E-commerce SEO

What is E-commerce SEO?

E-commerce SEO is about optimizing your e-commerce website and getting your product pages to appear on the 1st page of the organic search results page. The process of doing e-commerce SEO is a little different from traditional SEO as it involves a lot more keywords to optimise due to the wide range of products that you are selling on your e-commerce website. When e-commerce SEO is done right, you will be able to rank more product pages on the 1st page of Google, thus increasing your sales.

Why SEO Matters for E-commerce Website?

According to a report from SEMRush, 37.5% of all traffic to e-commerce sites come from search engines. And 23.6% of e-commerce sales and orders are directly tied to organic traffic. With the above statistics, it is imperative that you win in the e-commerce SEO game. With e-commerce SEO, you also save on advertising cost and this generates more profit for your business.

How does E-commerce SEO work?

One common mistake that a lot of people make is to gun for very generic keywords and try to outrank huge e-commerce sites such as Amazon, Lazada, etc. from the start. Unless your e-commerce site has a very high domain authority, the chance of success is going to be very low. So if your site is pretty new or has an average domain authority, for e-commerce SEO to work, the strategy is to prioritise on the right products and focus on ranking individual product or category pages for less competitive terms.

How to implement SEO to E-commerce?

Here are the steps to implement SEO on your e-commerce website.

  1. Using HTTPS sitewide. Security is key when it comes to e-commerce. And Google has also confirmed ( that they are giving websites with HTTPS a slight ranking boost over sites that do not have HTTPS.

 

  1. Prioritise the products or categories that you wish to optimise first. Choosing the right battles to fight will decide how soon you succeed in e-commerce SEO. Optimise the most important products first. Generate a full list of your products and decide which are the ones that you would like to prioritise, taking into considerations things such as profit margin, demand, etc.

 

  1. Do keyword research page-by-page. Once you have prioritised your products, do keyword research down to the product page level.

 

  1. Expand keywords by looking into long-tail keywords and close variations. Go beyond just looking at generic keywords by finding long-tail keywords and close variations.

 

  1. Map keywords to each page. Make sure keywords are mapped to the individual product pages. Find the primary keywords that you wish to optimise the page for and attach some long-tail variations of that primary keyword.

 

  1. Optimise your meta title, meta description and H1. Place the mapped keywords in the meta titles, descriptions, H1s of the pages to increase the keyword relevancy.

 

  1. Be as clear as possible with your URL. Make your URL easy to read. A bad example will be this: yourdomain.com.sg/product/tshirt/21/88739a. Make your URL clear like this: yourdomain.com.sg/clothings/tshirts/tshirt-product-name.

 

  1. Build content to the individual category or product pages by writing unique product and category descriptions. With more content in the category or product pages, it tells visitors more about the category or product they are viewing and it helps Google understand what the page is all about.

 

  1. Apply schema markups to your pages, especially review schema. Schema markup makes your organic listing stands out from the rest as it provides searchers with more information, which can improve your organic CTR.

 

  1. Implement link building. Look at your competitors’ backlink profile and identify suitable sites to build backlinks. Conduct an outreach program to get review sites to cover your products, in exchange for a free sample if possible.

 

  1. Do content marketing and promote your products. Find out where your target customers hang out online and learn what phrases or keywords that they use. Then create content around those keywords or phrases and share to social media.
 

Importance of Choosing the Right Keyword to Optimise for E-commerce SEO.

This is the first and most important step in an e-commerce SEO campaign. If you get the keyword research wrong, you will either target keywords that are too difficult to rank or you will rank for keywords that do not get a lot of traffic to your website. When choosing keywords to optimise for e-commerce SEO, understanding the intent of the keywords is key to select the right keywords to target. If someone is searching for “laptops” or “best laptops”, they are likely doing some research and may not be ready to buy now. These keywords usually have higher search volume and are difficult to rank. On the other hand, when they are searching “lenovo yoga C940-14 laptop”, they are probably much more likely to buy. So when it comes to choosing the right keywords for e-commerce SEO, it is important to look beyond just search volume and choose keywords with buyer intent.

