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Ecommerce SEO – Get Traffic to Your Online Store [Top 4 Factors]

Ecommerce SEO – Get Traffic to Your Online Store [Top 4 Factors]


– In this video, I’m gonna show you how to get more traffic to your ecommerce site. Specifically, you’re gonna
see the four most influential ranking factors that go into ranking your online store to the top of Google. These are the same ranking
factors that one of my students recently used to dramatically increase his ecommerce site’s organic traffic. I’m Brian Dean, the founder of Backlinko, the place where marketers turn for high rankings and more traffic. And if you wanna learn how to quickly get more traffic and customers
to your ecommerce site, make sure to watch the rest of this video. (techno music) A student of mine, Darren Dematas, recently decided to launch
his first ecommerce site, the camping and survival
gear store, TopSpecUS.com. Like many ecommerce entrepreneurs, Darren was a new player in a
super-competitive industry. Most people in his
position would just create a bunch of product pages
and hope for the best. Please get traffic, please get
traffic, please get traffic. But Darren knew that ecommerce SEO would make or break his site’s success. So he focused on the four ranking factors that I’m about to show
you and organic traffic to his most important
product and category pages increased across the board,
sometimes as much as 259%. Now that you’ve seen how well these four ranking factors
work, it’s time for me to show you exactly what they are and how you can take advantage of them. Okay, let’s kick things off with ecommerce SEO ranking factor
number one, Domain Authority. Here’s the deal, it’s no secret that the quantity and quality of the backlinks pointing to your site is
Google’s top ranking factor. And, yes, this also applies
to ecommerce websites. The question is, how can you
get someone to link to your site if it’s made up of 100%
product and category pages? The short answer, you can’t. The fact is, people wanna link to sites that have valuable content. Without that, you’re gonna
have a hell of a time building white hat backlinks. That’s the bad news. The good news is that even ecommerce sites can publish awesome content. When you do, you’ll build up your site’s overall domain authority,
which will help your product and category pages rank in Google. In fact, ecommerce giants
like Amazon very rarely have links pointing directly
to their product pages. Instead, they rank based on
their sitewide link authority. For example, when Darren
first launched TopSpecUS, he created a high-value round-up post called Pistol Shooting
Tips from 20 Sharpshooters. And because this post
attracted quality backlinks, it increased his site’s Domain Authority, which boosted the rankings of one of his important category pages,
Heavy Duty Bags, by 259%. The bottom line? Use content marketing to increase your ecommerce site’s
overall Domain Authority. That boost in Domain
Authority will increase the rankings of your
product and category pages. Next up, we have a ranking
factor that’s super important, product page optimization. If you’re like most ecommerce site owners, a good chunk of your search engine traffic goes to your product pages. But more importantly, 100% of your conversions
come from your product pages. In other words, the more traffic you get to your product pages, the
more money you’ll make. The question is, how do you optimize your product pages for SEO? It’s simple, use this
four step action plan. First, add modifiers to your
product page title tags. Now you obviously wanna
use your target keyword in your title tag, but don’t stop there. Adding what I call
modifiers to your title tag can help you rank for dozens
of long tail searches. For example, let’s say
the target keyword for your product page is noise
cancelling headphones. Instead of making a title tag simply noise cancelling headphones
at Headphones R’ Us.com, you’d add a word or two that
people are likely to use when searching for that keyword. Here’s some common terms that people use when searching for products in Google. So, your title tag could
be something like this. The words best and cheap
are title tag modifiers and these terms will help
you naturally show up for long tail searches
that contain those words. Next, you wanna add magnet
words to your title. I see very few people
optimizing their title tags for click through rate
and it’s a huge mistake. After all, Google has stated that they use CTR in their algorithm. And even if they didn’t use CTR, it still makes sense to optimize your title tag with CTR in mind. Why? Because higher CTR means more clicks which means more traffic
which means more sales. Fortunately, you can easily boost your CTR by adding these magnet words to your product and category page title tags. Here’s an example of these
magnet words in action. Now it’s time for
on-page tip number three, which is to include at
least 1000 words of content on your most important product pages. Industry studies have
found that longer content tends to rank better in Google. And yes, these findings also
apply to ecommerce sites. The fact is this, Google
wants to understand what your page is all about and when you provide lots
of content to Google, you help them do just that. Plus, when you publish long
content, your customers can help understand what they’re about to buy. So it can increase conversions too. Now, you’re probably not gonna have time to write 1000 words of content for every product page on your site. That said, I highly recommend writing long product descriptions for your 10 most important product pages. For example, this Amazon product page for a Kitchen Art mixer
boasts 2,109 words. Now it’s time for our last
product page optimization tip which is to include your target
keyword three to five times. Let me be clear here,
this has nothing to do with keyword density or keyword stuffing. It’s simply making sure your
keyword appears on your page so Google understands what
your page is all about. For example, if your target
keyword was 6 Quart Crockpot, you’d wanna make sure you
have that exact phrase in your product description
at least three times. Now it’s time for our third ranking factor which is your website architecture. Site architecture or how
the pages on your site are organized and arranged, is an important SEO
consideration for any site. But it’s twice as important
for ecommerce websites. That’s because your average
ecommerce site has a lot more pages than your average blog
or local pizza shop website. With that many pages, it’s critical that your site architecture
makes it easy for users and search engines to find the most important pages on your site. The secret, following the golden rule of ecommerce site architecture. Keep every page three or fewer
clicks from your home page. For example, take a look at
this site’s architecture. What’s wrong with this picture? The site’s architecture is way too deep. Most ecommerce sites tend
to get the most links and therefore authority
to their home page. And when you have a
deep site architecture, that authority is diluted by the time it reaches your product
and category pages. In this example, it takes six clicks to reach the first product page. So, what’s the solution? Make sure your products are no more than three clicks from your home page. PetSmart sets up their site
with this rule in mind. For example, let’s say that you wanna get a new dog food bowl for Fluffy. You’d head to the site’s home
page and click the dog link. Then click bowls and feeders. And you’ve have a list of
products in that subcategory. Just like that, you found what you want. And Google can easily find and index all of PetSmart’s product pages. Now it’s time for our last Google ecommerce ranking factor, URL length. I recently teamed up with a bunch of SEO software companies
to conduct the largest search engine ranking factor study ever. In total, we analyzed a
million Google search results. So, what did we find? We discovered that short URLs tend to rank better than long URLs. For example, let’s say
that your ecommerce site sells organic bird food. All things being equal, URL number one would rank better than URL number two. One word of warning, you
don’t necessarily wanna go back and change your
long URLs to shorter ones. That can cause serious SEO issues. Instead, set up your
URL structure so all of your new product and category
pages have short URLs. Did you learn something
cool from today’s video? If so, make sure to subscribe to my YouTube channel right now. Just click on the big ole
Subscribe button right here. Also, if you want exclusive SEO techniques that I only share with email subscribers, head over to backlinko.com and
sign up for the newsletter. It’s free. Now, I wanna turn it over to you. Which of the techniques from this video are you going to use first? Are you gonna start to build
up your Domain Authority or maybe you wanna start
using shorter URLs. Let me know by leaving a
comment below right now. This teaches you also…I’m
having last video syndrome. (man yelling in background)
No, not Nelly, man. There’s a bug on the screen. If you wanna learn…blah,
blah, blah, kinda thing. Next to…it’s hard to fake it.

