What is E-commerce SEO & What are the Best Practices?

After five years helping e-commerce brands scale through SEO, one thing’s clear: it’s no longer just about getting to page one. Not especially in today’s age of LLMs and AI overviews (AIO).

Now, it’s about doubling down on building authority, earning trust, and setting up a site that works with—not against—how people search today.

In this guide, I’ll walk you through what e-commerce SEO really means in 2025 and why it’s become a cornerstone of sustainable growth.

We’ll look at how tools like ChatGPT and Google’s AI-driven results are changing product discovery, then get into the technical essentials like site architecture, Core Web Vitals, and structured data.

I’ll also show you how to sharpen your on-page SEO with smart keyword targeting, optimized product content, and user-friendly design.

To round it off, we’ll explore off-page strategies like Merchant Center optimization, digital PR, and local visibility.

Whether you’re optimizing your first collection page or managing a multi-country storefront, this is your roadmap for staying competitive in a fast-moving search landscape.

What is E-commerce SEO? 

E-commerce SEO is the practice of optimizing an online store to rank higher in search engine results, using organic (non-paid) methods.

It involves improving product and category pages, metadata, site structure, and user experience to make content easily crawlable and appealing to both search engines and real shoppers.

E-commerce SEO comes with its own unique set of challenges like large inventories, duplicate content caused by product variant parameter URLs, and technical issues that can hinder visibility.

When implemented well, it drives sustainable traffic, boosts conversions, and reduces reliance on paid ads—laying the groundwork for long-term growth.

Why E-commerce SEO Matters in 2025 and Beyond

The Rise of Generative AI and How LLMs Are Reshaping E-commerce Discovery

Having worked with e-commerce brands through countless SEO shifts, I can say with confidence that generative AI is the most disruptive force we’ve seen yet—but it’s also the strongest reason why e-commerce SEO matters more than ever in 2025 and beyond.

Shoppers are now engaging with LLMs that extract product data, reviews, and brand content, then surface it in AI-powered summaries.

Your visibility in these experiences depends not just on your rankings, but on how clearly and consistently your product information is structured.

Brodie Clark breaking down the current issues with ChatGPT shopping. Source: brodieclark.com

The launch of ChatGPT Shopping is a perfect case in point. While it’s still facing early issues like shallow product listings and unclear sourcing, it signals a shift toward intent-based, AI-curated shopping experiences.

At the same time, Google’s new AI Mode, live in the US, blends Search with real-time product discovery. Users can now filter products, read reviews, and even compare merchant options—all directly within AI-generated responses.

That’s a massive change, but it doesn’t render SEO irrelevant. In fact, it amplifies its importance. These systems rely on clean product feeds, well-structured schema, and authoritative site content to deliver results.

E-commerce SEO in 2025 isn’t just about ranking anymore. It’s about feeding the machine.

If your product pages, metadata, and content aren’t optimized for LLMs, you’re missing out on the next wave of discovery. This is why a solid SEO foundation—one built around structured data, trust signals, and conversion-driven content—is more valuable than ever.

AI might change the interface, but SEO still drives what gets seen.

The Shift Towards Free Product Listings and Organic Visibility

I’ve worked with dozens of online retailers who used to think success meant pouring more money into ads. That mindset is quickly becoming outdated.

With Google expanding free listings through the Merchant Center, product grids, and localized displays, the opportunity to gain visibility organically has never been stronger.

I’ve seen firsthand how implementing structured product data and enrolling in these free programs can lead to a meaningful lift in impressions and clicks—without spending a dollar more.

Industry experts like Brodie Clark have documented these changes in detail, and brands that are quick to adapt are already benefiting from increased exposure where it matters most: the shopping experience itself.

Exponential Growth of the E-commerce Market

The global e-commerce market isn’t just growing, it’s exploding. Having supported businesses scaling across different regions, I’ve seen how this surge brings both opportunity and pressure.

The projected global value of over $6 trillion by 2025 is staggering, but it also signals intensified competition. In Southeast Asia, Singapore stands out, with its market expected to hit $10 billion in 2026.

For brands operating in this space, showing up organically in search isn’t a luxury; it’s a necessity. The more crowded the market becomes, the more important it is to have a strong SEO foundation that helps you stand out to both customers and algorithms.

Declining ROI on Paid Media Spend

In 2025, relying heavily on paid ads is like walking a financial tightrope. I’ve watched client budgets stretch thinner every quarter as customer acquisition costs climb and click-through rates dip.

