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Ecommerce SEO Tutorial to Get More Free Search Traffic

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Ecommerce SEO Tutorial to Get More Free Search Traffic

amazon.com has nailed their e-commerce

SEO generating over $1,000 in revenue

per second and while a lot of their

traffic and sales come from searches

within their own platform similarweb

estimates that search contributes 30% of

their overall traffic and hf site

Explorer estimates 706 million search

visitors each month but Amazon didn’t

become an overnight success in fact

their search traffic has grown immensely

year after year so in this video I’m

gonna walk you through a complete

ecommerce SEO tutorial step by step form

or rank and more back stay tuned what’s

up SE OS Sam o here with HR FS the SEO

tool that helps you grow your search

traffic research your competitors and

dominate your niche today we’re going to

be talking about e-commerce SEO and how

you can rank your product and category

pages so here’s what our agenda looks

like today first we’ll tackle a couple

must use for all online shops next we’ll

break down keyword research for

e-commerce then we’ll hit on page SEO

get technical tackle link building

specifically for product and category

pages and finish it off with a bit of

content marketing for e-commerce let’s

get to it

so there are two absolute musts that I

think all ecommerce sites should do the

first is to make sure that you secure

your website with HTTPS the main reasons

for this is to keep your customers

information encrypted and I’m not just

talking about credit-card details but

names addresses in other personal

information that you wouldn’t want to

have compromised and it’s important that

all of your pages are set up correctly

because you don’t want Chrome returning

a privacy error screen like this or

other warnings like this and Google has

officially stated that HTTPS will be

used as a ranking signal even though it

may not be the strongest ranking factor

according to our on-page SEO study the

second must do is to run a site audit to

identify your technical SEO issues

ecommerce properties are one of the

easiest types of websites to

unintentionally create a whole mess of

indexation and cannibalization issues

because of the sheer size for this

tutorial I’ll be using Kleinfeld Bridal

shop as our example site which sells

wedding dresses and other bridal apparel

so I’ll go to HR site audit tool and set

up a

simple SEO audit the only change I’ll be

making to the default settings is to run

the audit on the domain without

subdomains and then click Next and next

again to go to the crawl settings and

for the sake of a simple SEO audit I’ll

leave everything to default but I’ll

turn on execute JavaScript finally I’ll

turn off the scheduled audits and just

run this once

now while the audit is running let’s

move on to keyword research in this step

you’ll need to choose a keyword to

target for every product and category

page yes it is a ton of work but it’s

something that should be done or

outsourced

now when it comes to selecting keywords

there are two different types of pages I

want to focus on and those are category

pages and product pages so first you’ll

need to get a complete inventory of your

product and category pages depending on

the CMS you use whether that’s Shopify

Magento Open Cart WooCommerce or

whatever you may be able to export these

pages directly from your back-end or you

can go to your sitemap if you have them

created so for the bridal site I’ll just

add slash sitemap XML to the end of the

URL and you’ll see a full list of all of

the pages that they want search engines

to crawl from here you’ll want to

prioritize these by the highest

revenue-generating pages or the pages

that generate the most traffic for your

business now for each of your pages

you’ll want to look for a head term as

well as long tail variations in general

a head term will be a more popular

keyword with a higher search volume long

tail would likely have lower search

volume but are modified variations to

the head term you can find these by

going to a dressed keywords explorer and

type in a seed keyword that’s broadly

related to your niche so I’ll type in

wedding next you can go to the having

same terms report and you’ll see a bunch

of irrelevant keywords like wedding

invitations so you can make it relevant

by using the include search box here

I’ll type in a few keywords like dress

dresses shoes and accessories which

should represent some of your pairing

categories that broadly match the type

of wedding related products that we sell

and I’ll set the drop down to show

keyword ideas that have any of these

keywords in it and you can see a whole

bunch of great keyword ideas here some

of which would be perfect category pages

others that are perfect for

subcategories to that parent and the

rare one that’s irrelevant

so you can match up the best keywords

with the current structure of your site

based on the types of products that you

sell

based on these results you’ll likely

want to focus on a broader term like

wedding dresses as the parent category

then adds subcategories like guests

dresses plus-sized cheap Beach and

vintage underneath apparent keyword

