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E-commerce Search engine optimisation: The Newbie’s Information

E-commerce Search engine optimisation is about understanding how individuals seek for what you promote, then creating and optimizing pages to rank for these phrases.

That will sound simple sufficient, however avoiding technical points alongside the way in which is a problem. 

This information teaches you navigate the e-commerce Search engine optimisation minefield to drive extra free site visitors to your on-line retailer.

Technical Search engine optimisation could appear essentially the most daunting start line, nevertheless it’s essential for e-commerce websites. That’s primarily due to points regarding faceted navigation, however there are additionally a couple of issues to remember. Let’s undergo them.


HTTPS is a safe protocol for transferring knowledge between web sites and guests. It prevents hackers from stealing delicate info that guests generally share with on-line shops, corresponding to their identify, deal with, and bank card particulars.

It’s additionally been a minor Google rating issue since 2014.

You’ll know in case your retailer makes use of HTTPS as a result of it’ll have a “lock” icon within the deal with bar:

Example of an HTTPS site

Hottest e-commerce platforms use HTTPS out of the field, so it shouldn’t be a priority for most individuals. However whether it is, be certain that to repair it.

Study extra: What Is HTTPS? Every part You Have to Know

Website construction

Website construction is how your web site’s pages are organized and interlinked. 

Most e-commerce shops set up their pages roughly like this: 

How to structure e-commerce sites

Listed here are two causes this construction makes sense:

  1. It’s simple to navigate Guests can discover what they’re searching for in only a few clicks.
  2. It helps Google discover your pages – Google can “observe” inner hyperlinks from web page to web page.

Normally, it’s simple sufficient to create your foremost class pages. Simply make them the principle stuff you promote. 

For instance, in the event you promote audio gear, they might be headphones, audio system, and turntables

Your subcategory pages are the place you possibly can goal key phrases individuals are looking for, corresponding to “wired headphones” and “wi-fi headphones.” You’ll discover ways to discover these key phrases within the subsequent chapter. 

Study extra: Web site Construction: The best way to Construct Your Search engine optimisation Basis

Faceted navigation

Faceted navigation permits guests to filter the merchandise on class and subcategory pages. 

Right here’s what it seems like: 

Faceted navigation example

Regardless of its usefulness for guests, it might probably trigger severe Search engine optimisation points as a result of filter combos usually create new parameterized URLs.

For instance, in the event you filter for crimson Sony wired headphones, it could create a URL like this:


Even in the event you solely have a handful of filters, there will be hundreds of combos. Meaning hundreds of latest URLs that Google can find yourself crawling and probably indexing.

That isn’t good as a result of it can: 

  1. Weaken essential pages’ capability to rank Filter combos can usually result in the creation of a number of URLs with the identical content material. Except Google realizes this (which doesn’t at all times occur), rating indicators will get cut up between the duplicate pages.
  2. Forestall Google from crawling essential pages Google will solely dedicate finite sources to crawling your website. If it has to crawl a load of junk, it could not have the sources to crawl all essential pages. 

There are numerous options to those points. For newcomers and intermediates, the most suitable choice is normally to canonicalize faceted URLs to their grasp class or subcategory.

Some e-commerce Search engine optimisation platforms do that out of the field. Test if that is so in your website by putting in Ahrefs’ Search engine optimisation Toolbar, visiting a couple of faceted URLs, and checking the “Indexability” tab. If the canonical URL is non-faceted, chances are high this isn’t a difficulty in your website.

Checking Indexability issues with Ahrefs' SEO Toolbar

Study extra: Faceted Navigation: Definition, Examples & Search engine optimisation Finest Practices

Key phrases Explorer:

  1. Enter a couple of broad key phrases associated to your class
  2. Go to the Matching phrases report
  3. Search for the varieties of stuff you promote

Listed here are a couple of concepts for headphones subcategories: 

Subcategory ideas for a headphones e-commerce store

Word that this isn’t all about search volumes. It is best to use frequent sense and select phrases that make sense as subcategories. 

