build your shop seo

in this video I’m going to show you how

to get more traffic to your e-commerce

site specifically you’re going to see

the four most influential ranking

factors that go into ranking your online

store to the top of Google these are the

same ranking factors that one of my

students recently used to dramatically

increase his ecommerce sites organic

traffic

i’m brian dean the founder of backlinko

the place where marketers turn for

higher rankings and more traffic and if

you want to learn how to quickly get

more traffic and customers to your

ecommerce site make sure to watch the

rest of this video a student of mine

darren de Matos recently decided to

launch his first e-commerce site de

camping and survival gear store top-spec

us calm like many e-commerce

entrepreneurs darren was a new player in

a super competitive industry most people

in his position would just create a

bunch of product pages and hope for the

best

please get traffic please get traffic

please get traffic but Darren knew that

ecommerce SEO would make or break his

site success so we focused on the four

rocky factors that I’m about to show you

and organic traffic to his most

important product in category pages

increased across the board sometimes as

much as two hundred and fifty nine

percent now they’ve seen how well these

four ranking factors work it’s time for

me to show you exactly what they are and

how you can take advantage of them okay

let’s kick things off with e-commerce

SEO ranking factor number one domain

Authority here’s the deal it’s no secret

that the quantity and quality of the

backlinks pointing to your site

is Google’s top or a key factor and yes

this also applies to e-commerce websites

the question is how can you get someone

to link to your site if it’s made up of

a hundred percent product in category

pages the short answer you can’t the

fact is people want to link to sites

that have valuable content without that

you’re going to have a hell of a time

building whitehat backlinks that’s the

bad news

the good news is that even ecommerce

sites can publish awesome content when

you do you’ll build up your site’s

overall domain Authority which will help

your product in category pages ranking

Google in fact ecommerce Giants like

Amazon

very rarely have links pointing directly

to their product pages instead they rank

based on their site wide link Authority

for example when Darrin first launched

top-spec us he created a high value

roundup post called pistol shooting tips

from 20 sharpshooters and because this

post attracted quality backlinks it

increased his site’s domain Authority

which boosted the rankings of one of his

important category pages heavy-duty bags

by 259 percent the bottom line use

content marketing to increase your

e-commerce sites overall domain

Authority that boost in domain Authority

will increase the rankings of your

product and category pages next up we

have a ranking factor that’s super

important product page optimization if

you’re like most ecommerce site owners a

good chunk of your search engine traffic

goes to your product pages but more

importantly a hundred percent of your

conversions come from your product pages

in other words the more traffic you get

to your product pages the more money

you’ll make the question is how do you

optimize your product pages for SEO it’s

simple use this four step action plan

first add modifiers to your product page

title tags now you obviously want to use

your target keyword in your title tag

but don’t stop there adding what I call

modifiers to your title tag can help you

rank for dozens of long tail searches

for example let’s say the target keyword

for your product page is noise

cancelling headphones instead of making

your title tag simply noise canceling

headphones at headphones or us com you’d

add a word or two that people are likely

to use when searching for that keyword

here are some common terms that people

use when searching for products in

Google so your title tag could be

something like this the words best and

cheap our title tag modifiers and these

terms will help you naturally show up

for long tail searches that contain

those words next you want to add magnet

words to your title I see very few

people optimizing their title tags for

click-through rate and it’s a huge

mistake

after all Google has stated that they

use CTR in their algorithm and even if

they didn’t use CTR it still makes sense

to optimize your title tag

with CTR in mine why because higher CTR

means more clicks which means more

traffic which means more sales

fortunately you can easily boost your

CTR by adding these magnet words to your

product and category page title tags

here’s an example of these magnet words

in action now it’s time for on-page tip

number three which is to include at

least a thousand words of content on

your most important product pages

industry studies have found that longer

content tends to rank better in google

and yes these findings also apply to

ecommerce sites the fact is this google

wants to understand what your page is

all about and when you provide lots of

content to Google you help them do just

that plus when you publish on content

your customers can help understand what

they’re about to buy so it can increase

conversions – now you’re probably not

going to have time to write a thousand

words of content for every product page

on your site that said I highly

recommend writing long product

descriptions for your 10 most important

product pages for example this Amazon

product page for a kitchen art mixer

boasts 2109 words now it’s time for our

last product page optimization tip which

is to include your target keyword three

to five times let me be clear here

this has nothing to do with keyword

density or keyword stuffing it’s simply

making sure your keyword appears on your

page so Google understands what your

page is all about for example if your

target keyword was six quart crock pot

you’d want to make sure you have that

exact phrase in your product description

at least three times now it’s time for a

third ranking factor which is your

website architecture site architecture

or how the pages on your site are

organized and arranged is an important

SEO consideration for any site but it’s

twice as important for e-commerce

websites that’s because your average

ecommerce site has a lot more pages than

your average blog or local pizza shop

website with that many pages it’s

critical that your site architecture

makes it easy for users and search

engines to find the most important pages

on your site

the secret following the golden rule of

e-commerce site architecture keep every

page

three or fewer clicks from your homepage

for example take a look at this sites

architecture what’s wrong with this

picture the site architecture is way too

deep

most ecommerce sites tend to get the

most links and therefore authority to

their homepage and when you have a deep

site architecture that authority is

diluted by the time it reaches your

product in category pages in this

example it takes six clicks to reach the

first product page so what’s the

solution

make sure your products are no more than

three clicks from your homepage Petsmart

sets up their site with this rule in

mind for example let’s say that you want

to get a new dog food bowl for fluffy

you’d head to the site’s homepage and

click the dog link then click bowls and

feeders and you’d have a list of

products in that subcategory just like

that you found what you want and Google

can easily find and index all the pet

smarts product pages now it’s time for

our last google ecommerce ranking factor

URL length i recently teamed up with a

bunch of SEO software companies to

conduct the largest search engine

ranking factor study ever in total we

analyzed a million google search results

so what are we fine we discovered that

short urls tend to rank better than long

urls for example let’s say that your

e-commerce site sells organic bird food

all things being equal URL number one

would rank better than URL number two

one word of warning you don’t

necessarily want to go back and change

your long URLs to shorter ones that can

cause serious SEO issues instead set up

your URL structure so all of your new

products and category pages have short

URLs did you learn something cool from

today’s video if so make sure to

subscribe to my youtube channel right

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newsletter it’s free now I want to turn

it over to you which of the techniques

from this video are you going to use

first are you going to start to build up

your domain Authority or maybe you want

to start using shorter URLs let me know

by leaving a comment below right now the

stage is yours sir I’m having last

video– syndrome

no not Nellie meant as a bug on the

screen if you want to learn blah blah

blah blah kind of thing next you it’s

hard to fake it

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