Eight nice methods to audit your ecommerce web site’s search engine optimization

30 second summary:

  • Optimizing your ecommerce website SEO is critical to maximizing the traffic and sales potential of your ecommerce website.
  • Improve your SEO by structuring your website and page so that Google can easily understand them.
  • Page speed optimization is a necessity, not an option, with the algorithm change imminent.
  • Writing a relevant, informative blog on your ecommerce website will help increase organic traffic.

Current statistics show this 33% of global e-commerce traffic comes from organic searches. In other words, you will be missing out on a significant chunk of potential traffic if your ecommerce website is not optimized for SEO. While some SEO components are not completely under your control, there are still many things you can do to improve the SEO of the ecommerce website.

This article describes eight ways you can check and improve the SEO health of your ecommerce website.

In addition, we will discuss why it is now more important than ever to optimize the page speed for the algorithm update in the coming months.

Let’s begin.

1. Canonical tags for filtered page views

Most ecommerce websites allow you to filter product types based on different categories such as color, fit, and size.

If your ecommerce website has a lot of filtered pages, you want to use canonical tags in your filtered pages to avoid duplicate content.

If there is duplicate content on your website, it can be difficult for Google to rate your page as your duplicate page is competing for the top spots in search results.

The picture below shows filters on the Underarmour website. You can also see that the url has the text “/ shoes” at the end when filtering for shoes.

By placing the canonical tags on your filtered pages, you are telling a google crawler which page is the main page that you want to rate.

In this case, the canonical tag on “underarmour.ca/en-ca/d/mens/shoes” refers to the URL “underarmour.ca/en-ca/d/mens”.

Ecommerce Website SEO Tips - Use Canonical Tags

This will let Google know that the latter URL is the primary URL that you want to rate. They also prevent your website from potentially receiving a double penalty from Google.

2. Optimize a meta description for each page

Does each of your pages have a unique meta description?

SEO Tips For Ecommerce Websites - Optimize Your Meta Descriptions Based On Your Keywords

Writing a relevant and unique meta description for each page increases the likelihood that people will click your link.

Since the click-through rate (CTR) is an important ranking factor in Google search results, you are putting your search ranking at risk if you do not optimize a meta description for your page.

However, this can be difficult to put into practice when your ecommerce website has hundreds and thousands of pages.

In such a case, I recommend tweaking the meta descriptions for pages that are currently generating the most revenue and going down in order.

3. Keyword placement

You definitely want to avoid populating your page with your target keywords. However, it’s a good idea to strategically include these on your page so Google knows what keywords you are targeting.

You should include some keywords in your URL, title, description, and alternate image text to ensure that your page is relevant to your target keywords.

Here is an example.

Ecommerce Website SEO Tips - Rank Your Keywords

And an example of keywords in the description.

SEO Tips for Ecommerce Websites - Place your keywords in the product title and description

4. Breadcrumb trails

Breadcrumb trails help website visitors navigate your website and organize your website in a well-structured manner.

Tips for Testing and Improving Your Ecommerce Website SEO - Use Breadcrumbs to Improve Website Navigation and CTR

Additionally, breadcrumbs make it easier for Google crawlers to better understand your page, which in turn can help your page rank better.

Additionally, breadcrumbs will appear in search results instead of your page’s permalink. This is another hint that Google is highlighting for breadcrumbs for SEO.

Breadcrumbs in search results

You don’t have to over-complicate things when implementing breadcrumb navigation. Just make sure you are following the standards of good exerciseB. Only use breadcrumbs if it makes sense and moves from the highest to the lowest level.

5. Optimize your ecommerce website for sitelinks

Here is an example of sitelinks showing up in search results for a well-optimized site.

Tips for Testing and Improving Your Ecommerce Website SEO - Use Sitelinks wisely

Google conditions that they only display sitelinks for structured websites that their algorithms can use to find good sitelinks.

Sitelinks improve click-through rates and help searchers quickly see pages that are relevant to their interests.

In addition, they increase the credibility of your websites. Google doesn’t show sitelinks for websites that are not well optimized and not trustworthy.

If Google trusts your website enough to make a big spot in search results, you can display it as a Google seal of approval.

At the very least, you can assume that Google will not consider your website to be untrustworthy and fraudulent.

While you cannot have complete control over whether sitelinks appear in search results on your ecommerce website, there are a few things you can do to increase your chance.

  • Enable breadcrumbs and a sitelink search box
  • Structure your website clear
  • Use anchor text for yours internal links

6. Do you have reviews on your product page?

reviews on your product page serve several purposes.

First, they pass on useful information to people who visit your website and help them make better purchasing decisions.

Add review snippets and ratings to improve your ecommerce website SEO

In addition, your page can display a star rating in search results, which will highlight your search result and improve your click-through rate.

In fact, a study conducted by CXL found that review stars can improve click-through rates by up to 35%.

You can check out documentation from Google to learn the best way to structure your page so you can maximize your website’s chance of showing review snippets in search results.

7. Optimize the speed of your website

You have probably heard of the importance of optimizing website speed.

But with Google confirmation With the speed of page loading becoming a ranking signal in the coming months, optimizing the page speed on your website is now more important than ever.

According to Moovweb 87% of e-commerce Websites do not meet the standards set by Google for the page experience.

You can also see this as an opportunity for your website to gain a competitive advantage over others.

There are many things that you can do to improve your page speed such as:

  • Get Better Hosting Service
  • Use deferred loading so that your image only loads when users scroll down
  • Remove large elements on your page

You can use PageSpeed ​​Insights from google to see which elements on your page are slowing down.

Google Page Speed ​​Insights

Here is an article with more good advice to optimize your page speed for the upcoming algorithm changes.

8. Does your website have informational content?

Finally, it’s always a good idea to blog about keywords that your target audience is looking for.

Add informational content that can answer the key concerns of your customers in order to optimize your ecommerce website

A study shows that 61% of US online shoppers are more confident in buying recommendations they read on blogs.

Blogging for your ecommerce website can help your business in a number of ways.

  1. Build trust with your audience by providing helpful content
  2. Establish your brand as an expert in the field
  3. Improved search engine ranking with relevant, high quality content on your blog

A blog post that you post today is not going to produce impressive results tomorrow. But it’s a long-term investment that will help your ecommerce website generate more traffic and, in the long run, build trust and authority with audiences in your niche.


Improving search engine optimization for your ecommerce website is rarely a quick and easy process.

This is especially true if your website has hundreds of pages that need optimization.

In such a case, it is wise to start with the sites that are generating the most traffic and revenue.

Start optimizing on the best performing pages, and then work down in order your time and effort will allow.

Your results with SEO won’t be immediately apparent, but you’ll be glad that you put extra effort into optimizing your website’s SEO later.

Jin Choi is a writer at the MoneyNam Blog.

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