Table of Contents
Ecommerce SEO is the act of growing an ecommerce website’s visibility in SERPs (search engine results pages) for keywords that target shoppers, buyers, and browsers of products that an online store sells. It’s becoming increasingly clear that ecommerce SEO is no longer just about keywords and backlinks. With the rise of AI-driven search engines, new buyer behaviors, and increasingly competitive digital landscapes, businesses need to adopt smarter, data-driven strategies to stay visible and see real results.
Key Takeaways
- Ecommerce SEO is the process of optimizing an online store to increase visibility in search engines and drive qualified traffic to product and category pages to boost conversions and grow brand authority.
- Modern ecommerce SEO strategies include optimizing product category pages for buying-intent keywords, creating individual product pages with EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness), developing informational buying guides and listicles, using product pages to target bottom-of-funnel shoppers, leveraging user-generated content (UGC) to build trust and boost rankings, building a strong internal linking strategy, embracing seasonality, optimizing for mobile use, and meeting Google’s Core Web Vitals.
- Ecommerce SEO focuses on improving KPIs like organic traffic, cart abandonment rate from organic traffic, average order volume (AOV), bounce rate from organic traffic, sessions, and users, pages per session, average session duration, the conversion rate from organic traffic, organic impressions and CTRs, target keyword rankings, and revenue from organic traffic.
What is Ecommerce SEO?
Ecommerce SEO is the practice of optimizing an online store to increase its visibility in search engine results, ultimately driving more organic traffic to product and category pages. Fine-tuning elements like site structure, product descriptions, and technical SEO helps ecommerce businesses connect with customers searching for products like theirs.
Unlike traditional SEO, ecommerce SEO specifically targets buyers actively seeking products. This makes aligning with search intent crucial for conversion.
The Value of Ecommerce SEO in Today’s Marketplace
Ecommerce SEO is essential for standing out and reaching customers in a landscape that’s increasingly competitive. With more consumers browsing and buying online than ever, organic visibility becomes critical in capturing a larger market share. By investing in SEO, ecommerce brands can build a more sustainable, long-term customer base without the constant expense of pay-per-click advertising. This boosts brand visibility and trust, positioning the business as a go-to option in its niche.
Key Differences in Ecommerce SEO & Traditional SEO
Traditional SEO and ecommerce SEO differ in many ways, which affects how you approach them. We’ve outlined the key differences below.
Aspect | Ecommerce SEO | Traditional SEO |
Focus | Optimized for category, sub-category, and product pages to support thousands of SKUs. | Primarily optimized for service pages, blog content, or static pages. |
Content Strategy | Leverages programmatic, scalable content generation for category pages and long-tail keyword optimization. | More focused on in-depth, authoritative content, such as blog posts and service descriptions. |
Topical Authority | Built through detailed product descriptions, user reviews, and category-specific information. | Established through well-researched articles, guides, and long-form content. |
Keyword Strategy | Focuses on transactional and commercial intent keywords; includes long-tail variations of product and SKU terms. | Emphasizes informational, navigational, and commercial keywords based on broad topics. |
Internal Linking | Programmatic linking through dynamic filters, categories, and related product sections. | Often manually linked through siloed content structures or related article suggestions. |
SERP Competition | Navigates competition with ads and AI summaries in search results by optimizing for long-tail, low-funnel terms. | Competes with organic results but faces less overlap with paid ads and AI-generated overviews |
Goals | Conversion | Lead Generation |
How Ecommerce SEO Supports the Customer Journey
Ecommerce SEO guides customers from initial interest to purchase by aligning strategies with each stage of the buyer’s journey.
- Discovery & Awareness: Attracts potential customers from SERPs by targeting high-intent keywords that match exactly what people are looking for.
- Consideration: SEO-driven content gives users the necessary information to compare options and make informed decisions.
- Conversion: Optimization reduces friction on the path to purchase.
