
Google is the King. You, my friend, are just a gladiator in this SEO battle. King Google must personalize the SERPs for each shopper to simplify browsing behavior.
Your SEO strategies for eCommerce managers will be different from those of a blog or service website. For all the merchandisers out, you know the importance and relevance of SEO.
Although you may have experience in paid search, eCommerce SEO can be a cost-effective way to rank for relevancy.
It can even be free.
No matter what your role is in optimizing the performance of your webshop, the idea behind eCommerce SEO is the same: You want quality organic traffic to your site through search engine results to delight shoppers.
It begs the question: How can you make eCommerce SEO competitive when it is so cheap and seems foolproof? How can you move from the basics to actionability in your fight?
Lets start with the basics of SEO.
Getting Started: eCommerce SEO Fundamentals

Do Your Research
Keyword Research
Keywords are phrases or words that people use when they search for a topic, product or service on search engines.
Finding and analyzing search terms is one of the most important steps in eCommerce SEO. This will allow you to create strategies that can be used to market your products and reach the right potential customers at the right moment.
Three Basic Attributes are Required for Keywords:
- Type
- Search volume
- Difficulty
Type
Keyword types refer to the different options for keywords that best suit your strategy. If your eCommerce product/ecommerce business is a mousepad, you can use these keywords:
- Through Targeting:
- Your market
- Mousepad for gamers: Your targeted audience
- Your brand: Mouse pad by OfficeDeskMat
- Based on a users intention: Best mouse pad
- By location: Colorado mouse pad
- By keyword length
The higher your conversion rate (CR), the longer your keyword. The traffic volume for long-tail keywords may be lower because you are targeting a specific keyword for a specific audience.
I.e.,
- Short-Tail Keywords
- Mid-Tail Keywords - best mouse pad
- Long-Tail Keywords: Best mouse pad for gamers
Its important to target all keyword lengths to reach a larger audience.
Search Volume
When formulating keywords, you cannot just use any keyword. It is important to think about how many people are actually searching for the keyword.
Were now in the gladiator game. The search volume for a keyword will indicate how large your audience is, i.e. how many people are interested.
Keyword Difficulty
The difficulty of a keyword is determined by many factors. However, it tells you how difficult it will rank for that keyword in relation to the competition from high-ranking websites.
You have many options to determine volume and difficulty. Depending on the reach of your brand, I recommend targeting keywords that have high volumes and low difficulty (i.e.
low competition). This will give you a greater chance of ranking for the given keyword.
It will be difficult to rank for a competition that has 49 entries for mouse pad. If you are selling mouse pad gaming, then try word combinations such as "mousepad gaming".
Competitive Research
- You should also consider other keywords.
- Which webshops sell similar products?
- What webshops use similar communication and marketing strategies?
This research will help you understand which keywords are easier to rank for.
You should remember that if your keyword is difficult to rank for, it may be hard for you to get traffic to your eCommerce platform.
Spend some time researching keywords your competitors dont target, and then use these keywords to build your eCommerce SEO keywords.
To explore your SEO foundation, as well as competitor research, you can use the following tools: Ubersuggest (Ahrefs), Semrush (Semrush), and Moz.
Behavioral Research
It is not easy to track the behavior of shoppers before they visit your website. However, in an age of data protection laws on the rise, you will want to transfer your tracking session.
Knowing your audience is the most important element of eCommerce SEO. This can be done through surveys, focus groups, market research, and focus groups.
This is essentially gathering qualitative data about the keywords that customers use to shop online.
Deep-dive your product data to find out what attributes are most appealing to your customers.
You can test different product messages to see which attributes are most important for your products. This will allow you to optimize SEO strategies.
Knowing your audience is the first step in optimizing your SEO strategy.
What are other ways to leverage these eCommerce SEO principles on your website shop?
