SEOE-commerce Search engine optimization: The Newbie's Information

E-commerce Search engine optimization: The Newbie’s Information


E-commerce Search engine optimization is about understanding how individuals seek for what you promote, then creating and optimizing pages to rank for these phrases.

That will sound simple sufficient, however avoiding technical points alongside the best way is a problem. 

This information teaches you how you can navigate the e-commerce Search engine optimization minefield to drive extra free visitors to your on-line retailer.

Technical Search engine optimization could seem probably the most daunting place to begin, nevertheless it’s essential for e-commerce websites. That’s primarily due to points referring to faceted navigation, however there are additionally a couple of issues to bear in mind. Let’s undergo them.


HTTPS is a safe protocol for transferring information between web sites and guests. It prevents hackers from stealing delicate info that guests generally share with on-line shops, akin to their title, tackle, and bank card particulars.

It’s additionally been a minor Google rating issue since 2014.

You’ll know in case your retailer makes use of HTTPS as a result of it’ll have a “lock” icon within the tackle bar:

Example of an HTTPS site

Hottest e-commerce platforms use HTTPS out of the field, so it shouldn’t be a priority for most individuals. However whether it is, be certain to repair it.

Study extra: What Is HTTPS? All the pieces You Must Know

Website construction

Website construction is how your web site’s pages are organized and interlinked. 

Most e-commerce shops manage their pages roughly like this: 

How to structure e-commerce sites

Listed here are two causes this construction makes sense:

  1. It’s simple to navigate Guests can discover what they’re on the lookout for in only a few clicks.
  2. It helps Google discover your pages – Google can “comply with” inside hyperlinks from web page to web page.

Typically, it’s simple sufficient to create your foremost class pages. Simply make them the principle stuff you promote. 

For instance, in case you promote audio tools, they could be headphones, audio system, and turntables

Your subcategory pages are the place you’ll be able to goal key phrases individuals are trying to find, akin to “wired headphones” and “wi-fi headphones.” You’ll discover ways to discover these key phrases within the subsequent chapter. 

Study extra: Web site Construction: Methods to Construct Your Search engine optimization Basis

Faceted navigation

Faceted navigation permits guests to filter the merchandise on class and subcategory pages. 

Right here’s what it seems like: 

Faceted navigation example

Regardless of its usefulness for guests, it will probably trigger severe Search engine optimization points as a result of filter combos usually create new parameterized URLs.

For instance, in case you filter for pink Sony wired headphones, it might create a URL like this:


Even in case you solely have a handful of filters, there will be hundreds of combos. Meaning hundreds of latest URLs that Google can find yourself crawling and doubtlessly indexing.

That isn’t good as a result of it can: 

  1. Weaken essential pages’ means to rank Filter combos can usually result in the creation of a number of URLs with the identical content material. Except Google realizes this (which doesn’t at all times occur), rating alerts will get cut up between the duplicate pages.
  2. Forestall Google from crawling essential pages Google will solely dedicate finite sources to crawling your web site. If it has to crawl a load of junk, it might not have the sources to crawl all essential pages. 

There are numerous options to those points. For inexperienced persons and intermediates, the best choice is normally to canonicalize faceted URLs to their grasp class or subcategory.

Some e-commerce Search engine optimization platforms do that out of the field. Verify if so on your web site by putting in Ahrefs’ Search engine optimization Toolbar, visiting a couple of faceted URLs, and checking the “Indexability” tab. If the canonical URL is non-faceted, chances are high this isn’t a difficulty in your web site.

Checking Indexability issues with Ahrefs' SEO Toolbar

Study extra: Faceted Navigation: Definition, Examples & Search engine optimization Greatest Practices

Chapter 2. Key phrase analysis

Key phrase analysis helps you perceive how individuals seek for what you promote. You should use this information to create subcategories and product pages that cater to look demand. Let’s have a look at how you can do this.

Discovering subcategory key phrases

Subcategory pages present the sorts of merchandise you promote in a class. 

For instance, a headphones class could have subcategories like wired and wi-fi.

You most likely already know some subcategories that make sense on your retailer. However as individuals search in some ways, it’s helpful for Search engine optimization to create subcategories that align with these phrases.

Right here’s how you can discover concepts for subcategories in Ahrefs’ Key phrases Explorer:

  1. Enter a couple of broad key phrases associated to your class
  2. Go to the Matching phrases report
  3. Search for the sorts of stuff you promote

Listed here are a couple of concepts for headphones subcategories: 

Subcategory ideas for a headphones e-commerce store

Be aware that this isn’t all about search volumes. You must use widespread sense and select phrases that make sense as subcategories. 

