9 ways SEO drives money-spending customers to your eCommerce website

By Ray Saddiq
May 18, 2022
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So you want more customers coming to your eCommerce website? Don’t worry I’m not trying to sell you anything. There are no courses or services, just us sharing some of our knowledge with you and your online business.

Firstly, I wanted to introduce myself, Hi I’m Ray 👋🏽 – Nice to e-meet you, I help our amazing Ecommerce clients at Evergreen drive more money spending customers to their website. I wanted to share some of the top tips that anyone can do for free, to use SEO to drive some customers.

Often I get asked why do eCommerce websites need SEO? My answer is always the same.  People are searching every day for your product no matter what it is. You just have to be put in front of them and that’s what SEO does.

I wanted to add that SEO takes time, it’s not like social or paid where often results can be immediate and short-lived. Search engines take a while even to notice you have made any changes. This can take weeks or even months. So please keep this in mind.

The benefit is that when implemented correctly, SEO can work “in the background” for you. With very little effort for months or even years. The 9 tips I’ve included when used together will definitely help increase your visibility and help put you in front of money spending customers within search. I’ve included some great promotion hacks at the end of the article so keep an eye out for them!

So let’s get started.

I’ve broken this into 3 sections to make it easier for anyone reading to implement!

Those 3 sections are:

📖 Using content to drive customers to your website

💪🏾 Make your product pages do some hard work

🫵🏽 SEO Promotion for eCommerce brands

Using content to drive customers to your website

If you have done any reading or listened to any podcasts recently regarding SEO you will have seen everyone talking about content marketing and how content is key.

These are some of the ways we use content marketing to drive new customers to your website.

  • Product comparisons
  • Ultimate guides
  • Product how-to guides

1: Product comparisons 

This is one of the easiest ways to get started creating some content.

Compare the benefits of your product to competitors, and compare variations of your products on your website. You will be surprised how many of your potential customers are at the stage in their buyer journey where they are comparing products.

  • Be honest
  • Highlight the strengths and weaknesses of the product
  • Include reviews from third-party websites
  • Use your own photos and videos
  • Talk from your experience

Help your customers make their buying decisions by answering all their questions.

2: Ultimate guides

No matter what products you are selling, there will always be an overall theme you can utilise to grow your website’s authority.

An example: You sell pre-owned tech products. You could create an ultimate guide titled ‘’The ultimate guide to buying pre-owned Samsungs’’

The majority of search engines, Google in particular, have a main priority of bringing the best and most relevant information to searchers. Ultimate guides are a good way to easily hit this and show search engines your website, besides selling your products, is also a great hub of information. By using these ultimate guides you can answer a lot of questions that users are searching for. Thus increasing your authority within your relevant industry.

This raises your brand awareness and brings new people into your brand’s community.

3: Product how-to guides

Everyone wants to know how to use the product you are selling. A recent trend I have seen is writers expanding on this by including ‘’product hacks’’. This can include cool things you can do with the product that may be outside its intended use.

Not only does this answer the questions for users but also provides them with some extra interesting information. This can result in users and search engines being happy. In general, this is great for user experience because imagine this being linked from your product page. Customers already looking to buy your product will have all the information right there on how to use the product.

Top tip: Once these content pieces are online, add links to and from each of them and to your product and category pages.

Make your product pages do some hard work

The thing is, if you own a physical store you will have POS, signs, small product descriptions and employees to tell your customers about your product. Online people forget about these essential touchpoints.

You can easily transfer these touchpoints to your website, and here’s how!

  • Detailed but digestible descriptions
  • Use structured data on your product pages
  • FAQs

Now I have to mention a lot of the following points I bring up will seem very manual but they will provide you with a competitive edge because your product pages will be much more optimised for users and search.

4: Detailed but digestible descriptions 

Include product descriptions that help your customers, and provide them with all the information they need.

