If you've ever worked on E-commerce SEO | Search Engine Optimization, what's the most important ranking factor you've noticed?
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Publish Relevant Content. Quality content is the number one driver of your search engine rankings and there is no substitute for great content…
Great content is a content that goes that extra mile – for example; basic content may get read, good content may get read and shared, but great content is a content that will get read, shared, talked about and even linked to.
that's a very generic answer mate. It suits blogging but no one would share product or category descriptions, no matter how good they are.
Opara » Denis
Okay, lol. Maybe you should show me one as a case study of an e commerce site without a blog outranking others with a blog in a very competitive niche, I am interested to take it up "competitive research" to know what exactly is making them rank more and I will share my findings here. Product description is a good factor I agree, but I still believe the one with a blog has every tendency and advantage to rank more and should.
Links are a much, much bigger factor than content. It’s not even close.
Scott Allen 🎓
Trying to figure out where exactly this narrative of "publish great content"is coming from?
Mike » Scott Allen
I think a lot of it over the years has come from people like Neil.
What they usually leave out of the equation though is that publishing great content (whatever in the world that means) only is going to work if your site is already one of the top authorities in the niche. Then you can leverage the existing link profile the site has through internal links and see some great results.
So yes, if you are working with established brands, just publishing content, with the proper use of internal links on the site, can be enough.
For the other 99.9% of websites, it won't do much of anything.
The nice thing about the whole content is king thing is it helps you to quickly identify SEO users that have never ranked anything in a competitive niche before. 😉
Denis ✍️ » Mike » Scott Allen
"Content is king" doesnt work in ecommerce at all. No one reads category descriptions. I've tried building backlinks to blog posts, some of them got almost 1000 RDs (all natural, via viral content), then linked internally to categories or products, and it didn't have a huge impact on ecommerce rankings, I ranked competitive informational keywords but not ecommerce. Then I started building backlinks directly to category and subcategory pages and those campaigns basically got a good ranking boosts overnight. I've seen websites which rank well for almost all ecommerce keywords in their niche overnight, without a need to build backlinks to every single category and they don't have a strong backlinks profile. It seems those websites get whitelisted by Google, they just get a boost from Google at some point and start ranking for many keywords. I'm wondering how long should it take to get a green light from Google if I continue sending positive signals (build backlinks, increase branded search via Google ads, sending social signals, the rest is well optimized)? p.s. I'm not interested for ranking just schema snippets or low competition keywords which dont convert, I'm interested to rank for pretty competitive ecommerce keywords. What are your thoughts guys?
Scott Allen 🎓 » Denis
that was kind of my point. This catch all notion that good content automatically equals rankings is no longer the case.
Kearo » Denis
have you tried 301 redirecting those urls to the pages you're trying to rank?
Also there's this thing that if you rank for a lot of relevant low comp keywords, you're gradually becoming an authority in the niche/topic and start to rank for more competitive keywords.
Denis ✍️ » Kearo
yes, I tested 301 redirection. It passes some link juice but not a lot. Internal linking doesnt work as good as everyone expect. When backlinks are built to page you want to rank, it basically starts ranking in 1-2 days. I’m not sure if blogging is a good way to rank e-commerce pages. I think blogging works better when website already has a lot of authority and can drive traffic via related informational keywords, which eventually converts. I’ve seen many e-commerce stores which make millions per month and they dont even have blogs.
I had optimize my product images with keywords like "buy peacock wall clock" etc with decent volume like 100-1k.
Google images rank for product's buy keyword on Search Engine Result Pages (SERPs) and also as product tag on Google images which generate sales with millions of impressions coming in for products.
Chris M. Walker 👑 » Jeff Coseo » Kearo
Domain authority (=links)
Optimized filter pages and categories pages (landing pages for low comp keywords, see amazon, homedepot, etc.)
Proper e-commerce "signals": optimized images, prices, cart/checkout functionality, schema, proper product names, reviews functionality, etc.
Jeff Coseo 🎓
Biggest ranking factor for ecom is your category pages content.
These should be treated as a landing page to bring clients in the door to buy your products.
Ben Allen 🎓
What Jeff said. Treating category pages as unique, valuable, landing pages is a must. Also I hate to sound like a broken record as I say it here about daily, but a well-organized and siloed site with internal linking to match. The best ranking e-comm sites that stay ahead of the game know the importance of spreading out internal linking with good anchor text. If you have a decent blog and/or link building campaign going, good internal linking will really push up the rankings of the entire site, including category and product keywords.
you have any good resources about well organized silos and internal linking for ecom?
Ben Allen 🎓 » Amba
Bruce Clay is the godfather of the silo. He literally specializes in helping SEO users and businesses set up good site silos for Search Engine Optimization (SEO).
His whole blog is a goldmine. Siloing really is all about internal linking, but to go further about placement and anchor text. These aren't specifically for e-commerce, but e-commerce is really the ideal use of siloing as it follows a stricter organizational structure with less copy and blog content to use as opportunity for cross-linking. So if you read it with e-comm in mind it will make even more sense as siloing a blog or hybrid site is less immediately obvious as to what goes where. Really the wireframes of your silo will be the organizational chart of your sitemap, and then you just connect the dots with internal links. Breadcrumbs and categories in the copy help link backward from products and subcategories, and the copy and lists on the category pages help link forwards to the child pages which are subcategories and/or products.
I learned siloing from my mentor, years ago. He made me read up on siloing until I could do it in my sleep. I watched him rank our clients with good on-page, siloing, and internal linking alone (without backlinks) against competitors with decent link building campaigns.
There are some in the community who think siloing is antiquated, that linking for relevance alone and for the user is the new replacement for siloing. I disagree, and also I think you can do both. I think siloing is really the *only* internal linking and organizational strategy for e-commerce, and I have integrated it in everything from local SEO clients to my own affiliate sites to e-comm clients, and I've always had an easier time ranking with less backlinks, and siloing is what I attribute it to.
Amba » Ben Allen
thank you for this, will definitely read through all this.
Focus on quality content on Category Pages treat them evergreen pages and focus some FAQs
Work on Product Pages, try to get as much as possible reviews and encourage buyers to post their pics or videos in reviews section with product bought (UGC Content)
Add Informative product descriptions and, if possible How to use video or guide
Add product schema to product pages, Article schema on Blogposts
Work on Image SEO, Have descriptive Filenames, Keywords optimized ALT attributes and Compressed Images
Work on Internal Linking
Add How to use and top 10 best type blogs and link your product pages to them
Work on speed of your Store
Follow buyers journey in your website and work UI/UX to improve Conversion rate
Try to acquire high links for the store.