{"id":3410,"date":"2025-02-18T20:19:09","date_gmt":"2025-02-18T20:19:09","guid":{"rendered":"https:\/\/getleadster.com\/blog\/?p=3410"},"modified":"2025-02-18T20:19:09","modified_gmt":"2025-02-18T20:19:09","slug":"technical-seo-for-e-commerce","status":"publish","type":"post","link":"https:\/\/getleadster.com\/blog\/technical-seo-for-e-commerce\/","title":{"rendered":"Technical SEO for E-commerce: Where to Start?"},"content":{"rendered":"\n

Technical SEO for e-commerce <\/strong>is very important for a number of reasons.<\/p>\n\n\n\n

There is a myth in digital marketing that we should address right at the beginning of this article: SEO is only for those who work with content.<\/p>\n\n\n\n

In fact, this myth is so strong that, in many cases, SEO is seen as synonymous with blogs.<\/p>\n\n\n\n

But that’s not quite the case. In fact, it’s not even close to being “the case.”<\/p>\n\n\n\n

SEO has a direct impact on how easily users can find your brand in search engines. And these searches are not always related to content.<\/p>\n\n\n\n

Today, let’s talk more about technical SEO for e-commerce.<\/strong><\/p>\n\n\n\n

First, we’ll understand in practice what its main function is \u2014 what exactly it does.<\/p>\n\n\n\n

Then, we\u2019ll take a closer look at the most basic points of SEO for e-commerce, and right after that, we\u2019ll go through how the technical audit process works.<\/p>\n\n\n\n

Ready to start?<\/p>\n\n\n\n

What exactly does Technical SEO for E-commerce do?<\/h2>\n\n\n\n
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SEO for e-commerce helps your site and products appear in searches that people make, especially on Google.<\/p>\n\n\n\n

Of course, it applies to all other search engines as well.<\/p>\n\n\n\n

The thing is, Google is the search engine with the most resources today \u2014 it not only lists websites in its search results but also provides snippets specifically tailored for e-commerce.<\/p>\n\n\n\n

Because of the greater number of resources Google offers, technical SEO for e-commerce is crucial to ensuring maximum exposure in the search engine.<\/strong><\/p>\n\n\n\n

Below, we will talk more about how exactly SEO for e-commerce boosts your brand’s prominence on Google. Stay with me:<\/p>\n\n\n\n

Knowledge Panel for Branded Search<\/h3>\n\n\n\n

Let\u2019s start small: branded searches are those where the user searches directly for your brand name on Google.<\/strong><\/p>\n\n\n\n

In these cases, SEO is important to signal to Google that the brand is yours and to include your content in the Knowledge Panel.<\/p>\n\n\n\n

Check this example to better understand what the Knowledge Panel is:<\/p>\n\n\n\n

When someone searches for “Vans,” the Knowledge Panel displays information about the brand, pulling details from the best search result.<\/p>\n\n\n\n

In the case of larger brands, like in this example, the Knowledge Panel might be built by other websites, such as Wikipedia.<\/p>\n\n\n\n

But for smaller e-commerce sites, this Panel is built with the information you provide on your site \u2014 usually on a specific page for that purpose, such as “About Us.”<\/strong><\/p>\n\n\n\n

You can\u2019t “activate” the Panel for your brand. You can only create good content, work on SEO properly, and wait for Google to build it as searches for your brand increase.<\/p>\n\n\n\n

Greater Visibility in Google Shopping Ads<\/h3>\n\n\n\n

Those working with e-commerce need to focus on a specific type of Google Ads<\/a> \u2014 Google Shopping ads.<\/p>\n\n\n\n

You\u2019ve probably seen these ads in searches for products on Google. Here\u2019s an example:<\/p>\n\n\n\n

Here, we can see that Vans is doing an excellent job both with technical SEO and paid media management.<\/a><\/p>\n\n\n\n

Notice how the brand appears in two different formats: on Google Shopping, on the right, and in the regular search results.<\/p>\n\n\n\n

This is not the standard Google Ads or Google Shopping experience. In fact, it\u2019s quite common for brands with their own e-commerce sites to lose auctions for keywords<\/a> related to their own products.<\/p>\n\n\n\n

