Four features of the Google SERP for e-commerce SEO

30 second summary:

  • Holiday shopping is on and your e-commerce store be it a local store or an international e-commerce brand it needs visibility for sales
  • How do you approach potential customers and increase sales in a highly competitive space?
  • SEO Pioneer, Former Pepperjam Founder and Serial Entrepreneur Kris Jones Shares Handy SEO Guide for Ecommerce

There is perhaps no type of business that is more SEO-friendly than ecommerce companies. Think about it: where a local law firm can put up a billboard or buy ad space in a regional newspaper in addition to doing SEO, ecommerce companies essentially have one resource at their disposal, the Internet.

That’s where they do 100% of their business and that’s where they reach the customers they want. Hence, ecommerce businesses should spend a lot of time getting their SEO right. A crucial way to do this is to optimize your site to appear in the various Google SERP features.

There are so many ways you can inform users of your business from the SERP alone even before they enter your website. And the information you present could make the difference between capturing your ideal traffic and losing it to the competition.

Therefore, to market yourself in the best light to all potential customers searching for your products, you need to optimize your website specifically for SERP features that drive conversions.

How you do it? Here are four of the most important Google SERP features you should optimize yours for SEO for e-commerce business.

1. Rich cards

In 2016, Google introduced a new mobile SERP feature called rich cards. By using structured data, SEOs could make a company’s results “richer” – that is, more engaging, clickable, and therefore more likely to generate an organic click.

If you search for a certain type of product, the results marked with the correct language instruct Google to show the product along with an image that can help users know if they want to explore more. Users simply scroll to see more items.

Now, why do I recommend a 2016 SERP feature?

It is because in the first quarter of 2021, mobile traffic accounted for nearly 55 percent in online traffic around the world, and that number is set to increase. Basically, mobile search results are even more relevant today than they were in 2016.

With that in mind, how can you optimize your ecommerce products for rich cards?

You must use the JSON-LD method to tag your products. You can then test your work with the various free tools for advanced results on offer from Google.

2. Google Images Results

Somehow related to rich cards is the need for ecommerce businesses to optimize their content for Google Images results. Relevant images will appear at the top of a SERP, before any organic results.

A good product description really goes a long way, but don’t forget to think simple too: If customers can see clear, high-quality images of your products, it will help your credibility and thus drive conversions.

How do you optimize Google Images results? Well, Google doesn’t read images like it reads text, so it will all depend on how you prepare your images on the backend.

First of all, make sure your images are originally yours. You don’t have much of a chance to try and rank for stock photos.

Then, give your photos descriptive filenames that bind to the pages they will be placed on. In the case of e-commerce, since you will likely have a series of photos for each product, give the image files titles that reflect the product, with words separated by dashes.

Here’s an example: unisex-sneakers-blue-brandname-yoursitename

And don’t forget to provide descriptive alt text to each image in case it can’t be uploaded and seen.

Finally, make sure you don’t upload huge image files that weigh down a website. Compress them as small as possible to give your site enough room to breathe, while still making sure the images show what you need to show. Check out this complete guide on image optimization.

3. Rich snippet

Wait a minute, you might say, why are you talking about both rich cards and rich snippets?

With ecommerce products, rich cards will stop you at the images. You can choose to go a step further for the appropriate products by optimizing for rich snippet.

Rich snippets add more details about your products. These are placed in the search results, under the meta title and above the meta description.

To get rich snippets on your product results, you’ll use structured data just like you did for rich cards. You can choose what information to enter based on what specifically can grab your prospect’s attention and satisfy their search query.

For ecommerce businesses, it makes more sense to optimize your rich snippet products for pricing, stock status, sales, different brands, customer reviews, and star ratings.

Think about each of these characteristics. Doesn’t it make sense that a customer looking for this type of product would want to see this information from your online store?

Rich snippets are a great way to reach users with extra information without the need for users to actually click on the result. You’re taking the most focused bits of data on your product offerings and jumping straight to the user’s SERPs.

Of course, you can choose not to do this for your products. But if your competitors are, who do you think has the best chance of getting a click and making a sale?

Rich snippets are just good SEO for ecommerce, plain and simple.

4. Sitelink

Finally, you should attempt to optimize your site for SERP sitelinks.

I say “trying” to optimize because this isn’t a SERP feature you can just click on and off, like alt text or structured data.

So we’re all on the same page here, sitelinks are the clickable buttons below your result metadata on a SERP. They typically give users the opportunity to navigate directly to sections of your website.

In the case of ecommerce, the most logical sitelinks you would like listed in your result would be for your most popular product categories.

But again, I’m saying “I would” because sitelinks are chosen by Google’s algorithm. That doesn’t mean you can’t influence the sitelinks Google places there. The pages that Google links to in your results is mainly based on the navigation of your site.

As an SEO, we always recommend having a straightforward, easy-to-navigate website structure. It helps the user experience, supports navigation and requires Google to crawl your pages.

Other things that help Google crawl your site include keyword-optimized content, smart internal links, and simple, intuitive menus.

It is through these elements that you have the best chance of defining what your SERP sitelinks will be. When you tell Google which pages are most important to you and your customers, the search engine will respond in a similar way by generating useful sitelinks.

This is another example of how your SEO goes straight to users’ SERPs without them having to do anything.

And when you’re in the competitive ecommerce space, that really matters.

Go ahead and optimize

Businesses always have a hard time facing the competition. Whether you are a local store or an international ecommerce brand, there is always someone else trying to beat you at the same game as you.

While SEO can never force anyone to do anything, we place ourselves in the best possible position when we take the above steps to optimize our websites for SERP features.

If you aren’t already doing these things, we recommend that you start as soon as possible! And then sit back and see what happens.

Kris Jones is the founder and former CEO of digital marketing and affiliate network Pepperjam, which he sold to eBay Enterprises in 2009. Most recently Kris founded SEO and software services company and has previously invested in numerous companies. successful technologies. Kris is an experienced public speaker and the author of one of the best-selling SEO books of all time titled “Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing,” which has sold nearly 100,000 copies.

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