If you want to stay in business, SEO is essential for your eCommerce website. Depending solely on PPC advertising can be costly, and if the ads are turned off, your sales funnel is likely to stop working.

To score highly in SERPs, your website pages must adhere to SEO best practices (search engine results pages).

By bringing your shop in front of customers who are actively looking for your products, SEO will naturally increase your sales. Whether you’re selling bikinis, games, or meeting notes, SEO is a financial commitment that will yield positive returns for a very long time.

But how do you get started? What are the ideal techniques? How can you compete with the biggest online retailers?

All of those queries and more will be addressed in this manual. It will cover the key elements of a good eCommerce SEO campaign in three sections:

What Does Seo for E-Commerce Entail?

Web shops can rank higher in search engine results by using SEO for e-commerce. High-quality content and a well-designed, optimised website will rank higher in search engines like Google, boosting your store’s visibility and generating traffic.

In other words, SEO for e-commerce focuses on optimizing your site so that leads and conversions are easier to generate.

But unlike SEO for websites that are content-focused, SEO for e-commerce involves more than just incorporating keywords, creating blog articles, and acquiring links. You must comprehend the operation and benefits of search engines.

This entails having a basic understanding of SEO for e-commerce and its tools, taking into account Google’s standards, analysing the intent of the target market, and strategically applying it.

Even if there are only a few things, an ecommerce site typically includes a lot more pages than other sorts of sites. The majority of these pages, such the category, tag, cart, and checkout pages, are generated automatically by the CMS.

A canonical and keyword cannibalization issue might result from adding tags because several pages are automatically produced off of them, especially if you’re utilizing a platform like Shopify. Cleaning up this mess can be laborious for larger sites, but it is essential for the site to rank.

On smaller e-commerce sites, these problems are simpler to resolve, but on larger sites, auto-tags can be challenging to manage without automation or scaleable SEO strategies.

What I frequently observe is that SEOs perform ecommerce SEO poorly. Most of the time, people just assume that SEO=links, however that isn’t the case at all. On-page SEO is crucial, especially for ecommerce sites, and you must master it before pursuing backlinks if you want to see significant SEO progress.

You’d be amazed at how frequently we see well-established ecommerce businesses with obvious on-site problems, even though this should be simple sense. Your initial focus should be on on-page SEO, especially for seasoned ecommerce businesses. In general, I take care of backlinks last as part of my SEO plan. Despite being the most expensive aspect of SEO, backlinks really provide you the least amount of control, and there is frequently no connection between a link and a result.

In the case of on-page, there is almost a perfect link between effort and outcomes.

Why Is SEO Important For Ecommerce?

Getting new clients can be challenging, particularly if search engines can’t find you.

You need clients for your e-commerce site to succeed. (Obviously, I assume?)

The issue is that it costs money to draw customers’ attention.

The average cost per click in the apparel sector, according to WordStream, is about 89 cents, while the average cost per action is slightly under $10.

For just a few new customers, you might spend thousands of dollars.

By assisting your site’s appearance in the SERPs, you’ll receive free (yes, free!) organic visitors if you hop on the SEO bandwagon.

Pretty significant, no? In light of the fact that 32% of consumers use Google to search for products before making a purchase.

View this case study to see how ecommerce SEO helped a mattress firm achieve a whopping 53,571% ROI.

Additionally, you ought to take advantage of every chance you get to raise your SERP click-through rate.


Because a staggering 79% of clicks on search results go to the top organic results.

SEO for E-Commerce: Best Practices

With millions of online retail sites already in operation, e-commerce for SEO is a challenging industry, and it’s not always simple to make your site stand out.

Building your SEO rankings may seem like a tremendous challenge, but by following simple best practices, you can get off to a good start. This eventually improves your chances of being seen and attracting more natural leads and clients.

What do the best SEO for e-commerce techniques look like for those who are unfamiliar? Well, you may start by talking about the following fundamentals:

  • Navigation
  • Inside Connections
  • Avoiding Messes
  • Producing Original Content
  • Adding Alternative Text to Photographs

There is, however, a lot more you can accomplish. Explore our list of SEO for e-commerce best practices below to start using them right away.

1. Conduct keyword research properly

Your e-commerce site can be optimized in a variety of ways, but not every strategy will work for every product or site. But every online store must abide by a few rules, one of which is conducting effective keyword research.

Yes, you want the most searched-for and well-liked keywords in your niche, but you also need to know what your customers are looking for.

The goal behind a search query is known as keyword purpose. By observing the precise words and phrases people use when conducting online product searches, you can spot it.

You often find two basic categories of keyword intent.

Keywords with Informational Intent

In SEO, the term “informational keyword intent” refers to the kind of information the searcher is seeking.

