How should you go about optimizing an e-commerce store for organic search

While the age of AI Overviews is upon us, organic search isn’t dead yet. 39% of eCommerce traffic comes from search, according to WiFiTalents.  Optimizing your e-commerce store for organic search has never been more important.

Is SEO worth it?

Before we dive head first into how to optimize your e-commerce store, let’s make sure its worth our time.

For us at Jordan Stevens Digital Marketing Consulting, this question depends on the products you sell. Some products are naturally built for other channels like social media, while others can excel with organic search.

A few questions can help you unpack the answer:

• Is your product simple to understand?
• Does your product need to be demo’ed or tried?
• Is the sale process simple or complex?
• How visually striking is your product?
• What is the cost of your product?

Products that are more expensive or complex tend to favour having an SEO strategy behind them. This is because these products generally have a longer sales process, require more research and need an expert demo or trial.

Keep in mind that SEO is a brand-building channel. The most effective SEO tactics involve supporting your brand and making it more prominent. So, as you decide whether SEO is worth it, consider that a good SEO strategy will also improve the overall performance of your brand.

What is e-commerce SEO optimization?

In a nutshell, SEO optimization is about organizing your website so that it is easy for visitors and search engines to understand what’s on it. The key here is to remember the AND. A website built entirely for a search engine might rank highly, though it will unlikely stay there. Visitors will have a tough time once they arrive at your site, which means no revenue. Not good!

Key fundamentals of SEO optimization for e-commerce

If you don’t have time to read this guide, these fundamentals will help you start. 

There are three main buckets when considering SEO for your website.

1. Technical -> Does your website function correctly and allow search engines to view it efficiently
2. On-page -> Is the content of your pages aligned with what visitors expect? Is it the best content available in your niche
3. Off-page -> What are other people saying about your website?

From a prioritization standpoint, you must have a technically sound website before working on your on-page and off-page optimization. And while on-page optimization will help you drive traffic and conversions, off-page tactics and can bring you big results.

How long does e-commerce SEO take?

The honest answer is that we don’t know, as it depends on your goals and where you are today. Generally speaking, the first three months of an SEO program focus on planning, and understanding your website and the search results in your space. It’s like untangling a ball of strings tied up in dozens of knots. We must determine which string goes where and how to untangle it efficiently.

TL;DR and key takeaways

• Prioritize optimizing your homepage, category, product, and auxiliary pages like blogs in that order.
• Conduct thorough keyword research to identify relevant keywords with high search volume and buyer intent. Strategically place these keywords in titles, descriptions, and content.
• Ensure technical SEO fundamentals like site speed, mobile-friendliness, URL structure, sitemaps, and structured data are optimized.
• Create unique, high-quality product descriptions, optimize images/multimedia, and leverage user-generated content like reviews.
• Implement a content marketing strategy with informative blog posts and focus on link building.
• Optimize user experience with intuitive navigation, robust search/filters, streamlined checkout, A/B testing, and personalization.
• For local businesses, optimize for local search with location-specific keywords, Google My Business listings, and local link building.
• Continuously track rankings, traffic sources, conversions, and user behaviour to identify areas for improvement and drive growth

In what order should you optimize your e-commerce store

Most e-commerce stores have many pages that need to be optimized. Even for companies with seemingly unlimited budgets, the vast number of pages means you must decide which pages are most important or your highest leverage pages. These are the pages that will deliver the most results with the least amount of effort. This doesn’t mean skipping out on required work but being practical about the order in which you tackle your optimization project.

With that in mind, here’s the order in which we recommend you go about optimizing your e-commerce site:

1. Homepage
2. Category pages
3. Product PAges
4. Auxilary pages like your blog and about us pages

As we’re writing this, it’s 2024, and Google just announced AI Overviews. There are going to be a lot of changes in how search engines rank pages. In early tests, we are seeing Google create category pages or a list of products. This means that you may want to consider prioritizing your product pages before optimizing your category pages.

Keep this list in mind as you go through the rest of this guide.

Keyword Research and Targeting

Effective keyword research is the foundation of any successful e-commerce SEO strategy. It helps you understand what your potential customers are searching for and how to align your content with their intent. Here’s a comprehensive approach to keyword research and targeting:

Conducting Keyword Research

Start by creating a list of relevant seed keywords related to your products or services. Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to expand on these seed keywords and uncover additional opportunities.

Currently Ranking Keywords

Do a keyword priority analysis

Analyze the keywords your website already ranks for in organic search and paid campaigns. These provide insights into your strengths and areas where you can solidify your presence with optimized content.

Download your currently ranking keywords from an SEO tool or Google Search Console to do this. Next, go through each keyword and label them according to how likely that keyword will drive revenue. To select the keywords you’ll want to prioritize, look for those high-intent keywords ranked from 3-20. These keywords need a little push to get them into traffic-generating status.

