How to perform an SEO audit and improve the positioning of an e-commerce

2021 will see some changes in search engine optimization, such as converting Core Web Vitals to a important ranking factor from the month of May. It is for this reason that it is interesting that webmasters and digital business owners are rolling up their sleeves and reviewing their websites now.

With these seven points it is possible to carry out an SEO audit of a website in order to improve its performance in the Google search engine.

Optimizing the search engine optimization of a website is important to improve the presence of the e-commerce shop in Google, attract more visitors and thus generate more sales. The best way to improve search engine optimization is to do a full scan of the website to identify possible errors and the best way to fix them.

-Optimize meta descriptions: One of the first steps in any audit should be to make sure that every page on the website has a meta description. Each must be different and contain the correct keyword. It also needs to grab the reader’s attention so that they can click on the result.

-Etiquetas «Canonical»: The most modern e-commerce websites offer the possibility to filter the results of the deals according to different criteria like color, size or model. With that in mind, if the store has these filters in place, it is important to correctly tag the URLs of the filtered pages. The filtered pages can be viewed by Google as duplicate content. To avoid this problem, the main model is labeled “Canonical”, which tells the search engine that the rest of the pages are only versions of the original and not copies. At the same time, it also shows which main page should be indexed and positioned.

– Keyword placement: Without misusing them, it is important that the keywords you choose are properly distributed on each product page of an ecommerce website. With this in mind, they must appear in the URL, title, description and alt text of the images, in the text of the product and in its meta description.

-Reviews: Another point to check are the “Rich Snippets” or the Rich Snippets from Google. This point is especially important if the products in the store have user reviews and star ratings. When these snippets appear on the Google search results page, they improve the page’s click-through rate by up to 35%.

-Breadcrumbs: The next factor is “breadcrumbs” or “breadcrumbs” with names in English. This phrase, which appears at the top of the webpage, is used as a guide for the user as it shows you where you are on the website at any time and gives you a quick way to get back to the beginning. Breadcrumbs also help Google structure the website during indexing.

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-Blog: Many online stores forget the importance of a blog. A study shows that users are more likely to shop in e-commerce shops with blogs and content about their products or their industry. With a blog it is possible to build trust among users. This trust creates a “brand” feeling and improves search engine positioning.

-Charging speed: With Google’s confirmation that Core Web Vitals is becoming a ranking factor, loading speed is an essential point to improve website performance. As a rule, online shops have slow loading times, so that e-commerce with fast loading times always ranks better. With that in mind, you can improve the hosting, use the lazy load options so that the images only load when the user scrolls, and remove any items that are too big or too heavy.

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