Fresh SEO Strategies for E-commerce Stores to Boost Sales in 2024

Burning question:
What SEO strategies will actually help my ecommerce store increase sales in 2024?

Quick answer:
The most important SEO trends for 2024 include using AI, voice search, optimizing for mobile, and focusing on high-intent keywords. But here’s what matters most: these strategies don’t just bring in traffic—they help convert visitors into paying customers.

Ecommerce SEO is changing fast. To grow your sales, you’ll need to go beyond rankings. It’s about creating a smoother shopping experience, using AI to deliver what your customers want, and tapping into rising trends like video and voice search. Personalization and automation will play a big role in driving those sales.

In this guide, we’ll discuss the best SEO strategies for attracting more shoppers, keeping them engaged, and getting them to buy.

What’s Included:

SEO and the Buyer’s Journey: How to map keywords to each stage of the sales funnel, from awareness to decision, to get targeted traffic that converts.

Programmatic SEO & Personalization:How to use programmatic pages and AI tools to create personalized shopping experiences for individual users.

AI Tools for SEO: How AI can automate keyword research, content creation and on-page SEO to save time and increase accuracy.

Video SEO:How to optimize your video content to rank and engage users especially during product demos and tutorials.

On-Page Optimization for Conversions:Best practices for product pages, landing pages and meta tags to have your site fully optimized for both search engines and users.

UX and Technical SEO: How site speed, mobile usability and core web vitals impact SEO rankings and sales.

Schema Markup and Rich Snippets: How to use structured data to make your products stand out on search engine result pages (SERPs) with rich snippets like review stars and pricing.

Off-Page SEO & Link Building:How to build high quality backlinks, guest blogging and social proof to get more traffic

Also See : 20 SEO Software for Agencies to Boost Rankings (2025)

SEO and the Buyer’s Journey

To get more sales, you need to align your SEO strategy with the buyer’s journey—the process customers go through before buying. This journey has three stages: Awareness, Consideration and Decision. By mapping the right keywords and content to each stage you can attract the right visitors and move them closer to buying.

The Three Stages of the Buyer’s Journey:

• Awareness Stage: In this stage, potential customers discover a problem or need but aren’t yet sure what the solution is. They search for broad, informational content.

SEO Strategy: Target high level keywords like “what is [product]” or “how to solve [problem].” Blog posts, guides and educational videos work well here.

Example keywords: “What is the best running shoe?” or “How to improve sleep quality.”

• Consideration Stage: At this point, the buyer has defined their problem and is actively looking for solutions, comparing different products or services.

SEO Strategy: Use comparison and long-tail keywords (e.g. “best product for [X]” or “top 10 [products]”). Case studies, comparison articles and product reviews are useful in this stage.

Example keywords: “Best running shoes for marathon training” or “Top memory foam mattresses.”

• Decision Stage: The buyer is ready to buy and is searching for specific products or services.

SEO Strategy: Focus on transactional, high intent keywords (e.g. “buy [product] now” or “[brand] reviews”). Optimized product pages with strong CTAs should dominate this stage.

Example keywords: “Buy Nike running shoes online” or “Sleep Number mattress discount code.”

Keyword Targeting for Each Stage:

For each stage of the buyer’s journey you need to make sure your keyword strategy matches the intent behind the user’s search:

Awareness Stage Keywords: These are informational keywords. Use phrases like “how to,” “what is,” and “benefits of” to attract users in the early discovery phase.

Consideration Stage Keywords: In this stage users are looking for comparisons and solutions. Use keywords like “best [product],” “product X vs. product Y,” or “top [product] list.”

Decision Stage Keywords: High intent keywords like “buy,” “shop” or “discount” should be the focus here, as these indicate a buying intent.

By mapping your content to each stage of the journey you can move users from awareness to decision and increase conversion.

Check Out: How to Increase Online Sales Fast

Keywords to the Sales Funnel

Understanding the sales funnel and your keyword strategy is key to getting more qualified traffic to your e-commerce store. The funnel is the different stages of the customer’s journey from awareness to buying. Each stage requires a different keyword strategy to move the user through the process.

