Expert eCommerce SEO Checklist for 2025: Detailed Strategies + Free Download

In 2025, 60% of shoppers buy online, and one in three starts with a simple search. That means your visibility at every step, from discovery to checkout, matters more than ever.

A strong eCommerce SEO strategy isn’t optional; it’s what turns browsers into buyers. After helping 210+ eCommerce brands grow their traffic and sales, I’ve learned exactly what works.

This guide walks you through every step, and at the end, you’ll get a downloadable 48-point checklist covering everything from technical SEO to on-page tactics and backlinks.

Let’s dive in and build an SEO foundation that drives sales.

Do Keyword Research 

For a new website, start from scratch: list your products, category pages, and blog ideas, then find accurate keywords for each.

For an established website, review your current keyword strategy and compare it with what people are actually searching for.

Here’s how to do keyword research like a real eCommerce SEO expert:

Identify SEO Intent 

As an eCommerce brand, you already know how to describe your products and who they’re for. That same understanding helps you identify SEO keyword intent, the real reason behind a user’s search.

Search intent (also called SEO intent or keyword intent) is the purpose behind a search query. Let’s look at a real-world example.

Imagine you run an eco-friendly baby dinnerware store. Here’s how search intent breaks down:

• Informational intent: Blog keywords like “how to start baby-led weaning.”
• Navigational intent: Brand keywords like “bamboobaby official site.”
• Commercial intent: Research keywords like “best baby weaning plates 2025.”
• Transactional intent: Purchase keywords like “buy bamboo baby plate online.”

Understanding these types helps you avoid a common mistake: mixing intents.

Remember the golden rule: one keyword intent = one URL.

For example, if you write a blog post titled “How to Use Baby-Led Weaning Spoons,” it won’t rank for “baby-led weaning spoons.” That’s a transactional keyword suited for a category page, not an article.

Even within transactional searches, intent can vary:

• “baby weaning bowls” → likely a category keyword.
• “monkey-shaped bamboo weaning bowl” → likely a product keyword.

Confused? That’s fine. Sometimes, even experienced SEOs can’t tell intent just by looking. 

In those cases, analyze the search engine results pages (SERPs) to see what type of content Google is rewarding.

Do SERP Analysis 

You can analyze the SERPs manually or with SEO tools.

Start simple: type your keyword into Google and review the top 10 results. Look at the type of pages that rank.

If category pages dominate, you’ll have a better chance by targeting that keyword with your own category page, not a product page.

For deeper insights, use specialized tools like Ahrefs, which show you valuable metrics, including:

• Keyword variations
• Monthly search volume
• Keyword difficulty
• Traffic potential
• Competing websites for the same keyword

Then use the Keyword Explorer feature to evaluate whether a keyword is worth pursuing and how strong your competitors are.

When you scroll down, you’ll also see other websites that are competing for the keyword. 

Create Keyword Lists 

Repeat the same research steps for every keyword you’re considering.

Prioritize category keywords first. They usually have higher search volume and stronger traffic potential.

For example, if you run an online stationery store selling planners, notebooks, journals, and gifts, your category keywords might include:

• stationery
• wedding invitations
• custom notebooks
• recipe books
• journals

Using Ahrefs’s Keyword List feature, you could name your list “Stationery Category Keywords.”

You can learn how to create keyword lists in Ahrefs here.

Or, simply collect your keywords in a Google Sheet and add their metrics manually.

The goal is to keep your keywords organized for future SEO planning under sections like:

• Homepage
• Categories
• Products
• Blog

Shortcut Keyword Research Techniques 

Steal Competitors’ Keywords

Enter a successful competitor’s domain into the Site Explorer to see which keywords they rank for, and add the most relevant ones to your list.

Filter by position and keyword difficulty to find the easiest opportunities, and see which keywords your competitors rank for in the top 10 results.

For a faster approach, run a Content Gap Analysis in Ahrefs to find keywords your site is missing.

Create Category Variations

Look for descriptive keywords that show different search intents within the same product category.

You don’t have to stick to a single URL for your journal collection. Think about organizing your products into related categories that match how people actually search.

Shoppers look for different qualities in journals: some by color, some by theme, even by cuteness level, gender, or material. Examples: 

• journals for women
• luxury stationery journals
• cute journals
• pink journals
• leather journals
• Gravity Falls journals

Each of these keywords gets around 1,000-2,000 monthly searches in the U.S.

