Introduction: The New Era of E-Commerce SEO
The e-commerce landscape is more competitive than ever. With Google’s continuous algorithm updates, brands must go beyond traditional SEO tactics to stay ahead. Simply having a great product and a well-designed website is no longer enough—SEO must be a core part of your digital strategy.
E-commerce brands that successfully leverage SEO outperform competitors, drive more organic traffic, and increase conversions without relying solely on paid ads.
In this blog, we’ll explore:
- The latest trends in Google’s ranking algorithm for e-commerce
- Why structured data & product schema are crucial for visibility
- How to optimise category pages vs. product pages
- The role of blog content & internal linking in SEO success
- Common SEO mistakes that e-commerce sites must avoid
How Google’s Algorithm Changes Are Reshaping E-Commerce SEO
Google constantly updates its algorithm to improve search quality, and e-commerce businesses must adapt to these changes to maintain their rankings.
1. AI-Driven Search & Google’s SGE (Search Generative Experience)
Google’s AI-powered search results are transforming how products appear in search. Features like Google’s Search Generative Experience (SGE) prioritise:
- Conversational search queries
- Detailed product descriptions with structured data
- User intent-driven content rather than keyword stuffing
2. E-E-A-T & Brand Authority in E-Commerce
Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines now impact e-commerce SEO. To build brand authority, online stores must:
- Have detailed product descriptions with user-generated content (reviews, testimonials, Q&A sections)
- Display trust signals (secure payment badges, return policies, verified reviews)
- Showcase industry expertise through blog content and case studies
3. Page Experience & Core Web Vitals
Google continues to prioritise fast-loading, mobile-optimised sites with a seamless user experience.
- Improve loading speed (aim for under 2.5 seconds)
- Ensure mobile-first indexing for rankings on mobile searches
- Optimise navigation to reduce bounce rates and increase conversions
The Importance of Structured Data & Product Schema
Structured data and schema markup help search engines understand e-commerce pages, leading to rich search results that stand out.
What is Structured Data?
Structured data is a code added to product pages that helps Google display enhanced search results, such as:
✅ Product images & descriptions
✅ Price, stock availability & discounts
✅ Customer ratings & reviews
How Structured Data Boosts SEO:
- Improves CTR (Click-Through Rate) by making search results visually appealing
- Helps products appear in Google Shopping results
- Enhances voice search compatibility
How to Implement It:
Use Google’s Structured Data Testing Tool to ensure proper implementation of:
- Product Schema (price, availability, brand)
- Review Schema (star ratings, customer feedback)
- FAQ Schema (answering common product-related queries)
Optimising Category Pages vs. Product Pages: What Works Best?
Many e-commerce businesses make the mistake of only focusing on product pages while neglecting category pages. In reality, category pages are often the most powerful for SEO.
Category Pages: The SEO Powerhouse
Category pages drive traffic because they:
- Target broader, high-intent keywords (e.g., “Men’s Running Shoes” vs. “Nike Air Zoom Pegasus 39”)
- Allow internal linking to multiple product pages
- Serve as landing pages for Google Shopping & PPC campaigns
Best Practices for Category Pages:
✅ Use SEO-friendly URLs (e.g., site.com/mens-running-shoes/)
✅ Write unique, keyword-rich category descriptions
✅ Implement internal links to top-selling products
✅ Optimise filters & facets for better user experience
Product Pages: How to Rank & Convert
While category pages attract visitors, product pages convert them.
Best Practices for Product Pages:
✅ Use long-tail keywords in product titles (e.g., “Breathable Running Shoes for Marathon Training”)
✅ Optimise high-quality images & alt text
✅ Implement FAQ sections to improve E-E-A-T
✅ Encourage customer reviews to add fresh content
The Role of Blog Content & Internal Linking in E-Commerce SEO
Many e-commerce brands overlook content marketing, but SEO-optimised blog content can drive consistent organic traffic and improve rankings.
How Blog Content Helps SEO:
- Targets long-tail keywords related to customer pain points
- Establishes brand authority and improves Google rankings
- Attracts backlinks, boosting domain authority
Example Content Ideas for E-Commerce Blogs:
- “How to Choose the Best Running Shoes for Long-Distance Training” (links to product pages)
- “5 Reasons Why Organic Skincare is Better for Sensitive Skin” (links to skincare product collection)
- “Gift Guide: Best Mother’s Day Gifts Under $50” (links to various products)
Internal Linking Strategy for E-Commerce:
- Link product pages to relevant blog posts
- Add “Related Products” or “Best Sellers” sections
- Include category links within product descriptions
Case Study: How Craftzero Beat Major Retailers in Google Search Rankings
Client: Craftzero (Non-Alcoholic Beverage Retailer)
Challenge: Competing against Dan Murphy’s & Liquorland in search rankings
Strategy: Long-tail keyword targeting, structured data, & content marketing
Results:
- 57% increase in organic traffic
- 8 competitive keywords ranking on Page 1
- 42.86% increase in online sales
How We Did It:
- Focused on product schema markup, increasing rich snippet appearances
- Optimised product descriptions & long-tail keywords
- Created blog content around high-intent searches (e.g., “Best Non-Alcoholic Beers for Summer”)
- Built internal links from content to category & product pages
The result? Craftzero now outranks major retailers for non-alcoholic beverage keywords, attracting high-converting organic traffic.
