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The Importance of SEO in eCommerce

With eCommerce dominating the modern retail landscape, getting your store found online is critical to your business success.

A well-defined SEO strategy will position your eCommerce store prominently in search engine results, bringing more organic traffic resulting in more paying customers. Consumer behavior also demonstrates a higher level of trust in organic results when compared to paid advertisements. So a solid SEO foundation will significantly boost brand credibility leading to more sales.

Position #1 in Google gets 10x more clicks than position #9

You will know better than most, that all eCommerce businesses are working to achieve better search engine visibility to capitalize on the significant level of web traffic available. But did you know that webpages in position #1 on Google get 10x more clicks than a webpage in position #9. With every additional position gained producing 32% more clicks.

76% of consumer start their search online when looking for a business or products. So it’s clear to see the value of SEO to eCommerce. Can your company afford to ignore 76% of consumers using search engines to find products online?

Take These 3 Steps To Increase Your Sales

Step 1. Book a Call Today

If you are not seeing the level of success that your website deserves, it’s time to talk to the SEO experts.

Step 2. Tailored SEO Strategy

During our discovery call, we will discuss your goals and aspirations, so that we can deliver a strategy that will match your ambition.

Step 3. Build More Traffic

You can focus on running your business, while we work hard to bring more high converting traffic to your website.

Managing SEO Challenges in eCommerce

eCommerce has a number of unique challenges related specifically to product pages. Failing to identify and fix these issues can result in reduced search engine visibility or poor user experience.

1. Duplicate Content

Duplicate content confuses search engines, often leading to only a single page being. This can dilute page authority, reduce visibility, and lead to a poor user experience. We identify duplicate content and then optimize each page with unique elements. It may also be necessary to use canonical tags or redirects.

2. Thin Content Pages

eCommerce product pages are often at risk of being classed as having ‘thin content’ by search engines. Resulting in lower ranking at a page or even domain level. We audit your site to find thing pages, then get to work enriching these pages improving user experience and SEO performance.

3. Inadequate Descriptions

Are you making the most of your biggest SEO assets? Unique, descriptive, and keyword-rich product descriptions help to rank product pages higher in search results, driving more organic traffic and increasing conversion rates. It is important to optimize descriptions to beat your competition. While avoiding duplicate content.

4. Discontinued Products

Managing discontinued or out-of-stock products in the right way is vital to instruct search engines of page status and for a positive user experience. Redirecting discontinued pages to the latest product alternatives, implementing ‘Out Of Stock’ notifications, or using ‘unavailable_after’ tag or schema markup will keep search engines and customers happy.

Our Approach to SEO

We believe in making complicated subjects easy to understand. So, in simple terms, our first goal in search engine optimization is to make your website easy for bots to crawl. Then we research your competitor’s online presence so that we understand how to outcompete them. We then get to work optimizing your website so that Google recognizes you as an industry expert, and displays your website at the top of the search results.

1. SEO Consultation​

Everything starts with a discovery meeting where we get to know your business and goals. We can then turn our attention to assessing your website’s current condition, before developing an SEO strategy tailored to achieve your goals.

2. Competitor Research

To get your store to the top of Google search, we first need to understand the competitive landscape. We deep-dive into your rivals’ online tactics, identifying their SEO strengths and weaknesses. Then we formulate a strategy to give you the competitive edge.

3. Content Audit

Our audit assesses the content of your website for quality, relevance, and optimization, and highlights areas for improvement. Allowing us to fill content gaps, improve on-page elements, and remove duplication or thin content that can adversely affect SEO.

4. Keyword Research

We deep-dive to find phrases with high buying intent. There are three elements to get to grip with here, search volume, topical relevance or search intent, and identifying low-competition keywords, and rank.

5. Content Strategy

Our well-defined strategy ensures that existing and new content answers user queries, targets user intent, and drives engagement. Building out a full suite of related content confirms your position as a topic expert to search engines.

6. Content Production

Using our writers we produce content that is tailored to eCommerce pages, technically accurate, and driving user engagement. Whether blog posts, product pages, or social posts our high-quality content targets low-competition queries, with on-page optimization.

7. On-Page SEO

On-page SEO deals with optimizing existing and new web pages. We assess content quality, keyword placement, meta descriptions, URL structure, and internal linking whilst complying with Google’s Helpful Content Guidelines. The aim is to boost relevance and readability for users and search engine bots.

8. Optimize for Mobile

Mobile traffic accounts for 65% of all eCommerce traffic, which means optimization and mobile responsive pages are fundamental requirements for online shops. We test all aspects of your webpages for mobile performance giving your customer the best possible experience.

9. User Experience

Google uses Time on Page, User Engagement, and Bounce Rate amongst other metrics to assess how well your web pages are performing in meeting user satisfaction. Our testing will identify areas of risk and improve them, extending your customer time on the page.  

10. Schema Markup

Schema Markup is a code that gives search engines specific context about your content. For example, identifying pages as Product Pages. Implementing Schema can improve click-through rates, boost organic rankings, and enhance user experience.

11. Off-Page SEO

Backlinks, Social Profiles, PR are a few of the areas we look to as we build your online reputation for search engines. First, we audit your backlink profile and disavow any toxic links, then we build high-quality branded links, Social signals, and Same As Schema.

12. Technical SEO

Technical SEO is often overlooked by site owners due to its complexity. Google downrates the website with an accumulation of issues such as poor indexing, crawlability or Core Web Vitals. We review Technical issues every month and fix errors before they accumulate and lead to problems.

13. Analytics and Reporting

We recognize our responsibility to our clients to provide easy-to-understand Analytics and Reporting. We offer the option of Written Reports or Video Reporting. Where we present progress on performance, milestones, and forthcoming activities

Ready To Rank?

