Are you confident that your ecommerce website is achieving its full conversion potential? Research indicates that organic search is responsible for a large percentage of ecommerce orders.

Ignoring or postponing e-commerce SEO efforts on your ecommerce website has probably already affected your sales. 
Optimising your site properly can have a positive impact on your bottom line.

Basically, without SEO your website is missing out on an opportunity to thrive.

In this post, we’ll show you how you can keep up with the latest SEO tactics to help you get your SEO working for you as a sales and marketing channel.

So, let’s dive in and get our hands dirty with ecommerce SEO!

What is Ecommerce SEO?

Ecommerce SEO is all about refining your online store to make it easier for search engines to find and rank. This includes improving keywords, content, site structure, and technical aspects to ensure that shoppers looking for products like yours can find them quickly.

A site without SEO often falls behind competitors, missing out on valuable traffic and sales opportunities. On the other hand, a thoughtfully optimised website attracts a consistent flow of visitors, enhancing brand recognition and driving purchases.

Ecommerce SEO encompasses a variety of tasks, including:

1. Keyword research to identify relevant search terms potential customers use.
2. On-page optimisation by improving website content to align with keywords and user intent.
3. Technical SEO by enhancing website functionality for search engines, like site speed, mobile-friendliness and crawlability.
4. Content marketing by creating valuable content beyond product pages to attract targeted traffic and backlinks.
5. Link building / digital pr to continuously acquire links from other websites to enhance your site's authority.

Why is SEO Important for Ecommerce?

Organic search is one of the primary ways customers discover online stores. Shoppers often turn to search engines to research products and make purchase decisions. SEO puts your store in front of these potential buyers at the right moment.

Unlike paid ads, SEO offers lasting benefits. Once your site ranks well, you can attract consistent traffic without ongoing ad spend. Moreover, by targeting customers who are already searching for what you sell, you’re likely to see higher conversion rates.

Benefits of Ecommerce SEO

So, how exactly can SEO help ecommerce businesses stand out and succeed?

Some of the benefits include: 

1. A well-optimized website ranks higher in search results, making it easier for potential customers to discover your store.
2. Organic search delivers a steady stream of visitors without the recurring costs of paid advertising.
3. Enhancements like faster page loads and mobile-friendly designs create a more enjoyable shopping experience.
4. Targeted keywords attract shoppers already searching for products you offer, increasing the likelihood of purchases.
5. Keeping up with evolving SEO techniques ensures your store performs better than competitors in search rankings.
6. Reliable, high-ranking content positions your brand as a trusted authority in your industry.

Not convinced? Read example of a case study that showcases the benefits of ecommerce SEO from experience.

Ecommerce SEO Case Study

Officeworks partnered with us to safeguard and grow their organic traffic during a major site transition to ReactJS.

Leveraging the benefits of eCommerce SEO, we optimized their site architecture, enhanced content with authoritative buying guides, and implemented SEO-friendly features.

These efforts resulted in a 29% increase in organic revenue within a year, far exceeding the initial 8% goal, while equipping their digital team with the SEO skills and tools to maintain long-term success.

For Officeworks or any brand we work with, these strategies not only prevented potential traffic losses but also delivered lasting improvements in search rankings, customer engagement, and revenue.

Read more about the case study for Officeworks!

What is an Ecommerce SEO Strategy?

To get started with ecommerce SEO, you’ll need a plan that combines keyword research, on-page improvements, and technical fixes.

Here’s a closer look at key steps:

Ecommerce SEO Keyword Research

Keywords have the potential to open doors for online businesses looking to maximise their potential.

Finding the right keywords for a specific business is the process of keyword research, which involves identifying the terms and phrases that customers use to search for products or services.

The fundamentals of ecommerce SEO keyword research include:

Understanding search intent

To find the right keywords, it’s essential to understand the purpose behind a particular search, or the ‘search intent’.

For instance, a customer searching for “best dog toys” has a different search intent than one searching for “buy dog toys”.

By identifying the search intent behind a keyword, a business can create content that is relevant to their target audience’s needs. 

'best dog toys'

‘buy dog toys’

Leveraging branded and non-branded terms

Branded terms are those that include the business’s name or product names, while non-branded terms are general search queries related to the business’s products or services.

By focusing on both branded and non-branded keywords, businesses can target existing customers while attracting new ones.

‘Stylish Hound dog toys’

‘dog toys for small dogs’

Understanding search volume

Search volume refers to the number of times a particular keyword or search query is entered into a search engine over a given period of time.

Higher search volumes indicate more competition and potentially more traffic, but may also be more challenging to rank for.

With an awareness of the popularity and competitiveness of certain keywords, businesses can make informed decisions about which keywords to target for optimal results.

Incorporating long-tail keywords

Named for their tendency to include multiple words, long-tail keywords are specific search phrases that typically have lower search volume but high conversion rates.

They can attract highly targeted traffic, improve click-through rates, and ultimately lead to more conversions and sales.

How do I research keywords for Ecommerce SEO?

So what does it take to find the right keywords for an e-commerce business?

Effective keyword research is a complex process that involves the analysis of several data points and variables.

Here’s a breakdown of how to research keywords for ecommerce SEO:

Step 1: Evaluate Your Current Performance

Start by analyzing your website’s existing keyword performance. Use tools like Google Search Console or Ahrefs to identify high-ranking keywords that could perform even better with some optimization. This helps you prioritize efforts and allocate resources effectively.

Step 2: Create a List of Core Keywords

Brainstorm and compile a list of essential keywords directly related to your products or services. These keywords should align with your audience’s needs and reflect the terms they are most likely to use when searching for your offerings.

Step 3: Explore Long-Tail Keywords

Look for specific, long-tail keywords that cater to niche interests or address unique needs within your audience. For example, instead of targeting a broad term like “hiking boots,” consider terms like “hiking boots for winter” or “lightweight waterproof hiking boots.” Understanding search intent (informational, commercial, transactional) ensures that your site attracts traffic ready to convert.

Step 4: Research Competitor Keywords

Analyze the keywords your competitors are targeting. Use tools like SEMrush or SpyFu to uncover their strategies and identify opportunities they might have overlooked. Look for gaps where you can position your business uniquely to stand out.

