A strong e-commerce SEO strategy can make a big difference to sales on your e-commerce store. What better way to do it than to ensure you rank higher than your competitors in search engines such as Google. After all you aren’t risking as much money on advertising.

While there are different types of e-commerce stores there are some strategies that sites can employ to attract targeted traffic. The goal of this post is to describe how you can attract new traffic to your website no matter what type of products or services you may be selling.

While you do want to attract new visitors to your site and keep them coming back for this post we will look at specific actionable strategies that will drive new visitors to your site in order to grow your traffic over time. In other words, we will look at how to use SEO to get more clicks and increase the organic traffic to your site.

Why is SEO important for your e-commerce site?

Search Engine Optimization (SEO) is the method of enhancing your site in ways that improve its organic ranking in search engines.

If you want your business to show up on the first page of results within any of the large search engines you have two options:

  1. Invest in paid advertising
  2. Implement a successful SEO strategy

Why is it important to show up on the first page?

Less than 14 out of every 100 searchers will look past page one in Google.

About 15 out of every 100 will click on one of the paid ads. The other 71 will all click on one of the organic search results.

Even more important, over 67 of those 71 will click on one of the first five organic search results.

This means even if you’re at the bottom of page 1, you’re still losing significant traffic to your e-commerce site.

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There are a number of well-known search engines on the market, such as Bing and Yahoo.

However, understanding SEO for Google should be your primary focus for two reasons:

  1. Google overwhelmingly dominates the search engine market.
  2. Every search engine uses a similar algorithm to rank content. This means if you rank high in Google, you should naturally rank high in the other search engines as well.

Google Market Share:

As of March 2018, Google has over 73% of the market share for desktop searches.

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More importantly, Google has almost 93% of the market share for mobile.

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This is significant, especially considering the growing importance of mobile search. We will discuss this in detail in the Mobile Optimization section of this article.

Algorithms:

All search engines use algorithms to determine where your website will rank within search results. An algorithm is simply an advanced, computerized formula.

For instance, Google is constantly evolving it algorithms and makes thousands of changes a year. Of course, not all of these changes are substantial.

However, the volume of changes should highlight the importance of understanding and staying on top of SEO practices if you wish to continue ranking well and receiving search traffic.

The three types of SEO

SEO practices can be grouped into three broad classifications:

e-commerce SEO requirements

Currently, there are 17 main ranking factors for SEO, that fit within these three classifications.

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We will cover each classification and ranking factor in-detail in this article so that you have a comprehensive SEO strategy that covers all areas of your e-commerce site.

On-Page SEO

On-page SEO is exactly what it sounds like; it’s optimizing what shows up on your web page that can affect the experience of your customers.

We will group this into the following two sections:

  • Keyword optimization
  • Content optimization

Keyword Optimization

Keywords are what users type into search engines in order to find what they’re looking for.

This means the first step to improving your site rankings is to determine which keywords you wish to rank for and then optimize your content around them.

Keyword optimization should involve two general steps:

  1. Keyword Research
  2. Keyword “Targeting”

Keyword Research:

There is nearly an endless list of possible keywords you could choose to target. However, some things you should consider are:

  • How many of your competitors are also targeting that keyword?
  • How much traffic does the keyword typically get each month?
  • Which stage of the conversion funnel does the keyword relate to?
  • Does the searcher intent for that keyword match your content and site?

Most free keyword research tools will take care of the first two bullets by showing you the average competition and traffic.

Here’s an example of a search for the keyword “e-commerce” using Moz’s keyword research tool:

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High volume is great, but a high difficulty (60 or above, using Moz) means you’re going to have some challenges ranking on the first page. Not only that but now we also need to take into account the other two factors on our list above.

The stage of the conversion funnel and searcher intent tend to go hand-in-hand.

If you’re not familiar with the conversion funnel, here’s a simplified picture of one:

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There are also three different broad categories of searcher intent, which also align well with different keywords.

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Navigational intent is when a searcher is already looking for a specific product or website.

