E-Commerce SEO Checklist: 13 Steps to Higher Rankings

Follow this comprehensive 35-step ecommerce SEO checklist to boost your rankings, drive qualified traffic, and increase conversions. Updated for 2025, here’s what you’ll master:

• Site Architecture: Create clear categories, optimise faceted navigation, and control crawl budget
• Modern Keywords: Target buyer intent, leverage product feeds, and capture voice search queries
• Product & Category Pages: Write compelling descriptions, implement structured data, and optimise Core Web Vitals
• Technical Excellence: Master LCP/INP/CLS metrics, fix crawlability issues, and submit comprehensive sitemaps
• Advanced Strategies: Build UGC systems, execute digital PR campaigns, and track performance with precision

With the first organic result capturing 27.6% of clicks and ecommerce mobile traffic exceeding 75%, these steps will help you dominate search results and outperform competitors.

1. Foundation & Setup

To run a good SEO campaign and generate quality traffic for an ecommerce website, there are a few fundamentals you need:

Set Up Essential Tools

Google Search Console

• Verify domain ownership
• Submit XML sitemaps
• Monitor Core Web Vitals alerts
• Track keyword performance

Google Analytics 4

• Enable enhanced ecommerce tracking
• Set up conversion goals
• Configure audience segments
• Install heatmap tools (Hotjar, Crazy Egg)

Google Merchant Center

• Create product feed
• Verify business information
• Link to Google Ads account
• Monitor feed health weekly

Example feed attributes for a clothing store:

id: SKU12345
title: Men's Blue Cotton T-Shirt - Medium
description: Comfortable 100% cotton t-shirt perfect for casual wear
link: https://example.com/mens-blue-cotton-tshirt
image_link: https://example.com/images/blue-tshirt-main.jpg
availability: in stock
price: 24.99 AUD
brand: YourBrand
condition: new
google_product_category: Apparel & Accessories > Clothing > Shirts & Tops
product_type: Men > T-Shirts > Casual

Establish SEO Foundations

Install SSL Certificate

Modern browsers flag non-HTTPS sites as insecure. SSL is a confirmed ranking factor and essential for customer trust, especially on ecommerce websites. Go the extra mile and pay for a premium SSL certificate for your store, avoid Let’s Encrypt!

Set Up Robots.txt File

Control which pages search engines can crawl. Block admin areas, thank-you pages, and duplicate parameter URLs.

Example ecommerce robots.txt:

User-agent: *
Allow: /

# Block admin and customer areas
Disallow: /admin/
Disallow: /account/
Disallow: /cart/
Disallow: /checkout/
Disallow: /orders/

# Block search and filter parameters
Disallow: /*?sort=
Disallow: /*?filter=
Disallow: /*?price=
Disallow: /*?color=

# Block duplicate session URLs
Disallow: /*?sid=
Disallow: /*?sessionid=

# Block thank you and confirmation pages
Disallow: /thank-you/
Disallow: /order-confirmation/

# Allow important files
Allow: /sitemap.xml
Allow: /robots.txt

# Sitemap location
Sitemap: https://yourstore.com/sitemap.xml

Create XML Sitemaps

Generate separate sitemaps for:

• Main pages (homepage, categories, key static pages)
• Product pages with priority weighting
• Images with captions and metadata
• Videos if you host any on your site
• Blog/content pages (if applicable)

This will give you a solid foundation to build upon!

2. Keyword Research & Strategy

Keyword research if critical in order to best understand your market and fully structure and optimise your website.

Research Tools & Intent Analysis

Use Advanced Keyword Research Tools

Map Keywords by Intent

• Informational: “How to choose running shoes” → Blog posts
• Commercial: “Best running shoes 2025” → Category pages
• Transactional: “Nike Air Max buy online” → Product pages

Long-Tail Keyword Strategy

Target Long-Tail Keywords with Commercial Intent

Long-tail keywords convert 2.5x higher than broad terms because they capture specific buyer intent. These detailed phrases align perfectly with product attributes and customer search behaviour.

