Ecommerce SEO 2022 —(Definitive Guide + The Right Strategy)

Ecommerce SEO - DemandSage

The COVID-19 pandemic reshuffled most industries and aspects of life. But if some trends went away as the lockdowns and related restrictions calmed down, two patterns are here with us to stay—1) how people shop and 2) how businesses sell and market to their consumers.

Almost 70% of consumers say their shopping habits drastically changed after the outbreak of COVID-19. And by changes, they mean they are now mainly shopping online, and most will probably continue to do so. 

The majority of market sectors experienced a negative impact, but the eCommerce segment saw impressive growth trends. This is not surprising—people were forced to stay at home, with no choice but to turn to online shopping. And this heavily affected businesses that didn’t take the digital route and heavily relied on offline shopping experiences. They had to make quick changes and embrace eCommerce marketing practices to be able to shift their sales online. 

This implies that the online space is now more saturated with companies willing to sell online than ever, meaning that the digital race is stiffer than it ever was.

For the newcomers, however, it’s all about entering uncharted territories. And this all-encompassing guide on eCommerce SEO will reveal everything you have to know and do when it comes to optimizing your website for success in online sales. 

Why Start Your Online Journey With Ecommerce SEO 

Top eCommerce giants—from eBay to Amazon—heavily invest in cross-channel marketing activities. Their digital strategies typically include social media, PR, advertising, affiliate partnerships, and influencer marketing—you name them all. 

But such an integrated and all-inclusive digital marketing approach requires resources—from big budgets to large marketing teams. And, if you don’t have the seven, eight, or nine-figure revenue they have, you can hardly replicate their digital strategy.

But this shouldn’t sound discouraging. 

Most of the channels the blue chips employ come as secondary or additional sources of online traction and, hence, customers. The only digital aspect you can’t ignore is SEO—it’s the backbone of the success of any online business and can even help you beat competitors without heavily investing in any other marketing activities.

A recent Semrush study found that SEO comes as the third most traffic-driving online channel, attracting 20% of their site visitors. Before the pandemic, it was second, and it didn’t go that far from this spot ever since.

 Ecommerce SEO - Ecommerce Industry Traffic

SEO, however, is not just about traffic. While attracting visitors and customers is the very aim of all your marketing activities, SEO brings more than that: 

  • SEO has one of the highest ROIs (returns on investment) compared to all the other marketing campaigns.
  • Digital ad costs are sky-high, and the CPC trends show that they go up every year. This means that organic traffic is worth all the trouble and hours you invest in website optimization, as it’s more sustainable and set for the long haul.
  • 71% of customers’ purchasing journeys start with search engines. Even a higher percentage—74%—turn to search to finalize it. 

So if you aren’t visible where most of your customers begin and complete their buying cycle, you might as well not tinker with other marketing channels. Because it’s SEO that gives you this kind of visibility across the search engines.

Ecommerce Site Optimization Must-Do’s

Hopefully, now you are fully aware of the value of SEO for any eCommerce business. After all, it gives you the top positions in Google’s search results (SERPs), brings organic visibility, and attracts the right shoppers.

Now, the question is—how do you optimize a website, and what are eCommerce SEO specifics?

Ecommerce SEO has its own peculiarities other non-eCommerce sites can ignore. This guide covers all of them so you can always turn to it to double-check your efforts and make sure you’ve built a solid foundation for your online success.

Without any further ado, let’s take a thorough look at these absolute must-do’s.

Create a Clear and Easy-to-Maintain Site Architecture 

The very first thing to do is to make sure you have a clean, neat, and manageable site structure. This won’t just help visitors browse through your site. Clear site navigation with a simple structure also helps web crawlers better see your web pages.

The key idea is to have as few clicks as possible to visit any web page. You should count from your home page.

The golden rule is to keep your main page-X page journey within 3-4 clicks.

This ensures smoother UX and more crawler-friendly site architecture.

Backlinko nicely depicted how your eCommerce website SHOULD and SHOULD NOT look like:

Example Poor Site

As you can see above, some pages are 6 clicks away, and there’s no consistency when it comes to site structure. This architecture doesn’t simply lead to bad UX, it’s not scalable and easy to maintain.

