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A Guide On SEO Best Practices For E-Commerce

Every online business aims to have a high volume of visitors on their website and product pages. Having outstanding products is only the first step in having a successful online business, but you still need to dedicate your time and resources to make people know you have such products. The best way to do this is to get affordable SEO services UK to help you rank high on search engines and drive more traffic to your business page.

SEO Best Practices For E-Commerce

Different SEO techniques are available, but not all of them work for some websites, blogs, and e-commerce sites that aim to grow their audience base and make more sales. E-commerce is fast growing worldwide, and the projection for retail e-commerce sales globally is about £3.4 trillion by 2021. 

SEO stats show that about 39% of e-commerce traffic worldwide starts with a search. Research shows that about 93% of all experiences online begins with a search engine, and about 75% of users do not scroll to the second page of SERPs. 70 – 80% of users overlook paid ads online and prefer to use organically searched results. 

These stats only confirm the need for online stores and business to have a higher ranking on search engines. 

What is e-commerce SEO?

SEO for e-commerce are techniques used by online stores to increase their ranking on different search engines like Bing and Google. Usually, when you search for anything on Google, it displays a search engine result page (SERPs). The first results on the page are the top-ranked results for that query. Sometimes, the results showed at the top of SERPS are paid ads. 

You do not have to pay to rank high on the result page because you can organically grow your website to rank high on SERPs. Most users, about 70 – 80% of them, do not pay to rank high in result pages but use organic search ads. 

If you want to feature in Google top result pages, you need to engage the right SEO tools as this can help you make more sales, and boost your website traffic. Using the wrong SEO technique will reduce your sales and ranking on search engines. 

11 SEO best practices for e-commerce

Some e-commerce SEO techniques, if used correctly, will boost your ranking, increase the volume of visitors on your site and increase your number of sales. 

Use relevant keywords

The right keywords are important in product descriptions as well as blog posts and every other online content. Keywords can help your product rank high on search engines, and this makes your product visible to your target audience. 

If you are yet to start an e-commerce store or you already own on an online store, aim to have the right keywords on your meta descriptions, product headings, subheadings, alt tags, and image descriptions.

Searching for the right e-commerce keywords is different from searching for keywords for other purposes. Keywords for blogs are meant to be informative. For instance, a podcast blog would have long-tail keywords like ‘what podcast host is the best’ but a podcast store would have keywords like ‘best podcast host’.

The same applies to service websites. The keywords for websites offering services like plumbing services should be short because a search for this service should lead you to their service page. Using the right keywords helps you reach your target audience who would likely hire your service or buy your product. 

Although you could rank high for keywords without having a blog, it is still important to have a blog and also update it often. Your blog helps increase your traffic in the long-run. 

Take advantage of Google listing

As an online retailer, Google gives you the opportunity of listing your site, but most online stores ignore the Google listing. With the Google listing, you can change incorrect information about your business and include more details about your business to enable Google users to have all the information they need about you. 

Claiming your Google listing is easy, create an account on Google My Business, create an outstanding profile and connect with more customers. On Google My Business, you have analytics to show you how customers find you and engage your business, and other things your business needs to function. 

Optimise your website structure

The structure of your website affects your search engine ranking. An optimised website makes the user experience better. Your aim should be to give your customers the exact things they search for and make search engines understand the product or service you offer. 

Your website should have category pages which include products that only fit into that particular category. You may also need to update your category pages to suit your available products. If Google understands the products you offer, it becomes easy to rank high for that product. 

Here are a few things to consider, which will help you have an optimised website.

Your homepage should have clickable categories

Having a category page on your homepage helps your visitors find certain products easily. If a customer does not find the right product on time, the next step is clicking the exit button. Letting your customers know you have a product is one thing, but you also need to make the product accessible. 

  •  Your home page should have a ‘what’s new or new stock page.’

Most fashion brands include this category on their home page. A ‘what’s new page’ picks the interest of your customers and boosts your sales. New stocks usually appeal to people, and they click in this page often. This technique could also work for a specific sale category. 

  • Use short names for categories

Ensure the names of your category pages are short and straight forward. For example, a fashion store category pages should look like this, kids, jeans, or women. This helps your customers to find what they need easily. 

  • Have breadcrumb navigation on category pages 

Breadcrumbs navigation helps users to navigate your website easily. It makes returning to your homepage easier and increases your internal links which helps your rank higher on search engines. 

