9 Best E-commerce SEO Tips to Increase Traffic


Having a well-designed website and great products at competitive prices won’t matter if potential customers can’t find you when they search online. If your page appears first for a specific keyword, it will receive ten times more clicks than if it’s tenth. Websites on the second page of Google typically have a click-through rate of less than 1%.

That’s where your SEO efforts come in. By ranking higher in search results, you improve the chances of people finding your website. The more visitors you get, the better your chances of making sales.

This article outlines nine e-commerce SEO tips that can increase your traffic.

  1. Find Effective Keywords
  2. Optimize for Intent
  3. Create Content that Addresses User Inquiries Directly
  4. Use HTTPS
  5. Shorten and Simplify URLs
  6. Address Usability Problems
  7. Incorporate your Products Strategically into your Content Plan
  8. Implement a “Branded” Link-Building Strategy
  9. Improve the Speed of Your Website

Step 1: Find Effective Keywords

Performing keyword research is the crucial initial step in an e-commerce SEO campaign. Getting this right ensures you target keywords that are easy to rank for, with decent search volume and high conversion rates. However, it’s not just about keyword difficulty or search volume; consider buyer intent, too.

For decades, SEO practitioners have classified keywords into three main groups based on user intent:

  1. Commercial keywords: Indicate an intention to purchase a product, such as “buy protein powder,” “protein powder coupon,” or “protein powder prices.”
  2. Informational keywords: These keywords reflect a need to learn about a specific topic, like “how to use protein powder,” “protein powder tips,” or “protein powder tutorial.”
  3. Navigational keywords: Correspond to a particular product, brand, or location, such as “Optimum Nutrition” or “GNC store.”

Ensuring that your web pages closely match the keywords used by your customers is crucial for achieving better visibility in Google’s search rankings.

Create a Detailed Keyword Strategy

Begin by inputting your e-commerce store into a keyword research tool. Then, export the identified keywords and repeat this process for at least three main competitors.

With the collected data, your objective is to:

  1. Categorize keywords: Establish categories in your spreadsheet indicating whether each keyword is commercial, informational, or navigational.
  2. Identify competitor keywords: Highlight keywords that your competitors rank for but your store doesn’t. Dedicate a separate tab to these keywords for future targeting.
  3. Organize by volume and CPC: Prioritize keywords with a high volume and high CPC balance, ensuring increased traffic and potential sales growth.

Finally, prioritize your opportunities. While some keywords may seem appealing, they may be challenging or realistic to rank for. Utilize various keyword prioritization models, focusing on factors like volume or conversions. Select the model that matches your goals and optimize your pages accordingly.

Step 2: Optimize for Intent

When optimizing your pages, prioritize understanding your keyword’s intent, such as Google values relevance in serving users.

But what exactly is “intent”?

The search intent defines why a user searches, clarifying their objectives and motives when they input a search query.

The more effectively your website serves Google’s users, the greater your reward will be for increased traffic.

You have two options to uncover search intent:

  1. Analyze their Nature: Keywords often reveal their purpose in their name. For instance, keywords containing “buy” or “coupon” are commercial, while those with “how to” or “tutorial” are informational.
  2. Look at CPC: Google calculates a keyword’s cost-per-click (CPC) based on demand; higher demand means more advertisers bidding for it, leading to higher costs. Keywords with high CPC usually convert better, often indicating commercial intent.

When optimizing your pages, ensure to incorporate your selected keywords in the following areas:

  1. Page title: This is a significant on-site factor.
  2. Copy: Include the keyword multiple times on your page. Utilize tools like TextOptimizer to determine the appropriate keyword density.
  3. URL: The URL is another crucial factor for on-site optimization. If the page is already published, consider implementing a 301 redirect.
  4. Alt-Tag: Incorporate your keyword into the alt-tag of your images to help Google understand their content.
  5. Internal Links: Utilize your keywords as anchor text when linking to other pages within your site.

Step 3: Create Content that Addresses User Inquiries Directly

A content marketing strategy should center on three core principles:

  1. Create content with clear conclusions. Teach your readers about solutions they may not know about. Prioritize helping the reader rather than promoting your product.
  2. Prioritize quality over quantity. While you may feel pressured to match competitors’ content output, focus on creating fewer, higher-quality pieces. Analyze competitors, target specific keywords, and aim to produce content that outperforms theirs.
  3. Write for people, not algorithms. Google prefers content that caters to human readers rather than aiming to manipulate its algorithm. Concentrate on creating content that engages your audience and offers real value.

Step 4: Use HTTPS

secure your financial transaction using http

Security and usability play crucial roles in shaping visitors’ website experiences. As highlighted previously, they impact traffic and conversions.

HTTPS (Hypertext Transfer Protocol Secure) is the primary protocol for exchanging data between a user’s browser and a store’s server. It ensures a safe financial transaction, communication, and data submission environment.

