If you’re running an eCommerce store, you’ve probably realised by now that simply having a great website isn’t enough.

The truth is, if your audience can’t find your store in search results, they’re not going to buy from you—no matter how great your products are. And that’s where search engine optimisation (SEO) comes in.

Getting your eCommerce site to rank high on Google is the key to driving consistent, organic traffic. It’s not about tricks or shortcuts, though. It’s about putting in the work to optimise your site the right way and stay ahead of the competition.

To make it easier, we have put together 15 proven SEO strategies for eCommerce businesses in 2025.

These aren’t theories—each one is an eCommerce strategy that works! Let’s get into it.

Editor’s Note [26th November 2024]: Originally written in 2015 specifically for Magento, this eCommerce SEO guide has been fully updated nine years later to reflect the latest SEO strategies and trends ahead of 2025. Since its first publication, the eCommerce SEO landscape has changed significantly, with major updates to search engine algorithms, the rise of mobile-first indexing, and the increasing importance of user intent and structured data. This update includes fresh insights, additional strategies, and realigned focus areas to help both beginners and seasoned online retailers succeed with their eCommerce SEO strategies in 2025 and beyond.

What Is eCommerce SEO and Why Should You Care?

First things first—what is eCommerce SEO?

Essentially, it’s the process of optimising your online store so it shows up higher in search engine results pages (SERPs) for relevant queries. That means making your site easy to find for people searching for products like yours and giving them a good reason to click through.

Why does this matter? Because search engines are how most people shop these days. Think about it—when was the last time you bought something online without Googling it first? If your store isn’t ranking, you’re losing out on a massive number of potential customers.

Search engine optimisation might seem overwhelming at first, but the good news is, you don’t need to do everything at once. Start small, focus on the basics, and build from there.

The SEO strategies below will help you cover all the bases no matter what platform you use.

15 Actionable SEO Strategies for eCommerce sites

1. Get Serious About Keyword Research

Before you do anything else, you need to know what your audience is searching for.

Carrying out eCommerce keyword research is a crucial element of on-page SEO and means going beyond general terms; it’s about finding product-specific and buyer-intent keywords

This isn’t something you can just guess at—you need to do proper keyword research to uncover the terms your potential customers are using.

Here’s what to focus on:

• Long-tail keywords: These are phrases like “best eco-friendly running shoes” that are more specific and less competitive than generic terms. They also tend to convert better since they match buyer intent.
• Product-specific keywords: If you sell something like “handmade ceramic mugs,” make sure to target keywords that describe exactly what you offer.
• Transactional keywords: Words like “buy,” “cheap,” or “discount” can help attract customers who are ready to purchase.

The key is to find a balance between search volume (how many people are searching) and competition (how hard it is to rank).

Brainstorming keyword ideas is a good starting point, but don’t stop there—use tools to refine your list.

Free tools like Google Keyword Planner or paid ones like Ahrefs can help you figure this out.

2. Write for Humans, Not Just Search Engines

Once you’ve got your keywords, it’s tempting to stuff them everywhere—but don’t do it. Keyword stuffing doesn’t work anymore (and honestly, it never really did). Instead, focus on creating content that’s genuinely helpful and enjoyable to read.

For example:

• Use keywords naturally in places like product descriptions, category pages, and blog posts.
• Write meta descriptions that make people want to click, not just cram in keywords.
• Think about what your audience actually cares about—don’t just copy what your competitors are doing.

Google’s algorithms are smart enough to recognise quality content, so don’t overthink it.

Just focus on making your site useful and relevant to your audience.

3. Optimise Product Pages and Category Pages

Your product pages and category pages (sometimes called catalogue or collection pages) are some of the most important pages on your site when it comes to SEO.

After all, these are the pages you want people to find when they’re searching for specific items to buy.

Here’s how to optimise them:

• Use clear, descriptive titles that include your target keyword.
• Write unique product descriptions—don’t just copy and paste what the manufacturer provides.
• Add high-quality images with descriptive alt text that includes target keywords.
• Include reviews and ratings to build trust and encourage conversions.

Basically, treat each product page like a mini sales pitch. It should give the customer everything they need to make a buying decision.

4. Speed Up Your eCommerce Store

Nobody likes a slow website, least of all Google. Page speed and page experience are important ranking factors, and if your eCommerce store takes forever to load, visitors are going to leave before they even see your products.