If you have breadcrumbs navigation on your site, Google will display it when your page comes up on the result page. 

Optimise your URLs

Optimise your URLs by including your keywords, and also ensure the URL is easy for the search engine to read. Your aim should be to assist your customers, and the search engine understand what you offer, and including your keyword in your URL makes this easier. 

By only looking at your URL, a user should understand what your post and the message you wish to pass. Ensure your URL is short, about 50 characters. You can do this by removing unnecessary words like and, of, but, the. A simple and understandable URL is best. 

Research your competitors 

If you do not have experience in e-commerce and unsure about how to start, you could research people in your niche to understand what they do. You could look and DR or DA websites similar to what you need and check the keywords they rank high for.

Several keyword research tools like Ahrefs are available, and you can use any of them to find the keywords your competitors have top ranking for, and you would get a list of target keywords. You can get other optimisation tools for image creation and website from different online platforms. 

You could research competitor website to know the plugins they use, landing page software, and website theme. 

Avoid duplicate content 

Having duplicate content would not help your ranking on search engines, so if you have similar pages, consider redirecting them to one page.

You can check for duplicate content on your website using Ahrefs. This platform has a feature for editing website and finds similar content on your website with different URLs. You can access this feature by going through the site audit page to internal pages, and content quality. 

Redirecting similar pages, makes Google trust your content. While carrying out periodic maintenance on your website, ensure you check for duplicate content. 

Aim for more backlinks

Backlinks on the internet are like currency in the real world. The more backlinks you have, the richer you are online. 

Having several websites link to your website means that your content meets the need of the target audience, and Googles uses this to rank you higher. For example, having backlinks from top sites and companies in your niche puts you at an advantage. This situation is similar to getting a recommendation from your boss. 

Link building is essential and while you build your link, aim for websites with more than 50 DR. You can search for these sites the same way you searched for competitor keywords. Research your competitors and check for sites that link to your competitor websites. These sites should find your content useful and give you quality backlinks. 

You can use tools like SemRush to find sites linking to your competitor websites, then contact the content management team of these sites. You may want to consider sites that focus on blogger outreach because their job is basically to find link-worthy websites. 

You can use the referring domain tabs on the Ahrefs site to find websites that link to your competitors, then publish a guest post or suggest to add a link of your piece that would give their visitors get useful information. At this, you do not have to worry about sending cold emails that may never get replies.

Include reviews from customers

Customer reviews help Google know what your product offers, and it is also a way to expand your keyword base because, in the reviews, customers are likely to include keywords that you did not have in your site. Google can use this to rank you for new keywords. 

Reviews are also an excellent way to increase your sales because a customer review will make new customers trust your website since other people have gotten a similar service of product form you. 

You could also include comments about you from other established persons or websites in our niche, and this serves as influencer marketing. You can include your publication and the number of customers you already have. 

Have 301 redirect for products with expired URLs

It would help if you considered a permanent redirect for old products moved to another site. This will help the search engine direct your customers to the right page for your products. 

Redirecting a page means that the search engine will no longer index the old page, but the new page will get the ranking and authority of the old page. 

If you do not redirect your pages and someone clicks on it, it would show a 404 error, and this could negatively affect your website traffic and sales. Having multiple 404 pages will reduce your ranking because Google cannot trust your page to be available for a long time. 

Have international options 

You could build your link by reaching out to websites that offer products similar to yours but in other regions. For instance, if you sell phones in the UK, you could reach out to a phone shop in Italy to add your link to their website on the option for phones in the UK then you do same for them. This increases your backlinks and gives customers what they need. 

An example of a website that does this is Amazon. You can click on the tab to change countries and get redirected to a page that offers the product you need in your region.  

Create link-worthy and quality content 

Always creates content with in-depth information on a particular subject. This kind of content is in long-from and usually link-worthy. The content could be detailed infographics, list of relevant statistics, or a guide. 

Most websites link to these kinds of content because it gives relevant and reliable information to their visitors, so the more guides you have, the more backlinks you get. 


Good SEO practices will help you experience significant growth on your website, although not immediately. You would see the effects of these best SEO practices in the long run. 

SEO is not complicated, and you can always get an SEO specialist UK to handle the optimisation of your website. DubSEO is an SEO company in the UK you can trust to increase your organic, traffic, boost your sales, and increase your ranking on search engines. 

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