7 SEO Best Practices for E-commerce Websites

If you run an e-commerce website, you’ve probably heard of SEO, but have you ever considered how it can really help your business?

According to a recent survey, 91% of digital experts reported that SEO positively impacted their website performance and marketing goals in 2024.

So, how can you leverage SEO to reach your target audience and boost sales? 

In this article, we’ll answer that question. As you read, you’ll discover valuable insights to help you optimize your e-commerce website, whether you’re handling it yourself or collaborating with an e-commerce marketing agency.

Key takeaways to look out for in this article include:

• How to find long-tail keywords and understand user intent to attract customers
• How small tweaks to title tags, product descriptions, and images can boost your SEO
• How to improve your site’s speed, mobile-friendliness, and security to help both users and search engines
• How to target local customers with geo-specific keywords and Google My Business
• How blogging, backlinks, and user-generated content can improve your rankings
• How to make your website more user-friendly with better navigation, mobile design

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Let’s get right in.
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E-commerce SEO Best Practices

SEO isn’t just about rankings. Although it improves your search engine rankings, as an e-commerce business owner, it’s more about building a strategy that aligns with your business goals, optimizing the user experience, and driving more potential customers to your site. 

With SEO, you are not just reaching a broader audience; you're reaching the right audience—those who are already searching for products similar to yours.
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Here are 7 SEO best practices to help you optimize your e-commerce website.

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1. Find/Use the Right Keywords

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When it comes to SEO, the first step is finding the right keywords. This is how search engines know what your website is about. It is also how your customers find you.

Without the right keywords, you’re essentially shooting in the dark.

How to find the right keywords

Start by thinking about long-tail keywords. These are longer, more specific phrases that attract potential customers. They consist of three to five words.

For example, if you sell shoes, instead of just targeting the broad term “shoes,” you might focus on something like “comfortable running shoes for women.” Long-tail keywords have lower competition and are more likely to convert visitors into buyers.

Remember that knowing the intent behind a keyword is just as important as the keyword itself. Are users looking to buy, or are they simply researching?

For instance:

• Transactional keywords like “buy red sneakers online” indicate that the user is ready to purchase
• Informational keywords like “how to clean running shoes” are used by people looking for information, not products
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When you know the intent behind the keywords you’re targeting, you can create content that speaks to the user’s needs.

Tools to use for finding keywords

There are a ton of keyword research tools that can help you find the right terms for your site:

• Google Keyword Planner is a great place to start if you're new to SEO. The tool helps you discover relevant keywords with search volume and competition data.
• Ahrefs and SEMrush allow you to examine your competitors’ keyword strategies and identify high-potential keywords.

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2. Optimize Your On-Page SEO for Search Engines

On-page SEO refers to all the elements on your website that search engines use to rank your content. Here is how you can optimize these elements:

Optimizing product pages

Your company website's product pages provide an inventory of your products, including their prices, features, and specifications. 

You can optimize your product pages in the following ways:

• Title tags: These should be clear, concise, and include the main keyword. For example, “Men’s Leather Jacket - Classic Brown | Free Shipping.”
• Meta descriptions: Write compelling meta descriptions encouraging users to click through.
• Headers (H1, H2, H3): Use headers to break content into digestible sections. Ensure that the primary keyword appears in at least the H1 header.
• URL structure: Keep URLs short and descriptive. An example would be www.example.com/mens-leather-jacket.

Product descriptions

Don't copy manufacturer descriptions, as this can hurt your rankings. Instead, focus on what makes your product special and highlight the benefits. 

Provide value by explaining how your product meets the customer’s needs, as seen in the screenshot below.

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Source: L’Amour Pearls

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Image optimization

Search engines can’t “see” images but can read alt text, so it's important to use descriptive alt text for all images. 

For instance, instead of using “IMG_1234.jpg,” name your image “mens-leather-jacket-brown.jpg” to improve its discoverability. Additionally, compress images to ensure faster load times.

Internal linking

Use internal links to guide visitors to related products or blog content within your website. This makes your site more navigable and helps search engines crawl your content better.

Schema markup

Use structured data (schema markup) to create rich snippets that display additional product information in search results. 

For example, showing customer ratings, price, or availability in search results can increase your click-through rate.

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3. Improve Your Technical SEO for Your E-commerce Website

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Technical SEO is all about making sure search engines can crawl and index your website. This is important for improving your visibility and ranking.

Here’s how you can improve your technical SEO:

Mobile optimization

With more and more people shopping on mobile devices, your site must be mobile-friendly. Google now uses mobile-first indexing, meaning it prioritizes the mobile version of your site for ranking purposes. 

Site speed

Visitors will bounce if your website loads too long, and your rankings will suffer. To avoid this, use tools like Google PageSpeed Insights to identify speed issues and improve load times.

SSL certificate (HTTPS)

Google considers secure websites a ranking factor. An SSL certificate ensures that all data transferred between your site and visitors is encrypted, which helps build trust. Ensure your URL begins with “https” and not “http.”