Step 5: Incorporate Transactional Keywords

Focus on high-conversion keywords that indicate purchasing intent. Use Google Search Console to identify these queries:

1. Open the Performance report.
2. Add a Query filter using regex:
   
   
   (buy|purchase|discount|deal|sale|cheap|order|shop|get|price|coupon|promo|offer)

Step 6: Find Low-Hanging Fruit Keywords

Identify less competitive keywords with consistent search volume.

These often present quick-win opportunities for your SEO efforts.

Long-tail keywords in this category can be integrated into product descriptions, meta tags, and blog posts.

Step 7: Leverage Hidden Keywords on Reddit and Forums

Discover niche-specific keywords by analyzing discussions in forums and subreddits.

Use the search operator inurl:forum combined with your seed term (e.g., hiking boots inurl:forum) to uncover recurring questions and gaps in content.

These insights help you address overlooked user needs.

Step 8: Control Branded Keywords

Optimize for branded queries, such as “[Your Brand] + discount code” or “[Your Brand] vs [Competitor].” Create dedicated landing pages to ensure accurate information and maintain control of your brand’s narrative in search results.

Step 9: Refine Your Category and Collection Pages

Optimize collection pages for specific queries by analyzing Google Search Console data. Identify keywords where your pages rank in lower positions (e.g., 10+) and create subpages or targeted content to capture those search intents. Internally link these pages to strengthen their authority.

Step 10: Create a Keyword Management Spreadsheet

Organize your findings in a spreadsheet.

Start with separate worksheets for your product and category keywords. Populate the sheet with insights from each step to ensure nothing gets overlooked.

This structured approach helps you stay focused and track your progress.

Keyword research isn’t a new or complicated SEO strategy by any means, but it’s an absolute must.

Your keyword research will be the basis for all your website’s SEO efforts, so it’s a great place to start.

Your keywords influence everything from your site architecture to your product descriptions and categories.

Here’s a step by step guide to specific keyword research strategies.

Amazon Keyword Research

Now, you might think of Amazon as one of your major competitors, but in this case, think of them as your best friend.

Here’s how you can use Amazon (sorry not sorry) to discover product-focused keywords.

1. Go to amazon.com.au.
2. Enter a keyword that describes one of your products (e.g. headphones).
3. Take note the keywords that are suggested in the search bar.
4. Take note the categories suggested above the keyword.
5. Do this again for all your products, starting with the most important.

Your keyword list is now off to a good start. You can also use Amazon’s friendship to identify keywords for your ecommerce website’s category pages.

1. Click on the “Shop by Department” button.
2. Click on “Full Store Directory”.
3. Click on category-focused keywords that relate to your products.
4. Take note of the keywords listed in the sidebar and consider the ones that are relevant for your category pages.

Analyse your competitors

Just like Amazon, your competitors’ websites can be a great place to start your keyword research. All you need to do is visit their website and take note of the keywords they use to describe their categories.

Make note of the ones that are relevant and add them to your keyword list.

Keyword Magic Tool

Short on time? This is a great tool that will provide keyword suggestions based on Amazon’s search suggestions. It’s a good place to discover a lot of keyword ideas in one place.

• Type in your keyword (you can only do 3 searches per day with the free version).
• Select the keywords that are most relevant to your products and add them to your keyword list.
• SEMRush (paid tool)

• Enter your competitor’s name in the search field.
• Click on “Organic Research” to see a list of the keywords your competitor ranks for.
• Want more? Click “competitors” to see all the the websites that are similar to the ones you just entered.

SEMRush costs between $99-$399 per month, depending on your needs. Our verdict? It’s definitely worth it.

Google Keyword Planner

The Google Keyword Planner isn’t the best tool to find unique keywords. Plus, Google has started restricting access to the Keyword Planner tool – so you might not be able to get too much out of it if you’re not currently using AdWords to run campaigns.

That being said, don’t overlook it, you might be able to find some gems if you do a little bit of digging.

Take a look at the keywords listed under “Ad group ideas” to find some unique keywords to add to your list.

We recommend using the Google Keyword Planner to determine search volumes and commercial intent.

Let’s determine how you can use this information to narrow down your list.

This table gives you a brief starting point to start working on segmenting your keywords:

*Don’t forget to have a look at the first page of Google for each keyword to see if the pages listed are optimised for that keyword.

If the content from those pages isn’t related to the keyword, you have the opportunity to outrank them with highly optimised content.

Site Architecture for Ecommerce

Site architecture plays a crucial role in technical SEO by helping search engines and users understand how a website is organised.

A well-structured site ensures that content is easy to find and navigate, which can improve search rankings and enhance user experience.

Clear and Concise URLs

URLs should be straightforward and descriptive, providing clear guidance about the page content.

Including the main keyword or topic in the URL helps both search engines and visitors quickly grasp the page’s purpose.

For category and subcategory pages, adding additional relevant keywords can further clarify the website's hierarchy.

For example:

• Good URL: example.com/dog-toys/chewable-dog-toys
• Bad URL: example.com/category12345/product67890

Using hyphens to separate words is essential, as search engines recognise them as word dividers.

Avoid underscores or spaces, as these can confuse search engines and make the URL harder to interpret.

Managing Parameters in URLs

Parameters, such as those used for tracking or sorting, can complicate URLs and potentially create duplicate content issues.

When parameters are unavoidable, use canonical tags to signal the preferred version of a page to search engines.

This ensures proper indexing and prevents search engines from misinterpreting similar pages as duplicates.

Putting Your Keyword List to Work in Site Architecture

Your keyword research is done—now it’s time to organize your site so it works for both users and search engines.

A well-structured ecommerce site should make finding products and information as easy as possible while sending clear signals to search engines about the importance of each page.

Key Principles for Ecommerce Site Architecture:

1. Simplicity is Key
   
   Avoid overcomplicating the structure.
   
   Each page should have a clear role within your site and a logical connection to others.
   
   Organise content hierarchically: homepage → categories → subcategories → products.

2. Limit Click Depth
   
   Ensure no page is more than three clicks away from the homepage.
   
   Search engines interpret pages buried under many layers of navigation as less important, which can negatively impact rankings.
   
   Keeping pages easily accessible also creates a better experience for users.

Why "Deep Links" Matter Less

Pages that take more than three clicks to reach are seen as less authoritative by search engines.

This doesn’t mean they’re ignored, but it does mean they’re less likely to rank well compared to pages that are easier to find.

Structuring your site for quick access not only improves your chances of ranking but also increases the likelihood that customers find what they’re looking for.

