Are you looking to improve the organic positions of your eCommerce?
Then you landed in the right page.
To improve your organic positioning, an SEO activity is required.
According to a recent study, we know that:
- the organic results are the most clicked;
- 60% of clicks go on the first 3 organic results;
- 90% of users look only at the first page of the SERP;
- then, only one user in 10 moves to the second page of the SERP.
The first organic result on the SERP has a click-through rate of 36.4%, the second 12.5%, the third 9.5%.
On the basis of all these considerations, the importance of a good SEO activity for organic positioning is clear. You must also take into account that eCommerce activities on the web increase exponentially every day, so also the competition is growing.
There are more than 200 factors that Google takes into account when determining the ranking of your site for a keyword.
In this article, we will focus on the most important factors to consider when working on the onpage optimization for your eCommerce.
1. URL Structure
Let’s start with the URL of the page. The ideal structure should be simple, relevant and understandable both by humans and search engines.
The URL is generated automatically by the CMS used to build the site. Some CMS generate more readable URLs, but not always optimized both for potential customers and for SEO.
You should enter your keyword within the URL, just after the domain, using the dash (-) as a separator between words.
The following is an example of clean and clear URL strucutures:
2. Title Tag
It is one of the most important elements of all the optimization, because it is one of the main things that search engines consider to determine the content and the relevance of the site with a query.
Think of the title tag as a brief description of the content of your product page.
As with the URL, the keyword must appear at the beginning of the tag.
The optimal title tag formula is: main keyword + any secondary keyword + brand name.
The presence of a secondary keyword + the brand name is what makes each title tag of the single product page, because they solve the problem of having multiple products of the same type.
Breadcrumbs are the navigation links that are seen near the top of the page. They show the visitor the hierarchical path to arrive at a given page within a website.
In a few words, they help the user understand where they are in your eCommerce, but they are also a good SEO practice.
In fact, they create internal links to other pages of the site and help to define the internal architecture of the links.
4. Heading Elements
They can be used to subdivide a page into ordered paragraphs through the use of subtitles. They are distinguished by the element <h>, where 1 is the most important element.
So, H1 would be the most important title of a page, while H2 would be the subtitle of a paragraph, etc. It is appropriate to include the keyword at least in H1. In addition to being important for SEO, this makes the readability of the content easier for the user.
5. Product Description
Most people tend to underestimate the importance of a good product description. You should pay attention and work on it, as it provides the possibility to differentiate your online store from the competition, by providing an added value for your audience.
When writing the content of a product page, you must put yourself in the role of the potential buyer, thus providing the information they may find interesting.
Do not limit yourself to the technical characteristics of the product, which are sometimes boring and partially useful for the potential buyer. Instead, try to create useful and unique content.
6. Customer Reviews
According to some studies, almost 70% of people look at online reviews before making a purchase. If your eCommerce has no product reviews, you are missing out on a great opportunity. Not only people, but also search engines love product reviews.
They are a great resource because they provide your online store with new and unique content. They are also an excellent way to update the content of your site at no cost, because they are generated by your customers.
In SEO, they also help to optimize the product page for long-tail keywords that you may not have considered. When your customers leave reviews, they could use the same keywords for which consumers are searching.
7. Loading Speed of Your Pages
The loading page speed directly influence the organic positioning of your website. But what really matters is that, if your eCommerce is slow, the potential customers would prefer to choose a faster one, often abandoning a full shopping cart.
There are a few things you can do to speed up your site, like optimize the size of your images (see next point) or use a Cache plugin. But the factor that will mostly affect the loading speed of your online store pages is the choice of your web hosting. So, how can you decide if a web host is good? Be sure to check this guide which contains 16-points that will help you select the best web hosting for your online project.
8. Product Images
Search engines can not read images, so we need to help them do this by optimizing images.
Two elements must be taken into consideration:
- The image file name. It is usually generated with a numeric string (for example, ending in .jpg). You should rename your image in a descriptive way.
- The alt attribute. It is the text that must be inserted in each image and helps search engines identify what an image is about. For a good optimization, you should use the keywords within the text of the alt.
Finally, make sure that the image file size is not large enough to slow down the page load. This would slow down the website speed, causing a decrease in traffic to your eCommerce and, overtime, a lowering of positions in search engines.
Now that we have reviewed the most important on-page optimization strategies for your online store, it’s time to get to work.
Always remember that the activity of SEO requires constancy, perseverance and patience.
Do not expect to find your eCommerce in a very short time on the first page of Google, because this takes time.
But sooner or later your online store will start to position itself well in search results with certain keywords and, hopefully, you can beat your competition!