The Complete 18-Point eCommerce SEO Checklist To Boost Your Google Rankings And Sales

The success of an eCommerce business varies significantly on its SEO strategy. And an eCommerce SEO checklist is your blueprint for enhancing visibility, driving organic traffic, and ultimately boosting sales.

This guide delves into essential SEO tactics that will help elevate your Google rankings and convert visits into revenue. From optimising product images and ensuring mobile-friendliness to leveraging social media for greater reach, each step is designed to refine and amplify your online presence.

Implementing these proven SEO practices will improve your site’s performance and give you a competitive edge in the bustling online market.

#1. Establish A Robots.txt File To Control Crawler Access

A Robots.txt file is crucial for directing search engine crawlers. This simple text file dictates which parts of your site should be indexed and which should be ignored.

By effectively guiding crawlers, you ensure that only relevant content is visible in search results, enhancing your site’s SEO structure and preventing the indexing of sensitive pages like user information or internal search results.

To configure a Robots.txt file, place it in the root directory of your website. Use “Disallow:” to block crawler access to specific directories or files and “Allow:” to permit access where needed. For example, to exclude a checkout page, add:

User-agent: *

Disallow: /checkout/

Ensure that you test your robots.txt file using the Google Search Console’s robots.txt Tester to verify that you haven’t inadvertently blocked important pages from being crawled.

#2. Submit A Sitemap To Enhance Google’s Reading Of Your Site

A sitemap is an XML file that lists all crucial pages of your website, ensuring that search engines can discover and index them.

Submitting a sitemap helps improve your site’s navigation and SEO by making it easier for search engines to find and rank your pages. This is particularly useful for new websites or those with pages that are not linked internally.

Creating a sitemap involves either using a plugin on your CMS (like WordPress) or a sitemap generator. Once created, submit your sitemap to search engines using their respective webmaster tools, such as Google Search Console or Bing Webmaster Tools. Here’s a simple guide:

• Generate the XML sitemap.
• Go to Google Search Console.
• Select ‘Sitemaps’ under the ‘Index’ section.
• Enter the URL of your sitemap and click ‘Submit.’

By submitting your sitemap, you not only boost your SEO but also improve the crawling efficiency of your site, helping you to better manage and strategise your content visibility on search engines.

#3. Conduct Keyword Research And Filter Your Keywords

Keyword research is essential for effective search engine optimisation, serving as the foundation upon which your content strategy is built. A keyword can be a single word or a complex phrase used to summarise the content on a page.

Keywords allow search engines to categorise your content, ensuring that your offerings align with user searches. These keywords should ideally be integrated within the page title and throughout the content, enabling search engines to easily discern the focus of your page.

Consider the following examples for an eCommerce setting:

• White Sneakers
• Noise-Cancelling Earphones
• Pearl Earrings
• Healthy Dog Snacks
• Cheap Fitness Tracker
• Leather Cardholder

For niche or innovative products, such as “flying boots,” standard keyword volumes may not exist due to unfamiliarity in the market.

While paid tools offer in-depth insights, Google Keyword Planner is a free option that provides valuable data on search volumes and competition levels. Other noteworthy tools include Ahrefs, SEMrush, and Ubersuggest, which can help identify related topics and analyse competitor keywords.

#4. Create High-Quality Content

Creating compelling, high-quality content is crucial for attracting traffic and converting it into leads and customers.

Quality content significantly influences SEO by engaging readers, reducing bounce rates, and increasing time spent on the site. Search engines favour content that provides value, offering higher rankings as a reward.

For ecommerce, this means creating product descriptions that describe and sell the product. Content should be informative, engaging, and keyword-optimised to ensure it meets both user needs and search engine criteria.

Start with well-researched, informative blog posts that answer common questions or solve problems related to your niche. For product pages, focus on unique descriptions that include target keywords naturally. Use rich media like videos and images to boost engagement.

