When it comes to SEO for eCommerce, content is your not-so-secret weapon, and this is your go-to guide for making your eCommerce SEO content work harder. Technical fixes and link building only take you so far. Without purposeful, optimised content, your site won’t earn the clicks or conversions it deserves.
In this guide, we’re zeroing in on the content side of eCommerce SEO. From keyword strategy across product, collection, and blog pages, to on-page optimisation, metadata best practices, internal linking, educational content, and UGCl, we’ll cover how to keep your content fresh, aligned with the buyer journey, and pulling its weight.
If you’ve been rummaging for tips on SEO content for e-commerce, I can almost guarantee you’ve been met with a plethora of guides or best practices for eCommerce sites in their entirety, as opposed to just content specifically. Don’t get me wrong, knowing the intricacies of eCommerce SEO is vital, but if you’ve nailed the technical aspects, primed the off-site work, and hammered any other relevant elements, this guide exists to give you that finishing touch to flourish on the first page of Google’s findings.
What we'll cover in this guide:
Keyword Research for eCommerce SEO Content
Why targeting product, collection & blog keywords matter
Great eCommerce SEO starts with matching search intent to the right page type. Ecommerce websites differ from other websites by featuring product and collection pages, which target transactional and commercial keywords. Blogs are also a key part of most eCommerce strategies, targeting informational keywords.
Different pages do different jobs:
- Product pages → Transactional intent (BOFU)
Searches like “buy silk pillowcase queen”, “Nike Pegasus 40 price”, “click & collect air fryer”. These users are primed to convert. Therefore, your product pages should be designed for ease of purchase and best suited to target those transactional keywords. - Collection (category) pages → Commercial investigation (MOFU)
Searches like “best silk pillowcases”, “women’s running shoes”, “air fryers under $200”. These users are comparing options, you collections help your customer to browse and decide. Hence, targeting commercial keywords is the best approach here. -
Blog posts → Information intent (TOFU)
Searches like “what does momme mean silk”, “how to choose running shoes”, “air fryer vs oven”. These build topical authority, answer questions, and funnel readers towards your key conversion pages.
A simple way to sanity-check the intent behind a keyword is to look at the current SERP. If you mostly see product listings, that’s transactional. If you see category pages, roundups, and comparisons, that’s commercial investigation. If you see guides and how-tos, that’s informational (like what you’re reading right now). Map your keyword to that page type; don’t try to force it elsewhere.
Fancy learning more about the importance of keyword intent?
Recommended Tools for Keyword Research
You don’t need a full lab of software, just a small, sharp toolkit and a marketer's brain!
Tools like Semrush, Ahrefs, and Google Keyword Planner are going to be your best friends; these enable you to obtain valuable keyword information such as volume, difficulty, intent, CPC, and much more.
Alongside these tools, you need to decide what terms your audience is likely searching for and not overstuff eCommerce content with irrelevant keywords just because they’re rich in search volume.
On-Page SEO Essentials for eCommerce Pages
Product and Collection Page Optimisation
When it comes to eCommerce SEO, product and collection (sometimes known as category) pages are your heavy lifters. If they’re optimised well, they don’t just rank, they convert. Let’s break down what matters most.
Content and eCommerce Product Pages
When crafting content for eCommerce product pages, you need to think like Stephen Hawking and theorise everything: provide an overview of the product, what it is, what it does, how to use it, the product’s dimensions, its features, why the product’s better than a competitor’s, and the list can go on depending on the context of the product.
Essentially, you have to include everything the customer needs to know about the product and then some. You need to answer questions they may have, and you need to do this concisely, because everyone wants to learn as much as they can by perusing as little as possible. Plus, you need to make the purchase journey short and simple for the user - always having that ‘add to cart’ option in sight.
And there are a few golden rules for product page content:
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Stay on-brand: Tone, language, and style should match your brand guidelines.
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Be original: Copy-pasting supplier descriptions is a fast track to duplicate content penalties. Even small variations between similar products deserve unique copy.
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Use keywords naturally: Write for humans first, then weave in primary and secondary keywords where they fit.
Content for eCommerce Collection Pages
If you only take one stat away from this section, make it this: collection pages drive around 60% of eCommerce revenue. Product pages pull ~35% and blogs ~5%. Translation? Your collection pages need serious attention.
The key to revising collection pages and getting those traffic and revenue trend lines ascending is above-the-fold (ATF) and below-the-fold (BTF) content.
A quick refresh for those that need it:
- Above the Fold (ATF): A short, keyword-optimised intro (50–75 words) that helps Google understand what the page is about, and reassures users they’re in the right place.
- Below the Fold (BTF): Around 200 words of supporting content, FAQs, or buying advice that sits beneath the product grid. It keeps the page rich with relevance and user-friendly without overwhelming shoppers upfront.
There are several factors to consider when building collection page content, and they are: content length, keyword density, and internal links.
