The Ultimate eCommerce SEO Guide For 2023: All You Need to Know to Rank Higher in Search

如果您正在阅读本文，则了解电子商务SEO很重要。在您欣赏该练习对电子商务网站的重要性时，您可能不确定如何进行操作。说实话，SEO是当今最复杂的做法之一。

您需要了解有关电子商务SEO的知识吗？我们将所有您需要了解的所有关键领域都烦恼。到完成此博客文章时，您将了解您需要做的事情并知道如何做。不再猜测。不再有挫败感。只是结果。

但是首先，我们需要照顾一些放错的想法。因为SEO是一个如此广泛的领域，并且由于电子商务SEO是有大量信息的广阔领域的一部分，因此我们需要消除一些您无疑遇到的常见误解。

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The Ultimate eCommerce SEO Guide For 2023:

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5 Misconceptions About eCommerce SEO

What are the five misconceptions about e-commerce SEO that you must put to bed? Were about to clarify what matters when it comes to everything from keyword density to creative content and link building.

1.电子商务网站的SEO不会产生销售

This one is simply not true.30.5% of trafficcame from organic searches on Google, Bing, Yahoo, and other search engines, and that was just for small and medium-sized websites.

This shows that eCommerce SEO is alive and well and that every bit of work that you do to your website, along with off-page SEO tactics you use, will go a long way to helping you rank higher in search.

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2.您必须用关键字填写页面

Keyword stuffing is one of the most common indicators of a poorly optimized web page. It's often in the form of incomplete sentences or sentences that just don't make any sense. This misconception is based on the premise that search engines will only rank content when it includes an overwhelming number of specific terms that search engines associate with what you have to offer.

事实上,填料产品页面关键字sonly hurts your search engine rankings. Many search engines are looking for content that offers value. Your website pages must answer specific questions and deliver specific results for search engine users. If they don't, you just won’t rank as high as you want to. Bottom line, don't stuff keywords into your product descriptions or any other pages on your eCommerce website.

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3. You Can’t Write Anything Creative

Creative content isn’t all fluff. If you understand who your buyers are, what they want, and why they want what you sell, you're closer to delivering truly compelling marketing content. And when it comes to SEO for product pages, this holds true. People respond to compelling ideas. In fact, one of the first rules a copywriter learns is that people make purchases based on emotional responses and justify them with logic.

This isn't to say that you need to be manipulative, but you do need to know who you're selling to and what drives them. You also need to be able to articulate the value of your product in a way that appeals to your audience. That's all there is. And yes, your product page must include specs, but it should also include a well-written description that touts features and benefits of what you're selling.

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4.类别页面无关紧要

类别页面或有机会收集尽可能多的流量。他们还与出色的描述，正确的网站结构，链接构建和其他关键要素一起工作，以提高您的排名。换句话说，您出售的任何产品都可能是较大类别产品的一部分。人们很有可能正在搜索该类别，您可以对与该类别相关的术语进行排名。

Neglecting category and subcategory pages only gives more opportunity to your competitors to rank for more terms that are directly related to the product you are selling. Don't miss out on rankings you could swoop in and dominate.

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5. Don’t Bother With Link Building

Everyone in SEO understands that link building is probably one of the biggest and most important elements you can dedicate time to. But it gets a little confusing when it comes to eCommerce. Where do you get your links from? How do you get them? And what does that mean for internal linking?

These are all questions we’ll answer below. All you need to know for now is that link building is just as important for eCommerce SEO as it is for normal content you create for blog posts to drive traffic to your website.

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如何进行电子商务关键词研究

对电子商务SEO的关键字研究的大想法是什么？这真的很简单。您想找到人们正在寻找的术语。这些是与商业意图和您出售的产品有关的术语。这包括产品和子类别的类别。收集这些关键字后，您想将具有较高搜索量的关键字与搜索量较低的关键字分开。在此阶段，我们尚未详细介绍，但是请放心，这将在下面的详细信息中详细介绍。

First up, we need to find keywords that people are searching for. There are tons of different ways to go about this, but we'll share the best methods for uncovering keywords.

Product, Category, and Subcategory Page Keywords

We want to find terms associated with our product. These include short-tail and long-tail terms, but more so the latter. One of the best places to find terms associated with your product and related categories is to head to Amazon. Amazon has tons of categories and subcategories come up making it a treasure trove of information. To get started, use a seed keyword and enter it into amazon’s search bar.

