Ultimate Guide to E-commerce SEO

Navneet Singh, Founder

Ecommerce SEO

Gone are the days when you were required to type the exact website address in your browser to access a site. Nowadays, more and more users want to access the website using certain keywords and the name of the website. Google has become smarter to help people to find the right online content they are looking for. And people searching for important information will be able to find the relevant online content that helps them solve their purpose. It is for the same reason that marketers are finding greater value in SEO. Read further to learn why it matters to get the SEO of your website done. It will not only help you appear in the top search results but also get you a higher click-through rate for your website.

Table of Content

  1. What is E-Commerce SEO and Why Does it Matter?
  2. eCommerce SEO Keyword Research
  3. On Page Optimization & eCommerce
  4. Technical SEO & eCommerce
  5. Structured Data for eCommerce Websites

Chapter 1

What is E-Commerce SEO and Why Does it Matter?

Search engine optimization (SEO) is the process of generating more organic (i.e. free, natural) traffic from sites like Google, Bing, and Yahoo.

When you search for anything on Google, you are taken to the search engine results page (SERP).

This gives you some insight into potential product category names giving you an insight into what might be the best products and services for your requirements.

With the right implementation of recommendations by an eCommerce SEO agency, you can get an insight into top listed products and categories which will be the most suitable for you. 

But, it is seen that a large volume of business owners still ignore SEO.
Here are a few stats which prove why SEO is so important for your E-commerce website.

1. Search Engines Bring 300% More Traffic to Sites as Compared to Social Media.

Organic search is the biggest traffic driver to content sites. It provides 300 % times more traffic volume than social media. It is important to operate in organic search results to get more website traffic. Your website must appear in Google search results allowing users to find you easily.

2. SEO Leads Convert 9 Times More than Outbound Leads.

SEO leads have a 14.6% close rate and outbound leads such as direct mail or print advertising get a 1.7% close rate).

3. Most Marketers Prefer Organic SEO Over Paid SEO Because it’s 5.66 Times Better.

If you want to get an effective long-term SEO strategy, that can deliver outcome better than any paid marketing. Statistics indicate that organic SEO is 5.66 times more effective than paid marketing.

4. Just 25% of Users Will Search Past the First Search Engine Result Page.

It is imperative for websites to rank on the first-page search engine results. SEO stats show that 75% of users won’t scroll ahead of the first page to check the search results. 

5. For 64% of Marketers, SEO is One of Their Primary Digital Marketing Efforts. 

Most marketers are now realizing the importance of a long-term SEO strategy. SEO has become a vital part and the other marketing ingredients such as content, email, and social media marketing play a vital role. Nearly 64% of marketers want to invest time, effort, or money in search engine optimization (SEO).

Factors Affecting Page Ranking

Search engines have greatly evolved over time. It means that things like crawling indexing, your website’s page, Also, various ranking algorithms are becoming more and more sophisticated than ever. Search engines now evaluate several factors while referencing a website for a user inquiry for delivering the most relevant results.

6. Out of More Than 200 Factors When Ranking Websites.

Google has a comprehensive ranking algorithm that has been revamped and updated so many times. Google utilizes more than 200 factors in calculating the outcomes.

7. The Number One On-Page SEO Factor is Content. 

though each one of the 2000 hundred SEO ranking factors is important. But, some of the most important ones include page speed, quality backlinks, content social signals. Out of all these, content is the most important on-page SEO factor. 

8. Evaluation of Web Vitals Metrics is Important for Giving a Great User On-Site Experience. 

  • Web Vitals Metrics helps to evaluate the website’s SEO health. The different Web Vitals Metrics include: 
  • Largest Contentful Paint (LCP);
  • First Input Delay (FID);
  • Cumulative Layout Shift (CLS); and
  • Core Web Vitals metrics thresholds definition.

9. Core Web Vitals will Become Important Page Experience Signals.

Google in its continuous endeavour for optimizing and delivering a great user experience. In May 2021, Google algorithms include Core Web for evaluating page experience signals. These will now be used with the existing search signals like 

  • Mobile Friendliness
  • Safe-browsing
  • HTTPS-security
  • Intrusive interstitial guidelines

10. Your E-commerce Site Needs Quality Backlinks and RankBrain.

Apart from content, there are other factors that will help you to take care of the SEO domain. These are factors having a say about whether the right page will be ranked on the first search engine result page. Top factors for Google’s search results, after content, are links and RankBrain.

11. Take Care of the Seven Essential Elements Making a Page Well-Optimized for Search Engines.

MOZ suggests that seven elements that are most important for a well-optimized page:

They include unique Value;

  • Phenomenal UX;
  • Keyword–Targeting
  • It is important to build a website that will be get shared on Social Networks;
  • The website should be multi-device ready;
  • The website should be crawler and bot Accessible; and
  • Moreover, it must have important things like authorship, metadata,
  • Schema, and rich snippets.

12. Page Loading Speed is a Top-Ranking Factor.

With the higher use of mobile phones, internet users now suffer from a shorter attention time. And any distraction for the user like a slow loading web page will hamper how they see your website. You will find that page loading speed has a crucial role in forming the user experience. It means that page loading speed is an important SEO factor. Websites pages that load quickly will rank significantly higher than the site pages that load slowly.

13. 60% of Pages on the First-Page Search Results are Nearly 3 Years Old.

Older pages rank better than the new pages. It is seen that pages perform better than the new ones, at least in terms of ranking on the first search engine result page. Nearly 60% of the pages present in the top 10 Google results are at least 2 years old. 

14. Longer Content Receives 68.1% More Engagement on Twitter and 22.6% More on Facebook.

It is seen that longer content gets 68.1% higher engagement on Twitter or (Tweets) while getting 22.6% more on Facebook (Likes). The social signals are an important ranking factor and as the longer content drives a higher engagement, web pages having a lengthy content rank higher.

15. It is Seen that Experts will Set High Criteria to Make a Web Page Become an Ideal Search Result for the Search Engines.

The ideal web page will help in doing certain things. make sure that your content is 

  • Hyper-relevant to the topic you have chosen. (usually a product or single object);
  • It also provides unique content for a given subject;
  • It also helps to link back to its category page, sub-category page, home page, and more.

16. Top-Ranked Web Pages have a Click-Through Rate of 18.2%.

It is seen that the click-through rate is associated with a site’s position on the Search Engine Result Page.  For example, the web pages for pages positioned at the bottom of the first page the search engine results have a click-through rate of 1.52%. On the other hand, the pages ranked first have a CTR of 18.2%. 

Keyword Statistics

When it comes to e-commerce SEO, Keywords are important ranking factors. A keyword describes your page’s and site’s content. Moreover, keywords are basically the inquiries that your target visitors type into search engines while digging out information for products and services online.

You need to update the keyword search. You need to rule out keyword changes after an important update. There are few important keyword statistics you must examine.

17. Keyword in the Title Tag is Still One of the Best SEO Practices.

Keyword placement in title tags was highly important in the past, but this is not the case in the present. This is because it may not be the best way to place your target keyword? Nonetheless, keyword placement in the title tag can be an important on-page SEO signal. Experts are still advising content creators for using keywords in title tags for SEO optimization. 

