The Ultimate SEO Guide for E-commerce Websites

A well-optimized e-commerce website is a necessary if you’re selling things and want to reach the largest potential audience.

Why? There are various advantages.

A good e-commerce website can help you learn the essentials about your clients, such as their demographics, age groupings, and how they found you.

You may then utilize the information from your visitors for behavior analysis to get to know them even better if you employ tracking.

However, an e-commerce website can do much more. It can also assist you in determining where issues arise. For instance, which traffic sources are ineffective, which offers are unappealing, and cart abandonment concerns and their possible reasons.

Of course, the more obvious reason for having your site thoroughly optimized is the international rise of e-commerce. E-commerce continues to increase year after year, and this trend appears to be continuing.

It’s wonderful if you’re already online. If you don’t take aggressive actions to boost visibility, you risk becoming invisible to new prospects and leads.

How do you do that? It’s simple: use SEO for e-commerce.

What Is SEO for E-Commerce?

SEO for e-commerce is a marketing approach that assists online shops in ranking better in search engine results. A well-designed and optimized website with high-quality content will rank higher in search engines like Google, improving exposure and bringing visitors to your shop.

In other words, SEO for e-commerce focuses on optimizing your site to increase leads and conversions.

SEO for e-commerce, however, differs from SEO for content-focused websites in that it entails more than just adding keywords, generating blog articles, and acquiring connections. You must grasp how search engines function and what they reward.

That includes understanding SEO for e-commerce, following Google’s requirements, evaluating buyer intent, and strategically executing it.

E-Commerce SEO Best Practices

E-commerce for SEO is a complicated topic, and with millions of online retail sites, it’s not always easy to make your site stand out.

While increasing your SEO rankings may appear to be a daunting task, you may get a head start by following certain best practices. This boosts your chances of acquiring attention and organic leads and customers over time.

What do best practices for SEO for e-commerce look like for the uninitiated? You might begin by addressing essentials such as:

  • navigation
  • internal links
  • avoiding clutter
  • creating unique content
  • including alt text for images

There is, however, much more you can accomplish. Explore our list of SEO for e-commerce best practices that you can put into action right now.

1. Perform Keyword Research the Right Way

There are several approaches to optimizing your e-commerce site, and not every strategy is appropriate for every site or product. However, several criteria apply to all online retailers, and one of them is conducting proper keyword research.

Yes, you want to rank for the most relevant and popular keywords in your business, but you also need to understand customer intent.

The intention behind a search query is referred to as keyword intent. You may spot it by observing the precise words and concepts individuals use while searching for an item online.

There are two forms of keyword purpose that are commonly seen.

Informational Keyword Intent

In SEO, informational keyword intent is used to indicate the sort of information sought by the searcher.

These sorts of searches often 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.

Commercial Keyword Intent

When consumers are seeking for information to assist them make a purchase, they have commercial keyword intent. This implies people want to find and get what they need as soon as possible.

Consumers generally utilize commercial keyword intentions when they know exactly what they want but are unsure where to obtain it. This is evident when you type particular phrases into Google, such as “purchase digital camera” or “find new laptop bargains.”

Commercial keyword users are more likely to be purchasing intent and are less likely to search for information about the product or service rather to simply investigating where to obtain it.

Determining Keyword Intent

It may appear difficult to determine customers’ keyword purpose, but you may make it easy on yourself. Agency Analytics, for example, divides it into phases.

  1. SERP Analysis: Pay attention to sponsored adverts, knowledge graph results, and organic listings in particular.
  2. Examine the following Google adverts for commercial intent: Seeing keyword bid prices provides you an indication of how competitive the keywords are.
  3. Examine your analytics: Look for material with a high bounce rate since it may not fit with searcher intent.

You might also utilize keyword research tools such as Google’s Keyword Planner. Other options include:


Ubersuggest is a free online application that may find long-tail and related terms to any topic or phrase. A commercial version is also available.