KPIs for Ecommerce SEO
KPIs (key performance indicators) help you understand what parts of your SEO strategy work. Ecommerce SEO KPIs focus on insights that communicate how well your site guides potential customers from discovery to purchase. The main KPIs you should track include:
- Organic Traffic
- Cart Abandonment Rate
- Average Order Volume (AOV)
- Bounce Rate
- Sessions & Users
- Pages Per Session
- Average Session Duration
- Conversion Rate
- Organic Impressions & Click-Through Rates (CTRs)
- Keyword Ranking Improvements
- Revenue From Organic Traffic
Organic Traffic
Organic traffic represents the volume of users reaching your site through unpaid search results. It gauges how effectively your SEO strategy attracts potential buyers. This metric reflects the success of keyword targeting, content quality, and overall SEO health to show how well you capture search engine visibility. You can track organic traffic using tools like Google Analytics and Google Search Console (GSC). They monitor visitor behavior, session durations, and how users navigate your site so you can make targeted adjustments.
Cart Abandonment Rate From Organic Search
Cart abandonment rate measures how well your site holds organic visitors’ interest. A high abandonment rate indicates issues that disrupt the buying process, such as unexpected pricing, slow page speeds, or a complicated checkout. Google Analytics 4 (GA4) and Shopify’s analytics can track and diagnose cart abandonment, providing insights into drop-off points in the checkout process. By addressing abandonment causes, you can improve conversion rates and make the most of your organic traffic.
Average Order Volume From Organic Search
Average order volume (AOV) measures how much each organic visitor spends per transaction to determine the value generated from SEO-driven traffic. Higher AOVs reflect a successful strategy for attracting high-value shoppers or encouraging customers to purchase additional items. GA4 excels at tracking AOV.
Bounce Rate From Organic Search
Bounce rate indicates how well your content aligns with user intent. If organic visitors quickly leave a page, it suggests a mismatch between the page’s content and what users expect to find. This highlights issues with keyword targeting or content relevance. You can use GA4 and GSC to identify which pages have high bounce rates and work to optimize them.
Sessions & Users
Sessions and users provide insight into overall site engagement from organic search. Sessions track the number of individual browsing periods, while users count unique visitors. Monitoring these KPIs helps you understand the size of your organic audience and how often they return. An increase in sessions or users from organic traffic can suggest that SEO efforts are capturing and retaining attention effectively.
Pages Per Session
Pages per session measures the depth of user engagement by showing how many pages a visitor navigates through in a single browsing session. A higher number indicates greater interest in your content and products, often leading to higher conversion potential. This metric reflects the quality of internal linking, content relevance, and overall site navigation. Analyzing pages per session helps identify which pages capture visitor interest and guide users to explore more products so you can prioritize your optimization efforts.
Average Session Duration
Average session duration shows how long users stay on your site. A longer duration indicates that your content and product offerings are relevant and interesting to visitors. Optimizing page load speed, content layout, and product descriptions can improve session duration by keeping users engaged. You can use GA4 to track changes in session duration and refine your approach.
Conversion Rate From Organic Traffic
Conversion rate shows how well your site turns visitors into buyers. A high conversion rate suggests that you’re attracting the right audience and meeting their needs through targeted, relevant content. This metric helps you fine-tune SEO efforts to better serve customer intent, maximize sales, and achieve business goals.
Organic Impressions & Click-Through Rates (CTR)
Organic impressions and click-through rates (CTR) reveal how often your pages appear in search results and how compelling they are to users. High impressions with a low CTR suggest room for improvement in title tags, meta descriptions, or content relevance. Tools like GSC track these metrics to help you identify which pages need optimization to improve visibility and capture user interest more effectively.
Ranking Improvements for Target Keywords
Tracking ranking improvements for target keywords gives insights into how well your site performs for specific search terms. Higher keyword rankings drive visibility, increase credibility, and attract more traffic from search engines. With keyword tracking tools, you can see how improvements in ranking align with other KPIs like organic traffic, click-through rate (CTR), and conversion rate, which ensures your ecommerce SEO strategies contribute to reaching your business goals.
Revenue From Organic Traffic
Revenue from organic traffic shows the direct financial impact of SEO by combining metrics like traffic volume, conversion rate, and AOV to reveal the true dollar value of organic visitors. It also points to areas where optimized strategies can unlock greater returns. Essentially, this metric provides actionable data for scaling your tactics and driving growth.