Example keyword progression from broad to specific:

Why long-tail keywords excel:

• Lower competition: Target “waterproof hiking boots size 10” instead of “boots”
• Higher conversion rates: Specific searches indicate purchase readiness
• Voice search compatibility: Match natural language queries

Mine Customer Language

• Analyse site search logs for actual customer queries
• Review product Q&A and customer service tickets
• Use “People Also Ask” boxes for content ideas
• Monitor social media for product discussions

3. Site Architecture & Navigation

Information Architecture

Build Intuitive Site Structure

Clear site structure drives both user satisfaction and search performance. Research shows that sites with logical navigation see 40% lower bounce rates and higher conversion rates.

Implement Strategic Categories

• Group products logically by use case, not just features
• Use customer language in category names
• Limit main categories to 7±2 for cognitive ease
• Create clear subcategory hierarchies

Category pages are often neglected on ecommerce websites which is a huge mistake! They are a great way to facilitate navigation on your site and allow you to send some link juice to your top products.

Add Breadcrumb Navigation

Implement BreadcrumbList schema markup to enhance SERP appearance and help search engines understand your site hierarchy. Use descriptive anchor text that includes relevant keywords whilst maintaining natural flow.

Faceted Navigation & URL Structure

Control Faceted Navigation SEO

• Use canonical tags to prevent duplicate content
• Implement noindex for filter combinations with thin content
• Create SEO-friendly URLs for valuable filter combinations
• Set up parameter handling in Google Search Console

Example faceted navigation strategy:

SEO-Friendly URLs (index these):
/womens-shoes/ (main category)
/womens-shoes/boots/ (subcategory)  
/womens-shoes/boots/waterproof/ (valuable filter)
/womens-shoes/running/ (subcategory)

Parameter URLs (noindex these):
/womens-shoes/?color=black&size=7&material=leather
/womens-shoes/?sort=price-low&page=3
/womens-shoes/?filter=sale&availability=in-stock

Optimise URL Structure

• Keep URLs short and descriptive
• Include primary keywords naturally
• Use hyphens to separate words
• Implement consistent URL patterns across categories

Good URL examples:

Clear hierarchy:
/electronics/headphones/wireless/
/clothing/women/dresses/summer/
/sports/running/shoes/trail-running/

Product URLs:
/nike-air-max-2025-white-size-9/
/samsung-galaxy-phone-128gb-blue/
/organic-cotton-t-shirt-mens-medium/

Poor URL examples:

Avoid these patterns:
/category.php?id=123&subcategory=456
/product/SKU12345.html
/items/category1/subcategory2/product.aspx?color=blue&size=M

4. Product Page Optimisation

Content Optimisation

Write Unique Product Descriptions

Avoid manufacturer descriptions. Create original content that:

• Addresses customer pain points
• Highlights unique selling propositions
• Includes relevant keywords naturally
• Answers common customer questions

But I have 1000s of product pages? In the era of AI, you have no excuse and this can be easily scaled!

Example: Transform manufacturer copy into SEO-friendly content

Before (manufacturer description):

“The TechPro X1 features advanced technology and premium materials for superior performance.”

After (SEO-optimised description):

“Transform your daily commute with the TechPro X1 wireless noise-cancelling headphones. Advanced active noise cancellation blocks up to 90% of ambient sound, while premium leather padding ensures all-day comfort during long calls or music sessions. The 30-hour battery life means you’ll never be caught without your soundtrack, and quick-charge technology gives you 3 hours of playback from just 10 minutes of charging.”