This tool is ideal for content writers, bloggers, copywriters, and marketers looking to develop new content ideas or discover what visitors are searching for on a specific topic.

Among the features are:

  • backlink data
  • rank tracking
  • site audit reports

Backlink Data

Go to the backlink analyzer in SEO Explorer to examine what backlinks you are receiving from other sites. This might assist you in determining who is already a fan and which relevant sites you can target for more linkbuilding.

Rank Tracking

With Ubersuggest rank tracking, you can see how you rank in organic SERPs for your desired keywords. This way, you can see how you’ve progressed over time. This is located on the left side under Dashboard.

Site Audit

Conduct a site audit to determine which issues on your site need to be addressed in order to improve user experience and organic traffic. Consider the audit to be a beginning point, and then go through it on a regular basis to ensure you’re addressing any other concerns. This is located in the SEO Analyzer section. After the audit is completed, it will inform you of your top SEO issues and how to resolve them.

It also includes a free Chrome plugin for doing keyword research when searching on Google or YouTube.

Answer the Public

Answer the Public is a fantastic resource. It allows you to discover what individuals all around the world are interested in and going through.

Answer the Public is also intuitive. Simply input your term on the site to learn exactly what others are seeking. It may also help you determine which themes are most popular at any particular time, which can be useful as an additional tool for keyword research. However, if you want more assistance, a collection of lessons is accessible.

It is free to use, but you may subscribe to pro to have access to more features. The term “multivitamins” is used in the following example.

The results provide a thorough picture of the kind of inquiries individuals are asking and a better understanding of purpose.

2. Optimize Product Pages to Improve Ranking

Examine your on-page user optimization if you want to attract and gain new clients. It is significant since it raises your site’s ranking, resulting in increased organic traffic and conversions.

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

Optimize Your Product Descriptions

A product page is fascinating since it has a variety of characteristics that all require attention. You also want a few items to stick out on the page in order to attract visitors and entice them to click through.

To begin improving your e-commerce product pages, consider three crucial factors:

  1. What are the most important elements on the page?
  2. How can you make the most of these aspects in terms of visibility and impact?
  3. How can you utilize this knowledge to improve the efficacy of your product description?

Start thinking about what you can do to improve the effect of your product descriptions. This might include things like.

  • adding multiple, high-quality, unique images
  • including keywords
  • including detailed, keyword-rich descriptions
  • adding calls to action (CTAs)
  • including testimonials

Optimize Your Images

Images are a frequently overlooked aspect of e-commerce SEO. Photos are a wonderful medium for conveying a message and attracting an audience. They can, however, distract readers from the message you are attempting to express, so avoid using too many photos and crowding your descriptions.

Although high-quality photographs are essential for displaying your products at their best, there is more to it. Optimizing your photos for SEO will result in greater search engine ranks, increased traffic from potential clients, and traffic from social media networks.

Here are some tips for picture optimization:

  • Choose suitable images for your platform. Your host usually specifies optimal image sizes and other image guidelines.
  • Provide captions with alt tags for pictures.
  • Use the right keywords in file names.

Feature Reviews

Reviews give a tidbit of information that helps buyers decide whether or not to purchase a specific product or store.

Because so many people rely on them, reviews are critical for e-commerce success. They also aid in the development of trust with potential clients and the improvement of conversion rates.

Customers might be encouraged to post reviews by delivering automated messages after each transaction. You may also build up email campaigns to give them reminders or offers when they leave a review on your website.

Before we continue, here are some more optimization tips:

  • Canonical tags can be used to connect duplicate product pages and comparable group goods.
  • Create a well-written page with the relevant product information, a photograph of the product, and a video of it in operation.
  • Include at least one call to action (CTA) on your product page. “Add To Cart” or “Check Availability,” for example.
  • Include shipping details and policies up front so buyers know exactly what they’re paying for.