18. Results on the First Google SERP Contain Up to 85% of the Keyword that is an Exact or Partial Match of the Inquiry.

It’s easy to check whether the keyword in the Title Tag is still a dominant SEO practice. Most Title Tags on Google’s first SERP have 65% to 85% of keywords that are a partial or an exact match of the specific user inquiry.

19. 79% and 47% of the Top-Ranked Keywords Rank Differently on Mobile and Desktop, Respectively.

A keyword may not rank in the same way for both desktop and mobile searches. Rather, a majority of the keywords do not. A total of 79% of total keywords and 47% of keywords present in positions 1-20 do not have the same rank on desktop and mobile. 

20. The Content Length of Web Pages Present in the Top 10 Results for Any Keyword is at Least 2,000 Words.

Using the right primary, secondary and latent search target keywords in your long-form content will help them get a great content strategy. Having a longer content length is a great thing. Use Ahrefs or the serpIQ analysis for the top 10 search results. It can give you thousands of (up to 20,000 keywords), importantly in a noticeable pattern. The average content length on a web page ranking in the top 10 results for Google keyword is at least 2,000 words. 

21. It is Important to Insert Keywords into Seven Web Page Elements.

In on-page SEO, you need to use the keyword in even important places for the right optimization of the content. Pages will rank better if you use keywords in the elements including:

  • Page title;
  • Headline;
  • Body text;
  • URL;
  • Images and image alt attributes;
  • Internal and external links;
  • Meta description; and
  • Meta keywords.

However, with the placement of a keyword in the title tag, it is not necessary that your website gets a top ranking.

Generally, keywords play an important role in the formation of any SEO strategy. however, placing keywords into the title tag won’t promise a top position results do not show those keywords.

22. Placing Keywords in H1s Does Not Show a Correlation with Higher SERPs Rankings.

Though it has been a rule of thumb of placing keywords in the H1 headings. But, according to the latest findings, keyword-matched H1s do not show any relationship with better Google rankings.

Link Statistics

Backlinks are important ranking signals for search engines such as including Google. So, every SEO expert wants to get a do-follow link on their website, while having domain authority of more than 90. These stats will tell you about the importance of backlinks.

23. Top Ranking Results on Google’s First SERP have a 3.8 Times Higher Number of Backlinks than the Ones Below Them.

The more backlinks, the better. According to data, you will find that pages having a lot of backlinks will rank above pages not having enough backlinks. you will find that on average, Google #1-page results have 3.8x more backlinks than the positions ranging from #2 – 10. 

24. Having Top-Quality Backlinks Will Contribute up to 30% to the Overall Page Score in Google.

Google uses its page score to assess the importance and the credibility of a0 web page. Backlinks are a major factor for the page score. Backlinks will account for 30% of an overall page score in Google.

25. Backlinks Quality and Quantity Will Help it Rank in the SERPs.

It’s not only the quantity of the backlinks but also their quality. If sites with high DA send you links, it sends a strong signal to Google about the importance of a webpage. A webpage with the highest number of total backlinks will rank well on Google.

26. Pages Occurring in the Top SERP Results have 35,000+ Backlinks

The most important thing you must understand is the number of backlinks website shaving tp ranking in SERP results get. several analysis reports tell us that pages having #1 ranking may have 35,000 backlinks. The number of backlinks may be higher in some cases. 

27. 95% of All Pages Online have Zero Backlinks.

Only a few web pages may have tens of thousands of backlinks. But most of the pages on the internet have none. Nearly, 95% of all pages do not have any backlinks.

28. Long-Form Content is a 10x Better Approach for Backlink Building Strategy as Compared to Short Blog Posts.

If you are confused about which type of content is better for your site’s backlink building strategy. However, you may not appear to be conclusive evidence. But, in general, long-form content can offer 10x more backlinks than short blog posts.

29. Google’s On-Page URLs are Between 40 and 100 Characters Long.

Also, take note of the URL length. Researchers have identified few correlations between URL length and ranking position. The URLs on Google’s first page comprise 40 to 100 characters. 

30. Top Ranking Google SERPS Results have Nearly 279 Referring Domains.

The number of quality backlinks is an important factor and accounts for the referring domains where the backlinks are placed. A study of 1 million Google search results indicates that the number of referring domains is an important ranking factor in Google’s algorithm. 

31. Domain Authority is a Critical Ranking Factor.

Domain authority is the major ranking factor. The outcomes will vary if you are using the two identical SEO strategies for a page present on a site having an authoritative domain and the other on a domain having less authority. A page of an authoritative domain will rank higher.

32. Overall Link Authority Determines the Site’s Rank Position in the SERPs.

Extensive research showed a direct link between Domain Authority and the website’s position in the SERPs. Domain Authority data reveals that the overall link authority of a site strongly correlates with better rankings. 

Mobile SEO Statistics

It’s no secret that website design and content for mobile visitors is truly significant for a website to gain higher online visibility and better outreach. Mobile SEO is an important SEO subcategory requiring web page content optimization just for mobile users. Here are mobile SEO stats from the industry.

33. Page Experience Signals Play a Role in the Mobile Ranking only After Mobile Search.

Google Webmaster support highlights that page experience signals for ranking just apply to mobile search. There are various scores for mobile and desktop. In mobile SEO, it’s best to use the mobile scores as a guide going forward. 

34. Optimizing Mobile Performance is the Best SEO Method for Improving Site Performance.

There are several things that may be done to enhance your website’s performance. However, the top marketers use technical SEO for optimizing mobile performance. 

35. 3,400 Marketers have Asserted that Mobile SEO is the Best SEO Tactic.

Dozens of SEO tactics are available. However, data from more than 3,400 marketers from all over the globe. Mobile optimization is a highly used SEO tactic alongside Loading Speed Optimization and Localization.

36. 60% of Mobile Users Contact Businesses Directly via Search Results.

A higher number of people want to look for easily actionable information online. Moreover, mobile SEO can cater to the needs of the modern consumer. Nearly 60% of smartphone users get in touch with a business directly after getting the search results (However, having an appropriate CTA on your page is important for visitors to search. For example, having the “click to call” option). 

37. 87% of Internet Users in the U.S. Use More Than one Device When Going Online.

Mobile SEO is highly essential these days and more so nowadays than ever. According to the research, 87% of people who use the internet regularly in the US are highly likely to do this on more than just a device.

38. Nearly 25% of Companies are Investing in Mobile Optimization, also Considered a Top SEO Tactic.

Businesses belonging to different industries want to do mobile SEO. Also, at the moment, nearly 25% of companies of various sizes want to go for mobile optimization as their top SEO priority and want to invest in it consistently.

39. Dedicated mobile apps are becoming highly popular as 39% of mobile users want to use them.

Dedicated mobile apps are getting highly popular for people who are using the internet for online shopping. It is seen that 39% of smartphone users are quite likely to shop or browse the brand or the company’s mobile app as it helps you to make a purchase fast and easily.

Video SEO Statistics

Video is another important thing when it comes to SEO. It has a high level of engagement potential though it may be embedded anywhere. It is necessary that you see videos on social media or other blogs. They may be even embedded into the various forum posts. A video is definitely a bigger expense in the future than blogging. So, if you want to think about how a video performs in terms of ROI? There can be several video SEO ranking factors? Use the following stats to find the answers to your questions.