Informational intent is when a searcher is still trying to learn more about a general product or topic.

Transactional intent is when a searcher is looking to convert, meaning they are now trying to complete the transaction, or buy the product.

Here is how the conversion funnel and searcher intent typically come together:

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Different keyword phrases naturally align better with different phases of the funnel and categories of intent.

Which means, when choosing your keywords, you need to consider what action you want people to take.

For your product pages, you will likely want to target people at the bottom of the funnel, with transactional intent.

If you have a blog on your e-commerce site, you may want to use it to target people in the middle or at the top of the funnel, with navigational and informational intent.

For example, if your e-commerce store sells televisions, here are keywords related to TVs for each area of the funnel and type of intent:

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In general, longer, more specific keywords will better match consumers who are ready to buy.

These are likely a natural part of your product pages already, in your product descriptions.

Shorter keywords, often with words such as ‘review’ or ‘best’ tend to relate to the top of the funnel. These are targeting searchers who are still gaining product awareness and shopping around.

Blog posts can be used to target these keywords in order to help build brand awareness and connect with potential customers early on in their shopping process.

Keyword Targeting:

Once you’ve identified a list of appropriate keywords for your site, you need to target them.

Years ago, this would entail choosing one keyword per page and making sure you mention it a bunch of times. Today that approach can actually get your website penalized. Google calls it keyword stuffing, and they don’t like it.

To remain on the safe side, make sure your keyword is less than 3% of your total content. That means that if you write a 2,000-word blog post, your keyword should be no more than 60 of the 2,000 words. Be careful here; that does not mean it should show up 60 times.

If your keyword is two words, it means it should show up a maximum of 30 times. If it’s three words, that’s a maximum of 20 times.

Here’s the formula for determining your maximum keyword density:

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Remember that this is a maximum and not a target.

Search engines are getting much better at understanding what people are trying to search for, and they no longer rely on the simple matching of keywords.

For example, Google’s RankBrain is a machine learning algorithm that is getting better and better at figuring out exactly what searchers mean. It translates keywords into concepts and then measures user engagement to understand if it got the translation right.

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As customer engagement gains importance, keyword optimization has less impact on search engine rankings. That is why keyword-related factors are at the bottom of the list of search engine ranking factors (12-16 out of 17).

However, keywords are still important to searchers.

Which keywords you choose can impact whether or not someone clicks on your link rather than your competitor’s.

In order to optimize keyword targeting, you should make sure your keywords are in the following locations:

  • Your product or page title
  • Anchor text (the clickable text in the hyperlink to your page)
  • Headers and/or subheaders
  • The body of your content or product descriptions
  • Image file names & alt tags
  • Meta titles and descriptions
  • URLs

If you’ve only chosen one keyword per article, you may find it very difficult to include it in all of these places in a way that sounds natural and is still within the density limit.

The ideal solution to this is to target multiple, complementary keywords within each article.

For example, you can use a free tool such as LSIGraph to find keywords that are related to whichever one you search.

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Now you can group several of these together into one article, which has the following benefits:

  • It makes it easier for your content to sound natural.
  • It’s easier to keep a low keyword density.
  • It provides the opportunity to rank for multiple keywords.

Here are two final tips to consider when targeting keywords:

  1. Targeting the same keywords on multiple product pages or within more than one blog post should be avoided; it would effectively be competing against yourself, and it does not help your rankings.
  2. Long-tailed keywords typically have lower traffic, but also lower competition and higher conversion rates. Focus on long-tailed keywords for any content aimed at converting searchers into buyers.

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Content Optimization

Your content is the primary source of engagement for your customers.

This means optimizing your content in order to provide the best possible user experience directly impacts not only your SEO success but also traffic and conversions.

We will cover content optimization in three sections:

  1. Keep your content structure user-friendly
  2. Optimizing your written content
  3. Using visual content

Keep your content structure user-friendly:

Content structure refers to the overall hierarchy of your content as well as how each article is structured.

