The Ultimate Guide to SEO for E-commerce Websites

Good SEO is the key to creating an online shopping experience that users will love. When you shop online, you might be looking for the best deals, the newest products, or the best customer service. SEO can help you ensure that your business is listed in the best possible places that will yield the most customers.

How to SEO a website is a question that comes up a lot for ecommerce websites, especially when you want to sell a product that is specific to a niche. How do you optimize a site for a single product? In this post I’ll show you exactly how to do it, with a step-by-step guide.

In this blog post, I will explain what SEO is and how it can benefit your e-commerce business. SEO is the acronym for Search Engine Optimization, an approach to making a website as easy to find as possible in a search engine, using a variety of methods to improve a website’s search engine ranking.

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

Why? There are a number of advantages.

A good e-commerce website can help you learn the fundamentals about your consumers, such as their demographics, age groupings, and how they discovered 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 may also assist you in determining where problems are occurring. For instance, which traffic sources are ineffective, which offers are unappealing, and cart abandonment problems and their possible reasons.

Of course, the more apparent reason for having your site properly optimized is the global development of e-commerce. E-commerce continues to expand year after year, and this trend seems to be continuing.

It’s excellent if you’re already online. If you don’t take aggressive measures to improve visibility, you risk staying invisible to new prospects and leads.

How do you go about doing that? It’s easy to understand: e-commerce SEO.

What Is E-Commerce SEO?

Search engine optimization (SEO) for e-commerce is a technique that helps online merchants rank better in search engine results. A well-designed and optimized website with high-quality content will rank higher in search engines like Google, boosting exposure and traffic to your business.

In other words, e-commerce SEO focuses on optimizing your site so that you can obtain more leads and conversions.

SEO for e-commerce, however, involves more than simply adding keywords, creating blog articles, and earning links, as opposed to SEO for content-focused websites. You must comprehend how search engines function and what they reward.

That involves understanding e-commerce SEO, taking Google’s rules into account, assessing buyer intent, and strategically applying it.

SEO Best Practices for E-Commerce

E-commerce for SEO is a difficult area to master, and with millions of online retail sites to choose from, it’s not always simple to stand out.

While improving your SEO rankings may seem to be a daunting task, you can get a head start by following certain best practices. This improves your chances of obtaining more organic leads and customers over time.

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

  • navigation
  • internal citations
  • preventing the accumulation of clutter
  • generating original material
  • pictures with alternative wording

But there’s a lot more you can do. Explore our list of SEO best practices for e-commerce that you can use right now.

1. Conduct proper keyword research.

There are many approaches to optimizing your e-commerce site, and not all of them are appropriate for every site or product. However, there are certain rules that apply to any online store, and one of them is doing proper keyword research.

Yes, you want the most relevant and popular keywords in your sector, but you also need to know what your customers are looking for.

The purpose behind a search query is known as keyword intent. You may spot it by looking at the words and terms people use while searching for anything on the internet.

There are two kinds of keyword purpose that you will see most often.

Intent of Informational Keywords

In SEO, the term “informational keyword intent” refers to the kind of information that a searcher is searching for.

These kinds of searches typically include the following:

  • How tos: These are searches that include phrases like “how do I?”
  • Direct purchase: These entail keyword searches such as “buy this.”
  • When a searcher wants additional knowledge about a topic, they utilize terms like “fact” and “information.”

Intent of a Commercial Keyword

When consumers are searching for information to assist them make a purchase, they are using commercial keyword intent. This implies people want to discover and purchase what they need as quickly as possible.

When people know what they want but don’t know where to get it, they employ commercial keyword intentions. When you type search keywords like “purchase digital camera” or “find new laptop discounts” into Google, you’ll notice this.

Commercial keyword users are more likely to search for information about a product or service rather to simply investigating where to get it, and they are less likely to look for information about the product or service.

Identifying the Intent of Keywords

It may seem difficult to determine your customers’ keyword purpose, but you may make it simpler on yourself. AgencyAnalytics, for example, divides it into phases.

  1. Pay particular attention to sponsored advertisements, knowledge graph results, and organic listings while analyzing SERPs.
  2. For commercial purpose, look at Google ads: Seeing keyword bid prices provides you a sense of how competitive they are.
  3. Examine your statistics: Look for material that has a high bounce rate since it may not be relevant to the searcher’s purpose.

You may also utilize keyword planners, such as Google’s. Others to consider are:


Ubersuggest is a free or paid online tool that can discover long-tail and related terms for any subject or keyword.

This tool is ideal for content creators, bloggers, copywriters, and marketers who want to come up with fresh content ideas or learn what people are looking for on a certain subject.

