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Four Google SERP features for ecommerce SEO

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Four Google SERP features for ecommerce SEO


30-second summary:

  • Holiday season shopping is on and your ecommerce store whether a local shop or an international ecommerce brand needs visibility for sales
  • How do you jump right in front of your potential customers and drive sales in a highly competitive space?
  • SEO pioneer, former Pepperjam founder, and serial entrepreneur, Kris Jones shares a practical ecommerce SEO guide

There is perhaps no type of business that is more primed for SEO than ecommerce companies. Think about it: where a local law firm can put up a billboard or buy ad space in a regional newspaper in addition to doing SEO, ecommerce businesses essentially have one resource available to them, the internet.

That’s where they do 100 percent of their business, and it’s where they’re going to reach the customers they want. So, ecommerce companies should spend a lot of time getting their SEO just right. One crucial way of doing that is to optimize your site to appear in Google’s various SERP features.

There are so many ways you can tell users about your business just from the SERP even before they get onto your website. And the information you present could mean all the difference between capturing your ideal traffic and losing it to competition.

Therefore, to market yourself in the best light to all potential customers searching for your products, you have to optimize your website specifically for the SERP features that drive conversions.

How do you do it? Here are four of the most vital Google SERP features for which you should be optimizing your ecommerce business’ SEO.

1. Rich cards

Back in 2016, Google introduced a new mobile SERP feature called rich cards. By using structured data, SEOs could make a business’s results “richer,” that is, more visually appealing, clickable, and therefore more likely to generate an organic click.

If you search for a certain type of product, results marked up with the proper language tell Google to show the product along with an image that can help users know if they want to explore more. Users simply swipe to see more items.

Now, why am I recommending a SERP feature from 2016?

It’s because in the first quarter of 2021, mobile traffic accounted for almost 55 percent of online traffic worldwide, and that number is only going to increase. Basically, mobile search results are even more relevant today than they were in 2016.

With that in mind, how can you optimize your ecommerce products for rich cards?

You need to use the JSON-LD method of marking up your products. You can then test your work with the various free rich results tools on offer from Google.

2. Google Images results

Somewhat related to rich cards is the need for ecommerce businesses to optimize their content for Google Images results. Relevant images will appear at the top of a SERP, before any organic results.

A good product description does indeed go a long way, but don’t forget to think simply, as well: if customers can see clear, high-quality images of your products, that will help your credibility along, and hence drive conversions.

How do optimize for Google Images results? Well, Google doesn’t read images like it reads text, so it’s all going to come down to how you prepare your images on the back end.

First of all, ensure your images are originally yours. You don’t stand much of a chance trying to rank for stock photos.

Next, give your photos descriptive file names that tie into the pages where they will be placed. In the case of ecommerce, since you’ll probably have a series of photos for each product, give the image files titles that reflect the product, with words separated by hyphens.

Here’s an example: unisex-sneakers-blue-brandname-yoursitename

And don’t forget to provide descriptive alt text to each image in case it can’t load and be seen.

Finally, be sure you’re not uploading huge image files that will weigh down a website. Compress them down as small as you can to give your site enough breathing room while still ensuring the images show what you need them to show. Check out this comprehensive guide on image optimization.

3. Rich snippets

Wait a minute, you might say, why are you talking about both rich cards and rich snippets?

With ecommerce products, rich cards will stop you at the images. You can choose to go a step further for appropriate products by optimizing for rich snippets.

Rich snippets add in extra details about your products. These get placed inside your search results, under the meta title, and above the meta description.

To get rich snippets on your product results, you’ll use structured data just like you did for rich cards. You can choose which information to enter based on what specifically can grab your potential customer’s attention and satisfy their search query.

For ecommerce companies, it makes the most sense to optimize your rich-snippet products for prices, in-stock status, sales, different brands, customer reviews, and star ratings.

Think about each of these features. Doesn’t it make sense that a customer searching for this type of product would want to see this information from your online store?

Rich snippets are one great way of reaching users with extra information without the need for the users actually to click on your result. You’re taking the most concentrated bits of data about your product offerings and jumping right out onto the SERPs at the user.

Sure, you can choose not to do this for your products. But if your competitors are, who do you think stands the better chance of getting a click and making a sale?

Rich snippets are just good ecommerce SEO, plain and simple.

4. Sitelinks

Finally, you should attempt to optimize your site for SERP sitelinks.

I say “attempt” to optimize because this isn’t a SERP feature you can just click on and off, like alt text or structured data.