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11 Uses Of your eCommerce SEO Strategy from Your Product Pages to Omnichannel

eCommerce SEO on-site or ecommerce seo audit
Optimize your Product Badges
These product badges can be as simple as "Popular" and "Bestseller" if you are using them on-site.
Which word is more likely to drive behavior?
Both "Popular" as well as "Bestseller", fall under the psychological principle of Social Proof, in which people look at the behavior of others to help them make a decision.
This is where keyword research can really improve your messaging. The words you choose can drive behavior on an intrinsic level, from product badges to overlays and notifications to messages.
This means that testing what works should be a constant activity. This information can be complemented with your keyword strategy to ensure you are communicating the right message to your audience.
For more information on psychological marketing, please visit the following link:
Optimize your eCommerce Product Pages
Your eCommerce SEO strategys success depends on the content of your product pages.
Product page content includes product title, product description and meta description, tag URLs, tags, and product images alt tags.
These are some tips to improve the effectiveness of your product page content.
- Incorporate your brands tone of voice
- Keep your descriptions simple and clear.
- Bullets can be used to identify particular benefits/features
- In your copy, focus on the buyers persona
Google will eventually increase the click-through rates (CTRs) on your pages, and your ranking will rise based on your webshops popularity, conversions, and other factors.
Optimize your Product Images
Neglecting to optimize product images is one of the most common errors eCommerce SEO and conversion rate optimization(CRO) owners make.
Website loading speeds are affected by images. Your website will load slower if your images are larger than your files.
Your Google ranking will be affected if your website loading speed is not managed.
Your rankings are also affected by your websites speed. This is evident in the bounce rate and dwell time metrics.
Bounce rate is the number of page visits made by your visitors, while dwell time measures how long it takes for a visitor to return to the SERPs from the moment he/she clicks on your page.
A high bounce rate and a slow dwell time are not good signs. Imagine navigating to a website that takes too long to load or is difficult to navigate.
Youll return to the original site and click on another Google result.
To maintain website performance, you should monitor page speed and limit your images to 70kb.
Optimize your Pages for the Category
The category pages on your eCommerce website can generate more organic traffic than the home page.
This is because people are more likely to search for product categories. This is because users are more likely to search for keywords and specific product names or categories rather than simply searching for a product.
A well-designed product categorization system will enhance the customer experience. A well-planned product classification structure will make it easier for your customers to navigate your products and allow them to find what they need quickly.
Your category pages should be optimized for SEO. These are some SEO tips that you can use:
- In category titles, add/use keywords
- Optimize the meta description of your category with engaging and creative content. Add intent keywords
- Below the H1 tag, include a brief description of the page.
- Incorporate internal links in the description, and embed images of products throughout the category page
Read More: What is SEO and how does it work?
Your e-commerce Website Structure should be Updated
Your webshop should be able to answer visitors questions and keep them on your site longer. This will increase their trust in you and your products.
Additionally, improving the structure of your site will increase bounce time and decrease sessions, dwell time, page views, and pages viewed.
These are all factors Google considers when ranking your website and products.
With the end user in your mind, plan your website structure carefully. Take this example:
- Breadcrumb Navigation: This is a display form of site navigation that allows readers to see exactly where they are located on your site without needing to verify the URL. It can have a positive effect on your sites organization and mapping.
- URL: Clear URLs are easy to read and make it simple for users as well as Google, to search your website. A good, clean example URL is https://officedeskmat.com/collections/desk-mat because its readable and has clear information about what the page is all about.
Create SEO Content Omnichannel
Content creation is crucial, whether you are involved in marketing or merchandising. You could create a blog to promote your site.
You could also publish content related to your products.
These are two great ways to index more keywords and to add internal links that will boost your websites authority.
Hubspot says that the more blog posts on your website, youll get more indexed traffic you have.
Videos are also extremely useful. Videos are much easier to comprehend and absorb and more fun than reading text.
Customers are more likely to trust products when they see them in action.
