How to Create an eCommerce SEO Strategy That Works?

Over 40% of eCommerce brands lose customers simply because their products never appear in search results.

Your online store might have fantastic products but customers cannot find you online unless you develop and implement an SEO strategy. 

Overall, letting your products to rank higher doesn’t require advanced expertise. You just need to understand eCommerce SEO strategy basics.

In this guide, we’ll dish out what online store business owners should do to improve their search rankings in 2025.

You will find practical strategies and helpful tips from our eCommerce experts.

First of all, understand the search intent

Your eCommerce SEO strategy succeeds or fails based on search intent. 

All in all, users type queries into search engines to find specific answers. Missing these answers means missing sales opportunities. 

Studies show that 71% of shoppers begin their buying experience with search engines. 

So understanding what drives their searches becomes crucial.

a) Map customer journey stage

Each purchase stage brings unique search behaviors from your customers.

Overall, 42% of in-store shoppers search for information online while in-store. 

Your niche dominance depends on mapping these stages:

• Awareness Stage: Users perform broad searches to gather information and read reviews;
• Consideration Stage: Buyers compare options and review pricing;
• Decision Stage: Shoppers seek validation and implementation details;
• Post-Purchase: Users look for guides and support materials.

b) Analyze the search pattern 

Analyzing search patterns is one of the top eCommerce SEO best practices.

All in all, it requires learning user behavior basics, and some studies even show that eCommerce search success rates have improved substantially if done right.

So room for improvement still exists. Target the following intent categories:

• Informational searches (such as how-to guides, and product information)
• Commercial searches (including product comparisons, and reviews)
• Transactional searches (e.g. buy now, purchase options)
• Navigational searches (for instance, brand names, specific products, etc.)

Search patterns vary by product type and customer segment as your eCommerce business grows.

Natural Language Processing (NLP)

Natural Language Processing or NLP helps understand user queries, even in conversational form. This capability helps interpret customer needs effectively.

For this analysis, your SEO strategy needs these key metrics:

• Search queries and click-through rates;
• Purchase patterns after searches;
• User feedback on search results.

💡Pro Tip: Customers who can’t find products online, can’t buy them. In fact, poor search experiences drive customers to competitors.

How to Create an Effective eCommerce SEO Strategy in 2025?

Creating an eCommerce SEO strategy is different from local SEO. It requires considering various strategy components differently such as target audience, keyword research, creating a topical authority, etc.

Imagine implementing a local SEO for moving companies and selling premium watches throughout the whole country – there is a huge difference.

To have everything in one place, we’ve made this infographic on “How to create an eCommerce SEO strategy?” for you:

Now, let’s go through every step in details.

Step 1. Build your eCommerce SEO foundation

For building strong SEO foundations you just need the right tools and approach. Simple as ABC!

But let’s explore how to optimize your eCommerce store for more organic performance.

a) Conduct detailed keyword research

The right keyword strategy could mean the difference between cornering the market and going back to square one.

Google Keyword Planner displays search volume, related phrases, and keyword competition levels.

On the flip side, tools like Google Trends help eCommerce brand owners identify timely product-related searches as they scale.

With proper keyword research, you can identify customer demand and search patterns and reveal untapped market opportunities.

b) Structure your site architecture

Your site structure requires careful planning. A well-laid-out site helps search engines find and index all your products quickly.

For example, many AI tools can help you with site architecture but it’s better to dig deeper and have some knowledge.

To build solid website architecture, you should:

1. Create clear category hierarchies
2. Link from broad categories to specific products
3. Apply proper internal linking
4. Add structured data markup
5. Build XML sitemaps for large catalogs

💡Pro Tip: Tools like ScreamingFrog can help analyze your site structure and spot technical issues when complex product catalogs become challenging.

c) Set up analytics and tracking

Analytics deserve your full attention – proper tracking prevents future complications.

Google Analytics 4 provides full information on your customers, locations, traffic channels, revenue metrics, user behavior patterns and even more.

Google Analytics is like seeing how visitors browse products, what they add to their carts, and where they leave during the buying process.

