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7 Effective SEO Strategies for Sustainable Businesses

The circular economy has been of increasing importance to the Indian consumer. Combined with the expanding middle class, people are actively looking for ethical products and businesses. Quick purchases were the norm in the previous decade. Consumers are now doing their research. They do not hoard their belongings and look for a singular long-term usage of their products, be it food or fashion.

7 Effective SEO Strategies for Sustainable Businesses


A potential customer, who always carries a mobile, is always on the lookout for new products, wherever they are. Such micro-moments have to be created by brands, with an IBM report mentioning that 35% of consumers shop in this manner. Customers are increasingly turning to online sustainable businesses, which provide information about what and why the consumer is buying, unlike traditional brands. 

The Voice of Fashion’s (TVF) India Sustainability Report mentions that 49% of respondents were open to adopting sustainable practices. In this article, we outline a few SEO strategies for sustainable businesses to gain better reach and customers online:-‘


SEO for Sustainable Businesses

SEO (Search Engine Optimization) is a method where organizations can organically get business leads or users without paying for ads or sponsored content. 

Building your SEO for a sustainable brand will involve two primary requirements- time and research. Doing thorough research of what your customers want would help to build your SEO content. Are customers looking for a specific requirement? Or are they looking for answers via your brand? SEO, like a brand, is to be built over time by earning trust. Posting content daily on social media and updating your website would go a great way in helping your Google Rankings. Also, read a detailed guide about the most common ecommerce SEO mistakes here. 


Create a Blog

Sustainable brands should educate consumers on what their product is all about. They inform them and do not bombard them with ads or posts. Having a conversation with a customer is what is utmost for a sustainable brand to gain trust.

Blogs help sustainable brands to educate and thereby gain the trust of their customers. Posting regularly about the latest developments in the industry, while also talking about your product enables your SEO too.

B Label, an Indian clothing line uses hemp to make affordable and everyday garments. It is a part of the Bombay Hemp Company, an Agro-enterprise. B label is consistent in writing articles on their blog. Examples include celebrities who use sustainable brands, the role of hemp, and the rise of slow fashion amongst others. Posting consistently has enabled B-Label to rise to the first page on Google Rankings. This also helps their parent company with its SEO, directing consumers to find out more about Bombay Hemp Company.

Posting high-quality and relevant content will keep consumers on your website for longer. The longer they stay on your website, the better it is for your SEO. Blogs help generate trust for the consumer and SEO for you, as an owner of a sustainable brand.

Create a Local Google Business Page

Local SEO, in simple terms, is optimizing your website for a specific local area. For this, you should include the name of your brand and the area it is located in. Both should go up in prominent areas such as contact us or our story on your webite.

Google Listings is another way to amplify your local SEO strategy. For example, Bhumika and Jyoti is a brand that makes clothes out of waste. Termed as a zero-waste concept store, they have successfully added their details on Google, which appears on the first page. This ensures consumers do not have to search aimlessly for the brand. Remember, you are fighting for attention in a world filled with noises. You will have to add or claim your organization, verify it thereafter and then add photos, videos, and your office timings on the page. In this way, people from a particular area can directly contact and rate you, which is a potential business opportunity for you and also increases your Google ranking.

For example, X runs a vegan food brand in Koramangla Bangalore. X should tailor their SEO to vegan food near me for consumers staying in Bangalore. People will click on the business profile and will be curious enough to go onto the website. Consumers who are conscious about their choice but unsure of their sustainable decision will often rely on ratings. How do unknown people feel about this product? Hence, ensure that your brand has ratings on Google.

Using the Skyscraper Technique

The Skyscraper Technique is a way of generating clicks in articles that are already published. Started by Brian Dean in 2015, this technique builds on content that is already out there. Let us go through it step by step for a sustainable band.

Finding Content That Has Many Backlinks

Sustainable brands, which are still at a nascent stage in India appear in an unorganized manner on Google. Most of the articles are listicles from websites that have a good reach. Such examples are Idiva, Elle, and Grazia. Use tools such as Ahrefs Site Explorer and Content Explorer to understand which websites have the most backlinks and organic search traffic.

Make The List Better

A preliminary Google search shows most articles on sustainable brands in India are from last year. Some even date back to 2019. Go through each listicle and find the brands which are not functional or the links which are broken. Add more brands to the list to better the original link. If the article lists 20 brands, you write 30.