These can be used to boost your brand and drive traffic to your site, as well as increase your conversion rate. These are all signs to Google that you are a trustworthy brand and that your posts are relevant to your target audience.
Make the most of Social Media
While your social media influence cant directly be used to rank your website in Google, it can have an indirect impact on your SEO in many ways.
Through the foundation of eCommerce SEO, social signals can increase a websites search engine rankings and drive traffic to it.
These tips will have a positive effect on your social media presence and ultimately help you improve your SEO rankings.
- High-quality, high-value content is your goal: Your audience should be educated, helped, and inspired. Get to know them, and then you can relate to them. Only then will you be able to encourage them to engage and convince them of your brands vision.
- Encourage your audience to interact and act: Your content should be reinforced with a call to action. This will encourage your audience to share, like, and engage with your posts. Posts can be used to start a conversation and encourage healthy and casual debates.
- Be Consistent: Social media is a powerful tool to showcase your brand and personality. Your social media profiles should be consistent in the information they contain and aligned with your brands message. This will make it easier for people to find you on different social media platforms.
- It is possible to choose to cooperate or not compete: Many brands find competition advantageous. It keeps everyone on their toes, keeping them alert and constantly striving to improve. Collaboration can produce the same results as collaboration, but even better. Collaboration on social media with brands can yield better results and more solutions. Both brands will have a greater reach and a stronger digital presence.
Participate in Forums that are Relevant to your Niche
It is sometimes called backlinking by some, but it is more of a practice that answers peoples questions and concerns.
Reddit and Quora are great places to start a discussion. Answers are just one of many forums where you can find answers to questions that relate to your products.
Quality traffic is crucial. If your URL is not relevant to your niche, it will be a problem.
Get more PPC Players
Optimizing your Google Ads will be easier if you understand eCommerce SEO. This topic is a bit technical. We enlisted the help of Anthony Capetola, Sales & Orders.
Here are his words:
Google Ads, both Google Shopping Ads and Google Search Ads, are key practices for eCommerce SEO growth. Amazon is well aware of this and therefore runs Google Ads for millions of products at any one time.
Google Search Ad
Google Shopping
These examples illustrate two key concepts:
First, take a look at how specific the longtail keywords for each ad are.
This means that Amazon creates individual ads for each product, so they are displayed when the customer searches for them by name.
Amazon can attract customers with clear purchasing intentions by creating a model- or product-specific ads that match longtail keywords.
Another thing to remember is that Amazons team does not manually create millions upon millions of ads.
You can also take a look at the text-based advertisement from above.
Notice how bold certain words are?
This is by design. The rest is a template created using Dynamic Keyword Insertion (and dynamic Google Ads).
Dynamic Keyword Insertion
as the name implies, is an automated process that places specific keywords in an ads text. Amazons ads are generated automatically using dynamically selected phrases from its ad copy library.
Then, they are presented to the customer in the way Amazons AI determines to be most effective.
Take a look at Amazons Google Shopping Ad:
The gist of it all is that Amazon syncs its product library within Google Shopping, which allows the team to generate ads for specific products automatically as required.
Tl:dr
Amazon uses AI for highly targeted and relevant ads that bring customers to its virtual doors. The lesson is not to rely solely on AI or other technology to manage your PPC ads.
The goal of your PPC campaigns is to increase sales. To do this, target the correct customers using the right longtail keywords.
Its all about the fundamentals and researches you do in eCommerce SEO.
Its as simple as this:
A person who searches Google for "electric guitar", might ultimately make a purchase. The person who searches for Fender Player Telecaster Maple Fingerboard Electric Guitar is most likely looking to buy a specific item.
Its easy to determine which keyword will yield better results if the goal is to get customers to a guitar and convince them to purchase it.
Our ebook provides more information about the decision-making process at different stages of the customer journey.
Use Keywords Everywhere
Your keywords can and should be included everywhere. Not just in the articles title or body. Many people forget to include keywords in images.
