Ecommerce SEO: The Ultimate Beginner’s Guide (2023)

Hi and welcome to our Ecommerce SEO guide, where you’ll learn how to optimise your ecommerce website to make maximum sales and conversions.

We’ve developed this course to offer you practical, workable ways to achieve ecommerce SEO success, so you can quickly and easily get ranked on Google and boost your bottom line.

Inside you’ll find…

• Practical SEO optimised  templates for ecommerce website copy – learn what goes where and WHY
• Easy step by steps to finding GREAT KEYWORDS – for your homepage, product pages, about pages and product descriptions
• Checklists you can run through – to steer you to Ecommerce SEO success
• Strategy tip lists you can follow – improve your ecommerce SEO approach
• Technical SEO tips to help boost your website’s Google ranking – so you SELL MORE!

We’re passionate about SEO, as when it comes to ecommerce it’s crucial to your success. If you’re prepared to put in just a little effort, and apply the insights we’ll share with you, we are confident you can quickly boost your conversions, sales and traffic.

Are you ready to get started on your ecommerce journey to success and more sales? 

Great, then let’s dive into our first topic – what is ecommerce SEO and why do you need it?

SEO – the key to your ecommerce strategy

SEO is essential for Ecommerce and it will be the founding launchpad for the success of all your campaigns. It’s such a crucial element because without a good SEO strategy, no one knows you exist, and they can’t find you in Google Search.

Google Search is still the No 1 way people search for – and discover new products and services, so your SEO focus needs to be focused on ranking well on this platform.

Once customers find you in Google, and click through to visit your website landing page, or ecommerce store, you need to present them with website content that persuades them that you are the best option.

Optimising your website copy allows you to maximise your chances of getting found by ready-to-spend consumers without the expense of paid-for ads. It’s definitely not something to overlook, and in this guide you’ll find a number of practical templates you can easily tweak, to help you present visitors with the perfect content.

PRO TIP: Streamline your site navigation

Ecommerce stores typically have 100’s of products but the most consumer-friendly sites are the ones that are the easiest to navigate. When you’re designing your site navigation, try to keep every page on your site reachable within 3 clicks of your homepage. This not only makes your website more user friendly, it will help boost your Google rankings, as Google’s bots can more easily discover your pages and products.

 

Researching SEO Keywords

As well as your product pages, you should attend to your static always-on pages SEO including…

●     Homepage

●     About Page

●     FAQ Page

• Contact and Help Centre pages

●     & Blogs

4-step Guide to optimising keywords for static pages

1)    First use a tool like Ahref or SemRush to enter a relevant long-tail keyword. Long-tail keywords are specific key phrases people use when they are closer to purchase. If you own a brand that produces vegan running shoes for men for example, you might enter “vegan mens running shoes”.

2)     Enter your long-tail key term and your keyword tool will throw up a list of semantic i.e. closely related suggestions that people are already searching for.

3)    You can view how much competition there is for these key phrases, if you’re using a tool like Ahrefs, using the integrated ranking check.

4)     Pick keywords with the highest search volume and lowest competitiveness to score highest with Google Search.

 

Keywords check-list for product pages

All of your pages should be orientated around 1 or 2 primary keywords.

Check to make sure you have mentioned your main keyword on your…

• Product title
• Product Sub-header
• Product description
• Meta-description
• Image Alt Text

Use keyword tools like Ahrefs to find other, semantic keywords that relate to your main keyphrase and incorporate these throughout your page content, so Google learns more about your page.

Choosing Killer Keywords – for Ecommerce Product and Category Pages

Once you have a list of suitable keywords you need to whittle them down, so you can find the best performing phrases for your ecommerce endeavour.

There are four elements you need to evaluate your keyword list against.

4 Keyword Evaluation Factors you should be assessing

Search Volume

Search Volume is the primary factor you must consider when evaluating your keywords. Search volume measures how many people are searching for the term but what is considered a high search volume varies depending on your niche.

For some sectors, 250 searches a month is good, while for others 20K could be next to nothing. To understand what is normal search volume for your industry, keep an eye on the keywords your top-performing competitors use. Use keyword tools like Semrush, searchvolume.io or Ahrefs to find the average monthly search volume of any keyword you enter.

Some keywords will also vary by season, depending on what you sell and when people are more likely to purchase that item. You can see the seasonal fluctuations of any keyword by looking at a month by month chart, via tools such as SpyFu, SerpStat, and KW Finder.

Product Match

Your keywords should match what you are selling – as closely as possible, so they have the maximum chance of converting.

If you sell smart flatscreen TVs, but you use a keyword like “smart flatscreen computers” you’d find it harder to convert searchers that ended up on your page than if you’d used a more appropriate term.

Who’s searching for your term?

You might have yourself a high ranking, closely matching keyword but it’s important to know who’s using it. If it’s only used by people who never make a purchase, you’ll probably want to switch to a better option.

3 steps to selecting keywords that target ready to spend consumers

1. Tools like Google Keyword Planner can help you discover what kind of people are searching your keyword. Enter your term and check out it’s Competition rating to see how many people are bidding on that phrase in Google Ads. If the number is high, it’s a good bet, as that usually means it’s profitable.
2. You can also assess Top of Page Bid in the Google Keyword Planner. This figure shows you how much people spend on a click in Google Ads – and it’s a great indicator, when you want to find out how well a keyword converts.
3. Using words and phrases that indicate a purchasing mindset raise the likelihood your key term will convert. The key word “buy vegan protein” may be more effective than “organic vegan protein” when it comes to finding searchers who are ready to spend.

Google Ranking

The final factor you should use to assess your keyword is competition. You can use a tool like Ahrefs or SemRush to look up Keyword Difficulty, which shows you how hard it will be to get on the front page of Google.

The higher the number, the more difficult it will be to rank well with Google – if it’s too high, you consider swapping out your term with one that offers a better chance of ranking.

Keyword Targeting and Page Optimization

You should also check your keywords to see if other top performing sites are ranking for that term. If they’re not, you stand a good chance of scoring higher than your rivals, if you can create a page focused around that term.

If you searched for the keyword…

custom organic cotton t shirts

…you might find that some of the sites in the top ten don’t have pages that specifically relate to this term. In other words, they might be including the phrase, but when you click through their pages content doesn’t relate to this phrase, or only partly relates.

Get the edge on your rivals by using keywords that they are already ranking for but aren’t matching closely, by precisely matching your pages content – and you should have a superb chance of breaking into Google’s coveted top 10 spot.

Homepage SEO

How to optimise your Homepage to score higher in Google Search

Your homepage is a pivotal element of your ecommerce store and though it’s by no means the only page you should focus on, it is one of the first pages people will land on.  As a result, you want to make it as discoverable in search as possible – and to achieve this, there are several critical elements you need to optimise for SEO.

Essential elements of your Ecommerce Homepage

Title Tag

Probably the most crucial part of your homepage, your title tag tells Google – and visitors what your page and business is all about. It should incorporate 4 key elements and must…

1. Include your brand name
2. Include the main key phrase you want to rank for
3. Be under 70 characters
4. Be engaging – as browsers will see it in search

Meta Description

Your meta- description appears underneath your page header in search results, and it can affect your Google rankings, so don’t neglect this area.

