Ecommerce SEO Services

What Is SEO For Ecommerce?

Ecommerce SEO refers to optimising an online store to help customers discover and purchase products through search engines like Google. It involves enhancing website content, architecture, speed and authority signals to drive organic traffic, product visibility and conversions.

Does Ecommerce Need Optimisation?

Absolutely. Driving relevant organic search traffic is critical for your online business success for several reasons:

• High Intent Value – Searchers on Google actively looking for products have strong purchase intent compared to passive social media traffic. Converting these high-intent visitors has higher ROI.
• Qualified Traffic – People searching for specific products are more likely ready to purchase or further down the funnel, saving stores acquisition costs vs untargeted visitors.
• Lower Cost Than Paid Ads – Ranking organically can lower paid advertising costs considerably over the long run while delivering more conversions.
• Builds Authority – Ranking well for category and product terms boosts a store’s authority and trust signals the more its pages appear in search results.

As such, all Ecommerce sites require investing in optimisation as a key sales driver integrated with the rest of the digital marketing technology stack.

How To Improve Ecommerce Website SEO?

Some tips for improving the overall performance include:

• Ensure a fast, mobile-friendly website with an optimised checkout process.
• Produce detailed product descriptions optimised with relevant keywords.
• Structure a clean internal link architecture around categories and products.
• Create quality content and blog posts to boost site authority.
• Build backlinks through content, outreach and earned media placements.
• Use schema markups on product pages to stand out in rich results.
• Analyse metrics like organic traffic, rankings and conversions regularly.

What Is The Difference Between SEO And Ecommerce SEO?

While foundational technical and content best practices apply for both standard search engine optimisation and Ecommerce optimisation, there are a few core differences:

Focus Areas – Traditional optimisation focuses more on topics, informational content and landing pages whereas Ecommerce search optimisation focuses on optimising product categories and individual product pages.

Goals – Standard optimisation aims to drive qualified site visitors to convert on calls-to-action like downloads, contact forms etc. The sole goal when optimising Ecommerce websites is to help searchers buy online efficiently.

Metrics – Key metrics for regular SEO include rankings, organic traffic and leads. For the latter, it includes product page conversions and revenue attributed to organic are more important KPIs.

Optimising an Ecommerce website takes standard SEO foundations but narrows the focus to product discoverability and purchasability. Converting searchers along their buyer journey is the key driver.

What Are The Benefits Of Optimising Searches For Ecommerce Websites?

Some of the major benefits brands see from investing include:

• Increased organic website traffic and lowered cost-per-click from paid ads.
• Higher product visibility leads to direct online sales and marketplace conversions.
• Improved brand awareness and authority by ranking well for industry keywords.
• Higher ROI from visitors driven through non-paid listings vs other channels.
• Compound growth effect over time from relevance signals like dwell time and links.

Now that we’ve covered the foundations of it, let’s move on to more strategic drivers.

Why SEO Matters For Online Commerce Websites

Driving organic growth should be a key pillar within every brand’s digital strategy. Here is why it matters specifically for online stores:

90% Of Searchers Don’t Go Past The First Page

Google studies show over 90% never go beyond the first page of search results. So ranking well is key for discoverability. Optimisation done well helped drive Amazon’s rise as searchers consistently found them ranking #1.

Lower Cost Than Paid Ads

Ranking organically means brands don’t have to continually pay for paid search advertising bids to drive traffic. Beyond substantially lower CPC costs, organic clicks also convert better through unbiased listings.

Qualified High Intent Traffic

Searchers taking time to find your product likely have higher intent and readiness to buy compared to passive social media traffic. Identifying and targeting these keywords nets qualified visitors.

Builds Authority and Trust

Appearing prominently for buyer keywords and ranking well over competitors strengthens brand authority signals, boosting click-through rates further.

Compound Growth Over Time

Unlike paid ads, organic rankings can steadily build more momentum through developing authority signals – relevance signals from links, content and dwell time.

Through leveraging these optimisation advantages, brands see substantial ROI long-term from comprehensive organic growth strategies integrated with paid search and product ads.

How To Find Keywords For Ecommerce Products And Category Pages?