You can’t outspend poor SEO.

The brands that are thriving now are those that started investing in organic channels early. They’re not only ranking for high-converting queries but are also building lasting brand equity.

Unlike ads, which vanish when the budget runs dry, SEO pays dividends over time. And in a landscape where performance marketing is increasingly unpredictable, this consistency is a serious strategic advantage.

Technical SEO Tips for E-commerce Sites

Crawlability and Indexability

Robots.txt file

One of the most common issues I encounter during technical audits is a poorly configured robots.txt file. This small but mighty file gives Googlebot instructions on where it should and shouldn’t go.

Think of it as a map for search engine crawlers that helps conserve crawl budget and prevent indexing of unnecessary pages. I’ve worked with clients who accidentally blocked entire product collections just by misplacing a single directive.

If you’re working on a Shopify site, good news. You have nothing to worry about.

Default robots.txt file of a Shopify site

The CMS comes with many default allow and disallow directives to help you manage the large number of parameter URLs that automatically get created (think product variant URLs or category page filter URLs that get generated when you select a more specific product category on the collections page itself.

But if you’re on WordPress with ecommerce plugins like Woocommerce installed, you’ll need to put in a bit more work. Install SEO plugins like Rank Math or Yoast and manually include the disallow directives.

Here are some of the types of URLs you should block in the robots.txt file of an ecommerce site:

• Internal search results pages (/search, ?q=)

• • These pages generate infinite combinations and don’t offer unique value. They can also cause crawl budget waste and duplicate content issues.
  • Why? They’re low-quality, user-generated, and unlikely to rank well or convert.

See what happens to the URL when you click a more granular category on the collections page?

• Filtered and faceted navigation URLs (?color=, ?size=, etc.)

• • • Faceted filters often create thousands of parameterized URLs.
    • Why? These URLs usually don’t offer standalone value and can dilute authority through excessive duplication.

• Cart and checkout pages (/cart, /checkout, /order-confirmation)

• • • You don’t want these pages indexed—they’re user-specific and not useful in search results.
    • Why? They can expose sensitive information or confuse search engines with irrelevant content.
    • Login and account pages (/login, /account, /register)
    • These serve no SEO purpose and don’t need to be crawled.
    • Why? They don’t target search intent and waste crawl budget.

• Admin and backend pages (/admin, /wp-admin, /dashboard)

• • If your platform allows indexing of backend panels, block them immediately.
  • Why? Security and crawl efficiency.

When done right, it helps focus Google’s attention on the parts of your site that actually matter—like your product and category pages—not login portals, checkout flows, or faceted filter combinations.

XML sitemap

In every project I take on, I make it a priority to ensure the sitemap is dynamic and kept up to date. This means that the XML sitemap should automatically update itself whenever a new URL is created or when one is deleted.

A Shopify site’s XML sitemap

It should reflect all indexable URLs, including new products, categories, and blog content.

On platforms like Shopify and WordPress (with SEO plugins like Rankmath or Yoast installed), you often get an automatically generated sitemap.

That’s a solid start, but it’s not enough to set and forget.

For larger stores, I always recommend checking that blog posts, product detail pages, and category listings are properly segmented in the sitemap so search engines can easily identify the structure of your site.

Properly canonicalized product variant pages

One thing I consistently see mismanaged—especially in stores with high SKU counts—is how product variants are handled.

Most CMSes will create parameterized URLs for color, size, or material by default. Without proper canonical tags in place, search engines might index each variant as a separate page, which can dilute authority and create duplicate content problems.

The fix is simple but critical: ensure all these variants point to the main product URL using canonical tags. I’ve seen clients regain rankings and resolve indexing issues just by correcting these signals.

When Google understands which page is the original, it can confidently display the right version to users.

Site Architecture & Navigation

A solid site architecture is the backbone of any successful e-commerce SEO strategy, and I’ve found that keeping things flat and intuitive is what consistently drives results.

Here’s an example of what an ecommerce site’s structure could look like. Source: Ahrefs

When I work with clients, I focus on creating a structure where every product is only a few clicks away from the homepage. That means no page buried five layers deep, because users—and search engines—lose interest quickly.

Faceted navigation is great for filtering by color, size, or brand, but without care, it can create crawl traps, i.e. duplicate collection pages with parameter URLs. That’s why I make sure category pages link clearly to product pages and that internal links are logical and plentiful.

