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Well, I'll give you a few tips to highlight how you can increase organic search traffic to your store....but just make sure you take advantage of Shopify's resources that they've put out as well since they made a specific Shopify SEO Checklist that you should go through.
When it comes to SEO, you're wanting to do your best to rank for the phrases that are most relevant to people who are actually interested in purchasing your products or products very close to yours. To do this, Google wants you to create great original content that hits the nail on the head for what people are searching for. Sounds tedious? Well, it can be...but doesn't have to be....here is a simple process you can put in place to help you do this naturally.
After you've gone through the Shopify checklist, you've set the foundation and then you'll want to implement a process in order to continue to enhance that ongoing. In order to do that, implement the following on your site:
Engage Visitors Naturally
You should ensure you add a product question and answer app to your product page. This will do a couple things for you:
So...once you get that engagement and activity flowing...several things come off the back of that that also are good for SEO.
When you answer your questions about your products.....there are naturally opportunities built into that process where it makes sense to introduce customers to another product that can better service them...or they may want to consider in an upsell opportunity. This is an easy way to manage natural and consistent link building to products within your site. What Google does, is "crawl" your page and jump from link to link....and in that process it sees what text actually makes up the link. For example, if Google sees a link that says "blue pants" and that whole text is the actual link....then Google marks up 1 vote for those keyterms. Then, when people search for "blue pants" on Google.....it takes into account how many votes each page has for those terms....and rates the sites accordingly. Google has started taking MUCH more into account, but that is still one of the main ingredients to the Google search soup.
So...what you do here is when you answer questions and cross-link to related products...you can put the product title and then link that actual title to the relevant product page. That let's Google know that page is relevant for those terms...and helps you from an SEO standpoint. The BEST option is to have reputable sites build links in their quality content to your products....but you don't have a ton of control over that and that's harder to setup a good process for that isn't breaking Google's rules....so take what's in front of you and do that best.
Optimizing Product Descriptions and Information
As you see what your customers are asking, you'll discover gaps in your product descriptions and room for improvement to provide unique and quality content throughout the page. This could help revise your product descriptions, have you spawn a "specs" tab on your site, etc. Bottom line is, you can take advantage of re-purposing the original Q&A content you're creating and enhancing your other product information...that Google then gobbles up and spits back out in search results.
Finally, Creating New Stand-Alone Content Posts
Finally, the engagement on your Q&A content will also lead you to knowing what you can/should write about....which will bring you more organic traffic to your site. If you're Q&A solution is doing its job, it will automatically spawn new landing pages for popular Q&A threads....which leads to year over year organic traffic growth...spitting out results like this on Google when people are asking similar questions related to products.
Then, from there...you get to see the activity that user generated content draws on its own...and it helps you identify whether anything is gaining enough traction to warrant the time/energy/money that it takes to create a unique and stand-alone post. For example, Answerbase has a customer that one of their user generated questions received over 12K organic visits per month on its own.....so they decided to build that into a more long-formatted blog post. Those content insights can also be used to identify whether you should create a video or other popular formats of content.
That process above gives you a consistent way of generating, optimizing, and enhancing your ecommerce site for SEO. Hope it was helpful.
I have some resources about ecommerce and Shopify SEO, feel free to check them out:
- How to optimize Shopify Blog for SEO: https://avada.io/shopify/docs/optimize-shopify-blog-for-seo.html
- Shopify SEO guide for beginners: https://avada.io/shopify/docs/shopify-seo-guide.html
- Ecommerce SEO - Step by step guide: https://avada.io/resources/ecommerce-seo-guide.html