Ecommerce SEO Strategies
Understanding ecommerce SEO and KPIs is important, but how do you turn theory into practice? We’ve outlined the top ecommerce SEO strategies below to help you get your project off the ground:
- Optimizing product category pages using buying-intent keywords
- Creating individual product pages with EEAT
- Targeting bottom-of-funnel shoppers with product pages
- Developing informational buying guides and listicles to target shopping keywords
- Leveraging UGC to build trust and boost SEO
- Building a strong internal linking strategy to improve product page rankings
- Embracing seasonality
- Optimizing for mobile use
- Meeting Google’s Core Web Vitals
Optimizing Product Category Pages Using Buying-Intent Keywords
High-converting keywords signal a user’s readiness to buy, such as “buy,” “best price,” or specific product names. Focusing on these terms attracts traffic that’s closer to making a purchase. Using keyword research tools like Ahrefs or Semrush can help you identify these keywords, assess their search volume, and evaluate competition levels. Once you’ve identified these keywords, use them to:
- Structure category pages
- Optimize title tags and meta descriptions
- Add short product summaries
This improves the user experience while providing more content for search engines to index. Consistently reviewing and refining these elements as market trends shift will help you stay relevant, competitive, and visible in search results.
Creating Individual Product Pages With EEAT (Experience, Expertise, Authority, Trust) Factors
Building EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) on individual product pages establishes credibility and drives conversions. Product pages optimized for EEAT reassure users and search engines that your brand is reliable and capable of delivering on its promises.
To build EEAT, add the following to your product pages:
- Customer Reviews: These provide social proof and help customers make confident purchases.
- Unique Product Descriptions: Using well-written descriptions rather than manufacturer-standard ones highlights your brand’s expertise and authenticity.
- High-Quality Images and Videos: These give customers a detailed look at the product and reduce uncertainty.
Targeting Bottom-of-Funnel Shoppers With Product Pages
Product pages are prime real estate for targeting bottom-of-funnel shoppers—those who are ready to buy and just need that final push. Your product pages should aim to seal the deal by addressing their specific needs and removing any remaining hesitation. You can do this by:
- Focusing on clarity and transparency
- Prominently displaying key details like price, availability, and shipping information
- Including clear calls-to-action (CTAs) that guide customers to checkout
Developing Informational Buying Guides & Listicles to Target Shopping Keywords
Creating informational buying guides and listicles is a powerful way to target shopping-related keywords while capturing top-funnel traffic. These educational resources answer common customer questions that align with search intent. Addressing queries like “how to choose the right [product]” or “best [category] for [specific use case]” helps shoppers make informed choices and establishes your brand as a trusted resource.
When creating buying guides and listicles, include cross-selling opportunities by linking to relevant products naturally within the content. This way, as readers move from informational content to purchase intent, your products are already top of mind.
Leverage User-Generated Content (UGC) to Build Trust & Boost SEO
Authentic customer reviews, photos, and testimonials provide social proof that resonates with prospective buyers. When customers see real people sharing their experiences, it humanizes your brand and reassures them that your products are legitimate. From an SEO perspective, UGC creates fresh, keyword-rich content that boosts organic visibility. Search engines recognize the value of updated, relevant content, and incorporating UGC helps keep your product pages dynamic and engaging. Tap into UGC by encouraging customers to leave reviews and feedback post-purchase.
Build a Strong Internal Linking Strategy to Improve Product Page Rankings
Internal linking improves product page rankings and creates a seamless user journey. When users land on a blog post or guide, internal links act as natural pathways to explore products related to the topic they’re already interested in. This makes it easier for top-funnel visitors to transition into the buying mindset and improves the chances of conversion. A well-crafted internal linking strategy turns your content into a cohesive ecosystem where every link supports your SEO goals and keeps customers engaged.
Embracing Seasonality
Seasonal SEO aligns content, keywords, and promotions with specific holidays and events when shoppers actively search for products. By optimizing your content around seasonal trends, you can reach potential customers exactly when demand peaks, boosting your visibility and relevance. Use seasonality to your advantage by creating keyword-rich landing pages, blog posts, and product collections for key holidays that showcase timely, seasonal offers and exclusive deals. This drives short-term engagement and contributes to long-term authority as customers return year after year.
Optimizing for Mobile Use
With a growing number of shoppers using mobile devices to browse, compare, and buy, a seamless mobile experience is critical for capturing and retaining customers. Mobile optimization requires a holistic approach that ensures every part of the user journey is smooth on smaller screens. Focus on fast load times, streamlined navigation, and easy-to-tap buttons. This improves the user experience and positively impacts your SEO rankings.