XML Sitemap and Robots.txt

An XML sitemap tells search engines what pages to crawl, while your robots.txt file can direct search engines on which pages to ignore. Both are important for guiding search engines to the right content on your site. 

Ensure your XML sitemap is well-configured and that your robots.txt file isn’t blocking important pages from being crawled.

Fixing crawl errors

Issues such as 404 errors (page not found) or redirects that point to the wrong page can negatively impact your rankings. Use Google Search Console to monitor crawl errors and fix them. 

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4. Improve Local SEO (For Brick-and-Mortar E-commerce)
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If you have a physical store besides your e-commerce site, here’s advice from an eCommerce marketing agency: focus on local SEO. 

Local SEO helps you show up in local search results, and it’s especially important if you want customers to visit your store.

To improve your local SEO, we recommend the following:

Claim and optimize your Google My Business listing

Claiming and optimizing your Google My Business listing is one of the easiest ways to appear in local search results and Google Maps. 

Ensure your business information is accurate and up-to-date.. Such information might include store hours, phone number, and website link, 

Use geo-specific keywords 

Geo-specific keywords are location-based and can be included in your product pages. 

For example, if you’re selling shoes in Manchester, use phrases like “buy shoes in Manchester” or “best running shoes in Manchester.”  Use these keywords in your titles, descriptions, and blog content.

Additionally, consider including customer reviews in your content, as they are a powerful form of social proof. These reviews add fresh, relevant keywords to your site, making it easier for potential buyers to discover products via search engines.

NAP Consistency

NAP is an acronym for Name, Address, Phone Number (NAP). To improve local SEO, ensure your name, address, and phone number (NAP) are consistent across all online directories and listings. 

Inconsistent NAP information can confuse search engines and hurt your local rankings.

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5. Use Content Marketing and Link Building for Your E-commerce Site
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Content marketing is one of the best ways to improve SEO while providing value to your audience. It’s also a great way to earn backlinks, which are necessary for building domain authority.

Below are some ways to use content marketing and link building for your e-commerce website.

Blogging

Create blog posts that address customer pain points, highlight product categories, or provide how-to guides. 

For example, if you sell home decor, write articles like “10 Tips for Decorating Your Living Room” or “How to Choose the Perfect Sofa.” Not only does this create fresh content for SEO, but it also helps establish your expertise.

Alternatively, if you sell clothes, a blog post titled “How to Choose the Perfect Winter Coat” can be optimized with relevant keywords and linked to your product pages.

Building Backlinks

Links from reputable sites signal to Google that your website is credible. To build backlinks, consider guest blogging, contacting influencers, or featuring your products in media outlets.

User-Generated Content

Encourage customers to leave reviews, post on social media, or answer questions about your products. This helps build trust with potential customers and generates fresh content, which is beneficial for SEO.

Check out this ultimate guide to link building for SEO success 

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6. Monitor and Analyze Your E-commerce SEO Performance
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Measuring your SEO performance lets you understand what’s working and what’s not. When you monitor your performance, you can make better data-driven adjustments to your marketing strategy.

Just like an eCommerce marketing agency, you can monitor and analyze your performance through the following ways:

Google Analytics

To identify trends and optimize your strategy, Google helps you track important metrics. Such metrics include organic traffic, bounce, and conversion rates. By analyzing this data, you can identify areas that need improvement.

Google Search Console

Google Search Console monitors your keyword rankings and search visibility. It also helps you spot and fix crawl issues, making it a valuable tool for ongoing SEO maintenance.

A/B Testing

Don’t be afraid to experiment with different strategies. A/B testing allows you to test various aspects of your site, such as product page layout, content, or CTA buttons, to see what drives the best results.

Doing this can help you fine-tune your approach and optimize your site for higher conversions.

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7. Make Your Website User-Friendly

A well-optimized website isn’t just about SEO—it’s also about providing a great user experience. If your site is easy to navigate, customers are more likely to stay and make a purchase.

Your website can become user-friendly through the following ways:

Website Navigation

Keep your website navigation simple and intuitive. Customers should be able to find products quickly without feeling overwhelmed. It should also be easy to return to the homepage or check out.

Search Functionality

Ensure your search bar works well. It should contain filters that help users find products based on size, color, price, etc. A good search feature makes shopping much easier.
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Wrapping Up on 7 SEO Best Practices for Ecommerce Websites

SEO for e-commerce isn’t a one-and-done task—it’s an ongoing process. So, regularly monitor your performance and stay updated on the latest trends and algorithm changes.

If you need expert help with your e-commerce SEO website, consider working with Pro Marketer. 

Pro Marketer is an e-commerce marketing agency that packs a giant punch. Our e-commerce wizards will transform your brands into beasts with their spells.

Our goal is quite simple: To help dark horses increase the probability of achieving their e-commerce dream with our Growth Trust Model®.

Ready to scale your eCommerce business? Contact us to get started.