Whether your eCommerce website is brand new or has been around for a while, the importance of understanding the impact of SEO should never be underestimated. It’s vital to recognise that in the current age of digital marketing, simply reaching the first or second page isn’t enough – you need to be ranked on top.

It’s simple: if you aren’t getting click throughs, you’re unlikely to see an increase in sales.

According to the Advanced Web Ranking CTR Study, which analyses and measures the organic click-through rates and searches for more than 9 million keywords, the top three results receive 61.4% (desktop) and 62.4% (mobile) of total click-throughs. The number one ranking receives more than one-third of all clicks.

So, what does this really mean? If you don’t have a well-documented SEO strategy in place, not only will you forego brand impressions, you will also miss out on clicks, and ultimately sales, too.

Let’s take a look at what you can do to increase your eCommerce website’s rankings while continuing to build its authority in the eyes of Google.

Step 1. Conduct Keyword Research

The starting point for anything SEO-related begins and ends with keyword research, otherwise, you’re flying blindly into the digital abyss.

It’s important to not only think like a consumer but to also think outside the box when conducting keyword research.

Sure, you’re going to want to rank highly for your product and brand keywords (this will come over time, as your website’s authority increases), but so do all of your competitors, who will most likely be targeting these exact same keywords.

Instead, you need to find keywords and phrases that:

  • Have a decent search volume.
  • Aren’t being targeted by your competitors.
  • You can rank for easily.
  • Are likely to convert to sales.


Tip: use Google’s autosuggest tool to find hidden key-phrases that often go unnoticed.

Let’s take a look at an example. Say you own a website that sells board games – simply targeting terms like ‘board games’ or ‘monopoly’ is unlikely to yield any significant results anytime soon (especially considering brands with multi-million dollar marketing budgets will be targeting them).

Instead, you need to narrow the focus with longer-tail, less competitive terms like ‘board games for kids’, ‘fun board games’ or even ‘best board games for kids’.

You will also need to create useful, relevant content including these key phrases, which brings us to the importance of optimisation.

Step 2. Optimise Your Site

It’s worth mentioning: the first thing you should do after determining your best keywords for each product/sales page is to optimise them accordingly.

Use the following checklist:

  • Create unique meta titles and descriptions for each product page (naturally including your researched keywords).
  • Optimise the on-page text, with title tags (or create new text if there isn’t any… around 150-350 words per page is a good guide).
  • Link to other relevant, internal pages on your website where necessary (this tells Google you care about providing relevant information to the reader – but don’t overdo it).
  • Include a CTA (what do you want your visitors to do?).
  • Find and correct website errors (the Screaming Frog tool is useful for this).
  • Ensure your pages take less than 3 seconds to load.


Once your product pages have been optimised, they will have a greater chance of being seen when visitors enter your targeted keywords. You can also start linking to these product pages from other pages on your site. One of the most effective ways to do this is by linking to relevant products when publishing articles to your eCommerce website’s blog.

Tip: find the most popular topics in your niche by using the BuzzSumo content research tool to see which ones perform the best.

Most importantly, ensure the content you are creating is of good quality, which in turn will make it highly shareable, valuable and linkable.

Step 3. Create Quality Content

Quality content is the true essence of SEO. It has taken some time, but the focus has now shifted from writing for search engines to writing for human website visitors.

In fact, Google has become more aware of how to give their users the most relevant, valuable and engaging information first. This means that your eCommerce website needs to display content with this in mind.

According to Google’s quality guidelines, you need to ensure that:

  • Pages are written for real people, not search engines.
  • You don’t try to deceive your visitors.
  • You don’t attempt to use tricks to game search engines.
  • Your content (and website) is completely unique.


It’s no secret that creating quality content is a challenge, but it should always be the goal. The key is to be consistent as it builds trust and increases your brand’s credibility.

Get to know your readers and understand that content marketing is all about being customer centric. Your articles, infographics and other content types are not sales materials; they’re a way for you to connect with your audience.

If you really want to differentiate your brand from your competitors and increase SEO value, it’s vital to go that extra mile. There’s a lot of content out there, and if you step up your game by creating the best there is, your eCommerce website will have the best chance possible of making it to the top of Google.

Step 4. Get Some Assistance

Improving SEO for your eCommerce site through strong keywords, quality content and contextual backlinks involves a lot of hustle and can consume a lot of time. However, the statistics around click-through rates are not likely to change soon, so committing to a long-term SEO strategy is the best way to improve your ranking and in turn, increase your sales.

If you need assistance with the SEO for your eCommerce website, contact the team at Spotzer today.