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Cases 15 min read

4 Must-Try Ways to Improve Your
E-Commerce SEO

4 Must-Try Ways to Improve Your E-Commerce SEO, the main image
Екатерина Гордиенко
Customer Support & Education Specialist at Serpstat
A business committed to e-commerce using its own website should develop and optimize it not just for Google, but also for its target market. In addition to generating traffic, a site created for this line of business should also be able to convert it into sales. In this article, we will examine how SEO specialists can accomplish these goals using only a few tools.
SEO specialists have several tasks that must be solved during the formation of an e-commerce site:

  • How do you choose the best keyword research, content marketing, and link-building strategies?
  • Is there a way to automate routine SEO processes (collecting keyword lists, creating site structures, checking for technical issues, or tracking positions in SERPs)?
  • How to scale your business and expand your product variety using SEO?

How can Serpstat help your e-commerce business with crucial goals? Let's consider four examples of automating tasks for e-commerce so that organics become a source of sales.

E-commerce SEO strategy based on competitor analysis

First of all, you might have a look at competitors’ websites. Using this approach, you can track and select the best strategies, gauge the level of competition in a sphere of your influence, and also assess demand if you are just getting started. By doing so, you will be able to find those strategies that will bring you customers and help to reach people who are interested in your products.

How to solve this task?

1
First, we must collect a list of relevant competitors, using, for example, keywords that describe our future activity completely. Then, to evaluate their SEO traffic, analyze the keywords they rank for, and search for top pages not only by traffic and quantity of requests in organic search but also by backlinks. This will give you an understanding of what works best for your branch and how to improve your strategy, such as expanding the site structure, pricing policy, etc.
2
Accelerate competitor analysis with SERP Crawling Service. Although you can view analytics for an individual competitor or keyword, API methods and particular API services provide a more comprehensive picture of the entire line of business. For marketing research, you can collect tens of thousands of keywords and get a set of big data for any region.

  • Choose keywords for further analysis and copy them to the clipboard:
Keywords report
  • Use these keywords to obtain SERPs via Crawling service in a particular region. Since these domains rank high and are already at the top, we can research their semantics, structure, and metrics. In order to identify the peculiarities of the business processes and content strategy of the industry leaders, a detailed analysis of the content will be necessary.
So now, we have top-100 of SERP by keywords “tattoo machine”, “tattoo ink” and “tattoo needles”, landing pages, metatags, and structured data usage of market leaders.

Prices for different products are also available in the results:
API response with prices
Prices in the snippet in JSON format
Leading pages and websites you will use for further analysis to understand how competitors generate sales through organic channels with such a pre-made study.
Do you want to schedule a personal demonstration of the SERP Crawling service?

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An e-commerce site's complete structure: how to make it easier

For building your good optimized e-commerce website structure, and setting up your catalogs and navigation, you have to collect the most complete keyword list, which will not only connect you with the target audience but also help convert traffic into sales.
1
Collects the semantics using competitors we got earlier within the following reports: Domain analysis — Keywords/Tree view, URL analysis — Keywords, etc. Using this information, we can supplement the site's topic clusters, categories, and sections based on competitors. We can benefit greatly from our competitors' ideas and thus save time.
Other Domain analysis functionality will help you get a tree-view structure of a competitor’s websites, next to the keywords its URLs are ranking for. This approach will also help you provide effective interlinking on your website. With the filtering by position, search volume, or keyword in the URL, it will be easier to get the needed results:
2
Manage keyword research for different search terms and expand the site structure with the assistance of Search suggestions and Related keywords.
This is how we identify semantics that will lead to conversions, not just visitors. Use filtering to get more accurate results. In case, the search volume is high, but Keyword Difficulty is high as well, it will be easier to use in your semantics more related long-tail keywords to rank better in organic search.
Ready-made samples of keywords from different reports you can copy, export, and collect in one document or send to the Keywords Batch Analysis for more relevant metrics and results from four more search databases (the United Kingdom, Australia, Canada, and New Zealand). Clustering can be started directly from this report:
Batch analysis
Keywords batch analysis report
3
A complete keywords list is formed, and a clustering algorithm can be used to arrange and paginate the results. Besides, it’s harder to work with e-commerce giants, containing, for example, large electronic components sold through product names with markings, international article numbers, and cross indices.
To automate this routine, you can start keyword research using clustering from scratch.
Keyword mapping will be beneficial for your project to create clusters and adapt your website to Google’s algorithms. You can help Google categorize your content and understand your site structure by creating well-structured pages. You will receive more traffic as a result, since your content will rank higher in search results. 

