Grasp E-commerce website positioning in 2023: Newbie’s Information

If you wish to drive extra potential clients to your on-line retailer, e-commerce website positioning could also be simply the ticket.

Maintain studying to be taught what it’s, why it’s essential, and how you can grasp it.

E-commerce website positioning is the method of optimizing a web-based retailer to enhance its visibility and rankings in serps like Google. It focuses closely on bettering the efficiency of class and product pages, as these are usually essentially the most profitable.

It’s typically a more cost effective approach to attain your clients somewhat than bidding on costly paid promoting key phrases.

Technical website positioning could seem essentially the most daunting place to begin, but it surely’s essential for e-commerce websites. That’s primarily due to points regarding faceted navigation, however there are additionally a number of issues to bear in mind. Let’s undergo them.

Safe your web site with HTTPS

HTTPS is a safe protocol for transferring information between web sites and guests. It prevents hackers from stealing delicate info that guests generally share with on-line shops, similar to their title, deal with, and bank card particulars.

It’s additionally been a minor Google rating issue since 2014.

You’ll know in case your retailer makes use of HTTPS as a result of it’ll have a “padlock” icon within the deal with bar that appears like this:

Hottest e-commerce platforms use HTTPS, so it shouldn’t be a priority for most individuals. However whether it is, make sure that to repair it.

Make your web site construction straightforward to navigate

Website construction is how your web site’s pages are organized and interlinked. 

Most e-commerce shops arrange their pages roughly like this: 

Listed here are two the explanation why this construction makes sense:

1. It’s straightforward to navigate – Guests can discover what they’re in search of in just some clicks.
2. It helps Google discover your pages – Google can “observe” inside hyperlinks from web page to web page.

Getting your web site construction proper from the beginning additionally means you’ll keep away from the headache of redesigning it later on. 

In the case of inside hyperlinks, it’s finest to maintain it easy to begin with. You should use the arrows within the illustration above as steering on how you can interlink your pages.

For instance, your homepage ought to hyperlink to your class pages, which ought to hyperlink to the related subcategory pages, which ought to hyperlink to the related merchandise.

Implement faceted navigation appropriately to present your pages one of the best probability at rating

Faceted navigation permits guests to filter the merchandise on class and subcategory pages. 

Right here’s what it appears to be like like: 

Regardless of its usefulness for guests, it may possibly trigger severe website positioning points for e-commerce web sites as a result of filter mixtures typically create new parameterized URLs.

For instance, in the event you filter for on-ear headphones, it might create a URL like this:

/headphones/?shade=crimson&model=sony&kind=wired

Even in the event you solely have a handful of filters, there could be 1000’s of mixtures. Meaning 1000’s of latest URLs that Google can find yourself crawling and probably indexing.

That isn’t good as a result of it can: 

1. Weaken essential pages’ potential to rank – Filter mixtures can typically result in the creation of a number of URLs with the identical content material. Except Google realizes this (which doesn’t at all times occur), rating indicators will get cut up between the duplicate pages.
2. Stop Google from crawling essential pages – Google will solely commit finite assets to crawling your web site. If it has to crawl a load of junk, it might not have the assets to crawl all essential pages. 

There are numerous options to those points. For newbies and intermediates, a easy possibility is to canonicalize faceted URLs to their grasp class or subcategory.

Some e-commerce website positioning platforms do that out of the field. Test if that is so in your web site by putting in Ahrefs’ website positioning Toolbar, visiting a number of faceted URLs, and checking the “Indexability” tab. If the canonical URL is non-faceted, chances are high this isn’t a difficulty in your web site.

Right here’s an instance of this in motion:

Key phrase analysis helps you perceive how folks seek for what you promote. You should use this information to create subcategories and product pages that cater to look demand. Let’s take a look at how you can do this.

Discover key phrases for subcategory pages

Subcategory pages present the varieties of merchandise you promote in a class. 

