SEO 101: How to Increase Your Ecommerce Website Organic Traffic

Just imagine you’ve launched an e-commerce website six months ago. Through the website, you offer fancy sneaker shoes for men and women. Since your website doesn’t rank on Google, even your product's unique selling point (USP) includes flexible rubber soles, a fashionable design, a comfortable build, and casual looks.

But still your website not getting too much traffic from as compared to your competitors.

So, what’s going wrong with your e-commerce website’s online visibility?

You’re not using the Search Engine Optimization (SEO) strategies at their full potential. Also, the other reason maybe you’re not aware of the concept of its methods and best practices still your website launch.

If you do not know about it’s not your fault. Take it easy.

In this article, we’re talking about the Search Engine Optimization concept, how it can be proven as a game-changer, keyword research, and its types. Also, you will know the best tools to use for keyword research in two versions: 1. Free and 2. Paid. If you stick with this article till the end you will be aware of the SEO types.

Thus, keep your seat belt tight and start exploring the best online marketing methods.

What is Search Engine Optimization (SEO)?

Search Engine Optimization or SEO is a set of practices to elevate the web page’s rankings in Google’s search results. It’s solely an organic effort to improve the search rankings for an entire website rather than paid traffic.

In best SEO practices, you have to optimize your website to help search engines understand your site’s content and represent it to the users. For that, you have to prepare the content using keywords on an overall website. Don’t overuse the keywords and make the content too quirky and ugly. This is a top secret in Search Engine Optimization.

Choosing SEO as a core digital marketing channel, you’re looking to increase the site’s online visibility by getting high-quality and relatable backlinks from reputed websites.

Also, it includes a better page experience that helps users to navigate your website easily even on smartphones with a stable internet connection, without facing any issues. Ultimately it shows you’re trying to establish website authority.

As you have a sneaker e-commerce website and don’t get qualified organic traffic from Google and Bing, thereafter SEO is the basic need for your online business. It's crucial for reaching potential customers who are actively searching for products like yours.

You generally use Google every day whether ordering a McDonald's burger from their website or booking movie tickets from BookMyShow.

Have you ever wondered how search engines like Google determine the top 10 results for a search query?

There's Search Engine Optimization (SEO) comes into the picture.

This is the most common Internet marketing strategy adopted in every industry. There’s no limitation to using it only for e-commerce stores or professional IT businesses. With Search Engine Optimization, you can increase your website’s online presence and from there you will see a spike in organic traffic.

Now, let’s understand keyword research in SEO which is considered an important aspect.

What is Keyword Research in SEO?

Keyword research is a kind of methodology and process to know what people are currently online searching for. Keywords are a very important aspect of SEO because all of your efforts depend on their selection. If you opt them incorrectly or using repeatedly you will get a penalty from search engines instead of better results.

You have to do keyword research to understand the search intent and know what users try to accomplish from the search.

Before you opt for the keywords for your e-commerce website, make sure you’re aware of the keyword intents.

There are four kinds of keyword intents exist:

Sr. No	Keyword Intent	Example	Goal
1	Informational	“How to Buy Men’s Shoes in Philadelphia”	To get related information from the search
2	Navigational	“Puma Shoes For Women”	Navigate the particular website and app
3	Transactional	“Buy Shoes for Men In Red Color”	Ready to complete the goal
4	Commercial	“Fancy Sneakers Under $200”	Shows intentions of immediate action

You can optimize the website’s content for the following keywords (the actual keywords may differ as per your target audience, demographics, behaviors, interests, and choices):

• Men's sneakers
• Women's sneakers
• Best running shoes
• Limited edition sneakers

When users search for these terms, your website becomes more likely to appear prominently, driving potential customers directly to your online store.

Read more: What to Know about Digital Marketing Strategies

Keyword Types in SEO

Every keyword has two types: 1. Short-tail and 2. Long-tail.

Short-tail Keywords:

Short-tail keywords are usually searched online and they have too much difficulty. Also, the PPC campaigns are run on these keywords which most customers prefer to use for getting the information and completing their goals (maybe purchasing from the best brand).

