4 Actionable On-Page SEO Analysis Tips for eCommerce SMBs

November 30, 2020 - 11 minutes read

Boost your search rankings with these essential tips.



As a small business owner, standing out in your niche while growing your audience is one of your top priorities. With plenty of responsibilities and such little time in the day, doing so is easier said than done.

Knowing where to invest your time and resources is a real challenge. But, without a doubt, putting your efforts into search engine optimization (SEO) will offer an excellent return on investment.

70% of top marketers believe that SEO is more powerful than PPC, with many enjoying a faster rate of growth and improved brand awareness.

To ensure you’re getting every last drop of business-boosting value from your SEO activities, understanding how effective they are is essential. That’s where SEO analysis comes in.

With SEO analysis, you can gain a more in-depth insight into your existing organic traffic sources while uncovering the kind of knowledge that will empower you to improve the usability of your online store or website.

Here we look at four unique on-page SEO analysis techniques and tools that will help you boost your search rankings, improve your user experience (UX), and accelerate your business growth.

Let’s dive in.


Enhancing content & functionality

There is a strong link between the user experience and improved SEO rankings. Simply put, if your website or online store is more intuitive and easier to navigate, you will rank better for relevant search terms in Google.

Studies show that a mere $1 invested in user experience (UX) offers an average return on investment (ROI) of $100 (that’s an ROI rate of 9,900%!).

By making the right improvements to your website or online store, you will boost your organic search authority, connecting with droves of new customers in the process.

One of the most effective SEO analysis techniques available to small business owners looking to improve their website’s quality and functionality is landing page examination.

Tools like Unbounce’s landing page analyzer or LeadPages allow you to enter a URL and receive reports based on specific aspects of the page’s content or functionality. Their reports detail the relevance of your content (is it helpful and does it deliver on its intended message?), your internal and external links (are they all working correctly?), and navigation (how easy is your page to browse and explore?). Uncovering these essential SEO analysis insights allows you to make precise, educated tweaks to your landing pages.

Many small business owners overlook the importance of landing page analysis and how it impacts SEO. Take the time to work with landing page analysis tools as well as the right consumer metrics, and you will optimize your website’s entire journey for SEO success.


SEO mobile optimization

We live in an age where there are more smartphones on the planet than humans. To succeed in today’s world, adopting a mobile-first approach is essential—and if you fail to optimize your website for tablets and smartphones, your SEO rankings will suffer.

With more consumers than ever using their tablets and smartphones to carry out research and make purchases, taking the right measures to optimize your online store for mobile will improve your SEO authority while driving more traffic to your business.

Working with the right mobile optimization tools or Google Search Console will help you understand what you need to do to ensure every page on your website offers a flawless mobile experience. 

To help you focus on the right aspects of your page and make tweaks that will boost your search rankings, here’s a quickfire mobile optimization checklist:

I’ve checked my…

  • Page speed
  • Responsive design quality
  • Page buttons (CTA buttons such as ‘find out more, or ‘buy now’, etc.)
  • Visuals and copy for quality, placement, and sizing
  • Page navigation for bugs or errors
  • Online shopping checkout journey
  • Search bars and product filters for fluency and functionality


Adding value to multimedia content

Our next unique on-page SEO analysis technique drills a little deeper into how you can add value to your multimedia content and make your website browsing experience all the better for your customers.

Enlightening, value-driven content drives user engagement, keeping visitors on-page longer while encouraging them to take a desired action like sharing a blog post, signing up for an email newsletter, or buying a product. Improving your on-page content will also encourage other websites or publications to link back to your webpages, further increasing your search visibility.

In addition to creating excellent copy, eye-grabbing imagery, videos, and well-crafted on-page multimedia content also make effective SEO boosting assets. And the best way to analyze each page’s content for added SEO value is heat mapping.

Heat mapping tools are a worthy on-page SEO analysis investment. They offer visual reports that are easy to understand and will show you exactly how visitors are interacting with your website.


As you can see from the example above, heat mapping tools show you where most people look and browse when visiting a particular page on your website or online store.

Here, it’s clear that most visitors engage with the navigation columns and content to the top, left, and right of the page. By gaining insights into this level of browsing information, you can make improvements to your design and content, improving engagement and boosting your search rankings in the process.

For instance, heat mapping can reveal that most visitors aren’t scrolling down your page far enough to see your call to action and potentially buy your new product. Armed with this information, you could move your call to action further up the page, add an alluring image, or improve your messaging. 

Heat mapping enables you to pinpoint issues and make enhancements to keep people engaged. This insightful analysis will make your website more valuable to your audience, boost your search rankings, and drive more traffic to your business.


Keyword analysis

Making sure you use the right keywords for your website or online store is no big secret. Without weaving relevant key terms into your URL, title tag, meta description, and on-page content, it’s unlikely you will ever rank well in search engines.

There are many tools other than Google’s Keyword Planner that will show you the value of specific target key terms.

By using a mix of tools and platforms, you will gain an informed understanding of how popular specific keywords are in particular regions as well as the level of traffic competition. Choosing a keyword with fewer monthly searches but a lower level of competition provides a better chance of ranking as a small business owner.

For well-rounded keyword-based on-page SEO analysis, try the following tools:

  • Google Trends: Here, you can visualize and compare how potential keywords are trending in search results. You can also discover relevant topics or key terms that are performing well in particular regions or nations.
  • Competitor research: By reading through your direct competitors’ online stores or webpages with a keen eye, you can gain the inspiration you need to improve your keyword optimization efforts. Punch in a potential keyword on a search engine of choice, explore high ranking content, and if you’re using a Chrome web browser, press control + G to type in the search term again and see where it is placed on-page. Doing so will give you an insight into how to place keywords on your webpage while giving your keyword research efforts direction.
  • Soovle: Soovle is an excellent free keyword planning resource as it will give you a definitive list of relevant search terms that perform well across all major search engines, rather than Google alone. You can use this tool to cross-reference data or discoveries from other keyword tools and create an effective keyword list to help you boost your sales across platforms.


Bringing it all together…

On-page SEO analysis is the best way to ensure that your website meets your users’ needs while improving your organic rankings steadily over time.

In addition to the tools and techniques we’ve discussed, if you’re looking to make your website or store as successful as possible, working with the right solution is essential.

Our eCommerce store builder is easy to use, completely customizable, fully mobile-enabled, and offers a valuable mix of customer-based data that will help you improve your website’s content and boost your on-page SEO rankings.

To find out more about our eCommerce and retail solutions and how they can help you grow your business, please get in touch. We look forward to hearing from you.