E-commerce SEO: How Your Online Store Can Drive Organic Traffic

16 minutes read

E-commerce SEO: How Your Online Store Can Drive Organic Traffic

Table of Contents:

  1. What is E-commerce SEO?
  2. Why is SEO Important for E-commerce?
  3. A Comprehensive Guide on E-commerce SEO
  4. 5 Best E-commerce SEO tools
  5. 5 Best E-commerce Website Builders
  6. Conclusion
  7. Frequently Asked Questions

Did you know that E-commerce sales are expected to grow by 10.4% in 2023? (Forbes Advisor) That means, If more people buy from you online, you’ll have a greater chance of increasing sales and profits. 

If you want your business to succeed in today’s competitive digital market, you need a robust, user-friendly e-commerce website. The overall value of online sales has surged alongside the meteoric rise of e-commerce around the world, providing extraordinary opportunities for companies to reach new audiences, attract more customers, and boost their bottom line. 

E-commerce has rapidly surpassed traditional retail as the method of choice for consumers all over the world. The massive potential and profitability of online retailers are reflected in the fact that the worldwide e-commerce sector is projected to top $6.3 trillion in 2023. (Forbes Advisor

Experts estimate that by 2026, global e-commerce sales will equal an astounding $8 trillion, (Forbes Advisor) therefore it’s more crucial than ever to have a solid online presence in order to take advantage of this growth.

Want to learn the fundamentals of e-commerce SEO and gain an advantage over the competition while propelling long-term growth in the dynamic digital marketing space? Take a look at our step-by-step guide on E-Commerce SEO. Let’s dive in!

What is E-commerce SEO?

E-commerce SEO, or “e-commerce search engine optimisation,” is the process of enhancing the discoverability and search engine rankings of an online shop’s domain and individual product pages. 

Let’s say you have a successful fashion website where you sell the latest trendy apparel. You obviously want people to see your store’s website first when they do an internet search for “trendy clothes” or a similar term. Why? Simply because more people seeing your online store is equal to more people buying from there.

Why is SEO Important for E-commerce?

Why is SEO Important for E-commerce?

When it comes to running a successful online store, search engine optimisation (SEO) is crucial. In today’s digital world, where clients frequently use search engines like Google to find products and solutions, it is essential to have a prominent online profile.

Consider this. How do you typically go about finding what you need? You probably use a search engine and only look at the first page of the results. The same is true in the case of your prospective clients. If your online shop doesn’t come up when people conduct a search for things that you sell, you’re losing out on free, targeted traffic.

Here is how search engine optimisation comes in handy. Improving your online store’s performance with optimisation can: 

i) Increase Organic Visibility: More people find out about your business through natural means. 

ii) Target Traffic: Search engine optimisation (SEO) lets you zero in on certain keywords and phrases that customers might use to find your goods and services. When you achieve a high page rank for these terms, you receive visits from people who are specifically interested in what you have to offer.

iii) Reduce Marketing Costs: Search engine optimisation (SEO) can be a more economical marketing method for online stores than paid advertising. Improving your organic rankings takes time and effort, but in the long run, it can pay off with a flood of free, high-quality visitors. 

iv) Build Trust and Credibility: Having a high Google page rank is a sign of reliability and trustworthiness. Customers will have more faith in your online store if it comes up high in search results. Customers may feel more comfortable making a purchase from your shop as a result of this.

v) Enhance User Experience: Search engine optimisation, or SEO, entails tweaking many aspects of your website to improve its performance. These changes not only improve your site’s readability to search engines but also make it more enjoyable for visitors. 

vi) Produce Long-term Results: While the results of paid advertising typically plateau once the allocated funds have been depleted, the results of SEO work tend to compound over time. Long-term success in search engine rankings is achievable through constant optimisation and responsiveness to algorithm updates.

vii) Give You An Edge: SEO can provide you an edge over the competition in the cutthroat world of online business. If you can outrank your competitors in search engine results, you can steal clients away from them.

A Comprehensive Guide on E-commerce SEO

In this detailed guide, you’ll learn all you need to know to make search engines love your online shop. The tactics outlined here will help you boost organic website traffic, draw in more leads, and ultimately increase sales. Let’s just jump right in!