Stages of the Sales Funnel:

Top of the Funnel (TOFU): Awareness

Middle of the Funnel (MOFU): Consideration

Bottom of the Funnel (BOFU): Decision

Each stage has different user intent and your keywords must match that intent to attract the right traffic. Let’s break down how to map keywords to each stage.

1. Top of the Funnel (Awareness Stage)

Here the user is looking for general information, solutions or education. They are not ready to buy yet but want to learn more about their problem or interest.

• Keyword Strategy: Use informational keywords that are broad questions or common problems.
• Content Type: Blog posts, guides, infographics, videos, educational content.

Example Keywords:

“best mattress for back pain?”

“how to increase website traffic?”

SEO Tip: Use long-tail keywords that are specific to your niche. They may have lower search volume but more relevant traffic.

2. Middle of the Funnel (Consideration Stage)

Here the user is actively comparing products and solutions. They know their needs and are looking for options to solve their problem.

• Keyword Strategy: Use comparison or research keywords that reflect product research.
• Content Type: Product comparisons, reviews, case studies, how-to guides.

Example Keywords:

“best e-commerce platforms for small business”

“Nike vs Adidas running shoes”

SEO Tip: Optimize your content with secondary keywords that users might search for while comparing products (e.g. product features or benefits).

Don’t Miss: 20 Easy Ways to Increase Online Sales

3. Bottom of the Funnel (Decision Stage)

Here the user is ready to buy. They are now searching for transactional keywords that indicate buying intent.

• Keyword Strategy: Use transactional keywords like “buy”, “order”, “discount” or “deal”.
• Content Type: Product pages, checkout pages and landing pages with strong CTAs.

Example Keywords:

“Buy Nike running shoes online”

“Discount code for Apple AirPods”

SEO Tip: For e-commerce, focus on optimizing product pages with clear and relevant CTAs. Add customer reviews and fast checkout options to support the decision-making process.

Why Keywords to the Sales Funnel Matter

Mapping keywords to the sales funnel means you are creating content that drives traffic and moves the potential customer closer to a purchase. By delivering the right information at each stage, you increase user engagement and, ultimately, conversions.

Keyword Research for Sales-Focused SEO

When it comes to e-commerce SEO, keyword research is not just about traffic—it’s about sales. The goal is to find high-intent keywords that convert visitors into paying customers. Here’s how to do sales-focused keyword research that drives conversions.

1. Start with Broad and Long-Tail Keywords

Broad keywords can bring in more traffic, and long-tail keywords (3-5 words) bring in more qualified traffic. For example, “running shoes” is very competitive and broad, and “best-running shoes for marathon training” is a long-tail keyword that attracts more targeted traffic, likely further down the funnel.

Tools to use: Google Keyword Planner, Ahrefs, SEMrush, Ubersuggest to find broad and long-tail keywords, search volume and competition.

2. Commercial Intent Keywords

For e-commerce you should focus on transactional or commercial intent keywords, these are keywords that indicate the user is likely to buy. These are keywords like “buy”, “discount”, “best price” or “deal”. These target users who are ready to make a purchasing decision.

Examples:

“Buy organic cotton T-shirts”

“Best laptop deals for students”

“Discount code for Nike shoes”

3. Competitor Keyword Analysis

Analyzing competitors can give you insights into which keywords are driving traffic to their site and what you are missing. Tools like SEMrush or Ahrefs allow you to enter a competitor’s website and see which keywords they rank for, along with the estimated search volume and difficulty.

• SEO Tip: Focus on keywords where your competitors rank but you don’t, especially those that are relevant to your products.

4. High-Intent Keywords

High-intent keywords are key to driving qualified traffic that’s ready to convert. These keywords indicate a user’s intent to buy rather than just research. Finding these keywords and tapping into niche markets will boost your e-commerce SEO and sales.

High-intent keywords indicate that the user is ready to make a decision. Look for keywords that include specific product names or actions.

Types of High-Intent Keywords:

• Transactional keywords: “buy”, “order”, “discount”, “deal”, “best price,” etc.
• Product-focused keywords: Including brand names or specific products (e.g., “Samsung Galaxy S24 review”).
• Urgency-based keywords: words like “today,” “same-day delivery,” or “limited offer” indicate that a customer is ready to act now.

