on-page SEO for eCommerce

How to do on-page SEO for eCommerce

Do you have an eCommerce website and want to promote it in the best way possible? How do you plan to boost your sales and organic traffic without depending on paid advertising and PPC? Don’t worry if you don’t already know the answer. This post is all about the best way to do on-page SEO for eCommerce.

You will learn how eCommerce SEO is different from on-page SEO of a normal website or blog and How you can do on-page SEO for eCommerce websites.

Let’s get started!


What is on-page SEO for eCommerce?

In simple words, eCommerce SEO is the kind of SEO strategy or set of rules implemented for an eCommerce website or online store to ensure it is search engine friendly.

If you have an idea about SEO in general, you would be curious to know how is eCommerce SEO different from normal SEO or is it the same thing?

No, it is not exactly the same thing.


eCommerce SEO is a combination of the general SEO concepts and some particular guidelines specific to online stores/shops, which do not apply to other types of websites.

Consider the example of a non-commerce website – its category pages may not be as vital as it is in case of an eCommerce website. An eCommerce website’s category pages require special attention.

The next point of difference between the two is blogging. An active blog page plays a significant role. Still, it is different while doing SEO for eCommerce websites and SEO for normal websites.



Just remember, all that you can do with SEO for normal websites is applicable for eCommerce SEO, but your on-page SEO strategies for eCommerce websites can’t be applied to normal websites.

How do you benefit from eCommerce SEO for your online store?

You are a shop owner already having a wide range of products for sale online. Why do you need to invest in SEO for the online store? Maybe you will change your mind after knowing the benefits of doing so. Keep reading.


A place in the search engines:

Unless you do SEO for your online store, it won’t be visible on the search engines. That exposure is essential to attract more customers. It is your hardcore business and you need to generate revenue from this website, right? To do that, it is necessary to make good sales, profit, and growth eventually.

Search engines like Google respond to not thousands but millions of queries every day and most of them are about eCommerce. Besides going to Amazon, eBay, or Flipkart directly, the majority of people search for a product using the search engines, especially Google.

Doing eCommerce SEO for your website will allow it to find a place on these search engines and increase your chances of showing up in the search results and ultimately improve your website traffic.


Improved organic rankings for your target keywords:

The first step of SEO is to get an exposure on search engines, but is that enough? No.
You need targeted traffic, which comes from the users who are sure of their needs. Such users have got a clear idea and intent while making a query in a search engine.

Suppose a user types ‘best thermostat heat pumps’ in the search bar. It shows he knows what he wants and if you are an eCommerce website that sells thermostat heat pumps, this user will probably convert.

Your motive should be to target such users, which is only possible through eCommerce SEO.
Through eCommerce SEO, you can identify and optimize these long-tail keywords and get higher on organic rankings, making a difference to your online business.


Long-lasting online business:

If you are an online shop owner or planning to have one soon, you must have some idea of the various ways in which you can get immediate traffic to your site.

One such technique is Google Adwords. It is among the most known and effective ways to attract instant traffic, followed by social media platforms, such as Facebook.

However, there’s a problem with these techniques that when you stop paying, your sales and traffic will drastically drop.


Here comes the role of eCommerce SEO, which is a regular and stable process to achieve long-lasting results. You can opt for a well-planned SEO campaign that will get you 24X7 months traffic for months and maybe years.

SEO indeed takes time to show results, but the results are always long-lasting. It helps you have a higher ROI for a long time as compared to any other marketing technique.

A user-friendly eCommerce website:

Most SEO techniques focus on the usability of the websites – how to make your eCommerce website friendlier for both your users and search engines.


On hiring an SEO expert for your online store, you will have a website that not only ranks higher on the search engine result pages (SERP) but also easier to use for all kinds of users.

Helps boost your conversion rates by eCommerce SEO :

Besides helping you in receiving the desired amount of web traffic, eCommerce SEO will assist you in boosting your conversion rates, or in simpler words, sales.

It is done through conversion optimization, which is a process that demands time and a lot of a/b testing but follows SEO principles. Results are eventual but guaranteed!