So we’re all on the same page here, sitelinks are the clickable buttons below your result’s metadata on a SERP. They typically offer opportunities for users to navigate directly to sections of your website.

In the case of ecommerce, the most logical sitelinks you would want to get listed in your result would be for your most popular product categories.

But again, I’m saying “would want” because sitelinks are chosen by Google’s algorithm. That doesn’t mean you can’t influence which sitelinks Google places there. Which pages Google links in your results is based primarily on your site’s navigation.

As SEOs, we always recommend having a direct and easy-to-navigate website structure. It helps the user experience, supports navigation, and prompts Google to crawl your pages.

Other things that help Google crawl your site include keyword-optimized content, smart internal linking, and simple, intuitive menus.

It is through these elements that you stand your best chance of defining what your SERP sitelinks will be. When you tell Google which pages are most important to you and your customers, the search engine will respond in kind by generating helpful sitelinks.

This is yet another example of having your SEO jump right to the SERP at users without them having to do anything.

And when you’re in the competitive ecommerce space, that really matters.

Go forth and optimize

Businesses always have it tough when going up against the competition. Whether you’re a local shop or an international ecommerce brand, there’s always someone else trying to beat you at your own game.

While SEO can never make anyone do anything, we put ourselves on the best possible footing when we take the above steps to optimize our websites for the SERP features.

If you’re not doing these things already, you’ll want to get started as soon as you can! And then sit back and watch what happens.


Kris Jones is the founder and former CEO of digital marketing and affiliate network Pepperjam, which he sold to eBay Enterprises in 2009. Most recently Kris founded SEO services and software company LSEO.com and has previously invested in numerous successful technology companies. Kris is an experienced public speaker and is the author of one of the best-selling SEO books of all time called, ‘Search-Engine Optimization – Your Visual Blueprint to Effective Internet Marketing’, which has sold nearly 100,000 copies.

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7 Steps to Grow Your Traffic & Sales

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7 Steps to Grow Your Traffic & Sales

Content marketing has become one of the best (and most cost-effective) ways to get traffic to a website. When done right, the traffic keeps coming long after you stop actively promoting it.

If you own an e-commerce website and want to learn how to utilize blogging to grow your brand and increase your sales, this is the guide for you.

I’ve personally grown blogs to over 250,000 monthly visitors, and I’ve worked with dozens of clients in the e-commerce space to help them do the same. Here’s an overview of my seven-step process to starting and growing an e-commerce blog. 

But first…

Why start a blog on your e-commerce site?

Creating a blog has a whole host of benefits for e-commerce websites:

  • It can help you move visitors along your marketing funnel so they eventually buy.
  • You’re able to rank highly for keywords on Google that your product pages could never rank for but that are still important for building brand awareness and finding customers.
  • It can help you grow your email list.
  • You’re able to continue to get traffic without constantly spending money on ads.
  • It provides many opportunities to link to your product and category pages to help them rank better on the SERPs.

If you don’t know what some of these things mean, don’t worry—I’ll explain them along the way. But for now, let’s take a look at some e-commerce blogs that are working well right now so you can see the end goal.

Examples of successful e-commerce blogs

Three of my favorite examples of e-commerce websites using blogging are:

  1. Solo Stove
  2. Flatspot
  3. v-dog

Solo Stove comes in at the top of my list due to its excellent use of videos, photos, and helpful information on the blog. It also does search engine optimization (SEO) really well, bringing in an estimated 329,000 monthly visits from Google (data from Ahrefs’ Site Explorer).

Overview of Solo Stove, via Ahrefs' Site Explorer

In fact, it’s grown its brand to such a level of popularity that it even created search demand for keywords that include its brand name in them, then created blog posts to rank for those keywords:

Ahrefs' keyword report for Solo Stove

But that’s not all it did. Its blog posts also rank for other keywords in its marketing funnel, such as how to have a mosquito-free backyard or how to change your fire pit’s colors.

E-commerce blogging keyword examples

Then on its blog posts, it uses pictures of its fire pit:

Solo Stove blog post example

Ranking for these keywords does two things:

  1. It introduces Solo Stove’s brand to people who may eventually purchase a fire pit from it.
  2. It gives the brand the opportunity to promote its products to an audience who may not have even known it existed, such as the “mosquito free backyard” keyword.

Moving on, skater brand Flatspot also does blogging well, with a cool ~80,000 monthly visitors to its blog just from search engines.

