Starting an online store is just the first step. To succeed, you need to drive organic traffic, gain visibility, and optimize your site for search engines like Google and Bing. This guide takes you through every important SEO aspect to help your ecommerce business achieve top rankings and boost sales.
Understanding Ecommerce SEO
What is Ecommerce SEO?
Ecommerce SEO is the process of optimizing an online store to improve its rankings on SERP and drive organic traffic without relying on paid ads. It involves refining product pages, category pages, and site structure to make them more search-friendly.
Why SEO Matters for Ecommerce Websites
A well-optimized ecommerce website attracts more shoppers, increases conversion rates, and gives a competitive edge over rivals. Without SEO, your products may never reach potential customers.
Key benefits of Ecommerce SEO:
- Higher search rankings = More organic growth
- Better user experience = Higher conversion rate
- Less dependence on ads = Reduced marketing costs
- Stronger brand authority = Trust and credibility
5 Tips for Successful SEO in Ecommerce
1. Keyword Research for Ecommerce SEO
Keyword research is the foundation of a great SEO strategy. It helps you understand what your customers are searching for and how to target those queries.
Types of Keywords to Target
- Transactional keywords (e.g., “buy Nike sneakers online”) – Used by people ready to purchase.
- Commercial keywords (e.g., “best gaming laptop 2024”) – Used by people researching before buying.
- Informational keywords (e.g., “how to clean leather shoes”) – Great for content marketing.
- Navigational keywords (e.g., “Nike official store”) – Used to find specific brands or websites.
How to Find the Right Keywords for Your Ecommerce Site
Finding the right keywords is essential for driving searchers to your ecommerce site. If you want people to buy your products, your content must match what they are actively searching for. This is where keyword research comes in. Whether you are targeting commercial, transactional, or informational searches, using the right tools and techniques will help you reach your target audience and increase conversions.
- Use keyword tools – Tools like Google Search Console, Keyword Insights, and LowFruits help find valuable search terms.
- Analyze competitors – Look at their backlink profile, SEO roadmap, and competitor SERP positioning.
- Check search volume and difficulty – Balance search volume and keyword difficulty for realistic ranking chances.
- Use NLP keyword extraction – AI-powered SEO tools help discover semantic entities and search intent-based terms.
Use Semrush’s Keyword Magic Tool to Discover Valuable Keywords
One of the most effective ways to find relevant keywords for your business is through Semrush’s Keyword Magic Tool. This tool allows you to enter a search term and generate thousands of keyword ideas. For example, if your ecommerce site sells fitness equipment, you can type “treadmill” into the search box, enter your domain, and get personalized keyword insights.
To refine your search, use the filter option to find keywords related to specific category pages. If you have a category for home treadmills, selecting a keyword group that includes foldable treadmill is an excellent choice. You can find these by clicking on the left-hand side of the tool, which groups keywords into related categories.
Another powerful feature is the Intent filter. This lets you see only commercial and transactional keywords, which are the most important for ecommerce stores because they target users who are ready to make a purchase. Simply select the Intent filter, choose the commercial and transactional options, and then click Apply.
To ensure you’re targeting the right audience, look at metrics like Volume and KD (keyword difficulty). Volume tells you the average number of times a keyword is searched per month, while KD (on a scale from 0 to 100) shows how hard it is to rank for that keyword. If your domain has low authority, avoid high KD scores. Instead, start with keywords that have a KD under 30, as this is a good place to begin without facing high competition.
By using these filters, you can find high-volume keywords that have manageable keyword difficulties and increase your chances of ranking well on Google.
Use Google’s Search Features to Find More Keywords
Besides keyword tools, Google Search Features can help uncover additional related keywords. When you start typing in the search box, Google’s autocomplete function suggests search queries that people frequently look for. This can be a great way to find keywords your business should target.
For example, typing “treadmill” into Google will show different suggestions based on what users are actively searching for. If you want to expand your list, try adding a space at the beginning of your query or adding different letters at the end. This will generate even more keyword ideas.
Another useful feature is related searches, which appear at the bottom of the search results page. These are additional closely related keywords that people use when looking for similar topics. Checking this section can provide more keyword ideas that may not appear in traditional tools.
By using Google Search Features, autocomplete, and related searches, you can discover valuable keywords that will help increase your rankings and drive more traffic to your ecommerce site.