For example, users searching for “Apple AirPods Pro 2024 deals” are much further along in the buying journey than someone searching for “best wireless earbuds”.

Examples of high-intent keywords:

“Order iPhone 15 Pro Max online”

“Sony noise-cancelling headphones review”

How to Find High-Intent Keywords

You can find these keywords by using specialized tools and strategies to see what your audience is searching for.

Keyword Research Tools:

• • Google Keyword Planner: Good for finding high volume, high intent keywords.
  • Ahrefs and SEMrush: Both tools show competitor rankings, so you can find gaps where competitors are not using high-intent keywords.
  • AnswerThePublic: Good for question based high intent keywords, which are growing in popularity due to voice search.

Steps:

1. Buyer keywords: Look for keywords that include purchase or action driven terms like “best price”, “cheap”, “buy” or “deals on”.
2. Search intent: Use Ahrefs to analyze search results and see which keywords show product pages or transactional content.
3. Competitor analysis: See which high-intent keywords your competitors rank for and optimize your product pages for similar terms.

Optimize for Intent-Driven SERP Features

When targeting high-intent keywords, optimize for SERP features like rich snippets; People Also Ask boxes, and local packs. These features often rank above traditional search results and can drive conversions.

SERP Features:

• • Rich snippets: Provide product details like reviews or pricing, which can increase CTR.
  • Local packs: For e-commerce stores with a local presence, optimizing for “near me” searches can drive immediate traffic and in-store purchases.

Actionable Steps:

1. Use Ahrefs, SEMrush, and Google Keyword Planner to find high-intent keywords and focus on transactional and product-specific terms.
2. Target niche markets to reduce competition and capture more qualified traffic with long-tail keywords.
3. Optimize for voice search by targeting question-based and conversational keywords with high buying intent.
4. Use SERP features like rich snippets and local packs to stand out and capture clicks from intent-driven searches.

5. Niche Markets with Low Competition

While popular keywords are tempting, they’re often competitive and expensive to rank for. Instead, find niche markets within your industry by targeting low-competition and high-intent keywords. This will attract specific customers who are more likely to convert.

Strategies to Find Niche Keywords:

• Long-tail keywords are more specific and can help you reach very targeted audiences (e.g., “affordable waterproof hiking boots for kids”).
• Industry forums and Reddit: See what people are discussing to find niche user-generated keywords.
• Google Trends: See growing sub-niches or products trending in specific regions or demographics.

Keyword Research Tools for Sales-Focused SEO

Google Keyword Planner: Good for finding keyword ideas, search volume and competition.

Ahrefs: Great for competitor research, finding keyword gaps and ranking difficulty.

SEMrush: All in one tool for keyword research, site audit and traffic analysis.

Ubersuggest: Good for keyword ideas and search volume and difficulty, for beginners.

AnswerThePublic: Perfect for finding long-tail, question-based keywords.

Steps:

1. Use keyword research tools to find long-tail and high-intent keywords that target users ready to buy.
2. Analyze competitors to find keyword gaps and opportunities.
3. Target niche and voice search keywords to capture less competitive but more targeted traffic.
4. Update your keyword list regularly based on seasonal trends, new product launches, and changes in user behavior.

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Competitor Analysis for SEO

Analyzing your competitors is one of the best ways to get ahead in SEO. By looking at what keywords, content and backlink strategies they are using you can find gaps in your own strategy and new opportunities. Here’s how to do a competitor analysis for your e-commerce store.

1. Who Are Your Competitors?

Before you start analyzing competitors, you need to know who they are. These may not always be direct business rivals but could be websites ranking for similar keywords.

How to Find Competitors:

• • Google Search: Search for product-related terms and see who ranks on the first page.
  • Competitor Tools: Tools like SEMrush, Ahrefs and Moz can help you find your top ranking competitors for specific keywords.
  • Google Ads Auction Insights: If you’re running ads, Google Ads’ auction insights report can give you a list of your main competitors in paid search.