Growth Keywords

Do a keyword gap analysis 

Identify keywords with high search volume and buyer intent you’re not currently targeting. These “growth keywords” represent untapped opportunities to capture new traffic and customers.

A keyword gap analysis is similar to the keyword priority list you created in the previous step. However, you’ll need a specialized tool in this case. The exact steps are different in each tool but locate the “Keyword Gap” tool, plug in your competition and the tool will tell you which keywords your competition is ranking for that you aren’t. Go through the list and identify any keywords that have strong revenue potential and add them to your master keyword list.

Identifying Long-Tail and Buyer-Intent Keywords

While high-volume keywords are important, pay attention to the power of long-tail keywords. These more specific phrases often have lower search volumes but higher conversion rates, as users typically search further along in the buying cycle.

Analyze search queries with modifiers like “buy,” “discount,” or specific product attributes to uncover buyer-intent keywords. These can be incredibly valuable for driving targeted traffic and conversions.

Strategic Keyword Placement

Once you’ve identified your target keywords, it’s crucial to incorporate them strategically throughout your e-commerce site:

Product Titles and Descriptions

Optimize product titles and descriptions with relevant keywords, but avoid keyword stuffing. Focus on creating compelling, benefit-driven copy that resonates with your audience while naturally incorporating target phrases.

Category Pages

Category pages are often overlooked but can be powerful for capturing broad keyword searches. Optimize category titles, descriptions, and content with relevant keywords to improve visibility and guide users to specific product collections.

Blog Content

A well-executed content marketing strategy can drive significant organic traffic to your e-commerce site. Create informative, keyword-optimized blog posts that address common customer questions, pain points, and interests related to your products or industry.

Remember, keyword research and targeting should be an ongoing process. Continuously monitor your rankings, search trends, and customer behaviour to refine your strategy and stay ahead of the competition.

Technical SEO Optimizations

Building upon the solid foundation of keyword research and targeting, the next critical step is addressing SEO’s technical aspects for your e-commerce site. These behind-the-scenes optimizations may be less visible to customers, but they are crucial in ensuring search engines can effectively crawl, index, and understand your website’s content.

Site Speed Optimization

Page load times are a significant ranking factor for search engines, and slow-loading pages can lead to higher bounce rates and lost conversions. Optimize your site’s speed by compressing images, leveraging browser caching, minimizing HTTP requests, and using a fast, reliable hosting service. Tools like Google PageSpeed Insights can help identify areas for improvement.

Mobile-Friendly Design

With most online traffic now coming from mobile devices, having a mobile-friendly website is no longer just a nice-to-have – it’s a necessity. Implement a responsive design that automatically adjusts to different screen sizes, or consider a separate mobile-optimized version of your site. Prioritize a clean, minimalistic layout, compress images, and reduce text-heavy content to cater to mobile users.

URL Structure and Internal Linking

A well-structured URL architecture and internal linking strategy can significantly improve the crawlability and indexability of your e-commerce site. Use descriptive, keyword-rich URLs that accurately reflect the content of each page. Implement a logical internal linking structure that helps search engines understand the hierarchy and relationships between your pages.

XML Sitemaps and Structured Data

XML sitemaps provide search engines with a roadmap of your website’s pages, making it easier for them to discover and index your content. Submit updated sitemaps regularly to ensure search engines have the most current information about your site.

Structured data, also known as schema markup, helps search engines better understand the context and meaning of your content. By implementing structured data for products, reviews, and other relevant entities, you can enhance your search listings with rich snippets, potentially increasing click-through rates.

Addressing these technical SEO optimizations will improve your search engine visibility and provide a better user experience for your customers, regardless of their device or browsing preferences.

Content Optimization

Content is king in the world of e-commerce SEO, and optimizing your site’s content can significantly impact your search visibility and user engagement. Here’s how to approach content optimization for your online store:

Unique, High-Quality Product Descriptions

Duplicate or thin product descriptions can hurt your search rankings and fail to engage potential customers. Invest in creating unique, detailed, compelling descriptions that accurately represent your products’ features, benefits, and use cases. Naturally, incorporate relevant keywords while prioritizing readability and persuasive copywriting.

Optimizing Images and Multimedia

Visual content is crucial in e-commerce, helping customers better understand and evaluate products. Optimize your product images by compressing file sizes for faster load times, using descriptive file names, and implementing alt text with relevant keywords. Additionally, consider incorporating multimedia elements like product videos or 360-degree views to enhance the shopping experience.

Leveraging User-Generated Content (Reviews, Q&A)

User-generated content, such as customer reviews and Q&A sections, can be a powerful asset for your e-commerce site. Not only does it provide social proof and build trust with potential customers, but it also contributes fresh, relevant content that search engines value. Encourage customers to leave reviews and feedback and moderate and respond to these interactions promptly.