For example, a blog post for an ecommerce site selling jewellery could cover “The Best Type of Earrings for Sensitive Ears,” incorporating relevant products and keywords to attract targeted traffic.

#5. Optimise On-Page SEO Elements

Optimising on-page SEO elements is crucial for enhancing user experience and improving your search engine rankings. Here’s how you can fine-tune these elements on your eCommerce website:

• Title Tags: This is the clickable headline displayed on search engine results pages (SERPs) and is crucial for SEO. A well-crafted title tag should include your primary keyword at the beginning and be compelling enough to prompt clicks. For instance, if you’re selling eco-friendly water bottles, a title tag could be “Buy Eco-Friendly Water Bottles | Free Shipping Over £50”.
• Meta Descriptions: Although Google might pull content from the page as the meta description, writing a custom meta description can improve click-through rates. This short paragraph should summarise the page content enticingly, using the target keyword naturally. Example: “Explore our range of eco-friendly water bottles designed to keep you hydrated and help the environment. Shop now and enjoy free shipping on orders over £50!”
• Header Tags: From H1 to H6, header tags help structure your content for both readers and search engines. The H1 tag, which often doubles as the page title, should include your main keyword (e.g., “Eco-Friendly Water Bottles”). 

Subsequent headers (H2, H3) can be used to organise content into scannable sections, which could feature secondary keywords like “Benefits of Using Eco-Friendly Bottles”.

#6. Add Descriptive Text And FAQs With Relevant Keywords

Detailed product descriptions help your pages rank for relevant keywords and meet user search intent by providing essential information.

For example, a product page about “reusable silicone food bags” would include a detailed description that discusses the product features, such as sizes and temperature resistance, and how the product benefits the user and the environment.

Adding an FAQ section can address common inquiries, helping to reduce customer service calls and improve the overall user experience. FAQs also offer an excellent opportunity to include long-tail keywords naturally.

Strategies For Incorporating Keywords

• Natural Integration: Keywords should flow naturally within the text. For instance, if “reusable silicone food bags” is a target keyword, your product description could begin like this: “Discover the convenience and environmental benefits of our reusable silicone food bags. Available in multiple sizes, they are perfect for keeping your food fresh!”
• Use in FAQs: FAQs can be used to organically incorporate keywords by answering common questions. Example: “What makes your reusable silicone food bags better than other brands?” can be answered with “Our silicone bags are made from food-grade silicone, ensuring safety and durability, unlike many cheaper alternatives available in the market.”

#7. Optimise Product Images

High-quality product images are crucial in eCommerce because they enhance user experience and contribute significantly to your site’s SEO. When optimised correctly, images can attract traffic from visual search results and improve your page’s overall SEO.

For example, if you’re selling “organic cotton t-shirts,” using optimised images with descriptive, keyword-rich file names like organic-cotton-t-shirt.jpg and detailed alt texts can help these images rank in Google Images. This drives additional traffic and supports the context of your page for better search engine understanding.

Here’s how you can implement these practices to improve your site’s appeal to potential customers and boost your SEO efforts by making your images more discoverable in search engines:

• Use Descriptive File Names: Always rename your images with relevant keywords before uploading them to your site. This helps search engines understand what the image is about and improves its ranking in image search results.
• Compress Images: To ensure fast loading times, compress your images using tools like TinyPNG. This reduces file size without compromising on quality.
• Implement Alt Text: Alt text helps search engines and accessibility tools understand the content of an image. Make sure your alt text includes relevant keywords and a clear description of the image.
• Use Responsive Images: Ensure your images look good on all devices by using responsive HTML tags that adjust the image size based on the screen.
• Leverage Structured Data: Applying structured data to your product images can enhance the way they are displayed in SERPs, such as through rich snippets.

#8. Craft SEO-Friendly URLs For Your Pages

Crafting SEO-friendly URLs is pivotal for enhancing both indexing by search engines and user experience on your eCommerce website. A well-structured URL communicates the page’s content to search engines and improves user navigation.