Now, here’s what you should aim for instead:

Well Optimized Site

This is what pros call flat website design. You can see how everything meets at the home page no exceeding the 4clicks-away rule. Also, it’s very clear how and where to add more pages, whether you need to create a new product page or a new sub/category. This is where scalability comes from.

So you should try to aim for a site structure that resembles the neat and clear image above.

Tip: fix your site architecture as you read this guide. Because the more you wait to bring more structure, the more pages and content you’ll have to go through, which will just make it harder to do your fixes further along.

URL Optimization

If you’ve read somewhere that URL or domain names impact your rankings, remove this misconception from your head straight away. They don’t.

But this doesn’t mean that messy or incoherent URLs are okay.

You have to make sure your URLs also pitch into your smooth UX and SEO-friendliness.

Just imagine seeing two web pages where one has random numbers and symbols, while the other one is fairly short and has all the keywords that match your initial search. Which one would you choose?

❌ www.abc.com/n2647kh-hdfyk-57j8l05783/89sports-shoes-nike

✅ www.abs.com/shoes/nike-trainers

Run Keyword Research That’s Tailored for Ecommerce

If site architecture is the foundation of your SEO success, keywords are the walls that hold it.

So before you get to anything else, you have to run eCommerce-tailored keyword research. Having the right keyword strategy leads to more organic visibility and higher digital footfall.

While there are a lot of posts that cover keyword research in great depth, eCommerce might require you to do things a bit differently.

Why? Because your job is not to just find popular keywords that will bring more traffic, you need to bring highly targeted customers who are ready to buy from you.

As keyword intent (reflects a user’s intent for the search) is the only way you can really know when the person is in the buying mode, you need a way to understand that intent. Semrush is one of the few solutions that feature this metric so I’ll show you the perfect eCommerce keyword research workflow with the help of this platform.

1. Brainstorm your preliminary keyword list

As an eCommerce business, one thing should come easy for you—your initial keyword list should typically include your entire product range, including categories and subcategories. 

You can simply use all the product/category names of your web pages and list them down. 

Product-focused keywords 

Search terms that feature your product are always your top-priority keywords to target.

But don’t disregard keywords that may lead to your main page, product categories, and blog posts. You should have a clear set of keywords that match all of these pages. And when you make the selection, you have to make sure that they have:

  • A close match to the nature of your business and product range
  • High demand (demand is typically reflected in search volumes, a metric that shows how often people search for the given keyword within a month) 
  • Feasible competition (in Semrush, it’s keyword difficulty metric that reveals how hard it is to compete for the given keyword)

Intent-focused keywords

While keywords that match the criteria above should be at the top of your list, don’t forget about keyword intent. It’s not only important as you’ll get traffic that’s more likely to convert, but Google itself also puts growing importance on user intent, and for SEO success, you should always follow the search engine’s shifts. 

Google has its own user intent classification, but Semrush developed its own intent groupings (keyword-specific) that closely match user interests and needs:

search intent types
Image source: Semrush blog

For an eCommerce business, transactional keywords are in top priority. As your job is to attract people who are at the purchasing end of the buying funnel, these keywords stand for that.

Search Intent Funnel
Image source: Oak Digital Agency

To give you a specific example, let’s look at this case:

Someone looks up “sports trainers”.This is what’s called a broad search (or a ‘head’ term) that usually reflects that a user is at the top of the purchasing funnel in research mode. This means that this user still needs to collect some additional information before moving on to the buying stage.   

Now, if that user searches for “red Nike air force low, size 8”, it gets clear that they are probably in a purchasing mode and are looking for specific pages that feature this exact model and its price. 

This is where the concept of long-tail keywords comes in. Long-tails—keywords that feature 3+ words and more specific intent—often come with commercial and/or transactional intent, meaning that they perfectly fit your eCommerce keyword strategy. 

