however if your site is very new, it may not have been indexed yet by the search engines. Trying to speed up the process by submitting your sitemap to Google Search Console may be a good strategy.
  • You still have a trial account. Trial stores are not included in search engine indexing.
  • The fact that you have recently migrated from another platform and that the redirects from your prior website have not been implemented is problematic.
  • To keep your online store up to date, you must keep adding keywords and relevant material. This is the most common reason why your online store may not appear prominently in search engine results when people search for it. It will benefit you in the long term if you develop a content strategy and look for ways to distinguish your store from others.

Why do the SEO strategy of my E-commerce with an SEO agency?

As we indicated at the outset of this post, e-commerce is a highly competitive industry. As a result, it is critical that you entrust your SEO approach to professionals.

It is true that you may concentrate on individual parts of SEO and make improvements on your own, but SEO is complex, involves many technical factors, and changes on a regular basis.

A winning approach that truly distinguishes you from the competition can only be developed by professionals in this field.

What benefits of eCommerce SEO does working with an SEO agency provide?

  • Reduce the amount of time and resources spent

However, despite the fact that it will cost you money up front, hiring an SEO agency will save you time and money in the long run because it will define an effective SEO strategy that will bring to your e-commerce all of the benefits that we have discussed throughout the article and that can be summarized in one word that encompasses all of the others: visibility and, consequently, customers.

  • Continue to be up to date

The SEO algorithm is always changing and becoming more complex. Maintaining awareness of its adjustments in order to continuously improve your SEO is a time-consuming task that takes a significant amount of effort. If you are working with an eCommerce SEO agency, this will not be a problem for you.

  • You will have a successful SEO approach

SEO does not apply in the same way to all e-commerce businesses. As a result, having the experience and knowledge of an SEO specialist is crucial if you want your approach to provide the best eCommerce SEO results.

  • You will avoid Google penalties

You will avoid Google penalties, which are sometimes issued when specific SEO strategies are misused. You may be engaging in what this search engine regards to be unethical SEO practices without even recognizing it.

Do you need SEO for eCommerce?

You need SEO for eCommerce since with an eCommerce SEO case study or audit you get an in-depth and multi-faceted understanding of the complexity of your site challenges, and with SEO you can resolve all the issues in order to rank higher on Google and other search engines.

Why is Ecommerce SEO important?

Ecommerce SEO is important because in the world of eCommerce the ultimate goal is to make your products rank higher than your competitors. The potential customers have to find your products, and with SEO you get higher in the SERPs as a more reliable options for all buyers.

What is SEO eCommerce?

SEO eCommerce is the process of making a search engine optimization of an eCommerce store with relevant keywords, backlinks from authoritative sites, tags, and so on.

Why invest in SEO services for eCommerce?

It’s not a question of why invest in SEO services for eCommerce, but whether you are going to do it immediately since it’s necessary. Without SEO services for your eCommerce site you will get behind your competitors on the SERPs because all of them are doing the same thing.

How to optimize an eCommerce product page for SEO?

To optimize an eCommerce product page fo SEO you need to:

  • Align product names with keywords
  • Use descriptive product URLs
  • Proper meta title tags and descriptions
  • Always use high-quality images
  • Apply product schema together with reviews
  • Try to include an FAQ section
  • Use the XML sitemap to include product detail
  • Create descriptive and proper headings

How to do international eCommerce SEO?

In order to build a great international eCommerce SEO you have to adapt to the users behaviours, create unique keyword strategies that are more global, use multilingual URLs, international link building, use geo-tagging in your schema, translate your store content, create properties in Google Search Console, and so on.

SEO where to build and test eCommerce site before launch?

Before you launch your eCommerce site, you have to SEO test for your site’s usability, whether the navigation works, mobile-friendliness, try compatibility testing, check for 404s, are URLs correct, do you have CTAs, secure the site and confirm the SSL, check your XML sitemaps/HTML sitemap, etc. As for building, the best platforms are Shopify, Wix, WooCommerce, and BigCommerce, among others,

Which eCommerce platform is best for SEO?

It’s difficult to choose one best eCommerce platform that’s best for SEO, but Shopify and Wix are definitely one of the leading platforms when it comes to eCommerce and SEO.

Which is the best SEO eCommerce premium themes?

WordPress most certainly has the best SEO eCommerce premium themes, especially when it comes to Shopify since its plugin is free and allows for it to be used with all WordPress themes.

How to improve your eCommerce SEO?

Some of the crucial ways to improve your eCommerce SEO is to do a competitive SEO audit, conduct a proper keyword implementation, optimize your page title tags and descriptions, make descriptive URLs, use high-quality SEO friendly images, link to authoritative sites, and segment your audience.

Why is SEO important for eCommerce?

SEO is important for eCommerce because it helps your online store to rank higher in the SERPs. This means that you will rank higher than your competitors, which leads to more potential customers because they will see your site first when they search for a certain product.

How to do strategic SEO for your eCommerce website Shopify?

The best way to do strategic SEO for a Shopify eCommerce website is to do extensive keyword research, build internal links and backlinks for your pages, use keywords in your meta titles, have an optimized blog section, remove duplicate content, optimize the structure, and improve your user experience.

How to do SEO for eCommerce website?

In order to have a successful SEO for your eCommerce website you need to focus on homepage SEO, conduct a competitors research, choose the right keywords, optimize product pages, use a responsive design, create backlinks, reduce page load speed, etc.

How to optimize an eCommerce website for SEO?

Some of the most useful tips to optimize an eCommerce site for SEO is to use long-tail keywords, improve ranking via optimized pages, be user-friendly and mobile-friendly, use a simple URL structure, avoid duplicate pages, improve your content, add a sitemap, and make social sharing easy.