Breadcrumbs on the product page of Taiwanese activewear brand, Verve

Breadcrumbs are another underused tool I often recommend. Not only do they improve navigation, but they also reinforce the hierarchy of your site to Google, giving it stronger signals to follow.

Schema Markup and Structured Data

If your products don’t have structured data, you’re leaving visibility on the table. Every time

I’ve implemented detailed schema, particularly Product, aggregateRating, and Review, I’ve seen clients earn rich results that immediately boost CTR.

But the impact goes beyond just enhanced listings. LLMs rely heavily on structured context to cite and summarize content, and product markup is your gateway to inclusion.

I always advise clients to go a step further by including product identifiers like GTINs, MPNs, or ISBNs.

These data points help search engines validate your listings and connect them to larger retail graphs, which ultimately strengthens both relevance and trust.

Speed, Mobile UX, and Core Web Vitals

Site speed isn’t just a technical checkbox. It’s a key driver of both search visibility and user satisfaction. Core Web Vitals are Google’s way of measuring whether your site delivers a smooth, fast experience, especially on mobile.

They focus on three specific metrics:

• Largest Contentful Paint (LCP), which measures loading performance;
• Interaction to Next Paint (INP), which measures the latency of all user interactions with the page;
• Cumulative Layout Shift (CLS), which monitors how visually stable the page is while loading

To measure Core Web Vitals, I usually rely on a combination of tools:

• Google Search Console’s (GSC) Experience report: Good starting point
• PageSpeed Insights and Lighthouse: For more hands-on analysis
• GTmetrix: For live testing
• Webpagetest.org: For detailed recommendations breakdowns and simulations of technical fixes

For WordPress users, WP Rocket is my go-to plugin for improving site speed. It automatically enables page caching, minifies CSS and JavaScript, defers JS loading, and even removes unused CSS with a single toggle.

Combined with an image optimization plugin like ShortPixel or Imagify, you can dramatically improve load times without writing a single line of code.

On Shopify, though, these optimizations often require manual intervention in the theme.liquid file. Here are a few key changes I’ve implemented with development teams that made a real difference:

• Defer non-essential JavaScript to prevent it from blocking rendering:

<script src=”{{ ‘custom.js’ | asset_url }}” defer></script>

• Lazy-load images that aren’t immediately in view:

<img src=”{{ ‘product.jpg’ | asset_url }}” loading=”lazy” alt=”Product image”>

• Inline critical CSS and delay non-essential styles using preload:

<link rel=”preload” href=”{{ ‘theme.css’ | asset_url }}” as=”style” onload=”this.onload=null;this.rel=’stylesheet'”>

<noscript><link rel=”stylesheet” href=”{{ ‘theme.css’ | asset_url }}”></noscript>

But here’s the caveat: touching your theme.liquid file comes with real risks.

I’ve seen minor mistakes break product carousels, disable checkout buttons, or wipe out tracking pixels.

Always duplicate your live theme before making changes, test edits in preview mode, and monitor performance using PageSpeed Insights both before and after. Code-level performance work isn’t something to rush, it’s precision work that pays off when done correctly.

SKU Rationalization and URL Hygiene

Over the years, I’ve seen how cluttered inventories and messy URLs can quietly erode a store’s SEO performance.

SKU rationalization is one of those backend practices that seems minor at first glance but makes a big difference in the long run. I always advise clients to audit their SKUs and identify products that can be consolidated or removed.

Redundant listings confuse both users and search engines. Equally important is the structure of your URLs. When a site relies heavily on dynamic strings full of parameters, it becomes harder for search engines to understand what each page is about.

I push for clean, keyword-rich URLs that are both readable and crawlable. It not only improves rankings but also enhances user trust when they see something familiar and straightforward in the address bar.

Handling Out-of-Stock Products

This is a tricky one, and I’ve seen it handled poorly more times than I can count. The wrong move with out-of-stock products can tank your rankings and frustrate users.

If an item is temporarily unavailable, I usually recommend keeping the page live and marking it as out of stock using schema markup. That way, search engines know it still exists and customers are informed without hitting a dead end.

If the product’s never coming back, then it’s time to consider a 301 redirect to a relevant alternative or the main category page.

In some cases, I’ve even helped clients repurpose those pages into helpful content hubs or comparison guides, especially if they had strong backlinks or good engagement metrics.

