SEO in ecommerce can feel like a never-ending to-do list. Meta tags here, schema there, product pages, blog content, core web vitals, internal linking, technical audits – it’s a lot.
But here’s the good news: you don’t need to do everything. You just need to focus on the right things – consistently.
In this guide, we’ve pulled together a practical ecommerce SEO checklist that cuts the fluff and focuses on what actually drives organic traffic and sales in 2025.
Table of Contents for The Complete Ecommerce SEO Checklist
What This SEO Checklist Covers
This isn’t just a basic SEO 101 list. This is ecommerce-specific – built for brands that want to grow sustainably through organic search. We’ve broken it down into:
- Site Structure & Technical SEO
- On-Page SEO (Product, Category, CMS pages)
- Content Strategy
- Conversion Optimisation (because traffic ≠ revenue)
- Tracking & Reporting
Let’s get into it.
1. Site Structure & Technical SEO
Use a Clear, Flat URL Structure
Keep URLs readable, simple, and logical:
/category/product-name
/blog/article-title
Avoid long, parameter-ridden links. And always remove unnecessary folders or IDs.
→ Want help restructuring your store? Our Ecommerce Strategy service tackles this head-on.
Make Sure the Site Is Mobile-First
Google’s indexing is mobile-first. If your site’s a nightmare to navigate on a phone, you’re leaving rankings – and revenue – on the table.
Use tools like:
- Google’s Mobile-Friendly Test
- Real-user data in GA4
- Scroll maps in Hotjar or VWO
Fix Crawl Errors & Broken Links
Regularly check for:
- 404s
- Redirect chains
- Orphan pages
Use:
Improve Page Speed
Slow sites don’t just frustrate users – they hurt rankings. Use:
- Google PageSpeed Insights
- WebPageTest
- Lighthouse (built into Chrome DevTools)
Prioritise:
- Image compression (WebP or AVIF)
- Lazy loading
- Minified JS/CSS
- Fast hosting or CDN (especially for WooCommerce)
→ If you’re on WooCommerce, our WooCommerce Consultancy includes performance support.
2. On-Page SEO for Ecommerce Pages
Category Pages
These are high-value entry points for SEO.
Checklist:
- Descriptive H1 (not just “All Products”)
- Intro copy above the fold
- Supporting content below product grid (100–300 words)
- Schema markup
- Filters using crawlable links, not JS
→ Learn more in our SEO for Ecommerce service.
Product Pages
Often overlooked. Fix this, and you’ll outrank your competitors.
Checklist:
- Unique product descriptions (avoid supplier copy)
- Product name – page title (with relevant keyword)
- High-quality images with alt text
- FAQ or accordion with structured data
- Internal links to categories, blogs, or related items
- Reviews enabled (preferably with schema)
Page Titles & Meta Descriptions
Still matter – and influence click-through rates.
Good format:
[Product Name] | [Category/Use Case] | [Brand Name]
Meta descriptions don’t directly impact rankings but can improve CTR. Keep them punchy, benefit-led, and under 160 characters.
3. Content Strategy (for People & Search)
Target High-Intent Keywords with Blog Posts
Not everything should be a product page. Target terms like:
- “Best [product category] for [audience]”
- “How to use [product]”
- “WooCommerce vs Shopify” (like this one!)
These drive top- and mid-funnel traffic – and help build authority.
→ Our Insights section is a working example of how to do this well.
Use Internal Links Everywhere
Google crawls your site via internal links. Create a healthy web of connections between:
- Categories → products
- Products → related products/blogs
- Blogs → categories and services
Keep link text relevant. Avoid over-optimised anchor spam.
Use Schema Markup
Use tools like Merkle’s Schema Generator or plugins like Rank Math to implement:
- Product schema
- FAQ schema
- Breadcrumbs
- Article/Blog schema
- Review schema
Schema – rich snippets = better click-throughs.
4. Conversion Rate Optimisation (CRO)
What’s the point of all that organic traffic if your site doesn’t convert?
A few CRO basics to audit:
- Clear CTAs above the fold
- Visible delivery/returns info
- Payment options displayed upfront
- Exit-intent popups (discounts, guides, bundles)
- Social proof (UGC, reviews, ratings)
- Sticky add-to-cart buttons
→ Need expert help here? Check out our CRO services.
5. SEO Tracking & Reporting
Use GA4 (Properly)
Make sure you:
- Track conversions, not just sessions
- Set up ecommerce tracking
- Understand source/medium performance
- Measure product revenue by landing page
→ Our Analytics & Reporting service sets this up properly from day one.
Use Google Search Console (GSC)
Weekly check-ins can uncover:
- Keyword cannibalisation
- New terms you’re ranking for
- Core Web Vitals issues
- Indexing errors
- Manual penalties
Bonus: link your GSC with GA4 and Looker Studio to build live dashboards.
Track Keyword Rankings (Selectively)
Don’t obsess over every keyword. But do track:
- Brand terms
- Category and product group terms
- Strategic blog/article topics
- Competitor brand/product comparisons
Tools we recommend:
Final Checklist Summary for a Complete Ecommerce SEO Checklist
Here’s your quick-hit checklist:
Technical
- ☐ Mobile-friendly
- ☐ Fast-loading
- ☐ Crawlable structure
- ☐ No broken links or redirects
On-Page
- ☐ Optimised category pages
- ☐ Unique product copy
- ☐ Descriptive page titles & meta
- ☐ Schema markup
Content
- ☐ Blog targeting high-intent search
- ☐ Smart internal linking
- ☐ Keyword research that aligns with customer intent
CRO
- ☐ CTAs & trust signals
- ☐ Simple checkout
- ☐ Exit-intent and cross-sell tactics
Tracking
- ☐ GA4 set up
- ☐ GSC connected
- ☐ Ecommerce events tracked
- ☐ Keyword performance monitored
Want Help Implementing All of This?
Most ecommerce brands struggle to implement SEO consistently – especially when juggling paid media, operations, and growth.
At Ecommerce Smart, we offer hands-on, practical SEO for Ecommerce consultancy – covering everything from audits and site structure to content and CRO.
Book a free discovery call and let’s make your SEO strategy smart, not scattergun.
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