2. Explore the most impactful long-tail keywords

You may think that adding a few words or product specifics to your head terms will do the trick. But finding long-tails is more nuanced than this. 

Smart keyword research is based on a set of metrics that reflect the most important keyword criteria we looked at before—demand, competition, and intent. 

This is where external tools like Semrush come in and reflect everything you need to make the right keyword choices.

You can use your own keyword tools, but, as mentioned, I’m going with Semrush as it already has the keyword intent feature so it can spare you from a lot of manual jobs. Yet, you can simply use this workflow to build your own list.

  • Unwrap the most promising keywords around your broader terms 

While ‘head’ terms are perfectly relevant to your product range, this doesn’t immediately mean that they come with the right intent. So the key goal at this stage is to find keywords that can bring the biggest SEO impact.

How?

Start by entering your product/category keywords into the Keyword Magic Tool.

The tool is a goldmine of keyword ideas, and what’s more important, long-tails. Browse through the list of all the related keywords and pick the ones that come with the least competition and highest demand.

This means that you should set your keyword difficulty, search volume, and intent filters, and start playing around—go as high as you can with the latter, and as low as possible with the former. 

Keyword Magic Tool
Keyword Magic Tool

If you are new to SEO or have a relatively new site, don’t start with keywords that have the highest search volumes—usually, they are more broad and competitive. Put them aside, and wait before you have a more solid site authority in order to be able to target and rank for these search terms. 

First, focus on keywords that come with ower competition, and an upward search trend—all to get some initial rankings and bring some tractions to your site. Once you have some wins, you can get to target more challenging keywords.

  • Highlight transactional keywords

If you aren’t using Semrush, you can use your common sense to pinpoint queries that may reflect transactional intent. 

But if you are staying within Semrush, you can simply use filters within the very same Keyword Magic Tool and get a list that only features long-tails that imply purchasing stage.

3. Learn from competitors’ keyword strategies 

The core of your keyword strategy is always based on your own products. But you should also keep an eye on the competition as your rivals might target some keywords you haven’t thought of.

For instance, if you’re selling body scrubs, you may focus too much on this keyword. In the meantime, there are other ways to call your product (e.g. “body exfoliator”).

To make sure you aren’t missing any keyword opportunities, check-in with your competition.

  • Explore Amazon Suggest

Amazon is the leading eCommerce company in the world, with billions in monthly traffic. But it’s also a search engine, so it holds a lot of valuable data.

Explore Amazon Suggest

Simply enter your keyword (product) into the search bar and see what phrasings come up within its Suggest options. This feature reflects the most popular and frequently used searches for a given keyword. 

  • Browse through keywords your rivals rank for

For more targeted competitive insights, you can use the intel coming from a tool like Organic Research that shows which keywords their site ranks for and how much traffic come along with each of them.

Organic Research
Organic Research tool

All you have to do is add your competitors’ sites to the tool and—voila—there’s your list of all keywords that bring visitors to their sites. 

Focus on search terms that attract the largest share of traffic and that have the top organic positions. If you see that they are relevant to your business—put them down within your keyword list. 

  • Unveil untapped keyword opportunities 

Gap analysis—when you compare your or competitors’ keyword portfolios with each other—can also be an invaluable source of keyword ideas.

This is where you need a tool like Keyword Gap. It lets you compare keyword portfolios of up to 5 competitors—to see their shared and unique keywords. If you enter your site as well, the tool will highlight all the missing opportunities, as in keywords your rivals rank for, but you don’t.

Keyword Opportunities
Keyword Gap tool

Once again, follow similar logic for narrowing down the list:

  • Filter by intent (automatically in Semrush, manually if you’re using other solutions)
  • Set your target search volumes (e.g. more than 1000 monthly searches)
  • Choose your target keyword difficulty (e.g. less than 54%)
Target Keyword Difficulty
Keyword Gap tool

After all these steps, you should have a neat list of keywords that includes the most impactful search terms while taking into account your competitors and challenge factors. 

Next, you have to add them throughout your site—through on-page SEO and content marketing.

