e-commerce seo

It is essential to keep in mind that 75% of online shoppers use Google to search for products before making a purchase. This means that SEO is an absolute must for eCommerce. If your products don’t appear on any Google platform, those chances are slim to none. Below, we discuss the best eCommerce SEO practices for 2022.

Share and structure product data so it appears in the right channels

Amazon’s involvement in e-commerce is staggering, especially in the US, where it is responsible for more than 40% of all retail dollars generated online . The best way to face a giant is to stand on the shoulders of another giant: Google. Products can appear on Google on any of six platforms or channels:

  1. Google Search – Product information will be displayed in text form on Google SERPs .
  2. Google Images – Ecommerce products can appear in Google image searches and will be clearly distinguished with a product tag.
  3. Google Lens – Product information may appear in Google Lens when identified by Google’s mobile camera app.
  4. Google Shopping – An enhanced product listing can appear in the Google Shopping tab on mobile or desktop.
  5. Google Business Profile (Google My Business) : A Google Business Profile can function simultaneously as a listing and a miniature store for your products.
  6. Google Maps – Products can be loaded with inventory location data to trigger Google Maps results .

Share product data with Google

One of the best SEO practices for eCommerce (as far as Google is concerned) is to use the Google Merchant Center . Here, retailers can submit product feeds that are processed in the type of structured data format that Google deems most acceptable. In its simplest form, structured data pairs an attribute with a value for ease of reference, for example, the attribute “color” with the value “blue”. The more information you provide about a product, the more likely Google will search for it for more specific search queries. A Google Merchant Center account is free.

Strategic launch of an e-commerce website

You’re probably excited to launch your new product line or brand. However, to ensure better visibility in search results from the start, follow this SEO checklist for your eCommerce website:

  • Have you verified the ownership of the website through Google Search Console ?
  • Have you made a pagemap available to Google for indexing, either through a Robots.txt file or through direct submission?
  • Will you have products available at launch? (If not, you can consider a splash page or landing module to build brand awareness and excitement in the meantime.)
  • Do you have a plan to ship products?

Gather quality product reviews

Quality product reviews help build standing with both search users (as social proof ) and search crawlers (as a sign of prominence); One of the best SEO practices for eCommerce is to collect more reviews. More detailed and nuanced reviews (e.g. showing knowledge about other products in the same category, from the same manufacturer/supplier, containing original images/videos) not only influence better click-through rates (CTR), but also fuel to Google with more complete data with which to recommend related products and highlight differential features.

Optimize the URL and structure of the web page

Another important aspect of SEO for ecommerce websites is “crawlability,” or the degree to which web crawlers, like Googlebot , can navigate a page. This ensures that all product pages are indexed correctly. To make it easy:

  1. Structure URLs sensibly and consistently (by category, subcategory, etc.), taking steps to avoid multiple URLs for the same content (for example, a separate URL for a product’s SKU number), and correctly identify product variants with key ? =URL parameter value (for example color=blue). Otherwise, Googlebot can discard them as duplicate content.
  2. Emphasize page navigation and internal links. Make sure there are logical paths to follow between category, subcategory, and product pages. All main categories and subcategories should be accessible through the navigation menus. Google also recommends adding structured data to pages for additional context.

UX

If you have a large number of products, especially within a single category, there are a few routes you can take to incrementally load content, each of which uniquely affects the user experience (UX):

  1. Pagination – Divide products into a set number of results per page and give users linked page numbers or clues (e.g. “next”, “previous”, “first” or “last”) for navigation
  2. Load More – The user clicks a button to expand the initial set of results displayed
  3. Infinite scrolling – displayed products keep loading as the user keeps scrolling

It is imperative to implement some form of incremental loading for page speed and Core Web Vitals compliance . If you choose to go the pagination route, be sure to include <a href> tags to help Googlebot understand the relationship between the sequence of pages, to give each page its own URL using a query parameter like ?page=ny to use the “noindex” Robots Meta tag if your eCommerce page includes a filter function for the same results list.

Ultimately, SEO for eCommerce comes down to organization. Whether your page is viewed by humans or crawlers, make sure it’s structured according to clearly defined internal logic.