SEO can often feel like a daunting maze, but it’s one of the most important pieces of the puzzle when it comes to running a successful eCommerce store. If your customers can’t find you in search results, they won’t even know you exist!

But where do you start? Below, we’ll dive into simple but effective SEO strategies that can help your store climb the search engine rankings and attract more customers. These aren't just technical tips… think of them as steps to building a shop that's easy for both search engines and customers to navigate.

1. Craft Winning Product Pages

Your product pages aren’t just a place to showcase your items… they’re your secret weapon for ranking higher in search results. Here's how to take them from basic to brilliant:

• Descriptive Product Titles: Search engines love specifics. So instead of simply naming a product "T-shirt," go for something like "Men's Cotton T-shirt - Slim Fit, Navy Blue." Not only does it sound more engaging to your customers, but it also tells search engines exactly what you’re offering.

• Detailed Product Descriptions: Think of your descriptions and product information as the chance to tell a mini story about the product. Include helpful details and naturally insert keywords, but don’t go overboard. Your content should feel genuine and informative, not robotic. For example, if you’re selling running shoes, mention how they’re perfect for both casual joggers and marathon trainers. Talk about the materials, the benefits, and why your shoes are a must-have.

• Optimise Product Images: Visuals are vital in eCommerce, but did you know they can also help with SEO? Ensure each image is high-quality and that you name files descriptively. For example, "womens-white-trainers.jpg" will get you much further in search rankings than "IMG1234.jpg." Also, remember to add alt text to every image… this helps with accessibility and search engine rankings.

Example: Have a look at ASOS. They’re nailing it with detailed, descriptions, useful product information and high-quality images that load quickly. These SEO-friendly elements help them appear higher in search results while giving users a smooth shopping experience.

2. Structured Data: The Hidden Hero

Structured data might sound technical, but it’s just a way to give search engines clearer information about your products. Adding this to your site will help Google show extra details, like prices or reviews, right in the search results.

• Rich Snippets with Product Markup: If you've ever noticed how some search results show star ratings, prices, or even product availability, that’s the magic of structured data at work. For your store, implementing product markup is crucial. This helps your products stand out by providing more information directly in the search results.

• Breadcrumbs: These are those little navigation paths you see at the top of a webpage (e.g., "Home > Women > Shoes"). They make it easier for search engines to understand the structure of your site while also improving user experience.

Pro Tip: Shopify and other platforms often have built-in SEO tools to help with this, but you can also refer to Google’s structured data guide for more insights.

3. Mobile-Friendliness is Non-Negotiable

With so many people shopping on their phones, having a mobile-friendly site is essential. Google actually prioritises sites that work well on mobile, which means mobile optimisation is no longer a nice-to-have—it’s a must-have.

• Responsive Design: Your site should adjust smoothly to any screen size, whether your customer is browsing on a phone, tablet, or desktop. A responsive design ensures everything looks great and functions perfectly, regardless of the device.

• Page Load Speed: Ever clicked away from a site because it took too long to load? You’re not alone. Google (and customers) favour fast sites, so tools like Google PageSpeed Insights can help you find ways to speed things up.

Example: Check out Zara’s mobile site. It’s sleek, fast, and easy to navigate—a perfect example of a mobile-optimised shopping experience.

4. Get Strategic with Keyword Research

Keywords are the bread and butter of SEO, but not all keywords are created equal. The trick is to find the ones that bring traffic without being too competitive.

• Use Long-Tail Keywords: These are longer, more specific search terms like “eco-friendly yoga mats for beginners.” They may get fewer searches than short, broad keywords, but they’re usually more targeted and more likely to convert into sales.

• Match Search Intent: Understanding the intent behind keywords is crucial. If someone searches for “best hiking boots under £100,” they’re likely further along in their buying journey than someone simply searching “hiking boots.” Tailor your content and keywords accordingly.

Pro Tip: Tools like Google Keyword Planner and Ahrefs can give you valuable insights into what your potential customers are searching for.

5. Internal Linking: Keep Visitors Exploring

Think of internal links like a map for both your visitors and search engines. It helps customers discover more products and guides Google in understanding your site’s structure.

• Link Products to Categories: Don’t let your pages exist in isolation. If a customer is looking at a dress, link them to similar items, accessories, or even blog posts offering styling tips.Like us including a link to all our SEO blogs here!

• Blog Links: If you run a blog (which you definitely should!), it’s the perfect place to link to product pages. For instance, if you write a post on "How to Choose the Perfect Pair of Winter Boots," link to your winter boots collection.

6. User Reviews: More Than Just Social Proof

Customer reviews do wonders for trust, but they’re also great for SEO. Why? Because reviews add unique, user-generated content to your product pages, and search engines love fresh, authentic content.

• Review Snippets: By marking up your reviews with structured data, you can get those appealing star ratings to show up in Google search results, helping your store stand out.

Example: Amazon is a master at using customer reviews to boost SEO. Their product pages often rank high because reviews are regularly updated, providing fresh content and long-tail keywords that search engines love.

7. Link Building: Building Relationships for SEO

Getting other sites to link to yours (backlinks) can have a massive impact on your SEO. The more high-quality backlinks you have, the more authority your site gains in the eyes of search engines.

• Reach Out to Industry Blogs: Writing guest posts for blogs in your niche is a great way to build links. Make sure to link back to your eCommerce site in a natural, relevant way.

• Collaborate with Influencers: Team up with influencers who align with your brand. When they link back to your site through blogs or social media, it sends powerful signals to search engines that your site is trustworthy.

Example: Gymshark has built a strong online presence by working with fitness influencers, who link back to their products. These backlinks have boosted their SEO and helped them dominate search results in the fitness apparel market.

8. Social Media and SEO: A Dynamic Duo

While social media links don’t directly impact SEO rankings, they help in driving traffic, which can indirectly influence your site’s performance in search engines. Plus, a strong social media presence builds brand awareness and trust.

• Share, Share, Share: Post about new products, sales, and blog posts on your social channels. Encourage your followers to share these posts… this creates a ripple effect that can drive more traffic back to your site.

Example: H&M uses Instagram and Facebook effectively to drive traffic to their online store. Their visually appealing posts, combined with timely promotions, keep customers engaged and encourage them to visit their website.

SEO is an ongoing process, but by using these strategies, you can make significant strides in improving your site's visibility and attracting more customers. Need support or advice on optimising your eCommerce store? We’d love to help! Drop us a line at letstalk@usual.ie, and let’s take your online store to the next level.