Using this tool is beneficial for business growth, especially during the sales seasons like Black Friday or Christmas and New Year.

💡Pro Tip: Your eCommerce store needs Google Analytics linked with Search Console as it scales. This connection shows a complete picture of how customers find and interact with your products through marketing channels.

Step 2. Implement technical SEO properly

There are a few basic things to focus on when considering technical SEO implementation.

a) Site speed optimization techniques

Poor site speed drives customers away quickly. Research indicates that 70% of consumers factor site speed into their purchasing decisions.

So how to increase page speed performance?

Some of the top factors are:

• Image compression and lazy loading;
• Content Delivery Network (CDN) implementation;
• Browser caching setup;
• CSS & JS files minification;
• HTTP/2 protocol adoption.

b) Mobile-first indexing requirements

Smartphones generate nearly 80% of the retail site traffic globally, making mobile optimization non-negotiable.

Google pays attention to your mobile version first.

So make sure your website is optimized for mobile and doesn’t have any bugs.

c) SSL and security considerations

Security demands full attention.

Research shows that over 92% of Shopping Cart Check reviews identified malicious, suspicious, and/or problematic concerns in researched web stores.

Strong SSL certificates safeguard sensitive data transmission between browsers and servers. 

Having SSL certificates is important to build customer trust, meet PCI compliance requirements and protect payment processing.

Data breaches cost companies millions and billions of dollars every year.

For example, one of the most famous ones is Ticketmaster Data Breach. A threat actor named SpidermanData claimed access to Ticketmaster’s systems on a hacker forum, offering 560 million user and financial records for $500,000.

 

You may also like: Best AI Assistants & AI Trends in eCommerce in 2025

 

Step 3. Optimize product pages

Product pages directly impact your eCommerce SEO strategy’s profitability.

Studies show that product pages with structured data can increase click-through rates. 

For example, Rotten Tomatoes added structured data to 100,000 unique pages and measured a 25% higher click-through rate.

a) Writing converting product descriptions

Your product descriptions need a fresh perspective. Each item should have unique content because Google penalizes duplicate content. 

When a buyer encounters a 1 or more review product page, conversion is boosted by 52.2%.

Great product descriptions help eCommerce business owners sell unique products and help brands looking to scale their product catalogs.

b) Image optimization best practices

Product image optimization follows simple principles. 

As page loading takes 1-10 seconds, a 123% probability of a mobile site visitor bouncing.

These elements matter when optimizing page speed performance:

• Use descriptive file names with keywords, properly describing the image;
• Keep image sizes under 120kb;
• The Alt text of images should properly describe the image properly, and be short and concise.

💡Pro Tip: Although you can choose JPEG for photos and PNG for transparent backgrounds, choose WebP format. This is a next-gen format and helps to keep the quality but optimize the size multiple times. It even keeps a transparent background so this is a perfect choice for all cases.

c) Schema markup implementation

Schema markup might seem complex at first glance. Understanding structured data is a vital part of SEO – it creates rich snippets in search results that display prices, availability, and reviews.

Google merges data from structured data and Merchant Center feeds to improve product listings.

If you own an online store, your website needs a few schema types.

For online stores, use schema markup to enhance search results. 

Key types include: 

• Product schema (name, description, price, image, brand, etc.);
• Review schema (ratings, customer feedback, author, date);
• Offer schema (availability, shipping, price currency, condition).

Step 4. Build a strategy for category pages

A solid category page strategy makes your eCommerce site stand out in search results.

Organize your product categories to maximize their effect.

a) Hierarchical navigation structure

Your site structure demands careful planning. Google analyzes the relationships between pages through their linkages to determine their importance.

A good hierarchy helps search engines find and index all your products.

Among the key benefits of proper navigation are product discoverability, search engine crawlability and decreased orphaned pages.

b) Internal linking framework

Building an effective internal linking strategy comes naturally.

Your eCommerce business needs both automated and manual linking approaches as it grows.

This is best for eCommerce owners with complex product hierarchies and growth plans.