Don’t miss potential customers searching for something specific just because you only created one general page.

Think in Topical Clusters

Building semantic clusters is far more effective than simply adding keywords at random.

Imagine you’re planning a blog strategy for your stationery shop. Pick one category you want to strengthen and focus only on keywords related to that topic.

For example, if you want to boost your “Bullet Journals” category, your supporting blog keywords might include:

• how to bullet journal
• bullet journal ideas
• bullet journal page ideas
• bullet journal setup
• the bullet journal method
• bullet journal ideas for beginners
• bullet journal tracker ideas

This focused approach keeps your SEO efforts consistent and builds a stronger topical foundation around your main category.

Create your Website’s Architecture

Your website’s architecture depends on the categories, products, and blog content you plan to include.

The previous section helped you decide what to build; now it’s time to focus on how to organize it so both users and Google can easily navigate and understand your site.

URL Structure

There are two main types of URL structure: flat and hierarchical.

The best choice depends on your shop’s size, growth goals, and platform.

Flat Structure

A flat URL structure keeps all pages on the same level, with no folders or subfolders:

• /collections/journals/
• /collections/pink-journals/
• /product/journal-with-teddy-bear/
• /blog/how-to-use-a-bullet-journal/

It’s ideal for small to mid-sized stores with a limited product range.

Flat structures also work best for platforms like Shopify, Squarespace, and Wix.

The advantages are the simple setup, faster crawling by search engines, and easier management.

Hierarchical Structure

A hierarchical URL structure organizes content into levels with main and subcategories:

• /collections/journals/pink/
• /collections/journals/pink/bullet-journals/
• /bullet-journal-guide/ideas-for-beginners/

This structure supports scalability and logical organization, making it perfect for mid- to large-scale eCommerce sites.

Platforms like Magento and WooCommerce handle it well, while enterprise sites often use custom setups.

The drawbacks are that deeper URLs can be harder to discover, but this risk is easily reduced with strong internal linking.

Internal Linking

As mentioned, internal linking is essential for both hierarchical and flat websites. It helps you:

• Make all pages easily discoverable by users and search engines.
• Show relevance and connection between related pages.
• Distribute link equity (the authority passed through backlinks).
• Improve site navigation.
• Boost pageviews and time on site by encouraging deeper browsing.

For eCommerce websites, focus on these key internal linking steps:

Step 1: Link collection pages to other relevant collection pages.

Step 2: Link product pages to related products.

Step 3: Link to the necessary money and informational pages from the menu.

Step 4: Connect informational content pages to other pages within the same topic group.

Step 5: Use breadcrumb links to show relationships between categories, products, and even guides.

Step 6: Add footer links to important pages for easy access.

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Sitemap

A sitemap lists every page on your website. The sitemap.xml file helps search engines find and index them quickly.

For eCommerce stores, this means your products, categories, and blog posts stay visible to Google. You can also include images, videos, and other key pages to give search engines a complete picture of your site.

A clear sitemap helps bots crawl your site faster and improves your SEO visibility. It also makes it easier for customers to find what they’re looking for.

Sitemaps can vary by platform; just make yours as clean and organized as possible.

Keep an Eye on your eCommerce Technical SEO 

Simply put, technical SEO makes sure your eCommerce website can be crawled, indexed, and ranked by search engines.

Below are the most critical technical SEO elements to focus on, especially if you’re short on time and want to cover what truly matters.

Crawlability and Indexability 

For your pages to rank, Google must first crawl and index them. Without indexing, even the best product pages won’t appear in search results.

Check the following points to ensure your site is fully crawlable and indexable:

• Crawlable URLs: All important pages should be accessible to search engines.
• Robots.txt: Ensure it doesn't block key pages.
• Meta Robots Tags: Confirm that no-index or no-follow tags aren’t mistakenly applied.
• Canonical Tags: Verify that all rankable pages include canonical tags in the code.
• XML Sitemap: Keep it updated and submitted to search engines.
• 404 Pages: Remove or update internal links pointing to deleted pages.
• Internal Linking: Ensure every page is properly linked within the site.
• Broken Links: Find and fix any 404 errors or broken URLs.
• Crawl Errors: Monitor Google Search Console for crawl issues.
• Blocked Resources: Check that CSS, JavaScript, and images aren’t blocked in robots.txt.
• Redirect Chains: Avoid multiple redirects leading to the same page.