Content Marketing and Link Building

While optimizing your product and category pages is essential, a well-executed content marketing strategy can drive significant organic traffic to your e-commerce site. Create informative, keyword-optimized blog posts, guides, and resources that address common customer questions, pain points, and interests related to your products or industry.

Additionally, focus on building high-quality backlinks from reputable, relevant websites. This can be achieved through guest blogging, influencer outreach, and creating shareable, linkable assets like infographics or industry studies.

One way you can short-circuit the link-building process is to create a linkable asset. A linkable asset is a piece of content designed to encourage others to link to your website. This content is often unique and research-based. It is powerful because it often has stats and other quotable material that others want to link to since stats help improve content authority.

By prioritizing content optimization across your e-commerce site, you’ll improve your search engine rankings and provide a more engaging and informative experience for your customers, ultimately driving more conversions and sales.

User Experience (UX) and Conversion Optimization

Delivering an exceptional user experience (UX) is paramount for driving conversions and maximizing sales on your e-commerce site. Here are some key areas to focus on for UX and conversion optimization:

Navigation and Site Architecture

Your site’s navigation and architecture are the roadmap for users to find what they want. Implement a logical, intuitive navigation menu with clear category labels and subcategories. Add features like breadcrumbs, mega menus, or predictive search to enhance discoverability.

Ensure your site architecture follows a hierarchical structure, making it easy for users and search engines to understand the relationships between different sections and product categories. A well-planned architecture can significantly improve the user journey and reduce bounce rates.

Search Functionality and Filters

Provide a robust on-site search functionality, allowing users to find specific products or categories quickly. Incorporate features like autocomplete, spell-check, and relevant suggestions to streamline the search process.

Implement advanced filtering options that enable users to narrow their search results based on various criteria such as price range, colour, size, or other product attributes. This level of granularity empowers users to find exactly what they’re looking for, increasing the likelihood of a purchase.

Reducing Cart Abandonment

Cart abandonment is a significant issue for e-commerce businesses, with average abandonment rates hovering around 70%, according to HotJar. To combat this, streamline your checkout process by offering guest checkout, multiple payment options, and security badges to build trust.

Implement exit-intent popups or abandoned cart email campaigns to recover lost sales by offering incentives or reminders to complete the purchase. Additionally, ensure your checkout process is mobile-friendly and optimized for a seamless device experience.

A/B Testing and Personalization

Continuously test different versions of your site elements, such as headlines, calls-to-action (CTAs), product descriptions, and layouts, to identify what resonates best with your audience. A/B testing allows you to make data-driven decisions and optimize for better conversions.

Leverage personalization techniques to tailor the shopping experience to individual users based on browsing history, location, or preferences. Personalized product recommendations, dynamic content, and targeted messaging can significantly enhance engagement and increase the likelihood of a purchase.

By prioritizing UX and conversion optimization, you’ll create a seamless and enjoyable shopping experience and maximize conversions and revenue growth potential. Continuously monitor user behaviour, gather feedback, and iterate based on data-driven insights to stay ahead of the curve.

Local SEO (if applicable)

Building upon the previous sections on technical SEO and content optimization, let’s now focus on strategies specific to local SEO, if applicable to your business.

Optimizing for Local Search

Optimizing for local search is crucial if your business serves a specific geographic area or has physical locations. Identify relevant local keywords, including city, region, or neighbourhood names. Incorporate these keywords into your website’s content, meta tags, and URLs.

Client Showcase

We added location-based keywords to several critical pages on our e-commerce client’s Home Billiards website, increasing their visibility in the local market.

Ensure your website has a dedicated “Location” or “Service Areas” page that clearly outlines the areas you serve. This page should be optimized with local keywords and include details like your business address, operating hours, and a Google Maps embed.

Google My Business (AKA Google Business Profile) Listings

Claim and optimize your Google Business Profile (GBP) listing, as it’s critical in local search rankings. Provide accurate and consistent information about your business name, address, phone number (NAP), hours of operation, and category selections.

Encourage customers to leave reviews on your GMB listing, as positive reviews can significantly boost your local visibility. Post updates, offers, and photos regularly to keep your listing active and engaging.

Pro Tip: Instead of linking your business address to a standard map, link to your Google Business Profile like this. This will send visitors to a nicer-looking page that includes your address, a map, and reviews from other customers. It also has the potential to improve the ranking of your Google Business Profile so that you show up higher on map-based searches.

Local Link Building

Building high-quality local links is essential for improving your local search rankings. Contact local directories, chambers of commerce, and community websites to get your business listed and linked. Sponsor or participate in local events, charities, or organizations to earn valuable backlinks from their websites.