Here are some steps to implement an effective interlinking strategy:

1. Create distinct parent-child category relationships;
2. Add breadcrumbs for better user navigation;
3. Link related categories automatically;
4. Place manual links to high-potential pages;
5. Create clear URL structures.

c) Faceted navigation management

Smart filters are vital. They can create millions of URLs, wasting the crawl budget.

Smartly implementing filters matters. They can create millions of URL combinations that waste the crawl budget.

Smart faceted navigation requires you to use AJAX for filtering to prevent URL bloat, return 404 status for invalid filter combinations, implement proper canonical tags and/or create clear URL parameter structures.

💡Pro Tip: Proper implementation prevents crawl budget waste. It can help search engines understand your site structure much better. In the end, the initial learning curve saves you from future technical challenges.

Step 5. Content strategy development

A solid content strategy forms the foundation to help you stand out in the eCommerce sector.

Studies show that 96% of eCommerce companies see positive results from content marketing.

a) Create product-focused content

Creating product-focused content that sells isn’t complicated. Video content works well for retail and eCommerce businesses. It’s one of the best formats to use.

As you grow your online shop, include some content types that will be attractive for your customers.

Among them are product demos, how-to guides and customer success stories.

You can use expert reviews and comparison guides as well, as other effective elements in your content strategy.

This will help you showcase how you stand out from your competitors.

b) Building Topic Clusters

To dominate your niche market, efficiently create a topic cluster plan. This structure helps search engines understand your company’s expertise on specific subjects.

Here, focus on:

1. Pillar pages (main topic overview);
2. Supporting cluster pages (detailed subtopics);
3. Internal linking between related content;
4. Regular content updates.

c) Content calendar planning

A well-planned calendar keeps your content creation on track and consistent. Your calendar should track themes, topics, keywords, and publication dates.

Align content with seasonal shopping trends, product launches, and industry events.

d) Building topical authority

Building topical authority can boost your SEO rankings significantly. Detailed content around specific topics signals expertise to search engines.

In short, in your topical authority plan include:

• Creating detailed product guides;
• Showcasing your company’s expertise;
• Linking related content pieces;
• Focusing on quality over quantity;
• Building relevant backlinks.

💡Pro Tip: Quality is key in your content strategy. Studies show that valuable, consistent content builds trust with potential buyers. Start by solving specific customer problems. Then, show your products as the solutions.

Step 6. Focus on international SEO strategy (if you sell globally)

If you sell your products online worldwide, your audience should find them in various locations.

Here’s what you should consider.

a) Multi-language site structure

Setting up a multi-language structure isn’t complicated, but you need the right approach.

Here are your options:

• Country-specific domains (.de, .com, .uk)
• Subdomains (de.yoursite.com)
• Subdirectories (yoursite.com/de)

💡Pro Tip: Subdirectories deliver the best results since they keep domain authority consistent, across versions. This approach can help you avoid starting SEO from scratch for each country as your eCommerce business grows.

b) Hreflang implementation

Hreflang tags might seem complex if technical implementation isn’t your strength. These tags guide search engines to show users the right language version.

Here’s some practical advice you might need when developing you international SEO strategy:

1. Place tags in the HTML head section;
2. Use correct ISO language codes;
3. Include self-referencing tags;
4. Link all language versions;
5. Implement x-default tags properly.

💡Pro Tip: Ensure reciprocal links and use self-referential tags. Each language version of a page should include Hreflang tags pointing to all other versions, including itself. For example, a US English page links to itself (en-us) and the Canadian French version (fr-ca), and vice versa.

c) Regional targeting strategy

Regional targeting needs creative solutions. The right location targeting finds ideal customers and improves ROI.

Here are a few factors to take into account.

Local hosting benefits

Server location affects page speed for regional users. Remember that some countries need special licenses for local hosting.

Content localization

Master local markets with these steps:

• Include region-specific addresses;
• Build local backlink profiles;
• Set up regional Google Business Profiles;
• Use local currency and shipping info.

💡Pro Tip: Broad geo-targeting helps reach people in targeted locations and those interested in them. It takes time to perfect the process. You’ll need to monitor performance metrics to ensure your targeting settings match your business goals.

