On-Page SEO for an eCommerce Website: The Complete Guide

on page seo for ecommerce website

There is no question about the fact that you should be able to rank higher than your competitors on Google. For this, you must know all the SEO tricks and tips that will take your e-commerce website on the top. Remember, you will miss out on sales if you don’t have enough clicks.

Regardless if you have just begun with a new website or have been improving the present one, given below is a complete guide that offers tactical advice that will be useful for improving your SEO game. Remember that being on the first page on Google is not everything now; you have to be in the first position.

When you do not have an SEO strategy that is strong enough, you will also lose out on clicks, sales, and brand impressions.

Things to Consider for eCommerce On-page SEO

Here is a step-by-step guide to help you rank your e-commerce website better and take your business to new heights. Let’s discuss more on how to optimize your eCommerce site using on-page SEO.

1. Keyword Research is King

As a digital marketer or eCommerce website owner, you must start keyword research before beginning off-page or on-page SEO work. The main reason behind it is that keywords are one of the essential requirements for SEO.

When you aim for the wrong keywords, there is a huge probability of ruining your campaign as the traffic generated will be low quality and your business can go down the hill with few conversions. So when we talk about Keyword research, you have to mainly focus on the following areas while you conduct your research.

Search Keywords for Category Pages and Products:

To optimize your important pages on the website, you must consider the search volume, ranking difficulty, and relevancy. Try to select the keywords that are highly pertinent to your product or brand that also has a higher same search local volume.

List of best tools to use for keywords research:

  • Keyword Planner
  • SEmrush
  • Ahrefs
  • Google Trends
  • Spyfu

Things to follow for keyword research

  • Check your product category search volume
  • Follow the last 3 months’ search trends for your product
  • Competition on keywords matters, Focus more on Low and medium-competition keywords

Make sure that you are not using keywords that are too competitive or broad. In case it’s too broad, you will get a high bounce rate, and the conversion rate will be low because people will be just browsing through your website and unable to find exactly what they have been searching for.

When there is high keyword competition, it will take much longer to get the top rankings in SERP.

2. Website Structure / Navigation

Information architecture is a must when you are building a website or executing a re-design. The website structure can surely have a dramatic effect on your website’s conversion, usability and ranking as well. Additionally, proper planning will expand the product line in the future. Especially for an e-commerce website, this is very true.

Keeping usability in mind, you can use certain tools to help create a chart for your website structure. You need to focus on creating flat architecture that needs fewer clicks.

Basic things to follow for eCommerce Website design

  • The product Name should be in H1 Tag.
  • Make sure the product page has proper content
  • The product image should be visible properly / High-quality product image
  • Must Highlight Add to Cart & Buy Now buttons with different color
  • The description must contain all details about the product
  • Clear product return & exchange policy
  • Related product section

Then comes internal linking; this is where you are supposed to link another website page within one page of your website. This can assist you with ranking for the top keywords as it allows for establishing anchor text. Try to use it sparingly, as when you pack all of the links, Google gets suspicious and the algorithm picks it up.

3. Fix Links & Images, Content related error

Having Broken Link, Non-relevant image, Duplicate Content, and unwanted Redirection is one of the most common SEO mistakes people make; all of these need to be corrected.

  • Broken Links:

Depending on the number of broken links you find on your website, it is important to replace them. You can locate and remove the content if this is time-consuming or there are too many broken links.

  • Duplicate Content:

You will lose the capacity to choose the page you want to rank for when there are broken links on your website. Also, search engines have been made to improve the web, so only unique and valuable content will be appreciated and ranked higher.

  • Unwanted Redirection:

Redirection is the best way for the search engines to know that the page has been moved so that you don’t lose the page’s authority. There is a difference between permanent and temporary redirection.

Google can recognize 302 redirects as permanent and convert them to 301. To avoid poor optimization, you should take care of the issue.

4. Product Schema in eCommerce

For people that don’t know much about Schema, understand that it’s an HTML markup language that offers added information and makes it simpler for the user to learn more about the product available on your website. Although it might not help improve the rankings, it certainly shows up in over 30% of results. The more you communicate with Google, the more customers have higher information that makes you seem like a more authoritative brand.

