If you run an ecommerce store, you know how important search engine optimization (SEO) is. If
you follow the buzz, you may spend way too much time tracking keyword positions and not enough time on what really matters.
Let me let you in on a little secret: keyword tracking is overrated in terms of ecommerce. What you should focus on instead is creating high-quality content, earning backlinks, providing great user experiences, and building authority in your space. That’s what moves the needle when it comes to organic rankings and traffic.
In this post, I’ll share some tips on what really matters for ecommerce SEO success:
Optimize for Topic Clusters, Not Just Keywords
Trying to rank for individual keywords is playing SEO on hard mode. What works better is to identify and create content around clusters of related topics and questions.
For example, if you sell hiking shoes, some topic clusters might be:
- Buying the right hiking shoes
- How to choose hiking shoes
- Must-have hiking shoe features
- Most comfortable hiking shoe brands
- Caring for hiking shoes
- How to clean hiking shoes
- How to waterproof hiking shoes
- How to repair hiking shoe soles
- Hiking shoe recommendations
- Best lightweight hiking shoes
- Top-rated women’s hiking shoes
- Good hiking shoes for flat feet
Rather than target generic keywords like “hiking shoes”, create in-depth, personalized content around these clusters. Pack each guide full of value for searchers.
Go Beyond Plain Text – Incorporate Visuals
Blocks of text are boring, and not great for SEO. Visual content like images, charts, videos, and infographics helps break up the content while being more engaging and memorable.
Here are some easy visuals to incorporate:
- Product photos and lifestyle imagery
- Comparison charts for features/specs
- Infographics with key statistics
- YouTube video overviews or tutorials
- Interactive size guides and quizzes
Spend time making custom visuals specifically for each new guide you create rather than generic stock images. The effort pays off in engagement and backlinks.
Craft Compelling Headlines That Stop Scroll
Your headlines are like digital billboards for your content. Except you only have about 3 seconds for that headline to grab attention as people scroll.
That’s why clickbait-y, curiosity-gap style headlines work so well. Some examples back to the hiking shoes:
- How to Clean Hiking Shoes Without Ruining Them
- The #1 Cause of Blisters (And How to Prevent Them)
These make explicit promises to readers. They hint at useful advice inside.
Always optimize headlines specifically for the platform whether SERPs, YouTube, social media feeds or email.
Structure Content for Quick Scanning
Let’s be honest – no one carefully reads content online anymore. Instead, people scan and skim for the information they want.
You can make this easy for them by structuring your content for skimmability:
- Use descriptive headers and subheaders
- Break up text with bullet points and numbered lists
- Bold key terms and phrases for easy visual reference
- Include ample paragraph breaks (aim for 2-4 sentences per graph)
- Insert relevant images/visuals to highlight key points
Follow this blueprint and your blog posts and guides will get way more shares and links.
Demonstrate Expertise Through Personal Stories
Sharing personal experiences and examples helps build reader trust while demonstrating your expertise on a topic.
Revisiting the hiking shoes example, maybe you once ruined a nice pair of hiking shoes by stepping in a creek. Share what happened and how you restored them.
Or review several pairs you’ve worn comparing the pros and cons from real use.
These authentic, personal perspectives make dry topics more engaging and relatable.
Sprinkle these mini stories in between tips and product recommendations. They break up info while building credibility.
Answer the Questions Searchers Are Asking
You can guess at topics and keywords to target. Or go straight to the source and look at actual search engine queries.
Plug your main keywords into Google and scroll down to “Searches related to [your term]”. This reveals questions and search phrases real users entered.
You’ll find all kinds of specific long-tail variants you probably never considered targeting before. Like:
- Why are my feet sore after hiking?
- How to soften stiff hiking boots
- Hiking shoes for tropical climates
Work these word-for-word into content titles, headers, opening paragraphs. Optimizing for actual searches improves click-through-rate.
Create Different Content Formats (Not Just Blog Posts)
Blog posts are just one format for showcasing expertise and providing value.
Consider creating:
- Best product comparisons
- Pro tips videos and vlogs
- Interactive tools like quizzes
- Curated list posts with recommendations
- Infographics with key industry data
More content types means more backlink and promotion opportunities. Plus you pop up in more searches.
Aim to produce several additional formats every month beyond basic blog articles.
Don’t Forget Links Both Internal and External
Links remain one of the strongest ranking signals according to Google. Make sure to:
- Link relevant product category and info pages internally
- Link out to complementary resources as external references
- Guest post on industry websites to earn quality backlinks
This semi-automated approach makes link building simple on an ongoing basis.
Focus especially on guest posting on sites related to your niche to build domain authority.
Create Resources to Attract Links
I saved my best for last here. Want to earn the highest quality backlinks with minimal effort?
Create free tools and resources packed with value for your audience. Going back to hiking shoes, for example:
- Compare hiking shoe models side by side
- Create a custom recommendation quiz
- Build an interactive guide for finding perfect size/fit
Resources like these will get discovered and shared earning high authority links. They showcase your brand as a leader in the space.
Spend time identifying such resource opportunities then promoting them to topical communities and websites. This is perhaps the most powerful tactic that takes ecommerce SEO to the next level.