Ecommerce SEO Strategy: How to Do SEO for an Ecommerce Website (The Right Way)

Having a great product isn’t enough if no one can find your store online. That’s where ecommerce SEO comes in. A solid SEO strategy ensures your website appears in search results when customers are looking for products like yours. Unlike paid ads, organic traffic from SEO doesn’t stop when your budget runs out. It keeps driving potential buyers to your store over time.

SEO isn’t just about ranking higher—it’s about bringing the right visitors who are ready to make a purchase. A well-optimized ecommerce site can increase visibility, improve user experience, and drive more conversions, making SEO a must-have for any online business.

Understanding Ecommerce SEO

Ecommerce SEO is all about making your online store more visible in search results. Unlike traditional websites that focus on blog posts or service pages, ecommerce sites have product and category pages that need optimization.

Search engines rank ecommerce websites based on factors like keyword relevance, content quality, and user experience. The goal is to ensure that when someone searches for a product you sell, your store appears at the top of the results.

A well-structured ecommerce SEO strategy helps search engines understand your website, index it correctly, and rank it for relevant searches. This means optimizing product descriptions, improving site speed, and making navigation seamless for both users and search engines.

Ecommerce SEO Strategies for Websites

A strong ecommerce SEO strategy goes beyond just adding keywords to product pages. It requires a mix of keyword research, content optimization, site structure improvements, and user experience enhancements. Here’s a detailed look at the key strategies:

1. Finding the Right Keywords for Ecommerce

Not all keywords will drive sales. Ecommerce SEO requires targeting keywords with high purchase intent. Instead of just focusing on broad terms like “running shoes”, use more specific, conversion-focused keywords like “best waterproof running shoes for men”.

• Use Keyword Research Tools – Google Keyword Planner, Ahrefs, and Semrush can help find high-value keywords.
• Look at Search Intent – Identify if the keyword suggests research (“best gaming laptops”) or purchase intent (“buy gaming laptop under $1000”).
• Analyze Competitor Keywords – Check what keywords top-ranking competitors are targeting and optimize accordingly.

2. Optimizing Product & Category Pages

Your product and category pages are where most of your ecommerce traffic lands. They should be optimized to rank well and convert visitors into buyers.

• Use Unique Product Descriptions – Avoid copy-pasting manufacturer descriptions. Write detailed, keyword-rich descriptions that highlight product benefits.
• Optimize Title Tags & Meta Descriptions – Titles should include primary keywords, while meta descriptions should be persuasive to encourage clicks.
• Use High-Quality Images & Alt Text – Optimized images improve rankings in Google Image Search and provide a better shopping experience.

3. Improving Site Structure for SEO & User Experience

A well-structured ecommerce website helps search engines understand your content and makes it easier for visitors to find products.

• Keep URLs Clean & SEO-Friendly – Use descriptive, keyword-rich URLs (e.g., example.com/running-shoes/nike-air-zoom instead of example.com/product?id=12345).
• Create a Logical Category Hierarchy – Organize products into categories and subcategories to help search engines crawl your site efficiently.
• Use Breadcrumb Navigation – Breadcrumbs improve internal linking and enhance user experience.

4. Building a Strong Internal Linking Strategy

Internal links distribute authority across your website and help search engines find and index pages efficiently.

• Link from High-Traffic Pages – Link to important category and product pages from your homepage and blog posts.
• Use Anchor Text Wisely – Instead of “click here,” use descriptive anchor text like “check out our latest running shoes”.
• Create Related Product Sections – Display related or frequently bought-together products to improve engagement and rankings.

5. Creating High-Quality Content for Ecommerce Blogs

Blogging isn’t just for informational websites—ecommerce sites can use content marketing to attract potential buyers.

• Write Buying Guides & Product Comparisons – These help users make purchase decisions while targeting high-intent keywords.
• Answer Common Customer Questions – Optimize FAQ pages with structured data to appear in featured snippets.
• Publish Industry News & Trends – Cover seasonal trends and new arrivals to keep your site fresh and relevant.

These strategies build a strong foundation for ecommerce SEO and improve rankings, traffic, and conversions.

On-Page SEO for Ecommerce

On-page SEO is all about optimizing elements on your website to improve visibility and rankings. For ecommerce sites, this means fine-tuning product pages, category pages, and other key areas to ensure they perform well in search results. Here’s how to get it right:

1. Writing SEO-Friendly Product Descriptions

Your product descriptions should do more than just describe the item—they should persuade shoppers and help search engines understand what the product is about.

