What is the SEO Strategy for a New eCommerce Website?


When starting out as a fresh, new eCommerce site, it can seem daunting to go up against your competitors who have been around longer and have established themselves in the current market. However, with the right search engine optimization (SEO) tools, your website could be in fighting shape in no time. open sign for store front

In some ways, as a new eCommerce website, you have several distinct advantages. First, you are starting from the bottom, so the only way from here is up. It’s important to stay positive because SEO is a marathon, not a sprint, and will take a while to start truly seeing the desired results. Secondly, there isn’t much content or items on your website that need to be optimized, like images and articles. Therefore, going back and optimizing 20 pages with 20 images, inserting links, creating titles and meta descriptions for these pages isn’t as hard as optimizing a website that has been around longer and has 100 pages with 100+ images.

Search Engine Optimization is also not just one section of your website or company content; it is all-encompassing and there are several main categories to consider when optimizing a website for SEO. By giving each of the categories attention, you can see slow but steady progress in reports as search engines start recognizing and ranking your newly optimized content.

Research First

In the beginning, the most important strategy SEO agencies focus on is to do research. It’s essential to get a full picture of the market you’re breaking into, trends for that market, information on your competitors, their diversifying factor and more. With the information gathered during research, it can be easier to see what the market looks like and where your new company falls within it.

man searching with flashlight

In some cases, it can be a tough market to break into, and there will need to be a lot of SEO work to implement in order to get things off the ground. In other cases, however, competitors aren’t concerning themselves with SEO practices and implementing these on the new eCommerce site can give your new site a huge advantage. Keyword research for your eCommerce site will also assist in making a strategic plan in order to start optimizing content, technical SEO, and your online presence in general.

Content 

Because you have a brand new eCommerce site, it’s important to start getting content up in order to start ranking on search engines. It is often said in this industry that content is key, which can be optimized for search engine optimization in a multitude of ways. So, what is SEO content writing?

SEO Content focuses on:

  • Title Tags
  • Image Alt Text
  • Keyword Density
  • Internal Linking
  • External Linking

Title tags are short statements that include the keyword and, along with the meta description, work to persuade the customer in the search results to click on your result.

Image alt text is the alternative text that is read by ADA compliant technology in order to describe the image for users with disabilities. Google is focusing more on ADA compliance, and this is an easy way to keep up with regulations. Additionally, since this is a new eCommerce site, it’s easier to put in an alternate text while uploading images so you don’t have to go back and edit numerous images on your site.

Keyword density is the obvious content necessity, as it provides the keyword within pages in order to rank for the exact keyword. The keyword phrases can be variations of the keyword including “… near me” for local businesses or “…near {landmark/attraction/popular city}” for something in a more tourism-driven atmosphere. For eCommerce sites, variations can include “…for {men/women/children}” or different colors, sizes and even seasons.

Internal linking means using hyperlinks to link to other pages on your website. This can be especially helpful for eCommerce SEO because it can be used in articles about a specific product or type of product and then link to the product itself for easy customer access.

External links are hyperlinks that link to outside content from respected internet sources. This can mean linking to a site of brand authority, technical authority, or educative authority. For example, if your eCommerce site sold shirts with built-in sun protection and had articles on the benefit of sun protection, the articles could link to the American Cancer Society, medical studies from an accredited institution, or any other official entity for this particular topic.

Interested in learning more about how to write SEO driven content properly?

Online Presence

Your online presence can also determine your SEO rankings by focusing on backlinking and your social media influence. The process of backlinking involves other separate websites to link to content on your site. The various linking processes look similar to a spider web with lines leading all around your website, other outside websites, and then back to your website again. instagram open on a mobile phone

Your overall online presence is also concerned with your social media pages like Facebook and YouTube. Having professional business pages on these websites can not only establish a solid brand image but also can help establish your new eCommerce website as a point of authority. This can be an advantage as your new eCommerce site is not associated with any outlets yet, and you can control its introduction to social media. You also don’t have to deal with trying to repair a damaged brand image, but more with building a great one.

It would also be a good idea to look into social media management services in order to build that brand image and promote your SEO optimized product pages and blog articles. This way you’ll start strong and be able to catch up quickly to competitors.

Technical SEO 

Technical SEO involves secure website certificates, a fast page-loading speed, and a responsive, mobile first/friendly design. Security is an absolute necessity when using an eCommerce site because it means that the site is secure for online purchases and payments. Keeping security programs and certificates up to date are essential and should be closely monitored.

A fast page-loading speed is also important to search engine rankings because studies have shown that faster page loading speeds by even a few seconds can greatly affect conversion rates. In another article by Neil Patel, he mentions that not only does Google punish pages with slow loading times, but potential customers do too.

Along with the faster loading speed, an eCommerce site must also be mobile friendly. By designing a web page with the consideration that most visitors will be using a mobile device, this offers a better overall experience for the user. Schools are even teaching mobile first web design now to cut out the shift from a desktop site to transforming into a mobile-friendly site later. A happy user would be more likely to make that conversion because it’s easier to use the site.

Essentially, there are a few things you can do to make sure your new eCommerce site starts off on the right foot in the online world. Doing ample research about the market and keywords will help steer you in the right direction to start optimizing. Your content and the technical SEO will help your eCommerce site gain authority from Google and cleaning up your overall online presence will help maintain a clean, united brand image.