For example:<\/p>\n\n\n\n

CASIO sells its watches on its own e-commerce website, so it\u2019s expected that the sponsored Google Shopping results display CASIO\u2019s site.<\/p>\n\n\n\n

But that\u2019s not the case here. CASIO doesn\u2019t appear in any of the Google Shopping sponsored results.<\/p>\n\n\n\n

Of course, the reason could simply be that they\u2019re not running Google Shopping ads.<\/p>\n\n\n\n

But regardless of that, there are many cases where marketplaces, import e-commerce sites, and other similar platforms run ads competing with the actual manufacturers of the products.<\/strong><\/p>\n\n\n\n

And if those manufacturers don\u2019t manage technical SEO for e-commerce well, they\u2019ll face greater difficulty in positioning their Google Shopping ads and winning auctions for each search.<\/p>\n\n\n\n

Easier Display in Google Shopping Organic Results<\/h3>\n\n\n\n

In addition to Google Shopping ads that appear directly in the main SERP for each search, there are also organic results for this format.<\/p>\n\n\n\n

The “Shopping” tab is right next to the main search tab and displays e-commerce results (with product images) rather than text-based results.<\/p>\n\n\n\n

Here\u2019s an example of a search there:<\/p>\n\n\n\n

Notice how the Google Shopping tab has a variety of resources, allowing you to specify the shoe size and price range, along with images and ads.<\/p>\n\n\n\n

The organic results here come from SEO for e-commerce. With a solid SEO strategy, you increase your chances of putting your brand and products front and center.<\/p>\n\n\n\n

If you observe, the first result is from Converse when we search for “Converse All Star.” And in the top row of results, which is the most valuable, Converse\u2019s website appears twice.<\/p>\n\n\n\n

The same applies to the ads: Converse isn\u2019t in the first position, but it appears twice.<\/p>\n\n\n\n

Both the organic results and the ad positioning are linked to technical SEO for e-commerce.<\/strong><\/p>\n\n\n\n

The Potential to Appear in AI Search Engines<\/h3>\n\n\n\n

As the whole world has realized, AI is here to stay.<\/p>\n\n\n\n

Many people imagined that it would be a “Google killer” \u2014 meaning users would prefer searching for topics via AI rather than using search engines.<\/p>\n\n\n\n

Even though it hasn\u2019t become the Google killer that many experts thought it would, AI is still growing and developing, and it has gained a lot of adoption.<\/p>\n\n\n\n

Technical SEO for e-commerce helps you appear as a reference in AI searches for certain queries.<\/p>\n\n\n\n

For example, instead of searching for the name of a product, I could search “when was the All Star model created by Converse?”<\/strong><\/p>\n\n\n\n

This is a search in Google itself, and it returned an AI-generated result.<\/a> Notice that this is where Converse is failing \u2014 in its content.<\/p>\n\n\n\n

With good technical SEO and quality content \u2014 which, don\u2019t be mistaken, go hand in hand \u2014 you can influence AI to deliver a response sourced from your site.<\/p>\n\n\n\n

And what\u2019s more interesting is that your site will be listed right next to it. For more specific queries, a category page or even a product page could be added to the AI-generated result on Google.<\/p>\n\n\n\n

\ud83e\udd3f Dive deeper: SEO for AI \u2014 how to do it?<\/a><\/pre>\n\n\n\n
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The Basics of SEO for E-commerce<\/h2>\n\n\n\n
Before we move on to technical SEO, it’s important to recall some basic aspects of SEO for e-commerce.<\/p>\n\n\n\n
SEO for e-commerce follows the main principles of general SEO, but it has some very specific needs.<\/strong><\/p>\n\n\n\n
The primary concern of SEO for e-commerce is to highlight products for the searches users conduct.<\/p>\n\n\n\n
Therefore, it\u2019s natural for SEO for e-commerce to focus mainly on this functionality \u2014 the most important being product descriptions, images, category descriptions, and some other points.<\/p>\n\n\n\n
This is the most basic SEO, but not in the sense that it\u2019s \u201ceasier\u201d or \u201charder.\u201d It can become highly technical, but also be incredibly simple.<\/p>\n\n\n\n
The basics, in this case, refer to necessity. These points are crucial for e-commerce to perform well in search engines.<\/p>\n\n\n\n
Here, we\u2019ll focus on the following items:<\/p>\n\n\n\n