SEO for online stores and e-commerce

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In today’s digital world, visibility on the internet is essential for the success of an online shop. Search engine optimisation (SEO) plays a key role in this. Through targeted SEO measures, you can improve the position of your online shop in search results, reach more potential customers and ultimately increase your sales.

SEO issues for online shops

Online shops face specific challenges in the SEO landscape. These include technical aspects of the website, optimising product pages and creating content that is appealing to both users and search engines. An effective SEO strategy can significantly improve the visibility of an online shop and contribute to its success.

SEO for online shops: Keyword research and optimisation

Keywords are the foundation of any SEO strategy. They help to understand which products or information potential customers are looking for. The correct selection and optimisation of keywords are crucial in order to be well positioned in the search results for relevant queries.

Commercial and non-commercial keywords for online shops

There are two main types of keywords: commercial and non-commercial. Commercial keywords are those that indicate an intention to buy (e.g. “buy”, “cheap”, “offer”), while non-commercial keywords are often informative in content (e.g. “how to clean”, “best ways to”). Finding the balance among these keyword types is essential for optimising your online shop.

Which tools can you use to find relevant keywords?

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Various tools can be used for keyword research. Free tools such as Google Keyword Planner and Ubersuggest offer a good start. Paid solutions such as Semrush and Ahrefs offer advanced functions and deeper insights into the keyword landscape.

How to use keywords on the pages of an online shop

Keywords should be strategically placed on your website: in meta tags, headings, product descriptions and URLs. This helps search engines understand what your site is about and improves the chance of being found for relevant search queries.

Designing the ideal website structure for SEO in online shops

A logical and easy-to-navigate website structure is very important for SEO. Pages for categories, products, payment information, delivery details and return policies should be clearly structured and easily accessible.

Optimisation of the product category page

Optimising category pages is crucial for user experience and SEO. Text, product images and filter options should be clear and appealing. A good structure in categories and subcategories improves the findability of the products.

Optimise product pages

Product pages offer the opportunity to present detailed information and images. A clear description, good images and reviews can not only improve the conversion rate, but also visibility in search engines.

EEAT factors – we create additional pages

Creating additional pages that meet the EEAT factors (Expertise, Authoritativeness, Trustworthiness) can increase the credibility of your online shop. Pages with customer reviews, FAQs, about us and contact information are particularly suitable for this.

Mobile optimisation

As more and more users access online shops via mobile devices, optimisation for mobile devices is essential. A responsive website ensures a good user experience, regardless of the device.

Technical SEO for online shops

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Technical SEO, including the technical optimisation of the website, is crucial for success. Without a well-prepared technical site, all other optimisation efforts will have minimal impact. It is important to regularly monitor the technical health of the online shop website.

Core Web Vitals

Core Web Vitals are a set of metrics that measure important aspects of the user experience. Changes to the Core Web Vitals are planned for 2024, with a stronger focus on user experience expected.

404 errors

404 errors occur when a page cannot be found. They can negatively impact the user experience and SEO ranking. Fixing 404 errors by redirecting or updating links can minimize these issues.

Crawlability and indexing

Improving crawlability and indexing by search engines can be achieved by optimising the website structure, using sitemaps and internal linking.

Dealing with duplicate content

Duplicate content can affect the SEO ranking. Using canonical tags and avoiding duplicate content helps to solve this problem.

User experience and SEO

A positive user experience is crucial for SEO. Improving navigation, reducing bounce rates and increasing overall satisfaction can have a positive impact on rankings.

Link building is crucial for improving the visibility and ranking of an online shop. Strategies for gaining quality backlinks without paying for rankings include creating valuable content that naturally attracts links.

Local SEO for online shops

Optimising for local SEO, including optimising Google My Business listings, is important to be visible in local search results and attract nearby customers.

Measuring and analysing SEO performance

Using tools to measure and analyse SEO performance is crucial to monitor the success of optimisation measures and make data-driven decisions.


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In a world where technologies are evolving daily, SEO for online shops is constantly adapting to new trends and changes in search engine algorithms. One of the most significant directions in SEO is the use of artificial intelligence (AI) and machine learning to improve optimisation strategies. These technologies make it possible to analyse large amounts of data about user behaviour and automatically adapt SEO strategies for maximum efficiency.