Meeting Google’s Core Web Vitals
Core Web Vitals focus on three essential metrics: loading performance (LCP: Largest Contentful Paint), interactivity (FID: First Input Delay), and visual stability (CLS: Cumulative Layout Shift). Each of these metrics measures how quickly and smoothly users can engage with your content, reflecting the overall quality of the browsing experience.
Making the following optimizations will satisfy Google’s ranking algorithm and reduce friction for your customers:
- Compress Images
- Minimize JavaScript
- Ensure Page Elements Don’t Shift Unexpectedly
Ecommerce Technical SEO
Effective technical SEO practices ensure search engines can crawl and index your pages efficiently, boosting visibility and maximizing the reach of your content. Let’s explore the key areas of technical SEO that will support your ecommerce site’s overall performance:
- Review GSC Insights
- Build a Comprehensive XML Sitemap
- Schema Markup Implementation
- Crawl Issue Identification
- Check Crawl Depth
- Align Keywords for Better Keyword Mapping
- Page Speed Optimization
- Check for HTTPS
- Fix Broken Links
- Implement Breadcrumb Internal Linking
- Build a Robust Global Navigation Menu
Review Google Search Console Insights
Google Search Console (GSC) is a powerful resource for monitoring your site’s health, search performance, and visibility. Regularly reviewing GSC data allows you to spot and resolve indexation issues, understand which search queries bring in the most traffic, and prioritize pages for optimization. When you leverage GSC insights, you can keep your site optimized for both search engines and users, ensuring that each SEO adjustment supports your site’s growth.
Build a Comprehensive XML Sitemap
An XML sitemap ensures search engines can locate and prioritize key pages across your site. This is particularly valuable for ecommerce, where new products, categories, and/or updates are frequent. By maintaining a clean, up-to-date XML sitemap and submitting it to GSC, you ensure search engines stay in sync with your site’s structure. This helps keep every part of your product catalog within reach, maximizing visibility where it matters.
Schema Markup Implementation
Schema markup, or structured data, enables search engines to better understand your product details. By using schema, you can display rich snippets in search results, such as product ratings, pricing, and availability, which can significantly enhance click-through rates. Google’s Structured Data Testing Tool makes it easy to verify that your schema markup is properly implemented.
Crawl Issue Identification With Screaming Frog
Screaming Frog SEO Spider allows you to conduct in-depth crawls to identify and resolve problems like broken links, duplicate content, and orphaned pages—issues that can negatively impact SEO if left unchecked. Regular crawls ensure that key pages are accessible to search engines.
Check Crawl Depth
Crawl depth—how many clicks it takes to reach a page from the homepage—plays a significant role in making your key pages discoverable. When essential pages are buried too deep, they risk being overlooked by search engines. Keeping important pages within three clicks of the homepage ensures search engines and users alike can easily access your high-value content.
Align Keywords Using Ahrefs for Better Keyword Mapping
Keyword mapping with Ahrefs lets you align target keywords to specific pages using search intent, preventing overlap and keyword cannibalization. This ensures each page has a clear keyword focus, which strengthens its relevance and potential ranking power. Monitoring keyword trends over time keeps your strategy fresh and your site competitive.
Page Speed Optimization
Slow pages lead to high bounce rates and missed conversions. Optimize page speed by compressing images, minimizing code, and enabling browser caching. Tools like Google PageSpeed Insights and Core Web Vitals in GSC help identify speed bottlenecks, giving you actionable insights to keep your site fast and responsive.
Check for HTTPS
HTTPS protects customer data and builds trust. Google prioritizes sites with HTTPS, making it a critical component of your SEO strategy. Every page on your site must be secured with HTTPS to create a safe shopping experience.
Fix Broken Links
Regularly audit your site for broken links and redirect users to relevant pages to maintain your site’s authority and traffic flow. Fixing broken links using Screaming Frog ensures users and search engines can navigate your site smoothly. This supports a seamless experience that keeps visitors engaged and improves your SEO performance.
Implement Breadcrumb Internal Linking
Breadcrumbs are essential for both user navigation and SEO. They help users move back through your site’s structure easily and provide additional context for search engines, creating a network of internal links that improves crawlability. Adding breadcrumb links enhances user experience and builds a hierarchy that search engines can understand, giving your site a competitive advantage in the search results.