Category and Subcategory Page Rankings

To improve the visibility of your category and subcategory pages on Google, a logical and interconnected linking structure is essential.

Search engines rely on these internal links to understand your site's hierarchy and prioritise content for indexing.

Here’s how to make it work:

Steps to Optimise Category and Subcategory Pages:

1. Link Directly from the Homepage to Category Pages
   
   Your homepage is often the most authoritative page on your site.

   Linking directly to category pages ensures they are easily accessible and signals their importance to search engines.

2. Connect Category Pages to Subcategory Pages
   
   Build a clear relationship between categories and subcategories by linking them together.

   This structure helps both users and search engines navigate deeper sections of your site effortlessly.

3. Link Subcategories to Relevant Product Pages
   
   Ensure each subcategory links to the specific products it represents.

   This not only enhances the user experience but also helps search engines understand the content of your product pages.

Why Simple Site Architecture Matters

Beyond SEO benefits, a straightforward structure makes shopping easier for customers.

When visitors can quickly find what they’re looking for, they’re more likely to stay on your site and complete a purchase.

In this way, a well-organized site benefits both your search rankings and your bottom line.

CMS Platforms For Ecommerce

Selecting the right Content Management System (CMS) is a critical decision for building a successful ecommerce website.

Three leading platforms—Shopify, Magento, and WordPress with WooCommerce, they offer distinct features to suit different business needs.

Shopify: User-Friendly and Comprehensive

Shopify stands out for its simplicity and feature-packed interface, making it a favourite for businesses of all sizes, especially those new to ecommerce.

• Ease of Use: Shopify’s intuitive interface allows even beginners to set up and manage online stores without needing technical expertise.
• Built-In SEO Features: The platform comes with tools like customisable URL structures, automatic sitemaps, and mobile-friendly designs, Shopify SEO has a lot of nuances that expertise in this field has grown signifcantly.
• Extensive App Ecosystem: Shopify’s app store offers a variety of plugins to improve functionality and SEO. These include:
  • SEO Manager for optimizing page titles, meta descriptions, and structured data.
  • Schema Plus for adding schema markup to enhance search results.
  • Plug In SEO to identify and resolve SEO issues efficiently.

Shopify is an ideal solution for businesses seeking a straightforward and scalable ecommerce platform with strong SEO capabilities.

Magento: Robust and Scalable

Magento caters to businesses with more complex requirements, offering advanced features and scalability for handling large catalogs and high traffic.

• Advanced SEO Features: With tools like customizable URL structures, canonical tags, and flexible product attributes, Magento offers unparalleled control over SEO.
• Scalability: Built for growth, Magento handles extensive product catalogs and integrates seamlessly with enterprise systems.
• Customization: Its flexible architecture allows businesses to tailor the platform to their specific needs, ensuring it aligns perfectly with operational workflows.

While Magento provides immense power and flexibility, it requires more technical expertise than Shopify, making it a better fit for larger businesses or those with dedicated development resources.

WordPress with WooCommerce: Flexible and Extensible

Combining WordPress’s renowned content management system with WooCommerce’s ecommerce features creates a versatile and customizable platform.

• Content Management Strength: WordPress excels in creating and managing blogs, articles, and other content, making it perfect for businesses leveraging content marketing to drive organic traffic.
• SEO Plugin Integration: WooCommerce pairs with powerful SEO plugins like:
  • Yoast SEO, which optimizes meta tags, XML sitemaps, and provides actionable SEO insights.
  • WP Rocket, enhancing site speed—a critical factor for search rankings.

This platform strikes a balance between flexibility and functionality, offering a robust solution for businesses focused on both content and ecommerce.

Choosing the Best CMS for Your Business

Your choice of CMS will depend on your specific goals, technical expertise, and business scale:

• Shopify is the go-to option for an all-in-one, easy-to-use solution with strong SEO support and a vast app ecosystem.
• Magento suits larger businesses with complex needs and the resources to handle a more technical platform.
• WordPress with WooCommerce provides unmatched flexibility, particularly for businesses that prioritize content marketing alongside ecommerce.

Each platform offers distinct advantages, so aligning your choice with your business priorities will ensure long-term success.

Technical SEO for Ecommerce

An ecommerce website relies on a robust technical foundation to function smoothly and rank effectively in search results.

Technical SEO focuses on refining these behind-the-scenes elements to ensure your site is accessible to both users and search engines.

This includes improving performance factors such as speed, mobile compatibility, crawlability, and security.

Why Technical SEO Matters for Ecommerce

Technical SEO directly influences how search engines interpret and rank your website. For ecommerce businesses, these improvements can lead to:

• Faster Load Times: A slow website frustrates users and ranks lower in search results. Speed optimizations keep visitors engaged and improve search rankings.
• Mobile-Friendliness: With most shoppers using mobile devices, ensuring your site looks and works great on smaller screens is critical.
• Crawlability: Search engines need to navigate your site easily to index its content. Well-structured pages with clear navigation improve crawlability.
• Security: Using HTTPS reassures users that their data is protected and gives search engines a ranking boost.

By addressing these factors, your website becomes both user-friendly and search engine-friendly, increasing traffic and conversion potential.

Technical SEO is what can get you from the bottom of page 1 into the top 3 results. The first thing you need to do is run a technical SEO audit on your website. You can do this yourself by using one of these popular tools (try a couple to get a more comprehensive report):

• Raven Tools
• HubSpot’s Website Grader
• Screaming Frog
• Ahrefs
• Found
• Varvy
• GTMetrix (to test page speed)

Scan the report for problems and issues. Some common problems you might notice include things like too many pages, duplicate content, thin content, and site speed. We recommend seeking out help from an SEO professional to fix these types of issues (not to brag or anything…but we can help).

On-Page SEO for Ecommerce

On-page SEO for ecommerce focuses on refining individual web pages to rank higher in search results and attract the right audience.

By optimising the key elements of your product and category pages, you can create a better experience for both users and search engines.

Key Elements of On-Page SEO

1. Title Tags
   Craft concise, descriptive titles that clearly represent the content of the page. Include primary keywords early in the title to signal relevance to search engines. For example:

   • Good: “Durable Dog Toys | Chewable Toys for All Breeds”
   • Avoid: “Dog Toys - Home Page”

2. Meta Descriptions
   Write compelling summaries for each page that encourage clicks from search results. Use active language and include target keywords naturally. Example:

   • “Explore our collection of durable dog toys designed to keep your pet entertained. Free shipping on orders over $50.”

