Top 4 Ecommerce SEO Trends for 2020 (And How to Prepare)

Sarah is a Web Marketing Specialist at WebFX. Certified in Google Analytics and Google Ads, Sarah also specializes in content marketing, as well as marketing and advertising on ecommerce platforms like Amazon. In 2006, she was awarded Time Magazine’s “Person of the Year” award. When she isn’t polishing her award, she’s spending time with her flock of ducks. Follow her on Twitter @the_berry_bot.

Like the ecommerce marketplace, the results on search engines like Google are competitive. If your business wants to attract more shoppers and earn more sales, you must use search engine optimization (SEO) and stay ahead of ecommerce SEO trends for 2020.

This year, you can expect your SEO strategy to focus on the following trends:

  • Product schema markup
  • Augmented reality (AR)
  • Americans with Disabilities Act (ADA) compliance
  • Video marketing

Keep reading to learn more about these anticipated trends, plus how to prepare your 2020 ecommerce SEO strategy for them. If you’d like to stay updated on the latest ecommerce SEO trends, join Revenue Weekly and get the most important news and tips in your inbox!

Bonus content: ecommerce stats for 2020

1.     Product schema markup


2020 ecommerce SEO trend: Product schema markup


As real estate in search results shrinks, it’s becoming critical for ecommerce companies to use product schema markup, also called product markup or product schema. With this type of structured data, your business can stand out in search results, which can lead to more clicks and customers.

What is product schema markup?

Product schema markup refers to a kind of structured data that helps search engines (and users) understand your page and product better. Depending on the type of structured data, your product page can receive an enhanced look in search results, like by featuring the product’s star rating and price.


Offer schema markup example


Usually, product schema markup encompasses a few different structured data types, including:

  • AggregateOffer: Highlights the lowest and highest price for an item sold by multiple sellers.
  • Offer: Shares a product’s availability and sale price, as well as the expiration date for that price.
  • Product: Provides a product’s name, description, images, reviews, and more.

In most cases, businesses use the product markup, which can stack with AggregateOffer and Offer.

If you use structured data on your website and product pages, you’ll add the markup to your site’s code. A developer can help you make quick work of this task if you’re unfamiliar with coding and using structured data.

Why does product schema markup matter to ecommerce SEO in 2020?

When it comes to 2020 ecommerce SEO trends, product schema markup matters for a few reasons:

Product schema markup gives you more real estate in search results

Space for organic search results continues to dwindle as ads, video carousels, featured snippets, and knowledge graphs start to dominate the search results and take up real estate. You need to maximize your space in search engine results pages (SERPs), and structured data can help you do that.


2020 ecommerce SEO trend: Less search real estate


With product markup, your business can earn some additional space (and attention) in search results. If you can make your organic listing stand out, you can increase your chances of shoppers clicking on your website and purchasing your product.

Product schema markup helps you answer user questions fast

The evolution of search results on Google demonstrates how search engines have transitioned to answer engines. They’ve become a one-stop shop for users to ask questions, without even leaving the search results page.

If your organic listing doesn’t answer a shopper’s question or provide them with enough information to take the next step, like clicking on your website, they will shop with someone else. That’s why businesses need to use product schema markup on product pages.

With this type of structured data, your business can provide search engines and users with the information they need instantly. That information, like your product’s availability, reviews, and price, can help shoppers click with confidence.

Product schema markup enhances your look in image search results

Using product schema also upgrades the look of your products in image search results.


Product markup in image search results


Now, when someone searches for a product via Google Images, they can see helpful information about your item, like its price, availability, and reviews. These details can motivate a shopper to click and visit your website, which can result in a purchase.

Ecommerce SEO tips for this 2020 trend

Are you ready to use product schema markup? Then get started with these 2020 ecommerce SEO tips:

Use Google’s Structured Data Markup Helper

With Google’s Structured Data Markup Helper, it’s easy to create product markup for your pages.


Google structured data markup helper tool


Just follow these steps:

  1. Select “Products”
  2. Add your product page’s URL or add the page’s HTML
  3. Click “Start tagging”
  4. Highlight text or images on the page and select the relevant tag, like “Image” or “Name”
  5. Select “Add missing tags” for any tags you can’t add via highlighting
  6. Click “Create HTML” when finished tagging
  7. Download the product markup

When you add any structured data to your page, place the markup before your closing “</head>” tag, near the bottom of your page. If you aren’t familiar or comfortable working with the HTML version of your pages, pass the code and information along to your company’s developer.

