06 Aug E-commerce SEO
First, what is SEO and why does it matter in ecommerce?
Search engine optimization (SEO) is the process of generating more organic (i.e. free, natural) traffic from sites like Google, Bing and Yahoo.
When you search for something on Google, for example, you are taken to the search engine results page (SERP)
Ecommerce SEO is all about ensuring your product pages appear among those ten organic search results. Of course, there are many more pages to explore:
But the higher the page number you rank on, the lower the traffic you’ll generate.
A few years ago, a study found that only 4.8% of searchers make it to the second page of search results. Page 3? Only 1.1%. I suppose that’s why they say the best place to hide a dead body is on page two of Google.
Your rank on the first page matters as well. The same study found that the top result grabs 32.5% of traffic on average. The second result grabs only 17.6%. By result six? You’re looking at less than 5% of traffic on average.
The name of the game, then, is to rank as high on the first page of Google, Bing, Yahoo, etc. as you can for search terms that your potential customers might be using.
Site Structure for Ecommerce
How the pages on your site are organized and structured affects your search engine rankings. Basically, you want to make it easy for actual visitors and search engines to find stuff in your store.
Easier said than done.
As you add and remove products and categories, site structure gets complicated quickly. If you can get this right from the beginning, you’ll save yourself a ton of time down the road. So:
- Make sure your site structure is simple, but easy to scale as your store grows.
- Every page of your site is as few clicks from your homepage as possible.
Simplicity is underrated. You don’t want to have visitors relying on the back button to get around your site, running in circles trying to find what they’re looking for. You also don’t want to have to reorganize and rearrange your site structure every time you add a new product category, for example.
Most of your link authority is on your homepage, right? So, it makes sense that the more clicks away from your homepage a product page gets, the less authority it has.