E-Commerce SEO: Guide to Growing Organic Traffic to Your Online Business

By Richard Fong

Dabbling in the lucrative world of e-commerce can be tricky. Before you begin even wetting your feet in the industry, perhaps it will do you good to look back at how e-commerce came to be, before you can comfortably find your place in it and plan for the future. E-commerce

• Language: English
• Publisher: Bliss Drive Media, LLC
• Release date: Mar 8, 2021
• ISBN: 9781736555118

Book preview

[Chapter 1] An In-Depth Look at Keyword Research

Amid all the trends, new methods, and advice concerning search engine optimization (SEO), keyword research remains an ongoing strategy proven to work. Keyword research may essentially be considered one of the most important facets of SEO. This helps you learn more about your target demographic and potential customers, as you will get to discover what they type into search engines when looking up your product or service.

Aside from garnering insight on the exact words and phrases used in actual search queries, learning the intent behind them can aid in boosting your ranking. Knowing these critical areas and behaviors will let you create content that will make you appear when and where your customers need you.

If you are new to the world of e-commerce or are looking to spruce up an existing page, a thorough understanding of your industry and your niche is a great place to start for anyone looking to enhance their keyword research. However, in terms of strategy, here are some focus areas to sharpen your understanding, improve your rankings, and bring in more traffic.

Homepage and product page keywords

Keyword research may differ from page to page, and you may find that category pages and homepages all abide by different strategies. You can first go about researching homepage keywords by deciding on a keyword theme.

An example of keywords and target keywords

A keyword theme must have a target keyword, together with a group of related keywords that articulate your brand’s products and services. From here, your visitors and potential customers will be able to learn who you are as a brand and what you have to bring to the table. The best keywords to apply are those that map out the visitors’ intent.

Note that your homepage should mainly focus on your overall brand. Thus, these keywords may be focused on what you can do for your customers, as it sets you apart from your competitors.

Smaller companies or startups should not be disappointed if they do not immediately rank for a particular keyword on their homepage. Instead, lead keywords can revolve around your unique selling point (USP) or what exactly makes you unique or different from the rest. From taglines to mission statements, having a centralized theme may aid in bringing in traffic from informational search queries.

When it comes to researching keywords for product pages, relevancy is everything to convert visitors to customers. Since product pages have transactional intent—which means that a visitor is likely to make a purchase—your landing pages must be optimized in such a way that addresses this concern. More detailed searches may imply that the person is ready to purchase the product or service.

For these pages, meta descriptions and title tags are also extremely important. The details here should include brands, product names, numbers, and other pertinent information. Moreover, product pages give you the perfect avenue to maximize your structured data. With structured data, you can include some user reviews, product ratings, and user-generated content.

These details can generate more impressions as well as clicks, improve click-through rates (CTR), and eventually increase sales. However, product pages may not always touch heavily on optimized content. To address this, having a separate frequently asked questions (FAQ) page can supply interested parties with the information that they need.

Also, given the facts above, you must attempt to craft unique product and meta descriptions for every item. In effect, every item listed may be able to rank for both branded and non-branded keywords.

Blog topic keywords

If your website or e-commerce shop has a designated blog, you must devote some attention to blog topic keywords. Blogs are an ideal avenue to churn out fresh, relevant, and evergreen content. Keyword-optimized blog posts go a step further, as you make the most out of opportunities that will generate relevant traffic.

When you begin to zero in on opportunities for doing so, you will have to think about what keywords and phrases are most likely to attract attention.

First, you can think about what your goal is with a particular post. If you are interested in posting about a trending topic, you can use a tool like Google Suggest to learn about what keywords best tackle the topic at hand. However, another way to go about doing this is to target recurring traffic, which is beneficial in the