Key Fundamentals about SEO for Ecommerce

  • How search engines work
  • How search engines interact with online pages
  • How keywords work and how to select ones that are relevant to your businesses
  • How to optimize your webpages for search engine traffic

Lesson 1: How do search engines work? (1 minute read)

Before we learn about how to optimize our website for search engine traffic, it’s important to understand how SEO works and how search engines rank pages on the search engine results page which is also called SERP.

Example of a search

Lesson 2: Google Search Console (1 min read)

We’ll learn about website and server optimizations that help search engines crawl and index your website.

Lesson 3: XML sitemaps (1 min read)

An XML sitemap is a list of all the URLs on your website. It acts like a map of your site and tells search engines what content you have and where to find it. Your sitemap is what helps search engines provide accurate results to search queries.

  • Have a weak internal linking structure (we’ll discuss in greater detail later)
  • Have a lot of pages
  • Make content changes frequently
  • Add new pages often
  • Duplicate pages
  • Pages blocked by robots.txt
  • Utility pages that are helpful to visitors, but not intended to be landing pages (login page, contact us, privacy policy, account pages, etc.)

Lesson 4: URLs (1 min read)

A Uniform Resource Locator, better known as a URL, is the web address of a page or resource on the internet.

  1. A top-level domain: This is the text following the dot (.). Top-level domains classify your domains by location (.au, .uk, .ca, .com) and type (.edu, .gov).
  2. A domain name: This is the website or company name (ie. Unicorn Horse, Facebook, etc).
  3. An optional subdomain: The sub domain appears before the first dot (.) in the domain name. (i.e. or
Image courtesy of Moz
  • Keep URLs as simple, relevant, and accurate as possible
  • Include keywords where and when applicable
  • Make them clear — a user (or crawler) should be able to know what to expect when they click on a URL
  • Use hyphens to separate words
  • Use lowercase letters

Lesson 4: Breadcrumbs (1 min read)

Breadcrumbs are paths (usually small text located at the top of a webpage) that show users a trail of where they’ve been and where they are. Every step of the trail is clickable and allows users to navigate back to the homepage. I use to think breadcrumbs had no use on a website, but after doing research and learning more about SEO, breadcrumbs are really helpful.

  • Location-based breadcrumbs: These will tell users where they are in a site’s structure and how to get back to the homepage. Location-based breadcrumbs are the most commonly used for online web content.
Breadcrumb structure on BestBuy’s website.
  • Attribute-based breadcrumbs: Are most often used for ecommerce websites. These typically contain product attributes like color, size, brand, etc.
  • History/Path-based breadcrumbs: History-based breadcrumbs are ordered based on how a user navigates a website.



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Adeel Kothiwala

Adeel Kothiwala

Helping men around the world feel their best self