Build a Robust Global Navigation Menu
A well-structured global navigation menu is essential for ecommerce sites. It guides users to key product categories and important pages, enhancing their overall browsing experience. Use clear and descriptive anchor text for each link to make it easy for users and search engines to understand each page’s purpose. By creating an intuitive and accessible menu, you support better user engagement, boost conversions, and strengthen your site’s SEO visibility.
On-Page SEO for Ecommerce
On-page SEO involves structuring content to guide users through a seamless buying journey while helping search engines understand each page’s purpose. Let’s examine:
- Entity SEO & Semantic Relationships
- Internal Linking for Better Site Navigation & SEO
- Building Topical Authority to Compete in the Market
- Meta Titles & Descriptions That Drive Clicks
- H1 & Page Structure for Readability
- Information Gain Opportunities
- High-Quality Images
Entity SEO & Semantic Relationships
Entity SEO is key to building topical relevance and clarity. It requires defining unique entities—such as products, brands, and categories—to help search engines identify and understand the relationships between them. This improves your site’s relevance for specific topics and increases your visibility. Tools like Google’s NLP API and Ahrefs can help analyze entity relationships to help keywords and concepts reflect the content’s theme.
Semantic SEO connects related keywords and pages, helping search engines better understand the context of your content. Instead of relying solely on exact phrases, use related terms—such as synonyms, product features, and complementary items—to add depth and relevance to your content. Optimize each page by naturally integrating these terms within headers, body text, and meta tags.
Add Semantically Related FAQs at the Bottom of Product & Category Pages
Adding FAQs with semantically related questions at the bottom of product and category pages enhances relevance and meets user intent. These FAQs should address common questions and use long-tail keywords to increase the likelihood that users will find the answers they need without leaving the page. This improves user satisfaction and gives additional content for search engines to index, which improves visibility.
Internal Linking for Better Site Navigation & SEO
Internal linking improves site navigation and distributes link equity. By linking product pages to related categories, blog content, and buying guides, you create a logical flow that guides users through the buying process. Effective internal linking also strengthens the SEO value of your most important pages. Building a network of links that connects content clusters increases the chances users will explore additional products and resources, leading to higher engagement and conversion rates.
Building Topical Authority to Compete in the Market
Building topical authority in ecommerce SEO is about creating an ecosystem of highly relevant pages that consistently meet user intent and add value. Google evaluates each page individually, looking closely at signals like engagement, dwell time, and information gain to understand whether the content truly answers user queries. When a website generates hundreds or thousands of product and category pages, optimized with high-value information, those individual scores collectively boost the domain’s authority.
Meta Titles & Descriptions That Drive Clicks
Meta titles and descriptions play a crucial role in search visibility and click-through rates (CTRs). Craft engaging, keyword-optimized meta titles that clearly convey the benefits of the product or category. For meta descriptions, use concise, action-oriented language that highlights the page’s value and provides a quick preview of what users will find. This approach makes your listings more attractive in search results, encouraging users to click and explore your offerings.
H1 & Page Structure for Readability
A well-structured H1 tag helps set the page’s focus and supports readability by aligning with primary keywords and user search intent. Use subheadings (H2s, H3s) to break down content logically. Structure content hierarchically, starting with the most important product information at the top, followed by details, specifications, and FAQs. This layout makes content digestible and allows users to find what they’re looking for quickly.
Optimizing Page Structure for Quick Answers
An easy-to-navigate page layout keeps users engaged by helping them quickly locate essential information like product details, pricing, reviews, and related items. Techniques such as using bullet points for specifications, tabbed content for descriptions and reviews, and sticky “Add to Cart” buttons can enhance the experience. For lengthy pages, include anchor links or quick navigation menus to address common questions or highlight key points.
Information Gain Opportunities
Information gain is about going beyond the basics to offer users unique insights or details they can’t find elsewhere. Identify gaps in competitor content and provide value-added information, such as in-depth product comparisons, usage tips, and data-driven insights. This approach not only appeals to users but can also improve rankings by positioning your content as a comprehensive resource.
High-Quality Images
High-quality images showcase your products and improve SEO when optimized with relevant alt text and file names. Use multiple angles, zoom features, and lifestyle images to give users a better understanding of each product. By providing rich, detailed visuals, you create a more engaging experience that increases the likelihood of conversions while supporting your SEO goals.
Topical Authority for Ecommerce SEO
When a large volume of your ecommerce site’s pages scores highly in user engagement metrics, such as clicks, dwell time, and bounce rates, it elevates your entire domain’s reputation in the eyes of Google. This demonstrates both depth and expertise on a broad set of topics, driving domain authority and organic rankings upward.