• Avoid Duplicate Content – Don’t copy manufacturer descriptions. Write unique, engaging content for each product.
• Incorporate Primary Keywords Naturally – Mention the main keyword in the first 100 words and sprinkle related terms throughout.
• Highlight Features & Benefits – Instead of listing specs alone, explain how the product solves a problem or improves the buyer’s life.

2. Optimizing Title Tags & Meta Descriptions

Title tags and meta descriptions are what users see in search results, so they need to be compelling and keyword-rich.

• Keep Titles Under 60 Characters – Use a clear structure like “Men’s Running Shoes | Lightweight & Durable – Brand Name”.
• Write Click-Worthy Meta Descriptions – Include a call to action and highlight key benefits in under 160 characters.
• Use Power Words – Words like “best,” “exclusive,” “new arrival,” and “limited edition” can boost click-through rates.

3. Using Schema Markup for Rich Snippets

Schema markup helps search engines display additional details about your products in search results, improving visibility and click rates.

• Add Product Schema – Displays price, availability, and customer ratings directly in search results.
• Use FAQ Schema – Helps product pages appear in the “People Also Ask” section.
• Implement Breadcrumb Schema – Makes navigation clearer and improves internal linking.

4. Improving URL Structure for Better Rankings

URLs should be clean, descriptive, and easy to understand for both users and search engines.

• Use Hyphens, Not Underscores – Example: example.com/women-sneakers-adidas instead of example.com/womensneakersadidas.
• Keep It Short & Relevant – Remove unnecessary words and numbers (e.g., example.com/best-running-shoes instead of example.com/category123-product456).
• Include Target Keywords – Helps search engines understand the page’s focus.

5. Optimizing Images & Videos for Search

Images and videos play a huge role in ecommerce SEO, impacting rankings and user engagement.

• Compress Images for Faster Load Times – Use tools like TinyPNG to reduce file size without losing quality.
• Use Descriptive Alt Text – Helps search engines and visually impaired users understand the image (e.g., “red Nike Air Zoom running shoes for men”).
• Add Video Reviews & Demos – Pages with videos tend to rank higher and engage visitors longer.

A well-optimized ecommerce site makes it easier for search engines to rank your pages while improving the user experience.

Technical SEO for Ecommerce Websites

Technical SEO ensures that search engines can crawl, index, and rank your ecommerce site without any issues. If your site has slow load times, broken links, or duplicate content, it can hurt your rankings. Here’s how to optimize the technical side of your ecommerce store:

1. Enhancing Site Speed & Performance

A slow website leads to higher bounce rates and lower conversions. Google also considers page speed as a ranking factor.

• Use a Content Delivery Network (CDN) – Distributes site content across multiple servers for faster loading.
• Optimize Images & Videos – Compress large files without reducing quality. Tools like TinyPNG and WebP format help.
• Minimize HTTP Requests – Reduce the number of scripts, fonts, and plugins that slow down the site.
• Enable Browser Caching – Stores static files locally so repeat visitors don’t have to reload everything.

2. Implementing Mobile-Friendly Design

Google follows mobile-first indexing, meaning it prioritizes the mobile version of your site for rankings.

• Use Responsive Design – Ensure the site adapts to different screen sizes without breaking.
• Simplify Navigation – Keep menus clear and easy to tap on smaller screens.
• Optimize Checkout for Mobile Users – Make forms short and enable guest checkout to reduce friction.

3. Fixing Duplicate Content Issues with Canonical Tags

Ecommerce sites often have duplicate content due to product variations, filters, and category pages.

• Use Canonical Tags – Tell search engines which version of a page is the original (e.g., example.com/shoes instead of example.com/shoes?color=red).
• Avoid Copy-Pasting Manufacturer Descriptions – Write unique product descriptions to prevent duplicate content penalties.
• Use Robots.txt Wisely – Block duplicate URLs caused by session IDs and tracking parameters.

4. Improving Crawlability & Indexability

If search engines can’t find or access your pages, they won’t rank them.

• Submit an XML Sitemap – Helps Google understand your site structure and find important pages.
• Fix Broken Links & Redirects – Use tools like Screaming Frog to detect and fix 404 errors.
• Use Internal Linking – Links between pages help search engines discover and index content faster.

5. Securing Your Site with HTTPS

Security is a major ranking factor, and Google prioritizes sites with HTTPS over HTTP.

• Install an SSL Certificate – Ensures secure transactions and encrypts user data.
• Fix Mixed Content Issues – If some elements (like images) still load over HTTP, it can trigger security warnings.
• Protect Customer Data – Use secure payment gateways and follow privacy compliance laws.