Amazon is another powerful source for keyword research. Since it is one of the largest ecommerce platforms, searching for a product on Amazon can reveal valuable keywords that actual buyers use. Many shoppers go directly to Amazon instead of Google, so optimizing your category pages and product listings with Amazon-related keywords can give you a strong advantage.
Find Your Competitors’ Best Keywords
One of the smartest ways to improve your ecommerce site is to analyze what competitors are already ranking for. This strategy helps you discover high-performing keywords that can drive more traffic to your domain. By understanding what works for others, you can fine-tune your approach and get ahead in search rankings.
Use Semrush to Analyze Competitor Keywords
To start, enter a competitor’s website into the Organic Research tool in Semrush. If you sell treadmills, you might want to check a well-known industry leader like Sole Treadmills. Simply type “soletreadmills.com” in the search bar and hit search.
Once the results load, navigate to the Positions tab to see a breakdown of their exact keywords. The Organic Search Positions report will display a list of relevant keywords that are helping Sole Treadmills gain traction in search rankings.
Filter and Sort the Data for Actionable Insights
Not all keywords will be useful to your business, so it’s important to sort and filter them based on important metrics. Look at keyword difficulty, search volume, and intent to determine which terms align with your strategy. The goal is to find keywords you can realistically rank for and that will attract the right potential customers to your treadmills.
By continuously monitoring your competitors’ ecommerce SEO strategies and refining your own list of target keywords, you can boost your visibility and outperform the competition.
2- Optimize Your Site Architecture for Better Rankings
A well-structured ecommerce site makes it easy for users to navigate and helps search engines like Google crawl and index your pages efficiently. A poor site architecture can harm your rankings, making it harder for visitors to find your products and posts.
How to Structure Your Ecommerce Site
Start by organizing your homepage, categories, and product pages in a way that allows users to reach any individual product page with just a few clicks. A strong structure not only improves UX but also enhances ranking power by distributing authority across your pages.
Linking Your Homepage, Category Pages, and Individual Pages
To improve your site architecture, focus on connecting your homepage to category pages and then linking them to individual pages. This creates a seamless path for users while allowing Google to index relevant content more efficiently.
A good example of this structure looks like:
- Homepage → Category Pages → Product Pages
When defining your categories, use keywords that reflect your products. For instance, if you’re selling treadmills, create category pages that highlight specific treadmill models or features. This not only improves navigation but also helps with technical SEO.
Handling Pages That Shouldn’t Be Indexed
Not every page on an ecommerce site should appear in search results. For example, a Thank You page or purchase confirmation screen isn’t useful for search visibility. To prevent Google from indexing these, add a noindex tag in the HTML code of these pages.
By implementing an optimized site architecture, your ecommerce site will provide a better experience for users while strengthening its presence in search results.
3. Optimize for On-Page SEO
If you want your ecommerce site to perform well in search results, you need to focus on on-page SEO. This means optimizing every individual page on your site, from product pages to category pages, to ensure they help you rank higher in Google and attract more searchers. Let’s explore some key strategies to improve your site’s on-page SEO.
Optimize Your Title Tags and Meta Descriptions
Your title tags and meta descriptions are the first things people see in a SERP listing. A well-written title tag should include your primary keyword, be under 60 characters, and entice users to click. For example, if you are selling treadmills, a strong title could be:
“Best Treadmills for Home Use – 25% Off + Free Shipping!”
Your meta description should be around 105 characters, highlight key perks like save X% or buy one, get one free, and describe why your product is unique or the best in the market. Using Semrush’s On Page SEO Checker, you can analyze whether your title tags and meta descriptions are well-optimized.
Try Free Title & Meta Description Length Tester Tool for SEO Optimization
Create an SEO-Friendly URL Structure
Your URL helps both Google and users understand what your page is about. To follow best practices, keep URLs short and descriptive, use hyphens instead of underscores, avoid outdated dates, and naturally include your primary keyword. Instead of this:
www.example.com/product123
Try this:
www.example.com/best-home-treadmills
A clean SEO-friendly URL structure improves your ranking factor and enhances user experience.
Optimize Your Product Images
Product images play a huge role in ecommerce SEO. Not only do they enhance brand awareness, but they also appear in Google’s image search, bringing in additional traffic. Follow these best practices for optimizing images:
- Use descriptive file names: Instead of
IMG_1245.jpg, usebest-home-treadmill.webp. - Add alternative text (alt text): This helps Google understand the subject matter and improves accessibility for visually impaired users.