How Topical Authority Reduces Dependence on Backlinks
Although backlinks are valuable, search engines are increasingly prioritizing the depth and relevance of content as measures of authority. By developing content clusters around key topics—such as detailed product guides, FAQs, and reviews—ecommerce sites can build enough expertise to reduce the need for heavy backlinking. For instance, creating a robust content cluster around “home office furniture” with comprehensive guides, buying tips, and comparisons can elevate the entire category’s rankings, allowing multiple pages within it to perform better without extensive link-building efforts.
Google’s Information Gain Patent & Its Impact on Content Evaluation
Google’s Information Gain Patent (US20200349181A1) underscores the importance of content that delivers unique or additional value compared to what’s already available online. With this patent, Google assesses pages based on the “information gain” they provide, prioritizing content that fills gaps or adds fresh perspectives. For ecommerce, this means producing value-added content, like detailed product comparisons, unique insights, and thoughtful FAQs that go beyond typical market offerings.
Google’s Helpful Content Processor & User Signals
Google’s Helpful Content Processor evaluates how genuinely helpful content is to users by analyzing engagement metrics like time on page and bounce rate. If content is deemed useful and engaging based on these user signals, it’s more likely to rank well under Google’s emphasis on “helpful content.” For ecommerce, this translates to creating content that quickly and effectively addresses user questions with concise answers and valuable insights.
Building Topical Authority Through Content Clusters & Interlinking
Creating content clusters with strategic interlinking is a powerful way to build topical authority. These clusters consist of related content, such as educational guides, product FAQs, and expert tips, all interconnected to signal comprehensive coverage to search engines. Aligning content with user search intent at various stages of the buying journey and linking it to relevant product pages enhances SEO and user experience. This approach allows shoppers to easily navigate through helpful, relevant content while boosting your site’s topical authority and visibility across related search terms.
Earning Backlinks for Ecommerce Stores
Backlinks from reputable sites boost your authority in the eyes of search engines, improving rankings and driving qualified traffic. To develop a strong backlink profile, ecommerce sites need content that naturally attracts links and proactive strategies for reaching out to relevant industry sources. Let’s take a closer look.
Creating Link-Worthy Content to Attract Natural Backlinks
Creating valuable and unique content is one of the best ways to attract natural backlinks from industry websites, blogs, and publications. Content that is data-driven, visually engaging, and/or provides unique insights into your niche has a higher likelihood of being referenced by others. Data reports, industry statistics, and trend insights are particularly attractive to other sites because they offer ready-made information to share with audiences.
Developing Industry Statistics & Reports
Original research and industry-specific statistics are highly linkable because they provide exclusive insights that other sites want to cite. Gathering data on niche trends, seasonal shopping behaviors, and user preferences allows you to create shareable content that other sites refer back to. Present this information in engaging formats, such as infographics, to increase its visual appeal and shareability. Use tools like Google Surveys, social media polls, and direct user feedback to gather data and transform these insights into unique resources that industry sites naturally want to link to.
Creating Comprehensive Buying Guides & Product Comparisons
Buying guides and product comparisons are linkable content types because they help users make informed purchasing decisions. Structuring guides around specific needs, like “Best Office Chairs for Home Use” or “How to Choose an Eco-Friendly Mattress,” increases their appeal to both users and publishers. Other websites, including blogs and review sites, often link to these resources to support their own content. When writing buying guides, aim to make them informative yet approachable, targeting users at various stages of the buying journey and positioning your content as a valuable resource for industry sites to reference.
Outreach Tactics to Build Backlink Profiles
Building a strong backlink profile requires proactive outreach to bloggers, influencers, industry-specific publishers, and more that could benefit from linking to your content. Start by identifying websites with audiences that align with your products, then reach out with personalized messages that explain the unique value of your content. For example, you could offer a relevant buying guide or industry report that would benefit their audience, creating an authentic reason for them to link back to your store. Personalize each email, keep it brief, and focus on the value for the recipient’s audience to increase your chance of securing quality backlinks.