使用亚马逊时，有两件事要注意。首先是它将提供与您的产品相关的条款集合。这些通常是长尾关键字，非常有价值。要注意的第二件事是，当您搜索特定产品时，它会提供与搜索词相关的类别。这些“在……”类别中是您可以用作网站上类别的绝佳指标。记下类别。

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Using Keyword Tool Dominator

Back to our list of product keywords. Amazon's predictive text will show all sorts of products related to your search term. And this is exactly what we want to see. Copying these as you see them will be a pain. Instead, head over to Keyword Tool Dominator. It’s designed to grab terms directly from Amazon.

Keyword Tool Dominator comes with a free plan that offers two searches a day. This may not seem like a lot, and it won’t be enough to do as much research as possible, especially if you have multiple products.

You’ll note that you can purchase an Amazon-specific plan. It cost around $49 and is worth it. With this plan, you’ll be able to complete all the searches you need.

Enter your seed word and hit enter to pull up all associated terms people search for in Amazon. You’ll get a list of terms that you can export. You’ll receive keyword volumes, and keyword popularity.

接下来，获取该列表，然后转到另一个名为Uberuggest的工具。

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Using Ubersuggest

我们将使用Uberuggest收集人们在Google上搜索的关键字列表。请记住，我们正在收集尽可能多的搜索词。我们还试图通过使用这些工具来节省很多时间。

Ubersuggest offers a free plan, however, if you want to get as much value as you can from it, go for the $7/mo. plan. You’ll be able to complete more searches and have access to more search terms.

To get started with Ubersuggest, head over to the Keyword Analyzer in the left-hand menu. Next click on Keyword Overview, enter your seed word, select your region, and click on the search button.

您会看到许多有价值的结果出现：

它将向您展示：

• 过去12个月的搜索量图
• Search volume of your seed word
• A list of all terms related to your search term
• a search trend indicating how many searchers have taken place for this term over the last 12 months
• 关键字搜索卷
• 每次点击费用
• how difficult it would be to rank first using paid ads (measured out of 100)
• 首先使用SEO排名有多么困难（在100中测量）

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Content Ideas

Something you find particularly interesting about the Ubersuggest Content Ideas table. It's where you'll find titles for pages that rank using these keywords. You’ll also see how many backlinks they get and how many shares they received on social media sites like Facebook and Pinterest. We’ll be able to use this information for link building later. The information you see under the Content Ideas is gold. You literally have almost all you need at your fingertips.

Export your list of keywords and content ideas and save them in a safe place. We'll turn back to them later below when we figure out which ones to use. This is not where your research ends. Our goal is to find as many keywords related to products you sell.

关于类别和产品关键字的建议: Do not add any unnecessary categories to your website. For example, if you sell computer peripherals, don't include a category or subcategory for server hardware equipment because you saw the category on Amazon. It would be a better use of your time to focus on optimizing the pages you already have instead of those you don't sell products for.

一旦确定了两个产品，类别和子类别的关键字列表，就该确定要使用哪些以及原因了。

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How to Pick Your Keywords

Earlier, we touched on how much value Ubersuggest has to offer. But how do you use this information to pick your keywords? Follow these 4 steps to find the right keywords to optimize your category and product pages.

1.足够的搜索量

您需要找到人们正在寻找的术语。这很简单。如果没有人搜索一个术语，那么您不值得您为其优化页面。相反，专注于获得较高搜索量的术语（10,000个每月搜索>），并为这些条款优化您的页面。您的目标是优化类别页面，子类别页面和产品页面。凭借正确的网站结构，您将能够显着改善整体SEO。

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2.了解搜索意图

Intent is a big deal in SEO. There are three key types of intent, and they indicate what your audience is interested in at various stages in their customer journey. It’s important to know what each type of search intent is and how to use them to boost your website’s SEO. Here’s a look at each type of search intent and how they apply to each stage of the buyer’s journey.

意识和信息搜索意图

The awareness stage is the first of three along the buyer’s journey. Buyer awareness can be best described as your potential customer sign becoming aware of the deficiency. They have really realized that problem in life to solve but haven't been able to completely define it. And that's an important first step. By being able to define the problem they can move over to the next stage in the journey where they can begin to look for solutions to the problem in the form of a product or a service you sell. But before we get ahead of ourselves, it's important to note that informational search intent is all about answering questions.

