E-commerce SEO: Advanced Technical Guide
Online stores need specific SEO methods to handle their size, changing content, and product management needs. Strong technical SEO methods help bring in organic search traffic and increase sales. This guide covers schema markup setup, website structure improvements, product page updates, and stock management techniques that work in online retail. Everything discussed in this article is included in the Technical SEO portion of each Monthly Plan offered at Alex Groberman Labs.
Schema Markup Setup
Schema markup tells search engines what your website content means, which creates better search results. Online stores need structured data to increase clicks and bring in interested shoppers.
Steps for Schema Markup Setup:
Product Schema:
- Add "Product" schema to show product details like name, price, stock status, and ratings in search results
- Example: Price and stock status appear right in Google search
Review Schema:
- Show user ratings to build credibility and get more clicks
- Example: "4.8/5 from 200 buyers"
Breadcrumb Schema:
- Set up breadcrumb schema to make navigation clear in search results
FAQ Schema:
- Include FAQ schema for product questions to take up more search result space
Offer Schema:
- Add "Offer" schema for sales and special prices
Tools for Schema Setup:
- Google's Structured Data Markup Helper: Makes schema creation simple- Schema.org: Full list of schema types and how to write them
- Yoast SEO (WordPress): Creates schema automatically
Tip: Check your schema with Google's Rich Results Test to catch and fix any issues
Website Structure Improvements
A well-planned website structure helps search engines read your pages while making shopping easier.How to Structure Your Website:
Simple Layout:- Keep important pages within three clicks of your homepage
- Example: Homepage → Category Page → Product Page
Link Structure:
- Connect related products, categories, and articles
- Write clear link text that explains the destination
Content Management:
- Use canonical tags when products show up in multiple categories
Category Organization:
- Build categories based on what shoppers search for
- Example: Electronics → Laptops → Gaming Laptops
Page Numbering:
- Include rel="next" and rel="prev" tags to connect product list pages
Site Map:
- Keep your XML sitemap current and send it to Google Search Console
Tip: Run website checks with tools like Screaming Frog or Sitebulb to find and fix problems
Product Page Updates
Product pages bring in sales. Making them search-friendly increases rankings and sales numbers.
Product Page Must-Haves:
Original Product Writing:- Write new descriptions for each product
- Include search terms naturally in the text
Search Result Text:
- Write action-focused titles and descriptions
- Example: "Buy Nike Air Max Running Shoes – Ships Free"
Product Photos:
- Make images load fast
- Write clear photo descriptions for accessibility
Extra Information:
- Include reviews, questions, and videos to keep shoppers interested
Data Structure:
- Add schema for product information (see Schema Markup section)
Quick Loading:
- Use CDN services and smaller files for faster pages
Tip: Test different page layouts to find what sells best
Stock Management and SEO
Good stock management helps SEO. Wrong handling of sold-out or discontinued items hurts search rankings and sales.Stock Management Methods:
Sold-Out Products:- Keep pages live but mark items as sold out
- Show similar products shoppers can buy
Discontinued Items:
- Send shoppers to similar products or categories
Seasonal Products:
- Keep seasonal pages and update them yearly
- Example: Update Christmas items page each year
Auto-Updates:
- Set up automatic changes to show current stock and sales
Multiple Product Versions:
- Use canonical tags for size and color options
Tip: Pick stock tools that work with your SEO setup
Final Notes
Strong technical SEO helps online stores show up in search, bring in shoppers, and make sales. Use schema markup, improve your site structure, update product pages, and manage stock well to help your store succeed.Start with these steps to make your site work better and rank higher in search. Keep checking and improving your store's SEO to stay successful in online retail.