Overview of Flatspot, via Ahrefs' Site Explorer

One of its tactics is to piggie-back on the popularity of new shoe releases from major brands like Nike, then use that traffic to get readers to buy the shoes directly from it:

Flatspot promoting Nike SB shoes in blog post

Finally, let’s look at v-dog—a plant-powered kibble manufacturer that gets ~8,000 visits per month.

Overview of v-dog, via Ahrefs' Site Explorer

My favorite post it’s done is its guide to making wet dog food at home, which ranks for the featured snippet for “how to make wet dog food”:

Google search results for "how to make wet dog food"

This guide directly promotes v-dog’s product to make wet dog food. So people who search the query will be introduced to its brand and potentially buy its product to make their own wet dog food at home.

And there you have it—three examples of blogging for e-commerce that’s working right now. With that, let’s talk about how you can start your own blog.

Seven steps to start and grow an e-commerce blog

In my 10+ years as a professional SEO and freelance writer, I’ve worked with over a dozen e-commerce stores to help them grow their website traffic. I’ve also run several of my own e-commerce websites.

In that time, I’ve distilled what works into an easy-to-follow seven-step process:

1. Do some keyword research

I never start a blog without first doing keyword research. Not only does this make coming up with blog topic ideas much easier, but it also ensures that every blog post you write has a chance to show up in Google search results and bring you free, recurring traffic.

While we wrote a complete guide to keyword research, here’s a quick and dirty strategy for finding keywords fast:

First, find a competitor who has a blog. Let’s say you’re selling dog food just like v-dog—if I search for “dog food” on Google, I can see some of my competition:

Google search results for "dog food"

At this point, I look for relevant competitors. For example, Chewy and American Kennel Club are good competitors for research. But I’ll skip sites like Amazon and Walmart, as they are just too broad to get relevant data from.

Next, plug the competitor’s URL into Ahrefs’ Site Explorer and click on the Organic keywords report to see the keywords its website ranks for on Google:

Organic keywords report for chewy.com

In this example, it has over 700,000 keywords. That’s way too many to sort through. Let’s add some filters to make things easier:

  • First, set the KD (Keyword Difficulty) score to a maximum of 30 to find easier-to-rank-for keywords.
  • Then we can exclude brand name keywords using the “Keywords” dropdown, set it to “Doesn’t contain,” and type in the brand name.
  • If the website has /blog/ in its blog post URLs, you can also set a filter in the “URL” dropdown to “Contains” and type “blog” in the text field. In Chewy’s case, it doesn’t do that, but it does use a subdomain for its blog, which we can search specifically.

When you’re done, it should look like this:

Ahrefs keyword filters

In the case of chewy.com, this only shaved it down to 619,000 keywords. That’s still a lot—let’s filter it down further. We can apply the following:

  • Minimum monthly search volume of 100
  • Only keywords in positions #1–10
  • Only show keywords containing “dog,” since my example website only sells dog food, not all animal food

Here’s what it looks like with these new filters applied:

Filtering down Ahrefs' Organic keywords report

Now I can find some more related keywords like “what to feed a dog with diarrhea” or “can dogs eat cheese.”

Data for keyword "what to feed a dog with diarrhea"

In addition to picking interesting keywords, you can also get an idea of how to become a topical authority on the topic of dog food by searching “dog food” in Ahrefs’ Keywords Explorer.

Overview for "dog food," via Ahrefs' Keywords Explorer

This keyword is extremely difficult to rank on page #1 for. However, if we go to the Related terms report and set the KD to a max of 30, we can see keyword ideas that are still relevant but may be easier to rank high in the search results.

List of keywords related to dog food

Go through and click the gray + sign next to any keywords you may want to target to add them to your list of potential article ideas. 

2. Create templates for future blog posts

One of the first things I do when I create a new blog is to establish a repeatable template that I use for every post. Typically, it looks something like this:

Blog post template example

It has breadcrumb navigation to help with SEO and navigation, the article title and the date it was last updated, then a short intro with an image on the right to make the lines shorter (and easier to skim). Finally, I include a clickable table of contents to help with navigation, then get into the article.

Within the article itself, I will use headers (H2s) and subheaders (H3s) to make my content easier to skim and to help Google understand what each section is about.

You can make templates for every kind of post you plan on creating—such as list posts, ultimate guides, tutorials, etc.—and reuse them for every post you ever create. It’s a huge time-saver.

While you’re at it, you should also create a standard operating procedure (SOP) that you go through for every article. This could include writing guidelines, what to do with images, formatting, tone, etc.

