Module Four

Search Engine Optimization (SEO)

 

Do you know that 68% of online experiences are initiated using search engines? Is your business ready for it? Are you using search engine optimization? How many of you have searched online using phrases such as, “best online shoes” or “trendy mobile covers”? Well, we all have. Mostly after our search, we tend to choose the platform that appears in the top search results. 

 

But why do some eCommerce websites appear at the top and others do not? What makes these websites special? Well, it is the advantage of SEO. SEO stands for Search Engine Optimization.

 

Search Engine Optimization (SEO) plays a major role when it comes to digital marketing for eCommerce businesses. You have put your heart and soul into building your eCommerce business. But what if it doesn’t even reach the audience? 

 

With search engine optimization you will get a solution for this. SEO focuses on boosting your website’s visibility on search engines like Google. Moreover, when done right, SEO can bring higher traffic to your website, leading to higher conversion and sales. 

 

Let’s proceed with this chapter and understand each element of SEO that will help you rank your eCommerce store. 

 

Keyword Research 

 

Keyword research is the process of identifying the words and phrases that people use to search for products, services, and any other information online. There are some common phrases such as “best shops, “affordable services” and more that are common when people look for products online. 

 

Are you aware that only 0.0008% of the keywords get more than 100,000 searches online? So, during keyword research, our task is to find those keywords and work on the content of our website accordingly. 

How to Perform Keyword Research?

Now the next big aspect that you need to consider is the basic understanding of performing the keyword research. There might be instances where you are maintaining your eCommerce store. So, here are some basic steps you need to consider: 

 

• Brainstorming Seed Keywords: Start with basic terms related to your business. For example, if you sell eco-friendly products, your seed keywords might include “eco-friendly,” “sustainable,” and “green products.

 

• Use Keyword Research Tools: Tools like Google Keyword Planner, Ahrefs, or SEMrush can help you discover more relevant keywords. These tools show you search volume (how many people are searching for that term) and competition level (how many other websites are targeting that keyword). 

 

• Analyze Keyword Metrics: The next thing you need to focus on is to find keywords with a good balance of search volume and competition. Having a high search volume means more potential traffic, but too much competition can make it hard to rank.

During keyword research, also keep in consideration that there are two basic types of keywords. These are long-tail keywords and short-tail keywords. 

• Short-Tail Keywords: These are general and broad (e.g., “dress”). They have a high search volume but are highly competitive.

• Long-Tail Keywords: These are more specific (e.g., “women’s party dress size L”). They have lower search volume but are easier to rank for and often lead to higher conversion rates.

Now, you must be having this query in your mind. What can you do to make your keyword research effective? Are there any tips that you can follow? Yes. Always keep the following points in consideration:

• Always think like an audience. Do not think of yourself as an entrepreneur or a business owner. Rather, make sure that you think like a potential customer and thus use similar types of terms. 
• Keep in consideration what users are looking ahead to. Are they looking to buy, compare, or learn? Choose keywords accordingly. 
• We know that trends come and go. Hence, make sure that you also experiment with your keywords accordingly. 

What is the Difference Between On-Page and Off-Page Search Engine Optimization? 

Now, since you are learning about SEO, you need to understand that there are mainly two different types of SEO strategies to follow. These are on-page and off-page SEO. How are they both different? Let us understand. 

What is On-Page SEO?

On-page SEO refers to optimizing specific pages on your website to rank higher and receive more genuine traffic in search engines.

The key elements of on-page search engine optimization are:

• Title Tags: Make sure your title is clear, concise, and includes your main keyword.
• Meta Descriptions: Make sure that you write compelling meta descriptions, compelling visitors to click on the link. 
• Headers (H1, H2, etc.): Use the right headers to structure your overall content and include keywords naturally.
• URL Structure: Keep URLs short and descriptive, including your main keyword.
• Content Quality: Provide valuable, informative, and engaging content that answers users’ questions.
• Internal Linking: Link to other relevant pages on your site to improve navigation and keep users engaged.
• Image Alt Text: Use descriptive alt text for images to boost accessibility and SEO.

What is Off-Page SEO?

Off-page SEO involves activities outside your website that impact your rankings on search engines.

The key elements of off-page SEO are:

• Backlinks: Links from other websites to yours. Quality backlinks from reputable sites can boost your rankings.
• Social Signals: Likes, shares, comments, and other engagements on social media platforms play an indirect role in your search engine optimization. 
• Guest Blogging: As a guest, write articles and blogs for other websites that ultimately help you receive exposure and build backlinks. 
• Online Directories: Listing your business in online directories to improve visibility.

Are There Any Technical Aspects To Consider?

Understanding the technical aspects of SEO will help you in your eCommerce business. What are these aspects? Technical SEO refers to optimizing the backend of your website to help search engines index and crawl your site more effectively. It involves the technicalities that are involved in ranking your website. 

 

Keep in consideration the following technical aspects that should be aligned with the SEO practices you have been following:

 

• Make sure that you have a fast-loading site as it improves user experience and rankings. Using tools like Google PageSpeed Insights, you can identify the issues and resolve them.
• Ensure your site is responsive and works well on all devices.
• Create and submit an XML sitemap to help search engines understand your site structure.
• Having a secured website with HTTPS builds trust with users and improves search engine optimization.
• Add schema markup to help search engines understand your content better and potentially feature it in rich snippets.
• Use tools like Google Search Console or Screaming Frog to audit your site and fix any issues.
• Technical SEO is constantly evolving, so stay informed about the latest best practices and algorithm updates.

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So, SEO has the potential to take your business to a new level, empowering it with increased reach. Is your eCommerce platform SEO optimized? 

 

Crucial Takeaways from this Chapter

• Search Engine Optimization (SEO) enhances your website’s visibility on search engines, attracting more traffic and boosting conversions.
• Effective keyword research helps identify the right terms that potential customers use, guiding your content strategy for better search rankings.
• On-page SEO optimizes your website’s content and structure, while off-page SEO focuses on building backlinks and social signals to improve rankings.
• Technical search engine optimization ensures your site is fast, secure, and easily accessible by search engines, enhancing overall performance and user experience.
• When done right, SEO can elevate your eCommerce business, ensuring it reaches and resonates with your target audience.