Test all product schema markup

Rich results preview for ecommerce SEO markup

Even if you’re familiar with using structured data, don’t skip testing it.

Double-checking your product schema markup saves you time, as well as ensures that your schema displays. You can also preview your schema markup by testing it, which makes double-checking for typos even easier.

Use Google’s Structured Data Testing Tool or Rich Results Test Tool to check your product markup.

Just enter your structured data code or page URL, and Google will do the rest. Your report will highlight any errors and warnings, as well as share how to fix those issues. If you use the Rich Results Test Tool, you can also preview how your markup and page will appear in search results.

2.     AR

2020 ecommerce SEO trend: AR

With augmented reality, your business gets a brand-new way to engage (and help) online shoppers. Plus, you adopt a feature that can make your products stand out in search results, which can translate to more traffic, sales, and even social chatter.

What is AR?

Augmented reality uses computer-generated 3D objects to create an interactive experience that combines real-world and computer-generated objects. The mobile app Pokémon Go is an example of an AR experience because users can see and interact with Pokémon against the backdrop of the real world.

Why does AR matter to ecommerce SEO in 2020?

In 2020, AR matters to ecommerce SEO for a few reasons, including:

AR enhances the user experience

Around 80% of shoppers research products online. If you want to give them the best experience possible, AR can help. Upgrading your product listings with an augmented reality feature can help users see your product in-action, as well as experiment with its placement in their homes.

AR fixes a common downside of online shopping

When shopping online, many shoppers hope that what they see is what they’ll get. It’s not uncommon for products to look slightly different in-person due to photography lighting or brightness and contrast settings on a user’s device.AR search results GIF

With AR, however, your company can resolve this issue. The 3D version of your product can help shoppers see every angle and feature of your product. Plus, they can preview the product in their home. Both perks give users more confidence in purchasing your item.

AR upgrades organic search listings

Like product schema markup, augmented reality also enhances your product page’s look in search results. On Google, for example, your site will feature a “View in 3D” button. This button expands your real estate in search results and helps your website stand out.

AR in Google search results

Ecommerce SEO tips for this 2020 trend

If you’re curious about this ecommerce SEO trend for 2020, check out these tips:

Apply for Google’s Early Adopters Program

When it comes to Google SEO, AR is brand-new.

That’s why, if companies want to highlight this feature in search results, they must apply to Google’s Early Adopters Program. The application process involves a simple form, which asks for your organization’s website, contact information, and reason for your interest.

Even if you feel like Google will deny your application, it’s fast and easy to apply. Take the chance and see what happens. If you get approved, you get access to a feature that few have, which gives you an even better competitive advantage.

Add AR support to your website

Whether you get accepted or rejected to Google’s Early Adopters Program, you should begin preparing for augmented reality. Research what your website would need to support AR experiences. Then, make the necessary updates to make it happen.

Even if you can’t use the Early Adopters Program to highlight your product’s AR feature, you can still offer the experience on your website. With this improvement to your user experience (UX), you could increase conversion rates on your site, which means more sales and revenue.

For the best results, start small and focus on your best-selling products. If you see positive results from offering augmented reality experiences on these items, scale and add the feature to the rest of your lineup.

3.     ADA compliance

Compliance with the ADA is another ecommerce SEO trend for 2020 that companies need to prioritize.

What is ADA compliance?

ADA compliance refers to the Americans with Disabilities Act Standards for Accessible Design. This act states that all electronic and information technology, like websites, must be accessible to everyone, including people with disabilities.

Why does ADA compliance matter to ecommerce SEO in 2020?

In 2020, ADA compliance matters for a few reasons, including:

ADA compliance ensures everyone can buy your products

Your business wants to reach its target audience.

Having a website that people with disabilities can’t access, however, goes against that goal. Excluding part of your target market, intentionally or unintentionally, prevents your business from reaching its full potential when it comes to sales and revenue.

Invest in ADA compliance as a part of your 2020 ecommerce SEO strategy, and your company can reach your target market and grow.

ADA compliance protects your business from lawsuits and fines

Ignoring ADA standards poses a serious risk to your ecommerce store’s future. Non-compliance can lead to fines and lawsuits against your business. First-time violations, for example, can result in a $55,000 to $75,000 fine, while repeat violations warrant a $150,000 fine. That’s why ADA compliance is critical.