Here are some quick ways to improve your site’s speed:

• Compress your images so they load faster.
• Enable server-side caching using a plugin, extension, or third-party solution.
• Use a Content Delivery Network (CDN) like Cloudflare to reduce load times for users in different locations.
• Minimise unnecessary scripts and plugins that might be slowing things down

If you’re not sure how fast your site is, tools like Google PageSpeed Insights can help you figure it out.

5. Make Your Site Mobile-Friendly

More than half of all online shopping now happens on mobile devices, so if your site isn’t mobile-friendly, you’re leaving money on the table. Plus, Google uses mobile-first indexing, which means your mobile site is what they consider when ranking your pages.

What does a good mobile site look like? It should:

• Load quickly on any device.
• Be easy to navigate with a finger (no tiny buttons or endless scrolling).
• Display content and images clearly, without needing to zoom in.

If you’re using an eCommerce site like Shopify or Magento, mobile optimisation is often built-in—but it’s worth double-checking to make sure everything works as it should.

6. Create a Blog (and Actually Update It)

If you’re not blogging, you’re missing a huge opportunity to attract more traffic to your site. Blog content is a great way to rank for informational keywords, build authority in your niche, and keep people coming back to your store.

Here are some ideas to get started:

• Write how-to guides related to your products (e.g., “How to Choose the Perfect Coffee Grinder”).
• Share industry news and updates.
• Publish product roundups or gift guides.

The trick is to focus on quality over quantity. It’s better to post one great article a month than to churn out mediocre content every week.

7. Earn Backlinks the Right Way

Backlinks are like votes of confidence for your website and play the most important element of off-page SEO.

When other sites link to yours, it tells Google that your content is trustworthy and valuable. But not all backlinks are created equal.

Here’s what works:

• Guest posting on reputable blogs in your industry.
• Getting featured in “best of” lists or product reviews.
• Creating shareable content like infographics or original research.

Avoid sketchy tactics like buying links or spamming forums—those can do more harm than good.

8. Focus on Internal Links

Don’t underestimate the power of internal linking. By linking between blog posts, product pages and category pages on your site, you can help users navigate more easily and boost the SEO value of your content.

For example:

• Link from your blog posts to relevant category pages.
• Link from category pages to relevant products and blog posts.
• Use breadcrumbs to show users where they are on your site.
• Include links to related products on your product pages.

9. Don’t Ignore Customer Reviews

Let’s be honest—most of us read reviews before buying anything online. Reviews aren’t just useful for building trust with your customers; they also help with SEO.

Google’s E-E-A-T (Experience, Expertise, Authority, and Trustworthiness) plays a major role in how Google ranks websites, particularly eCommerce stores. Reviews contribute directly to the “Experience” and “Trustworthiness” aspects of E-E-A-T by showing real, user-generated feedback about your products and services. Detailed, authentic reviews signal to Google that your store provides value and a positive experience, which can improve your rankings.

When customers leave reviews, they often use product-specific keywords, which helps boost your visibility in search results. Reviews also provide fresh, user-generated content that keeps your site dynamic and engaging—something search engines love.

Here’s how to encourage reviews:

• Send follow-up emails after a purchase asking for feedback.
• Offer small incentives, like a discount on their next order, for leaving a review.
• Make it easy—no one’s going to spend 15 minutes filling out a form.

Oh, and don’t forget to actually respond to reviews, especially the negative ones. A thoughtful response shows you care about your customers, and that goodwill goes a long way.

One last point closely related to the topic of E-E-A-T and reviews, don’t be afraid to show your accreditations, certifications and affiliations, as these all help to build trust with potential buyers. To give you an idea, below are some accreditations that we feature on this site.

10. Keep an Eye on Duplicate Content

Duplicate content can be a silent SEO killer for eCommerce websites. It happens more often than you’d think, especially if you’re selling products that other stores also carry.

For example, if you’re using manufacturer descriptions that dozens of other sites are also using, you’re not going to stand out in search results.

Here’s what you can do:

• Write your own unique product descriptions instead of copying the ones provided by suppliers.
• Use canonical tags to let search engines know which version of a page to prioritise.
• Combine similar pages into one if they’re targeting the same keyword or product.

It’s tedious, but trust me, it’s worth the effort.

11. Leverage Local SEO (Yes, Even for eCommerce sites)

You might think local SEO doesn’t matter if you’re running a purely online store, but that’s not true.

If you have any kind of physical presence—like a warehouse, showroom, or even a pickup option—you can use local SEO to attract nearby customers.

Here’s how:

• Add your business to Google My Business (GMB). This ensures you show up in local search results and on Google Maps.
• Include location-specific keywords, like “custom furniture store in Birmingham,” on relevant product and category pages.
• Ask local customers to leave reviews on your GMB profile.

