Ultimate Guide to SEO for E-Commerce Websites

The e-commerce market in Singapore has grown significantly over the years. In 2010, it was valued at S$1.1 billion, and it tripled to S$3.5 billion in 2014. By 2020, it is expected to have grown to a staggering S$46.3 billion. The growth has mainly been supported by the deep internet penetration which stands at about 82% of the population.

If you are looking to take advantage of the market boom, you have to know that your business is not going to be the only one. There are sites that are already killing it in E-Commerce as you can see.

You have to make sure you start optimising your E-Commerce site to put it in front of as many people as possible to drive your sales and tuning your site for SEO is one of the most economical and efficient ways to do this. But, you need to know that your approach is going to be a little different.


The first step to setting up SEO for your E-Commerce site is researching on the relevant keywords that you can use. You will need to create a list of keywords when preparing the site and that list should include long tail keywords since they have become common search terms. There are many tools that can assist you with this, among them being: Google search bar suggests, Google Adwords, Ubersuggest and SEMrush among others.

Once you have your list of header and long tail keywords in check, the next step is going to be focusing on the semantics of the site.

Site Architecture

How you organise your site is critical. It guarantees that users can find items quickly on your e-commerce site especially considering that E-Commerce sites have a lot of products and multiple pages.

The essence of having a site architecture also serves the role of mapping out how the user flows through the website. The faster the user can find what they are looking for, the more likely that they will buy it. Here is a good sample of how your site architecture should look like for a site selling flannel bed sheets.


It is vital that you use the following questions to help guide with setting up the navigation of your site:

  1. What are the search terms that users will use before getting on your site?
  2. After they get to the site, which queries are they most likely to search for while on the site?
  3. Which pages will likely get the most traffic?
  4. What are the most likely exit pages?

Technical SEO

For an E-Commerce site, you should not forget technical SEO, and it should always feature on your marketing calendar. Technical SEO entails the use of meta-tags, sitemaps and internal links among other aspects. Some of the areas that you should concentrate on while implementing this include cleaning up the URLs, switching to HTTPS, redirecting 404 pages, optimising for mobile, improve page speed and implement pagination. While these are the main areas of concern, there is a lot more you can do with technical SEO.

Onsite SEO

For E-Commerce sites, the on-page SEO is going to be a little different and will more than likely be filled with title tags and description tags. You should remember that long tail keywords are an essential part of on-site SEO, contrary to popular belief. Here is a sample of a completely On-site optimised e-commerce site to help you put everything into perspective.

Other factors that you will need to work on with regards to on-site SEO include: the URLs (editing to only lower case characters, using hyphens to separate words and deleting special characters), meta titles, meta description, body copy and you will also need to incorporate some keywords within. Where possible, you could also add a couple of internal links.

The success of your E-Commerce site is going to depend on how visible the site is. By implementing the right SEO strategies, you can quickly improve your chances against the competition and cut your marketing costs significantly. This guide should help you achieve that.