Ecommerce SEO: How to Optimize Your Website

Optimizing an eCommerce site for search engines requires changes to its tags, content, and architecture to provide a clear understanding for search engines exactly what your site and each page is about. Your ultimate goal is to convince search engines that your site page is the best answer to a search query for a specific word, so that they appear in the top of search results.

Before taking any optimization action, make sure your site meets the five prerequisites listed below:

1.       Google gives preference to sites that use a secure protocol (using https in the link). If you have not done so already, we strongly recommend switching to the https protocol (and set up a 301 redirect from the http version to the https version of the site. Entrust this to your web development team or hosting provider. You can also find instructions on request “how to install a 301 redirect < platform name>”in the search engine).

2.       The presence of a mobile site.  As the share of smartphone use grows, Google is slowly but surely moving to mobile-first. This means that mobile responsiveness will affect your ranking in search rankings. If your site scales for smartphones, you have a good chance of making it to the top. If you have a mobile site (for example, m.yoursite.com), make sure the content matches the full site. If you have not had time to acquire either one or the other, it's time to take action.

3.       Loading speed is also an essential aspect of a search engine's algorithm. Check your website load time using the link here: you need a result of 85/100 or higher.

4.       Simplicity. Make sure your site structure is simple and straightforward, so that each page is no more than 3 clicks from your home page.

5.       Unique content. Google does not approve of duplicate content, and duplication on a site can negatively impact its ranking in search results. Multiple versions of the same product, its presence in several different categories, and other factors can lead to duplication of content on ecommerce sites. Make sure you use canonical tags so that search engines refer to the canonical (primary) link when performing a keyword search.

When the site is aligned with the requirements of the big five, let's move on to optimizing the category and product pages separately. Choose keywords for your category and product pages, but let one term correspond to one page - you shouldn't use multiple keywords at once. Then use these terms on the appropriate pages of the site, whenever possible, in all of the following places:

1.       Link: An ideal link should be short, easy to read, and free of unnecessary letters, numbers and symbols.

2.       Page Title: The Page Title is the name of the tab displayed at the top of the browser. It is best to include your keyword as close to the beginning of the tab name as possible, and use no more than 70 characters so that the title does not end in half words on the search results page.

3.       H1 tag: The H1 tag is the title of the page. If it's meaningful, include the keyword.

                                                (Small Business SEO Agency in Manchester)

4.       Textual description of the image: A textual description of the image in the image to help visually impaired and search bots: if possible, use a keyword in it, again if this does not contradict the meaning of the image.

5.       Meta Description: This is a textual description of the page on the site that you see under the link in the search results. It has no impact on the site's position, but it is important for users to see that their request is accurately reflected in this text box, and a clear description can increase the click-through rate.

Site Body: The general rule of thumb here is to mention the keyword 2-3 times for 200-300 words on the entire page. It is important in no case to insert keywords anywhere and as often as possible - this can be regarded as spam by the search algorithm. The site should be easy to read and the keywords should be perceived naturally. Do not be afraid to use different variations of terms - search engines perfectly match related words.

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