Your URLs should be straightforward and keyword-rich. Avoid vague identifiers like “product-12345”.

Instead, if you’re selling a “vintage green bankers desk lamp,” an optimised URL would look like yourstore.com/vintage-green-bankers-desk-lamp or yourstore.com/lamps/vintage-green-bankers-desk. Such URLs clearly communicate the page content and are easy for both users and search engines to understand.

Here’s how you can optimise your URLs:

• Use Keywords: Include your target keyword to improve SEO and user understanding.
• Keep it Short and Simple: Long URLs can be confusing. Aim for brevity while maintaining descriptiveness.
• Use Hyphens to Separate Words: This makes URLs easier to read, e.g., vintage-green-bankers-desk-lamp.
• Avoid Capital Letters: URLs should always be in lowercase to avoid confusion and duplication.

Examples Of Good vs. Bad URL Structures

Good URL: yourstore.com/mens-leather-wallets/brown-trifold

• It’s short, descriptive, and includes keywords relevant to the page.

Bad URL: yourstore.com/prod12345&cat=405

• It’s cryptic, uses irrelevant numbers, and is not user-friendly.

#9. Avoid Over-Optimisation And Keyword Stuffing

Over-optimisation, particularly keyword stuffing, can significantly harm your site’s SEO performance. Over-optimisation can lead to penalties from search engines, which may see excessive keyword use as an attempt to manipulate rankings. This can result in lower page rankings or even de-indexing.

For example, if every sentence on your product page for a “vintage green bankers desk lamp” begins with that exact phrase, it’s likely to be flagged by Google’s algorithms as spammy.

To use keywords effectively without compromising the readability of your content, follow these guidelines:

• Use Synonyms and Variations: Instead of repeating the same keyword, use synonyms or related terms. For a “vintage green bankers desk lamp,” you could use an “antique-style desk light.”
• Focus on User Intent: Write content that answers potential customer questions naturally. For instance, instead of stuffing “vintage green bankers desk lamp” repeatedly, discuss the features, benefits, and any unique selling points in a conversational tone.
• Keyword Placement: Incorporate keywords strategically rather than frequently. Ensure they appear in the title, meta description, one subheading, and within the first 100 words of the content.

Remember, Google’s algorithms are designed to reward content that provides value to users, not content that tries to game the system.

Writing clearly, engagingly, and informatively will satisfy your visitors and improve your SEO performance. Keep your focus on creating content that serves your audience, using SEO best practices as a guide rather than a rulebook.

#10. Remove Any Duplicate Content

Duplicate content can severely impact your eCommerce SEO by diluting your search rankings. Each product on your site must have unique content—even if products are similar, their descriptions must differ.

When multiple pages contain the same content, search engines struggle to determine which version is most relevant to a search query. This can decrease the visibility of both pages.

For example, if you sell multiple versions of a smartphone but use the same descriptions for each, such as “High-resolution camera and long-lasting battery,” search engines may not display either product in search results, confusing potential customers.

Tools And Techniques For Elimination

• Plagiarism Detectors: Tools like Copyscape or Grammarly can help identify instances of content duplication. For example, by inputting your product descriptions into Copyscape, you can quickly see if the same text appears elsewhere on the web.
• Canonical Tags: Use these to point search engines to the ‘original’ version of the content, which helps avoid penalties for duplicate content. For instance, if you have promo pages that are similar to product pages, use a canonical tag on the promo page to defer to the main product page.
• 301 Redirects: If you’ve merged or changed pages, use 301 redirects to guide search engines and users to the correct page. This is particularly useful when consolidating two similar product pages into one.
• Regular Audits: Conduct SEO audits using tools like Google Search Console to identify and resolve duplicate content issues. This helps you spot and fix redundancies or duplicate content across different pages of your site.

