A 2023 Guide to E-commerce SEO & Its Importance

Digital Buddha
  • Date Published
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E-commerce SEO is a free way of getting supplementary traffic to your website by making it extra visible on search engine result pages.

A well-ranked web page will receive more traffic than others, so you obviously want your pages to rank as highly as possible. For your web pages to rank higher in search engine results pages (SERPs), you must ensure that your website is optimized for search engines. From the keywords you use to the technical setup of your web store to whether your web store is mobile friendly, each of these issues can have a significant impact on SEO.

SEO Benefits for E-commerce

Driving Brand Awareness

Most e-commerce sites need SEO for economical brand awareness. An appearance on the initial page of search results or in Google’s Answer Box could be the first time a shopper has stumbled across your brand or could trigger her to remember that she once visited your site. Moreover, some searchers view ranking well as an endorsement, which improves their likelihood to click on a pinnacle result.

Filling the Marketing Funnel

The traditional marketing funnel — awareness, interest, longing, action — relies on a steady stream of new shoppers. E-commerce SEO services play a significant role in driving lower-cost top-of-funnel traffic at the awareness stage.

But SEO plays a role in the former stages, as well. As shoppers persist on their journey from awareness to interest (research) to action (purchase), the intent revealed in their keyword choices moves from informational to transactional. Targeting the correct intent at the ideal points in your site influences shopper movement to the subsequent phase, increasing the likelihood of conversion.

Elevating Content

It makes sense to advertise for keywords with elevated transaction intent. But the value of other content — such as blog posts, buyers’ guides, and how-to articles — is not instant.

For such types of content, E-commerce SEO services are helpful. Content optimization efforts can yield substantial increases in traffic at a small cost. They necessitate only an understanding of what people search for (based on keyword research), an aptitude to optimize content, access to your content management system, and time.

Expanding Remarketing Audiences

Once shoppers land on your site through organic search (or other channels), your waged search team can place cookies for remarketing campaigns. You can then show display ads to those shoppers when they leave your site and continue their journey. The extra people you drive to your site, the larger your remarketing audiences will be.

Capturing the Long Tail

Fifteen percent of search queries are new — Google has never seen them before. These obscure one-time phrases make up part of the long tail, which comprises queries that independently drive few searches but in the aggregate symbolize nearly 40 per cent of total searches. And long-tail phrases tend to convert at a more advanced rate than other keywords.

E-commerce sites are characteristically well structured to target long-tail searches for the reason that they’re built hierarchically on mounting levels of detail.

Improving the User Experience

A strong user experience drives conversions. E-commerce SEO services help understand shoppers, which allows them to optimize your site’s usability. And that, in turn, can only improve rankings.