To identify and fix crawlability or indexability issues, review the Indexing report in Google Search Console.

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Mobile Usability 

Around 71% of Google searches happen on mobile devices, making mobile usability a top priority. Do it this way:

• Ensure fast page loading.
• Check that your design is responsive across all screen sizes.
• Make clickable elements large enough and well-spaced.
• Keep text readable without zooming.
• Make sure images scale correctly.
• Simplify navigation for mobile users.
• Test forms for mobile compatibility.
• Avoid intrusive pop-ups.

Schema Markup

Schema markup is code added to a website’s head section to help Google understand the content of each page.

It can also help your site appear in Google’s rich results, thereby significantly improving click-through rates (CTR). 

For eCommerce, rich results are especially valuable because they boost visibility and engagement.

Details like prices, ratings, and images are the attributes that make rich results so powerful. See the example snippet below.

But Schema Markup isn’t just about rich results. 

Depending on your eCommerce setup, you may need different schema types:

• Organization Schema: Defines your business name, logo, and contact info, used on the homepage.
• Product Schema: Displays product details like price, availability, and reviews on product pages.
• Rating Schema: Shows customer ratings and reviews on product or collection pages.
• Collection Schema: Defines product groupings on collection pages.
• LocalBusiness Schema: Lists your business location, hours, and contact details for local SEO.

To explore more schema types suited to your store, visit the Schema.org Validator.

Website Speed

Website speed for eCommerce depends on fast loading times, mobile optimization, and clean site organization.

Core Web Vitals are the key metrics here. They measure how quickly a page loads, how stable it is, and how responsive it feels. 

A quick, user-friendly site with solid Core Web Vitals helps both users and search engines access your content easily, which can improve rankings.

Proper image sizes, clean code, and reliable server performance also play a big part in keeping your site fast.

For example, I checked the Core Web Vitals performance of the journal shop we’re analyzing using Google’s free PageSpeed Insights tool. The results show excellent scores for both mobile and desktop.

Here are the Core Web Vitals metrics to strive for as an eCommerce: 

• Largest Contentful Paint (LCP): Under 2.5s (desktop), under 4s (mobile)
• First Input Delay (FID): Under 100ms (desktop), under 300ms (mobile)
• Cumulative Layout Shift (CLS): Under 0.1 (both desktop & mobile)

To achieve this, you need to focus on optimizing images, minifying CSS/JS files, improving server response time, using efficient formats, and more. 

Duplication 

In SEO, duplication means having identical or very similar content or URLs appearing in multiple places on your website.

On eCommerce sites, duplication often occurs at the URL level and is usually caused by three factors. 

1. Paginations

When product lists are split across multiple pages, it can create duplicate content and similar URLs that confuse search engines.

Solution 1: Set the main page as the canonical for all paginated pages. This tells Google they’re part of the same series, not separate duplicates.

Solution 2: Use infinite scrolling to load more products as users scroll, helping reduce duplicate paginated URLs.

2. Product Variants 

Product variants can create duplicate URLs when similar versions, such as different sizes or colors, each generate their own URL.

Solution: Use canonical tags to point all variant URLs to the main product page.

3. Multilingual or Multilocation URLs

Duplication can occur when similar content appears across regional versions of your site.

For example, /en-ca/ and /en-us/ might display nearly identical pages for Canada and the U.S.

Solution: Add hreflang tags to indicate the correct language and country version to Google, preventing duplicate regional pages.

Create High-Quality SEO Content & Do On-Page Optimizations

Before we get into content and on-page optimizations for different page types, let’s quickly cover one of SEO’s most essential concepts in recent years: E-E-A-T.

E-E-A-T stands for Expertise, Experience, Authority, and Trustworthiness.

It’s Google’s framework for distinguishing a credible website from a low-trust one.

Here are a few eCommerce-friendly ways to build and signal trust:

• Make shipping, returns, warranties, taxes, and delivery times crystal clear in your content.
• Enable reviews and display aggregated ratings.
• List prices, payment methods, fees, and APR in simple, transparent language.
• Show social proof such as awards, partnerships, marketplace ratings, or certifications.
• Be open about product origin and production; include materials, manufacturing location, and who makes your items.
• Highlight customer support and reliability; share support channels, response hours, return policies, and refund details.
• Demonstrate industry expertise with helpful content like buying guides, sizing or care instructions, and usage tips.

