In the fast-moving ecommerce landscape, getting search engine optimisation right is no longer an optional "nice to have".
Good SEO helps boost conversions by putting your brand in front of high-intent buyers. It makes your website easily discoverable when customers search for relevant products, leading to higher customer acquisition and revenue.
We’ve teamed up with Aero agency partner Techquity to create this quick guide with actionable tips for ecommerce retailers aiming to elevate their SEO game.
Keyword optimisation
Begin by conducting thorough keyword research to identify phrases relevant to your products. Start with broad terms relevant to your product niches, then expand them with long-tail and transactional keywords to capture shoppers at different stages of intent.
Informational searches such as "best running shoes" are better suited to blog content, buying guides, or category pages, while transactional queries like "red running shoes size 10" should be targeted on product and listing pages.
Assign keywords deliberately to specific pages to avoid cannibalisation - where multiple URLs compete for the same search term. This often weakens rankings across the board rather than strengthening them.
Tools like Google Keyword Planner can help you assess search volume, competition and intent. Focus on relevance first, then volume and difficulty. Keyword trends shift constantly, so make sure to revisit and refine your strategy regularly.
Strategically integrate these keywords into product titles, descriptions, and meta tags but avoid keyword stuffing. Search engines increasingly reward content that genuinely answers a user's query, rather than just matching keywords.
Product descriptions
Product descriptions play a dual role: they help customers decide, and help search engines understand relevance.
Well-written descriptions should clearly explain what the product is, who it is for, and why it is worth buying, without duplicating manufacturer copy.
Highlight distinctive materials, use cases, sizing nuances, or performance benefits. These details capture long-tail searches and reduce uncertainty for customers comparing similar items.
Remember: unique content performs better in search and gives customers a clearer reason to choose you.
Use keywords naturally, but write for humans first. Clear formatting, scannable sections, and benefit-led language improve both readability and conversion rates.
Optimising images for search engines
Images are a core part of ecommerce SEO, especially for product discovery.
Use descriptive file names instead of generic ones, and write meaningful alt text that explains what the image shows. This improves accessibility and gives search engines more context.
Well-optimising images can also surface in image search results, creating another entry point into your store. This is especially useful for visually driven categories like fashion, home and lifestyle.
Implementing schema markup
Schema markup helps search engines interpret your content more accurately. It involves adding code to your website's HTML, making pages eligible for rich snippets and other special displays in search results.
For ecommerce sites, this can include product availability, pricing, reviews, and ratings.
These enhanced listings don't just improve visibility. They often improve click-through rates by giving users more confidence before they even land on your site.
URL structure
A clean URL structure supports both SEO and usability.
Keep URLs short, descriptive, and keyword-relevant. Avoid unnecessary parameters or auto-generated strings that add no meaning for users or search engines.
Clear URLs also make your content easier to share, index, and manage as your catalogue grows.
Responsive mobile design
Mobile traffic now dominates ecommerce, and search engines reflect that reality.
Google prioritises mobile-first indexing, meaning your mobile experience is the primary version evaluated for rankings. Slow, cluttered, or difficult mobile layouts directly impact visibility and conversions.
A responsive design ensures customers can browse, compare and buy comfortably, regardless of device.
Creating an XMP sitemap
An XML sitemap acts as a roadmap for search engines, helping them discover and index your pages efficiently.
This is especially important for ecommerce sites with large or frequently changing catalogues.
Keep your sitemap updated and submit it through search engine consoles to ensure new and updated pages are picked up quickly.
Improving page loading speed
Page speed is both an SEO ranking factor and a conversion driver. Faster sites keep users engaged and reduce abandonment, particularly on mobile connections.
Compress images, minimise unnecessary scripts, and avoid overloading pages with features that slow rendering.
But speed isn't just a front-end concern. The underlying platform plays a major role in how quickly pages can be delivered. Get in touch to learn how Aero delivers flexibility and market-leading speed for growing retailers.
Building quality backlinks
Backlinks remain a strong signal of authority, but quality matters far more than quantity.
Earn links through partnerships, thought leadership, PR, and genuinely useful content.
Avoid short-cuts. Low-quality or irrelevant links can do more harm than good.
Strong backlinks tell search engines your site is credible, trustworthy, and worth ranking.
Turn SEO effort into sustainable growth
SEO isn't a one-off task. It's an ongoing process that compounds over time when done correctly.
By aligning technical foundations, content strategy, and user experience, ecommerce retailers can attract the right traffic and convert it more effectively.
Ready to put your SEO strategy on stronger foundations?
Book a demo with the Aero team to see how your platform helps retailers build fast, flexible stores that are optimised for search visibility, performance, and conversion.
