Nic Dunn, CEO, Charle Agency
Why SEO for Ecommerce Still Matters
In a landscape dominated by rising ad costs and algorithm changes, relying solely on paid media has become increasingly risky. SEO offers ecommerce brands a more sustainable growth channel that compounds over time. Unlike paid traffic, which disappears the moment you stop spending, organic search can drive consistent, high-intent visitors month after month.
For ecommerce brands, SEO isn’t just about getting seen it’s about attracting the right customers at the right moment. Whether it's optimising your collection pages for non-brand searches or creating content that ranks for long-tail queries, strong SEO helps connect your store with shoppers who are already in buying mode.
With search behaviour evolving and AI-driven results becoming more prominent, investing in SEO now means building a foundation that can adapt to the future. It’s not just about traffic; it’s about long-term visibility, trust, and revenue growth. If you're serious about scaling your store, SEO needs to be a core part of your strategy.
What Is Ecommerce SEO?
Ecommerce SEO is the process of optimising an online store to improve its visibility in search engine results. The goal isn’t just to rank higher, but to attract potential customers who are actively searching for the products you sell. It covers everything from technical setup and site structure to product content and external backlinks.
Unlike traditional SEO, ecommerce SEO has unique challenges. Online stores typically have large volumes of product and collection pages, which can lead to duplicate content, poor internal linking, and crawl inefficiencies. On top of that, user experience and conversion rate need to be considered alongside keyword targeting and metadata.
For Shopify merchants and other ecommerce platforms, a tailored SEO strategy is essential. It’s not enough to rely on apps or templates. Every aspect from your page hierarchy to your product descriptions needs to be mapped to search intent. When done well, ecommerce SEO doesn’t just increase traffic. It helps convert browsers into buyers.
Ecommerce Keyword Research That Works
Effective ecommerce SEO starts with understanding how your customers search. Keyword research helps you align your store’s content with the terms and phrases people use when looking for products like yours. The goal is to target keywords that show purchase intent, not just those that generate traffic.
Start by identifying three types of keywords: product-specific terms (e.g. “men’s trail running shoes”), category-level keywords (e.g. “trail running shoes”), and informational long-tail queries (e.g. “best shoes for trail running UK”). Each plays a different role in the customer journey and should be mapped to the right part of your site.
Use tools like Ahrefs, Google Search Console, and Shopify’s search data to uncover what people are searching for. Review competitors in tools like Ahrefs to see which keywords are driving their traffic and where they’re ranking well. This can quickly highlight opportunities to target underserved terms or create better-optimised pages. Also check your own internal search queries and customer service questions for real language your buyers use. Prioritise terms with commercial intent and reasonable competition, not just high volume.
Finally, don’t forget seasonal opportunities and emerging trends. Tools like Google Trends and performance data from Meta or TikTok campaigns can help you spot rising demand. Strong keyword research gives your SEO strategy a solid foundation and helps every page on your store work harder to attract the right customers.
On-Page SEO for Ecommerce Websites
On-page SEO is one of the most critical parts of e-commerce SEO. It brings together content creation, keyword usage, structure, and user experience into one cohesive strategy. For ecommerce businesses, getting this section right impacts search engine visibility, bounce rates, conversion rates, and ultimately, ROI. Below, we break down the key techniques and seo best practices every business should implement as part of their on-page seo strategies.
Page Titles
The title tag is one of the first signals search engines and consumers see. Every product and category page should have a unique, keyword-optimised title that uses insights from tools like Semrush, keyword planner, and other keyword research tools. Avoid vague phrases like “Products” and use specific search terms with solid search volume, such as “Women’s Waterproof Hiking Boots – Leather.” This improves CTR in SERPs and aligns better with user intent.
Meta Descriptions
Meta tags like descriptions may not impact rankings directly but play a big role in boosting CTR. Compelling meta descriptions should describe the page, include the focus keyword, and highlight core benefits. Well-crafted descriptions are a key factor in improving presence in SERPs and attracting your target audience.