Leveraging Press Coverage & Media Outreach
Press coverage is a reliable way to get high-authority backlinks from reputable media outlets. Reach out to journalists, bloggers, and media contacts who cover your industry with newsworthy updates, such as product launches, unique research findings, and exclusive promotions. HARO (Help a Reporter Out), now Connectively, is an excellent platform for connecting with journalists actively seeking expert insights or industry sources. By providing value to media outlets, you increase the likelihood of earning backlinks from top-tier sites that strengthen your brand’s authority.
Collaborating With Influencers & Bloggers
Partnering with influencers and bloggers who align with your brand can generate valuable backlinks, especially when they feature your products in reviews or other content. Focus on influencers whose followers overlap with your target audience and who could genuinely benefit from the products you offer. Offering perks like unique discount codes, early access, and product samples encourages them to create authentic content that links back to your store. This strategy not only builds backlinks, but also taps into the influencer’s community, increasing exposure and trust for your brand.
Common Questions About Ecommerce SEO
Does AI content work for ecommerce SEO?
AI-generated content can be a valuable asset in ecommerce SEO—when used properly. While AI tools can efficiently generate product descriptions, basic FAQ responses, and even blog content, relying solely on AI without proper oversight will lead to generic, low-value content that doesn’t meet Google’s Helpful Content standards.
AI tools can produce content quickly, making it effective for initial drafts or repetitive elements, like similar product descriptions within a category. However, Google’s algorithms are increasingly sophisticated in recognizing valuable content that genuinely addresses user needs. For ecommerce SEO, this means AI content needs to offer insights, accurate information, and a smooth user experience. AI is a useful tool, but the goal should always be to enhance the relevance and usefulness of your content.
To meet Google’s Helpful Content Standards, AI-generated content should be reviewed and edited by human experts. This ensures the content is accurate, consistent, and aligned with the needs of the target audience. For example, product descriptions benefit from a human touch that adds unique details and persuasive language to encourage conversions.
Human review is also essential for maintaining brand consistency across your site. AI might lack the context to understand your brand’s unique tone or the subtle differences in products that matter to customers. By refining AI content, ecommerce brands ensure that it reflects their brand identity while providing a quality experience that builds trust with users.
Should FAQs get added to product category pages?
FAQs should be added to product category pages to enhance user experience and SEO. FAQs address common customer questions directly on the page, providing the information shoppers need to make confident purchasing decisions. For ecommerce, where frictionless experiences are key, well-crafted FAQs help answer questions quickly, which keeps users engaged and reduces the chance they’ll leave the page to search for information elsewhere.
FAQs also allow ecommerce sites to target a wider range of search queries related to the products in that category. These questions often reflect long-tail keywords that customers type into search engines, such as “How long does it take for [brand] products to ship?” or “Is this product eligible for returns?” By addressing these questions directly on the page, you increase the likelihood of ranking for these queries, potentially driving more organic traffic to the site.
To maximize the effectiveness of FAQs, it’s best to place them toward the bottom of the category page. This location keeps the main focus on products while ensuring that users who need more details can easily find the information they’re looking for. Effective topics for FAQs include shipping times, return policies, product care instructions, and payment or purchasing options. You can also incorporate People Also Ask (PAA) questions found in Google search results. These questions frequently arise and, when answered preemptively, will help create a smooth shopping experience.
What are entities in Google & how do they help ecommerce stores with entity SEO?
In Google’s search algorithm, “entities” refer to distinct concepts or “things” that the search engine recognizes and understands independently of keywords. For an ecommerce store, entities might include specific brands, product types, or unique attributes like “organic cotton” or “water-resistant.” Understanding these entities allows Google to better interpret and categorize content, making it easier for users to find relevant products and information.
Entity SEO is the practice of building and reinforcing these associations on your site, which helps Google understand the relationships between products, brands, and categories. This helps search engines understand your product offerings and bolsters your EEAT (Experience, Expertise, Authority, Trustworthiness). It also allows Google to present your offerings to users more accurately and improves your chances of ranking well.
For ecommerce stores, implementing entity SEO can significantly enhance search visibility. Establishing entities involves structuring product information to clarify what each item represents and how it relates to other products. Schema markup and structured data play a crucial role here: by adding schema to your pages, you provide Google with structured, context-rich information about your products. Schema helps Google differentiate between “Nike running shoes,” “Adidas soccer cleats,” and other brands or types within your store. With schema markup for entities, Google can more easily connect these details, improving the accuracy and relevance of your search listings and enhancing your site’s authority in your niche.