DON’T JUST COPY AND PASTE THE MANUFACTURER DESCRIPTION

Make the descriptions:

  • Easy to read
  • Write descriptions to match your brand’s voice
  • Space out sections (not just one big paragraph, use bullet points)
  • Include specifications
  • Don’t just stuff in all your keywords – add them where they can naturally fit

You will be amazed at how many websites just use basic manufacturer descriptions that do not provide any help to their customers.

5: Use structured data on your product pages

Structured data can be considered complicated or sometimes ‘’boring’’ so website owners will just skip it.

Don’t be that person. There are tons of blogs out there and plenty of agencies/freelancers that can help.

What does structured data do?

In short structured data helps search engines understand the page they are looking at. Structured data comes in many different forms/types.

I won’t go into detail about the different types of structured data and how to implement them but you can see some examples from Google – here

Definitely include the following on your eCommerce site

  • Review structured data
  • Product structured data

This will help communicate what that product page is about to search engines.

6: FAQs

Simply put I see FAQs as part of your customer service team. They answer popular queries for users fast and they are so simple to add.

Firstly just find out

  • What do your customers ask you?
  • Search the product on Google, and note what comes up under ‘’People also ask’’
  • Check ‘’Answer The public’’

Once you have all these questions and you have written up the answers to each, add them to your product pages. Not only is this great for user experience because their questions are answered straight away but this adds a ton of content easily to your product page and loads of keywords for search.

SEO Promotion for eCommerce brands

Promotion in SEO is receiving a link from a website that is relevant to your industry or niche back to your website. This is definitely an important part of growing the visibility of your website on search engines but often is overlooked.

I’ve put together some ‘’hacks’’ that take some work but can help you get started.

They are:

  • Broken links (old but still good with some grind)
  • HARO
  • Directories

7: Broken links

Okay, so a lot of people who are in the SEO space will probably be sighing right now. Mostly because this technique is rarely used anymore and a lot of people believe it doesn’t work. However, I recently found a new method and wanted to share it with you. It works very well, it just takes some time and grind. I’m pretty sure I got this off Twitter or Linkedin or something so if this was from you feel free to reach out for credit.

For anyone unsure of what broken link building is, it is the process of finding a broken link on another website that leads to a piece of content/page which you have an equivalent of on your website. The idea is you reach out to the website and offer your equivalent page/piece of content as a replacement.

So what’s this method?

  • Go to Wikipedia and find related articles to your niche
  • Go to the external links and use a plugin such as ‘’check my links’’
  • Check my links will highlight broken links on the page
  • Stick these links into a tool like Ahrefs and see where they are getting links back from
  • Add all those websites/links to the google sheet
  • Use the ‘’Wayback machine’’ to review this Wikipedia page over the years and repeat steps 3 – 5 with older links.
  • BOOM – you have your list of websites missing a resource
  • Reach out to these websites offering your content as a replacement

That might be a bit complex but don’t worry the other two methods are easier.

8: HARO

Haro or Help A Reporter Out is a free subscription where you will receive a list of requests from journalists daily. Although, a majority of the requests will not be relevant every now and then you can find a request you can provide some great value for.

Sometimes you will get lucky and journalists will include you and often add a link back to your website.

So this can be a great way to grab some easy promotions. However, you have to be consistent with checking and fast with sending comments to the journalists

9: Directories 

Directories or citations are an age-old link building tactic in the SEO world. I have written another article explaining directories in detail. Feel free to check that out to get some more background on directories.

Basically, directories are usually free to sign up to, promote your business and can provide some easy and early authority to your website.

There are 100s to sign up on across the web.

Top tip: find niche directories within and around your industry. Eg. if you sell electronics perhaps find directories for electronic gadgets.

I hope this article has been able to help some of you with eCommerce websites. Each of these tips when used together will help to drive customers to your website.

I would like to add I also recently added an article about social signals and SEO for Commerce feel free to check it out if you want some further information about eCommerce.

If you have any questions about this article feel free to reach out to me on Linkedin.

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