No matter how amazing your product, website, or customer service is, you can’t get anywhere if people don’t know that you exist!

Google has created its reputation as the go-to search engine for most people by always making sure that they deliver the search results that the user finds most relevant. You need to bear this in mind when you are building your website and writing your content.

Connect with Your Audience

The first thing you need to know is what you are selling and exactly who you are selling it to, as this will inform your content. You will likely start with an idea of who your customer base is, but over time you will be able to create your customer avatar based on who is engaging with your content.

Social media is a great way to build your customer avatar. Use your social media channels to post content that you think might interest your audience. Based on which posts gain the most traction, you can then infer which types of people are the most interested in what you have to say, and you can target future content at them.

Write High Quality Content

Once you have your avatar, you can use it to fill your site with high quality and engaging content. Write articles that are relevant to your product or service, provide the reader with useful information and make sure it is enjoyable to read. The algorithm that Google uses is looking for genuine content written by human beings, so although keywords are important (as we will go on to discuss), it’s not a good idea to ‘spam’ your articles and include keywords an unnatural amount of times as this will damage your ranking.

Improve Your On Site SEO

When you are writing content for you site, it’s important to bear a few things in mind:

  • Keyword Research. These are the search terms that your potential customer base is likely to key into Google. There are various tools available to help you to carry out keyword research to ascertain which key phrases are popular, and importantly, are not already being dominated by bigger websites.
  • Keyword Placement. It’s important to include your keywords in the article heading, and within the first couple of sentences in order for it to be returned by a search. It should also be ‘sprinkled’ throughout the article.
  • URL. The URL link to your article should contain the key word or phrase that you are targeting.

Ecommerce SEO can be quite complex and there is a lot to consider. It’s definitely worth thinking about engaging a professional to help you with this task, otherwise it can be very time consuming and you may not get the results that you are hoping for.


A backlink is getting your site mentioned on someone else’s, and for best effect, the site you are mentioned on should be relevant to your business area.


Ensure that you are making good use of analytics to measure which content is ranking well, and which is not, so that you can refine your content in the future.