Top 5 Ecommerce SEO Tips

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By tom.baldridge

SEO is crucial for ecommerce sites looking to drive organic traffic and sales. With more than 50% of product searches now happening online, optimizing your ecommerce site for findability and conversions is a must.

Implement these 5 key ecommerce SEO tips to boost your search visibility and climb rankings:

1. Structure Your Site for SEO

A well-organized, properly structured site improves the search crawler’s ability to index and understand your content.

Optimize page URL structures

Use descriptive, keyword-rich URLs like:


Avoid overly complex parameters and random strings.

Implement site search

On-site search helps users (and bots) quickly find pages. Make sure search is easy to access and indexed.

Categorize products

Properly structure and tag product categories to match user search intent. Pages like dresses, jewelry, shoes, etc.

Optimize navigation

Menus, filters, facets and site links should make it easy to navigate to relevant products. Remove any broken navigation.

Improve page speed

Fast load times keep visitors engaged. Optimize images, compress files, fix broken links, and cache where possible.

Proper site architecture improves internal search results and external SEO.

2. Optimize Product Pages

Product pages need to be fully optimized to drive organic traffic to your products.

Include target keywords

Work primary keywords naturally into titles, descriptions, specs, and the first 100 words of copy.

High-quality product images

Use professional, high-res photos that accurately showcase the product. Optimize file names and alt text.

Detailed product descriptions

Go in-depth on features, benefits, materials, sizes, with clear specs and details.

Customer reviews

Display authentic positive reviews to build trust and social proof.


Add video demos to engage visitors and improve conversions.

Optimizing individual product pages improves on-site engagement and search visibility.

3. Build Authority Content

Create dedicated landing pages around high-value informational keywords beyond just product terms.

Ultimate guides

In-depth resources like “The Ultimate Guide to X”. Can cover buying considerations, how to care for products, etc.

Helpful list posts

Curated lists like “10 Best Y gifts” or “5 Ways to wear Z” provide value.

Product category deep dives

Overview pages on key product categories, trends, and comparisons.

These pages attract searchers earlier in the buyer’s journey, building authority.

4. Localize Your SEO

For ecommerce sites with a local physical presence, ensure your SEO is localized.

Google My Business

Fully complete your GMB listing with store details, photos, attributes, etc.

City pages

Target local searchers with dedicated city or region landing pages.

Location pages

Optimize individual location pages with schema markup for richer snippets.

NAP citations

Post your business name, address and phone number consistently across key local directories.

Local SEO brings in nearby searchers ready to visit your stores.

5. Analyze SEO Site Search Performance

Leverage your analytics to identify opportunities.

Keyword gaps

See which product terms you should rank for but don’t. Create content to target.

Top entry pages

Optimize pages driving the most organic traffic.

Popular site search queries

Add content around common on-site searches without results.

Top converting keywords

Double down on keywords sending high-quality conversions.

Analytics insights inform ongoing SEO optimizations.

Continually Refine Your Ecommerce SEO

  • Monitor your organic traffic and rankings in Google Search Console to gauge progress.
  • Stay on top of Google algorithm updates that may impact retail sites.
  • Build new product category, brand authority, and local pages to expand your footprint.
  • Fetch and index new content to keep search bots visiting frequently.
  • Implement A/B testing for CTAs, descriptions, page layouts and more.
  • Diversify backlinks through product reviews and local citations.

Ongoing refinements will over time add up to significant SEO wins.

With constant changes in SERPs, customer search behavior, and competitor actions, vigilance is required to maintain your visibility. But implementing these core ecommerce SEO best practices will provide a solid foundation.

Pair your SEO efforts with paid search, social media marketing, email, and other initiatives to maximize traffic and sales. Through effective omni-channel marketing centered around optimizing your online discoverability, your ecommerce site can thrive and gain market share.

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