ADA compliance supports an A+ user experience

UX is an enormous focus for search engines today.

You want to provide the best possible user experience, which is fast and friendly to all users, whether they’re viewing your site on a laptop, screen reader, or smartphone. Becoming ADA compliant helps your business deliver an A+ experience to everyone.

For example, when you become ADA compliant, you give users the ability to customize your site to their needs. They can increase text sizes and color contrast, for instance, to make your website easier to use and browse.

ADA compliant tool

That customization can send positive UX signals to Google, which can influence your rankings in search results. A user that can adapt your site to their needs, for instance, will likely stay on your website longer, leading to a longer time on page and lower bounce rate, which Google watches.

Ecommerce SEO tips for this 2020 trend

Make this 2020 trend a part of your strategy with these ecommerce SEO tips:

Hire a web design agency that specializes in ADA compliance

While you can become ADA compliant in-house, it’s difficult for small-to-midsized businesses (SMBs) with fewer team members. It’s even more challenging if your developer doesn’t know anything about ADA compliance.

That’s why hiring a web design agency that specializes in ADA compliance is a smart choice.

When you go this route, you get instant access to an entire design and development team with ADA compliance experience. They can get your website compliant fast, which saves your ecommerce company time and spares you the worry over non-compliance.

Focus on automated ADA compliance versus manual ADA compliance

Whether you decide to become compliant with the help of an in-house developer or agency, try to automate your compliance efforts as much as possible. This approach will save you time, plus reduce errors.

If you have a WordPress website, you can choose from a few different plugins, like Accessibility Suite, that will help automate your ADA compliance. In most cases, these plugins will require a paid subscription.

Should you partner with an agency, stick to ones that offer automated ADA compliance services.

4.     Video marketing

Another ecommerce SEO trend for 2020 is video.

What is video marketing?

Video marketing revolves around creating video content that promotes your business and products, as well as educates your audience. Your video content can range from Q&A’s on Facebook to helpful product videos on YouTube.

Why does video marketing matter to ecommerce SEO in 2020?

In 2020, video marketing matters to ecommerce SEO for a few reasons, including:

Video earns exclusive real estate in search results

When it comes to search results, video earns a prime spot.


Video carousel in search results


The video carousel in Google search results, for example, places a string of videos near the top of the page. With their catchy thumbnails and animated previews, it’s easy (and enticing) for users to click on these videos.


Video preview in Google search results


Investing in video marketing can help your business earn a spot in the video carousel. That means your ecommerce store could appear twice in Google search results. Once in the video carousel and once in the traditional organic search results.

Video enhances the user experience

Video also offers a massive bonus to users and the user experience. Around 90% of shoppers say that video helps them make a purchase decision. That’s one reason why video improves conversions by 86%, meaning more sales and revenue for your business.

Video improves search result rankings

Using and adding video to your website can have a significant impact on your rankings in search results. In fact, studies show you’re 53X more likely to rank on the first page of Google by using video on your site. That’s because video improves user behavior metrics that Google monitors, like dwell time.

Ecommerce SEO tips for this 2020 trend

Incorporate video into your strategy with these ecommerce SEO tips for 2020:

Go for a homemade video approach

A lot of businesses avoid video marketing because they worry about creating a blockbuster-level video. When it comes to video marketing, though, you don’t have to shoot a Hollywood-level film. People want genuine content and accurate information first.

Shoot your first video, like a product overview or live stream, with a smartphone. Just remember to outline what you want to say beforehand. That way, your video will remain to-the-point and keep users engaged.

Create multi-purpose videos

Social media video from iRobot

For the most effective video marketing strategy, focus on filming multi-use videos. These are videos that you can re-use across your website. Generally, these videos will cover broad topics, which makes them versatile.

As an example, your business may shoot a testimonial video. You can upload this video to multiple pages on your site, from your product pages to your about page. Even better, you can share this clip on social media.

Get ahead of these 2020 ecommerce SEO trends today

2020’s ecommerce SEO trends offer your business challenges and opportunities. Getting a head start on tactics like augmented reality and video marketing, however, can help your company get a leg up on competitors and enhance its position and look in search results.

If you need help with your ecommerce SEO strategy for 2020, though, WebFX can help your business earn more traffic and sales with our results-driven ecommerce SEO services. Give us a ring at 888-601-5359 or contact us online to learn more today!