SEO For Ecommerce Websites – An Action Plan!

Last Updated on May 20, 2025 by Becky Halls

Running an ecommerce store isn’t just about stocking great products and setting up a shiny storefront; it’s also about making sure people can find you online. That’s where SEO for ecommerce websites comes in.

With thousands of products, category pages, and constant competition, SEO can feel overwhelming for ecommerce site owners. But done right, it can bring in a steady stream of high-intent, organic traffic – aka people ready to buy.

In this article, we’ll break down exactly how to tackle SEO for ecommerce websites with a step-by-step plan designed for busy store owners and marketing managers. Let’s get into it.

Why SEO for Ecommerce Websites Matters

Here’s the deal: people search before they shop.

In fact, over 44% of online shoppers start with a Google search. If your store isn’t showing up in search results, you’re basically invisible – and leaving serious money on the table.

Good SEO means:

• More organic (free!) traffic

• Higher product discoverability

• Increased trust and credibility

• Better ROI than paid ads in the long run

So, whether you’re running a Shopify store, WooCommerce site, or a custom ecommerce platform, investing in SEO for your ecommerce website is one of the smartest things you can do.

Step 1: Nail Your Keyword Strategy

Start with the foundation – keywords. But don’t just chase high-volume terms like “shoes” or “headphones.” You’ll get crushed.

Instead:

• ✅ Target long-tail keywords like “waterproof hiking boots for women”
• ✅ Research competitor keywords using tools like Ahrefs, Semrush, or Ubersuggest
• ✅ Focus on commercial intent phrases like “buy,” “discount,” or “best”
• ✅ Use category-level and product-level keywords
• ✅ Don’t forget brand-specific searches!

Pro tip: Use keyword variations in your product titles, meta tags, image alt text, and URL slugs, but don’t keyword-stuff. Keep it natural and human-friendly.

Step 2: Optimize Product Pages Like a Pro

Every product page on your site is a ranking opportunity. Don’t waste it with thin content or generic copy.

Here’s what each product page should include:

• ✅ A unique, keyword-rich product title

• ✅ A well-written product description (aim for at least 300 words)

• ✅ High-quality images with alt tags

• ✅ User reviews (great for fresh content and social proof)

• ✅ Schema markup for rich results (pricing, availability, etc.)

• ✅ Fast-loading images and mobile-friendly design

Don’t forget: Avoid duplicate content across product pages. If you sell variations (sizes, colors), use canonical tags or structured URLs.

Step 3: Clean Up Your Site Structure

A messy site = confused users (and confused Google).

Your ecommerce website should have:

•  Clear, logical category structures

•  Internal linking between product pages, categories, and blog content

•  Breadcrumb navigation to help users (and search engines) find their way

•  Search-friendly URLs  (e.g. /mens-shoes/black-sneakers not /product?id=1234)

•  An XML sitemap and robots.txt file correctly configured

Flat, crawlable architecture is key. You don’t want important pages buried five clicks deep.

Step 4: Master Technical SEO Basics

Technical SEO for ecommerce websites is a must, especially with large product inventories and frequent updates.

Here’s a quick checklist:

• ✅ Your site should be HTTPS secure

• ✅ Pages should load in under 2.5 seconds (use tools like PageSpeed Insights)

• ✅ Mobile-friendliness is non-negotiable (use responsive design)

• ✅ Eliminate broken links and 404s

• ✅ Set up canonical tags to handle duplicate product pages

• ✅ Implement lazy loading for product images

• ✅ Use structured data (especially for products, reviews, and breadcrumbs)

Bonus tip: Regularly run site audits using Screaming Frog or Semrush to spot and fix technical SEO issues.

Step 5: Create Supporting Content That Converts

Yes, product pages matter. But ecommerce SEO goes deeper.

Publishing helpful content boosts topical relevance and drives top-of-funnel traffic.

Content ideas include:

•  Blog posts like “Best running shoes for flat feet”

•  Buying guides and comparison articles

•  Product demo videos or unboxings

•  FAQs and how-to guides

•  Seasonal gift guides

Each post should target a keyword cluster, link to relevant product pages, and offer real value to your target customer.

Step 6: Earn (and Manage) Backlinks

Backlinks = credibility and rankings.

To build quality links:

• ✅ Partner with influencers or niche bloggers for reviews

• ✅ Create shareable assets like infographics or trend reports

• ✅ Offer guest posts to related sites

• ✅ Submit your store to industry directories and shopping platforms

• ✅ Use tools like 3Way.Social for ethical backlink exchange with vetted domains

Use a backlink checker like Ahrefs or Moz to monitor your profile and disavow any spammy links.

Step 7: Optimize for UX and Conversions (aka SXO)

Search engine optimization isn’t just about traffic, it’s about conversions.

That’s why Search Experience Optimization (SXO) matters more than ever in 2025.

Make sure your ecommerce site:

• ✅ Has intuitive navigation and filters

• ✅ Offers a frictionless checkout process

• ✅ Features real customer reviews and trust badges

• ✅ Is optimized for Core Web Vitals

• ✅ Uses live chat or support integrations for faster help

Google’s algorithm increasingly prioritizes user engagement signals like dwell time and bounce rate—so a better experience leads to better rankings and more sales.

Step 8: Track, Tweak, Repeat

No ecommerce SEO strategy is complete without tracking your performance.

Use these tools:

• Google Analytics 4 – traffic, conversions, user behavior

• Google Search Console – keyword rankings, impressions, crawl issues

• Semrush or Ahrefs – keyword tracking, backlink profile, competitor analysis

• Your CMS platform – sales attribution, popular products

Monitor your progress monthly and tweak your strategy based on what’s working.

Final Thoughts on SEO for Ecommerce Websites

SEO for ecommerce websites isn’t a one-and-done job; it’s an ongoing investment. But with the right structure, content, and technical setup, your store can attract more qualified traffic, earn better rankings, and drive more sales.

Remember:

• Keyword strategy is the foundation

• Product pages are the moneymakers

• Content and backlinks fuel long-term growth

• UX and speed make everything convert better

Ready to optimize your ecommerce site? Start with the basics, keep testing, and stay ahead of the algorithm curve.