Key improvements:

• Specific benefits vs generic features
• Target keyword: “wireless noise-cancelling headphones”
• Addresses pain points: battery life, comfort, charging
• Uses sensory language: “transform,” “blocks,” “ensures”

Optimise Product Titles & Meta Tags

<!-- High-converting meta description -->
<meta name="description" content="Shop the iPhone 15 Pro with 256GB storage. Features titanium design, advanced camera system, and A17 Pro chip. Free next-day delivery on orders over £500. Order yours today with 2-year warranty included.">

<!-- Includes: product name, key features, shipping benefit, CTA, trust signal -->

Product Images & Media

Optimise Product Images

• Use descriptive filenames: “nike-air-max-2025-black-side-view.jpg”
• Write specific alt text: “Nike Air Max 2025 in black showing side profile with visible air cushioning”
• Compress images using WebP or AVIF formats
• Provide multiple angles and zoom functionality
• Include lifestyle images showing products in use

Example image optimisation strategy:

<!-- Descriptive filenames -->
IMG_0001.jpg
nike-air-max-2025-white-mens-running-shoe-side-view.webp

<!-- SEO-optimised alt text -->
<img src="nike-air-max-2025-white-side.webp" 
     alt="Nike Air Max 2025 white running shoe showing side profile with visible air cushioning and breathable mesh upper" 
     width="800" 
     height="800">

<!-- Multiple image formats for different uses -->
Main product image: 1200x1200px (zoom functionality)
Thumbnail: 300x300px (category pages)  
Mobile optimized: 600x600px (faster loading)

Add Product Videos

• Create product demonstration videos
• Optimise video filenames and descriptions
• Add video schema markup
• Enable video thumbnails in search results

User-Generated Content

Implement Review Systems

• Enable star ratings with AggregateRating schema
• Encourage detailed written reviews
• Respond to reviews professionally
• Display review snippets in search results

Add Product Q&A Sections

• Allow customers to ask questions
• Implement FAQPage schema markup
• Monitor and respond to questions quickly
• Use Q&A content to identify content gaps

Same here, this can be easily scaled using generative AI!

5. Category Page SEO

Category Content Strategy

Write Category Descriptions

Create unique introductory content that:

• Explains the category purpose and benefits
• Includes primary and related keywords
• Links to relevant subcategories and guides
• Helps users understand product differences

Example category page intro for “Men’s Running Shoes”:

“Discover our complete collection of men’s running shoes designed for every terrain and running style. From lightweight road running shoes perfect for daily training to rugged trail runners built for off-road adventures, find your perfect pair with free returns and expert fitting advice.

Popular styles include:

• Road running shoes: Lightweight, responsive cushioning for pavement and track
• Trail running shoes: Aggressive tread patterns and protective features for rough terrain
• Cross-training shoes: Versatile designs for gym workouts and varied activities
• Minimalist running shoes: Low-profile design for natural foot movement

All our running shoes feature breathable materials, durable construction, and are available in extended sizes from UK 6-15. Shop with confidence knowing each pair comes with our 30-day comfort guarantee.”

Key elements:

• Primary keyword in opening sentence
• Addresses different user intents (road vs trail)
• Includes internal linking opportunities
• Features trust signals (returns, guarantee)
• Uses semantic keywords naturally

Implement Category Page Structure

Header Strategy:

• H1: Category name with intent keyword
• H2: Subcategories, filtering options, buying guides
• H3: Featured products, seasonal collections

Add Category-Specific Schema

• ItemList schema for product listings
• BreadcrumbList for navigation context
• Organization schema for brand information

{
  "@context": "https://schema.org",
  "@type": "ItemList",
  "name": "Men's Running Shoes",
  "description": "Complete collection of men's running shoes for all terrains",
  "numberOfItems": 24,
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "item": {
        "@type": "Product",
        "@id": "https://example.com/nike-air-max-2025",
        "name": "Nike Air Max 2025",
        "image": "https://example.com/images/nike-air-max.jpg",
        "offers": {
          "@type": "Offer",
          "price": "129.99",
          "priceCurrency": "GBP",
          "availability": "https://schema.org/InStock"
        }
      }
    }
  ]
}

Category Internal Linking

Link Categories Strategically

• Connect related categories with descriptive anchor text
• Link from blog content to relevant category pages
• Create hub pages that link to multiple categories
• Use “related categories” sections

6. Core Web Vitals & Performance

2025 Core Web Vitals

Optimise Core Web Vitals Metrics

Performance Optimisation

Image Optimisation

• Use next-gen formats (WebP, AVIF)
• Implement lazy loading for below-fold images
• Serve responsive images with proper dimensions
• Compress images without quality loss

Code Optimisation

• Minimise render-blocking JavaScript and CSS
• Remove unused code and dependencies
• Enable browser caching with proper headers
• Use a Content Delivery Network (CDN)

Mobile Performance

Mobile devices generate 79% of retail site traffic and account for 67% of ecommerce transactions in 2025.