Reach Out to the Original Creator

SEO has to be regularly updated. If you do not post regularly, your website will go down in the rankings. Articles written before will have information and broken links which are not of any use. Write to the website posting the original links to replace those with your superior links. They would gladly do it as their SEO rankings are maintained and your own rankings due to it being relevant.

In short, the skyscraper technique builds on content that is already out there. You need to find the best links, create updated and quality content and reach out to the original website.

Focus on Website Development

Perhaps an unnoticed feature of building a sustainable business, website development is gaining more importance. Google has indicated the mobile-first index will be used to determine SEO rankings in 2021. If a user is confused or irritated by the website layout, they will close the tab within seconds. The Google Search console helps website owners understand various user-experience issues for navigation via a mobile. Understand and hire an experienced web developer to solve all UX-related issues.

Meta Descriptions are short paragraphs that directly appear below the title tag on the search engine results. While meta description does not affect SEO rankings directly, it can lead to higher click-through rates. Each page on your website will have a unique meta-description, which involves page information and a call to action. Ensure the meta description is updated and carefully curated.

Adding an encrypted connection (HTTPS), checking for dead pages, and updating content are also the objectives a business owner should keep in mind for the website.

Long-Form SEO Queries is the Goal

2015: Organic Food in India

2021: Which are the best organic food brands in India?

The internet, which is a limitless sea of information, is often leaving consumers confused. Sustainable brands, in their nascent stage in India, would do well if they started using SEO to answer long-form queries. Users would use 3-4 words in their Google search in 2015, while 2021 has seen users use 7-8 words to ask queries. They want direct and simple answers.

A good idea would be to write blogs on such queries. Inform consumers by writing simple blogs, which tackle the answer in the very first paragraph. They will then read the rest of the article. 

Google’s RankBrain, a machine-learning algorithm has been functional since 2016 and is the third most important factor in determining search rankings. It rewards long-form content based on time spent on the site, click-through rate amongst others. Informative and longer content ensures more people on the website and more click-through rates. Long-form content on sustainability would be relevant for a few years, while trendy content will not last more than a month.

Research About Your Competitor’s SEO Game

Until you don’t understand which keywords are working, how would you begin using SEO for your business? At times, SEO marketing is based on assumptions that work only 50% of the time. It would be better if you back up your SEO with research.

Spyfu is a great resource to understand the SEO strategy of competitors. It covers organic keywords, paid keywords, and PPC (Pay Per Click) rates. You will eventually understand how well your competitor is doing, rankings, paid campaigns, and much more. You can eventually start maintaining a keyword list of successful and unsuccessful campaigns

Involve Your Customer in Your SEO Strategy

Show, don’t tell. Show your customer what the product is about and involve them. A sustainable business involves the customer making a conscious choice. Have them try and understand your product. Instead of saving the world through your product, show how their lives will change. 

Good Dot, a vegan food start-up based in India involves the customer in the journey and shares their feedback on their social media. Another idea would be generating SEO through video content on Youtube. Tie-up with digital influencers who are growing at a fast rate would be an additional source of increasing your SEO reach online.

Lastly, keep updating yourself on the latest SEO trends. Google has indicated that voice searches will be on the rise in 2021, with many consumers dependent on Alexa or Google Assistant for their daily needs. A good strategy would be to update yourself and try the latest SEO trends, even if they fail once a while. 

Orvador works primarily with sustainable brands. If you are looking for a sustainable brands digital marketing & SEO agency, you can contact us.

10 Ways in Which SEO Can Help eCommerce Businesses post COVID-19

The COVID-19 pandemic has shifted the way we consume the media, how we move about in public, and more importantly, our methods of buying essentials and products have completely moved online. 

In March 2020, when the lockdown was announced, UPI transactions skyrocketed to an incredible 565%, as per an ET Money report. Any business, be it a traditional or an eCommerce one has been forced to move online. 

Shopify, a proprietary eCommerce platform for online stores and retail point-of-sale systems, grew over 38% to 457 million merchants in 2020. 

SEO of Ecommerce in Covid


Let’s understand what is SEO?

