Common with all campaigns, keyword research is still the first step in developing an eCommerce SEO campaign. Without an in-depth keyword analysis, you’re literally throwing (whatever you want) against a wall to see what sticks, and you’re not going to know what to truly optimize for to drive traffic and conversions. One thing is certain, you need to be cautious of your keyword strategy: certain keywords are research-intent while some are buying-intent focused. Leveraging both research-intent and buying-intent keywords strategically can greatly evolve your eCommerce store. Who doesn’t want the best of both worlds?
Prioritizing categories and product pages is essential as well. Frequently, the broad term for a product group is searched more than a specific product, making a category page an important landing page. Developing a category landing page requires optimized on-site architecture, optimized URLs, quality content and strategic internal link structuring. If you have a large amount of products and/or categories, writing a unique description for each can be quite tedious, especially if it’s highly competitive, but it must be done.
Being aware of your keyword strategy and content development is important, as you want to avoid duplicate or thin content entirely. Duplicate content is one of the biggest issues in regards to eCommerce SEO. It’s quite common to see a lot of stores duplicate product pages and just make adjustments to product pictures and pricing with no regards to on-site structure or content. With a commitment to unique content for every category and product page, as well as utilizing a few advanced SEO techniques, you can completely avoid duplicate or thin content issues.
Leveraging schema, catchy meta-data and a strong backlink profile, you’re going to see increased rankings for products and categories, as well as better click through rates and conversion rates directly on your eCommerce shop! Whether you already have an eCommerce store established, or you need your eCommerce store rebuilt, we’re prepared to propel you into better rankings!