In 2017, optimizing an ecommerce site for search engines required a multifaceted approach focusing on user experience, technical performance, and strategic link building. The data indicates that mobile-friendliness, page speed, and high-quality content were prioritized by Google’s algorithm. Effective keyword research, coupled with optimized product pages and a robust technical foundation, were identified as crucial components of a successful ecommerce SEO strategy. Ranking in the number one position in search results yielded significantly higher click-through rates than lower rankings.
Keyword Research: The Foundation of Ecommerce SEO
Keyword research formed the basis of any effective ecommerce SEO strategy in 2017. Identifying relevant terms and phrases used by the target audience was essential for optimizing product pages, meta tags, and overall content. Tools such as Google Keyword Planner, Ahrefs, and SEMrush were recommended for identifying keywords based on search volume, competition, and relevance. The data suggests prioritizing keywords that drive conversions, not simply traffic. Creating a keyword matrix to organize research and prioritize keywords was also recommended.
Optimizing Ecommerce Product Pages
Product pages were identified as critical for driving both search engine rankings and conversions. Several optimization techniques were suggested. Product titles and descriptions should be descriptive and incorporate relevant keywords. Product images required optimization through descriptive alt tags, compression, and the implementation of schema markup. Utilizing header tags (H1, H2, H3) to structure content and highlight key product features was also advised. Ensuring product pages were mobile-friendly was highlighted as a key ranking factor.
Technical Ecommerce SEO Considerations
Technical SEO played a significant role in ecommerce success in 2017. The data emphasizes the importance of site speed, aiming for page load times under three seconds to avoid high bounce rates and negative impacts on search rankings. Mobile-friendliness, achieved through responsive design, was also crucial. Switching to HTTPS for SSL encryption was recommended to secure websites and protect customer data. Creating and submitting XML sitemaps to search engines was advised to improve website structure understanding.
Link Building for Ecommerce SEO
Link building was considered a crucial aspect of establishing website authority, driving traffic, and improving search engine rankings. Strategies included guest blogging on relevant ecommerce websites, reaching out to influencers for product reviews, creating engaging content to attract links naturally, and developing resource pages linking to high-quality websites. The data stresses the importance of quality over quantity in link building, advocating for genuine relationships and avoiding manipulative tactics.
The Value of Ranking Position
Data from 2011, cited in the source materials, illustrated the significant impact of ranking position on click-through rates (CTR). Websites ranked number one received an average CTR of 36.4 percent, compared to 12.5 percent for the number two position and 9.5 percent for the number three position. This data underscored the value of striving for the top ranking in search results.
Leveraging Latent Semantic Indexing (LSI) Keywords
The use of Latent Semantic Indexing (LSI) keywords was presented as a best practice for SEO in 2017. LSI keywords are phrases or words closely related to the main keyword of a page. Incorporating these keywords into web pages was believed to improve SEO for a variety of search terms, as visitors often use different or combined terms when searching.
Resource Page Development
Creating resource pages linking to other high-quality websites within a niche was recommended as a link-building strategy. These pages were intended to provide value to users and attract backlinks from relevant sources.
Conclusion
The data from 2017 indicates that a successful ecommerce SEO strategy required a holistic approach. Prioritizing mobile-friendliness, page speed, and high-quality content were essential. Thorough keyword research, optimized product pages, a strong technical foundation, and strategic link building were all identified as key components. The significant difference in click-through rates based on ranking position highlighted the importance of striving for the number one spot in search results.