Consideration and Transactional Search Intent

Transactional intent is performed by buyers who have a good idea for the products they are interested in potentially purchasing. They've done the research. They know what problems they have. They also know what kinds of products might solve the problems. In some cases, they may have gathered information on every product or the pros and cons of using one versus the other. But they understand that they will need a certain kind of product.

Transactional intent is also a great indicator that your audience is closer to making a purchase. Before they can though, they need to find the right product. At this stage, most buyers spend time looking at features and benefits. Also consider things like warranties and reviews (these matter a lot, especially in e-commerce SEO. But more than later).

An important note：交易搜索意图关键字通常会生成大量搜索量。这使他们成为许多竞争对手优化其内容的关键字。这并不是说您不能为交易搜索意图关键字优化内容，但是当您这样做时，请确保创建比竞争更引人注目的内容。

For example, if you can create a blog post that explains what 10 of the best coffee makers are, don’t stop and a list of the top 10. Go further. Talk about the designs of each appliance, the buttons, explain the type of coffee filters they use, and how to clean them. If you can, include information on any warranties and embed videos that show each coffee machine in action. That's helpful content.

Decision and Commercial Search Intent

Commercial intent is where the money is. Buyers using commercial intent keywords have done all the research they need to complete and exactly like a product and one by. They also typically know what the price or price range of a product is, and for intents and purposes, you can expect these people to be searching for products with a credit card in hand.

这就是激情的决策阶段的全部内容。这些买家已经完成了旅程的尽头。商业意图关键字通常包括诸如“买入”或“销售”以及产品类型或名称之类的单词。

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3. Product-Search Term Fit

我们谈到了仅优化您的网站为您出售的类别和产品的想法。产品搜索术语拟合与使用人们使用的搜索词有关，这些搜索词与您销售的产品最好。有些搜索词似乎有些偏离，将它们包含在列表中似乎是一个好主意，但不要将其推入。尽管SEO依靠搜索词和页面优化，但用户体验很重要。

包括与您的产品不符的关键字术语可能会单击几下，但从长远来看可能会与您的品牌关闭。您要出售损失的诺言。他们到达期望看到特定产品，但会得到完全不同的产品。没什么大不了的。

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4.排名难度

Ranking difficulty is a valuable metric. It indicates how hard it will be to rank your content alongside a competitors’. Earlier, we touched on ranking difficulty as a metric that Ubersuggest provides. Pay attention to it. The higher the number is to 100, the more difficult it is for you to rank higher in search. instead, focus on long-tail keywords. Because these are more specific, you're likely to rank higher and get more traffic to your website.

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How to Structure Your eCommerce Website

对于SEO来说，网站结构是一件大事。当涉及电子商务SEO时，保持尽可能简单的内容尤为重要。大多数电子商务网站都受到我喜欢称为“页面过载”的困扰。您出售的每种产品以及类别页面和子类别页面都有大量页面，在网站页面层次结构中创建越来越多的级别。

在您的网站上拥有大量产品没有错，只需确保它们以最简单的方式进行搜索引擎和人们轻松导航并找到所需的东西的结构。

As a rule of thumb, aim to have no more than 4 clicks between your homepage and your product pages. This layout makes it easier for search engines to index pages -- which is a big deal for SEO on an eCommerce website, especially if you're continuously adding more products to your site.

On-page SEO for eCommerce Websites

电子商务网站页面SEO是类似于that of regular websites. Before we get into what to do, we recommend leaning into pages that already rank. These are going to be easier to optimize and see faster results. Apply the optimization process steps below on ranking pages and then move to pages that don’t rank well.

他re’s what to do:

Optimize Title Tags for Product Categories and Product Pages

Create a category, subcategory, and product page structure for your site and stick to it. Start by identifying product terms, subcategories, and main category terms (be sure to use the research from Amazon as a guide). For each page, use the identified keywords as titles for each page to show search engines and people that they have found what they are looking for.

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优化元描述

通过在每个页面中包含您的搜索字词来优化元描述。电子商务是关于提出引人注目的报价。为了使您的页面和产品脱颖而出，请使用“最佳…”，“销售…”，免费送货…的修饰符以及与您的产品直接相关的其他修饰符。

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Optimize Product Descriptions

Optimized product descriptions by creating write-ups that accentuate the quality, value, features, and benefits of your product. Remember, people buy based on emotion and justify purchases with logic.

