SEO for Ecommerce: How Does it Differ From Conventional Websites?

Intro

So, you’ve set up an online store and have a slew of products you want to get out there. No doubt you’re in a situation where you want to move stock and sell relatively quickly to cover overheads. What role should SEO have in this process given it is generally a long term play?

SEO, or Search Engine Optimization, is essential for any website looking to increase its online visibility and attract more visitors - which, let’s face it, is just about every website out there. It involves optimizing your site so it ranks higher in search engine results for relevant keywords, making it easier for potential customers to find you.

Generally speaking, Ecommerce websites are best served investing in short term marketing strategies such as Paid Search Ads and/or social media ads. Particularly for a new business, it’s important to generate revenue as quickly as possible, and these channels allow for better visibility quickly. But SEO certainly has a place in the Ecommerce journey.

This blog post will look at some of the ways that this branch of SEO differs from others and things to be mindful of when taking on the challenge of setting up an online store.

Ecommerce SEO: The Key to Unlocking Online Sales

Unlike traditional SEO, which focuses broadly on increasing a site's visibility for a wide range of topics, ecommerce SEO zeroes in on ranking for specific product-related keywords and improving the user experience to facilitate sales. This is a key distinction - while service based websites lend themselves more to content optimization, the user journey is ultimately where the focus needs to be for online stores. SEO results are more closely linked to user metrics including time on page, click-through-rates and conversions.

This informs how you should be using SEO strategies and encourages various activities including optimizing product descriptions, images, and metadata, as well as ensuring the site architecture is navigable and conducive to shopping.

The importance of ecommerce SEO cannot be overstated. In an online market where competition is just a click away, being visible to your target audience at the exact moment they're ready to buy can significantly impact your bottom line. Effective ecommerce SEO strategies ensure that your products appear in front of potential customers who are actively looking to purchase, thereby increasing your chances of making a sale. In essence, ecommerce SEO is not just about attracting traffic—it's about attracting the right traffic that will convert into paying customers.

Key Differences in SEO for Ecommerce

Ecommerce SEO diverges significantly from traditional SEO in several key areas, necessitating a tailored approach to optimization. Product vs. Content Optimization is a primary distinction. Optimizing product pages involves a focus on specific product keywords and providing detailed, unique descriptions that not only appeal to the search engines but also to potential buyers. This is different from content pages or blog posts, which are optimized to engage, inform, or entertain readers with broader topics and keywords.

The fact that there are fewer niches to target in the Ecommerce space is a big factor in this discussion. What do we mean by that? Well, first of all, Ecommerce by its very nature has a huge pool of competitors no matter where you are based. While a service based industry can carve out a niche and target keywords in its geographical location, sellers online are competing with other businesses all over the country/world. This makes it much more difficult to get quick wins and target products specific to a particular niche in your area.

Further, product prices are more easily comparable, which puts pressure on smaller businesses. When you are shopping for an item, you can compare prices between websites very quickly. Not only does Amazon deliver to people all over the world, but it has the economies of scale to provide those products at a reduced margin compared to smaller operators. Buyers in this space invariably shop on price compared to service-based industries, where customer service plays a more important role and allows for more differentiation between providers.

User Intent is pivotal in Ecommerce SEO. Understanding whether a user is seeking information (informational query) or looking to make a purchase (transactional query) is crucial. Of course this also applies to service-based websites, but Ecommerce sites need to optimize for transactional queries with clear, concise, and persuasive product information that meets the user's purchase intent.

Buyers in this space are among the most impatient of any online so providing engaging, informative information about products is super important. Additional content including videos, buyer reviews and buyer guides can be very helpful as well to further optimize these pages. This kind of content can be used in blog posts to help rank for informational keywords about products too, which are very popular in this space.

Technical SEO for ecommerce sites is slightly different too. This includes optimizing site structure and navigation to ensure a seamless shopping experience. This involves creating a logical hierarchy that makes it easy for users and search engines to find products. Mobile optimization is even more critical when selling products online, as a significant portion of online shopping is done via mobile devices. Ensuring your ecommerce site is mobile-friendly can greatly affect your search rankings and user experience.

Schema Markup for products is an essential technical tool. Implementing schema markup helps search engines understand the content of your product pages better, enabling rich snippets in search results. These rich snippets can include price, availability, and review ratings, making your listings more attractive and informative to potential buyers, thereby increasing click-through rates and driving more targeted traffic to your site.

Conclusion

As we've seen, ecommerce SEO is an ongoing process that requires constant attention and adaptation. The digital marketplace is ever-evolving, and staying ahead means staying informed and agile. Investing in ecommerce SEO is investing in the long-term success of your online store. It's about building a strong foundation that not only increases visibility but also enhances user experience and customer satisfaction.

So, while short-term marketing strategies may offer a quick boost, integrating a robust ecommerce SEO strategy ensures sustainable growth and a competitive edge. Remember, in the world of ecommerce, visibility is vital, but conversion is king. By focusing on targeted, product-specific SEO efforts, you're not just aiming to attract visitors—you're aiming to convert them into loyal customers.