Technical SEO might not be as visible as content or links, but it plays a critical role in ecommerce rankings and user experience.

Off-Page SEO Strategies for Ecommerce

Off-page SEO plays a crucial role in improving your ecommerce store’s authority, credibility, and search rankings. It’s not just about getting backlinks—it’s about building a strong presence across the web. Here’s how to make it work:

1. Earning Backlinks from High-Quality Sources

Backlinks from authoritative sites signal to search engines that your store is a trusted source. However, not all backlinks are valuable—links from low-quality or spammy sites can harm rankings.

• Leverage Supplier & Manufacturer Websites – If you sell branded products, request a backlink from the manufacturer’s “Where to Buy” page. Many brands link to authorized sellers, giving you a quality backlink.
• Get Featured in Industry-Specific Roundups – Reach out to blogs that publish “Best Products for X” or “Top Stores for Y” lists. Being included can drive referral traffic and improve SEO.
• Use Digital PR for Link Building – Instead of just writing guest posts, pitch unique data, insights, or trends to journalists. Publications like Forbes and Business Insider often link to data-driven stories.

2. Leveraging Influencer Marketing for SEO

Influencer collaborations do more than just drive traffic—they also generate organic backlinks and brand mentions that strengthen your SEO.

• Target Niche Influencers for Authentic Backlinks – Large influencers may not link back, but smaller ones in your niche (micro-influencers) are often willing to include do-follow links in their blogs.
• Encourage Product Reviews on YouTube & Blogs – Many influencers embed product links in their website content, providing natural backlinks.
• Build Long-Term Partnerships – Instead of one-off sponsorships, create long-term brand relationships where influencers consistently feature your products.

3. Building Brand Authority through PR & Guest Blogging

A strong brand presence can boost direct traffic, which in turn enhances SEO rankings.

• Use HARO (Help a Reporter Out) to Get Featured in Major Publications – Journalists are always looking for expert insights. Responding to relevant queries can earn you backlinks from authority sites.
• Publish Case Studies & Success Stories – Highlight how your products have helped customers. When these get shared, they naturally attract backlinks.
• Create Link-Worthy Content – Data-driven research, unique insights, and industry reports naturally get cited by blogs and news outlets.

4. Encouraging Customer Reviews for Trust & SEO Benefits

Reviews are not just about credibility—they contribute to SEO rankings by adding fresh, user-generated content to your product pages.

• Enable Reviews on Product Pages – Google values fresh content, and regularly updated product reviews can improve rankings.
• Leverage Google Customer Reviews & Rich Snippets – Schema markup for reviews can increase your click-through rate (CTR) by displaying star ratings in search results.
• Encourage Video Testimonials – Video content on YouTube often ranks high in search results, driving organic traffic to your store.

Off-page SEO isn’t about shortcuts—it’s about consistently building authority, trust, and visibility across different channels. A well-executed strategy not only improves rankings but also strengthens your brand reputation.

Local SEO for Ecommerce

Even if your ecommerce business operates nationwide, local SEO can help attract nearby customers, especially if you have a physical store, warehouse pickups, or location-based services. Search engines prioritize local intent searches, making it essential to optimize for geographic relevance.

1. Optimizing for Google Business Profile (GBP)

A properly optimized Google Business Profile (formerly Google My Business) helps you show up in local searches and Google Maps.

• Claim & Verify Your Listing – Make sure your business is listed and verified on Google.
• Use Consistent NAP (Name, Address, Phone Number) – Keep contact details uniform across your website, listings, and social media.
• Enable Customer Reviews on GBP – More positive reviews increase credibility and improve rankings in local searches.

2. Using Location-Based Keywords for Local Searches

Local searches often include phrases like “best organic skincare products in Los Angeles.” Targeting these can boost visibility in specific regions.

• Include City & State Names in Titles & Meta Descriptions – For example, “Buy Handmade Candles in Chicago – Free Shipping.”
• Optimize Content for “Near Me” Searches – Use location modifiers in blog posts and product descriptions to capture geo-specific traffic.
• Create Local Landing Pages – If you serve multiple areas, having dedicated location-based pages improves local relevance.

3. Getting Listed in Relevant Directories

Online directories help establish local credibility and provide SEO-boosting backlinks.

• Submit to Local & Industry-Specific Directories – Yelp, Yellow Pages, and niche sites (e.g., Houzz for home decor).
• Check for Accuracy & Consistency – Ensure your business details match exactly across all listings.

4. Leveraging Customer Reviews for Local SEO

Reviews signal trustworthiness to both users and search engines, improving rankings.