2. Competitor Keywords

Keyword analysis will show you which keywords drive traffic to your competitors and where you can fill the gaps in your strategy. Look for keywords your competitors are ranking for that you’re not.

Tools to Use:

• • Ahrefs: Enter your competitor’s URL to see the keywords they rank for, their estimated traffic, and which pages are performing best.
  • SEMrush: This tool has a Keyword Gap report that shows keywords you and your competitors are targeting and where your competitors have the upper hand.
  • Google Keyword Planner: Gives you an estimate of search volume and competition for any keyword.

What to Look For:

• • Primary keywords your competitors are ranking for but you’re not.
  • Long-tail keywords they’re ranking for in niche markets.
  • High-traffic keywords with moderate difficulty score where you can compete.

3. Content Analysis: What’s Working for Your Competitors

Analyzing competitor content will show you what’s working for your shared audience. Focus on the type of content they’re publishing, the keywords they’re targeting, and the engagement that content is getting.

How to do Content Analysis:

• • Look for top content: Use BuzzSumo or Ahrefs Content Explorer to see which competitor articles or blog posts are getting the most shares and backlinks.
  • Identify gaps: Compare their top content with yours. Are there any topics they cover that you haven’t touched on yet? Are their product pages better optimized with user reviews, images, or CTAs?
  • Content types: See if they’re using more video content, long form articles, or short product descriptions and what’s driving the most traffic or engagement.

Content Strategy Insights:

• • If a competitor’s blog post is ranking well, consider creating a better, more comprehensive version on the same topic.
  • If their product descriptions have user-generated content like reviews, add that to your product pages.

4. Backlink Analysis: Where Are They Getting Their Links?

Backlinks are key to a site’s authority and search engine ranking. By analyzing your competitor’s backlink profiles, you can find valuable sites to target for your own outreach.

• Tools for Backlink Analysis:
  • Ahrefs Backlink Checker: See all the sites linking to your competitors and the quality of those backlinks.
  • Moz Link Explorer: Get insights into a competitor’s backlink profile and see the domain authority of referring sites.
  • SEMrush Backlink Analytics: See the backlinks driving traffic to your competitors and find link-building opportunities.
• What to Focus On:
  • Quality of backlinks: Not all backlinks are created equal. Focus on high authority backlinks from credible sources, not quantity.
  • Guest posting opportunities: See the sites your competitors are getting backlinks from through guest blogging and pitch to those same sites.
  • Industry forums and directories: If your competitors are getting links from industry specific directories or niche forums, you should get listed there too.

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5. UX and Technical SEO Comparisons

While content and keywords are important, user experience (UX) and technical SEO significantly affect ranking. Compare how your competitors handle site speed, mobile optimization, and user-friendly navigation.

• UX Analysis:
  • Mobile responsiveness: Use Google’s Mobile-Friendly Test to see how your site compares to your competitors in mobile usability.
  • Core Web Vitals: Tools like Google PageSpeed Insights or Lighthouse will show how your site’s speed and UX compare to others.
• Technical SEO:
  • Do competitors use schema markup to boost their search visibility?
  • How do they structure their URLs, internal linking and breadcrumbs to make it easy for users and search engines?

Steps to Take:

1. Find your main competitors using Ahrefs or SEMrush.
2. Analyze competitor keywords to find gaps in your strategy and target high-intent terms.
3. Do a content gap analysis to improve your blog posts, product pages, and other content types.
4. Analyze backlinks to find link-building opportunities and authority sites.
5. Compare UX and technical SEO to ensure your site is optimized for users and search engines.

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Strategic Content Framework

1. Content for Each Buyer Stage

The best content strategies deliver the right message to the right audience at the right time. This means creating specific types of content for each stage of the buyer’s journey: Awareness, Consideration, and Decision.

• Awareness Stage: Create informational content that educates your audience. Blog posts, guides, and explainer videos can answer broad questions and help customers understand their needs.
  • Example content: “How to Choose the Right Mattress for Back Pain”
• Consideration Stage: Create product comparisons, expert reviews, and case studies. This type of content helps users weigh their options and move toward a purchase decision.
  • Example content: “Top 5 Budget-Friendly Smartphones Compared”
• Decision Stage: Optimize your product pages and landing pages for purchase intent. This content should have clear CTAs, product reviews and detailed specs to encourage conversions.
  • Example content: “Order Nike Running Shoes Now – Free Shipping!”

