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E-commerce and Online Store SEO and Marketing

What is e-commerce SEO?

While search engine optimization involves every effort that go into generating natural traffic to your website on search engines, e-commerce SEO is the SEO which ensures that pages containing your products appear on top of relevant keyword search on all web search engines. In simpler terms, it describes every search engine optimization process applied to online shops to increase visibility and drive sales. It includes every normal SEO practices used in improing pagerank with a little additional guide specifically for online shops.

E-commerce SEO is more intense because it is the easiest way to boost sales and help promote your internet shop. It is unique because e-commerce websites have lots of pages (product pages) to attend to.

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What is SEO management?

SEO management is the conscious development of different methodologies, strategies, tactics and techniques aimed at increasing the number of visitors a site gets. In the case of an e-commerce website, what goes into managing its SEO is complex.

SEO management is a combination of separate skill sets namely internet marketing and search engine optimization, computing and business. It involves the coordination of every aspect of achieving SEO goals especially for online shops. Some of these elements include building backlinks and online community, market analysis, keyword search, content optimization and ensuring every

How do e-commerce sites do SEO?

Getting started on e-commerce website SEO will take you through 3 major steps. They are a bit complex but still retain all of the regular SEO processes like keyword search but with additional techniques employed for higher pagerank.

  • Step 1: Keyword search

Generally, any SEO campaign requires you start by doing a keyword search which will inform every other element that would be introduced. But keyword search for e-commerce website is more rigorous since it is done by a page by page basis. Therefore, the first step in doing a thorough keyword search is to list all your pages and begin assigning relevant keywords to each. For an e-commerce site, it will take time since even the smallest online shop can have over 6,000 pages.

Since going page after page will consume a lot of your time, an easier fix is to prioritize your pages and begin from there. The e-commerce tracking on Google Analytics will help you with this by giving you an idea of how to prioritize your pages. Once you are done with all these, you then find a head keyword. Of course, this will include finding a long-tail keyword and keyword variations of your keywords.

  • Step 2: On-page optimization

Most e-commerce sites begin this step by optimizing meta titles and descriptions with the keywords they have worked out in step one. However, while most e-commerce websites do this, it is usually not recommended as it doesn't optimize each page adequately.

Once this is done, the practice is to go ahead and do a full optimizing of all URLs. URL optimizing will also aim at making it both clear and readable. They also perform better when kept short with primary keywords incorporated in them.

  • Step 3: technical SEO

Between regular websites and e-commerce sites, the latter tend to experience more technical SEO issues. Therefore, part of cyber space product sales include fixing them. Some of them include duplicate content issues, deep orphaned pages and Keyword cannibalization errors. The last describes when a website unintentionally uses the same keyword across multiple pages and posts.

Orphaned pages are those which the visitor will have to perform multiple clicks to reach. Ideally, no page should be more than three clicks away on a site. But seeing that e-commerce sites have tons of pages, this rule of thumb might not be feasible. What such sites do while to ensure the most important pages aren't more than three clicks from the site's homepage.

  • Step 4: link building

As an SEO manager to an e-commerce site, this will probably be the most daunting task to perform. But one way around it is finding sites linking to your competitors. Chances are they will also want to link to your sire especially if they are already linking to a couple of your competitors. Other techniques include partnering with someone in the same niche who is in a different market or getting yourself listed by the manufacturer as a "where to buy" on their own website.

Does Shopify have good SEO?

There is no simple answer to this. In some ways, Shopify is bad for SEO. For instance, since the robots.txt is locked on the platform, like a few other platforms, it makes it impossible for search engines to crawl pages that are on it. Of course one can argue and see how this might be beneficial but from an SEO standpoint, a page needs to be crawl before it can be ranked and this policy defeats that.

Generally, it is not the most flexible platform as fàr as SEO is concerned. You won't be able to also make changes to most of the strings made to some URLs. It is also generally daunting to create content on Shopify.

However, while it doesnt allow for every SEO features, it has all the main ones that a store owner needs. Also, it has a lot of SEO apps available.

How is e-commerce SEO different from SEO for other types of websites

While e-commerce SEO has all the features of local SEO, there are remarkable differences like the fact that the former has some interesting technical SEO issues. In fact, the number of issues you have to go through for an e-commerce site is about a 100times more than your typical WordPress websites.

Also, the SEO of e-commerce website is smarter when it comes to understanding search intent. Understanding a query in this manner is something other types of websites find difficult mostly.


Efficiency in e-commerce SEO requires a deep understanding of the workings of the world wide web, computer science, business and SEO proper. The goal, however, is still to drive sales of products and generate organic visibility just like local search engine optimization.