Your homepage meta-description should…

• Be 160 characters or less
• Clearly describe what you’re offering
• Be written to persuade people to click through your website

Homepage Content

Your homepage content should be written in a way that helps your visitors quickly find out what you do and what you sell.

Your Homepage Content should….

• Be clear and concise – don’t overwhelm with too much information
• Offer a Unique Selling Point (USP) to give people a reason to purchase –  what makes your brand different?
• Include a selection of your top-selling products
• Be specific – make it clear who your products are for – and why

Ecommerce HomePage Template

Step 1: Homepage Title

The title of your homepage is crucial, as your homepage has an enormous effect on your search engine rankings. Your homepage title is the first thing your visitors will see in search, and it needs to:

1. Contain your brand name
2. Be under 70 characters
3.  Include 2-3 highly relevant keywords that describe what you do and what you are offering

Here’s the formula for a successful homepage title:

[Brand Name] – [Keyword1], [Keyword 2], [Keyword 3]

i.e.

Snappy Tvs – Flat Screen plasma, Bluetooth streaming, Smart Tvs

Step 2: – Meta description

Your homepage meta description should include your website’s core mission as well as the type of products or services you sell. If you want to rank well on Google, it’s crucial to create an accurate meta description that closely matches your ecommerce offering.

Your Homepage meta description needs:

1. To be between 180-220 characters
2. To include the keywords you used in your homepage title
3. To be relevant to your page
4. To offer a brief snapshot of your brand’s purpose

i.e:

Affordable high spec tvs, laptops and smart devices from the UK’s No 1 electronics specialist.. Grab a bargain today and get free shipping and a 10% discount off your next purchase.

Step 3 : Homepage Header

Your homepage’s H1 header should pique visitor’s interest and should give them a reason to stay on your site. When you come to create your header, emphasise what makes you different or expert in your market sector.

1. Use your primary keyword – but don’t overstuff with keywords
2. Keep it under 70 characters
3. Be specific so Google knows what your page is about
4.  Define your unique value proposition

A good formula to use when creating Homepage headers is [Product niche] + [Unique Value Proposition]

i.e

Stream 24/7 with affordable Smart Tvs -from the electronic experts 

Step 4: Subheader

Your subheader should compliment and expand on your homepage header and should be between 10-30 words.

It needs to…

• Include  semantic keywords i.e keywords that closely relate to your Homepage header H1 tag
• Be between 10-30 words
• Be clear- to give Google more context
• Outline why browsers should stay and make a purchase from YOU

A good formula to use when creating your Homepage Subheader is

[Benefit] [Product type] [Desire] [Unique Value Proposition]

i.e

High Quality flatscreen tvs so you can connect all your media devices – at unbeatable prices.

[BENEFIT High quality][PRODUCT TYPE flatscreen tvs] [DESIRE so you can connect all your media devices][UNIQUE VALUE PROPOSITION at unbeatable prices].

Step 5: Early Call To Action

On your homepage you want to place a call to action high, preferably under your subheader, to make it super easy for browsers to take action. It’s important not to skip this step as some people won’t bother to read through your homepage content.

Your early call to action should…

1. Be short and succinct – but long enough to let people know what you’re offering
2. Be persuasive – let them know why they should buy from you
3. Include a button that stands out and asks people to take an action right away
4. Include your primary keywords
5. Press on customer pain points and/ or desires
6. Act as a brand intro that gives an overview of what you do and why you are unique

Let’s look at a successful Early Call To Action formula that you can adapt to use on your own Ecommerce Homepage….

[INSERT PAIN POINT Now you don’t need to use separate media storage on your portable smart devices] – with [INSERT PRODUCT TYPE Snappy TVs Smart Tvs] you can [INSERT BENEFITS stream all your content from one centralised cloud account].

[INSERT PAIN POINT No more lost passwords, or multiple expensive subscriptions] and with [INSERT BENEFIT our handy download feature included on all our TVs, you can watch content anytime, without an internet connection!]

Our [ INSERT BENEFIT Smart TVs feature bluetooth and built in wifi] and offer you [INSERT BENEFIT quality that’s built to last]. With [INSERT INCENTIVE a full no quibble refund if you’re not completely satisfied, and a product guarantee of 3 years there’s nothing to lose], [ASK FOR ACTION so get shopping and grab yourself a smart tv bargain right now!

Then you’d insert your Call To Action Button

i.e.

[BROWSE OUR SMART TVS]

Step 5: Products and services

Your ecommerce Homepage’s main purpose is to direct people to your product pages and here you need to list each of the types of products you offer along with a call to action.

I.e:

1.    First you need an H2 header that uses semantic keywords i.e

[Smart Media Devices] and [accessories for bluetooth streaming]

2. Then you’d list your product categories with a short call to action and a button so they can navigate directly to that section

I.e:

PRODUCT CATEGORY 1- i.e

Smart TVs

SAMPLE CALL TO ACTION i.e:

Our [PRODUCT TYPE smart TVs] offer you [BENEFIT 1 the finest craftsmanship] paired with [BENEFIT 2 the ultimate in affordability and convenience]. Browse our range to select the ideal model for your budget – [BRAND VALUE PROPOSITION whether you’re looking for an entry level screen or all the bells and whistles] – we’ve got you covered!]

[INSERT IMAGE FOR CATEGORY 1]

Insert the correct Image Alt Text using the formula

[BRAND]+ [PRODUCT]+[FILE TYPE]

i.e:

SnappyTvs-SuperFlatScreen.JPG

Then repeat for every category…

i.e

[PRODUCT CATEGORY 2] – i.e

 Bluetooth Headsets

[INSERT IMAGE FOR CATEGORY 2]

[IMAGE ALT TEXT]

[SHORT CALL TO ACTION]

Etc…

Step 6: Customer Testimonials/ Social Proof

Have you supplied products or services to any high profile brands, organisations, or people?  If so you can mention them in this section, and ideally include their logos.

You can also feature a couple of select customer testimonials so people can see what others say about your brand. Use video if you can, or pair a written endorsement with a customer picture.

Relevant keywords are important here too, so make sure to include them.

i.e

We’re the [SOCIAL PROOF No 1 smart device supplier to Westminster schools] and our Smart Tvs have been recommended by [INFLUENCER/ BLOG ETC…] and[INFLUENCER/ BLOG ETC…]

See what our customers say about our [Bluetooth Smart Media Devices ]:

[INSERT YOUR CUSTOMER TESTIMONIAL]

[INSERT CUSTOMER PICTURE]

[IMAGE ALT TEXT]

OR

[INSERT CUSTOMER VIDEO REVIEW]

Step 7: Mini About Section with Call to Action

At the end of your homepage copy, you can include more detail about what you do, along with another call to action. You don’t want to overwhelm, as you can share your brand story on your About page, so think of this as a section where you are letting people know why your brand is relevant to THEM.

