SEO Guide for E-commerce Site Owners

SEO Guide for E-commerce Site Owners

This article will provide you with some of the best search engine optimization strategies to help you increase your organic traffic. Special thanks to Linkody!

Keyword research and content planning

You will need to carry out thorough research in order to find out the right keywords to use. Make sure you spend a good time doing keyword research to find the phrases that will boost your e-shop traffic. When people are looking for goods they want to buy, they are very specific with keywords. Make sure that the keywords you use are not too general because it will be hard for visitors to find you. Come up with descriptions and keywords that allow you to compete with similar e-shops. Use long tail keywords in the right way, to attract the kind of traffic you need, and increase the rate of conversion.

You can use the Google Keyword Tool to find keywords relevant in your niche. But there are many other options like SERPs suggest and Ubersuggest. With the former you can see the CPC of the keywords in your local currency in addition to keyword volume. It’s a cool feature since e-commerce site owners tend to lean towards PPC advertising.

Ubersuggest gets you a list of long tail keywords. In this case, I am looking for keywords related to e-commerce:


Use unique and original content

You need to understand the dangers associated with the use of duplicate content. Search engines like Google have special algorithms that recognize duplicated content or spun content. Such content adversely affects your site ranking, and you may even end up being penalized.

You may have goods that are similar to those provided by other e-shops. This means the description of your goods may be similar to your competitors’ description. This is one of the biggest challenges that e-commerce site owners face. Many e-commerce sites get penalized because of this very thing.

Thus, it is important to analyze all pages of your site and come up with ways to minimize redundancy. Make sure that your pages are original. A good example would be, say, “grills”. There are lots of long tail keywords that express the same thing— barbecue, outside grills, smokers, heat pits etc.

Optimizing product descriptions with long tail keywords automatically brings organic traffic. Avoid just copy-pasting whatever description you get from wholesale dealers.

Write a blog

A blog is one of the most effective and free ways to bring in bucket loads of organic traffic.

I can share a personal example here. I was searching for companies that’d help me set up an LLC in the United States. Me, being from India, I was looking for an agency that knew how to handle the situation. As I was searching, I landed on blogposts from myusacorporation. They had a very specific article on setting up an LLC from India which reflected my present condition and caught my eye. If it weren’t for the blogpost I might have gone for some other agency.

Here’s another example in a lucrative industry.


Make use of strategic keywords in the anchor text

Your website would have many links leading to certain pages or products within your website. To boost your e-shop exposure and visibility include relevant keywords in the anchor text. For instance, instead of using phrases such as “click here” as your anchor text, use keywords that you want to rank for. Frequent use of the same anchor text however is called keyword stuffing and should be avoided. Keyword stuffing can lead to a penalty. In your product descriptions insert important keyword links that will take your visitors to other similar goods.

Optimize your product images

Images are crucial for e-shops. Visitors will want to view photos of what they want to purchase. Thus, ensure you put high quality images that will make your goods stand out above others e-shop owners. However, just putting high quality images is not all that you need. You need to assist search robots to find, view and understand your site images. By optimizing your images effectively, the robots will find them easily, thus boosting your overall website ranking and exposure.

How to do that?

You can make your images searchable by optimizing the pages with the right keywords, page tags (page tags describe what the page is about), optimize the meta tags etc.

Other than this you can give a good name to the image file. Instead of image123.jpg you can call it “XL-trousers.jpg”for instance.

Link building

Link building is one of the most effective strategies to increase your rankings. However, you need to know that link building can work for or against you. To get better ranking as a result of link building, you should only get links from other highly ranked and reputable sites. Using the right links will drive traffic to your website. The kind of traffic that can easily convert to qualified leads. Each link is similar to a vote and increases the site exposure.

The number of high quality links you have on your website will help determine your page rank. In order to get high quality links, you need to guest blog on high quality sites. You should also communicate with other successful e-shop owners in your industry. Try to develop good relationship, so that they will be willing to link to your website, maybe via their blogs.

How to identify relevant links?

In general, links from irrelevant or low quality sites can be harmful. The following source of links are of low quality and should be avoided:

  • Non-niche directories
  • Spammy blog comments
  • Site-wide links from foreign language sites, SAPE links
  • Forum profile backlinks

You can take a look at the links your competitors are building to get a feel of the quality that you must be aiming for.

Here’s an example of a links report from one of our competitors, arranged according to Domain Authority, Page Authority, and Moz Rank. In general, a Moz rank greater than 3, and DA and PA above 35 are good metrics.


You can use Linkody to gauge the effectiveness of the links that you are building and keep track of them easily. It can also be used to spy on your competitors and monitor their progress.

Leverage Google Shopping listings


Shopping listings are different from normal Google ads, in that they are displayed as product listings and have a higher conversion rate. Despite that you may not want your website to rely heavily on Google shopping listings They can help, if you use them in moderation and place them in strategic positions. Combined with your other SEO efforts relevant ads will help your site get more customers. For product listing ads to appear you need both a Google Adwords account and a Google Merchant centre account.

In the Merchant center you need to upload your product feed based on which the ads are displayed. With a picture, information on pricing and review ratings, these ads have a higher CTR and get more qualified leads. Also, you need not spend time creating ads upon ads for your products.

Concluding thoughts

By using the above SEO strategies your e-shop will get better ranking on different search engines. This will not only make your site get more exposure, but visitors will also develop trust and confidence in your goods as well.

About the author

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"George Mathew is a blogger and SEO specialist who writes about marketing and traffic acquisition. Subscribe to Linkody's blog to get more of his tips and valuable guides every week.