Taking your ecommerce SEO to the next level





Blog Date

June 2, 2024


UK, Manchester

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Taking your ecommerce SEO to the next level

Taking Your Ecommerce SEO to the Next Level

You know, when I first started out in this crazy world of SEO, I can’t tell you how many times I’d come across a prospective client and think, “Wow, this one’s going to take 250 hours just to get them competing with all the sites that have been there for years.” Sometimes that turned out to be the case, but more often than not, the majority of sites were so poorly optimized that the biggest hurdle was their longevity in the SERPs and maybe their inbound link depth.

Now, don’t get me wrong, that inbound link depth can be a real bear to overcome. But the way I see it, if you can ensure your client’s site is highly optimized and has enough non-duplicate content, you can usually overcome even the most intimidating link profiles. The tricky part is dealing with sites built on off-the-shelf content management systems or proprietary frameworks. That’s where you’ve really got to get your hands dirty with some serious customization, both on the backend and the frontend.

But hey, that’s where the real magic happens, am I right? It’s like, you take this seemingly complex mess of a website, and you start peeling back the layers, uncovering all these hidden opportunities for optimization. And let me tell you, when you finally see those rankings start to climb and the traffic start pouring in, it’s like Christmas morning for a digital marketer.

MCR SEO, the agency I work for, has honed in on this approach, and let me tell you, the results have been nothing short of spectacular. We’re talking about taking ecommerce sites from relative obscurity to dominating their niche in a matter of months. And the best part? It’s not rocket science, it’s just good, old-fashioned, strategic optimization.

Mastering the Anatomy of the Top-Level Landing Page

Now, one of the first things I always tackle when working with an ecommerce client is their top-level landing pages. I can’t tell you how often I see sites that have these pages semi-optimized or not optimized at all. And I get it, the designers are all about that minimalist look, and the clients are like, “Ugh, too much clutter!” But come on, people, if you want to get found in those organic search results, you’ve gotta put in the work.

So, let’s start from the top, shall we? First and foremost, you’ve gotta nail the naming convention. I can’t tell you how many times I’ve seen “Gallery” or “Catalog” as the only name for these critical pages. I mean, seriously, there’s gotta be at least 50 million pages out there using one of those words. Let’s get a little more creative, shall we? If you’re talking about a stock photo site, for example, why not try something like “Stock Photo Collection” or “Premium Stock Imagery”? You get the idea.

And while we’re at it, let’s make sure we’ve got some actual content on these pages, shall we? I know, I know, the designers are all, “Ooh, let’s just keep it clean and simple,” but trust me, a little bit of well-crafted copy can go a long way. Maybe a brief description of the category, a few strategically placed keywords, and boom, you’re already leagues ahead of the competition.

Now, one more thing to consider on these top-level pages: try to avoid that ugly repetition in the captions and alt text if you can. I know, sometimes it’s unavoidable, but if you can find a way to mix it up a bit, do it. Maybe use the category name in the alt text, but get a little more creative with the captions. And don’t forget about those link titles – that’s another golden opportunity to sprinkle in some optimized language without it looking too forced.

Diving into the Category-Level Pages

Alright, now that we’ve got the top-level pages dialed in, let’s take a look at the category-level pages. This is where things can really start to get interesting, my friends.

One of the first things I like to focus on is the breadcrumbs. You know, those little navigation elements that show you where you are on the site. Well, here’s a pro tip for you: don’t just slap some generic text in there and call it a day. Nope, you’re going to want to make sure those breadcrumb links are optimized to the nines. And just like with the top-level pages, don’t be afraid to get a little creative with the phrasing.

And while we’re on the topic of headers, let me tell you, this is one area where I see a lot of sites drop the ball. They’ll have something like “Stock Photos – Animals” as the header, which is fine, but then you look at the breadcrumb and it says “Stock Photos > Animals.” Come on, people, let’s get these things aligned! That’s where that handy-dandy “Optimized Category Name” field I was talking about earlier comes in real handy.

But wait, there’s more! Remember those tags I mentioned on the top-level pages? Well, they’re just as important, if not more so, on the category-level pages. And listen, I know what you’re thinking, “Ugh, tag clouds are so ugly.” Well, my friend, that’s where you get to flex your creative muscles. Instead of going the tag cloud route, why not try something a little more visually appealing? Maybe a nice little row of links, or even better, a grid layout that really makes those keywords pop.

Optimizing the Product Detail Pages

Alright, now we’re getting to the real meat and potatoes of your ecommerce SEO strategy: the product detail pages. This is where the rubber really meets the road, my friends.

One of the biggest issues I see with product detail pages is the lack of attention to detail when it comes to things like alt text, captions, and metadata. I mean, come on, if you’re not properly optimizing those elements, you’re just leaving money on the table. And don’t even get me started on the whole “image not available” debacle. I swear, it’s like the developers just throw their hands up and say, “Ah, who cares, no one’s going to notice.”

Well, let me tell you something, my friends, Google cares. And you know who else cares? Your potential customers, that’s who. So, let’s make sure we’re taking the time to craft those alt texts and captions in a way that not only speaks to the search engines but also resonates with the humans who are actually going to be seeing them.

And while we’re at it, let’s not forget about those headers, product names, and descriptions. I know, I know, it can be a real slog to come up with unique content for every single product, but trust me, it’s worth the effort. Because the way I see it, if you can’t be bothered to put in the work to make your product pages stand out, why should anyone bother to buy from you?

Bringing it All Together

Now, I know what you’re thinking, “Wow, this guy really likes to talk, doesn’t he?” But trust me, when it comes to taking your ecommerce SEO to the next level, there’s no such thing as too much information.

The bottom line is, if you want to dominate your niche, you’ve gotta be willing to put in the work. And I’m not just talking about keyword research and link building (although those are certainly important). No, I’m talking about getting your hands dirty with the nitty-gritty details of website optimization.

From the top-level landing pages to the product detail pages, every single element of your site needs to be carefully crafted and strategically optimized. And let me tell you, when you start to see the results – the traffic, the rankings, the sales – it’s all worth it.

So, what are you waiting for? MCR SEO is ready to take your ecommerce business to new heights. Let’s get to work!

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