Getting traffic from Google is the most cost-effective way to grow an ecommerce store. Unlike paid ads, SEO traffic compounds — the work you do today keeps paying off months and years from now.
Most store owners get it wrong from the start. Here's the foundation you actually need.
68%
of all online experiences begin with a search engine. Most of that traffic goes to the first page — and most stores never get there.
1. Target the Right Keywords
The mistake most stores make: optimising for their brand name or overly broad terms ("shoes", "skincare"). Target buyer-intent keywords instead — phrases people search when they're ready to buy.
Examples of buyer-intent keywords:
- "best running shoes for flat feet under $100"
- "vegan moisturiser for sensitive skin"
- "handmade leather wallet mens gift"
These have lower search volume than broad terms but convert dramatically better because the searcher already knows what they want.
Pro tip
Start with Google's autocomplete — it's free and shows exactly what real shoppers are typing. Type your product category into Google and see what it suggests before spending on any keyword tool.
Free tools to find them:
- Google Keyword Planner — free with a Google account
- Ubersuggest — 3 free searches per day
- Google's autocomplete — just start typing in Google and see what it suggests
2. Optimise Your Product Pages
Each product page is an opportunity to rank. For every product:
- Title tag: Include the primary keyword. Keep it under 60 characters.
- Meta description: Write a compelling 155-character summary that includes the keyword. This shows in search results.
- Product description: Write at least 300 words. Describe the product, its benefits, who it's for, and how to use it. Avoid copying manufacturer descriptions — Google penalises duplicate content.
- Image alt text: Describe what's in the photo. "blue-leather-crossbody-bag-womens.jpg" beats "IMG_4823.jpg".
3. Fix Your Site Structure
Google needs to be able to crawl your store easily. Common problems:
- Products buried 4+ clicks deep from the homepage
- No internal linking between related products
- Category pages with no descriptive text
Fix: Make sure every product is reachable within 3 clicks from your homepage. Add a "You might also like" section to product pages. Write at least one paragraph of descriptive text on each category page.
Watch out
Category pages with no descriptive text are one of the most common SEO mistakes on ecommerce stores. Google has nothing to rank them for — and they end up invisible even when the products are good.
4. Get Your Technical SEO Right
Before any content work matters, your technical foundation needs to be solid:
- Page speed: Google uses speed as a ranking factor. Run your store through our free audit tool to check.
- Mobile-friendliness: More than 60% of ecommerce traffic is mobile. Your site must work perfectly on phones.
- HTTPS: Non-HTTPS sites are penalised and flagged as "Not Secure" in browsers.
- Sitemap: Submit an XML sitemap to Google Search Console so Google knows all your pages exist.
5. Build Content Around Your Niche
Google increasingly rewards sites that demonstrate expertise. A blog that answers questions your customers are already searching for builds authority over time and drives traffic to your store.
Content ideas based on your product category:
- "How to choose the right [product] for [use case]"
- "[Product] vs [Product]: which is better?"
- "How to care for your [product]"
- "The complete guide to [topic your customers care about]"
Each piece of content is a new entry point into your store from Google. If you need help structuring a post before you write it, the free blog outline generator builds a keyword-focused outline for any topic in seconds.
Where to Start
If you're doing nothing yet, start here in order:
- Set up Google Search Console — it's free and shows you exactly what queries people use to find you
- Run a free site audit to check your technical health
- Write proper meta titles and descriptions for your top 10 products
- Publish one piece of genuinely useful content per week
SEO is slow to start but it compounds. Six months of consistent effort will build an asset that drives traffic whether you're working or not.
Key takeaway
Fix your technical SEO first (speed, mobile, sitemap), then optimise your top 10 product pages, then build content. In that order. Skipping to content before the foundation is solid is the most common reason stores see impressions but no clicks.
