SEO strategy to effectively reference your online shop

SEO, for an online store, is a necessary step that will allow for more sales, whether services or products. Websites wishing to improve their visibility and traffic to do business on Google cannot bypass SEO. It is the best strategy to achieve results and effectively reach its target audience on search engines. Natural SEO includes several equally important elements: keywords, tags, backlinks/internal linking, simplified URL structure, content quality, etc. 

SEO consists of a whole range of specific techniques and strategies. While the basics of SEO can be worked on in-house, collaborating with experts and SEO agencies could be more profitable for businesses. They possess in-depth knowledge and the necessary tools to successfully carry out the SEO of an e-shop to push it to the top of the search results. Indeed, there are tools and software that are very useful for SEO. E-commerce merchants who know how to leverage these various elements can achieve their objectives in terms of visibility and conversion rates. 

The fundamentals of SEO specific to online stores

SEO is a set of methods and techniques aimed at making a site visible on search engines. A well-executed SEO strategy should allow a website to be displayed in the Google search results, or SERP, based on the topics, queries, and keywords entered by users. It is clear that an online store must pay attention to this strategic aspect. It’s one of the best ways to showcase a site, gain popularity, and attract customers.

Understanding what SEO is for an online store

The goal of SEO (Search Engine Optimization) for e-commerce is to generate traffic to a store to make it more visible in the SERP. It is important to know that the better a page is positioned, the more credible it will be in the eyes of users. To improve SEO, it is necessary to have quality content on each page. Very important for online commerce, it is a way to help users discover a brand or store. Among other things, a well-executed SEO strategy should help more users find the products offered.

Optimal user experience on computers and mobiles

A large majority of users go online to find the equipment, goods, or services they need. It is therefore in the interest of the seller or service provider to be present there, but above all to be more visible than its competitors. SEO is also about providing a quality experience to its audience with a site that loads quickly on a computer or mobile. A more positive user experience leads to a positive association with the brand and an increase in sales. Navigation must also be smooth enough not to drive users away. Here, it is about having a good loading speed, being compatible with mobile platforms, and displaying a user-friendly and fluid site structure.

Navigation structure and optimized URLs

An online store cannot do without SEO to boost its reach and reach more people. SEO also involves optimizing keywords, identifying them, as well as relevant phrases related to what is offered on the online store. “Keywords” should be strategically integrated into the content of a site. They should be optimally present in titles, descriptions, meta-data, etc.  Technically, it is essential to propose a clear navigation structure and descriptive URLs. Images should be properly optimized. Don’t forget about indexing by search engines for better visibility. We are talking about processes of crawling, analyzing, and storing web pages in the search engine’s database. 

The importance of choosing keywords for SEO 

Keywords are the queries entered by the user on search engines during their browsing. It should be noted that users are not the only ones relying on them. They are just as important for companies with a website or a showcase site. Keywords thus play an important role in the SEO of a website, particularly for an online store. To use them correctly, it is essential to conduct thorough research and leverage only what is relevant to the activity concerned. The terms that customers often use when conducting searches can also serve as keywords. Using tools like Google Ads Keyword Planner, SEMrush, or Ahrefs is a good way to identify them.

The importance of content quality for SEO 

If there were one thing on which one must be uncompromising for SEO, it is the quality of content. To meet the requirements of search engines, the content must be unique. It plays a crucial role in determining a website’s ranking in the SERP. Content is of paramount importance because it is based on it that search engines determine whether a site is relevant or has value in relation to a search. Google, for example, will send its algorithms for this purpose. The goal of any search engine is to produce the most relevant and useful results possible. 

They will favor sites that provide content that aligns with this requirement and corresponds to the user’s search intent. Thus, content is one of the most important factors in SEO. By creating high-quality, informative, and engaging content, it is possible to improve a website’s ranking in search engine results pages. Attracting more traffic to a site and increasing engagement and revenue for a business thus becomes simpler.

The use of HTML tags for SEO 

HTML tags are the backbone of a web project in SEO. They are important elements for natural referencing of a website. Tags aid in structuring pages in such a way that they become more fluid, coherent, and understandable by a bot. After all, this is for them that they must be present on every page of a website. But on the other hand, some are very useful for readers (meta title and description).  First, we have the HTML meta title tag or “meta title” that indicates the title of the page. 

