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Ecommerce SEO: Driving online sales in 2020

As a company, we spend a lot of time thinking about search engine optimisation and how to achieve the best results from your ecommerce SEO. We understand that there are plenty of ways to drive traffic to your website including paid media, social posts, and email marketing, but we firmly believe none provide the same foundational, long term growth as an effective SEO strategy. 

Ecommerce SEO in 2020

To get the most out of your SEO in 2020 it is crucial to stay on top of the latest Google Search updates and algorithm guidelines. This has never been more important than in the current climate. Ensuring your website is up to date and appropriately optimised will set you in good stead when it comes to achieving those coveted top spots.  

To help you get ahead we have put together our top tips for optimising your ecommerce site for search. Following our cohesive website SEO strategy will ensure that no matter what changes are made to the algorithm, you’ll be well placed to grow organically. 

Start small, dream big

Especially relevant if you’re new to the online retail space, it’s important to focus on small, incremental changes that will improve your overall strategy over time. No matter if your site is new or old, there is a lot to do to get your website up to scratch. 

With a long list of tasks, we can all get bogged down in the technicals and so we recommend splitting all your tasks into bitesize, achievable chunks that work from the ground up. Web fundamentals such as adding canonicals to explicitly tell search engines which URL to rank is just as important as keyword optimisation. If you’re struggling to identify issues with your site’s SEO, tools such as SEMrush and Search Console’s URL inspection tool are a great place to start. 

Master of one, not many

Create one great site instead of multiple microsites to support stable organic growth. Whilst it can be tempting to create multiple sites to target different geographic regions and customer profiles, it can be difficult to prevent near-duplicate sites. Duplicate content is confusing for users and search engines alike. Look to consolidate content and focus on delivering quality content that will improve user engagement with your site. 

Link building for online retailers

Search engines operate by way of keywords and links. By crawling websites, Google is able to index your site and reward you with visibility in the search results. Considered off-page SEO, link building is a little more complicated and time-consuming than on-page updates but a valid part of your ongoing strategy.

The most important thing to consider when link-building is quality. Bad or ‘toxic’ links will do more harm than good. Whilst it might seem easy to pay someone £100 for 100 links - you could end up killing your organic visibility for good. Collaborate with bloggers and website owners generating good quality content relevant to your business. 

If you’re not sure where to start, use SEMrush’s backlink tool or Ahrefs to investigate your competitor’s backlinks. Identify the links worth ‘stealing’ and reach out to the website owner. 

Content marketing

It’s hard to separate SEO and content strategy as your search engine optimisation affects where your content appears. It also affects whether people see it and whether they click through to your site. With blogging being such a key content marketing tactic and integral in building breadth and depth in keyword visibility, it is no surprise that 53% of marketers identify blog creation as a top priority. In addition, OKDork’s data also shows blog posts are among the most shared content online making it an invaluable tactic for online visibility. 

Ecommerce SEO agency

A simple ecommerce SEO campaign can result in hundreds of additional sales for your business, and it doesn’t have to take years. Following our top tips above can help you to get ahead of your competition. If you’re not sure where to start or are feeling overwhelmed, make sure to reach out. Our team of in-house SEO experts are more than happy to help!

Catherine Durham

Catherine Durham

Marketing Director (Dip DigM)

Catherine Durham has a masters in Digital Marketing and a wealth of experience in optimisation and strategy development for ecommerce retailers. Her specialisms include SEO, paid search, email marketing and conversion rate optimisation.

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