E-Commerce SEO: Tips for Driving Organic Traffic to Your Online Store

To be successful in e-commerce in the long term and sustainably, a comprehensive SEO strategy for your online marketing is advisable. In addition to paid channels, this includes organic search, which accounts for an average of around 37.5% of all e-commerce traffic via search engines. (Source: Semrush)

Search engine optimization measures help you be found better in standard search engines using the appropriate terms. In this article, we will share some tips for E-Commerce SEO for Driving Organic Traffic and thus increase your sales.

Define your goals: What do I want to rank for?

Goals are the be-all and end-all to check the effectiveness of optimization measures. Without predefined key figures, it is difficult to attribute individual measures to success or failure. So first, ask yourself what you want to achieve through optimization. In addition to more visibility and increased page views, this primarily means conversion goals such as leads or purchases.

Leads can often be generated with little effort, for example, by registering for newsletters or creating a user account. This gives you the opportunity to contact potential customers and present them with your offer.

Sales are usually the measure of everything in online shops and serve as the main goal. When evaluating, the relationship between the number of transactions and the sales generated can also provide important insights.

In the next step, concrete target values ​​for the respective conversions should be defined. For leads, it is worth explaining a fixed value – for example, $X per newsletter registration – based on which optimization costs and benefits can be assessed later.

However, the target values ​​for sales do not need estimates, as changes in sales can be precisely analyzed through professional e-commerce tracking.

You should also consider the margins and prices of the products when prioritizing them and the order of optimization. Products that are particularly profitable to sell or among the top sellers should also be highly prioritized in SEO and receive preferential treatment.

Demand analysis: Keep an eye on the keywords

Demand analysis or keyword research is the basis of every SEO work. Only those who recognize which terms are in high demand in the common search engines, i.e., are searched for, can tailor the offer accordingly. However, it is important that you not only choose search terms that generate high demand but that these demands also match your product. If your offer meets the expectations of those inquiring, they will stay in your shop more quickly.

To choose the proper search term, you have to understand the intentions behind the search queries. We differentiate between three categories:

  • navigation-related
  • information related
  • transaction-related


You should start with a detailed demand analysis as a basis for all SEO measures that take place directly on your site. This means you can monitor the search volumes of all terms relevant to your online shop. In our blog post on the topic of “demand analysis,” we explain what you need to consider when doing research.

As you proceed, you should define a main keyword and up to 3 additional keywords for each category and, if necessary, the product page. The best page structure will not be successful if the following core statement is not true: “Each page represents exactly one search term.” When selecting, make sure that the search intent of the respective term matches the content on your site.

As soon as keywords indicate a purchase interest, product and category pages are the right choice. If there is no purchase intention behind a keyword but rather the desire to receive more information on a topic, your site should respond to this desire. Possible formats for informational pages are:

  • Blogs
  • counselor
  • Glossaries
  • Magazines
  • Topic pages
  • Expert Tips


As on other websites, duplicate content in e-commerce is a real ranking killer. Make the text on the corresponding pages as unique as possible to give every product and category in your online shop a reason to exist.


Hardly any other criterion has recently gained as much attention as websites’ loading speed and performance. Since Core Web Vitals became a ranking factor, performance analysis has been part of a complete SEO analysis.


A logically structured internal link structure helps your website visitors find the product they are looking for as quickly as possible.

Good preparation provides the data for creating an on-page structure. The product range and the demands help define the categories, subcategories, and hub pages. The product range provides the basis for the main categories; the individual products must be correctly assigned and aligned to demand.

A clear structure is also helpful for users on your site to navigate through your site. These elements help your users find their way around your site as well as possible:

  • Speakable URLs that reflect the user’s click path (e.g.,
  • The main navigation consists of category and subcategory pages. If the product range is very small, the individual products can also be listed
  • Breadcrumb navigation at the top of category and product pages
  • Links to related products and individual product recommendations

The more accessible users navigate your site, the more positive their shopping experience will be. Therefore, the intuitive structure of your website in e-commerce plays a very central role. Thorough planning of an appropriate structure is of great importance. URLs should be kept the same afterward or must then be forwarded.


To make the SEO all-rounder perfect, we want to keep the topic off-page. For better information and understanding, you can find SEO Consultation for Startups. Two aspects in particular need to be taken into account:

  • Broken links
  • Link building with the help of the competition


Search engine optimization for online shops should be based on the same basic rules that apply to all other websites. However, there are some unique features that you should consider when optimizing your online shop.

Start structured and with a good plan. This way, you can ensure that you avoid mistakes – Google only forgives you some mistakes so quickly. Ensure that the main keywords for your product and category pages indicate purchase intent from searchers. You can strengthen their rankings by taking strategic action against duplicate content and storing valuable and up-to-date content on your pages. Next, you can increase click rates through automation and structured data. If you also take suitable measures when availability or product range changes, you will have improved essential aspects of your online shop.

In addition, a logical and well-thought-out structure is a must, especially for online shops, for good visibility and user-friendly handling.

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