Search Engine Optimization (SEO) is the scientific art of optimizing your website around specific keywords in order to rank higher in search results, such as Google.
✔️Google’s goal is to rank search results that answer all of the searcher’s questions so well that they don’t need to return to Google for another answer.
So how do you do that?
🔴Reveal the most thorough answers to the widest range of questions around the topic.
🔴Use better images, videos, or examples to explain your points.
🔴Provide a better user experience via a faster site, a better mobile experience, a more intuitive interface, etc.
🔴Get people talking about (and linking) to you.
That means writing thorough, vivid product descriptions with beautiful, eye-catching photography and plenty of reviews to help visitors make purchase decisions.
It also means making it easy for visitors to purchase by making the buttons big enough, keeping your site glitch-free, and showing social proof of your best products.
🔴To choose the best keywords possible, you also need to factor in buyer intent (aka “commercial intent”).
Buyer intent simply means how far along someone is in their decision to buy.
For example, someone searching for “best mobile phone” is probably still in the research phase — they may not be ready to buy. They’re likely to be reading product reviews and comparing features and benefits.
But if they’re searching “Samsung Note 20 Ultra”, they’re probably shopping around for the best deal on that exact mobile phone — which means they’re much more likely to buy.
You don’t have to guess at buyer intent.
Oftentimes, buyer intent correlates with the average cost per click (CPC) of a keyword, which can be found with Google Keyword Planner or an SEO tool like Ahrefs. This is because the more people are willing to spend advertising a keyword, the higher its conversion rate!
🔴 Implement on-page SEO for ecommerce product pages.
Your category pages are arguably the most important pages to rank. If someone finds them in Google, they immediately have access to all your products in that category. To properly optimize these pages, you need to put your target keyword in the following places:
✔️In the URL.
Putting your primary keyword in the URL (and making the URL readable and friendly) is simple and improves search rankings.
✔️ In body copy.
This is where things get a little trickier. Most category pages get straight to the products with no introduction — which isn’t good for Google.
You should aim for at least a 300-word intro with your keyword included at least 2-3 times. (But don’t stuff it in there — make it flow and look natural.)
✔️In image alt text.
Since Google can’t read images, they rely on alt text to know what it’s about.
✔️In the meta data.
While including your keyword in your metadata (the gray text that shows up in your search listings) hasn’t been shown to directly impact rankings, it can improve click-through rate, which has been shown to improve rankings.
This also gives you another spot to include your keyword on the page, and gives you a shot at showing up in Google image results.
✔️In the title tag (H1).
The title tag, or H1 tag, should have the keyword in it as close to the beginning as possible
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