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By their nature eCommerce websites tend to be much larger than traditional business websites. This enables an SEO specialist to target much larger numbers of keywords, which in theory should equate to larger volumes of traffic. However, it also makes eCommerce websites more difficult to optimise as they have a lot more pages and product categories.
“Buying Traffic” – We describe this highly relevant traffic as “buying traffic”, the more visitors which are in their “buying phase” the higher the conversion rate of the eCommerce website. Any non-relevant traffic or traffic via informational search will usually struggle to convert into a sale on an eCommerce website this traffic should be converted into buying traffic where possible with clever use of design and pushing the company USPs.
Products are the key to all eCommerce businesses, attracting potential customers via the search engines to your product pages is what it’s all about. This can be achieved with effective use of titles, descriptions, and other on-page elements as well as by building links to these pages from other websites.
Product pages are usually easier to keyword target as they tend to be fairly self-explanatory, the keywords they use are highly targeted to exactly what that product is, as a result, they can rank quite quickly. Product searches do however tend to have lower search volumes than broader terms, however as they are highly targeted the conversion rate of these keyword types is generally higher, provided your pricing, shipping, etc… are all correct and in line with your competitors.
As well as products, categories are also essential for an eCommerce website. Categories are used to group products together, as such, they have different types of keyword targets. Category-level keywords tend to be much more competitive and broader. If we take shoes as an example, category keywords may include “black men’s shoes” “brown men’s shoes” “men’s walking boots” etc… Rather than product terms such as “brown men’s shoes size 10”.
Category level keywords usually have a much higher number of monthly searches, and usually, a greater number of websites using these keywords. Competition is much higher, but so is the traffic potential.