How to optimize technical SEO for e-commerce websites

How to optimize technical SEO for e-commerce websites
How to optimize technical SEO for e-commerce websites

E-commerce is one of the fastest-growing sectors and is observed to be dominated by Amazon and Walmart. But, with suitable marketing strategies, small e-commerce websites can get their fair share of customers. That’s where technical SEO comes in. It is essential for improving your online store’s searchability. Here are twelve technical SEO tips that will help increase your web traffic and generate more sales.

1- Don’t miss out on long-tail keywords

Long-tail keywords may not draw more traffic, but they have higher conversion rates as they allow you to assume the consumer intent correctly. For example, a keyword such as maternity yoga pants rather than simply pants clearly shows what consumers want. You have plenty of opportunities to use long-tail keywords in titles, meta descriptions, and product descriptions. Consider the various search phrases people may use to find a specific product. They will help identify the best suitable long-tail keywords. You can utilise tools such as Ubersuggest, Ahrefs, SEMrush, and Google Trends for this.

2- Use the individual title and meta descriptions

Create unique titles and meta information for each product page. Try to incorporate the relevant long-tail keyword in both the title and the meta description. Perform your meta descriptions as attractive as possible to encourage users to check out the product page. For example, Maternity Yoga Pants best deals, significant discounts, and free shipping on all orders. Order Now! It would be a suitable meta description for a maternity yoga pants page. Ask your developer to insert such unique titles and meta descriptions dynamically into every page.

3- Review the information architecture

The website structure should obtain the content easily accessible to visitors. Keep important pages only three clicks away from the home page. The ideal website structure should be: Homepage > Categories > Subcategories > Products. You can evade adding subcategories to smaller websites. Make sure each product belongs to only one category or subcategory. Similarly, your URL structure should be clear and consistent. But, try to keep the URL length under 160 characters.

4- Use a unique title and meta descriptions

Sometimes, large e-commerce websites have product pages reachable from many categories. Such situations often lead to different URLs with the same content. Google may chasten your website for duplicate content. To avoid this, use a canonical tag. This simple HTML element will show the search engine which URL version should be crawled and displayed in the search results. It would help if you proactively used the canonical tag on the homepage, as homepage duplicates are pretty standard in e-commerce websites.

5- Update your crawl budget

Google search bots will crawl on any day. A low crawl budget can begin to index issues affecting your search rankings. Most e-commerce websites have to optimize their crawl budget owing to their enormous size. You can practice the Google Search Console to check your crawl budget. To increase your crawl budget:
– Optimize your overall link structure.
– Multiply the number of backlinks.
– Remove duplicate content.
– Fix broken links.
– Refresh your sitemap regularly.

6- Crawl the website to recognise and fix link problems

You can employ tools such as Screaming Frog, SEMrush, Ahrefs, and DeepCrawl to recognise and fix a variety of HTTP error issues, including:
– 3XX redirection errors.
– 4XX Client errors.
– 5XX server errors
Using this crawl, you can recognise duplicate or missing page titles, image alt text, H1 tags, or meta descriptions. But you will need to ask a developer or server administrator to fix these issues.

7- Optimize UX for the mobile-first index

The UX in the age of the mobile-first index is a significant SEO factor. Make sure your website has a user-friendly UX that enables visitors to find products and easily make online transactions. You must include appropriate graphics, images, animations, and call-to-actions wherever necessary. Ask your developer to compose the website based on the mobile-first index to make the mobile version the primary one for indexing. This is important considering 52.2 per cent of all website traffic worldwide came through mobile in 2018.

8- Optimize images with alt text

Images are a critical element in an e-commerce website. All images must have alt text that provides a clear description. For example, the image of blue-coloured maternity yoga pants should have the alt text, blue maternity yoga pants by the brand name. Always use descriptive alt text. Customers, not bots, will read the same information in case the image cannot store. Screen readers will use this info to tell visually impaired shoppers about the image.

9- Redirect out of stock product pages

Most online markets have a few pages with out-of-stock products. Although taking such pages down is the usual norm, doing so can lead to a 404 error, which will negatively influence your search results. Besides, most visitors find the 404 error annoying. Instead, you can redirect the URL to the next most relevant page. If the product is gone for good, use the 301 permanent redirects. If not, you can do the 302 redirects, allowing Google to continue indexing the URL.

10- Generate unique product page content

Apart from producing duplicate content issues, using a slam-dunk copy of the manufacturer’s product description will influence the overall user experience. While keeping it unique, try to use a more conversational and enticing tone throughout the content. You should avoid generating duplicate content by mistake. Use canonicalizations to prevent such issues. If you have many product pages, focus on creating unique content that produces a lot of traffic. But, remember to use the no-index tag for pages without unique content.

11- Optimize new product pages

You will require to add new product pages frequently. When doing so, make sure to adhere to your optimization practices. Add relevant long-tail keywords in the titles, meta descriptions, H1, alt text, URL structure, and the content, among other things. Try to incorporate unique content to avoid duplication issues. Be sure the new page has the same level of optimization as the rest of your website.

12- Use the most advanced technology

Lastly, apply the latest source code to protect your online store from potential crashes or cyber hacks. It will further improve your website indexing and search results. For example, Magento 2 has a better source code than Magento 1, making it easier to index a Magento 2-based website. Besides this, make sure to renew every single plugin, add on, shopping cart, and security patch regularly.

Wrapping up

There are several aspects of technical SEO that need to be viewed by an e-commerce website. The key here is to recognise and resolve the SEO-related issues right there and avoid disastrous consequences in the long run. Hopefully, the 12 essentials discussed in this checklist will prove great starting points to get your technical e-commerce SEO in order. Give them a try to see if your website will drive more sales conversions.

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nwldg: How to optimize technical SEO for e-commerce websites
How to optimize technical SEO for e-commerce websites
E-commerce is one of the fastest-growing sectors and is observed to be dominated by Amazon and Walmart. But, with suitable marketing strategies, small
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