For instance, a “headphones” class could have subcategories like “wired” and “wi-fi.”

You most likely already know some subcategories that make sense in your retailer. However as folks search in some ways, it’s helpful for website positioning to create subcategories that align with these phrases.

Right here’s how you can discover concepts for subcategories in Ahrefs’ Key phrases Explorer:

1. Enter a number of broad key phrases associated to your class
2. Go to the Matching phrases report
3. Search for the varieties of stuff you promote

Listed here are a number of concepts for the “headphones” subcategories: 

Observe that this isn’t all about search volumes. It is best to use frequent sense and select phrases that make sense as subcategories. 

For instance, “audio technica open ear headphones” received’t be an acceptable subcategory as a result of it’s too particular. The identical is true for “bone conduction headphones” except you promote greater than a few pairs.

Right here’s a fast cheat sheet for selecting subcategories for website positioning:

Repeat the method for different classes.

Discover key phrases for product pages

Product key phrase analysis isn’t actually a factor in the event you promote branded merchandise, as folks will seek for the merchandise themselves. 

For instance, there are an estimated 622K month-to-month searches within the U.S. for “airpods professional.”

In case you promote these headphones, your product web page already targets that key phrase.

Nonetheless, in the event you’re promoting unbranded merchandise or merchandise from unknown names, you might need to discover and goal extra descriptive phrases that folks seek for.

For instance, let’s say you promote a pair of cat ear headphones. Except individuals are particularly looking for the model or mannequin, it might be higher to focus on a related key phrase that folks truly seek for, similar to “cat ear headphones.”

On-page website positioning is the method of optimizing the content material in your web page. It contains optimizations to the content material you see and code underneath the hood. Let’s undergo a number of concerns and optimizations for e-commerce websites.

Save time with title tag, meta description, and H1 templates

Most e-commerce shops use templates for his or her title tags and meta descriptions.

Right here’s an instance of a meta description template.

Utilizing a templated strategy is sensible as a result of writing distinctive copy for 1000’s of product and class pages is no one’s thought of enjoyable. Sadly, it may possibly result in stale, duplicate copy that doesn’t entice clicks.

You may resolve this with a hybrid strategy the place you utilize templates for many pages however distinctive ones for these with essentially the most search site visitors.

Right here’s how you can discover pages with essentially the most search site visitors in Google Search Console (GSC):

1. Go to the Search outcomes report
2. Choose the “Pages” tab

In case you don’t use GSC, you will get a free estimate in Ahrefs’ Website Audit with an Ahrefs Webmaster Instruments account.

1. Choose your venture in Website Audit
2. Go to the Web page Explorer
3. Filter for inside pages
4. Kind by natural site visitors from highest to lowest

For H1s, it’s easy—simply use the class or product title. 

Use easy and descriptive URLs

Right here’s a easy template that works for class and subcategory pages:

area.com/class/subcategory/

For instance, listed here are a number of classes and subcategories for our audio retailer that observe this template:

area.com/headphones/
area.com/headphones/wi-fi
area.com/headphones/wired
area.com/headphones/over-ear
area.com/headphones/in-ear

Issues are somewhat extra sophisticated in relation to merchandise as a result of the plain construction can be this: 

area.com/class/subcategory/product

Nonetheless, as merchandise typically fall into a number of classes, this could result in duplicate content material. In different phrases, the identical product is on the market at varied URLs. 

For instance, AirPods are each wi-fi and in-ear headphones, so that they’ll find yourself with two URLs:

area.com/headphones/in-ear/airpods
area.com/headphones/wi-fi/airpods

You may resolve this drawback through the use of this template for product URLs:

area.com/product

Add distinctive product and class descriptions to assist guests and Google

Product and class pages typically have little to no content material. That isn’t essentially dangerous, however including distinctive descriptions can assist Google and guests higher perceive the web page.