Just like every other section of your homepage, you need to include relevant keywords. As a golden rule your homepage content should use each keyword 2-3 times.

Let’s take a look at a sample mini About:

First you need another H2 tag with semantic keywords that closely relate to your H1 tag’s main keywords.

i.e

Quality streaming with [bluetooth enabled Smart Media]

[CUSTOMER DESIRE] + [KEYWORD]

Then add your Mini About with Call to Action

I.e :

We’ve [INSERT EXPERIENCE been developing our smart devices since we entered the marketplace in 2010] and are proud to be [INSERT UNIQUE VALUE the leaders where quality meets affordability].  Our passion is to [INSERT CORE MISSION find new, innovative ways to enhance media streaming] and [INSERT UNIQUE VALUE we’re proud to have developed our patented MediaMart cloud storage, which comes as an inbuilt feature in all our Tvs.]

Our wide range of [PRODUCT TYPE Smart Tvs] allow you to [CUSTOMER DESIRE customise your media streaming experience according to your budget.] Enjoy [CUSTOMER DESIRES the highest quality sound, crystal clear resolution, and the ultimate in media compatibility] by shopping our exclusive product range today – and with [INCENTIVE a 3 year product guarantee and full money back guarantee you can buy with complete peace of mind.]

Now insert your call to action button:

I.e [BROWSE OUR SMART TVs]

 

Product Page SEO

Getting product page content right is one of the most important things you can do for your brand. There are two main reasons for this:

1. Your content helps to convert browsers into buyers
2. It helps Google discover your product pages and rank them in search so more people can find them

If you have 100’s of products it can be tempting to neglect your product page copy – and far too many ecommerce stores  just throw up a list of bullet points or embed a video.

You might not be able to get content for every product in your store all at once but it’s worth trying to achieve this, as it will pay off in terms of conversions and search rankings. Start by creating listings for your best selling products and then add more product listings from there.

How to find AMAZING keywords for Ecommerce Product Pages

When it comes to keywords for ecommerce SEO you need to prioritise product-focused, rather than informational key phrases.

Product-focused keywords look like this:

“Buy Vegan protein bars”

While informational keywords look more like this:

“Benefits of vegan protein bars”

Both have their place in any ecommerce strategy but you should place the focus on product-oriented keywords. All your keyword research should be conducted with this approach in mind.

BONUS TIP: RESEARCH YOUR RIVAL’S SEO APPROACH

You can learn A LOT from your competitors, particularly if they’re scoring highly with Google, so if their product pages are showing up but yours aren’t, have a look at their optimisation.

Keyword analysis tools offered by SEMRush, RankTracker and Moz can help you discover what keywords your competitors are using on-page – so you can see what keywords perform well.  You can include these relevant key phrases in your own SEO titles, descriptions, and tags.

Make use of Amazon Suggest

Amazon is a treasure trove of keywords that consumers use every day to find products they need – and you can use it to discover highly scoring keywords for your products.

1. Go to Amazon and type in a keyword that describes one of your products
2. Check out Amazon’s related suggestions for that phrase – and incorporate the most relevant ones into your own content
3. The key terms you get from Amazon will typically be specific, long-tail phrases. This makes them ideal for your ecommerce aims, as they’ll have less competition but be extremely relevant.
4. Simplify the process of finding Amazon keyword suggestions by using tools like Keyword dominator. Just enter a keyword and you’ll see multiple keyword suggestions that are already popular on Amazon. Even if you’re not planning to sell on Amazon, this is a great benchmark as to what consumers are searching for.

3 tips to creating an SEO friendly Product Page

1. Longer is better

Google prefers in-depth content, preferably over 1000 words – and this also applies to your product descriptions. Longer length descriptions help customers and Google better understand what your page and products are all about, helping you to win more conversions and rank higher in search.

It can be an effort to create 1000 word descriptions for every single item you sell, particularly if you have an ecommerce store with 100’s of products. If you can’t manage to do this for all your products, start by picking your top 10-20 selling items, then work through the rest as you can.  Using a template structure will help you get the job done much quicker. 

2. Repeat your main keywords

Every product page you create will be themed around a main keyword or phrase, and you should make sure this exact key phrase is repeated between 3-5 times in your copy. This is so Google understands what your page is all about in order to know how to rank you.

3. Use semantic keywords

Semantic keywords are keywords that closely relate to your main keyword and you should include these throughout your copy as well.  If your main key term was “vegan leather running shoes” for example, you might use “synthetic running shoes”, “faux leather running shoes”, “vegan work out gear” and “non leather running shoes” as semantic terms, to help you connect with more searchers.

4. Place your keyword high up

Google puts more importance on keywords that appear early on in your content, so make sure you place your main keywords high up on your page. A good rule of thumb is to ensure you have your primary key term in the first 100 words of your content, and then repeat it 3-5 times throughout the rest.

5. Optimise your Image Alt Text

If you want your images to appear in Google Image Search, Google needs to understand what they are about, so optimise your Image Alt Text so that it properly describes your shots. 

IMPORTANT: DON’T use generic Image Alt Text like IMG5034.jpg. Use descriptive alt text that includes your brand, product name, and a keyword, like  prograin-proteinbar.jpg.

You need to create Image Alt text for ALL your images on your product page not just your primary one.  So if you have several angles of your product to show off, you can use these alternative images to include semantic keywords that relate to your primary key term.

6. Use Title Tag Modifiers

Your title (H1) tag should include your main keyword but to improve your chance of showing up as a top result when people search using long tail keywords, you should also include modifiers.

Modifiers are words like “discount”, “deals”, “best”, “bonus”, “free”, “free shipping” “review”, “gift” and “sale”, that people are likely to use when they search for your main key phrase.

If your primary keyword was plant based protein for example, you might add modifiers like:

 Cheap plant based protein

Free shipping on plant based protein

Plant based protein reviews

Plant based protein sale

Plant based protein deals

Best Plant based protein deals

Etc…

7.    Incorporate Click Magnet words in your titles and sub header

Using click magnet words in your product page titles and subheaders help catch browsers attention, and as a result they not only net you more sales, they likely help to boost your organic Click Through Rate (CTR) with Google.

Click Magnet words are persuasive power words that have been proven to have an effect on consumer psychology like:

• Lowest prices!
• [50]% off
• 50% Sale
• Money Back Guarantee
• Guarantee
• Fast Shipping
• Free Shipping
• Flash Sale
• Closing Sale

If your primary keyword was plant based protein bars and you included click magnet words, you might create a title like:

Lowest prices on plant based protein bars

50% off & Free shipping on plant based protein bars

50% Sale on plant based protein bars

Plant based protein bars – Flash Sale

Etc…

8. Include product video

Video is a hugely persuasive and popular medium – consumers are often time pressed and prefer to watch a clip that showcases the features and benefits of your products to reading blocks of text.

Your product videos should be professionally shot but they don’t have to be intricate.

You could use

Customer video testimonial about your product

How to guide to using your product

Mini product review by an influencer

Product commercial

Creating videos for your products can also help you attract more traffic off site, from platforms like YouTube, particularly if you produce videos which offer viewers extra value, like  reviews or how to guides.