• Prioritise mobile-first design and testing
• Ensure touch-friendly buttons (44px minimum)
• Use readable fonts without zooming (16px minimum)
• Optimise for slower mobile connections

7. Structured Data & Schema {#schema}

Essential Schema Types

□ Product Page Schema

json{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Product Name",
  "brand": "Brand Name",
  "sku": "SKU123",
  "offers": {
    "@type": "Offer",
    "price": "99.99",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "127"
  }
}

□ Category Page Schema

• ItemList for product collections
• BreadcrumbList for navigation
• WebPage for page context

□ Review & Rating Schema

• Individual Review markup
• AggregateRating for overall scores
• Display star ratings in search results

Schema Implementation

□ Use JSON-LD Format
Google recommends JSON-LD over microdata or RDFa for easier implementation and maintenance.

□ Validate Schema Markup

• Test with Google’s Rich Results Test
• Monitor Search Console Enhancements report
• Fix errors and warnings promptly
• Track rich result performance

8. Google Merchant Center & Feeds

Feed Optimisation

Optimise Product Feed Quality

• Include all required attributes (id, title, description, link, image_link, availability, price, brand, condition)
• Add optional attributes for better performance (product_type, google_product_category, additional_image_link)
• Use high-quality product images (minimum 100x100px, recommended 800x800px+)
• Write compelling product titles with relevant keywords

Monitor Feed Health

• Check Merchant Center dashboard weekly
• Address disapprovals and warnings promptly
• Update inventory and pricing automatically
• Maintain consistent product information across channels

Shopping Campaign Integration

Link Merchant Center to Google Ads

• Enable Shopping campaigns
• Create product groups based on performance
• Optimise product titles for Shopping ads
• Use promotional pricing strategically

9. Content Marketing & UGC

Content Strategy

Create Supporting Content

• Buying guides for product categories
• How-to articles featuring your products
• Comparison posts between product types
• Seasonal content and gift guides

Build Topic Clusters

• Create pillar pages for main categories
• Write supporting content around related topics
• Link cluster content to relevant product/category pages
• Update and expand content regularly

Here is a full guide on how to create a topical map for your site.

User-Generated Content

Encourage Customer Content

• Set up review request campaigns
• Create hashtags for social media content
• Feature customer photos and testimonials
• Respond to all customer feedback

Implement UGC Strategy

• Enable customer photo uploads
• Create contests and giveaways
• Share customer stories and use cases
• Build community around your brand

10. Technical SEO Essentials

Crawlability & Indexation

Manage Crawl Budget

• Block low-value pages with robots.txt
• Use noindex for thin content pages
• Consolidate similar pages with canonicals
• Monitor crawl stats in Search Console

Block low-value pages with robots.txt

# Ecommerce robots.txt example
User-agent: *
Allow: /
Disallow: /admin/
Disallow: /cart/
Disallow: /checkout/
Disallow: /search?*
Disallow: /*?sort=*
Disallow: /*?filter=*
Disallow: /customer/
Disallow: /*?page=*&page=*
Disallow: /print/
Sitemap: https://yourstore.com/sitemap.xml

Handle Duplicate Content

• Implement canonical tags consistently
• Address parameter-based duplicates
• Consolidate similar product variations
• Use 301 redirects for discontinued products

Site Architecture

Internal Linking Strategy

• Link from high-authority pages to important products
• Use descriptive anchor text with keywords
• Create topic-based link clusters
• Audit and fix broken internal links

