Ecommerce SEO: How to Get Your Online Store Found on Google

An online store that nobody finds sells nothing. Paid ads work, but they stop the moment you stop paying. Search engine optimisation (SEO) builds traffic that keeps coming. This guide covers the parts of SEO that matter most for an online store.

No one can guarantee a position on Google, and results take months. These practices give you the best chance.

How shoppers search

People search at different stages:

Browsing: "running shoes for flat feet", "best air fryer South Africa".
Comparing: "Brand A vs Brand B", "air fryer reviews".
Buying: "buy [exact product name]", "[brand] [model] price".

Your store should have pages for each stage: guides for browsing, comparisons and product detail for deciding, and strong product pages for buying.

1. Build a sensible site structure

Organise the store in a clear hierarchy: home, then categories, then subcategories, then products. Every product should be reachable within a few clicks.

Use categories that match how customers think and search, not internal jargon.
Keep URLs short and readable, such as /kitchen/air-fryers/.
Link between related categories and products.
Use breadcrumbs so shoppers and search engines see where a page sits.

Structure often matters more than any single keyword choice.

2. Optimise category pages first

Category pages usually capture the most valuable searches, such as "women's running shoes" or "office chairs". They are often under-optimised.

Give each category a unique title and meta description.
Write a short, useful introduction at the top and, if relevant, extra helpful content below the products.
Make filtering and sorting work well, but avoid creating thousands of near-duplicate filter URLs for search engines to crawl.
Link to the most important subcategories and buying guides.

3. Write strong product pages

Product pages are where the sale happens, and also where many stores copy supplier text that everyone else uses. Search engines see that as duplicate content.

Unique title with the product name and key attribute.
Original description covering features, sizes, materials and use.
Clear images with descriptive file names and alt text.
Price, stock status and delivery information.
Customer reviews.

We go through this in detail in how to write product pages that sell.

4. Choose keywords realistically

Do some keyword research, but keep it practical.

List the terms customers would use, and check what Google suggests as you type.
Look at what competitors rank for.
Prefer specific, longer phrases you can win, such as "waterproof hiking jacket women" over "jackets".
Assign one main topic per page, so pages do not compete with each other.

Use the keywords naturally in titles, headings and body text. Never stuff them.

5. Fix the technical basics

Technical problems can quietly stop a good store from ranking.

Speed. Slow stores lose both rankings and sales. See website speed and Core Web Vitals.
Mobile. Most shoppers browse on phones, and Google indexes the mobile version of your pages.
HTTPS across the entire store.
Crawlability. Submit a sitemap in Google Search Console and check that important pages are indexed.
Duplicate content. Products in several categories, filters and tracking parameters can create duplicates. Use canonical tags so search engines know the main version.
Out-of-stock products. Do not delete pages for items that will return. Keep the page, say it is unavailable, and suggest alternatives. If a product is gone for good, redirect to the closest replacement or category.
Structured data. Product schema can show price, availability and ratings in search results.

6. Collect reviews

Reviews build trust, add fresh unique content and can make your listings stand out with star ratings. Ask customers after delivery, make it a one-click process, and show real feedback, good and bad. Do not fake reviews.

7. Publish helpful content

Buying guides, comparisons and how-to articles capture shoppers early in their research and earn links.

"How to choose a [product]" guides.
Comparisons of products or brands.
Care, setup and usage advice.
Answers to the questions your customer service team receives.

Link each guide to the relevant categories and products. A blog supports the store directly, because it brings in people who are not yet ready to buy and shows them your range.

8. Earn links and mentions

Links from other trusted sites remain a strong signal.

Suppliers and brands you stock may list you as a retailer.
Industry blogs and local press may feature unique products or stories.
Partnerships, sponsorships and community involvement create natural mentions.

Avoid buying links. It breaks search guidelines and can get you penalised.

9. Use your local advantage

If you have a physical shop or serve particular areas, claim a Google Business Profile and keep your details consistent everywhere. See local SEO for Gauteng businesses. Show South African delivery information and pricing in rand, which helps both shoppers and search engines understand who you serve.

10. Measure and improve

Track which pages bring traffic and which actually lead to orders. Use Search Console to see the queries that show your pages, and your analytics to see conversions. Our guide to Google Analytics and Search Console explains how to set them up. Improve pages that get impressions but few clicks by tightening titles and descriptions, and pages that get visits but few sales by improving the page itself.

Common ecommerce SEO mistakes

Copying supplier descriptions.
Thin category pages with only a grid of products.
Letting filters create thousands of duplicate pages.
Deleting pages for out-of-stock products.
Ignoring site speed.
Launching a redesign without redirects; see website redesign without losing Google rankings.

Where to start

If you only do a few things: write unique category and product pages, fix speed, set up Search Console and submit your sitemap, and publish one genuinely useful guide a month. Consistency compounds. For the general principles behind all of this, see SEO basics for small business websites.