The schema information can also help with showcasing the availability of the product and highlighting the information like the number of products in stock or inventory items that are low.

Having schema will make it easier for search engines to update the product prices on the ads when they have been changed on the website. This will help your business be on the better side of Google and keep the prices competitive for the consumer.

Product Schema Example:

<script type="application/ld+json">
  "@context": "https://schema.org",
  "@type": "Product",
  "aggregateRating": {
    "@type": "AggregateRating",
    "bestRating": "5",
    "ratingCount": "18",
    "ratingValue": "4.5"
  "image": "macbook-air-m3.jpg",
  "name": "Macbook Air M2 2023",
  "offers": {
    "@type": "AggregateOffer",
    "priceCurrency": "USD",
    "highPrice": "1495",
    "lowPrice": "1250",
    "offerCount": "8",
    "offers": [
        "@type": "Offer",
        "url": "best-laptop.com/macbook-air-m2.html"
        "@type": "Offer",
        "url": "best-laptop.com/macbook-air-m2-offer.html"

5. Optimize for Mobile Devices

When you have an e-commerce website, you should know how important mobile shopping is for the consumer. Most people are not browsing the web on laptops; they are making their purchases on their mobile. This means that your website has to be mobile-friendly.

A lot of companies have had problems with their website’s mobile versions.

As they sometimes produce duplicate content, there are SEO problems and Google’s algorithm for the website ranking gets adversely affected. It is perfect to have a responsive e-commerce website design that works for all devices.

If you don’t have a web developer on your team, you can even purchase and customize a responsive design template from numerous online websites. Some of them have a specially good selection of models for e-commerce websites.

6. Regular Blog posting

With the help of a blog, you can optimize every post with specific keywords. Ensure that the blog posts are high quality and easy to read. You can also hire a professional content writing service provider as they understand the industry and even have a basic knowledge of SEO, which can be highly beneficial for you.

Blog Ideas for eCommerce Website:

  • New product launch announcement
  • Tips on how to use the product
  • Common questions about product
  • List of best-selling products in different categories

Frequently Asked Questions on eCommerce SEO

1. What is eCommerce SEO?

eCommerce SEO refers to the practice of optimizing an online store’s website and product listings to improve its visibility in search engine results pages (SERPs). ECommerce SEO aims to increase organic (non-paid) traffic to the eCommerce website, attract potential customers, and ultimately drive more sales.

By implementing various On-page & Off-Page SEO strategies, such as optimizing product descriptions, meta tags, URLs, images, and product schema and improving site speed, an eCommerce business can enhance its chances of ranking higher in search engine results. This improved visibility can increase clicks, visits, and online selling conversions as the website becomes more accessible and appealing to search engines and users searching for relevant products.

2. Why is SEO Important for eCommerce?

SEO is vital for eCommerce as it ensures your online eCommerce store is discoverable to potential customers searching for products you offer on your website. When your website ranks higher in search engine results, it receives more impressions, clicks, and conversions. This targeted traffic consists of users actively seeking your products, making them more likely to convert into buyers.

With effective on-page and off-page SEO strategies, you establish credibility, compete effectively, and enjoy a cost-efficient way of driving sustainable growth. In the competitive world of eCommerce, SEO is a powerful tool to enhance your online presence, attract customers, and boost sales over the long term. SEO is one of the low-cost marketing tools to increase sales for your online store. Wheater SEO can take time to rank your website and get quality sales, but once it starts getting good quality traffic, It can help you for a longer period.

3. How Much Does eCommerce SEO Cost?

eCommerce SEO costs vary widely depending on the platform, total number of products, targeted location, and, more importantly, the competition, keywords search volume, and difficulty.

Prices can range from a few hundred dollars monthly for basic services to several thousand dollars for comprehensive and ongoing SEO campaigns.

To know more about the quote for your e-commerce portal, feel free to drop an email at biz@epursue.com. Our team will analyze your eCommerce store and help you with the best suitable price.

Take away:

Understand that SEO is not just a one-time thing, major search engines keep their algorithms continuously updated, and you also have to accordingly change your strategy from time to time as per the requirement with the help of your Digital Marketing Service Provider. It inevitably requires time and effort, but the results are amazing. So ensure you follow the above SEO strategies for your e-commerce website for maximum benefits.

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