Ensure Impeccable On-Page SEO

Optimizing Your Page Titles 

Page titles (title tags) directly affect your organic performance.

First, they impact your click-through rate, which results in your traffic count. Also, they let the search engines better understand what your page is about.  

Optimizing Your Page Titles 

Here are the key things to keep in mind when you are optimizing your page titles:

  • Make sure your title is under the 60-character limit—otherwise, Google might truncate your title which doesn’t look too appealing and might negatively affect your click-throughs;
  • Don’t forget to add your target keywords
  • To expand your brand awareness, add your brand name to the title as well (it’s best to include it at the end of the title just like you see in the screenshot above) 

Optimizing Your Meta Descriptions 

Meta description is the copy you see just below the title tag. Just as page title, it’s one of the first things people see when they look at the SERP, meaning that it also affects your click-throughs.  

For a well-optimized meta description, you have to:

  • Be concise and make sure your description doesn’t exceed the 150-character limit
  • Include your keywords (you have a bit more space here so add related keywords as well)
  • Avoid duplicate descriptions for different pages even if they feature similar products (otherwise, Google will simply not know which page to index so you might hinder your rankings)
  • Provide a relevant description that actually matches the content of the page (or, you risk ending up with a high bounce rate which also negatively affects your rankings)
  • Add some information that will communicate your unique and compelling features—free returns, exclusive deals, international shipping, and so on.

Optimizing Your Images

Keyword optimization doesn’t only come down to textual content. Your images should also be optimized following these best practices:

  • Your images should all come with alt-texts—lines of code that inform the crawlers about the content of the image. Make sure to include relevant keywords there as this is a great way to make your visual (and page link) show up in image results. 
  • Create clear image filenames—instead of an incoherent set of numbers and symbols, including what the image actually stands for:

❌ IMG7430775nike.png

✅nike-air-force-one.png

  • Minimize image file sizes and compress them, keeping the size below 2MB. Heavy files negatively affect page load speed (a ranking factor).

Add Relevant Schema Markups 

Schema markup triggers enhanced search results that help both users and search engines get a better understanding of the page content.

Add Relevant Schema Markups
Source: Business2community

Some of the most popular schema markups for e-commerce sites include:

  • Reviews and ratings
  • Sitelinks
  • Product schema
  • Product availability
  • Business/contact details
  • FAQs

For instance, if you have a Questions & Answers section on your page, make sure to add an FAQ schema markup (essentially, a code)—and your Q&A might come up right in SERPs. 

Create internal links

Internal linking is what’s responsible for your neat site architecture, making sure no page is more than 4 clicks away from the home page.

Coming up with a great internal linking structure lets you kill two birds with one stone:

  • It helps crawlers see your pages and index them for further ranking. Tip: the more links point to a page, the more important this page appears to Google.
  • It helps users find your pages once they are browsing through your site. 

You can use Google Search Console to detect issues with your internal linking or run a more comprehensive health check of your entire site with a tool like Site Audit (more on this in the Technical SEO section). 

Site Audit
Site Audit tool 

Ensure Content Uniqueness   

All eCommerce sites face one big challenge—they often feature too many product pages, and these products are often too similar so it’s hard to come up with unique content each time you are building one more page. 

There’s, however, no way around this.

You have to allocate the time and your brainpower in order to create unique pages that target their own unique keywords.

Investing in one-of-a-kind content will certainly pay off as many e-tailers choose not to pay too much attention to this, and end up with similar descriptions, which is bad from both SEO and user perspective. 

Now, here’s how to break through the noise: 

  • Make targeted efforts: instead of doing everything at once, choose the most important pages and start your content creation from there. 
  • Product pages don’t have to have hundreds of words. Still, make sure you have at least a 250-500-word product or category description. As you’ll see later in our technical SEO part, Google considers pages with low word count as too thin.
  • And, of course, as usual—make sure to spread your keywords throughout the page. 

Invest in Content Marketing That Drives Your Ecommerce Sales

Here is how you can drive your eCommerce sales.

Create shareable and linkable content

Ecommerce sites usually have hundreds of pages that, however, come with quite modest content. After all, people are there for product specs and features.

