Search Engine Optimisation (SEO): E-Commerce Explained

Learn how to boost your e-commerce website's visibility and drive more traffic with effective Search Engine Optimisation (SEO) strategies.

Understanding SEO in E-Commerce

Before diving into specific SEO strategies for e-commerce, let's first understand what e-commerce SEO is and why it is important. Simply put, e-commerce SEO is the practice of optimising your online store's product pages, category pages, and other web pages to rank higher on search engines for specific queries. The main goal of e-commerce SEO is to improve the visibility and ranking of your online store on search engines to attract more organic traffic and boost sales.

What is E-Commerce SEO?

E-commerce SEO involves implementing various on-page, off-page, and technical SEO strategies to help your online store rank higher on search engines. These strategies include keyword research, content creation, link building, page optimisation, technical analysis, and more.

The Importance of SEO for Online Businesses

SEO is crucial for online businesses, especially for those in the e-commerce industry. According to studies, more than 50% of website traffic comes from organic search, and e-commerce stores with a strong SEO presence can attract more organic traffic, generate more leads, and increase sales. A well-optimised site not only ranks higher on search engine results pages but also provides a better user experience for visitors, which can lead to higher conversion rates.

How SEO Differs in E-Commerce vs. Traditional Websites

E-commerce websites are fundamentally different from traditional websites in terms of their structure, content, and purpose. E-commerce sites are highly transactional, with a large number of product pages, categories, and filters. Therefore, e-commerce SEO requires a different approach than traditional SEO to optimise the site for product-focused queries and target high-intent search terms that lead to sales.

One of the key differences between e-commerce SEO and traditional SEO is the focus on product pages. E-commerce stores have a large number of product pages, each with unique content and metadata. Optimising these pages for specific keywords and search terms is crucial to attract relevant traffic and increase sales. Additionally, e-commerce SEO requires a focus on user experience, as visitors to an online store are often looking for specific products and need to be able to find them quickly and easily.

Another important aspect of e-commerce SEO is the use of structured data. Structured data provides search engines with additional information about your products, such as pricing, availability, and reviews. This information can be displayed in search engine results pages, making your products more visible and attractive to potential customers.

Off-page SEO is also important for e-commerce stores. Building high-quality backlinks from relevant and authoritative websites can help increase your online store's visibility and credibility. Additionally, social media marketing can be an effective way to promote your products and attract more traffic to your site.

In conclusion, e-commerce SEO is a crucial aspect of online business success. By implementing various on-page, off-page, and technical SEO strategies, e-commerce stores can improve their visibility and ranking on search engines, attract more organic traffic, and increase sales. With the right approach and ongoing effort, e-commerce SEO can be a powerful tool for growing your online store and reaching new customers.

Keyword Research for E-Commerce

To achieve success in e-commerce SEO, you need to know the right keywords to target. Keyword research is the process of finding the most relevant and profitable keywords for your target audience. Here are some tips to help you find high-value keywords for your e-commerce site:

Identifying High-Value Keywords

The first step in keyword research is to identify high-value, high-intent keywords that your target customers are searching for. These may include branded and non-branded queries, product names, categories, and long-tail keywords.

Long-Tail Keywords for Product Pages

Long-tail keywords are highly specific phrases that are used by users for very particular search queries. Long-tail keywords often have lower search volume but are highly targeted and can convert well. Therefore, it's essential to target relevant long-tail keywords for your product pages to drive highly qualified traffic and improve conversion rates.

Optimising Category Pages with Keywords

Category pages are important for e-commerce SEO, as they can rank for specific category-level queries. To optimise category pages for relevant keywords, it's essential to include keyword-rich titles, meta descriptions, and content, and use internal linking to help search engines understand the category hierarchy of your site.

On-Page SEO for E-Commerce Websites

On-page SEO involves optimising individual pages on your website to rank higher for specific keywords. Here are some on-page SEO strategies specifically for e-commerce websites:

Writing Effective Product Descriptions

Product descriptions are essential for e-commerce sites, as they provide detailed information about your products and help to differentiate your store from competitors. When writing product descriptions, make sure to use relevant keywords, emphasise the unique selling points (USPs) of your products, and make the descriptions easy to read and scan.

Optimising Title Tags and Meta Descriptions

Title tags and meta descriptions are critical elements of on-page SEO, as they provide a brief summary of the page's content and appear on search engine results pages. Make sure to include relevant keywords in title tags and meta descriptions and to keep them concise and compelling.

Image Optimisation and Alt Tags

Images are an essential part of e-commerce websites, as they help to showcase your products and provide visual cues to visitors. To optimise images for SEO, make sure to compress images for faster loading times, include descriptive alt tags, and use relevant file names.

URL Structure and Breadcrumbs

URL structure and breadcrumbs are critical for e-commerce SEO, as they help search engines understand the category hierarchy of your site and the relationships between pages. Make sure that your URLs are keyword-rich and descriptive and that your breadcrumbs help visitors navigate your site.

Technical SEO for E-Commerce

Technical SEO involves optimising the technical aspects of your website to improve its performance, speed, and crawlability. Here are some technical SEO strategies for e-commerce websites:

Site Speed and Performance

Site speed and performance are critical for e-commerce websites, as slow-loading sites can lead to higher bounce rates and lower conversion rates. To improve site speed and performance, make sure to optimise images, use a content delivery network (CDN), implement browser caching, and compress files.

Mobile-Friendly Design

Mobile devices account for a significant portion of e-commerce traffic, and having a mobile-friendly site is essential for SEO. To make your e-commerce site mobile-friendly, use responsive design, compress images and files, and optimise fonts and colours.

Handling Duplicate Content Issues

Duplicate content can negatively impact your SEO efforts, as it confuses search engines and dilutes the relevance of your site. To avoid duplicate content issues, make sure to use canonical tags, noindex tags, and URL parameters correctly.

Implementing Structured Data

Structured data helps search engines understand the content of your pages and can improve click-through rates by adding additional information to search results. To implement structured data, use markup for products, categories, and reviews, and follow Google's guidelines for rich snippets.


As an e-commerce website owner, SEO is critical to the success of your online store. By following the strategies outlined in this article, you can improve the visibility and ranking of your website on search engines, attract more organic traffic, and increase sales. Remember to continually monitor your site's performance and adjust your SEO strategies as necessary to keep up with changes in search engine algorithms and user behaviour.

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