How to structure an ecommerce site for SEO

On-Page & Content Mistakes: The Words That Make or Break Your Ecommerce Store

Alright, let’s talk about the part of your ecommerce site where users actually see  the content. This is where the magic happens (or doesn’t). Think of your website as a storefront. Sure, the building needs to be sturdy and well-lit (cough technical SEO cough), but if the products inside are poorly labeled or unappealing, customers won’t stick around. That’s why nailing your on-page SEO and content strategy is crucial.

So, grab another sip of coffee because we’re diving into the top on-page and content mistakes and how to fix them with some actionable tips, relatable analogies, and maybe even a sprinkle of humor.

Weak Title Tags & Meta Descriptions: "Click Me, I’m Worth It!"

Let’s start with the first impression of the title tags and meta descriptions. These little snippets might seem small, but they’re like the cover of a book. If it’s boring or vague, no one’s going to pick it up.

Common Mistakes:

• Missing modifiers like “Buy,” “Online,” or “2023” that signal relevance.
  
  
• Keyword stuffing, which makes titles sound robotic and spammy.
  
  
• Generic meta descriptions that don’t entice clicks.
  
  

How to Fix It:

The goal here is to write titles and descriptions that are both SEO-friendly and click-worthy. Here’s how:

• Use Templates for Consistency: Try something like Buy [Product] Online | [Brand Name]. For example: “Buy Wireless Earbuds Online | SoundWave Audio.”
  
  
• Add Emojis (Yes, Really): A well-placed emoji can make your listing stand out in search results. For instance: “Best Wireless Earbuds 2023 | Free Shipping!”
  
  
• Focus on CTR: Write meta descriptions that answer the searcher’s question while teasing value. Instead of “We sell wireless earbuds,” try “Get crystal-clear sound with our top-rated wireless earbuds free shipping today!”
  
  

Wireless Earbuds
Buy Wireless Earbuds Online
We sell wireless earbuds
Get crystal-clear sound with our top-rated earbuds!

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Thin or Duplicate Product Descriptions: "Tell Me Why I Should Care!"

Now, let’s move on to product descriptions. Imagine you’re shopping for a blender online, and all you see is: “This is a blender. It blends stuff.” Would you buy it? Probably not. Yet, so many ecommerce sites fall into the trap of using thin content or copying manufacturer descriptions verbatim.

Common Mistakes:

• Relying on generic manufacturer text that offers zero differentiation.
  
  
• Writing descriptions that are too short or lack detail.
  
  
• Ignoring the power of storytelling to connect with buyers.
  
  

How to Fix It:

Your product descriptions should do more than describe what they should sell. Here’s how to level up:

• Go Beyond Features: Highlight benefits. Instead of saying “This blender has 5 speeds,” say “Blend smoothies, soups, and sauces effortlessly with 5 precision speeds.”
  
  
• Incorporate User-Generated Content: Add snippets from customer reviews to boost authenticity. For example: “Loved by 1,000+ happy customers ‘Best blender I’ve ever owned!’”
  
  
• Use Unique Bullet Points: Break down key selling points into scannable lists. Example:
  
  
  
  • Crush ice in seconds.
    
    
  • Dishwasher-safe parts for easy cleanup.
    
    
  • Compact design saves counter space.
    
    

Pro Tip: If you’re struggling to write unique descriptions for every product, start with your bestsellers. Prioritize long-tail keywords like “quiet blender for small kitchens” to capture niche searches.

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Missing Schema Markup: "Help Google Understand Me Better!"

Schema markup might sound intimidating, but trust me, it’s worth the effort. Think of it as giving Google a cheat sheet about your products. Without it, you’re leaving money on the table.

Common Mistakes:

• Not implementing product schema markup at all.
  
  
• Skipping important details like price, availability, and reviews.
  
  
• Using outdated formats instead of modern JSON-LD.
  
  

How to Fix It:

Adding schema markup is easier than you think, especially with tools like Yoast or plugins for platforms like Shopify. Here’s what to include:

• Product Details: Price, SKU, availability, and brand name.
  
  
• Reviews: Showcase star ratings directly in search results. Who wouldn’t want to see “4.9/5 Stars” before clicking?
  
  
• Image Optimization: Use image alt text to describe visuals, ensuring accessibility and better indexing.
  
  

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Ignoring Long-Tail Keywords: "Speak My Language!"

Finally, let’s talk about long-tail keywords, those specific phrases people type when they know exactly what they want. These gems often have lower competition and higher conversion rates. Yet, many ecommerce stores overlook them entirely.

Common Mistakes:

• Focusing only on broad terms like “blender” instead of “quiet blender for small apartments.”