Each layer in an ecommerce store’s site map has its own particular SEO requirements, and because some ecommerce stores are large and complex, the amount of work can potentially be extensive. SEO for Ecommerce is a specific type of optimisation designed to drive traffic ‘deep’ into your website while targeting your budget for best ROI. Rather than concentrating on particular landing pages, the aim is to optimise the site for best performance in the areas that really matter.
Even if your budget is limited and your store is performing relatively well, ecommerce SEO can drastically improve conversions.
By their nature, Ecommerce sites are structured in a hierarchical way.
SEO for Ecommerce Websites
The SEO strategy for any Ecommerce website should focus on multiple levels of optimisation.
Industry level Optimisation
Industry level optimisation tends to focus on the Home Page and targets generic Industry keywords, for example a clothes fashion wear site might target Home Page keywords like “Fashion Wear” “Online Clothes Store” “Fashion Clothing”. These are generic industry keywords, often with large search volume and a high level of competition. The traffic is not highly targeted and often delivers low conversion rates.
Category Level Optimisation
Category level optimisation focuses on the top level product categories of the website. Using our clothes store example, this might be keywords/categories such as “Womens wear” “Ladies fashion” etc. or “Children’s clothes” or “Men’s clothing”.
This level of optimisation is still usually competitive with slightly less search volume but traffic is usually more qualified and targeted than Industry level.
Categories are more likely to stay STATIC too, so as products beneath the category levels come and go, the category itself remains static, therefore making it a good entry point for traffic, easier to maintain and target your SEO efforts.
Sub-Category Level Optimisation
Sub-Category level optimisation is drilling down even further into smaller product category groups. Sub-categories of “Womenswear” might be “Evening dresses” “Womens Shoes” “Blouses” etc…
This level of optimisation is much more targeted and is likely to attract traffic that has a specific requirement and therefore more likely to purchase.
Many sub-categories will have the same STATIC properties of main categories, thus also making them ideal landing page targets.
Product Level Optimisation
Product level optimisation focuses of optimisation for each individual product. An example could be something like “Satin bow dress” or “Belted skater skirt”.
This level of optimisation is highly targeted. Although the search volume will be much less than other levels of keywords, the traffic from these keywords is likely to have the highest conversion rate.
However, this is the area that is much less static than other levels in a e-commerce site as products come and go, ranges and items are discontinued, new ranges introduced etc.
Ecommerce SEO Strategy
As you drill down into deeper levels of optimisation, the number of pages to optimise and promote increases which is labour intensive and expensive.
To determine your Ecommerce SEO strategy you need to decide on to which levels you want to optimise. Industry, Category, Sub-category and Product, and how quickly you want to achieve top rankings.
Depending on the size of the Ecommerce website it is usually preferable to optimise deeper levels in stages. You can concentrate on a number of categories and products at a time, complete optimisation and rankings, then move on to the next category. We recommend to start with the most popular and profitable categories first and levels that will remain the most STATIC.
We recommend that our clients firstly understand the full keyword landscape of all the different levels of their Ecommerce store and pick a good variety of Home page, category, sub-category and product pages and keywords to target.
Our Ecommerce SEO services comprise of:
- Keyword research (identify up to 3 primary and 2 secondary keywords per page)
- Audit of page code and corrections
- Content and meta tag optimisation (in line with keyword selection)
- Search engine indexation including sitemap and Webmaster tools setup
- Analytics (Google)
- Advanced Link building
- Rank tracking and monthly reports