There’s no doubt that short-tail keywords have more search volume than long-tail phrases. But, to rank on these keywords is very tough as you’re a new e-commerce website just launched six months ago. Most new websites target these keywords to instantly rank on the first SERPs. But to avoid repeating this mistake, you will may not get the expected results, if you do not have a domain authority score.

Meanwhile, implementing them naturally on the homepage, product description and blog content will uplift ranking but not directly on the first page. It takes time but you have to optimize it frequently and find the pattern of which strategy is working or not.

Here’s an example of a short keyword for your sneaker e-commerce website.

Source: Ahrefs.com

Long-tail Keywords:

Apart from the short-tail keywords where the competition is very high, then there it’s not easy to rank on these keywords. Then, you can target the long-tail keywords which specifically used by a certain group of people. One of the most important parts of long-tail keywords is they have low competition and KD score, so you can choose them for your new e-commerce website.

These keywords work just as a remedy for your website and it’s important to get some online visibility from there. When more than 3 words are used for search phrases then it’s a long-tail keyword. You can use these keywords in the blog content or social media posts to gain attention from customers who before not aware of your sneaker brand.

Here’s an example of the long-tail keyword.

Source: Ahrefs.com

Ultimately, you have to combine both short-tail and long-tail keywords throughout the entire website whether it’s a homepage, product descriptions, image ALT texts, blogs, and other important pages. Don’t solely rely on the low competition and search volume keywords for easy rankings and do not overwrite the short-tail keywords that come with more search volume.

Best Tool for Keyword Research:

(Image: Keyword Research Tools Icons)

To perform keyword research for your new product’s launch or marketing campaigns, choosing the best tool is a very important element to know. These tools give complete insights of what is the intention behind the search queries or what the user trying to accomplish.

There are two types of keyword research tools you can rely on 1. Free and 2. Paid.

Here’s the list of keyword research tools and which one is perfect for you depends on your preference. If you prefer the free tools, you may miss some exclusive features that are available in paid ones.

As now you’re aware of the search intent of the keywords, make sure you understand their types.

Sr. No.	Free Tools	Paid Tools
1.	WordStream	SEMrush
2.	Google Keyword Planner	Ahrefs
3.	Answer The Public	Moz Keyword Explorer
4.	Google Trends	Ubersuggest
5.	Google Search Console (GSC)*	SERanking

* Google Search Console (GSC) is a free tool offered by Google and it’s a good tool for analyzing SEO efforts and tracking performance. But as your e-commerce website is new and in the mid-phase of attracting organic traffic, this tool can be a good choice. Here, in the queries section, you will see from which keywords or terms the customers interact with your website.

In addition, the best keyword research tools selection depends on your SEO budget. If you are ready to pay between $100 to $250 monthly then paid tools can be a great weapon for your SEO efforts. Meanwhile, if you’re not willing to pay a single penny, go with the free SEO keyword research tools.

Now, let’s understand the types of SEO so you can identify where your e-commerce website needs improvement whether it’s technical or referring to implementing the keywords correctly.

Read more: Social Media Marketing - A New Chapter in Online Business

Main Types of Search Engine Optimization In Digital Marketing

Nowadays, multiple types of SEO exist because it’s evolving as per the user's behavior and search engine’s guidelines, called “Webmaster Guidelines.”

However, there are core three types; of SEO determined in digital marketing as follows:

1. On-page SEO
2. Off-page SEO
3. Technical SEO

Knowing about the difference between these SEO types, you can easily decide where your website needs more effort to perform well in the SERPs to get more organic traffic, which means qualified leads.

1. On-page SEO

One of the most important types of SEO for your e-commerce website is “On-page SEO.” This type solely focuses on optimizing the individual web pages to get a high rank in search results.

It includes using the keyword strategically on the entire website and making the content web copywriting user-friendly. So, when the search engine bots crawl the website’s link, they analyze if the content is optimized for the users and provide the value or solve the intention behind the search.

After the crawling your web pages are indexed on search engines and after a week you find your blog piece content ranked on the top 10 results in mobile. It means your on-page SEO is top-notch and follows the guidelines published by search engines.

