Most e-Commerce marketers like organic traffic because each free user session is a potential sale. Contrary to paid campaigns in social media and search; a business will not incur any direct costs when it comes to using organic traffic.
In most cases, companies lack the expertise for SEO growth, uncertain of the way to create landing pages that do well in search and attract qualified traffic to the website. Contrary to paid traffic, when you increase your visibility organically it’s not simply a question of increasing the budget for your advertising.
Below are 5 areas to focus on to deliver big results in e-commerce SEO:
Title Tags and Meta Descriptions Should be Compelling
The meta description shows up below a page’s title tag in an organic search. This is your opportunity to be unique and encourage click through to try and capture your potential customers. Additionally, the title is the only thing they will read about your website before determining if you get their click, or if your competitor gets the click.
For e-commerce sites, providing scores of products that usually get replaced seasonally, determining how to write engaging meta descriptions at scale is challenging. Some businesses use a lot of time generating a meta description for each page that is unique; however, this is not always possible if you are selling a lot of products online or if you’re a small company.
What expert SEO specialists do is make use of “Concatenation Schemas” to create a set of rules that automate the creation of meta descriptions. It is often a small piece of code, which uses a determined set of “rules” to create relevant descriptions automatically.
With regards to URL structure, the way to go is to make sure your products are as close to the root folder as possible. Although it might seem reasonable to have your products ordered under several categories (such as WWW.sample.com/products/category1/category1-a/product-1), this will reduce its chances of being found/clicked on.
With URLs that are longer, it implies that searchers do not see the actual name of your product at the end of the URL, which could often be clipped or abbreviated in search results. If you check out the pages of leading online retailers, you will notice that the ones consisting of the actual product listing are not often more than one to two to folders away from the root directory. This isn’t a problem if you include parameter strings that are longer after the product folder; however, ensure the name of the product is noticeable in the URL for search purposes.
Brian Elvis, Expert SEO Consultant, at A+ Digital, recommends that if you want to get more users to your e-Commerce site, you can add Breadcrumb List schema to your website to outline the directory structure of the site. It will take the URLs, which show up in search engine results page (SERP) snippets, and transform them into a more user-friendly form.
On-Page Copy for Category Pages
Most site owners think it is fine to have product category pages that just list the products that are available, without any extra page content. However, merely listing products on a product category page offers hardly any suggestion of what that page is referring to. Google prefers to see textual HTML content on a page so that it can interpret it and decide what sort of searches this product should show up for in SERPs.
Even something as straightforward as a two-paragraph description of the category will provide crawlers with indexable content, which gives you a far greater opportunity for ranking in search results. Don’t stress too much about where the content is on the page, just as long as it is visible to crawlers and users.
Navigation of the Main Menu
Although navigation of the main menu is essential for internal linking and search engine optimisation in general, it will take a lot of effort for e-Commerce websites. The pages identified in your list are usually those that rank higher in search results, especially as the menu will show up across countless numbers of pages.
An excellent way to make the most of your menu navigation is to use secondary navigation choices. Home Depot is a good illustration of this. Their “All Departments” menu just has their 17 most common product categories. But once you hover over every category, it extends to secondary options within that category (as well as tertiary choices beyond that). With that menu showing up across each product and category page on the website, the internal linking value offers a visible ranking boost for menu pages of Home Depot.
Crawl budget (the amount of pages search engines will bother to index) is a significant concern for big e-Commerce sites. No matter how much optimisation you may consider using, it will not help your website if crawlers are not locating your content.
You will find some strategies you can use to enhance the indexing of your site. First, you can review the number of 5xx server errors your website returns in Google Search Console. Gary Illyes, who is Google’s Webmaster Trends Analyst, recently wrote an article on crawl budget where he, in particular, directs site owners to take note of the number of server errors in the Crawl Errors report in Search Console. This is because many connection timeouts or server errors are usually a sign of poor website health.