9 SEO Strategies for Online Retailers ( E-commerce)
The search engine optimization challenges facing e-commerce sites are huge – products and themes are often similar in different stores, and competition is fierce.
Search engine enhancers working for online retailers need to develop the best strategy for the top-level range to use, how to create high-quality store texts, and how to improve product pages and categories.
We’ve compiled a list of the best search engine optimization strategies for online shops.
1. Use the manufacturer’s name as a target keyword
If you sell the manufacturer’s products in your store, there is no problem, what may be a problem if you offer competitive products but you are trying to attract visitors to your store using the name of one manufacturer so you can sell a different product, however, if you have a standard distribution agreement with the manufacturer.
One place to watch out for is when looking at paid search results like Google ads because some manufacturers prevent ads that use their brand name in order to prevent third-party sites from appearing above their site in search results.
If you can arrange the manufacturer’s brand name in an organic location higher than the manufacturer’s, this is primarily a sign that there is something wrong with their search engine optimizers, and you are doing nothing wrong.
There are limits to the benefits of improving brand keywords because you usually won’t serve the right search goal in a useful way, and if someone inserts the keyword “Seo Master” into Google, this indicates the intention of navigational search – the user wants, most likely,
Other websites that are rated for this keyword are likely to face low click rates, you are better off trying to service keywords with a view to searching for transactions, such as “buy + manufacturer name,” as they are likely to lead to clicks.
This can be particularly effective if the manufacturer does not have their own online store, because your site is a completely legitimate search result and, indeed, more relevant to transaction-related searches than the manufacturer’s own page.
2. Are Google still interested in seeing a lot of text on the domain homepage?
Google only cares about texts if they are useful to visitors to the site, and depends on whether you need a lot or a little text in the context of your website.
The home page of a website or online store is usually arranged mainly for the company’s trademark name, and must immediately clear what the company is offering, with clear and useful links to the sub-pages.
They do this without long explanations of exactly what the company is doing and what you can do on their site, instead allowing you to navigate more easily on the site where you can navigate through the booking process.
In e-commerce in particular, many visitors do not enter a store via the homepage, where people google specific product categories or specific products, and it is unlikely that the homepage of these categories will be classified, that is why, when improving your store, you should always think about the customer’s needs, rather than the search engine needs.
Will it help your customers if there is a long text to read on the homepage? Are they looking for detailed explanations or are they aiming to find the product they are looking for quickly – and buy it? Write your texts just as long as you have to be to say what’s right for your customers.
3. How does Google handle products that sell quickly, meaning that store content often changes?
You won’t have much chance of doing any real-product search engine optimizers for products with a short half-life, simply because search engine enhancers are a channel that needs to be built in the long term, with full benefits often emerging after just a few months.
This means that online stores should only improve pages that will be available to long-term users, and this usually means focusing not on individual products, but on category pages.
Instead of improving the page for one specific pair of sneakers, it is better to improve the category page for sneakers, because the category is expected to remain part of the product range for a long time.
For seasonal products such as winter shoes or swimsuits, both categories should be improved individually and left online throughout the year.
In summer, you want prominent links from home to swimwear sub-pages, and in winter you should link to faux fur coats.
One of the conditions for doing so is to have at least a reserve stock of products in this category available throughout the year. If one category disappears completely in the off-season, to be available after only several months, I recommend identifying a relevant category that is relevant throughout the year and setting up a (temporary) 302 redirection to that page.
4. How fast does it take for the SEO effect to appear for targeted keywords?
If you improve a page or category in your store, you can use Google Search Console to re-crawl to the URL, this is how Googlebot allows you to know that something has changed on your website.
Display and indexing happen quickly – I’ve often seen this done within an hour. However, the “search engine optimization effect” is something else, because indexing is not the same as ranking.
Google will conduct the experiment first by displaying your store for different keywords in different classification positions, in order to test users’ satisfaction with your page as a search result, and the duration of the classification depends on several factors.
For low-competition keywords, you may only see an effect after a few weeks, however, analyses have shown that for highly competitive keywords with a large search volume, you can expect to take a long time before you can reach the desired position 1 in Google rankings.
Most of the top 10 research results tend to be at least one or two years old, which means that the path up can be slow, on the other hand, this means that once you reach the top, you’ll probably be able to enjoy the view from the top for a while.
5. You should switch to com. To look more trustworthy?
If you’re looking to launch a new store, it usually makes sense to use the top-level range of the ccTLD for the target market, meaning. co.UK in the UK, .es in Spain, etc.
International stores often use .com (with the exception of Amazon), if you already have a store with a different range from the top level, such as .biz, and have already been able to configure some good search engine ratings, I would advise against switching, in the end, page content is the most important for ranking, not the end of the domain
6. Is there any point in having a separate store anymore or is it better to use Amazon?
This is a question that many online retailers may be asking themselves and I don’t think there’s one right answer for all cases, but I think, as a rule, having your own store is important and will still be.
This is especially true for products with a specialized customer base because Amazon is more interested in products with a collective appeal. If you sell products for the mass market, it may be good to try a combination, using both your own store and third-party platforms, and then measure which is more profitable.
The best argument for managing your own store is direct contact with your customers which creates opportunities to generate recurring sales for low spending, if you only sell via Amazon, it will be very difficult to create your brand and build sustainable relationships with your customers.
Each investment starts gaining new customers from scratch, and the cost of gaining customers has been rising for years, a trend that seems likely to continue, you should always try to build your customer base, and use email marketing activities to keep these customers active, or reactivate inactive contacts.
Another point is that if large platforms decide to change their circumstances, your business will not fully collapse because you will not be completely subject to the whims of third parties.
7. How does Google assess the quality of store texts?
The exact criteria Google applies are, of course, a closely guarded secret, but we have some ideas that can guide the creation of store texts, and one of the key points is that the search goal is key – that means what the user wants to see when entering the keyword.
Someone looking for weather in London will be happy with a short text and some rainy drag images, and that’s all it takes to answer this query, and if someone is looking for information about a disease or an insurance policy, they are likely to look for longer and more detailed texts.
In the course of the store, this means that someone looking for a particular product with the intention of buying it will look for text somewhere between too short and too long, and product-level shopping texts should include a detailed description of the product and explain not only the product specifications but also the added value it brings to the customer.
Feedback from (satisfied) customers is also important and contributes to the overall length of the text, besides being of an appropriate length, the content of the text must be unique in order to be evaluated as high quality by Google.
It is a bad idea to use texts provided by manufacturers – it is better to write your product content, moreover, it is useful to check texts periodically to make sure they are updated, search engines such as useful, unique, and modern content, which serves the purpose of the search query,
8. Sub-domain or sub-guide: shop.my-brand.com or my-brand.com/shop?
You can ask the same question to five experts and you’ll probably get ten different answers.
The subdomain makes sense if the subdomains and target audiences vary greatly, and since subdomains can create their own ratings for a particular keyword set, regardless of the rest of the domain, I’ll use a subdomain if I can keep the content separate by theme.
The appropriate use of subdomains will be if the shopkeeper also runs a blog on general e-commerce topics, here target audiences can be very different, which justifies using a subdomain.
On the other hand, if the whole field focuses on a particular product range, with little distinction between target audiences, I suggest a sub-guide, as this allows the whole field to take advantage of all the SEO power available.
9. How can I measure my online store loading time?
There are many tools that can be used to measure website loading times and online stores, but you often need in-depth knowledge about search engine optimization to be able to explain the values these tools bring.
For store owners who do not consider themselves experienced search engine optimizers, I recommend Google Page Speed Insights, this tool provides a quick overview of the speed of your page and shows you the time it takes to upload your website.