Every website should optimize its positioning. But do you know how to position SEO for an online store? Many e-commerce want to improve their Google ranking and they encounter more hassles than benefits when they start, so we’ll clear them up step by step.
I want to clarify something that may surprise a few people: there isn’t a specific SEO for online stores, just like there isn’t Social Media or Email Marketing for e-commerce. The tools, general guidelines, and framework are common to any type of strategy; what varies is how you apply it.
Though there’s no such thing as a specific SEO for online stores, there is optimization for the elements on specific pages and the you can generate enough of an external presence to become relevant and allow our products and categories to appear organically as search results of various search engines.
Once we clarify the subject, we can get to the material. Organic optimization always comes in two ways: on-page SEO and off-pay SEO. If we want to position our store, we have to pay a lot of attention to both because the best results are achieved when they’re aligned.
As you can imagine, this refers to any action you can carry out at the webpage level to help with tracking and indexing. Search engines use crawlers that scroll through the pages just like a user would and, like them, have a limited time to do so. What do I mean by this? Well, you should make sure:
You already know this is critical. Actually, it’s the Achilles heel of many online stores that fall into penalties through algorithms (also known as Panda) and pursue duplicate and low quality content.
The truth is, there are many aspects, but this summary covers the majority of the on-page aspects. I say, it’s a summary with enough elements to go in-depth.
This is the second half of the subject. Having a well-organized page and adjusting it, we can start to look for presence.
What do we mean by authority? Rather, what does Google understandas authority? As much as the algorithm has evolved and been able to improve understanding content or indexing speed, there is something that hasn’t changed much and it’s how you view which page has a more relevant keyword: the links.
Each external link received works as a positive signal, link positive signal or it recognizes a domain and specific page. Obviously, the more relevance the linking domain has, the more powerful the recommendations will be.
In the beginning, all links count, but Google, who was eager to debug their algorithm and keep a high relevance in the SERPs or spreadsheets, began to understand that context was key. If your store sells sound equipment, naturally you link manufacturers, blogs, media, forums, and whatever else to be within your niche.
Furthermore, Google has its own link policy, the penguin, that deals with weighting link page’s profiles and is able to understand which have grown artificially. When this occurs, the penalty is harsh.
The links are indispensable and you have to work to get them but follow my advice: observe your competitors, look at their profiles, and keep within their parameters, even if you get ahead. I’m saying you should think about the:
If you notice, I’m talking about percentages in almost all values because I want you to have more links using this pattern. SEO and by extension, SEO for e-commerce, is a slightly complicated subject that you have tocontinuously learn about. As such, I’d recommend my book. I’ve dedicated all my knowledge on the subject to it, at least up to today.
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