Step 7. Optimize Your Website For Voice Search

Data shows that 56% of smartphone users use voice search to find brand info.

Voice search is a game-changer for eCommerce SEO so here’s what to keep in mind.

Before we mention the main points to focus on, here’s an explanation video of featured video below:

a) Long-tail keyword integration

92% of all keywords get 10 or fewer searches per month.

So optimizing for voice search requires understanding how people naturally speak.

Voice search requires a different mindset as traditional keyword strategies can feel limited.

Users have moved beyond simple phrases like “men’s loafers.” They now say things like “burgundy men’s loafers for sale size 10 under USD 50.00”.

Have you tried something like that yourself?

b) Question-based content creation

Question-based content deserves full attention when you scale your eCommerce business.

In this case, voice searches typically begin with:

• Who, what, when, where, why;
• Can, could, should, would;
• Is, are, was, will;
• Do, does, have.

Here, content creation becomes easier with FAQ pages.

c) Featured snippet optimization

Featured snippets hold the key to voice search success.

70% of voice search results appeared in a SERP feature, with 60% of those displaying a Featured Snippet.

To optimize content for featured snippets pay attention to the following points:

• Provide direct answers in 30-40 words;
• Use question-based headings;
• Structure content with bullet points;
• Implement proper schema markup;
• Keep answers short, concise and clear.

Google shows clear preferences for featured snippet formats.

Some of the types of featured snippets are

• Paragraph snippets – for definitions;
• List snippets – for step-by-step instructions;
• Table snippets – for comparisons.

💡Pro Tip: Optimizing your website for voice search takes time. There are about 8.4 billion digital voice assistants in the world. So updating your SEO strategy could bring big rewards.

 

You may also like: Top 100 Magento Statistics: Usage, Trends, Market Share & More

 

Step 8. Monitor your SEO strategy’s performance

Tracking and analyzing organic performance measures SEO success for an eCommerce site.

That said, planning should have comprehensive supporting information.

a) Track key metrics

SEO metrics aren’t complex to track, but you’ll need the right tools to show results.

Studies show that over 50% of website traffic comes from search engines. This makes tracking your performance even more important.

Here are some of the key metrics to track:

• Organic traffic and conversion rates;
• Core Web Vitals scores;
• Indexed pages status;
• Click-through rates (CTR).

💡Pro Tip: Google Analytics 4 provides an insightful conversion tracking overview. The GA4 platform now tracks every conversion in a session. Its older version counted only one.

b) Analyze your competitors

You need to watch your competition to dominate your market niche.

Tools like Ahrefs and Semrush help you see how your competitors are doing. So you don’t have to start from scratch.

Your competitor analysis should include:

1. Keyword gaps and opportunities;
2. Backlink profiles;
3. Content strategy effectiveness;
4. Technical SEO overview.

💡Pro Tip: These automated tracking tools can help you reshape your eCommerce SEO strategy. Also, research shows that looking at competitor backlinks reveals new content opportunities.

c) ROI measurement methods

This formula helps calculate SEO ROI:

Overall, a positive ROI shows your strategy works – spending $1 to earn $4 gives you a 400% ROI.

These costs can help you calculate ROI:

• In-house SEO resources;
• Agency or freelancer fees;
• SEO tools and software;
• Content creation expenses;
• Link-building investments.

Google Analytics 4 helps measure revenue from organic search. It tracks direct and assisted conversions and lead generation metrics.

💡Pro Tip: Measuring SEO success takes time. Results usually take 4-12 months to show so set up your tracking right.

Create your eCommerce SEO strategy with Onyx8

Successful eCommerce SEO strategies must be regularly updated and follow the latest trends. 

The strategy depends on many factors, from technical optimizations to creating content and product page optimizations to expanding internationally.

Onyx8 Digital Agency specializes in creating efficient eCommerce SEO strategies for local, national and international brands.

Our comprehensive approach delivers trackable results, focusing on eCommerce expertise including:

• End-to-end SEO services
• Custom website design
• Custom web development
• eCommerce development
• Magento web development

Contact our team to schedule a Free consultation and we’ll help you create an eCommerce SEO strategy for your brand.