Ecommerce web optimization — The best way to enhance ecommerce search rankings in 10 steps

Keys to key phrase rating

This text was initially printed on Oct. 22, 2019, and up to date on Might 12, 2022.

Among the finest methods to get site visitors to your on-line retailer is by showing in search engine rankings. This isn’t at all times a straightforward activity, since ecommerce websites are centered on merchandise somewhat than content material. Whereas ecommerce web optimization is perhaps difficult, the outcomes pays dividends to your ecommerce enterprise over time. On this state of affairs, numbers don’t lie.

Take into account:

You may’t at all times compete with the large guys, however you’ll be able to concentrate on rating effectively for particular person product and class pages for much less aggressive phrases, like long-tail key phrases.

Associated: 50 on-line search and web optimization stats to blow your thoughts

The best way to present up within the search rankings

Let’s take a look at the instance of girls’s sneakers.

The highest spots go to DSW, Well-known Footwear,, Macy’s, Amazon, Nordstrom Rack, Nordstrom, Shoe Carnival and Zappos.

eCommerce SEO Womens Shoes Example

The possibilities of you knocking out one among these massive gamers is fairly low. However that doesn’t imply it’s best to hand over on ecommerce web optimization.

Actually, you’ll be able to leverage long-tail key phrases — or extra particular key phrases and phrases — to enhance your rankings and achieve new prospects.

For instance, a seek for “girls’s biking sneakers” nonetheless has some massive names (like Sierra, REI and Amazon). However in place 5, the area of interest web site Aggressive Bicycle owner joins the rankings. This rating can deliver them worthwhile site visitors and prospects. In accordance with the Q1 2019 Benchmark Report from Monetate, the worldwide ecommerce conversion charge is 2.72%. That signifies that for each 100 new guests Aggressive Bicycle owner will get from their ecommerce web optimization efforts, they get virtually three gross sales.

Plus, utilizing e-mail advertising and remarketing strategies, they will promote much more to these prospects to develop the shopper worth far past their preliminary worth.

eCommerce SEO Womens Cycling Shoes ExampleThe best way to enhance ecommerce search rankings in 8 steps

Profitable ecommerce web optimization is a bit totally different than web optimization for a content-based web site. You’ll probably have extra pages to optimize with much less content material to leverage. Plus, the specter of duplicate content material is way greater.

So, how do you optimize your ecommerce web site?

  1. Do your key phrase analysis for product pages and class pages
  2. Optimize your pages with meta titles, descriptions and H1 tags
  3. Create and optimize product and class descriptions
  4. Revise and redirect URLs
  5. Enhance photos for higher loading and searchability
  6. Carry out technical web optimization
  7. Add content material for extra ecommerce web optimization
  8. Don’t overlook cellular search
  9. To index or to not index
  10. Allow social sharing

Let’s get began.

1. Do key phrase analysis for product pages and class pages

Key phrase analysis isn’t nearly brainstorming and hoping you give you the correct phrases. With instruments like Amazon, Google Key phrase Finder and different web optimization instruments, you’ll be able to create a listing of the phrases that your goal prospects are utilizing to seek out your merchandise.

Possibility 1: Google Key phrase Planner

You can begin your key phrase analysis utilizing Google Key phrase Planner. You’ll should create a free Google Advertisements account to make use of the instrument, however you don’t should construct any adverts or add bank card info to do analysis.

As soon as inside, add a number of seed key phrases. These are simply the key phrases that you’d use in the event you have been searching for your self.

Don’t use your model identify or firm identify as one among your seed key phrases.


Your web site will probably rank effectively to your model identify simply primarily based on how usually you utilize it in describing your organization.

From the seed key phrases you entered, Google offers you extra associated key phrases together with tough search quantity. You’ll need to decide key phrases that attraction to your target market and present the correct search intent.

Search intent is just the explanation persons are doing the search. Are they looking out to study, to be entertained or to purchase?

One good approach to decide search intent is to seek for the time period utilizing an incognito or personal looking window. Trying on the first few search outcomes offers you a good suggestion if they’re centered on buying or merely looking.

One other approach to decide search intent is the cost-per-click. The next cost-per-click usually signifies a purchase order search intent as a result of the businesses which might be paying for these clicks are prepared to pay extra for the probability of ROI.