For instance, “audio technica open ear headphones” gained’t be an appropriate subcategory as a result of it’s too particular. The identical is true for “bone conduction headphones” except you promote greater than a few pairs.

Right here’s a fast cheat sheet for selecting subcategories for Search engine optimisation:

How to choose e-commerce subcategories for SEO


Typically talking, you shouldn’t select greater than a handful of subcategories. It makes your navigation messy and convoluted. Three to 10 is sufficient for many shops.

Repeat the method for different classes.

Discovering product web page key phrases

Product key phrase analysis isn’t actually a factor in the event you promote branded merchandise, as individuals will seek for the merchandise themselves. 

For instance, there are an estimated 857K month-to-month searches within the U.S. for “airpods professional”:

Estimated U.S. monthly search volume for "airpods pro"

For those who promote these headphones, your product web page already targets that key phrase.

Nonetheless, in the event you’re promoting unbranded merchandise or merchandise from unknown names, you could wish to discover and goal extra descriptive phrases that folks seek for.

For instance, let’s say you promote a pair of cat ear headphones. Except individuals are particularly looking for the model or mannequin, it could be higher to focus on a related key phrase that folks really seek for, corresponding to “cat ear headphones.”

Estimated U.S. monthly search volume for "cat ear headphones"


Hold search intent in thoughts when doing this. If the highest search outcomes for a key phrase are all e-commerce class pages, this will point out that searchers need alternative. By which case, it could be higher to focus on the key phrase with a subcategory web page or faceted URL (extra on these later). 

On-page Search engine optimisation is the method of optimizing the content material in your web page. It contains optimizations to the content material you see and code beneath the hood. Let’s undergo a couple of issues and optimizations for e-commerce websites.

Title tags, meta descriptions, and H1s

Most e-commerce shops use templates for his or her title tags and meta descriptions.

Right here’s an instance:

Example of templated title tags and meta descriptions

Utilizing a templated strategy is smart as a result of writing distinctive copy for hundreds of product and class pages is no one’s concept of enjoyable. Sadly, it might probably result in stale, duplicate copy that doesn’t entice clicks.

You’ll be able to clear up this with a hybrid strategy the place you employ templates for many pages however distinctive ones for these with essentially the most search site visitors.

Right here’s discover pages with essentially the most search site visitors in Google Search Console (GSC):

  1. Go to the Search outcomes report
  2. Choose the “Pages” tab
How to find top pages in Google Search Console

For those who don’t use GSC, you will get a free estimate in Ahrefs’ Website Audit with an Ahrefs Webmaster Instruments account.

  1. Choose your venture in Website Audit
  2. Go to the Web page Explorer
  3. Filter for Inside pages
  4. Kind by natural site visitors from highest to lowest
How to find top pages in Ahrefs' Site Audit

For H1s, it’s easy—simply use the class or product identify. 

Example H1 on e-commerce category page


URLs must be as easy and clear as attainable. 

Right here’s a easy template that works for class and subcategory pages:

For instance, listed below are a couple of classes and subcategories for our audio retailer that observe this template:

Issues are a bit extra sophisticated with regards to merchandise as a result of the plain construction will probably be this:

Nonetheless, as merchandise usually fall into a number of classes, this will result in duplicate content material. In different phrases, the identical product being accessible at varied URLs. 

For instance, AirPods are each wi-fi and in-ear headphones, in order that they’ll find yourself with two URLs:

You’ll be able to clear up this downside by utilizing this template for product URLs:

Study extra: The best way to Create Search engine optimisation-Pleasant URLs

Product and class descriptions

Product and class pages usually have little to no content material. That isn’t essentially unhealthy, however including distinctive descriptions might help Google and guests higher perceive the web page.

Listed here are a couple of suggestions for doing this:

  • Hold them quick and candy
  • Ensure they’re descriptive and useful
  • Point out long-tail key phrases

To seek out long-tail variations and synonyms, plug a competing product or class web page in your foremost goal key phrase into Ahrefs’ Website Explorer and examine the highest 10 rankings within the Natural key phrases report. 