40. 52% of marketers Say the Video is the Type of Content with the Best ROI.

Marketers are going to use different types of content in their marketing strategy. The content must perform well within various demographics. It is seen that the video content offers the best ROI as 52% of marketers confirm the same.

41. 85% of American Internet Users Like to Interact Regularly with Video Content.

Video content will help the consumers access the best content. In America, 85% of all internet users want to interact with video content on a monthly basis. More than half of them want to see a higher level of content from their favourite brands.

42. Blog Posts Containing a Video have a 53x Higher Chance of Ranking on the First Page of Google.

Strong content surely helps your website get a better rank. Using the right target keywords in your copy and using top-quality images will not be enough. If you embed a video into your blog post, it will increase your chances of ranking in the top SERPs by 53 times.

43. Posts having a Video are Likely to Earn More Backlinks and Get 157% Higher Search Traffic.

Marketing pros may find it very difficult to promote their blog posts on social media, forums, and with the use of email marketing. Moreover, videos will change the scenario. Embedding videos in your blog posts will help you earn a higher number of backlinks while delivering 157% higher search traffic.

44. Two Billion YouTube Users Watch Over One Billion Hours of Video Every Day.

YouTube is by far the most popular video platform among internet users. YouTube gets more than two billion logged-in users every month. Moreover, Youtube also gets more than one billion hours of video which generates billions of views. 

45. Video Recommendations are Affected by Clicks, Watch Time, Comments, and More.

YouTube has its own video recommendation algorithm. It considers various factors to recommend relevant videos to users. Currently, we know that video recommendations are influenced by factors such as clicks, watch time, likes/dislikes, comments, freshness, and upload frequency.  

46. YouTube Ranking Algorithm Uses Video Comments as a Major Ranking Factor.

YouTube ranks videos in the same way as Google ranks web pages. Moreover, video comments appear as the most important ranking factor. Backlinko carried out a study on 1.3 million YouTube videos to learn more about SEO. Video comments played an important role in better ranking higher on YouTube rankings.

47. First-Page Videos on YouTube have an Average Length of 14 Minutes and 50 Seconds.

Video length is also an important factor for the YouTube ranking algorithm. It is seen that videos occurring on the first-page search results on YouTube have an average length of 14 minutes and 50 seconds.

Local SEO Statistics

The local SEO comprises several actions for optimizing websites so that they rank better in local searches. As part of their primary SEO strategies, businesses want to deliver an excellent shopping experience to their local consumers. Here are the most important facts and stats regarding local SEO.

48. 30% of All Online Searches are Related to Location.

More and more internet users want you to add neighborhood, city area, or the city name to their inquiries on search engines. About 30% of online searches are related to the location. 

49. 86% of People Use Online Map Listings for Finding the Location of a Business.

Typically, people are looking for maps. About 86% of people are utilizing map listings for finding a business’s location. Using an appropriate local SEO strategy, it is possible to make the most of the local searches related to your business. 

50. 78% of People Search for Products and Services Nearby Using their Smartphones. Following this, They Will Visit a Store Within 24 Hours.

This stat should be enough to explain to you the importance of local SEO. 78% of the people carrying out local searches on their smartphones want to visit a store on the same day. Nearly 30% of the local searches lead to a purchase.

51. 88% of Consumers Trust Online Reviews.

Online reviews play an important part in helping you make the right purchase decisions. It is especially required if you want to make a purchase at a local business. 88% of consumers rely greatly on online reviews. Also, the consumers depend on recommendations and referrals from Google especially in the case of choosing the right local businesses. 

52. 93% of Consumers Used the Internet for Finding Local Businesses in the Last Year.

Consumers may be interested in buying the product or service from a local business using the internet for finding the best local businesses. It is found 93% of consumers use the internet to find the best businesses giving the best services and products in the last year. However, only 34% of the businesses use the internet for showing their local businesses every day.

54. 46% of Shoppers Surveyed Confirm Inventory Online Before Going to a Store. 

People do not want to end up going to a store and finding that the product they want is sold out. They will use the internet to ensure that it doesn’t happen. 46% of shoppers in the survey confirmed about inventory online before visiting the store.

55. More than 60% of Consumers have Used Local Information in Ads.

About 60% of the consumers relied on the information displayed in ads. More than 60% of consumers use local information in ads. It will help you leverage the right thing in your ad strategy. The only thing you need to do is to target your ads using location and location extensions.

56. Consumers Place Great Trust in the Better Business Bureau for Local Business Reviews.

Consumers have numerous options for research for local businesses online. They are most likely to look at Google My Business for the best local business reviews. You will find that customers generally trust Better Business Bureau the most.

Why SEO Matters for Ecommerce Websites

Let’s quickly look at some more interesting stats.

44% of people begin their online shopping journey with a Google search (nChannel).

37.5% of all traffic of e-commerce sites is derived from search engines (SEMrush).

23.6% of e-commerce orders get directly tied to organic traffic (Business Insider).

Getting more traffic is one of the top concerns in the mind of any business owner. It is necessary to master eCommerce SEO and also review your SEO strategy once or twice.

You require consistent and top-quality traffic for which you don’t have to pay. 

However, when it comes to getting search engine algorithm updates and the use of excessive industry jargon, you will find it quite difficult to find out all about the whole SEO thing.

Using the beginner’s guide is going to take you from being a newbie to someone that knows a lot in the quickest possible way. In our guide, we will use all the aspects including: 

  • Keyword research.
  • Site structure.
  • Organization.
  • On-page SEO.

Recent reports tell that smartphone users across the US and the other parts of the country are growing. However, the figure will continue to grow in the coming years.  The user experience on

smartphones help you to get a huge amount of data present in your report. For example, if the device visits are getting lesser and lesser, what can you do to improve upon that. Consumers may want to go for highly optimal and efficient experiences. It means that websites get a shorter time span and users show a lesser tolerance for redundant steps.

For e-commerce sites, smartphone visits are slowly getting more and more important and valuable than desktop ones. It was found that 57% of all the searches came from a mobile device or a tablet and therefore, revenue per smartphone visit was 30% higher than that of the desktop revenue. This is growing day by day. It is consistent with your previous search results. Mobile phones are used for intermediary search and improve your level of comfort to give you a better experience for ordering your services and products.

3 times for Extra E-commerce Store Case Studies

Here’s a sneak peek at what goes behind the promotion of e-commerce SEO sites.

The Things You Need to Take Care of Include:

  • The organic traffic history.
  • The sales history.

The main challenge involves includes high competition for primary keywords 

With this authoritative guide, by people having more than 15+ years of experience, you become a leading provider of eCommerce SEO services in the US.

What Does the Best SEO E-commerce Strategy Include?

  • Keyword research to discover all of the keywords your customers are using.
  • Site architecture & structure based on your keyword research.
  • On-Page SEO elements such as title, meta tags, and content optimization.
  • Technical SEO reviews to make sure spiders can crawl your site.
  • Local SEO signals to build trust with Google & increase visibility.
  • Content marketing to help capture organic traffic.

  • Link building to improve the overall authority of your store.
  • Measuring success such as increases in search traffic, customers & revenue

Building an e-commerce store is like building your house from scratch. It is important to ensure that your website does not have any kind of on-site problems.

