You’ve built a great e-commerce store. Your products look amazing, your photos are professional, yet sales aren’t where you want them to be. You may be wondering, “Why aren’t customers finding me?”
The problem isn’t always your ads or products. It’s often visibility; your store might not be appearing where shoppers are searching. That’s where Search Engine Optimisation (SEO) comes in.
Think of SEO as the process of helping search engines like Google understand your website so they can show it to people ready to buy. The better your SEO, the more likely your products are to appear in front of your ideal customers.
Let’s look at simple, proven SEO strategies to help boost your sales.
1. Master Keyword Research: Understand What Your Customers Search For
Before you optimise your website, you need to know the words people use when looking for your products. That’s keyword research — the foundation of SEO.
How to Find the Right Keywords
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Start with your products: List words directly related to what you sell. For example, if you offer handmade leather bags, start with “leather bag,” “women’s tote,” or “men’s messenger bag.”
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Use long-tail keywords: These are specific phrases like “black leather crossbody bag for travel.” They bring fewer searches but higher conversion rates.
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Include question keywords: For example, “how to clean a leather bag” or “best backpack for college.”
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Add buying intent words: Phrases like “buy,” “deal,” “discount,” and “review” show shoppers are ready to purchase.
✅ Tip: Use free tools like Google Keyword Planner or Ubersuggest to discover what people search and how often. Pick keywords that match your products and have steady search volume.
2. Optimise Product Pages for Search Engines and Shoppers
Your product pages act as digital sales representatives. They should clearly describe your products and attract both search engines and real people.
Key Tips:
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Use descriptive titles: Instead of “Blue Shirt,” say “Men’s Soft Cotton Button-Down Shirt in Sky Blue.”
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Write unique descriptions: Avoid copying manufacturer text. Focus on how your product benefits the customer.
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Instead of “Made with cotton,” say, “Enjoy all-day comfort with our soft, breathable cotton fabric.”
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Use keywords naturally: Add them throughout your description, but write for humans first.
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Make it easy to skim: Use bullet points for features and benefits.
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Use clean URLs:
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❌ yourstore.com/product?id=123
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✅ yourstore.com/mens-blue-shirt
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Add image alt text: Describe your product images briefly, e.g., “men’s blue cotton shirt front view.” It improves accessibility and helps Google understand your visuals.
3. Create Helpful Content That Answers Customer Questions
Your website shouldn’t just sell — it should educate and build trust. Adding blogs or guides can attract people who are researching before buying.
Content Ideas:
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How-to guides: “How to Style a Leather Bag for Fall”
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Buying guides: “The Ultimate Guide to Choosing an Office Chair”
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Comparisons: “Sports Watch vs. Dress Watch: Which Suits You Best?”
Include links to your products in these articles naturally. For example, a blog about “Best Office Chairs for Home Workers” can link to chairs you sell. This creates trust and encourages soft conversions.
4. Build a Clear and Simple Site Structure
A well-organised site helps both visitors and search engines easily find what they need.
Best Practices:
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Use clear categories: Example — Men’s Shoes → Running Shoes → Trail Running Shoes.
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Use internal links: Connect related pages to keep users exploring.
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From a “hiking boots” page, link to your article “Top Trails to Explore This Summer.”
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From your “yoga mats” page, link to your best-selling mats.
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This keeps visitors engaged longer and helps Google understand your website hierarchy.
5. Speed Up Your Website
A slow website is one of the main reasons shoppers leave before buying. Google also ranks faster sites higher.
How to Improve Site Speed:
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Compress images: Use tools to reduce file size without lowering quality.
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Choose reliable hosting: Fast hosting keeps your site running smoothly.
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Simplify design: Too many animations or plugins can slow pages down. Keep it clean and fast.
6. Collect and Show Customer Reviews
Customer reviews build trust — both with shoppers and search engines. They add real, fresh content to your product pages.
How to Use Reviews:
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Ask for reviews through friendly follow-up emails.
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Display them on product pages.
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Highlight top-rated products in your store.
When reviews appear in Google search results (with stars), your products stand out and attract more clicks.
7. Improve Your Technical SEO
Technical SEO helps search engines crawl and index your site correctly. It’s the behind-the-scenes part of SEO that ensures your store performs well.
Checklist:
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Mobile-friendly design: Most users shop via mobile, so your site must look great on all screens.
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Create an XML sitemap: This helps Google find and understand your website’s structure.
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Fix broken links: Use Google Search Console to identify and repair 404 errors.
These small fixes can make a big difference in how search engines view your store.
8. Track, Measure, and Improve Over Time
SEO isn’t a one-time setup. It’s about testing, learning, and improving continuously.
Use Free Tools:
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Google Analytics: Track visitor behaviour and top-performing pages.
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Google Search Console: Monitor which keywords bring traffic and fix issues.
Analyse what’s working, refine what’s not, and keep improving your results.
Your Roadmap to More Sales
SEO success comes from helpfulness and consistency. By understanding what shoppers want, optimising your product pages, publishing valuable content, and ensuring your site loads fast, you create a strong foundation for long-term sales growth.
Instead of relying only on paid ads, invest time in SEO — it builds lasting visibility and steady traffic that keeps your e-commerce business growing.
Start with one strategy today and watch your store’s visibility — and your sales — rise.