URL Optimisation
Clean, descriptive URLs improve search engine rankings and user understanding. Shopify structures URLs under folders like /collections/ and /products/, but you can still choose relevant file names and slugs. Use hyphens to separate words, and focus on clarity for both indexing and users. Keep your budget and ecommerce platform in mind, as URL handling differs slightly across Magento, WordPress, WooCommerce, BigCommerce, and even marketplaces like eBay.
Structured Headings
Proper HTML use with structured heading tags (H1, H2, H3) improves the order and clarity of your webpages. It helps with accessibility, SEO tools, and visual scannability. Each page should use a single H1 that communicates its purpose clearly. Supporting headings should break content into digestible parts to help businesses guide users through relevant content.
Image Alt Tags
Alt text plays a major role in accessibility and image SEO. Include descriptive alt tags with keywords where appropriate, and make sure the images support the content. Avoid generic phrases and use descriptive visuals and file names. These small techniques can increase your presence in image-based SERPs and boost ecommerce visibility.
Product Pages
Product pages are the heart of an e-commerce website. They need strong content, customer reviews, clear photos, and helpful data markup. Include detailed product descriptions, key features, and benefits using natural language. Support each product with ratings, structured data, and UGC. Include alt text on all product images, and make sure schema and HTML markup are present for indexing. This is the beginning of the buying journey for many consumers, and a critical part of the research phase.
Collection Pages
Category pages often get neglected, but they’re vital for search engine optimisation. Add 100–150 words of keyword-rich text above the fold and consider expanded content below the product grid. Use videos or visuals to support key messages. This helps communicate to search engines the purpose and relevance of the page, especially in complex e-commerce websites with a lot of SKUs.
Product Reviews and User-Generated Content
Customer reviews add unique, constantly updated content to your pages. Ratings build trust and offer natural keyword inclusion. UGC is a proven way to improve bounce rates, boost search trends, and support conversion strategies. Highlight this content using schema to unlock rich results in search engine rankings.
Schema Markup (Structured Data)
Structured data or schema helps Google and other engines understand your site better. Use product schema to mark up pricing, availability, ratings, and customer reviews. Proper data markup enhances your ecommerce store's signals and improves chances of appearing in enhanced search listings.
Canonical Tags
Canonical tags are critical for avoiding duplicate content problems. In Shopify, product pages often include the collection slug in the URL, which causes indexing issues. Adjust the Liquid theme code to point canonicals to the base product URL. This small adjustment follows seo best practices and can clean up duplicate content issues in large ecommerce websites.
Mobile Optimisation
Mobile-first indexing means your mobile site is the default version Google sees. Prioritise responsive layouts, fast loading times, and content that is easy to scan. Keep conversion rates high on mobile by avoiding heavy visuals that slow down load time, and test across devices including tablet and desktop.
Write Clustered Content to Build Authority
Clustered content strategies help you build topical authority. Create a variety of interconnected content assets that target related keywords and search terms. This internal connection supports SEO strategies and establishes your expertise in the eyes of search engines. It's a smart task for companies looking to scale their organic presence over time.
Internal Linking
Strong internal linking boosts SEO ecommerce SEO efforts. Link related blog posts to product pages, collection pages to content hubs, and supporting articles to core category pages. This improves the crawl path, distributes authority, and helps both consumers and search engines navigate your site with purpose. Internal linking is a best practice that helps ecommerce clients increase page-level SEO scores.
These techniques are not just suggestions from SEO experts. They are essential building blocks that influence search engine optimisation, search engine visibility, and ultimately, your bottom line. Whether you are new to search engine optimisation or have been doing SEO audits for years, refining your on-page SEO should be at the heart of your strategy. It gives businesses of all sizes the best chance to boost ROI, grow their online presence, and serve their target audience better across platforms from Shopify to WordPress, Magento, BigCommerce, and WooCommerce.
Technical SEO for Shopify & Ecommerce
Technical SEO is the foundation that allows search engines to access, crawl, and index your site effectively. For ecommerce brands, especially those on Shopify, it’s crucial to ensure your store performs well behind the scenes. Without a strong technical setup, even the best content can struggle to rank.
While Shopify handles many technical aspects automatically, there are still several areas where additional optimisation can make a significant difference. Below are the most important technical elements ecommerce teams should pay attention to.