Step 1: Keyword Research

E-commerce search engine optimisation relies heavily on keyword research. Let’s go into more detail about this procedure:

i) Brainstorm Relevant Topics: First, consider what kinds of things people would be searching for on your e-commerce site, and write out a list of those things. Consider the services you provide and the market you serve. Think about the different characteristics, features, and perks that your customers might look for in a product.

ii) Use Keyword Research Tools: Google’s Keyword Planner, SEMrush, and Ahrefs are just a few of the keyword research tools you can use to find relevant search terms for your content. You can learn about search volume, competition, and related terms with the help of these tools. You can use your seed phrases or subjects to build a list of related search terms.

keyword ideas

iii) Long-Tail Keywords: Don’t limit yourself to highly competitive, high-volume keywords. Long-tail keywords are phrases that are two or three words in length and are highly specific. Searches for more specialised items or solutions frequently indicate a greater propensity to buy. 

iv) Consider User Intent: Consider the motivations behind various search terms. Do they want details, to make comparisons, or to buy immediately? Research keywords with user intent in mind. Users who type “ best hair straightener” could be looking just to gain information whereas a user who types “ best hair straightener online” may be looking with the intent to buy it.

v) Analyse Keyword Difficulty: Many keyword analysis programmes rate the difficulty of a keyword or show how competitive it is. It’s important to strike a balance between search traffic and competition when selecting keywords to optimise for.

vi) Consider Localised Keywords: If you have a physical storefront or are aiming your marketing in a specific region, it is important to use locally relevant keywords. 

vii) Monitor and Refine: Keeping an eye on and honing your keyword research strategy is essential. Track the success of your chosen keywords, study how people interact with your site, and adjust your tactics as needed. 

Step 2: On-Page Optimisation

On-page Optmisation is very crucial for e-commerce SEO. Here are a few ways you can optmise your on-page elements:

i) Keyword Placement: Use keywords appropriately throughout the page’s content. The names, headers, subheadings, and meta tags of your products should all be optimised using your target keywords. But don’t overuse keywords; instead, make sure your writing flows well and helps your readers.

ii) Compelling Product Descriptions: Write compelling product descriptions for each and every item sold in your online shop. Draw attention to the most important details, advantages, and selling aspects. Make use of enticing words to draw in clients and set your products out from the competition. Use the appropriate keywords in a fluid and natural way.

project description

iii) Clear URLs: Create URLs that are easy to remember and fully describe the content being advertised. 

Instead of using meaningless strings of characters, go for phrases that describe the situation. Instead of “examplestore.com/product12345,” you can use “examplestore.com/red-womens-running-shoes.” 

This not only enhances the user experience but also the crawlability of your site for search engines.

iv) Optimise Product Images: Files should have meaningful names that incorporate appropriate keywords. If you want your website to load faster, compressing your photos is a must. To further help search engines interpret your photos, use alt tags to include descriptive text.

v) User-friendly Structure: Organise your products into logical groups and make navigating simple. Implement search capabilities and filtering choices to help users quickly discover what they need. Websites that are well-structured provide a better user experience and are easier for search engines to crawl and index.

vi) Internal Linking: Connect relevant product sites and furnish users with more data by utilising internal linking. Improve your website’s crawlability and the search engines’ ability to recognise the relationships between your content by linking to relevant sites.

vii) Rich Snippets: Implement structured data markup, such as schema.org, to give search engines more information about your products in the form of “rich snippets.” Search engine results may then feature “rich snippets” that include features like a product’s price, availability, and user ratings and reviews. 

viii) Page Load Speed: Improve the user experience by reducing the time it takes for pages to load on your website. To decrease loading times, you should compress pictures, minify CSS and JavaScript, take advantage of the browser cache, and choose a reputable hosting service. 

Step 3: Site Structure and Navigation

Search engines and human visitors who visit your site will appreciate your efforts to enhance your site’s structure and navigation:

Logical categorisation: Categorise your products sensibly by grouping similar items together. Name your files something simple and informative that will make sense to both users and search engines.

site stucture and devices

Intuitive Menu Design: Create an easily accessible and user-friendly menu that stands out on your website for optimal use. Menu items should have descriptive names, and drop-down menus should be used to offer granular selections. Maintain a uniform menu structure throughout your site to avoid frustrating users.

Intuitive Menu Design

Breadcrumb Navigation:  Make use of breadcrumb navigation to aid users in tracing their steps through your site’s structure. Breadcrumbs are a visual representation of the site’s hierarchy that shows the visitor how they arrived at the current page from the homepage.

Breadcrumb Navigation

Search Functionality: Position a search bar prominently on your site to help customers find the products or information they need. Build a search engine that is fast, reliable, and returns relevant results. The search experience might be improved by implementing features like auto-suggestions and filters.

