Boost Revenue Through Customized SEO for Ecommerce

John SammonAuthor: John Sammon
Updated on 03/29/2024

Is your online business going through a slump? Are you looking for a new way to help improve your website’s presence on the web? Are you getting a lot of visitors, but have a high abandoned cart rate?

And with the global ecommerce market expected to reach $6.9 trillion in 2024, now is the time more than ever to invest in your online marketing efforts.

So, if you are wondering what types of things you should be doing to improve your search engine optimization for your ecommerce store, you’ve come to the right place.

Contact Our Ecommerce Team

Frequently Asked Questions About SEO for Ecommerce

ecommerce seo strategiesWe’re here to provide a guide to ecommerce SEO strategies in 2024 and beyond.

Below you will find answers to your most need-to-know questions when it comes to formulating a strategy, implementing tactics, and more that can help your online store get results.

Let’s get started.


What is Ecommerce SEO?

SEO for ecommerce is the practice of strategically updating electronic commerce websites with the best search engine optimization tactics in order to help them rank above competitors who sell similar products online. Ecommerce SEO requires a special approach given it can involve other platforms other industries do not use, such as Google Merchant Center, and other technical enhancements such as product schema, image optimization, and more. Strategies will also greatly differ depending on the premise of your business, meaning whether you sell directly to consumers (B2C) or are looking to target buyers at other businesses.

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Why Does Your Ecommerce Store Need SEO?

ecommerce seo stats

If you are on the fence about whether you should be doing SEO for your website, here are some things you may want to know:

  • 2.64 billion people shop online
  • SEO is one of the leading sources for online purchases
  • By 2026, ecommerce will make up 24% of global retail sales
  • For every increase you make on search engine results pages (SERPs), you can boost your click-through rate by an average of 30.8%
  • 51% of people using the internet have found out about a new product online

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Is Technical SEO Important for Online Stores? What Should I Consider?

When taking a look at the technicality of your ecommerce website, it’s important to keep 404 error pages at a minimum. These are a type of error page that commonly occur for ecommerce websites if products on a page are sold out and/or deleted. Since ecommerce websites generally have a lot of product pages, it can be hard to keep track of all of them. When you have a ton of broken pages on your site, it can lead to:

  • Negative user experiences – If users are constantly running into 404 error pages, it can become frustrating for them, and negatively impact the perceived quality of your website.
  • Increased bounce rates – Similarly to above, Users are most likely to click out of your site due to the inconvenience.
  • Falls in keyword rankings – Search engines rely on the content on your website to understand its relevancy, so many 404 error pages will negatively impact the associated keywords.

To minimize the amount of 404 pages on your site, be sure to keep an eye on them in Google Search Console and implement 301 redirects for any impacted pages.

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What Should I Do About Out-of-Stock Products on My Website?

Piggybacking off the topic above, There are two ways to go about out-of-stock product pages. If the product will be coming back into stock soon, keep the URL live and leave a message on your page saying that customers can fill out a form to be notified when the product is back in stock. This keeps the page useful and sets up potential customers.

If the product is not coming back, the page should be deleted or redirected so you don’t hurt the user experience on your website.

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What Are the Specific Types of Schema for Ecommerce Websites?

When working with an ecommerce website, most website builders, such as Shopify, will have basic Schema built in. It’s important to check and see what kind of Schema is already built into your website before adding more.

Some types of Schema you want to have within your website include:

  • Product markup
  • BreadcrumbList markup
  • Review markup
  • Offer markup

These types of Schema will enhance the way search engines understand your website, and improve your rankings.

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What Should I Do About Seasonal Collections Pages?

When it comes to seasonal collection pages, you don’t want to completely delete them when the season is over, but you also don’t want to leave your customers confused about what the page is. We recommend removing them from the main navigation page and adding a message saying that products will return for next season. This is a great place now to promote similar products for the current season or any other newer products you are trying to gain exposure to.

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How Can I Get Seasonal Products to Rank?