Product Page Template

Templates make creating product page content MUCH quicker and helps you ensure your product pages cover all the essentials, and are in sync.  Let’s take a look at an example of a product page, that you can customise to suit your own ecommerce needs.

Step 1: – Title

Product Name

The name of your product is important. In most cases, it’s also used in the SEO title and URL of your product page. This is why you may want to consider adding a common search term or keyword phrase to your products.

For example, if you are selling T-shirts, be sure to include “T-shirt” or “tee” in the product name. That way, the keyword also ends up in the SEO title and URL.

As an added bonus, when people share your product on Facebook or Pinterest, that keyword will be in the title of the shared post.

I.e:

Buy Prograin Protein Bars

[MODIFIER] + [BRAND] + [PRODUCT NICHE}

Step 2: – Meta description

Your meta description is important as this snippet not only tells Google more about your page, it shows up in Google search. It should…

• Be SEO optimised – your description should include any keywords you used in your title tag
• Be a short summary of your page – so if you’re selling a product – let people know what!
• Be relevant – your meta description must accurately represent your page’s content
• Be brief – between 180-220 characters

i.e

Prograin plant based Protein bars use only natural ingredients and are suitable for vegans. We’re the No 1 protein supplement for vegan and vegetarian clean eating – our bars are perfect for keto diet followers!!!

Step 3 : Header

Your H1 header should be attention grabbing, short, and optimised for Google Search.

5. Make sure you use your main keyword – but don’t overstuff with keywords
6. Keep it between 20-70 characters – but make it persuasive by focusing on either a desire your customer has, or a problem they want to solve
7. Make it specific – Google uses your H1 header information to find out where to categorise your page

The following are all examples of H1 headers that would work:

99% natural protein bars -build muscle AND lose fat [PRODUCT + GOAL]

Eat clean with organic vegan pea protein bars [GOAL + BENEFITS

Organic vegan energy bars – no toxic artificial ingredients!! [BENEFITS + PAIN POINT]

Step 4: Hook intro content

In this case, we’ll be leading in with a problem. This is a great approach, as you can hone in on your customer’s pain points, reminding them of their issue – and then hint that you have the solution.

I.e

Are you [INSERT PAIN POINT struggling to make it through the day without your energy levels flagging?] When you’re [INSERT GOAL trying to maintain a balanced, low-carb diet] it can be hard to [INSERT PROBLEM get healthy vegan protein based snacks on the go] – but there is a way [HINT AT SOLUTION to eat clean – and vegan – when you’re on the go, without having to resort to sugary processed foods…]

 

Step 5: – Sub-header (H2)

H2 tags are used to break up text blocks, so your content is easier to scan. They can also be used to give Google more information about your page.

Your H2 tags need to…

• Include similar keywords to your H1 tag – i.e semantic keywords
• Be no more than 60 characters
• Be specific – so Google understands what your page is about
• Be persuasive – so you catch browser’s attention

i.e.

Clean eating protein bars with 99% organic ingredients

STEP 6 : Product description

Lead in by offering your product as a solution to the problem you introduced above.

i.e:

[PRODUCT: Prograin Protein Bars] are the [SOLUTION: ideal snack if you want a quick all-natural energy boost that helps you build muscle and stay lean without any harmful side effects.] [BENEFITS: Made with vegan pea protein, flaxseed, and oats our bars contain 99% organic ingredients to offer you an easy way to eat healthy – wherever you are!]

STEP 7 : Call to action

Encourage ACTION by letting people know exactly why they need to buy your product NOW. If you’re running any special discounts or offers, make sure you mention this in your copy.

Remember to include your main keywords in your call to action too.

[INSERT PAIN POINT Overcomeflagging energy levels] without [INSERT PAIN POINTS having to cook complicated meals or stuff your body full of toxins.]  [INSERT PRODUCT Prograin Protein Bars] are [INSERT BENEFITS 99% organic and all natural and will sustain you all day long – without any [INSERT PAIN POINT trans fats or synthetic ingredients].

 Purchase [INSERT OFFER 2 or more boxes] of [Prograin Protein] before [TIME LIMITED DATE] and [INSERT BENEFIT enjoy an easy organic, natural energy boost – whenever you need to snack!]

[INSERT BUY NOW BUTTON]

STEP 8 : Your product features

This is the place where you can get into the specifics of your product, including ingredients and any other information that people may still need to know. Even though you might be getting technical, you should keep the focus on how your product features offer benefits to your customers.

List your product features as bullet points so they stand out on the page. This helps people easily find them and read them, ife they don’t want to read through all of your content.

i.e.

• [PRODUCT FEATURE : 99% organic ingredients] – [CUSTOMER BENEFIT enjoy a great tasting bar, without any toxins or pesticides]
• [PRODUCT FEATURE Vegan Pea Protein]  – [CUSTOMER BENEFIT natural plant based energy so you can eat clean and stay lean ]
• [INSERT PRODUCT FEATURE] – [AND THE BENEFIT TO CUSTOMER]
• [INSERT PRODUCT FEATURE] – [AND THE BENEFIT TO CUSTOMER]

etc…

–

Step 9: Customer reviews

Here’s where you should use social proof to remind people how your product can solve their problems. Genuine customer testimonials show potential buyers other people like them with the same issues. They show that people are successfully using your products and help to overcome customer objections to purchase. Pair customer testimonials with a photo, or, if you can provide a video review, that’s even better.

I.e

See what our customers have to say about [Prograin Protein Bars ]:

[INSERT YOUR CUSTOMER TESTIMONIAL OR VIDEO REVIEW HERE]

[IMAGE]

[IMAGE ALT TEXT]

[INSERT 2ND CUSTOMER TESTIMONIAL OR VIDEO REVIEW]

ETC…

Step 10: – FAQs

Include an FAQ section in your product pages to overcome common customer objections to purchase – as this helps you rank for Google Voice search. You can use Google suggest to find common questions people are already searching for by typing in a relevant keyword.

So if you wanted to create questions people ask regarding protein bars, you’d simply type in

“Vegan energy bars” to Google and you’d get:

Vegan protein bars low calorie

Vegan protein bars low sugar

Etc…

The next step is to turn these searched for topics into questions people might ask. So you might create a question

Are Prograin bars vegan?

Are Prograin bars low calorie?

Etc…

You can use Google to get question ideas  by typing in “How to” or “How do” plus your keyword i.e:

How to + vegan

returns:

How do vegans get protein

How do vegans get iron

etc…

As these are all topics people have already looked up AND they are relevant to your product it would be VERY helpful to include these in your FAQ section too. It’s a good idea to include some general questions that aren’t specifically related to your product, so you have a chance of connecting with searchers who don’t know about your brand but are interested in your niche.

You also want to answer basic questions that cover things like shipping and handling, to make things even easier for your customers.

