Ecommerce SEO – 6 Quick Tips To Help You Improve Your Rankings


Written by Luke Glassford

Ecommerce SEO Tips

Ecommerce SEO is the process of optimising an online shop to improve its ranking positions in search engines like Google.

The rewards can be huge for online stores, as SEO tends to be one of the best traffic sources for sales. This means it can also be very competitive - so you need to make sure your ecommerce website is well optimised and your SEO strategy is as thorough as possible.

To help you achieve this, we’ve shared 6 quick ecommerce SEO tips below to help get you started.

Visit our Ecommerce SEO page to learn more about how we could help your online store get more traffic and sales.

1. Keyword research for ecommerce websites

A good SEO campaign starts with effective keyword research – which means more than just finding keywords with the highest search volumes and lowest ‘competition’ scores.

Keyword research for ecommerce means analysing keywords based on ‘search intent’ to make sure you are focusing on the right search terms that lead to more sales.

Ecommerce websites should focus on two main types of keywords – those with ‘Informational’ intent and those with a ‘Commercial’ intent.

Informational keywords

These are typically used by searchers when they are at the top of the sales funnel and looking for general information around your topic. That may not be ready to buy just yet, but it can really help your brand awareness and future sales potential if you answer their questions or provide them with good advice at this stage of the buying cycle.

Informational keywords are usually in the form of questions, for example “how many calories do your burn when running” might be a good one to target if you sell running clothes.

Commercial keywords

Commercial keywords are used when individuals are actively seeking information to inform their purchasing decisions.

This intent is commonly observed when consumers have a clear idea of what they need but are uncertain about where to acquire it. Think of those moments when you're typing precise phrases into Google, such as "purchase digital camera" or "discover latest laptop offers."

However, commercial intent keywords aren't exclusive to situations where buyers have a specific product in mind. They are also used when consumers are in the research phase, seeking insights before making a choice. A prime example of such keywords are review-based queries, like "Which digital camera is the best?" These inquiries signal a readiness to explore options and make informed buying decisions.

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Email us your website address and our SEO expert will send you a detailed video audit of your website.


Book a FREE video audit

Email us your website address and our SEO expert will send you a detailed video audit of your website.

2. Optimised content for ecommerce websites

Your product pages and category pages are the most important to optimise, as these are the ones that will attract the most sales from organic search.

The basic elements of your pages that need to be optimised with target keywords are:

  • Title tag
  • Meta description tag
  • Header tags (H1, H2, H3 etc.)
  • Main ‘body’ content
  • Internal links
  • Image filenames and alt tags

For your product pages, the target keyword is usually the name of the product – so that when someone searches for the name of your product they go straight to your product page to buy it.

Category pages can target different keywords and different search intents, depending on the market you are in and how competitive it is. When we do keyword research for ecommerce websites we usually identify new product category pages for them to create based on what people are searching for.

3. Avoid duplicate content

One of the biggest ‘technical SEO’ issues that affect ecommerce websites is duplicate content.

We see a lot of ecommerce websites that use the manufacturers descriptions on all of their product pages, so that they all have the exact same copy on as all the other websites that sell that product and use the manufacturers description. This is easily fixed and can lead to some great overnight successes.

A more serious form of duplicate content is when an ecommerce website has multiple URLs that host the same, or very similar, content. This typically happens when there are slight variations to products (e.g. different coloured t-shirts) and each variation has its own page. In this case, you need to use canonical tags to label each of the variation pages and tell Google that they are duplicates of the original ‘canonical’ version of the product.

Sometimes this needs to be done on a huge scale, so can become quite complex. If you think you need help with this or would like us to check your website then request a free video audit now.

4. Structured Data for ecommerce websites

Structured Data, or ‘Schema markup’, is specific HTML code you can add to your pages to provide extra information to search engines about the content found on web pages. The use of this markup can significantly enhance the effectiveness of your Ecommerce SEO efforts.

When Schema markup is employed, it generates what we call 'rich snippets.' These snippets are a way for search engines to present more detailed information related to the search engine results. For ecommerce stores, this means Google can include information like the price and review ratings to each search result:

product schema example for the search term 'running trainers' on Google

When it comes to ecommerce websites, there are a few types of Structured Data you can use:

Product Schema

This helps users discover new products and services by offering rich details like images, prices and availability. Additionally, it facilitates the display of product advertisements in search engine results pages (SERPs).

Review Schema

This schema focuses on online reviews. It allows users to find specific individuals who have written reviews on your website or blog post, while also aiding searchers in locating product reviews.

Product Availability Schema

This schema presents a list of available products for purchase, whether on a single page or within an online store. It typically includes product names, descriptions, prices, images and variants.

FAQ Schema

FAQ schema is a type of markup you can incorporate into your page, featuring a list of questions and answers. It's a useful tool for providing quick answers to common questions people might have about your products.

If you use a popular ecommerce CMS like Shopify or Woocommerce, then you should be able to find third party plugins to help you add the relevant Schema to your pages.

Book a FREE video audit!

Email us your website address and our SEO expert will send you a detailed video audit of your website.


Book a FREE video audit

Email us your website address and our SEO expert will send you a detailed video audit of your website.

5. Link building for ecommerce websites

Links are important for SEO, as Google uses them to get an idea on how ‘trustworthy’ and ‘authoritative’ your website is.

As well as passing on trust to your domain as a whole, links to particular pages can make those pages rank better as well – so it’s critical for ecommerce websites to gain links from other websites to their category and product pages to get these high-value, high-converting pages ranking in the search results.

Some link building tactics you can use to get started include:

  • Quality guest posts
  • Content marketing
  • HARO responses
  • Online PR campaigns
  • Broken link building
  • Resource page outreach

If you need help with developing an effective link building strategy for your ecommerce website, you can arrange a FREE SEO Strategy Call with our SEO expert to discuss your website in more detail.

6. Page Speed and mobile optimisation

User experience is a huge factor for ecommerce websites. It not only helps your website rank better in search engines, but can massively impact your conversion rates and sales.

There are a lot of things you can do to improve the user experience of your website, but the two main areas to focus on are Page Speed and mobile optimisation.

Page Speed

If your website is slow to load you will lose a lot of potential customers who get bored of waiting for it load and go and shop elsewhere.

If you’re not sure how quickly your website loads, then you can use Google’s free PageSpeed Insights tool to get an idea of how fast – or slow – each page loads.

Google PageSpeed Insights

Some of the advice the tool gives you can be a bit technical, but there are some simple things you can focus on such as reducing the size of images that don’t require too much technical knowledge to do.

Mobile friendliness

A lot of your customers will be accessing your website on mobile devices, so if your website doesn’t look good or work properly on mobile devices then you could be losing out on a lot of sales.

You should check your website regularly on your own mobile device to make sure everything is working correctly, particularly the shopping cart functionality.

There are also a lot of free ‘mobile usability tests’ online you can use to check your pages and make sure they are mobile friendly.

Book a FREE video audit!

Email us your website address and our SEO expert will send you a detailed video audit of your website.


Book a FREE video audit

Email us your website address and our SEO expert will send you a detailed video audit of your website.

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Written by

Luke Glassford

Marketing Director at Gambit Partners