SEO and CRO for eCommerce Websites: A Complete Guide

Running an online business isn’t easy. With countless competitors just a click away, standing out in the eCommerce world requires more than just great products – you need a website that both attracts visitors and converts them into customers.

Recent statistics suggest that 80% of UK shoppers buy online, equating to four in five people. From groceries and clothing to electronics, cosmetics and furniture, the industry’s projections are staggering – the penetration rate among the country’s consumers is expected to reach over 86% by 2027.

For online stores, competition is fierce and standing out from the noise is key.

This is where both search engine optimisation (SEO) and conversion rate optimisation (CRO) become crucial for eCommerce businesses. While they might sound like marketing jargon, these strategies are, in simple terms, about making it easier for customers to both find your products and buy from you.

For small eCommerce businesses, particularly those without in-house marketing teams or constrained by tight budgets, implementing effective SEO and CRO strategies can seem daunting on the surface.

However, getting these basics right can dramatically improve your website’s performance dramatically and more importantly see that important increase in website revenue.  In fact, organic search remains one of the most cost-effective ways to grow an online business sustainably.

With that in mind let’s break these basic steps down into bitesize chunks to help you understand how to get the most out of eCommerce SEO and CRO and turn  your website into a revenue-generating machine.

In this guide we will cover:

• Understanding SEO for eCommerce

• Understanding CRO for eCommerce

• How SEO and CRO work together in eCommerce

• Making SEO and CRO work for your eCommerce Business

• Measuring eCommerce Success

• Common eCommerce SEO and CRO Mistakes to Avoid

• Key Takeaways

• How Artemis can help

Understanding SEO for eCommerce

What is eCommerce SEO?

SEO for eCommerce businesses means maximising your website so that your products appear in search results when potential customers are looking to buy.

While it shares similar processes to standard SEO, eCommerce SEO focuses specifically on product and category pages, with the ultimate goal of driving sales rather than just engaging visitors passively.

In other words, you’d approach eCommerce SEO differently to, say, SEO for accountants, cyber security providers, solicitors, estate agents, and recruitment companies, among others.

eCommerce stores have the unenviable task of trying to ‘hyper-personalise’ their websites to take it a step further than standard audience segmentation. In recent years, big data and artificial intelligence (AI) have influenced stores sector-wide to create even more personalised audience experiences than ever before. Long story short, companies that can reduce the obstacles in their customer sales journeys and create hyper-personalised experiences stand a better chance of securing those all-important conversions. With the help of strategic eCommerce SEO and CRO strategies, this can be made exponentially easier.

Keyword Research

Finding the right keywords is crucial for any eCommerce store. This means understanding:

• Product-specific searches (e.g., “buy shutter blinds”)
• Category-level terms (e.g., “golf clubs sussex”)
• Long-tail variations (e.g., “3-seater blue leather sofa with chrome legs”)

Start by thinking about not just what people are searching for but how your customers search for products that you offer. Use tools like Google Trends to find relevant terms but remember – it’s better to rank well for specific, relevant terms than to compete for broad, highly competitive keywords.

On-Page SEO

Your product and category pages need to be properly optimised to rank well:

• Write unique, detailed product descriptions
• Use clear, keyword-rich Page Titles
• Create informative meta descriptions that encourage clicks
• Structure your content with appropriate headings and sections
• Optimise product images with descriptive file names and alt text
• Include customer reviews and ratings
• Add case studies where possible
• Create regular blogs targeting related informational queries (e.g. “how to use [product]” or “the benefits of [product]”)

Off-Page SEO

SEO for eCommerce involves optimising your product and category pages, but best-in-class SEO involves more activity off the pages as well. Off-page SEO involves building authority to those key pages in a variety of ways, including:

• Earning quality backlinks from relevant industry websites
• Managing product reviews across different platforms
• Building relationships with industry influencers
• Creating shareable content about your products
• Engaging with your followers and customers on social media

Technical SEO

Content and domain authority (DA) are all essential components of a winning eCommerce SEO strategy, but if your online store isn’t technically optimised, it could have a profound effect on campaign effectiveness. This is why it’s important to:

• Ensure fast loading times across all pages (ideally 1-3 seconds maximum)
• Create a mobile-friendly shopping experience
• Implement proper URL structures for products and categories (e.g. website-url.com/shop/category/product-name/)
• Use schema markup for rich snippets like product prices, availability and reviews (in other words, add structured data to your pages so search engines can better understand your content.)
• Create XML sitemaps for products and categories
• Handle out-of-stock products appropriately