Listed here are a number of suggestions for doing this:

• Maintain them quick and candy
• Make certain they’re descriptive and useful
• Point out long-tail key phrases

To seek out long-tail variations and synonyms, plug a competing product or class web page in your essential goal key phrase into Ahrefs’ Website Explorer and examine the highest 10 rankings within the Natural key phrases report. 

For instance, listed here are a number of notable key phrases that one of many top-ranking pages for “wi-fi headphones” additionally ranks for:

• bluetooth headphones
• wi-fi earphones
• bluetooth earbuds 

It is going to be straightforward and pure to say these phrases within the web page’s description. 

Hyperlink constructing for e-commerce shops is tough as a result of there’s often no worth for another person to hyperlink to a product or class web page. Nonetheless, there are a number of tried and examined strategies. You can too use different strategies to get hyperlinks to your homepage. Let’s go over a number of techniques. 

Use the “product suggestions” method to get featured

When you’ve got merchandise that solely you promote, the “product suggestions” method can assist you get featured on lists of one of the best merchandise in that class. 

Right here’s the method:

1. Discover standard lists of one of the best merchandise
2. Supply the writer your product in return for suggestions
3. Ask them to contemplate together with it on their record (in the event that they just like the product)

Given that the majority authors will hyperlink to the merchandise they function, it is a easy approach to construct hyperlinks on to product pages.

To seek out lists of one of the best merchandise that don’t point out yours, search Google for finest[product category] -brandname.

Alternatively, run an “In title” search in Ahrefs’ Content material Explorer for a similar factor and filter for pages with site visitors to search out standard lists.

For instance, right here’s an inventory of one of the best sensible audio system that don’t point out any Sonos audio system:

If Sonos needs to construct extra hyperlinks to one among its sensible speaker product pages, it may possibly provide to ship the product to the writer without cost in return for suggestions. If the writer loves it, Sonos can ask the writer in the event that they’ll think about that includes it of their submit.

Declare unlinked model mentions in evaluations

Unlinked mentions are on-line mentions of your merchandise or model and not using a hyperlink to your web site. 

They will occur for every kind of causes. Nonetheless, they’re typically tough to show into hyperlinks as a result of there’s hardly ever an apparent or compelling pitch angle. 

For instance, right here’s an unlinked point out for Audio-Technica:

Sadly, on this case, there’s no compelling pitch angle. That’s as a result of the unlinked point out is in an article a couple of band promoting gear to fund music training, and there aren’t any hyperlinks to different talked about manufacturers. 

Nonetheless, if somebody evaluations your product and doesn’t hyperlink to you, asking them to hyperlink to the official product web page so readers can be taught extra concerning the product is a logical and at the least considerably compelling angle. 

You could find unlinked evaluations with Ahrefs’ Internet Explorer, which searches an index of billions of pages. Simply enter this search: Intitle:[your brand] evaluation -outlinkdomain:[yoursite.com] -site:[yoursite.com.

For example, if you wanted to find unlinked reviews for Audio-Technica, you’d search this: intitle:audio technica review -outlinkdomain:audio-technica.com -site:audio-technica.com.

It’s then just a case of reviewing the pages and asking them to add the link where it makes sense. Even if only a few reviewers do this, that’s a few easy links to product pages. 

Use HARO to get high-authority links

HARO (Help a Reporter Out) is a service that connects journalists and bloggers with sources. 

If you sign up as a source (free), HARO sends you daily emails with requests like this: 

In this case, the blogger wants recommendations for the best office headphones.

If we plug their website (Welp Magazine) into Site Explorer, we see it’s a Domain Rating (DR) 59 site with plenty of organic traffic. So it’s certainly worth pursuing the link.

Even better, we know the blogger will link to those they feature because their request says this: 

Long story short, we could probably get a link from this site by sending our recommendation to the blogger along with the other details they want. 

Capturing the attention of your audience is vital in e-commerce. By creating valuable, relevant, and engaging content, you can enhance your online store’s visibility, build customer relationships, and drive more conversions.

