eCommerce Cultivated | Episode 003

SEO For Your eCommerce Business

Do you really need SEO for your eCommerce business? In today’s episode we are covering SEO and what are some of the best practices you can have in place to make a difference in your business. SEO can play an important role in your store traffic and sales when done correctly. Put on your Airpods and dive in!

Episode Overview

  • What is SEO
  • How to research keywords
  • Using Keywords in Titles
  • Using Keywords for Descriptions
  • Plus more!

Links mentioned

Thanks for listening

  • Feel free to join the discussion on this post.
  • Connect with me on Instagram at themaycreative

Show Notes

Ready to reduce abandoned carts, convert more traffic to sales, plus more welcome to brand cultivated a podcast dedicated to helping your e-commerce lifestyle or beauty brand grow. I’m Karen, the founder, and creator behind The May Creative, which is an e-commerce web design and development business that reimagines possible ideas into reality. I’m excited to have you here. So grab your favorite class and let’s dive in. Hello, hello, hello, welcome back. I’m excited to talk to you today because we’re to talk about some technical stuff and that is going to be SEO for your eCommerce business.

It is definitely an important piece of your marketing puzzle. I like to think of SEO just as another bridge that you can add to your business to help you bring in additional sales and also help your business become known and seen. Plus, when it’s done correctly, it can just give you amazing free traffic.

So let’s go ahead and dive on in!

All right.

I think the first place where we should start is defining what SEO is…

SEO stands for search engine optimization. Essentially, when we go to Google and we type in a question or something that we’re looking up. Google presents us with these answers. How it does that is that it goes out and it takes its computer system.

It’s an artificial intelligence system and it looks for phrases and keywords that people have added to their website content.

If that content is reflective of the question that we typed in, it will present us with the recommended answers that we’re looking for. A lot of times it is pretty accurate. Which is pretty freaking amazing if I say so myself, for a computer system.

Now, how you can, add that into your own business is to make sure that you’re providing content that the machine or robots can read so that it presents your information as one of the highly valued recommended pieces.

If you can do that, you’ll start to see yourself rank for certain phrases and end up showing as number one on pages or searches that people are typing. That is like the ultimate goal, because after people search and they get presented with the information, they see, like, you know, the top things that are ads and things like that. And then they see the non-ad content and that’s where people most likely are going to click.

If you can be at the top of those pages, that brings in so much additional traffic to your business and it gives you that opportunity to then take that traffic and convert it into sales. And that’s the part that people really enjoy about SEO because they can convert that traffic to sales.

The next thing I want you to know is that SEO is a long term game. It’s not something that is an immediate fix, but it’s just one of those things that if you put in the right foundations and practices, that eventually it’s going to pay off and you can use it in your business again as a bridge to bring in more sales. Definitely use it as part of your marketing plan. Continue to do your other forms of content marketing.

If you’re doing ads, you can continue to do that. So SEO is an additional thing that you can add to that. So now that we have a clear understanding of what SEO is, let’s talk about some things that you can do to improve or start to implement some of the best SEO practices for your e-commerce business.

So some keyword research.

When people say keyword research, it’s like, oh, well, Karen…what? Keyword research is just phrases or keywords that people are typing in to find something that they’re looking for. So let’s say, for example, you sell coffee related products and you want to show up for coffee makers. What I would do is go to Google, type in coffeemakers, see who comes up first and second, and third. For coffee makers, it’s probably going to be one of the major retailers like Macy’s or Amazon or something like that.

Once you see that, you can say, OK, how what is the likely chance that I’m going to outrank an Amazon? Very unlikely. But you can then continue to scan that page and see what Google kind of presents you as additional options. Like if you scroll all the way down to the bottom of the page, you’ll see that it’ll have additional recommended searches that people have typed in. Take note of that information by copying into a Google doc or something to write it down.

If you’re pen and paper person, take note of it. And then what I want you to do is type that in or copy it into the search and you’ll notice that Google is going to give you some predictable phrases. And those phrases are what other people have commonly typed into search to find things. You’re going to keep note of that, because those are going to give you hints and clues as to how people are looking for information. If you want your keywords to be natural in the sense that you want people to just organically type it in and you are naturally discovered.

Right. So so keep a note of those things and then other places you could do similar things with this method of just like kind of getting some keyword hints and things is to actually go to Amazon.

Amazon does the same thing where it kind of completes that sentence for you. And again, it’s giving you clues and hints as to what other people are searching for when they’re looking for products and things like that. Take note of that. So maybe you discover that coffeemakers, that’s going to be to hard to ring for because the bigger businesses have that lock.

How can you like, you know, get around that? What you can do is see if you could rank for additional what we call longtail keywords. So instead of a coffeemaker, maybe you would want to for a single cup coffee maker. You know, that’s more specific. It’s a longtail keyword because it includes more phrases. So maybe you want to, you know, look for single cup coffee makers and see who comes up for that.

If there is not a lot of people that are, you know, major players in the game, then that could potentially be a keyword that you can rank for. And so, you know, keep that list, keep note of what you know comes up. Then I want you to go to a website that’s called Ubbersuggest. It is owned by Neil Patel. And he has this software that’s available for free where you can search for phrases and keywords that people normally type into the search.

It’s going to tell you like search volume and things like that. The volume is how much people are just, you know, typing that into search. And if it has a decent amount of search volume, like, I don’t know, like five hundred to five hundred and above, then that’s a chance for you to capture part of thattraffic. Don’t go in thinking like, OK, this keyword gets searched for seven hundred times a month.