100 thoughts on “Ecommerce SEO – Get Traffic to Your Online Store [Top 4 Factors]

  1. Hi, can i change my store domain? I want the domain authority but i have already my domain, do i have a chance to change it for clearer domain? Thanks

  2. Hi Brain ,You are the best ;I always follow you to clear my doubts;I learn many things from you ;Love from India

  3. Hey Brian, very helpful tips in this video. I Just have started my E commerce business that is www.hamiast.com and i want more traffic on this website and wanted to start SEO for this website please suggest me best possible way to start.

  4. Hi! I'm very new to this SEO, Keyword, TAG thing.
    I'd love to know how these terms relate to how you use a hashtag on instagram. For example, if I take a picture of lisbon, I might use several similar hashtags like #photosinlisbon #photographinglisbon #Photographersinlisbon. Would this make sense when using SEO terms/Meta tags/Meta descriptions/Keywords on my website?
    Does this work in the same way?
    Thanks in advance!

  5. Brian I have a question about the Url length. If we have to target let's say "Nikon D500 price in uae" Also this keyword we want to rank. So is it important to use this long Keyword in Url as well. Or we can Actually use only www…./Nikon D500 . Which is the best Practice!

  6. Awesome tips, we will try to arange it for our website shop www.t-style.pl also it is clear that we are your new subscribers 🙂

  7. Can one of you guys explain something to me…. I understand guest posting backlinks and post comment backlinks, but what else is there? Other then your own website pointing at different posts then where else would you put a backlink?

