We’re going to show you some statistics. Some very compelling statistics about the benefits of eCommerce SEO.
They’re going to prove to you that eCommerce SEO is not just important, but required for your eCommerce business to succeed.
This is the first article in a series that not only spells out the benefits of eCommerce SEO, but how to implement SEO for eCommerce sites.
So sit back and enjoy the ride. You’re on your way to a very discoverable future.
eCommerce SEO Terms
But first, let’s get some basic terminology out of the way.
- SERP: The Search Engine Results Page. This is the page you see after you submit a search to a search engine, complete with clickable links, ads, maps, the whole nine yards.
- SEO campaign: A planned, long-term effort for optimizing a website or collection of web pages to increase they’re SEO rankings.
- Ranking signal: Any factor that a search engine uses to decide where a website should rank in the search results.
- Organic search results: The links you see on the search engine results page because of their quality and relevance to the term you searched for.
- Paid search results: The links you see on the search engine results page that companies pay to show you. These appear at the top of the page, before the organic search results, and are branded with the word “Ad.” They only appear as long as the advertiser continues to pay for the position.
- CTR: Your CTR, or click-through rate, is the percentage of searchers who see your link in the Google search results and actually click on it.
- Crawling: When a search engine reads a page on a website by scanning its content and links.
- Indexing: When a search engine files your page into its database, making it accessible to users of the search engine.
- Off-page SEO: External factors and actions taken outside of your own website to improve search rankings on the SERP. For example, someone in your industry linking to your website.
- On-page SEO: Optimizing the content and structure of an individual web page to improve search rankings on the SERP. Using an eCommerce platform or online marketplace that is optimized for search out of the box can make on-page and SEO content for eCommerce easy.
- Technical SEO: Any adjustments to your website meant primarily to help Google crawl and index your site more effectively. Technical SEO for eCommerce sites is a big part of experience the full benefits of eCommerce SEO.
- Link building: Any action aimed at increasing the number and quality of external websites that link to your website. This is one of the more important off-page SEO for eCommerce efforts companies engage in.
- Keyword research: The practice of researching terms and phrases that users (your prospective customers) enter into search engines.
What Is eCommerce SEO?
eCommerce SEO, or eCommerce Search Engine Optimization, is the process of increasing the quantity and quality of eCommerce website traffic that comes from search engines.
And when we say quality, we mean how likely a visitor to your website is to take action. You may get a lot of traffic, but if that traffic isn’t transacting, it’s not high-quality.
We’ll be using Google as an example in this series, since almost 90% of global searches are Google searches.
To increase the quantity and quality of websites traffic means showing up higher in Google’s search results. And Google determines the order of search results using over 200 factors, or ranking signals.
The most substantial of those ranking signals are:
- Content relevancy and quality
- Page speed
- Website age and authority
- Publishing frequency
- User experience metrics (bounce rate, time on page, etc.)
- Mobile friendliness
- Logical website and content structure
SEO, then, is the act of trying to enhance ranking signals for a particular website or web page. This is especially important if you're in a very competitive field like running a subscription website.
Benefits of eCommerce SEO: Higher CTR
Here’s a chart, courtesy of Advanced Web Ranking, that shows the click-through rate (CTR) of search results by SERP position:
Web pages that achieve the #1 result see a CTR of over 30%. Web pages below the 6th result get a negligible amount of clicks.
And if you’re on the 2nd page, you may as well not exist.
The ultimate goal of SEO (restaurant SEO included), then, is to rank #1 for a term. But, as we’ve seen, sometimes that’s not realistic. Sometimes it’s enough of a victory to get somewhere on the first page.
In our case, it’ll mostly be SEO for eCommerce product pages.
Now, on to the stats.
Benefits of eCommerce SEO: Statistics
- A whopping 93% of all online experiences begin with a search engine (Search Engine Journal)
- 81% of online shoppers do research online before making a purchase (Millimetric)
- U.S. consumers spent roughly $710 billion on eCommerce in 2020 (eMarketer)
- According to a recent study, 65% of total eCommerce sessions came from search traffic (Statista)
- 70 to 80% of search engine users ignore paid ads (SMA Marketing)
- Organic traffic can provide up to 40% of your company’s revenue (BrightEdge)
What does this tell us?
That there’s an almost inconceivable amount of money being spent online. That it’s primarily found through search engines. And that the organic search results get the majority of the clicks.
Optimizing your eCommerce website to show up in search results organically, to be one of those results that drives all these sales, is eCommerce SEO.
What Happens When You Ignore SEO for eCommerce Sites?
Well, you get none of the benefits of eCommerce SEO.
Quite simply, you’ll be voluntarily putting yourself at a massive disadvantage compared to your competitors. Unless you have the largest and most prolific sales team on earth, you won’t ever come close to replacing what SEO can do for an eCommerce company.
There are many different facets to eCommerce SEO, and this guide is going to walk you through them all.
Up next: On-page SEO for eCommerce.
Let’s get started.