selection for product pages is a bit

different for example if you sell a

branded product like Gucci shoes or an

iPhone 8 plus then you’d want to include

the brand name and/or model numbers

since they will likely hold search

volume because of brand recognition and

reputation and if you’re on the other

side of the spectrum where you’re

selling unbranded products or products

from unknown names then you may want to

stick with more descriptive terms that

people are actually searching for for

example if you look at these shoes from

Nordstrom you’ll see that they’ve mainly

Gabe pump which no one seems to be

searching for on the other hand there

are around 350 monthly searches for

Vince Camuto pumps which could act as a

head term for the product page with some

variations or modifiers like using

colors the type of toe or heel or simply

by prefixing the title with women’s if

you look at amazon’s product page for

vince camuto pumps you’ll see that

they’ve put a little bit more thought

into their keyword research and on-page

optimization they’re using the designers

name a modifier keyword the brand line

and the title of shoe which is both

descriptive as well as keyword rich a

good way to find product key words is to

search for your brand name as your seed

in keywords Explorer then go to the

having same terms report and type in the

type of product that you sell in this

case we’re talking about pumps so I’ll

type in pump another way to find product

and category page ideas is to analyze

your competitors top pages looking at

the top pages report for David’s Bridal

one of Kleinfeld Bridals competitors

you’ll see that some of their top

keywords for their most popular pages in

search include brother other bride

dresses prom dresses and bridesmaids

dresses and all three of these happen to

be categories that our example site is

not yet serving from here you can click

on the keywords drop down and look for

the long tail variations on these head

terms here you’ll see that even though

their top keyword is mother-of-the-bride

dresses that they still rank high for

variations like mother of the groom

dresses and this one that uses long as a

modifier now before you actually select

a keyword there is one massively

important step that you must take and

that’s to ensure that the search intent

for the keyword match

which is the page you intend to use it

on looking back at our list of keyword

ideas you can analyze search intent by

clicking on the serve drop-down beside

any of the keywords so looking at the

syrup for wedding guests dresses you can

see that they’re all category pages so

you don’t want to stick with the same

format because the search intent shows

that people are looking for a list of

different dresses that they can browse

through looking at the syrup for Megan

Marco wedding dress you can see that

these are all blog posts so serving

search intent with a product or a

category page probably wouldn’t be in

your best interest

taking 10 seconds to analyze the current

steps can save you a ton of time to

ensure you’re not targeting the wrong

keyword I could go on with more keyword

research techniques but this should be

more than enough to give you a solid

list of keywords so let’s move on to

on-page optimization first is to

optimize your meta titles descriptions

and h1 tags

now most ecommerce sites use templated

versions especially those with thousands

of different products which makes sense

from a time perspective but it isn’t

exactly ideal from a search perspective

it’s a bit ugly and none of these really

entice a click from my point of view in

fact these three pages might seem like

duplicate content issues but they are

indeed completely different products

with this you can go with somewhat of a

hybrid approach so rather than using the

type of wedding dress for the meta title

as they have here you can use the title

of the product which you should be able

to easily formulate if you do your

keyword research as for the description

it looks like they wrote unique meta

descriptions for each product but they

look like they’re the same simply

because they prefix the description with

a template in this case they could

simply move that part of the template to

the end or remove it so as people start

reading the meta description they’ll

know that they are indeed different

products the h1 tag is pretty simple

just use the category title or product

name and again if you’ve done everything

correctly up to this point then these

should fall in place quite nicely

the next on-page tip is to optimize your

URLs and there are certainly different

ways to do this but my preference is to

keep them as clean as possible

remember this hierarchy we talked about

you can use these to formulate the

structure for your category pages so for

example you might have domain.com slash

wedding dress as the parent then you can

add your subcategory by adding Plus Size

as a new subfolder and if you happen to

have

plus size product the URL can look like

this with the product name as the final

part of your URL other sites often

follow the same category structure but

you’ll also see sites that have product

pages as domain.com slash product name

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