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There are almost 14 million e-commerce websites in the US and over 26.5 million worldwide. This intensely fierce competition makes it incredibly difficult to stand out and capture the attention of online shoppers.
Without a strong presence in Google search results, your online store may be missing out on valuable organic traffic. In turn, this can affect your bottom line and hinder the growth of your business.
In this article, I share six powerful SEO techniques to help drive more organic traffic to your eCommerce store and get ahead of your competition.
Related: An Introductory Guide to Ecommerce SEO for Beginners
Why SEO is important for eCommerce
A massive 37.5% of all traffic to e-commerce websites comes from search engines. In other words, not optimizing your website for search engines means you’re missing out on a lot of potential customers.
Whether your potential customers are looking for the latest fashion trends, tech gadgets, or niche products, chances are they’ll start their journey with a simple Google search.
Unlike traditional advertising methods, which can quickly eat into your profit margins, SEO offers a cost-effective alternative. It generates organic traffic without you having to pay for every click or impression, ensuring you pocket more dollars.
6 SEO Tips for Ecommerce Businesses
Now, let’s explore the six most important SEO tips for eCommerce businesses. These practices will help you focus on what’s important and avoid the most common SEO mistakes.
1. Start with keyword research
While small business SEO focuses primarily on informational keywords, your eCommerce success builds on product-focused keywords (eg, “Queen Platform Bed”). This is because these keywords have higher buyer intent, so your customers tend to search for them on Google when they’re ready to make a purchase.
Here’s how you can find some strong keywords:
Understand the language, needs and pain points of your customers
Use an SEO tool to find out what keywords your competitors are targeting
Check out the ‘People Also Ask’ section on Google
Take advantage of long tail keywords like “leather sectional sofas for small spaces”
2. Steal ideas from competitors
A great thing about eCommerce SEO is that you can just “look” at what your competitors are doing, find out what’s already working and analyze them.
Use an SEO tool like SEMrush or Ahrefs to analyze competitor websites and analyze their SEO strategies. This goes beyond keyword research. You can, for example, browse their category pages and make sure you don’t miss any.
Also, you should explore the topics of their blogs and create your posts based on the gaps in the competition. However, as you embrace ideas, make sure your SEO content provides more depth and value to the reader to help differentiate you from your competitors.
3. Improve website architecture and URL structure
Although eCommerce URLs can naturally be longer due to the categories and subcategories of your website, you should keep them as clean and short as possible. Include a keyword in the URL and keep it clean to help Google understand what your page is about.
For category pages, it’s best to include a short description, such as https://example.com/homefurniture
The same goes for subcategories: https://example.com/homefurniture/sofas
Finally, product pages should focus on a target keyword, such as:
Since e-commerce websites have many pages, they demand excellent website architecture. A good rule of thumb is to keep it simple and scalable. Avoid unnecessary complexity and make sure adding new categories will be easy.
Also, every page on your website should be three clicks or less from your home page. A flat architecture that focuses on product and category pages is the best way to improve the user experience on your website.
Related: 4 Unexpected Ways Short URLs Can Help Grow Your Business For Free
4. Optimize product and category pages
Once your website architecture is established, the next step is to optimize your product and category pages. These pages are traffic and lead magnets for e-commerce websites, so you need to pay special attention to on-page SEO.
Here’s how to optimize these pages:
Include your target keyword in the title tag and amplify its impact with strategic modifiers like “Buy,” “Cheap,” or “Offers” for added visibility. Example: “Best Home Furniture Deals”
Use buzzwords like “X% off”, “Guarantee” or “Lowest price” to increase click-through rates. Example: “Best Home Furniture Deals: 25% Off Sofas”
Create an attractive description tag with phrases like “Free Shipping” or “Large Selection” to attract online shoppers to your page. Example: “Get the best deals on quality home furniture – free shipping on all orders”
Remember that Google favors in-depth product pages, so you should aim for descriptions of more than 1000 words. Strategically use your target keyword 3-5 times in your content. Place one near the top of the page for more impact.
If this seems too complicated, you can hire an SEO agency to help you optimize your product and category pages and climb your search engine rankings.
5. Blog regularly
Sharing valuable content on specific topics related to your products can help you establish authority in your niche. This builds trust with your audience and signals to search engines that your site is a reliable source of information.
As your topical authority grows, so does the trust and credibility of your website. For example, blogging about specific topics related to your niche categories makes Google trust you more. As a result, your products and categories are more likely to rank well in search results.
This strategy helps small e-commerce businesses level the playing field and compete with big brands for top positions on Google.
6. Focus on link building
Once you have a solid website architecture, optimized product and category pages, and quality SEO blog content, it’s time to focus on link building strategies.
When all these factors are equal, the number and quality of backlinks becomes the deciding factor for your search ranking. That’s why you should build 5-15 backlinks per month using strategies like guest posts, niche edits, and other popular tactics.
Related: 5 Essential SEO Strategies for Entrepreneurs to Increase Their Traffic
These six SEO strategies can help you navigate the fierce competition in the e-commerce landscape:
Conducting in-depth keyword research
Improve your competitors’ ideas
Polish the website architecture and URLs
Optimization of product and category pages
Blogging regularly
Building backlinks
Following these SEO tips will increase your online presence and ensure the success of your eCommerce business.
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