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Promote Your Site \ FEB 13th 2017

How These 3 eCommerce Sites Nailed Their SEO

As a business owner, you’ve brought your passion to life by creating a stunning online store, but now comes the most important part; bringing traffic to your site. How do you do that? By having killer SEO, of course. And you’re in luck because Wix has the best SEO for your website. We’ve examined some online stores built using the Wix website builder and broke down the best practices that got them ranked on Google so you can implement them by yourself. Get ready to start climbing Mount Google, too!

Before we dive in, let’s go over four terms that are essential to understanding  SEO:

  • Page title: Every page within your site should have their own unique title, which includes the main keyword(s) for that page. You can manually adjust these for every page in the Editor under “SEO settings.” The page titles for your product pages are automatically generated with the following pattern: [Product Name] | [Site Name/Business Name].
  • Meta descriptions: While they don’t have a direct effect on rankings, you should be optimizing these to improve click-through rate from search results – in other words, to bring traffic to your pages. In eCommerce this is an important place to include relevant keywords, information, call to actions etc.
  • URL structure: Include search engine friendly URLs for each of your pages. They should be descriptive and straight to the point.
  • Header tags (H1, H2, H3, etc.): The H1 is a piece of text showing on your website that you define as “Page Title” in the text Editor. Google & friends use this to determine the context or the main topic of a page. Remember to use only one H1 per page – this should be representative of your page content.

Essential terms for SEO

Now that you have a better understanding, let’s dive in!

Age of Beard

Age of Beard

Not long ago, Wix ran a pretty exciting campaign. Online store owners were invited to enter for a chance to win their very own commercial starring Shaquille O’Neal. The winner of that campaign, Alfredo, is a beard oil connoisseur and the creator of Age of Beard. He’s ranking in the top position for the competitive term, “Organic Beard Products,” and other relevant terms such as “Organic Beard Oil.” Age of Beard also managed to rank with category pages in top results such as “Handmade Beard Brush.”Site ranking

How did he do it?

Apart from mastering the 4 core points mentioned above (scroll up if you missed it!), he did a particularly good job with his product names, content and site structure.

Product names – Age of Beard has descriptive product names. For example, The Lumberjack Premium Beard Oil (1 oz.| 30ml), could have been called the Lumberjack, but by actually including the type of product (premium beard oil) and the size (1 oz.| 30ml), the keyword (beard oil) is being used and helps to explain to search engines exactly the type of product he’s selling.

Content – The category page where his products are listed has descriptive and relevant content. A potential client can find everything they need or want to know about the product, such as the different fragrances, quality, type, size, ingredients etc. Alfredo also includes customer reviews at the bottom of category pages, increasing credibility for the site and products while providing another source of unique content.

Site Structure

It’s particularly important for eCommerce sites to get this right as it affects the usability, conversion and rankings.

  • Every category has its own dedicated page
  • The shop is easily accessible and visible in top menu
  • Clear URL structure
  • Internal Linking (linking between pages)

What is internal linking? Internal links help search engines understand the structure of your whole website. This is the reason why it’s important to write descriptive anchor text for your links. Interested in this topic? We dive deeper into site linking here – and, yes, this is an example of internal linking. 

Images

  • Age of Beard has high-quality images with relevant Alt Text, showcasing the product from different perspectives. In WixStores, the Alt Text can be adjusted manually, so make sure to give it a descriptive Alt Text including your keyword.  

If you have relevant names for your images, Google will understand which queries your product is relevant for. If Age of Beard’s image didn’t have an Alt Text, Google wouldn’t know to display it for this specific search.

Alt Text on images

You can do it, too!

If you want to dominate SEO just like Age of Beard, remember to:

  • Create dedicated category page for your products
  • Link internally within your site where possible
  • Have descriptive product names
  • Add detailed product descriptions
  • Collect customer reviews
  • Optimize your images with descriptive Alt Text!

YAMA Jewelry

Yama Jewelry website

Anyone running a search of Yama Jewelry on Google will find six site links, or subheadings – see image below -, from their site right in the Google search. This is done because Google finds these additional searches helpful for someone running that search. And they’re right! If you’re searching for this jewelry store, you’ll likely want to jump right into their online store and collections.