3. Make Sure Your Site Is User Friendly

UX is an abbreviation for user experience. Good design may improve UX by making the aesthetics more visually attractive.

However, it is not just important to make a website seem attractive; it must also function well. Navigation, simplicity of use, and the general “feel” of the website are all examples of UX.

UX is all about ensuring that people can find what they are searching for, keeping them interested while exploring, and providing the greatest possible experience to visitors.

You might not assume that UX influences SEO, but the two have been interacting for some time, and UX is also important for discoverability.

Furthermore, recent modifications indicate that UX will soon be a Google ranking consideration. According to Search Engine Land, this means that if Google believes your website provides a poor user experience, it may rank lower. Google assesses the new ranking using “Core Web Vitals,” and its criteria are available online.

Many elements can have an impact on UX, but a few stand out:

  • Ads should not obstruct the user’s view of the content.
  • Your website should be mobile-friendly and load rapidly.
  • Any website should be clutter-free and simple to use.
  • CTAs should be included so that clients know what to do next.

Finally, make it approachable by using consistent styling throughout.

4. Don’t Forget Long-Tail Keywords

Long-tail keywords are typically seen on the right side of a search engine results page (SERP).

A long-tail keyword is a term that has a low search volume but nevertheless fits the relevance criterion for your business. They also convert well since they are a better match for what the searcher is searching for and provide more traffic.

For these reasons, you should not be scared to rank for long-tail keywords, since they may be a useful source of traffic.

Long-tail keywords are beneficial for:

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

Long-tail keywords can be found using Google’s “People also ask” feature or a free keyword tool like Ubersuggest. There are other additional tools accessible as well.

The following example using Wordtracker, where a search for “dumbells” yielded the following:

Long-Tail Keywords

Best Practices for E-Commerce SEO – Use long-tail keywords
As you can see, they provide you with a clear picture of what your consumer is looking for and their goals.

5. Use a Simple URL Structure

There are more thorough instructions on URL structures available, but this section covers the fundamentals.

A simple URL structure not only improves the user experience, but it also helps your SEO e-commerce operations.

Furthermore, having a clear URL structure on your e-commerce site makes it easy to share items on social media and other websites, and it may help e-commerce SEO by providing more relevant data to search engines.

URLs should be as legible and intelligible as possible for the greatest outcomes.

Consider the following example of what NOT to do:

This URL structure would be much better to use:

Google also gives some recommendations for bettering URL structure.

In addition, you can:

Use Keywords

The keywords in the URL are scanned by search engines to decide where that website should appear in the SERPs. The keywords in the URL are known as “metatags,” and they assist search engines understand what the page’s content or topic is.

That is why, before settling on a URL structure, you should think about your keywords.

People typically write in the exact phrases they’re looking for while searching for your business online. A user may, for example, put “online shoe store” into a search engine.

As a result, it’s critical that those terms appear anywhere in your URL structure when someone puts in “online shoe store.”

Use Breadcrumbs

A navigational tool is breadcrumbs. They let website users to go back to the beginning and retrace their steps. Breadcrumbs are not only useful for usability, but they also help with SEO.

If you go to a blog post from your main homepage, for example, the breadcrumb for that article is “Home > Blog > This Post.”

Many web design tools provide breadcrumbs, which you can add using markup elements or JavaScript.

Avoid Stop Words

“The,” “and,” “of,” and “a” are common stop words.

Stop words might make your text harder to read and hurt your SEO results.

Stop words are also less likely to keep a reader’s attention. You may utilize those spaces for more creative and relevant material if you remove these terms from your website.

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

HTML elements called schema markups give more information about the content on web pages. These markups can help you boost your e-commerce SEO efforts.

Rich snippets are created when schema markup is used. Search engines use them to display extra information about certain objects in search results.

They also make it easier for users to find what they’re looking for by displaying several forms of information.