#11. Utilise Internal Links

Internal linking is a powerful tool for improving SEO and enhancing user navigation across your eCommerce site. Strategic use of internal links can guide visitors seamlessly through your buying journey, increasing the likelihood of conversion.

Internal links help distribute page authority across your site, boosting the SEO performance of individual pages. For example, linking from a high-traffic page like your homepage to newer product pages can help increase their visibility and ranking.

Suppose you feature a blog post about “The Latest Trends in Smartphones”; internally linking from this post to new smartphone product pages can drive traffic and improve these pages’ SEO.

Here’s how you can successfully use internal linking:

• Relevant Linking: Only links between pages that are contextually related. For instance, on a page selling kitchen knives, link to related items like cutting boards or knife sharpeners. This could be implemented by adding suggestions under the product description, like “Customers who bought this item also looked at.”
• Link Placement: Place links where they are most useful to the user, such as in product descriptions or at the end of blog posts that discuss product benefits. For example, in a blog post about “How to Choose the Perfect Winter Jacket,” you could link to specific products on your winter jacket category page.
• Anchor Text: Use descriptive anchor text that includes relevant keywords without being overly repetitive or “spammy.” Instead of using “click here,” use “explore our winter jacket collection.”
• Breadcrumbs: Implement breadcrumb navigation to help users understand their location on your site and navigate back to previous sections easily. An example would be Home > Men’s Clothing > Jackets > Winter Jackets, which clearly shows the path back to broader categories.

#12. Install An SSL Certificate For Your Site

Secure Sockets Layer (SSL) certificates are crucial for safeguarding your eCommerce site. They encrypt data transferred between your server and your customers, preventing data theft, and they also play a significant role in your site’s SEO performance.

When visitors see that your site is secure, indicated by HTTPS in your URL and a padlock icon in the address bar, their trust increases. 

This makes them more likely to make a purchase, search engines like Google prioritise secure websites in their rankings because they want to ensure a safe browsing experience for users.

Imagine a customer is about to purchase a vintage watch from your eCommerce store. If your site lacks SSL, they might see a warning that says, “Your connection is not private.” This could deter them from completing the purchase.

On the other hand, an SSL-secured site reassures customers that their sensitive information, like credit card details, is secure.

Google has explicitly confirmed that HTTPS is a ranking factor. An SSL certificate can boost your search engine rankings, helping you appear higher in search results. This visibility can lead to increased traffic and sales.

#13. Ensure Your Site Is Mobile-Friendly

With over half of all web traffic now coming from mobile devices, having a mobile-friendly eCommerce site is more crucial than ever. Not only does it affect your user experience, but it also significantly impacts your search engine rankings.

Google has adopted a mobile-first indexing approach, which means it predominantly uses the mobile version of the content for indexing and ranking.

To ensure your site offers an excellent mobile user experience, you should regularly check its performance and usability:

• Google’s Mobile-Friendly Test: This tool analyses a URL and reports if the page has a mobile-friendly design. Simply enter your web page’s URL to see if it passes the test and what issues need to be addressed.
• Responsive Design: Ensure your website’s design adjusts smoothly to fit different screen sizes. This can include readable font sizes, accessible menus, and adaptable images.
• Optimise Page Speed: Use tools like Google PageSpeed Insights to assess and enhance your website’s loading times on mobile devices. Fast loading times are crucial for keeping mobile users engaged.
• Improve Navigation and CTA Buttons: Make sure that navigation menus are easy to use on small screens, and that call-to-action buttons are prominently displayed and easy to tap.

By optimising your website for mobile devices, you enhance the user experience and strengthen your SEO efforts. This proactive approach ensures that your site remains competitive and visible in an increasingly mobile-centric world.

#14. Improve Your Page Loading Speeds

Fast page loading speeds are essential for maintaining a competitive edge in the eCommerce landscape. A slow-loading page frustrates users and negatively impacts your search engine rankings. 

