Ever feel like your online store is stuck in the digital equivalent of a ghost town? You’re not alone.
Tons of ecommerce businesses are making SEO blunders that are costing them big time in visibility and sales. But don’t worry, we’re about to shine a light on these mistakes and show you how to fix ‘em.
Let’s get into it.
#1 – Poor site structure and navigation
First things first, let’s talk about site structure. It’s like the foundation of your house – get it wrong, and everything else is going to be a mess. You know those URLs that look like they were created by a cat walking across a keyboard? Yeah, those aren’t doing you any favors.
Instead of “www.yourstore.com/category/subcategory/product-123456“, aim for something clean and simple like “www.yourstore.com/product-name“. It’s not just prettier – it’s way more user-friendly and search engine-friendly.
A well-structured category page is crucial in providing valuable content and enhancing SEO. It should include concise, relevant information to help Google understand the page’s focus and avoid thin content.
But how do you actually go about fixing this? Start by mapping out your site structure on paper or using a tool like GlooMaps. Group your products into clear categories and subcategories. Think of it like organizing your closet – you want everything in its place and easy to find.
Next, implement breadcrumbs. No, not the ones you leave behind after eating some toast. We’re talking about those little navigation aids at the top of your pages. They’re like a trail of digital breadcrumbs that help users (and search engines) understand where they are on your site. You can use a plugin like Yoast SEO for WordPress to add these easily.
And don’t forget about your sitemap! It’s like a roadmap for search engines.
If you’re using WordPress to power your ecommerce site, your SEO plugin will likely create a sitemap for you. If you’re using a different ecommerce platform then you’ll need to check to see if they have a native way of doing this.
If not, you can just use a tool like XML-Sitemaps.com to generate one, then submit it to Google Search Console. Easy.
#2 – Neglecting on-page SEO elements
Alright, let’s get into the nitty-gritty of on-page SEO. You wouldn’t show up to a job interview in your pajamas, right? So why are you letting your product pages go out into the world with generic, yawn-inducing titles like “Product – Your Store”?
Using tools like Google Keyword Planner for conducting keyword research and optimizing on-page SEO elements is crucial. Instead, jazz it up! For example, “Men’s Leather Wallet – Handcrafted Italian Leather | Your Store” tells users and search engines exactly what’s on the page. It’s like a mini-advertisement right there in the search results.
But it’s not just about titles. Your meta descriptions are like your elevator pitch – you’ve got a few seconds to convince someone to click. Make ‘em count! But don’t be surprised if Google overwrites them. They do this a lot and we have no control over them when they do this. Still, it’s worth getting them right.
And your header tags? Think of them as signposts guiding readers (and search engines) through your content.
Don’t forget about your images, either. Alt text isn’t just for SEO – it’s for accessibility too. Describe your images as if you’re explaining them to a friend over the phone. “Red leather wallet with multiple card slots and coin pocket” is way more useful than “wallet1.jpg”.
#3 – Duplicate content issues
Now, let’s tackle the thorny issue of duplicate content that many ecommerce sites face. It’s tempting to copy and paste that manufacturer’s description across all your product pages, isn’t it? But here’s the thing – Google’s not a fan of copycats.
So, what’s a busy ecommerce owner to do? Roll up your sleeves and start writing unique descriptions for each product. Yeah, it’s time-consuming, but it’s worth it. Think about it – you’re not just writing for search engines, you’re writing for your customers. Tell them why this particular product is awesome, what makes it unique, how it’ll make their lives better.
For example, instead of listing a laptop’s specs, explain the benefits of having a long battery life for a laptop.
And if you or your team have personal experience with the product, use that experience to your advantage and incorporate it into the description.
But what about those pesky product variations? You know, when you’re selling the same t-shirt in 12 different colors? Instead of creating separate pages for each color (hello, duplicate content!), consider using a single page with color options. If you must have separate pages, use canonical tags to tell search engines which is the ‘main’ version.
A lot of ecommerce platforms will provide the option to set a canonical tag. If you’re using WordPress, your SEO plugin of choice will typically take care of that.
#4 – Ignoring mobile optimization
Let’s face it, we’re all glued to our phones these days. If your site isn’t mobile-friendly, you’re basically turning away customers at the door. And with Google’s mobile-first indexing, you’re also shooting yourself in the foot SEO-wise. Mobile optimization can significantly improve organic traffic by enhancing visibility and attracting potential customers.
So, how do you make sure your site is mobile-friendly? Start by putting yourself in your customer’s shoes (or thumbs, in this case). Try navigating your site on your phone. Can you easily tap all the buttons? Is the text readable without zooming? Does the site load quickly over a mobile connection?