Site Speed and Performance
Fast-loading sites are favoured by both users and search engines. Compress images, limit heavy scripts, and avoid using too many third-party apps that add JavaScript or increase load times. Tools like PageSpeed Insights or Lighthouse can help identify bottlenecks. Shopify's native image optimisation helps, but your theme and app usage often have the biggest impact.
Mobile Optimisation
Most ecommerce traffic comes from mobile devices. Make sure your site uses responsive design and that all content is legible and accessible on smaller screens. Test for tap targets, layout shifting, and usability issues using tools like Google’s Mobile-Friendly Test or Lighthouse audit reports.
Indexation and Crawlability
Use Google Search Console to check which pages are being indexed and flagged. Avoid thin or duplicate pages being crawled unnecessarily, and make sure key pages like products, collections, and blog posts are all discoverable. Use your robots.txt and sitemap.xml files effectively. Shopify auto-generates these, but your robotos.txt file may need refinement depending on your setup.
Duplicate Content and Parameter URLs
Shopify stores can sometimes produce duplicate content collection-based product URLs. Check that you’re using canonical tags correctly and avoid linking to multiple versions of the same content. Faceted navigation (like sort by colour, size, or price) can also generate unique URLs — these should be handled carefully to prevent bloating Google’s index.
Broken Links and Redirect Chains
Audit your site regularly for broken links, outdated redirects, and long redirect chains. These not only affect SEO but also hurt user experience. Tools like Screaming Frog or Ahrefs Site Audit can help you identify and fix these issues efficiently. Shopify handles basic redirects well, but custom redirect logic may be needed for complex site migrations or restructures.
Structured Data (Schema Markup)
Structured data helps Google understand your content and unlock rich results like reviews, prices, and stock status. Shopify themes often include basic product schema, but it’s worth reviewing this with a developer. You can add or enhance schema using Liquid code or apps like JSON-LD for SEO. Focus on key types such as Product, Breadcrumb, and Article. Explore our Schema Markup Guide here.
XML Sitemap & Robots.txt
Shopify generates an XML sitemap automatically and allows some control over the robots.txt file. Make sure your sitemap includes all relevant content types and that your robots.txt isn’t blocking important pages. You can preview your sitemap at yourstore.com/sitemap.xml and edit robots.txt using the Shopify admin if needed.
404 Pages & Custom Error Handling
Not all 404 errors are bad, but you should track them and ensure your 404 page is user-friendly and branded. Include links to key categories or a search bar to keep users engaged. Tools like Google Search Console or your analytics platform can help you monitor 404 trends and decide which ones to fix or redirect.
Getting technical SEO right can give your ecommerce store a clear edge in competitive search results. It ensures your content is accessible, your performance is strong, and your structure is clean — all of which support long-term organic growth.
Site Architecture & Navigation
Site architecture is the backbone of your ecommerce SEO strategy. It determines how search engines crawl your website and how easily users can navigate through it. A clear, logical structure not only improves rankings but also supports a smoother buying journey.
Keep Your Structure Flat
Flat site architecture means users and search engines can reach any page in just a few clicks from the homepage. Aim for no more than three clicks to reach key products or collections. Avoid deep nesting or orphaned pages that do not link back to core categories. This helps with crawlability and distributes authority more effectively across the site.
Shopify's Flat URL Structure
Unlike some platforms, Shopify does not support faceted or nested URL structures for products and collections. All product URLs follow a flat path like /products/product-name, and collection URLs sit under /collections/. Because of this, you cannot rely on URLs alone to indicate site hierarchy. Instead, use clear navigation, breadcrumb trails, and internal linking to help search engines understand the relationship between categories, subcategories, and products.
Use Clear and Consistent Navigation
Your main navigation should reflect your top product categories and align with how customers actually browse. Use dropdown menus to group subcategories logically and make it easy for users to find what they are looking for. Avoid overly broad or generic menu labels. If your categories grow over time, restructure the navigation to avoid clutter and confusion.