We hope you are now convinced that eCommerce SEO is going to help you in growing your online store. So, let’s move on to discuss the on-page SEO for eCommerce sites.

On-Page SEO strategy for eCommerce sites:

On-page SEO for eCommerce focuses on ensuring that all your target keywords are placed rightly. It is mainly to make sure that Google knows everything about your page – what do you sell, how do you sell, etc.

In this blog, we will discuss two main strategies of on-page SEO for eCommerce websites:

  1. On-page SEO for category pages of your eCommerce website
  2. On-page SEO for product pages of your eCommerce website

For your eCommerce websites On-page SEO will also enable your site to appear in various other SERP features (we have discussed it below).

Google SERP features:

  • Immediate Answer: Displayed at the top of the search result pages (but below ads). It shows a brief answer with a source URL below it.
  • Carousel: It is the box showing local results with a business name, image, reviews, and ratings.
  • Local Pack: Typically, three local businesses with Google map is displayed on the results page. It is dominant on mobile.
  • Images: A horizontal display of images in a row right at the top of the result pages.
  • News: It is a time-sensitive result that appears as a news topic block at the top of the results pages.
  • Review: Formerly known as ‘rich snippet’, review is a rich result displayed rating and stars for products for which reviews can be added.
  • Video: Displaying the videos from Vimeo, YouTube, and other popular platforms with their thumbnail in the organic results.
  • Tweet: some relevant tweets appear in the result pages.
  • Site links: When it is a brand intent search, a maximum of 10 website links can appear along with the organic result.
  • Featured Snippet: It is a special box that shows answers to a particular query and appears at top of all the organic results.
  • Featured Video: It appears with a larger thumbnail and offers more information, right at top of the organic results.
  • Top Ads: AdWords ads that occupy the top 4 positions of the search result page
  • Bottom Ads: Adwords ads that occupy the last three positions on the search result page.
  • Knowledge Panel: This feature collects semantic data from different sources and display a block of information about people, events, movies, etc. It usually appears on the right of search result pages.

Now, we will see how we can appear on the SERPs through these features.

On-page SEO for eCommerce category pages:

The category pages of your eCommerce website are the most significant pages you need to rank. If one finds them in Google search results, they will get instant access to all the displayed products under that category.


To make sure your category pages are well-optimized, you must insert your target keyword in the below-mentioned places:

1. In the URL

The first thing is to insert the target keyword in the URL. It is an easy process, but ensure the URL is friendly and readable.

You can refer to the image below:


In the URL

Google prefers shorter optimized URLs, so try not to have extra subfolders in your URL, like the “/collections/” part in the URL above. You can customize your URL with your main target keyword.

2. In the title tag

The H1 tag or title tag of your page should consist of the main keyword in it. If possible, right at the beginning of the tag.
Something like this:
on-page SEO for eCommerce3. In body copy


Now, here you will find things getting a bit tricky. Many category pages show the product as soon as it opens, but Google doesn’t like it.

You should have at least a 300 words introduction of the product, wherein you must include the keyword naturally. The keyword should appear a minimum of 2-3 times, but again, it shouldn’t be forceful or stuffed.

Look at the example below:


on-page SEO for eCommerce

4. In image alt text

As you know, Google can’t read the images but relies on the alt text to understand what it is about.
So, you can insert your keyword in the alt text as it gives you a chance to show up in Google image results.

See this example from Yumi:

Note: You need not have a banner this big; it can be a small and simple banner across the top of the page.


5. In the metadata

Another significant place to use your keyword is in the metadata/meta description (ever noticed, the gray text that shows up in the search listings?). Including the keyword in this section doesn’t necessarily guarantee improved rankings but increases your CTR (click-through-rate).
How? When you insert the keyword in your description tag or metadata, Google automatically bolds it in its search result pages.

Like in the image below:

on-page SEO for eCommerce
Follow the same process for all your category pages and then move to the product pages.