The following are some of the features:

  • data on backlinks
  • monitoring of rankings
  • reports on site audits

Data on Backlinks

Go to the backlink analyzer in SEO Explorer to check what kind of backlinks you’re receiving from other sites. This will allow you to see who has already become a fan and which connected sites you may target for further linkbuilding.

Backlink analyzer example

Rank Monitoring

With Ubersuggest rank monitoring, you can see how you rank in organic SERPs for your chosen keywords. You’ll be able to track your progress over time this way. This may be found on the left side, under Dashboard.

SEO for ecommerce tracked keywords example

Audit of the Location

Conduct a site audit to determine which problems on your site need to be addressed in order to improve user experience and organic traffic. Consider the audit as a starting point, then go through it again to make sure you’re not missing anything. This may be found in the SEO Analyzer part of the website. After the audit is completed, you will be informed of your top SEO problems and how to address them.

SEO for ecommerce: site audit SEO issues example in ubersuggest

It also offers a free Chrome plugin that allows you to perform keyword research while searching on Google or YouTube.

Answer the Public’s Questions

Answer the Public is a fantastic resource. It allows you to discover what others all around the globe are interested in and experiencing.

Answer the Public is also simple to use. Simply type your term into the homepage search box to find out exactly what people are looking for. It may also assist you in determining which subjects are the most popular at any particular moment, which might be useful as a keyword research tool. If you need further help, there are a number of tutorials available.

It’s free to use, but if you want additional features, you can subscribe to pro. The term “multivitamins” is used in the following example.

Guide to SEO for E-commerce - Perform Keyword Research the Right Way (Answer the Public Image Search)

The findings provide a more comprehensive picture of the kind of inquiries individuals are asking as well as a better understanding of their purpose.

2. Improve Product Page Rankings by Optimizing Product Pages

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

Because not every aspect of your e-commerce site requires optimization, we’ll concentrate on the areas that matter most to online merchants in this section: product descriptions, pictures, and reviews.

Make Your Product Descriptions More Effective

A product page is fascinating since it has many elements that all need attention. To attract visitors’ interest and encourage them to click through, you’ll also want a few things to stick out from the page.

To begin optimizing your e-commerce product pages, keep the following three points in mind:

  1. What are the most important aspects of the page?
  2. How can you make the most of these components in terms of visibility and impact?
  3. What can you do with this information to enhance the efficacy of your product description?

Start thinking about how you can improve the effect of your product descriptions now. This may include items like as.

  • including numerous, high-quality, one-of-a-kind photos
  • including keywords
  • includes keyword-rich, comprehensive descriptions
  • incorporating calls to action (CTAs)
  • testimonials are included

Optimize Your Photographs

Images are an often overlooked aspect of e-commerce SEO. Photos are a fantastic method to convey a message and engage an audience. They may, however, detract from the information you’re attempting to communicate, so don’t use too many pictures or overcrowd your descriptions.

Although high-quality pictures are essential for showcasing your products to their full potential, there’s more to it than that. Higher search engine results and increased traffic from prospective consumers will result from optimizing your pictures for SEO, as will traffic from social media platforms.

Here are some suggestions for picture optimization:

  • Select pictures that are appropriate for your platform. Optimal picture sizes and other image standards are typically specified by your host.
  • Add descriptions and alt tags to your images.
  • In file names, use the appropriate keywords.

Review of the Feature

Reviews offer a piece of information that helps consumers decide whether or not to purchase a certain product or visit a certain business.

Because so many people depend on reviews, they are critical for e-commerce success. They also aid in the development of trust with prospective consumers and the improvement of conversion rates.

Customers may be encouraged to write reviews by delivering automated messaging after they make a purchase. You may also use email campaigns to deliver reminders or special offers to anyone who have left a review on your website.

Before we go any farther, here are some additional optimization suggestions:

  • To connect duplicate product pages and comparable group goods together, use canonical tags.
  • Create a well-written page with all of the pertinent product information, a picture of the product, and a video of it in action.
  • On your product page, provide at least one CTA. “Add to Cart” or “Check Availability,” for example.
  • Make sure you provide shipping information and policies up front so consumers know exactly how much they’ll be charged.

3. Ensure that your website is user-friendly.

The term “user experience” refers to how a person feels when using a product. Good design may improve UX by making the aesthetics more visually attractive.

It’s not only about having a website seem nice; it’s also about making it function properly. Navigation, simplicity of use, and the general “feel” of the website are all part of UX.

UX also include ensuring that customers can find what they’re searching for, keeping them interested while exploring, and providing the greatest possible experience to visitors.

You may not believe that UX has anything to do with SEO, yet the two have been interacting for years, and UX is crucial for discoverability.