Google can then identify the content of a web page from the meta title tag. This is important for SEO, as it allows the search engine to quickly know what the page is about. This allows for proper indexing of the latter. Next, there is the meta description tag, which is also of great importance for SEO. Simply put, it allows for the insertion of text under the meta title in the SERP. This tag helps clarify the content of the page. After that, we have the HTML alt attribute tag for images. These are used within IMG tags for alternative texts. Most of the time, the alt tag is used to describe the function of the image.

Equally important, the HTML tags H1 to H6 serve to create fluid and well-structured content. The H1 title being the most important, it must be present in all existing content on a website. It should be descriptive and rich in keywords and sufficiently attractive to encourage the reader to stay on the page. Indeed, it is the first thing they see. The H2 to H6 tags are used in structuring and organizing the texts of a web page. They are very practical for making an article easy to read and understand. Moreover, they help to space out the text so as not to bore the reader.

The role of SEO experts in improving the visibility of an online store

How SEO experts can help an online store

SEO experts can help to advance the SEO of an online store. They have the knowledge necessary to improve visibility and traffic to an e-commerce site. They are effective for anything related to web marketing in general. In this approach, they can employ several methods:

Thorough SEO audit 

An SEO expert should usually start their work by conducting a complete audit of the website in question. This way, they can gain a good overview of what works and what needs improvement on the site in question. They will also be able to determine improvement opportunities in terms of natural referencing. The SEO audit is important as it provides a well-detailed state of affairs: navigation structure, loading speed, content quality, title and description tags, images, redirects…

Keyword strategy 

Based on the findings from the previous audit, the SEO expert should also proceed with a thorough analysis study of the relevant sector. They can then define a well-targeted keyword strategy that focuses on the most relevant queries for the store. This step involves several, starting with keyword research, competition analysis, local keywords, and monitoring and adjusting them. The goal here is not only to attract more traffic but also to attract the right type of traffic. These are the ones most likely to convert.

On-page optimization

On-page optimization, as we will see later, is a crucial part of SEO for online stores or any other type of website. The SEO expert will work on every aspect of the website to make it appealing to the search engine. Therefore, they will perform multiple optimizations on titles, meta-descriptions, content, images, URL structure, etc. This operation ensures that a website is correctly indexed and understood by search engines.

Creation of SEO content

For a page to achieve a good ranking in search results, it must have high-quality content available. The SEO specialist is capable of identifying what is relevant and what is not. They can also develop a good content strategy focused on relevant keywords for blog posts, guides, optimized product descriptions, etc. These should enable a site to increase its added value, boost its ranking, and its online authority.

Link building strategy 

An effective SEO strategy cannot do without link building. However, achieving results in this area requires effort, time, resources, and good expertise. The expert will have the necessary know-how to obtain backlinks. These must be of quality and come from reliable and relevant websites for the targeted sector. The role of backlinks is primarily to strengthen a website’s authority. This acquisition is done through quality backlinks. These will enhance the site’s authority in the eyes of search engines.

Technical optimization

 Here, it will be about making the site recognizable by crawling bots. The latter should be able to easily crawl and index the pages of the site the expert is working on. The expert will focus on various aspects such as URL structure, semantic markup, file compression, etc. Similarly, analysis and reporting involves setting up tools that will monitor the site’s performance. Tools like Google Analytics and Google Search Console will be used for this purpose. These are ideal for getting regular reports on traffic, the most popular pages, the best-performing keywords, etc.

Training and advice

Finally, the SEO expert can also train internal teams on best practices in SEO. They will receive briefings on how to integrate SEO into processes, create optimized content, regularly update a site, etc.

SEO agency: the main services provided and benefits  

An SEO agency primarily offers the flexibility of an expert and experienced team. Setting up an internal team can be more expensive than hiring an SEO agency. The latter is more economical for businesses and is more practical from an administrative point of view. Additionally, services can be tailored to each need. Whether for one-time or regular tasks, an agency remains flexible and can mobilize a competent team in no time. It should be able to provide all the services that an SEO expert (which will be discussed later) can offer and even more. This includes technical audits, semantic audits (identifying optimization opportunities, keyword analysis and targeting, content quality, internal linking…). 