The pandemic has seen most people searching for products via search engines. SEO offers a unique opportunity to grab eyeballs and in turn, customers. SEO or search engine optimization is a method where organizations and businesses can organically get business leads or users without paying for ads or sponsored content. A good starting point in the SEO game is to use the EAT (Expertise, Authority, and Trustworthiness) strategy while formulating your online strategy.


Now, let’s move on to 10 ways in which SEO can help eCommerce businesses move past COVID-19:


  • Earn From The Trend

Let’s assume, you are a retailer selling shoes of all types. It is summer in India and the cricket season is on. The particular manufacturing company has announced a discount on the sports shoe. As a retailer, you can run a small SEO campaign that focuses on that particular shoe.

The advantages would be that the customers would come across your website or social media pages on the first page of the search engine while searching for those shoes. Remember, customers are in a hurry and nobody goes beyond the first page. A Forbes report mentioned that the first page of Google captures over a staggering 71% of clicks.  You can then change your SEO strategy as per your sales and vice versa. 

Google has also indicated the mobile-first index will be used to determine SEO rankings in 2021. This means that the longer a user stays on your website, the higher your SEO rankings will go.


  • Leverage YouTube To Rank Higher

As per a report, India has 342.3 million YouTube users, up from 168 million in 2017. A 2019 Think with Google report on India also mentioned the following on the use of video- we found that 80% of auto buyers watch YouTube videos to find answers and reviews before making their purchase”. 

The pandemic has seen many consumers take to YouTube to make purchases for the household, be it a laptop or healthy food items for young children. 

If you are looking to amp your social media strategy, think in terms of video. Google owns Youtube, which means that if your SEO keywords for the search engine are optimized, your videos will also turn up in the video bar of the engine. Customers will search for a product and look for its reviews in the video format. 

YouTube is comprehensive in its parameters for reviewing SEO- target keywords, engagement rates on a video, subtitles, video descriptions, and sentiment among others. You can then add links to your website or social media in the description. A good thumb rule for YouTube is that of TOP- Targeting, Optimizing and Promoting your videos.


  • Go LOCAL in Your SEO Strategy

Local SEO, in simple terms, is optimizing your website for a specific local area. For this, you should include the name of your business and the area it is located in. If you are a sports store, make sure to add your details online. Ask happy customers to rate you online so that your Google Rankings improve.

Google Listings is another way to amplify your local SEO strategy. You will have to add or claim your organization/business, verify it thereafter and then add photos, videos, and your office timings on the page. If you are a supermarket, you can add your location and timings online. In the pandemic, consumers will want to shop local in their nearby areas, rather than traveling miles to buy their essentials.


  • Prepare For the Trend- Voice Searches

Hey Siri, play Despacito.”

Alexa, when is my order arriving?”

We have all used these two lines before. Voice-related technology is on the rise. 20% of searches in the Google App are done by voice. Google has its own Digital Assistant for a while, with the tech giant talking about schema on websites. But what is Schema?

Schema is a semantic vocabulary of tags (or microdata) that you can add to your HTML to improve the way search engines read and represent your page in SERPs (Search engine results pages). The technology is available only for news publications due to them putting out verified stories and information. It will soon be available for organizations and businesses.

How to prepare for this trend? Revamp your SEO strategy or hire a digital marketing agency specializing in eCommerce businesses. Write coherent and easy-to-read sentences on your website to rank higher in the search engines. Remember, you are writing for people and not robots. You are also writing for consumers who are busy and cannot read for more than a minute. 

As for the technical aspects, there are four points to understand- 

  1. Follow all the specifications that Google has mentioned (content, data protocol, etc.).
  2. Add the Google Schema in the coding of your website.
  3. Test and approve the data.
  4. Send the content for the eligibility and onboarding process.


  • Go Headless

The importance of SEO in eCommerce is only growing. The coronavirus pandemic has accelerated its importance manyfold. SEO, which is both, front and back end of a website would aid your content management, and by extension, headless commerce.

Headless Commerce is simply an eCommerce solution that stores, manages, and delivers content without a front-end delivery layer. A prominent example is that of Nike. The sports retailer wanted to get more sales via mobile. They implemented headless commerce. React SPA, combined with Node.js backend for frontend was what Nike did. They eventually overtook Adidas for the number of sales in 2020. You can read more examples of Headless Commerce here.