3. Product and Category Pages
   Incorporate detailed content that answers user questions, highlights product benefits, and uses keywords naturally. Include high-quality images with descriptive alt text to improve accessibility and SEO.

4. URL Structure
   Use short, clear URLs that indicate page hierarchy and include relevant keywords. For instance:

   • Good: example.com/dog-toys/chewable-dog-bones
   • Avoid: example.com/product1234/category5678

5. Internal Linking
   Link related pages strategically to guide users and search engines through your site. For example, link a blog post about dog toy benefits to your product category for dog toys.

6. Schema Markup
   Use structured data to provide search engines with additional context about your pages. This can help earn rich snippets, such as product ratings or prices, which increase visibility in search results.

Avoiding Keyword Stuffing

Stuffing keywords excessively into your content harms readability and can negatively impact rankings. Instead, aim for natural placement of keywords within high-value content that engages users.

Organizing Your On-Page SEO Plan

To streamline optimisation, use a spreadsheet to track your efforts:

1. Create separate worksheets for products and categories.
2. Use column headings like:
   • Product/Category Name
   • Title Tag
   • Meta Description
   • Content

This structured approach ensures you stay consistent and thorough while working through your on-page SEO tasks.

By focusing on these foundational elements, your ecommerce site will be well-positioned to rank higher, attract more visitors, and convert traffic into sales.

To get started, open your keyword spreadsheet and start two new worksheets (one for products and one for categories).

In this worksheet, list the following columns headings in the first row: Product/Category, Title tag, Description tag, Content.

Writing an Effective Meta Description Tag

While meta descriptions may not directly impact rankings as much as they once did, they play a crucial role in influencing click-through rates. A well-crafted meta description entices users to visit your site by giving them a clear reason to click.

Key Features of a Strong Meta Description:

1. Include Your Primary Keyword
   Naturally incorporate the main keyword to show users and search engines the relevance of your page.

2. Keep It Concise and Engaging
   Meta descriptions should be no longer than 155 characters to ensure they display fully in search results. Focus on being clear and appealing.

3. Highlight Benefits or Offers
   Use language that draws attention to key selling points, such as discounts, variety, or unique features.

4. Add a Call-to-Action (CTA)
   Encourage users to take action with phrases like “Shop now,” “Discover more,” or “Learn about our deals.”

5. Match Page Content
   Ensure the meta description accurately reflects the content of the linked page to avoid misleading users.

Examples of Meta Descriptions:

• “Save 25% on durable dog toys that keep your pet entertained. Shop our wide selection with free shipping on orders over $50.”
• “Explore eco-friendly dog beds at unbeatable prices. Same-day shipping available. Click to find your pet’s new favorite spot!”
• “Stylish dog accessories up to 50% off. Browse our collection for premium quality and fast shipping!”

Pro Tip: Using Rich Snippets

If your page is eligible, rich snippets (like star ratings or price ranges) can enhance your meta description's appearance. For example:

• “⭐ 4.8/5 reviews | Durable dog toys starting at $9.99 | Free shipping over $50!”

Optimizing Product and Category Pages for Search Engines

Product and category pages are the backbone of an ecommerce site. These pages must not only appeal to search engines but also engage and guide customers effectively. By focusing on clear structure, valuable content, and proper keyword placement, you can enhance their performance and increase conversions.

How to Optimize Product Pages for Search Engines

Your product pages serve as virtual storefronts, so their optimization is critical to attract and retain shoppers. Here’s how to make them work harder for your business:

1. Keyword Placement
   Identify the most relevant primary keyword for each product. Include it naturally in these areas:

   • Title tag
   • Meta description
   • URL
   • Product description

   Use long-tail keywords strategically to address specific user needs and improve the page's relevance.

2. Engaging Content
   Write detailed, informative product descriptions that highlight benefits, features, and unique selling points. Avoid generic descriptions and aim to include at least 1,000 words of well-structured content where possible.

3. High-Quality Media
   Use professional images and videos to showcase your products. Ensure all images have descriptive alt text that incorporates keywords.

4. Customer Reviews and Ratings
   Display reviews and star ratings to build trust and authority. Positive reviews can also serve as fresh, user-generated content that enhances SEO.

How to Optimize Category Pages for Search Engines

Category pages act as navigation hubs, helping users browse related products efficiently. Here’s how to ensure they are both user-friendly and search-engine-friendly:

1. Unique Titles and Descriptions
   Write unique, keyword-rich titles and meta descriptions for each category page. For example:

   • Title: “Durable Dog Toys for Active Pets”
   • Meta Description: “Shop durable dog toys designed for every breed and size. Free shipping on orders over $50!”

2. Organized Content
   Include clear, engaging content that explains the category and highlights subcategories. Keep it relevant and avoid overloading the page with unnecessary details.

3. Internal Linking
   Link category pages to relevant subcategories and products. This improves navigation for users and distributes link equity effectively.

4. Mobile-Friendly Design
   Ensure the page is responsive and easy to navigate on mobile devices, as a significant portion of ecommerce traffic comes from mobile users.

Best Practices for Writing Content on Product and Category Pages

• Word Count: Aim for at least 1,000 words per page. Use headers to break content into digestible sections.
• Keyword Usage: Use the primary keyword 3-5 times naturally, and incorporate synonyms or related terms sparingly.
• Clear URLs: Keep URLs short, descriptive, and keyword-rich. For example:
  • Good: example.com/dog-toys/chewable-dog-bones
  • Avoid: example.com/category12345/product67890
• Avoid Keyword Stuffing: Focus on readability and user engagement rather than overloading content with keywords.

Enhancing Pages with Structure and Tags

1. Headings
   Use structured headings (H1, H2, H3) to organize content logically. For example:

   • H1: Durable Dog Toys
   • H2: Chewable Toys for Large Breeds
   • H3: Best Sellers in Chewable Toys

2. Image Optimization
   Add descriptive alt text to all images, such as:

   • Alt Text: “Chewable dog bone for large breeds”

   Scale image sizes to improve page load times and use tools like ImageOptim for compression.

By optimizing your product and category pages with thoughtful content, proper keyword placement, and user-friendly elements, you create a seamless shopping experience that appeals to both search engines and customers.