Some common factors that may be limiting your site  from ranking in the top positions include:

  • The difficulty Google feels to crawl.
  • Thin content or duplicate pages.
  • Different kinds of technical issues like cannibalization or site structure issues.

You need to ensure that your store does not have any problems like a poorly optimized site.

You need evidence-based SEO strategies to give you proven results. Moreover, you must tailor the strategies according to the site. It is necessary to evaluate your site’s organic visibility. A long-term strategy is important for analyzing your competitiveness and getting desired results.

Hire a company that can cater to the results of key metrics reports such as the ones needed for conversions, traffic, rankings, and sales. They give you a detailed account of the work done on your SEO. It is necessary to understand all about what several companies are doing and how it can help your website.

You must know all about your business goals to create the right Ecommerce SEO company.

Several factors will help you to increase your website’s organic traffic or get a larger number of unique visitors?

You need to explain your business goals to the third party in question.

Moreover, having an e-commerce SEO marketing firm with a great portfolio will help you in increasing: 

  • Brand awareness
  • Maximizing sales
  • Growing leads.

The company must have:

Proven Capabilities: You need to track the latest and best SEO trends to gain a vital experience of working with other clients to help them achieve their business goals. You must ensure that you check your company’s profile and also the way the results of the project vary with the work they have done earlier. 

The Best-Quality E-Commerce Services: You require a recognized company with a proven track record. The company must be well-informed about the different techniques for focusing on the ins and outs of the e-commerce SEO business.

The team working on your project must offer transparent and detailed monthly reports. The company gives you detailed monthly reports highlighting the: 

  • Statistics
  • Tasks completed
  • Content creation
  • And upcoming tasks planned

You need to have a dedicated account manager who offers you all the important information needed to keep you updated with what is being done and how it can help your business. Moreover, the team you hire must comprise Google-certified partners meaning you will be working with the pros.  

About technical capabilities: Also, the SEO company you hire needs to have the best professionals. In other words, the company must have in its team

  • Front-end developers
  • Back-end developers
  • Team members with a comprehensive understanding of code.
  • They must have an in-house certified Google partner team.

What Will They Do?

A highly expert E-commerce SEO company offers various kinds of services including:

E-commerce keyword research: This is the most important step which requires you to find high search volume keywords with the help of the best keyword tools and comprehensive industry knowledge.

Technical website analysis: The team will perform a  complete review of your e-commerce website’s code. plus, they will offer you suggestions on image optimization, on-page technical SEO elements, and page loading speed.

E-commerce SEO Audit: We will help you optimize the existing content and also plan on how to update new and relevant content.

Comprehensive e-Commerce SEO Audit: It means that you must carry out a comprehensive audit of the content, backlinks, and the other parameters of the website.

Internal Link Building: It is important to link your content properly within the website. Developing quality content helps the users to build a successful link-building campaign helping users in driving more traffic. It helps you to drive natural backlinks. It will help in cross-building between the various categories, blog posts, products, and other things.

Conversion Optimization: It is necessary to implement the best modifications of the website for improving the e-commerce conversion rate as well as the overall usability of the website.

External Link Building: Off-page link building is completely important for your website to get the maximum number of backlinks from high DA sites.

E-Commerce-Focused Stats and SEO Reporting: You will get a comprehensive insight into how far your website has progressed with the help of comprehensive reports on all the completed tasks and the e-commerce SEO metrics.

Now, let us get a deep understanding of the major aspects of functioning of an E-commerce SEO company.

Chapter 2

eCommerce SEO Keyword Research

What is a Keyword? 

In SEO, a “keyword” is a fancy name given for a  “search query.” Whenever a searcher types anything into a search engine, a keyword results! Typically, keywords consist of one word, or a phrase, or a question. Whatever a searcher types on a search engine becomes a keyword. 

But how do SEO professionals know about SEO keywords?

The SEO people have access to a variety of tools having aggregate data consisting of all of the keywords used in search engines such as Google offering valuable information related to all the potential keywords you can imagine.

The different characteristics of keywords you must check include the average monthly search volume. The average cost-per-click of the keyword (checked with PPC advertising) and much more.

Search Volume:  Determining the right volume is also based on the niche. In certain cases, the average traffic volume can be 1K; in other cases, it can be 10K. Always use the other high-traffic keywords as the benchmark when it comes to finding high search volume keywords. Keywords having the best search intent are used by the search engines for determining the relevance of the content but if people are not searching for information, products, or services using those keywords, they won’t prove useful. Therefore, you have to consider the search volume while choosing the most important keywords for your niche.

In e-commerce or other kinds of SEO campaigns, it is important to develop a keywords list that is relevant to the website and associated with customer intent for which you want to rank your website for.

First Things First: Determine Your Goals

First of all, you must review your website’s goal for improving its search engine ranking ability. This means that you must first determine the keyword rankings which you want to improve. Make sure that you check your list of at least a hundred keywords that you want to begin with for enhancing the website’s ranking. In other words, it is necessary to put together your first keyword list!

Your keyword list will not only offer you information about search queries, but it will also influence the other SEO factors of your eCommerce website, such as 

  • URL Structure.
  • Naming Convention.
  • Website Hierarchy.
  • Structure, etc. 

How to do effective Keyword Research to build your eCommerce SEO Campaign?

Keyword research is one of the best things you can use to build your online store’s eCommerce SEO campaign strategy. You need to find the best keywords for your business. And uncovering the keywords will be important also for you to overtake your top competitors.

Keyword research varies with the type of eCommerce website. Importantly, you must find the most relevant keywords related to the inherent eCommerce intent. 

All keywords have a great quality means that they should be aligned with the search intent. Generally, an average searcher will look for these things as they use a particular keyword in a search engine. 

Consider Search Intent: An important mistake for an SEO beginner is getting the most amount of traffic possible. The important thing is to get website content that converts. It means that you need only carry out optimizing with the primary keyword, but you also have to think about how it converts into sales. It will help your website to attract a lot of quality traffic. This means your website should serve audiences at different levels of the tier buyer journey. The website content must have the right intent keywords.

In most cases, search intent is related to the theoretical information a searcher wants to get. It may also be related to the objective a searcher likes to accomplish with their query. There are several things to consider here. For example, does the searcher want to find:

  • A product page?
  • A category page?
  • A buying guide or article?

Think of those who are searching for a certain term; consider the type of content they want? Search using different terms on Google to find out what Google displays. You may be trying to rank the best product page for terms Google displays in all the categories. You may end up finding that your search intent is wrong (or this is what Google thinks, but this is what matters in the end.)

eCommerce Intent Keywords

In the end, you have to consider keyword research which must align with the search intent before you start targeting them. When it comes to keyword research for eCommerce websites, you need to learn more about your eCommerce intent.

E-commerce Intent Keyword Research

Google has hundreds of ranking factors. And keyword optimization is one of the best aspects. Keyword research is a major factor in this. It is important to find the right keywords having a high search volume. It helps to bring high search traffic to your e-commerce store using the most search phrases for conducting your audit. 

There are few additional factors one requires considering for selecting the keywords for driving the organic search for your products. 