Breadcrumb Navigation
Breadcrumbs help users understand where they are in your site’s hierarchy and improve internal linking. They also provide structured data that Google can show in search results. Use a clear breadcrumb trail like Home > Shoes > Men’s Trail Running, and make sure each step is clickable. This improves UX and helps distribute link equity across categories.
Support UX with Layout and Design
Navigation is not just about menus. Think about how users move through your site visually. Use strong calls to action, clear headings, and consistent layouts to guide shoppers. Avoid overwhelming users with too many options on one page. The goal is to reduce friction, not add more paths that lead nowhere. Good UX supports both SEO and conversions.
Link Between Categories, Collections, and Content
Cross-link related categories and sub-collections to help both users and search engines discover your full product range. For example, link your “Trail Running Shoes” category to “Running Accessories” or “Winter Running Gear.” You can also link from your blog or content hub to relevant collection pages. These internal links help distribute authority, improve crawl paths, and create content clusters that reinforce topical relevance.
A well-structured site is easy to explore, crawl, and understand. That is exactly what search engines and shoppers want. Get this right, and every other part of your SEO strategy becomes more effective.
Google Merchant Centre & Organic Listings
Google Merchant Centre is most commonly associated with Shopping ads, but it also powers free product listings across Google surfaces. For ecommerce brands, this is an opportunity to get your products in front of high-intent shoppers without paying for clicks. Optimising your Merchant Centre feed supports both paid and organic visibility in Google Shopping, Search, and even Image results.
What Are Free Listings?
Google surfaces free listings from approved product feeds within Merchant Centre. These appear in Shopping tab results alongside ads, but without costing you anything per click. To be eligible, your feed must meet Google’s data requirements and your store needs to follow its policies. For many brands, these listings drive incremental traffic with strong purchase intent.
Optimising Your Product Feed
The quality of your product feed has a major impact on how often and how prominently your items appear. Focus on improving the following:
Product Naming
Product titles should be between 50 and 70 characters long. Include your brand name, key product attributes, and category-relevant keywords. For example: “Charle Trail Running Shoes – Waterproof – Men’s Black Size 10”. Avoid overly generic titles like “Black Trainers” and don’t rely solely on style names unless they are well-known. The goal is to help Google match your product to the right searches with enough detail for relevance.
Product Descriptions
Descriptions should expand on the title and include relevant keywords naturally. Aim for 500 to 1,000 characters, covering use case, material, benefits, and technical details. Avoid keyword stuffing or pasting generic brand boilerplate. Treat this as sales copy with SEO in mind — help Google understand the product while giving shoppers a reason to click.
Product Imagery
Use high-resolution images with a clean background (white or neutral is best). Avoid logos, watermarks, or text overlays, as these may result in disapproval. Include multiple images where possible showing different angles or product uses. Google recommends images be at least 800 x 800 pixels to ensure quality across devices.
Integrating Shopify with Merchant Centre
Shopify offers a direct integration with Google Merchant Centre, making it easy to sync your products. However, the default setup may not fully optimise your feed for SEO. Review the feed output carefully and consider enhancing titles, adding additional product data, or using a feed app that gives you more control. It is worth investing time here to make sure your listings are competitive.
Using Merchant Centre Diagnostics
The Diagnostics tab in Google Merchant Centre highlights issues with your product feed that may prevent listings from showing. These include disapprovals, missing attributes, or inconsistent availability. Check this regularly to catch and fix errors quickly. Google also provides insights on click and impression performance across both paid and free listings.
Structured Data and Feed Alignment
While Merchant Centre relies on your product feed, aligning that data with on-site structured data (schema) creates consistency. Make sure your product schema includes accurate values for price, availability, SKU, and GTIN where applicable. This helps avoid mismatches and improves the likelihood of enhanced listings in search results.
Google Merchant Centre is not just a paid media tool. It is also a gateway to organic product visibility and can support your broader SEO efforts. A well-optimised feed acts as an extension of your on-page SEO, giving your products additional reach without increasing ad spend.
Link Building for Ecommerce Stores
Link building remains one of the most effective ways to improve search visibility, especially in competitive ecommerce categories. While content and technical SEO lay the foundation, backlinks signal trust and authority to search engines. For ecommerce brands, the challenge is building links in a way that’s relevant, scalable, and sustainable.
