If you have an e-commerce site, SEO is an essential tool for users to discover your site.
1. Optimize your content for different platforms
The content of your eCommerce not only appears in Google search but also on different platforms such as Google Images, Google Lens, the Google Shopping tab, Google My Business and Google Maps.
When you create content for your eCommerce, take into account all these possibilities to increase your visibility. Google recommends creating different types of content to reach potential customers on more platforms:
- The history of your company.
- Special offers for events, such as Mother’s Day or Black Friday.
- Detailed reviews of the different products of your eCommerce, both written by you and by your customers.
- Informative descriptions of the products in your catalogue.
- Workshops or courses related to your products.
- Live broadcasts.
- Customer service contact points.
2. Share data about your products with Google
For Google to be able to display the information about your products correctly, it is essential that you share them following their guidelines. In particular, Google recommends including structured data on the product pages of your eCommerce and directly indicating which products you want to show in the search by uploading a feed to Merchant Center.
Structured data helps Google to understand the content better on your page and display it as rich results. This generates evident results in the SERPs, which generates a higher number of clicks and conversions.
On the other hand, uploading a feed of your products to Google Merchant Center helps Google better interpret your products and makes it possible to appear on specific platforms, such as the free tokens on the Google Shopping tab. It also allows you better control what data is displayed about your products and how it is updated.
3. Inform Google of your site launch
For Google to find and index your eCommerce from the beginning, it is recommended that you follow these steps to register it:
- Verify with Google that you are actually the owner of the site.
- Request that Google index your site. If you have few URLs, Google recommends using the URL inspection tool. If there are many, it is best to provide a site map.
- Track the indexing process with the Indexing Coverage Report to check that everything is okay.
- If your business has a physical store, enter your business information with Google.
- Finally, sign up for Google Merchant Center to provide additional information about your products and offers.
4. Design a suitable URL structure
If your URL structure is well designed, Google will be able to find and obtain web pages more efficiently in your eCommerce. Therefore, if you are going to create your site from scratch, Google recommends following a series of practices such as:
- Remove the number of alternative URLs that return the same content.
- If the webserver treats uppercase and lowercase text the same, put all uppercase or lowercase.
- Add descriptive terms in URL paths.
- Make sure that each page of the paginated results has a unique URL.
5. Help Google understand the structure of your e-commerce site.
The link structure of your site helps Google interpret your content. For example, Google can decide the relative importance based on the number of links that lead to it and the depth of click (number of links needed to reach it).
To help Google crawl your entire site properly, it is recommended that all pages be accessible through navigation. For example, you can add links to product categories in the navigation menu, links to subcategories within each category page, and links to each product page within subcategory pages.
Suppose you have a category or a best-selling product that you are especially interested in highlighting. In that case, you can communicate its importance to Google by linking to it on other sites on your website, for example, on the home page or in your blog posts.
6. Includes structured data relevant to eCommerce
Google recommends adding the following types of structured data to increase the chances that users will discover and buy your products:
- Local Business: to provide more information about your Business, such as location and opening hours.
- Product: to give Google more information about your products.
- Review: to help Google better understand the reviews of your site.
- HowTo: to show rich results of how-to guides for your products.
- FAQ Page: to include frequently asked questions about your products or your eCommerce.
- Breadcrumb List: to help Google interpret the page hierarchy on your site.
- WebSite: so that Google better understands how searches are implemented on your site.
- Video object: so that your videos are displayed correctly in the search results.
7. Take care of paging and incremental loading.
Google places great importance on user experience and page performance. To improve these aspects, a highly recommended practice is to divide the content into pages when the number of results is very high (for example, when searching within site or opening a category of products).
In order for Google to correctly index paginated content, it is recommended to follow these practices:
- Link the pages sequentially using <a href> tags.
- Give each page a unique URL.
- Do not use the first page of a paged sequence as canonical.
- Do not use URL fragment identifiers in the page numbers of a collection.
- Use preload, pre-connect, or preload to optimize performance when moving from page to page.
- Do not index URLs with filters or sort criteria (with the noindex meta tag).