How do I position my site in 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'll tell you what you need to do from SEO to achieve it.
Let's start by establishing why an SEO strategy is crucial for your ecommerce, and why you shouldn't overlook it, especially now, when data shows, on the one hand, that 44% of people who want to buy a product online do so by researching the Google search engine, and on the other, that 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 improve the positioning of a website in search engines, making it seen by a greater number of users; it is responsible for generating organic traffic to your e-commerce that has not been driven by a paid campaign and that has come to you both because of your content and the keywords that position you in Google.
Did you know that 23.6% of orders from an online business are related to organic traffic? This data from Business Insider highlights the importance of achieving a prominent place on the first page of searches.
However, among the most relevant SEO practices, there is the use of keywords; let's see what they are about and how you can use them in your ecommerce.
Also read: Your ecommerce doesn't sell, 3 possible causes
What are keywords or keywords?
They are an essential element in SEO, your blog and your page must contain them, because they are the terms that people write to find what they are looking to buy or what they are looking to learn about.
How to choose the keywords for my ecommerce?
Choosing the right keywords is a decisive aspect for the SEO of online stores, but what type of keywords can the user use, according to their search intention?
Information: They tend to have high search volumes, but low conversion levels. When using them, people are generally looking for information and include terms such as “what is it” and “how to do it”..., for example, “what is fulfillment”, “what shoes to wear to practice tennis”, “how to increase sales of my e-commerce”, “how to dress for the beach”, etc.
They are quite useful when it comes to generating recognition thanks to the content of educational value to which they can be added, which allows the brand to become a reference in its niche and gain the trust of its 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 X brand t-shirts”. They are a good source of traffic, however, in order for you to take advantage of navigational keywords, you must already have a certain positioning in the market and in people's minds.
Commercial: They show the user's interest in certain products or services. They appear when you are looking for comparative price and quality information about something you want to buy. In this case, you can write about the product on your blog, make comparisons, offer free tests, etc. When users come to your ecommerce through this type of search, you can take the opportunity to win them over with your product to achieve the sale.
Transactional: These are the words with the strongest intention to buy, for example: “where to buy shoes for tennis”. 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 ones, which must be related to your online store and products. For example, if you sell cosmetics, a generic keyword would be “moisturizing cream”.
There are also keywords Long Tail or long-tailed. They are a little more extensive and tend to have a low level of competition, which can be a positive point for the SEO positioning of your ecommerce, and they tend to convert better.
It is easy to identify them because they form a phrase with several keywords; following the example above, a keyword Long Tail would be “moisturizing cream for delicate white skin”. The search specification is much more focused.
Importance of search volume in SEO
Knowing 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 your customers are looking for and start positioning yourself with them. In addition, consider that the search volume may vary seasonally. For celebrations such as 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 such as 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 your ecommerce's SEO strategy.
Other portals such as Google Search Console, they will let you know what are the keywords by which people are reaching your site and, based on that, determine those that are being effective and those that are not.
In reality, there is no ideal search volume, because if you use keywords that no one is looking for, your business will not be found, while, if you choose keywords with a high search level, you will have to compete with large 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 plan 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, in broad strokes, where to start: define an objective for your strategy, taking into account that quantity does not mean quality in SEO and that positioning keywords will require time and work.
Next, you should identify the most important keywords for your buyer persona, that is, for your target audience, and ask yourself how potential customers would search for your product.
Your choice should be based on different levels, starting with 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, there are secondary keywords, those that are very relevant to your ecommerce: usually there are no more than seven. You can also use 3 or 5 more specific keywords that fully relate 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
- Women's t-shirts
- Make-up
- Free shipping
Specific keywords
- Women's sports sweatshirts in brushed cotton
- Offer on women's breathable t-shirts for warm weather
- Compact face powder for sensitive skin with Aloe Vera
If you need an additional idea of what keywords you can use, we recommend researching what keywords your competition is ranked for. Tools like SEMrush and ahrefs will help you find that information.
In addition, among other functions, you will be able to obtain a detailed evaluation of the SEO of your own e-commerce to undertake improvement actions and obtain an analysis of the search level of a keyword; the difficulty in ranking, its traffic potential, the most searched ideas, volume by country, etc.
Now let's look at an example from the ahrefs portal with the keyword “toys for children”:
As we can see, the keyword has a medium difficulty level to position itself with it, it has a search volume of 29K in Mexico and the top ranking is given by Mercado Libre; likewise, terms such as “toys for children from 10 to 12 years old” encompass a good level of search.
Another page like AnswerThePublic, it will be very useful for you to check by country and language how people are asking for certain search terms. Let's review an example using the same keyword and placing ourselves in Mexico.
Depending on your product category, the above information will be an excellent input for designing your ecommerce's SEO strategy and targeting content.
Other important SEO positioning factors
In addition to keywords, there are other aspects highly valued by Google to organically stand out in the best positions in its search engine, its objective? Ensure 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 highlighting some of the most important:
Backlinks or backlinks
They are one of the main ranking attributes: How many external websites reference your business and place links to 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-ranked sites that generate referral traffic.
The question is, how do you get backlinks? Start by setting up 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 niche market could reference you.
A media strategy can also help you appear on different specialized portals.
Charging speed
It's an important criterion in SEO. When someone enters your ecommerce, After how many seconds can you see all the content? An acceptable load speed is around two seconds, so if you are above this, you should implement measures, as you have a high chance of the visitor leaving early.
Google evaluates this aspect, giving or taking points away from the e-commerce with the best performance. 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 marks a poor rating for the site. Tools like ahrefs help you detect them.
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Additional factors that add or subtract points before Google 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 positioning keywords are considered; the keyword in the meta description of the page, the URL and in the images; the security certificates of the site; its usability; the original and valuable content; the design of the web, among others.
Also read: 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 should 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. Don't hesitate to go to an SEO agency in Mexico, such as Clean Ranks, to push 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, just click Here.
During 2021 in Cubbo:
- Our customers registered savings of 21% in operating costs
- 97.1% of the products received were processed and were ready to sell In 24 hours
- We had a 99.7% shipping compliance
- We registered a precision in order preparation of 99.9875%, that is, 1 error for every 8,000 shipments.
- 60% of our deliveries in CDMX were made The same day
- We carry out deliveries nationwide in an average of 1.3 days
Sources of information:
Semrush / Semrush / Jumpseller / Rockcontent / Rockcontent / Ahrefs / Cyberclick / Cyberclick / Backlinko