2. Content Strategy to Boost Sales (with E-A-T Optimization)

Content that talks about the features and benefits of your products will grab the attention of users ready to buy.

Here are the types of content you should focus on:

• Product Guides and Buying Guides: These help buyers know what to look for in a product and why your product stands out. These guides should have detailed specs, use cases and comparisons to competitors.
  • Example: “The Ultimate Guide to Choosing the Perfect Laptop for Work and Gaming”
• Case Studies and Customer Testimonials: Real-life stories and case studies build trust. They show potential buyers how your product has helped others so they can make a more informed purchase decision.
  • Example: “How Our Fitness Tracker Helped Over 1,000 Users Reach Their Health Goals”
• User-Generated Content (UGC): Include reviews, photos and videos from your customers. UGC is social proof and has a huge impact on buying decisions.
  • Example: “Customer Reviews of Our Eco-Friendly Water Bottles”

• E-A-T Optimization: Google’s algorithm values content demonstrating expertise, authoritativeness, and trustworthiness (E-A-T). For e-commerce, this means:
  1. Expertise: Highlight the credentials and experience of product creators, contributors, or reviewers.

Example: Add author bios to blog posts or detailed information about the team behind your product.

         2. Authoritativeness: Build authority by earning backlinks from reputable industry sites.

Example: Write guest posts on high-authority blogs or collaborate with industry experts.

         3. Trustworthiness: Ensure customer reviews, testimonials, and clear return policies are visible. Trust signals like SSL certificates and privacy policies also help.

Example: Feature trust badges and guarantee offers prominently on product pages.

3. Blog Posts as Lead Magnets

Blog posts are not just for educating or informing your audience—they can also be lead magnets. Here’s how to make blog posts sell:

• Include CTAs: Every blog post should have a clear call to action (CTA) that directs readers to your product pages or to sign up for a newsletter, exclusive offer, or discount.
  • Example: “Read our guide on best kitchen gadgets and shop our top picks with 10% off!”
• Content Upgrades: Offer a downloadable resource, such as a product checklist, buyers’ guide or exclusive content, in exchange for an email subscription. This captures leads directly from your blog content.
  • Example: “Download our free eBook on eco-friendly home products and get 15% off your first order.”

4. Video Content and Tutorials

Video is one of the best ways to engage with customers. Tutorials, product demos and unboxing videos help customers understand your product better and increase the chances of a sale.

• Product Demos: Show your product in action. This is especially helpful for complex or high-ticket items, as seeing the product in action will build trust and reduce buying hesitation.
  • Example: “How to use our Smart Home Security Camera—Live Demo”
• How-To Tutorials: Create videos that show your product solving a problem or meeting a need. These can be embedded on product pages, shared on social media, and optimized for YouTube SEO.
  • Example: “How to assemble our DIY Furniture in 5 easy steps.”

5. Sales Optimization

Content isn’t just about what you say – it’s also about how you say it. Here’s how to make sure your content turns visitors into customers:

• SEO Best Practices: Ensure your content includes targeted keywords, has an internal linking strategy, and follows on-page SEO guidelines. This will help your content rank higher and reach a wider audience.
• Social Proof: Featuring reviews, testimonials or case studies will increase trust and influence buying decisions.
• Strong CTAs: Every piece of content should guide users to the next step – to buy, sign up or explore further.

What to do:

1. Create content for awareness, consideration, and decision stages to guide users through the sales funnel.
2. Use product guides, comparisons, and case studies to engage with potential customers mid-journey.
3. Add CTAs and content upgrades to blog posts to capture leads and push readers to buy.
4. Invest in video content like product demos and tutorials to show your product in action and build trust.
5. Optimise content for SEO and conversion using keywords, social proof, and internal linking.

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On-Page Optimization for High Conversions

Once you have your content strategy in place, the next step is to optimize individual products and landing pages to maximize conversions. This means focusing on user experience (UX), improving page design, and making key technical tweaks to convert visitors into buyers.

