As one of the best eCommerce platforms available, there’s a lot you can do to improve your search engine ranking and drive more traffic to your website.
In order to see success with BigCommerce SEO for your online store, there are many different elements that you’ll want to make sure that you get right – from your meta descriptions to your product pages or keyword strategy.
Throughout this article, we’ve shone a spotlight on SEO for BigCommerce shop owners, so that you can start making improvements to your store and reap the many benefits.
1. Optimize your custom page titles and meta descriptions.
Your page title is the first element that search engines will crawl.
Ensuring that it involves your target keyword is crucial to rank on page one of the results.
Generally speaking, Google displays the first 50-60 characters of a title tag. If you keep your titles under 60 characters, you can expect around 90% of your titles to display properly.
Although there’s no one way to write your title tags, an optimal format might be:
Primary Keyword – Secondary Keyword | Brand Name
However, this does depend on the contents of your web page. For example, it’s unlikely that you would lay out a title like this if you were writing a blog article.
A meta description is the text that is displayed in search engine results and is usually a short descriptive summary that encourages click-through rates.
It’s good practice to ensure that each of your web pages has meta descriptions as technically any page could become an entry point for a potential customer. This includes your product pages, content pages, blog articles and even your homepage.
Make sure to include your primary keyword in the meta description, keeping it concise, compelling and informative – think of it like a mini advertisement of your page.
2. Product pages – improve your on-page SEO.
Making sure your BigCommerce SEO is on point when it comes to your product pages is key to gain a good ranking in the results of search engines.
Including long-tail keywords in your product descriptions
Utilizing internal links to strengthen key pages
Using headers and bullet points to make elements stand out
Search engine friendly URLs
You also need to consider your on-page keyword strategy.
It’s important to use keywords that closely align with your product pages, have a high search volume and a high conversion potential.
For example, if you’re selling “women’s yellow pumps” you’ll want to consider:
“women’s yellow pumps”
“women’s yellow pump shoes”
Where possible, avoid using the generic product descriptions that are created by the manufacturers of your products.
Many store owners do not do this, and end up with various pages of identical content, which is not appreciated by search engines who are likely to penalise duplicate pages.
3. Get your product photo descriptions (ALT tags) right.
As you’ll know, adding product photos or images to your articles can be a vital selling point.
You should always remember to give your images accurate ALT attributes.
Not only does this help the search engines determine what your images are and to rank the page more effectively, but it also helps visually impaired people to know what the image is.
In code, an ALT tag will typically appear as the following:
alt=”image description”title=”image tooltip”>
A bad (but easy) habit to fall into is to simply repeat your primary keyword as the description for each image on a page – a process known as keyword stuffing.
Instead, you should focus on using high quality and relevant images for your pages, where it either makes sense to have the primary keyword in the ALT text, or a related keyword.
4. Product reviews can improve BigCommerce SEO.
Product reviews are a great means of social proof – but they can also boost your rankings.
In fact, product reviews are listed as the fifth most important factor in determining search engine rankings.
Review signals are the quantity, frequency, quality and diversity of product reviews. These are then sent to search engines which then help to rank your BigCommerce store more accurately – the better you score, the higher your search ranking will be.
Another benefit to using product reviews is that they provide fresh and relevant content on your website – an element that search engines rank highly.
A good practice to get into is to use schema mark-up to present your reviews.
This enables your product page results to display rich snippets, containing a product rating, the review, the date of the review and a brief description of it.
5. Make sure your BigCommerce store is fully responsive.
Both the internet and technology are growing at an exponential rate.