Google search engine outcomes pages are one other nice supply for brand new associated key phrases. On the backside of every web page are searches associated to your authentic time period.

Researching long-tail key phrase phrases may also assist enhance your ecommerce web optimization. A latest report by Backlinko claimed that “91.8% of all search queries are long-tail key phrases.” This implies there are many alternatives to rank greater in search queries utilizing particular phrases.

Goal to have three to 5 phrases in your phrase and take into consideration queries your target market could also be trying to find. Instance phrases may embrace:

  • “Bedsheets that hold you cool”
  • “Perfume and cruelty-free shampoo”
  • “Grain-free kibble for small breed puppies”

Even when the search quantity is perhaps low, long-tail key phrases are more likely to lead to extra clicks and conversions. An extended-tail key phrase with low competitors makes it potential so that you can capitalize on a distinct segment market inside your trade.

As a greatest observe, strive researching phrases with over 50 month-to-month searches in your focused location and go for ones which have simple or low key phrase issue.

Associated: The best way to do web optimization key phrase analysis to drive site visitors to your web site

 eCommerce SEO Related Search Example

Possibility 2: Amazon predictive search

Amazon, the world’s strongest ecommerce search platform, may help you discover key phrases to your web site optimization. Begin by typing in your key search phrase, and Amazon’s predictive search will present you well-liked phrases associated to your entered key phrase.

The Amazon Key phrase Instrument may also assist velocity up this course of.

eCommerce SEO Amazon Search Example

Possibility 3: Paid web optimization instruments

Instruments like Ahrefs provide you with highly effective, in-depth instruments to do key phrase analysis, together with which key phrases your rivals are utilizing. Whereas it’s a paid instrument, it may prevent a substantial amount of time and provide you with highly effective insights.

Regardless of which possibility you select to your ecommerce web optimization analysis, don’t cease with a shortlist of key phrases. You’ll have to optimize every web page — together with product pages and class pages — with a singular key phrase.

That is most simply achieved by making a spreadsheet with your entire pages, and including columns for the key phrase you’re concentrating on on the web page. If you happen to like, you may as well use the spreadsheet to create meta titles, descriptions and H1 tags. (You may obtain a pattern spreadsheet from my Useful resource Library.)
eCommerce SEO Meta Data Description

2. Optimize your pages with meta titles, descriptions and H1 tags

Now that you simply’ve finished your key phrase analysis, it’s time to start out placing it to work in your web site. Step one is to optimize your product and class pages with meta titles, meta descriptions and H1 title tags. Every of those parts ought to comprise your goal key phrase a minimum of as soon as.

Bear in mind to write down each ingredient of your web site for the reader, not only for serps.


You can begin optimizing your product and class pages with:

Meta titles

These are essential for product and class pages and may vary between 50-60 characters. Strive together with eye-catching headlines to extend ecommerce site visitors by way of CTR. You should utilize phrases like “free transport” or “free returns” to entice extra customers to click on.

Meta descriptions

These have to be optimized to scale back the danger of Google mechanically rewriting it for you. Maintain all related info on the very starting of your description and check out to not exceed recommended character counts. Common pages ought to vary between 150-160 characters, whereas weblog posts ought to embrace 138-148.

H1 title tags

Maintain these between 20-70 characters and tackle person intent by providing an answer to their ache factors. Titles like “prepare dinner a household meal in half-hour” or “simple leash coaching ideas for brand new puppies” can encourage customers to click on in your web site.

Most significantly, every of those parts ought to comprise your goal key phrase a minimum of as soon as.

Associated: Meta tags and the top part of a web site

3. Create and optimize product and class descriptions

Your product and class descriptions assist each your potential prospects and serps perceive what you’re promoting and why your merchandise are distinctive. Let’s check out how one can optimize for each.

Product pages

Optimizing your product pages is an efficient approach to enhance ecommerce site visitors from Google search queries. You need to take the time to fill out key particulars for these pages so you’ll be able to capitalize on any alternatives for a possible sale.

Your product pages ought to have extra content material to assist talk the worth, options and advantages of your product and assist the shopper make the correct alternative.