• Analyse search demand and trends for product and category terms through Google Keyword Planner and trends tools.
• Study what keywords competitors rank well for related to top products.
• Leverage autocomplete search and related keyword tools for seed keyword opportunities.
• Use Google Search Console to identify existing organic keywords driving traffic.
• Conduct voice-of-customer research through surveys and reviews to spot buyer keywords.
• Identify long tail variations for exact match queries on product attributes and parts.
• Optimise pages for keywords that align both search volume and conversion potential.

What Is Built In SEO Ecommerce?

Many modern online shopping platforms and shopping cart solutions like Shopify come with SEO capabilities built-in to help store owners optimise technical elements like

• Structured data markup to enable rich result listings
• Mobile responsive templates for better mobile indexation
• Meta tag and title templates customised across the site
• URL semantics based on categories and products
• Built-in image optimisation
• Integrations with analytics platforms

These solve foundational technical challenges allowing experts to focus more on value-add content, links and execution.

How To Write Content For An Ecommerce Website?

Follow these best practices when developing content for shopping websites:

• Produce useful, detailed product descriptions that answer consumer questions and incorporate target keyword variations naturally.
• Create category, brand and product comparison articles structured around buyer research queries.
• Develop visual guides and video tutorials to support customers in picking products.
• Publish in-depth long-form blog posts around industry use cases and trends to attract search traffic.
• Repurpose evergreen content across site sections to power internal linking and amplification.
• Format content using bullet points, tables and easy-scanning headers to help visitors digest information.
• Update catalogue pages regularly with fresh imagery, new SKUs and related product recommendations fueled by search data.

Next, let’s move on to overall best practices.

Ecommerce SEO Best Practices

Beyond fundamental technical and content optimisation, online commerce brands need to focus on shopper-specific optimisation to truly maximise optimisation impact. Here are key best practices for its success:

Enhance Product Detail Pages

Optimise product title tags, descriptions and attributes for both search bots and consumers. Ensure critical information on pricing, variants and inventory are easily found.

Eliminate Site Friction

Remove anything slowing down shoppers from accessing products and checking out quickly – whether navigation issues, speed lags or janky filters.

Leverage Structured Data

Implement rich result schema markups for products, product reviews, breadcrumbs, FAQs and site searches to stand out across organic listings with quick actions for visitors.

Produce Shopper Content

Create personalised content that matches search intent across product research, comparisons, buyer’s guides and category insights directly answering consumer questions.

Target Keyword Expansions

Broaden keywords targeted to cover long tail product modifier searches on features, specs, parts, components and model numbers.

Promote Curated Collections

Build targeted product playlists, bundles and curated category pages aligned to specific use cases and shopper segments tailored to search demand.

Optimise Cross-Channel CX

Reduce friction across channels like mobile apps, voice search, marketplaces and paid advertising through consistent product information optimised for everywhere customers discover and buy.

Track Zero & First-Party Data

Connect search analytics with CRM and behavioural data on buyers to optimise pages for the micro-conversion stages of each personalised journey.

Automate Where Possible

Setup templates, dynamic remarketing ads, automated link building and personalised content experiences fueled by insights to scale optimisation.

Building capabilities across these core components propel sustainable organic growth.

Now let’s address one of the key questions in the planning cost for shopping websites.

How Much Does SEO for Ecommerce Cost?

Many factors help determine the cost of optimising shopping websites.

SEO Pricing Factors

Since optimising Ecommerce website involves both one-time setup and ongoing execution, costs vary based on the scope of initial optimisation needs and monthly maintenance:

• Depth of technical issues
• Size of website and products
• Current traffic volumes
• Competitiveness of keywords targeted
• Location targeting and languages
• Level of content production

Need Ecommerce SEO Services? Let Reposition Help

Has your online store struggled to drive consistent revenue growth from organic traffic? At Reposition, our dedicated team of experts can unlock substantial ROI through customised optimisation strategies tailored to your industry, competitors, products and customers.

We start by conducting in-depth audits identifying priority areas to boost rankings, traffic and conversions across category pages, product listings and shopping journeys. Leveraging insights from analytics and search intelligence, our consultants methodically execute strategic solutions spanning technical enhancements, content production, rich result enhancements and link-building campaigns.As a data-driven agency, we continuously optimise ongoing campaigns against key benchmarks for success. Want to gain an edge over competitors? Schedule a consultation with one of our specialists to explore how bespoke Ecommerce search solutions from Reposition can transform organic channel growth for your store.