Remember to use your keywords in your FAQ section of your page too;)

I.e

Q) Are the ingredients all natural?[PRODUCT QUESTION]

1. Prograin is made from 99% naturally sourced, organic ingredients.

Q) Is the packaging eco-friendly?[COMMON QUESTION]

1. Yes. Our packaging is fully biodegradable and made from recycled cardboard, so you can purchase knowing you aren’t harming the environment.

Q)Do you ship internationally?[COMMON QUESTION]

Yes. For an additional cost of $10.00 we can ship your Prograin purchase anywhere in the world.

Q)How do I claim my 20% discount?[PRODUCT QUESTION]

 All you need to do is purchase the qualifying amount of Prograin bars and your discount will be automatically applied.

Q) Will Prograin help me build muscle?[PRODUCT QUESTION]

1. Yes in conjunction with exercise and a healthy diet. Prograin can be a great aid to your muscle building regime, if used alongside a suitable workout regime and diet plan.

Q) How do vegans get protein? [GENERAL QUESTION]

1. Vegan protein either comes from plant based sources such as pea protein, nuts, pulses, or synthetic lab-made sources, like Quorn. Prograin uses organic, natural pea protein blended with delicious tasting roasted flax to provide a great taste without any artificial ingredients, dairy products, or meat.

etc…

Step 11 : Optional Call to action

At the end of your product landing page, you can include an optional call to action. It’s good to add this if you want to remind people of any time limited special discounts, offers, or bonuses with purchase.

I.e

Enjoy [INSERT BENEFITS a great taste, 99% natural organic ingredients and a delicious protein snack that keeps you going all day] with [INSERT PRODUCT Prograin Protein Bars].  Plus get [INSERT INCENTIVE 20% off your entire purchase when you buy 2 boxes] before [TIME LIMITED DATE April 29th!!]

No need to struggle with [INSERT PAIN POINTS flagging energy levels, synthetic ingredients, or unpleasant tastes] [Prograin Bars] are the answer if you want to [INSERT CUSTOMER DESIRE get more energy FAST!]

Now insert your call to action button:

I.e

 [GRAB YOURS AT 20% DISCOUNT]

Product Template Put Together

Now let’s take a look at how your product page template might look put together, using a fictional clothing brand as an example.

TITLE: Snazzy Organic Custom Tees

META DESCRIPTION:

[BRAND: Snazzy Organic Custom Tees] [BENEFIT: source sustainable cotton to create our soft natural fibre tee shirts.] [UNIQUE VALUE PROPOSITION: Upload your own design or create one on our easy to use platform then order & get FREE shipping – anywhere in the world.]

H1 HEADER: 100% Organic Cotton -Customised T-shirts [PRODUCT + GOAL]

HOOK INTRO: [PAIN POINTs: Hate the rough feel of scratchy, synthetic fibres against your skin?] [BENEFIT: Organic fibres are ideal if you have allergies or sensitive skin] [PAIN POINT: but what about if you desire more variety?] [HINT YOU HAVE THE SOLUTION: There’s now a way to create your own unique t-shirt designs, so you have unlimited choice, and are no longer restricted to what’s already on the market…]

H2 SUB HEADER: Customise your unique natural cotton tee shirt [CUSTOMER DESIRE] + [BENEFIT]

PRODUCT IMAGE: [INSERT PRODUCT IMAGE]

IMAGE ALT TEXT: Snazzys-CustomOrganicTshirt.JPG [BRAND]+[PRODUCT]+[FILETYPE]

PRODUCT DESCRIPTION: Our [DESCRIPTIVE WORDS: all-natural soft] [KEYWORD: custom cotton shirts] are the ideal solution if [BENEFIT: you suffer from allergies, or have sensitive skin.] Made to [BENEFIT: last through 100’s of washes, they offer seamless style and a perfect fit in a choice of women’s, men’s and children’s sizes.] [INCENTIVE: Make your own unique designs with our in-built design studio software, or upload your pre-made templates and we’ll create your perfect personalised shirt then send it to you with FREE shipping!]

EARLY CALL TO ACTION: [INSERT PAIN POINT Don’t put up with itchy and sore skin] or [INSERT PAIN POINTS a limited choice of tshirt designs.]  [INSERT PRODUCT Snazzy Organic Custom Tshirts] [INSERT BENEFITS are made from 100% natural cotton and allow you to create or upload your unique designs, so you can express your own personal style!]

 Buy [INSERT OFFER 2 t-shirts and get your 3rd at 50% off] PLUS  [INSERT INCENTIVE: receive FREE shipping and super-fast delivery – anywhere in the world!]

[INSERT BUY NOW BUTTON]

PRODUCT FEATURES: .

• [PRODUCT FEATURE i.e 100% organic cotton] – [CUSTOMER BENEFIT soft on sensitive skin, no irritation or chaffing]
• [PRODUCT FEATURE Customise your own unique designs]  – [CUSTOMER BENEFIT use our in-built t-shirt studio app or upload your template]
• [INSERT PRODUCT FEATURE] – [AND THE BENEFIT TO CUSTOMER]
• [INSERT PRODUCT FEATURE] – [AND THE BENEFIT TO CUSTOMER]

etc…

CUSTOMER REVIEWS:

See what our customers have to say about [Snazzy Organic Custom Tshirts ]:

[INSERT YOUR CUSTOMER TESTIMONIAL]

[INSERT CUSTOMER PICTURE]

[INSERT IMAGE ALT TEXT]

[INSERT 2ND CUSTOMER TESTIMONIAL]

etc…

FAQS:

Q) What are the benefits of organic cotton clothing? [GENERAL QUESTION]

• Organic cotton fibre is gentler on the skin and is more suitable to wear if you suffer from skin rashes and chapping.

Q) Is your packaging eco-friendly? [COMMON QUESTION]

• Yes. Our packaging is fully biodegradable and made from recycled cardboard, so you can purchase knowing you aren’t harming the environment.

Q)Do you ship internationally?[COMMON QUESTION]

Yes. For an additional cost of $10.00 we can ship your purchase anywhere in the world.

Q)How do I claim my free t-shirt? [PRODUCT SPECIFIC QUESTION]

1. To claim your free t-shirt offer, purchase any two of our custom shirts, upload your designs, and add to cart, then add your third custom shirt design. Your discount will be automatically applied at checkout.

etc…

OPTIONAL CALL TO ACTION:

[INSERT PAIN POINT Say goodbye to uncomfortable chafing and chapping and hello to a world of unlimited style choices] with [INSERT PRODUCT Snazzy Organic Cotton Custom Tshirts].  Plus get [INSERT INCENTIVE 1 shirt completely FREE when you purchase 2 shirts] and [INCENTIVE 2: FREE shipping anywhere in the world!]

[CREATE YOUR CUSTOM T-SHIRT]

About Page SEO

A great About page needs to tell your company story and establish your niche authority. It should also let potential customers know why they should purchase from you, so it’s a good place to outline your industry experience and mention any high profile people or brands you’ve worked with.

About pages shouldn’t be boring – they should engage, so think of your page as another chance to convince people to buy from you. 

