Bow House Blog

SEO and ecommerce

by Beth Ellin

SEO and ecommerce go hand in hand. If people are actively searching for your products, you’re much more likely to make a sale. You need to make sure your ecommerce site is fully optimised for the search terms you want to be found for. Here’s how you can do it.

Choose your keywords carefully

When you’re doing your keyword research, make sure you look for terms that will give you the best chance to rank. Tap your chosen terms into a search box and see what results are already appearing to make sure you’re on the right track. Make sure each of your products has its own key term. The more specific you can get with your SEO, the better your chances are of ranking highly.

Avoid duplicate content

This one is a biggie for SEO and ecommerce sites. Make sure when you’re uploading your products, you avoid duplicating content. We know it’s tempting to copy and paste the text you’ve got for very similar products and just change the colour or size details, but don’t! Search engines don’t like duplicate content. They find it hard to prioritise which page is the most valuable for ranking purposes and will often distrust websites with lots of repeating content. Whatever text you add to your website needs to be freshly written just for you.

woman writing a product description following SEO and ecommerce tips

Write exciting product descriptions

If you’re writing long, useful product descriptions that are using your key words, you’re on to a winner with SEO and ecommerce. If there’s not much detail on your product pages, you’re not giving search engines much to go on when it comes to ranking your page.

Specify descriptions for search results pages

Google and other search engines will pull detail from your pages to appear on search results listings if you don’t tell them what to display. Writing optimised meta descriptions gives you much more control over what customers see when your products appear in their listing. If you can grab attention with your product descriptions, you’re much more likely to get that all important click. The better your click through rate becomes, the more search engines will like you and you’ll see your site rise up the rankings.

Optimise your URL

There are some important places you need to use your key terms and your URL is one of them. It’s a big indicator to users and search engines what your page is going to contain. Keep it as short as possible though, as long URLs get confusing and won’t do you any SEO favours. If you’re trying to change you existing URLs, be careful to put a redirect in place. That way, if anyone has book-marked the old URL or it’s appearing as a link elsewhere on the web, customers will be taken to the right page rather than a 404 error page.

SEO and ecommerce website code

Check out your website structure

While we’re talking about URLs, make sure your site is clearly structured to give a boost to your SEO. It’s user friendly and makes it much easier for users to find the products they want. A good site structure looks something like this: Website.com/category Website.com/category/subcategory Website.com/category/subcategory/product As a general rule of thumb, you want to keep the number of clicks away from your homepage as low as possible.

Make navigation easy

You want to make it as easy as possible for your users to get around your site. If they can’t quickly find what they’re looking for, they’ll just hit the back button and leave your site. A high bounce rate can have a negative impact on your rankings. Include links to other parts of your site on your pages where it’s relevant. Not only does it help your users find additional products, it also helps search engine bots to crawl your site.

Make sure you’ve got your SSL

Google trusts sites that have their SSL much more than ones that don’t. If your web address starts with HTTPS you’re all good. If it starts with HTTP, you’ll need to get in touch with your hosting company to make the change. Having your secure site address will not only gain you points with search engines, it’ll increase the amount of trust users put in you. That’s especially important when you’re asking them to send you an online payment.

SEO and ecommerce website on a tablet

Improve your site speed

If your customers have to wait a long time for your pages to load, they’ll go in search of faster sites. With so much online competition, you need to make sure your site is quick to give users the information they want. Plus, a fast site is often prioritised over a slower one in search rankings.

Optimise your images

Don’t underestimate the power of an image for SEO and ecommerce success. Your customers will just your products on the quality of your images, so make sure they’re professional and sized correctly for your page. You’ll need to give search engines a little helping hand to understand your images. Save the file with your keyword in rather than as jpg.5637 and write an optimised alt description to let search engines know what your image is showing. If you don’t your image is essentially invisible to search bots and cannot be used to help rank your page.

Encourage reviews

Give people the option to review your products. Not only will it give other potential customer the confidence to buy, it’s great for your SEO. It shows search engines that people are enjoying your products and should give you a boost.

To sum up

There are lots of points you need to consider with SEO and ecommerce websites. We’ve given you an overview of the big points to be aware of, but if you’d like to talk more about your SEO strategy, please get in touch. We’d be happy to help.


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