The ultimate ecommerce SEO checklist

Creating a solid SEO strategy for your online store can feel overwhelming due to the many factors involved. To simplify things, here’s an easy-to-follow ecommerce SEO checklist designed to help you improve your site’s search engine rankings, increase traffic, and drive conversions.

Below, you’ll find 22 actionable tips to select effective keywords, optimize content, build backlinks, and refine the technical aspects of SEO for better site performance. Let’s get started!

Your Comprehensive Ecommerce SEO Checklist

Ecommerce SEO includes multiple steps—ranging from keyword research to content optimization and technical improvements. Though it requires dedication and time, a well-implemented SEO plan can increase your site’s visibility, traffic, and sales.

We’ve organized this checklist into four core areas:

1. On-page SEO
2. Off-page SEO
3. Technical SEO
4. Content strategy

Let’s explore each area and how it can enhance your marketing efforts.

On-Page SEO Checklist

On-page SEO, also known as on-site SEO, involves optimizing elements on your website—like page content, URLs, and internal links—to make it more attractive to both search engines and users. A well-executed on-page SEO strategy can improve rankings and enhance the user experience.

Here are seven essential on-page SEO practices for ecommerce sites:

1. Keyword Research Identifying relevant keywords is a foundational part of SEO. Start by analyzing keywords people use to search for products or information related to your business. Use Google’s Autocomplete feature or tools like Semrush’s Keyword Magic Tool to find keyword ideas. For instance, if you sell walking shoes, type “walking shoes” into the tool to discover terms like “walking shoes for men” and “best shoes for walking on concrete.”

Balance short-tail, medium-tail, and long-tail keywords across your site to reach different audiences and improve your rankings.

1. H1 Tags Each page should have a single, descriptive H1 tag that includes your target keyword. This tag acts as the main headline for both users and search engines. For example, if your keyword is “best walking shoes,” your H1 tag could read <h1>Best Walking Shoes for Every Season</h1>.

1. Title Tags Title tags, or meta titles, are visible in search results and inform search engines about the page’s content. Ideally, your H1 tag and title tag should be similar, though you may tweak the title tag to include your brand. Aim for 50–60 characters, and place your main keyword near the beginning.

1. Meta Descriptions A meta description summarizes your page content for search engines and users. Keep it under 160 characters, include your main keyword, and make it unique for each page. Tools like Semrush’s Site Audit can help you spot missing or duplicate meta descriptions.

1. Page URLs Structure your URLs to be descriptive and easy to read. For example, instead of a URL like “https://yourstore.com/product123,” use “https://yourstore.com/best-walking-shoes.” Keep URLs concise, avoid special characters, and separate words with hyphens.
2. Breadcrumb Navigation Breadcrumbs display a user’s navigation path, improving site structure and helping users backtrack easily. This feature also aids search engines in understanding your site’s hierarchy, which can improve SEO.

1. Image SEO Optimize your images by using descriptive file names, including relevant keywords in alt text, and choosing the correct file format (JPEG for photos, PNG for graphics). This not only enhances your SEO but also improves loading speed.

Off-Page SEO Checklist

Off-page SEO focuses on external activities, like social media and link-building, that can boost your site’s reputation and search rankings. Here are four off-page SEO best practices:

1. Backlinks from High-Quality Sources Gain backlinks from reputable websites to enhance your site’s authority. Use tools like Semrush’s Link Building Tool to find potential sources and track your backlink progress.
2. List Your Site in Business Directories Adding your site to business directories (like Google Business, Better Business Bureau, and Yelp) can improve visibility and provide additional backlinks.
3. Establish a Social Media Presence Set up professional social media profiles on platforms that align with your audience. Social media won’t directly impact rankings, but a strong presence can drive traffic and encourage backlinks.
4. Build Partnerships Collaborate with industry influencers, bloggers, and complementary brands to increase your reach. Platforms like HARO (Help a Reporter Out) connect you with journalists and bloggers looking for expert sources, potentially earning you valuable mentions and backlinks.

Technical SEO Checklist

Technical SEO improves site infrastructure to make it easier for search engines to crawl and index your site. Here are seven essential tasks:

1. Hreflang Tags for Multilingual Sites Use hreflang tags to specify a page’s language and region, ensuring the right audience sees the right content.
2. Page Load Speed Faster-loading pages enhance the user experience and improve rankings. Optimize media files, reduce HTTP requests, and consider a Content Delivery Network (CDN) to improve speed.
3. Create a Robots.txt File Use this file to instruct search engines on which pages to crawl, enhancing site efficiency and directing bots to important content.
4. Submit Your Sitemap to Google Search Console A sitemap helps search engines understand your site structure. Submitting it to Google Search Console ensures quick and thorough indexing of all important pages.
5. Install an SSL Certificate An SSL certificate encrypts your site, providing a secure browsing experience and a slight boost in rankings. Many hosting providers offer SSL certificates, or you can use free tools like Let’s Encrypt.
6. Optimize Site Structure Use a hierarchical structure (e.g., homepage > categories > products) and create internal links to make navigation easier for both users and search engines.
7. Make Your Site Mobile-Friendly With most traffic coming from mobile devices, a responsive design is essential. Use mobile-friendly themes and remove elements that might slow down the mobile experience.

Content Strategy Checklist

Creating high-quality, valuable content is key to drawing in organic traffic and converting visitors into customers. Here are four tips to develop an effective content strategy:

1. Write for People, Not Just Search Engines Avoid keyword stuffing and focus on producing relevant, readable content that provides real value to users. Consider their needs, language, and interests to create compelling content.
2. Check for Duplicate Content Duplicate content can harm rankings. Use a tool like Semrush’s Site Audit to identify duplicate pages, and either rewrite the content or add a canonical tag to direct search engines to the primary page.
3. Organize Content Using Topic Clusters Structure related content around pillar pages to establish your expertise and create a logical navigation system for users. For example, a pillar page on “Walking Shoes” could link to more detailed posts about different types of shoes, maintenance tips, and FAQs.
4. Map Your Keywords Assign specific keywords to individual pages, preventing keyword overlap and improving relevancy. Organize keywords in clusters, and use tools like Excel or keyword mapping templates to keep track of them.

Follow This SEO Checklist to Boost Your Ecommerce Store

Implementing a strong SEO strategy requires continuous effort and refinement. This checklist will guide you through optimizing each part of your website to increase visibility and reach your target audience more effectively. Keep building high-quality content, monitoring your backlinks, and staying updated with SEO trends to ensure lasting growth for your ecommerce business.