Ecommerce SEO That Drives Sales, Not Just Rankings
Ecommerce SEO is different from local SEO. Here is how I approach it.
Local SEO focuses on map pack rankings and geographic intent. Ecommerce SEO focuses on product discovery, commercial intent keywords, and converting search traffic into purchases. Both share the same technical foundations but require different content strategy and schema implementation.
Product Page Optimisation
Unique title tags for every product, proper H1 and header structure, keyword-informed product descriptions that serve both search engines and buying customers, image alt text, and internal links from category to product pages. Most ecommerce product pages are thin, duplicate, or missing basic signals.
Category Architecture
A clean, crawlable category structure that groups products logically for both users and search engines. Faceted navigation handled correctly to prevent crawl budget waste. Category pages with unique, informative introductory content that earns rankings for broad commercial intent queries.
Product Schema and Rich Results
Product schema, AggregateRating schema, and Offer schema implemented in JSON-LD. Rich results (star ratings, price, availability) in SERPs increase click-through rates significantly. Most ecommerce sites have no product schema at all, leaving this visibility advantage entirely to competitors.
Ecommerce Site Speed
Online stores are typically the slowest sites on the web. Heavy product images, unoptimised scripts, and bloated third-party apps kill Core Web Vitals scores and reduce both rankings and conversion rates. I target sub-200ms TTFB and passing LCP scores on all key pages.
Keyword Research for Buyers
Ecommerce keyword research focuses on commercial and transactional intent: people actively ready to buy. I map keywords across product categories, individual products, and comparison content, building a structure that captures buyers at every stage of their decision.
AI Search for Ecommerce
ChatGPT and Perplexity increasingly answer product queries by pulling from well-structured ecommerce content. Product schema, review aggregation, and content written as answer units help your products appear in AI-generated purchase recommendations.
Ecommerce SEO questions I get asked most
How long does ecommerce SEO take to produce results?
Technical fixes like schema and speed typically show results in four to eight weeks. Product page optimisation compounds over three to six months as Google re-crawls and re-indexes updated content. New category pages targeting commercial intent keywords typically take three to six months to reach competitive positions.
Does ecommerce SEO work for small online stores?
Yes. Small online stores often have the fastest gains from ecommerce SEO because they are competing against other small stores, not just Amazon and Walmart. Properly optimised product pages, clean category architecture, and product schema can push small stores ahead of competitors who have similar inventory but have never addressed their SEO fundamentals.
Stop losing customers to competitors who outrank you
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