Part of the IoT (Internet of Things) technology where everything is connected to the cloud, Headless Commerce is also helpful when it comes to user experience. A good thumb rule to follow in UX is that of three clicks: users should find whatever they want within three clicks on a mouse. This gives the front-end developers the freedom and the backends the space to experiment on a website. Read a useful post about how to SEO for Headless Commerce 


  • Experiment With Your Content

Experiment with what you want to say on social media. Even if you run a bricks and mortar business, make sure to post adequately online. This solves two objectives. It will amplify your business among current customers and create a feeling of reliability and trust amongst potential customers. You can experiment with memes or even a few self-deprecatory can earn a snigger on social media and SEO channels. If you do not try, you would not know.


  • Understand Analytics

There are many tools available to evaluate your social media content. The process might take time but as a business owner, you can understand what type of content, marketing techniques are working for your business. Here are a few tools:-

  1. Google Search Central – For the latest updates on the Google Search algorithm and best SEO practices
  2. Crazy Egg –   Crazy Egg is essential in understanding what customers are looking at your websites. It generates heat maps and also provides A/B testing for your website.
  3. Semrush – A competitive marketing and business analytics, Semrush is known for its keyword research and local SEO features.
  4. Moz – A blog on the latest SEO trends and practices.


  • Make SEO A Part of Your Overall Marketing Strategy

Ensure that your overall brand tone and image are in sync with what is being on social media and for SEO content. Do not sacrifice your brand strategy just for a few clicks or numbers. Do away with dead links or pages on your website. Your website should talk about COVID-19 protocols, and ensure phone numbers and email IDs are in use. Your advertising strategy does not happen via a campaign, but on a daily basis through social media content and SEO changes.


  • Nurture The Relationship Between SEO & User Experience

SEO, which is a continuous and not a one-off process will be helpful when it comes to the user experience of your website. You might notice a navigation tool is not working, or a banner is not catching as much attention as you wanted. Such practices will only help you get better in a time where customers are spending extra time on the internet, due to the pandemic. 

Even if you are in a business that did not run during the pandemic, you can use this time to build trust and potential sales amongst clients. The Google Search console helps website owners understand various user-experience issues for navigation via a mobile. Understand and hire an experienced web developer to solve all UX-related issues.


  •  Search Your Customer & Your Brand

Potential customers are scouring the internet, looking for new content to consume and new items to go for tab shopping (the online term for window shopping). Search Engine analysis would be the best way to get to know your customer well and even find the pressure points of your brand story. It is time to revamp that.

eCommerce which had taken a hit due to the pandemic is slowly getting back to its hit. Our ways of shopping have changed, with AR/VR also going to play a major role. SEO would have its role in being consistent with its messaging and tone for every business, which is vying for those crucial 30-second attention spans. Every company is a media company in 2021, and it’s best to start now.


10 Best SEO Practices for Nonprofits

Search engines exist to give users answers to their queries within seconds. The top-quality results are usually on the first page of the search engine. This is determined by a variety of factors. SEO or Search Engine Optimization is a method where organizations can organically get donor leads or supporters without paying for ads or sponsored content. 

In 2021, newer trends are emerging. Google has indicated that voice search and the importance of UI-UX design will play a major role in a website’s ranking. In this blog, we will talk about how nonprofits can improve their Google ranking, be it on a local or national level.

SEO for Non Profits


1. Create Quality Content

In an information-filled world, creating content that is precise and clear is an advantage. Most users get distracted by the barrage of notifications that appear on their phones, hence your information should be to the point and in simple language. For example, if your nonprofit’s work is that of educating underprivileged children in a particular state, use graphics to indicate the education rate over decades instead of using plain text. This attracts the attention of the user and communicates huge numbers via graphics, which highlights the immediacy of the cause.

Content is the king. It is important to make sure that it is precise in its language and crystal clear in its communication. While creating content for your nonprofit, remember that you are writing for a specific audience and with a specific intention. Do not stray away from the topic at hand, and be consistent in publishing to indicate to Google and users that your nonprofit is trustworthy and an expert in the field. Some of the ways you can publish quality content are:-



  • Blog Posts

Write articles of 1,200-1,500 words that talk about a particular campaign of your non-profit, donor feedback, or beneficiary stories. You can use these posts to drive users to events and campaign pages. This is also the content type where you can use long-tail keywords like ‘donate for girl child’s education in India’, that have a higher conversion rate.


