Driving targeted organic traffic from search engines is critical for growing an online retail business. But with over 1 billion shopping searches per day on Google alone, the competition is fierce.
Implement these 8 proven SEO tactics to improve search visibility and conversions for your ecommerce site:
1. Research Competitor Keywords and Rankings
Start by understanding the search landscape and what your competitors are doing well. Use tools like SEMrush, Ahrefs, and Google Keyword Planner to:
- Uncover key product and category keywords competitors are ranking highly for. See what searches they are targeting.
- Discover new related long tail keywords with decent traffic but lower competition. Target less competitive terms.
- Analyze technical factors on competitors’ sites that may be boosting rankings like page speed, backlinks and content. Identify areas to emulate.
Reverse engineer the SEO strategies of top sites in your space. Then expand upon them while also looking for gaps where you can surpass competitors.
For example, a home goods site might find competitors ranking well for “coffee makers” but see an opportunity around long tail keywords like “single serve coffee makers under $100”.
2. Optimize Your Product Page Title Tags
Your <title> tags tell both search engines and visitors what each product page is about. Include your most important keywords naturally in each title, while keeping it compelling:
<!-- Good -->
<title>
Breville Barista Express Espresso Machine
</title>
<!-- Bad -->
<title>Item# 258439</title>The first title clearly describes the product while matching a relevant buyer keyword. Well-optimized titles directly influence click-through rate and rankings.
3. Create Unique, Useful Product Page Content
Don’t just fill product pages with thin, duplicate descriptions. Conduct research and create truly useful, unique product copy.
Aim for at least 500 words highlighting the product’s key features, benefits, special specifications, frequently asked questions, buying considerations, and anything else that aids the customer.
Naturally weave in relevant keywords and industry terminology. Compelling on-page copy establishes your expertise around the products.
For example, a stand mixer product page could include a table comparing specs of different models, pro tips for getting the most out of the mixer, and common mistakes to avoid.
4. Implement Structured Data Markup
Structured data markup uses schema.org standards to annotate product pages with machine-readable attributes like name, description, price, ratings, images, etc.
Adding structured data in JSON-LD format enhances how search engines interpret and display your content in results:
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Breville Barista Express",
"image": "espresso-machine.jpg",
"description": "Semi-automatic espresso machine with grind settings",
"brand": "Breville"
}Valid markup can trigger rich result previews, improving click-through rates.
5. Create Detailed Buying Guides and Comparison Posts
Support product pages by creating stand-alone buying guides, comparison articles, and long-form content focused on your industry.
For example, publish posts like:
- “The Best Espresso Machines for Under $500” – Compare top models with pros/cons
- “Steam vs Pump Espresso Machines: Which Should You Buy?” – Contrast two types
- “How to Buy an Espresso Machine” – Guide covering specs, features, accessories, etc.
Link out to relevant products naturally within the content when useful for readers. In-depth resources boost your site’s overall authority.
6. Compress Images and Optimize Media
Bloated image file sizes slow down load times and hurt site performance. Use tools like ImageOptim to compress product images.
Also provide concise alt text descriptions for each image, and adopt WebP or other compressed formats. Faster loading pages keep visitors engaged.
For video, reduce file sizes through compression and hosting on dedicated streaming servers. Unoptimized media bloats pages.
7. Promote Products and Brand Through Social Media
An active social media presence signals popularity and relevance to search engines.
Share deals, new products, curated content, polls, and multimedia on the social platforms where your target audience is most active. Engage followers and influencers.
Consider promoting through both your main brand pages and specific product-focused accounts on each platform for greater reach.
More high-quality exposure through social channels earns brand mentions, links, and general awareness. All of these reflect positively for SEO.
8. Acquire High-Quality Backlinks Where Possible
The number of sites linking back to your pages (backlinks) remains one of the top ranking factors. But not all links are equal – quality matters most.
Focus on slowly earning contextual backlinks from relevant, trusted sites through tactics like:
- Securing natural product mentions and reviews on niche sites
- Reaching out to industry blogs about contributing guest posts
- Creating and promoting resources that sites linking to competitors may also find valuable and link to
- Monitoring brand mentions opportunities on mainstream media and influencer sites
Patience and persistence pay off. Even a few authoritative backlinks can boost rankings significantly.
The key is building links based on merit, not manipulation. Provide genuine value, and the links will come over time.
SEO is an ongoing effort requiring consistency and refinement. But incrementally improving these areas positions your products for more visibility in lucrative organic search results.
Optimized technical factors and content set the foundation, then smart promotion and high-quality links accelerate your ecommerce SEO gains. Try implementing one of these tips this week to start driving more converts traffic.
What’s worked well for getting your online store noticed by search engines? Let me know in the comments – I’d love to hear about any other tactics that have delivered great SEO returns.