1. Product Pages That Sell

Product pages are the core of any e-commerce site. Optimizing these pages will improve SEO and conversion rates by providing a smooth user experience.

• Clear CTAs: Your product page should have a strong, prominent CTA like “Buy Now” or “Add to Cart”. Place these above the fold and make them stand out visually.
• Compelling Product Copy: Focus on the benefits of your product, not the features. A short, easy-to-read description that explains how the product solves the user’s problem will convert better.
• Visuals: High-quality images and videos can increase conversions by allowing users to see the product in action. Use multiple product images, offer zoom, and include videos of the product being used.
• Customer Reviews and Ratings: Display user-generated reviews prominently. Positive reviews build trust and increase conversion. In fact 90% of consumers say reviews influence their buying decisions​

2. Landing Page Optimization

For promotions or high-traffic pages, landing page optimization is key to increasing conversions.

• Fast Loading: A slow-loading page will result in high bounce rates and lost sales. Use Google PageSpeed Insights to optimize image sizes, minimize CSS and JavaScript files, and reduce server response times.
• A/B Testing: Run A/B tests on landing page elements like headlines, CTAs, product copy, and button colors. This will help you understand what works best for your customers.
• Minimise Distractions: Simplify the layout of your landing pages to remove any unnecessary elements that might confuse or distract users. Focus the user’s attention on the product and the purchase journey.

3. Meta Descriptions, Titles and Headings

Optimize your meta descriptions and titles for users and search engines to increase CTR and SEO.

• Meta Titles: Keep them under 60 characters, including the main keyword. Make them compelling and highlight the core benefit (e.g. “Shop Yoga Mats: Free Shipping & 10% Off”).
• Meta Descriptions: Keep them under 160 characters and focus on selling points like free shipping, discounts or exclusive features to get the click. Don’t keyword stuff, instead, give a concise reason to click.
• Heading Tags (H1, H2, H3): Use heading tags to structure your content for readability and SEO. H1 tags should have the main keyword (e.g., “Best Running Shoes 2024”), and H2 and H3 tags to break up the content into sections.

Actionable:

1. Optimize product pages with clear CTAs, product copy, and user reviews to drive conversions.
2. Run A/B tests to refine landing page performance and find high-converting elements.
3. Optimize meta titles and descriptions to increase CTR and attract qualified traffic.

Internal Linking

1. Why Internal Linking for E-commerce

• SEO Benefits: Internal links help search engines crawl your site better, distribute page authority (link juice) and improve rankings for individual pages. Google uses internal links to understand the structure of your website and which pages are most important.
• User Experience: Well-placed internal links can improve navigation and keep users on your site longer and closer to conversion.

2. Linking to High-Value Pages

• Prioritise Product Pages: Product pages are e-commerce sites’ main conversion drivers. Link to these pages from relevant blog posts, category pages, and homepage banners to send traffic directly to your highest-converting content.
• Link from High Authority Pages: If your blog posts or landing pages have many backlinks or high traffic, link to product pages or other strategic content. This will build link equity and improve the ranking of your target pages.

3. Use Anchor Text Wisely

Anchor text is the clickable text in a link. The anchor text should describe the target page and include relevant keywords for internal links.

• Best Practice: Use descriptive and keyword rich anchor text. For example, if linking to a product page for running shoes, the anchor text could be “best running shoes for marathon training.”
• Avoid Over-Optimisation: While it’s good to include keywords, don’t stuff them unnaturally into anchor text. Keep it user-friendly and relevant to the content.

4. Cluster Content Around Topics

Clustering content around topics helps both SEO and user experience. Organize your content around core topics and link relevant pages to each other.

• Example: If you sell fitness equipment, cluster around “home workouts”, “fitness accessories” and “healthy living tips”. Then, link blog posts, guides, and product pages within each cluster to increase relevance and authority.

5. Clear Site Structure

Make sure your site’s navigation is easy to follow for both users and search engines. Every page should be no more than 3 clicks away from the homepage. This will help search engines crawl your site efficiently and improve the user journey.

• Breadcrumbs: Use breadcrumb navigation to show users where they are on your site and provide easy links back to category pages or the homepage.