Headings

Headings should be written naturally and include your keywords (if relevant). They should also be used in sequence, i.e. don’t skip from h1 to h3. Here’s an example:

Blog title (h1) > Intro text (p) > Primary heading (h2) > Some text (p) > Subheading (h3) > Some more text > Secondary heading (h2) …etc.

Image Atl Tags

If your blog post or content includes images (recommended), you will need to use alt tags. Refer to this article by Google about their image publishing guidelines. In short:

• When naming your images, be descriptive (e.g. Wrangler-Unlimited-Sport-black.jpg).
• You’ll also want to scale your image size to help with your page load time. For example, if you have a large image, you should resize it to the size it will display on your website (e.g. a square thumbnail image might only need to be 300x300px).
• Try using tools like ImageOptim to reduce your file size.
• When you upload an image to your website, populate the “Alternative Text” field and the “Title Text”. The text you enter here should be useful, use relevant keywords and describe the image appropriately (e.g. Wrangler Unlimited Sport black driving on rocks).

Content Marketing for Ecommerce: Engage and Convert Your Audience

Content marketing is a powerful tool for ecommerce businesses, providing valuable resources to customers while driving traffic and increasing sales. The goal is to create and share content that resonates with your target audience, builds trust, and encourages them to explore your products further.

Key Content Marketing Strategies for Ecommerce

1. Blogging
   Address your audience’s questions and pain points through blog posts. These posts should provide solutions while subtly promoting your products. For example:

   • “5 Durable Dog Toys for Aggressive Chewers”
   • “How to Choose the Perfect Dog Bed for Your Pet”

2. How-To Guides and Product Comparisons
   Create actionable content like tutorials or side-by-side comparisons to help customers make informed decisions. For example:

   • “How to Measure Your Dog for the Perfect Harness”
   • “Top 3 Dog Beds Compared: Features and Benefits”

3. Focus on User Intent
   Understand what your audience is looking for. Are they searching for solutions, browsing options, or ready to buy? Align your content with their intent to guide them through the buyer’s journey.

4. Internal Linking
   Use your content to drive traffic to high-priority pages. For instance, link a blog post about dog toy safety to your product category for dog toys.

5. Leverage User-Generated Content
   Highlight customer reviews, testimonials, and stories. These not only build trust but also provide fresh content that boosts SEO.

6. Video Marketing
   Videos are highly engaging and versatile. Use them for:

   • Product demonstrations
   • Tutorials
   • Behind-the-scenes looks at your brand

Why Content Marketing Is Essential

Content marketing doesn’t just attract visitors—it positions your business as a trusted authority in your niche. By creating valuable resources, you increase your page authority, which also helps with internal linking strategies. High-quality content supports your SEO efforts by improving rankings and driving organic traffic.

Best Practices for Content Creation

• Research Your Audience
  Understand where your customers spend their time online, what problems they face, and how they describe their needs. Use this insight to shape your content.

• Incorporate Relevant Keywords
  Use keywords naturally to ensure your content aligns with what your audience is searching for. Avoid keyword stuffing, which can harm readability and rankings.

• Link Strategically
  Connect authoritative blog posts to your product and category pages. For instance:

  • Blog: “Why Your Dog Needs Durable Toys” → Links to: Dog Toys Category

• Focus on Quality Over Quantity
  A well-researched, engaging blog post will always outperform multiple generic articles. Aim to provide real value to your readers.

Optimizing Content for Search Engines

To make your content rank well in search results, focus on these optimization techniques:

1. Primary Keywords: Include them in your headings, subheadings, and naturally within the content.
2. Alt Text for Images: Add descriptive text to all images, including keywords where relevant.
3. Headings: Structure your content with clear H1, H2, and H3 tags to improve readability.
4. Mobile-Friendly Content: Ensure your blog and product pages are easily accessible on all devices.
5. Content Length: Aim for in-depth posts with a minimum of 1,000 words.

When to Outsource Content Marketing

If writing isn’t your strength, consider hiring a copywriter or SEO-focused blogger to create high-quality content for your site. Professional writers can ensure your content aligns with SEO best practices and resonates with your audience.

Link Building and Off-Page SEO for Ecommerce

Link building is a critical component of SEO, aimed at acquiring high-quality backlinks from reputable websites. These backlinks signal to search engines that your site is trustworthy and authoritative, helping improve your rankings and driving more organic traffic. Combined with off-page SEO strategies, link building can enhance your brand’s visibility and reputation.

Link Building Strategies for Ecommerce

1. Claim Unlinked Mentions
   Identify websites that mention your brand or products without including a link. Reach out to the site owner to request that they add a link to your website. Tools like Ahrefs or Google Alerts can help track unlinked mentions.

2. Partner with Influencers
   Collaborate with influencers in your niche to showcase your products. Influencers often create content that links back to your site, attracting traffic and improving your link profile.

3. Broken Link Building
   Find broken links on relevant websites and offer your content as a replacement. This strategy provides value to the site owner while securing a quality backlink for your site.

4. Supplier/Distributor Listings
   If you sell products through suppliers or distributors, request that they include your business on their website with a link back to your store.

5. Press Mentions
   Engage with journalists and media outlets to earn press coverage for your brand. Platforms like Help A Reporter Out (HARO) can connect you with journalists seeking expert insights or product recommendations.

Off-Page SEO for Ecommerce

Off-page SEO complements link building by focusing on external factors that boost your site’s authority and expand your reach. Here are some effective off-page strategies:

1. Digital PR

Build your brand’s credibility and earn backlinks by implementing public relations strategies, such as:

• Publishing shareable infographics, reports, or whitepapers.
• Partnering with influencers to promote your products.
• Hosting events or webinars that attract media coverage.

2. Guest Blogging

Write valuable, informative articles for trusted industry sites. In exchange, these sites often include backlinks to your ecommerce store, driving traffic and building authority.

3. Content Promotion

Share unique, helpful content through your blog, social media, or email campaigns. Great content naturally attracts backlinks as other websites reference and share it.

4. Social Media Signals

While social media activity is not a direct ranking factor, it boosts brand visibility. Increased shares and engagement drive traffic to your site, indirectly benefiting your SEO efforts.

Quality Over Quantity in Link Building

It’s better to have a few backlinks from authoritative and relevant sites than dozens from spammy or unrelated sources. Focus on securing links from industry leaders, reputable blogs, and well-known organizations.