Local SEO

Some businesses sell products online but also have brick-and-mortar stores, which is why competing against global names can prove ambitious at best. Local businesses trying to encourage foot traffic in specific geographical areas as well as online can benefit from a tailored, bespoke local SEO strategy, which can involve the following best practices:

• Create geo-pages for each location you cover
• Maintain accurate business listings in local directories or Chambers of Commerce sites
• Encourage local reviews and testimonials
• Create location-specific content to support your product range

Understanding CRO for eCommerce

Product Page Optimisation

eCommerce product pages are the bread-and-butter for turning passive website visitors into online customers. However, they need to be properly optimised to encourage conversions; a poor user experience (UX) can quickly have visitors bouncing off your pages. Your product pages should:

• Display clear, high-quality images
• Provide comprehensive product information
• Show stock availability
• Include clear pricing and delivery information
• Feature prominent “Add to Basket” or “Buy Now” buttons
• Display customer reviews and ratings
• Offer size guides where relevant

Landing Page Optimisation

Landing pages can incorporate similar elements from product and category pages but must be methodically created as separate opportunities for conversions. Too much of the same thing can dissuade customers from buying. Therefore, it’s prudent to create landing pages that:

• Match search intent
• Have clear calls-to-action (CTAs)
• Feature relevant products prominently
• Include trust signals
• Load quickly
• Work well on mobile devices

Checkout Optimisation

Cart abandonment remains a pivotal bug bear for many eCommerce stores, which is why it’s important to facilitate a seamless journey from discovery to purchase. Reduce abandonment by:

• Minimising form fields
• Offering guest checkout
• Emphasise urgency (e.g. limited time offers or “Selling Fast!” labels)
• Providing multiple payment options
• Showing delivery costs early
• Making the process linear and clear
• Saving basket contents for returning visitors

Building Trust

Most people nowadays consult online reviews of businesses and products before they commit to buying online. It’s important to encourage purchases by:

• Displaying security badges
• Showing customer reviews
• Offering clear returns policies
• Providing contact information
• Displaying delivery information prominently
• Using social proof (e.g., “X customers bought this”)

Upselling and Cross-Selling

eCommerce stores with a range of products can convince more people to peruse more products in your range that complement their prospective or current purchases, particularly if you know certain additional products can help them. Increase your average order value through:

• Related product recommendations
• Bundle offers
• “Frequently bought together” suggestions
• Minimum spend for free delivery
• Limited time offers

A/B Testing

Google and other search engines regularly update their algorithms and, by extension, rankings and traffic could be affected day to day. This is where page A/B testing can come in handy, ensuring your product and category pages are best placed to succeed in a competitive market. Regularly test your page elements such as:

• Product page layouts
• Button colours and text
• Image sizes and placement
• Pricing display
• Delivery options
• Payment methods

How SEO and CRO work together in eCommerce

The real power of eCommerce optimisation comes from understanding how SEO and CRO complement each other. When implemented correctly, these strategies create a seamless journey from search results to a successful purchase.

Alignment of User Intent

Understanding user intent applies to maximising both eCommerce CRO and SEO. When someone searches for a product, they’re not just looking for basic information – they want to make a purchase decision. Your content needs to match this intent, providing all the necessary details a potential customer needs to make that decision. This means going beyond basic product descriptions to address common questions, concerns, and comparison points that shoppers typically consider.

Keyword Data is Transferable

Search data becomes invaluable in improving your conversion strategy. By analysing how customers find and interact with your products, you can identify trends and opportunities that inform your entire approach. For instance, if you notice certain search terms consistently bringing visitors to your site but not resulting in sales, this might indicate a gap between what these customers expect and what your product pages deliver.

Isolate Issues Which Prevent Purchases

Cart abandonment remains one of the biggest challenges in eCommerce, but combining SEO and CRO principles can help address this issue effectively. By ensuring your product pages communicate delivery information, pricing, and availability upfront, you reduce the likelihood of surprises during checkout that might cause abandonment. A well-optimised checkout process, supported by clear navigation and reassuring trust signals, helps maintain momentum throughout the customer buying journey.

Customer Trust is Everything

Reviews and trust signals play a crucial role in both SEO and CRO. From an SEO perspective, reviews provide fresh, relevant content that search engines value. For conversions, they offer social proof that can significantly influence purchasing decisions. Encouraging and properly managing customer reviews creates a virtuous cycle that improves both search visibility and conversion rates.