Listed here are some key factors you’ll need to embrace in your product pages:

  • A novel description of the product. Have it vary between 150-200 phrases and ensure to incorporate your goal key phrase.
  • Three optimized photos of the product. If relevant, attempt to embrace one picture of the product in use.
  • Product-specific particulars. Guarantee they’re simple to scan for customers and embrace dimensions like measurements, weight, necessities and extra.
  • Add a video. Present customers find out how to use the product and describe why it’s higher than a aggressive set of merchandise.
  • Make navigation simple to entry. Guarantee your navigation hyperlinks are easy and descriptive. Keep away from dropdown menus or something overly sophisticated.
  • Don’t use producer descriptions. Google is extra probably so as to add your web page to SERPs if the content material is exclusive.
  • Permit user-generated evaluations. These present pages with contemporary content material to maintain serps pleased, however you’ll have to average it earlier than publishing. GoDaddy Web site Builder has an possibility to put in Yotpo evaluations in a few clicks with out the necessity of a developer.
  • Embrace sensory phrases. Peppering these into product descriptions can inch customers nearer to a sale. Incorporate phrases that describe the sights, sounds and smells of a product. Suppose “decadent” for candy treats or “cozy” for tender sweaters.
  • Keep away from exaggerating. Watch out to not describe issues which may not maintain. It is perhaps tempting to say a sweater will hold you heat in “no matter temperature,” however except it’s been confirmed efficient by heavy analysis, it’s best to keep away from making these kind of claims.
  • Add a FAQ part. You may place this on the backside of your product web page and apply structured knowledge mark-up, additionally known as schema mark-up.

Word:  The superior web optimization observe of including schema mark-up to merchandise will show them as wealthy leads to Google picture searches. You may study extra about Google’s superior web optimization choices right here, together with find out how to arrange structured knowledge to your merchandise.

Class pages

In your class pages, you’ll solely want a paragraph or two to share particulars about your services or products. You’ll want to use your goal key phrase in every of your class descriptions.

Listed here are different key factors it’s best to think about when writing your descriptions:

  • Optimize your class pages. They’re simpler to rank in aggressive marketplaces than product pages.
  • Don’t write to promote the product. The purpose is to encourage prospects to consider a variety of class listings utilizing 150 – 300 phrases.
  • Take into account different structure strategies. Some web sites embrace extra content material in collapsible dropdowns and carousels. Nonetheless, all content material must be seen within the supply code and never generated by JavaScript.
  • Insert absolute hyperlinks. Place these within the first paragraph and embrace matching anchor textual content to different class pages. For instance, H&M’s class web page for “girls’s tops” consists of anchor textual content that hyperlinks to different subcategories like “t-shirts” and “bodysuits.”
  • Maintain essential info on the high. A latest case examine discovered a 4.8% lower in clicks from SERPswhen descriptions moved under merchandise on class pages. You may place small paragraphs of copy on the high, center or backside of the web page. However content material that sits greater on the web page advantages from greater rankings and elevated visibility.
  • Don’t double-up on tags. Class tags have to be distinctive from product tags. You don’t need to have the identical tag for each since this may confuse search bots.

Guarantee canonical hyperlinks are right. If in case you have a number of pages for a class or filters, you’ll need to set the canonical URL for the opposite pages again to the primary class web page. It will assist you to keep away from duplicate content material. So, if one class is “shirts” and you’ve got sufficient product to fill three pages of shirts, be certain every web page factors again to the unique class web page.

Associated: The best way to create a compelling ecommerce product web page

4. Revise and redirect URLs

Pleasant URLs aren’t simply higher for sharing, they’re additionally essential to profitable ecommerce web optimization.

Google prefers brief, easy-to-read URLs. If potential restrict your product web page URLs to simply your product title, with out the class slug.

  • Ultimate:
  • Acceptable:
  • Keep away from:

Your ecommerce platform would possibly dictate the alternatives you may have for URL buildings.

Earlier than you alter your URL buildings, be sure to monitor any earlier URLs and use 301 redirects to level to your new URLs.

Some ecommerce platforms will deal with this mechanically, so remember to test your assist web site or buyer assist to seek out out what it’s essential to guarantee your redirects go into place.

