Driving organic ecommerce traffic takes work. You need the right SEO tools and strategies tailored specifically to online retail sites.
Follow these proven tactics and tool recommendations to improve search visibility and conversions:
1. Conduct Competitor and Keyword Research
Start by understanding the search landscape with competitor analysis and keyword research.
Study Google’s first page results for your target product keywords. See which competing brands rank well organically. Analyze their SEO strategies around content, backlinks and site authority.
Use tools like SEMrush, Ahrefs and Google Keyword Planner to uncover new long tail keywords around products, categories, buying guides, and industry terminology.
2. Optimize Product Title Tags
Product pages live and die by the tag. Include your most important keyword phrase naturally in each product title.</p> <p>Good:</p> <pre><code class=”html language-html”><title> WhisperQuiet Portable Air Conditioner – 240V 9000 BTU Model </title> </code></pre> <p>Bad:</p> <p>“`html <br /> <title>Item #943829
Title tags tell both search engines and browsers what the page is about. Put keywords up front. ## 3. Enhance Product Meta Descriptions Meta descriptions summarize the product offering in search snippets. They don't directly impact rank, but compelling snippets boost click-through-rate.
Include keywords naturally and focus on user benefits. ## 4. Create Unique Product Copy Avoid thin or duplicate product descriptions. Craft original copy highlighting your product's benefits, features, and unique selling points. Include keywords seamlessly within long-form product descriptions of 500+ words. Original, meaty product copy signals relevance to search engines. ## 5. Structure Data for Rich Results Enhance product pages with structured data markup in JSON-LD format:
“name”: “WhisperQuiet Portable Air Conditioner”,
“description”: “Cools 450 square feet”,
Valid structured data can display your products in rich results, improving click-through-rates.
6. Produce Compelling Product Images
Optimize each image file name and alt text with target keywords:
<img src="blue-steel-watch.jpg" alt="Stainless steel blue dial watch">
Photograph products on white backgrounds whenever possible. Include infographics, charts, or videos to showcase products visually.
7. Implement Site Search
On-site search allows visitors to instantly find products. Your search should return predictive results and queries related to inventory.
Log searches to uncover new keywords and adjust product information based on searches with no results. Site search keeps people engaged.
8. Blog Around Industry and Products
Blogging boosts organic traffic directly while also enhancing rankings site-wide through backlinks and engagement.
Create blog content around:
- Product guides and comparisons
- Industry trends and analysis
- User tips and how-tos
- Interviews with product creators
- Data studies around your field
Link internally to related products when useful to readers. High-quality blogs build trust and popularity with search engines.
9. Promote Site and Content Socially
An active social media presence signals popularity to search engines.
Share new products, deals, content, and multimedia on relevant social platforms. Use popular hashtags. Engage followers and influencers.
Social promotion extends reach and gets products discovered.
10. Monitor and Improve Results
Track organic keywords and product pages’ positions over time in Google. See which competitors outrank you and analyze why – do they have more content? Backlinks? Reviews?
Keep iterating your metadata, content, linking, and promotion strategies. SEO is ongoing. Consistency compounds results.
With the right tools and tactics tailored to ecommerce sites, your products can dominate the first page for those coveted buyer keywords. Use these tips to drive conversions through visible, clickable organic search results.