Local SEO is especially important if you’re competing with big-name retailers. People love to support businesses in their area, so make sure they can find you.

12. Optimise for Voice Search

Voice search is becoming more common, and the way people use voice assistants like Siri or Alexa is very different from how they type queries.

Voice searches are often longer and more conversational, so your SEO strategy needs to adapt.

Here’s what to do:

• Focus on question-based keywords, like “What’s the best coffee grinder under £100?”
• Add an FAQ section to your product and category pages, using natural language that matches how people talk.
• Make sure your site loads quickly and is mobile-friendly, since most voice searches happen on mobile devices.

Voice search might not be the biggest driver of traffic yet, but it’s definitely worth preparing for.

13. Refresh Old Content Regularly

One mistake a lot of eCommerce site owners make is forgetting about their older content. Whether it’s outdated product descriptions, blog posts, or even your homepage copy, leaving stale content up can hurt your rankings over time.

In fact, this article you are reading is an update from a guide written back in 2015 specifically for Magento.

Here’s a simple rule: every few months, go back and review your existing content.

• Are the keywords still relevant?
• Are the internal links still pointing to the right pages?
• Is the information still accurate?

A quick refresh can make a big difference, and it’s a lot easier than creating something new from scratch.

14. Use Rich Snippets (Schema Markup) to Stand Out

You’ve probably noticed that some search results on Google show extra information, like star ratings, prices, or FAQs. These are called rich snippets, and they can make your listing stand out from the rest.

All eCommerce websites will benefit from implementing schema markup. To get rich snippets, you’ll need to add your schema markup (also called structured data). Don’t worry, it’s not as complicated as it sounds—there are plugins for most eCommerce sites that make it easy.

Some of the things you can highlight include:

• Product prices and availability.
• Customer ratings and reviews.
• FAQ sections.

You can test your schema using tools like Schema Markup Validator or Google’s Rich Results Test.

Even if your ranking doesn’t change, rich snippets can boost your click-through rate, which is half the battle.

15. Analyse and Adjust Your eCommerce SEO Strategies

Here’s the thing about SEO: it’s not a one-and-done kind of deal. Algorithms change, competitors step up their game, and customer behaviour changes with the times. To stay on top, you need to keep analysing the results of your eCommerce SEO strategy and tweaking your approach.

Some tools that can help:

• Google Analytics (free): Tracks how people are finding and interacting with your site.
• Google Search Console (free): Shows you which keywords are driving organic traffic and flags any technical issues.
• Ahrefs or Semrush: Great for competitor analysis and advanced keyword research.

If something isn’t working, don’t be afraid to try something new. SEO is all about testing and learning as you go.

5 Bonus Strategies

If you’ve already implemented the basics of eCommerce SEO and are looking to take things up a notch, these five bonus strategies will help you get even better results for your eCommerce website. They focus on leveraging advanced techniques and tools to refine your SEO efforts, boost your rankings, and attract more organic traffic.

1. Leverage Advanced Keyword Research Tools

It’s one thing to brainstorm target keywords or use the usual tools like Google Keyword Planner, but digging deeper can give you a competitive edge. This is where advanced keyword research tools come into play.

Start by identifying keyword ideas that your competitors may not be targeting. Tools like Ahrefs or SEMrush can help uncover related keywords or informational keywords with lower competition but high search intent. Pair this with tools to pinpoint keyword difficulty and search volume, ensuring your content aligns with your audience’s needs.

If your product pages lack focus, performing keyword research and using data-driven tools can help you optimise for primary and target keywords that bring in more organic traffic.

2. Optimise Your Site Architecture for Scalability

The site architecture of your eCommerce store plays a significant role in how well it ranks in search engines. It’s not just about navigation; it’s about making your site crawlable and easy to navigate for both users and search engines.

Focus on improving your eCommerce site architecture by organising your category pages and product and category pages into a logical hierarchy. Internal linking can also help establish relationships between pages. By linking to important pages like category and product pages from your homepage, you’ll pass link equity and improve rankings.

Many eCommerce sites fail to structure their navigation effectively, leading to lower search engine rankings. By creating a clear, scalable site structure, you’ll make it easier for users and search engines to find your content.

3. Carry Out Technical SEO Audits (Regularly)

Even if your content and keywords are spot on, technical issues can hold your site back. Regular technical SEO audits are essential to uncover problems like broken links, slow page speeds, and duplicate content that could hurt your SEO performance.