On-page SEO for eCommerce product pages:

Without mentioning the above steps again in this section, we would rather remind you of using the above steps for your product pages as well. However, there are two main differences to note:
You need not have a banner image as you already have the product images on the page.
Instead of having a 300 words introduction, write around 1000 words, for a minimum of your 10 top sellers.

Simple reasoning works behind all this – the top pages on Google contain long-form content of a minimum of 2000 words.

on-page SEO for eCommerce


It is because Google is nothing but a research tool. So, when it crawls a page with a massive amount of information, it assumes that the page has a higher chance of having the answer to the searcher’s query.

Writing a lengthy content also allows you to insert the LSI keywords (we will discuss it in a while).
If the content should be a minimum of 200 words, why did we ask you for a 1000 word product description? Well, there are two reasons to support this:

  • Creating a 2000 words product description is not an easy job (it’s hectic!).
  • The lack of 1000 words can be made up bu the product reviews on the page.

Product reviews boost your conversion rates and improve eCommerce SEO. If you still don’t have product reviews on the page, start collecting them from today!


You need to maintain a proper design layout to include everything decently. Your product page must have excellent usability.

We know making such massive changes to so many product listings is not an easy job to pull, but you can try following a specific for all the pages.
Something like this:

on-page SEO for eCommerce
During setting up your page, you can also include some user-generated content like customer reviews, customer photos, videos, etc.


Consider Spellbinders, as an example, have grown traffic to their eCommerce site by adding a well-designed gallery page, which includes user posts from Instagram.

on-page SEO for eCommerce

To make you understand the optimization of your product pages better, we have got you an info graphic sample created by Brian Dean:


on-page SEO for eCommerce

LSI Keywords for eCommerce SEO:

Let’s talk about LSI Keywords.

LSI or latent Semantic Indexing keywords is nothing but a term used for synonymous keywords. The keywords that are related or relevant to the primary keywords or topics.


Referring to the examples we have given in this blog, the LSI keywords for ‘dachshund’ will be ‘doxie’, ‘weiner dog’, and ‘sausage dog’.

All these terms mean the same thing or are closely related. Likewise, the terms ‘’solar panels’ and ‘RV accessories’ are LSI keywords. We know these are not synonymous with each other, but they do belong to the same topic.

Earlier, SEO professionals use to target all the LSI keywords by creating individual pages.


But, the SEO game is transformed with the passing years and now Google very well understands that a search term ‘dachshund’ has got the same intent as ‘doxie’ or ‘weiner dog’.

So, now you don’t need to create separate pages targeting the LSI keywords, rather target all of them on one page.

You can find the LSI keywords by typing the search term (main keyword) into Google and note down the autofill suggestions. You can also refer to the related searches section at the bottom of the search result page.


LSI Keywords
on-page SEO for eCommerce
Referring to the Amazon listings for the product for LSI keywords.

Look at this example of Blendtec blender found on Amazon.

Blendtec blender found on Amazon


Another way to check for LSI keywords is using Ahrefs. It is a great tool that shows you all the LSI keywords easily. Simply insert the primary keyword into Ahrefs and look for ‘search suggestions’ or ‘Also rank for’. You will see the entire list of phrases and search terms that Google considers relevant to your product.

on-page SEO for eCommerce

Check out these two lists and note down everything that you find relevant to your product. Modify your keyword insertion technique, include LSI keywords, and cover all the queries related to your query.


Go through these two lists and grab everything relevant for you. Vary your keyword usage, blend in LSI keywords, and answer every question around your topic to win.

Note: If you have a competitor that is ahead of you in the organic rankings, use the same procedure as they use for their website. You can refer to the list of LSI keywords they target for their products.
You can implement this for all your products. If you have a lot of products in the line, you can start with your best sellers.

Additionally, you must also have perfect product images. No, it doesn’t specifically impact your SEO but will boost your conversions.


So, we covered the most crucial part of eCommerce SEO in this blog that hopefully helps you in having a clear idea about its importance to growing your online business. Reach us if you have any queries regarding on-page SEO for eCommerce websites.

About Jack K. Harris

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