Online Store SEO: How To Optimize Your E-Commerce Store

seo for online store

93% of online experiences begin with search engines, 80% of which are from Google.

If your online store is not optimized for SEO, you will be missing out on the majority of the customers.

Sure there are paid ads like Google Adwords, but do you want to continue pumping in money daily, if instead, you can get free quality traffic?

In this article by Melisa Marzett from, she has discussed clearly on how to do SEO for online stores.

Without much further ado, let’s get started.

What Is Online Store SEO?

SEO (Search Engine Optimization) is the process of affecting your website or webpages’ visibility on the internet, and drive traffic and revenue from organic traffic.

Online store SEO refers to SEO done on your e-commerce shop to increase it’s online visibility and hence generate sales.

Why SEO For Your Online Store?

why seo for online store

You must have seen people use PPC ads like Facebook or Google ads to drive traffic to their shops, but why SEO is the best source of traffic?

Here are 3 main reasons why you need SEO:

1. Primary Source Of Internet Traffic

An organic search is a huge part of most businesses ‘ website performance, as well as a critical component of the buyer funnel and ultimately getting users to complete a conversion or engagement.

With ads, you can only focus on a few terms or pages for your site, but with SEO, you can target all of your webpages.

2. SEO Builds Trust And Credibility

The goal of any experienced SEO is to establish a strong foundation for a beautiful website with a clean, effective user experience that is easily discoverable in search with thanks to the trust and credibility of the brand and its digital properties.

Many elements go into establishing authority regarding search engines like Google.

3. Long Term Strategies

Sure, you know SEO takes time to give results, but once you are on the right track, the ball will keep rolling.

Also, SEO traffic is passive, which means once you have it done, it can continue to generate income and traffic, without you ever have to keep on pumping in the money.

So now you have understood the basics. Let’s dive into the meat of this article and start generating sales and traffic to your online e-commerce store.

Pay Attention To The Robots.txt File

This is the first step with which the promotion of the project should begin, By editing robots.txt.

What Is Robots.txt File?

The robots.txt file, also known as the robots exclusion protocol or standard, is a text file that tells web robots (most often search engines) which pages on your site to crawl or not to crawl.

It is possible to solve a range of crucial technical optimization tasks, such as prohibit search engines from indexing service files and duplicate pages, and closing user accounts from indexing to avoid disclosing personal data.

Depending on the store engine and its structure, the set of directives will be individual for each site.

Remember To Use Schema Markup

Schema markup, also known as structured data, is the language of search engines, using a unique semantic vocabulary. 

It is code used to more clearly provide information to search engines in order to understand your content.

In turn, this helps provide users with better, more accurate information in the rich snippets that are displayed beneath the page title.

The result is a display on the page with the consequences of issuing advanced snippets.

schema snippet

For example, when a rating displays a product’s rank, its price. Attractive site snippet increases clickability in search results and allows you to attract additional search traffic to the site.

For this, it is recommended to use micro marking. Note that the primary influence of markup is on snippets in the Google search engine.

How To Add Schema Code?

If you’re using WordPress, you can easily add the Schema through SEO plugins like Yoast SEO, or more advanced snippets like product reviews using plugins like All-In-One Rich Schema Snippets.

If your site is custom-built, you can check out the procedure here.

Do Not Be Lazy To Fill In The Description Fields

The direct ranking of the online store and the description meta tag are not related but do not ignore the page description during SEO optimization.

These descriptions have a significant impact on the site’s CTR in the search. Search engines, especially Google, use the description meta tag to create a snippet in the search results.

Therefore, your task in promotion is to attract the attention of the user, “hook” him with your unique offer.

Then clickability will be higher. At the same time, I recommend making descriptions within 150 characters with spaces, because longer stories do not fit into the visible part of the snippet.

Work With Product Reviews

When choosing a product, a potential buyer will want to know about it the objective opinion of people using this product.

A detailed review is a significant advantage for making a purchasing decision.

Therefore, I recommend adding the ability to leave reviews. Please note that I am not talking about SEO reviews.

The buyer can quickly determine custom reviews. Reviews must be real, even if they are negative.

Do not forget to respond to criticism and answer questions, as this increases the confidence of users in the online store.

Work With Content

Successful SEO optimization of an online store and its content are inextricably linked.

However, it is not always advisable to place voluminous SEO texts crammed with keywords on the pages of an online store when promoting.

This will not only not help, but also harm the position of your site. If the site is large and there are many products, first you can pick up keywords for one section.

Add new queries when you need to expand your target audience and increase traffic.

When doing keywords research for your online store SEO, Follow the methods listed below:

1. Focus On Keywords That Are Relevant To Your Site

Keywords must be relevant to the content. If you sell pyrotechnics, the list of queries may contain the words “fireworks”, “salute”, “firecracker”.

Be careful with words that have multiple meanings. For example, a “leather case” may mean a cover for a car seat, a phone, a passport.

Enter the query into the search engine and look at the results. If most of the pages do not say what you are selling, specify the request (for example, “leather cover for a car seat”).

For example, you sell puzzles. However, on a similar request, all the results in the issue of only the popular cartoon “Puzzle”, you will not be able to get there.

The query “puzzle game” issues in online games. However, the key to “buy a puzzle” is what you need.

3. Focus On Commercial But Not Informational

Keywords should bring you interested potential buyers, not random visitors.

Give priority to requests for which information is not searched (“New Year’s fireworks”, “do-it-yourself fireworks”), but products: “buy fireworks”, “price fireworks”, “firecrackers online store”.

