eCommerce SEO strategies: Unlock the power of organic search

If you aren't prioritizing eCommerce SEO for your online store, you're falling behind. Semrush's The Future of eCommerce is Now report confirms it: organic search is the second most popular traffic channel. 

While it saw a slight dip in late 2022, organic search has rebounded in 2023, driving closer to 30% of all eCommerce traffic – second only to direct website visits. So almost a third of all consumers find their desired products, not through flashy ads or social media posts, but through the power of Google.

SEO for eCommerce ensures that when those high-intent customers want to buy something online, they find you – not your competitors. It builds a reliable, cost-effective stream of qualified leads ready to convert.

This guide equips you with eCommerce SEO best practices and tips to outmaneuver the competition, attract the right customers, and transform your eCommerce store into a revenue-generating powerhouse.

What is eCommerce SEO?

eCommerce SEO is the practice of optimizing your online store for search engines like Google. By improving your website and its content, you attract more organic traffic from people searching for the products you sell.

But it's not a matter of peppering keywords into descriptions – eCommerce SEO is a multi-faceted strategy with several key components:

• Technical SEO: Laying a rock-solid foundation for your website so Google (or other engines) can understand and index your content
• Keyword research: Uncovering the exact terms and phrases your ideal customer uses
• On-page optimization: Crafting compelling product, category, and blog pages that captivate both search engines and human readers
• Link building: Building authority and trust for your website through backlinks

We'll explore each of these elements in detail throughout this SEO guide.

Is SEO important for eCommerce?

While organic search is a powerful driver of eCommerce traffic, its true impact lies in a simple truth: most users never venture past the first page of results.

In fact, Backlinko found that a measly 0.63% of users even bother going to page two of Google. And that coveted first result? It snags 27.6% of all clicks. In other words, SEO for an eCommerce website matters. A lot.

Here's why SEO may keep you up at night (in a good way):

• It delivers qualified leads: Forget billboards on the digital highway. SEO is about being the shop consumers seek when they're ready to buy
• It offers lasting ROI: SEO takes work upfront, but the rewards compound over time. According to FirstPageSage, the average eCommerce business sees a 317% ROI
• It boosts brand awareness: Increased visibility means more people recognize and remember your brand, even if they don't click right away
• It improves user experience: A core part of SEO is optimizing your website for usability, leading to happier, more engaged visitors
• It opens doors to global markets: Reach customers beyond your geographic location, expanding your reach and potential customer base

Now, let's dive into the specifics of optimizing SEO for online stores. And while other search engines exist, we're focusing on the king: Google. With a 91% global market share (as of June 2024), it's where your customers are.

Technical SEO for eCommerce – Best practices

A Ferrari with a flat tire isn't going anywhere fast. The same goes for your eCommerce website. You can have the slickest design and the hottest products, but without a solid technical SEO foundation, you're dead in the water.

Google doesn't care about your feelings. It cares about speed, structure, and signals. Technical SEO is the language you speak to the Googlebot. Get it right, and you'll be rewarded.

1. Crawlability and indexability

Think of search engines as meticulous librarians, scouring the vast library of the internet to categorize and organize information. Your job is to make their job as easy as possible.

Website structure

A clear, logical website structure – like a well-organized bookshelf – helps search engines understand your website's hierarchy and content. Use a hierarchical organization with a homepage, main category pages, sub-category pages (if needed), and individual product pages.

Here are a couple of eCommerce SEO tips for your website structure:

• Prioritize an intuitive layout: Aim to make every page on your website accessible within a few clicks from the homepage
• Use breadcrumbs: Implement breadcrumbs on your product pages to show users (and search engines) their current location within your website hierarchy

XML sitemap

An XML sitemap lists all the important pages on your website. Create one and submit it through Google Search Console to ensure all of them are indexed.

Robots.txt

While you need search engines to crawl most of your website, there might be certain pages you want to exclude, like administrative pages or duplicate content. Use a robots.txt file to control which ones they can and cannot access.

HTTPS and security

Google prioritizes websites with HTTPS encryption (the "s" in "https://"), as it ensures a secure connection for users. Invest in an SSL certificate to secure your website and boost your SEO.

2. Mobile-first indexing

With more users than ever browsing and shopping on smartphones, Google has shifted to a mobile-first indexing approach. So they primarily use the mobile version of your website for ranking and indexing.

