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E-Commerce SEO: Category and Sub-Category Optimization Tips


E-commerce SEO is vital to online sales and revenue. The search terms that people use in Google are most often are associated with category pages. In order to improve organic search results an optimal ecommerce category structure for SEO tends to be less content reliant and more technical to get results.

Listed below are some category and subcategory SEO ideas that will boost your search engine rankings for competitive keywords in 2022.

Metadata Is The First Step

Stick to the fundamentals of SEO. Your checklist should include; keyword relevant, detailed title tags, Alt image tags, creative meta descriptions with call to actions, schematic markup for product pages and reviews, internal linking and strategic header optimization. It sounds basic but meta descriptions, title tags and headers map out your page’s keyword theme and define it clearly for the search engine. All of these factors contribute to your search engine rankings and user experience.

Your e-commerce website’s HTML code contains this meta data such as; title tags and meta descriptions. In content management systems such as Shopify or Magento, both may be accessed and optimized.

Optimize Your Header Tags 

Once you’ve optimized your primary titles or header tags, it’s time to move on to optimizing secondary and tertiary content sections. There are times when an H1 is used to support a primary keyword concept established in the title tag. To underline the supporting keywords, subheadings such as H2 and H3 are used. If your e-commerce store lacks headers in above the fold, hire an e-commerce consultant like myself who can help code these to increase your visibility. See an ideal example below.
Header Optimization SEO

Incorporate Strategic Text

Many designers and brand advocates dislike text in the body of a website or advertisement. However, it is essential for organic search results. The search engine bot crawls the source page and text is what helps gives topical relevance. If you want to rank for “tactical army boots” but only have product images for Googlebot you aren’t maximizing your rankings potential. Your product pages and categories don’t need to be dominated by text, this could be a small paragraph at most. Additionally, you can use this text to spread link juice and re-enforce site architecture by hyperlinking to internal pages on the site.


Put Your Best Foot Forward With Featured Content

Consider testing and deploying discounted products, loyalty programs, and related products on category pages. In 2022, organic search needs to factor in user experience and these tactics can help grab the attention of users when they first land on the page.

Search-ranking algorithms aren’t as sophisticated with visual search as html so be sure to also include detailed descriptions separate from the images you utilize. As always, don’t be lazy and apply strategic keywords you want to rank for and embed in a natural way.

Link Text Needs To Be Relevant To Products

An important chance to boost the relevance signal of a linked page is missed if you are using ambiguous language for your internal linking text. Search engines have no idea what “Learn More” and “Click Here” imply, nor do photos with no accompanying text. For example, if you are a skincare store it would be better to use a hyperlink such as “shop serums” vs “products”.

Focus On Category Navigation

The main function of category filters is to assist customers in their search for products. However, category navigation has an impact on the page’s indexation, authority, and relevance in organic search. To improve search engine rankings, it is important to include keywords in the navigation and filter options.

Ensure that search engines can access your site seamlessly with an XML sitemap and proper backend markup. Google should clearly understand the hierarchy between categories and subcategories and crawl each nook of the website.

Optimize Links In The Header And Footer

Ensure that the primary product categories and subcategory pages are linked in either the header or footer of your e-commerce store. In addition to pages with significant commercial value, include those strategic pages based on keyword research and keyword mapping.

This process should prioritize a only a few important URLs, a high number of URLs should not be put in text fields or at the bottom of the site.

Which E-Commerce Platform Is Best for SEO?

The fact is that there is no “best” eCommerce platform for SEO. In terms of search engine optimization (SEO), each platform has its own set of perks and drawbacks. How you plan to use a platform will have a significant impact on your selection. Nevertheless, here are some popular e-commerce platforms for SEO:

  • Shopify
  • Magento
  • 3dCart
  • WooCommerce
  • BigCommerce

How to Optimize an E-Commerce Product Page for SEO?

Consider using the following tactics to optimize an e-commerce product page for SEO:

  • The description of the product page should include long-tail keywords.
  • Create URL slugs that people can comprehend and and simple for the search engine to understand context/theme.
  • Optimize for speed and browser compatibility.
  • Detail oriented and strategic with meta titles.
  • Product page descriptions should read well and carry calls to action.
  • Product descriptions should be both concise and in-depth.
  • Product images and videos should be retouched and code optimized.
  • Make it easy for your users to offer feedback on your products.
  • Make use of structured data markup (SDM).

How To Optimize For International SEO?

Your e-commerce products will perform best in an international market with a well-translated website. There are various apps to translate text, but it pays to actually hire a native speaker to review text in your primary international markets. Here are some other suggestions to help you properly optimize your global SEO—and expand your business’s reach in other territories.

  • Identify and develop new approaches to keyword research.
  • User behaviors must be adapted from what is typical to the US.
  • Don’t ignore voice search.
  • Create localized content vs translating.
  • Usage of hreflang tags are mandatory.

How To Calculate E-Commerce Sales With SEO?

Calculating return on investment (ROI) is a cinch when using paid traffic. However, SEO is more complex and should not be treated the same way. There is a three-step strategy for measuring your e-commerce sales with SEO/Organic that can assist you:

1. Determine the entire cost of your SEO efforts.

To figure this out, you’ll need to take the total cost of your entire SEO budget into consideration (content, development costs, link building, etc.).

2.  Track your conversion rates.

If you don’t want to spend a lot of money on complicated tools, Google Analytics is a good option. Google provides a step-by-step guide on how to set up Analytics or hire a professional analytics consultant to assist.

3. Calculate your e-commerce sales with SEO.

Here’s a quick and easy formula to remember:

(Conversion Value – Investment) / Investment

The Bottom Line

Organic search is vital to any successful e-commerce store. The process can seem cumbersome and often is neglected, but that is a huge mistake. Focusing on the fundamentals while understanding what search engines require to rank categories and products will help your store grow and outclass the competition.