Local SEO for E-commerce

When it comes to local SEO for e-commerce, you can look at the following:

Claim and Manage Your Google My Business (GMB) Listing

Make sure your website information, address, opening hours, phone numbers are accurate in your GMB listing. Upload some nice photos of your products or shopfront to make your GMB listing stands out.

Build Local Links

Get backlinks from local websites such as Yellow Pages to show Google that you are popular in that area.

Gather Reviews from Your Customers

Actively gather reviews and publish them on your social media pages and website. When you post reviews on your website, it increases content relevancy and helps you to rank for review keywords, such as “lenovo yoga C940 laptop review”.

Content Marketing for E-commerce

Find out where your potential customers hang out online and study the words and phrases that they use. Create a powerful piece of content using the skyscraper technique. The skyscraper technique is a content marketing strategy where you create a piece of content that is better than an existing content on the 1st page of the Google search results. When you consistently publish great content on your website, the traffic and shares that you get from these contents help your product and category pages rank better.

Measuring SEO Success for Your E-commerce Website

We track the following metrics to measure the performance of your e-commerce SEO campaign: Organic Traffic, Keywords Ranking Performance and E-commerce Sales from Organic Traffic. With these data, we can assist to tweak the strategies and improve your e-commerce sales.

SEO Case Studies

SEO is a never-ending learning process due to its volatile nature. OOm combats this field with our diligence and expertise, backed up by results from our case studies.
Results
After engaging OOm’s SEO services, multiple keywords related to Megafurniture were ranked on part 1 of Google search result page. As a result of search engine Optimisation, the number of visitors to the website and online shopping transactions increased.

80%

Of keywords made it to page 1 of Google search result page

65%

Increase in organic website visitors.

40%

Increase in online shopping activities.
Results
After engaging OOm’s SEO services, more than half of the keywords related to Mandarin Self Storage were ranked on page 1 of Google search result page. Website traffic increased as a result of the keywords ranking on page 1 as it increases the visibility of Mandarin Self Storage on Google search result page. Almost half of website traffic comes from organic source.

80%

of storage space rental related keywords made it to page 1

48%

of website visitors come from organic source

*April 2019 vs. October 2019

Results
With the launch of both search and display campaigns, the number of calls specifically attributed tot he campaigns increased by 6.75 times. Comparing campaign periods between August 2018 to July 2019 against the prior period, the conversion rate increased and cost per conversion decreased significantly.

6.75X

More calls received* *From Aug 18 to Jul 19

5.75X

More conversions

3X

Less Cost Per Conversion
Results

The promotional and engagement ads were ran simultaneously, which led to an increase in e-commerce sales and website visitors.

4X

Sales of shoes increased by

3X

Website visitors increased by
Results
The average position ascended drastically in March and has remained consistently on page 1 of Google search page since. Overall website visitors increase in March 2019 and has remained above 5,000 for the next months. With the influx of website visitors, the number of clicks on the call-to-action buttons on the website inevitably increased by 3 times.

3X

More conversions* *Number of clicks on website’s CTA buttons.
Results
From April to September 2019, Google search contributed to a 31% increase in new patients. Out of the total number of new patients acquired during this period, more than 50% were obtained from Google search.

31%

New patients acquired from Google search
Results

The promotional and engagement ads were ran simultaneously, which led to an increase in e-commerce sales and website visitors.

4X

Sales of shoes increased by

3X

Website visitors increased by

Choosing OOm as Your E-commerce SEO Agency

SEO is our bread and butter since 2006 when the agency was incorporated in Singapore. We have helped many companies with their e-commerce SEO work. Our SEO team is very experienced in e-commerce SEO and we are confident that with our track record, we can help you to increase your e-commerce sales with SEO.

Dedicated SEO Team to Work on Your E-commerce SEO

All our e-commerce SEO specialists are in-house so that we can control every part of the e-commerce SEO process to deliver the highest quality work for you. Our team receives frequent training and is always kept abreast with the latest Google’s search algorithm changes to help you win in e-commerce SEO.

Our Clientele

We care greatly about our clientele. Our clients are an expanded mix of SMEs and enterprises. Check out some of the companies we’ve helped recently through our diverse portfolio.

See What Our Clients Have Been Saying

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