Furthermore, recent developments indicate that user experience will soon be a Google ranking consideration. According to Search Engine Land, if Google believes your website provides a poor user experience, it may be ranked lower. Google uses “Core Web Vitals” to determine the new ranking and has published its criteria online.

Many variables may affect UX, however there are a handful that stand out:

  • Ads should not obstruct the user’s ability to see information.
  • Your website should be mobile-friendly and load fast.
  • Any website should be devoid of clutter and simple to browse.
  • Customers will know what to do next if you add CTAs.

Finally, keep the style constant and make it approachable.

4. Long-Tail Keywords Must Be Considered

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

A long-tail keyword is a phrase with a low search volume that fulfills the requirements for relevance to your company. They also have a greater conversion rate since they are a better fit for what the searcher is searching for and provide more traffic.

As a result, you shouldn’t be scared to rank for long-tail keywords since they may provide a significant amount of traffic.

Long-tail keywords are ideal for things like:

  • niches that are competitive
  • conversion rates have risen
  • More easily rank new websites

Long-tail keywords may be found utilizing Google’s “People also ask” feature or a free keyword tool like Ubersuggest. There are many more tools accessible as well.

The following is an example from Wordtracker, where a search for “dumbells” yielded the following:

E-Commerce SEO Best Practices - Use Long-tail keywords

As you can see, they offer you a good sense of what your client wants and how they intend to get it.

5. Use a straightforward URL structure.

There are more in-depth tutorials on URL structures available, but this section covers the fundamentals.

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

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

URLs should be as clear and comprehensible as possible for the greatest outcomes.

Consider the following example of what NOT to do:

It’s much preferable to use the following URL structure:

Google also offers some recommendations for bettering URL structure.

You can also do the following:

Make use of 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 subject is.

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

People frequently put in the exact terms they’re looking for while searching for your company online. A user could, for example, enter “online shoe store” into a search engine.

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

Make use of breadcrumbs.

A navigational tool is breadcrumbs. They enable users to retrace their steps and return to where they began on a website. Breadcrumbs are not only useful for usability, but they also help with SEO.

For example, if you visit a blog post from your main homepage, the breadcrumb for that post would be “Home > Blog > This Post.”

Breadcrumbs are available in many web design tools, and they may be added using markup elements or JavaScript.

Stop Using Stop Words

Stop words include “the,” “and,” “of,” and “a.”

Stop words may 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 content if you remove these terms from your website.

6. Use Schema Markups to Aid Google and Users in Content Understanding

HTML elements that offer extra information about the content on web pages are known as schema markups. These markups may help you enhance your e-commerce SEO efforts.

Rich snippets are created when schema markup is used. Search engines use them to provide additional information about particular things in search results.

They also make it simpler for individuals to locate what they’re searching for by displaying several kinds of information.

Rich snippets come in a variety of forms, including:

E-Commerce SEO Best Practices - Use Schema Markups

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 goods and services via the inclusion of rich product information such as pictures, price, and availability in online search searches. Product schema also enables product advertisements to appear in the SERPs.
  • This schema allows for online reviews. The author and title filters let you discover particular individuals 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 goods that are currently available for purchase. It may be a single page or part of an online shop. The product name, description, price, pictures, and variations are usually included in such listings.
  • Video schema is a kind of metadata that describes the content and format of a video. The audio language, video resolution, or video age rating, for example, 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 Content and Pages

Have you ever visited a website and felt as though you’d already read everything there? When online merchants utilize duplicate product catalogs and pictures, this is all too frequent with production descriptions and category descriptions.

It’s easy to see why e-commerce merchants just reprint 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 update everything, you may minimize the quantity of duplicate content on your site in product descriptions and other places.

By way of example,

  • utilizing a content management system with site-wide 301 redirects or adding canonical tags to every page that you suspect has duplication (pages with similar titles, pages that share an identical URL, etc.)
  • modifying the URL with a suffix
  • using several product images
  • additional pages with distinct keywords

8. Don’t Allow Page Speed to Destroy Your Ranking

The time it takes for an internet user to access a web page is measured in website page speed loading time. You can figure out how long it takes to download all of the non-hidden assets, such as pictures, scripts, and stylesheets, by adding up the time it takes to download all of them.

Page speed is a ranking issue, and consumer surveys indicate that they aren’t willing to wait for a website to load.

The optimum site speed, according to users, is two seconds, but the quicker the better. You may test your current speeds at Cloudflare or use 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 can’t manage the amount of material on your site.
  • Load times are being slowed by too many scripts.
  • The loading of images takes an inordinate amount of time.
  • A issue has arisen with your site host.

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 attempt to reduce load times by:

  • reducing the number of pictures on the pages
  • archiving files
  • Using a less number of social media widgets
  • enhancing your images
  • minimizing clutter and maximizing white space
  • restricting HTTP requests and redirection
  • reducing the time it takes for your server to respond

You may also want to consider switching web providers or increasing your hosting plan to better meet your requirements.

