SEO Tips to Improve your E-Commerce Rankings

by Kamilla Sterling-Parker

Are you on a quest to dominate the world of e-commerce and prove that you’re deserving of a first-page Google search ranking? Great! But don’t go into that war unprepared. Allow us to provide you with knowledge of the most effective e-commerce SEO methods you can employ in 2019 to improve your search ranks. Are you on board with us?

The e-commerce industry is growing increasingly congested, the competition is becoming fiercer than ever, and the stakes are mounting. While attempting to gain a fair part of the online sales market, online stores are up against a significant obstacle. And it’s a bazaar to see! E-commerce revenue in the United States topped $500 billion in 2018, according to Statista, and online sales of physical items are expected to cross $735 billion by 2023.

Although Amazon is the largest participant in the market, Google search inquiries still account for the vast majority of product searches. So, does your online store show up at the top of Google’s search results pages? Do you want it to rank higher but aren’t sure what SEO techniques to employ to get there? Perhaps you’ve been battling to break through in the ranks with your fresh new website? Or perhaps you’ve become bored of your previous site’s inability to produce the necessary results?

Let’s get started by going through some helpful SEO techniques for increasing organic traffic to your online business.

To rank better in 2021, use these e-commerce SEO guidelines:

1. Create amazing site pages

Always keep in mind that a product page is often an e-commerce website’s landing page.

Of course, the well-known rule still applies: any page on your website might be the first page your visitors view. As a result, every page on your site might theoretically be equally essential. In practise, though, once someone clicks via your ad or a link in the SERP, your product page is generally the first thing they see.

Ensure that your e-commerce website’s interface design is of excellent quality by:

Create a layout that is both basic and practical.
Request that your information architect create a logical website structure for you.
Develop a web navigation system that is both intuitive and effective.
In the search, include a sufficient number of filters.
For all interaction-based assets, write clear and succinct copy, especially microcopy.
Color contrast, font readability, CTA button size, non-confusing pathways, and other online accessibility rules should all be followed.

2. Write a comprehensive, one-of-a-kind product description.

The more information about your items you give, the better. It implies you should think about including various colours, sizes, and other variations, allowing for product comparison, and being open about prices and delivery costs.

If you have identical descriptions for multiple items, or if you just have a copy of the manufacturer’s specs and no original copy, we highly advise you to modify it as soon as possible. Otherwise, Google may flag your pages as duplicate content and punish them.

Writing original content for your web pages and product descriptions is essential.

In addition, always have high-quality professional pictures of your items taken from various perspectives. You should also consider incorporating movies and/or 360-degree views, depending on the sort of items you offer. You should resize images and add Alt text to them for search engines, and give subtitles for video recordings.

Consider using the GS1

SmartSearch standard as well if you want your product pages to be correctly recognised by search engines and maybe even pushed to the top of the search query results. It can help you contextualise your product data in an algorithm-friendly manner and make it search engine-friendly.

3. Organize and finish your structured data

One of the most crucial aspects of your online store’s structure is structured data and Schema markup. Search engine crawlers will be able to learn everything they need to know about your brand and items if you give a full collection of data. It might possibly be the reason why your items show up in Google with e-commerce rich snippets.

What is the significance of this?

In her blog post, Ann Smarty of Moz was very explicit about this:

„Studies show that rich snippets may increase click-through rates (CTR) by 677 percent and produce 20-40 percent more traffic than product links that don’t have them. As a consequence, having a rich snippet might help your SEO results significantly.”

Rich snippets are also recognised to be very successful for e-commerce product links, as customers are notoriously visual while buying online. As a consequence, clean and comprehensive organised data can assist you in increasing your chances of receiving rich snippets in search results.

According to Google:

„Google Search makes a concerted effort to comprehend the content of a web page. By giving specific hints about the significance of a page with structured data, you may assist us. Structured data aids in the standardisation of page information and the classification of page content. Structured data is also used to offer unique search result features and enhancements.“

As a result, structured data is something to which you should pay close attention if you want to get a significant SEO result.

Note that your page’s inclusion in search results with rich information is not guaranteed. According to Google, its algorithm tailors search results to provide the best possible search experience for a user, based on a variety of factors such as search history, location, and device type.