That’s why having a blog that supports your business is an excellent way to sprinkle informational long-tails that can lead to transactional pages.

Smaak Genot, a Dutch e-tailer that sells organic foods, brings a great example. For instance, their meat page doesn’t just talk about meats and their organic specs. It tells the story of the brand, its mission, and values, as well as features an FAQ that addresses consumers’ potential questions and concerns. 

Create Linkable Content
Smaak Genot

While no one expects you to come up with viral content every time you publish a blog post or a video, adding a bit of content that goes beyond your product can help to differentiate your product from all the rest.

If you find it hard to come up with ideas for your blog, you can use tools like Topic Research. Simply enter your target keyword and you’ll find the hottest questions and topics with the biggest SEO potential.

Topic Research Tool
Topic Research tool

Be Present on social media

While you may wonder how social media relates to SEO, the short answer is that it does.

First off, you can bring people back to your site from your social media channels. Social media can also contribute to your site authority, helping you to build more backlinks.

So try to establish at least some basic presence across various social networks (choose one or two to begin with, and take it from there). 

And don’t forget to place social media share buttons across your web pages—you’d be surprised, but people do share interesting content so here’s another reason why you should go beyond basic product descriptions. 

Connect with influencers and brand ambassadors

Remember the stat at the very stat where it says that SEO is the third most impactful traffic source for eCommerce sites?

The second is referral traffic which is gaining more and more significance over the years.

If you cannot yet invest in a fully operational referral or affiliate program, you can try to find influencers that have a shared target audience and build strong partnerships that will end up bringing your more reach and backlinks.

Influencer marketing—done right—can bring you way more value than advertising campaigns:

From an SEO perspective, however, influencer marketing can enable you to receive high-quality backlinks. If influencer marketing by itself mainly focuses on brand awareness and sales, SEO-minded influencer campaigns are mainly targeted at receiving links to your product pages.

You can simply ask an influencer for a backlink (for instance, if you are already partnering up in other campaigns), or send a free product sample and ask for a review. 

The hardest part is to find the right influencer, and there are tools like BuzzGuru Influencer Analytics that can help you find the best match.

Tip: if you are receiving a backlink from a person who Google might see as paid (a free product sample will qualify as such as well), make sure they are adding a rel ”sponsored” attribute to that link, otherwise, this link is not complying with Google’s webmaster guidelines.

Resolve Technical SEO Mistakes Hindering Your Site Performance

All of the tactics mentioned before are what make a great SEO strategy for your eCommerce.

There’s one SEO aspect, however, that’s not eCommerce-specific—it relates to any website. Namely, getting rid of any technical SEO issues.

Ecommerce sites, however, are more prone to site health issues as they have hundreds of web pages so it’s hard to keep track of each and every part of the site that needs fixing.

But it’s an absolute must to keep your site perfectly healthy because Google might de-rank you for even the smallest thing that’s not as grim as slow page load speed or 404 status code.

This is where a comprehensive site health checker like Site Audit—a tool I already mentioned in the internal linking part—can save the day.

Semrush’s Site Audit tool takes your site through 150+ health checks that go from indexing, site speed, and security to mobile-friendliness, international SEO, and schema markup issues. 

Site Audit Tool
Site Audit tool 

While the tool will take you through all the 150+ checks and even display improvement and how-to-fix ideas for each detected error, I’d like to highlight a few most common SEO mistakes among eCommerce websites.

Duplicate content

As you already know, duplicate content is one of the most common SEO problems among e-tailers. But it can lead to what’s called crawl waste—when Google just disregards all the pages that feature duplicate content. This means that your page is not getting indexed so you are losing your rankings and your efforts are going down the drain. 

If you don’t yet have enough time to go through all the spots that have duplicate content (you should, though, once you have the time), you can do some temporary troubleshooting: 

  • Add canonical tags that point to the crawlers which page should be indexed.
  • Combine your duplicate with some bits of unique copy, ensuring your duplicate parts don’t exceed a certain percentage of the real estate.