9. E-Commerce Content Is Important

Images and keywords aren’t the only things that matter in e-commerce. Your SEO for e-commerce strategy should also include written content.

Regular content not only draws organic traffic, but it also attracts paid traffic. It may help you earn your clients’ confidence, improve your website’s rankings, and establish your reputation as a topic expert.

You may concentrate on a variety of content types:

  • providing how-to articles and responding to frequently asked questions
  • anything noteworthy, such as new product releases
  • a glossary of terms
  • user-generated material is included (UGC)
  • Launches and testimonials
  • Demonstrations on video and Q&A
  • webinars

Take it a step further and get to know your audience so you can grasp their key worries and challenges for additional inspiration. This enables you to create content that targets their common concerns and sell solutions that answer them.

You’ve got some content ideas now. Content, on the other hand, isn’t worth anything unless it’s backed up by a plan. Let’s have a look at how it works:

  1. With buyer personas, you can learn more about your consumers.
  2. Recognize what kind of material they like. If you’re keeping track of your content statistics, you should be able to observe which kinds of material receive the most views. You may also question consumers and prospects through surveys or focus groups.
  3. Create a content calendar and then start writing.
  4. Publish material that is suitable for each step of the purchasing cycle.
  5. A/B testing should be used in important areas such as titles.
  6. Analyze the findings and make adjustments as needed.

10. E-Commerce Link Building

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

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

Here are a few options:

  • internal backlinks creation
  • writing guest articles
  • using social media advertisements
  • social media content sharing
  • sending out press releases
  • commenting on blogs and posting on message boards (if allowed)
  • making and distributing infographics on the internet
  • the publication of whitepapers and case studies

These are all acceptable methods for obtaining high-quality connections. Buying links isn’t a good way to save time, but it isn’t a good way to save money. Some purchased connections are against Google’s rules, and the quality of inexpensive links is generally suspect. Low-quality links result in lower SERP ranks, less traffic, and a possible negative effect on your site’s reputation.

11. Include 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 contain all subcategories, goods, and other information.

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, although HTML sitemaps are more useful to visitors.

The following are some more tools for generating a sitemap:

Sitemap Generator by Lucid

The Lucid chart sitemap generator is a simple to use application that allows you to quickly create a sitemap for your website. It includes a lot of features, such as the ability to create categories and subcategories.


Powermapper is a simple application that enables you to create and update sitemaps as well as produce one-click checkouts.

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

12. Make it simple to share on social media

Many would disagree with Google’s Matt Cutts when he claimed that social sharing had no effect on SEO.

While sharing your material on social media may not have a direct impact on your SEO, it does enhance brand awareness and familiarity with your company.

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

  • boosting exposure and generating organic traffic
  • enhancing local SEO
  • extending the reach of your content and increasing brand awareness
  • boosting the number of backlinks

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

SEO for E-Commerce: Frequently Asked Questions

What is the best way to find the right keywords for my e-commerce store?

You may get keyword suggestions for free via Google AdWords, Ubersuggest, and Google’s Keyword Tool, among other places. To discover the ideal keywords for your target audience, look at what your rivals are using.

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

How Much Does E-Commerce SEO Cost?

The cost of SEO is determined by a variety of variables, including the quantity of keywords targeted, the competitive environment, and the amount of work required to rank each page.

It’s difficult to place a price on SEO since 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 E-Commerce SEO?

The process of improving a website so that it may rank higher in search engines is known as SEO for e-commerce. The quality and relevancy of the content, the use of suitable keywords to optimize the site, and the site’s load speed are all variables that influence how highly a website ranks in the SERPs.

What Makes SEO for E-Commerce Unique?

When it comes to e-commerce SEO, there are many aspects to consider, including optimizing:

  • Product descriptions and pages
  • increasing the variety of product material and information
  • your website’s pictures
  • your website’s main page

Conclusion on SEO for E-Commerce

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

There may seem 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 key sections of your website.

The most essential thing to keep in mind is that e-commerce SEO takes time. Instead, it’s a long-term plan that must be tweaked as needed to get the best outcomes.

What has been your experience with e-commerce SEO? Tell us in the comments section below.

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Frequently Asked Questions

How can I do SEO for eCommerce website?

The best way to do SEO for eCommerce websites is to make sure that you have a great product. If you have a good product, then people will find your website and buy from you.

What is SEO for e-commerce?

Search Engine Optimization is the process of improving a websites ranking in search engine results by making it more relevant to user queries.

Is SEO important for eCommerce?

Yes, SEO is important for eCommerce.

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