Why eCommerce SEO is the key to a profitable online business

Key learnings:

The digital marketplace is booming. Every year Australians are spending tens of billions on eCommerce sites. Or to put it another way, one in every ten purchases is made online.

To get a cut of the action you need to optimise your eCommerce website so that customers come to you… not your competitors.

If you don’t have a strong search engine optimisation (SEO) strategy, you are losing out on brand impressions, clicks and sales. To secure a slice of the action and set your business up for a profitable future, put a solid eCommerce SEO strategy in place.

Two women discussing project

Be found when it matters most

One of the keys to success for any website is traffic.

And with customers using search engines, like Google, to discover brands… it’s more important now than ever that your business ends up higher on the search results if you want to get found.

95% of searchers won’t ever click through to the second page of the Google search results. More than 67% won’t even scroll past the first five search results.

While in the past you could manipulate the Google algorithm to appear higher in the search results despite poor quality content or low relevance to the search term, that certainly isn’t the case today.

Nowadays, there’s a range of technical and non-technical SEO factors that will impact your ability to appear at the top of the search results.

eCommerce SEO isn’t something you can wing and hope for the best. While it may seem overwhelming and time-consuming, developing an SEO strategy will get you noticed by your customers time and time again.

A group of people working with their laptop

Organic search vs paid search

SEO is how you appear in the organic search results. And once you’ve built a footprint, the traffic comes for free. When a customer searches on Google for a particular product, Google will show them a list of the most relevant results. These results are ranked on a number of specific SEO factors.

But nailing SEO takes time to see results. Which is why many businesses try their luck using paid search or social media instead, to get quick wins.

Paid search is a listing that appears at the top of the page above the organic search results.

This is known as a Google Advertisement and you will need a Google Ads account to set it up

But relying on paid search to guarantee results is a common trap that many businesses make. Be aware that only 20% of Google searchers will click on a paid search result. It comes down to trust. People trust the organic results more than ads.

And Google Advertising can be a very competitive space to play. It’s easy for your competitors to outbid you for the relevant keyword, e.g. ‘running shoes’ and knock you off the top of the paid results.

In the long run, the costs of Google Advertising will add up. It is not a viable long-term strategy to bring traffic to your eCommerce website.

The same goes for relying solely on social media to drive quality traffic. It’s easy to underestimate how much time and effort are needed to consistently post content on social media. When used in a strategic mix alongside a solid SEO and website content strategy, social media can help boost your efforts… but alone it will never be the holy grail of business and brand growth.

Organic search offers a far more cost-effective approach. Once you have laid the groundwork with a solid eCommerce SEO strategy, it will pay for itself many times over.

Related posts

Using a multi-channel advertising strategy to market your business
eCommerce business: Transforming a B2B business to B2C
Why you can’t afford to delay your website rebuild

Seo Strategy Concept

Effective eCommerce SEO strategy

For eCommerce SEO to bring in a wave of new traffic to your website, you need to have a solid strategy in place to guide your efforts and maximise resources. Otherwise you will be wasting precious time and money.

Your eCommerce SEO strategy should consider:

  • Researching and using relevant keywords throughout your website content
  • Structuring your website with a natural flow through the pages
  • Organising your content to make it easy for Google to index
  • Consistently creating engaging content to drive organic traffic to your website.

Content is the cornerstone of your SEO strategy. Types of content can include blogs, case-studies, whitepapers or guides. A skilled content producer will be able to weave keywords throughout your content to maximise your organic search visibility… and bring customers to your website.

Get a cut of the action with an eCommerce SEO strategy

SEO is without a doubt the most cost effective, long-term strategy you can use as part of your digital marketing mix.

Here at Brilliant Digital, we live and breathe SEO. We have helped many hundreds of clients build their digital presence to reach new customers and achieve a return on their investment.

Read more website design articles.

We'd love to
hear from you.


    Brilliant Digital has been amazing! They provided a very professional and high-quality service. They understand the niche areas to target when building websites, which has helped make our website a Ferrari with a strong engine, rather than something that looks good but doesn’t bring in the clients. Thank you, Brilliant Digital!

    Matthew Guy

    Accounting For Good has been working with BD since late 2018 – starting with a website refresh and snazzy update to our logo. They’ve curated a solid website with great SEO. I can write, but it’s easy to get distracted and forget to write your content, so outsourcing is such a great option. I *love* our BD content writer – it’s a real partnership. She understands our business and gets the tone I want so spot-on that I think she can actually read my mind.

    Kirsten Forrester
    Accounting For Good

    Brilliant Digital has helped me grow my family business. Once we developed a fully functioning, professional and productive website, we doubled our client base, and we continue to have consistent inquiries. We will definitely be continuing our professional relationship with Brilliant Digital and use their services for our future endeavours.

    Michael Rahn
    Power with Purpose

    Positive: Professionalism, quality, responsiveness

    Brilliant Digital has a wonderfully friendly, helpful and knowledgeable team and has been invaluable to my business.

    Ian Donald
    Ian Donald Optometry

    Our business website was looking dated and needed a revamp, and we weren’t happy with our current website managers, so we shopped around and were immediately drawn to Brilliant Digital. We set up a meeting and a few weeks later had a great new website, and we’ve had great feedback from clients since about the new look. The website has no doubt drawn new customers to my business and I feel that it has been worth every cent spent.

    But wait there’s more!

    Brilliant Digital has been a fountain of knowledge on all aspects of internet and web marketing and social media, and we’re really grateful for their knowledge and expertise and the huge impact they have had on our business.

    Ari Ende

    My website has been critical to my success. It is literally the face of my business… it’s the shop window.

    I can’t recommend Brilliant Digital highly enough. It is the only company that has taken the time to gain a deep understanding of me, my business, what I want to achieve and where I want to go with it.

    Julie Nipperess
    Step Up Group

    Our website was up and running in six weeks as promised. I couldn’t believe it, actually. Our first website was such a long, tortuous process.

    Brilliant Digital has done everything they said they would do. We’ve never had a problem, even with all the increased traffic from the new marketing campaigns. We’ve been very happy!

    Brett Churcher
    Playoust Churcher

    We really feel that the end product was just at such a high standard. It’s really crisp, really clean, and it’s gone from scope all the way to that delivery piece. It’s been quality all the way.

    We value that and we think the Brilliant Digital team has far exceeded our expectations.

    Janelle Dixon
    Facilities First

    We are a very busy medical practice that recently engaged Brilliant Digital to develop our website and online presence.

    Straight away we realised we had found someone with invaluable marketing experience, who explained in plain speaking the pitfalls and advantages of the online world.

    This allowed us to get on with the more important issue of running our practice.

    We have received lots of positive feedback regarding our website and mobile site from many of our patients.

    Jacqui Ellsmore
    Glebe Family Medical Practice

    When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website; it was about having a philosophy.

    Hugh Edmunds
    Edcon Steel