E-Commerce SEO Best Practices for Compliance 

 

 

E-Commerce SEO is the process of organically generating more traffic from search engines, such as Google, Yahoo, and Bing. The goal of SEO is to rank high on the search engine results pages when people search for your products. Having a high ranking will in turn lead to more visibility and thus more traffic to your site. 

 

Following E-Commerce SEO best practices not only leads to an increase in organic sales figures but can help you build and grow your online community and presence. 

 

e-commerce SEO



 

Logical Information Architecture

 

Your site’s structure makes your page optimal, not only for users on your site who will find it easier to access your products but also for search engine indexing. 

 

When thinking about designing the information architecture of your site, the main thing to consider is cataloging. Your site should allow for easy product discovery. The best way to organize is through the three click rule of the hierarchy of navigation - from home page to product categories to products. This minimalist approach is preferred by both web designers and users and helps boost your SEO. 

 

The clearer the internal linking structure on your site, the more likely you’ll be found by search engine bots. For the most effective optimization, the internal linking structure of your site shouldn’t be too complicated - the user should be able to reach all products in 3 clicks to optimize indexing. 

 

From a conversion rate perspective, you should concentrate on product discovery, the checkout experience, and how your site fares with a diverse range of users. This can be gauged by remote user testing, an inexpensive way to see how different users engage with your site, remote user testing is effective, and a great investment that will increase your conversion rates. 



Relevant Links and Quality PR

 

External links on your site raises consumer confidence and trust in your brand identity and product. External links demonstrate trust in your content and are a necessary component of your PR strategy. 

 

The most important element of external links on your site is that they are relevant: consider securing links from relevant sources such as e-commerce gift and user guides. Take advantage of your existing relationships with retailers and suppliers, and suggest co-marketing, a win-win situation for all involved. 

 

Internal linking on your site is also very important. It can boost SEO by illustrating the links between pages, and how they’re related, and increases the time each visitor stays on site. This means it is more likely they will purchase your products. These internal links could be to your products, categories, or optimized blog posts. 

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Strategic Page Optimization

 

It is necessary for your a successful e-commerce site to optimize product pages. Here are some tips and tricks on how to optimize your product pages for SEO: 

 

    1. Provide in-depth information about products to help them be found easily by search engine bots 
    2. Add common search term of keyword phrases to your product descriptions - this is often included in SEO title and URL of the product page, so it is of utmost importance to optimize and use the most successful keywords for your product
    3. Title tags have to be unique to each product on your website for effective SEO. Consider using unique key phrases, not keywords, to avoid duplication, and keep the length under 70 characters so it all appears in SERPs
    4. Images are also important both for your customers, SEO and to drive conversion. They should be professional, clear and shot from many angles. When adding an image to your site, use the product name in the image file name - including keywords. If you put the product name and keywords in ALT text of the image, it means they can appear in google images, diversifying your SEO reach.
    5. Utilize videos: add a commercial, how-to, 360 view or testimonial video. Videos are one of the best ways to advertise your product and highlight its features, whilst also displaying your brand identity. Videos also are a great way to get the attention of your audience and keep them engaged. Publishing videos on platforms, outside of your webpage, such as YouTube leads to a bigger range of customers, more knowledge on your brand and product.
    6. Include customer reviews to boost consumer confidence and trust in your product and brand identity.
    7. FAQ - very important for conversions, if their questions are answered in a timely manner they are more likely to trust you, and purchase the product. This shows other consumers that you really care. 
    8. Pay attention to your category pages and optimize them with keywords so they appear first in SERPs. We at Seller’s Choice would recommend you use a keyword planner, linking products into categories by keywords, so product pages aren’t fighting over the keyword (https://ads.google.com/home/tools/keyword-planner/)
    9. Google’s mobile-first index now ranks search results by mobile friendliness both on desktop and mobile SERPs, as does Bing. Mobile friendliness is not only necessary for SEO, but it also directly affects the consumer experience, and can lead to higher conversion rates. Statistics show that 40% of users will go to a competitor’s site after a bad mobile experience. Thus optimizing your mobile site is of paramount importance, especially considering that the majority of purchases on e-commerce websites now comes from mobile devices. Here are some e-commerce SEO best practices for optimizing your mobile site: 
  • avoid any software which is uncommon on mobile, like flash

 

  • use a large font size so it is easily visible and legible on mobile

 

  • developed your layout design specifically for mobile so visitors to your mobile site don’t have to adapt the page in any way -i.e. zoom or rotate their screen

 

 

 

 

 

Competitive Page Speed

Having a page speed with is higher than your competitors can lead your site and products to really stand out from the crowd. Page speed is a ranking signal used by Google for mobile and desktop, so it is a necessary element of SEO for your e-commerce site. 

 

Some e-commerce sites may prefer to include richer graphics and design elements, thus opting for a slower page speed, which (depending on your product and branding) could lead to higher conversion rates and raised trust in your brand and brand identity. If this applies to your e-commerce site, then keep the elements which slow down your speed, but if you’re looking to optimize SEO above all else, we would recommend trying to keep page load times to 3 seconds or less. 

 

Here are some recommendations for making sure you have a higher page speed than your competitors, to help you creep further and further up the SERPs:

  • Optimize your page speed by only having the necessary elements on your webpage: keep it simple, without any unnecessary design elements.  
  • Remove any plugins or add-ins that aren’t essential to your website.
  • Reduce the size of your page. Measured in kilobytes, the size of your page includes all of the elements on it, including JavaScript, CSS, and images. Try to avoid embedding larger objects or images on your page that are unnecessary to your brand
  • Use compression software such as Gzip to reduce the size of your data sent to a browser. 

Monitor your site speed regularly, with tools such as Pingdom to resolve issues with your site speed as they arise. 

 

 

 

Optimize your page speed by only having the necessary elements on your webpage: keep it simple, without any unnecessary design elements.  
Remove any plugins or add-ins that aren’t essential to your website.
Reduce the size of your page. Measured in kilobytes, the size of your page includes all of the elements on it, including JavaScript, CSS, and images. Try to avoid embedding larger objects or images on your page that are unnecessary to your brand
Use compression software such as Gzip to reduce the size of your data sent to a browser. 
Monitor your site speed regularly, with tools such as Pingdom to resolve issues with your site speed as they arise. 

 

SEO optimization



 

Links

 

Backlinks from high quality, successful sites boost your SEO, and it’s one of Google’s ranking signals for SERPs, so it’s definitely an element to consider in optimizing your SEO. 

 

Instead of leaving old product sites in the ether, make sure they link back to active pages on your site. 301 direct from expired product pages, content which has been moved elsewhere or pages where you have changed the link structure. This means you are optimizing your SEO: instead of a 404 Not Found Page, your optimized listings are redirected to active product pages on your site. This means you can retain link equity. 

 

Follow these SEO Best Practices for Compliance to expand your online presence, rise towards the top of SERPs, and ultimately increase your conversion rate!

amazon listing optimization ebook

 

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