- Compress images: Large images slow down your page speed. Use tools like ShortPixel to optimize them without losing quality.
Include Unique Content on Each Page
To stand out in search results, you must avoid duplicate content. Writing unique content for each product ensures better ranking and user engagement. Here’s an effective template for a treadmill product page:
- Product Name: Be specific. Instead of “Electric Treadmill,” use “Sole F80 Folding Treadmill with Cushion Flex Whisper Deck.”
- Description: Keep it between 50 to 100 words, focusing on key features.
- Features: List key details like speed range, motor power, incline levels, and cushioning system.
- Longer Description: A detailed paragraph explaining key selling points, benefits, and why it’s the best choice.
For large ecommerce websites, managing different versions of the same content for different languages and regions is challenging. Use hreflang tags to tell Google which version is preferred for a specific audience.
Focus on Internal Linking
Internal linking helps distribute ranking strength across your site. It also improves navigation and personalized experience for users. Instead of just listing related products, take it further by suggesting items that complement what the customer is viewing.
For example, if a user is looking at a treadmill, show them related fitness equipment like exercise bikes, dumbbells, and resistance bands or if you have similar items that might be liked then display the releted links.
Add Schema Markup
Schema markup is a special type of code that helps Google understand your structured data better. By implementing product markup, you can improve your search results by displaying rich snippets with ratings, reviews, and prices.
For example, your treadmill product page could include structured data like this:
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Sole F80 Folding Treadmill",
"image": "https://example.com/photos/sole-f80.webp",
"brand": {
"@type": "Brand",
"name": "Sole Fitness"
},
"offers": {
"@type": "Offer",
"priceCurrency": "USD",
"price": "1299",
"availability": "https://schema.org/InStock",
"itemCondition": "https://schema.org/NewCondition"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8"
}
}You can generate this code using markup generator tools like Merkle and test it using the Schema Markup Validator to ensure it’s correctly implemented.
By following these strategies, you can optimize your on-page SEO and improve your ecommerce site’s rankings in Google’s search results.
4. Manage Your Site’s Technical SEO
A well-optimized site structure is crucial for improving your technical SEO. Ensuring your ecommerce website is properly structured will enhance search results, boost performance, and help users navigate efficiently. Below are key steps to optimize your website’s technical foundation.
Make Sure You’re Using HTTPS
Security is an essential ranking factor for Google. Your website should use HTTPS instead of HTTP to keep your visitors’ data safe. Hypertext Transfer Protocol Secure (HTTPS) encrypts the connection between your site and visitors, protecting sensitive information like passwords and credit card details from hackers.
To check if your site is secure, look at the browser address bar for a lock icon. If you see a Not Secure warning, you need to install an SSL certificate from your hosting provider. Most providers offer free SSL installation, ensuring a padlock appears in the address bar, making your site trustworthy.
Make Your Online Store Mobile-Friendly
Since Google now uses mobile-first indexing, your ecommerce website must be mobile-friendly to perform well in search results. A poor mobile experience can lead to a high bounce rate and lost conversions.
To optimize for mobile:
- Use a responsive design that adapts to different screen sizes.
- Add a viewport meta tag to ensure proper scaling.
- Ensure text readability without requiring zooming.
- Provide enough space between clickable elements like links and buy buttons to improve usability.
Following mobile SEO best practices will improve the user experience and potentially increase sales.
You can use Search Console mobile friendly testing tool as well.
Submit Your Sitemap to Google
A sitemap is a file that contains a list of all your website’s pages, including product pages, categories, and posts. Search engines use this to index your website properly.
For Shopify and other content management systems (CMSs), a sitemap is automatically generated. You can typically find it at:
yoursite.com/sitemap_index.xmlyoursite.com/sitemap.xml
Once located, go to Google Search Console and submit your sitemap. This helps Google discover new pages faster, increasing your chances of appearing in search results.
Find and Fix Other Technical SEO Issues
Running regular Site Audits is essential to identifying and fixing technical SEO issues. Since ecommerce websites tend to have many pages, issues can occur more frequently.
Common technical SEO issues to watch for:
- Duplicate content affecting search rankings.
- Slow page speeds leading to higher bounce rates.
