Running an online shop? If you’re looking to drive more of the right traffic, ecommerce SEO is one of the most effective ways to do it.
We’re a marketing agency with over 10 years of experience driving ecommerce websites forward, and in this post, we’ll explain exactly what ecommerce SEO is, why it matters and how to do it properly - sharing practical tips to optimise your online shop for better visibility, more traffic and more sales.
What is Ecommerce SEO & How Does It Work?
Put simply, ecommerce SEO is the process of optimising your online shop to increase its visibility in and traffic from search engine results pages (eg, Google, Bing…).
Like most SEO, it involves a mix of technical seo, on-page and off-page strategies aimed to improve the quality, indexability and content of your site to improve its rankings for key terms.
However, unlike general SEO, ecommerce SEO has a few more things to take into consideration. From product variants, duplicate content, category pages and much more, ecommerce SEO comes with its own challenges. But done right, it’ll help shoppers find your products, reducing reliance on paid ads.
Why is SEO Important For Ecommerce?
Although you might not see instant results like you would with PPC, the long-term value of SEO is invaluable.
- It drives high-intent traffic - People searching for specific products are often ready to buy.
- It builds trust - Higher rankings boost credibility.
- It reduces acquisition costs - Organic traffic is free and scalable.
- It supports growth - Unlike PPC, SEO compounds over time.
Done properly, ecommerce SEO can help your shop become more credible, easier to find and eventually, more profitable.
How To Do SEO For Ecommerce Websites
Keyword Research
It’s always important to start with keyword research to discover exactly what customers are searching for.
Here, intent is key - think beyond just generic terms. Focus on specific product names and categories, and then couple with more intent-driven keywords such as “buy”, “best” or “UK”.
Site Structure
- Keep URLs simple, of a logical structure and keyword friendly
- Use a logical, hierarchical navigation structure
- Have dedicated pages for each product and product category
- Avoid content duplication across variants
Product Pages
Ensure product descriptions are unique, detailed and keyword driven
- Use clearly structured headers and bullet points to show information at a glance
- Answer any potential user questions (FAQs)
- Add internal links to other products/ categories
- Include reviews and other supporting content
Category Pages
- Link to relevant parent/ subcategories and related product pages
- Ensure the content is detailed and keyword-driven (more generic than specific product page content)
- Include FAQs
Technical SEO
- Optimise for mobile traffic
- Ensure the site loads fast, both on mobile and desktop
- Use structured data (product & review schema, etc.)
- Keep clean, well-structured sitemaps
- Optimise Page Titles and Meta Descriptions
Content
It’s important to create supporting content like blogs, guides and buying tips. This will help with long-tail searches, aid topical authority and provide opportunities for both internal linking and backlinks.
Links
Link building remains important in SEO. Here, think about ways to get featured in external publications like gift guides or PR campaigns. Build partnerships and create shareable content.
Ecommerce SEO vs. PPC
The best ecommerce sites combine both SEO and PPC, and the two services work well together. PPC is great for driving immediate traffic, whilst SEO focuses more on long-term results, but combining the two gives you the most rounded strategy.
Final Thoughts
In a crowded marketplace, ecommerce SEO is extremely important and can play a pivotal role in any business's long-term strategy.
Here at Arise, we're an ecommerce SEO agency that helps brands create ecommerce websites that don't just look good; they’re built to be found. So if you’re looking for a boost in your visibility and sales, get in touch.