An important qualifying factor is related to the keywords so that it helps a person that wants to purchase a product. Ignoring this, you may end up driving traffic that is worthless (or what doesn’t turn into revenue).

Example Time!

If the eCommerce website helps to sell used guitars, it becomes useful to begin the keyword research using the broad keywords which describe your products or services. Let’s start by plugging in “used guitars” into a keyword research tool. 


The keyword “used guitars” has a higher search volume, while the phrase”used guitars for sale” has an eCommerce intent. You would also want to consider targeting “buy used guitars”, but note the search volume is lower than “used guitars for sale.” The searcher looks for used guitars which are for sale. People searching for “used guitars” can be looking for information or pictures of used guitars with no impending intent to purchase. All of these keywords are still relevant, and worth targeting if you sell used guitars, it’s just a matter of where, when, and how.

However, also note that “buy used guitars,” while searched less than “used guitars for sale,” the average CPC (cost per click if you bought the keyword in Google Ads) is significantly higher for “buy used guitars” at $1.30 vs. $0.80. The reason is that “buy used guitars” has historically converted better, meaning people are willing to pay a higher price to rank for this keyword via PPC.

Keywords may not have the keywords like “buy” or “for sale” to have clear eCommerce intent.

There are many other indicators for a keyword with an eCommerce intent:

  • Product SKUs – If someone wants to search for a product SKU, they may like to purchase a product that gets repaired till the searcher includes any qualifier for “repair” in the query.

  • Dimensions / Sizes – If someone is looking for a “case of 16 oz ketchup bottles”, they will not be looking for a blog article to get information, instead they are looking forward to buying ketchup!

  • Naked or Branded Product Names: They may sway in both the direction-left or right. But, they are worth targeting in the case of eCommerce websites. Several people looking for a “MacBook Pro” may want to get more information with a Wikipedia page or buy one or may want to be present on MacBook Pros. 

  • Other Factors! If you are a potential searcher, it means you have to sort and filter the keyword research data for finding the right keywords satisfying the best eCommerce intent. Also, you may want to organize the whole information in a spreadsheet and refine the list more, including the keywords you want to focus on better in your organic marketing SEO campaign. 

It will help you to comprehend how to use the various different keyword research tools a digital marketing agency can use. It helps to drive more organic traffic to your eCommerce store!

Here is a list of the best eCommerce Keyword Research Tools:

There are also some other less-used tools. They are also known as niche Keyword Tools.

These SEO tools will make your keyword research much easier than it used to be earlier. Still, it will not be so straightforward. Because using so many available tools, you may just be lost in an ocean of keywords.

Here is the way to use some options for keyword research using Ahrefs.com, the highly popular SEO tool.

Before you start using the tool, you must have an idea about what you want to rank the page for.
This means you need to focus on the right research keywords that you want to rank for.

If you want to optimize the product page for the Audio-Technica brand headphones, model M70x. You can begin your research the same way you might start your own Google search. It is important for you to gather a list of hundreds of keywords using this tool to get an idea of hundreds of related keywords.


2. Find Your Keywords Reviewing the Keyword’s Overview Data!

Make sure that you can view the metrics for your keyword, view other keywords with the same terms, review related questions, etc. All of these options will help you uncover new and potentially better keywords to target. 

That related question, “why no love for the audio Technica m70x” would be a great blog topic to help support your product page. Create a blog that discusses why there is no love for these headphones and use the blog as a sales tool to funnel readers to your product page. Incentivize with a coupon code on the blog page to increase conversions.


Here, you can view metrics for your keyword, view other keywords with the same terms, review related questions, etc. All the options help you find the best and the most important keywords you want to target.

3. Use Common Sense to Search Keywords and Topics

Do not miss to review the keywords with the same terms, suggested keyword ideas, parent topics to ensure that you can find the right keyword(s).

As you find the related terms, you will realize that the keyword “audio technica ath-m70x” gets nearly double our initial keyword idea of “audio technica m70x.” If you assume that the site has the same e-commerce intent, what would be the keywords that you would want to target?


But, in the end, to get definitive results, you also have to get a lot of data and understand it completely.

4. Use Several Tools

Using multiple tools helps you to compare data and ensure that you do not miss any potential keywords. Ahrefs and SEMRush are the most important and highly valuable SEO tools for SEO professionals. The estimated data help you cover the discrepancies from tool to tool. 

It is necessary to understand the strengths and weaknesses of every tool is something coming only with time and experience. The SEMRush’s keyword overview data is useful for the same “audio technica m70x” keyword, one can research in Ahrefs.com earlier. SEMRush has neraly 260 monthly searches compared to 250 Ahrefs estimation.


Classification of E-commerce Keywords

Category Keywords

We can use the various Keyword Research Tools to find category keywords. A study by Amazon shows that it is favorable to create a website structure with similar categories and subcategories having similar keywords that they target. This will help you decide how you want to target the website structure in the same way as in Amazon. 

Also, go for longer-tail variations. Amazon can give you a quick big-picture of understanding the potential keywords.

Product Keywords: The best way is to use the same sources that you would use in the above categories. Make sure that you are using target product-specific keywords, SKU, etc., in place of the broad “category” keywords like “red cars”

People who are in the awareness stage will like to use keywords like:

-Why, list of what is-,-definition and-Top Reasons.

Interest keywords: The second stage after awareness is the people who get an interest to buy your product or service. It means that you should include ‘interest’ keywords such as How to, Ways, Guide (e.g., this article), tutorial, product category, brand name /company name.

Evaluation Keywords: While evaluating your site for different products present on your website with your competitors, he is likely to use the terms like comparison, price, review, product features, cheap, best, top 10, and more.

Purchase Keywords: SEO professionals tell you that you need to attract the people having the right intent and it should be relevant for the offering of the store. 

Relevance of Keywords

SEO professionals can tell you more about how to focus on the right audience. It means that you do not only need to draw people having the right intent but also to make the content relevant for your audience. It can certainly boost the rankings of your store. 

It is important to find the relevant keywords to match with the right keywords. You can optimize for keywords that are right for the pages. It will be very profitable if there are lots of adverts on your pages.

Keyword Competition

You need to find keywords your competition targets and also use the list to base your research on. 

There can be several online sources (we are describing ahead) you may like to display for their natural hierarchy for the subject. Plus, also think of common sense, intent, CPC, difficulty and  search volume.

It defines the average authority a page must have to get the top-ranking position. It is the average position a page should have so that it helps you achieve a realistic ranking. If you are an e-commerce company selling certain products like shoes or other things, what you need is to use keywords that can compete with big brands like Amazon, Walmart, and Ebay. Even though these big brands have high authority that you cannot compete with, still you need to work to increase your competition against them. It is best to target the long tail low competition keywords first.

Now, the question is how do you find the right keywords for your online store?

The easiest way to do it is by using tools like Ahrefs or SEMRush.

Keyword Research Template is another great tool to find out about the competitor keywords. 

Find your competitor’s keywords with the use of the three tools, you can create your complete keyword strategy list.

Keyword optimization helps you to get the best keyword opportunities. It also helps you to increase your visibility to the search engine.

How can you beat your competitors on e-commerce templates?

On-page e-commerce optimization is quite dissimilar to the optimization of a traditional website. You need to optimize your store for the right target keywords. There are so many ranking factors you need to account for while optimizing your website for the appropriate keywords.