Long-tail keywords for "wireless headphones"

For instance, listed below are a couple of notable key phrases one of many top-ranking pages for “wi-fi headphones” additionally ranks for:

  • bluetooth headphones
  • wi-fi earphones
  • bluetooth earbuds 

It will likely be simple and pure to say these phrases within the web page’s description. 

Hyperlink constructing for e-commerce shops is difficult as a result of there’s normally no worth for another person to hyperlink to a product or class web page. Nonetheless, there are a couple of tried and examined strategies. You can too use different strategies to get hyperlinks to your homepage. Let’s go over a couple of ways. 

Product suggestions approach

If in case you have merchandise that solely you promote, the product suggestions approach might help you get featured on lists of the very best merchandise in that class. 

Right here’s the method:

  1. Discover widespread lists of the very best merchandise
  2. Provide the writer your product in return for suggestions
  3. Ask them to contemplate together with it on their checklist (in the event that they just like the product)

Given that almost all authors will hyperlink to the merchandise they characteristic, this can be a simple approach to construct hyperlinks on to product pages.

To seek out lists of the very best merchandise that don’t point out yours, search Google for greatest [product category] -brandname.

Searching Google for product listicles that exclude a particular brand

Alternatively, run an “In title” search in Ahrefs’ Content material Explorer for a similar factor and filter for pages with site visitors to seek out widespread lists.

Searching Ahrefs' Content Explorer for popular product listicles

For instance, right here’s an inventory of the very best good audio system that don’t point out any Sonos audio system:

Example product listicle

If Sonos wished to construct extra hyperlinks to certainly one of its good speaker product pages, it might supply to ship the product to the writer without cost in return for suggestions. If the writer loves it, Sonos can ask the writer in the event that they’ll take into account that includes it of their submit.


By no means explicitly supply to ship authors your product in alternate for a hyperlink. It might result in a penalty as a result of Google sees “exchanging items or providers for hyperlinks” as a hyperlink scheme

Unlinked mentions in critiques

Unlinked mentions are on-line mentions of your merchandise or model and not using a hyperlink to your website. 

They will occur for all types of causes. Nonetheless, they’re usually tough to show into hyperlinks as a result of there’s hardly ever an apparent or compelling pitch angle. 

For instance, right here’s an unlinked point out for Audio-Technica:

Unlinked mention for Audio-Technica

Sadly, on this case, there’s no compelling pitch angle. That’s as a result of the unlinked point out is in an article a few band promoting gear to fund music schooling and there are not any hyperlinks to different talked about manufacturers. 

Nonetheless, if somebody critiques your product and doesn’t hyperlink to you, asking them to hyperlink to the official product web page so readers can be taught extra in regards to the product is a logical and at the least considerably compelling angle. 

Right here’s discover product critiques with unlinked mentions utilizing Content material Explorer:

  1. Enter “your model identify” + evaluation
  2. Change the search mode to “In title”
  3. Paste your area into the “Spotlight unlinked” filter
  4. Click on export, examine the “Solely pages with highlighted domains” field, and export the outcomes

The ensuing CSV file will checklist product critiques that don’t hyperlink to your website. 

Exported unlinked mentions from Ahrefs' Content Explorer

Even when just a few reviewers add the hyperlink, that’s a couple of simple hyperlinks to product pages. 


HARO (Assist a Reporter Out) is a service that connects journalists and bloggers with sources. 

For those who join as a supply (free), HARO sends you every day emails with requests like this: 

Example HARO request

On this case, the blogger needs suggestions for the very best workplace headphones.

If we plug their web site (Welp Journal) into Website Explorer, we see that it’s a DR 59 website with loads of natural site visitors. So it’s definitely value pursuing the hyperlink.

Domain Rating (DR) for Welp Magazine, via Ahrefs' Site Explorer

Even higher, we all know the blogger will hyperlink to these they characteristic as a result of their request says this: 

Example requirements for HARO request

Lengthy story quick, we might in all probability get a hyperlink from this website by sending our advice to the blogger together with the opposite particulars they need. 