4 SEO tips for About Pages you need to know

1. Don’t delist your About Page. About Pages display when people conduct “for brand” searches so don’t de-index your page. If you do, Google will have to replace your About page in search with another page that doesn’t precisely represent your brand.
2. Don’t nofollow your page. Your About Page can pick up backlinks, as people may link to it, if they mention your brand, so make sure you don’t include a nofollow command in the html of your page.
3. DON’T use the exact same keywords as your homepage. Doing this is known as “keyword cannibalisation” and it could negatively impact your rankings on Google. Instead try to find long tail keywords that are closely related to your mission statement or company vision.  If you have a brand called Snappy Tvs that sells smart devices for example, you might include keywords like:

smart device manufacturers

smart device innovator

advanced smart devices

etc…

4. Include the correct Schema Markup. You’ll want to include Schema markup on your About Page too, but make sure you use the right type. For About Pages, use SiteNavigationElement markup, as this gives your page a better chance of showing up in sitelinks when someone searches for your brand.

About Page Template

Step 1: – Title

The title of your About page should be short as it will show up in your URL and should include your brand name.

About + [BRAND NAME]

i.e.

About Snappy TVs

Discover Snappy Tvs

Step 2: – Meta description

Like all your other pages, your About Page meta-description should be filled out correctly as it will display on Google.

• Include the keywords you used in your title tag
• Keep it brief and accurately describe your page
• Keep it between 180-220 characters

i.e.:

Discover the world of [BRAND: Snappy Tvs], the [SOCIAL PROOF: industry leaders] in quality, affordable [PRODUCT SECTOR: smart devices] since [2009]. Our company mission is to offer [MISSION: cutting edge smart Tvs that marry affordability with the ultimate in innovation].

Step 3 : H1 Header

Your About page’s H1 header should…

• Include the main keyword you want your page to rank for – remember make it unique to your About Page
• Be between 20-70 characters
• Accurately describe your page content – to give Google enough information

i.e.

Our mission to create affordable [INSERT KEYWORD:  HiDef Smart Tvs]

The Industry leaders in [INSERT KEYWORD: quality smart devices]

Welcome to our world of [INSERT KEYWORD: bluetooth Smart Tvs]

The innovators in [INSERT KEYWORD: Smart device manufacturing]

etc…

Step 4: – Sub-header (H2)

Your first H2 tag should compliment your H1 tag, but you can also use H2 tags throughout your About Page copy to break up boring text blocks. This is a good strategy to employ, particularly if your content is a little lengthy. As these tags give Google even more information about your page, they should:

• Include keywords that are closely related to your H1 tag
• Be under 60 characters
• Be specific – let Google know exactly what your page is about

i.e.

What inspired us to create our [KEYWORD: eco friendly Smart Tvs]?

How we became the [KEYWORD: industry leading smart device innovator]

Our passion to produce [KEYWORD: affordable smart streaming devices]

Step 5: About Page Copy

Let’s take a look at the nuts and bolts of engaging About Page copy. You can customise the parts in brackets, so that it’s more suitable for your own ecommerce site.

A great way to start an About Page is by asking a question, as this immediately adds interest.

i.e:

What inspired us to create our [PRODUCT TYPE: innovative smart streaming devices?]

Then you can go on to answer the question you posed

i.e:

[Snappy Tvs] first began making [bluetooth headsets] back in [2009] and our brand quickly became popular with [gamers, streamers, and movie and music enthusiasts] due to our product’s [quality and affordability].

Expand on your brand story i.e:

In 2014, we expanded our product line and began producing our first smart streaming TVs with an eye to offer top line audio and visual products to [people on a limited budget].

Arrive at where you are today:

Today, our product line includes [Smart TVs, laptops, headsets, and streaming accessories to enhance the listening and watching experience.]

Now go on to outline your core mission statement:

Our mission is to deliver [high definition audio and crystal clear pictures at a price point that’s unparalleled anywhere else on the market.] We want to [keep pushing the envelope and bringing the latest, most cutting edge intuitive devices] to our customers – [at a much lower cost, and without compromising on quality.]

Add some anticipation by mentioning any future plans:

In the future, we plan to [expand our inbuilt cloud storage platform to offer free, exclusive streaming content on a dedicated Snappy Tv channel that will stream to all our devices.] We’re currently developing a [content plan] and aim to [feature popular influencers, musicians, and other content creators in short, reviews and in depth guides] to bring our customers [even more choice.]

Mention your experience and social proof:

With over a [decade’s] experience creating [streaming devices for our always on world], we’re proud to [have become industry leaders for quality and value]. Our brand has [worked with a variety of popular YouTube influencers including Zultan Zuminesky, Clara Clarion, and Zadie Zudan], and we [currently supply audio and audiovisual streaming devices to Westminster Public Schools.]

Now wind things up with a soft call to action:

We[ include complimentary in-built media storage in all our tvs and laptops, and offer the highest spec devices on the market available at this price point.] With [free UK shipping, a 10% loyalty discount, and a full no quibble refund] – it’s no wonder we’re the first choice for so many when it comes to [media streaming.]

 Browse our full product range [INSERT LINK] to [choose a TV at your price point], or select from [our line of quality streaming accessories [INSERT LINK] to [enhance your audiovisual experience.]

FAQ Support Page SEO

Including an FAQ page on your ecommerce site is a great SEO strategy, as it not only answers your visitors common questions, helping you to cut down on time answering emails, but it gives you another chance to rank on Google.

FAQ pages are often overlooked but they are super-important for SEO.  Google’s main goal is to find answers to questions, and when you create an FAQ page you are helping Google do its job. Create answers to questions many people want and they can even boost your chances of getting featured in one of Google’s answer boxes, or featured snippets, which will greatly improve traffic to your site.

Just like any other page on your site you should include relevant keywords in all sections of your FAQ page. Use long tail keywords in your questions, as Google voice searchers often ask questions to find what they need – if you include the questions people are asking, your page has an excellent chance of getting returned as the suggested voice search result.

Step 1: – Title

The title of your FAQ page should contain a keyword that’s relevant to your website and product line, and a good formula to use is

[product type] + [FAQs] i.e. if you sell vegan trainers your FAQ page title might be:

Vegan trainer FAQs

Using product type is better than using your brand name, though if your brand name is already keyword rich, you could consider using that too. If you had a brand name like “The Vegan Trainer Co” and “vegan trainer” was one of your keywords it would be fine to use your brand name as your FAQ page title.

Remember your titles will also become part of your page URL, so don’t make them too long.

Step 2: – Meta description

Your FAQ meta-description will display on Google, and it should:

• Include any keywords you used in your title tag
• Be a brief short summary that describes your page
• Be between 180-220 characters

i.e

Find out about Sustainable Vegan trainers from VeGAIN.co.uk – the organic workout specialists. We’re the UK’s market leading Unisex running footwear store offering free shipping and fast delivery.

Step 3 : H1 Header

Your FAQ page’s H1 header should…

• Include your main keyword
• Be between 20-70 characters
• Accurately describe your page content – to let Google know how to categorise it

i.e.