Category Pages 

Content

Category page content should always be written with the buyer’s experience in mind.

Think about what your customers want to know before making a purchase.

Imagine someone walks into your store looking for a bullet journal from your collection. They’re not asking, “What is a bullet journal?”

They want to know what kinds you have, what makes them different, and why they’re worth buying.

That’s exactly what your collection page content should do: not define, but sell.

Here’s how to make your collection page content more valuable:

• Talk about the selection: the types or styles you offer.
  
• Mention available colors, patterns, or designs.
• Describe the materials and quality of your products.
• Highlight eco-friendly options, if you have them.
• Point out special features or limited editions.
• Write as if you’re personally guiding a customer through your products.

Once you’ve done that, use tools like Google’s People Also Ask or Ahrefs’ Keyword Explorer’s Questions section. 

These tools show what genuine buyers are searching for; include those answers naturally in your content.

On-Page SEO

Once your category page content is set, it’s time to optimize the page for search visibility and usability. Here’s what to focus on:

• URL Structure: Keep it short and include the primary keyword, separated by hyphens.
• Headings: Use proper HTML tags. The H1 should include your primary keyword; H2s, H3s, and H4s can feature variations of it.
• Meta Title & Description: Add the primary keyword and write copy that encourages clicks.
• Keyword Use: Naturally include keywords throughout the text without overstuffing.
• Reviews: Use a trusted review plugin. Display stars, review counts, and dates while following Google’s review guidelines.

• Filters: Include relevant facets like price, size, color, brand, material, and availability. Keep filter labels consistent and clear.
• Catalog Items: Make product listings more user-friendly by displaying color options, prices, and rating stars directly on the category page.

Product Pages 

Content

Product page content usually includes a detailed description, product specifics, and shipping information.

To make it effective, describe the product as accurately and thoroughly as possible:

• Description: Cover material, design, color, eco-friendliness, size options, packaging, functionality, accessories, durability, special features, and environmental impact.
• Shipping: Include region, free or tracked shipping options, estimated delivery time, processing time, refund or reship guarantees, minimum order for free shipping, and any restricted locations.

On-Page SEO

Your descriptions and details are ready. Now, let’s fine-tune the page for search visibility and performance:

• URL Structure: Keep it short and include the product name, separated by hyphens.
• Headings: Use the product name as your H1. Add H2s, H3s, and H4s where helpful.
• Meta Title & Description: Feature the product name and your brand. Include key details such as shipping, payment, and discounts to boost clicks.
• Product Images: Upload 6-8 WebP images (≤500KB) from multiple angles. Use descriptive filenames, add alt text, and lazy-load non-hero images.
• Reviews: Enable customer reviews to build trust and encourage conversions.
• Questions: Allow visitors to ask about the product and provide clear answers.

Informational Content 

Content

In 2025, top-ranking informational content is miles ahead of even 2023 standards across every niche.

I see it daily when evaluating client content against what’s ranking in the SERPs.

If you take one thing from this section, make it this:

Skip Wikipedia-style explanations. Focus on answering fundamental questions with practical steps, specific examples, and firsthand insights.

Give readers what AI can’t: experience, depth, and genuine expertise.

Here’s what defines high-quality informational content today:

• Length: Concise but detailed enough to cover every key point.
• Language: Short sentences, 8th-grade reading level, first-person voice. Try our free readability checker to test your content.
• Introduction: Hook readers from the start.
• Experience: Use real examples, case studies, and first-hand breakdowns.
• Tips: Share insider insights readers won’t find elsewhere.
• Visuals: Strengthen explanations with screenshots, charts, and tables.
• Video Materials: Use short videos for complex processes. They boost engagement and make tutorials faster to follow.

On-page SEO 

Once your content delivers real value, it’s time to make sure Google recognizes it, too:

• URL: Build silo structures for topical clusters; for example, /bullet-journal-guide/bullet-journal-page-ideas, so related posts stay organized under one parent topic.
  
• Author & Dates: Include the author's name and publish/update dates to build credibility and support E-E-A-T.