A clean site structure should look like this:

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Here is an example for dog food:

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In general, you only want a searcher to have to click three or four times to get from your homepage to your product pages.

However, it is still important to use categories and subcategories, even though they add additional structure levels. These groupings help search engines, and customers, find the content they are looking for. It can also speed up aspects of your site, such as on-site searches.

The structure you use within your articles is also important. Here is a sample structure for a blog post or article:

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Keep in mind that the call to action (CTA) needs to be suitable for the audience.

So for example, if you are writing an introductory article for people at the top of the funnel, a hard-sell CTA will not be appropriate. A better option would be to use a CTA linking to more information or requesting an email subscription.

Content structure can also vary based on article type. For example, Shopify offers 4 different free templates for e-commerce blog posts.

Product review articles should also be structured differently. A typical review might follow this outline:

  • Introduction and overall ranking
  • Product description and features
  • Who is the product suitable for
  • Pricing and purchase options
  • Pros
  • Cons
  • Alternative products
  • Final opinion/ recommendation

Since most visitors will scan through your content using headings, subheadings and sufficient white space also helps.

Other factors to consider to maximize readability for your audience include:

  • Font size & type – Choose an easy to read font such as Verdana, with a size of 16 pixels for body content.
  • The contrast between background and text colors – Keep it simple, such as black font on a white background.
  • Focus on keeping your paragraphs and sentences short.
  • Try to use numbered and bulleted lists.

Optimizing your written content:

Written content needs to be more than well structured to make an impact. Content that is too difficult to read will have low engagement and will not help your website traffic or conversions.

Along with the structure tips above, make sure you avoid jargon or overly complex sentences. You can use a free tool such as the Hemingway app to ensure your content is simple enough to engage your audience.

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At the other end of the spectrum, you don’t want your content to be too simple or thin. Google will penalize your site if it feels like your content is not original or of sufficient quality.

Content may be deemed unoriginal for several reasons:

  • You plagiarized someone else’s content.
  • Someone else plagiarized your content.
  • You’ve used the same content on different pages within your site.

You can use a tool such as Copyscape to make sure your content is original, in order to avoid penalties.

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Focus on providing your readers with valuable information they may not be able to find elsewhere on the internet.

A great way to do this is to check out what is currently ranking on the first page of Google for your chosen keywords, and then trying to create something better.

You can easily see what readers are already engaging with, and if you can add value that’s not currently there, it can boost your site rankings and your traffic at the same time.

Also, consider the optimum content length and posting frequency for product pages and blog posts. According to HubSpot, posting at least 16 times per month will maximize your search traffic.

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The general consensus is that longer content performs better. This makes sense when you consider the goal is to provide valuable information that is not too thin. However, the exact ideal content length varies depending on which study you read.

Torque provides a good summary of multiple research findings, although some of the studies they reference are fairly old now. Here is a summary provided by Contentmart:

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Having said that, Rand Fishkin from Moz claims there is no perfect content length or publishing frequency. Ultimately, the best way to determine what works best for your business will be to try different lengths and frequencies and monitor which ones have higher engagement and better rankings.

Another important aspect to your written content is your meta descriptions.

Meta descriptions are the descriptions of your pages that show up in search engines.

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Your meta description can be up to roughly 320 characters long.

When writing meta descriptions for your product pages and blog posts, keep the following in mind:

  • Be descriptive and engaging.
  • Use active not passive voice.
  • Consider using a call to action.
  • Make sure it clearly describes your content.
  • Mention your keyword in it, but only if it sounds natural and keep in mind keyword density (no more than 3%).
  • Be aware that if your description is too short Google may replace it with their own.

Using visual content:

Visual content can take many forms and include images, videos, infographics, GIFs and SlideShare presentations. perhaps one of the biggest reasons for using visual content is that it makes for strong user engagement. The figure below provides a snapshot of why people generally prefer visual content.

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When determining which types of visuals to use, it’s important to consider your brand image, product or service type, and target consumer. For example, if you have a complex product or service, an infographic or video may be more useful than a simple product image. However, if you sell clothing, pictures may be the ideal choice.

