Every hour, millions of people search the web to find the products and services they need. And most people don’t click past the first page of results.
As a small business owner researching how to market your business, you’ve probably come across the term “search engine optimization,” or SEO. This is the process of tweaking the content and structure of your website to improve your search rankings, usually in Google, which has, by far, the biggest market share among search engines.
What is SEO?
E-commerce SEO is a lot like SEO for any other website. You’re trying to show the bots that crawl the internet that your web page is the one most relevant to a search term. It’s how you generate organic traffic (traffic you don’t have to pay for) for your e-commerce store.
Effective e-commerce SEO can boost your page to the top of a Google search engine results page (SERP), right beneath the paid ads and next to the sponsored sidebar content, without you paying anything—it merely requires an investment of time and effort.
When Google and other search engines crawl sites, they consider a number of factors to determine ranking in SEO, including:
- How often relevant keywords are used on your site
- What context those keywords are used in
- How authoritative your site content is
- The quality of the links on your site
- How often other sites link back to your page
- How authoritative those other sites are
SEO is split into 2 categories: on-page SEO and off-page SEO. On-page SEO includes elements directly on your website like the keywords you use, the sources you link to, the structure of your content, and page formatting. Off-page SEO involves external elements like backlinks to your site from other sources. Read our What is SEO and how it works article for more of the basics on SEO before you continue.