  • Videos

Google trends have indicated that videos will be of increasing importance for SEO in 2021. Publish videos of various types on your nonprofit’s Youtube channel, using keyword-optimized descriptions to lead users to your website and campaign pages.


  • Visual Images

Post images of your nonprofit’s success stories, events, visual representation via data amongst others regularly on social media. This can help you build credibility amongst potential donors to the organization. Keep in mind that your audience could be anyone, hence your content should be engaging for current followers and informative for new followers.


2. The Importance of User Experience (UX)

An underrated aspect of the online world is how will users navigate through your website. Can they see the ‘our work’ section easily? How long does it take a page to load on your website? Which is easier to navigate, your landing page on a mobile or a laptop?

These are all aspects of the UX of your website, which is a crucial tool in highlighting the work of any nonprofit. A good thumb rule to follow is that of three clicks: users should find whatever they want within three clicks on a mouse. 

Google has also indicated that the mobile-first index will be used to determine SEO rankings in 2021. This means that the longer a user stays on your website, the higher your SEO rankings will go. If a user is confused or irritated by the website layout, they will close the tab within seconds. The Google Search console helps website owners understand various user-experience issues for navigation via a mobile. Understand and hire an experienced web developer to solve all UX-related issues.

3. Understanding the Importance of LOCAL SEO Strategy

Local SEO, in simple terms, is optimizing your website for a specific local area. For this, you should include the name of your nonprofit and the area it is located in. If you are a waste recycling nonprofit located in Delhi, add the name along with Delhi in your SEO strategy. This then shows up as a business on Google Listings.

Google Listings is another way to amplify your local SEO strategy. You will have to add or claim your organization, verify it thereafter and then add photos, videos, and your office timings on the page. In this way, people from that particular area can directly contact and rate you, which builds credibility and also helps in increasing your website’s Google ranking.

4. Understanding the latest SEO trends

The digital world is in a constant state of flux, with different trends every 2-3 years. The best way to update yourself is to follow a few trusted websites in the SEO space. Here is what we recommend:







  • – For understanding website traffic with competitive analysis.
  • Google Search Central – For the latest updates on the Google Search algorithm and best SEO practices.
  • Accelerated Mobile Pages– Backed up by Google, AMP helps to create mobile websites quickly with a generated code.
  • Moz – A blog on the latest SEO trends and practices.

Tip: Google offers a higher ranking on websites that run on HTTPS due to its non-disclosure of user information and security features. If your nonprofit website is still running on HTTP, we strongly suggest updating it. Orvador can help you with the same.

5. Link Building As a Method of Building Brand Awareness


Most nonprofits publish an annual report on their findings and work for a year. This includes various graphics and images from all the work done throughout the year. Publish your annual report as a PDF on your website.

Reach out to industry leaders who will find your report interesting and useful. For example, if you are a nonprofit that specifically works on educating girls in western India, reach out to a newspaper that is publishing an annual report on the state of education in India. The newspaper will then link your report on their website, which generates leads and awareness amongst people. Lastly, it also aids your SEO strategy due to a publication having much stronger SEO content.

6. Using Appropriate Keywords for Your SEO Strategy

The most important commodity in the online world is not money. It is TIME. Most people are in a hurry, so if you can write something in five words, do it. Gather your facts and convey them to the people you want to target. Using the right keywords for your SEO strategy is of utmost importance to rank higher on the Google search engine. Keeping in mind that the SEO is for a nonprofit, use keywords that are relatable to your potential donors.

Keep certain keywords in mind while crafting an SEO strategy. This will ensure you would not stray away from strategy, and also keeps in focus the type of content you are working on. Lastly, the content that you write is for people. Make it sound practical, easy to understand, and in a direct tone. Do not write anything which seems forced or illogical.