That being said, the market for video content is growing. According to a study released by the Pew Research Center this year, YouTube is now used by 73% of American adults.

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In addition, when marketers were polled about what types of content they would be investing in this year, companies plan on increasing their video content more than anything else.

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You may have also noticed that video made it into the top-ranking factors this year, albeit in the bottom position (17 out of 17).

Some tips to consider when incorporating visual content:

  • Make sure the visual is relevant to the rest of your content.
  • Avoid stock images.
  • Consider creating your own infographics and visuals.
  • Use video content if you can create videos that are engaging and relevant.

You can create free videos on YouTube, and free SlideShares with Google Slides. You can use a free tool such as Canva to create pictures and infographics.

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Internal Links

Internal linking is when you link to content on your site.

Here is why it is vital for your site –

  1. You help visitors to navigate through your website to find engaging content related to the information they are searching for.
  2. Internal links keep your visitors on your site for longer and as a result, provide the opportunity to guide them on a path that could lead to a purchase.
  3. You also help the search engines index your content as they crawl your site. This also helps with identifying major themes on your site.

It can also help with creating anchor text, which helps in ranking. However, make sure you don’t go overboard with internal linking or Google may think you’re trying to game the system, and they will penalize you.

Only place internal links where they naturally make sense and make sure you do not use multiple links with the same anchor text. Linking your hyperlinks to a long string of words can help you keep your anchor texts unique.

Here are a few ways to build internal links to help with your e-commerce SEO.

  • Navigation – consider inserting categorized links in the main header menu, sidebar and footers. Breadcrumbs are also useful to show your visitors where they are on your site.
  • Brand landing pages –  these pages are useful in linking to all appropriate categories and products on your site.
  • Related items – links to related items not only give your visitors a chance to view more items but it also helps the search engines index your product pages faster.
  • Featured items – featuring popular items on your homepage or category pages also helps
  • Products related to a brand – These like related items are similar items being offered by other brands.
  • Blog posts – Blog posts can used to link to relevant products and pages when mentioned or when appropriate building more internal links.
  • Buying guides – Not only can guides help your potential customers they are premium forms of content which features links to products that can be categorized for specific purposes.

Off-Page SEO

Off-page SEO is all about links to your webpages. The more links you have from high-quality, authoritative websites, the more trust search engines bestow you with.

The total number of domains and IPs linking to your site, as well as the total number of links, are significant factors in search engine rankings (5-8 out of 17).

In order to boost traffic, you need to know how to maximize your link portfolio.

This means building quality links and removing spammy links.

Link Building

Although internal links can be useful, your primary focus should be on your external link building strategy.

External Links

The key to building a strong backlink portfolio is to focus on earning links from high authority sites. There are several tactics you can use in order to do this, such as the following:

1. Offer to guest post

Guest blogging is a great way to not only secure backlinks but also reach new traffic sources. You can reach out to others in your industry or sites such as Huffington Post, Forbes, and Inc.

Make sure they’re high authority sites and that they will post your byline with a link back to your site along with your content.

Here’s a list of 50 established blogs that accept guest posts.

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When creating a submission, make sure you read and follow the site’s guidelines.

2. Create an original infographic

Infographics are a great way to condense data heavy topics and share them in a simple to understand visual manner. It can also help to get shares and links.

Illustrations are the most effective type of content marketing.

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People love to use them as visuals in their own blogs and posts. You can use Canva to create your own infographics, or you can check out a site like Fiverr to find people willing to create them for you, for as low as $5 per infographic.

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3. Complete a research study

Creating your own original research study is a great link building method. According to SEMrush, it is the most efficient link building technique you can choose.

Current, previously unpublished content is in high demand for bloggers who are trying to publish multiple times a week and are constantly looking for new, fresh content.

Every time someone references your research, it will automatically earn you a backlink. Make sure it’s a research study that your target market will find interesting and valuable.

Publish your research in as visual of a form as possible, for easy sharing. This means add infographics and images, charts, etc.