• Responsive: Opt for a responsive design that adapts seamlessly to different screen sizes, ensuring a consistent and user-friendly experience across all devices
• Usability: Test your website's mobile usability to identify any issues that might hinder the experience, like slow loading times or small font sizes

A bad user experience is a surefire way to send customers running. Nosto's The Future of eCommerce Search report found that 22% of shoppers cite poor mobile experience as a major turn-off.

3. Page indexing

Not every page on your website needs to be in the spotlight. Be strategic about which pages you want Google to index and rank.

Prioritize high-value pages

Focus on indexing pages that contribute to your business goals, like product pages, category pages, and blog content that attracts your target audience.

Avoid thin content

Pages with very little content offer minimal value to users and can negatively impact your eCommerce SEO. Either beef up them with valuable content or use the "noindex" tag to prevent them from appearing in search results.

Handle duplicate content

Duplicate content may confuse search engines and dilute your ranking power. Use canonical tags to tell Google which version of a page is the "master" one you want indexed.

4. Page speed optimization

Attention spans are shrinking faster than the Arctic ice caps. If your website takes longer than a nanosecond to load, you lose them.

• PageSpeed Insights: Use Google's PageSpeed Insights to analyze your website's loading speed and identify areas for improvement
• Image optimization: Large image files are a common culprit for slow loading times. Optimize your images by compressing them without sacrificing quality, using appropriate file formats, and leveraging browser caching
• Other technical optimizations: Consider implementing further technical optimizations, like using a content delivery network (CDN) to distribute your website's content across multiple servers

Remember, you don't have to do everything yourself. Building a successful eCommerce business is a team effort. If technical SEO feels like uncharted territory, partner with an expert who speaks fluent Googlebot. They'll make sure your website is primed for search engine success.

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Keyword research – Tips for eCommerce SEO

Your website's technically sound, optimized for those finicky search engine crawlers. But there's another language you need to conquer: the language of your customer.

This is where keyword research transforms from a technical checklist into a goldmine of insights. It's about discovering the desires behind every search, the exact words your ideal customer types into the search bar

1. Search intent

Imagine someone walks into a physical store and asks for "shoes." What type of shoes are they after? Dress shoes? Running shoes? Hiking boots? The word "shoes" alone doesn't tell you much.

The same principle applies to online search. Every query is driven by an underlying intent. It's not enough to target single keywords; you need to understand why people look for those terms.

Search intent is like the "unspoken" part of the query – the user's motivation or goal. Are they seeking information, trying to navigate to a specific website, comparing products, or ready to make a purchase?

By understanding intent, you can:

• Target the right keywords: Instead of broadly targeting "shoes," focus on more specific terms, like "best shoes for training" or "comfortable dress shoes for men"
• Create more relevant content: When you know what consumers want, craft content that addresses their needs and guides them through the buyer's journey
• Improve user experience: When users find what they need quickly and easily, it leads to a more positive experience on your website

To fully leverage eCommerce SEO best practices, you must know the intent behind every search. Take a look at the four main types of search intent:

Informational

The user is seeking information on a particular topic. They want to learn something or find an answer to a question. Examples: "How to choose running shoes," "What are the benefits of yoga," "History of coffee."

Navigational

Here, the user is searching for a specific website or page. They already know where they want to go and use Google as a shortcut. Examples: "Amazon women's shoes” or "Nike website.”

Commercial

Now the user is researching and comparing products or services before making a purchase. They're in the "consideration phase" of the buyer's journey. Examples: "Best shoes for flat feet," "Top rated coffee makers," and "Compare iPhone models."

Transactional

Finally, the user is ready to buy a product or service and is after the best deals or options. This is the "decision phase" of the buyer's journey. Examples: "Buy Nike Air Zoom Pegasus 39 online," "Discount hiking boots for men," and "Best price on Adidas Ultra Boost."

When you understand the story behind the search, you can tailor your message, your products, and your entire online presence to resonate with that specific need.

2. Keyword tools for SEO eCommerce

Understanding search intent is crucial, but how do you find keywords that align with our target audience's needs? Thankfully, you have a wealth of tools at your disposal.

