The best eCommerce SEO strategy would include some very traditional tactics but there are some differences that you should consider. A basic eCommerce SEO strategy would involve technical SEO to help ensure search engines can crawl your site efficiently. It would also include local SEO to help drive local organic traffic and physical traffic (if you have a brick and mortar).

If you are a business or an SEO beginner who is looking for a free way to improve your website’s rankings,then consider using these free tools provided by Google:

Google Search Console

Google Keyword Planner

Google Trends

In this article we will explore what differences between a traditional SEO strategy and one focussed on an eCommerce site. 

Keyword Research

When considering what type of keywords to target for your eCommerce website you should always proceed cautiously as the two biggest pitfalls of poor keyword research are:

  • You’ll target keywords that are too difficult to rank for and you won’t make it to the front page.
  • You’ll rank for keywords that don’t get a lot of traffic or don’t lead to conversions.

Target keywords that are high-intent and have “sales speech” included within. When you rank for “buy pest services near me” or “best plumber in Lehi, Ut” you will have better, more qualified traffic reaching your eCommerce site. This type of keyword research will lead to more conversions. Think of this as search query optimization rather than just simple keywords. Too often just short, non-branded terms are too difficult to rank for and bring in general traffic that is not ready to buy.

Strategic Keyword Optimization in Content

A fantastic eCommerce keyword research tactic is to target Latent Semantic Indexing (LSI) keywords. These are keywords that are conceptually related terms that search engines use to more fully understand content on a webpage. You should consider targeting your product pages with LSI keyword terms that surround your main keyword. 

Because eCommerce sites have to service a wide variety of audiences that want to research your products or simply purchase right away it can be difficult to fit in keywords. Have quality descriptions that include your keywords and LSI terms as well. You need to resolve the intent of users who are not convinced to buy and those that are somewhat ready and totally ready to purchase.

Site Architecture

eCommerce websites have the necessity of being simple and extremely scalable. Think of Amazon, they have so many product pages that they need to have their own search engine that serves up the best results for those products. Similarly, your eCommerce site should have a simple structure that is scalable and easily navigable. No page should take more than three clicks to get to from any other page.

Because of the conversion points that need to be reachable by search engines and users alike there should be consistency in the execution.

eCommerce Category and Product Pages

Category pages for an eCommerce website should use keywords to create highly relevant page URLs and subdirectories. They should also include things like:

  • Simple URLs with keywords to help
  • Title tags (H1, H2 and H3)
  • Body copy
  • Image alt text
  • Meta data

While all these things are very common in every SEO campaign, there is a need to implement them differently on category and product pages for eCommerce sites. You should take extra care to include each of these actions on each and every product page/image as it helps search engines know what the products are.

With the basic (and free) Google tools that were mentioned above, you can get your eCommerce site on the right track to becoming more SEO-friendly. However, there’s a lot that goes into SEO and it’s constantly evolving with the hundreds of updates Google releases each year. At Boostability, we stay on top of best practices, algorithm updates, keyword trends, and so much more to give small businesses an advantage in competing online and leveling the playing field against larger competitors. Learn more about our small business SEO services and our white label SEO services, or test your website for free using our free website submission tool to see what areas of your website can be more SEO-friendly!


Mike is a former SEO Manager at Boostability and has been in the online marketing industry since 2012. He has extensive experience with SEO, email marketing and link building campaigns for in-house and agency teams around the country.