Immediately mark the key phrases with the words “how to do”, “for free”, “on your own”, “in bulk” (if you do not sell in bulk) and others that will lead people who do not plan to buy.

The only case when information requests come in handy is that the online store has a blog.

You can write an article from the series “How to Make Bengal Lights on Your Own” and insert your product there.

Some readers will decide that it is easier to buy than spend time experimenting.

4. Taking Into Account Statistics Of Search Systems

Unless you produce exclusive products, there are several tens or hundreds of stores selling goods similar to yours on the Internet.

We see them on the first page of the results, gaining the popular requests “fireworks” or “buy fireworks”.

Such queries are called high frequency: users often type them in the search bar, they can attract thousands of people every month.

It takes time and budget to get into the top 10 for high-frequency queries. At first, it is easier to advance and attract visitors by less popular key phrases.

For example, “buy firecrackers inexpensively in New York”. These are low-frequency requests, users type them less often, and therefore the competition for them is lower.

Bet on them to form the initial audience of the site. Then it will be possible to add mid- and high-frequency phrases to the selection.

Sign The Photo

When adding images to the directory, remember to add the alt attributes to the <img> tag.

Thus, the photos of the goods of your online store will get into the search in the pictures, which will attract additional traffic.

Another point to consider when promoting is the contents of the alt attribute is displayed even when the visitor’s browser does not show a photo for various reasons. The user will understand what the image is about.

Fix 404 Errors

fix 404 error

Make sure that the user never gets to the page without information.

All sections of the site should work correctly, and non-existent addresses should give a correct 404 response or redirect to the current section.

If the user somehow came to a non-existent page, I recommend that you do not form an opinion with him that your site is launched or does not work at all.

Therefore, for SEO optimization, you should pay attention to page 404. Make it informative, add a search function. Retain the visitor, tactfully suggest going to the main page or offer a bonus.

Work On Product Descriptions

Try to provide product pages with simultaneously informative, technically competent, and selling descriptions.

In no case, do not duplicate content on different pages. Firstly, it negatively affects the results of issuance, and secondly, potential buyers do not best perceive it and yet, in no case, do not impose the product.

Such advertising is ineffective and even harmful.

Pay Attention To Site’s Structure And Navigation

Even at the stage of site development, I recommend that you carefully consider the structure of your online store and write down the pages of the CNC (addresses convenient for human perception).

A competent site structure and the availability of CNC will contribute to:

  • Improve site ranking
  • Increase search traffic
  • Natural user orientation on the site

Avoid a lot of nesting. Technically, this is not a mistake but can lead to confusion in navigation.

Avoid overly detailed divisions into subsections (e.g., by color, size, cost).

Otherwise, an unreasonably large number of paragraphs will turn out, which will significantly increase the site menu.

For this division, it is better to add a product filter or use quick or tagged links directly in the content of the central section under the H1 tag.

Do not let users “wander” around the site in search of the right product.

Make the menu convenient, simple, and logical. This will allow you to find the right product quickly.

A great site’s structure will have not more than 3 clicks from the homepage to the destination.

Ensure Stable Performance And High Page Loading Speed

If the online store crashes with any increase in server load or the pages load for a very long time, this is a severe problem.

Without proper optimization, visitors will not be converted into buyers – they will not wait for the content to load.

According to the stats, 46% of people say waiting for pages to load is what they dislike most about browsing the web on mobile.

How To Check Your Page Speed?

check spage speed
  1. Go To
  2. Enter your URL and wait for the result
  3. What you get is the result as shown above
  4. Pay attention to the total page size and requests. The ‘fully loaded time’ varies depends on your server location and traffic.
  5. See the recommendation given and fix it accordingly. Normally, the main culprit behind slow page speed is un-optimized images

Besides the site’s optimization, you need to pay the attention to hosting as well.

Regularly Work With The Semantic Kernel And Content

It is necessary to continually update the semantic kernel, track trends, add popular queries on new product models, remove questions from remote pages, monitor the current frequency, and fill new or existing pages with content.

Connect Your Store To Google Tools

Last but not least on online store SEO is to connect your site to Google webmaster tools.

The 2 most important being Google Analytics – To track your site’s visitors and behaviors and Google Search Console – To track your site’s performance.

Connecting your online shop to these tools allow you to keep track of the progress, knows what to improve and fix potential issues that can hinder your ranking.

To learn more about how to use these tools on your site, check out my local SEO tips article to learn the complete tutorial.


That’s all for the guide on the online store SEO.

The core idea behind this is to focus on users and know what they need. Legit reviews, valuable content, the site’s experience, etc. All these contribute to the main SEO ranking factor.

Besides the strategies listed above, backlinks are also another important thing to take into consideration, which is a factor responsible for all kinds of SEO.

So have you started implementing these tips on your shop’s website? Let me know about the results in the comment section below.

General FAQ

What Is Online Store SEO?

Online store SEO is defined as SEO done on your online or e-commerce store website and products, with the aim of driving free organic traffic from search engines and ultimately convert visitors into customers.

Why Your E-commerce Store Need SEO?

SEO is necessary because search engines’ traffic is the largest source of traffic for people looking to buy products or services (intent-based), builds credibility and trust, and it’s a long term marketing strategy.

SEO vs Social Media Marketing, Which One Is More Important For Online Store?

In general cases, search engines’ traffic is much more important because it’s via search engines where people would type in what they are actually looking for and ready to spend money. For example: “New Nike Shoes 2019”, whereas in SMM, you are simply bombarding your audiences with something they may or may not be interested in.

If you like the content, help me share it out with the world!

Leave a Comment

Your email address will not be published.