Keyword research tools are indispensable for any eCommerce SEO strategy. The most popular choices are:

• Semrush (Keyword Magic Tool): It allows you to enter a seed keyword and generate a massive list of related keywords, complete with volume, keyword difficulty, intent, and more
• Ahrefs (Keywords Explorer): Similar to Semrush, Ahrefs offers a robust keyword research tool that gives you in-depth data on volume, keyword difficulty, and click-through rates (CTR)
• Google Keyword Planner: While primarily designed for paid advertising, Google Keyword Planner can also be useful for SEO keyword research

💡Pro tip: For Amazon sellers, Jungle Scout's Keyword Scout provides invaluable data for the marketplace search terms. Complement this with our in-depth Amazon SEO guide for a winning strategy.

Google keyword research

Google itself is a treasure trove of keyword ideas if you know where to look.

• As you start typing a query into Google, the autocomplete feature suggests popular related searches. Pay attention to these suggestions, as they reflect real-time user behavior and common variations
• For many queries, Google displays a "People Also Ask" box, revealing additional questions related to the initial search. These questions can spark ideas for long-tail keywords and content topics that address specific user needs
• At the bottom of its results page, Google shows a "Related searches" section. These are additional keywords that Google deems relevant to your initial query, providing further inspiration for your keyword research

Spying on the competition (ethically)

Your competitors can be a fantastic source of keyword insights. By analyzing their websites and keyword strategies, you can identify opportunities to:

• Target keywords they're ranking for: Use competitor analysis tools like Semrush or Ahrefs to see which keywords drive traffic to your competitors' websites. If they're ranking well for certain terms, you might be able to as well
• Discover content gaps: Analyze the content your competitors are creating and identify any gaps or areas where you could provide more comprehensive or priceless information

Tapping into niche communities

Online communities and forums related to your industry can be goldmines for long-tail keyword research.

• Reddit: Explore the subreddits where your consumers hang out. Listen to their language, understand their pain points, and tailor your approach accordingly
• Industry forums and Q&A websites: The internet is a giant Q&A session. Websites like Quora reveal the burning questions, the challenges, the unmet needs

Analyzing your website data

You've already got an audience. What are they telling you?

• Google Search Console: This is your backstage pass to understanding how consumers are finding you. See which keywords are working, and which need a boost, and uncover hidden gems in the queries
• Internal: What are people searching for on your website? This is direct feedback to improve your content, navigation, and product offerings

3. Long-tail keywords

Everyone's chasing the obvious. The short, generic keywords. They're crowded, noisy, and often, filled with tire-kickers, not buyers.

Long-tail keywords are different. These longer, more specific phrases are the language of intent. It's the difference between someone searching for "running shoes" and "lightweight running shoes for women with narrow feet."

Why long-tail keywords are gold for your eCommerce SEO strategy:

• Lower competition: Fewer websites might target long-tail keywords, making it easier to rank higher in search results, even for newer or less authoritative stores
• Higher conversion rates: Users using long-tail keywords are further along in the buyer's journey
• Qualified traffic: You attract visitors who are interested in your specific products or niche

4. Choosing the right keywords

So, you've unearthed a dictionary of keywords. Now, not all of them deserve your attention. Strike a balance between maximizing reach and ensuring relevance to your ideal customer.

Search volume

Search volume shows how many times, on average, a particular keyword is searched for each month. Higher volume generally translates to greater potential traffic to your website. 

However, don't fixate on volume alone. Extremely high-volume keywords are often competitive and demanding for newer websites.

Keyword difficulty

Keyword difficulty (KD) scores, provided by SEO tools, reflect how challenging it is to rank for a specific keyword. A high KD score indicates fierce competition, dominated by well-established websites with strong backlink profiles.

Don't try to boil the ocean all at once, though. Focus on keywords you can realistically rank for now, build up your authority, and then go after those bigger fish.

Relevance

Relevance trumps all other factors. Ensure the keywords you target are relevant to your products, services, and overall brand identity. 

Don't try to force keywords into your content if they don't align with what you offer. Search engines are sophisticated at detecting keyword stuffing and irrelevant content, which can harm your rankings.

Intent

Not all visitors are created equal. Some are just window shopping, others are clutching their wallets, ready to buy. Target keywords that attract the latter. 

Look for phrases that scream "purchase intent": "buy now," "best deals," "reviews," and specific product names. These are your targets.