Consistent product descriptions are also essential for entity SEO. By using standardized terms for product types, features, and benefits, you reinforce these entities across the site, helping Google recognize them consistently. For example, if your store sells outdoor gear, repeatedly labeling items as “hiking boots,” “backpacks,” or “weatherproof jackets” helps Google understand that these are specific entities in your inventory. This consistency contributes to clearer associations, increasing the likelihood that your pages will rank for relevant keywords.
Does topical authority work for ecommerce stores?
Yes, topical authority can significantly benefit ecommerce stores by positioning them as comprehensive resources within a niche or product category. Building topical authority means creating content that covers your core products and related topics comprehensively, giving users the depth of information they’re looking for. By publishing valuable resources like guides, FAQs, how-to articles, and reviews, ecommerce sites not only provide helpful information for shoppers but also boost their relevance in Google’s eyes for searches related to their products. This approach can significantly enhance search rankings, especially for competitive keywords, by aligning with Google’s preference for authoritative, in-depth content.
When a site becomes known for its expertise in a particular product area—say, eco-friendly home goods or outdoor gear—Google is more likely to display its pages across a range of related search terms. This extends beyond primary keywords to long-tail and related terms that capture a larger segment of potential customers. For example, a site focused on “eco-friendly cleaning products” could start ranking not only for those primary keywords but also for queries like “non-toxic bathroom cleaner” or “sustainable kitchen supplies.” This broad keyword coverage helps attract more organic traffic and supports ongoing growth.
One of the key advantages of topical authority is that it reduces the need for backlink acquisition. While backlinks are valuable, Google increasingly values the depth and relevance of content within a subject area. By focusing on topical authority, ecommerce sites can attract high-intent traffic without extensive backlink-building efforts.
Users are more likely to purchase from brands they view as knowledgeable and reliable sources, especially in specialized niches. Investing in topical authority helps ecommerce sites achieve long-term SEO benefits, a stronger competitive position, and a more loyal audience.
What are the most modern SEO strategies for ecommerce stores?
To thrive in the ecommerce industry, stores need to leverage modern SEO strategies that align with Google’s evolving algorithms and user expectations. These advanced strategies focus on building authority, relevance, and a seamless user experience—key factors that improve rankings, drive traffic, and enhance customer trust.
Topical authority is essential for ecommerce sites that aim to establish expertise within a specific niche. By creating in-depth content clusters around core product categories, such as guides, FAQs, and reviews, ecommerce stores can demonstrate comprehensive knowledge of their products and industry. Covering these topics thoroughly improves relevance, allowing stores to rank across a wider range of related keywords. Google favors sites that serve as authoritative resources, making topical authority a smart, sustainable approach to capturing organic traffic from high-intent searches.
EEAT (Experience, Expertise, Authority, and Trustworthiness) is another critical strategy. Google prioritizes content that reflects these qualities, especially for ecommerce. Building EEAT means providing transparent and trustworthy content, such as detailed product descriptions, user reviews, and expert insights. These elements reassure customers that they’re buying from a reputable source, and Google takes note of this credibility. An EEAT-focused approach can help improve your search rankings and increase conversions by fostering user trust and loyalty.
Entity SEO capitalizes on Google’s understanding of entities—distinct concepts like product categories, brands, and attributes. By establishing clear associations between entities on the site, ecommerce stores can make it easier for Google to interpret and categorize their offerings. Tools like schema markup and consistent product descriptions help define entities and connect related products, boosting relevance for category-wide and product-specific searches. Entity SEO enhances visibility, especially in competitive spaces where a clear understanding of product relationships can set a store apart.
Technical SEO enhancements are foundational yet essential for modern ecommerce SEO. Ensuring fast load times, using schema markup, optimizing site structure, and resolving crawl issues all contribute to a search-engine-friendly site. A technically sound site not only ranks better but also improves the user experience, which is increasingly important as mobile shopping grows. Technical SEO should be an ongoing process, with regular audits to ensure the site is optimized for both users and search engines.
Information Gain and User-Centric Content focuses on creating unique, valuable content that provides new insights, which aligns with Google’s Information Gain principle. By offering content that fills knowledge gaps and/or presents fresh perspectives, ecommerce stores can stand out from competitors. Prioritizing user-centric, insightful content ensures customers find value in your site beyond basic product information, reinforcing topical authority and supporting a long-term SEO strategy.
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