01 Mar, 2022
E-commerce means operating a business or service exclusively online – with no physical store. This has many advantages: you're not tied to a geographic location, there are no opening hours, and you can reach a wider audience. Plus, you save costs such as rent.
Of course, search engine optimization (SEO) is essential for online stores. But there are specific aspects to consider. This article explains how to structure and optimize your e-commerce store to succeed online.
How Should an Online Store Be Structured?
The main focus of your online store should be on category and product pages. A clear structure might look like this:
This structure is user-friendly and makes navigation easy. A good user experience not only keeps customers on your site but also improves your ranking in search engines.
If your store is already built and needs restructuring, make sure to set up the appropriate redirects from old to new pages.
What to Consider When Creating Content for Your Store
Google is a text-based search engine, so high-quality written content is key. Always write for your customers, not just for search engines. Avoid keyword stuffing and focus on providing real value.
Remember: your goal is to inform first, sell later. A well-informed customer is more likely to make a purchase.
Think about where your readers are in their customer journey: Are they researching or ready to buy?
Content for Category Pages
Category pages present product groups (e.g., women's clothing, garden tools). They often last longer than product pages and are valuable for SEO.
A short intro text is enough – give a brief overview and include a call to action like “Discover Now.” Link directly to products in the category.
Category pages are often the first touchpoint, so make them clear and engaging.
Content for Product Pages
Product pages give you space to be creative. They strongly influence purchasing decisions, especially for expensive or complex products.
Use long-tail keywords in question form (e.g., “How to cut an avocado properly?”). Aim for 1000+ words and organize the content with headings (H2/H3). Use simple language that anyone can understand.
Visuals
- High-quality, compressed images (with alt tags!)
- Explainer videos
- Consistent design
Calls to Action (CTAs)
Use clear CTAs like “Buy now,” “Subscribe to our newsletter,” or “Leave a review.” These can be buttons or part of the text. Make sure they comply with legal standards.
Top 8 SEO Basics for Online Shops
- URL: Keep it short and include the main keyword
- Keywords: Focus on long-tail informational keywords
- Meta tags: Start titles and descriptions with your keyword
- Page speed: Use Google PageSpeed Insights to test load times
- Mobile optimization: Make sure your site works well on smartphones
- Backlinks: Earn links from trustworthy websites
- Duplicate content: Avoid or remove duplicate pages
- Shopping cart: It should be visible on every page
Review Platforms
Customer reviews build trust and improve conversions. Use platforms like Trustpilot or Trusted Shops and display reviews directly on your homepage.
Google Merchant Center
If you don’t have a physical store, Google Business Profile may be less useful. Instead, register your shop in the Google Merchant Center to appear in Google Shopping.
All you need is a Google account to upload your products. Make sure your product titles and descriptions include relevant keywords.
Why Amazon Is a Great Place to Sell Your Products
Millions of customers use Amazon daily – often with strong buying intent. You benefit from Amazon’s traffic and trust.
However, SEO is still key. Optimize your product listings with relevant keywords and high-quality visuals to stand out.
Conclusion
SEO is the key to e-commerce success. Invest in great content, conduct thorough keyword research, and focus on your target audience.
Need help? Try rankingCoach, the all-in-one online marketing tool that supports you with SEO, listings, reviews, and more.