For instance, “audio technica open ear headphones” gained’t be an appropriate subcategory as a result of it’s too particular. The identical is true for “bone conduction headphones” except you promote greater than a few pairs.

Right here’s a fast cheat sheet for selecting subcategories for Search engine optimization:

How to choose e-commerce subcategories for SEO


Usually talking, you shouldn’t select greater than a handful of subcategories. It makes your navigation messy and convoluted. Three to 10 is sufficient for many shops.

Repeat the method for different classes.

Discovering product web page key phrases

Product key phrase analysis isn’t actually a factor in case you promote branded merchandise, as individuals will seek for the merchandise themselves. 

For instance, there are an estimated 857K month-to-month searches within the U.S. for “airpods professional”:

Estimated U.S. monthly search volume for "airpods pro"

If you happen to promote these headphones, your product web page already targets that key phrase.

Nevertheless, in case you’re promoting unbranded merchandise or merchandise from unknown names, it’s possible you’ll need to discover and goal extra descriptive phrases that folks seek for.

For instance, let’s say you promote a pair of cat ear headphones. Except individuals are particularly trying to find the model or mannequin, it might be higher to focus on a related key phrase that folks really seek for, akin to “cat ear headphones.”

Estimated U.S. monthly search volume for "cat ear headphones"


Maintain search intent in thoughts when doing this. If the highest search outcomes for a key phrase are all e-commerce class pages, this will likely point out that searchers need selection. During which case, it might be higher to focus on the key phrase with a subcategory web page or faceted URL (extra on these later). 

On-page Search engine optimization is the method of optimizing the content material in your web page. It contains optimizations to the content material you see and code beneath the hood. Let’s undergo a couple of concerns and optimizations for e-commerce websites.

Title tags, meta descriptions, and H1s

Most e-commerce shops use templates for his or her title tags and meta descriptions.

Right here’s an instance:

Example of templated title tags and meta descriptions

Utilizing a templated method is smart as a result of writing distinctive copy for hundreds of product and class pages is no person’s thought of enjoyable. Sadly, it will probably result in stale, duplicate copy that doesn’t entice clicks.

You may clear up this with a hybrid method the place you utilize templates for many pages however distinctive ones for these with probably the most search visitors.

Right here’s how you can discover pages with probably the most search visitors in Google Search Console (GSC):

  1. Go to the Search outcomes report
  2. Choose the “Pages” tab
How to find top pages in Google Search Console

If you happen to don’t use GSC, you may get a free estimate in Ahrefs’ Website Audit with an Ahrefs Webmaster Instruments account.

  1. Choose your challenge in Website Audit
  2. Go to the Web page Explorer
  3. Filter for Inner pages
  4. Kind by natural visitors from highest to lowest
How to find top pages in Ahrefs' Site Audit

For H1s, it’s easy—simply use the class or product title. 

Example H1 on e-commerce category page


URLs ought to be as easy and clear as potential. 

Right here’s a easy template that works for class and subcategory pages:

For instance, listed here are a couple of classes and subcategories for our audio retailer that comply with this template:

Issues are a bit extra difficult on the subject of merchandise as a result of the plain construction shall be this:

Nevertheless, as merchandise usually fall into a number of classes, this may result in duplicate content material. In different phrases, the identical product being accessible at varied URLs. 

For instance, AirPods are each wi-fi and in-ear headphones, in order that they’ll find yourself with two URLs:

You may clear up this downside through the use of this template for product URLs:

Study extra: Methods to Create Search engine optimization-Pleasant URLs

Product and class descriptions

Product and class pages usually have little to no content material. That isn’t essentially dangerous, however including distinctive descriptions might help Google and guests higher perceive the web page.

Listed here are a couple of ideas for doing this:

To search out long-tail variations and synonyms, plug a competing product or class web page on your foremost goal key phrase into Ahrefs’ Website Explorer and verify the highest 10 rankings within the Natural key phrases report. 

Long-tail keywords for "wireless headphones"

For instance, listed here are a couple of notable key phrases one of many top-ranking pages for “wi-fi headphones” additionally ranks for:

  • bluetooth headphones
  • wi-fi earphones
  • bluetooth earbuds 

Will probably be simple and pure to say these phrases within the web page’s description. 

Hyperlink constructing for e-commerce shops is tough as a result of there’s normally no worth for another person to hyperlink to a product or class web page. Nevertheless, there are a couple of tried and examined strategies. It’s also possible to use different strategies to get hyperlinks to your homepage. Let’s go over a couple of ways. 

Product suggestions method

If in case you have merchandise that solely you promote, the product suggestions method might help you get featured on lists of the very best merchandise in that class. 