Making SEO and CRO strategies work for your eCommerce Website

Implementing effective SEO and CRO strategies doesn’t require a massive team or budget, but it does demand a methodical approach. Start by focusing on your most valuable products and their corresponding pages. These flagship items often drive most of your revenue, making them the perfect starting point for optimisation.

Get the Technical Framework Correct

Ensuring that all your pages are technically optimised remains pivotal in generating sales online. Site speed, mobile responsiveness, and secure checkout processes aren’t just technical requirements – they’re fundamental to both search rankings and conversion rates. Regular monitoring and maintenance of these elements ensures your optimisation efforts aren’t undermined by technical issues.

Manage Your Resources Carefully

Resource management becomes crucial for small businesses looking to improve their eCommerce performance. Rather than tackling everything at once, focus on high-impact changes that align with your business goals. This might mean starting with product page optimisation for your bestsellers, then gradually expanding to category pages and supporting content.

Review and Adjust Regularly

Consider creating a quarterly review process to assess the effectiveness of your strategies. This allows you to identify what’s working, what needs adjustment, and where to focus your resources next. Remember that both SEO and CRO are ongoing processes – they require consistent attention and refinement rather than one-time fixes.

Measuring eCommerce Success

Key Metrics to Track

While every eCommerce store is different, here are some key metrics to track to gauge your SEO and CRO effectiveness:

• Organic traffic to product pages
• Conversion rates
• Average order value
• Cart abandonment rate
• Return customer rate
• Revenue from organic search

Common eCommerce SEO and CRO Mistakes to Avoid

Many eCommerce businesses fall into common traps that can significantly impact their success.

Duplicate or Overly Technical Content

One of the most prevalent mistakes is using manufacturer-provided or duplicate product descriptions across your site. While it might save time initially, this practice severely limits your ability to rank well in search results and fails to address your specific customers’ needs and questions.

Ignoring Mobile Elements

Mobile optimisation is another area where many online shops fall short. With most eCommerce transactions now happening on mobile devices, having a responsive design isn’t enough. Your entire shopping experience, from product discovery to checkout, needs to be thoroughly tested and optimised for mobile users.

A Difficult Buying Experience

Overcomplicated checkout processes continue to plague many eCommerce sites. Every additional step or form field in your checkout process increases the likelihood of abandonment. Focus on streamlining this crucial stage of the customer journey, only asking for essential information and providing clear progress indicators throughout.

Forgetting Quality Imagery

Many businesses also make the mistake of neglecting their product images and visual content. Poor quality images, insufficient viewing angles, or missing zoom functionality can significantly impact conversion rates. Invest in professional product photography and ensure your website can display these images effectively without compromising load times.

Poor Technical Site Architecture

The technical foundation of your website deserves particular attention. Slow-loading pages, missing meta information, and poor site structure can damage both your search rankings and conversion rates. Regular technical audits and maintenance should be part of your ongoing optimisation strategy.

Not Listening to Customers

Perhaps the most critical mistake is failing to listen to customer feedback. Your customers are constantly telling you what works and what doesn’t through their actions and comments. Regularly reviewing customer feedback, analytics data, and user behaviour can highlight opportunities for improvement that might otherwise be missed.

Key Takeaways

• SEO and CRO work best together – focus on both, not one or the other
• Make mobile optimisation a priority
• Test and measure everything
• Focus on user experience (UX)
• Build trust through quality content and reviews
• Keep technical foundations strong
• Think long-term rather than short-term

How Artemis can help

While many aspects of SEO and CRO can be handled in-house, sometimes expert help can fast-track your success. Since 2004, Artemis has helped hundreds of small businesses improve their online presence and increase their revenue through effective SEO and CRO strategies.

• Comprehensive, no-obligation initial website audits, competitor analysis and keyword reports
• Customised CRO and SEO strategies (including in-house content writing, website development, digital PR and link-building services)
• Best-in-class, tailored consulting and implementation

Introducing Artemis Intelligence®

 Around 36% of UK Internet users have used AI for online searches. The way people search for products and services is changing and we’re here to help you adapt.

Artemis Intelligence® is our proprietary system and methodology for the application of AI in Google Search. Following many years of continuous improvement in the use of AI and large language models in search, we have developed our own systems and tools to support our client’s success in organic search and the latest AI tools.

We will work with you to create the best AI answer engine optimisation strategy for your business.

Contact us today to discover how we can help your online business grow through effective SEO and CRO strategies that deliver lasting results.