While you’re optimizing your product and category pages, be sure not to stuff keywords. To keep your content looking natural for search engines and worth reading for people, use one keyword mention for every 250 words (this includes any information tables).

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Optimize Product images

Optimize images by including alternative text and titles to each. Use your primary keyword for alternative text and titles so search engines identify images when indexing your website’s content.

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Technical SEO for eCommerce Websites

The term technical SEO may seem complex. It may make you feel like you are simply not equipped to perform “technical SEO”. In truth, very few people can. That's because technical SEO relies on the use of tools that the average person would not be able to build. And that's okay. We're more interested in how to perform technical SEO and which tools to use.

Technical SEO is all about finding new ways to improve your website’s performance. This includes how your website is crawled, indexed, and ranked. It goes deeper into areas like status codes, JavaScript, and UX. The great news is that these are all elements you have control over.

我们提高网站性能的第一个呼叫港口是使用工具来运行SEO订购。那里有很多工具，但为简单起见，我们将使用Ubersest。Ubersuggest允许您完成网站审核。

To create one, create a project and enter keywords you’d like to rank for. Ubersuggest also lets you track competitor websites. You’ll also see an on-page SEO score and details on your competitors’ websites. At the bottom of your page, you’ll also find a Top SEO Issues table. It includes all issues you can fix along with details on what the problem might be and how to fix each issue.

他re’s a complete breakdown of how to use Ubersuggest to complete an SEO audit on your website:

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如何使用内容营销进行更好的电子商务排名

If you've been on the fence about how to use content marketing to boost your eCommerce SEO, we're about to clear everything up for you. In many circles, the idea that content marketing and SEO being separate and apart is considered ludicrous. In many ways content marketing and SEO and joined at the hip. You create content that attracts buyers who learn about problems and challenges they face, explore product options, and then decide on which to purchase.

And if this looks familiar, that's because it is. Content marketing supports the buyer’s journey, and we know the buyer’s journey is linked to search intent. So how do you use content marketing to improve your eCommerce website’s search engine optimization? You create content that pulls buyers in.

最好的起点是了解您的买家是谁。大多数网站所有者犯了一个关键的错误，即忽略听众是谁以及他们真正想要什么。尽管这似乎很简单，但还有更多可以理解您要出售的人。消除买家是谁的奥秘的最简单，最有效的方法是创建买家角色。

Understanding Buyer Personas

买方角色是文档，其中包括您理想买家体现的特征列表。虽然我们指的是理想的客户，但您可能有一个以上的客户。在这种情况下，您需要多个买方角色文件。买方角色包括人口统计学和心理细节。有了这些信息，您可以准确地缩小您的理想客户是谁，以及他们在与您出售产品相关的购买方面的想法和感觉。

如果您是使用买方角色给予的想法的新手DigitalMarketer’s Customer Avatar Worksheeta go. It includes sections for demographic and psychographic data and is easy to complete.

Create EAT Content for Better Rankings

EAT content is a popular and high-effective content methodology. EAT stands for “Expert, Authoritative and Trustworthy". When applied to content creation, you can deliver valuable content that search engines and people love.

他re’s a closer look at each element:

专业知识内容是在特定主题上深入的内容。这种内容需要更多的研究，并且由于您花在了它上的时间，通常很难生产。但这并非不可能创建。

Authority随着时间的流逝而开发。当您生产更多有关特定主题的内容并被公认为该主题的宝贵信息来源时，它会构建。

Trustworthinessis about the level of trust search engines assign to the content you produce and your brand in general. For example, using Google My Business and any other review platforms helps show prospects that you care enough to get feedback on your business performance. Trustworthiness is also affected by the number of links you have pointing to and from your site. Google and other search engines want to see that your site “plays well with others”.

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How to Build Links for eCommerce Websites

Despite what many think, you can build links to category and product pages. You just need to know how to. Here are 4 ways to do so.

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Over to You

电子商务SEO不必那么复杂。如果您注意这5个领域，则可以在搜索中占主导地位。投资关键字工具统治者和Ubersuggest之类的工具也是一个好主意。它们将节省大量的时间，并帮助您提高网站的性能 - 而不必成为网站上的专家。