Meet your SEO content checklist 🎁

I’m here today with something that I sincerely hope you’ll find useful: an on-page SEO checklist geared specifically to e-comm brands. 

This checklist doesn’t explain the “why” of SEO - if you’re wondering why all this is important for your brand at all, I’d recommend starting with my explainer on how SEO fits into your digital marketing strategy.

The short version about why you need this checklist? Optimizing your site for search engines helps you attract more organic traffic - aka page views for your site that you didn’t have to pay for with ads. It also ensures that your products show up under the right search terms, so that you attract better-aligned site traffic.

Okay then - onward! I hope you’ll consider integrating this checklist into your brand’s processes. And, as always, if you have questions - reach out and ask.

Content Checklist

Keywords + Copy

• Choose the page’s target keywords:

  • 2-4 priority keywords TOTAL

  • Mix of specific + ultra relevant keywords (also called long-tail; often 3+ words), plus broader + more searched terms (also called seed keywords)

• Avoid keyword stuffing: only use priority keywords as they fit naturally into copy. Do not mix in keywords just to include them - copy must read well for humans.

• Create sufficiently in-depth copy: Google rewards in-depth copy; if at all possible, blog posts (and other longform content) should be ~800-1000 words. 

• Note that, the more niche the keyword, the less copy is likely needed to rank. For broad keywords with high search volume, much more in-depth information is needed

• Demonstrate EEAT whenever possible:

• EEAT is a Google acronym that stands for “Experience, Expertise, Authoritativeness, and Trustworthiness”

• EEAT is an intangible, but in practice, it can look like: 

• Creating highly unique content

• Demonstrating author/company credentials 

• Adding trust factors like customer reviews

• Citing sources

• Break up copy into easy-to-read sections so that content is accessible for people who skim. This could look like: 

• Mixing up paragraph lengths

• Including bullet and/or numbered lists

• Here’s an example of SEO-friendly article formatting from the Thinx Periodical:

Headers and Formatting 

• Determine H1 (title) tag copy:

• This is the page’s title copy, that’s designated with “Heading 1”- size font 

• Include at least one priority keyword from the list you’ve created.

• Note: only one H1 tag is allowed per page!

• Clear, concise heading copy and formatting:

• IE H2, H3, H4 copy

• Make sure header copy is clear, descriptive and include prioritized keywords whenever possible

Image + Video Content

• Include an attention-grabbing hero image whenever possible

• Include embedded video whenever possible (this is not necessary but is nice to have)

Technical Checklist

Meta + alt text copy 

• Write meta title and description copy:

• Here is how meta copy populates in Google - this copy should be clear, concise + encourage readers to click into website:

• Meta title guideline: 55 characters max 

  • Ensure your meta titles include your product type in plain language - especially on product and collection pages. Here’s an example from Sephora, who’s doing their meta copy right. Rather than saying just “Glossier Balm Dotcom,” which is a branded name that may not be clear to customers (or Google), they include “Lip Balm and Skin Salve” to be super clear.

• Meta description guideline: 155 characters max 

  • Let’s go back to the above lululemon example. I love how this meta description is short, concise and packs a ton of information about the brand:

• Be sure to include your priority keyword(s) in this copy if you can, keeping language as natural as possible.

• Note: if meta title and/or description copy is too long, Google will choose its own copy to display instead. Err on the side of short and concise, and avoid keyword stuffing.

• Alt text on all images

• Alt text should clearly describe an image (for vision-impaired customers) - don’t use alt text as an opportunity to stuff with keywords, but do use keywords when relevant

• Keep alt text length to about ~125 characters

• Need more alt text help? Check out my guide here.

Image Optimization 

• Properly optimized images

• Use the smallest image sizes possible (that still maintain clarity)

• Whenever possible, opt for next-gen image formats (like WebP)

• Include relevant keywords in image file name when applicable:

URLs and Page Links

• Optimize page links

• Use descriptive copy when linking to other pages; for example, instead of creating a link that reads “click here,” give a better description: “click here for our guide to best plug and play lighting.”

• Note: for styled buttons or other shorter copy types, it’s okay to still keep link copy concise.

• Include internal links to other relevant site pages (like shoppable products or relevant blog posts.) 

• Ensure no broken (404 error) links are included.

• Short (but descriptive) page URL:

• URL should include prioritized keywords when possible.

• Keep the body of a page’s URL around (or under) 60 characters (~5 words) total.

• Example: https://www.wolfandbadger.com/eu/enid-jaipur-plaid-dress/ 

Plus a couple extras!

• Request Google Search Console to crawl page. This lets Google know you’ve published new content on-site, and ensures the page will appear more quickly in search results. 

• Instructions from Google here to request a page crawl

• Review formatting to ensure mobile-friendliness: 

• Do all page elements still work as expected? 

• Is scale appropriate?

• Are any links too small to use easily?

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Want (even) more from me on e-comm SEO? Check out my guide to content strategy for e-comm brands. 

Have questions? Get in touch. I answer all messages personally.