- Broken internal links disrupting navigation.
- Broken images affecting user experience.
- Crawling and indexing issues preventing pages from appearing in search results.
- Core Web Vitals affecting page performance.
To monitor these issues, use Semrush’s Site Audit tool, which provides insights on historical audit data, allowing you to track progress as you implement fixes. Your development team can use these reports to resolve issues and ensure everything runs as expected.
Improve Your Page Speed
Page speed is a critical metric for performance and user experience. A slow-loading page can reduce conversions and harm rankings.
To boost page speed:
- Use PageSpeed Insights to analyze load time.
- Minify HTML, CSS, and JavaScript to reduce file sizes.
- Install WordPress plugins for automatic minification.
- Use a content delivery network (CDN) to store copies of your website on servers worldwide, reducing loading time.
By implementing these technical SEO best practices, your ecommerce website will become faster, more secure, and better optimized for search results.
5. Link Earning & Link Building for eCommerce SEO
Backlinks play a major role in improving the rankings of your eCommerce website. Google sees links as votes of confidence, which means the more relevant and reputable websites link to your domain, the better your chances of ranking higher in search results. Instead of focusing on outdated directories, use modern link building strategies to gain high-quality external backlinks and improve your site’s authority.
Claim Unlinked Mentions
One of the easiest ways to acquire backlinks is to claim unlinked mentions of your brand and product across the web. Sometimes, websites mention your business but forget to add a clickable link to your site. You can use brandmentions.com to find such mentions on social media platforms, forums, and industry-related blogs. Once you identify them, send an email requesting them to add a link back to your ecommerce store.
Perform a Backlink Gap Analysis
A Backlink Gap Analysis helps you discover opportunities where your competitors have backlinks, but your domain does not. Using the Backlink Gap tool in Semrush, you can analyze which websites are linking to your competitors and reach out to these potential link building candidates. Since they are already linking to similar businesses, they might consider featuring your brand on their site as well.
Use High-Quality Link Building Methods
To build high-quality backlinks, focus on earning links rather than just building them. This includes strategies such as:
- Linkbait Content: Create engaging content that encourages natural external backlinks. This can be an infographic, white paper, how-to guide, image gallery, or a well-researched blog article.
- Guest Blogging: Contribute insightful content to reputable domains in your niche. Ensure the blog article adds quality information and is published on effective sites.
- Ego Bait: Create content that highlights influencers or businesses in your industry. When they see their name featured, they may share it within their professional circle, resulting in natural links.
- Broken Link Building: Use Free Broken Link Checker – Online Dead Link Checking Tool to find broken links on other websites, particularly those of your competitors. Contact the webmaster and suggest replacing the broken link with a higher quality resource from your own site.
- Link Reclamation: Find broken links (404s) on your own website and implement 301 redirects to a relevant existing page to retain link juice.
Get success with 10 Proven Outreach Email and Follow-Up Templates to Boost Your Link Building Success
Boost Your Business Growth with Ecommerce SEO
If you want your ecommerce site to succeed, you need to focus on SEO. Using the right specialized tools can help you monitor your progress and refine your optimization process. By researching keyword ideas, fixing technical SEO issues, and working to build backlinks, you can steadily improve your rankings and increase visibility.
Use Tools to Improve Rankings
One of the best ways to track ranking performance is through Semrush’s Position Tracking. This tool provides an overview of how your keywords are performing in search rankings. You can also compare your domain against your competitors to see where you stand and what improvements are needed.
To ensure your site stays in top shape, use Google Search Console to monitor organic traffic, detect site issues, and improve indexing. If any pages are missing from search results, it helps diagnose problems such as a redirect issue or a 404 error.
Track User Behavior and Conversions
Another key tool is Google Analytics, which allows you to track website traffic, analyze user behavior, and measure conversions. You can check website data such as active users, key events, and event count to understand how visitors interact with your content. Proper content engagement tracking will help you refine your SEO approach based on real user insights.
Stay Ahead of Algorithm Changes
Search algorithm updates can impact your market position. To stay ahead, use an advanced tool suite like Semrush, which provides many reports covering different areas of ecommerce SEO. Some of the most useful features include:
- Keyword Magic Tool for in-depth ecommerce keyword research
- Site Audit to identify and fix technical issues
- Position Tracking to evaluate optimization efforts and monitor improvements