Entry Level SEO Tips for Small Ecommerce Websites

2024-09-09

small ecommerce websites are facing fierce competition not only from global giants like Amazon, but also from other niche platforms. While this may seem daunting, Search Engine Optimisation (SEO) provides an accessible and effective way to level the playing field. With the right strategies, even the smallest ecommerce site can significantly improve its visibility and drive traffic. However, for beginners in ecomerce SEO, the wealth of information can be overwhelming. This article will provide entry-level SEO tips, specifically tailored for small ecommerce websites, to help build a strong foundation and set up for long-term success.

1. Optimise Product Descriptions and Titles

When customers search for products online, the words they use often match those found in product descriptions and titles. It’s essential that product titles are clear, descriptive, and contain the primary keywords that potential customers might use to search for them. For example, if you sell handmade ceramic mugs, a title like "Handmade Ceramic Mug – Unique Designs, Eco-Friendly Materials" is more likely to be picked up by search engines than a generic title like "Beautiful Mug."

Key tips for product titles and descriptions:

• Use relevant keywords but avoid "keyword stuffing" (overusing them to manipulate rankings).
• Be descriptive: Explain the product’s features, materials, size, and benefits in a natural way.
• Ensure the descriptions are unique to avoid duplication penalties. Copying manufacturers' descriptions verbatim can hurt rankings.

Anecdotal evidence suggests that small ecommerce businesses that tailor product descriptions to reflect customer search behaviour see improved rankings. One UK-based clothing startup saw a 20% increase in search traffic after optimising its product descriptions to include size, fabric details, and benefits of the materials used (SEO Journal, 2023).

2. Ensure Fast Website Loading Speed

Website speed has a direct impact on both user experience and SEO. Research shows that 53% of mobile users abandon a website that takes longer than three seconds to load (Google, 2022). Slow-loading websites frustrate users and lead to higher bounce rates, which in turn signals to search engines that your site is not providing a good experience, thus impacting rankings.

Tips to improve loading speed:

• Compress images without losing quality. Tools like TinyPNG can help.
• Minimise HTTP requests by reducing the number of elements on each page (e.g., scripts, images, and CSS).
• Use browser caching and consider a Content Delivery Network (CDN) to serve your website faster to visitors from different locations.

For ecommerce sites, this can be particularly important, as each product page often has multiple images, which can slow things down if not properly optimised.

3. Mobile Optimisation is Crucial

Mobile commerce, or m-commerce, continues to grow. As of 2024, mobile devices account for over 58% of all ecommerce traffic globally (Statista, 2024). This means that if your ecommerce site isn’t optimised for mobile devices, you are losing a significant portion of potential customers.

Search engines also prioritise mobile-friendly websites, particularly after Google’s "mobile-first indexing" update, which ranks websites based on how well they perform on mobile. To ensure your ecommerce website is mobile-friendly, make sure that:

• Your website design is responsive, meaning it adjusts automatically to fit different screen sizes.
• Buttons and navigation are easy to use on smaller screens.
• The mobile version of your site loads quickly.

A Brighton-based retailer of eco-friendly cosmetics found that by ensuring mobile optimisation, they reduced their bounce rate by 15% and saw a noticeable uptick in mobile transactions (Marketing Week, 2023).

4. Use Structured Data (Schema Markup)

For small ecommerce sites, getting listed in the top search results can be a challenge. However, structured data or schema markup can help make your product listings stand out by providing additional information directly in search results (often called “rich snippets”). For example, including schema markup for product ratings, prices, or stock availability can lead to these details being displayed under your website link in search results, making it more likely that a user will click through to your site.

Schema markup can also be used to enhance search engine understanding of your site, which may lead to improved rankings. Implementing structured data may seem intimidating for SEO beginners, but tools like Google’s Structured Data Markup Helper make it simpler for non-developers.

5. Create High-Quality Content Beyond Product Pages

Many small ecommerce websites focus only on their product pages, but creating additional high-quality content can have significant SEO benefits. A well-maintained blog, for instance, allows you to target more keywords, improve your site's authority, and provide valuable information to your audience. Additionally, content that answers potential customers’ questions or addresses their pain points can help draw organic traffic from search engines.

Consider creating content like:

• Product guides (e.g., “How to Choose the Best Eco-Friendly Backpack”)
• FAQs related to your products or industry
• How-to articles demonstrating the best use of your products

A local pet supply business in Leeds found that by publishing weekly blog posts about pet care tips and product guides, they saw a 25% increase in organic traffic over six months (Ahrefs, 2023).

6. Focus on Building Quality Backlinks

Backlinks—links from other websites pointing to your ecommerce site—are one of the most important ranking factors for SEO. However, not all backlinks are created equal. It's not about the quantity of links, but rather the quality and relevance of the sites linking to you. Earning backlinks from trusted and authoritative sites in your industry signals to search engines that your site is also credible.

Ways to earn backlinks include:

• Guest blogging on reputable websites in your niche
• Creating valuable, shareable content such as infographics or research reports
• Reaching out to influencers or bloggers to review your products or mention your site

SEO expert Neil Patel highlights the importance of relevance, saying, "One link from a highly relevant, authoritative site is worth more than dozens of links from unrelated sites" (Patel, 2023).

7. Focus on User Reviews and Testimonials

User reviews are incredibly influential, not only in boosting trust and credibility but also in enhancing SEO performance. Google actively uses user-generated content, such as reviews, as part of its ranking algorithm. Encouraging your customers to leave reviews on your site or third-party platforms like Google My Business can improve your visibility and local SEO performance.

Research by BrightLocal found that 85% of consumers trust online reviews as much as personal recommendations (BrightLocal, 2023). Additionally, product pages with user-generated reviews often rank higher in search results, as they provide fresh, regularly updated content.

A small electronics retailer in Manchester saw a boost in local search rankings after implementing a structured review system on their product pages and encouraging happy customers to leave feedback.

8. Optimise for Long-Tail Keywords

For smaller ecommerce sites, competing for popular or highly generic keywords is often an uphill battle. Long-tail keywords, which are more specific and less competitive, offer an effective alternative. While search volume for these phrases is lower, they tend to attract more qualified leads because they align closely with user intent.

For example, instead of trying to rank for the highly competitive keyword "running shoes," you could focus on more specific long-tail phrases like "best trail running shoes for winter."

By focusing on long-tail keywords, you can better target niche audiences who are more likely to convert into customers.

For small to medium sized ecommerce websites, SEO might seem like a complex and daunting task. However, by following these entry-level strategies—optimising product pages, ensuring mobile-friendliness, leveraging structured data, creating quality content, and focusing on local SEO—businesses can begin to see tangible results. SEO is not a one-off task but an ongoing process that requires time and effort. With patience and dedication, even small ecommerce sites can rise above the competition and secure a strong online presence.

References

• SEO Journal. (2023). Optimising Product Descriptions. Retrieved from SEO Journal
• Google. (2022). Mobile Search and Site Speed Statistics. Retrieved from Google
• Statista. (2024). Mobile Commerce Trends 2024. Retrieved from Statista
• Marketing Week. (2023). Mobile Optimisation Case Study. Retrieved from Marketing Week
• Ahrefs. (2023). The Role of Blogs in Driving Traffic. Retrieved from Ahrefs
• Neil Patel. (2023). Backlink Strategies for Ecommerce. Retrieved from Neil Patel
• BrightLocal. (2023). Consumer Trust in Online Reviews. Retrieved from BrightLocal