SEO: How to Create a Winning eCommerce SEO Strategy


In this beginner-friendly guide, we’ll demystify the world of eCommerce SEO and show you how to create a winning strategy for your Shopify store & small business. We’ll cover the three essential pillars of SEO: on-page, off-page, and technical. You’ll learn practical tips to optimise your product pages, build valuable backlinks, and ensure your site is technically sound for your small business.


I know SEO (search engine optimisations) can seem intimidating, but don’t worry – I’m here to break it down for you in a simple, jargon-free way. By the end of this guide, you’ll feel like an SEO queen, ready to conquer the world of search engine rankings. Let’s dive in!

The Three Pillars of SEO:

1. On-Page SEO
2. Off-Page SEO
3. Technical SEO

1. On-Page SEO: Your Key to Success

Also known as onsite SEO, is all about optimising your Shopify pages, including product pages and your homepage. This is where you have the most control, and it’s the perfect place to start your SEO journey.

Where to begin:

– Conduct keyword research to identify relevant keywords for your products. Sprinkle these keywords naturally throughout your page titles, product descriptions, and content.

– Don’t forget about your homepage! Make sure it includes your target keywords too.

– Craft compelling page titles and meta descriptions that accurately describe your products and entice potential customers to click.

– Use header tags (H1, H2, etc.) to structure your content and make it easier for search engines to understand. Pro tip: Use H1 tags for your product titles.

– Write unique, detailed product descriptions that highlight key features and benefits. This is your chance to showcase your products and convince shoppers to buy.

– Optimise your images by compressing them for faster loading and including relevant keywords in the file names and alt text. This helps search engines understand what your images are all about.

2. Off-Page SEO: Building Your Online Reputation

This focuses on optimising factors outside of your Shopify store to boost your SEO rankings. Backlinks, which are links to your website from other web sources like blogs, directories, and profiles, play a crucial role in telling search engines that your content is valuable and relevant. Social media and PR are also part of the off-page SEO game.

Where to begin:

– Reach out to bloggers, influencers, and other websites in your niche. Collaborate on guest posts, product reviews, or partnerships to secure valuable backlinks.

– Harness the power of social media to share your content and products. Encourage others to link back to your store by creating engaging, shareable posts.

– Create valuable, informative content like blog posts, infographics, or videos that other websites will naturally want to link to. This establishes you as an authority in your niche.

Advanced tip:

– Keep an eye on your backlink profile using tools like Ahrefs or SEMrush. Identify and disavow any low-quality or spammy links that could harm your rankings.

3. Technical SEO: The Behind-the-Scenes Optimisation

This focuses on the behind-the-scenes elements of your website that impact its ability to be crawled and indexed by search engines. This includes your site structure, URL structure, site speed, and mobile-friendliness.

Where to start:

– Ensure your Shopify store has a clear, logical site structure with categories and subcategories. This makes it easier for search engines to navigate your site and understand your products.

– Use simple, descriptive URLs for your products and collections (e.g., /products/blue-tennis-shoes). This helps search engines and users understand what each page is about.

– Improve your site speed by minimising the use of large images, using a fast theme, and leveraging Shopify’s built-in speed optimisation features. A fast site is crucial for SEO and user experience.

– Make sure your store is mobile-friendly and responsive on all devices. With more and more people shopping on their phones, this is non-negotiable.

Advanced tip:

– Set up XML sitemaps to help search engines discover and index all your pages. This ensures that no important pages are missed.

And there you have it – the three pillars of a winning ecommerce SEO strategy! While both off-page and technical SEO are important, focusing on on-page SEO is a great place to start, as it’s where you have the most control. By optimizing your product pages, homepage, and content, you’ll be well on your way to SEO success.

So, put on your SEO crown and start implementing these tips today. Before you know it, you’ll be dominating search engine rankings and attracting more customers than ever before. Happy optimising!

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