According to Forbes, over 90% of online experiences begin with a search engine, and with Google processing 99,000 searches per second, ranking highly can make or break your business. Search Engine Optimisation (SEO) is fundamental to the success of any ecommerce business.  

For ecommerce businesses, the stakes are higher due to the intense competition. With thousands of competitors vying for attention, ensuring your products appear at the top of search results is critical. WebFX reports that 75% of users never scroll past the first page of search results, making SEO a high-priority strategy for maximising visibility and, by extension, sales. 

Core pillars of eCommerce SEO

SEO for ecommerce requires a multi-faceted approach. It’s not just about driving traffic but driving qualified traffic—visitors who are ready to make a purchase. Here are the fundamental pillars of ecommerce SEO: 

Keyword Research for eCommerce

Keyword research is the foundation of any successful SEO campaign. For ecommerce sites, long-tail keywords often lead to higher conversion rates, as they capture users further down the purchase funnel. Ahrefs suggests that 69.7% of search queries contain four or more words, emphasising the importance of long-tail keywords. Example: Instead of targeting “running shoes,” use specific, purchase-driven keywords like “best running shoes for flat feet” or “women’s lightweight trail running shoes.” 

On-Page SEO for eCommerce

On-page SEO involves optimising your website’s content and structure for both search engines and users. In ecommerce, this means: 

Optimised Product Pages: Incorporating targeted keywords into product titles, descriptions, headers, and image alt text. 

Unique Product Descriptions: Avoid duplicate content, especially from manufacturers. Neil Patel emphasizes that duplicate content can harm rankings since Google may penalise pages that use generic descriptions. 

Listing on Google Shopping: Google Shopping is an often-underused resource for ecommerce websites. Listing your products in Google Shopping allows them to appear prominently in both Google Search and the dedicated shopping platform. By creating a Google Merchant Center account and uploading your product feed with details like price, availability, and images, you can set up Google Shopping ads to target potential buyers. 

Meta Titles and Descriptions: Well-crafted meta titles and descriptions are essential for improving click-through rates (CTR). Ensure these elements are keyword-rich and entice users to visit your site. 

Site Structure and Navigation [H3] - A clean, logical site structure helps search engines crawl your site more effectively. For ecommerce sites, use a flat hierarchy where users can find products in as few clicks as possible, usually within 2-3 clicks from the homepage. 

Categories and Subcategories: Group products into relevant categories and subcategories. This organisation improves the user experience and helps search engines understand your site's structure. 

Internal Linking: Use internal links to guide users between related products and categories. This not only improves user experience but also helps distribute link equity across your site. 

Mobile Optimization: With Google’s mobile-first indexing, mobile optimization is no longer optional. Over 50% of global ecommerce traffic comes from mobile devices. A responsive, mobile-friendly design improves user experience, reduces bounce rates, and directly impacts your rankings. 

Technical SEO for eCommerce: Ensuring optimal performance

Beyond content, technical SEO elements can significantly impact your site's rankings. In the ecommerce context, ensuring fast load times and a secure, user-friendly experience is vital. 

Site Speed Optimisation

Site speed is crucial, especially for mobile users. Google prioritises sites that load quickly, and Google reports that 53% of mobile visitors abandon sites that take longer than three seconds to load. For ecommerce sites, aim for a load time of under 2 seconds by compressing images, enabling browser caching, and using a Content Delivery Network (CDN). 

Structured Data Markup

Structured data (schema markup) helps search engines better understand the content on your site. BigCommerce points out that using structured data like product schema can improve CTR by 30%, as it allows rich snippets to display reviews, prices, and product availability directly in search results. 

HTTPS and Secure Payment Processing

Security is paramount, especially when handling sensitive customer data. Ensure that your site uses HTTPS, as Google favours secure sites in rankings. Moreover, having secure payment processing enhances trust and reduces cart abandonment rates. 