Linking out from product pages

You may add hyperlinks to different merchandise inside a product web page if it is smart to your customers. Strive putting related hyperlinks on the backside of the web page with textual content like “regularly purchased collectively” or “you could be thinking about” to deliver consciousness to your viewers.

It’s additionally essential to make sure all hyperlinks are <a href> absolute hyperlinks and never JavaScript generated. These must be seen in your supply code.

5. Enhance photos for higher loading and searchability

Pictures are key to a profitable ecommerce web site, however with out correct optimization, they will additionally harm your ecommerce web optimization.

You’ll have to discover a steadiness between small file dimension and acceptable picture high quality to optimize your photos.


Normally, it’s best to use JPEGs for photos which have quite a lot of colours, and PNG for easy photos. Check a number of totally different codecs and compressions to seek out the correct mix for the pictures your web site makes use of.

You’ll want to embrace ALT tags for your entire optimized photos as effectively. ALT tags are utilized by display screen readers to assist visually impaired customers navigate and use your web site in addition to by serps to know what your photos are of.

6. Carry out technical web optimization

Good ecommerce web optimization goes past simply measuring what content material is in your web site and in your metadata. There are additionally technical parts that may contribute to your web site rankings.

Enhance web site load instances

Bounce charges enhance by 50% in case your web site takes two additional seconds to load, and conversion charges fall by 12% for each additional second that it takes your web site to load. Optimizing your photos and eradicating pointless parts improves your search engine rating and conversion charges.

Create and submit a sitemap to Google and Bing Webmaster Instruments

By submitting your sitemap to Google Search Console and Bing Webmaster Instruments, you’re proactively letting the 2 largest serps on the earth learn about your web site. Plus, these instruments can provide you with a warning to crucial points that Google or Bing encounter along with your websites.

Have a legitimate SSL certificates

An SSL certificates is not only one thing you want in your procuring cart. Because you is perhaps amassing e-mail addresses on different pages (with issues like your e-mail signup kind), an SSL protects that knowledge as effectively.

Most browsers now level out to guests when a web site isn’t safe — generally even directing them away. Your web site host usually may help you with an SSL certificates.

Editor’s word: GoDaddy’s Web sites + Advertising Ecommerce answer comes already protected with a Safe Sockets Layer (SSL), so it received’t be an extra value to you or your corporation to maintain your web site secure.

Make it simple to navigate

Give prospects a number of methods to navigate your web site — from the highest navigation to subcategories and web site search. Search engine spiders use your web site navigation to make sure they’re discovering the entire pages in your web site — making them findable to look engine customers!

Add breadcrumbs to your web site structure

Talking of navigation, there’s one other type of navigation that’s usually missed that may impression your ecommerce web optimization and web site usability. Breadcrumbs assist each your customers and serps perceive how your pages relate to one another. Breadcrumb navigation is usually a characteristic of your store theme.

Clear up damaged hyperlinks

No one likes reaching a 404 web page, together with serps. To enhance your ecommerce web optimization, clear up damaged hyperlinks by redirecting as many as you’ll be able to to applicable alternative pages.

You will discover damaged hyperlinks utilizing a plugin, corresponding to Damaged Hyperlink Checker for WordPress, Google Search Console, or a third-party instrument like Useless Hyperlink Checker.

You can also create a customized 404 web page to your web site that helps level folks in the correct path once they do encounter a damaged hyperlink. These pages ought to comprise menu navigation and search bars, together with hyperlinks to your:

  • Homepage
  • Sitemap
  • Well-liked pages

All these things are essential for conserving searchers in your web site and stopping a rise in bounce charges.

Associated: The best way to create a customized 404 web page in WordPress

7. Add content material for extra ecommerce web optimization

Most ecommerce websites don’t characteristic quite a lot of content material, which makes it exhausting for them to get an excellent web optimization rating. You may change that by merely including content material with web optimization in thoughts, that’s additionally helpful to your prospects, corresponding to:

  • Infographics
  • Purchaser’s guides
  • Reward guides
  • Comparisons
  • How-to and learn-to guides
  • Generally requested questions
  • Testimonials

One other sort of content material that it’s essential to add to your web site is evaluations. Buyer evaluations present extra content material to learn your ecommerce web optimization together with permitting your pages to rank for associated long-tail phrases, together with combos of “Product Title Overview.”