- Content length: the content length for the majority of collection pages should simmer around the 250-word mark, with 50-75 words attributed to ATF content and the rest to BTF, which is inclusive of FAQs.
- Keyword density: Keyword density refers to how often the primary, secondary, and semantically related keywords should feature within the content. The density for a collection page of 250 words should be between 3 and 5, and this excludes all secondary and semantically similar keywords. Ultimately, there should be between 5 and 10 inclusions of the term that best pertains to the collection page in mind.
- Internal links: internal links play a pivotal role in bolstering the performance of collection pages, as they highlight to both crawlers and users the pages that are similar and increase authority in relation to topic clusters.
Done well, collection pages strike the balance between SEO relevance and conversion flow. Too little content and Google has nothing to grab. Too much content above the grid, and customers bounce.
A simple structure for your product pages, including ATF and BTF content.
Smart Use of Meta Titles, Descriptions & URLs
Metadata may not be the flashiest part of SEO, but it’s one of the most important for getting the click in the first place. You need to embed the primary keyword at least once within your title tags, meta-descriptions, and URL - if they’re not working hard your content won’t be seen!
For title tags you want to entice the user to click through to the site. If collection pages typically target searches with commercial intent, you want to capitalise on this; use encouraging verb-esque terms in conjunction with the primary keyword to boost and maximise CTR within title tags and meta descriptions.
Meta-descriptions (whilst not a ranking factor) present an opportunity to highlight your product or collection’s unique selling points and could be the difference between a user clicking through to your site vs your competitors.
Blog Content as Support Pages
Blogs are the backstage crew of your eCommerce SEO performance—quiet achievers that pull the levers behind the scenes. While they may not close the sale directly, they can absolutely shape the path to purchase.
Blog content is fundamental to your content strategy for eCommerce. It builds out topical authority, supports keyword targeting at different funnel stages, and serves as a launchpad for internal linking to high-value category and product pages.
These support pages guide users deeper into your site structure and help search engines understand how your pages connect.
For example, a blog titled “How to Style Your Bedroom” should link to collections like bed frames, bedding, and bedroom lighting. That’s eCommerce content marketing done right; interlinking content that informs, engages, and redirects interest toward purchase intent.
Image Optimisation & Internal Linking
In ecommerce, visuals do a lot of the heavy lifting. But unless they’re optimised, search engines won’t “see” them—and that’s a missed opportunity.
Alt text should be written like you're describing the product to a visually impaired user—accurate, specific, and keyword-aware. Instead of using vague or generic alt tags, use clear, descriptive phrases like “white oak wooden coffee table with storage shelf”.
Meanwhile, internal linking is the connective tissue of your e-commerce content strategy. Blogs should link to product and collection pages. Product descriptions should cross-link to related collections or guides. And your homepage should funnel relevance to key commercial pages. Every link should serve a purpose, creating a navigational web that enhances UX and builds authority.
These practices set the foundational pillars of SEO content for eCommerce. When paired with keyword-rich, naturally flowing alt text, your content becomes crawler-friendly and conversion-ready.
Content Marketing in an eCommerce Strategy
Blogging to Support SEO Goals
Blogs might feel like a playground for brand voice, but in eCommerce, they’re also one of the hardest-working parts of your SEO engine. Whether you’re targeting seasonal trends, product use cases, or pain-point search queries, blog content bridges the informational gap between intent and action.
Well-structured blog posts let you rank for long-tail and TOFU/MOFU terms while seeding internal links that direct traffic towards high-converting pages. For example, a blog on “How to Hang Art Without Damaging Walls” is the perfect gateway to your removable hooks collection or wall décor products.
When mapped strategically, blogs allow you to own more SERP real estate, target rich snippets, and satisfy different stages of the buyer journey.
Leveraging Product Review and User-Generated Content
If blogs are the engine, product reviews and user-generated content (UGC) are the fuel that keeps it fresh. Reviews satisfy three big needs in eCommerce: they build trust with new customers, keep engagement levels high, and feed search engines with a steady stream of fresh, original content.
Google loves fresh, original content, and few things are fresher than real-time product reviews. These snippets feed new keyword combinations into your product pages while helping to fend off content stagnation. Plus, reviews give hesitant buyers the genuine social proof they crave.
UGC, like unboxing videos, customer photos, or tagged social posts, deepens engagement and can even power visual search. Incorporating UGC into product or collection pages reinforces authenticity while increasing dwell time, which boosts both trust signals and SEO metrics.
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Cosmetic brand Fenty Beauty features UGC content and customer reviews on their product pages - reinforcing trust and giving shoppers the confidence to hit ‘add to cart'.
Leveraging Product Review and User-Generated Content
If blogs are the engine, product reviews and user-generated content (UGC) are the fuel that keeps it fresh. Reviews satisfy three big needs in eCommerce: they build trust with new customers, keep engagement levels high, and feed search engines with a steady stream of fresh, original content.