HTML Sitemaps: Have a well-organised list of your site’s pages available in a sitemap written in HTML. This improves your content’s chances of being found and indexed by search engines. 

Mobile-Friendly Design: Make sure the layout and navigation of your site work well on mobile devices. As more people use their mobile devices to purchase online, it’s important to ensure a consistent and user-friendly experience regardless of the device used. 

Step 4: Mobile Optimisation

Make sure your online shop is mobile-friendly. Make sure the layout of your website is responsive so that it looks great on any device. Ensure all media files are optimised for mobile devices so they load quickly. Use Google’s Mobile-Friendly Test tool to see how your site performs on mobile devices and to fix any problems with mobile optimisation.

Step 5: Site Speed Optimisation

When it comes to search engine optimisation for online shops, site speed optimisation is crucial because it affects both the user experience and the store’s overall performance. A website that loads quickly allows customers to easily view products, navigate between categories, and make purchases without waiting around. 

Site speed is also a ranking criterion for major search engines like Google, thus sites that load quickly will be displayed higher in search results. An increase in organic traffic, click-through rate, and possible buyers is the direct result of better search engine exposure. 

Some ways in which you can optimise your site speed are:

  1. Compress and resize images without sacrificing quality
  2. Reduce CSS and JavaScript files by removing whitespace, comments, and extra line 
  3. breaks
  4. Permit users’ browsers to temporarily cache static content. 
  5. Put your website’s content on servers located closer to your visitors by using a CDN. 
  6. Minimise HTTP requests via sharing code between CSS and JavaScript files, loading 
  7. pictures as CSS sprites, and turning off unused plugins and scripts.
  8. Compress the files on your website before sending them to the user’s browser by enabling Gzip compression. 
  9. Use cache methods, fine-tune your server settings, and, if necessary, consider switching to a higher hosting plan.
  10. Keep the number of redirects to a minimum, as these lengthen load times and increase the number of HTTP requests. 

Step 6: High-Quality Content Creation

E-commerce search engine optimization relies heavily on the creation of high-quality content for a variety of reasons. 

First of all, consumers are better able to make educated purchases after reading detailed and well-written product descriptions, blog posts, and guides. In order to gain your audience’s trust, you need to establish yourself as an authority in your field by providing them with informative and interesting material. 

The higher the quality of your content, the more visitors you’ll get from search engines, and the lower your bounce rate will be. Search engines also give greater ranks to information that is both relevant and useful. Consistently producing high-quality content can boost the discoverability of your e-commerce site, attract qualified visitors, and boost sales.

Step 7: Building Backlinks

Your online store’s exposure and credibility in search results will increase when other high-quality websites link to it. In addition to raising your site’s organic search engine rankings, backlinks help your pages get found and indexed.

 Increasing the likelihood of gaining targeted visitors, growing your internet visibility, and eventually driving more conversions and sales for your e-commerce store can be achieved through the strategic construction of high-quality and relevant backlinks.

You can build your backlinks effectively by following these tips:

Content Marketing

Outreach and Guest Posting

Partner with Influencers and Bloggers

Broken Link Building 

Social Media Engagement

Step 8: Social Media Engagement

E-commerce search engine optimisation relies heavily on social media marketing for a number of reasons. A company’s visibility, reach, and ability to convert new followers into paying customers all increase when employees actively participate in social media. 

Search engines take into account signals generated when people interact with your social media material by sharing it, commenting on it, and so on. In addition, you can use social media to spread the word about your products and attract new customers to your online store by means of referral links. 

You can improve your online standing, build your brand’s authority, and attract more readers and potential customers by cultivating an active social media presence and encouraging user participation.

5 Best E-commerce SEO Tools

You can improve your online shop’s visibility by using the five e-commerce SEO tools listed below.

SEMrush: SEMRush is a stylish search engine optimisation tool which offers features like keyword research, competitor analysis, site audits, etc. 

Ahrefs: You can use Ahrefs for a wide variety of tasks related to search engine optimisation(SEO), including keyword exploration, competitor  analysis, and link building. It’s a fantastic e-commerce SEO tool that can help you perform an in-depth SEO assessment of your online store in record time.

Moz Pro: The word” Moz” is synonymous with search engine optimisation. When it comes to optimising for your online store, Moz Pro is the tool you should use. It provides features like keyword research, rank tracking,etc. It also has a link explorer to help you analyse and build high quality backlinks.