3. Outline your article

I never dive into writing an article without outlining it first. An outline ensures the article is well structured and planned before you start writing, and it bakes SEO right into your writing process. It’s another big time-saver.

Typically, you want this outline to include:

  • Potential title or titles of the article
  • Target keyword
  • Brief description of the article angle
  • Links to competing articles on Google for research
  • Headers and subheaders, with brief descriptions of the section as needed

Here’s a look at part of an example outline I’ll either send to my writers or write myself:

Content outline example

I wrote a guide to outlining content, which you can follow here for the full step-by-step process.

4. Write, optimize, and publish your post

Next up, it’s time to write your article. As you write more articles, you’ll find what works for you—but you may find it easier to fill in the sections then go back and write the intro once the article is finished.

Here are a few writing tips to help you become a better writer:

  • Ditch the fluff – If a word isn’t needed to bring a point across, cut it.
  • Keep your paragraphs short – Two to three lines per paragraph is plenty, especially for mobile readers where the screen width is shorter.
  • Use active voice over passive voiceHere is a guide for that.
  • Make your content easy to skim – Include photos and videos and make use of headers and bulleted lists to share key points.

Once you’ve written your article, do some basic on-page SEO to help it rank higher in search results:

  • Ensure your article has one H1 tag – The title of the article.
  • Have an SEO-friendly URL – Include the keyword you’re targeting, but keep it short and easy to read.
  • Link to other pages on your site using proper anchor textHere’s a guide for that.
  • Ensure your images have alt text – This is the text Google uses to read what the image is about, as well as what is shown to readers if the image can’t render.

Finally, publish your post and give yourself a pat on the back.

5. Add product promotions, email opt-ins, and internal links

Before you promote your content, there are a few things you can do to squeeze more ROI from it—namely, you should add a way for people to either push them through the funnel toward purchasing a product or subscribe to your email list. I’ll give an example of each.

First, Solo Stove wrote an article titled “Ambiance Is A Girl’s Best Friend,” where it promotes its tiny Solo Stove Mesa as a way of improving a space’s ambiance: 

How to promote your products in a blog post

Beyond directly promoting your products in the articles, you can also add email opt-ins that give people a percentage off their orders. You may lose a little money on the initial order. But once you get someone’s email address, you can promote to them again and get multiple orders from them.

For example, Primary sells kids’ clothing and uses this email pop-up to promote money off its products after you spend a certain amount of time on its website:

Email opt-in pop-up offering a discount on first order

Just make sure your discount code only works once per unique IP address. You can learn more about how to do that here if you use Shopify.

Finally, when you publish an article, you should make it a point to add internal links to your new article from older articles. 

This won’t be as important for your first few because you won’t have a ton of articles. But as your blog grows, it’s an important part of the process to ensure your readers (and Google) can still find your articles and that they aren’t buried deep on your site.

Refer to our guide to internal linking to learn more about this step.

6. Promote your content

At this point, your content is live and optimized for both conversions and search engines. Now it’s time to get some eyeballs on it.

We have an entire guide to content promotion you should read, but here are some highlights:

  • Share the article on all of your social media channels
  • Send the article to your email list if you have one
  • Share your content in relevant communities (such as relevant Reddit forums)
  • Consider running paid ads to your article

There’s a lot more you can do to promote a piece, including reaching out to other blog owners. But I won’t cover all of that here.

The other important piece of promoting your content is getting other website owners to link to your new articles. This is called link building, and it’s a crucial part of SEO.

There are many ways to build links. Some of the most popular include:

Link building is an entire subject on its own. If you’re serious about blogging and getting search traffic, it’s a crucial skill to learn.

7. Scale your efforts

The final step in blogging for e-commerce is scaling up your efforts by creating repeatable processes for each step and hiring people to do the tasks you yourself don’t need to be doing.

You can hire freelance writers, outreach specialists, editors, and more. You can put together a full SEO team for your business.

If you’re not in a place to start hiring, there are still things you can do to squeeze more output from your time, such as creating the SOPs I mentioned earlier.

Final thoughts

Blogging is one of the best ways to increase your e-commerce store’s traffic and sales. It costs less than traditional paid advertising and can continue to provide a return long after a post has been published.

This guide will hopefully help you start your e-commerce blog and publish your first post. But remember that success with blogging doesn’t happen overnight. In fact, it takes three to six months on average to see any results from your SEO efforts. Keep learning and be patient.

