Ecommerce SEO plays a direct role in how much brands pay to acquire customers. When organic visibility is limited by technical SEO issues, weak structure, or poor prioritisation, paid channels are forced to work harder. This drives Customer Acquisition Costs up and reduces profitability.
Below are ten practical ecommerce SEO best practices that help reduce CACs by improving discoverability, crawl efficiency, and conversion performance. These are not theory-based ideas. They are common issues seen across Shopify, WooCommerce, Magento, and custom ecommerce platforms.
Pagination problems often limit how much of an ecommerce catalogue Google can actually access.
Every paginated URL should:
Canonicalising paginated pages back to page one or blocking them entirely prevents deeper products from being discovered. If Google cannot reach your full catalogue, product visibility will always be capped.
Ecommerce sites naturally generate large volumes of low-value URLs through filters, sorting parameters, and internal search results.
To protect crawl budget:
If these URLs are not actively managed, Google spends time crawling pages that will never rank, delaying the discovery of important products.
Breadcrumbs are a critical part of ecommerce site’s structure, yet they are often broken.
Check that:
Google is mobile first. If breadcrumbs break on mobile, both usability and crawl understanding suffer.
Trust signals should not be limited to blog content.
On-page SEO across product and collection pages should clearly demonstrate:
Strong Experience, Expertise, Authority, and Trust directly support rankings and conversion rates on money pages.
Digital PR should support revenue, not just brand visibility.
Effective ecommerce PR focuses on:
Homepage only link building rarely moves the needle for competitive ecommerce queries.
Navigation should reflect how customers shop, not how internal teams organise products.
Strong navigation:
If users struggle to find products, Google will struggle too.
Fast sites convert better and rank more consistently.
Slow ecommerce sites suffer from:
Site speed improvements deliver SEO and revenue gains at the same time.
Schema markup helps search engines and LLMs understand ecommerce content more efficiently.
Key schema types include:
Correct implementation improves eligibility for rich results and faster interpretation of content.
Footer links remain one of the easiest internal linking wins in ecommerce.
A well-optimised footer:
This is simple work that often delivers outsized ecommerce SEO impact.
Ecommerce SEO content should help users make buying decisions.
High-impact formats include:
Content aligned with commercial intent supports rankings while shortening the path to purchase.
Even mature ecommerce brands regularly fall into avoidable traps:
Each of these mistakes can result in traffic loss, wasted crawl budget, and higher dependency on paid media.
Reducing CACs through SEO does not require complex tactics. It requires clean technical SEO foundations, controlled crawl behaviour, and content designed around real buying journeys.
If your ecommerce site is leaking crawl budget, hiding products from search engines, or failing to support commercial pages with authority, organic growth will always be limited.
If you want to identify where your ecommerce SEO is holding you back and how to fix it, speak to our team today and turn organic search into a scalable acquisition channel.
