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E-Commerce SEO Best Practices

If most of your business’ revenue comes from online purchases, then you know well that ’tis the season for your best marketing performance of the year! While you may already have your promotions in place, and email and twitter blasts are well on their way, you’re not fully maximizing the return on your marketing efforts if SEO isn’t on your top priority list.

By tweaking your product pages and adding a few SEO-focused tactics into your online marketing strategy, you might surprise yourself with a jolt in holiday sales. Last week’s #SEOchat focused on the best practices to incorporate SEO into your e-commerce marketing strategy. Here are some of the highlights from what we covered:

Q1: When should a brand begin an SEO campaign for the Thanksgiving/Christmas holidays?

A1: In my experience, you need to have your content plans in place by August – and then start seeding URLs by September for SEO #SEOChat

— Eric Lander (@EricLanderSEO) December 3, 2015

@AJUTAH A1: Really the effort should be ongoing/year round, and I’d look at holiday-centric content marketing campaigns #SEOCHAT — Andrew Pincock (@pincock) December 3, 2015

Q2: What does your content strategy look like for the holidays?

A2: The trick is not being hokey or flippant. Let the holidays color your content, not replace it. #seochat

— Jacob McEwen (@jvmcewen) December 3, 2015

A2 Repurposing is a big EOY strategy–we’re combining our industry research and offering ‘X Tips We Learned in 2015’ posts #SEOchat — Andrea Lehr (@AndreaMLehr) December 3, 2015

Q3. Let’s pretend you’ve been hired as an SEO consultant for a website that sells cameras and camera accessories. How would you begin competitor research?

A3. Use Tools like @BruceClayInc‘s free SEOToolSet, @spyfu @Topsy + @Moz‘s @followerwonk #seochat

— Navah Berg (@Navahk) December 3, 2015

Pinterest is now a leading place for holiday themed ecommerce. Black Friday stats prove it @EricLanderSEO #SEOCHAT — FIGorout (@FIGorout) December 3, 2015

Q4: Which area of the customer buying cycle do you execute on? Do you outsource anything?

@AJUTAH outsource the hard parts to niche firms who make that piece of your puzzle. Common in SEO, link building is a good example #seochat

— Devin Kostrzewski (@dmak_11) December 3, 2015

Q5: Walk us through your auditing process. Our camera site sells 26 brands. Would you optimize every product page? Why/why not?

A5: Depends on how many products you have. If it’s a few hundred, yes. If it’s a few hundred thousand, prioritize. #seochat — Tanner Petroff (@tannerpetroff) December 3, 2015

A5: Talk with sales and find out which brands bring in the most revenue, then see where the quickest wins are. #SEOCHAT

— Andrew James (@AJUTAH) December 3, 2015


Q6: What’s the right balance of transactional and informational keywords you should target?

A6: Targeting more info-kws than transactional may lead to high increases in traffic without high increases in conversions #SEOCHAT

— Michelle Jernigan (@mchellejernigan) December 3, 2015

A6: Also depends on time of year. Holidays + high intent. Focus shld still include trans and info, but weigh it 60-40 depnding #SEOCHAT — Matt O’Connor (@OC2015) December 3, 2015


Q7: How would you recommend organizing category pages in the navigation? By BRAND, by TYPE or other?

A7: Both – Users for UX & SEO for search engine as they will need separate landing pages for brand vs category keywords. #SEOCHAT — imnotadoctor (@imnotadoctor) December 3, 2015

Since there are more types (variable count) sort by that but index or tag brands (which there are fewer of) #seochat

— FIGorout (@FIGorout) December 3, 2015

Q8: What linkable asset would you create for the camera site to drive traffic and social shares?

Q8: Proof of product quality & usability. Much like @GoPro & the content they push is all user generated using the cameras #SEOCHAT — Matt O’Connor (@OC2015) December 3, 2015

Q9: What’s your favorite site to shop from for the holidays?

@AJUTAH A9: always a ton of fun shopping @thinkgeek makes for a very engaging experience #seochat

— Rob Bonham (@Rob_Bonham) December 3, 2015

A9: Amazon and EBay. I know what I’m looking for, just need to find the right price #seochat — Jacob McEwen (@jvmcewen) December 3, 2015

If you blog, you can sell t-shirts through @SunFrogShirts. Good way to make some extra $$$ during the holidays! #SEOCHAT

— Andrew James (@AJUTAH) December 3, 2015

Trends in SEO are constantly on the move. Let’s keep up on #SEOchat! Join in every Thursday at 1 pm ET.

Thanks everyone! Watch for a recap of today’s #SEOCHAT soon. — Andrew James (@AJUTAH) December 3, 2015

How are you using SEO as part of your holiday marketing strategy? Share your thoughts below!

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E-Commerce SEO Best Practices


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