For those who are using Woocommerce, WPSmush is the best software.

Pointwise Summing up of Criteria for Choosing Keywords

  • Relevancy / Accuracy
  • Competition
  • Common sense + search volume, intent, CPC, difficulty
  • Search Volume
  • Commercial Intent
  • Unique potential or high revenue potential
  • Short tail vs. long tail

It is important to use these keywords judiciously to get a top ranking.

Things You Need To Focus With Using Keywords to Get Ahead

Get More Internal Links: Internal linking is a highly powerful tool that adds greater power to your emergency campaign. It just helps a user to glide from one page to another one within your website.

Internal linking helps you to use your own anchor text, which can ultimately help you to rank for your keywords. You can also use the internal linking strategy for specifying product recommendations.

For example, you can use the people also bought section. Or you can offer another bundle of similar products for reducing the overall cost.

Moreover, scrolling down further will give you more product recommendations.

Adding content that converts: Product pages are equivalent to the clerk of an e-commerce store. You need product pages that convert and bring you money. You need to use the right tools to motivate your customers to buy from you. Online products may copy and paste content on multiple pages.

Value Proposition: When visitors arrive on your product page, they are likely to think about why they should buy your product. Now comes the role of a value proposition for enhancing the value of your product. Value proposition makes your company and its products stand out. 

How can your store make your value proposition shine?

You need to emphasize the unique selling point of your product or why customers must buy from you. Secondly, you need to tell them why they should buy from you and why you’re better.

Amazon offers a great deal of convenience with its wide product selection. For example, when it comes to the value proposition for the fun and relaxation category, you need them to show a value proposition on products that help other people. For each of your products, think of a value proposition and the way to integrate it smartly in your product pages.

Use High-Quality Pictures: In an ecommerce store, one of the main problems that customers face is an inability to actually touch and feel the products (especially the textiles). Not having high-quality pictures on your website will be a big mistake. The most successful e-commerce companies will feature top-quality pictures in their stories for offering a high-quality user experience.

This means you must hire a top photographer to take high-quality pictures of your products. This means photography is one of the best investments you can make.

Best Product Descriptions: Not only do you need the best product photography, but also top-quality product descriptions to ensure that your product stands out. 

What to do?

  • Do not copy-paste or use the same product information as has been used by the manufacturer. 

  • Create unique and attractive product features.
  • Focus on writing the benefits rather than just the features of a product.
  • Provide key information that motivates buyers to make a purchase decision
  • One of the best ways to create the interest of a customer is to start by describing the product. 

If you are selling technological products, also include a section giving the complete technical information about the product like its specifications involved. It proves useful for most technical people who want to get the information.

An effective product description will help your customer make the right purchase decision. If you just use the description given by the manufacturer, it is not going to add value to your business. Rather, it will surely make your site penalized.

Customer Reviews: It is necessary to show your visitors what your other customers did. You also need to find out what your other customers did. 

Testimonials show you the proof that other customers liked your product and whether they would recommend you the same. According to psychologists, testimonials are the proof that will help you enhance your conversion rates.

With 50 reviews for every product, you will get a 4.6 % increase in the conversion rates Reevoo. Customer reviews help to alleviate the fears and the doubts in your customer’s minds. 

E-Commerce Link Building Services: Guest posting is one of the best e-commerce SEO tactics and it will be one of the best link-building techniques.

If you want to start prospecting for your industry, you will know how you can qualify your prospects.

  • Or enhance your outreach.
  • Or create the content.

Moreover, link building helps in building relationships between webmasters and bloggers. You need to analyze your site according to the various qualifiers.

The different attributes you need to take care of for site analysis include:

  • Domain Authority (Moz)
  • Trustflow ( MajesticSEO)
  • Number of Referring Link Domains
  • Placement of Content
  • Niche Relevance
  • Quality of Content

You can start your outreach by including the contact information or the name and address of the person.

Other Link Building Tactics to Use

You can also take advantage of someone else’s worklist. It offers you a higher time to rank your brand. You can just get involved in your social media marketing strategy and read that email.

Link Placement: You need a post or a page that is Google-indexed link. You can also trust a link-building service that itself ranks to get the job done.

What you require is having several angles where you can launch your attack. If you are highly creative, use infographics for your e-commerce. Some of the best things you can do is creating the buyers’ guides and other things for using specific product categories. The best content category in your niche will help you to create links that can stand out. Also, consider Local SEO.

Local SEO for Ecommerce: If you sell at specific locations, it will prove helpful if you take your SEO strategy in a different way.

Important Google data indicates that 50 % of the mobile searches are done if you are using a mobile device. Moreover, 33 % of mobile searches have local intent.

What is most important is that 80% of the searches convert.

Your store must have three attributes to be credible enough.

It should have a NAP or

  • A business name.
  • Address. 
  • And the local number which matches your business location.

It is important to understand this alongside the right physical address where your business operates. When it comes to national and international retailers, you must enter. All the information on the various platforms, correctly and consistently.

Also, enter the required business information for ensuring that you are not making any mistakes in loading the right information about your business.

The name of the city and the state are different elements which include the meta titles, meta description, and the content on your webpage. Also, you must take care of the structured snippets and the rich snippets needed for promoting the local businesses and postal addresses.

Online reviews are important e-commerce SEO elements. Reviews are generally displayed in the right-hand corner for a local search query and on a map.

E-Commerce Website Development

You need to think about scalability, right from scratch as you aim to build the best eCommerce store. It means if you may launch your store with only a few dozen products but eventually, you want to get several hundred or thousand on your eCommerce platform. Therefore, you must plan the way you expect your website to adapt and scale with you as you grow. 

Moreover, scalability seems to be an important aspect if you think about using the best eCommerce platform. It will be necessary to choose the right website configuration. Also, you will need a reliable database and ERP, and hosting solutions for your ecommerce store. Consultation is important when it comes to eCommerce website development. 

It is necessary to delve deeper into the process of having the right skills to ensure various types of essential and highly technical functionalities run smoothly.  It will assist you to create a smooth path from the homepage to the checkout process. 

A visitor should not face any prominent problem if you are browsing your homepage to reach the desired products with just two to three clicks. You also have to ensure that you’re planning the user flow while minimizing the number of clicks needed by a user to find the desired product(s). Also, streamline the complete checkout process if the user has to add a product to the shopping cart. Just as a brick-and-mortar retail store owner facilitates the purchase of products at every step, similarly your eCommerce store must help with the same. 

Additionally, it is important to think of user-friendliness. One must think about how they can make a site easily navigable for search engine bots. It includes creating the right kind of and sensible URL structure which search engine bots can find easily and which is also pleasant to the eyes. 

Technical SEO Aspects

How to Design the URL Structure? 

  • Be concise.
  • Do not go for keyword stuffing or redundancy.
  • Your description should be accurate and include the best target keyword in the URL slug naturally. For example, if your target keyword is “cool red hats”, consider making cool-red hats your URL slug.

Optimize the URL Structures

make sure that you add breadcrumb menu to all pages: having a search friendly URl structure will help both the users and the search engines navigate a website.

