An essential element before optimizing your e-commerce SEO is to work on the tree structure of your online store. A successful user experience is based first and foremost on simple, intuitive and fluid navigation.
Identify keywords and define your categories
First, it is recommended to do a semantic audit of the keywords corresponding to your activity to build the structure of your site. The study of keywords allows you to optimize the name of your categories and to define the key terms associated with each one. You will be able to move on to the content audit of a website .
Provide consistent navigation: the breadcrumbs
By optimizing the structure of your e-commerce site, you will allow Google's algorithms to understand the logic and hierarchy between your pages and categories, and thus to reference your website with more relevance (in the face of the right searches). This principle is called Ariadne's thread .
Example of breadcrumbs: Home > Category name > Subcategory name > Product name
breadcrumbs reference e-commerce digitad
The breadcrumb trail is representative of the structure of the site. It allows you to broaden the lexical field associated with the keywords and to promote internal meshing (we will cover this point very soon).
2. Optimize URLs for e-commerce SEO
Rename your URLs
Depending on the CMS selected for your online store (Shopify, WooCommerce, SquareSpace), your URL may be generated automatically. Otherwise, you have the option to enter it yourself. As a general rule, automatically generated URLs take the product title. Feel free to check them and rename them if necessary.
The URL should be short, descriptive and of course contain the main keyword of your page . Search engine robots thus instantly understand the theme of your page. On the other hand, it must be explicit enough to encourage the Internet user to click.
Fix 404 errors and redirects
Google loves healthy websites. 404 errors and broken images affect your e-commerce SEO as well as your visitors' user experience. In our complete SEO audit guide, we explained how to identify and fix these technical issues.
To do this, go to your Google Search Console .
page 404 e-commerce Digitad
Then, take the necessary corrective actions and set up redirects to reduce the number of pages representing an error. Google will detect the improvements made and thus promote your e-commerce SEO.
3. Write SEO-friendly titles for e-commerce
Write an SEO-friendly title
The title must not only contain the main keyword defined, but also make the Internet user want to consult the product sheet.
The recommended standard structure is to include the product name, one of its attributes, and your brand. A title should be around 60 to 60 characters long. Here's an example:
e-commerce title digitad
Don't hesitate to put in the title the advantages of your product or any differentiating element that it may have compared to the competition. To learn everything about writing a good SEO title, check out our guide to the perfect website title .
Learn more about the title tag .
Apply a unique title for each product in your catalog
Google will primarily rely on the words used in your product page titles to match them to user searches. Your titles should therefore be unique and personalized for each product you sell.
If you have a product in different versions, it is better to:
Either offer them in variations on a single product sheet
Or, differentiate them by adding a reference in the title
This will prevent you from being penalized by Google for duplicate content in SEO .
4. Write unique product descriptions
Descriptions should also be optimized, as they represent the largest part of the content on your website.
Ideally, you should write your own descriptions using your company's writing style. Each description should be unique to each product page.
Avoid duplicate content
When Google identifies duplicate content across your website, it considers america whatsapp number the information less relevant, which can lead it to lower your e-commerce ranking in search results.
E-tailers often opt for copy-pasting descriptions from their suppliers. Google recognizes duplicate content and penalizes it.
The second bad practice common among e-retailers is to have two products with the same description in their catalog.
You can analyze the duplicate content on your site using the SEO tool: Siteliner (free). It will tell you what proportion of your content is duplicated.
seo content audit
Opt for a short description if your approach is purely commercial.
The short description is located above the waterline, it must be able to answer the main questions of the Internet user immediately and explicitly. Although it must include the different expressions linked to your keyword, the short description has above all a commercial approach.
The idea is to include all the strengths and benefits of your product. When writing, put yourself in your customer's shoes. Then, describe all the benefits that the product will provide them. The customer must be reassured and convinced. If they can't touch the product, they need to be well informed.
Example :
digitad e-commerce SEO description
Opt for a long description to favor e-commerce SEO
The long description will tend to favor your e-commerce SEO. It is composed of about ten lines presenting your product.
In this space, it is important to provide quality content. Don't just insert the technical characteristics of the product in an exhaustive manner as for the short description.
1. Work on a semantic universe based on your keyword and enriched with synonyms or alternative expressions.
Learn more about conducting a semantic study in SEO
2. Provide detail while demonstrating the benefit of the product for your customer. A detailed description allows you to be even more visible on search engines.
3. Don't hesitate to structure your description using SEO-optimized subtitles.
Ultimately, your product sheet descriptions must be unique and flawless. They must be able to serve as a sales pitch but also be optimized for SEO. The best practice is to offer quality, structured and detailed content.
Example :
e-commerce SEO
5. Strengthen the e-commerce natural referencing of your images
Images are also important because they are indexed by Google. In e-commerce, they become crucial because Internet users consult Google Images more when the object of their query is commercial.