At the same moment, if the content is low-quality and just copy-past from elsewhere using Artificial Intelligence, then guess what has been done to your website?

Your website will be manually penalized or there will be security actions taken. Search Engines are entitled to understand you’re promoting low-quality content to influence the SERPs.

So, you might be looking for a solution: How to reduce the chances of manual penalties on websites from Google?

The answer is to optimize the web pages to keep the user’s needs and intentions in mind. So from that you can move towards the most appreciative approach, making the website user-friendly not solely noticed by search engines like Google and Bing.

On-page SEO Checklist

To make your on-page SEO efforts better and reliable, follow the mentioned checklist:

1. Finding the correct keywords
2. Perfect optimization for the title tag
3. Write your headline in the H1 tag on every web page
4. Prepare the meta descriptions to get clicks
5. SEO-friendly URL slug
6. Use the target keywords naturally throughout the content
7. Analyze the content itself to determine the quality
8. Internal linking to make navigation easier
9. Add visually attractive content to engage users
10. Add target keywords in subheadings
11. Apply Schema Markup to get rich results
12. Use keywords in title tags & meta descriptions
13. Image ALT Text
14. Page indexing check
15. Improve the page speed
16. Prefer mobile-friendly pages

This checklist works as the torchlight that gives you the correct direction as per your website’s current situation. From following the on-page SEO best practices you’re not just getting notified by the users but you will be a best performer in the search results. It ultimately drives more qualified traffic and nurtures the leads for your shoe products.

Most importantly, with on-page SEO you can ensure high-quality, informative, and keyword-rich content which is essential to engage users and improve search rankings.

2. Off-page SEO

Introducing, off-page SEO that is used for building the website’s authority. As on-page SEO focuses on strengthening online visibility by finding the correct keywords to prefer mobile-friendly web pages, off-page it is all about creating a strong reputation.

With off-page SEO, you can increase your website’s domain authority and it ultimately contributes its share to allocate a better SERP rank in search results.

But, do you have a question about how to do off-page SEO for your e-commerce website?

You have to work on the link-building strategy and try to acquire high-quality backlinks from reputable websites. For that, you have to prepare high-quality, user-friendly, valuable, and unique content. When those websites determine the content is fresh and authoritative, then they link back to your site.

This is called a “Backlink.” It signals to search engines that your content is valuable and trustworthy.

But, hold on!

You don’t have to go for generating spammy backlinks that are not helpful for your website’s off-page SEO. It hurts your online marketing strategies and you can’t get the expected results. This is a very common problem of many e-commerce sites that launched recently.

They try to rank quickly without delivering the right content and services that users are actually looking for. So, escape from the black-hat SEO tactics because it may surge the penalty from search engines.

At the same time, if your website acquires the link organically without any paid promotion, it helps your website to be more authoritative compared to the previous period. Instead of going to buy links from other sides, double your efforts to get the links organically.

Organic backlinks come from trusted sources and they definitely play a key role in a website’s online visibility. Meanwhile, if you have a sufficient budget to buy the links then don’t forget to tag it “Sponsored,” so search engines can determine it’s a paid link.

Is Social Media Engagement Considered As Part of Off-page SEO?

While social media doesn't directly influence your Google rankings, it's a crucial piece of the off-page SEO puzzle. Think of it as a powerful tool to boost your website's visibility and authority.

When you actively engage with your audience on social platforms, you're building brand awareness, increasing click-through rates, and even encouraging others to link back to your website.

These factors indirectly impact your SEO by making your site seem more trustworthy and relevant to search engines. So, while social media isn't a direct ranking factor, it's an essential ingredient in a successful off-page SEO strategy.

There are additional off-page SEO activities that exist. For example, taking advantage of online directories and review platforms can improve your local SEO visibility and credibility. So, your website will start to rank in your local area.

While consistent brand mentions and strategic press releases can further boost your authority and domain authority. Remember, the emphasis should be on quality rather than quantity when implementing off-page SEO tactics.

Off-page SEO Checklist to Know

Here’s the off-page SEO checklist to follow for your e-commerce website.