Rich snippets come in a variety of forms, including:

  • product markup snippets
  • music snippets
  • review snippets
Google and Users Understand Content

The following are examples of e-commerce schema:

  • Product schema: This is a product, service, or organization extension. It aids in the discovery of new items and services by the inclusion of rich product information such as photos, price, and availability in online search searches. Product schema also permits product adverts to appear in the SERPs.
  • This schema allows for online reviews: The author and title filters let you identify particular people who have posted reviews on your website or blog post, as well as product reviews for searches.
  • The product availability schema: is a list of items that are currently available for purchase. It might be a single page or part of an online store. The product name, description, price, photos, and variations are usually included in such listings.
  • Video schema: is a sort of metadata that describes the content and format of a video. The audio language, video resolution, or video age rating are all examples of video schema.
  • Price schema: is a method for determining the price of a product or a price range.

7. Avoid Duplicate Pages and Content

Have you ever visited a website and felt as though you’d already read everything? When online shops employ duplicate product catalogs and photos, this is all too prevalent with production descriptions and category descriptions.

It’s easy to see why e-commerce merchants simply repeat the same descriptions. It’s usually because they don’t have the means to create new material on their own.

Even if you don’t have time to completely revamp your site, you may dramatically minimize the amount of repetition in product descriptions and other locations.

As an example,

  • utilizing a CMS that has site-wide 301 redirects or setting canonical tags to any page that you suspect has duplication (pages with similar titles, pages that share an identical URL, etc.)
  • employing distinct product pictures to add a suffix to the URL
  • additional pages with distinct keywords

8. Don’t Let Page Speed Kill Your Ranking

The time it takes an internet user to open a web page is measured in website page speed loading time. Add up the time it takes to download all of the non-hidden assets, such as photos, scripts, and stylesheets.

Page speed is a ranking element, and surveys suggest that customers don’t like to wait for a website to load.

The optimal site speed, according to users, is two seconds, but the faster the better. You may test your current speeds at Cloudflare or using Google’s tool if you’re not sure.

What should you do if your website is taking too long to load? You must first determine the cause. It may be:

  • Your server cannot manage the amount of content on your site.
  • Too many scripts slow down the loading process.
  • The loading of images takes an unnecessary amount of time.
  • Your site host is having problems.

While not all e-commerce site owners will be able to get a perfect score of 100 percent on Google’s PageSpeed Insights, you may strive to reduce load times by:

  1. having fewer images on the pages
  2. compressing files
  3. using fewer social media widgets
  4. optimizing your images
  5. avoiding clutter and using plenty of white space
  6. limiting redirects and HTTP requests
  7. fastening your server response time

You might also want to consider switching web providers or increasing your hosting package to better meet your needs.

9. Content Does Matter for E-Commerce

It’s not only about graphics and keywords in e-commerce. Your SEO for e-commerce strategy should also include written content.

Regularly posting material not only brings in organic visitors. It may help you acquire your consumers’ confidence, improve your website’s rankings, and establish your reputation as a topic expert.

You can concentrate on a variety of content types:

  • sharing how-to pieces and answering FAQs
  • new product launches and anything newsworthy
  • a glossary page
  • including user-generated content (UGC)
  • testimonials and launches
  • video demonstrations and Q and As
  • webinars

Take it a step further and get to know your audience so you can comprehend their primary issues and challenges for further inspiration. This enables you to create content that targets their common concerns and sell items that answer them.

You’ve got some content ideas now. Content, on the other hand, is useless without a plan. Let’s take a closer look:

  1. With buyer personas, you can learn more about your consumers.
  2. Recognize their chosen media. You should observe which content kinds get the most views if you’re tracking your content data. You may also question consumers and prospects via surveys or focus groups.
  3. Create a content calendar and then start writing.
  4. Publish information that is relevant for each step of the purchase cycle.
  5. Use A/B testing in critical areas such as titles.
  6. Make adjustments based on the results.

