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E-Commerce SEO: How to optimize your online store?

6 minutes of reading
E-Commerce SEO: How to optimize your online store?
Category E-Commerce

As an e-commerce business owner, your website can be the most important tool in your arsenal to drive traffic and generate revenue. Whether you’re selling goods through your own online store, you’ll need to have a solid understanding of search engine optimization (SEO) in order to gain visibility to potential customers who are doing online research or shopping around. Online shopping is currently experiencing a real renaissance, as confirmed by the COVID-19 pandemic. We value the security and convenience of online transactions, which is why the right website is key.


What is an SEO?

An SEO is a marketing strategy focused on improving the visibility and organic search results of a website. In other words, an SEO uses techniques that aim to improve a website’s ranking in search engine results pages (SERPs).

The most common SEO strategies include keyword research, content development, technical optimization and backlink building. If you have an ecommerce store, it’s important to know how these strategies can help you with your business objectives.

What is e-commerce marketing?

E-commerce marketing is the process of driving traffic to your online store and converting that traffic into sales. There are a number of ways to do this, but one of the most important is search engine optimization. The goal is simple and complicated at the same time. Gain the interest of the passive user and turn them into an active consumer.

Important factors in a good e-commerce website

If you want your ecommerce website to rank well in search engine results pages, there are certain factors you need to take into account. Here are some of the most important ones:

  1. Use relevant and keyword rich titles
  2. Optimize your product pages for both users and search engines
  3. Use unique and original descriptions
  4. Promote your content through social media and other channels
  5. Make sure your website is mobile friendly – Google uses this as a ranking factor and it’s also crucial that visitors can view your site on any device they use.

SEO Marketing will also be crucial if you want to generate traffic from organic search listings.

Ways to improve your website for the search engines

If you want to lead the way in sales, you need to be on the first page of the internet search engines. According to internet research, around 70% of shopping carts are abandoned. Why?

  1. Additional windows that open before proceeding to the checkout,
  2. Too long and / or complicated transaction process,
  3. Too high shipping costs,
  4. Too long waiting time for the parcel,
  5. Slowly loading websites.

By using an optimized website, you can make the trading process more accessible to a potential customer. Top sellers need to think outside the box, looking for ways to create a simple and enjoyable experience.

  1. Illustrate the buyer how many steps are left to complete the transaction,
  2. Limit the number of pages and additional windows,
  3. Provide information about the product: its availability, variants, price, promotions, shipping costs or free shipping,
  4. Configure the page to return to shopping at a later time.

SEO in designing an online store – an introduction for beginners

The activities undertaken in terms of optimization and visibility of the website take place on two levels: inside our website and outside it. The core of the website is a friendly URL and smaller pages of products or categories. What users see on the page is related to the meta tags you choose.

In addition, you need to ensure high-quality backlinks on authoritative pages, correlating your site’s activities with social media or blogs. These are just a few of the points you should pay attention to. Continue to focus on elements such as:


Top e-Commerce websites are as transparent and simplified as possible. It is about the most pleasant navigation on the website, its layout, categories and content for the user.

Key words

It is an element supporting the functioning of your website, but it is worth taking care of it. Keywords and key phrases increase the chances of matching the user’s query, thanks to which the access to the website will increase.


Search engines filter pages in terms of the quality of the published content. Take care of high-quality, interesting, original content. What your audience is looking for is information – become an expert in your field.


If you care about sales support, take a look at the Pay-Per-Click campaign. It is a form of advertising that is paid for only when the user clicks it. Its cost depends on the popularity of the keywords used. This is a useful method to improve your ROI.


A direct turn towards the user always attracts his attention. In the case of e-Commerce, these are mainly slogans encouraging people to make a transaction. So let’s consider what your goal is.

Information and descriptions

Provide your clients with all the necessary information about the service or product offered. This way, you will become trustworthy, and thanks to categorized choices, you will be able to analyze customer needs. You will eliminate unnecessary products that are not profitable.

Mobile devices

Customize your website for online shopping for mobile devices. Consumers most often use smartphones due to their availability – at work, at home, on public transport, on vacation. Close your store on a small screen with great opportunities.

Page speed

Don’t forget about the loading speed of your website. The longer the waiting time, the greater the likelihood that the user will drop it. This has a large impact on the decision-making process and the speed of transactions.

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To sum up

There are a few reasons people like to shop online. First, it’s convenient. You can shop from the comfort of your own home and have your purchases delivered right to your doorstep. Second, it’s usually cheaper. Online retailers don’t have the same overhead costs as brick-and-mortar stores, so they can pass those savings on to their customers. Third, there’s a greater selection of products and brands to choose from online. Fourth, you can read reviews from other customers before making a purchase.

SEO can help you attract more qualified leads, as searchers who find your site are more likely to be looking for products or services like yours. Furthermore, it can help increase brand awareness and build trust with potential customers.

Marketing is a great way to improve your customer acquisition rate, customer retention rate, customer satisfaction rate and customer lifetime value (CLTV). Another strategy that has proven successful is SEO for e-commerce. E-commerce SEO helps you rank higher in the search engine results pages by focusing on content optimization and keyword research that matches what people are searching for online. It also includes technical optimizations such as optimizing images so they load faster.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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