1. Build high-quality backlinks (guest post is the best option)
2. Optimize for local SEO
3. Engage actively on social media
4. Encourage online reviews
5. Monitor brand mentions
6. Distribute press releases
7. Participate in online forums and communities
8. Collaborate with influencers
9. Track and analyze off-page SEO performance

Look, off-page SEO is not paramount as on-page SEO remains. But, you can’t neglect the importance of off-page SEO because it actively contributes to the efforts to build an online reputation, acquire backlinks, consistent brand mentions, and build a community on social media platforms.

3. Technical SEO

The third core type of Search Engine Optimization is “Technical SEO.” This type of SEO intends to ensure your website is accessible and easy for search engines to crawl and index.

You sometimes open any website named xyz.com on your smartphone then you face too many issues like: content not loading properly, the website taking too much time to load, and you can’t navigate the web pages. This website does not focus on Technical SEO which is very important for search rankings.

Ultimately, you ignore that website and look for an alternative website. For example, you find a site named abc.com that loads fast and where you can easily read the entire content while navigating the website. It’s a great example of technical SEO.

Technical SEO relies on three very important factors: 1. Website Speed, 2. Mobile-friendliness, and 3. Site Structure. Considering these factors as a golden buzzer to improve the SERP rank and always remain in the eyes of search engines. Optimizing the website speed, making each web page mobile-friendly, and creating a hierarchical site structure emphasizes a better user experience.

A fast-loading website improves user experience and search engine rankings. While ensuring the site is mobile-responsive and loads quickly on smartphones will deliver extra efforts to SEO strategy because today most of the searches are done on mobile phones instead of desktops.

At the same with a clear and logical site structure helps search engines to understand your website's content and improves navigation for users.

Technical SEO Checklist

Here’s the clear checklist for technical SEO checklist that you should follow for your e-commerce website.

Website Structure and Crawlability	Website Performance and User Experience	Technical SEO Elements	Additional Considerations
Create and submit an XML Sitemap	Ensure your website is mobile-friendly	Implement schema markup	Optimize server response time
Ensure proper Robots.txt configuration	Improve website loading speed	Optimize image alt text, file size, and format	Protect your website from vulnerabilities and malware
Use clear, descriptive, and SEO-friendly URLs	Implement SSL certificates	Specify the preferred version of a page with canonical tags	Set up Google Analytics
Build a strong internal linking structure	Create a responsive website	Manage redirects (301, 302) correctly	Utilize Google Search Console
Manage your website's crawl budget effectively	Optimize for Google's Core Web Vitals metrics	Create informative and user-friendly error pages (404, 500)	Conduct regular technical SEO audits
Identify and resolve duplicate content issues	-	-	-

Understand that, a great mixture of three core SEO types will outcomes in the expected results in the form of more organic website traffic, brand mentions, and better navigational structure. So, from it, your new sneaker e-commerce website not just be famous in a certain local area but popular worldwide.

Read more: Best Email Marketing Strategies To Boost Conversion Rates

Keep Note:

“SEO is not just an overnight success, it’s a long-term strategy.” Keep this in mind.

But, there’s a possible chance exists to expect results within weeks and months if you implement the Search Engine optimization’s best practices. By investing time and resources into SEO, you can build a strong online presence, establish your brand as an authority in the sneaker industry, and ultimately drive sales.

A well-optimized website not only improves search engine visibility but also enhances user experience, leading to higher conversion rates and customer satisfaction.

By mastering these SEO fundamentals, your sneaker e-commerce website will be well-positioned to compete in the crowded online marketplace and attract organic traffic, leading to increased sales and brand loyalty.

RankOptim’s Custom Solution for SEO Services

Rankoptim is your ultimate best solution for Search Engine Optimization services. If you keep focusing on your sneaker e-commerce business instead of SEO practices, then we will be here to hear you. After discussing your requirements we will deliver the results you want from the SEO.

Just contact us and once we receive your message, we start work on defining the roadmap for improving your website’s online visibility through Search Engine Optimization.

Let’s make your e-commerce website from invisible to clearly visible around the globe. Don’t miss the chance to get notified in multiple countries with the help of our custom solutions.