{"id":5747,"date":"2020-06-24T14:10:02","date_gmt":"2020-06-24T18:10:02","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=5747"},"modified":"2021-01-07T15:14:56","modified_gmt":"2021-01-07T20:14:56","slug":"ecommerce-seo-strategy","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/en\/blog\/ecommerce-seo-strategy\/","title":{"rendered":"eCommerce: How to implement an effective SEO strategy for your website?"},"content":{"rendered":"\n

SEO<\/a> stands for “Search Engine Optimization” and refers to the ranking of a site, page, or product in natural search engine results.<\/p>\n\n\n\n

Why is SEO a non-negotiable strategy in eCommerce?<\/h2>\n\n\n\n

The basis of any eCommerce<\/a> marketing action is to offer your products to interested clients when they search for them. The goal of SEO is to effectively reference your business so that your potential clients can easily find your products on search engines when they are searching for them, and thus generate traffic to attract a qualified audience to your eCommerce site<\/a>.<\/p>\n\n\n\n

The challenge is both to determine the keywords that best match your offerings, your market, your business, and users\u2019 search behaviors<\/strong> in order to meet their needs at the right time, and to structure your site with respect to these keywords.<\/p>\n\n\n\n

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How to define your keyword strategy?<\/h2>\n\n\n\n

To define your keyword strategy<\/a>, it is vital to ask yourself several questions to optimize your rankings.<\/p>\n\n\n\n

First, about your business: What keywords best represent your business? Each of your products? What searches do you want to appear in? At what stages do you wish to capture the attention of your target audience?<\/p>\n\n\n\n

Next, about your market: What keywords do your competitors use? What differentiates you from them?<\/p>\n\n\n\n

Your keywords must correspond to users\u2019 search intent and must be associated with the content of your eCommerce.<\/p>\n\n\n\n

Several tools can help you build your keyword strategy: Ahrefs<\/a>, SemRush<\/a>, Keyword Planner or Google Trends<\/a>.<\/p>\n\n\n\n

The objective is to determine, on your own site as well as your competitors\u2019 sites, the keywords which have the largest search volume and the difficulty to rank high on these terms. The keywords should represent your business, your market, and each of your products. The more details there are in your product descriptions, the more you will reach your specific target audience.<\/p>\n\n\n\n

List the keywords to use on your site and those to avoid. Favor long-tail keywords, a phrase composed of several words, which allow you to rank on each word as well as on the groupings of words.<\/p>\n\n\n\n

For example, a user may search for \u201cwood flooring at the best price\u201d or \u201cbuy floor varennes\u201d rather than \u201cfloor\u201d.<\/p>\n\n\n\n

How to implement your strategy?<\/h2>\n\n\n\n

1) A page dedicated to presenting your business (e.g. the Home Page) using generic keywords, which refer to your brand and your products, to allow users to find you according to your services and market.<\/p>\n\n\n\n

2) \u201cCategory\u201d pages, each with their own URL with specific content to describe your different product categories.<\/p>\n\n\n\n

3) Product pages, which must contain the name of your items as well as all their features. These descriptions must be unique and original, respecting your keyword strategy.<\/p>\n\n\n\n

E.g. Waterproof red spring coat with hood vs.<\/strong><\/em> coat<\/p>\n\n\n\n

Your pages will have to be built accordingly. The H1 tag, the <Title> as well as the meta descriptions must contain the full name of your article.<\/p>\n\n\n\n

E.g. Waterproof red spring coat with hood XX brand vs.<\/strong><\/em> red coat<\/p>\n\n\n\n

The URLs should correspond to your products:<\/p>\n\n\n\n

E.g. site.com\/coat\/collection-a\/waterproof-red-spring-coat-with-hood
vs.<\/strong><\/em> site.com\/coat\/1 <\/p>\n\n\n\n

and site.com\/coat\/collection-a\/ waterproof-green-spring-coat-with-hood
vs.<\/strong><\/em> site.com\/coat\/2 <\/p>\n\n\n\n

All your images must be renamed to be listed in Google\u2019s image section. This usually takes time but allows you to expand your reach.<\/p>\n\n\n\n

E.g. XX-red-coat-hood.jpg vs<\/em>. img88888.jpg <\/p>\n\n\n\n

Finally, if your company has several locations, we advise you to have a single page per branch with the H1 tag, title, description, and content optimized for each specific branch.<\/p>\n\n\n\n

HTML page optimization – SEO audit<\/h2>\n\n\n\n

Other more technical optimizations are to be implemented so that your eCommerce site benefits from a strong SEO, but this generally involves an SEO audit by an expert or a web agency, as these implementations require solid technical knowledge.<\/p>\n\n\n\n

Several “free” and “fast” tools offer to perform an SEO audit of your online store, but the results are unfortunately not useful. The best way to carry out this audit is to let experts evaluate your strengths and weaknesses in natural referencing, and the technical actions to be implemented to optimize it.<\/p>\n\n\n\n

SOME TIPS:<\/strong><\/h3>\n\n\n\n