• Author Bio: Add a short author bio box with a social link and connect it to a dedicated author page.

• Images: Avoid stock or AI-generated visuals when possible. Use original photos, optimize alt text, and compress for faster load times.
• Banners & Offers: Add promotional banners where relevant, but keep them minimal so they don’t distract from the content.

Build eCommerce Backlinks

Let’s look at the most effective eCommerce link-building strategies my team used successfully in 2025.

Guest Posts & Link Insertions 

Guest posts involve writing helpful, relevant content for other websites in your niche and including a link back to your own.

For example, you could publish an article titled “Top Trends in Bullet Journals” on a popular stationery blog and link naturally to your bullet journal collection or product page.

Digital PR

Digital PR focuses on creating newsworthy stories in your niche that journalists and publishers want to share.

For example, you could run a study or experiment on baby weaning bowls and share the results. This type of content attracts backlinks from reputable, hard-to-reach publications.

Product Reviews & Roundups

Product reviews and roundups help you get featured in curated lists or reviewed by influencers in your niche.

For example, your “Cute Journals” collection could appear in a “Best Journals for 2025” roundup. These backlinks not only strengthen your SEO but also build trust with potential buyers.

Here’s an example of an influencer’s review of a well-known bullet notebook.

Link Building for AI Overviews 

Link building for AI overviews works much like roundup link building but focuses on earning placement in Google’s AI Overviews or featured snippets.

Your goal is to be listed among the trusted sources that appear in these summaries. 

For example, getting featured in “The Best Notebooks for Journaling in 2025” by TheCasualReader, as shown in the screenshot below.

Prospecting & Outreach  

To find the right websites for outreach, you need a reliable prospecting tool to vet potential partners and choose the best ones.

Linkee.ai is an AI-powered tool that streamlines this process by automatically filtering prospects based on contextual relevance and Domain Rating, while excluding insecure sites, spam, and private blog networks (PBNs).

It also automates outreach, making it much easier to secure high-quality backlinks without the manual work.

Local SEO for eCommerce 

For eCommerce businesses serving a specific area, the strategies above still apply, but there are a few local-specific steps to take.

Start by setting up and fully optimizing your Google My Business profile. Add accurate details such as your business name, address, phone number, website, hours, and high-quality photos.

This helps you appear in local search results, especially for location-based queries like “buy bullet journals in [city].”

In addition to Google My Business, list your store in reputable local directories such as Yelp or your local Chamber of Commerce. 

Make sure these directories are either specific to your area or relevant to your niche.

Track eCommerce SEO Success 

For eCommerce sites, here’s what’s important to monitor:

• Organic Traffic: A steady increase in visitors from Google searches means your SEO strategy is working.
• Top-Performing Pages: Which product, category, or blog pages are attracting the most traffic and purchases? 
• Keyword Rankings: Track how you rank for terms like “buy bullet journals online” or “best baby weaning bowls.” Rising rankings mean growing visibility.

Here’s what tracked keywords on Ahrefs look like:

Other metrics to pay attention to are:

• Cart Analytics & Buyer’s Journey: Track whether customers add products to their carts, proceed to checkout, and complete purchases. In Google Analytics, filter by “Session medium set” to “Organic” in the Traffic Acquisition report to view only organic data.
• Bounce Rate & Time on Site: If visitors leave quickly, the page may not match their search intent or load too slowly.
• Backlinks: Monitor the relevance and quality of new backlinks, and watch out for spammy links.
• Domain Rating (DR): Use tools like Ahrefs to track your site’s authority growth and trust over time.

The takeaway is not to guess and use these tools for better tracking:

• Google Search Console: For keyword performance and technical issues
• GA4: For organic traffic, cart analytics, and buyer journey insights
• Ahrefs or Semrush: For keyword rankings, backlink quality, and authority monitoring
• Screaming Frog: For detailed technical audits

SEO for Every eCommerce Brand

DIY eCommerce SEO can feel overwhelming, but we make it simple and deliver real results.

At Loopex Digital, my team and I help eCommerce brands boost traffic and sales through proven, data-driven SEO strategies.

Our clients have seen significant gains in organic visibility and keyword rankings, enabling them to focus on growing their businesses while we handle SEO.

Join 210+ other eCommerce businesses for dramatic growth in eCommerce SEO!