  • Keep the urls short
  • You can use separate keywords in the URL separating them with dashes.
  • Include the product attributes in the URL.
  • Use just lowercase characters for avoiding spaces
  • Add breadcrumb menu to all your pages

You should show a breadcrumb menu at the top of your page. It will have several internal links helping the visitors navigate back to the point of their research or at an earlier station.

Examples of commonly used URL Structures for eCommerce category pages.

Bad URL Structure in eCommerce category pages:

Examples of Few Good URL structures for Products

Examples of Bad URL Structure for Products

Website Structure Considerations

It is important to consider how you can upgrade the website for Woocommerce and other e-commerce platforms.

One of the important elements affecting the user experience and the crawl structure of the Google search engine.

A simple and user-friendly hierarchy and structure help you distinguish the homepage right from the product pages and product categories that are listed.

The rule of thumb is to make a structure that is easy for your visitors to access. You need to build a store for your customers which are easier to access.

A poor user experience will surely increase the bounce rates. Pages that you link to your back page get the assigned crawl depth value of 2. It will help to make things better.

These are a few things you need to consider in terms of site structure. Create a hierarchical structure with no more than 2 or 3 levels.

  • Top hierarchical page-Home page
  • Main categories
  • Subcategory pages

You need to decide how you can create the structure considering the outcome of the  keyword research structure.

Other Things to Consider

A simple menu replicating the site structure: It is necessary to keep the site menu structure as simple as possible. Do not add inquired pages or add unneeded submenus. MAke sure, every page of yorusiet is reachable with not more than 3 clicks.

Using Side Menus: If a user selects a main category from the main menu, it is useful to show them other related products with a sub menu page. You must show a landing page with several products in the category and having filters like price.

Also, consider catering separate manus for mobile and websites.

Review SERPs for the right category of products and categories

Check how the top-ranking websites structure the different category and product URLs. Emulate the website to give an improved twist whenever possible.


Though the top-ranking websites have all URL structures made differently, keep in mind that they are all strategically structured to tell all about what the category page is about. It lets the search engines comprehend the pages in a better way.

Develop Custom Functionality From the Ground Up

While developing your eCommerce website, make sure that you decide the functionality you want to get from the website. For better decision making, make sure that you consider the functionality of an Amazon product page showing things such as: 

  • “Related products.”
  • “Product reviews.”
  • “Customers who bought this item also bought this item.” 

These are features and functionality you must also include in your functionality that is great for an eCommerce website. Amazon is the best company to study in this regard.

However, it’s not always only this that you need to build your website from the ground to get the right eCommerce website functionality. However, building it from scratch does ensure that your website is as successful as possible when it comes to functionality. 

The loading speed of the website and the source code organization can affect your website’s SEO. It will help you to get custom development work to get integrated so that all things work harmoniously.

For example, several WooCommerce and WordPress eCommerce stores will depend on a series of varied plugins to drive functionality, and it may lead to several glitches in due course. As many of the plugins have been developed independently, they may not work together, ideally. As an update gets released, it can lead to potential disruption due to several factors disrupting its right functioning. A broken website can be a big problem, so much so that it irritates the customers who may start asking for refunds for unaccomplished services.

While building an eCommerce website, always consider the functionality that you require and the work your company must do to develop your website to work, and how you want it from the ground up.

Homepage to Checkout: Forming a Path of Least Resistance

During website design, you must focus on making it as easy as possible for the shoppers to arrive on your homepage, find the product(s) they want to buy, and complete the checkout process. Your website must make the path as easy as possible for increasing conversions. While building the website, make sure that you design it in a way to convert the maximum number of browsers. For this, you must use the historical data, AB tests, and CRO data, etc on your website to test it.

Summary of Most Significant Steps  

  • Minimize the number of clicks from homepage to the product page to checkouts
  • Also, have an “add to cart” button across the product page
  • All your links must get easily streamlined towards the checkout process making it easy for shoppers in a hurry.
  • The website should not require users to sign in or create your account for making a purchase.
  • In the end, you may need a company that specializes in CRO and eCommerce. They need to consult you throughout the design and development process.

Chapter 3

On Page Optimization & eCommerce

On-page optimization is associated with developing, formatting, and structuring your website’s copy alongside the other on-page elements of the web pages for improving the website’s capacity to rank for the target keywords. 

People generally begin the on-page optimization process as they develop their master keyword list which may be anywhere from ten to several hundred keywords to the target sitewide. Based on the scope of the planned SEO work, it may or may not be worthwhile. 

If you optimize a web page, you need to have a focus keyword alongside few other keywords related to the focus keyword, alongside the LSI terms and the other qualifiers which are commonly related to the target keywords. 

The different elements to optimize in the on-page optimization of your website.

Title Tags: This is one of the most important signals that you must optimize your website. Moreover, the keywords you must optimize for are based on the type of page you want to optimize for.

Meta Descriptions: It is right to include some additional keywords in the meta descriptions. Moreover, you can also go for certain action keywords that can drive the right message to the users to attract more clicks. If someone searches, they should be able to find out the best results that seem to be interesting. people are highly likely to click on an interesting description. Google has increased the limit of meta descriptions to 320 characters in place of 180 characters. So, you have a lot of scopes when it comes to creating your meta description. The best method to create a meta description is by:

  • Mentioning the problem
  • Explaining the solution
  • Include a CTA in your meta description.

Headings and Subheadings: Every page has a heading and subheading which helps to break down the framework of the page into a highly readable form. Users want to go through and consume the information. It is necessary to add the primary keywords as well as the LSI keywords in your headings and subheadings.

Images: Some people will use the images to find the products they are looking for. Make sure you find the right file name first and the right product name. For example, one of the file names could be longboard pro tricks. For optimizing a file name, you can use the file names for products like product name-benefits, product names, and features.

Also, add the relevant tag after adding the right primary name to the file. You can also add LSI keywords to every alt tag. LSI keywords will help to add each tag with several variations for targeting as many keywords as possible.

The screen must also be designed to suit visually impaired users. Therefore, the alt text must look natural. It is important to use a lot of nouns, verbs, and adjectives.

Apart from this, you must also optimize the picture size for making your website load faster. Installing software like Image Optimizer in Shopify can help you to optimize the image sizes.

On a product page for Fender Stratocasters, your focus keyword might be “fender Stratocasters for sale”, and a secondary keyword might be “where to buy a fender strat”. LSI terms could be words like “amplifier”, “electric”, “strings”, etc.

eCommerce Qualifiers

Including the eCommerce qualifiers (present in your keyword research processes and your page copy) such as “buy” and “for sale” are also beneficial to expand your possibilities to give Google greater information to digest.

When you want to master the keyword list for your eCommerce site, make sure that you set aside the target and secondary keywords for the most important pages. You need to focus on the homepage, category pages, and product pages, which are quite critical on an eCommerce site. Moreover, the blog pages are quite valuable for eCommerce sites. You want to carry out independent keyword research for coming up with fresh ideas for developing content or a content plan. 

For beginners, the actual keyword research process may feel intimidating, with the use of powerful SEO keyword tools including Ahrefs.com. You need to carry out a great deal of work. Make sure that you walk through some basic real-world examples of how you can start keyword research for your e-Commerce pages including 

  • Product pages
  • Category pages
  • Homepage 

An important step in keyword research is considering the terms you want to rank on your website when it gets plugged for a Google search.