Why Off-Page SEO Matters

A strong off-page SEO strategy builds your site’s trustworthiness, improves rankings, and positions your brand as an authority in your industry. By combining link building with off-page efforts like digital PR and social media engagement, you can create a well-rounded approach to improving your ecommerce site’s performance.

Local SEO for Ecommerce: Connecting with Your Local Audience

If your ecommerce business operates physical stores or serves a specific local audience, local SEO is essential for driving in-store visits and improving visibility in local search results. By optimizing your online presence for local customers, you can strengthen your connection with nearby shoppers and boost sales.

Key Strategies for Local SEO

1. Google Business Profile (GBP)

A well-maintained GBP is the cornerstone of local SEO. Ensure your profile is accurate and provides all the essential information local customers need.

• Consistency: Use the same business name, address, and phone number (NAP) across your website, GBP, and other online listings.
• Details: Include business hours, a brief but descriptive summary of your offerings, and high-quality photos of your products or store.
• Category Selection: Choose the most relevant business categories to improve visibility for local searches.

Example:
If you run a pet supply store, select categories like "Pet Supplies" or "Dog Accessories."

2. Encourage and Manage Local Reviews

Reviews not only build trust with potential customers but also play a significant role in local search rankings.

• Ask for Reviews: Politely request reviews from satisfied customers, either in person or via email follow-ups.
• Engage: Respond promptly to reviews, thanking customers for positive feedback and addressing any concerns in negative reviews.
• Showcase Reviews: Highlight testimonials on your website to reinforce credibility and attract more shoppers.

3. Create Localized Location Pages

If you have multiple physical locations, create a dedicated page for each one to improve their visibility in search results.

• Include Store-Specific Details: Share unique information such as directions, parking availability, contact numbers, and hours of operation.
• Use Local Keywords: Incorporate regionally relevant terms, like “Pet Supplies in Austin” or “Dog Beds in Downtown Chicago.”
• Add Visuals: Use photos of each location to make the pages more engaging.

Example:
A page for your San Francisco store might include phrases like "Find us in San Francisco’s Mission District" or "Top-rated dog toys in SF."

By focusing on local SEO, you can drive more foot traffic to your stores and strengthen your connection with nearby customers.

Measuring SEO Performance: Tracking What Matters

Monitoring your ecommerce SEO efforts is essential for understanding what works, identifying areas for improvement, and ensuring your strategies drive results. By focusing on specific metrics, you can evaluate the success of your campaigns and make data-informed decisions to optimize performance.

Key Metrics to Track

1. Organic Traffic
   Measure the number of visitors arriving at your site from search engines. A steady increase in organic traffic indicates your SEO strategies are effectively driving visibility.

   Tip: Use tools like Google Analytics to segment organic traffic by landing pages or geographic locations for deeper insights.

2. Keyword Rankings
   Track the positions of your target keywords in search results. Improving rankings for high-intent keywords is a strong indicator of SEO success.

   Tip: Tools like Semrush or Ahrefs can help you monitor rankings over time and compare performance against competitors.

3. Conversion Rate
   Evaluate the percentage of visitors who complete a desired action, such as making a purchase or signing up for a newsletter. This metric ties directly to revenue and customer acquisition goals.

   Tip: Break down conversion rates by traffic source to assess how organic traffic compares to other channels.

4. Bounce Rate
   Monitor the percentage of visitors who leave your site after viewing only one page. A high bounce rate may signal irrelevant content, slow loading times, or poor user experience.

   Tip: Use heatmaps and user session recordings (e.g., Hotjar) to identify and address problem areas.

5. Backlink Profile
   Assess the quality and quantity of backlinks pointing to your site. A robust backlink profile improves domain authority and search engine rankings.

   Tip: Use tools like Moz or Ahrefs to track new and lost backlinks, ensuring they come from reputable and relevant sources.

Using Tools to Analyze SEO Performance

1. Google Analytics

   • Track organic traffic, user behavior, and conversions.
   • Use reports to identify top-performing pages and those needing improvement.

2. Google Search Console

   • Monitor keyword performance, indexing issues, and click-through rates (CTR) directly from Google’s perspective.
   • Use the “Performance” report to pinpoint keywords driving traffic.

3. Semrush or Ahrefs

   • Analyze keyword rankings, backlinks, and competitor performance.
   • Gain insights into technical SEO issues and recommendations for improvement.

Why Regular Monitoring Matters

SEO is not a one-time effort. Search engine algorithms, competition, and customer behavior constantly evolve. By regularly reviewing performance metrics, you can adapt your strategies to maintain and improve rankings, traffic, and sales.

Set a schedule for performance reviews—weekly for active campaigns and monthly for long-term trends—and adjust your approach as needed to keep your ecommerce site competitive and visible.

Essential Tools for Ecommerce SEO

Using the right tools can simplify and enhance your ecommerce SEO strategy. These tools help you uncover opportunities, monitor performance, and identify areas for improvement, ensuring your efforts yield tangible results. Here’s an overview of key tools and their capabilities:

1. Semrush

Semrush provides an all-in-one SEO toolkit, ideal for businesses looking to cover all aspects of SEO.

Features:

• In-depth keyword research with search volume, trends, and competition data.
• Technical SEO audits to identify and resolve site issues.
• On-page optimization suggestions to improve content relevance.
• Backlink analysis to assess your link profile and find opportunities.
• Competitor analysis to uncover gaps in your strategy.

Best For: Comprehensive SEO strategies and competitor benchmarking.

2. Google Search Console

A free tool from Google that provides insights directly related to your site’s performance in search results.

Features:

• Monitor indexing status to ensure all important pages are discoverable.
• Analyze keyword rankings and click-through rates (CTR).
• Identify and fix indexing and mobile usability issues.
• Submit sitemaps to improve crawl efficiency.

Best For: Understanding how Google views your site and resolving technical issues.

3. Google Analytics

A free and robust tool for tracking user behavior and conversions across your website.

Features:

• Measure organic traffic and compare it to other channels.
• Monitor user behavior, such as time on site and bounce rates.
• Track goal conversions, such as sales or sign-ups.
• Segment data by audience demographics or device usage.

Best For: Gaining actionable insights into user behavior and conversion optimization.

4. Ahrefs

Known for its powerful backlink tracking and keyword research capabilities, Ahrefs is a favorite among SEO professionals.