Withstanding Algorithm Updates

Google frequently updates its algorithms to provide the best possible results for users. These updates combine Core Web Vitals, mobile-friendliness, content, and security to measure overall site performance. Staying updated with these changes ensures your site won’t lose rankings and will continue delivering excellent user experience. 

Off-page SEO: Building authority and trust for eCommerce sites

Off-page SEO focusses on activities outside of your website that boost your search rankings, with link building and social signals being key components. 

Backlink Strategy for eCommerce

Backlinks are one of the most critical off-page ranking factors. A well-executed backlink strategy signals to search engines that your site is authoritative and trustworthy. 

Earning High-Quality Backlinks

Backlinks from reputable sites not only boost your rankings but also drive referral traffic. Tactics such as guest blogging, securing product reviews from authoritative blogs, and collaborating with influencers can earn valuable backlinks. According to Ahrefs, websites with more backlinks rank higher on Google 91% of the time compared to those with fewer backlinks. 

Influencer and Blogger Outreach

Partnering with influencers or bloggers who can review or promote your products builds credibility. For example, having a well-known fashion blogger review your latest clothing line can result in backlinks from their blog and social media engagement, driving both SEO value and direct traffic. 

Social Signals and eCommerce

While social signals don’t directly impact SEO rankings; they contribute to your brand’s visibility. Strong engagement on platforms like Instagram, Pinterest, and Facebook drives traffic, builds brand awareness, and can lead to backlinks. Ensure your products are easily shareable to capitalise on user-generated content and social media shares. 

Digital marketing strategies: Amplifying your eCommerce brand

While SEO is crucial for long-term organic growth, combining it with digital marketing strategies can lead to immediate sales boosts and brand awareness. 

Content Marketing for eCommerce

Content marketing helps ecommerce sites build trust and authority. Creating content that resonates with your audience and answers their questions can drive organic traffic and increase conversion rates. 

Product-focused Content

Develop blogs, guides, and videos around your products. For example, a home decor ecommerce site could create blogs like “10 Creative Ways to Style Your Living Room,” featuring products you sell. 

User-Generated Content (UGC)

Encourage customers to share their experiences with your products on social media. Featuring UGC on your website or social channels can increase trust and encourage new customers to buy. Shopify notes that UGC campaigns can increase conversions by up to 29%. 

High-Quality Content for BERT

Google’s BERT (Bidirectional Encoder Representations from Transformers) algorithm update helps Google understand the intent behind users’ search queries, especially long and conversational queries. You can answer questions directly within your content and focus on content that satisfies specific search intents (informational, transactional, etc.). Also, use conversational language and naturally incorporate long-tail keywords. 

Multimedia Content Optimization with MUM

MUM (Multitask Unified Model) is an advanced AI technology that helps Google understand complex search queries using information from text, images, and even video content. By creating visually appealing, informative content that covers various formats, you cater to MUM’s abilities and enhance your chances of ranking for multifaceted queries. 

Email Marketing: Retargeting and Customer Engagement

Email marketing remains one of the most effective channels for ecommerce. Personalised, segmented campaigns can nurture leads, encourage repeat purchases, and recover abandoned carts. According to Omnisend, segmented campaigns have 95% higher open rates and 167% higher click-through rates compared to non-segmented ones. Example: Send tailored product recommendations based on past purchases or browsing behaviour to increase the likelihood of conversions. 

Pay-Per-Click (PPC) Advertising

While SEO focusses on long-term organic traffic, PPC campaigns provide immediate visibility. Google Ads allows you to target high-intent keywords, driving traffic to your product pages during peak shopping seasons or promotional events. In fact, WordStream estimates that businesses make an average of $2 in revenue for every $1 spent on Google Ads. 

Conclusion

SEO and digital marketing are the foundation for ecommerce success. By combining on-page and off-page SEO techniques with a well-rounded digital marketing strategy, you can boost your site’s visibility, attract more targeted traffic, and drive higher conversions. Consistent analysis and optimization based on performance data will ensure you stay ahead of competitors and foster long-term growth for your ecommerce business.