This means that these files wont appear in Google Images and Bing Images.
These are the places where your keywords should be found:
- Media file name, title, and alt text
- URL for Webpage
- Link anchor text
- Meta description
Create Fresh Content
Google Freshness Algorithm might be of interest to you, depending on your websites topic. This is a crucial part of websites that need to keep up-to-date with their content, such as news sites and broadcast sites.
This algorithm could have been used before you even knew. The algorithm searches for the most relevant updates and keywords when searching for a particular search query, such as "best smartphones in 2023".
This makes sure that the search engine provides the most recent updates on any phones that users might be interested in.
This applies to content related to recent events, regularly-recurring events, and any other information that is subject to frequent updates, such as news, technology, and product reviews.
Further information about what content should be updated can be found in the Query Deserved Freshness (QDF) mathematical model.
Old Articles
While you need to create new content, it doesnt mean you shouldnt keep your old content. These old articles can have a significant impact on your SEO rankings.
Many people who create websites believe that adding new content daily will increase their websites ranking. While Google may crawl your website more frequently, the algorithm still prioritizes the quality of your content.
Every page should be reviewed regularly to find ways to improve it. Sometimes your articles may rank for keywords you didnt intend.
Optimizing your content for a keyword is a good idea if there are many people searching for it.
Give Priority to User Experience
Even if your content is of high quality, it can still rank low if users leave your website after clicking it. When users have a bad experience with your website, this happens.
This causes your bounce rate to increase, which is a sign that search engines arent liking your content.
It is important to place user experience at the top of your priorities. It means creating a website that is modern, fresh, and visually appealing.
It should load quickly and be easy to navigate.
Compare Competitors
You want to rank highly for a particular keyword. To do this, you must first find the webpage that has the highest rank for that keyword.
You can also check if they have any other keywords on their website. Analyze all the information and then try to apply it on your website.
Two Simple Steps to Ensure Your eCommerce SEO Strategy Stays the Same

Step 1: Fix Broken Links
This is something you need to pay attention to. Broken links can cause your visitors to stop visiting your page.
This will result in a decrease in visitors, which can affect your position on the internet.
Search engines will conclude that your site does not provide a satisfactory experience. Redirect your links to active pages.
Step 2: Measure and Continuously Analyze your SEO Strategy
Google Search Console (formerly Google Webmaster Tools) is used to submit your sitemap. This is vital for Google to index and crawl your pages.
Google Search Console gives you insight into keywords that you rank for and pages your visitors visit most often.
It will give you an overview of your websites current standing and show you the errors Google found while crawling it. This will allow you to fix them as quickly as possible.
Google Analytics is probably another tool you use. Google Analytics collects vital data like your websites visitors location, source, and their behavior while visiting your site.
This data will help you evaluate your position, new and recurring visitors, traffic, etc.
Its your turn...

SEO is more than just getting more clicks. This is your super strategy, which you should adapt to your business for whatever metric you are aiming at this year: click-rate uplifts or CR.
You must have patience and be patient to achieve the best results. It is important to organize your thoughts and set goals monthly.
You can also implement SEO strategies for your eCommerce website.
SEO will be your friend from now on, and youll have a competitive edge in the eCommerce arena.
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Hire An Expert
Its not hard to understand why all of this seems so overwhelming. SEO is complex, and there are many things to learn.
The algorithm is updated nearly every month. It is highly recommended that small business owners hire SEO experts to drive traffic to their sites.
Its nearly impossible for regular business owners to keep up with algorithm changes. It can also be difficult to update your website regularly to include new keywords that could help it rank higher.
People would rather hire an expert to manage their business instead of focusing on updating it.
Conclusion
SEO can be extremely helpful in driving traffic to your website.
You can use search engines like Google and Bing to attract new customers to your company.
SEO techniques can bring in more customers. It is worth the effort. This will increase brand awareness, which can lead to increased profits for your company.