SEO for Online Stores: Optimization Checklist

SEO is one of the most effective ways to get free traffic to your online store. But to achieve real results, it’s not enough to “add keywords” — you need a systematic approach that covers everything from site structure to technical details. Below is a practical optimization checklist to help improve your rankings and boost sales.

1. Site Structure: Clear and Intuitive

A well-organized structure improves navigation and helps search engines better index your site.

• Build a clear hierarchy: Home → Categories → Subcategories → Products
• Add filters, but limit indexing of parameter-based pages
• Use breadcrumbs — they improve user experience and SEO

2. Keywords: Research and Implementation

Compile a list of search queries your potential customers use to find your products.

• Use tools like Google Keyword Planner, Ahrefs, Serpstat
• Segment keywords into category-based, product-specific, and informational
• Add keywords to headings, texts, meta tags, and image ALT attributes

3. SEO Texts on Categories and Product Pages

Content should be both optimized and helpful to the user.

• Category pages: unique descriptions (300+ words) explaining the range, benefits, and selection tips
• Product pages: detailed descriptions, specifications, benefits, and reviews
• Avoid duplicate content — even for similar items

4. Meta Tags: Unique and Click-Worthy

Title and Description are what users see in search engine results.

• Title: up to 60 characters, include the main keyword early
• Description: up to 160 characters, briefly highlighting the page’s benefits
• Avoid auto-generated templates — write custom tags for key pages

5. Images: File Size, ALT Tags, and Formats

• Compress images before uploading to avoid slowing down your site
• Use modern file formats:
       WebP — highly recommended and widely supported
       AVIF — excellent compression, but limited browser support
       JPEG/PNG — only if WebP or AVIF are not an option
• Use descriptive filenames (e.g., toaster-philips.jpg or .webp)
• Add ALT attributes with relevant keywords

6. Site Loading Speed

Google considers page speed a ranking factor.

• Use Google PageSpeed Insights to test performance
• Optimize caching, minimize CSS/JS, and use a CDN
• Check the mobile version — it’s critical for SEO

7. Mobile Optimization

As of 2025, most traffic comes from mobile devices.

• Responsive design is a must
• Ensure buttons, fonts, and layouts are mobile-friendly
• Test user experience across various devices and browsers

8. Internal Linking

Smart internal linking improves indexing and helps users navigate better.

• Link from blog articles to relevant products or categories
• Add sections like “Recommended Products” or “Similar Categories”
• Avoid broken links

9. Sitemap and robots.txt

• An XML sitemap helps search engines discover pages faster
• Use the robots.txt file to block indexing of filters, carts, profiles, etc.
• Submit your sitemap via Google Search Console

10. Analytics and Monitoring

• Set up Google Search Console and Google Analytics
• Monitor key pages: traffic, CTR, rankings, bounce rate
• Regularly check for technical errors, duplicates, and loading speed

Conclusion

SEO for eCommerce is not a one-time task — it’s an ongoing process. It’s essential to continuously optimize your site, update content, adapt to algorithm changes, and monitor competitors. This checklist will help you organize your work and build a strong foundation for long-term organic growth.