You can also create a host of content around your research study such as podcasts and videos, which can increase sharing and backlinks.

Here is a recent research study created by we are social and Hootsuite about digital marketing.

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It was posted January 30, 2018. In the 3 months since being published, it has gained 704 total links.

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4. Do reviews or roundups

Creating posts about significant players in your field can help you build links. If your post is good, you create the opportunity for the influencer you mention to read and share the post.

This will help add authority to your site and create a solid backlink for you.

It also gives you the opportunity to build a relationship with these influencers.

If you’re not sure who to target, you can do a simple Google search such as “best e-commerce influencers” and check-out the round-up posts that come up:

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5. Target broken links and mentions

The easiest way to target broken links and mentions is to find mentions and references to yourself, your website or your products that do not currently have working links attached.

Then you can reach out to the person who made the reference and suggests that they add a direct link to your relevant page or post.

You can use a tool like Mention to track when and where you’re mentioned online, including on social media.

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The second option is to find authority sites who have broken links that you can offer to replace.

Use a tool like Check My Links to scan pages and highlight broken links on any site easily. Just find an authority website you want to target and run the tool to see if they have any broken links.

If they do, you can email the site owner with a simple message stating you were reading their post, noticed they have a broken link and that you wrote an article on the subject that they can use to replace the link with.

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6. Use your social media strategy

There is some controversy about whether or not social media shares directly impact your SEO strategy.

However, social media sharing can lead to plenty of valid backlinks.

It helps to get your content in front of important content creators who may link to it in their own posts and pages.

Make sure you also link to your site in all your social media profiles, and optimize your content pages for easy social media sharing.

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Make sure you avoid doing the following:

If you’re looking for more link building activities, Jointviews created an infographic containing 90 different methods.

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Link Monitoring & Disavowing

It’s possible that you do everything right. You only target high authority sites, avoid blackhat tactics yet you end up being penalized by Google. Or you run the risk of being penalized.

Why?

The answer may lie with your backlinks. As your site grows in authority and gains traffic, low-quality sites will try to link to you to target your customers.

If you get a lot of these low-quality links, Google will think something questionable is going on and may penalize you.

How do you avoid this?

You can use a link monitoring site such as Moz’s Open Site Explorer to see who is linking to you and the authority of their website.

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Once you pinpoint the links you don’t want to be associated with your site you can use one of two strategies to get rid of them:

1. Contact the site owner and ask them to remove the hyperlink.

2. If you cannot get the owner to take the link down, you can disavow it in search engines, so they don’t take those links into account in your SEO rankings.

First, you will need to download the links currently connected to your site:

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Then you’ll want to filter out the ones you want to keep and upload the file of the remaining bad links into the disavow links tool page.

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Technical SEO

Technical SEO concerns all the behind-the-scenes aspects of your site that affect your search engine rankings. The main areas to look into include:

1. URL structure

A site’s URL structure should be as simple as possible.

It should be short and use real words, not chains of numbers. Anything that improves readability is preferred.

For example, Google states they recommend www.example.com/green-dress.html over www.example.com/greendress.html.

They recommend using punctuation in your URLs and state that Google prefers hyphens (-) over underscores (_).

You can also use a tool like UberToolz to help you trim your URLs.

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Canonicalizing your URL structure is also important.

To search bots, the following URLs will all be viewed as separate pages without the use of canonical URLs.

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This means that without canonicalization, it will look like you have lots of duplicate content within your site.

You can use rel=”canonical” to canonicalize.

Another option is to use 301 redirects which we will cover shortly.

2. Schema Markup

Schema markup is the formatting of tags and data that you should build into your HTML coding to improve the way search engines scan and understand your site.

Schema improves the way your page displays in search engine results. It does this by enhancing the rich snippets displayed beneath your page title, such as adding star ratings for your products and showing publication dates for your blog posts.

While schema may not directly boost your page rankings, it can impact your traffic in indirect ways. For example, better rich snippets can improve your click-through rate, which boosts rankings and traffic.