I’m going to get all of that search traffic now. You’re going to get a percentage of it. It’s probably going to be like 15 and 20 percent of that. So calculate that in even though it’s 15 to 20 percent of th traffic, if you can rank really well for it, that’s a 15 to 20 percent more additional eyes into your business and another opportunity for people to convert into sales. So take note of, you know, what comes up in Ubersuggests and then write that down, write down the search volume if it’s a good search volume, like five hundred and above, make note of that next to the keyword phrase and then continue to, you know, look for different keywords that are related to your products.

Now that you kind of have like those keywords and phrases around and written down, you know, OK, you could potentially rank for those.

Next, I want you to do is go to your product that you want to use that keyword for. And I want you to include that into your titles, your titles. Just make sure it’s like on-brand like it continues to support your brand voice. And that you can naturally implement that keyword or phrase into the product title.

The same for the product description. You want to make sure it’s still within your brand voice and that it naturally is part of, you know, the description of your product. So keep your product descriptions down to about three hundred words or less and then read it back, make sure it sounds nice that it reads naturally and it makes sense. Your keywords are going to again put that in the title and description. Then I want you to add the keyword to your photo so you might have to rename your photos if you’ve already uploaded them.

So instead of saying like image 05467.jpg, you would then just rename it to whatever your keyword phrase is. And then, you know, keep the ending of the image file (.jpg), you want to do that because Google looks to see if images are properly named with keywords and images are searchable and discoverable in Google. So just make sure that you include that keyword in the file name.

And then I want you to look at the URL of your product itself and whatever, you know, it should be like
your domain slash product slash, you know, whatever your keyword is, make sure that it’s a natural,
you know, readable phrase.

So it’s like a single cup coffee maker or something like that, you know, just make sure that it’s easy to read. It sounds natural in between each word. I want you to put dashes. So don’t just don’t use a whole word, like singlecupcoffeemaker, but put dashes because computers will read the breaks so the dashes will help them know that, oh, that’s a new word. So just do that. And then those are going to be some key things that will help you start to come up into search easier.

So when the computer system goes through and reads content, somebody’s looking for a single cup coffee maker and it comes across your product page. It knows like, oh, this page is about single cup coffee maker. It has content about it. You know, they have an image that’s appropriately named for it that URL is saying that it’s about single-cup coffeemakers it reads through the title, the content. And it’s like, oh my gosh, this is relevant.

You know this is something I can potentially present to the person that’s searching for a single cup coffee maker. Essentially that is what you want to do. You want to make it so that the computer system can find your content presented to the person that’s searching for it. And you become that authority and, you know, identify identifiable brand associated with that product. And that’s how you can start to build in that traffic. So it is a long game like I said earlier.

You know, over time, once you kind of said, hey, you can, like, set it and then, you know, push it off to the side, make sure you periodically check on it, but you’ll start to see if you’ve done it correctly, that it’s bringing in additional traffic and maybe over time you’ll start to get more of that, you know, search volume percentage. So instead of going for five percent, you start to become 10 percent of the search volume and then 15.

So it definitely can grow. So that is some things that you can do to help you improve and work towards your SEO for your e-commerce business. There is definitely some misconceptions about out there, about SEO, like a lot of businesses, think like, oh, I don’t really need it because, you know, I have referrals or I focus strictly on social media and things like that. I would say, again, think of SEO as another bridge into your business to capitalize on sales.

You don’t want just to have like one bridge that’s bringing you in sales because what happens if the bridge breaks, you know what I mean? Like the bridge breaks, like social media breaks and you’ve like, lost your sales, especially if you haven’t, you know, you know, built other channels. So use it as another bridge into your business. On top of your email marketing, if you are not utilizing email marketing as an e-commerce business, you are missing out because it is a high conversion tool for eCommerce businesses even higher than social media.

So definitely, definitely think of SEO again as another bridge into your business. And then another tip
that I wanted to give you is to make sure that you’re not duplicating or copying the same content on each product page. So maybe you have products that are similar and things like that. And you you know, I want to make sure that there some sort of consistency there in terms of like descriptions and things. That’s totally fine. But you don’t want it to be like exact because Google will penalize you for duplicate content.

And so you want to change it up and make it relevant to each individual product just so that you don’t
get penalized.

Because if you get penalized, Google will rank your site lower and your SEO efforts will just, you know, go bye bye like all that work I did and look what happened. So be mindful of duplicate content an just, you know, change it up for each product so that it’s different. And also, I want to tell you that I do have a post, a blog post that you can read, it’s called SEO Made Simple, and I will put it in the show notes.

It’s going to walk you through, you know, like some more additional SEO tools, give you some examples about URL structures and naming your images and things like that. So definitely check it out. But yeah, I hope this was helpful to you. And I know a SEO can sometimes be intimidating, but if you have additional questions, definitely let me know. I’d be happy to answer them for you. Hopefully, this episode was super helpful to you.

And we’ll talk about email marketing in a future episode. I just want to make sure I pull together some really good valuable content for you for that. But if you have questions about that, definitely let m know, because email marketing is, again, like I said, a really powerful tool to help you actually convert more traffic to customers over other marketing efforts.

So, again, I hope you enjoy this, but I will chat with you guys in the next episode.

I hope you found today’s episode valuable and that it inspired you to take action toward growing you
brand. Don’t forget to subscribe so you don’t miss future episodes. Also, I invite you to connect over
on Instagram @themaycreative to continue the discussion and remember your ideas can become
reality until next time.


Hi, I'm Karen, the founder + strategist/Shopify expert behind The May Creative. I help modern luxury & lifestyle product-based business owners craft an elevated Shopify website experience. So they can scale their business & reach their next level of success. Connect to learn more about working together. Or check out the episodes below or dive into some insightful eCommerce articles.


You'll also enjoy with some wine:

  • The Power of Gift Cards For Retailers
  • The Real Reason Your Products Aren't Selling
  • Selling During A Pandemic