Here at Groove, we often get a lot of questions regarding the complexities of ecommerce organic Search Engine Optimization (SEO) marketing. I'm providing you with 9 tips for on-page and technical optimization that we focus on when working with our clients.

Top 9 eCommerce Organic Search Optimization Focus Areas

Organic SEO marketing tips

  1. Canonicalization

    It's worthing looking this one up if you aren’t familiar with it. When you have pages that have more than one URL (e.g. your home page), you want to make sure that the page you have chosen is the page that gets shown regardless of which URL is used.

  2. Site Speed

    Site speed is a critical ranking factor for the Google algorithm. Make sure that you are reporting site speeds in the 100-200s of Milliseconds.

  3. Mobile Optimization

    This is yet another critical ranking factor with Google. If your site is not optimized for mobile, this can negatively affect your search rank. And it’s no wonder, as the average adult now spends 51% of their media time on mobile.

  4. Site Errors

    Continually look into your Webmaster tools to keep site errors minimal. Site errors may include broken links, 404 pages that are not being indexed, or errors in sitemap file, to name a few.

  5. Customer Reviews

    It’s very important that you provide a way for customers to review your products. There are a number of easy to install review apps or extensions depending on your choice of ecommerce platform. For instance, if you’re using Bigcommerce Enterprise, you have access to hundreds of apps in their app store. Here’s a list of apps to get you started. Also, be sure to utilize language so that your product reviews and stars show up on search engine results pages.

  6. Use Markup to Enable Rich Snippets

    As an e-tailer, you can give search engines detailed product information to display - such as price, availability, and review ratings - right on the search page. This level of detail is proven to attract clicks and, ultimately, visitors to your page.

  7. Breadcrumbs

    Using breadcrumbs is a simple method that allows both users and Google to understand specific parent-child relationships when it comes to products and product categories.

  8. Content

    This is a huge category (and a separate article all together), but I want to specifically focus on two main areas:

    1. Product descriptions are often a big challenge for e-tailers who sell products from manufacturers who also have an ecommerce presence. In order to separate yourself from competitors, focus on the psychology behind the product. Why would someone purchase this particular product? Give more than the generic details the manufacturer offers.
      Check out this description for a makeup palette from our client Lime Crime:

      In a sea of nude palettes, VENUS emerges with 8 game-changing, unconventional neutrals and rusty-reds. Full-sized, recklessly pigmented eyeshadows mesh flawlessly for a nu-grunge look with a soft, painterly finish. Beautiful mirrored box with kitschy artwork makes this palette the ultimate collectible artifact.

      Lime Crime product description

    2. From a content perspective, treat Category Pages as individual Homepages. This will allow for a broader sense of content, slightly broader terms, and a centralized focus for similar products.
  9. Site Search

    While not a specific SEO tactic, you should use site search to understand what people are looking for and how they search for your products. Keywords with high internal search volume should be placed into H1 & H2s as well as body copy and meta descriptions. This will help with your keyword focus and product placement within Search Engine Results Pages (SERPs).


You will build a solid SEO foundation by following these tips for 9 key focus areas. If you're looking to re-platform to a new ecommerce platform, or if you’d like to discuss areas for optimization for your site, Groove is happy to schedule a site assessment or SEO Audit & Analysis. Contact us today!

Eric Jones
Chief Customer Officer

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