These kinds of searches typically include:

  • How tos: These are searches that contain questions such as “how do I?”
  • Direct purchase: These involve searches with keywords like “buy this.”
  • Factual queries: These use words such as “fact” and “information” when a searcher wants more details about a subject.

Keywords With Commercial Intent

When a person searches for information with a commercial aim, they are trying to make a purchase. This indicates that they desire to locate and purchase what they require as soon as feasible.

When consumers are certain of what they want but are unsure of where to find it, they frequently utilize commercial keyword intents. When you enter certain terms into Google, such as “purchase digital camera” or “find new laptop deals,” you will notice this.

Users of commercial keywords frequently have a stronger desire to buy and are less likely to look up specifics about a product or service than they are to look up where to locate it.

Determine Keyword Intent

Although determining the keyword purpose of consumers may seem difficult, you may simplify the process for yourself. Agency Analytics, for instance, phases the process.

  1. Review your analytics: Look for content with high bounce rates as it may mean it doesn’t match searcher intent.
  2. Look at Google ads for commercial intent: Seeing bid prices for keywords gives an idea of how competitive keywords are.
  3. Analysing SERPs: Pay special attention to paid ads, knowledge graph results, and organic listings.

2. Optimize Product Pages to Improve Ranking

Examine your on-page user optimization if you want to draw in and win over new clients. It matters since a higher ranking for your website results in more organic traffic and conversions.

Since not every aspect of your e-commerce website requires optimization, let’s concentrate on the three that are most important to online retailers in this section: product descriptions, photos, and reviews.

Optimize Your Product Descriptions

A product page is intriguing since it includes numerous distinctive elements that demand consideration. In order to captivate visitors and entice them to click through, you also want a few elements that stand out from the page.

You must keep in mind three crucial factors before you start improving your e-commerce product pages:

  1. What are the page’s most important elements?
  2. How can you use these components to their greatest visibility and impact?
  3. How can you use this knowledge to increase the impact of your product description?

Start now by considering how you may increase the impact of your product descriptions. This may include items like.

  • Including keywords
  • Including detailed, Keyword-Rich Descriptions
  • Adding multiple, High-Quality, Unique images
  • Adding calls to Action (ct As)
  • Including testimonials

Optimize Your Images

Images are a frequently overlooked component of SEO for e-commerce. Images are a great method to spread a message and engage viewers. However, they can also detract readers from the point you are trying to make, so take care not to overuse photographs or cram your descriptions with them.

The ideal way to display your products is with high-quality photos, but there are other factors at play as well. Higher search engine ranks, increased traffic from prospective clients, and perhaps even traffic from social media outlets are all benefits of image SEO optimization.

Here are some pointers for optimizing your images:

  • Pick images that are appropriate for your platform. Optimal image sizes and other image criteria are typically provided by your host.
  • Give images captions and alternative tags.
  • Use appropriate keywords while naming files.

Feature Reviews

Reviews offer a nugget of knowledge that aids consumers in deciding whether to choose a specific brand or retailer.

Given how many people rely on reviews, e-commerce success depends on them. Additionally, they increase conversion rates and aid in establishing confidence with potential clients.

By automatically delivering messages to customers after each purchase, you may encourage them to post reviews. Additionally, you can build up email campaigns to send out offers or reminders once a user has written a review on your website.

Here are some ideas for improving images:

  • To connect duplicate product pages and comparable group products together, use canonical tags.
  • Make a well-written page with the relevant product details, an image of the product, and a video of the product in use.
  • On your product page, place at least one call to action. ‘Add To Cart’ or ‘Check Availability,’ for instance.
  • Make sure you give shipping information and rules up front so that clients are aware of what they are paying for right away.

3. Make Sure Your Site Is User Friendly

User experience is referred to as UX. Good design can improve UX by improving the aesthetics’ visual appeal.

But creating a functional website is just as important as having one that looks attractive. Navigation, usability, and the general “feel” of the website are all included in user experience.

Making sure users can find what they’re searching for, keeping them interested while browsing, and providing the optimal user experience are all part of UX.

Although you might not think of it, UX and SEO have been interacting for some time. UX is also crucial for discoverability.

In addition, recent modifications indicate that UX may soon be a Google ranking consideration. In other words, if Google believes your website provides a poor user experience, it may rank lower, according to Search Engine Land. Google has published its rules online and uses “Core Web Vitals” to measure the new ranking.

Numerous aspects might affect UX, however the following stand out as essential ones:

  • Ads shouldn’t obstruct a user’s ability to access content.
  • Your website should load swiftly and work well on mobile devices.
  • Any website need to be clutter-free and simple to use.
  • CTAs should be used so that clients understand what to do next.

Finally, make it approachable and maintain a consistent style throughout.

4. Don’t Forget Long-Tail Keywords

On a search engine results page (SERP), long-tail keywords are usually displayed on the right side.

