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A Deep Dive into SEO for Ecommerce Product Pages

Grace Brennan

Jun 06, 2024

16 min read

Are you worried about your products not showing up in search

results? Do your competitors always rank higher than your site, even

with similar products? 

Let’s talk about what you can do to get more organic traffic to your

product pages with SEO. Follow these steps to build a sustainable

ecommerce business with consistent organic growth.

Get a List of All the Product Pages On Your Site

To get started, collect a complete list of all the product pages that

are live on your website. This will give you a clear overview of the

scope of SEO work to be done, and, you’ll need to conduct keyword

research on a page-by-page basis, so you need to know exactly

what pages to target.

Site Audit from Semrush can help here. The tool runs a highly

detailed SEO analysis of your website, and can be configured to

crawl thousands of pages of a website. 

When you launch your campaign, just make sure to enter the

subfolder of your product pages that you want to audit in the crawl


The tool displays if pages have any technical SEO issues, allowing

you to prioritize according to page potential and performance (more

on how to use Site Audit later in this article).

To export this list of URLs, hit the “Export” button at the top right.

Now, you’ll have a spreadsheet with all of your URLs listed, along

with some SEO metrics.

For larger ecommerce brands, it’s likely that you’ll have a high volume

of product pages (more than thousands). If that’s the case,

determine which pages you want to prioritize first (trying to enhance

SEO for all of them at once will be too big an undertaking). 

You can prioritize according to your business goals and which pages

are already converting best. Use internal data around conversions,

plus Google Analytics for data around your traffic.

The important thing is that you’ve gathered a list of your most

essential product pages and you can now move on to mapping SEO

target keywords for each page. 

Find and Map Appropriate Keywords to Each Page

Every product page you choose to improve SEO for needs to have

primary and secondary keywords:

The primary keyword is the main search term that you want the

page to rank for.

Secondary keywords are variations or subtopics of the primary

keyword that the page can also rank for.

For example, a primary keyword could be ‘nike pegasus shield’, and

secondary keywords could be ‘nike shield shoes’, ‘nike mens pegasus

39 running shoes’, ‘pegasus 39 shield’, ‘nike shield shoes men,’ etc.

You can choose as many keywords as you want for each product

page. However, keywords should always be relevant to your content.

Make sure that your keywords match with what’s actually shown on

the page.


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