Mastering E-Commerce SEO: Tips for Better Rankings and Sales

With online shopping more competitive than ever, e-commerce brands can’t rely on paid ads alone to drive traffic and sales. While PPC campaigns can generate quick results, they often come at a high cost—and the moment you stop spending, the traffic disappears. That’s where E-Commerce SEO comes in. A well-optimised website attracts consistent, high-intent traffic, helping businesses rank higher on search engines and generate sales organically over time.

By focusing on SEO, e-commerce brands can reach customers exactly when they’re searching for products, rather than interrupting them with ads. From keyword optimisation and content marketing to technical SEO and link building, there are multiple ways to improve an online store’s rankings and drive sustainable growth.

In this blog, we’ll explore essential strategies for e-commerce SEO and how businesses can use them to increase traffic and sales. We’ll also look at how an e-commerce brand, achieved a 20% increase in organic clicks by implementing structured keyword optimisation and improved meta descriptions—proving that SEO is a long-term investment worth making.

Let’s dive in.

Why E-Commerce SEO Matters

E-commerce is booming, but with millions of online stores competing for attention, standing out in search results is more challenging than ever. Without a strong SEO strategy, even the best products can go unnoticed. 

E-commerce SEO ensures that your store ranks higher in search engines, attracts qualified buyers, and drives consistent sales without relying solely on paid advertising.

Increased Visibility

When customers search for products, they rarely go past the first page of Google. Studies show that the top three organic search results get over 50% of all clicks, making it critical for e-commerce businesses to rank high for relevant searches. Unlike paid ads, which disappear once the budget runs out, organic rankings last, driving free, recurring traffic over time.

Imagine searching for a “bulk paper towels supplier” and finding an online store ranking at the top—this isn’t by accident. Through keyword optimisation, content strategy, and structured SEO efforts, businesses can increase their visibility and capture ready-to-buy customers before competitors do.

Better Conversions

SEO isn’t just about getting traffic—it’s about attracting the right traffic. When e-commerce stores optimise for high-intent keywords, they reach customers who are actively looking for products, rather than users who happen to see an ad.

For example, a website ranking for “best eco-friendly cleaning products” is likely to convert better than one targeting “cheap cleaning supplies,” as the former appeals to a more engaged and purchase-ready audience. By optimising product descriptions, category pages, and metadata, businesses can match search intent and boost conversions.

Long-Term ROI

While paid advertising stops working the moment you stop spending, SEO efforts compound over time. A well-optimised e-commerce store can attract thousands of visitors a month without spending on ads, reducing customer acquisition costs and increasing profitability.

Consider SEO an investment rather than an expense. The more effort put into content, technical SEO, and backlinks, the more sustainable and cost-effective the traffic becomes.

Key Strategies for Optimising E-Commerce SEO

A successful E-Commerce SEO strategy involves a combination of keyword research, on-page optimisation, technical fixes, and content marketing. Here are the key tactics every online store should focus on.

Keyword Research for E-Commerce Success

Keyword research is the foundation of SEO. It ensures that your products appear in searches when potential customers are actively looking for them. Instead of targeting broad, high-competition keywords, successful e-commerce brands focus on buyer intent keywords—phrases that signal strong purchasing intent.

How to Find the Right Keywords for E-Commerce SEO

• Use Google Keyword Planner, Ahrefs, and SEMrush to find high-intent product-related keywords.
• Focus on long-tail keywords like “best-running shoes for flat feet” instead of just “running shoes.”
• Analyse competitor keyword rankings and optimise your product pages accordingly.

Splesh: How Keyword Optimisation Increased Organic Clicks by 20%

Splesh, an e-commerce brand, needed to improve its search rankings and organic traffic. By conducting in-depth keyword research, optimising meta titles, descriptions, and product pages, and improving content relevance, they saw a 20% boost in organic clicks.

Their success highlights how a strategic keyword approach can increase discoverability, improve rankings, and drive more organic traffic without relying on paid ads.

On-Page Optimisation for E-Commerce Websites

Once the right keywords are identified, on-page optimisation ensures that search engines can understand and rank product pages effectively. This includes optimising:

• Product Descriptions – Writing unique, keyword-rich product descriptions that add value.
• Meta Titles & Descriptions – Crafting click-worthy meta tags that increase search visibility.
• Image Optimisation – Compressing and adding alt text to images for better rankings.
• Internal Linking – Linking related products and content to improve page authority.

By focusing on structured keyword placement and high-quality content, businesses can increase click-through rates and improve search rankings—just as Splesh did.

Technical SEO for E-Commerce Sites

Technical SEO plays a critical role in ensuring that an e-commerce website is fast, mobile-friendly, and easy for search engines to crawl and index. Without a strong technical foundation, even the best content and keywords won’t help a store rank well.

Site Speed & Mobile Optimisation

Fast-loading websites improve rankings and reduce bounce rates. Research shows that a one-second delay in page load time can lead to a 7% drop in conversions. Since most shoppers browse on mobile devices, optimising for mobile responsiveness and speed is non-negotiable.

• Reduce page load times by compressing images, using a content delivery network (CDN), and minifying CSS and JavaScript.
• Ensure mobile-friendliness by using a responsive design that adapts to all screen sizes.
• Optimise Core Web Vitals, such as Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS), to enhance user experience.