The benefits of adding subheadings (or site links) 

There are several benefits of adding subheadings AKA site links. First, they give people looking specifically for your company fast access to your inner pages. Searchers will only see these results if they do a branded search, making the click through to your site very high. Other related searches, like potentially unwanted news articles, other competitor results or even third party distributors will be pushed down.

Plus, having a clickable “Shop” link showing on Google will obviously make a searcher more likely to head right to your store.

The benefits of adding sitelinks

You can do it, too!

Now that you’ve seen the site links that Yama Jewelry generates, you probably want to know how you can achieve this for your own online store. Here’s what you need to do to customize your site subheaders or site links:

  • Rank #1 for the branded search (in this case, Yama Jewelry is ranking first for their name)
  • Build your site with your customer in mind. You want to have a clear navigation path with just a few clear categories or pages, like Shop, Collections (for all collections!), About Us and Contact.
  • To help Google better understand, submit an XML Sitemap to Google Search Console by following these steps:

– Go to your Google Search Console Account
– Select your site
– Click on ‘Crawl’ on the left sidebar
– Select “Sitemaps”
– Click on “Add/Test Sitemap” (red button on the top right)
– Complete suggested URL with “sitemap.xml” so it reads http://www.yoursite.com/sitemap.xml
– Click Submit

  • Include internal links
    – The most important page should have the highest number of internal links
    – The second most important page should have the second highest, and so on.

Keep in mind

Before you become a site linking prodigy, it’s important to remember a few things. First, Google will decide which subheaders (if any) are worth showing and they will display only those that they think will be of use to the searcher. It’s also important to build your site with the end user in mind. Reminder! In the case of online stores, you should have a site link/subheader called “Shop” and submit your sitemap to Google Search Console.

Sawako – The Stylish Bicycle Helmet

Sawako Helmets website

Remember the days when you used to sport a standard (unflattering) bike helmet? Neither do we. Since Sawako Furuno came along and took the bicycle world by storm, nobody’s looked back. In truth, even if you wanted to look back you wouldn’t be able to because she’s ranked on the first page of Google for nearly every stylish helmet related keyword such as ‘cute bicycle helmets’ or ‘stylish bike helmet’.

How did she do it?

Simply put, she found her niche. All style related keywords that are related to bicycle helmets can be found across the content of her website, from the meta description to her title tags, in a naturally occurring way. This allows search engines to understand what her site is about. It also helps that she has clear call to actions across her online store, inviting everyone to shop for some stylish helmets.

Another way Sawako dominates her SEO is through some killer off-page optimization. She manages to get a lot of press about her brand which ultimately adds to her credibility. She’s also connected her social channels to her website and built up a solid community.

You can do it, too!

Keyword research is an essential part of your website’s optimization, so we recommend you familiarize yourself with tools like Google’s Keyword Planner or Moz’s Keyword tool. Find a keyword that has a relatively high search volume, but that’s not too general or too competitive. For example, a term like bicycle, is too general: web users who search for this specific word, are probably looking for very broad information like the history of two wheels, different existing models etc. – and Wikipedia will answer their needs. Once you picked your keywords, include them in your page titles, meta descriptions and header tags. Want to dig into the fascinating world of keywords research? We tell you how to do keyword research in a very simple way.

Keep in mind

If you want to become a keyword maven, don’t overuse and repeat keywords just to get ranked. Google tends to imitate human behavior, so using keywords within your site should be natural. You wouldn’t say to a client: “stylish helmet, stylish helmet, stylish helmet” to convince them about the quality of your product, so you shouldn’t stuff your site with keywords. If you want to make sure you’re using keywords the right way, try Wix SEO Wiz – your new best friend when it comes to optimizing your website.

Again, be sure to optimize your titles, descriptions and content so you can build your site’s credibility. Try to get meaningful links directing to your store by collaborating with business partners, clients, vendors, directors or relevant blogs. These links will prove to Google that you’re a powerful player in your domain. Looking for a cherry on top of your SEO cake? Build your brand awareness by beefing up your social presence just like Sawako did! Oh, and don’t forget to incorporate social sharing buttons on your product pages so visitors can easily share a product they like and therefore, increase the reach of your content (and cool products).

Ready to get your eCommerce site found? Create your online store with Wix!

by The Wix Team
Wix

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