10. Link Building for E-Commerce

Link building is an SEO ranking component. Quality links indicate to Google that your website is trustworthy. Backlinks have an impact on how your website ranks for specific keywords.

Doesn’t it sound fantastic? But how do you go about building these critical backlinks?

Here are a few options:

  • creating internal backlinks
  • writing guest posts
  • using social media ads
  • sharing content on social media
  • issuing press releases
  • writing blog comments and sharing on forums (if allowed)
  • creating infographics and sharing them online
  • issuing whitepapers and case studies

These are all valid methods for obtaining high-quality connections. Although purchasing links might save time, it is not a good idea to do so. Some bought connections are against Google’s standards, and the quality of inexpensive links is typically suspect. Low-quality links result in lower SERP ranks, less traffic, and a possible negative influence on your site’s reputation.

11. Add a Sitemap

A sitemap is a diagram that shows how your website or digital product works. It gives users a bird’s eye perspective of the website and allows them to browse other sections.

From category pages to product pages, your sitemap should include all of the pages on your site. Within such sections, it should also include all subcategories, goods, and other material.

You may create a sitemap manually or with the help of an automated tool like Google’s Webmaster Tools. Both XML and HTML are used in sitemaps, however HTML sitemaps are more useful to visitors.

Other sitemap-making tools include:

Lucid Sitemap Generator

The Lucid chart sitemap generator is an easy-to-use tool for producing a sitemap for your website. It offers several features, including the ability to add categories and subcategories.


Powermapper is a user-friendly application for constructing and maintaining sitemaps, as well as generating one-click checkouts.

It’s a web-based tool that doesn’t require any coding knowledge. There is, however, a charge.

12. Make Social Sharing Easy

Many people disagree with Matt Cutts’ claim that social sharing has no influence on SEO.

While posting your material on social media may not directly effect your SEO, it does improve brand exposure and familiarize people with your company.

Furthermore, the more social media mentions you receive, the greater the impact on your SEO by:

  • driving organic traffic and increasing visibility
  • improving local SEO
  • expanding your content reach and enhancing brand recognition
  • increasing backlinks

Consider using a program like Buffer or Hootsuite to automatically post material from your site across all of your social media accounts at certain intervals if you want to raise your social media shares quickly.

SEO for E-Commerce: Frequently Asked Questions

How do I Find the Right Keywords For my E-commerce Store?
You may obtain keyword suggestions for free via Google AdWords, Ubersuggest, and Google’s Keyword Tool, among other places. To determine the finest keywords for your target audience, look at what your rivals are using.

Finally, stay away from broad keywords that get a lot of traffic but don’t convert well. When possible, use long-tail keywords.

How Much Does SEO for E-Commerce Cost?
The cost of SEO is determined by a variety of factors, including the quantity of keywords targeted, the competitive environment, and the amount of labor required to rank each page.

It’s difficult to place a price on SEO because it depends on how much time you have and what you want to accomplish. Search Engine Journal offers an SEO budget calculator to assist you with your planning.

What Is SEO for E-Commerce?
The process of optimizing a website for higher search engine rankings is known as SEO for e-commerce. The quality and relevancy of the content, the use of proper keywords to optimize the site, and the site’s load speed are all elements that influence how highly a website ranks in the SERPs.

How Is SEO for E-Commerce Different?
When it comes to e-commerce SEO, there are several aspects to consider, including optimizing:

product descriptions and pages on your website diverse product content and information images on your homepage.

SEO for E-Commerce Conclusion

SEO for e-commerce improves your website’s exposure, attracts new visitors and consumers, and helps you establish a loyal following.

There may appear to be a lot to consider. It doesn’t have to be as difficult as it seems if you focus on the most important SEO best practices and optimize the crucial portions of your website.

The most crucial thing to keep in mind is that e-commerce SEO takes time. Instead, it’s an ongoing plan that must be updated as needed to achieve the best outcomes.

What is your experience with e-commerce SEO? Please comment below.

Read more here or go to the home page.


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