Abandoning them altogether is rarely the best option if you care about preserving your site’s authority.

On-Page SEO for E-commerce

Keyword Research and Content Creation for Category Pages

When I’m building or refining category pages, the first thing I focus on is aligning keywords with the user’s purchase intent. These are often structured as verb-object-location queries like “buy flowers online Singapore” or “order protein powder Sydney.”

For international brands, localization isn’t optional—it’s essential. I’ve worked with global clients who saw huge performance jumps just by rewriting category content in the local dialect or adapting product language to suit regional preferences.

Tools like Ahrefs, Semrush, and Google’s Keyword Planner are helpful, but what really drives results is pairing that data with how your customers naturally search.

Keyword Research and Content Creation for Blog Pages

One of the most overlooked opportunities in e-commerce blog SEO.

I’ve helped several brands use informational posts not just to drive traffic but to generate sales. It works best when you pair content with conversion-focused modules.

Caption: Gymshark optimizes for conversion rates on their blog posts by directing the reader to product pages through eye-catching product modules

Think about what Gymshark does—every blog includes product showcases or “shop the look” CTAs that bridge the gap between inspiration and purchase. I always advise embedding internal product links and buttons directly into your content flow.

It keeps the reader moving through the funnel instead of bouncing. The goal isn’t just to rank, but to convert.

Crafting SEO-Optimised Product Descriptions

Too many stores just reuse manufacturer descriptions and call it a day. That approach never works.

Google wants original content, and your users need something more compelling than generic specs. I’ve seen the best results when we rewrite descriptions using first-party insights—things like customer FAQs, real-world use cases, and hands-on product knowledge.

Structuring the copy with bullet points, short paragraphs, and a mix of persuasive and informative language makes it digestible and conversion-friendly. You’re not just writing for search engines; you’re also guiding a potential buyer toward a decision.

Metadata Best Practices (Titles, Meta Descriptions, Headers)

When it comes to metadata, precision matters. I usually treat the title tag like an ad headline: keep it under 60 characters, include a primary keyword, and add a clear value prop like “Free Shipping” or “30-Day Returns.”

Metadata on the homepage of our client, Floristique

The meta description is your pitch—aim for around 150 to 160 characters and make it enticing enough to drive clicks. H1s should clearly define the page’s topic, while H2s and H3s break down the content into logical sections.

These tags don’t just help with readability; they give search engines better signals about the structure and relevance of your content.

Internal Linking and UX Design

Internal linking is one of the simplest yet most effective ways to boost SEO and user experience.

Every time I run a site audit, I look for orphaned pages and missed linking opportunities between products, collections, and content. A well-placed link helps Google discover your pages and keeps users engaged longer.

Breadcrumb navigation is a feature I recommend on nearly every store—it improves hierarchy and click-through depth. I also encourage using clearly labeled CTAs and visual cues that guide users from discovery to checkout.

Good UX supports SEO by reducing friction and encouraging deeper engagement.

Image Optimisation and Alt Text

Images often get overlooked, but they play a major role in SEO and site performance. I always advise naming files with descriptive, keyword-rich filenames like “white-running-shoes.jpg” rather than “IMG_1234.jpg.”

Compression is key, too—large images slow down your site, which impacts rankings and user satisfaction. For WordPress sites, you can use plugins like Imagify to compress them.

Alt text is another critical layer. When written properly, it improves accessibility for users with screen readers and gives search engines additional context about what’s on the page. I treat alt text like a mini caption: accurate, relevant, and naturally phrased.

This can also increase the odds of your product images showing up on Google Images. That alone has the potential to drive organic traffic to your site.

Off-Page SEO for E-commerce

Google Merchant Center (GMC) Optimization

I’ve worked with clients who underestimated the power of Google Merchant Center, thinking it was only useful for paid ads. That’s a huge oversight.

When your product data is accurate, rich with identifiers like GTINs, and regularly updated, you position your brand as one that Google can trust. And trust leads to visibility.

GMC optimization increases the odds of your products popping up on product grids on organic results. Source: brodieclark.com

Over time, that recognition compounds across Google’s surfaces, from Shopping results to product grids and free listings.