Legitimate buyer evaluations additionally describe your merchandise within the phrases prospects use — not your advertising description — supplying you with much more phrases that you simply would possibly rank for over time.

Lastly, evaluations assist differentiate your merchandise from others who’re providing the identical or related services.

Associated: The best way to get product evaluations 

Leverage an current weblog

Publishing weblog content material is among the hottest methods to spice up web optimization for product or class pages. That is very true in the event you’re an knowledgeable in a selected topic inside your trade.

Google’s Natural Search advocate, John Mueller, has famous that it is smart to hyperlink merchandise with related article subjects in your web site. He recommended that there must be a “clear construction” that exhibits “every little thing is type of round one central level.”

In different phrases, you shouldn’t go loopy plugging in all types of product hyperlinks in the event that they don’t make sense with the subject at hand.

Mueller additionally recommends utilizing a third-party crawler like Screaming Frog to watch any inlinks in your posts. It’s a free instrument for small websites to assist determine pages which might be getting extra consideration.

Line graph showing GoDaddy's Website Builder leading the way in optimum performance for Core Web Vitals

You must also pay attention to how your weblog pages are performing beneath Google’s new Core Net Vitals replace. This report helps you perceive the place it’s essential to optimize in order that customers have the most effective expertise in your web site. GoDaddy’s Web site Builder leads the way in which in optimum efficiency beneath these metrics and is a superb instrument if you wish to develop your ecommerce web site with a weblog.

With all of the speak about find out how to design your web site for conversions and search, it’s simple to miss the significance of cellular accessibility. But it surely’s exhausting to disregard the truth that many people flip to our cellular gadgets usually after we’re looking out:

Mix these stats with Google’s Core Net Vitals replace in summer time of 2021 and it’s clear to see why optimizing for cellular gadgets is essential to your web site’s success.

It’s now extra essential than ever to concentrate to the mechanics of a web site to make sure sustainable visibility, rating and site visitors.

Optimizing your web site for cellular search makes use of the entire identical strategies we’ve already mentioned, layered with extra testing and optimization.

Associated: Every thing it’s essential to learn about Google’s Core Net Vitals for small enterprise

Guarantee your web site renders effectively on cellular gadgets

Have you ever ever visited a web site that was riddled with pop-ups and overlays that have been exhausting to navigate round and even inconceivable in your cell phone? Doubtless, it wasn’t optimized appropriately for cellular.

Earlier than you embark on a cellular model of your web site, carry out a handbook test of the next gadgets:

  • Make sure the call-to-action seems above the fold
  • Search for pop-ups or overlays that block the display screen
  • Alter fonts when vital and ensure it’s giant sufficient for cellular customers to see
  • Restrict the variety of merchandise a person should scroll by way of earlier than attending to the footer (this can be totally different from desktop variations)
  • Shorten a breadcrumb path if it’s taking on an excessive amount of house

Double and triple test your load time optimizations

As web customers, we would like every little thing fast-faster-fastest. The times of being prepared to attend half-hour for a single track to obtain are over. At this time, Google recommends a goal of 1.3 seconds for web page hundreds. Ecommerce websites usually have many photos that pressure cellular bandwidth if not optimized correctly.

Make anchors a precedence

Utilizing anchors in your pages to hyperlink to essential info, like evaluations and have lists, makes your web site simpler to navigate on cellular.

Associated: Ecommerce traits which might be shaping the world of on-line procuring

9. To index or to not index

A lot of the content material in your web site must be listed to permit search bots to crawl for info related to a search question.

Nonetheless, there are some pages you received’t need to index since they don’t deliver any worth to your rankings. Listed here are a number of examples of pages you’ll have to set to noindex:

  • Cart pages
  • Checkout web page
  • Phrases and circumstances web page
  • Privateness coverage
  • Account/login pages
  • Search pages

If you happen to want extra info on find out how to noindex pages on WordPress utilizing Yoast, right here’s a fast information for reference.

10. Allow social sharing

Social sharing is an oblique means of accelerating conversions, but it surely does assist in the notice stage of the shopper journey. It additionally results in a rise in natural site visitors and product searches.