Keywords with low search volume, but still relevant to your business, are long-tail keywords. Because they are a better match for the searcher’s query, and they typically attract a higher amount of traffic, they tend to convert well as well.

You shouldn’t be afraid to rank for long-tail keywords, since they are a valuable source of traffic.

There are several reasons why long-tail keywords are effective:

  • competitive niches
  • increased conversion rates
  • ranking new sites more easily

Google’s “People also ask” feature or a free keyword tool like Ubersuggest can help you find long-tail keywords. Also available are a number of other tools.

As an example, using Wordtracker, the search for “dumbells” yielded the following:

SEO for E-commerce Websites: The Ultimate Guide

In short, they give you a good idea of what your customer is interested in and what they intend to do.

5. Use a Simple URL Structure

The following section gives you a basic understanding of URL structures, but you can find more detailed guides elsewhere.

You can enhance your SEO e-commerce efforts to some extent with simple URL structures that not only enhance the user experience.

A simple URL structure also makes it easier to share e-commerce products on social media, and it can improve SEO for e-commerce as it provides more relevant data for search engines.

URLs should be as understandable and readable as possible to deliver the best results.

As an example, here’s what NOT to do: http://www.example.com/article-about-hiking/

I recommend using the following URL structure: https://www.example.com/hiking-articles

Also, Google offers some advice on improving URL structure.

6. Use Keywords

In the SERPs, search engines scan the URL and use the keywords in the URL to determine where to rank the page. “Metatags” are keywords included in URLs that indicate the content or topic of a page.

In order to choose the best URL structure, you must take some time to think about your keywords.

Most online searchers type in the exact words they’re looking for when searching for your business. Search engines may be used to find “online shoe stores,” for instance.

As a result, it’s essential your URL structure includes those words when someone types in “online shoe store.”

7. Use Breadcrumbs

Navigation is made easier with breadcrumbs. The goal of these features is to allow website visitors to retrace their steps and return to the point where they started. Additionally, breadcrumbs have SEO benefits as well as being a usability technique.

If you visit a blog post from your main homepage, the breadcrumb for that post will be “Home > Blog > This Post.”

The breadcrumbs can be added via JavaScript or markup tags in many web design tools.

8. Avoid Stop Words

Common stop words are “the,” “and,” “of,” and “a.”

Readability and SEO rankings can be affected by stop words in your content.

Moreover, stop words are less likely to engage a reader. You can use those empty spaces on your website to write more creative and relevant content.

9. Use Schema Markups to Help Google and Users Understand Content

Using schema markups, web content can be described in greater detail. With the help of these markups, you will be able to improve your SEO efforts for e-commerce sites.

By using schema markup, you can produce rich snippets. Search engines use these to present more information about specific items in search results.

By showing different types of information, they also assist people in finding what they are looking for faster and easier.

There are many different types of rich snippets, such as:

  • product markup snippets
  • review snippets
  • music snippets

The kinds of e-commerce schema are:

SEO for E-commerce Websites: The Ultimate Guide
Source: Neilpatel
  • Product schema: This extension is for products, services, and organizations. By providing rich information about products, such as images, prices, and availability, it allows users to discover new products and services when searching the web. In addition to displaying product ads on SERPs, the product schema also enables the display of product ads.
  • Review schema: Reviews can be submitted online using this method. Using the author and title filters, you can find specific reviewers for your website or blog post and searchers can find reviews of products.
  • Product availability schema: Providing a list of available products is part of the product availability schema. It can be found on a single page, or it can be found in an online store. In these lists, you can typically find the name of the product, its description, its price, and its images.
  • Video schema: In video, schemas describe the format and content of the video. Video schemas may contain information such as audio language, video resolution, or age rating.
  • Price schema: An example of a price schema would be a method of pricing a product or a range of products.

10. Avoid Duplicate Pages and Content

How many times have you visited a website and felt as though you had already read it somewhere? The use of duplicate product catalogs and images is all too common when online retailers use production descriptions and category descriptions.

Sellers just republish the same descriptions on e-commerce websites for a variety of reasons. In most cases, it is simply a matter of not having enough resources to produce their own content.

It is still possible to reduce the amount of duplication on your website even if you don’t have the time to rewrite everything.

For instance, by

  • Utilize a CMS with site-wide 301 redirects or add canonical tags to every page that you suspect has duplicate content (similar titles, identical URLs, etc.)
  • Adding a URL suffix
  • Images of different products are used
  • Optimizing other pages with unique keywords

11. Don’t Let Page Speed Kill Your Ranking

Taking into account the loading time of a website, we can determine how quickly a website loads. Adding up the times it takes for all the non-hidden assets to download, such as images, scripts, and stylesheets, can help you gauge the speed.

