Digital Marketing

Focus on these 5 Areas to Deliver big results in e-commerce SEO

Organic traffic is liked by most e-Commerce marketers since each free user session is a potential sale. Contrary to paid campaigns in social media and search, a business will not incur any direct costs when it comes to using organic traffic.

In most cases, companies lack the expertise for SEO growth, uncertain of the way to create landing pages that do well in search and attract qualified traffic to the website. Contrary to paid traffic, when you increase your visibility organically is not simply a question of increasing the budget for your advertising.

Below are 5 areas to focus on to deliver big results in e-commerce SEO:

  1. Meta descriptions should be compelling

The meta description shows up below a page’s title in organic search. Whatever you write in the meta-description will not be read by Google, but your potential customers will. Additionally, the title is the only thing they will read about your website before determining if you get their click, or if your competitor gets the click.

For e-commerce websites, providing scores of products that usually get replaced seasonally, determining how to write engaging meta descriptions at scale is challenging. Some businesses use a lot of time generating a meta description for each page that is unique; however, this is not at all times possible if you are selling a lot of products online or you are a small company.

What expert SEO’s do is make use of “Concatenation Schemas” to create a set of rules to adhere to in efforts to automate the creation of meta descriptions through producing content that is unique. You can check your content by using free tool It is often a small piece of code, which uses a determined set of “rules” to create relevant descriptions automatically.

  1. URL structure

With regards to URL structure, the way to go is to make sure your products are as close to the root folder as they possibly can. Though it might feel more reasonable to have your products several directories deep (such as, will not want to implement that system.

With URL’s that are longer, it implies that searchers do not see the actual name of your product at the end of the URL, which could often be clipped or abbreviated in search results. In case you check out nearly all leading online retailers, you will notice that their pages consisting of the actual product listing are not often more than 1 to 2 to folders away from the root directory. There is no problem if you include parameter strings that are long after the product folder; however, ensure that the name of the product noticeable in the URL for searches.

Brian Elvis, Expert SEO Consultant, at this company, recommends that if you wish to get more users to your eCommerce site, you can add Breadcrumb List schema to your website to outline the directory structure of the website. It will take the URLs, which show up in search engine results page (SERP) snippets and transforms them into a more user-friendly form.

  1. On-page copy for category pages

Most site owners think it is fine to have product category pages, which just list the products that are available and lack page content. Merely listing products on a product category page offers hardly any suggestion of what that page need to rank for in Google. Crawlers prefer to see textual HTML content on a page to help know what search results the page must show up in.

Even something as easy as a two-paragraph description of the category will provide crawlers with indexable content, which gives you a far greater opportunity for ranking in search results. It is not a concern if the content is at the top or bottom of the page, provided that it is visible to crawlers and users.

  1. Navigation of the main menu

Although navigation of the main menu is essential for internal linking and search engine optimizing generally, it will take a lot of effort for e-commerce websites. The pages identified in your menu are those probably to be indexed and rank high in search results, particularly since the menu will show up across countless numbers of pages.

An excellent way to make the most of this menu navigation chance is by using secondary navigation choices. Home Depot is a good illustration of this. Their “All Departments” menu just has its 17 most common product categories. But once you hover over every category, it extends to secondary options within that category (as well as tertiary choices beyond that). With that menu showing up across each product and category page on the website, that internal linking value offers a visible ranking boost for menu pages of Home Depot.

  1. Website indexation

As stated before, the crawl budget is a significant concern for big e-commerce sites. No matter how much optimization you may consider using, it will not help your website if crawlers are not locating your content.

You will find some strategies you can use to enhance your site indexation. First, you can review the number of 5xx server errors your website returns in Google Search Console. Gary Illyes, who is Google Webmaster Trends Analyst, lately wrote an article on crawl budget where he, in particular, directs site owners to take note of the number of server errors in the Crawl Errors report in Search Console. The reason being many connection timeouts or server errors are usually a sign of poor website health.


K. Patel is a Digital Marketing Strategist and a writer at A+ Digital. He has written for several publications. Patel covers content marketing, SEO, and e-commerce. He has a passion for assisting people in every aspect of Digital Marketing using the industry blogs he offers.

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