Aleyda Solis that can assist you work out which of them to index:

How to choose which faceted URLs to index


Some e-commerce platforms make selectively indexing faceted URLs simpler than others. For those who’re planning to do that and lack technical experience, we extremely advocate hiring a educated Search engine optimisation and developer to assist.


For those who discover individuals looking for product attributes you don’t at present have filters for, take into account including them.

For instance, there are a lot of searches for headphones appropriate with varied units:

Examples of popular product attributes

You’ll be able to simply add a “Appropriate with” set of filters and index related faceted URLs to draw search site visitors from these phrases. 

Create product-led content material for search

Product-led content material helps readers clear up their issues utilizing merchandise you promote. Creating this content material round key phrases individuals are looking for can appeal to extra potential clients from natural search.

For instance, this weblog submit about fixing headphones that solely work in a single ear will get an estimated 12.8K month-to-month search visits:

Estimated monthly organic traffic to a post about fixing headphones that only work in one ear

It explains repair frequent points earlier than recommending new, sturdy headphones for readers who didn’t handle to get issues working.

Recommendations for new headphones in a post about fixing headphones

On this case, the location recommends merchandise on Amazon. However there’s no motive you possibly can’t advocate and hyperlink to your product pages in these articles.

To get began, you’ll have to do a bit extra key phrase analysis to seek out what individuals seek for. 

Right here’s the method:

  1. Enter a couple of merchandise you promote into Key phrases Explorer
  2. Go to the Matching phrases report
  3. Toggle the “Questions” tab
Questions people are asking about headphones

Search for key phrases regarding issues that your merchandise assist to clear up.

For instance, key phrases like “ clear headphones” don’t work as a result of the searcher isn’t available in the market for brand new headphones. However key phrases like “ repair damaged headphones” may work as a result of most headphones aren’t simply fixable—so a brand new pair is perhaps the very best resolution. 

Study extra: Product-Led Content material: What It Is, Why Use It, and The best way to Get Began 

Add schema markup to product pages

Schema markup is code that helps search engines like google higher perceive and showcase your pages within the search outcomes. Including it to product pages might help them win wealthy snippets like this: 

Rich snippets example

Right here’s what the schema markup may seem like for a web page promoting AirPods Professional:

<script sort="utility/ld+json">
  "@context": "", 
  "@sort": "Product", 
  "identify": "AirPods Professional",
  "picture": "",
  "model": {
    "@sort": "Model",
    "identify": "Apple"
  "gives": {
    "@sort": "Provide",
    "url": "",
    "priceCurrency": "USD",
    "worth": "249",
    "availability": "",
    "itemCondition": ""
  "aggregateRating": {
    "@sort": "AggregateRating",
    "ratingValue": "4.9"

It tells Google the product’s identify, model, worth, evaluation ranking, and if it’s in inventory.

There are many free schema markup mills like this one, so that you don’t have to write down the code by hand. Some e-commerce platforms even have the choice so as to add schema markup constructed in. 

Study extra: What Is Schema Markup? The best way to Use It for Search engine optimisation

Carry on prime of technical points

A stable technical basis helps you keep away from frequent points that always plague e-commerce shops. However technical Search engine optimisation isn’t a one-time factor. New issues will come up over time.

That’s why monitoring your technical Search engine optimisation well being and fixing points as they pop up are important.

Utilizing Website Audit with an Ahrefs Webmaster Instruments account, you are able to do this without cost. It screens for 100+ frequent Search engine optimisation points, together with these you usually see on e-commerce websites like duplicate content material, canonicalization points, and orphan pages.

Duplicate content issues in Ahrefs' Site Audit

You’ll be able to schedule every day, weekly, or month-to-month crawls to remain on prime of points.

Continue to learn

E-commerce Search engine optimisation is much from simple. Getting the fundamentals proper is straightforward sufficient, however catering to go looking demand whereas avoiding frequent technical points is usually extra sophisticated than you could suppose. 

Listed here are a couple of useful sources to be taught extra about these points:



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