6. Internal Linking Tools

Tools like Yoast SEO for WordPress can help you automate and track internal links. Ahrefs and SEMrush can also help you analyze your internal link structure and find pages to link to.

Actionable:

1. Link to high-value product pages from popular content like blog posts and category pages to drive traffic.
2. Use keyword-rich anchor text but avoid optimization; keep it natural.
3. Cluster content around topics and interlink them to increase user experience and SEO relevance.
4. Use breadcrumb links and keep pages no more than 3 clicks from the homepage.
5. Use SEO tools to track and optimize your internal linking.

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Technical SEO for E-commerce

Technical SEO ensures your site is crawlable and indexable by search engines and fast and smooth for users. For e-commerce and lead generation sites, improving technical aspects like site speed, mobile optimization, and URL structure can have a big impact on SEO.

1. Programmatic SEO: Scaling Content for E-commerce

Programmatic SEO is creating a large volume of pages automatically using data. This is particularly useful for e-commerce sites with many products or locations. By using templates, you can create thousands of pages efficiently while still following SEO best practices.

Benefits:

• • Geographic pages: If you have stores or services in different locations, programmatic SEO allows you to create location-based pages that rank for local search terms (e.g., “Buy shoes in New York City”).
  • Product or category pages: Automatically create product pages based on product types, colors, or features (e.g., “Best red running shoes for women”).
  • Data-driven pages: To reduce manual work, use programmatic SEO to create pages from large data sets (e.g., reviews, specifications).

Best Practice:

• • Use unique meta tags and titles for each programmatically created page to avoid duplicate content penalties.
  • Ensure all programmatically created pages are valuable to the user with relevant content and internal linking.
  • Pair with dynamic content personalization so users see product recommendations based on their behavior or location.

2. Site Speed and Mobile Experience

Site speed is a ranking factor, especially for mobile. Google’s Core Web Vitals measure how quickly and smoothly users can interact with your site.

Opt for Core Web Vitals:

• • Largest Contentful Paint (LCP): Load main content in 2.5 seconds.
  • First Input Delay (FID): Keep interactivity delays under 100ms.
  • Cumulative Layout Shift (CLS): Keep visual stability, elements staying in place as page loads (target score: < 0.1).

Mobile:

• • Use responsive design so your site works on all screen sizes.
  • Minimize pop-ups and interstitials on mobile, as these can harm the user experience and rankings.
  • To load fast, image compression and lazy loading should be applied to mobile pages.

3. URL Structure and Navigation

A clean and logical URL structure makes it easier for users and search engines to navigate your site. Proper navigation helps with crawlability and makes sure every page can be indexed.

• SEO friendly URLs: Keep them short, descriptive and keyword rich (e.g. “/running-shoes/women”).
• Breadcrumbs: Implement breadcrumbs to improve navigation and help users know where they are on the site, which also helps Google understand your page structure.
• Internal linking: Make sure all pages are interlinked correctly to pass authority and search engine indexing.

4. Schema for Product Pages

Schema helps search engines understand your site better. By adding schema for product pages, you can enable rich snippets that display product details like price, reviews, and availability on the search results page.

• Product schema: Makes your products stand out with extra information like product ratings, price ranges, and stock availability.
• Local Business schema: For stores with physical locations, this schema makes your business appear in local search results and Google Maps.

5. Crawlability and Indexing

Make sure all important pages on your site can be crawled and indexed by search engines.

• XML Sitemaps: Update your sitemap regularly to include new pages. Submit it through Google Search Console to ensure all critical pages are indexed.
• Robots.txt: Make sure this file is set correctly to allow search engines to crawl your important pages and block pages with duplicate or unnecessary content (e.g., admin or checkout pages).

Do:

1. Implement programmatic SEO to scale content for product- or location-specific pages.
2. Opt for Core Web Vitals to improve site speed and mobile experience.
3. Clean URL structure and internal linking to improve navigation.
4. Add schema to product and local business pages to get rich snippets.
5. Audit and update XML sitemaps and robots.txt regularly

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Off-Page SEO and Link Building for Sales

While on-page SEO focuses on optimising elements within your site, off-page SEO focuses on actions outside of your site to improve your search engine rankings and drive traffic. One of the best off-page SEO strategies is link building, which involves getting other reputable sites to link back to your content. For e-commerce stores, link building can drive more traffic, more trust, and ultimately more sales.