7. Follow Relevant SEO Practices

Google has certain parameters when it comes to using SEO for a website. For example, the meta description of a page should be anywhere between 50-160 characters only. Such parameters help the Google algorithm filter the best pages and move them to the top. Here are some on-page SEO elements you should know;-

a) Title Tag: A title tag is a clickable text that appears in blue on the search engine. It also appears at the very top of the internet browser you are using. Title tags are of primary importance when it comes to Google rankings. Ensure that a relevant title tag is used for each page that contains your keywords, with adequate branding at the end. Title tags have a maximum of 30-60 characters which can be used.







b) Meta Description: This is a short paragraph that directly appears below the title tag on the search engine results. While meta description doesn’t affect SEO rankings directly, it can lead to higher click-through rates. Each page on your website will have a unique meta description, which involves page information and a call to action. Meta descriptions have a 160 character limit on each page. 

8. Choosing the Right Content Management System

Choosing the perfect CMS is crucial because search engines prioritize websites that post the latest content. WordPress is open-source software that powers around 35% of the websites worldwide, having the latest web designs and blog tools. Do not build a custom CMS due to the complications involved and costs of hiring developers. Lastly, choose a CMS that supports omnichannel such as AR/VR, voice searches, or even digital assistants for the future.

9. Challenge Yourself With the Latest SEO Tools

Try to challenge yourself to take on the new. Google announced that they will launch Core Web Vitals in May 2021. They defined it as, “A set of real-world, user-centered metrics that quantify key aspects of the user experience. [Core Web Vitals] measure dimensions of web usability such as load time, interactivity, and the stability of content as it loads.





Google has also indicated that voice searches will be on the rise in 2021. According to the report, one in six Americans owns a voice-activated smart speaker. This is only set to rise in the coming years. Experiment ruthlessly while doing your SEO is the only way to grow.



10. Continuously Understanding Your SEO

Unless you do not put in the work, your SEO would not grow. Publish often and daily on all social media platforms. That is the only way your SEO would grow, adding value for your potential donors. Evolve your strategy as you go along. The benefit of doing SEO for a nonprofit is that you have a very niche area to work on with very specific keywords being the jackpot for the organization. But this only happens if you publish quickly and continuously.

SEO strategies and trends will constantly evolve, and it is up to the nonprofit to adapt to the latest trends. A content strategy will only work if it is executed. The coming decade has voice searches and digital assistants as the new trends, with search engines adding more filters for higher rankings. Investing in a sound SEO strategy will only be long-term gains for the nonprofits.


Top 10 Benefits Of eCommerce SEO Audit In 2021

An SEO audit is a process of analyzing the strengths and weaknesses of a website and how well it performs on the web. The main purpose of the audit is to identify various foundational issues that can affect the organic search performance of a website. 

benefits of SEO Audit Report

This process (that usually takes 2 to 4 weeks) also helps to discover the new SEO opportunities on the website and allows the website owners to stay updated with the current SEO requirements and trends. Comprehensive audits will assess the most significant of these ranking signals to identify where your website can improveIn this blog, we are going to identify the top 10 benefits of an SEO audit for an online store in 2021 are important.

Why Is eCommerce SEO Audit Important In 2021?

eCommerce SEO audit helps to develop a strong website and marketing strategy to fine-tune the website. It also gives insights into what our competitors are doing. Keeping an eye on competitors’ actions is necessary when even a small CTA can improve your website’s visibility. 

Search engines use ranking signals, which would determine the site’s ranking on search engines. Here are the top 10 SEO audit benefits of an eCommerce store.

  • Improves Your SEO Strategy: Google changes its algorithm often to improve the users’ experience. eCommerce SEO audit identifies those changes and allows you to improve the SEO strategy for your online store. This in turn helps to increase the website’s ranking which is the goal of any SEO  activity. Hence,  timely auditing is important as it enables the evaluation of the plan to improve your eCommerce website.


  • Improves Conversion Rate: The importance of eCommerce SEO audit is that it helps to examine the top landing pages and their content, design, and CTAs that play an important role in maximizing the conversion rates. It takes a lot of trial and error to figure out what is best for an eCommerce website. This eventually has an effect on the ROI of the business with improved SEO and a better website ranking. The best part of Conversion Rate Optimization through SEO audit is that it doesn’t simply focus on increasing the traffic but getting the right audience to your online store who can be your potential customers. It also keeps a track of such prospects and helps in conversion.