• Encourage Verified Buyers to Leave Reviews – Offer incentives for genuine feedback, but avoid fake or incentivized reviews that violate guidelines.
• Respond to All Reviews – Engaging with both positive and negative reviews shows responsiveness and builds credibility.
• Use Schema Markup for Reviews – Structured data helps Google display star ratings in search results, improving click-through rates.

5. Optimizing for Local Pack & Google Maps Rankings

The Local Pack is the set of three local businesses shown at the top of search results. Optimizing for it can dramatically increase foot traffic and online sales.

• Use High-Quality Photos in Your GBP Listing – Listings with photos get 35% more clicks than those without.
• Keep Business Hours & Location Info Updated – Ensure accurate operating hours, especially for holidays.
• Encourage Check-Ins & Social Tags – Customers tagging your business on social media can enhance local visibility.

Local SEO isn’t just for brick-and-mortar stores—it can boost visibility for ecommerce brands that want to capture regional traffic and trust.

Measuring and Improving Your Ecommerce SEO

SEO isn’t a one-time task—it’s an ongoing process. Tracking key performance metrics helps you understand what’s working, what’s not, and how to refine your strategy for better results. Here’s how to measure and improve your ecommerce SEO effectively:

1. Tracking Key SEO Metrics with Google Analytics

Google Analytics provides deep insights into your site’s performance. Some essential metrics to monitor include:

• Organic Traffic – The number of visitors coming from search engines. A steady increase indicates improved SEO performance.
• Bounce Rate – If visitors leave your site quickly, your pages may not be engaging or relevant enough.
• Conversion Rate – Tracks how many visitors complete a purchase, helping you assess if SEO is driving sales.
• Average Session Duration – Shows how long users stay on your site; higher times suggest better engagement.

2. Using Google Search Console for Performance Insights

Google Search Console helps you track your ecommerce site’s search performance and detect technical issues.

• Monitor Click-Through Rates (CTR) – A low CTR may mean your titles and meta descriptions need optimization.
• Check for Indexing Errors – Ensure all important pages are indexed and accessible to search engines.
• Analyze Keyword Performance – Identify which keywords drive traffic and find opportunities to improve rankings.

3. A/B Testing SEO Changes for Better Results

Testing different elements on your website can help you refine your SEO strategy based on real data.

• Experiment with Different Title Tags & Meta Descriptions – See which variations drive more clicks.
• Optimize Product Page Layouts – Test different image placements, descriptions, and calls to action for better conversions.
• Compare Internal Linking Strategies – See if changing anchor texts or link structures improves rankings.

4. Staying Updated with Algorithm Changes and SEO Trends

Search engine algorithms constantly evolve, and staying ahead of updates is crucial for maintaining rankings.

• Follow Industry Experts & Blogs – Sites like Search Engine Journal and Google’s official updates provide valuable insights.
• Keep Up with Core Web Vitals – Google prioritizes page speed, interactivity, and visual stability in rankings.
• Adapt to New SEO Trends – AI-driven search, voice search optimization, and video SEO are becoming more important.

Regularly analyzing performance and making data-driven improvements ensures your ecommerce SEO strategy remains effective.

Hire Expert SEO Freelancers on KonKer

Ecommerce SEO is an ongoing process that requires in-depth keyword research, technical optimizations, content strategy, and link-building efforts. Managing all of this while running an online store can be overwhelming. That’s where hiring an SEO freelancer on KonKer can make all the difference.

KonKer connects you with experienced SEO specialists who understand the unique challenges of ecommerce websites. Whether you need optimized product descriptions, technical fixes, or a strong backlink strategy, you can find professionals who deliver real results. Unlike agencies that charge high retainers, freelancers on KonKer offer flexible, cost-effective solutions tailored to your specific needs.

Don’t let SEO hold back your store’s growth—hire an SEO freelancer on KonKer today and start driving more organic traffic and sales!

Conclusion

A well-planned ecommerce SEO strategy does more than improve rankings—it drives targeted traffic, increases conversions, and helps your store stand out in a competitive market. By focusing on keyword optimization, technical SEO, on-page improvements, and off-page tactics, you can build a sustainable flow of organic traffic that keeps growing over time.

SEO isn’t a one-time effort but an ongoing process. Regular audits, performance tracking, and adapting to search engine updates ensure that your strategy remains effective. Avoiding common mistakes like duplicate content, poor site structure, and slow load times can further strengthen your rankings.

Investing in ecommerce SEO may take time, but the long-term benefits outweigh the effort. With the right approach, your online store can attract more customers, build brand credibility, and achieve consistent revenue growth—all without relying solely on paid ads.