How to do SEO for an E-commerce website (and drive real traffic)

E-Commerce is an ever-evolving industry that leverages the latest technologies and trends to grow online businesses. One crucial aspect of this growth involves Search Engine Optimization (SEO) tailored specifically for e-commerce stores. In this comprehensive guide, we’ll explore key strategies to make your online store stand out.

Understanding Keywords: The Foundation of SEO

Identifying Relevant Keywords

To devise a robust SEO strategy, we need to start with the understanding of keywords that potential customers are using to find products like ours.

Type of Keywords: Keywords can be categorized into:

  • Generic keywords like “bedroom furniture.”
  • Specific brand keywords like “Ikea.”
  • Variant keywords like “white bedroom furniture” or “rustic bedroom furniture.”

Tools to Use: Using tools like Ahrefs, we can explore:

  • Keyword Difficulty: How challenging it would be to rank for specific keywords.
  • Search Volume: How many users are searching for that keyword?
  • Click-through Rate (CTR): The proportion of users clicking through to the results.

Building Specific Pages

Understanding the keywords helps us in building specific pages tailored to our target audience’s needs. Whether it’s landing pages for white bedroom furniture or rustic bedroom furniture, these pages will align with the specific intent of users and tap into various market segments.

Website Architecture: A User-Friendly Experience

Importance of a Flat Website Architecture

A user-friendly website architecture is vital for e-commerce websites to allow both users and search engines to find relevant pages quickly.

Deep vs. Flat Architecture:

  • Deep Architecture: Difficult to navigate, with many levels.
  • Flat Architecture: Easier to navigate, grouping similar products.

A flat website architecture helps in topical relevance, crucial in e-commerce SEO, where any important page should be three clicks or less from the homepage.

Examples of Effective Navigation

Ikea’s website is an excellent example, guiding users to exactly what they want, and improving conversion rates. They manage to take the user from the homepage to the specific product within four clicks, even with their extensive catalog.

Internal Linking and Orphan Pages

Internal Linking: Essential in guiding users within a specific category. It’s crucial to link all relevant pages within a category to enhance navigation.

Orphan Pages: These are pages without any internal linking, floating in open space, and are detrimental to a site’s navigation. Proper interlinking prevents such pages.

Content Strategy: Tailoring Information to User Intent

Crafting Content for Category Pages

Since category pages often draw the most traffic in e-commerce websites, we need to focus on creating content that satisfies various user intents.

For example, a user searching for “bedroom furniture” may have different intents:

  • Browsing for ideas.
  • Looking for specific products.
  • Seeking guides or tips.

Enhancing the User Experience: Ikea’s Strategy

Ikea’s category pages are tailored to meet various intents:

  • Top-Level Sub-Category Separation: For users looking for a specific item.
  • Product Visualization: To help users visualize the final result.
  • Guides and Tips: For users looking for more information.
  • Product Recommendations: For those seeking additional options.

Conclusion: The Road to E-Commerce SEO Success

E-commerce SEO is an intricate task that requires an in-depth understanding of keywords, user-friendly website architecture, and content tailored to user intent. Implementing these strategies ensures a satisfying user experience that ultimately leads to higher conversions and growth in your online business.

By focusing on these core areas, we can create an online environment that not only ranks high on search engines but also resonates with our target audience. The result is a thriving online store that is well-equipped to meet the demands of the modern digital marketplace.

Whether you’re a startup or an established e-commerce player, these insights will equip you with the tools needed to rise above the competition and drive success in the online space.

Author avatar
Jaume Ros
An SEO expert with 8 years of experience. SEO Youtube channel with 9k+ subscribers. Also featured on the Ahrefs Youtube channel.