According to survey after survey, consumers don’t want to wait for a site to load, and page speed is one of the factors used to rank sites.

It takes web users just two seconds to find a website they like, but the faster it is, the better. Use Cloudflare or Google’s tool to check your current speeds if you aren’t sure what they are.

Do you know what to do if your site takes too long to load? The first thing you need to do is figure out why it’s happening. Possible scenarios include:

  • Your server cannot handle the amount of content on your site.
  • A large number of scripts slows down the loading process.
  • A large number of images take an excessive amount of time to load.
  • It appears that your web hosting company has a problem.

Google’s PageSpeed Insights will not guarantee a 100 percent rate for all e-commerce sites, but you can try and decrease load times by:

  • Making the pages less image-heavy
  • Using compression to compress files
  • Reduce the number of social media widgets you use
  • Images that are optimized
  • Keeping the space clean and using as much white space as possible
  • Redirecting requests and HTTP requests to a minimum
  • Increasing server response time

If your needs aren’t being met with your current web host, you may want to consider upgrading or changing your hosting package.

12. Content Does Matter for E-Commerce

Images and keywords aren’t the only things that matter in e-commerce. A sound SEO strategy for e-commerce also includes written content.

Regularly posting content not only attracts organic traffic. The benefits include gaining your customers’ trust, boosting your website rankings, and solidifying your reputation as a specialist.

You can focus on a variety of content types:

  • Answering FAQs and sharing how-to pieces
  • Launches of new products and other newsworthy items
  • Page with a glossary
  • Content created by users (UGC)
  • A testimonial and a launch
  • Q&A with video demonstrations
  • Seminars

Learn more about your audience so you understand their concerns and problems so you can come up with more ideas. By providing solutions to their problems, you can write content that addresses their everyday worries.

It’s time to start thinking about content. Without a strategy, content isn’t worthwhile. Taking it step by step:

  1. Establish a content calendar and create the content.
  2. Publish the appropriate content for the various stages of the buying cycle.
  3. Use A/B testing in key areas like titles.
  4. Measure the results and tweak.
  5. Get to know your customers better with buyer personas.
  6. Understand their preferred content. If you’re tracking your content data, you should see which content types get the most views. Additionally, you can ask customers and prospects through surveys or groups.

13. Link Building for E-Commerce

The importance of link building for SEO cannot be overstated. It is important to have quality links on your site because they tell Google that you are credible. The number of backlinks on your website also affects your search engine ranking.

It sounds wonderful, doesn’t it? The question is, how do you go about building these all-important backlinks?

Here are a few ways to accomplish this:

  • Writing Blog comments and sharing on forums (if allowed)
  • Creating Infographics and sharing them online
  • Issuing Whitepapers and case studies
  • Creating Internal backlinks
  • Writing Guest posts
  • Using Social media ads
  • Sharing Content on social media
  • Issuing Press releases

Quality links can be built in any of these ways. By buying links, you can take shortcuts, but they can also be time-consuming. The quality of cheap links is usually questionable if you buy paid links that violate Google’s guidelines. Your site’s reputation may be negatively affected by low-quality links, resulting in lower SEO rankings and reduced traffic.

14. Add a Sitemap

Sitemaps represent your website or digital product visually. It gives visitors a birds-eye view of the website and enables them to explore different sections of the site.

All of your website’s pages, including category pages and product pages, should be described in your sitemap. In addition, it should include all subcategories, products, and other content in those sections.

Using Google’s Webmaster Tools or other automated tools, you can generate a sitemap manually. HTML sitemaps are more helpful to visitors, although XML sitemaps are also used.

You can also create a sitemap using:

Lucid Sitemap Generator

Lucid chart sitemap generator makes it easy to create sitemaps for your website. Categories and subcategories can be added.


Sitemaps can be created and updated using Powermapper, as well as one-click checkouts.

There is no coding expertise required to use this web-based tool. It is, however, subject to a fee.

15. Make Social Sharing Easy

Many would disagree with Matt Cutts’ claim that social sharing has no effect on SEO.

Sharing your content on social media may not directly affect your SEO, but it does increase brand awareness and make people more familiar with you.

Furthermore, the more social media mentions you get, the more influence this can have on your SEO:

  • Enhancing visibility and driving organic traffic
  • Local SEO improvement
  • Enhancing brand recognition and expanding content reach
  • Increasing the number of backlinks

A tool like Hootsuite or Buffer can automatically post content from your site across all of your social media accounts at scheduled intervals, which will help you increase your social media shares.

Final Words

Most people do not implement tips and tactics they “should” implement after reading through a giant list. You’ll be ahead of 90% of your competition if you implement even just a few of these techniques.

With time-tested strategies that are backed by solid business, sales, and marketing principles, you’ll succeed in eCommerce SEO.

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