SEO for E-commerce: Structure, Content, and Common Errors | SEO COURSE 2020 【Lesson #45】

Perhaps it is not obvious, but I assure you
that doing SEO on an e-commerce site is not like working on a blog, because there are
so many differences and the approach must be different. An online store will probably have many products
to offer, considering the variants, the models and other peculiarities. It could have 100, 1000 or even more pages,
organized in dozens of categories and sub-levels. Let’s see how to proceed generally to do SEO
on an e-commerce site. A) Keyword research It is not obvious that the name of a product
does not always match with the same keyword that people know. For example, if you sell an object that you
know as “pool bag”, you may find that many customers call it “swimming bag”. In short, these are different ways to identify
the same object. Precisely for this reason, a research for
keywords will be necessary before proceeding to write the contents. The same thing goes for the organization in
categories, since we often see “commercial” terms, which are known by a small number of
potential customers. This is an example of a missed opportunity
to attract qualified traffic on very important pages for an e-commerce site. To understand how your customers talk, in
addition to already knowing the market, you can study your competitors by looking at the
organization of their site and using the same keywords, which otherwise you would not have
discovered. Talking about volumes, you need to consider
that some keywords have obvious seasonal relevance (for example, “Christmas sweaters” in winter)
or hidden (for example, “dog food” in winter). Another fundamental thing to consider is the
commercial intent. This differentiate queries that express a
desire to buy a product from those related to a mere curiosity (for example, the best
sweaters vs how to make a sweater) . You will be able to verify this concept by
looking at the competition of advertisers on Google Ads, considering that if a keyword
is not “monetizable”, not many advertisers are willing to bid on an auction to win visitors
. B) Site structure If you need to manage thousands of pages,
it is important to make sure that the user does not click or browse dozens of posts in
order to view the product of his interest. For this reason, we talk about the “rule of
3” because every page should be reachable in a maximum of 3 clicks from the homepage. We are talking about the perfect case to do
a siloing structure. This means to organize categories by topic
and insert sub-levels to contain closely related products. C) Content optimization As for OnPage optimization, you could use
some tricks: Title tag: for example, use words like discount,
buy, etc. Meta description: for example, refer to free
shipping. Body: try to include images with alternative
text and an exhaustive description of the product with all possible details, including
the most relevant keywords. URL: include the keywords and the structure
of the categories in the URL (for example, .it/woman-dresses/night-shirt)
Internal links: the most important pages of the site should have a link to the leading
products to improve their visibility and authority. Rich snippet: if you show reviews, you could
implement a markup to get stars for greater visibility on Google pages. D) Link building Creating a good backlinks profile for an e-commerce
site is certainly different from a blog, because it is not easy for a newspaper or other blogs
to decide to mention a page of your product and give you customers as a gift. Precisely for this reason, in order to promote
an online store, different approaches are used often oriented to the use of internal
informative sections, like guides or tutorials on related topics, to attract natural links
and distribute the value to important pages through an appropriate internal linking structure. For example, a cycling shop could create a
section with guides dedicated to cleaning the bicycle by using videos and tutorials,
which can be easily shared and could attract various backlinks, even from authoritative
sites. E) Common e-commerce issues Managing thousands of pages that are frequently
updated, e-commerce sites have delicate points to work with: Crawl budget: as explained in the appropriate
chapter, check if some sections of the site are not crawled, if there are pages that waste
budget and after your fixes make sure that Googlebot can correctly visit the site. Duplicate content: Magento and other platforms
may generate duplicate content, especially with the filter menu, to specify variants,
prices or other features. Check if these situations exist, then take
action with canonicalization, robots noindex or directly remove duplicated pages. Speed​​: if the site is slow, you will
lose visitors and Google will certainly not reward you. Invest in caching solutions or upgrade the
server. Original content: try to write unique and
original descriptions for each product, not limiting yourself to a couple of lines, but
using various thematic keywords to improve the content relevance. Out of stock: you may decide to show a 404
error page, customized with a search box to not lose the user or just show the correct
page with the purchase box disabled. Responsive: also consider the experience from
mobile devices, especially analyzing the bounce rate in delicate pages, such as the shopping
cart or checkout. At the technological level, the platforms
of the moment are Shopify, PrestaShop and Magento. The last one is equipped with various extensions
and I know it personally since 2008, although I must say that it often needs optimizations
in terms of loading speed.

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