Creating an online store and placing the available products is a simple process. What requires more work and dedication is to fulfill the dream of the entire e-commerce platform, especially the smaller platforms, that is, to get to the first page of Google search.
E-commerce SEO represents the foundation for websites to be able to build a foundation of their digital marketing strategy. If you're just starting a new website or wanting to optimize your growth, the tips we'll refer to later will help you accelerate your growth.
If you are still taking your first steps, please consult our Article 1 SEO is an introduction to the topic.
1st Tip: Integration with Google Search Console
Known previously as “Google Webmaster Tools”, this particular platform has been subject to many changes over the years, but has remained a key tool for designers, experts in SEO, entrepreneurs, professionals of marketing and even programmers.
What is Google Search Console (GSC)?
It is a free tool from Google, which allows us to learn more about a website and the people who use it. For example:
- How many people visit my website?
- How did they find my website?
- Which pages are most popular?
- People visit from mobile devices or desktop?
These details are very important, because the existence of organic traffic in our website is extremely valuable and we have to make sure that nothing affects a good performance in the searches Google.
Google Analytics vs GSC
Google Analytics is a phenomenal tool when we want to know how people get to our website, what part of the world they do it from and how long they stay in our site, but sometimes this is not enough.
GSC takes this process a step further by allowing a detailed analysis of the following metrics:
- keywords;
- clicks;
- printouts;
- Click-through rate (CTR);
- traffic;
- indexed pages;
- And many more.
For example, through this tool, we can understand the keywords that are able to manage traffic to our website This information is very useful to improve your SEO.
The report on the keywords of our website It can be interpreted by:
- Number of clicks, this being the indicator of the number of times someone accesses our page through a certain search;
- As impressions, is the indicator of the number of times the page appears in the search;
- O CTR represents the percentage of impressions that resulted in a click;
- We also have the indicator of average position which symbolizes the average rating of our page according to the search performed.
Through the interpretation of this data, we will have access to the Data from our website They are getting better and worse results., allowing us to improve our SEO. This is just one of the potentialities of GSC, with many more reports available, e.g. Coverage, Sitemaps, Removals.
Over time, we will have more and more information for analysis to improve our SEO and consequently improve ranking in search engine results.
2nd tip: Content
In order to have good results in search engines, it is imperative that there is quality content. It is not by chance that the ability to create quality content is a trait increasingly requested by companies, because this same content is essential to emerge and maintain the position at the top of research.
Title and description
In an e-commerce page two of the most important elements SEO is the title of the page and the description.
The title of the product page should seek to match the keywords that potential customers will be searching for with details about the products.
An example of a successful template for this title format is as follows:
<title> Brand Product Name Keyword </title>
Detailed information about the store's products is of utmost importance as it helps convince visitors to buy and provides indexing data for search engines.
WARNING!
Avoid using general content, provided by suppliers or other pages!Why?!
The use of general content reduces the differentiation of our store from the competition, in addition, the use of this type of content will increase the likelihood of having duplicate content!
Duplicate content is all content that is repeated and used excessively, being considered as irrelevant content on our page, leading to the penalization of the store's ranking.
PRO TIP: Adds canonical tags for duplicate content, or content that appears in multiple locations.
Keywords
The goal of all online stores is to appear on the homepage of search engines through the keywords used by buyers in their searches.
There are two ways to use keywords:
- Keywords head tail, are more general, one or two words;
- Keywords long tail, are more specific and are more detailed terms.
Don't make the mistake of trying to guess the most suitable terms or keywords. Put your SEO campaigns in the right direction with proper research on the best keywords to use in your specific case. Google Trends e Ubersuggest This makes the task easier when it comes to this research.
- Titles describing products;
- Information pages;
- Blog posts.
We want keywords with a high volume of searches per month and that have a good probability of becoming customers. Ideally, direct competitors will not be using the same keywords. Finally, it is not a good idea to use keywords that are also used by large companies such as Amazon.
Content optimization
The constant analysis of the content of our store is an essential practice and present in any website from e-commerce. New trends, new searches, new competitors regularly appear and search engines are also updated according to these variations.
In this case, is imperative, that through the analysis of the results of our store in the search engines, adapt the content of our pages to the most commonly used terms in order to have more relevant content and get organic traffic.
- Remove old SEO content;
- Use current and traffic-prone keywords;
- Remove duplicate content;
- Avoid using too many keywords.
3rd Tip: Link Building
One of the ways to stand out before the search engines that our site is a reference is through Construction of Links (Link Building).
Through links external and also internal, search engines will have a perception of the popularity of our store and make it more relevant in search results.
The creation of links in our store does not have so much weight for search engines, however, it is a simpler task and contributes to the perception about what are the links relevant to our page.
This is where they come in. BackLink!
By getting our store referenced on another page, we greatly increase the SEO from our shop.
This type of links They operate on the basis of partnerships and references. Some examples of ways to get some mentions:
- be seconded to a supplier as a point of sale;
- Create content that is shareable to the public (infographic, statistics, tutorials);
- Create content on another page/blog.
Having multiple pages that originate this type of page will harm the SEO and penalise the positioning in search queries of search engines. Being easily avoidable, it's something to watch out for.
PRO TIP: If you want to verify the existence of these pages in your store, the Google Search Console Helps you understand which 404 pages and remove those pages from indexing.
In conclusion...
There is no direct formula at the level of SEO This allows us to put our store at the top of search engine searches.
However, with the creation of a strategy SEO It will have a foundation to grow in an increasingly competitive digital market.
Hopefully this opinion article has been elucidative, even if superficially and helps in distinguishing your store from the competition.