Such analysis will give you the opportunity to:

  • Restructure clusters and move non-target keywords to separate clusters or delete them;
  • Create new pages based on clustering, and prepare technical requirements for your copywriter;
  • Build a structure for a new store, based on clustered semantics:
The structure of an e-commerce website
The ready-made structure of an e-commerce website
Depending on the main task, you can control how your keyword pool is formed by choosing the right cluster type or strength

When the project is ready, check not only ready groups but also the connection strength between the keywords (how close that search terms are to the cluster's topic on a scale from 0 to 100%) and the homogeneity (the semantic consistency of a cluster, from 0 to 100%).
Serpstat, keywords clustering tool
Keywords clustering indicators
In case you decided to add a blog as an additional category, which might bring more traffic, you can start another clustering project to create a few thematical pages — topic clusters — to tell your reader about questions they are interested in. To easily collect such queries, use the Search questions report.
Serpstat, search questions
There are many types of categories you can focus on:

  • Product detail pages;
  • Product listing pages;
  • The homepage;
  • Shopping cart or basket pages;
  • Checkout;
  • Thank you pages and customer survey;
  • Video demonstrations and Q and As;
  • Discount or promo pages;
  • New product launches and news.

How do you estimate the demand for a product or category?

Demand for some products varies from season to season, while demand for others is more constant year-round. If you are interested in finding out the search volume dynamic for a particular category over a particular period of time in a particular region, you can use the Search Volume Crawling Service.
1
Collect keywords you are interested in, for example using search terms you want to add as categories to your website: tattoo needles, tattoo cartridges, tattoo inks, tattoo blog, tattoo machine, tattoo aftercare, tattoo power supply;
2
Detect a region you want to analyze (in my example, it will be New York City). 
3
Send keywords to SVCS, and copy your task_id. Get task results using your task_id from the previous step:
4
Export your report in JSON. Transpose it into tables using a converter from JSON to CSV if you want a more "friendly" result:
Table results of SVCS
As a result of this analysis, I assumed "tattoo aftercare" would be in high demand at all times of the year, but more in spring and summer.

If your website is already running and you want to compare demand to different categories, using competitors’ websites, you can check them via the Rank Tracker and re-optimize specific pages for other terms to rank better.
1
Set up your project by domain, URL prefix (specific path to category), or exact URL. Add a few competitors to track their positions by your keywords without spending credits. Don’t forget to use the schedule option to control your project on a daily basis, or weekly/monthly. Add regions and keywords to track positions in SERP.
2
Use the Positions history report to analyze less profitable pages, which rank worse by keywords, and optimize your own website to these search terms, expected to be prominent.
3
A full-scale Competitors report will give you more ideas according to brand-new rivals who appeared in the top 20.
Competitors report in the Rank tracker

Identifying potential problems and assessing the site's health 

When customers visit an online store's page, it is important that the page is both user-friendly and search engine friendly. Amazon calculated if a page takes one second longer to load, the company could lose up to $1.6 billion in sales annually. Google had similar research to slowing its search results and search quantity correlation.

Using the Serpstat website SEO audit tool, you can not only control the performance of a page but also get suggestions on improvements. Considering the scale of an e-commerce site, this analysis will save you a lot of time.
The main issues for the home page can be speedily examined with the Page audit tool:

  • Website security (SSL);
  • Homepage title;
  • Homepage description; 
  • H1 tag usage;
  • Content and keywords usage;
  • Images;
  • Structured data.

To run such a technical audit, insert the URL and start the analysis.
Working with results in your ready-made report you have to:
1
Identify unnecessary downloads to make page speed better where it is needed;
2
Perform concatenation, minification, and uglify your code (HTML, CSS, JavaScript). This will result in smaller files and fewer HTTP requests;
3
Try to minimize the number of HTTP requests. The page's loading speed is determined by the number of HTTP requests the browser makes to the server. The browser needs to download all the resources your site is serving to the users;
4
Optimize images to help improve a site's performance. Images can take up a lot of space and make a page take longer to load.
If you want to improve your site speed, one way to do it is to set up leverage browser caching. This will allow browsers to store data on the computer so that it doesn't have to keep fetching it from the server. This can help speed up your speed load experience. 

It is also beneficial to load third-party libraries and your own scripts asynchronously. So users don't have to wait for gradual loading. Upon seeing the script tag, the browser will execute it and display the rest of the page. By setting the asynchronous script attribute, the browser is advised not to block the construction of the loaded document model or the execution of scripts before building the style model.

Conclusions

Boosting your website traffic into sales is a more challenging task. You need to optimize your store to additionally SEO requirements, improve your content marketing using attractive materials and ensure that your social media marketing works effectively.

Make things easy for your users and search engines by keeping your design simple, content relevant, website structure friendly, and goods description correct, informative and helpful. Thanks to automated solutions for your business, you can benefit without the enormous scope of tools or insights.

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