An SEO agency can take care of backlinking, content production services, as well as redesigning and migrating a site. Indeed, it is a service from experts who are specialized in their respective fields. A company looking to achieve more success in the digital realm can therefore turn to an SEO agency. This is especially true if the company in question does not have the necessary skills regarding search engine optimization. Moreover, an SEO agency comes equipped with professional SEO tools. This is a major advantage for improving the SEO of a website and quickly gaining performance and precision in every endeavor. 

Essential tools and software to optimize the SEO of your online store 

To achieve optimal results, it is possible to use tools to enhance SEO. The most effective tools help with keyword research, competition analysis, rank tracking, traffic analysis… The tools we will discuss are among the most interesting and widely used, although there are others. By utilizing them, it is possible to optimize a website more effectively for search engines, monitor its performance, and improve its online visibility. It is essential to keep in mind that SEO is an ongoing process and, with these tools, it is possible to remain competitive in the digital world.

The main types of SEO software, what they do, and how to use them  

SEMrush

SEMrush is one of the most widely used and comprehensive SEO tools. Particularly comprehensive, it offers numerous features that will help companies improve their website’s SEO. It can be used to perform keyword research, track performance, and analyze competitors’ strategies. The entire data it provides helps build an effective SEO strategy. Moreover, SEMrush offers a site audit function. This will identify technical issues concerning a website’s SEO along with improvements that can be made. While there are other tools that may do more or less the same job, SEMrush remains more detailed, especially compared to others like Google Search Console.

Ahrefs

Ahrefs is among the popular tools offering a variety of features for businesses looking to increase their visibility and rank in Google search results. It is especially valued for keyword research, backlink tracking, and analyzing the backlink profiles of competitors. But above all, this software stands out for its Content Explorer functionality. This will search for the most viewed content in a sector. It’s very handy for uncovering topics that attract the target audience and generating more traffic to a website. 

Google Analytics

Google Analytics provides valuable insights into a website’s performance. It is a tool capable of analyzing a site’s performance, the behavior of its users, and the generated conversion rates. This tool helps make more informed decisions based on real data. It will then be easier to improve a website’s performance. The feature that most interests SEO specialists is e-commerce tracking. This gives the user the ability to track sales, revenue, and see other e-commerce metrics. To fully leverage everything Google Analytics offers, it is possible to use it in conjunction with Google Search Console.

Google Search Console

Google Search Console is a free tool provided by Google for those who want to keep an eye on page rankings and keywords. It also provides very interesting metrics on site performance and mobile issues. Here, it is important to understand that SEMRush and AHREFs offer an estimate of keyword traffic. Google, on its part, knows the actual status and provides information on these tools. Google Search Console can also be used for submitting sitemaps to Google and for measuring how many pages are indexed in the search engine. It even offers URL inspection functionalities to discover potential issues. 

Ubersuggest

Ubersuggest is a free tool that offers reliable and regularly updated data. In addition, the software is intuitive and easy to use. Looking for current ideas for a site? This program is perfect for finding a multitude of usable and relevant ideas for optimizing the content of a website. It also has many features to determine the performance of your competitors. Additionally, it can conduct site audits, providing detailed information based on monthly organic traffic and keywords. Overall, it is a powerful SEO tool for e-commerce. 

The best SEO practices for your online store 

The success of an online store depends on its SEO practices in the short and long term. The seller must be capable of attracting qualified traffic to their website. To do this, they have several approaches ranging from On-page and Off-page SEO to local and mobile SEO exploitation. All these aspects contribute to achieving a good online presence that will attract a quality audience interested in the products and services it offers. Here are the techniques you need to know in more detail. 

Advanced SEO techniques specific to online stores 

On-page optimization:

On-page optimization encompasses all improvements made within a website. Here, it’s a matter of conducting thorough keyword research focusing on the most interesting ones for the product and target audience. It is essential to use both long-tail keywords and relevant niche keywords for the audience you wish to reach. Tools like Google Keyword Planner, Semrush, and Ahrefs will be very useful in this task. On-page optimization also touches on titles and meta descriptions. These must be clear, concise, and relevant while highlighting the main keywords.

Next, consider structuring data using Schema Markup. Search engines will then know what is being addressed in the content of each page and display it for searches related to the topic at hand. Additionally, one must also think of images. They should contain descriptive alt tags with relevant file names related to the keyword. Last but not least, it is crucial to think about loading speed. It must be optimized for a good user experience. Tools like Google PageSpeed Insights allow for analyses of potential improvements to be made on a site.