Start by looking at existing relationships. Suppliers, manufacturers, distributors, and industry partners often have directories or retail pages that can include a link to your store. These are highly relevant and usually easy to obtain. If you work with content creators, affiliate partners, or influencers, make sure their mentions of your brand include a link.
Digital PR is another powerful strategy. Create newsworthy stories around product launches, campaigns, or brand milestones that journalists or blogs would be interested in covering. Tools like HARO or #JournoRequest on Twitter can also help you respond to live opportunities. The goal is to earn placements that drive both links and brand exposure.
You can also use content to earn links over time. Create guides, comparison pages, or data-driven articles that serve as useful resources in your niche. For example, a cycling brand might create a size guide for road bikes or a detailed explainer on tyre types. The more useful and linkable your content is, the more likely others will cite it naturally.
Avoid black hat or overly aggressive link building tactics. Focus on relevance, quality, and consistency. One link from a strong industry site is worth far more than dozens of low-quality directory submissions. Over time, a healthy backlink profile will strengthen your authority, support rankings, and help your store compete in tougher categories.
Content Marketing That Drives Organic Sales
Content marketing is a powerful lever for ecommerce SEO when it is tied directly to buyer intent. Instead of publishing blog posts just to fill space, focus on creating content that attracts the right audience and supports your product categories. This means building articles, guides, and resources that are genuinely useful and strategically aligned with your commercial goals.
Start with bottom-of-funnel content that speaks to people who are close to making a purchase. This could include comparison pages, “best of” roundups, or usage guides. For example, a cookware brand might create a blog post titled “Best Non-Stick Frying Pans for Induction Hobs” that links directly to a curated collection or product page. These formats help capture non-brand search traffic while nudging users toward conversion.
Mid-funnel content can be educational or inspirational, answering questions that naturally arise during the buying process. A skincare brand might write “How to Build a Routine for Sensitive Skin” and recommend relevant collections or bundles. This helps reinforce your authority in the category and keeps users engaged with your brand before they are ready to buy.
Do not underestimate the long-term SEO value of building content clusters around your core product categories. Supporting articles that link back to a collection or buying guide signal topical depth and help establish your site as an authority. Over time, this can improve rankings for competitive head terms while also picking up long-tail traffic.
Success in ecommerce content marketing comes from consistency and relevance. Every piece should serve a purpose either to attract, educate, or convert. When aligned with keyword research and internal linking, content becomes a growth engine that delivers compounding results over time.
Measuring SEO Results for Ecommerce
Measuring the impact of SEO is essential to understanding what is working, where to invest further, and how to report on performance. Unlike paid media, SEO can take time to show results, so setting the right benchmarks and tracking the right data is key to long-term success.
The most important metric is revenue attributed to organic traffic. Track not only last-click revenue, but also assisted conversions, where SEO played a role earlier in the customer journey. Tools like Google Analytics, Shopify’s native reports, and attribution tools such as Triple Whale or Northbeam can help connect the dots.
Other key metrics include organic sessions, non-brand traffic growth, average position for key keywords, and the number of pages ranking in the top three or top ten positions. Monitor impressions and clicks in Google Search Console to see how your visibility is changing over time, especially after technical changes or content updates.
You should also track index coverage and crawl errors in Google Search Console. If key pages are not being indexed or are flagged with issues, your rankings and traffic potential will be limited. Combine this with site audits using tools like Ahrefs or Screaming Frog to keep your technical health in check.
For content, track engagement metrics such as bounce rate, time on page, and conversion rate from blog traffic. This will help you refine your content strategy and double down on the formats and topics that actually lead to sales.
SEO is not just about ranking higher, it is about driving meaningful business results. By tracking performance at every level from visibility to revenueyou can build a clear case for continued investment and ongoing improvement.
Common Ecommerce SEO Mistakes
Even well-established ecommerce brands can fall into common SEO traps that limit their visibility and growth. Identifying these mistakes early helps you avoid wasted effort and stay ahead of the competition. Below are some of the most frequent issues we see when auditing ecommerce stores.