Let’s consider a few of the top priorities in content marketing for e-commerce sites.

Find commercial investigation keywords to target with blog posts

Commercial investigation keywords are terms people are searching for when researching what to buy.

For example, if you search for “best wireless headphones” on Google, it’s likely you are ready to buy a good pair of wireless headphones.

Identifying “best” product searches is a simple way to start finding commercial intent keywords.

The easiest way to do this is to: 

• Enter your keyword into Keywords Explorer.
• Add an Include filter containing the word “best.”
• Apply the filter and hit Show results.

We can see from this quick search that Ahrefs has identified over 9,396 keywords we can potentially use.

As well as “best” keywords, you can also find commercial intent in questions. For example, if you were to search for “how do noise canceling headphones work,” chances are you’d be interested in buying a pair.

In Keywords Explorer, you can find these types of keywords in the Questions section after you’ve plugged in your keyword.

Here’s a quick example of an informational keyword for “noise canceling headphones.”

Remember to look for keywords relating to problems that your products help to solve.

For example, keywords like “how to clean headphones” don’t work because the searcher isn’t in the market for new headphones. But keywords like “how to fix broken headphones” may work because most headphones aren’t easily fixable—so a new pair might be the best solution. 

Once you understand the psychology behind commercial intent keywords, you’re ready to create product-led content.

Create product-led content to attract more customers

Product-led content helps readers solve their problems using products you sell. Creating this content around keywords people are searching for can attract more potential customers from organic search.

For example, this blog post about fixing headphones that only work in one ear gets an estimated 13.3K monthly search visits:

It explains how to fix common issues before recommending new, durable headphones for readers who didn’t manage to get things working.

In this case, the site recommends products on Amazon. But there’s no reason you can’t recommend and link to your product pages in these articles.

Optimize your product images for search to get more clicks

Google Images is the world’s second-largest search engine. It’s responsible for over 20% of all online searches.

So when potential customers are searching for your products, it’s likely they’ll browse through it to find the product they’re looking for.

If you want to appear at the top of Google Images, you’ll need to start by optimizing your e-commerce images for SEO.

You’ll then need to add a descriptive filename separated by hyphens. Try to keep your filename to the point and remember to include important keywords, like the example below:

Then add descriptive alt text to your image. Alt text is code that looks like this:

<img alt="your alt text description goes here">

So, for example, for these headphones, the alt text can be:

<img alt="Apple AirPods Max in silver">

You should make your alt text as succinct as possible. Here’s an example from Apple, where the alt text reads: “Front view of AirPods Max in Silver.” 

Although the principles of alt text are easy to understand, it’s easy to forget to add it. A lot of websites will have at least a few images that have missing alt text on them.

The fastest, free way to check your site for missing alt text is to use a tool like Ahrefs Webmaster Tools. 

Once you’ve run a crawl of your site using the tool, head to the overview in Site Audit to see if there are any issues. 

Here’s an example of a site with 2,712 images with missing alt text.

Clicking through on the “Missing alt text” issue takes you to the affected URLs. You can then order the list by clicking on “Organic traffic” to prioritize the pages already performing well in search. 

If the page already has high organic traffic, it’s likely the images on that page can perform well in Google Images.

Once you’ve optimized your images, you can monitor the clicks they get by clicking on “Performance” and then selecting the search type as “Image.”

Everything above will get you off on the right foot with e-commerce SEO. But there are other things you can do to attract even more search traffic and sales. Let’s go through some of them.

Index faceted URLs with search demand to get more clicks

People search for products in many ways, so you’ve probably come across terms during keyword research that didn’t make sense for subcategories. But if you have faceted navigation on your store, you likely already have parameterized URLs targeting many of these terms.

For example, there are an estimated 150 monthly searches for “jabra over ear headphones” in the U.S.:

If you sell these products and let visitors filter for them using faceted navigation, they’ll probably end up at a URL like this:

/headphones?brand=jabra&design=over-ear

Since most e-commerce stores canonicalize faceted URLs to a master category or subcategory, this URL probably isn’t indexable. However, you can fix that by changing the canonical to a self-referencing one.