According to Google’s John Mueller, the best way to get seasonal products to rank is by highlighting these products on the most prominent pages on your website. This means if you’re looking to feature a product or service for an upcoming holiday, our team advises you to ensure it is noticeably linked on one of the key pages on your website, whether that is the homepage itself, or even one of the main category pages located in your main navigation.

For example, if your ecommerce T-shirt company is looking to promote a T-shirt for the 2024 total solar eclipse, it’s essential to add and link the product to the homepage, as well as sprinkle various internal links throughout your website to further build that equity.

On top of that, John Mueller advises that ecommerce businesses should be adding schema to these products so Google can read specific product and collection pages more efficiently. It’s also important to note that these guidelines to applicable to any product you’re looking to become more valuable in there eyes of Google, so try these quick tips and see how they work for your company!

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Should I Invest in Email Marketing?

Yes! According to OptinMonster, customers will spend 138% more on products when it is marketed through emails. Email marketing helps drive sales and builds customer loyalty. With email marketing, you have the opportunities to:

  • Have direct communication with customers
  • Display new products
  • Promote campaigns
  • Build your brand
  • Retain customer loyalty
  • Advertise seasonal deals

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How Can I Assess How My Ecommerce Site Is Performing?

The best way to ensure the highest performance for your ecommerce website is by practicing various SEO tactics to achieve these goals. In terms of on-page SEO, here are just some things that we advise trying out on your site:

  • Apply canonical tags to coincide with product colors, fit, and sizes
  • Optimize both the meta title and meta description for each page
  • Place keywords strategically throughout your product copy (but not overboard!)
  • Include breadcrumbs to help website visitors navigate your site
  • Showcase product reviews and user-generated content when applicable
  • Feature helpful content about each product, its benefits, and more

Though just some suggestions for improving your ecommerce SEO initiatives, you should see an increase in organic traffic, sales, leads, and beyond.

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How Can I See Data On Different Ecommerce Features on Google?

With the recent increase in user accessibility and advanced features on SERPs, there are a plethora of ways to view shop listings and various ecommerce features online. So if you own an ecommerce online store and are looking to get your products or services listed on Google’s SERPs, you can now track product snippets and merchant listing performance in Google Search Console.

Ecommerce GSC

(Source: Brodie Clark, he has an excellent article about this topic!)

With the emergence of this new feature, ecommerce businesses will now be able to accurately assess the overall performance of their products (both on mobile and desktop) in popular SERP features, such as carousels, product grids, and product knowledge panels. Before this update was introduced to Search Console to enhance SEO performance analytics, there was no accurate way of tracking a product’s performance.

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Do Product Titles Matter for Ranking for Google Shopping?

For users of Google Merchant Center, titles can be considered one of the top-ranking factors when optimizing and posting a product listing. Some quick tips and tricks for getting the most out of your Merchant Center listings include:

  • Using relevant keywords, which can be achieved through conducting thorough keyword research on platforms like Google Keyword Planner, Semrush, and Ahrefs
  • Keeping product titles concise, making sure to emphasize the most prominent features of your product, like color, size, brand, and more
  • Steering clear of including punctuation and other symbols on titles because, if it’s used in excess, it could come across as either low quality or misleading

As always, it’s incredibly important to avoid keyword stuffing in your product titles since adding as many keywords into the parameters of a product title can come across as spammy to, not only customers but, Google as well.

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How Do I Earn the Top Quality Badge on Google Shopping?

We know every ecommerce business is looking for a Top Quality Store badge of approval from Google. With that in mind, here are Google’s guidelines when it comes to qualifying for the badge:

  • Incorporating experience categories on your website, such as including shipping and return policies, so customers know what to expect when purchasing from your online store
  • Featuring user ratings or other user-generated content (UGC) so Google can measure the quality of your products and services
  • Showcasing a high-quality and accessible website that is easily navigable and promotes a positive user experience 

Based on these specifications, ecommerce stores with the highest ratings will earn the Top Quality Badge from Google.

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What Types of Promotions Can I Run in Google Merchant Center?