URL Management

• Maintain clean, keyword-rich URLs
• Implement proper redirect chains
• Handle out-of-stock products appropriately
• Use consistent URL patterns

11. Off-Page SEO & Digital PR

Link Building Strategy

Develop Link Acquisition Plan

• Guest posting on industry blogs
• Product reviews and collaborations
• Digital PR and newsworthy content
• Resource page link opportunities

Brand Mention Strategy

• Monitor unlinked brand mentions
• Reach out for link reclamation
• Build relationships with industry influencers
• Create shareable, linkable content

Local & Directory Listings

Optimise Business Listings

• Claim and optimise Google My Business
• Submit to relevant industry directories
• Maintain consistent NAP information
• Encourage customer reviews on local platforms

12. Analytics & Performance Tracking

Essential Tracking Setup

Configure Google Analytics 4

• Set up enhanced ecommerce tracking
• Create custom conversion events
• Monitor user behaviour flow
• Track product performance

Enhanced ecommerce events setup

// Purchase event example
gtag('event', 'purchase', {
  transaction_id: 'T_12345',
  value: 25.42,
  currency: 'GBP',
  items: [{
    item_id: 'SKU123',
    item_name: 'Wireless Headphones',
    category: 'Electronics',
    quantity: 1,
    price: 25.42
  }]
});

Search Console Monitoring

• Track keyword rankings and CTR
• Monitor Core Web Vitals performance
• Identify and fix indexing issues
• Analyse search appearance data

Performance Analysis

Regular Reporting

• Monitor organic traffic and conversions
• Track individual product performance
• Analyse customer behaviour patterns
• Measure SEO ROI and attribution

A/B Testing

• Test product page layouts and content
• Experiment with category page designs
• Try different checkout flows
• Measure impact on conversions

13. Advanced Strategies

Voice Search Optimisation

Optimise for Voice Queries

• Target conversational, long-tail keywords
• Create FAQ content for common questions
• Optimise for local “near me” searches
• Use natural language in content

International SEO

Multi-Market Strategy (if applicable)

• Implement hreflang tags correctly
• Create market-specific content
• Handle currency and language selectors
• Manage international duplicate content

Hreflang implementation

<!-- UK version -->
<link rel="alternate" hreflang="en-gb" href="https://store.co.uk/products/shoes" />
<!-- US version -->
<link rel="alternate" hreflang="en-us" href="https://store.com/products/shoes" />
<!-- Australian version -->
<link rel="alternate" hreflang="en-au" href="https://store.com.au/products/shoes" />

Emerging Technologies

Prepare for AI-Driven Search

• Optimise content for featured snippets
• Create comprehensive, authoritative content
• Build strong E-A-T signals
• Monitor AI overview appearances

Maintenance Schedule

Ecommerce SEO requires ongoing attention to maintain and improve rankings:

Track progress through Google Analytics 4 ecommerce events, Search Console performance reports, and conversion funnel analysis. Document changes and maintain an SEO changelog to measure impact over time.

Frequently Asked Questions

How long does ecommerce SEO take to show results?

Most ecommerce sites see initial improvements within 3-6 months, with significant results after 6-12 months of consistent optimisation. Technical fixes can show faster results, while content and authority building take longer.

What’s the most important ranking factor for ecommerce sites?

Product page quality and user experience are crucial. This includes unique descriptions, fast loading times, mobile optimisation, and positive customer reviews. Technical factors like Core Web Vitals and structured data also significantly impact rankings.

How do I handle out-of-stock products for SEO?

Keep product pages live with “out of stock” messaging and structured data indicating availability. Set up back-in-stock notifications for popular items. For permanently discontinued products, use 301 redirects to similar items or 410 status codes if no alternative exists.

Should I optimise for Google Shopping or organic search first?

Both are important, but start with organic search fundamentals (site structure, Core Web Vitals, content quality) as these improvements also benefit Shopping performance. Then optimise your product feed for Google Merchant Center to maximise Shopping visibility.

Ready to implement these strategies? Download our free ecommerce SEO checklist template and start boosting your rankings today.