Ask us about our [INSERT KEYWORD: Organic vegan trainers]

[INSERT KEYWORD: Sustainable vegan running shoes] – your questions answered

Customer support for our [INSERT KEYWORD: Organic vegan running shoes]

Step 4: – Sub-header (H2)

Your FAQ H2 tags give Google even more information about your page. They should…

• Include semantic i.e. similar keywords to your H1 tag
• Be under 60 characters
• Be specific – let Google know exactly what your page is about

i.e.

Everything you need to know about [KEYWORD: organic non leather running shoes]

Common customer questions on our [KEYWORD: sustainable faux leather trainers]

Ordering [KEYWORD: synthetic leather sneakers] from [BRAND NAME: The Vegan Trainer Co]

Step 5: Intro

Your FAQ intro should be short and simple but should let people know what to expect. Remember to include keywords here, as in the rest of your content.

i.e:

Confused as to what type of [KEYWORD: vegan running shoe to pick]? Would you like to know our [KEYWORD: sustainable running shoe] shipping and handling policy, or what to expect once you’ve placed an order with us?

 We’re happy to answer your queries but we get asked some common questions A LOT. Before you get in touch, take a look at our [KEYWORD: vegan trainer FAQs], to see if we’ve already answered your question!

Step 6 – FAQs

You can use your FAQ page to connect with searchers looking for answers to their questions about a product or product type. Your questions and answers should be short and direct – remember, even though it’s an FAQ page, it should still be angled to sell!

FAQ pages can help close a sale, by overcoming common customer objections or answering concerns about a product. They are a great way to attract voice searchers to your page as they tend to ask questions, and this can really help boost your Google ranking. 

Remember to use your keywords in your FAQs as well as throughout your entire FAQ page, as this gives you yet another way to use your content to improve your Google search score.

More ways to find questions to include on your FAQs page:

As well as Google Search Suggest, Answerthepublic, and SemRush, there are even more ways you can formulate the perfect SEO friendly questions for your own FAQ page.

REMEMBER: ALWAYS  include some general questions that are related to your product niche, not just your product. This gives you a great way to connect with searchers who aren’t familiar with your product but are interested in finding out about your product niche.

1. Browse Quora. Quora is a superb tool if you’re looking to find out what questions people ask about products, topics, or anything related to what you do.  Type in any topic then choose “More Options” and “All Questions” to see a list of the latest questions on any subject.
2. Look at your competitor’s FAQ pages. If you’re short on ideas, take a look at similar websites FAQ pages, to discover the questions customers want answered.
3. Consider the questions your customers and followers ask. What questions get asked frequently on social media by your followers, and what questions do you find yourself answering again and again via messaging or email?

I.e

Q) How do I measure my shoe size correctly? [GENERAL QUESTION TO ATTRACT SEARCHERS NEW TO YOUR BRAND]

1. Use a measuring tape or slide rule to measure from the tip of your big toe to the outside of your heel to find the length of your feet in inches or centimetres. To find the width of your feet, place your foot flat on the floor, then measure across the widest point from one side to the other.

Q)Do you ship internationally? [COMMON QUESTION]

Yes. For an additional cost of $10.00 we can ship your purchase anywhere in the world.

Q)How much does it cost to ship to the UK? [COMMON QUESTION]

1. Shipping is free for all purchases in the UK.

Q) Are your [vegan leather trainers] made from entirely sustainable materials?[QUESTION WITH KEYWORD]

Yes, The Vegan Trainer Co only uses sustainable materials to create our faux leather running shoes.

etc…

Product Guide Landing Page Template

Your product landing guide page should be a mini pitch for your products – and it needs to sell the benefits to your visitors. You can use this type of page to share to social media, in your email newsletter subscriptions or in paid ads.

Step 1: Title

Your product landing guide should be focused around 1 primary long tail keyword, and your other keywords should closely relate to this term. Your content needs to relate to this term, if you want to score highly on Google.

 Keep titles brief and include your main keyword in your title, so Google knows what your page is about.

i.e.:

Scrunchies Organic Pet Food Products 50% Sale [BRAND NAME] + [KEYWORD]+ [MODIFIER]

Step 2: Meta Description

Your meta descriptions for your product page should briefly sum up your page content but they need to be written in a persuasive way to entice searchers to click through as they will show up on Google. Think about your core value offering and what makes you unique, when you come to create your meta copy.

IMPORTANT: Make sure you include the keyword you used in your page title when it comes to creating your meta description copy.

i.e:

Our [INSERT KEYWORD: organic pet food products] use the purest meat and plant based ingredients to give hungry pets the [KEYWORD: natural pet protein], vitamins, and minerals they need for perfect health.

Step 3:  H1 Header

H1 Headers give Google more information about your page, and should use similar keywords to your title. They need to be eye-catching enough to attract the attention of visitors to your page and accurate, to score well in Google’s search rankings.

i.e.:

Pure [KEYWORD: natural pet food] for purrfect pet health

Step 4: H2 Header

Your H2 header will act as a compliment to your H1 tag and gives you a little more room to expand. You can use your Product Landing Guide page H2 header to let Google and your visitors know a little more about what you’re offering.

Include semantic keywords that compliment the keywords you used in your H1 tag.

i.e:

[KEYWORD: Feed cats] & dogs right – with [KEYWORD: healthy pet food] that nourishes

Step 5: Product Category Descriptions

This is the part of your page where you’ll list your product categories.

Each of your product category descriptions should contain the following:

1. H2 Header

i.e:

[Organic Cat Food] [Scrunchies 5KG]

[KEYWORD] + PRODUCT NAME

2. Short Description

Here you’ll briefly describe your product category.

i.e.

Our [KEYWORD: organic Cat Food] [PRODUCT: Scrunchies 5Kg bag] is [BENEFIT: full of goodness for your feline fur baby.] One month’s supply of [KEYWORD: natural dry cat food] to ensure [BENEFIT: your pet receives the vitamins and nutrients healthy cats require.]

3. Image & Image Alt Text

[INSERT PRODUCT IMAGE]

[Image Alt Text]

Remember to label every product or product category image you include correctly to give an extra boost to your SEO.

A good formula to use when naming pictures is:

[BRAND NAME] +[PRODUCT NAME] + [FILE TYPE]

i.e:

Scrunchies-OrganicCatFood5Kg.jpg

Step 6: Social Proof

You need to give people a reason to purchase from YOU, so list your experience, recommendations, or any high profile mentions you’ve had. It’s a good idea to include some customer testimonials or video testimonials here, as they will encourage people to buy.

i.e:

[BRAND NAME: Scrunchies] is [BRAG: Facebook’s 1st choice for organic dog food] and is [BRAG: loved by 1000’s in the UK and around the world].

See what our customers have to say about Scrunchies Organic Pet Food:

[INSERT CUSTOMER TESTIMONIAL & PICTURE]

[INSERT IMAGE ALT TEXT]

OR

[INSERT CUSTOMER VIDEO TESTIMONIAL]

Step 7: FAQs

It’s a good idea to include an FAQ section on your Product Landing Guide too, to attract voice searchers. If you include an FAQ section on your page, you’ll also be able to introduce people searching for answers to their niche questions to your products.