Google Analytics: Google Analytics is another great e-commerce SEO tool that you should be using. Its primary purpose is to give you real-time data on the number of people visiting your website and what they do while they are there.

Google Search Console With Google’s free service, Google Search Console, you can monitor your website’s presence in search results. This tool can examine your website’s mobile friendliness and provide data on search queries.

5 Best E-commerce Website Builders

Here are the 5 best E-commerce website builders that will make creating a website a piece of cake.

Shopify: Shopify is a widely used and simple to operate e-commerce platform. It has numerous pre-made templates, robust capabilities, and simple connectors. Its user-friendly design means you won’t need any special training to get your online store up and running.

WooCommerce: WooCommerce is a fantastic option if you’d want to sell products on your website and use WordPress as the foundation. It’s an open-source e-commerce plugin that works in tandem with WordPress and may be modified to suit your needs.

Webflow: When it comes to creating websites, Webflow is revolutionary. It’s a favourite of both designers and developers thanks to its compelling blend of design freedom and robust functionality. 

You don’t need to know how to code in order to make a beautiful, unique website using Webflow. Pixel-perfect layouts and animations can be created with the visual editor, and the user-friendly interface makes it simple to manage your content. 

Wix: Wix is a flexible website builder with robust e-commerce features. It has a drag-and-drop interface that lets you make beautiful online shops quickly. Wix makes it easy to set up an online store by providing a number of premade themes, gallery integration, and stock management tools.

Squarespace: Squarespace is a popular platform for creating beautiful, modern online stores because of its emphasis on aesthetics. It has attactive themes preloaded with search engine optimisation capabilities and simple applications for handling stock and taking payments. Squarespace makes it simple to open and manage an online shop.


In conclusion, gaining expertise in e-commerce SEO may appear to be a daunting challenge; nevertheless, with the appropriate strategy and constant effort, fantastic outcomes are within reach.

 If you’ve been following along, you should now have a much better understanding of how to optimise your website, perform efficient keyword research, refine your site’s structure, quicken your site’s load time, produce high-quality content, garner backlinks, and maximise social media interaction.

The best aspect is that you won’t have to wait years to observe any changes. You can speed up your path to success and enjoy more exposure, organic traffic, and conversions if you implement these ideas and techniques.

Don’t be shy to contact our seasoned SEO staff if you need help along your SEO path. By working together, we can make your e-commerce site more visible in search engine results.

Frequently Asked Questions (FAQ) :

What are some typical mistakes that people make related to E-commerce SEO?

Avoid making these mistakes when running an online store: overusing keywords, not optimising product descriptions, disregarding the value of mobile optimization, ignoring the relevance of high-quality content, ignoring the importance of technical SEO components, and underestimating the power of user experience. To get the most out of search engine optimisation, it's crucial to keep up with industry news and apply best practices.

Should my online store prioritise local SEO?

Although e-commerce sites focus on online sales, local SEO is still useful and important. Local search optimisation is useful for reaching potential clients in the immediate vicinity of a business's physical sites or the regions in which it focuses its marketing efforts. Keep your online company listings in sync, employ localised keywords, and solicit reviews from customers in the areas where you have a presence. By optimising your online store for local search, you can increase your site's exposure in the shopping results and attract local customers.

Do client ratings and comments matter much for online store optimisation?

E-commerce search engine optimisation relies heavily on feedback from customers. They offer original, user-created material, which is highly valued by search engines. Customer confidence in your website can be boosted by positive feedback, which in turn can increase sales. Set up a review system where customers may rate and comment on purchases made on your online store. Review ratings and comments should be shown prominently to increase traffic and sales.

Should I start a blog for my online store?

Blogging, without a doubt, can help your website's search engine optimisation. You can increase your website's organic traffic, customer engagement, and trustworthiness by producing high-quality blog posts on your products or business on a regular basis. In addition, blogs can be used to build internal links, focus on certain keywords, and attract external links.

Is it worth it to optimise my online store for voice search?

E-commerce sites need to prioritise voice search optimisation. Natural language searches have been growing in popularity as voice-activated devices and AI-powered personal assistants have become more commonplace. Long-tail keywords, conversational writing, and frequently asked questions (FAQ) pages should be prioritised for voice search optimisation. You can help search engines better comprehend your content by using schema markup.
About Author

Leeya is a passionate content writer intern at Itzfizz Digital, eager to apply her love for writing to the dynamic space of digital marketing. She is committed to honing her talents, taking on new challenges, and contributing to the agency’s aim of providing clients with great content and marketing solutions.

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