Features:

• Discover and analyze keywords for your niche.
• Track backlinks to your site and assess their quality.
• Perform site audits to identify technical issues.
• Analyze competitors’ content and backlink strategies.

Best For: Building a strong backlink profile and understanding competitor tactics.

5. Moz

A user-friendly toolset for SEO beginners and experts alike, Moz offers solutions for tracking, analysis, and improvement.

Features:

• Conduct keyword research with difficulty scores and search volume.
• Perform site audits to uncover issues affecting rankings.
• Track rankings over time for your target keywords.
• Analyze your link profile and identify new opportunities.

Best For: Small-to-medium businesses and those new to SEO tools.

Google Merchant Center And Their Impact on Ecommerce SEO

Google Merchant Center (GMC) is a free platform that enables businesses to upload and manage product information, making it accessible across various Google services.

This includes Google Shopping, free product listings, local inventory ads, and Performance Max campaigns.

By utilising GMC, merchants can showcase their products to a broader audience, enhancing visibility and driving targeted traffic to their online stores.

In 2024, GMC introduced significant updates aimed at improving the experience for both merchants and shoppers. Understanding these changes is crucial for ecommerce businesses looking to optimize their online presence.

Transition to Merchant Center Next

By September 2024, Google completed the rollout of Merchant Center Next, replacing the classic interface with a more intuitive platform. Key features include:

• Product Studio: An AI-powered tool that assists merchants in creating high-quality product images and videos, streamlining content creation.

• Enhanced Analytics: A unified analytics tab consolidates retail data, including pricing reports and competitive visibility tools, providing merchants with comprehensive insights.

• Simplified Navigation: Improvements in navigation and setup processes make it easier for merchants to manage their product listings and optimize their presence on Google.

Updates to Product Data Specifications

In April 2024, Google updated its product data specifications to improve the quality of product information:

• AI-Generated Content Disclosure: Merchants are now required to disclose if product titles and descriptions are created using generative AI by using the structured_title and structured_description attributes.

• New Attributes Introduced:

  • Loyalty Program (loyalty_program): Allows merchants to set up member prices and loyalty points, enhancing customer engagement.
  • Minimum Price (auto_pricing_min_price): Enables merchants to set the lowest advertised price for products, assisting in pricing strategies.
  • Free Shipping Threshold (free_shipping_threshold): Indicates the minimum order value for free shipping, providing clarity to customers.

Integration with Google Chrome

In November 2024, Google announced that Chrome would showcase Merchant Center promotions directly in the browser. During the holiday shopping season, U.S. shoppers on Chrome desktop will see promotions from Merchant Center in the address bar while browsing merchant websites, enhancing visibility and potentially increasing sales.

Introduction of 'Sale Events' Promotion Type

Google added a new promotion type called "Sale events" to Merchant Center. This feature allows merchants to submit sale event data, which is displayed on non-product-centric surfaces, providing additional exposure during promotional periods.

Implications for Ecommerce SEO

While these updates primarily enhance the functionality and user experience of GMC, they also have indirect benefits for ecommerce SEO:

• Improved Product Visibility: Enhanced tools and features increase the likelihood of products appearing in relevant searches, driving more organic traffic.

• Better User Engagement: Accurate and detailed product information, along with engaging visuals, can lead to higher click-through rates and lower bounce rates, positively impacting SEO metrics.

• Data-Driven Decisions: Access to comprehensive analytics allows merchants to refine their SEO strategies based on performance data and shopping trends.

Staying informed about these developments enables ecommerce businesses to leverage GMC effectively, aligning their SEO efforts with the latest tools and features provided by Google.

Choosing the Right Tool

When selecting tools for your ecommerce SEO strategy, consider your goals, team expertise, and budget:

• Free Options: Google Search Console and Google Analytics provide excellent insights at no cost.
• Paid Tools: Invest in Semrush, Ahrefs, or Moz for advanced features like competitor analysis and detailed audits.

Many paid tools offer free trials, so test a few to determine which best fits your needs

Enterprise Ecommerce SEO: Managing Large-Scale Optimization

Enterprise Ecommerce SEO focuses on improving search engine visibility for large, complex online stores. These businesses often have extensive product catalogs and global reach, requiring tailored strategies to ensure consistent performance across thousands of pages.

What Sets Enterprise Ecommerce SEO Apart?

For businesses with smaller websites, manual optimization might work. For enterprise ecommerce sites, scalability and precision are key. Automating processes, addressing technical challenges, and focusing on analytics are essential to keep the website performing well and driving conversions.

Core Elements of Enterprise Ecommerce SEO

1. Automated Metadata Management

Metadata, such as product titles and descriptions, helps search engines understand what a page is about. Manually optimizing this information for thousands of pages isn’t practical. Automation ensures consistency across the site while saving time.

• Consistency Across Pages: Automated tools apply relevant keywords to all product pages, helping boost visibility in search results.
• Resource Efficiency: With automation handling repetitive tasks, teams can focus on creating impactful content or refining other aspects of the strategy.

2. Multi-Language SEO

Reaching global audiences requires multi-language SEO. Using hreflang tags, businesses can show the right language and regional versions of their pages to the correct audience. Localization takes this further by adapting content to reflect regional preferences.

• Enhancing User Experience: Presenting the appropriate language and localized content improves usability for international customers.
• Expanding Traffic Opportunities: Ranking for relevant keywords in multiple languages allows businesses to connect with a broader audience and drive more conversions.

3. Advanced Analytics

Data plays a central role in enterprise ecommerce SEO. Large-scale analytics tools, such as Google Analytics 4, provide insights into user behavior, regional performance, and conversion trends.

• Informed Decisions: By analyzing real-time data, businesses can adjust their SEO strategies to focus on what’s working.
• Identifying Gaps: Performance metrics reveal areas needing improvement, whether it’s underperforming keywords or high bounce rates.

Why Enterprise Ecommerce SEO Matters

Enterprise SEO is about managing complexity at scale. For businesses with vast online catalogs and international customers, strategies must prioritize automation, localization, and continuous optimization. By addressing these elements effectively, enterprise ecommerce sites can remain competitive, attract more visitors, and grow their sales consistently.

B2B SEO for Ecommerce: Reaching the Right Business Buyers

B2B SEO for ecommerce focuses on optimizing websites to attract and engage businesses instead of individual consumers. With more companies conducting transactions online, capturing targeted traffic and generating leads through B2B SEO has become essential for success in this space.

What Makes B2B SEO Different?

