What is ecommerce SEO?

Ecommerce SEO is the search engine optimization of an online store. Writing long descriptions with relevant keywords on every product page is an example of an optimization. Obtaining backlinks from relevant websites can also improve your online store’s ranking position.See more about SEO.

Ecommerce SEO is the process of generating more organic (i.e., non-paid or free) traffic from sites like Google, Bing, and Yahoo to your online store.

When you search for something on Google, for example, you’re taken to the search engine results page (SERP):

There, you’ll find 10 organic results, like this (in red):

These organic results appear alongside the paid ads (orange) and Google Shopping ads (purple) results:

Ecommerce SEO is all about ensuring your product pages appear among those 10 organic search results. Of course, there are many more pages to explore:

But the further from page one you rank, the less traffic you’ll generate.

In 2013, a study found that only 4.8% of searchers make it to the second page of search results. Page three? Only 1.1%.

That number has shrunk with time—and the click-through rate from search results to most websites is also much lower. In 2019, Backlinko found that only 0.78% of searchers click on any link found on page two of search results.

Your ranking position on the first page matters as well. Let’s take a quick look at the click-through rates for the top 10 positions, according to Backlinko.

  • Position 1: 31.73%
  • Position 2: 24.71%
  • Position 3: 18.66%
  • Position 4: 13.6%
  • Position 5: 9.51%
  • Position 6: 6.23%
  • Position 7: 4.15%
  • Position 8: 3.12%
  • Position 9: 2.97%
  • Position 10: 3.09%

However, in 2021, it’s rare to find search results where 10 positions are neatly laid out. When searching for something in Google, you might see Google Shopping ads, text ads, featured snippets, or a “People also ask” or “Top stories” rich snippet, among other things. The inclusion of these rich snippets can drastically affect the click-through rate to your website.See more about SEO.

The name of the game, then, is to rank as high on the first page of engines like Google, Bing, and Yahoo as you can for search terms that your potential customers might be using. Let’s break down the steps you’ll need to take as you learn ecommerce SEO for beginners.