Right here’s the method:

  1. Discover common lists of the very best merchandise
  2. Supply the creator your product in return for suggestions
  3. Ask them to contemplate together with it on their listing (in the event that they just like the product)

Given that the majority authors will hyperlink to the merchandise they characteristic, this can be a simple strategy to construct hyperlinks on to product pages.

To search out lists of the very best merchandise that don’t point out yours, search Google for finest [product category] -brandname.

Searching Google for product listicles that exclude a particular brand

Alternatively, run an “In title” search in Ahrefs’ Content material Explorer for a similar factor and filter for pages with visitors to search out common lists.

Searching Ahrefs' Content Explorer for popular product listicles

For instance, right here’s an inventory of the very best good audio system that don’t point out any Sonos audio system:

Example product listicle

If Sonos needed to construct extra hyperlinks to certainly one of its good speaker product pages, it might supply to ship the product to the creator totally free in return for suggestions. If the creator loves it, Sonos can ask the creator in the event that they’ll take into account that includes it of their publish.


By no means explicitly supply to ship authors your product in trade for a hyperlink. It might result in a penalty as a result of Google sees “exchanging items or companies for hyperlinks” as a hyperlink scheme

Unlinked mentions in opinions

Unlinked mentions are on-line mentions of your merchandise or model and not using a hyperlink to your web site. 

They will occur for all types of causes. Nevertheless, they’re usually tough to show into hyperlinks as a result of there’s hardly ever an apparent or compelling pitch angle. 

For instance, right here’s an unlinked point out for Audio-Technica:

Unlinked mention for Audio-Technica

Sadly, on this case, there’s no compelling pitch angle. That’s as a result of the unlinked point out is in an article a couple of band promoting gear to fund music training and there aren’t any hyperlinks to different talked about manufacturers. 

Nevertheless, if somebody opinions your product and doesn’t hyperlink to you, asking them to hyperlink to the official product web page so readers can be taught extra in regards to the product is a logical and a minimum of considerably compelling angle. 

Right here’s how you can discover product opinions with unlinked mentions utilizing Content material Explorer:

  1. Enter “your model title” + evaluate
  2. Change the search mode to “In title”
  3. Paste your area into the “Spotlight unlinked” filter
  4. Click on export, verify the “Solely pages with highlighted domains” field, and export the outcomes

The ensuing CSV file will listing product opinions that don’t hyperlink to your web site. 

Exported unlinked mentions from Ahrefs' Content Explorer

Even when only some reviewers add the hyperlink, that’s a couple of simple hyperlinks to product pages. 


HARO (Assist a Reporter Out) is a service that connects journalists and bloggers with sources. 

If you happen to join as a supply (free), HARO sends you each day emails with requests like this: 

Example HARO request

On this case, the blogger desires suggestions for the very best workplace headphones.

If we plug their web site (Welp Journal) into Website Explorer, we see that it’s a DR 59 web site with loads of natural visitors. So it’s definitely value pursuing the hyperlink.

Domain Rating (DR) for Welp Magazine, via Ahrefs' Site Explorer

Even higher, we all know the blogger will hyperlink to these they characteristic as a result of their request says this: 

Example requirements for HARO request

Lengthy story quick, we might most likely get a hyperlink from this web site by sending our advice to the blogger together with the opposite particulars they need. 

Chapter 5. Superior e-commerce Search engine optimization ideas

All the pieces above will get you off on the appropriate foot with e-commerce Search engine optimization. However there are different issues you are able to do to draw much more search visitors and gross sales. Let’s undergo a few of them.

Index faceted URLs with search demand

Individuals seek for merchandise in some ways, so that you most likely got here throughout phrases throughout key phrase analysis that didn’t make sense for subcategories. However when you’ve got faceted navigation in your retailer, you possible have already got parameterized URLs focusing on many of those phrases.

For instance, there are an estimated 200 month-to-month searches for “jabra over ear headphones” within the U.S.:

Estimated U.S. monthly search volume for "jabra over ear headphones"

If you happen to promote these merchandise and let guests filter for them utilizing faceted navigation, they’ll most likely find yourself at a URL like this:


Since most e-commerce shops canonicalize faceted URLs to a grasp class or subcategory, this URL most likely isn’t indexable. Nevertheless, you’ll be able to repair that by altering the canonical to a self-referencing one.

If you happen to do that for all faceted URLs with search demand, you usually appeal to extra search visitors with out creating any new content material.

Right here’s a cheat sheet from Aleyda Solis that can assist you determine which of them to index:

How to choose which faceted URLs to index


Some e-commerce platforms make selectively indexing faceted URLs simpler than others. If you happen to’re planning to do that and lack technical experience, we extremely suggest hiring a educated Search engine optimization and developer to assist.


If you happen to discover individuals trying to find product attributes you don’t at the moment have filters for, take into account including them.