4. Consider converting your website to a Progressive Web App (PWA).

Here are some numbers to keep in mind.

In 2016, the Pew Research Center conducted a study of U.S. adults, with the following findings: 79 percent of Americans had made an online purchase of some kind, and 51 percent had purchased anything using their cellphone.

According to our study for E-commerce SEO trends in 2018, mobile search is gaining traction, with billions of people using laptops, smartphones, and tablets more frequently than desktop PCs. Many of them have developed a habit of making regular purchases online.

According to the Salesforce Shopping Index, mobile devices are now the number one generator of both digital traffic and orders as of Q4 2018. As retailers look for new and better methods to engage and convert their customers, mobile has become the most significant revenue-generating engine.

It’s no longer a matter of whether or if your website should be responsive. Nowadays, responsiveness is a must-have. No matter what device your visitors use to access your site, it adds to a seamless and pleasant user experience.

Let us now take a step ahead.

Progressive web applications (PWAs) are the future of mobile web, as you may have heard. That is correct. More and more websites are converting to progressive web apps in order to deliver a customised experience for their customers on their mobile devices, both online and offline.

To enable rapid downloads, offline usage, easy re-engagement of existing users, and more, PWAs employ a variety of tools and web technologies, such as various scripts, the application shell, and API. This type of web software loads quickly, is continually updated, allows for push alerts, and works well even when the internet connection is slow or while the user is offline.

In other words, if you run an online business, upgrading from a mobile website to a progressive web application might be beneficial in a number of ways:

It will improve the user experience.
Your website will run much more smoothly and efficiently.
Your users will be able to make safe payments via you.
You will receive the entire profit (which is not the case if you have a mobile app you charge).
Furthermore, native app development may be rather costly, so switching to PWA might save you a lot of money. It may be a win-win situation for you and your clients, as well as a win for search engine optimisation.

5. Keep user journeys and website performance in mind.

If your website’s goal is to increase online sales, your mission should be to create a unique user experience and guide your visitors through every step of the process – from the moment they arrive on the site to the search process, filters, product descriptions, popular and related products, wishing list, shopping cart, prices, checkout form, and payment method selection (extra tip: don’t overwhelm your visitors).

There are a few things to think about here:

Create a distinct brand voice and style, and maintain it across the UI and UX.
Keep an eye on the website’s performance (speed index, unused CSS, accessibility audit, best practises compliance, etc.) Design user interaction materials with a purpose, and repair any mistakes that may arise (promotional ads, lead generation materials, banners, e-mail campaigns, etc.)
To reward your most important, recurring consumers, pay extra attention to creating loyalty programmes, special deals, and code discounts.
Writing copy and microcopy should be a top priority for you along the route, so that you can get the correct information to the right people at the right time.

As a result, you should pay special attention to the phrases you choose for CTA buttons, sign-up forms, promotional pop-up windows, banners, and the checkout page, among other things. Keep in mind that every word matters. Your text should be conversational, not jargon-filled. All of the content you provide on the internet should be easy to read, comprehend, and provide a lot of value to consumers.

So, why is all of this relevant to SEO?

The solution is straightforward. Because Google and other search engines see that you are consistently offering a great user experience and that visitors are returning to your site, they will begin to push your site up the ranks.

Since Google announced the move from answers to search journeys to help consumers continue their activities and make information more available to people, your SEO strategies should become more user-centric as well. In 2019 and the years ahead, Google will undoubtedly develop and improve in this area.


Let’s return to the original question: how can you develop an effective SEO plan that will help your online store rise in the SERPs?

Now that we’ve covered everything, let’s come to the bottom line. If you want your e-commerce website to rank better in search results in 2019, do everything you can to amaze your consumers and provide them an unforgettable online buying experience. The next step is to impress crawlers by ensuring that your e-commerce sites have the best possible performance, including structured data, thorough product descriptions, and properly optimised textual and graphic content.

You establish a foundation of trust and a loyal client base by giving them what they need and then exceeding their expectations. Having recurrent customers is typically a clear indication for Google to increase your results since people trust you and keep returning to your website to make another transaction.

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