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5 Best Practices For Optimizing An E-Commerce Website

When done right, e-commerce websites can unlock a whole host of additional revenue. If your business operates online, then it’s safe to assume that a lot is riding on the success of your e-commerce website. If your website is not ranking or is a fairly new site, then your chances of attracting new customers are very low.

Following the pandemic, consumers continue to choose to shop online and it is predicted that e-commerce will grow by 11% by 2024. As a result, this means that the world of e-commerce is more competitive than ever, so having a website that is optimized for visitors is vital to the success of your website and brand. But, changing the wrong things can affect your website in the wrong ways, so it’s important to follow best practices when optimizing an e-commerce website. With that in mind, here are 5 best practices for optimizing an e-commerce website.

Why is it Important to Optimize an E-commerce Website?

There are two different types of websites, e-commerce and lead generation. Optimizing an e-commerce website, or e-commerce SEO involves the process of making your online store more visible in search results. You want to ensure that when people search either for products you sell or keywords related to your business, you rank as highly as possible so that you can benefit from this traffic.

On the first page of Google, there are 10 pages listed. Depending on your position on this first page, the CTR (click-through rate) fluctuates the further down you go. On average, the first ranking position gets around 43% of traffic, whereas the last page gets just 3%. This is the importance of SEO for an e-commerce website.

Focus On Your Homepage

On average, you have around 10 seconds to impress visitors once they land on your homepage before they decide whether to leave or stay. Think of your homepage as the gateway to your brand. It should be treated as one of, if not the most important, page of your website. There are many different factors that should be considered when it comes to optimizing an e-commerce homepage, so getting a headstart on your optimizations should be paramount.

Your homepage should be optimized for both users and search engines and, at a glance, users should be able to see who you are, what you sell, and how to find your products all within a few seconds. When a search engine crawls your website, it needs to pull together all the information it can find about your business, which is what optimization is for. By properly optimizing your website, specifically your homepage, you’re indicating to search engines which parts of your website are the most important. For each bit of content, you add to your homepage, you will be assigning it with different tags, which creates a hierarchy of importance. On any homepage, you should include the most important piece of information above the fold, as this will form part of the user’s first impression.

When it comes to content on your homepage, you should optimize it using both a focus keyword and latent semantic indexing content (LSI). Choose a keyword that is both relevant to your e-commerce brand and is not too highly competitive or broad. Then, you should support this keyword in the content of your homepage with LSI content, which further helps search engines discover what your brand is about.

Design Your Website With Shoppers in Mind

Your website and product page designs should contribute to the overall shopping experience, rather than detract from it. No matter if you sell the best products at the most competitive prices, shoppers will get frustrated and leave if they find your website is hard to navigate, or tricky to use.

The design of your website should form an integral part of your overall SEO strategy. Overall website bounce rate is an important stat that you should pay attention to as you might find your rankings start to dip if you have a high bounce rate.

Having a well-designed website can help to improve your overall website bounce rate figures, but it can also improve the conversion rate on your website, leading to more sales. If visitors can easily flick through the different products and pages on your website, then they will be more likely to browse and make a purchase during that visit or return at a later date.

Your website should have clear navigation options and sensible menus for ease of navigation. You should also use images sparingly as these can contribute to a slow load time, which can lead to impatient shoppers leaving the website, thus driving up your bounce rate. Load time is a huge ranking factor, with one of Google’s most recent updates – Core Web Vitals – focusing on this specifically. It’s in your best interest to keep your website as quick loading as possible.

Clean URL Structures

The site address which a visitor uses to access a page on your website is called a URL. Given that they feature in such a small space, URLs include a large amount of information and can be detrimental to your website’s success, especially if you are an e-commerce site. URLs can contain names, product titles, actions or even file types. When it comes to SEO best practices, having clear URL structures is recommended. Not only are they good for the overall user experience, but they can also be used to further optimize your website.

You can change the URL tag to include keywords that you have optimized the page with to further indicate to search engines that the page is about a certain term. This can then build on the page authority and ranking. Search engines can get a lot of information from URLs, from keyword relevance to website menu and page hierarchy. At a glance, users can also tell what the URL will lead them to. This will mean that they are more likely to click through to the product and can increase the conversion rate.

Create Unique Content

If your e-commerce website is lacking in original content or doesn’t have a wide variety of products, then you might find it more difficult to rank for a number of different keywords. This can then impact your overall website performance. However, one way to combat this and give your shoppers more of a reason to buy your products is to create unique and informative content for each product and category page on your website.

For individual product pages, you should do keyword research based on the product and look for a lucrative keyword with which you can optimize the content with. By doing this with each individual product, you ensure that the content is unique and relevant to the product. If you have different variants of products that are on different URLs, then you should avoid using the same content across these pages.

Look to create unique content or, instead, add a rel=”canonical” link tag to each page. When a search engine crawls this page, it will see the tag and rather than class it as duplicate content, it will understand that this is a duplicate page and is to be disregarded. This isn’t ideal, however, if you want to ensure your website is thoroughly optimized for e-commerce and should be used as a temporary measure.

Write For Humans, Not Search Engines

One of the biggest mistakes that a lot of e-commerce websites make when it comes to optimizing the website is writing for search engines, rather than humans. Whilst you should optimize your website with search engines in mind, after all, search engine optimization is what will ensure that your website is put in front of potential customers, but everything you do on your website, from the content updates you make to the menu navigation, should be solely for the benefit of your users.

Your customers are not robots and they will not want to read long content filled with keywords that make no sense. Whilst this could help your website rankings, it won’t help your conversion rate or user statistics. If you have a marketing team that will be working on the website optimization, then you might want to consider looking at group SEO courses where they can learn more about optimizing a website for e-commerce, as this will provide invaluable resources that you can use as your business grows and adapts, or if you run into any issues.


With e-commerce businesses, a lot of owners want to start focusing on increasing their conversions and revenue straight off the bat. Whilst this is the right mindset, you’re generally about 3-5 steps ahead of your starting point!

Before you start selling, you need to get people actually landing on your website and becoming interested in your brand and this is where e-commerce website optimization comes in. Optimizing your website with an e-commerce focus sets your business up for success and if you follow the best practices mentioned in this article, then your e-commerce website will rank better, leading to more traffic and revenue,.

Originally posted 2022-02-22 02:55:31. Republished by Blog Post Promoter

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