  • Identifies Offsite & Onsite Issues: Website audit identifies the issues that drive traffic away from the website. They may include spam, unfriendly URLs, broken backlinks, etc. Once these issues are resolved, it improves the retention rate of the customers on your website which could mean increased sales. To evaluate your on-page content strategy to find any gaps or places where you need to improve, you can also look at your competitor’s content strategy. This helps you evaluate what type of content they create and how does it impact their eCommerce business.


  • Helps In Improving The Content: Among all SEO activities, the content remains at the top. The most important reason why anyone becomes a regular visitor to your online store is the content or the value you add to their life. Technical SEO audit helps in identifying the content that works and also that doesn’t, on your eCommerce website. Improving the content could mean higher engagement and better organic ranking on Google.


  • Improves Keywords Strategy: Planning a solid keyword strategy comes from extensive research and an eCommerce SEO audit. As discussed previously, content is the core behind organic search visibility, and content is all about value and keywords. SEO audit helps to come up with improved keywords that can be used in meta tags, headlines, multimedia engagement, etc. which increase the chance of organic search visibility. Never add irrelevant keywords. Do your research carefully and pick out a few important and relevant keywords for each page.


  • Makes Page Speed & UX Better: Even though proper optimization is required, Google also focuses on user experience. It ranks those websites higher that provide outstanding UX besides higher website speed, minimum linking error, better site architecture, URL, and most importantly, crawlability. For better crawlability, it is important to use robot.txt files, proper sitemap, and efficient use of rel=noindex tag. Regular website auditing helps to find such issues with the code through  Page Speed insights. It helps to analyze different popular pages of the website to make sure you check over every bottleneck that slows things down.


  • Identifies Backlinks: Backlinks work on the simple concept: the higher the number of reputed links we have attached to our eCommerce website, the higher are the chances of getting traffic organically. One should also be aware of how many backlinks are there on the competitors’ websites. This is again where auditing helps as it helps you identify how many backlinks your website has and also the quality of those.


  • Discovers Revenue Sources: There is a whole untapped market of influencers or affiliates who can become partners of your brand. Their followers trust them and often follow their advice. If such influencers collaborate for your eCommerce brand, it can be possible to create an impact on millions of people in one go. To find these potential influencers keyword research also helps. This is where auditing your eCommerce store helps by providing you the list of top influencers and bloggers using similar keywords.


  • Better Use Of Keywords: Google recently changed its algorithm to filter out those websites or articles from the web, where keywords are used simply to increase their visibility. Such articles didn’t give any value to the readers. It was just a bunch of keywords put together. With the new algorithm, any article that uses keywords inappropriately is being penalized by Google. We helps you to design content strategically for your brand. Your content and words should be engaging enough and easy to understand. To rank higher in search results, you need to know what your potential customers are looking for and then build your website to include those keywords.


  • Enhances Usability: The website’s usability not only depends on how beautifully it is designed but also on how efficiently the site is organized and arranged. Website visitors should be able to navigate easily and find the required information with the few clicks as possible. This is important because users’ retention rate on digital platforms is short and to ensure sales, their needs must be fulfilled within a few seconds of them being on your eCommerce website. A website audit can help identify the drop rates on particular web pages that can be improved for better results besides identifying which all web pages are performing well.


eCommerce SEO audit is a regular exercise that needs to be performed periodically for a better understanding of the website and to keep you ahead of the competition. We hope that this blog gives you an idea of why SEO auditing is crucial for the better performance of your online store. It ultimately has an impact on the sales and ROI of the business unit. If you are looking for website auditing services, get in touch with us for quality and affordable results. Orvador digs deeper into your traffic data to provide concrete data analysis, structured strategy, and logical execution to provide all benefits of SEO audit.

The Core Web Vitals of SEO That Will Affect Your Ecommerce Store’s Google Ranking in 2021

What Are The Core Web Vitals Of SEO?

A lot of different factors influence how Google determines the rank of a website. One of these is page experience, which essentially evaluates the users’ experience on the page. 


SEO Core Web Vitals


The existing search signals for page experience include mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines. These factors are called the Core Web Vitals of SEO. They each represent a unique, measurable aspect of the user experience of the page, judging how user-friendly it is. Furthermore, since the Core Web Vitals of SEO measure user experience, they are likely to change as user expectations evolve.

Breaking Down The 3 Core Web Vitals Of SEO


core web vitals infographic

Image Source: Google Developers

Google has derived three new signals from the Core Web Vitals of SEO for its May 2021 update. Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift each measure loading speed, time to interactivity, and visual stability respectively. 

