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How eCommerce Stores Can Drive Organic Traffic

by | Nov 9, 2021 | Search Engine Optimization, Website Management

If you have a business with an online e-commerce store, you know how tough it can be to get organic traffic to your website. There are so many other websites competing for the same audiences’ attention and search engine rankings that sometimes you feel like all your efforts are going in vain. But there are ways you can make sure that your business is not only visible online but leaves a lasting impression on potential customers.

Here are a few tips on how to get organic traffic to your e-commerce website:

Know Your Customers

Whether you’ve been in business for years or are only launching your website, you must know who your customer is. Your target market should be identified before even starting to think about SEO because it will help guide your decisions in terms of products and services offered. If your product appeals to a broad audience, you can target two main keywords that combine to form a phrase for your site. However, if your product is more specific, you may need to optimize on a single keyword. It will allow you to connect with customers searching for what you offer while not wasting time and resources focusing on irrelevant queries that won’t bring in traffic or sales.

Optimize Your Site Structure

The next step to boost organic traffic to your e-commerce website is optimizing your site around relevant keywords.

Websites that use unique and relevant content rank higher than those that do not so make sure you optimize each page of your site for the chosen phrase or keywords. Be sure to keep related sentences close together on a single webpage and put your most important keywords at the beginning of a page’s heading.

It is also critical for the success of any e-commerce store that product pages are also properly optimized. It is not enough to copy and paste the product descriptions from the manufacturers. You must spend time writing product descriptions for each product that is informative, scannable, and consistent across the products. Some of how you can improve your product descriptions include:

  • Make use of bullet lists so that the content is scannable
  • Stay true to your branding
  • Minimize the use of jargon

Avoid content cannibalization

Content or keyword cannibalization can be a huge problem for e-commerce websites. It can drive your rankings down quite rapidly. Content cannibalization occurs when you have far too many keywords that are very similar throughout your website. Having an e-commerce website offering hundreds of similar products can lead to this problem.

However, you can use canonical tags or a 301 redirect to help the search engine bots recognize similar pages and not penalize your site for content cannibalization.

Add Meta Tags

To make sure that search engines see your site, add meta tags to each web page in your e-commerce store. These are short pieces of HTML code that allow you to include certain details about a webpage without affecting its appearance in browsers.

Relevant meta tags can indicate to the search engines whether a particular page should be indexed. The tags also add additional information about the page that can help you SEO your e-commerce website.

Well-designed meta tags also offer additional information to the end-users earning valuable clicks and improving the click-through rate (CTR).

Be Mobile-Friendly

Since more customers are converting to mobile devices for shopping, your site must be easy to access via cell phone. According to recent data, almost 57% of people accessing the internet use their mobile devices. Having a responsive website means you don’t have to go through the trouble of optimizing each page for different screen sizes.

The shopping experience is one of the key aspects of an e-commerce store, and having an optimized website can add value to it. It can also help boost organic traffic to your e-commerce website.

Know Your Competitors

As the saying goes, it is always good to know your competition. Track your competitors’ SEO to find out which keywords bring them the most traffic, and then use these same phrases to optimize your website. You may not receive a direct benefit from ranking for specific keywords, but you can still take advantage of the increased organic traffic from having a presence in search results.

Build Backlinks

Think of backlinks as endorsements from other websites that help you rank higher in search engines for certain keywords. The more quality websites are linking to your website, the better it will rank on search engines. To build these links, create compelling content, generate referrals through email campaigns, and offer high-quality products at affordable prices. You can also try building backlinks through social media or trade links with similar websites.

Add sitemap.xml to Google search console.

While most e-commerce platforms will generate a sitemap.xml for you, it is still important to add it to the Google search console. Any website must ensure that all the different pages are indexed properly, and Google bots can crawl through them all.

Improve security

Google has recently declared that strong HTTPS encryption is a ranking factor for websites indexed by the search engine. As an e-commerce store, you are constantly collecting your customers’ personal and confidential information, and all such information must be properly encrypted.

Google likes if you have strong encryption and will reward you by promoting your rankings. So, having your website encrypted is not only a good idea business-wise; it can score you a better ranking in the search results as well.


Generating organic traffic to almost any website is not an easy job. It can be even more challenging for an eCommerce website. However, implementing the tips mentioned above can certainly help you in your journey to the top of Google’s results page.

One of the most important things to remember with SEO is that it won’t happen in a day; it will take time to grow organically. It might take several months to see the impact of these tips, but if you are patient, diligent, and attentive, there is no reason you can’t reach there!

Generate eCommerce Traffic with a Solid Strategy


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Words, words, words... What's a marketer to do?

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