Our free site analysis includes customized SEO recommendations focused on high-impact results.

Investing in Organic Traffic = Unbeatable ROI

Optimizing Product and Blog pages for your eCommerce store is a long-term strategy,
but one that offers huge benefits compared to other forms of marketing.

Grow Organic Traffic

Product pages and blog posts are a low-cost method of increasing the number of visitors to your store. Once these pages are built they exist forever, working 24/7 to promote your products and brand.

Improve Conversions Rates

Optimized product pages produce outstanding conversion rates. Customers searching for terms such as “men’s black leather jacket” are performing web searching with the intent to buy.

Unbeatable ROI

Search Engine Optimization offers unbeatable Return on Investment compared to other marketing options. Invest in your website and make it your most valuable market asset.

How We Get High-Quality Backlinks

Create Linkable Assets: Produce and promote engaging content and reports that other sites will want to link to. We then promote the asset to influencers, bloggers, and publications within your industry.

Guest Posting: We write relevant articles to post on reputable industry publications. Each post contains at least one backlink to your eCommerce store.

PR: We work with our clients to identify newsworthy stories and broadcast them to high-authority publications.

Leverage Partnerships: Collaborate with complementary businesses to share links.

Use Social Media: While Social links are typically “nofollow,” they still drive traffic and influence your store’s authority.

Visual Content: Design compelling infographics, images, and other visual assets related to your niche and promote them, making it easy for others to share and link back to you.

Backlinks diagram.

How Your eCommerce Platform Impacts SEO

Our team of experts appreciate the limitations and opportunities of each technology, finding a way to get the best out of your website. While all platforms benefit from technical and off-page SEO, there are a few other areas that need extra focus to get the best out of each system.

Shopify Logo

Known as a user-friendly platform Shopify offers a streamlined environment ideal for beginners. As a hosted solution, it emphasizes site speed and built-in security measures, with an extensive ecosystem of apps. However, it’s blogging and content creation tools are basic compared to other platforms.

We give extra focus to on-page and keyword optimization, as well as customize URL structures. For content strategies, we create external content platforms linking back to your store.

BigCommerce strikes a balance between user-friendliness and technical depth. It’s a hosted platform that prioritizes speed and robust security. With good built-in SEO tools, it’s search engine-ready from the onset.

However, it is also necessary to integrate third-party SEO tools, customize URLs, optimize metadata, and set canonical tags. Core Web Vitals also need improving to reduce HTTP requests and improve page load times.

Being part of the WordPress plug-in ecosystem, WooCommerce is a plug-in offering eCommerce functionality for sites where a content-driven SEO strategy is a priority.

We look to optimize Core Web Vitals, which depend heavily on hosting and set-up. Then deploy content production and on-page optimization to take advantage of the WordPress content capabilities. We also monitor and repair any technical issues affecting crawlability.

magento logo

A good option for larger eCommerce sites with the required support or experience to handle the steeper learning curve. The platform has a wide range of customization options, strong SEO capabilities, and a broad range of extensions.

It’s important to maximize Magento’s content capabilities whilst improving Core Web Vitals. It often needs optimizing for mobile, XML sitemap customization, and schema markup.

Unsure where to go from here?

No problem…just book an informal 15 minute call with us, and we can advise you on cost effective marketing strategies for your business
Ben Hilton
Switch Jam Digital
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What Our Customers Say

The Cost of SEO for Commerce

If you own or manage an eCommerce store you have a number of options at your disposal to help increase your site’s traffic. You can use paid advertisements, social media marketing, or SEO. Of the three SEO typically offers a better ROI over the project lifetime. SEO creates and optimizes digital assets that continue to live on the internet, long after any paid ad campaign has run out of funding.

Investing wisely in SEO services with a professional agency such as Switch Jam Digital can prove pivotal to your store’s success. An agency like ours will take away the burden and handle the planning and fulfillment professionally, while you focus on running your business.

The cost of SEO varies dramatically depending on what your starting point is and where your ambitions sit. Here’s what you could expect to pay for eCommerce SEO services.

Assuming you already have a store with product pages, you will need competitor research,  keyword research, and on-page optimization services. These foundation services are a good starting point to squeeze the best out of what you have in place and are usually part of an SEO package. Prices start from $500 to $1000 per month depending on how many pages you require optimized each month.

For a website to perform to its potential it has to be free from technical problems that impede crawling and indexing and improve Core Web Vitals. This is where Technical SEO and site structure services are critical. Expect this type of service to range between $500 to $3000 monthly, depending on the complexity and the level of customization your website requires.

If you have the appetite for aggressive growth, then content creation and marketing services are essential. Your agency will research, write, and optimize product pages, engaging blog posts, and landing pages to bring more reoccurring organic traffic. Expect to invest between $1000 to $2500 a month for premium content services. This should be enough to drive growth at an acceptable rate.

A proportion of your marketing budget should also be set aside for link-building and off-page SEO services. Agencies use this to acquire quality backlinks and manage your brand’s online reputation. These monthly investments can range from $500 to $2000.

For SEO tracking and analytics, agencies use top-tier tools to monitor and adjust your SEO strategies continually. These analytics services might add an additional $100 to $300 to your monthly expenditure.

If you purchase a full-service eCommerce SEO package from a professional agency you will typically pay a reduced monthly fee, anywhere between $1,500 to $10,000 per month, depending on the scale and speed of execution. Once your site is firing on all cylinders it will continue to rank well in search engines for as long as you choose to maintain it.

Get More Customers To Your Store

With a customized eCommerce SEO campaign

Frequently Asked Questions