Are you looking for how to carry out web position in online stores? Would you like to know what are the general guidelines that you should keep in mind in order to have well-optimized seo on your e-commerce or online shop? Then I tell you everything in detail, to get you to be 100% autonomous.
What is an e-commerce or online shop?
Sure, on occasion, have you bought a product through the internet, whether it was for amazon or any other website online. This type of sites that sell products online and you do get home, they are popularly known as e-commerces or online stores.
That is why, if you're reading this article, you are probably looking for some tips and tricks to optimize your website to the maximum so that when the users search for the product that you sell on Google, to find you in the first results.
And is that what you need is to master the seo for e-commerce for all of your products have a higher visibility in the SERPs. But you may not know what we mean when we talk about SEO for online store, or that, basically, you want to know much more about this topic in particular. So what you need to know first is...
What is seo for e-commerce?
Master the art of knowing how to optimise your online store, it is key to improve the positioning of each one of your products, as well as the categories and subcategories that you have organized.
That is why, knowing how to perform the seo of your e-commerce, you will achieve to make a gap between the first results of your sector.
And is that when we talk about organic positioning, let us remember that we are making reference to be able to appear in Google results that are listed without any label you put “ad”.
All those positions are going to be able to get with some of the advice that we have below.
Structure of an online store
One of the most important factors to keep in mind when we have to position our online store, is to build a structure well-optimized for seo. But with what goal? Well, the purposes for which we have a hierarchy of concepts within our website, that is due to various reasons:
- User experience or UX: First of all, it is important to have a web structure practical and intuitive. What for? So that the user can easily navigate throughout this, and to be able to find an optimal way everything you are looking for. To do this, it is interesting to consider the canon in general that have the largest websites (because they are that users are used to).
- SEO optimization: Another of the factors (and the second-most important because having a proper website structure is vital), is having a good hierarchy of categories and subcategories, we will do that crawls or Google bots should be able to navigate optimally by our website, and track all the content without difficulty.
To all of this, after you have named the various advantages of why to have a good positioning of our online store, let's see how should be the structure to make it more optimal and scalable as possible:
We see that the above structure is composed of 4 levels:
- Home page: It is the main page of the site and from where everything begins. Here you should see the main menu and the links to the categories and subcategories and main.
- Category: This is the first level that we find, and therefore, the first branching to go by segmenting the site and go separating it into sections, more accurate, more of our products.
- Subcategory: This is the second branch, where we classify the product or service in a more precise way.
- Product listing: Once we have gone through each of the categories and subcategories, we arrived to the product listing.
This is a practical example of the map previously drawn:
In this second map, as we see clearly the diversification of the types of products into categories and subcategories, to finally get to the products themselves.
Guide to SEO for e-commerce
Once we have clear the web structure of our e-commerce, will be of vital importance to work well on specific aspects of our site (both in content and technical aspects), to achieve a good positioning of our online store.
Keyword Research
This is the first step to carry out before you even have a website structure, since knowing the key words by which we should go, we will guide you to generate our web map.
Recall that we have already spoken in another article about how to do a keyword research or keyword search. There you will be able to delve into everything important to extract the right keywords that match the search intent of your products or services.
Linkjuice
The second aspect to consider is the strategy of linkjuice to carry out. In the end, it is important that from the Home Page you can access all parts of the web site through the links, but only the necessary. No need to have 4 links pointing to a url from the same page. To minimize the number of links, it helps to have a better optimization in terms of linking internal refers.
Structure of landings
Know the content is going to have every page of our site and to organize effectively to Google, to take us as a benchmark in the sector, is an aspect that is super important.
For example: If you're looking to do the seo of an online shop... how we will structure the landing of subcategoria? We will put a text, like a blog, is involved or make products?
To this we mean, that before creating a landing we must analyze how they are structuring these landings competitors to take them as a reference.
These are some of the questions that we will do so while looking at the competition:
- Do the competition have text at the beginning?
- Does the competition use filters?
- Does the competition use headings to structure the landings?
In the end, what we want to know what sections have been structured competition their landings for us to give us an idea of what Google rewards how to content.
Speed of the site
Google is increasingly valuing a good user experience, and that is why the speed of the site more and more a vital aspect to have into account.
When the page load is slow, the user is in despair, and it is going. Therefore, the average time of the user on the page lower, and Google understand that your website does not get resolved well the search intent of the user.
Use tools like Page Speed insights from Google or Pingdom, are a good solution to detect serious problems and to be able to find solutions to improve the performance of the web page.
Rich Snippets
The rich snippets or rich snippets are pieces of code that allow you to to Google better understand the content of a page.
There are many types, and that is why below we display the most common in online stores:
- Product:
- FAQ's
- Reviews and ratings
To incorporate these rich snippets, you can do from programming directly, or by using wordpress plugins.
Be that as it may, here we leave you the official documentation of Google, that you may know how to implement them: https://developers.google.com/search/docs/guides/search-gallery
Index only pages that provide value and have searches
When before we carry out a good keyword research, we refer precisely to detect keywords with enough search for you to create landing pages specific.
So, the steps would be the following:
- Do keyword research to detect words with a search.
- Create pages specific to position each of these words / concepts.
- If the page we are interested to create it for business issues, but you are not bidding for keywords with search, it is a good practice to label it as “Non-index”, so that Google does not lose time positioning something that has no value.
SEO Technical
This last part, refers to aspects more technical of a web, in which they promote the good crawling and indexing of content by Google. Well have optimized all of these points, it will help us to improve the seo of our e-commerce.
Redirection 3xx
The redirection 3xx (redirect 301, 302, 307...) refer to links that point to C but passing through a page in the middle.
For example, it is as if we want to go from Barcelona to Paris, but instead of doing it directly we passing through Greece.
The route that would make the plane, is the same that makes the robot of Google, and it is clearly giving more return of the account to stop coming to the same site, when you could do it perfectly in a direct way.
One of the ways to solve this, is through the use of the tool Screaming Frog. A program that will help us to detect all the redirection 3xx internal of our site, in order to be able to fix the links that are not optimal.
Error 4xx
Errors 404, 401, 403... refer to pages that do not respond. The most common error is 404, and to fix it is as simple as to perform one of two actions:
- If the page with error 404 we are interested in: Fix the link to the correct url (this usually is because you're pointing to a url that maintains differences with the initial url, and therefore does not exist).
- If the page responds with a 404 error does not interest us, we remove all links that point to that landing, so that it looks as landing an orphan and Google to finish deleting.
Canonicals
The label canonical usually is quite unknown to all, but plays a major role when it comes to optimising the website content.
The label canonical has a look similar to this “
”, and the url that you indicate is that Google is going to use as a reference for indexing.
What utilities have the tag, canonical in the seo of an e-commerce?
Let's imagine that we sell shoes, and that of a particular model (e.g. tiger shoes”), we have different models in terms of colors. Maybe for the keyword “tiger Shoes” yes there is a search, but for all variants of colors, not.
Well, if for each variant (green, red, yellow...) creates a landing party, we will need to insert a label canonical to each of the landings indicate that the url is a good index is the main without color “tiger shoes”. In this way, we save to Google the complicated task of crawl more urls of the account, and index all of them.
Hreflang
Do you have to internationalize your web site? Then you'll need to make good use of the label “Hreflang”.
The label hreflang serves Google to understand precisely in what language and country you want to position each one of the contents that we have on our website.
Here we show you a guide with all the nomenclatures and specifications, so that you may know how to label effectively the content of each version of your website depending on the language and country that you to address: https://app.sistrix.com/es/hreflang-generator.