  8. I have my website on wordpress but my shop in Sopify, it has to be like this because of limitations, what can I do for my SEO in this case?

  9. brian, should I aim for product pages to be 1890 words, i noticed you mentioned 1000 but i'm guessing longer is better

  10. So much value my man! Thank you so much I’m gonna start implementing this into my business right away!! I even took notes and everything lol Thank you thank you thank you! This information is worth thousands of dollars

  11. Hi, awesome video! I was wondering how important image optimization and alt tag might be. Since it takes so much time to do that for a ton of products that my client has, would be great if anyone knows so I can justify the time, thanks a lot!

  12. An effective technique that can help you drive traffic would be influencer marketing. It's what i used in growing my business where i run through a website.

  13. Thank you soooo much for this info! I am happy I subscribed to your page before going live with my website 👍🏼

  14. Great job I'll try that but I wonder if it will work for an affiliate site? Since all product pages are imported from Amazon. Granted I can create good content but what difference will it make if I have 4-10 great content sites and 1000s of product pages???
    Any tip here?

  15. Why do I feel like every video has some of the same arguments and actual video sections? I think I saw parts of this video in another video.

  16. Hi Brian, Thanks for very helpful videos. Helped so much. But still, have one more question. I have an online store and for making short URLs I changed URL structure for products from https://domain.com/category-name/product-name/ to https://domain.com/product-name/ but after watching your video started to wonder maybe this structure is confusing for search consoles.

  17. Hi Brian, thanks for awesome videos. I recently develop an ecommerce website. You mention to make good quality content for important product pages. For example, I sell Hoodie Jacket and there are so many Hoodie Jacket products due to different graphic print. Can I use same content description for all Hoodie Jacket Products? Is Google will read the content as duplicate content? I plan to apply this same content with backlinks for all Hoodie Jacket Products.

    Please give me ideas 🙏😄

  18. You are amazingly Great Brian, you are so perfect and express lot of passion in conveying what you are aware , Thanks Brian, i am a fan of your content

  19. You’re the best! We’ll try to gain domain authority first of all then proceed to the rest. Loved this video, we’ve tried Instagram contenting and giveaway contests but very little sales. Hopefully this will help us.

  20. Very Nice Brian, Blogging is not enough, its part of it. E-commerce for a year nothing is happening, the theme is poor, images need a major upgrade. Now, the store needs SEO tricks without going black hat. I am thinking the white hat is better. The big thing I can't focus on sites if I am building sites and SEO. Sales or Sites E-com requires product updates, taxes, shipping and CS. I am thinking may need to start over and rethink this with your help.

  21. I have a question. When your filling out your title page. do you put in the name of the store.. like Two rocks for sale | the rock seller

  22. Great Video. The thing which is more work for me and my clients are EMD( exact match domain) domains . because these are easy to rank on a specific keyword. So you can get Free organic traffic and sales for Free

  23. Sir i am selling Artificial flowers, they will have just size, color n shape variation, so can i write common description for Artificial flowers and can use in all products ?

  24. If we add the same analytics codes on the website, one is directly on source code and one from tag manager. We will get any issues with this?

  25. Hi Brian, thank you so much for this. a year later and I found it helpful. I started off by creating more content like the first suggestion.

  26. Hey everyone! Just out of curiosity, what would you say is your single biggest challenge when running an ecommerce store ?

  27. Hello, is it good to have a long describe and copy that for many products and change few parts of it?

  28. I have one question regarding short url's. What if I got 10 type of similar products, what should I do to avoid "almost duplicate" url's?

  29. Brian, do you suggest finding additional categories your current product inventory can fit into in order to have more pages ranking (assume kw research)? Additionally, do you know of any major differences between bigcommerce and Shopify from an SEO perspective?

  30. Hello Brian. Thanks for putting it out there and on my level (newbie) I have a website that goes live soon. Would it benefit me to have videos of my products on the site that customers could see the products in use?

  31. Hi which one is better to create more subcategories …or create one big category and then subdivided For Example
    (1) Arduino Micorcontrller
    UNO (3-4 Product)
    Nano (3-4 Product)
    (2) Arduino Sensors
    OR
    (1) Arduino
    (a) Microcontroller
    (b) Sensors

    etc

  32. Thank you so much for all that you do, I have an online shop and I was paying google for nothing! Thanks to you at least now I can go to the right direction in regarding my shop. Stay blessed.

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