Thin Content 

Thin content is slightly better than having duplicate content, but it’s still something you should work on. 

As a quick fix, you can simply make sure your copy hits the 500-word limit

There’s a quick fix here. Simply add a bit more content, making sure it reaches at least a 500-word limit. 

Poor Mobile Optimization

As we live in the age of mobile-first experiences, Google gets stricter with each year when it comes to mobile-friendliness. Poor mobile optimization now impacts your rankings and UX. 

The most important thing is to ensure a fast page load speed (the Site Audit tool instantly detects if you face any issues there). If you see a lower than required loading time, you can do a few quick fixes:

  • Image compression (you can use TinyPNG)
  • Use a CDN (content delivery network), which can accelerate your page load time and add an extra security layer

Content Cannibalization 

Ecommerce sites often have few pages targeting the same keyword. This is a big no as you’ll end up cannibalizing your keywords, which can get the wrong page indexed.

So instead of bringing your relevant product page, Google might feature your not-so-relevant news page that wasn’t supposed to rank for that keyword.

If you see your site-auditor spot an issue like this, simply add a rel=”noindex” tag or canonicalization to the page you want to be prioritized to help Google understand which page should be featured in SERPs.

Website Security 

Google admitted that site security is a ranking factor.

If some sites can still get away with HTTP, e-tailers can’t afford the luxury as they usually accept online payments, process personal data, and so on. This means that they have to have the HTTPS certificate, sending trust signals to both Google and users. 

Build High-Authority Backlinks (Off-Page SEO) 

Internal links aren’t the only kind of links that can make or break your SEO success. External links are equally important. 

When other sites link back to your website, that’s called a backlink. And the more you have, the better. Only note that website authority is very important when it comes to backlinks, so the more authoritative these referral sites are, the more weight their backlinks have.

Google factors in both the quantity and quality of your backlinks. 

Link-building—the process of getting backlinks—is an entirely separate topic that can be covered in great depth. But there are some quick ways to finesse your backlink portfolio and get a few high-quality backlinks without any extra effort.

Fix Your Broken Backlinks

Even if your site aired just a few weeks back, you’ll already have a few backlinks. Now, if you managed to get a backlink, it doesn’t mean it will stay with you for good.

So it’s important to monitor your backlink profile—to fix broken backlinks and quickly spot the ones that went missing.

Backlink Audit Tool can keep track of your entire backlink portfolio, notifying you whenever you have:

  • a toxic link you need to get rid of,  
  • a broken link that simply needs a quick fix (reach out to site owners asking them to troubleshoot)
  • a missing link you should try to recover

Find New link-Building Partners Based on Competitors’ Backlink Sources

Using the logic of keyword gap analysis, you can do the same with backlinks.

The Backlink Gap tool can benchmark your backlink portfolio against five rivals and return websites that only link back to the competition.

If you see a few competitors getting a backlink from one site (but you don’t), this is a clear indicator that this should be your next link-building partner.

Backlink Gap
Backlink Gap tool

Tip: If you see a few promising partners, pay special attention and first reach out to sites with a high authority score.

Outreach Your Suppliers and Distributors

As referral site authority is very important when it comes to link-building partnerships, it’s clear that having a backlink from Forbes will probably go a long way. But you might be missing some powerful link-building opportunities that are just right around the corner. 

Chances are, your suppliers and distributors already have a well-established website. So you can simply reach out to them asking to be added to their partners/stores/where-to-find pages.

Ecommerce Trends That Impact Your SEO Strategy 

Up to now, we’ve been looking at strategies that will help to create a bulletproof SEO strategy for your eCommerce. All of them are essential for your organic visibility and conversions, and this list hasn’t been changing all that much over the years.

While these tactics are an absolute must to know and implement, there are some emerging or continuing trends you also have to be aware of to stay on top of your eCommerce game.

  • Winning market share is more important than ever

Ecommerce hasn’t reached its absolute peak yet. But the pandemic-inspired online shopping craze has sure led to rapid market expansion that came from a sudden influx of first-time online shoppers. 

