We all know the foundation of e-commerce SEO is keyword research.


Think about it: Before you create your site’s content, you need to know what terms your audience is using to search for products like yours.

How will you solve their problems without knowing the keywords behind their search intent?

You have to build your content with search engines and your users in mind.

The sooner you understand how SEO is changing and adapt your strategies, the sooner you’ll see ROI from e-commerce SEO.

Isn’t it impressive how far SEO has progressed?

Jump on the SEO train with me and I’ll show you why it’s important.

You’re trying to get new customers to have all eyes on you.

You can’t win their attention if search engines can’t easily find you.

Your site is basically the secret menu at Starbucks if you don’t invest in keyword research.

That’s why it should be the critical first step in your e-commerce SEO campaign.

However, getting your potential customers’ attention can be expensive.

But there are some missteps you should avoid if you want to see success.

What are the user’s needs?

If you keep this question top of mind, you should have a solid e-commerce SEO campaign.

Here is a list of at least three e-commerce SEO mistakes I don’t want you to make:

There are many more benefits to SEO for e-commerce—and mistakes to avoid. I’ve got some examples of e-commerce SEO in action to serve as inspiration for you.

Some people say SEO is dead.

Well, I say they’re wrong.

No matter which side of the fence you’re on, you can’t deny the benefits SEO has on e-commerce.

SEO for e-commerce done right drives relevant traffic to your social channels and website without spending big on paid ads.

Once you see those qualified leads come in, make sure your strategy is in place to convert them.

We chose these three examples to focus on because:

I’d like to show and tell you who’s crushing e-commerce SEO right now. We chose these three examples because:

Let’s take a closer look.

This is a great environment for a brand to win at e-commerce SEO.

Etsy is making strong strides in SEO marketing right now.

In May 2022, Etsy ranked for over 14 million keywords in position one through ten, including nearly 5.5 million of those in the top three positions.

Etsy’s main navigation is intuitive and easy to use. There’s a banner with season-specific, popular items for the summer as well as popular gifts people are purchasing.

Overall, 61.1% of Etsy’s keywords are informational and 29.9% are transactional. A whopping 87.4% of keywords owned are non-branded. This shows us what users want to know about the brands within Etsy. How they’re educated as an audience matters during their buyer’s journey.

Etsy gets this right all while supporting the shops that rely on them for a degree of brand visibility.

Like Etsy, Overstock has great Core Web Vitals, so user experience with their online database is sharp. They are a tech-driven company, so that’s to be expected.

Based on what users are looking for, they win a lot of traffic for non-branded keywords (83.2%) vs. branded keywords (16.8%). Overstock is capturing users searching for queries that are not associated with their brand. Meaning, they are catching a lot of users looking for a solution their site can solve.

It makes sense why much of the site’s keyword intent funnels in through informational search queries (47% in May 2022). The data shows customers want to be informed before they make their purchases.

Transactional searches are almost equally as high (42% in May 2022). Think of a popular search like “patio furniture.” The products Overstock offers are essentially what users are searching for.

They recently upped their Core Web Vitals, helping them rank higher and garner more organic on-page sessions. That’s just one of the ways they’ve upped their game.

Let’s look at how they’re crushing SEO for e-commerce to get these results.

Well, what makes their copy stand out?

I know it sounds simple, but if you’re searching for a cocktail dress for a company Christmas party, Lulus points you in the right direction on their site.

You’ve got the keywords and directions for your users. Now, they’re bound to trust you and follow through with their cart.

Follow links make up 80% of Lulus’ backlinks, signaling to search engines that the site is trustworthy.

Selling amazing products is one thing. Having outside sources vouch for your brand online makes you look even more credible. Think of the SERPs as one big popularity contest, and having other people vouch for you is a big help.

The traffic will come to you as potential leads to convert. They will make secure purchases knowing you have what they need, and they’ll come back to shop for other items they need in the future.

Whether they’re from fashion blogs or influencers, backlinks are e-commerce SEO gold.

This is how Lulus did it.

That’s what SEO for e-commerce does for a brand. It shows your customers you are their solution.

SEO for e-commerce is a game changer, so spend some time on it.

To play the game right means appearing high on the first page of search engines like Google, Bing, and Yahoo for terms your potential consumers use.

If you know how your audience makes decisions, you can create content that guides them through their purchasing journey.

Yes, having high-quality content and copy matters. It won’t convert to users if your keywords don’t have high-quality search intent, though.

Search engines like Google mostly focus on providing users with a valuable experience.

Your website needs to make usability its top priority.

If your user experience is convenient and intuitive, your customers will respect and trust you.

It’s like what’s good for your users is good for Google—so satisfying both go hand in hand.

Links are what propel you to the top of the search results page, so people who like your website and what it offers are far more likely to link to it.

Put e-commerce SEO at the forefront of your marketing campaign and see how catering to your audience’s needs leads to increased traffic.

Have you found mistakes with your e-commerce SEO strategy? How could you tell you were underperforming? Let me know and I can help you fix it.