Collaborate with complementary local businesses (non-competitors) to cross-promote each other’s services and exchange links. Additionally, monitor local news outlets and publications for opportunities to contribute guest posts or be featured, which can lead to authoritative local links.

By implementing these local SEO strategies, you’ll increase your chances of appearing prominently in relevant local search results, driving more foot traffic and customers to your business.

Tracking and Measurement

We’ve now built a great website but how do we know it’s working? Let’s discuss tracking, measurement, and continuous optimization strategies for your e-commerce store:

Setting up Analytics and Goals

Implementing a robust analytics platform like Google Analytics, Adobe Analytics, or even a cookie-less platform like Plausible is crucial for measuring your website’s performance. Start by setting up e-commerce tracking to capture valuable data on transactions, revenue, and shopping behaviour.

Define clear goals aligned with your business objectives, such as increasing online sales, boosting average order value, or reducing cart abandonment rates. Configure these goals within your analytics platform to track conversions and monitor progress over time.

Monitoring Rankings and Traffic

Monitor your website’s organic search rankings for your target keywords regularly using tools like Google Search Console or third-party rank trackers like Ahrefs or SEMRush. Analyze the traffic sources driving visitors to your site, including search engines, social media, referrals, and paid campaigns.

Identify your top-performing channels and focus your efforts on amplifying their impact. Conversely, optimize or reallocate resources from underperforming channels to maximize your return on investment.

Conversion Rate Optimization (CRO): Identifying Areas for Improvement

Leverage your analytics data to pinpoint potential friction points or bottlenecks in the customer journey. Analyze metrics like bounce rates, exit pages, and drop-off points to identify where users are getting stuck or abandoning the process.

Conduct user testing, surveys, or session recordings to gather qualitative insights and uncover the underlying reasons behind these issues. Use this information to inform your conversion rate optimization (CRO) efforts, such as A/B testing different page layouts, copy, or checkout flows.

Dynamic Free Shipping Bar

Free shipping can be a powerful incentive for customers to complete their purchases. Implement a dynamic free shipping bar that updates in real-time based on the customer’s cart value, showing them how much more they need to spend to qualify for free shipping.

This tactic can encourage customers to add more items to their cart, increasing your business’s average order value and overall revenue.

By consistently tracking, measuring, and optimizing your e-commerce store, you’ll gain valuable insights into customer behaviour, identify areas for improvement, and make data-driven decisions to drive growth and profitability.

E-commerce SEO FAQs

How can I optimize my e-commerce store for voice search?

With the increasing popularity of voice assistants like Alexa and Siri, voice search optimization is becoming more important. Some tips include:

• Use natural language and conversational phrases in your content
• Optimize for question-based queries like “Where can I buy [product]?”
• Leverage schema markup to provide rich results for voice searches

What are some effective strategies for international e-commerce SEO?

If you’re targeting customers in multiple countries/languages, consider:

• Creating location-specific websites or subdomains for each target market
• Translating and localizing content, including product descriptions and metadata
• Building local links and citations to improve regional rankings
• Implementing hreflang tags to indicate language/country targeting

How can I leverage visual search for my e-commerce products?

Along with previous technologies, Google’s new Circle to Search is another evolution in Visual search trends that allows users to search using images instead of text. To optimize for this:

• Ensure your product images are high-quality and visually appealing
• Use descriptive alt text and file names for images
• Implement schema markup for product images
• Consider creating shoppable image galleries or visual search functionality on your site

Final thoughts about optimizing your e-commerce store for organic search

Optimizing an e-commerce store for organic search is a multi-faceted process that requires a strategic approach. It involves conducting thorough keyword research, implementing technical SEO best practices, creating high-quality and optimized content, delivering an exceptional user experience, and continuously tracking and measuring performance.

By following the steps outlined in this guide, you can improve your website’s visibility in search engines, drive more qualified traffic, and ultimately increase conversions and revenue for your online business.

While e-commerce SEO can seem daunting, the rewards of a well-optimized online store are significant. Investing in a comprehensive SEO strategy will improve your search engine rankings and provide a better overall customer experience, fostering trust and loyalty in your brand.

Remember, SEO is an ongoing process that requires consistent effort and adaptation to changing algorithms and user behaviour. Review your analytics regularly, test new strategies, and stay up-to-date with industry trends and best practices.

Take your e-commerce store to the next level

If you’re ready to take your e-commerce business to new heights through effective SEO optimization, contact Jordan Stevens Digital Marketing Consulting or watch our 30-minute webinar on e-commerce growth. Whichever route you take, our experienced professionals will work closely with you to develop a customized SEO strategy tailored to your unique business goals and target audience. Don’t miss out on the opportunity to dominate your online market – contact us today!