Google loves fresh, original content, and few things are fresher than real-time product reviews. These snippets feed new keyword combinations into your product pages while helping to fend off content stagnation. Plus, reviews give hesitant buyers the genuine social proof they crave.
UGC, like unboxing videos, customer photos, or tagged social posts, deepens engagement and can even power visual search. Incorporating UGC into product or collection pages reinforces authenticity while increasing dwell time, which boosts both trust signals and SEO metrics.
Creating Guides, How-Tos & FAQ Content
Educational content is your answer to the modern customer’s obsession with research. Think: “How to Choose the Right Coffee Table Size” or “What is Durable Upholstery?” These content types build authority while nurturing users through TOFU, MOFU, and BOFU stages.
SEO content for eCommerce must do more than describe; it should teach, clarify, and shepherd. How-to guides and FAQs help users make informed decisions without feeling nudged.
From an SEO perspective, these formats are great for targeting long-tail keywords, earning featured snippets, and helping specific sections of your content show up in search results. That’s why every eCommerce content plan should include educational content pillars as part of its content strategy for eCommerce.
Visual Content: Infographics & Videos
Let’s be real—most users skim. After recent discussions with a relative of mine (a journalist by trade), he mentioned that if you can get readers past the 5th paragraph, you’ve done well. In relation to eComerce SEO content, if you can get users skimming their way to the conclusion, that’s a win.
Visual content like videos, GIFs, and infographics add texture to your eComm content, making it easier (and more enjoyable) to consume.
From an SEO standpoint, videos embedded with schema markup improve page rankings and engagement. Infographics are prime backlink bait when designed around original insights or helpful data. And whilst not a ranking factor, try not to forget your alt text because when it comes to accessibility and image search optimisation, it all adds up.
If you’re explaining complex sizing guides or product comparisons, visuals beat text every time. They go beyond supporting the sale; they catalyse it.
What eCommerce Blogs Miss: Content Strategy Gaps
Building a Content Calendar for eCommerce
A well-structured content calendar keeps your content operation aligned and easy to grow over time.
Start by syncing your calendar with key eCommerce events: sales, seasons, product drops, and industry trends, and be flexible in case pertinent news or events arise. Then map blog topics, collection page refreshes, and content collaborations around those milestones/happenings.
This isn’t just about being “active”; it’s about being intentional. A calendar helps ensure your eCommerce content gets published when and where it matters most.
Mapping Content to the Funnel (TOFU, MOFU, BOFU)
Not all traffic is ready to buy, and that’s okay. The key is to serve content at every stage of the funnel.
TOFU: Educational blog posts, quizzes, trend reports.
MOFU: Buying guides, category comparisons, user reviews.
BOFU: Product pages, FAQs, delivery/returns info, and direct CTAs.
Composing your content like this ensures you’re not only attracting users but also guiding them from discovery to decision, which is the essence of SEO content for e-commerce.
Content Governance and Maintenance
Conducting Regular Content Audits
Content audits should be a regular habit. Use tools like Screaming Frog, Ahrefs, or Google Search Console to assess:
- Traffic and engagement trends
- Keyword cannibalisation
- Internal linking gaps
- Metadata freshness
- Thin or outdated content
Use these insights to refine your eCommerce content strategy. If it’s still driving traffic and conversions, polish it. If it’s not, refresh, redirect, or retire.
Refreshing or Removing Outdated & Thin Content
Deadweight content drags down your site’s performance. Pruning thin, irrelevant, or underperforming content is an essential part of content management for e-commerce.
If a post ranks on page two with dated stats, refresh it. If a product has been discontinued for years with zero traffic, cut it or redirect it. Remember: Google's index has limits. Make every page earn its keep.
Ecommerce Content Writing Tips
Tone and Structure That Converts
Your tone should echo your business: It needs to emulate the adjectives that make up your brand’s guidelines; otherwise, what’s the point of having a brand tone of voice? Ensure there’s no jargon or filler, just e-comm content that’s sharp, helpful, and conversion propulsive.
Structure matters too:
- Use short paragraphs and snappy headers
- Bullet lists for specs or features
- Strong CTAs every scroll or two
- Above-the-fold messaging with purpose
Think skimmable, not skimpy. Your customer is moving fast, so help them move smart.
Avoid Duplicate Product Descriptions
One of the cardinal sins of content writing for eCommerce is copying supplier descriptions. Google sees it, customers feel it, and rankings suffer because of it. Even if your product range is large, aim to inject some uniqueness into every description.
Final Thoughts
SEO content is the heartbeat of sustainable e-commerce growth. When your content strategy is built on intent, your writing speaks to the reader, and your governance keeps things fresh, you don’t just rank, you convert.
By aligning every piece of eCommerce content with thoroughly ruminated goals and maintaining it through structured collaboration, you’re building authority, trust, and long-term revenue.
StudioHawk specialises in SEO content for eCommerce; it’s how we’ve garnered such positive results for some amazing businesses across a range of industries. Need help implementing these strategies? Reach out today and let us take care of your eCommerce SEO content.