Speaking of loading times, Google Search Console check your site on Google Search Mobile under Experience > Core Web Vitals to see which among your site pages aren’t set for mobile viewing.
From here, you can specifically determine what’s slowing down your mobile site. Often, it’s oversized images or unnecessary scripts. If so, use image compression tools like TinyPNG to shrink your image sizes without losing quality.
#5 – Overlooking page speed optimization
While we’re on the subject of speed, let’s talk about page load times. In the world of ecommerce, every second counts. Literally. Studies show that for every second your page takes to load, your conversion rate drops. Improving page speed can also positively impact search rankings, making your site more visible to potential customers.
So, how do you speed things up? Start by running your site through GTmetrix or Pingdom. These tools will give you a detailed breakdown of what’s slowing your site down.
One of the main issues is large, unoptimized images. Use a tool like ShortPixel to automatically compress your images as you upload them. And consider lazy loading – it’s a fancy term for only loading images as they come into view on the screen.
You’ll also need to leverage various types of caching. Most commonly browser caching. Caching enables certain files to be stored locally. This means your pages load faster on repeat visits.
There are a bunch of other tactics as well. Page preloads, CSS minification, JS minification, deferring JS, etc. I’d also recommend using a content delivery network (or CDN for short) as well.
How you implement these speed hacks will depend on the ecommerce platform you’re using. Most of them will have some settings you can tweak.
If you’re using WordPress, you’ll have plenty of third-party plugins and tools to consider. I’d recommend WP Rocket if you’re on a budget. Or, NitroPack if you want a tool that’ll optimize everything in a couple of clicks. They also have a special caching feature custom built to work with WooCommerce.
#6 – Inadequate content strategy
Here’s where a lot of ecommerce sites drop the ball. They think slapping up some product pages is enough. But here’s the truth – content is still king, even in ecommerce. Search engine optimization plays a crucial role in creating valuable content that improves the online visibility and ranking of your ecommerce site.
Don’t just list product features – tell a story. Let’s say you’re selling cookware. Instead of just listing specs, create a guide on “How to Choose the Right Cookware for Your Kitchen”. Talk about different materials, cooking styles, maintenance tips. This kind of in-depth content not only helps your SEO, it also positions you as an expert in your field.
Or if you’re selling skateboards, create a video comparing different types of products. For example, you could compare your top selling bearings. Videos are a great option because YouTube is the second biggest search engine and your videos can also rank in Google Search.
If you want to take things to the next level. Create videos, then repurpose them into blog posts. You could do this in any order but some people find it easier to write scripts first, then expand them into blog posts. Essentially, your video script would serve as an outline for the blog post.
And don’t forget about user-generated content. Customer reviews aren’t just great for social proof – they’re a goldmine of unique, keyword-rich content. Encourage customers to leave detailed reviews by sending follow-up emails after purchase.
#7 – Ignoring technical SEO
Alright, let’s get a little nerdy for a moment. Well, a little nerdier than we have been so far. Technical SEO might not be as sexy as writing compelling product descriptions, but it’s crucial for your site’s performance. Proper SEO practices are essential for better performance in search engine results pages, which directly impacts your site’s visibility and traffic.
I mentioned page speed optimization earlier. And that’s a consideration in technical SEO as well. You can see the slow-loading pages your ecommerce website has on mobile and desktop using Google Search Console. Open the report to see the pages affected over time and the specfic issues shared by most pages.
You might find that unoptimized images are slowing down your pages. In this case, compress your images and consider using lazy loading, where images only load as the user scrolls down the page.
Broken links are another common issue. They provide a bad user experience and waste your “crawl budget” – the number of pages search engines will crawl on your site.
Use Ahrefs Webmaster Tools to find and fix broken links. After running a comprehensive audit, go to Links to see if you have broken links (external and internal) on your site.
Note: Ahrefs Webmaster Tools is free to use at the time of writing. Most Ahrefs plans are paid but this one allows for limited features to be used on your own website. Given that it’s free, it’s pretty solid. However, just be aware that Ahrefs paid plans are quite expensive and they charge overages automatically if you go over certain limits. If you’re looking for a paid tool with more features, I’d recommend going with SE Ranking instead.
Another technical SEO aspect to consider is HTTPS. It’s not just about security – Google gives a ranking boost to secure sites. If you haven’t made the switch yet, now’s the time. Most hosting providers offer free SSL certificates through Let’s Encrypt.