Google has explicitly mentioned page speed as a ranking factor, especially with the introduction of Core Web Vitals, which assess the speed and stability of your pages.

For instance, if your eCommerce site selling handmade candles takes more than 3 seconds to load, statistics show you could lose around 40% of your visitors. This not only decreases potential sales but also lowers engagement, which further impacts your SEO performance negatively.

To ensure your website is up to speed, consider using tools like Google PageSpeed Insights. This tool provides a detailed report on your website’s performance on both mobile and desktop platforms, along with recommendations for improvement.

Strategically, you should:

• Optimise Images: Compress images without losing quality to reduce their file size.
• Minify CSS, JavaScript, and HTML: Strip out unnecessary spaces, comments, and characters.
• Use Browser Caching: Store parts of your site locally in users’ browsers to reduce loading times for repeat visitors.
• Use a Content Delivery Network (CDN): Distribute your content globally to minimise the distance between the servers and your users, speeding up loading times.

Implementing these changes can dramatically improve your site’s loading speed, enhancing user experience and SEO performance.

#15. Conduct Redirects For Any Old Or Updated URLs

When you update your eCommerce site, changing product pages or categories, it’s crucial to manage old URLs correctly. 

Failing to redirect outdated URLs can lead to “404 Not Found” errors, which damage user experience and SEO. Properly implemented redirects ensure that the link equity from the old URL is passed to the new URL, maintaining your site’s SEO value.

For example, if you’ve moved your “Women’s Winter Jackets” category to a new URL without a redirect, any links pointing to the old page would lead to a dead end, hurting your rankings.

To manage redirects efficiently:

• Identify Old URLs: Use tools like Google Search Console to identify 404 errors, which indicate broken links within your site.
• Implement 301 Redirects: This is a permanent redirect that passes most of the ranking power to the redirected page. For example, if you’ve changed the URL from example.com/old-page to example.com/new-page, setting up a 301 redirect will tell search engines and users where to find the new page.
• Update Internal Links: Make sure all internal links point directly to the new URLs to avoid unnecessary redirects, which can slow down page loading times.

Using a plugin like RankMath SEO on WordPress can simplify the process of setting up redirects, ensuring that no SEO value is lost during URL transitions.

#16. Register Your Business On Relevant Directory Listings

Listing your eCommerce business on relevant directories like Google My Business, Yelp, and YellowPages can significantly enhance your local SEO.

These platforms provide valuable backlinks and increase your business’s visibility, making it easier for local customers to find you. 

For instance, a well-optimised Google My Business listing can show your eCommerce store in local search results and Google Maps, directly leading to increased traffic and potentially higher sales.

Here are some factors in selecting and registering on appropriate directories

• Choose Relevant Directories: Select directories that are relevant to your industry and locality. For example, if you sell artisanal food products, listing on a local food directory or a nationwide artisan goods directory can be beneficial.
• Maintain Consistency: Ensure your business name, address, and phone number (NAP) are consistent across all listings to avoid confusing both users and search engines.
• Optimise Your Listings: Provide a detailed description of your business, including keywords that describe your products and services. Add high-quality photos and update your business hours regularly.
• Monitor and Respond to Reviews: Engage with customers who leave reviews. This interaction boosts your reputation and signals to search engines that you are active and customer-focused.

#17. Use Data Tracking Tools To Monitor Website Performance

Google Analytics and Google Search Console are essential tools for tracking website performance and SEO effectiveness.

Google Analytics provides insights into your website’s traffic, user behaviour, and conversion rates, helping you understand where your visitors come from and what they do on your site. 

Meanwhile, Google Search Console focuses more on the health of your website in terms of search performance, highlighting issues like crawl errors and security problems.