For instance, there are various searches for headphones appropriate with varied units:

Examples of popular product attributes

You may simply add a “Appropriate with” set of filters and index related faceted URLs to draw search visitors from these phrases. 

Create product-led content material for search

Product-led content material helps readers clear up their issues utilizing merchandise you promote. Creating this content material round key phrases individuals are trying to find can appeal to extra potential prospects from natural search.

For instance, this weblog publish about fixing headphones that solely work in a single ear will get an estimated 12.8K month-to-month search visits:

Estimated monthly organic traffic to a post about fixing headphones that only work in one ear

It explains how you can repair widespread points earlier than recommending new, sturdy headphones for readers who didn’t handle to get issues working.

Recommendations for new headphones in a post about fixing headphones

On this case, the location recommends merchandise on Amazon. However there’s no motive you’ll be able to’t suggest and hyperlink to your product pages in these articles.

To get began, you’ll must do a bit extra key phrase analysis to search out what individuals seek for. 

Right here’s the method:

  1. Enter a couple of merchandise you promote into Key phrases Explorer
  2. Go to the Matching phrases report
  3. Toggle the “Questions” tab
Questions people are asking about headphones

Search for key phrases referring to issues that your merchandise assist to clear up.

For instance, key phrases like “how you can clear headphones” don’t work as a result of the searcher isn’t out there for brand new headphones. However key phrases like “how you can repair damaged headphones” may work as a result of most headphones aren’t simply fixable—so a brand new pair may be the very best answer. 

Study extra: Product-Led Content material: What It Is, Why Use It, and Methods to Get Began 

Add schema markup to product pages

Schema markup is code that helps engines like google higher perceive and showcase your pages within the search outcomes. Including it to product pages might help them win wealthy snippets like this: 

Rich snippets example

Right here’s what the schema markup may appear to be for a web page promoting AirPods Professional:

<script kind="software/ld+json">
  "@context": "", 
  "@kind": "Product", 
  "title": "AirPods Professional",
  "picture": "",
  "model": {
    "@kind": "Model",
    "title": "Apple"
  "provides": {
    "@kind": "Supply",
    "url": "",
    "priceCurrency": "USD",
    "worth": "249",
    "availability": "",
    "itemCondition": ""
  "aggregateRating": {
    "@kind": "AggregateRating",
    "ratingValue": "4.9"

It tells Google the product’s title, model, worth, evaluate ranking, and if it’s in inventory.

There are many free schema markup turbines like this one, so that you don’t have to write down the code by hand. Some e-commerce platforms even have the choice so as to add schema markup constructed in. 

Study extra: What Is Schema Markup? Methods to Use It for Search engine optimization

Carry on high of technical points

A stable technical basis helps you keep away from widespread points that usually plague e-commerce shops. However technical Search engine optimization isn’t a one-time factor. New issues will come up over time.

That’s why monitoring your technical Search engine optimization well being and fixing points as they pop up are important.

Utilizing Website Audit with an Ahrefs Webmaster Instruments account, you are able to do this totally free. It displays for 100+ widespread Search engine optimization points, together with these you usually see on e-commerce websites like duplicate content material, canonicalization points, and orphan pages.

Duplicate content issues in Ahrefs' Site Audit

You may schedule each day, weekly, or month-to-month crawls to remain on high of points.

Continue to learn

E-commerce Search engine optimization is much from simple. Getting the fundamentals proper is simple sufficient, however catering to look demand whereas avoiding widespread technical points is commonly extra difficult than it’s possible you’ll assume. 

Listed here are a couple of useful sources to be taught extra about these points:


Please enter your comment!
Please enter your name here

Latest news

Tips on how to Go Past the Hashtag

Social media activism is now not optionally available, particularly for bigger manufacturers. Shoppers, workers, and social followers all...

Reed Smith LLP: how manufacturers are utilizing NFTs to help charitable giving

By Stacy Marcus and Emily Faro. An rising variety of manufacturers are embracing NFTs as a technique to...

How Charmaine Chan Earns $10k/Month From Sensible Telephone Equipment

Some individuals have a dream and cease at nothing to attain it. Charmaine Chan is one in all...

Your buyer insights can assist you thrive in financial uncertainty

Most entrepreneurs work day in and day trip to remain on high of how their market is evolving,...

6 Steps to Constructing a Surefire Advertising and marketing Technique

As market competitors stiffens and expertise shapes the longer term, information and insights relating to market dynamics and...

The best way to Automate LinkedIn Posts

What Are the Advantages of Utilizing LinkedIn Automation Instruments? Automating your LinkedIn advertising technique comes with an entire...

Must read

Tips on how to Go Past the Hashtag

Social media activism is now not optionally available,...

You might also likeRELATED
Recommended to you