The first and most widespread issue is thin content. Many product and collection pages have very little text, often just a title and a couple of bullet points. This makes it difficult for search engines to understand the relevance of the page. Every key page should include unique, helpful content that reflects what users are searching for and adds genuine value.
Duplicate content is another major issue, particularly when products appear in multiple collections or have variants that use separate URLs. Without proper canonical tags, Google can struggle to determine which version to index. This can lead to diluted rankings or even full pages being excluded from search results.
Unoptimised collection pages are a missed opportunity. These are often the highest-value landing pages on an ecommerce site but are frequently left with little or no copy. Including a short, keyword-rich introduction and supporting content at the bottom of the page can significantly improve relevance and search performance.
Neglecting internal linking is also common. Many brands focus on external backlinks but forget to connect pages internally. Strong internal linking helps search engines crawl your site more efficiently, passes authority to key pages, and improves the user journey by encouraging deeper browsing.
Finally, many stores remove or redirect product pages as soon as items go out of stock or are discontinued. This can cause ranking drops and broken links. Where possible, keep these pages live, include messaging about availability, and recommend similar products. This preserves link equity and avoids disrupting the customer journey.
Avoiding these mistakes is not about doing anything advanced. It is about nailing the basics consistently across your site. When you do, you create a stronger foundation for long-term SEO performance.
AI Shopping & LLM Optimisation
AI is rapidly changing how people discover and shop for products online. From Google’s Search Generative Experience (SGE) to ChatGPT plugins and AI-powered shopping assistants, large language models (LLMs) are reshaping the ecommerce search landscape. For ecommerce brands, this means rethinking how product content is structured and how your store is surfaced through new AI-driven channels.
Unlike traditional search engines, LLMs do not rely solely on keywords. They look for context, structure, and high-quality content that clearly explains your product offering. This shifts the focus from just ranking pages to making sure your product data, content, and on-site structure are accessible, descriptive, and well-organised.
To optimise for AI-led discovery, ecommerce brands should focus on rich, structured product content that answers real customer questions. Detailed FAQs, buying guides, and clear product comparisons help position your store as a trusted source in AI responses. Structured data, clear taxonomy, and robust internal linking also support how your site is interpreted by large models.
We have created a free in-depth guide on this topic, covering how to prepare your Shopify store for AI-powered discovery tools like ChatGPT Shopping, Google SGE, and more. You can read it here: ChatGPT & AI Shopping Optimisation Guide.
AI-led search is still evolving, but brands that prepare early will have an advantage. By making your content more machine-readable, customer-focused, and clearly structured, you give your store the best chance of being surfaced by both search engines and LLMs in the years ahead.
Future-Proofing Your Ecommerce SEO Strategy
SEO is constantly evolving, and ecommerce brands that adapt early often see the biggest gains. While algorithms will continue to change, the foundations remain the same: provide valuable content, structure your site well, and give users a great experience.
Focus on building topical authority through content clusters, keep your technical health in check, and regularly review how your site performs on mobile. Monitor new search behaviours, especially in visual and voice search, and pay attention to how platforms like Google and Shopify are evolving their discovery features.
Make it a habit to audit your site regularly and update key pages, especially collections and evergreen content. The brands that win in search are not always doing something radical, they are just consistently doing the basics well and staying one step ahead of changes in user behaviour and technology.
Conclusion: Build Your SEO Foundation
Ecommerce SEO is not just about driving traffic. It is about building a solid foundation that supports long-term growth, improves discoverability, and turns more visitors into customers. From technical setup and site structure to content, keyword targeting, and ongoing optimisation, every element plays a role in your store’s success. Explore our Best SEO apps for Shopify Guide to support your strategy.
Whether you are just getting started or looking to scale an established brand, SEO should be a core part of your strategy. With the right approach, it becomes a channel that compounds over time, driving revenue without relying solely on paid media. Check out our article on top SEO ecommerce statistics and also top SEO ecommerce agencies.
If you are ready to take your organic performance to the next level, we offer dedicated ecommerce SEO services tailored to Shopify brands as an experience ecommerce SEO agency. Get in touch with our team today via our contact form to discuss how we can help.
