E-commerce SEO & Paid Search

While the fundamentals of SEO are no different for E-commerce, there are some SEO strategies specific to E-commerce that will enhance organic search traffic.

An SEO strategy for a typical website includes:

Keyword analysis and recommendations
Website performance analysis and fixes
On-page SEO analysis and recommendations
Off-page SEO analysis and recommendation

Beyond that, E-commerce sites can benefit from additional optimizations including:

Structured data – adding this ensures that your site will appear more prominently in search results in the form of special visual treatments such as:
- Breadcrumbs
- Reviews (with star ratings)
- Recipes
- Videos
- Products
- Events
- Site links
Unique title tags for Product pages (avoid duplicate titles and meta content)
Redirecting expired product URLs
Use of product videos to increase conversion rates and exposure (via Google.com and YouTube.com)

Paid search is also a critical component of your digital growth strategy and we always recommend an integrated approach that includes both SEO and Paid Search. There are several indirect benefits of an integrated approach that include the following:

Searchers who have been exposed to a paid ad are more likely to click on your organic search listing (aka, search bias)
Paid searches can lead to an increase in backlinks, social shares and mentions
Paid search can help inform what keywords to target in SEO and vice versa
Paid search is an instant way to get traffic
Paid search is an easy way to get traffic/exposure for branded competitor keywords

Paid search typically includes advertising on Google Adwords, Google Merchant Account (aka, Google Shopping), Facebook Ads, Instagram, YouTube and many more.