Google states that promotions are available for businesses that maintain an active product feed in the Google Merchant Center. Then, Google gives you the option to activate and utilize their promotional offerings, which include:

  • Discounts
  • Shipping
  • Free gifts

It’s important to note that Google will reject promotions that exclude a majority of a given audience. This can include offerings such as military discounts, student discounts, and more.

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Should We Offer Various Payment Methods?

When customers are at the very last step to make a purchase, don’t let payment be a reason for them to abandon their checkout cart. And while this isn’t necessarily related to SEO, it can impact your conversion rate, so it’s important to offer multiple payment options to make the checkout process run smoothly for customers. Some additional payment options to include for your customers are:

  • Apple Pay
  • Google Pay
  • PayPal
  • Shop Pay
  • Facebook Pay
  • Amazon Pay
  • Venmo
  • Stripe

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So, What Are the Best Ecommerce SEO Strategies for 2024?

To help your business’s site get more purchases, you will need to craft a custom search engine optimization strategy based on your site’s unique needs, what your competitors are doing, and tactics you haven’t implemented. Here are some areas we find most online stores need help with:

Sign-up for Google Merchant Center

One free and great way online stores can improve their appearance on search engines is by signing up for Google Merchant Center. When you add your products to the merchant center, it will add your products to the Shopping tab in Google, which helps enhance your visibility. Some brands have even seen 400%  revenue growth just from their free listings!

Write Detailed and Helpful Content

Did you know that 88% of customers think detailed product pages are crucial for purchasing? In order to help gain the attention of not only customers, but Google as well, you need captivating copy on your website that incorporates the terms you wish to rank for most. For instance, ensure that you are adding the key terms and information of your products to the meta title and description, headers, and page copy.

Conduct a Competitor Analysis

To better understand what your business is up against, take a hard look at your competitors’ websites, analyze their content, backlinks, and structure to see where we can fill in the gaps on your own site. You can do this by manually searching for your products on a broader scale, seeing what brands Google is ranking above you, and seeing what types of things their product pages have that yours don’t.

Do Thorough Keyword Planning

Be sure to research the key terms you want your site to show up for, find out which ones have the most potential to bring you traffic, and incorporate them into your strategy to be used in content, link building, and more. For example, if your online store sells rugs, be sure to see if more broad terms such as “rugs for sale” or more niche terms such as “oriental pattern rugs” would be easier for you to rank for.

Don’t Forget Technical Optimization

There are numerous other ways we can optimize your site outside of changing your page copy. From metadata writing to schema markup and more, you should give your website the attention it needs from top to bottom. Ensuring you have rich snippet data and schema markup can make your pages appear better in search results and help search engines better understand your store and its products.

Take Advantage of Your Blog

Google loves sites that are continuing to keep their site content fresh and updated. And if you aren’t constantly adding new products, this can be tough. Another way we keep your site up-to-date and full of opportunities to bring in new customers is through blog posts. When you have a blog, it also opens the doors to rank for various types of keywords. Say for a site that makes leather goods, they could write about the “10 Best Gifts for Fathers Day” and feature their own products.

Pro-tip: Be sure to utilize Google Trends to see what types of topics are popular at the moment for content ideas.

Build Authoritative Backlinks

In order to help your website gain strength, and become more authoritative, spend time building backlinks that point to your site from other reputable locations such as news sites, directories, and more. Getting links as an online retailer can be tough, but you can utilize tools Help A B2B Writer or Featured to answer questions asked by reporters that are relevant to your niche.

Enhance Your Design for Conversion

Something we often see many websites overlooking is having conversion rate optimization in place, meaning that once visitors come to your site there is a clear and easy way to make purchases, email you, or call you. And since cart abandonment is something very common for ecommerce stores, you will want to ensure that potential customers don’t need to jump through hoops to buy your product.

Make Adjustments for User Experience

There can also be various issues going on behind the scenes of your website that are causing limitations to your marketing. For example, websites that load slowly, have poorly optimized images, or are non-HTTPS, are just a few examples of things that could be holding your site back from ranking higher. Tools such as Google’s PageSpeed Insights or Pingdom can give you a rundown of ways you can improve your user experience.

