These days, ranking high on Google and other search engine results pages is critical to the success of any ecommerce business. After all, if people don’t see your website at the top of the list when they search for relevant keywords and phrases, they’re probably not going to click through to your site, which means they’re not going to buy your products. Fortunately, there are ecommerce SEO steps you can take to optimize your website and improve your search engine ranking.
Research Relevant Keywords
Start by creating a list of relevant keywords and phrases that you think your potential customers might type into a search engine to find your website. For example, if you sell children’s apparel, you could choose “kids clothing,” “clothes for children,” and “apparel for kids.” Try to make your list as long as possible so you have plenty of options. You could also use more specific keywords and phrases for relevant pages, such as “shirts for children” and “kids pants.” Try to use unique keywords and phrases for each page so you don’t have any overlap.
Find Low-Competition Keywords to Narrow Down Your List
Now that you have a long list of keywords and phrases, it’s time to find out which ones are going to be most effective. If your competition is already using some of them, you may have trouble overcoming their existing ranking. If you don’t have a Google AdWords account, start by signing up for one. Then, use Google’s Keyword Planner tool to determine how often people search for those terms, how much competition each word or phrase already has, and ideas for similar search terms with less competition.
Use Keywords and Phrases in Your Content
Now, you should have a list of low-competition keywords and phrases that are relevant to your website. Incorporating those keywords naturally into your website’s content is the root of basic search engine optimization. How often you should use those keywords is a widely discussed matter, but a general rule of thumb is to incorporate primary keywords every 100 words or so and secondary keywords every 200-250 words. There’s no magic number, and keyword density preferences can vary. Whenever possible, incorporate the keywords into your content’s title, URL, title tag, and meta description; just make sure that the content is still grammatically correct.
Create New Content Regularly
Update your content on a regular basis to keep it fresh. One of the best ways to accomplish this is to run a blog on your website. This allows you to keep adding new keyword-rich content so that search engine algorithms identify your website as a current, relevant resource, which helps it to rise to the top of search engine results pages organically. The quality of your content matters, so don’t just optimize a wall of chicken scratch. If you’re not confident in your ability to create engaging, well-written content, hire a professional.
Create Internal Links
Internal linking is when you choose relevant short phrases called anchor text and link those phrases to other pages on your website. Don’t over-saturate your content with too many links, or search engine algorithms might think you’re up to no good. A safe guideline is creating two to three internal links per 500 words of content. Optimizing your ecommerce website isn’t an exact science. Spend some time researching best practices and monitoring the results of your efforts, and then adjust your strategy as needed. As long as you use a wide range of relevant, low-competition keywords and a few internal links with relevant anchor text throughout your website, you should start seeing results over time. If not, consider talking to an SEO consultant for advice on SEO best practices specific to your company’s needs.