#8 – Poor handling of seasonal content and products
Seasonal content can be a double-edged sword. On one hand, it can drive a ton of traffic during peak seasons. On the other, it can leave you with tumbleweed-strewn pages during the off-season. Understanding search volume is crucial for an effective seasonal content strategy, as it helps identify the best times to target specific keywords and avoid those that do not align with user intent.
So, what’s the solution? Keep your seasonal pages live year-round, but update them regularly. Let’s say you have a page for “Best Halloween Costumes”. In November, update it with a section on storing costumes for next year or repurposing them for other events. In July, start talking about planning ahead for Halloween.
The key is to keep the content fresh and relevant, no matter the season. This way, you maintain your SEO juice and keep attracting traffic year-round.
#9 – Neglecting local SEO
Got a brick-and-mortar store alongside your online presence? Then you can’t afford to ignore local SEO. Ecommerce businesses often face challenges in maintaining a competitive edge through local SEO due to common SEO mistakes and the need for regular audits to uncover hidden issues. More and more people are searching for products “near me” or in specific locations.
Start by claiming your Google Business Profile listing. It’s free, and it’s like having a billboard on the internet’s busiest street corner. Make sure all your info is up-to-date and consistent across the web.
And here’s a pro tip: use schema markup on your website to tell search engines about your physical locations. It’s like giving Google a cheat sheet about your business.
#10 – Failing to optimize for voice search
“Hey Siri, where can I buy running shoes near me?”
Voice search is here to stay, folks. And if you’re not optimizing for it, you’re missing out on a growing chunk of potential customers.
To optimize for voice search, think conversational. People talk to their devices like they’re talking to a friend. So instead of focusing on short keywords like “buy running shoes”, think about phrases like “where can I buy running shoes for flat feet”.
This is where long-tail keywords come in, Long-tail keywords have lower search volumes but often have higher purchase intent and less competition. They allow you to target customers at different stages of the buying journey, from research to ready-to-buy.
To jumpstart your keyword strategy using long-tail keywords, start by using tools like SE Ranking to do your keyword research.
Type in your seed keyword in Keyword Explorer, go to Research > Keyword Research. Then, type in your seed keyword and navigate to the questions report. Look for phrases that are relevant to your products and have a good balance of search volume and competition.
You can use these keywords to create FAQ pages. These are exactly what you need to optimize for voice search because they naturally mirror the question-and-answer format of voice queries. So beef up your FAQ section with common customer questions.
#11 – Ignoring user experience signals
Here’s the deal – Google cares about user experience on your site. A lot. If people are bouncing off your site faster than a kangaroo on a trampoline, Google’s going to notice.
This is known as “pogo sticking” and they’ll slap your site down for it.
So, how do you improve user experience? Start by simplifying your navigation. Can a new visitor easily find what they’re looking for? Is your site search function actually, you know, functional?
And don’t forget about trust signals. Display security badges, social proof, customer reviews, and clear return policies prominently. It’s like showing ID at a bar – it puts people at ease and makes them more likely to stick around.
#12 – Not leveraging structured data
Structured data is like giving search engines a cheat sheet about your content. It helps them understand your pages better, which can lead to those fancy rich snippets in search results.
For ecommerce, product schema is your best friend. It lets you display price, availability, and reviews right there in the search results. It’s like having a mini product page before someone even clicks on your link.
Implementing structured data might sound techy, but it’s not as hard as you might think. Tools like Google’s Structured Data Markup Helper can guide you through the process step-by-step.
#13 – Overlooking international SEO
Going global? That’s awesome! But don’t forget to localize your SEO strategy. It’s not just about translating your content (although that’s important too). You need to think about cultural differences, local search trends, and country-specific domains.
Use hreflang tags to tell search engines which version of a page should be shown in which country or language. It’s like being a good host at an international party – making sure everyone gets the version of you they can understand best.
Conclusion
Phew! We’ve covered a lot of ground, haven’t we? But here’s the thing about SEO – it’s not a “set it and forget it” kind of deal. It’s more like tending a garden. You need to keep at it, adapting to changes in the search landscape and your customers’ needs.
So, take these tips and start implementing them. Run regular audits of your site. Keep an eye on your analytics. And most importantly, always, always prioritize providing value to your users. Do that, and you’ll be well on your way to ecommerce SEO success.
Remember, Rome wasn’t built in a day, and neither is a successful SEO strategy. But with persistence and the right approach, you can turn your ecommerce site into a traffic-attracting, sales-generating machine. Now get out there and start optimizing!
Next, I’d recommend checking out our beginner’s guide to ecommerce SEO.
