eCommerce SEO, Search Engine Optimisation

E-commerce and SEO

April 11, 2014

Good SEO is just as important for e-commerce sites as it is for websites which have more of an advertising or informational purpose, but it can be a little more complex to carry out effectively. Investing some time and money in good e-commerce SEO is essential though, if you want to increase your traffic, boost sales, increase your conversion rate, and create repeat customers.

In order to be effective, your e-commerce site needs to be easy and intuitive to use, easy to navigate around, safe and secure, and interesting and vibrant, while still optimising for SEO as much as possible. Here are a few SEO hints to keep in mind for your site:

  • Include good SEO at the site design stage and not as an afterthought or add-on. SEO for e-commerce sites can be complex, so make sure to get good expert help from someone who has experience in retail sites and who has a good grasp of human psychology and buying behaviour.
  • Opt for site simplicity. Set your site up with various levels that can be drilled-down into, such as departments -> categories -> sub-categories -> products. Also make it easy for users to track back to where they came from – nothing is more annoying than not being able to go up a level and ending up somewhere else altogether.
  • Emotions are involved in making purchases, so make product descriptions information-rich, interesting and a bit creative rather than just dull and technical. For instance, you can add testimonials, review excerpts, high-quality images and short videos. If you have too many products to do this efficiently, at least write good descriptions at the category level.
  • If you have new products that you want people to know about, try putting them on your home page where they will be more easily noticed, and also indexed by search engines.
  • Use product suggestions if appropriate, showing other products that are similar and around the same price. However do this wisely and don’t clutter up the page with too many suggestions.
  • Optimise for mobile! This is vital in this day and age. Browsing and buying from mobile devices is becoming increasingly popular and without optimising for this trend, you could be missing out on a big chunk of the market.
  • Watch out for content that could be construed as duplicated, such as product descriptions that are very similar. You can get around this by adding a canonical link to each page version.
  • Test your site continuously. For instance, use Google Experiments or A/B testing of different page versions to see which page elements and layouts work best.
  • Analyse your site to see how users are behaving and to determine your most popular products. Google provides a good tool for this in its e-commerce tracker.
  • Optimise your site for internal searches. There is nothing so annoying as doing a search within a site and getting ‘no results’ back when you know what you are looking for exists. You need to make allowances for the fact that people will misspell items and use synonyms, so make sure to go beyond exact matches within your website’s internal search engine.
  • If you have obsolete items, don’t automatically delete the item pages as this may compromise your SEO. In this case a ‘301 redirect’ should be used to inform Google that this page has moved and you want it to be ranked. Pages to be permanently deleted will need a 410 code.
  • Build a vibrant online community around your retail business, by using social media, regular blog posts, great content, and happy customer stories. Make your site more than just a buy-and-forget page.

Good SEO is never static, and this is especially so for e-commerce sites. But as long as you always maintain a user-centric focus, continually test your site, engage with customers, and keep yourself abreast of SEO developments, you should be travelling on the right track!

Discover how we can help with Ecommerce SEO

Enquire Now
By Bill Vasiliadis

By Bill Vasiliadis

Bill Vasiliadis is one of Australia’s leading digital marketers with over 23 years in the industry. With a Master of Digital Marketing degree and a Bachelor of Science (Computer Science) degree, he has tremendous knowledge and experience.

Related Articles

View All Articles

“It has been a pleasure working with Bill and his team from SEO for Small Business Australia. The results from all his work have been truly amazing and in no time our business was on the first page of Google. I will continue to work with Bill and his team in the future and highly recommend him.”

Sherleen Chand, Criminal Lawyers Sydney

“We started using Bill last year and have been very happy with his service since. He is incredibly responsive and is generally available to answer the phone or an email when we need it. We have noticed improvements in several areas of our SEO and are keen to see what the next steps in our SEO strategy bring. We would definitely recommend engaging SEO for Small Business Australia Pty Ltd.”

Katie McGovern, Patricia Holdings

“It’s been a pleasure to work with Bill from SEO for Small Business Australia. The results have been amazing. We are kept up to date regularly with what’s going on and the customer service has been great. As a small business, it’s always a pleasure to work with another competent small business.”

Murray Roach, Billabong Spas

“Bill has been a great in getting our SEO set up and running for our meditation business.”

Mairead Ball, Bondi Meditation Centre

“If you are looking for SEO services for small business, this is definitely the one - knowledgeable, easy to work with and great value.”

Nancy Wang, RivetLab Pty Ltd

“I highly recommend Bill Vasiliadis and SEO for Small Business Australia – as a new business, the best decision we made was to engage Bill Vasiliadis.”

Ted Neaves, Shoalhaven Lawyers

“A very professional no-nonsense approach which we appreciated. Makes everything easy to understand and is very clear on the improvements he can deliver. ”

Andrw Harvey, The Optical Co

“After trusting in two other SEO companies over the last 5 years and getting horrible results, 5 months ago I started with Bill and the results have been great and we have only been doing business with him for a short time so I'm super confident that my business's future is going to be amazing. I highly recommend trusting Bill and his team.”

Robin Wickens, Sheepskin Tailors

“Great service with great results, highly recommend.”

Marnie Fawns, Tri to Swim

“Bill has been great to work with and has provided good results.”

Brian Scales, Glen Erin at Lancefield

“Bill has detailed knowledge of SEO, we are a demanding client that has some robust measurements on our ROI and Bill manages to find solutions and report back in line with our KPI's on a weekly basis.”

Graham Budinger, Signal Advantage

“Bill from SEO for Small Business Australia has been great. Easy to deal with, flexible with small business budgets, and already achieving great results.”

Lyn Fisher, Moss Furniture

“Extremely impressed with Bill and his team. The work they did was really in-depth & thorough. Within just a few days I was at the top of the second page of Google, and Bill has given me advice to further increase my rankings. I highly recommend them to anyone who needs SEO help.”

Jordy Fabian, Organised Simplicity

Check Out Our SEO Services

Read More >
Reviewing SEO Analysis

Get Your Free SEO Analysis

Read More >