E-marketers can use structured data, the HTTPS protocol, product content, clean URLs, and search intent to improve search rankings and increase website traffic.
Search engine optimization aims to help search engines such as Google, Bing and Yahoo understand the purpose and content of a page in the hope that they will be used to appear in the search results.
An ecommerce company could spend months or even years optimizing search engine traffic. Some SEO techniques require in-depth changes to the site structure, an almost constant flow of new content, or search-by-keyword days.
But with a little development expertise or the ability to turn a sentence, there are at least five SEO tactics that you could run in a matter of hours.
Tagging structured data
Structured data gives search engines "explicit clues" to the content of a web page. Google, for example, uses structured data to recognize products on an ecommerce site and share additional information about these products in the form of rich results.
First, it may increase the likelihood that Google or other search engines will display a page with rich results. Rich results, in turn, can encourage more researchers to click on a specific result.
Secondly, Google engineers and spokespersons suggested that structured JSON-LD data could become a ranking factor – if it's not already done. For example, John Mueller, a Google webmaster trends analyst, said structured data "could end up in the rankings over time." The addition of JSON-LD structured data can also have an impact on the rankings.
Anyone who has ever used a web browser is probably familiar with HTTP and HTTPS.
Both describe a communication procedure across a computer network, and both are widely used on the Internet.
However, HTTPS – Hypertext Transfer Protocol Secure – takes the extra step of encrypting the information before sending it over the Internet.
E-commerce sites should already use HTTPS for any page containing customer or payment information. But not all ecommerce websites use HTTPS for landing pages, category pages, and product detail pages. This is unfortunate since search engines like Google use HTTPS for ranking.
Effectively, this means that if there are two pages of otherwise equal product details, Google may file a page using HTTPS on a page using HTTP.
Search engine algorithms love original, useful, informative and entertaining content.
From Google's point of view, high quality content makes for happy consumers. Google wants to give users the best possible search experience. When a user performs a search on Google, this search must result in a page that provides the information, product or experience sought by the user.
So why not give Google's search robot what it wants? Add high-value content to the e-commerce category and product detail pages. Remember to include a short description, a long description, product specifications and reviews.
Men's clothing retailer Suitsupply, for example, includes on the product detail page (a) a short description of the product, (b) a section describing the fit and (c) a section on product specifications.
Clean up the URLs
Simple, easy-to-read URLs are an asset for both site visitors and search engines. In fact, Google recommends short, simple URLs in the search console guidelines:
The structure of the URL of a site should be as simple as possible. Consider organizing your content so URLs are built logically and in a way that is most understandable to humans (if possible, readable words rather than long identification numbers).
Modify the URLs of ecommerce pages to follow common SEO patterns, such as:
domain.com/product-category domain.com/product-category/sub-category domain.com/product-name-and-keywords OR domain.com/product-category/sub-category/product-name OR domain.com/product-category-subcategory/product-name
- Avoid URL parameters such as ? _ Id = PXH1687Dbhda8kjd & color = darkred.
- Use hyphens to separate the words.
- Include keywords.
- Use lowercase letters.
Optimizing for the Purpose
Consumers use search engines for a specific purpose – to learn something, find something, or maybe buy something.
The action that a researcher has in mind is his intention. For SEO by e-commerce, focus on users with transactional intent.
This objective will include the optimization of key phrases intended to purchase such as "best laptop for students" or "best laptop for my grandmother", and the streamlining of some ecommerce pages for conversion.
In writing on Search Engine Watch, Simon Ensor, managing director of Yellowball, a digital agency, pointed out that e-commerce landing pages should:
- Provide useful content to help visitors make a decision to purchase.
- Facilitate the execution of a transaction.
- Have a clear call to action.
- Include the language "purchase".
"We must make clear to Google that if someone types a search term based on the purchase, our page is the best result," wrote Ensor