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Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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From a more practical standpoint, here are 4 areas to consider when setting up your e-commerce SEO strategy:

Optimize the technical part of your web store: like for example HTTPS, mobile-friendliness, page speed, indexation, XML sitemap (this is the index for Google), etc.

Optimize your content with search terms for which you would like to be found: including your URL, H1 header, content, meta description and meta title.

Technical setup.

You’ll now be receiving bi-weekly updates delivered straight to your inbox, and so much more. Welcome to the club.

Proving so to Google can mean ranking on their first page of search results. And with 75% of people never looking past page 1 for their answer, this can add major value.

You need to think about which internal links (from within your website) and external links (from other sources) you link to and from. You also need to keep on top of other resources linking back to you for authority. Choosing the right sources or being the cited resource for another organization can help boost your credibility and brand reputation.

E-commerce SEO is a free way of getting more traffic to your website by making it more visible on search engine result pages (SERPs). A well-ranked page will receive more traffic, so you want your page to rank as high as possible. For your web pages to rank higher in SERPs, you need to ensure your website is optimized for search engines — from the keywords you use, to the technical setup of your web store, and whether your web store is mobile friendly all have a huge impact on SEO optimization.

The club provides you with exclusive access to the latest e-commerce news and recommendations from four top B2B e-commerce professionals.

Google leverages user statistics to determine which sites will rank on their search engine and in which order. This includes time on page, bounce rate, conversion rate, load time, etc. Ultimately, they want to know: can users find what they are looking for? Are you a reliable source of information?

There are countless benefits to setting up an e-commerce SEO strategy. Here are the top 3 benefits to e-commerce SEO:

Link building.

Thanks for joining the E-Commerce Insider Club.

One of Google’s key ranking factors is providing users with a good user experience. If your site is targeting the right keywords for your target audience and answering queries that website visitors might have, then Google sees that as a positive experience and your ranking will consequently go up. But if users are clicking your site and immediately clicking away, Google will see that as a negative experience and it will hurt your ranking.

E-commerce SEO helps your web store receive more traffic, which consequently expands your brand’s reach. Once a user lands on your website organically, you can later reach out to that person again with paid retargeting campaigns. SEO remarketing is a highly effective practice.

E-commerce SEO (search engine optimization) is a free method of making your website more visible on search engine results pages (SERPs).

You can optimize your e-commerce site with no marketing advertisement costs. If you’re optimizing your SEO rankings, why not try to aim to get your site on Google’s answer box. Being on Google’s answer box can bring in more clicks, higher website traffic and increased brand awareness.

User experience.

Make your e-commerce site navigation Google crawler-friendly. Both shoppers and search engines need to be able to easily understand what’s going on with your website and where to find what they’re looking for via navigation. What are navigation best practices for e-commerce? “For example, add links from menus to category pages, from category pages to sub-category pages, and finally from sub-category pages to all product pages.”

URL structure for e-commerce sites. “A good URL design structure helps Google crawl and index your site,” says the guide. A poor URL structure can cause confusion, though, resulting in missed content, content that’s retreived more than once, and crawlers thinking your site has infinity pages (and beyond!). The guide includes recommedations for a URL structure that helps search engines better understand your content and pages:

Why we care. With many businesses starting e-commerce websites for the first time over the past year or so, this guide can help ensure that they’re following the best practices to get their products seen in the varying search experiences Google provides. It also gives SEOs who focus on e-commerce documentation to show their clients and stakeholders to help get their recommendations implemented for better e-commerce SEO.

Where content can appear. The guide says that e-commerce content can actually appear in more results than just traditional search. These include Google Search, Images, Lens, the Shopping tab, Google My Business,\ and Maps. “Product data is the most obvious type of e-commerce related content, but other types of information can also be useful to shoppers at different stages of their shopping journey,” according to the guide. Google recommends promoting content like product reviews, offers, customer service touchpoints and even livestreams.

The guide has seven pages covering the following topics:

The new guide from Google gives e-commerce SEOs documentation they can take to clients and stakeholders to get their recommendations implemented.

Adding product data. Structured data can also help your e-commerce products show in Google search properties. The guide recommends the following ways to show Google what your products are:

With COVID forcing many retailers online, there are more e-commerce options than ever. Google Search Central recently released new guidelines for developers to help improve search visibility for e-commerce sites. “When you share your e-commerce data and site structure with Google, Google can more easily find and parse your content, which allows your content to show up in Google Search and other Google surfaces. This can help shoppers find your site and products,” Google said in the guide.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

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