January 30, 2025
SEO for webshops is about creating online visibility, attracting more customers, and increasing revenue. But how do you achieve this? From technical optimization to compelling product descriptions and smart link building, we explain everything you need to know!
Why is SEO important for webshops?
SEO (Search Engine Optimization) makes the difference between being found or disappearing in search results. An SEO-optimized webshop not only attracts more visitors but also converts them into customers. The key advantages of SEO over other channels include:
- With SEA (Search Engine Advertising), you don’t invest in long-term search positions but "rent" temporary placements. With SEO, you invest in long-term rankings, even if you stop actively working on it.
- Search engine optimization is increasingly about providing a better user experience (UX). Improving SEO correlates with a higher conversion rate on the page.
- SEO and SEA complement each other. If the webshop runs SEA campaigns, this channel can enhance SEO through increased click-through rates (CTR). This makes an SEO strategy even more effective.
How to develop an SEO strategy for webshops?
A successful SEO strategy starts with a clear structure for your webshop. Ensure easy navigation so that customers and search engines can find their way smoothly. Add unique and relevant texts to category pages and optimize filters to make products quickly accessible. Below, we explain everything in detail!
Finding the right keywords for webshops
Keyword research is crucial for a strong SEO strategy. Tools such as Ahrefs and Google Search Console provide insights into relevant search terms and opportunities. Have you previously run SEA campaigns? Use that data as a starting point. In Ahrefs, use the following features for comprehensive keyword research:
- Site Explorer for relevant rankings
- Competitive Analysis with relevant competitors
- Keyword Explorer to find keywords that your domain and customers are not ranking for (additional checks)
Depending on the budget and goals, choose the focus for main and/or subcategories. A higher competition level means focusing on high-volume keywords within main categories, such as “curling irons.”
| Aspect | Focus on main categories | Focus on subcategories |
| CTR Percentage | Higher (20-25%) | Average (10-15%) |
| Traffic forecast | High (broad audience) | Medium (niche audience) |
| Backlinks needed | More (30-50) | Fewer (10-20) |
| General terms | More | Fewer |
| Specialized terms | Fewer | More |
Optimizing webshop navigation for SEO
A well-structured main navigation enhances your webshop’s findability and user-friendliness. By including only the most essential categories, you maintain focus and distribute link juice optimally. Subcategories can be linked through main categories or internal links. Keeping the structure within three clicks helps both visitors and search engines navigate your site effortlessly. Too many menu items reduce page value, which can harm your SEO performance.
Page indexing for webshops
Proper page indexing is crucial for the visibility and user experience of your webshop. Not all pages need to be indexed; filter URLs, for example, should be excluded via robots.txt. Choose pagination as a navigation method, as Google understands it better than infinite scrolling or “load more” buttons, which often rely on JavaScript. Additionally, ensure a well-structured sitemap that includes all essential pages. A smart indexing strategy prevents duplicate content and improves your webshop’s SEO performance, making it easier for customers to find what they need.
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Content creation that makes a difference
Strong content on your category pages can elevate your webshop. FAQ sections that genuinely answer customer questions not only enhance user experience but also boost SEO results. By integrating natural language and relevant keywords strategically, you attract both visitors and search engines. Ensure your content aligns with the needs of your audience and stays ahead of Google updates. Strategic content creation sets you apart!
Making your webshop Google EEAT-Proof
Google values Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT), and your webshop can score well in these areas. Display product reviews and ratings to build trust. Have awards or certifications? Showcase them to enhance your authority. For German webshops, an Impressum (legal disclosure) is essential. Additionally, ensure a smooth payment experience with multiple payment options. By integrating these elements strategically, you improve both Google rankings and customer satisfaction. A Google EEAT-proof webshop results in higher visibility and conversions!
Using link building to drive more traffic to your webshop
Link building is essential for increasing your webshop’s authority and ranking higher on Google. By acquiring strong backlinks from relevant websites, you not only improve your position but also attract more visitors. This is particularly important for high-competition keywords. The focus should be on quality over quantity; a few valuable links can make a big difference. Want more traffic and better visibility? A smart link-building strategy will help you achieve your goals!
The best SEO tools for webshops
Depending on the webshop’s size and SEO challenges, we recommend the following tools:
Ahrefs
Perfect for in-depth keyword research, backlink analysis, and technical audits. This tool provides a clear overview of SEO improvements and opportunities. Ideal for webshops with complex SEO needs.
Ahrefs (€119 per month)
- Focus: Keyword research, backlink analysis, technical audits
- Ease of use: Moderate
- Ideal for: Webshops with complex SEO needs
Screaming Frog
A must-have for technical SEO. It thoroughly scans your website and helps identify and fix technical issues.
Screaming Frog (€21 per month)
- Focus: Technical SEO (crawling and analyzing websites)
- Ease of use: High
- Ideal for: Resolving technical SEO issues
Rankability
Focuses on content optimization. It assesses texts based on NLP and LSI scores and provides concrete improvement points. Perfect if you don’t have an in-house SEO copywriter.
Rankability (€100+ per month)
- Focus: Content optimization (evaluates texts based on NPL and LSI scores)
- Ease of use: Easy
- Ideal for: Improving SEO content without an in-house copywriter
Extra tips to optimize your webshop
A well-optimized webshop attracts more customers and generates higher revenue. By implementing smart SEO tactics, you enhance both findability and appeal to visitors.
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Publishing Specialist
Samuel Toma is a Publishing Specialist at Seeders Zwolle. With a keen eye for detail and a passion for helping businesses succeed online, Samuel works closely with clients to create engaging and effective marketing materials. With a background in publishing and a commitment to staying ahead of industry trends, Samuel is dedicated to delivering high-quality content that drives results for our clients.