💡Pro tip for your eCommerce SEO: The keyword principles apply not just to your products themselves but to the entire universe of content you can create around them. Blog posts, buying guides, comparison articles, video tutorials – the possibilities are endless.

Runner's World, for example, understands this perfectly. Their guide to "The Best Running Shoes for 2024" isn't just informative; it's a strategic masterpiece targeting high-value keywords.

While Runner's World might not be running an eCommerce store themselves, you’ll notice how they integrate links to purchase the recommended shoes, driving traffic and potential sales to their partners.

On-page optimization for SEO eCommerce

You've laid a solid technical foundation and uncovered the keywords your target audience is searching for. Now, it's time to roll up your sleeves and start crafting content that not only ranks high in results but also compels users to click, explore, and convert into loyal customers.

1. Title tags and meta descriptions

Think of browsing an online search results page like window shopping. You're drawn to eye-catching displays and intriguing descriptions that pique your interest. In the digital world, title tags and meta descriptions are your storefront displays, inviting users to step inside your website.

Title tags

The title tag is a concise, HTML element that specifies the title of a web page. It's that blue, clickable headline in search engine results pages (SERPs) and at the top of a browser window. 

Title tags are essential for eCommerce SEO because they are often the first point of contact between your website and potential customers. A compelling title tag can be the difference between a click and a scroll.

Using relevant keywords in your title tags helps search engines determine when to display your page in results. So a well-crafted title tag that accurately reflects the content and persuades users to click can significantly improve your click-through rate, driving more traffic to your website.

Here's how to craft title tags that convert:

• Keep it concise, between 50-60 characters
• Place your most important keywords at the beginning of your title tag
• Use strong verbs, numbers, product benefits, or even discount announcements

For example, instead of a generic title tag like "Shoes | Footwear | Sneakers," opt for something more specific and engaging like: 

• "Men's Running Shoes | Best Cushioning & Support | [Your Brand]" 
• "Women's Hiking Boots | 20% Off | Free Shipping | [Your Brand]."

Meta descriptions

The meta description is a summary of a webpage's content that appears below the title tag in search results. It plays a crucial role in attracting clicks and driving traffic to your website, so you can use it to make a strong impression.

A well-written meta description can entice users to click through to your website by providing a compelling preview of your content. It also improves user experience by helping them determine if a webpage is pertinent to their query, saving them time and frustration.

Here's how to craft meta descriptions that convert:

• Keep it up to 160 characters long
• Include relevant keywords to improve visibility and relevance
• Focus on the benefits of your products or services and how they solve your customer's pain points
• Encourage users to take the next step, whether it's browsing items, reading a blog post, or contacting your team

For example, instead of a bland meta description like "We sell shoes. Shop our wide selection of footwear today," try something more compelling and benefit-driven:

• "Find your perfect pair of men's running shoes. Shop top brands for cushioning, support & performance. Free shipping on orders over [amount]!"

2. Optimizing product pages

Product pages are the beating heart of your eCommerce store. It's where browsers transform into buyers, and optimizing them is key for search engines and the user experience.

Product titles

Your meta title and description enticed the shopper to click, but the product title on the page itself confirms they've landed in the right place. 

Resist the urge to get overly creative. Shoppers should instantly see what the item is.

• Example (bad): "The Blaze" (for a pair of running shoes) – Too vague and doesn't tell you anything specific about the product
• Example (good): "Men's Road Running Shoes – [Brand] Blaze – Lightweight & Responsive" – Immediately tells you the target audience (men), the type of shoe (road running), the brand, and key features (lightweight and responsive)

Next, strategically weave in relevant keywords that shoppers use when searching. This allows search engines to understand your product and improves your chances of ranking higher in results.

The more specific you are in your titles, the better you can target the right audience and manage their expectations. Include details like color, size range, or intended use if it helps differentiate the item and attract the right buyers.

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High-quality product images

Online shoppers face a significant challenge: they can't physically touch, try on, or examine your products up close. This is where superior images come to the rescue. They act as the virtual eyes and hands of your customers, allowing them to experience the details of your offerings.

Just like you wouldn't want your storefront display to look like a messy garage sale, your images should exude professionalism and quality. Invest in professional photography or take the time to learn the basics of good product photography yourself.