Structured Data & Schema Markup

Schema markup helps search engines understand product details like pricing, reviews, and availability. By adding structured data, e-commerce businesses can increase their chances of appearing in rich snippets, leading to higher CTRs and better rankings.

• Implement Product Schema to display price, availability, and reviews in search results.
• Use FAQ Schema on product pages to address common customer questions directly in search results.
• When properly set up, structured data improves click-through rates and enhances the way products appear in Google Search.

Fixing Duplicate Content Issues

• Many e-commerce websites face duplicate content issues, especially with product pages. Search engines struggle to differentiate between similar pages, which can harm rankings.
• Use canonical tags to tell search engines which version of a page to prioritise.
• Avoid copy-pasting manufacturer product descriptions—always create unique content.
• Implement URL parameters correctly to prevent Google from indexing duplicate versions of the same page.

By addressing these technical SEO challenges, e-commerce brands can improve crawlability, search visibility, and user experience.

Content Marketing for E-Commerce SEO

While product and category pages help capture transactional intent, content marketing helps e-commerce brands attract informational and long-tail keyword traffic. Blogs, guides, and FAQs build authority, drive organic traffic, and support SEO rankings.

Why E-Commerce Brands Need a Content Strategy

• Capture broader search intent – Blog posts, product comparisons, and how-to guides attract top-of-funnel visitors who might convert later.
• Build trust & authority – Valuable content positions a brand as an industry expert.
• Boost internal linking & SEO – Linking from blog content to product pages improves SEO performance.

Example content ideas:

• “How to Choose the Best [Product] for Your Needs”
• “The Ultimate Guide to Using [Product]”
• “Top 5 Mistakes to Avoid When Buying [Product]”

E-commerce brands that consistently publish high-quality content see increased organic traffic and customer engagement.

Off-Page SEO & Link Building for E-Commerce

On-page SEO is only part of the equation. To improve domain authority and rankings, e-commerce businesses need a strong off-page SEO strategy, which primarily revolves around building high-quality backlinks and establishing credibility.

The Importance of Backlinks in E-Commerce SEO

Backlinks from reputable, high-authority websites signal to search engines that your site is credible and valuable. The more quality links pointing to your e-commerce store, the better your chances of ranking higher.

Effective ways to earn backlinks include:

• Guest Blogging – Contributing valuable content to industry-related blogs with a link back to your store.
• Influencer Collaborations – Partnering with bloggers, YouTubers, and social media influencers to promote products with embedded links.
• Digital PR – Securing media mentions through press releases and product features in online publications.

How Splesh Strengthened SEO Through Backlink Strategies

Splesh implemented a structured backlink strategy, leveraging industry blogs and product partnerships to gain high-authority links. By optimising product pages and aligning them with relevant content, they improved their organic search visibility and boosted site traffic.

Leveraging Google My Business for Local E-Commerce SEO

For e-commerce brands that also have physical stores or distribution centres, Google My Business (GMB) can further strengthen search visibility. Optimising GMB ensures that businesses appear in local searches, even for e-commerce-related queries.

Key strategies include:

• Accurate business listings – Consistent NAP (Name, Address, Phone Number) across directories.
• Customer reviews – Encouraging reviews to improve local SEO rankings.
• Local keyword optimisation – Including location-based search terms in descriptions.

With a mix of backlink building and local search optimisation, e-commerce stores can increase their authority and attract qualified traffic from multiple sources.

Common E-Commerce SEO Mistakes to Avoid

Even with a strong SEO strategy, certain mistakes can prevent e-commerce stores from achieving top rankings. Below are some of the most common issues and how to fix them.

Ignoring Product Page Optimisation

Many e-commerce stores rely on generic product descriptions or duplicate content from manufacturers, which can hurt search rankings.

Solution:

• Write unique, keyword-rich product descriptions.
• Use structured headers and bullet points for better readability.
• Optimise meta titles and descriptions for each product.

Not Optimising for Mobile Users

With mobile shopping surpassing desktop, e-commerce sites that aren’t mobile-friendly risk losing traffic and sales.

Solution:

• Ensure fast-loading, responsive design across all devices.
• Compress images and use a mobile-first layout.
• Improve the checkout experience with simple, mobile-friendly forms.

Neglecting SEO Analytics & Adjustments

SEO isn’t a one-time task. Without tracking and refining, businesses won’t know what’s working or where improvements are needed.

Solution:

• Use Google Analytics and Search Console to monitor traffic and rankings.
• Identify high-performing vs. underperforming product pages.
• Regularly update content, metadata, and link-building efforts.

By avoiding these common pitfalls, e-commerce brands can improve rankings, increase conversions, and achieve long-term growth.

Conclusion

SEO is a long-term investment that drives consistent traffic, improves rankings, and leads to sustainable e-commerce growth. Unlike paid ads that stop generating results once the budget runs out, SEO builds lasting visibility and reduces customer acquisition costs over time.

Splesh’s success highlights the power of structured SEO. Their results prove that with the right optimisation approach, e-commerce brands can grow their traffic without relying solely on paid ads.

If you’re looking to improve your e-commerce SEO strategy, Mr Digital can help. From keyword research and technical SEO to content optimisation and backlink building, we create custom strategies that drive rankings and increase sales.

Want to optimise your online store for better search visibility? Contact us today and take your e-commerce SEO to the next level.