Here are a few best practices I always follow when optimizing GMC feeds:

• Ensure product titles and descriptions are keyword-optimized while still being clear and human-readable. Use the same language your customers are typing into search.
• Include unique product identifiers like GTIN, MPN, and brand wherever possible. This improves eligibility for rich features and helps Google match your products to broader catalogs.
• Keep your product feed updated daily, especially for inventory changes, pricing updates, and availability. Google rewards freshness.
• Use high-quality product images with a clean background and no promotional overlays. These are more likely to be featured in organic product carousels.
• Map product categories accurately using Google’s taxonomy. The more precise your categorization, the more relevant your visibility.

Link Building Through Digital PR and Outreach

I’ve always believed that backlinks shouldn’t just be about SEO. Rather, they should reflect real-world reputation. That’s why I focus on digital PR strategies that build authority, not just page rank.

Earning links through interviews, features in relevant publications, and thought leadership pieces works far better than spamming directories.

Influencer collaborations and guest posts also add value when they’re authentic and aligned with the brand’s voice. I’ve helped clients pitch stories that earned coverage in both niche blogs and high-authority outlets, and it’s one of the most effective ways to show Google (and customers) that your brand is trusted in the space.

Local SEO and Free Local Listings

For stores with physical locations, local SEO is no longer optional—it’s a fundamental part of your visibility strategy. Google’s free local listings now show up across Search and Maps, often ahead of traditional organic results.

I always start by making sure the Google Business Profile is fully built out with accurate NAP details, categories, and product highlights. But that’s just the beginning. What really moves the needle is optimizing your listings for intent.

If someone searches for “bike repair near me” or “organic skincare store Singapore,” and your listing shows up with reviews, hours, and photos? That’s instant credibility.

I’ve seen local stores drive serious foot traffic and online conversions just from getting their listings in order and keeping them active with updates and local offers.

Customer Reviews and UGC (User Generated Content)

Reviews aren’t just social proof—they’re SEO fuel. I make it a priority to implement structured data so those star ratings appear directly in search results. It’s a small visual change that can dramatically increase CTR.

American lifestyle clothing brand, YoungLA, includes UGC at the bottom of their collection pages

What’s even more powerful is the freshness factor. Google values up-to-date content, and new reviews are exactly that.

I encourage clients to consistently collect feedback and display it directly on their product pages.

When combined with user-generated content like customer photos or testimonials, it creates a more dynamic and trustworthy shopping experience. In almost every campaign I’ve led, UGC has helped turn static product pages into assets that both search engines and shoppers respond to.

Ready to Take Your E-commerce SEO to the Next Level?

If there’s one thing I’ve seen across every e-commerce project I’ve worked on, it’s that strong SEO consistently outperforms short-term tactics when it comes to driving sustainable results.

In this guide, we explored how AI is reshaping search behavior, why technical foundations like Core Web Vitals and structured data are essential, and how on-page strategies—from keyword-rich product pages to clean internal linking—can make or break your visibility.

We also looked at off-page elements like Google Merchant Center, reviews, and local SEO that help reinforce trust and authority. It’s a lot to manage, but the upside is huge when done right.

If you want a partner who understands how to bring all these moving parts together, First Page Digital Singapore is a solid place to start. Reach out to us today!

A well-optimized store doesn’t just attract traffic—it turns that traffic into real business.

FAQs about E-commerce SEO

1. What are the best tools for ecommerce SEO?

I always recommend a core stack that covers technical audits, keyword research, and content optimization. Ahrefs, Semrush, and Google Search Console are my go-to tools. For structured data and on-page SEO, Yoast or RankMath work great on WordPress. Shopify users can benefit from apps like Plug in SEO and JSON-LD for SEO. Screaming Frog is essential for crawling large inventories, and PageSpeed Insights helps monitor Core Web Vitals.

2. How many CMSes are built for ecommerce SEO?

Most modern e-commerce CMSes now offer decent SEO capabilities out of the box. Shopify, WooCommerce, BigCommerce, Adobe Commerce (formerly Magento), and even headless solutions like Sanity or Contentful (when paired with frontend frameworks) support strong SEO foundations. The key is knowing how to configure them properly—many features exist, but they need to be used intentionally.

3. Which CMS is best for ecommerce SEO?

There’s no one-size-fits-all answer, but Shopify and WooCommerce consistently perform well for SEO when set up correctly. Shopify is great for speed, clean URL structures, and simplicity. WooCommerce gives you more flexibility and control if you know your way around WordPress. For enterprise-level stores, BigCommerce or a headless setup with a custom frontend can give you the performance edge you need.