Google helps you optimize your site with their Structured Data Markup Helper.

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If you have strong customer reviews and ratings, this is an excellent way to get them visible in search results.

People trust other people. They will be more likely to click on your content when they see that other people already trust you and like your offerings.

3. Site Security

Website security is the 10th highest ranking factor in search engines. Moving from HTTP to HTTPS indicates your site has an SSL certificate which allows secure connections between a web server and a browser.

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As an e-commerce site, you’re asking consumers to provide you with important personal and financial information in order to buy products.

As you can see in the infographic above, 84% of your potential customers may abandon a sale if they have to complete their payment transaction over an insecure connection. Also be aware that Google will now mark any sites that do not have an SSL certificate as ‘Not Secure.’

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This means, if you have not moved to HTTPS, this will directly impact your sales.

Most web hosting companies will be able to assist with a transition to HTTPS so you can enquire with them. Most web hosts will also offer SSL certificates for new websites.

4. Error Pages and Redirects

You can use a tool such as Screaming Frog to find any pages currently on your site with error codes.

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404 pages indicate an error has occurred and the page is not available. However, this is not a lost opportunity if you plan ahead by creating custom 404 pages.

You want a unique 404 page that not only indicates an error has taken place, but also provides clear navigation to a more suitable page and is consistent with your brand image.

Here’s a great example of a custom page from Backcountry:

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If your e-commerce site is hosted on Shopify, you can check out their article with more instructions on how to customize your 404 pages.

Redirecting your visitors is another option. Redirection simply sends users and search engines to a different URL than the one they originally requested. 301 redirects indicate a permanent move, and they are the recommended option by Google.

It’s important to scan your site regularly and resolve page errors, so they do not impact search engine rankings or customer experiences.

5. Page Speed

Bounce rate is the 4th highest ranking factor, and it directly correlates to page speed.

According to Google, the longer your page takes to load, the greater the probability of a searcher bouncing.

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In addition, page speed has primarily been a ranking factor in desktop searches, but Google has announced it will be a ranking factor in mobile searches as well, starting this July.

You can use Google PageSpeed Insights to monitor how fast your pages are on a desktop and to receive suggestions on how to improve your site speed.

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Test My Site provides the same information for the mobile version of your website.

You should check both versions for current page speeds and improvement options. Here are some general tips you should follow to enhance your page speeds:

1. Compress all of your images. If you’re on Shopify you can use one of their apps such as Crush.pics:

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2. Minify your code. This compresses your code to help your pages run faster. You can use a tool such as GitHub’s HTMLMinifier:

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3. Consider disabling quickview. The pop-up implementations for quick view generally pre-load all of the information in case a searcher uses the feature, and this can slow down your shopping pages.

4. Keep your add-ons and plugins to a minimum. There are thousands of free plugin options out there for sites such as WordPress and Shopify. However, the more you add, the slower your site will become.

5. Consider how you paginate your product pages. If your default search result is always ‘view all’ it will be slower to load than if it is set to 25 or 50 items. You can either opt for multiple pages or a ‘show more’ option which will bring more options into the same page.

6. Mobile Optimization

Google has now switched to a mobile-first index. Not only that, but mobile usage increases every year.

In 2017, close to 5 billion people had mobile phones, which is up 5% from the year before.

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In the Americas, there are actually more cell phones now than there are people.

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Mobile users are beginning to dominate web traffic. Over 51% of search engine usage is now done by mobile, while only 41% is via desktop.

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This becomes even more important when you take a look at platform usage by time of day:

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Smartphones and tablets are dominating the hours when people are typically outside of work.

In other words, when people are most likely to be online for leisure and shopping, they will probably be using a mobile device.

Mobile optimization is therefore important for not only search engine traffic but also for conversions and sales.

When it comes to mobile traffic, top priority should be given to making sure your pages are fast and easy to navigate using a mobile device.

You can implement Accelerated Mobile Pages (AMP) in order to simplify and speed up your mobile site.

