On-page SEO tips for eCommerce Store Owners

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The article will be interesting for owners of online stores, as well as those who plan to open their online store and promote it on the Internet.

So, you founded your online store, but you lack knowledge about ON-PAGE SEO for e-commerce. We bring to your attention a collection of recommendations that will help increase the ranking of the site and thereby increase sales.

Proper Keyword Analysis for e-Commerce Stores

Like any other SEO campaign, promotion for e-commerce should also start with keyword analysis. By skipping this important step, you will act blindly, which is unlikely to bring a positive result.

To analyze the keywords of an e-commerce site, you must:

– make a list of all pages on your site;
– choose the right keywords for each page.

Keyword analysis needs to be done on a page-by-page basis. It should be kept in mind that e-commerce sites can have two different types of pages. These are category pages and product (description) pages. The same approach is not advisable for both.

Keyword Analysis Steps:

1. Get a complete list of pages on your site

To do this, you can use the resource yourdomain.com/sitemap.xml

The result of your actions should look like this:

one page seo for ecommerce

In order to clear the list of URLs, we recommend using the Scraper plugin (Chrome ).

Here is the XPath to use:

//a►contains(text(),"{yourdomain.comasket")†/@href

Those who are just planning to launch their site can take similar actions, but not for a competitor’s site. Next, you can use its structure to build your own site.

To find a suitable site for this purpose, indicate the desired region, then enter the set of keywords (10-15) associated with the material that you will sell.

one page seo for ecommerce

Tip:

In the menu on the left, go to the “Traffic”> “By Domain” section.

one page seo for ecommerce

How to act:

– Here you can see which domains receive the most traffic when taking into account the criteria you entered.
– Choose one. Be careful with well-known and popular brands.
– Clear the site map, as we described above.
– Paste the results into Google Sheet.

2. Select the main pages

As we already said, it is necessary to analyze the keywords page by page. Of course, this advice can cause a storm of indignation, because there can be many pages. Indeed, the process can last forever. To avoid this and to save time, we suggest using the following technique called “Optimization of the most important pages”.

This requires using Google Analytics with the setting of e-commerce tracking. So you can get an idea of ​​the most important pages:

Behavior> Site Content> Landing Pages> Sort by Revenue (High to Low)

one page seo for ecommerce

If you don’t have Google Analytics installed, we recommend that you use the Site Kit plugin by Google.

3. Find and match keywords with each page

Having received a list of priority pages for optimizing pages, you can begin to search and compare keywords with each of them.

Step 1. Search for a keyword.

You can use Ahrefs Site Explorer to search for keywords.

Site Browser > Enter Page URL> Organic Keywords

one page seo for ecommerce

Important! Be sure to make URL search settings in Site Explorer.

Now open the SERP list. Here we can check the top 10 ranking pages for your request.

First of all, pay attention to the following:

– What types of pages are currently being ranked? What product pages?
– Which category pages?
– Blog Articles? Or something different?

Next, look at the top keyword.

Typically, the top keyword matches most pages in the top 10.

one page seo for ecommerce

In order to improve your search result:

Sort the Organic Keywords report by the search volume.

– Check the search results, see if the pages of products and categories are ranked (if not, find another keyword).
– Take as much as possible similar to your page in SERP which already has excellent traffic.
– View the organic keywords report for this page.
– Repeat the initial steps.

Step 2. How to search for Long ‐ Tail queries and related keywords

You can use several methods to search for Long ‐ Tail queries.

You can use the organic keywords report.

one page seo for ecommerce

The main thing at the same time – do not forget to study SERP for each of them.

one page seo for ecommerce

Result:

SEO for eCommerce Stores

Once the keywords are noted, it’s time for optimization.

1. Optimization of Meta Titles, Descriptions and H1

Most e-commerce sites have tens and hundreds of thousands of pages, so creating unique descriptions and titles is a troublesome process and takes a lot of time. Therefore, we can observe the following picture, which demonstrates a template approach:

one page seo for ecommerce

One huge drawback of this approach: it does not allow us to optimize each page.

Recommendation! Instead of a template approach, it is better to use a hybrid one.

Features of the hybrid approach:

– First of all, write a unique description of the most important pages.
– You should not use the same template for each page.
– Try to create your own unique template for each category, subcategory, brand description.

Example:

The online store sells 85 different types of whole hops, which are packaged in vacuum packs of 100 g each for the convenience of customers and to preserve freshness.

one page seo for ecommerce

Here is a meta title and a ready-made description template for each product from this category:

Buy {HOP NAME} Hops (100 g) – vacuum-packed for freshness | Malt Miller

Buy {HOP NAME} at the Malt Miller Store – FREE Shipping. It is always fresh thanks to vacuum packaging. We offer free shipping for orders that were placed before 14:00.

As we noted earlier, it is extremely important to create unique descriptions for the most important pages. The question arises quite justifiably of which pages can be considered the most important?

Our answer: the important pages will be those that are in the TOP 10 for at least one keyword. Filter them in your table and get to work.

To create a description, you must use the keyword and Long ‐ Tail queries. Be sure to include in your text the words that prompt you to act or reflect the action, for example: buy at a discount, order, get a discount. Do not forget to add your USP to the description, and then optimize the text for CTR.

Now about H1.

You must write and use a unique category name (for category pages) or a product name (for product pages), with the keywords used.

It is also important to make sure that for each page of your site there is only one H1.

2. How to optimize the URL

Unfortunately, the following situation with e-commerce URLs often arises:

www.topshop.com/en/tsuk/category/clothing-427/t-shirts/N-82zZqz6Zdgl

Of course, this is not very good, and such situations should be avoided. URL weaknesses (permalinks) must be as readable as possible.

How to create them correctly:

yourdomain.com/ category – name (category page)
yourdomain.com/ category – name / subcategory – name (subcategory page)
yourdomain.com/ category – name / subcategory – name / subcategory – name (subcategory page)
yourdomain.com/ category – name / subcategory – name / subcategory – name / product ( product page)

Here are a few examples for the previously mentioned hop shop:

themaltmiller.com/ ingredients / (category page)
themaltmiller.com/ ingredients / hops / (subcategory page)
themaltmiller.com/ ingredients / hops / whole / (subcategory page)
themaltmiller.com/ ingredients / hops / whole / zither / (page product)

Example of incorrect construction:

themaltmiller.com/ ingredients / hops / 2018 best citrate hops /

Some more important guidelines for writing effective e-commerce URLs:

1. Make them simple and short.
2. Use your main keyword.
3. Use hyphens (-) to separate words.
4. Contraindicated: spaces, underscores, other characters.
5. The page context should be clear.
6. Try to avoid URL parameters.

3. Create a unique description of products and categories

Let’s start with how it looks in practice.

Using a unique description:

one page seo for ecommerce

Topshop T-Shirts & T-Shirts category page.

Product Page:

one page seo for ecommerce

Reasons for using the unique description:

– The visitor receives more important information.
– Google will find out what this page is about. Pages are ranked according to an algorithm that requires written content on the page.

Attention! It is important to use unique descriptions for products and categories that are not copied from the manufacturer’s website or the competitor’s website. A unique description can be made independently or involved in the work of a professional copywriter.

Tips for creating the description yourself:

1. The description must contain the entire main keyword.
2. Also use Long ‐ Tail variations, synonyms, and LS words.
3. Keywords should be entered appropriately and not impair the readability of the text.
4. Only provide information that is relevant to users.
5. The description should consist of short sentences.

In the case when creating a description for each page is difficult, you can start with the most important ones.

Above we have listed the most important rules for SEO in e-commerce. By acting on them, you can increase traffic to your site.

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