E-Commerce SEO is the main channel for acquiring traffic for e-commerce sites today. The organic search alone would generate almost 9 times more clicks than paid advertisements such as those derived from ‘ Adwords for example. Like any e-merchant, your main challenge is to drive more traffic to your eCommerce website without having to invest millions in SEM or SMO.
This guide offers you an overview of the specifics of an e-commerce site from an SEO point of view. How to better understand user requests? What on-site and off-site optimizations to carry out on your e-commerce to take advantage of organic search? What are the main pitfalls to avoid? Focus on the Dos and Don’ts of e-commerce SEO!
All about e-commerce SERPs
Identify the typology of your SERP
Before embarking on risky optimizations and keyword studies, you can and absolutely must identify and define the main SERPs (Search engine results pages) on which you will rank.
A good habit is to systematically take the temperature of the SERPs you want to conquer by analyzing the results of page 1 on your target keyword. Do not hesitate to use data from tools such as Ahrefs to precisely identify the strengths of competitors and in particular the keywords that bring them the most organic traffic.
Transactional e-commerce requests
As their name suggests, these requests are generally made by an Internet user who has decided to make a purchase (and therefore a financial transaction) in the short or medium term. Most of the time, they include an action verb such as “order” or “buy” followed by the name of the product in question. They can simply result from a phase of gathering information on a product or service or from a comparison between several suppliers or service providers.
Examples of transactional requests:
buy iPhone 10
but also :
return flight from Lyon to Bali
Cheap Nintendo Switch
Navigational e-commerce queries
This type of request mostly concerns simple web browsing, without there being a purchase purpose behind it. Navigational queries can be used to find a website without having its address, or simply include the name of the brand. They can also simply be the URL of the site.
Examples of navigational queries:
book hotel Booking Paris
Informational e-commerce requests
The third type of query concerns a search for information and encompasses the majority of searches carried out on Google. Generally, they result from a need for advice on a general, technical or specific subject. On the same model as the navigation query, there is no purchase intention behind it. These queries are the ones that combine the greatest number of keywords and take a multitude of formats.
Examples of informational requests:
Acer pc review
best apple computers
comparison Macbook pro and Macbook air
how to choose your computer?
Depending on the type of request made, the SERP that will be displayed will not be the same, especially thanks to RankBrain. This algorithm, which combines AI and machine learning, is constantly refining its interpretation of the search intent behind each query.
As this is not the case for all markets, it is essential to carry out a market study specific to your sector and its mechanisms. Focus on your target’s search habits, you might have some surprises!
Obviously, in the context of a transactional search, the Google Adwords results will be displayed before the organic results. But you can definitely synergize SEO and SEA for even more traffic and sales.
How to properly select the keywords for your e-commerce?
To help you choose your main strategic keywords, a dashboard aimed at mapping your sector remains the most effective tool.
To select and prioritize your keywords, several criteria must be taken into account:
search volume: are these keywords potentially generating significant traffic or not?
the relevance of the keywords to your products: does your target use these keywords to search for your products? Do they represent your business well?
the presence of competitors on these keywords: What are the keywords on which you can position yourself without too much difficulty? You can evaluate this point based on the opportunity score. If you’ve just launched your site, don’t spend too much energy trying to capture the highly competitive keywords invested by long-established competitors. Instead, focus on the easiest to invest.