Search for “eCommerce SEO” and you’ll almost always find the same names at the top like Shopify, Wix, Semrush, and other powerhouse brands. They dominate search results with massive domain authority, hundreds of thousands of backlinks, and entire content teams dedicated to publishing guides, tips, and tutorials.
For smaller eCommerce businesses, it can feel like trying to compete in a marathon where the leaders started with a 10-mile head start. The giants have more money, more visibility, and more resources (oh and they know how to use them).
But here’s the thing: you don’t have to match their size to outrank them. Google’s algorithm doesn’t reward brands solely for their name; it rewards the best answer to a searcher’s question. And with the right on-page SEO strategy, even a lean eCommerce site can earn those top spots.
This isn’t about checking off generic SEO tasks or stuffing keywords into product pages. It’s about building pages that are more relevant, more engaging, and more useful than anything your competitors publish, pages that keep visitors reading, clicking, and converting.
If you want to beat the giants without burning through your ad budget, you’ll need to go deeper, be smarter, and execute better.
Here’s exactly how to do it.
What the Top Sites Are Doing (and Why It Works)
When you look at the top-ranking pages for “eCommerce on-page SEO”, you may notice a few patterns stand out:
Simply put, they rank well through their backlink profiles, well-structured content that targets the right keywords, and websites that are easy to navigate.
So, what can smaller sites learn from this?
Get the On-Page Basics Right
Before you can outrank the giants, you need to make sure your on-page SEO foundation is rock-solid. These are the elements that tell both search engines and shoppers what your page is about and if you get them wrong, no amount of backlinks or content marketing will save you.
For instance, Modus Fireplaces experienced a 124% increase in organic traffic by implementing essential SEO practices. Their success highlights the significance of foundational SEO elements in driving substantial growth. Read how we helped them here.
Titles and Descriptions
Your product titles aren’t just for organising your store, they’re one of the most powerful SEO signals on the page.
A good title does three main things:
- Clearly describes the product
- Includes high-intent keywords that match what your ideal customer is searching for
- Front-loads the most important terms so they appear early in search results
Think like your customer. “Waterproof Bluetooth Speaker, 20 Hour Battery Life” is far more effective than “Bluetooth Speaker Model X200.” The first tells shoppers exactly what they’re getting and includes features they care about.
Your meta descriptions might not directly boost your ranking in Google, but they do influence click-through rates which can indirectly help your SEO over time.
Treat them like ad copy:
- Keep them under 155–160 characters so they don’t get cut off
- Include your primary keyword naturally
- Highlight unique selling points (“Free Shipping,” “Lifetime Warranty,” “Best for Travel”)
- Create a sense of urgency or value (“Limited Stock Available,” “20% Off Today”)
A weak meta description is a missed opportunity. When your snippet in search results instantly communicates value, you not only attract more clicks, you also send positive engagement signals to Google.
Your content is not slacking. It just needs some fine-tuning.
Too many eCommerce sites just drop a bullet list of features.
At StudioHawk, we often ask ourselves, does it have value? This can be achieved by mentioning benefits, not just specs and different details like material quality or manufacturing origin. Also, add common uses or customer concerns.
Moving on, your images should be compressed as well as high-quality. Use descriptive file names and alt text that match what people are searching for.
For example:
- Bad: IMG1234.jpg, alt: “image”
- Good: blue-running-shoes.jpg, alt: “Men’s blue running shoes with mesh upper”
For structuring data, use schema markup to give Google extra context. Starting with Product, Review, FAQ and Breadcrumb.
This can help your listings show rich results, like star ratings or price info, leading to an increase in visibility and clicks.
Internal linking between product pages, categories, and blog content helps Google crawl and understand your site while keeping users moving through your store.
But, don’t overdo it. Make links relevant, not forced.
The Technical Bits Behind Your SEO
Technical SEO and content aren’t separate. One supports the other.
Page Speed is vital. Slow pages kill conversions and rankings. Compress images, reduce unused JavaScript, and make sure your server responds quickly. Use tools like PageSpeed Insights or GTmetrix to spot these issues. Fix the obvious ones first.
Most users are on phones. Your site needs to be responsive and user-friendly on small screens. That involves buttons that people can actually tap, text that’s readable, and layouts that don’t break.
Crawlability is another key component. Use a clean URL structure. Fix broken links. Make sure your robots.txt and sitemap files are positioned correctly and up to date.
Pages need to be accessible and indexable. If they’re not, you’re invisible.
Lastly, group your content around core topics. If you sell skincare, have clusters for “cleansers”, “moisturisers”, and “sun protection”. These clusters help search engines understand your authority in each area, and make site navigation easier.
How to Compete with the Big Guys
You won’t outperform high-DA sites on backlinks or authority overnight. But you can outmanoeuvre them in other ways.
Instead of trying to outrank massive competitors in broad, saturated markets, narrow your focus and dominate a niche. This approach not only increases your chances of visibility but could also attract a more relevant, high-intent audience.
