SEO for eCommerce: Getting Your Products Found on Google

You've built a beautiful online shop with great products at competitive prices. But if nobody can find you on Google, none of that matters. Search engine optimisation (SEO) is how you get your eCommerce site discovered by customers actively looking for what you sell.

Why SEO matters for shops: Unlike paid advertising, SEO drives long-term organic traffic that doesn't cost you per click. A customer who finds you through Google search is more likely to trust you than someone clicking a banner ad. SEO also builds brand credibility and authority.

Technical SEO foundations:

• Site speed: Google ranks faster sites higher. Use tools like Google PageSpeed Insights to identify and fix speed issues. Image optimisation is usually the biggest opportunity.
• Mobile responsiveness: Google uses mobile-first indexing, meaning it primarily crawls and ranks the mobile version of your site.
• Site structure: Organise products logically with clear categories and subcategories. Use breadcrumb navigation so both users and search engines understand your site structure.
• XML sitemaps: Create a sitemap listing all your product pages and submit it to Google Search Console. This helps Google discover and index your products.
• SSL certificates: Use HTTPS on your entire site. Google favours secure sites and customers trust them more.

Product page optimisation: Each product page is an opportunity to rank for specific search terms. Include the product name in your title tag, write unique product descriptions (avoid manufacturer copy), and use relevant keywords naturally throughout the page. Include high-quality product images with descriptive alt text.

Content strategy: Blog posts about topics related to your products can drive significant traffic. If you sell running shoes, write articles about running training, injury prevention, or shoe care. These articles rank for long-tail keywords and drive qualified visitors to your shop.

Link building: Backlinks from other websites signal authority to Google. Reach out to relevant bloggers, get mentioned in industry publications, and create content so useful that others naturally link to it.

User experience signals: Google measures how visitors interact with your site. If people click through from search results but bounce immediately, that tells Google your page isn't relevant. Conversely, if visitors spend time on your pages and convert, Google rewards you with better rankings.

Getting started: Begin by researching keywords your customers use to find products like yours. Use free tools like Google Keyword Planner or Ubersuggest. Prioritise keywords with decent search volume but lower competition—these are easier to rank for and often drive more qualified traffic.

SEO takes time and ongoing effort, but the results compound. Start today and you'll be reaping the benefits of organic traffic for years to come.