Off-page optimization 

As for Off-page SEO, the essential element is undoubtedly Link Building. Having a good link-building strategy allows for obtaining quality backlinks. Here, some prefer to turn to platforms like Linkuma. In addition to the previously mentioned points regarding this topic, backlinks can also be obtained by publishing guest articles. Participating in forums and collaborating with other websites in the same sector boosts the likelihood of obtaining quality backlinks.

Here, it is also about “social media”. Social networks are among the best tools for promotion. You can promote sites, products, and services to generate more traffic. At the same time, it is possible to engage influencer marketing to get the word out about your business and what it offers. 

Advanced techniques 

Semantic SEO should also be taken into account to optimize an e-commerce site. This is a technique that uses LSI (latent semantic indexing) keywords, which allows for creating information-rich content. Professionals can then turn to tools like Thotseo to assist them in this task.  Beyond the semantic aspect, one must also consider “crawlability” and indexing. It is crucial to ensure that your e-commerce site is crawlable and indexable by search engines. 

To this end, it is possible to use the tools provided by Google such as Google Search Console, as mentioned above. It is also essential to regularly analyze data to identify the strengths and weaknesses of an SEO strategy. Tools like Google Analytics enable tracking traffic, conversions, and the keywords generating the most traffic. 

Local SEO

Local SEO or local referencing consists of using Google to quickly find a place or a business selling a certain product/service. This approach involves Google My Business and Google Maps. Both provide visibility to businesses without them needing to be present on an e-commerce platform. It is a very powerful practice for a company’s SEO in a geographic area or catchment area. Here, the user can access the company’s website that offers what they are looking for.

The user can also obtain all the important information about the company, such as opening hours, traffic levels, and contacts. All this can be done in a few clicks when the company’s listing is well-completed. It should be noted that Google My Business is a free service available to all businesses, with or without a website. Having a Google My Business listing with a link pointing to your website can improve the natural SEO of a website.

Some case study examples of online stores that succeeded in their SEO 

One of the best strategies for succeeding in the SEO of an online store is to draw inspiration from what works. Looking at sites that have managed to stand out in their respective fields is indeed effective. Outdoor Gear Lab, for example, a clothing comparison site for outdoor wear, has successfully increased its traffic by using quality images that catch the eye. Next, they employed simple and clear titles with a thoughtful concentration of keywords. The site favors classic formulas like “The 10 best jackets for men” which work well. Most users tend to enter this type of query when searching online for a product.

Then, there are sites like SoumissionRenovation.ca, which has a blog containing no less than 1200 articles. It is a platform that aims to connect contractors with clients. The site relies heavily on SEO to increase visibility for their company. One of the strategies it employs is creating numerous blog content. There, it targets relevant subjects raised by users when conducting internet searches. In this way, when a user is interested in “the cost of thermal insulation” in a given sector, they are more likely to appear in Google search results or the SERP. With these thousands of articles, they have the ability to target numerous keywords, which is not within reach of all businesses. 

A third very interesting case is that of Jean Coutu, which did not settle for its already established reputation. Although well-known among all Quebecers, the brand has continued to develop its website. The company has created a blog aimed at satisfying the curiosity of individuals interested in beauty and health topics. Jean Coutu analyzes and optimizes its online content using some of the tools mentioned earlier. The seller wisely uses keyword targeting strategies with unique and useful content. The company has indeed adapted to the latest requirements of search engines regarding SEO. This is why it successfully innovates and maintains its online presence effectively. 

Conclusion 

Natural SEO is therefore a necessity for online stores that want to stand out and attract potential customers. It must be understood that SEO is a powerful yet complex marketing lever. It requires in-depth knowledge and skills, especially regarding highly competitive keywords. Calling on SEO experts or SEO agencies is a good assurance of achieving the set goals. These professionals have the knowledge and tools necessary to conduct audits, analyses, and implement a winning long-term SEO strategy.

Nevertheless, the managers of online stores must also familiarize themselves with the good practices and techniques discussed in this article. Finally, it cannot be denied that online visibility is key to making sales and succeeding in an environment where competition is increasingly fierce. By following the recommendations detailed in this guide, your online store will have a competitive advantage. It will be able to attract and retain an ever-expanding customer base.