For an online store to bear fruit, it needs to be optimized daily, which will help generate more organic traffic.

Optimizing an online store for search engines like Google can provide more traffic and in this way, generate more leads and more customers for your business. Therefore, SEO must be among the daily actions you must perform. In this article we show you an SEO guide for E-Commerce that you should always keep in mind.

Keyword research

When it comes to SEO, a keyword is a fancy term for a “research”. Whenever someone searches for something in a search engine it’s automatically a keyword! Keywords can be composed of a word, a phrase, a question, etc. Anything someone has ever typed into a search engine is a keyword. If we take an entire paragraph, paste it into Google and search, this paragraph would now be a keyword.

The first step in any SEO campaign, online store or not, is to develop a list of keywords relevant to the website.

SEO professionals have access to a plethora of tools that aggregate data on all keywords searched on search engines like Google, which provide valuable information on any given keyword.

This includes average monthly search volume, average cost per click for that keyword through PPC advertising, and more.


Keyword Research: The Foundation of the SEO Campaign for E-Commerce

Keyword research for an online store varies. The main objective is to find keywords with intentions characteristic of e-commerce.

Every keyword has an intangible quality known as search intent.


There are many other indicators that a keyword has ecommerce intent:

  • Product SKUs – if someone searches for a product SKU, they are looking for a product of their own
  • Dimensions / Sizes
  • Product names
  • Many other factors!

When choosing a keyword, attention should be paid to the following topics:

  • Common sense + search volume, intent, CPC, difficulty
  • Search volume
  • Relevance / Precision
  • Commercial Intent
  • Unique potential: high revenue potential
  • Competition
  • Short tail vs. Long tail


Development of online stores

When building a store from scratch, it’s crucial to think about scalability. In other words, if your site only has a few dozen products, but you plan on having several hundred thousand on the same platform, it is recommended to think about whether your site can adapt, scale, and grow.

One of the main goals of any online store should be to create practical “pathways” for the checkout process. Theoretically, the regular user of the site should have no problems navigating from the homepage to the desired products in just two or three clicks. Minimize the number of clicks required for the user to find the desired product(s). Have a simple and effective checkout process after a user adds a product to their shopping cart. In the same way that physical stores are designed to facilitate the purchase of products at all stages, the online store must do the same or better0

In addition to ease of use, you also need to think about making the site easily navigable for search engine bots. This includes developing a solid URL structure that makes sense to bots and is pleasing to the eye.


For URL structure:

  • Be short;
  • Avoid too many keywords or too many;
  • Be descriptive and include the target keyword in the URL slug if it makes sense.


Develop custom functionality from the ground up

It is essential to determine the type of functionality the site will need, such as related products, product reviews, customers who purchased the product. All these features are perfect for an online store.
If you have the need to use specific features in your online store, you need to think about it from the beginning to be as successful as possible. The reason is that the organization of the code and the speed of the online store directly interfere with SEO.
For example, many online stores rely on a number of different plugins to boost functionality, which ends up causing a lot of headaches and problems down the road. As many of these plugins are independently developed, they may not work perfectly together. Also, whenever an update of one is released, it can get in the way of the others, and you may not realize that your site is obsolete until angry customers contact you.


From Homepage to Checkout:

Make it as easy as possible for a shopper to get to your homepage, find the products they are looking for and complete the checkout process, i.e. we have to prioritize the following points

  • Minimize clicks from homepage to product page and checkouts.
  • Button to “add to cart” throughout the product page.
  • Links to easy and streamlined checkout processes for shoppers in a hurry.
  • Not requiring users to log in or create an account to make a purchase.


Page Optimization

Page optimization refers to the development, formatting and structuring of web page elements in an attempt to improve your ranking ability for your target keywords. Many people like to start the on-page optimization process by developing a master keyword list to target their site. Depending on the purpose of the planned SEO work, this may or may not be worth it. Before optimizing a particular page, a focus keyword and a few keywords related to that keyword should be kept in mind.


Online store qualifiers

Let’s look at some basic real-world examples of how to start keyword research for an online store page, be it product, category, homepage, etc.

The first step of keyword research is to consider which terms your site ranks when searched on google.

Regardless of whether a product page or a category page is optimized, it must contain:

  • Page title;
  • Meta Description;
  • H1 (one per page!)
  • Other header tags (h2, h3, h4, etc.) can be used as often as needed. The lower the number, the more attention Google will pay to your header. So, in addition to H1s, H2s get the most “SEO weight”.
  • Images (An alternative text, rich in descriptive keywords, including keywords in the image file name)
  • Many more… these are the basics!

Technical SEO and online stores

Technical SEO is important no matter what, but for online stores, technical optimizations are even more important. On the one hand, a page usually has thousands of products and dozens of categories/subcategories. A website’s backlink usually points to a few selected pages, the homepage, some popular products and categories, but many pages will have no backlinks and little authority on their own. In such cases, better technical optimizations will help win the “SEO race.” The key to keeping your site technically optimized is to perform a technical audit every month, depending on how often the site is updated. If new functionality or additional page types are routinely added, you will need to do this process more frequently.

Common technical issues of online stores SEO:

  • Too Many Pages: Deleting unimportant pages that are diluting your domain authority. If a page isn’t getting significant traffic, considering deleting that same page would be a good option.
  • Duplicate content: If there are too many pages with the same content, it will be seen as spam by Google, which will stop recommending it.
  • Fine content: It can be challenging to write unique content for many products, but it will significantly improve your conversion rate. Most online stores skip this step, often relying on a thin description of the product from the manufacturer. This results in thin, duplicate content!
  • Site Speed: An increasingly important part of Google’s algorithm, the faster your site loads, the more “friendly” it is, and the more likely Google and other search engines are to send you more organic traffic.


Gaining links and building links online stores

Prioritize creating content on the site that entices people to link to it.

Here are the most common types of ways to build or gain backlinks:

  • Content-based (Creating an infographic, white paper, image gallery, or blog article that offers compelling, quality information on a respective topic).
  • Ego Bait (Content designed to boost the ego of someone with some authority, knowing that they will share the content with their professional circle and natural links will occur as a result)
  • Link recovery (find unredirected /404 links and implement 301 redirects to resolve them on an existing page.