How To Use These Tools To Track SEO Performance And Make Data-Driven Decisions

• Set Up Goals in Google Analytics: Define specific actions you want users to take on your site, such as signing up for a newsletter or completing a purchase, and track these as goals. This will help you measure the effectiveness of your SEO and marketing efforts.
• Monitor Search Queries and Page Performance in Google Search Console: Look at which search queries bring users to your site and which pages have the highest performance in search results. Use this data to refine your SEO strategies and optimise pages that may underperform.
• Analyse User Flow and Behaviour: Use Google Analytics to see the paths users take through your site. Identify where users drop off and adjust to enhance their experience and potentially increase conversions.
• Leverage Audience Insights: Understand your audience’s demographics, interests, and device usage to effectively tailor your marketing and SEO strategies.

#18. Share Your Posts And Products On Social Media

While social media does not directly contribute to SEO rankings, it significantly amplifies your content’s reach, drives traffic, and enhances brand recognition. Platforms like Pinterest and YouTube act almost like search engines themselves, where properly optimised posts can drive substantial traffic to your site.

For instance, a well-crafted YouTube video review of your “organic cotton t-shirts” can drive viewers to your website. Pinterest pins linked to your product pages can increase visibility and direct traffic.

Here’s how you can integrate social media into your posts and products:

• Regular Posting: Keep your social media profiles active by regularly posting content that links back to your eCommerce site. This could include product launches, customer testimonials, or promotional offers.
• Optimise Social Media Profiles: Use keywords in your profile information and posts to improve visibility on these platforms.
• Engage with Followers: Interaction increases your content’s reach. Respond to comments, participate in conversations, and encourage followers to share your content.
• Use Hashtags Wisely: Hashtags can increase the visibility of your posts to potential new followers and customers. Use relevant hashtags that your target audience is likely to follow.
• Leverage Influencer Partnerships: Collaborate with influencers who can introduce your brand to a broader audience. This increases your social proof and can lead to valuable backlinks if the influencer includes links to your website in their posts.

Conclusion About The eCommerce SEO Audit Checklist

Implementing this SEO checklist for ecommerce sites isn’t just about ticking boxes. It’s about making strategic adjustments that align with your business goals and market demands.

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Frequently Asked Questions About The SEO Checklist For eCommerce Sites

How Often Should I Update My eCommerce Website Content For SEO?

To maintain and enhance your eCommerce website’s SEO, updating content regularly is crucial. Search engines favour websites that consistently provide fresh and relevant content. 

Aim to review and update key pages at least once a quarter to ensure they reflect current trends, product availability, and consumer needs. This regular update helps maintain organic traffic and ensures your SEO strategy remains aligned with changing search engine algorithms.

What Common SEO Mistakes Should I Avoid On My eCommerce Website?

One common SEO mistake to avoid on your eCommerce website is neglecting mobile optimisation. As mobile traffic continues to rise, ensuring your site is responsive and mobile-friendly is essential for SEO success. 

Additionally, avoid overusing keywords, which can lead to keyword stuffing penalties, and ensure all product pages are free from duplicate content. Regularly using SEO tools to check for these issues can help maintain the health of your site’s SEO structure.

How Should I Handle Out-Of-Stock Product Pages From An SEO Perspective?

Handling out-of-stock product pages properly is vital for maintaining a good user experience and SEO health. Instead of removing the pages or leaving them unchanged, update them with information about when the product might be back in stock or provide links to related products that are available. 

This approach keeps the page relevant and useful, preventing broken links and helping to retain organic traffic. Additionally, it informs search engines that your site is well-maintained, which can positively impact your rankings.

How Can I Use A/B Testing To Improve SEO On My eCommerce Website?

A/B testing is a powerful tool for enhancing your eCommerce SEO strategy by allowing you to compare two versions of a web page to see which performs better in terms of SEO and user engagement. 

For example, you might test two different layouts of a product page to see which generates more conversions or lower bounce rates. 

Use analytics from SEO tools to measure the success of each variant in terms of organic search traffic and rankings. This data-driven approach ensures that the changes you implement are based on actual performance, optimising your eCommerce site for search engines and users.