Example Explained Theoretically

Irrespective of how you’re optimizing a product page or a category page, the on-page optimization involves almost similar elements. They include:

  • H1 (one per page!)
  • Page Title.
  • Meta Description.
  • Various header tags (h2, h3, h4, etc.) which you can use frequently. The lesser the number of the other tags, the greater is the attention Google pays to your header. Besides the H1s, H2s get the maximum “SEO weight”.
  • Structured Data Use.
  • Images. Make sure that you add the descriptive keyword-rich alt text to include keywords in your image’s file name, and optimize your image file sizes for the web
  • Go for unique on-page content.
  • Apart from this, you need to think of other keywords and the basics!

Ahrefs Keyword Tool To Get Keyword Ideas Quickly

We have a product page that sells the Gibson L5-S Guitar. You’ll want to focus on the keyword “Gibson L5S for sale,” because it has eCommerce intent. Of course, you’ll still be targeting “gibson l5s” indirectly, but it would be more valuable to rank for the keyword with eCommerce intent.


Below is a screenshot of what a basic HTML file would look like with some on-page optimizations in place for the keywords “gibson l5s for sale”, “gibson l5s” and ” gibson l5 custom”. Notice that we are using the keywords naturally and not stuffing them everywhere.


It’s important to realize that you do not stuff the keywords or get an on-page copy that looks spammy or written just for search engine robots, or it does not convert. This example is an important one for the HTML elements having on-page optimization may seem to be like in the source code. Of course, the HTML code is generally full of various sorts of other code, JavaScript, and other things.

Chapter 4

Technical SEO & eCommerce

Technical SEO is necessary, irrespective of what type of website you own. However, in eCommerce websites, doing technical optimizations is even more important. On average, an eCommerce page may have dozens of categories/subcategories and thousands of products. There can often be so many more pages you need to think or worry about when it comes to an eCommerce site. This means you may also have several other potential technical issues taken care of. 

An eCommerce web site’s backlink profile usually points to a few select pages, the homepage, a few popular products, and categories, but many pages will have no backlinks and little authority on their own. In these cases, having better technical optimizations can help you win the “SEO race” against your competition. 

It is important to keep your website optimized when it comes to taking care of the technical perspective. It means that you need to carry out a technical audit every month or how frequently the website gets updated. When you need to add new functionality or additional page types to your website, you must complete the process more frequently.

The most popular SEO Audit Tools:

Screaming Frog relies greatly on the knowledge of the users to give insights. This crawler is just like how search engine bots crawl a website. On crawling a site, the tool will compile the information on the user-friendly interface. 

Ahrefs and SEMRush have a site audit software for offering an insight on the suggested changes based on its crawl.

Ahrefs and Other Website Audit Tools

Ahrefs and similar tools like SEMRush will crawl your site and evaluate your SEO efforts. They can crawl your site on a daily or weekly basis to monitor the changes. For each crawl, you will get the overview screen having overall health and site metrics for your site depending on the crawl.


Example of Ahrefs Audit Issues

These tools not only tell you what’s wrong, but rather also offer an insight on the things you need to fix, and why this will be an SEO issue.

What are the common Technical SEO issues present on eCommerce Websites:

  • Having Too Many Pages: It is important to get rid of unimportant pages which are diluting your page’s domain authority. When a page does not get significant traffic. If you want to get the page to get a 301 redirect for a better page. 

  • Duplicate Content: if there are several pages with the same content, Google will consider it as spam. it will block pages having duplicate content from getting indexed in the robots.txt file. you may also use canonical tags for several pages sharing similar content.

  • Thin Content – If you do not write unique, engaging, or substantive copy involving several product pages. However, it will make your eCommerce store stand out from Google. It usually also significantly improves the conversion rate. It is observed that most eCommerce stores override this step and rely on thin or copied product descriptions from the manufacturer resulting in thin AND duplicate content!

  • Site Speed – The website’s loading speed is an important part of Google’s algorithm. It is found that the faster a website loads, it becomes more “user-friendly”. And it is quite likely that Google and other search engines also send organic traffic due to this! make sure that you use tools like Google’s Page Speed Insights tool or GTMetrix, to analyze your page’s speed and also determine how you can improve it! An optimized website speed helps accelerate website success

If a site takes about 5 seconds to download while assuming that nearly 40% of people abandon the site. 

  • Site user map creation: It is always useful to create a  page with a site usermap which displays all the important categories and subcategories and help users with navigation.

Chapter 5

Structured Data for eCommerce Websites

Structured data is related to the computer code and has been formatted rightly to improve the search engine’s ability for understanding the page content. You can also go for the information that generally gets displayed on the page for the user. It is important to get an actual marking up of the different elements done behind the scenes for the source code for a given webpage. Moreover, structured data involves marking up specific page elements which are known as “rich” data which you want the search engines to pay more attention to. 

Structured Data: Adding structured data to yiru breadcrumbs will help to display the product your Google search results on the user’s mobile. With use of right configuration, it will help you to get an additional advantage of ranking in SERPs.

More on Structured Data

Schema Data: It is important to reach out through the search engines; especially if it comes to important niches after you’ve used keywords to optimize the titles as well as the descriptions.

If you integrate Schema.org, you can choose to work with important microdata in your site for parameters like pricing, availability, delivery time, and review data.

What’s so special about schema.org?

Google Also, it allows you to use microdata in your store. Furthermore, it can partner with Bing and Yahoo! in its initiative where it strives to create a structured data markup for pages. Using microdata will create rich snippets. And it will attract higher traffic whereby people can click on the website.

You can create rich snippets in two ways. The first is the manual way, which some experts term as the worst way. The other is using the app JSON-LD for Shopify and in Woocommerce, you can use Schema plugins.

The structured data testing tool by Google will help you analyze source code that Google translates into the structured data they find. It will include data for the: 

  • Product names
  • URL parameters
  • SKU
  • Parameters
  • GTIN
  • Details

Google uses this highly useful information for understanding your site and also to help in Adwords.

Schema.org and JSON-LD (JavaScript Object Notation for Linked Data) are the different terms you need to be familiar with when it comes to structured data. JSON-LD offers a great way for using schema.org markup as it includes a JavaScript section in your <head> tag which is opposed to every element present in the markup or in the source code where it appears on the page, naturally.

Read more about how structured data works!

Structured data is the best way to offer Google and other search engines the context for your website’s data. If you are wondering why Google shows things in the SERPs like star ratings, price, availability, reviews, and other things. The webmaster offers this information to the search engines such as Google through the usage of structured data.

Structured Data Example in SERPS

If you’ve observed the results, you will be analyzing star ratings, breadcrumbs, and other things present in the SERPs. It is quite possible that the structured data which Google provides is a part of the required information.


Taking care of all factors discussed ahead in terms of a website’s technical health, on-page optimization, structured data, most importantly the basic and comprehensive research for keywords. And taking care of all the aspects will take a great deal of effort and time.  That is why it is worthwhile to outsource your website E-commerce SEO to a reputable SEO company known to give great outcomes of bringing more organic traffic, more conversions and higher revenues.

If you want to understand more about effective E-commerce SEO for your online store, feel free to talk to us!