  1. Largest Contentful Paint (LCP

A “good” LCP score is achieved if the LCP occurs within the first 2.5 seconds of the page starting to load. 

LCP measures the time taken by a page’s main content to load. Since the Core Web Vitals of SEO are all user-focused, LCP measures how long it takes for the page to become readable from the user’s perspective. More technically, the LCP metric reports how long it takes for the largest image or text block visible within the viewport to become available to the user. If the LCP occurs between 2.5 and 4 seconds, it “needs improvement”, and if it takes longer than 4 seconds, it is designated as “poor”.

Largest Contentful Paint (LCP) Score

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  1. First Input Delay (FID)

A “good” FID is less than 100 milliseconds.

FID measures the time taken by the page to become interactive and responsive to users. For example, it measures how long it would take for a user to perform an action like choosing an option from a menu or clicking a link. More technically, FID measures the time difference between when a user first performs an action on a page and when the browser begins processing event handlers to respond to that action. The FID “needs improvement” if it is between 100 and 300 milliseconds, and is considered “poor” if it is greater than 300 milliseconds.

First Input Delay

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  1. Cumulative Layout Shift (CLS)

A “good” CLS score is less than 0.1. 

CLS measures the volume of unexpected layout shifts in the visual page content. This metric essentially measures how smooth the user experience is. If elements on your page remain fairly stable as the page loads and do not shuffle around a lot, your page is probably in a good place in terms of CLS. An expert explains, “CLS measures the total of all individual layout shift scores for every unexpected layout shift that occurs during the entire lifespan of the page. A layout shift occurs any time a visible element changes its position from one rendered frame to the next.” A CLS between 0.1 and 0.25 “needs improvement”, and a score above 0.25 is considered “poor”.

CLS Core Web Vitals

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How Will The Core Web Vitals of SEO Affect Your Ecommerce Store’s Google Ranking in 2021?

Google will roll out an update in May 2021 that will make the users’ experience one of the ranking factors for any website. As per this Google update, user-friendly sites will rank higher than sites that aren’t user-friendly. This is in line with Google’s ambition to rank the sites that users love the most.  

Since the Core Web Vitals of SEO measures a user’s experience on your eCommerce store’s pages, it will be imperative for you to improve them. By improving your scores for each of these parameters, you can help users have a better experience on your site, encouraging them to return to it and use it more frequently.  Ignoring the Core Web Vitals would be one of the major Ecommerce SEO mistakes! 

Although the page experience metric is only one of many used to determine Google ranking, it’s certainly worth investing in if you want to improve the Google ranking of your site’s pages. Get in touch with us today if you want to improve the Google ranking of your eCommerce store in 2021!

Where Can I Find My Site’s Core Web Vitals of SEO Data?

You can find your site’s Core Web Vitals of SEO data in the “enhancements” section of your Google Search Console account.


Search Console Enhancements Core Web Vitals Report


How Can I Improve My Site’s Core Web Vitals of SEO Score?

Once the Google updates roll out in May 2021, improving your site’s Core Web Vitals of SEO score will be essential to improve its Google ranking.  In anticipation of the update, developers can undertake several actions to improve each parameter’s score.

To improve your site’s LCP, you can:

For a page that’s composed of just content (like a blog post or news articles), FID isn’t very important, since the only “interactions” involve scrolling down the page or zooming in and out. However, for a page that is populated with actions that involve users needing to quickly click on and/or input something (like a login page), FID is extremely important. 

To improve your site’s FID, you can:

  • Minimize (or defer) JavaScript
  • Remove any non-critical third-party scripts
  • Use a browser cache

Finally, you can lower your site’s CLS score (reminder: a lower CLS score is better!) by:

  • Using set size attribute dimensions for any media
  • Ensuring ad elements have a reserved space
  • Adding new UI elements below the fold
Note: Consult with your Tech team before implementing above recommendations on Store. 

Although effective, these methods are certainly very technical. These SEO jargon and concepts are often challenging to understand for non-professionals in most circumstances, so if you would like some expert advice, or want to outsource SEO of your eCommerce store with respect to the Core Web Vitals, get in touch with Orvador today by getting Free SEO Audit of your website. 


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