The process of making an e-commerce website appear in search results to potential consumers is what e-commerce SEO entails.
With an optimized website for search, e-commerce businesses are a lot more likely to rank higher in search engine results pages and generate plenty of organic website traffic.
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On-page SEO
The on-page SEO elements are designed to help the search engine algorithms and crawlers understand the content on the pages. These elements generally include the keywords that the e-commerce company is targeting for, the data, images, and URL.
There are several places that companies have to include their targeted keywords, including the meta titles and descriptions, inside the product descriptions, and even in the alt text for any images of the products.
More specifically, the meta titles are the headings that companies use to describe what’s inside the content of a page, and they’re meant to summarize the main page topic and include a targeted keyword.
The meta descriptions, on the other hand, are text snippets that show up on search engine results pages and describe to the searchers what they’re going to see when they open up the page.
The alt text can also show up in search results, as well as in image packs, which is why it’s important for companies to make it descriptive but concise and try their best to include at least one keyword.
There’s also the URL structure, which refers to the subdirectories and slugs of a website, that are used to categorize it better. These need to be clear and concise to help search engines know when a page is getting specific.
Backlinks
Another important element to e-commerce SEO success is off-page SEO, which is used to generate more traffic.
Companies can ask to get backlinks from other websites and platforms that are authoritative, relatable to the business itself, and have a positive reputation with both search engines and potential consumers.
Some of the most popular strategies for generating backlinks are to claim any unlinked mentions of a business, use high-quality product images that other websites can use and link back to the company, and get the business mentioned in articles.
Another creative way that companies can get more backlinks is by working with affiliates and influencers who can promote the business and its solutions and share links to the website with their own audiences.
Mobile
Another essential e-commerce SEO strategy is optimizing the website for mobile because according to research, mobile devices generate over 40% of website traffic.
That means companies have to ensure their websites give their mobile visitors the best possible experience, and they can make their websites adapt to whichever device that visitor is using through responsive website design.
That means practically every element of the website- the buttons, graphics, images, text size, typography, and more – are able to resize according to the size of the screen that the website visitor is using.
Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.
With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.