Avoiding Common SEO Mistakes That Hurt Rankings
Many e-commerce sites lose rankings due to avoidable SEO mistakes.
1. Duplicate Content
Using manufacturer descriptions for products leads to duplicate content issues. Always create unique product descriptions.
2. Ignoring Mobile Optimisation
More than 60% of e-commerce traffic comes from mobile. Ensure:
- Fast page load speed
- Mobile-friendly navigation & checkout process
3. Poor Site Structure
A messy URL structure can hurt SEO. Use clean, readable URLs:
❌ site.com/category123/item456
✅ site.com/mens-running-shoes/nike-air-zoom
4. Not Using HTTPS
Google penalises sites without SSL security. Always use HTTPS for better rankings and user trust.
Final Thoughts: How to Win in E-Commerce SEO in 2025
To stay ahead in the competitive e-commerce space, brands must:
- Focus on structured data & schema markup for better visibility
- Optimise category pages & product descriptions
- Leverage content marketing & internal linking
- Avoid common SEO mistakes that hurt rankings
By implementing these strategies, e-commerce businesses can drive more organic traffic, improve conversions, and outperform competitors in Google search results.
If you’re looking to optimise your e-commerce SEO and increase online sales, Digital Presence can help. Contact us today at 1300 867 726 or visit our website to discuss how we can take your online store to the next level.
BONUS: SEO Audit Checklist for E-Commerce Websites
A strong SEO strategy is essential for e-commerce success. Use this checklist to evaluate and optimise your website for better rankings, increased traffic, and higher conversions.
1. Technical SEO
✔ Mobile-Friendly Design – Ensure your website is responsive and provides a seamless mobile shopping experience.
✔ Secure Website (HTTPS) – Google prioritises secure sites; make sure your e-commerce store uses HTTPS.
✔ Fast Loading Speed – Aim for under 2.5 seconds page load time. Use tools like Google PageSpeed Insights to check performance.
✔ Clean URL Structure – URLs should be simple and descriptive (e.g., site.com/mens-running-shoes/nike-air-zoom).
✔ XML Sitemap & Robots.txt – Ensure search engines can crawl and index your pages properly.
✔ Core Web Vitals – Optimise Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) for better rankings.
2. Keyword Research & On-Page Optimisation
✔ Optimise Product Titles & Descriptions – Use target keywords naturally in product titles, descriptions, and headers.
✔ Use Long-Tail Keywords – Rank for buyer-intent searches (e.g., “best waterproof hiking boots for winter”).
✔ Unique Product Descriptions – Avoid using manufacturer descriptions to prevent duplicate content penalties.
✔ Optimise Category Pages – Write SEO-friendly category descriptions targeting broad, high-intent keywords.
✔ Title Tags & Meta Descriptions – Ensure every page has a compelling, keyword-rich title and description.
✔ Image Optimisation – Use descriptive file names & alt text for images to improve search visibility.
3. Structured Data & Schema Markup
✔ Product Schema Markup – Add structured data for price, availability, reviews, and descriptions.
✔ Review Schema – Enable star ratings and customer feedback to appear in search results.
✔ FAQ Schema – Include frequently asked questions on product pages for better search rankings.
✔ Breadcrumbs Schema – Improves site structure and user experience, helping Google understand page hierarchy.
4. Content & Blogging Strategy
✔ Publish High-Quality Blog Content – Create SEO-driven blog posts that support product categories (e.g., “How to Choose the Best Running Shoes for Long-Distance Training”).
✔ Use Internal Linking – Link blog content to relevant category & product pages for better SEO.
✔ Answer Buyer Questions in Blog Posts – Target informational search queries to attract high-intent traffic.
✔ Leverage User-Generated Content – Encourage customers to leave reviews, testimonials, and Q&A responses.
5. E-Commerce Link Building & Authority Building
✔ Get Backlinks from Industry Blogs & Influencers – Secure guest posts and mentions from niche websites.
✔ Use Digital PR & News Features – Leverage PR opportunities to gain high-authority backlinks.
✔ Optimise Internal Linking – Link relevant pages together to improve SEO and enhance user experience.
✔ Fix Broken Links – Use Ahrefs or Screaming Frog to identify and fix broken internal and external links.
6. Local SEO & Google Shopping Optimisation
✔ Optimise Google Business Profile (If Applicable) – For brick-and-mortar e-commerce stores, ensure GBP is fully optimised.
✔ Enable Google Shopping Feed – Upload product data correctly to rank in Google Shopping results.
✔ Use Location Pages (If Necessary) – If selling from multiple locations, create unique pages for each store.
7. Conversion Rate Optimisation (CRO) for E-Commerce SEO
✔ Improve Checkout Process – Reduce cart abandonment with a seamless, fast checkout experience.
✔ Clear Call-to-Actions (CTAs) – Use strong, conversion-focused CTAs like “Buy Now” or “Limited Stock Available.”
✔ Trust Signals – Display secure payment icons, return policies, and verified reviews to build credibility.
✔ A/B Test Product Pages – Experiment with different product descriptions, images, and layouts to see what converts best.