1. Building High-Quality Backlinks

Backlinks from authoritative sites tell search engines that your site is trustworthy and relevant. For e-commerce, getting high-quality backlinks from reputable sources is key to improving rankings and building domain authority.

How to Get Backlinks:

• • Guest blogging: Write high-quality guest posts for industry-relevant blogs and websites. This not only establishes you as an expert but also allows you to link back to your own site.
  • Content marketing: Create linkable content like how-to guides, infographics, and data-driven reports that other sites will want to reference and link to.
  • Influencer collaborations: Partner with industry influencers to review your products and link to your site.

SEO Tip: Focus on getting links from high-authority domains in your industry. Avoid spammy or low-quality links, as they can harm your SEO efforts​

2. Social Proof and Influencers

Social proof, such as reviews, testimonials, and endorsements from trusted influencers, can have a big impact on your SEO and sales. When other reputable sites, influencers, or customers talk about your product and link to your site, it can drive direct traffic and improve your search rankings.

• Influencer Partnerships: Partner with influencers in your niche to review or promote your products. Influencers have a large following and their recommendations can lead to backlinks and traffic.
• Customer Reviews and Testimonials: User-generated content (UGC) like reviews on third-party sites (e.g., Trustpilot, Yelp) can boost your off-page SEO, as these sites often link back to your product pages.
• Example: Partnering with a well-known fitness blogger to review your workout gear could result in an endorsement and a backlink from their site, improving trust and rankings.

3. Guest Blogging to Reach New Audiences

Guest blogging is writing articles for other relevant blogs or industry publications in exchange for a backlink to your site. This gets you exposure to a new audience and builds domain authority through backlinks.

How to Succeed with Guest Blogging:

• • Target authoritative sites: Focus on writing for reputable sites in your niche with high domain authority (DA). A link from a trusted source is more valuable.
  • Provide value: Create high-quality, original content that provides value to the host site’s readers. Avoid promotional content and instead educate or inform.
    

    Example: If you sell eco-friendly products, writing for a sustainability blog would position you as an expert and provide a valuable backlink to your site.

4. Social Media for Link Building

Social media links don’t directly impact SEO rankings but can still be part of your off-page SEO strategy by driving traffic and getting your content seen.

How to use Social Media for SEO:

• • Share your blog posts, product pages, and how-to guides on Twitter, Facebook, Instagram, and LinkedIn.
  • Add social sharing buttons to your website’s content to encourage social sharing. The more people who share your content, the higher the chance other sites will link to it.

SEO Tip: Social media doesn’t directly impact your site’s rankings but increased visibility can indirectly result in backlinks from those who find and share your content.

Do:

1. Earn high-quality backlinks through guest blogging, content marketing, and influencer partnerships.
2. Use social proof to build credibility and drive more traffic to your e-commerce site.
3. Partner with influencers to get backlinks and visibility for your product.
4. Promote on social media to get your content seen and attract links.

Summary

E-commerce is constantly evolving, and SEO remains one of the most effective methods for increasing website traffic and boosting sales. In 2024, the newest SEO strategies will prioritize personalization, AI, user-generated content (UGC), and user experience (UX) for e-commerce businesses. By aligning your SEO with the buyer’s journey, you can focus on high-intent keywords to guide customers from awareness to decision-making.

Key points:

• Programmatic SEO lets you scale content creation and generate thousands of product and location-specific pages that capture long-tail searches.
• On-page optimization like clear CTAs, rich product descriptions,, and page speed can directly increase conversions.
• Internal linking allows users and search engines to navigate your site and helps boost your product page’s authority.
• Off-page SEO and link building, influencer partnerships, and guest blogging increase your domain authority and drive qualified traffic.

By focusing on both technical and content-based SEO and adapting to current trends like video SEO and voice search, e-commerce store owners can rank higher, attract more traffic, and—most importantly—convert that traffic into sales.