SEO for ecommerce: Position your site on Google

How to position my site on Google?" If you are looking to bring qualified traffic to your online business and, therefore, increase your customer base, this is one of the most important questions you should ask yourself. In this article, we will tell you what you should do from SEO to achieve it.

Let's start by establishing why an SEO strategy is crucial for your ecommerce, and why you should not overlook it, especially now, when data is showing, for a On the one hand, 44% of people who want to buy a product online do so by researching the Google search engine, and on the other hand, 35% of the traffic that online stores currently have comes from search engines (according to SEMrush).

SEO is a term that involves all those actions that allow you to improve the positioning of a website in search engines, ensuring that it is seen by a greater number of users. driven by a paid campaign and that has reached you both for your content and for the keywords that position you on Google.

Did you know that 23.6% of an online business's orders are related to organic traffic? These data from Business Insider show the importance of achieving a prominent place on the first page of searches.

Now, among the most relevant SEO practices, is the use of keywords; let's see what they are about and how you can use them in your ecommerce.

Read also: Your ecommerce does not sell, 3 possible causes

What are keywords?

They are an element essential in SEO, your blog and your page must contain them, since they are the terms that people write to find what they are looking to buy or what they are looking to find out about.

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How to choose the keywords for my ecommerce?

Choosing the right keywords is a determining aspect for the SEO of online stores, but what type of keywords can the user use, according to their search intention?

Informative: They usually have high search volumes, although low conversion levels. They include terms such as “what it is” and “how to do it”…, for example, “what is fulfillment”, “what shoes to wear for tennis”, “how to increase my ecommerce sales”, “how to dress for the beach”, etc. 

They are quite useful when it comes to generating recognition thanks to the content of educational value in which they can be added, which allows the brand to become a reference within its niche and gain the trust of its customers. consumers.  

Navigational: They are generated when the user already knows the brand or product and wants to find information about their physical or online points of purchase, for example, “where to buy brand people.

Commercial: They show the user's interest in certain products or services. They appear when searching for comparative price and quality information about something they want to buy. In this case, you can write about the product on your blog, make comparisons, offer free trials, etc. sale.

Transactional: These are the words with the strongest purchase intention, for example: “where to buy tennis shoes” People have a clear need and are looking for a specific item.

Keyword by. structure

In addition to the above, we can also find different keywords such as generic keywords, which must be related to your online store and products. For example, if you sell cosmetic products, a generic keyword would be “moisturizing cream”.

There are also the keywords long tail or long tail. They are a little more extensive and usually have a low level of competition, which can be a plus point for the SEO positioning of your ecommerce, likewise, they tend to convert better.

It is easy to identify them because they form a phrase with several keywords; Following the previous example, a keyword long tail would be “moisturizing cream for delicate white skin”. The search specification is much more focused. 

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Importance of search volume in SEO

Having an idea of how many people are searching for a keyword in a given period of time is one of the most important factors in terms of keywords, since it makes it easier to identify their popularity and competitiveness.

Take into account the keywords that your clients are searching for and start positioning yourself with them. Also, consider that search volume may vary by season. For celebrations like Mother's Day, for example, the categories of fashion and footwear, floral arrangements, and fragrances tend to have the most searched keywords. 

To know the search volume for a keyword, you can use free tools like Google Trends or the Google Keyword Planner. In fact, in the latter, it is possible to enter the URL of your business so that Google can provide you with keyword suggestions that are appropriate for the SEO strategy of your ecommerce.

Other portals such as Google Search Console, will let you know which are the keywords for which people are coming to your site and, from this, determine which ones are being effective and which no.

In reality, there is no ideal search volume, because if you use keywords that no one searches for, your business will not be found, while, if you choose keywords with a high search level, you will have to compete with the big websites, making your positioning more difficult. The important thing, in this case, is that you periodically measure the results of your strategy to identify which keywords generate the best results.

How to propose your SEO strategy

“So, how can I improve the SEO of my ecommerce?”, although the support of SEO specialists will always be the most recommended, We will share with you, in general terms, where to start: define an objective for your strategy, taking into account that quantity does not mean quality in SEO and that the positioning of the keywords will require time and work.

Next, you must identify the most prominent keywords for your buyer persona, that is, for your target target and ask yourself how potential customers would search for your product.

Your choice should be based on different levels, starting for a main keyword with which you position your website in the long term; In general, this is usually associated with the domain name. 

