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Laying the Groundwork for SEO Success: Building Visibility for eCommerce Brands

By Henry | SEO Specialist
26 April 2025

For new or growing eCommerce businesses, building online visibility can feel like an uphill battle. With so many competitors vying for attention, standing out with a thoughtful and strategic approach to search engine optimisation (SEO). By focusing on the foundational elements of SEO, even brands starting with minimal visibility can begin to climb the rankings and attract valuable traffic.

The Challenge of Gaining Visibility

Launching or growing an eCommerce website isn’t just about having great products—it’s about making sure potential customers can find you online. Newer websites or those with limited optimisation often face challenges like low traffic, poor rankings for relevant keywords, and even difficulty appearing for branded searches. Without an effective strategy, businesses risk being overshadowed by established competitors.

Step 1: Building a Strong Foundation

Every successful SEO strategy starts with the basics. Ensuring the website is technically sound is critical for search engines to crawl, index, and rank its pages. This includes:

  • Optimising Site Speed: Faster-loading websites provide a better user experience and are prioritised by search engines.
  • Ensuring Crawlability: A clean, organised site structure and a properly configured XML sitemap help search engines index all important pages.
  • Mobile-Friendliness: With a growing number of users shopping on mobile devices, a responsive design is essential for both usability and rankings.

These initial fixes don’t just set the stage for long-term growth—they also help search engines recognise the website as a legitimate, user-friendly resource.

Step 2: Targeting the Right Keywords

Visibility starts with understanding what potential customers are searching for. Keyword research is the cornerstone of any SEO campaign, identifying terms that are both relevant and achievable. For a haircare eCommerce brand, this could include:

  • Product-Specific Keywords: Terms like “SLS-free shampoo” or “hydrating hair masks” target high-intent searches from customers looking for specific solutions.
  • Long-Tail Keywords: Phrases such as “best cruelty-free conditioner for dry hair” may have lower competition and attract highly qualified traffic.

By strategically incorporating these keywords into product pages, category descriptions, and blogs, businesses can start ranking for queries that align with customer needs.

Step 3: Creating Value Through Content

In today’s eCommerce landscape, content is a key driver of visibility. Blogs, guides, and FAQs help establish authority while answering common customer questions. For example:

  • A blog titled “How to Choose the Right Shampoo for Your Hair Type” not only educates readers but also positions the brand as a trusted resource.
  • FAQs such as “What does SLS-free mean?” can be optimised for voice searches, capturing additional traffic.

This content not only supports SEO but also enhances the overall shopping experience, giving customers more reasons to stay on the site and explore.

Step 4: Internal Linking for Improved Discoverability

Internal linking is a simple yet powerful way to guide both search engines and users through a website. Connecting related blogs, category pages, and products ensures that visitors can easily find what they’re looking for while distributing link equity across the site. For example, a blog about “Benefits of Paraben-Free Haircare” might link to a category page featuring paraben-free shampoos and conditioners, seamlessly guiding readers toward purchase-ready pages.