Pay special attention to technical SEO issues like poor mobile responsiveness, unoptimised meta descriptions, or missing canonical tags on duplicate pages. Tools like Screaming Frog or Google Search Console can help run a site audit and spot errors.

A technical SEO audit can identify issues that are easy to overlook but have a big impact, such as missing schema markup or broken links. Fixing these can drastically improve your site’s SEO performance.

4. Incorporate Content Marketing into Your SEO Plan

One of the best ways to drive traffic is by creating valuable, engaging content. Content marketing goes beyond blog posts—it includes everything from buying guides to tutorials to in-depth FAQs. When done right, it helps attract backlinks and improves your rankings for informational keywords and long-tail search queries.

For example, a blog post targeting search queries like “best skincare products for dry skin” can lead to higher rankings and increased traffic for your eCommerce website. Similarly, incorporating schema markup on your content can generate rich snippets, increasing your visibility in Google search results.

Pro tip: Don’t just create content for the sake of it. Focus on producing pieces that answer real customer questions, attract potential customers, and consider the search intent behind a target keyword.

5. Track and Refine Your SEO Campaigns

Tracking your efforts is just as important as implementing them. Use tools like Google Analytics and Google Search Console to measure your progress. These tools can reveal valuable insights, such as which pages are bringing in the most traffic, which keywords you’re ranking for, and where you might need to focus more attention.

Additionally, monitoring the results of your eCommerce SEO campaigns will help you identify what’s working and what’s not. If you notice a drop in traffic or rankings, it might be time to re-evaluate your approach.

Many eCommerce websites rely on guesswork for their SEO efforts, but consistent tracking ensures that your strategy is data-driven. Adjusting based on keyword rankings, bounce rates, and search engine results pages performance can keep your campaigns on track.

And One More for Good Measure: Leveraging User Behaviour Analytics (UBA)

When it comes to SEO, a lot of strategies focus on keywords, rankings, and traffic—but User Behaviour Analytics (UBA) is the missing piece that can take your site to the next level.

It’s not about chasing numbers—it’s about seeing how real people actually use your site. What do they click on? Where do they lose interest? What’s stopping them from buying?

UBA helps answer those questions, and honestly, the insights can be a game-changer.

Think about it: tools like heatmaps show you exactly where users spend their time. Maybe they’re loving a specific product image but ignoring your call-to-action. Or maybe Google Analytics is showing you that certain search queries bring in traffic, but no one sticks around long enough to convert.

This isn’t surface-level data; it’s understanding why your visitors behave the way they do. Once you know that, fixing the issues becomes so much easier.

And here’s the thing—UBA doesn’t just highlight problems like slow-loading pages or confusing navigation (though those are big deals). It can also reveal smaller, often overlooked “micro-conversions.” These are things like adding items to a wishlist, watching a product video, or hovering over certain sections of a page. When you notice what’s working (and what’s not), you can double down on the stuff your users love.

What’s even better? Pair UBA insights with A/B testing. Try small tweaks—like adjusting your meta descriptions, moving a button to a more obvious spot, or cleaning up internal links—and you’ll quickly see what gets results.

These tiny changes can have a massive impact on your organic traffic, search engine rankings, and ultimately, sales.

The bottom line? Guesswork is out. With UBA, you’re refining your site based on hard data. For eCommerce businesses looking to stay ahead, this modern SEO strategy isn’t just helpful—it’s essential.

Final Thoughts

SEO for eCommerce isn’t rocket science, but it does take time, effort, and consistency. There’s no magic button to get your site to the top of Google—you have to earn it by creating a site that’s genuinely valuable to your customers.

Start with the basics: keyword research, fast-loading pages, and great content. From there, keep building—add backlinks, optimise for voice search, and refine your strategy based on what’s working. Remember to address technical SEO issues like slow loading times as this can make a huge difference. Make sure every eCommerce SEO campaign you run focuses on both short-term wins and long-term growth.

The good news? Every improvement you make gets you closer to more traffic, more sales, and a stronger business overall. So take it one step at a time, and before you know it, you’ll be outranking your competition.

Need more inspiration? Hopefully, the six bonus strategies (including UBA) will give your eCommerce store the edge it needs to stand out in a competitive market. By digging deeper into keyword research, refining your eCommerce site structure, auditing for technical SEO issues, leveraging content marketing, and tracking your results, you’ll position your store for long-term success.

And if you’re ever stuck, remember this: SEO isn’t about tricking Google—it’s about helping people. Keep your focus there, and you’ll be just fine.

If you need help from a professional eCommerce SEO agency, simply get in touch and see how we can help.