Followed by the above, are the secondary keywords, those that are very relevant to your ecommerce: commonly there are no more than seven. You can also use 3 or 5 more specific keywords that are fully related to the product, categories or blog content.

Let's look at the following example:

Main keyword

• X (name of the ecommerce)

Secondary keywords

• Women's clothing
• Women's footwear
• T-shirts feminine
• Makeup
• Free shipping

Specific keywords

• Women's sports sweatshirts in cotton brushed
• Offer on breathable women's t-shirts for warm weather 
• Compact facial powder for sensitive skin with Aloe Vera

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If you need an additional idea of what keywords you can use, we recommend researching which keywords your competition is ranking for. Tools like SEMrush and ahrefs will help you find this information.

In addition, among other functions, you will be able to obtain a detailed evaluation of the SEO of your own ecommerce to undertake improvement actions and obtain an analysis of the search level of a keyword; the difficulty of ranking, its traffic potential, most searched ideas, volume by country, etc.

Now let's look at an example of the ahrefs portal with the keyword “children's toys”:

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As we can see, the keyword has a medium level of difficulty to position itself with it, it has a search volume of 29K in Mexico and the top classification is held by Mercado Libre; Likewise, terms such as “toys for children from 10 to 12 years old” encompass a good level of search.  

Another page such as AnswerThePublic, will be very useful to consult by country and language how people are asking about certain search terms. Let's review an example using the same keyword and locating ourselves in Mexico.

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Depending on your product category, the previous information will be an excellent input to project the SEO strategy of your ecommerce and direct the contents.

Other important positioning factors SEO

In addition to keywords, there are other aspects highly valued by Google to stand out organically in the best positions within its search engine. Is your objective? Guarantee a good user experience through a site with excellent ratings. Although Google takes into account hundreds of attributes for this assessment, we will focus on pointing out some of the most important:

Backlinks or backlinks

They are one of the main classification attributes: How many external websites reference your business and place links from your site on their pages. The more backlinks Google registers to your ecommerce, the better your score will be, especially if they come from authoritative, popular and well-classified sites that generate referral traffic.

The question is, how do you get backlinks? Start by putting together a good blog on your site with valuable content for your users. If through it you manage to solve needs, people will share the content on their networks, or even other pages related to your market niche could reference you.

A media strategy can also help you appear on different portals specialized.

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Loading speed

It is an important criterion in SEO. When someone enters your ecommerce, , after how many seconds can they see all the content? An acceptable loading speed is around two seconds, meaning that if you are above this, you should implement measures, as you have a high chance that the visitor will leave early.

Google evaluates this aspect, giving o removing points from the ecommerce with the best performances. Do you want to know what your current upload speed is? GTmetrix will provide you with a free diagnosis, as well as recommendations and areas for improvement within your online store.

Broken links‍

These are links that lead to error pages or that no longer exist and frustrate the user experience; Therefore, Google gives the site a bad rating. Tools like ahrefs help you detect them.

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Additional factors that add or subtract points from Google These are, for example, sites with excessive advertisements; the inclusion of H1, H2 and H3 tags in the title and subtitles of the content in which the positioning keywords are considered; the keyword in the page meta description, the URL and in the images; site security certificates; its usability; original and valuable content; web design, among others.

Read also: Usability in ecommerce, boost your sales

SEO work in your ecommerce is a practice that requires time and dedication. The result is not obtained in a month and you must remember that other online stores have been positioning themselves for quite some time to appear at the top of the Google search engine; However, a good strategy will work wonders. Do not hesitate to turn to an SEO agency in Mexico, like Clean Ranks, to drive you towards the growth of your business. 

Are you looking for an ally that enhances your delivery process, compliance and customer satisfaction? Do not hesitate to contact us, we are the best fulfillment center for ecommerce in Mexico, Colombia and Brazil, you just have to click here.

During 2021 in Cubbo:

• Our customers registered savings of 21% in operating costs
• 97.1% of the products received were processed and ready to sell in 24 hours
• We had a compliance in shipments of the 99.7%
• We record an accuracy in order preparation of 99.9875%, that is, 1 error every 8,000 shipments.
• 60% of our deliveries in CDMX were made the same day
• We make deliveries nationwide in an average of 1.3 days

Sources of information:

Semrush / Semrush / Jumpseller / Rockcontent / Rockcontent / Ahrefs / Cyberclick / Cyberclick / Backlinko