Broad content is harder to rank. Instead, aim for specificity.
Don’t target “eCommerce SEO” if your store sells handmade soap. Go for “on-page SEO for handmade soap shops” or “how to optimise soap product pages”.
Less competition. More relevance.
Utilise user content through reviews, Q&A, and photos from customers. This will provide fresh content to your pages as well as build trust and engagement.
Just like your shoppers, Google likes both.
Build Topical Authority with Blog Content.
If you want to outrank industry giants, you need more than well-optimised product pages. You need to prove to search engines (and customers) that you’re an expert in your niche. That’s where topical authority comes in.
Topical authority means covering your subject area so thoroughly that Google sees your site as the go-to resource for that topic. And the most efficient way to build it? Consistent, high-quality blog content that supports your products.
If your product pages aren’t delivering, through search rankings, click-through rates, or conversions, now is the time to change that. Every day you wait is another day your competitors collect the customers, sales, and market share that could be yours.
Start with the essentials
Upgrade your titles and meta descriptions
These are the first things potential customers see in search results, so make them count. Use your primary keywords, make the copy compelling, and highlight what makes your product better than the rest. A well-crafted title and meta description can be the difference between getting ignored and getting the click.
Speed up your site
Google’s Core Web Vitals aren’t just an SEO metric, they directly impact user experience. Shoppers expect your pages to load in under two seconds. Optimise images, reduce unnecessary scripts, and choose a fast, reliable hosting provider to ensure lightning-fast performance on both desktop and mobile.
Simplify your navigation
If customers have to hunt for what they want, you’ve already lost them. Keep your menus clear, categories logical, and search functionality prominent. A smooth navigation experience reduces bounce rates and increases the chances of a sale.
Build strong internal links
Connect related products, categories, and relevant blog posts to guide shoppers deeper into your site. This not only improves the customer journey but also signals to search engines how your content fits together, boosting SEO authority across your site.
Go beyond the basics
Today’s shoppers expect more than a bullet-point spec sheet. They want to know how your product fits into their life.
Enrich your product pages with helpful, original content that you create yourself which doesnt include the manufacturer’s stock description as well as lifestyle photos or videos showing the product in use. Add some Styling or usage tips for inspiration but make sure you also include compatibility guides or care instructions to remove hesitation.
Lastly, also add answers to common questions your competitors leave unanswered
By anticipating questions and objections, you reduce friction and make buying easier.
If you’re unsure where to begin, link your product pages to in-depth resources such as: buying guides, comparison posts, or blog articles. This wil keep visitors engaged and lead them further into your buying funnel.
Be strategic, not just reactive
You could attempt to match giants like Shopify by throwing millions into SEO campaigns but if your budget (or your conscience) says otherwise, you’ll need to win with strategy, precision, and creativity.
If a page is slipping, update it.
For example, Oppidan Education faced challenges after a website migration but managed to recover by focusing on structured data and content enhancements. At StudioHawk, we worked closely with them to resolve technical issues and fine-tune their content, leading to improved visibility and performance.
Want to see how we can help your site perform better too? Read the full case study here.
Time to Act
If your product pages aren’t performing the way they should, (through search rankings, click-through rates, or conversions) now is the moment to turn that around. Every day you delay is another day your competitors scoop up the customers you could be winning.
Start with the essentials:
- Upgrade your titles and meta descriptions so they’re competitive, keyword-rich, and enticing enough to win clicks.
- Speed up your site. Google’s Core Web Vitals matter, and so do your customers’ patience levels. Aim for lightning-fast load times on both desktop and mobile.
- Simplify navigation so shoppers can find what they want in seconds, not minutes.
- Build strong internal links between related products, categories, and key content pages to help search engines (and shoppers) understand your site structure.
But don’t stop there. Product pages need to do more than list specs; they should inform, inspire, and remove doubts. Add helpful, original product content that goes beyond the default manufacturer’s description. Showcase cases, styling tips, compatibility details, or care instructions. Create content that answers the questions your competitors aren’t addressing.
If you’re not sure where to start, link your product pages to in-depth resources to keep visitors engaged and guide them further down the buying journey.
Sure, you could try to match the giants like Shopify and spend millions on SEO campaigns. But if your budget (or your conscience) says otherwise, your path forward is strategy, precision, and creativity.
The best first step? Audit your top product pages today.
Identify what’s missing, where you’re losing potential customers, and what’s holding back your rankings. Then fix it, page by page, detail by detail, until your store isn’t just another search result.
Ready to Transform Your Product Pages?
Your product pages are crucial to your success, and every moment you delay could be another opportunity missed. Start by auditing your top pages today. Identify gaps, optimise content, and refine your strategy to improve your rankings, conversions, and customer satisfaction.
Need help getting started? Reach out to get expert guidance on optimising your site. Don’t wait because your competitors won’t!