HTTPS is an affordable and straightforward e-commerce SEO method to improve your store’s performance.

Step 5: Shorten and Simplify URLs

Ensure your URLs are short, clear, and easy for users to understand. For example, if you’re selling a French press, use a URL like example.com/machines/french-press instead of example.com/store/products/374820/show. This makes it much easier for people to know what the page is about.

Also, try to add relevant keywords to your URLs. While keeping the user experience in mind, you can still incorporate keywords in a way that makes sense and helps improve your search engine rankings.

Step 6: Address Usability Problems

E-commerce giants like Amazon and Zappos have simplified online purchasing, raising consumer expectations for a smooth shopping experience. However, many e-commerce stores still need help to provide satisfactory user experiences characterized by confusing interfaces, detailed shopping procedures, and other issues.

Fixing any usability issues will increase your traffic and conversions since Google has made user experience a ranking factor.

To enhance your unsatisfactory customer experience, utilize: 

  1. Session recording tools: They capture random visitor sessions, revealing their interactions.
  2. Quantitative analytics tools: Identify high-exit pages where visitors frequently leave.
  3. Qualitative analytics tools: Gather feedback through online forms to understand visitor experiences.

Step 7: Incorporate your Products Strategically into your Content Plan

Your SEO marketing experts and content strategies go hand in hand. Content should promote your store, addressing user needs rather than directly pushing products.

Since 80% of user searches are informational, your content will likely target informational keywords that address the user’s problem rather than directly promoting your product.

Write with SEO in consideration, but prioritize user satisfaction. Google aims to please its users, so your content should cater to their needs.

Step 8: Implement a “Branded” Link-Building Strategy

Our e-commerce SEO tips have centered on on-site aspects like keywords, on-site optimization, and content. Another crucial aspect of a successful SEO is link building. It helps Google determine the value and authority of a domain and page, influencing their ranking.

Your store must be unique to excel in a competitive e-commerce field. With the help of an SEO marketing consultant, aim for an unconventional marketing strategy. Establish a brand that can withstand competition, trends, and market shifts.

Begin by implementing a link-building strategy focused on enhancing brand recognition. Use an SEO tool to examine your main competitors, their acquired links, and the link types they prioritize.

Your competitors set the standard to aim for and reveal immediate link-building opportunities. Successful brands naturally attract links because of their popularity and industry influence.

Start your link-building strategy by acquiring links that naturally fit your brand. Three avenues to pursue this strategy include targeting:

Implement a "Branded" Link-Building Strategy

  • Brand Mentions: Identify instances where websites mention your brand without linking to your store. Also, explore mentions of your competitors and contact those sites to request a mention.
  • Directory Sites: Search for directories relevant to your industry or location that list similar brands.
  • Resource Pages: Locate pages that link to brands similar to yours and reach out to request a link.

Step 9: Improve the Speed of Your Website

A fast-loading website is crucial for an excellent user experience, and search engines take speed into account when ranking pages. Here are some tips to ensure your store loads quickly:

  1. Optimize images: Use the appropriate file size and compress media files when possible.
  2. Set up caching: Save a copy of your website on visitors’ browsers for faster loading.
  3. Consider a CDN: Store heavy files off-site and load your site from distributed servers for faster access.
  4. Choose a reliable host: A solid foundation ensures great site speed.
  5. Limit plugins: Keep only necessary ones to reduce site weight.
  6. Update regularly: Keep WordPress, themes, and plugins up to date for optimized code and security.
  7. Optimize code: Use tools like Jetpack Boost to enhance CSS structure, defer non-essential Javascript, and lazy load images.


Actively applying effective e-commerce SEO strategies is essential for increasing traffic to your online store and maximizing sales potential. Following the tips outlined in this article can significantly enhance your website’s visibility, attract more visitors, and boost conversions.


What is SEO?

SEO (Search Engine Optimization) improves a website’s visibility and ranking in search engines to attract more organic (non-paid) traffic. Optimizing a website entails improving various elements, such as its content, structure, and HTML code, and obtaining backlinks from other websites.

How can effective keyword research benefit my e-commerce website?

Good keyword research is crucial for a successful e-commerce SEO strategy. It helps you target keywords matching your business objectives and customer needs. Doing so can drive more relevant traffic to your website and increase sales, leading to higher conversion.

Why is it necessary to address usability problems on e-commerce websites?

Addressing usability problems like confusing navigation, slow loading times, or checkout process issues can harm the user experience, resulting in low conversions. By resolving these issues, e-commerce websites can enhance customer satisfaction, boost engagement, and drive more sales.

What is the effect of website speed on e-commerce SEO?

In e-commerce SEO, website speed is crucial as it impacts search engine rankings. Slow-loading websites frustrate users, resulting in higher bounce rates, lower search rankings, and decreased organic traffic. Optimizing your website for speed improves user satisfaction, increases engagement, and drives more conversions.

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