B2B buyers have distinct needs compared to individual shoppers. They are often searching for specific products, services, or solutions to enhance their business operations. Effective B2B SEO aligns your website’s content, structure, and authority-building efforts with the unique priorities of these buyers.

Key Elements of B2B Ecommerce SEO

1. Targeted Keyword Optimization

• Industry-Specific Terms: Use terminology familiar to your target audience to position your business as a relevant and knowledgeable solution provider.
• Pain Point Focus: Incorporate keywords that address common challenges faced by businesses in your niche, such as “bulk shipping solutions” or “wholesale industrial equipment.”

2. Optimized Content

• Product Descriptions: Provide clear and detailed descriptions that highlight how your products or services solve business problems.
• Landing Pages: Create landing pages tailored to specific industries or use cases to appeal to distinct segments of your audience.
• Blog Content: Publish educational resources, such as guides or case studies, that demonstrate your expertise and offer practical value to potential customers.

Enhancing the B2B User Experience

B2B buyers value efficiency and clarity when navigating a website. Optimizing the user experience is just as important as content optimization:

• Site Structure: Organize your website to make product categories and services easy to find, ensuring smooth navigation for busy professionals.
• Functionality: Ensure your site includes features like detailed product filters, live chat support, and streamlined checkout processes to meet the needs of business buyers.

Building Authority in the B2B Space

Establishing credibility is vital for success in B2B ecommerce. Authority-building strategies include:

• Backlinking: Secure links from respected industry websites, directories, and publications.
• Partnerships: Collaborate with industry organizations or associations to strengthen your reputation.
• Thought Leadership: Publish expert content that positions your brand as a leader in your field. Examples include white papers, research reports, and webinars.

Why B2B SEO Matters

B2B SEO drives more than just traffic it generates valuable leads that can lead to long-term partnerships.

By tailoring your SEO efforts to meet the needs of business buyers, you can improve your visibility in search results, attract the right audience, and build trust with potential clients.

The result is sustained growth and success in the competitive B2B ecommerce landscape.

Ecommerce SEO Audits

The sources emphasise that conducting an ecommerce SEO audit is critical for online stores looking to enhance their SEO performance.

It's the first step in identifying the strengths, weaknesses, and areas for improvement of a website.

Here's why ecommerce SEO audits are so important, based on the sources:

• Identify Technical Issues: Ecommerce sites often have a large number of pages, which increases the likelihood of technical SEO problems cropping up. An audit helps uncover these issues, such as broken links, duplicate content, slow page load speeds, and crawl errors, which can significantly impact search engine rankings and user experience.
• Uncover Keyword Gaps and Opportunities: An SEO audit helps analyse existing keyword performance and identify opportunities to target new keywords that align with the business's products or services. This ensures the website is attracting the right audience and maximising its visibility for relevant searches.
• Improve Site Architecture: Audits can assess the website's structure and navigation to ensure it is user-friendly and search engine-friendly. This includes checking for clear categories, logical URL structures, and a streamlined path for users to find products.
• Enhance Content Quality: An audit examines the website's content to ensure it is high-quality, relevant, and optimised for target keywords. This involves checking for issues like thin content, duplicate content, and keyword stuffing, and making recommendations for improvement.
• Analyse Backlink Profile: Audits assess the quality and quantity of backlinks pointing to the website. This helps identify opportunities to build high-quality links from authoritative sources, which can boost the website's authority and improve search rankings.

Final Word

By addressing the issues identified in an SEO audit, ecommerce businesses can improve their website's visibility, attract more qualified traffic, and ultimately drive more sales.

Ecommerce SEO requires continuous effort to stay relevant in an ever-changing online environment. Success depends on consistency, adaptability, and a commitment to meeting the needs of both search engines and your audience. By applying the strategies covered in this guide, you can enhance your store's visibility, attract qualified visitors, and achieve steady growth.

It’s important to focus on meaningful content rather than simply packing your website with keywords. Search engines penalize keyword stuffing, and it can deter potential customers. Instead, aim for a balanced approach. Incorporate relevant keywords naturally into titles, subheadings, and content to make your pages clear and useful for readers.

Internal linking is another essential practice. Connecting related pages within your website helps visitors find what they need and signals content importance to search engines. A well-structured website not only improves search rankings but also creates a better experience for your customers.

Do Ecommerce Sites Need SEO or PPC?

Ecommerce sites benefit from both SEO and PPC, as each serves a unique purpose in driving traffic and boosting sales:

• SEO focuses on improving organic search visibility. It builds long-term traffic sustainability by ensuring your site appears prominently for relevant searches. While results take time, SEO delivers ongoing benefits without recurring costs for clicks.
• PPC delivers immediate visibility. Paid ads appear at the top of search results, targeting specific audiences with precision. This is particularly useful for promotions, seasonal campaigns, or when launching new products.

The best approach often combines both strategies. For example, use SEO to build a strong organic foundation while leveraging PPC for targeted, time-sensitive campaigns.

Can an SEO Agency Help with Technical SEO for Ecommerce?

Yes, an SEO agency can address critical technical aspects of eCommerce websites, ensuring optimal performance and search engine visibility. These include:

• Website Speed Optimization: Improving load times to enhance user experience and meet search engine requirements.
• Mobile Optimization: Ensuring the site is mobile-friendly to cater to a growing audience of mobile shoppers.
• URL Structure Optimization: Creating clean, keyword-rich URLs that are easy for users and search engines to understand.
• Schema Markup Implementation: Adding structured data to help search engines interpret your site’s content and enhance search result displays (e.g., rich snippets for product reviews or prices).

Why Hire an SEO Agency for Ecommerce SEO Instead of Doing It In-House?

Partnering with an SEO agency offers several advantages over handling SEO internally:

1. Expertise and Experience: Agencies have specialized knowledge and a track record of optimizing eCommerce websites, ensuring your strategy is effective and tailored to your business.
2. Resource Efficiency: Outsourcing frees up your team to focus on other priorities while SEO experts handle complex tasks.
3. Comprehensive Approach: Agencies cover all aspects of SEO, including technical optimization, content strategy, link building, and analytics.
4. Staying Updated: SEO is constantly evolving. Agencies stay current with algorithm changes and industry trends, ensuring your site remains competitive.

An agency can provide a faster, more comprehensive path to achieving your SEO goals, especially for businesses without dedicated in-house expertise.