While this is great news for the industry, individual players now see that the growth pace has slowed down, which means that it’s market share that should be at the top of your list. 

From an SEO perspective, this means that you should heavily target your competitors and try to beat them at every step of the way.

  • Desktop is back?
Desktop & Mobile Traffic Share
2022 eCommerce Industry Trends report

The digital space is mobile-first and dominated by mobile users. But desktop made a strong comeback during the pandemic, and it looks like it’s here to stay, at least for a while. 

From an SEO perspective, this implies that you should go for cross-device optimization that’s focused on delivering a smooth UX and UI experience to all users regardless of the device they use to browse through the web.

  • The US eCommerce market is getting more diverse

Smaller players are capable of making big splashes, but bigger players still dominate the market.  The competitive landscape in the US, however, looks more diverse as new competitors take away parts of the bigger brands’ market share. 

Still, even if you don’t just have to compete with one major Amazon-like e-tailer, you actually have to race against 5-10.

From an SEO perspective, it means that your only smart strategy is to learn from their hits and misses and come up with better, more creative, and more targeted and personalized marketing campaigns. 

  • Brand awareness is the key traffic driver

Ever since the pandemic, eCommerce sites started seeing a surge in direct visits. This means that brand awareness is the key to having more site visits and winning more digital market share. Referral traffic—visitors coming to your site via co-marketing activities, influencer campaigns, other partnerships, and link-building—are also on the rise so you should also shift your emphasis to that.

  • Voice search is here

Forecasts predict that by 2025, 75% of all US households will have a smart speaker. This means that a large chunk of all searches will be run through voice assistants. In turn, this implies that your website should be optimized for voice search—meaning that your keyword strategy should target more conversational and question-based queries. 

  • Conscious consumption has made its way into consumers’ hearts and mindsets

Gen Z is 2X more likely to care about issues than other generations, and even 3X more likely to think that rands should support activism. Millennials are also enthusiastic about brand values. This means that the two generations with the biggest economic forces are now expecting brands to share their values and causes.

You might wonder how this relates to SEO, but it directly does. Your keyword and content strategies can amplify your brand voice and better communicate that you, as a brand, share their standpoints.

So on top of free delivery, exclusive pricing, and all the usual triggers and CTAs, you can use phrases—e.g. ‘cruelty-free’, ‘organic’, ‘eco-friendly’—that translate your brand’s social, environmental, or any other stance. 

  • B2B and B2C lines are seizing to exist

The once strict line between B2B and B2C communications is disappearing, especially after the pandemic when everything—from your legal consultant to grocery shopping—shifted online. 

But customers didn’t want to interact with businesses in the exact same corporate way they used to before. They want—even online—that very same offline and conversational experience that used to be more of a B2C comms model.

In fact, across industries, there is a call for B2B “to match the seamless, easy and informative standard of B2C digital platforms”.

Once again, this affects your keyword and content strategy that—even if you are a corporate B2B business selling to customers online—now should be more informal and be written in the language your users speak.

Bring Your eCommerce Site to the Top of SERPs

Just as most great things, SEO takes time and effort. 

But as you can see from this guide, it’s no rocket science—just a set of steps you have to take one after another to build incremental growth and success. The benefits, however, will make it all worth the wait and patience. Because unlike many other marketing activities like advertising, influencer marketing, and so on, the results and outcomes don’t stop once your budgets go away. 

Conversely, you can allocate less and less time to SEO but if your basics are covered, and you keep track of all the things that go wrong, you can almost sit back and relax doing other things that require your attention—your organic visibility will just keep getting stronger, bringing you click-throughs and conversions.

As SEO is an inherent part of your eCommerce success, you simply have to take your time and build an efficient SEO strategy for your digital store. But you can’t do it all alone without the help of tools that hold all the intel you need to finesse your strategies and tactics. 

So to reward you for reading this guide until the very end and to facilitate your optimization journey, I’m happy to share with you a FREE 30-day Semrush trial that will reveal everything you need to create a sustainable SEO strategy that leads to long-term eCommerce success.

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