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The 5-Step Formula To Forecasting Your SEO Campaign Results

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The 5-Step Formula To Forecasting Your SEO Campaign Results

Looking to launch a successful digital marketing campaign for your business?

How do you select the best SEO keywords to expand your brand’s reach?

What can you do to determine the most effective ways to allocate your marketing budget?

Facing these tough decisions can put you on your heels if you’re not equipped with the right information.

Luckily, there’s a new way to leverage your company’s data to estimate your ROI and take the guesswork out of your next campaign.

With a simple mathematical formula, you can predict the amount of traffic and revenue you’ll generate before even setting your strategy in motion – and you can do it all in just five steps.

Want to learn how?

Join our next webinar with Sabrina Hipps, VP of Partner Development, and Jeremy Rivera, Director of Content Analysis at CopyPress, to find out how to analyze specific keywords and forecast your SEO results.

Not too fond of math? Don’t worry – we’ll provide access to free tools and a downloadable calculator to help automate this process and save you time.

Key Takeaways From This Webinar: 

  • Learn how forecasting your SEO can help you build better campaigns and choose the right keywords.
  • Get step-by-step instructions to predict revenue and website traffic for your next SEO campaign.
  • Access a free handout, resources, and online tools that will save you time and supercharge your content strategy.

In this session, we’ll share real-life examples and provide guidance for the decision-makers within your organization to start getting the most out of your marketing efforts.

By better understanding the market potential of your product or service, you’ll be able to make more informed decisions and effectively maximize your ROI.

Sign up for this webinar and discover how you can secure a sufficient marketing budget and use SEO keywords to forecast the results of your future content campaigns.



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Google SEO Tips For News Articles: Lastmod Tag, Separate Sitemaps

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Google SEO Tips For News Articles: Lastmod Tag, Separate Sitemaps

Google Search Advocate John Mueller and Analyst Gary Illyes share SEO tips for news publishers during a recent office-hours Q&A recording.

Taking turns answering questions, Mueller addresses the correct use of the lastmod tag, while Illyes discusses the benefits of separate sitemaps.

When To Use The Lastmod Tag?

In an XML sitemap file, lastmod is a tag that stores information about the last time a webpage was modified.

Its intended use is to help search engines track and index significant changes to webpages.

Google provides guidelines for using the lastmod tag, which could be used to alter search snippets.

The presence of the lastmod tag may prompt Googlebot to change the publication date in search results, making the content appear more recent and more attractive to click on.

As a result, there may be an inclination to use the lastmod tag even for minor changes to an article so that it appears as if it was recently published.

A news publisher asks whether they should use the lastmod tag to indicate the date of the latest article update or the date of the most recent comment.

Mueller says the date in the lastmod field should reflect the date when the page’s content has changed significantly enough to require re-crawling.

However, using the last comment date is acceptable if comments are a critical part of the page.

He also reminds the publisher to use structured data and ensure the page date is consistent with the lastmod tag.

“Since the site map file is all about finding the right moment to crawl a page based on its changes, the lastmod date should reflect the date when the content has significantly changed enough to merit being re-crawled.

If comments are a critical part of your page, then using that date is fine. Ultimately, this is a decision that you can make. For the date of the article itself, I’d recommend looking at our guidelines on using dates on a page.

In particular, make sure that you use the dates on a page consistently and that you structured data, including the time zone, within the markup.”

Separate Sitemap For News?

A publisher inquires about Google’s stance on having both a news sitemap and a general sitemap on the same website.

They also ask if it’s acceptable for both sitemaps to include duplicate URLs.

Illyes explained that it’s possible to have just one sitemap with the news extension added to the URLs that need it, but it’s simpler to have separate sitemaps for news and general content. URLs older than 30 days should be removed from the news sitemap.

Regarding sitemaps sharing the duplicate URLs, it’s not recommended, but it won’t cause any problems.

Illyes states:

“You can have just one site map, a traditional web sitemap as defined by sitemaps.org, and then add the news extension to the URLs that need it. Just keep in mind that, you’ll need to remove the news extension from URLs that are older than 30 days. For this reason it’s usually simpler to have separate site map for news and for web.

Just remove the URLs altogether from the news site map when they become too old for news. Including the URLs in both site maps, while not very nice, but it will not cause any issues for you.”

These tips from Mueller and Illyes can help news publishers optimize their websites for search engines and improve the visibility and engagement of their articles.


Source: Google Search Central

Featured Image: Rawpixel.com/Shutterstock



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