Key factors to improve the SEO in your e-commerce business

Ana Gil

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Most of the searches, exactly 90% of searches for any product occur on Google, according to Statista statistics. This creates a great opportunity for brand recognition in e-commerce alongside the products it sells. The reason why it is necessary to apply SEO or search engine optimization on your e-commerce page. SEO is a practice that increases the amount and quality of your business traffic. 

There is no doubt that for any e-commerce it is necessary to have a higher Google ranking than its competitors; to get more clicks and eventually more sales than the competition. According to the Zero Limit Web study, the first 5 organic results receive  67.60% of all clicks. 

We may not be able to control how Google's algorithm works, as Google uses more than 200 factors to decide the positioning of the page, however, we can optimize the website in a certain way that it reaches those first positions. For this reason, it is necessary to know the key factors that must be taken into account to improve the SEO of the business.

Research and Keywords

The first key factor is to increase the page visibility through a good keyword search. It can take longer than normal, however, a wrong word and your page can be in the latest rankings. When finding words for  your  business, you should consider:

  • Relevance

  • The search volume

  • The difficulty of ranking

These words must have a search volume according to e-commerce traffic, also they are easy to position and explain the product. In addition, to illustrate how the user would look for e-commerce. In this way, it is possible to reach the right customer and increasingly climbing position on Google. To perform this word search there are several tools that make the process more efficient. Some of them are:

-Google Keyword Planner: This tool helps us plan which words should be used based on information obtained by Google searches. This information can be filtered by country, age even suggests words that are similar.  Google Keyword Planner has an extensive guide on how to search and best of all, it is free as long as you create a Google Ads account.

-Ubersuggest: This tool has a plugin for Chrome, in case you don't have it, don't worry, as it also owns its own website. Ubersuggest analyzes any word or phrase searched on Google and provides information such as search volume, words used by the competition, ease of positioning as well as suggested words. This is a good tool for those starting out in the world of SEO. 

-Amazon: How not to take advantage of the large database that this platform has. When you enter Amazon, you will find a search bar where millions of users write the product they want to find. This bar has suggestions regarding the written word(s). This website will help us understand how users search for products. 

On-Page SEO

The second factor to consider is the On-Page SEO, this is a type of optimization that ensures that words are in the perfect places, as a way to tell Google that e-commerce exists. According to the IMPACT marketing group, 57% of several SEO specialists said On-Page is the most effective way to position a website.

Time to apply it but, where should these words be placed to apply the On-Page?

-Title and Meta Description: This plays an important role when Google takes into account the order of search pages. This part should use the main phrase with their respective keywords. According to  Ahrefs statistics,  only 25% of web pages have meta descriptions, missing an opportunity to increase their positioning. This is found under the title and is not required by Google, however, it is important that since it repeats the title to rectify the search engine the business in question.

-Subtitles (H1-H6): Subtitles explain what the website is about. On the first line or H1 must go the first keyword of the e-commerce, while on the other lines you can use synonyms of it. The idea is to have all the possible options for the potential customer to find the online store. These also help organize the page so that the user can see what the website has.

-Descriptions: The description or body, is the opportunity to use 2-3 keywords with a brief description of the product. But,  you should be careful not to saturate with many keywords since Google rewards for the responsible use of them. It should be emphasized that this paragraph should be consistent and easy to read to the user.


The third factor is a sitemap, a protocol that provides an XML file to search engines with a list of all URLs contained in a web page. It informs the search engine of the structure of the online store, what the important pages are, and how they relate to each other.

Since the sitemap must be in Extensible Markup Language  (XML), which is a markup language that contains metadata; tools have been created to make it easier to create the sitemap some of them are:

  • Yoast Plugin 

  • Google XML Sitemaps

  • Screaming Frog

Why is it important to have a sitemap? As mentioned above this helps to organize all the pages that e-commerce has, plus making any changes or additions are reflected more quickly on  Google. This helps to index every new product you sell, including indexing the videos and images on the website.


The fifth factor is URLs. Always keep URLs simple! It should be noted that users are the ones who interact with the page,  therefore, it should be logical and with words instead of meaningless numbers. The idea is that the  URL is attractive to the lead so it can remember and re-access on any occasion.

Recommendations for optimizing URLs include:

  • Use dots to separate words

  • Instead of using a slash (/), it is better to use hyphens (-)

  • Use cookies to prevent the use of the user ID for URLs

  • Shorten URLs as much as possible

  • Check for broken links

  • Include keywords

  • Maintain a page hierarchy and consistency depending on where it redirects you

  • Don't use capital letters

Having an optimized URL is vital for e-commerce as it explains the search engine the content of the page and its purpose. The clearer, organized, and easier it is for Google to read the URL,  the more likely it is to increase position.

Another strategy is to use internal links to create specific product routes for users. These links are usually hidden through product suggestions, promotions, or similar products; increasing the time the user stays in the e-commerce and increasing the number of keywords.

When implementing these changes in URLs we must take into account the proper functioning of each. If it is broken, it causes the URL to not address the client as a consequence losing multiple leads. In addition to optimizing them,  it is also necessary to check the operation and eliminate those that are not useful or do not fulfill their function.

Website navigation

The last key factor is: website navigation, this influences the abandonment rate, the time inside the page, and the conversion rate thus affecting the SEO of e-commerce. Optimizing navigation should be the priority to gain better positions on Google. This search engine requires the online store to be organized and easy to use.

According to Kinsta, once on the website, 60% of users do not find what they were looking for or got lost along the way. Therefore, most e-commerce must have the 3-click arrangement, this means that the user must be less than 3 clicks from returning to the home page. However, after a certain amount of products or processes to make the payment it is almost impossible to make the purchase in a few moves. 

The solution is to use navigation with "breadcrumbs". This consists of a series of links that track user activity of the page. Thus, making the movement within the page more organized and easier. If this technique is used well, it gives context to where the lead is located. There are three types of breadcrumbs:

  • Location Breadcrumbs

  • Breadcrumbs of the customer's route

  • Attribute Breadcrumbs

Typically, the location breadcrumb is used, as it reports the customer's location depending on the hierarchy level within the page, making it easier for lead use. Likewise, the other two breadcrumbs tend to double the links affecting the complete navigation within the website. 

To optimize or implement this technique, please note:

  • Use only if it helps the user

  • Place them at the top of the page and make them eye-catching

  • They must be all over the site

  • They are never going to replace the main navigation

  • Navigation should be complete and no steps can be skipped

When you implement breadcrumb on your e-commerce page, you will see that it provides internal and external logical access to the page which is preferred by search engines. In addition, it helps index the keywords on each page and improves the structure of the site.


Search engines like Google frequently change their algorithms, however, these key factors will gradually help you reach those first search positions. What are you waiting to increase the visibility of your business and the sales opportunities?

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