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You can use a plugin such as FireAMP for Shopify in order to convert your web pages into the AMP format.

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As of February 13, 2018, Google also started offering an AMP Stories format for mobile.

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There are free tutorials if you want to look into adding stories to the mobile version of your site.

Keep in mind that since this offering is so new, there is not enough data to verify if it positively affects e-commerce traffic and conversions.

It is, however, an opportunity to offer something not yet adopted by your competitors.

Local SEO

If your e-commerce site has a physical location, you should also be focusing on local SEO optimization.

Google has created what is known as a 3-pack for the top local search results.

It looks like this and shows up above all the other organic search results:

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Making it into the 3-pack can increase your online and in-store traffic and sales.

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50% of people who looked for a local business using their smartphone visited the store within 24 hours.

Not only that, but 71% said they looked up and confirmed a business location online before going to visit it in person.

This means if you do not have an online presence or cannot easily be found in search results, potential shoppers may choose to visit your competition instead.

The first thing you need to do for local SEO is ensure that your business name, address, and phone number (NAP) are correct and consistent across all of the primary directors, such as Google, Yelp, Bing, and TripAdvisor.

Next, make sure you claim your free Google business listing.

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Bing has a similar offering, called Bing places for business.

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Here are other ranking factors for showing up in the local 3-pack:

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The main differences here, other than your NAP are review and social signals.

It’s important to build credibility for your business by gathering positive reviews.

It used to be common practice to hold contests in order to build up reviews. However, this is now penalized by Google.

Be careful not to do anything questionable in exchange for reviews.

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Social signals come from social media engagement.

You can boost this by promoting, sponsoring or otherwise engaging with local events and contests.

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Identifying your e-commerce SEO gaps

SEO is a constantly evolving area. Not only that, but what works for one business or target market may not work for another.

This is why it’s important to track your SEO strategies and results, and experiment to discover what works best for your business.

Thankfully, there are a host of free tools to help you improve your optimization tactics.

We’ve already covered a number of these, such as PageSpeed Insights and Test My Site.

However, two significant tools for tracking e-commerce SEO are Google Search Console and Google Analytics.

Google Search Console

Google Search Console helps Google to scan and index your site.

It also helps identify site errors and technical SEO issues.

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Google Analytics

Google Analytics provides a wide host of reports to help you analyze your SEO strategy and site traffic.

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If you’re brand new to either of these tools, you can find plenty of how-to guides on Google that will help you set up your account and learn how to get the most out of them.

Other Testing & Tool Options

You should consider two additional types of tools specifically designed for testing and monitoring your SEO performance.

A/B Testing

A/B testing allows you to test two different variations of a web page or landing page to track which changes create better engagement and receive better conversions.

For example, you can track how different pictures, colors or product placements impact traffic and sales.

There are a number of tools that allow you to do this. Here is a comparison chart of 5 of them, compiled by A/B Tasty.

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Keep in mind that the winner in the chart is also the company that did the comparison, so there may be some bias.

User tracking software

You can use a software tool such as Crazy Egg to monitor exactly how users are engaging with your site.

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This includes how far they scroll down pages, where on pages they spend the most time, which links get the most clicks, and more.

You can even track mouse movement across pages.

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Crazy Egg also provides user profile reports and offers A/B Testing capability. There are a number of different software systems with similar offerings on the market, but Crazy Egg consistently tops review sites as the best option.

If you’re not sure if it is for you, read through some of the reviews and test out their free trial before making a commitment.

Get building

There are so many ways to boost traffic to your site with e-commerce SEO, paid ads, or email marketing. However, e-commerce SEO provides a reliable, free and relatively easy way to build your traffic and grow it.

A simple SEO campaign could potentially lead to hundreds of sales and can be achieved in a fairly short time.

Follow the actionable steps on how to optimize your site for on-page, off-page, and technical SEO in this guide and you’ll be able to make gains over your competitors.

Which tactics will you be tackling first? Are there any areas of SEO you have questions about that were not covered here?

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