• Example (bad): A single, poorly lit, blurry photo of the shoes taken hastily with a phone on a cluttered background
• Example (good): A series of crisp, high-resolution images showcasing the shoes from various angles (side, front, back, top, close-up on details) against a clean, white background

Lifestyle shots are a powerful tool for helping shoppers envision themselves wearing and enjoying your products. For example, instead of just showing the shoes in isolation, showcase them in context, being worn by models in real-life settings.

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Detailed product descriptions

Your descriptions are your chance to tell a captivating story about your shoes – one that highlights their unique features, benefits, and the value they bring to the wearer. Go beyond simply listing technical specifications and focus on painting a vivid picture that resonates with your audience.

Use language that aligns with the interests, needs, and aspirations of your ideal customer. Who are you targeting, and what are they looking for in a product like yours?

• Example (bad): "This product features a breathable mesh upper." (too generic and technical)
• Example (good): "Stay cool and comfortable on your hottest workouts with our breathable mesh upper, designed for maximum airflow and moisture-wicking performance." (focuses on benefits for athletes)

Online readers tend to scan content rather than read it word-for-word. So use formatting elements like bullet points, headings, subheadings, and short paragraphs to make your descriptions easy to digest and visually appealing.

You should also anticipate what questions shoppers might have about the product and address them in your descriptions. This saves customers time and effort, reducing the likelihood of them leaving your website to find answers elsewhere.

Customer reviews and ratings

According to The Ever-Growing Power of Reviews 2023 report, 77% of shoppers actively look up reviews. Positive feedback from fellow shoppers act as powerful social proof, building trust and credibility for your products.

Consider these tips:

• Make it easy for customers to leave reviews by sending follow-up emails after purchase, prompting them to share their thoughts and experiences
• Feature your review in a dedicated section with a user-friendly filter system that allows shoppers to sort by rating, size, date, or other relevant criteria
• Engage with both positive and negative feedback to demonstrate that you value customer feedback and are committed to providing excellent service

💡 Pro tip for eCommerce SEO: Category page optimization follows the same SEO principles as product pages, but instead of immediate conversion, it prioritizes browsing and discovery. 

Key differences include intent (they cater to broader searches) and content focus (they benefit from informative descriptions and internal links to guide browsing).

Link building – eCommerce SEO strategies

One of the primary ways Google determines a website's authority and trustworthiness is through backlinks – those endorsements from other websites pointing back to yours.

The more high-quality, relevant websites that link to you, the more Google recognizes your website as a credible source of information, boosting your search engine rankings.

So how do you earn these digital seals of approval? Here are some eCommerce SEO best practices: 

1. Capitalize on unlinked mentions

Across the web, conversations about your brand are already happening. Mentions of your products, your ethos, your very name – often unaccompanied by a direct link. These whispers, while valuable, lack the power of a connection.

Use tools like Semrush's Brand Monitoring app to tune into these online conversations. Uncover where your brand is mentioned without a corresponding link.

Then, reach out to those who've cited you. A simple, genuine request to formalize the connection with a backlink can transform a passing mention into a resounding endorsement.

2. Leverage supplier and distributor relationships

If you're an eCommerce reseller, tap into your existing relationships. Many suppliers and distributors maintain lists of authorized retailers on their websites. Reach out and request to be added to these lists, securing a backlink from a relevant and authoritative source.

3. Harness the power of product reviews and feedback

Does your eCommerce store boast unique products? So leverage the power of authentic feedback to build backlinks from influential voices.

Seek out blogs, review websites, and online publications dedicated to your niche. Pinpoint those who haven't yet featured your offerings.

Finally, approach these gatekeepers not with a sales pitch, but with an offer of genuine value. Provide free samples from your inventory in exchange for an honest opinion. A positive experience can transform a reviewer into a passionate advocate, naturally incorporating backlinks to your pages.

4. Become a source for journalists and bloggers

Platforms like Connectively (previously known as HARO) connect journalists and bloggers seeking information with relevant sources.

Register on the platform and regularly check your inbox for requests related to your industry or area of expertise. When you come across a request, respond promptly with insightful information and a request to link to your website if they decide to feature your contribution.

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From website structure and keyword optimization to compelling product pages and powerful backlinks, this guide covers everything you need to master SEO for your eCommerce website. Use it to position your store for success, capturing valuable organic traffic and outperforming the competition.

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