If you do this for all faceted URLs with search demand, you often attract more search traffic without creating any new content.

Here’s a cheat sheet from Aleyda Solis to help you figure out which ones to index:

Add schema markup to product pages to win rich snippets

Schema markup is code that helps search engines better understand and showcase your pages in the search results. Adding it to product pages can help them win rich snippets like this: 

Here’s what the schema markup can look like for a page selling AirPods Pro:

<script type="application/ld+json">
{
  "@context": "https://schema.org/", 
  "@type": "Product", 
  "name": "AirPods Pro",
  "image": "",
  "brand": {
    "@type": "Brand",
    "name": "Apple"
  },
  "offers": {
    "@type": "Offer",
    "url": "",
    "priceCurrency": "USD",
    "price": "249",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9"
  }
}
</script>

It tells Google the product’s name, brand, price, review rating, and if it’s in stock.

There are plenty of free schema markup generators like this one, so you don’t have to write the code by hand. Some e-commerce platforms also have the option to add built-in schema markup. 

Link to important subcategories to highlight them for visitors (and Google)

Linking to important subcategories from your category pages prioritizes the links that visitors are most likely to be interested in. 

This makes it easier for your store’s visitors to navigate around your website.

Here’s an example where important subcategories have been highlighted near the top of the category page.

This design allows visitors to get to the subcategories they want to quickly. It’s also helpful for mobile users, as it means they don’t have to scroll through thousands of products.

It’s also possible that the location of these links may boost the authority of these subcategory pages, according to the reasonable surfer model established in Google’s patents.

Here’s another example where another retailer has linked to popular subcategories at the top of the category page.

Monitor technical SEO issues to avoid unexpected traffic drops

A solid technical foundation helps you avoid common issues that often plague e-commerce stores. But technical SEO isn’t a one-time thing. New problems will arise over time.

That’s why monitoring your technical SEO health and fixing issues as they pop up are essential.

Using Site Audit with an Ahrefs Webmaster Tools account, you can do this for free. It monitors for 100+ common SEO issues, including those you often see on e-commerce sites, like duplicate content, canonicalization issues, and orphan pages.

You can schedule daily, weekly, or monthly crawls to stay on top of issues.

Here are a few examples of common issues that can affect e-commerce websites and hurt rankings.

• Not including breadcrumbs – Visitors (and Google) find breadcrumbs on e-commerce websites useful.
• Forgetting to add schema markup – Adding schema can help you win rich snippets. 
• Indexing low-quality pages – Indexing e-commerce filters or search pages that don’t add any value.
• Keyword stuffing – Repeatedly mentioning your keywords on your website.
• Blocking key pages of your website – Sometimes, noindex tags or “Disallow” directives in robots.txt can be added by mistake, meaning pages don’t show in Google.

I don’t have a crystal ball to predict exactly what the future will look like for e-commerce SEO, but here are some thoughts.

With Google starting to incorporate generative AI into its search experience, it’s likely that search and e-commerce SEO will evolve into a different experience from what we have today. 

Here’s an example of what the SERPs look like today for a search for “bluetooth headphones.”

If we ignore the “People also ask” results, the rest are category pages from e-commerce stores.

Now take a look at the SERP for this same search under Google’s AI-powered Search Generative Experience:

With this result, Google’s effectively generated its own category page right there on the SERP.

If this change becomes reality, it’s possible that the future of e-commerce SEO could shift its focus more to optimizing product pages.

Aleyda also talked about these potential changes and her predictions for e-commerce SEO. 

Final thoughts

E-commerce SEO is far from straightforward. Getting the basics right is easy enough, but catering to search demand while avoiding common technical issues is often more complicated than you think. 

Here are a few helpful resources to learn more about those issues: