E-commerce Website positioning is about understanding how individuals seek for what you promote, then creating and optimizing pages to rank for these phrases.

That will sound straightforward sufficient, however avoiding technical points alongside the best way is a problem. 

This information teaches you navigate the e-commerce Website positioning minefield to drive extra free site visitors to your on-line retailer.

Technical Website positioning could seem essentially the most daunting place to begin, however it’s essential for e-commerce websites. That’s primarily due to points referring to faceted navigation, however there are additionally a number of issues to remember. Let’s undergo them.


HTTPS is a safe protocol for transferring information between web sites and guests. It prevents hackers from stealing delicate data that guests generally share with on-line shops, similar to their identify, tackle, and bank card particulars.

It’s additionally been a minor Google rating issue since 2014.

You’ll know in case your retailer makes use of HTTPS as a result of it’ll have a “lock” icon within the tackle bar:

Example of an HTTPS site

Hottest e-commerce platforms use HTTPS out of the field, so it shouldn’t be a priority for most individuals. However whether it is, make certain to repair it.

Be taught extra: What Is HTTPS? All the things You Have to Know

Web site construction

Web site construction is how your web site’s pages are organized and interlinked. 

Most e-commerce shops set up their pages roughly like this: 

How to structure e-commerce sites

Listed here are two causes this construction makes sense:

  1. It’s straightforward to navigate Guests can discover what they’re on the lookout for in just some clicks.
  2. It helps Google discover your pages – Google can “observe” inside hyperlinks from web page to web page.

Generally, it’s straightforward sufficient to create your predominant class pages. Simply make them the primary belongings you promote. 

For instance, when you promote audio tools, they might be headphones, audio system, and turntables

Your subcategory pages are the place you’ll be able to goal key phrases persons are trying to find, similar to “wired headphones” and “wi-fi headphones.” You’ll learn to discover these key phrases within the subsequent chapter. 

Be taught extra: Web site Construction: The right way to Construct Your Website positioning Basis

Faceted navigation

Faceted navigation permits guests to filter the merchandise on class and subcategory pages. 

Right here’s what it seems to be like: 

Faceted navigation example

Regardless of its usefulness for guests, it could trigger critical Website positioning points as a result of filter mixtures typically create new parameterized URLs.

For instance, when you filter for pink Sony wired headphones, it could create a URL like this:


Even when you solely have a handful of filters, there may be 1000’s of mixtures. Meaning 1000’s of recent URLs that Google can find yourself crawling and doubtlessly indexing.

That isn’t good as a result of it can: 

  1. Weaken vital pages’ capability to rank Filter mixtures can typically result in the creation of a number of URLs with the identical content material. Except Google realizes this (which doesn’t at all times occur), rating alerts will get cut up between the duplicate pages.
  2. Forestall Google from crawling vital pages Google will solely commit finite assets to crawling your website. If it has to crawl a load of junk, it could not have the assets to crawl all vital pages. 

There are numerous options to those points. For newbies and intermediates, the most suitable choice is normally to canonicalize faceted URLs to their grasp class or subcategory.

Some e-commerce Website positioning platforms do that out of the field. Verify if that is so on your website by putting in Ahrefs’ Website positioning Toolbar, visiting a number of faceted URLs, and checking the “Indexability” tab. If the canonical URL is non-faceted, likelihood is this isn’t a difficulty in your website.

Checking Indexability issues with Ahrefs' SEO Toolbar

Be taught extra: Faceted Navigation: Definition, Examples & Website positioning Finest Practices

Chapter 2. Key phrase analysis

Key phrase analysis helps you perceive how individuals seek for what you promote. You should utilize this information to create subcategories and product pages that cater to look demand. Let’s have a look at do this.

Discovering subcategory key phrases

Subcategory pages present the forms of merchandise you promote in a class. 

For instance, a headphones class could have subcategories like wired and wi-fi.

You in all probability already know some subcategories that make sense on your retailer. However as individuals search in some ways, it’s helpful for Website positioning to create subcategories that align with these phrases.

Right here’s discover concepts for subcategories in Ahrefs’ Key phrases Explorer:

  1. Enter a number of broad key phrases associated to your class
  2. Go to the Matching phrases report
  3. Search for the forms of belongings you promote

Listed here are a number of concepts for headphones subcategories: 

Subcategory ideas for a headphones e-commerce store

Word that this isn’t all about search volumes. You need to use frequent sense and select phrases that make sense as subcategories. 

For instance, “audio technica open ear headphones” gained’t be an appropriate subcategory as a result of it’s too particular. The identical is true for “bone conduction headphones” until you promote greater than a few pairs.

Right here’s a fast cheat sheet for selecting subcategories for Website positioning:

How to choose e-commerce subcategories for SEO


Typically talking, you shouldn’t select greater than a handful of subcategories. It makes your navigation messy and convoluted. Three to 10 is sufficient for many shops.

Repeat the method for different classes.

Discovering product web page key phrases

Product key phrase analysis isn’t actually a factor when you promote branded merchandise, as individuals will seek for the merchandise themselves. 

For instance, there are an estimated 857K month-to-month searches within the U.S. for “airpods professional”:

Estimated U.S. monthly search volume for "airpods pro"

For those who promote these headphones, your product web page already targets that key phrase.

Nonetheless, when you’re promoting unbranded merchandise or merchandise from unknown names, you might need to discover and goal extra descriptive phrases that folks seek for.

For instance, let’s say you promote a pair of cat ear headphones. Except persons are particularly trying to find the model or mannequin, it could be higher to focus on a related key phrase that folks really seek for, similar to “cat ear headphones.”

Estimated U.S. monthly search volume for "cat ear headphones"


Preserve search intent in thoughts when doing this. If the highest search outcomes for a key phrase are all e-commerce class pages, this may increasingly point out that searchers need alternative. By which case, it could be higher to focus on the key phrase with a subcategory web page or faceted URL (extra on these later). 

On-page Website positioning is the method of optimizing the content material in your web page. It consists of optimizations to the content material you see and code underneath the hood. Let’s undergo a number of concerns and optimizations for e-commerce websites.

Title tags, meta descriptions, and H1s

Most e-commerce shops use templates for his or her title tags and meta descriptions.

Right here’s an instance:

Example of templated title tags and meta descriptions

Utilizing a templated strategy is smart as a result of writing distinctive copy for 1000’s of product and class pages is no person’s concept of enjoyable. Sadly, it could result in stale, duplicate copy that doesn’t entice clicks.

You may resolve this with a hybrid strategy the place you employ templates for many pages however distinctive ones for these with essentially the most search site visitors.

Right here’s discover pages with essentially the most search site visitors in Google Search Console (GSC):

  1. Go to the Search outcomes report
  2. Choose the “Pages” tab
How to find top pages in Google Search Console

For those who don’t use GSC, you may get a free estimate in Ahrefs’ Web site Audit with an Ahrefs Webmaster Instruments account.

  1. Choose your venture in Web site Audit
  2. Go to the Web page Explorer
  3. Filter for Inside pages
  4. Kind by natural site visitors from highest to lowest
How to find top pages in Ahrefs' Site Audit

For H1s, it’s easy—simply use the class or product identify. 

Example H1 on e-commerce category page


URLs ought to be as easy and clear as doable. 

Right here’s a easy template that works for class and subcategory pages:


For instance, listed below are a number of classes and subcategories for our audio retailer that observe this template:


Issues are a bit of extra difficult in relation to merchandise as a result of the plain construction might be this: 


Nonetheless, as merchandise typically fall into a number of classes, this could result in duplicate content material. In different phrases, the identical product being accessible at numerous URLs. 

For instance, AirPods are each wi-fi and in-ear headphones, in order that they’ll find yourself with two URLs:


You may resolve this downside by utilizing this template for product URLs:


Be taught extra: The right way to Create Website positioning-Pleasant URLs

Product and class descriptions

Product and class pages typically have little to no content material. That isn’t essentially unhealthy, however including distinctive descriptions may help Google and guests higher perceive the web page.

Listed here are a number of suggestions for doing this:

  • Preserve them quick and candy
  • Be certain they’re descriptive and useful
  • Point out long-tail key phrases

To seek out long-tail variations and synonyms, plug a competing product or class web page on your predominant goal key phrase into Ahrefs’ Web site Explorer and test the highest 10 rankings within the Natural key phrases report. 

Long-tail keywords for "wireless headphones"

For instance, listed below are a number of notable key phrases one of many top-ranking pages for “wi-fi headphones” additionally ranks for:

  • bluetooth headphones
  • wi-fi earphones
  • bluetooth earbuds 

It will likely be straightforward and pure to say these phrases within the web page’s description. 

Hyperlink constructing for e-commerce shops is difficult as a result of there’s normally no worth for another person to hyperlink to a product or class web page. Nonetheless, there are a number of tried and examined strategies. You too can use different strategies to get hyperlinks to your homepage. Let’s go over a number of ways. 

Product suggestions method

In case you have merchandise that solely you promote, the product suggestions method may help you get featured on lists of one of the best merchandise in that class. 

Right here’s the method:

  1. Discover well-liked lists of one of the best merchandise
  2. Provide the writer your product in return for suggestions
  3. Ask them to think about together with it on their listing (in the event that they just like the product)

Given that almost all authors will hyperlink to the merchandise they characteristic, it is a easy solution to construct hyperlinks on to product pages.

To seek out lists of one of the best merchandise that don’t point out yours, search Google for greatest [product category] -brandname.

Searching Google for product listicles that exclude a particular brand

Alternatively, run an “In title” search in Ahrefs’ Content material Explorer for a similar factor and filter for pages with site visitors to search out well-liked lists.

Searching Ahrefs' Content Explorer for popular product listicles

For instance, right here’s a listing of one of the best good audio system that don’t point out any Sonos audio system:

Example product listicle

If Sonos needed to construct extra hyperlinks to one among its good speaker product pages, it might supply to ship the product to the writer free of charge in return for suggestions. If the writer loves it, Sonos can ask the writer in the event that they’ll think about that includes it of their submit.


By no means explicitly supply to ship authors your product in trade for a hyperlink. It might result in a penalty as a result of Google sees “exchanging items or companies for hyperlinks” as a hyperlink scheme. 

Unlinked mentions in evaluations

Unlinked mentions are on-line mentions of your merchandise or model with out a hyperlink to your website. 

They will occur for every kind of causes. Nonetheless, they’re typically tough to show into hyperlinks as a result of there’s hardly ever an apparent or compelling pitch angle. 

For instance, right here’s an unlinked point out for Audio-Technica:

Unlinked mention for Audio-Technica

Sadly, on this case, there’s no compelling pitch angle. That’s as a result of the unlinked point out is in an article a couple of band promoting gear to fund music training and there aren’t any hyperlinks to different talked about manufacturers. 

Nonetheless, if somebody evaluations your product and doesn’t hyperlink to you, asking them to hyperlink to the official product web page so readers can study extra concerning the product is a logical and a minimum of considerably compelling angle. 

Right here’s discover product evaluations with unlinked mentions utilizing Content material Explorer:

  1. Enter “your model identify” + assessment
  2. Change the search mode to “In title”
  3. Paste your area into the “Spotlight unlinked” filter
  4. Click on export, test the “Solely pages with highlighted domains” field, and export the outcomes

The ensuing CSV file will listing product evaluations that don’t hyperlink to your website. 

Exported unlinked mentions from Ahrefs' Content Explorer

Even when just a few reviewers add the hyperlink, that’s a number of straightforward hyperlinks to product pages. 


HARO (Assist a Reporter Out) is a service that connects journalists and bloggers with sources. 

For those who join as a supply (free), HARO sends you every day emails with requests like this: 

Example HARO request

On this case, the blogger needs suggestions for one of the best workplace headphones.

If we plug their web site (Welp Journal) into Web site Explorer, we see that it’s a DR 59 website with loads of natural site visitors. So it’s actually value pursuing the hyperlink.

Domain Rating (DR) for Welp Magazine, via Ahrefs' Site Explorer

Even higher, we all know the blogger will hyperlink to these they characteristic as a result of their request says this: 

Example requirements for HARO request

Lengthy story quick, we might in all probability get a hyperlink from this website by sending our suggestion to the blogger together with the opposite particulars they need. 

Chapter 5. Superior e-commerce Website positioning suggestions

All the things above will get you off on the precise foot with e-commerce Website positioning. However there are different issues you are able to do to draw much more search site visitors and gross sales. Let’s undergo a few of them.

Index faceted URLs with search demand

Folks seek for merchandise in some ways, so that you in all probability got here throughout phrases throughout key phrase analysis that didn’t make sense for subcategories. However if in case you have faceted navigation in your retailer, you seemingly have already got parameterized URLs concentrating on many of those phrases.

For instance, there are an estimated 200 month-to-month searches for “jabra over ear headphones” within the U.S.:

Estimated U.S. monthly search volume for "jabra over ear headphones"

For those who promote these merchandise and let guests filter for them utilizing faceted navigation, they’ll in all probability find yourself at a URL like this:


Since most e-commerce shops canonicalize faceted URLs to a grasp class or subcategory, this URL in all probability isn’t indexable. Nonetheless, you’ll be able to repair that by altering the canonical to a self-referencing one.

For those who do that for all faceted URLs with search demand, you typically entice extra search site visitors with out creating any new content material.

Right here’s a cheat sheet from Aleyda Solis that can assist you determine which of them to index:

How to choose which faceted URLs to index


Some e-commerce platforms make selectively indexing faceted URLs simpler than others. For those who’re planning to do that and lack technical experience, we extremely advocate hiring a educated Website positioning and developer to assist.


For those who discover individuals trying to find product attributes you don’t presently have filters for, think about including them.

For instance, there are a lot of searches for headphones suitable with numerous units:

Examples of popular product attributes

You may simply add a “Appropriate with” set of filters and index related faceted URLs to draw search site visitors from these phrases. 

Create product-led content material for search

Product-led content material helps readers resolve their issues utilizing merchandise you promote. Creating this content material round key phrases persons are trying to find can entice extra potential clients from natural search.

For instance, this weblog submit about fixing headphones that solely work in a single ear will get an estimated 12.8K month-to-month search visits:

Estimated monthly organic traffic to a post about fixing headphones that only work in one ear

It explains repair frequent points earlier than recommending new, sturdy headphones for readers who didn’t handle to get issues working.

Recommendations for new headphones in a post about fixing headphones

On this case, the location recommends merchandise on Amazon. However there’s no cause you’ll be able to’t advocate and hyperlink to your product pages in these articles.

To get began, you’ll have to do a bit extra key phrase analysis to search out what individuals seek for. 

Right here’s the method:

  1. Enter a number of merchandise you promote into Key phrases Explorer
  2. Go to the Matching phrases report
  3. Toggle the “Questions” tab
Questions people are asking about headphones

Search for key phrases referring to issues that your merchandise assist to resolve.

For instance, key phrases like “ clear headphones” don’t work as a result of the searcher isn’t available in the market for brand spanking new headphones. However key phrases like “ repair damaged headphones” may work as a result of most headphones aren’t simply fixable—so a brand new pair could be one of the best answer. 

Be taught extra: Product-Led Content material: What It Is, Why Use It, and The right way to Get Began 

Add schema markup to product pages

Schema markup is code that helps search engines like google and yahoo higher perceive and showcase your pages within the search outcomes. Including it to product pages may help them win wealthy snippets like this: 

Rich snippets example

Right here’s what the schema markup may appear to be for a web page promoting AirPods Professional:

<script kind="software/ld+json">
  "@context": "https://schema.org/", 
  "@kind": "Product", 
  "identify": "AirPods Professional",
  "picture": "",
  "model": {
    "@kind": "Model",
    "identify": "Apple"
  "gives": {
    "@kind": "Provide",
    "url": "",
    "priceCurrency": "USD",
    "value": "249",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition"
  "aggregateRating": {
    "@kind": "AggregateRating",
    "ratingValue": "4.9"

It tells Google the product’s identify, model, value, assessment ranking, and if it’s in inventory.

There are many free schema markup mills like this one, so that you don’t have to put in writing the code by hand. Some e-commerce platforms even have the choice so as to add schema markup constructed in. 

Be taught extra: What Is Schema Markup? The right way to Use It for Website positioning

Carry on high of technical points

A strong technical basis helps you keep away from frequent points that usually plague e-commerce shops. However technical Website positioning isn’t a one-time factor. New issues will come up over time.

That’s why monitoring your technical Website positioning well being and fixing points as they pop up are important.

Utilizing Web site Audit with an Ahrefs Webmaster Instruments account, you are able to do this free of charge. It screens for 100+ frequent Website positioning points, together with these you typically see on e-commerce websites like duplicate content material, canonicalization points, and orphan pages.

Duplicate content issues in Ahrefs' Site Audit

You may schedule every day, weekly, or month-to-month crawls to remain on high of points.

Continue learning

E-commerce Website positioning is much from easy. Getting the fundamentals proper is straightforward sufficient, however catering to look demand whereas avoiding frequent technical points is commonly extra difficult than you might suppose. 

Listed here are a number of useful assets to study extra about these points:

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