Together with a outstanding social share button in your product web page permits customers to share your model with folks they know.

One examine confirmed that millennial customers are twice as probably to purchase a product after they’ve shared it with family and friends first. These customers might really feel extra inclined to buy your model after publicly declaring their curiosity.

Moreover, your customers are exposing your model to others of their internal circle – which has the potential to spice up much more leads for gross sales sooner or later.

Distinctive challenges to ecommerce web optimization

Ecommerce web sites face extra distinctive challenges that the majority content-based web sites don’t face, together with:

Duplicate content material

This often occurs when there are a number of variations of a product, and when a person selects a special variation, the CMS appends a variable to the URL, making it a singular web page. When this occurs all of the content material is identical on all variations, apart from the identify of the variation. For instance:


Except the product is essentially totally different to the extent that new content material will be written for the variation, the URL ought to keep the identical when a person switches between variations.

Another choice can be to canonicalize all variations to the first default product web page.

For instance, /vegan-shark-tshirt?dimension=8?coloration=crimson would level to /vegan-shark-tshirt.

Faceted navigation

Faceted navigation refers to filters positioned upon units of merchandise. These are widespread with giant product units, the place the web site permits customers to slender their end result set by deciding on extra defining product options, corresponding to narrowing outcomes to solely merchandise which have greater than 4 stars or can be found in a selected dimension.

The problem is that in case your filters are crawlable by the various search engines (which most are), it creates virtually an infinite variety of pages and product variations that litter your web site with duplicate content material and spammy pages. This could trigger serps to get caught in an online of infinite potentialities and waste crawl fairness on low-value pages.

The excellent news is that there are methods to construction your filters/faceted navigation in a means that’s useful to customers and serps.

Moz has tips about find out how to take care of faceted navigation in the event you’re a big ecommerce web site working towards improved ecommerce web optimization optimization.

Placing a product in a number of classes

At face worth, this drawback shouldn’t be a priority with most content material administration methods. It’s usually useful to have merchandise in a number of classes to assist customers discover what they’re searching for.

The place web sites get in hassle is when placing a product in a brand new class provides the class to the URL, leading to a number of URLs for a similar product. For instance:


You may fight that by updating your commonplace URLs in order that the class isn’t a part of the URL. In some ecommerce administration methods, you’ll be able to outline a main class used within the URL whereas all different class URLs are secondary to that one.

Scale back tagging

If you happen to’re a brand new web site with restricted pages, it’s greatest to not use tags immediately. Tags create additional pages in your web site that don’t maintain a ton of worth for Google rankings.

So, when you’ve got extra tags than pages, Google may find yourself decreasing your rankings. It’ll think about most of your work as skinny content material (one thing Google hates) and ignore the posts that matter most.

But when you have already got a longtime web site with lots of of tagged pages, you could need to think about making use of a noindex to these hyperlinks.

Google recommends noindexing tagged pages to keep away from partial duplicates of current pages. If in case you have a tagged web page that has a excessive quantity of searches, you’ll be able to think about including a class web page as an alternative.

For extra assist noindexing tagged pages utilizing WordPress and Yoast, you’ll be able to seek advice from this helpful information for extra info.

Is ecommerce web optimization value it?

Bettering ecommerce web optimization has many shifting items, however isn’t with out its rewards. With greater than 5.6 billion searches per day — that’s 63,000 searches per second on any given day, in accordance with Search Engine Land — investing in ecommerce web optimization may help you develop your corporation and attain.

Bettering ecommerce web optimization has many shifting items, however isn’t with out its rewards. With greater than 5.6 billion searches per day — that’s 63,000 searches per second on any given day, in accordance with Search Engine Land— investing in ecommerce web optimization may help you develop your corporation and attain.

Want some assist? Let the specialists at GoDaddy web optimization Providers information your web optimization technique and optimize your web site so it will get the eye it deserves. Contact GoDaddy at this time to see how one can work much less and rank greater.

This text consists of content material initially printed on the GoDaddy weblog by the next authors: Invoice Ross, Bob Dunn and Ashley Grant. Jessica Resendez additionally contributed to this text.

Picture by: Silas Köhler on Unsplash

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