Make Photos a Priority

When a shopper has a specific look for a product in mind, and wants to be able to view a variety of options at once, they often turn to image search. Having your products show up in image search can be relatively simple if you take the time to properly add alt and title info to photos. Be sure to be descriptive adding things such as color, material, and other things that describe the product with as much detail as you can.

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“I’ve worked with Sixth City Marketing for multiple years now for my PPC and SEO needs. They have consistently delivered a high-quality product, are professional, and deeply care about their customers. They listen to my business needs and work with me to help my business grow. I’ve seen a massive improvement in the quality of leads, website visitors, and click-through rate. My website has experienced immediate positive results from suggested website changes, with increased forms completed, increased phone calls, and increased pages per visit. Other PPC companies I’ve worked with just waste ad spend, while Sixth City Marketing makes use of every penny.” – Jennifer Hristovski, SprayWorks

Get to Know Our Ecommerce SEO Agency Better

top ecommerce marketing company 2023Sixth City Marketing is a team of digital marketing experts providing services to clients in a wide range of industries with the goal of showing honest results. Through our transparent reporting, custom work, and flexibility, we deliver top-notch SEO services that help businesses grow.

While headquartered in Cleveland, we also have offices in Chicago, Columbus, Indianapolis, Nashville, and Pittsburgh, but are happy to help you no matter where your business is located.

5 Things That Make Us Different

  1. Transparency – No matter what, you can trust that we will relay honest communication with you regarding your data, our strategies, or anything else.
  2. Knowledge – As the industry is always growing and changing, our team is always thirsting for knowledge to stay on top of trends and major shifts that could impact our work.
  3. Experience – Since opening in 2010, our staff has grown immensely. With that has brought us professionals with diverse backgrounds, totaling over 25 years of collective experience!
  4. Culture – One of the aspects that allows us to provide better-quality services is teamwork, and that is best done when a group of people gets along well in and outside of work, as we do.
  5. Results – Something that many other agencies lack that we mentioned earlier is providing proper ROI measurements in relation to your campaigns. We conduct due diligence to give you this data, which helps to illustrate the value you’re receiving from your investment in us.

Other Ways We Help Ecommerce Businesses Grow

With all of our clients, we want to make sure that we are doing as much as we can to get the results desired. Sometimes, that includes thinking outside of the box of our SEO strategies and dipping our toes into the pools of our other services.

So on top of providing you SEO, we can also help you through:

  • Email marketing
  • Paid social media

 

Past Examples of SEO Success

Since our company was founded in 2010, we’ve worked with a variety of different businesses in all kinds of industries! We’ve been successful in SEO services for ecommerce businesses and many others as well. With that being said, be sure to check out our case studies page to have a better understanding of some of the work we do.

Some of the businesses we have helped includes:

  • TYKMA Electrox
  • M/I Homes
  • Shini USA
  • National Church Residences

And we’ve produced the following results:

  • 543% increase in monthly leads
  • Conversion rate growth from 1.54% to 4.6%
  • 632% increase in monthly organic traffic
  • Overall traffic to the website rising by 402%

We’ve Worked With Retailers on These Platforms

BigCommerce
BigCommerce
shopify
Shopify
squarespace
SquareSpace
wordpress logo
WordPress
wix logo
Wix

Ecommerce Niches We Can Help

Since 2010, we’ve worked with a number of different B2C and B2B ecommerce brands, from mobility scooters to custom T-shirts, we have a range of experience with:

“I am BEYOND impressed with 6th City’s work. Their transparency and knowledge for their craft is very impressive. We saw results for our business soon after partnering with them.” – Sydnee Cooke, Painted Cowgirl Western Store

Start with a Free Ecommerce SEO Strategy Session

Use the form on this page to request your free strategy session where we will review your goals, current setbacks, and more, all to determine how we can best help your business grow.

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