How do you optimise an e-commerce website for SEO?

Keyword intent includes:

• Informational – searches include questions, showing the users are looking for more details on a product or service
• Commercial – searches where the user knows what they want and now they need to find it. These searches have a higher intent to make a purchase

You can use Google's Keyword Planner to identify keyword intent, helping you with new content ideas. 

Use Long-Tail Keywords

Long-tail keywords tend to have a low search volume, yet they are relevant, usually appearing on the right side of a search engine results page (SERP). These often convert well, because it is a match for what the searchers is looking for, generating higher website traffic volumes.

Long-tail keywords are useful when:

• You need to rank your new website
• You want to increase conversion rates
• You are in a highly competitive niche
• You need results on a limited budget

Optimise Product Pages

On-page SEO techniques are necessary to attract new visitors your website, encouraging them to make a purchase. Optimising your product pages, means using your selected target keywords in your descriptions, including:

• Product Descriptions 
• Reviews
• Images

Focus on User Experience (UX)

As an e-commerce website owner, it is very important to pay close attention to user experience (UX). A good well-thought out design that is visually appealing will enhance user experience. In addition to looking great, your site must work seamlessly, offering easy navigation, with fast loading product pages. 

When your site is easy to use, offering the visitor the information that they need, they remain engaged, spending a longer time on your site and having an enjoyable experience. This also impacts your ranking in SERPs. Where websites offering a poor user experience, tends to have a lower ranking.

To improve the user experience on your e-commerce site, you will want to ensure:

• It is mobile friendly and able to work on any device
• It is fast to load
• It is easy to navigate with internal links directing visitors to relevant product pages
• It is easily accessible
• It is free of clutter
• Includes Call-To-Action (CTA) buttons

Use Basic and Concise URL Structures

Simple URL structures also play an important role in user experience, while improving your SEO efforts. Basic and concise URL structures help search engines identify what your content is about, while making it easier to share on social media, or obtain backlinks from other relevant websites.

URL's must be easy to read and understand, remaining as short as possible.  You should include your target keywords in your URL.

Conclusion

With more consumers turning to the internet to find and purchase products than in the past, it's essential for e-commerce website owners to enhance their visibility and drive traffic to their site using effective SEO strategies.