Include a mix of General, specific, and commonly asked questions and use your primary keyword as well as semantic keywords in your FAQ questions and answers. Keep answers fairly short, and begin questions with a yes or no where appropriate so people can understand the answer right away.

I.e

Q) How many times a day should I feed a cat? [GENERAL QUESTION TO ATTRACT SEARCHERS NEW TO YOUR BRAND]

A)

Q) How many times a day should I feed a dog? [GENERAL QUESTION]

A)

Q)Do you ship internationally? [COMMON QUESTION]

1. Yes. For an additional cost of $10.00 we can ship your purchase anywhere in the world.

Q)How much does it cost to ship to the UK? [COMMON QUESTION]

1. Shipping is free for all purchases in the UK.

Q) Is Scrunchies Organic Pet Food 100% natural? [PRODUCT SPECIFIC QUESTION]

1. Yes. Our healthy pet food is made using 100% natural meat and plant based protein, and is sourced sustainably.

etc…

Step 8: Call to Action

Now wind things up with a short call to action. If you are offering any incentives to purchase, mention them here too!

i.e.

[BRAND: Scrunchies Organic Pet Food] allows you to [BENEFIT: give your pet a complete meal every time you feed them.] [PAIN POINT: No more checking nutrients or mixing different foods] – our [PRODUCT TYPE: healthy natural pet food] gives [CUSTOMER DESIRE: your hungry cat or dog all the vitamins and nutrients they need.]

[OFFER: Purchase 2 bags of our delicious pet food and get 1 free when you buy before[TIME LIMITED DATE] Browse our range for [hungry cats here] or check out [our delicious doggy snackshere] and enjoy [INCENTIVE: Free shipping and 24 hour delivery in the UK].

Technical SEO FOR ecommerce

URLs: Use Short, Keyword-Rich URLs

Research has shown shorter URLs rank better on Google so it’s best to keep your URLs under 50 characters. This can be difficult when you run an ecommerce site as often your product page URLs will have categories and subcategories in them.

One way around this is to make your categories and subcategories keywords, which will boost your SEO on Google. If you have a work out gear store for example, you might have category pages such as:

Mens trainers

Womens trainers

Yoga pants

Yoga mats

Etc…

And subcategories like:

Vegan

Organic

Etc…

Finally your product page title will also be included in your URL.  Keep your titles short, include your main keyword, and separate words by dashes i.e.:

Star running shoes

Here’s a sample SEO optimised URL that follows the above tips:

https://SnazzyGym/womenstrainers/organic/star-running-shoes

Use Internal Links to other pages you want to promote

Internal linking – where you link to other pages on your site – is a great SEO strategy when you own an ecommerce brand. ALWAYS link from high authority pages to pages you want to get more eyes on.

High authority pages are typically pages that already rank well on Google, so if you have a page that appears on Google’s first page, it would be a great idea to use internal links there.

If your homepage ranks highly on Google but you want to promote a product page for protein bars, you could create some keyword rich anchor clickable text to direct people to that page, that says something like

 “Buy vegan pea protein here”.

Get Rich Snippets with Schema mark-up

Rich Snippets are an excellent way to get seen on Google and you can massively boost your chances of getting featured if you include Schema mark up on your product pages.

Schema markup is a piece of code that lets Google know exactly what your page is about – and if you include it, Google may feature a snippet from your page in search.

Using Google’s Structured Data Markup makes including Schema MUCH easier.

6 step guide to using Google’s Structured Data Markup

1. Select products, then choose a page from your site that has customer reviews.
2. Enter the URL of that page under “URL” then select “Start Tagging”.
3. Highlight the part of your page you want to appear on Google. If you want a review to show up, select that section, including the name of the reviewer and the date of the review.
4. Select the number or star rating your customer gave, then choose “Aggregate Rating”.
5. If you’re including more than one review, highlight the number of reviews and select the “Count” tag.
6. Select “Create HTML” then copy and paste this new HTML into your page. Use the Google Search Console to check you’ve implemented the code correctly – if you have, you should see “Rich Results” displayed under “Enhancements” in the sidebar.

Once you’ve done this, your review now has a good chance of appearing in Google as a Rich Snippet!

Use a mobile-optimised layout

As so many people now use portable smart devices to shop online, you need to make sure your ecommerce website is responsive and mobile optimised. This will not only make it easier for mobile users to make a purchase, it will also help to boost your Google ranking. Google crawls sites for mobile-optimisation and ranks them using its mobile-first index, so the more your website is optimised for mobile friendly, the better your search engine result.

Reduce your page loading speed

Google analyses your website’s page loading speed on both desktop and mobile – and the quicker your pages load, the higher you’ll rank.

To boost your speed, remove as much clutter as possible. If you have a fussy background image,you might consider swapping it out for a plain one. Remove any unnecessary plugins or apps that are slowing down our site too. Confused as to what to remove?  As a good rule of thumb, if it’s not driving sales or conversions, you can leave it out.

Optimise your images

To improve your SEO and score better on Google, you also need to optimise your images.

There are two main ways to optimise your images for SEO:

1, Reduce their size. If you have images that are 2000 x 2000 pixels, you might try reducing them to 500 x 500. As long as they still look good when they are displayed, you’ll be cutting  down on page loading time.

2) Save your images as a lower quality format. By saving your images as JPGs instead of PNGs you can drastically reduce their weight – and the time they take to load. Use an image editing program like Photoshop to save your images into another format.

3) Reduce the quality level of JPGs. If you save your images in the JPG format, you can also select the JPEG quality level– choosing a lower quality level can help to reduce their size and page loading time. After you’ve reduced your JPGs quality level, check to make sure they still look good on your website.

Analyse your website layout with HeatMaps

Any good SEO strategy includes on-going monitoring and analysis, so you can keep updated on what’s working – and switch out what’s not performing so well. Heatmaps like Crazy Frog are a great way to see how people engage with your pages, so you can optimise them for conversions.

If people spend a lot of time on one section of your page, or you get a lot of conversions when you use one particular landing page, you’re obviously doing something right. Use Heatmap software to identify what this is, then replicate it on your other pages.

Heatmaps can also show you if people find it hard to navigate a particular page, or immediately click out. You can use this information to rearrange your layout, so that it’s more consumer friendly.

Thanks for watching!

Did you enjoy our ecommerce SEO website guide and content templates?

Let us know if you’ve tried any of our strategies and templates out – and whether they helped you boost your ecommerce SEO strategy.

We read every piece of feedback we receive from our dear students and use it to improve the content we bring you – so leave a comment and let us know what you think!

While you’re here, we’d also like to ask you a small favour – if you found our content helpful, would you be our hero and leave us a comment?

Now is the time to put all that you have learned into action – so you can start ranking better on Google and enjoying more traffic and sales.  Keep your templates handy, so when you need to create SEO content for your product descriptions or other pages on your ecommerce website, you’ll be able to use them.

 If you put in just a little effort AND use the blueprints and the strategies outlined in this guide, you should soon start seeing an improvement in your approach to ecommerce SEO.

Dont forget to leave a comment