SEO (Search Engine Optimization) is the process of tailoring your website to meet search engine requirements.

When users search for something online, search engines provide a list of results — webpages that match their query. According to industry data, only 9% of people scroll through to the end of the first page of search results. Most users click on one of the first 10 links. For e-commerce websites, ranking on the first page for relevant search terms like "buy," "price of," or "how to" is critical.

Your goal as a store owner is to consistently drive visitors to your site. More visitors mean more sales and revenue.

SEO helps by increasing the number of qualified visitors to your site. A well-optimized site doesn’t just attract traffic — it brings in your target audience, people who are ready to buy.

Important: if such poor performance happens frequently, search engine algorithms will rank your site lower, reducing your visibility.

On the other hand, if your page is optimized for “pink sneakers for girls,” search engines will show it to users searching for that exact term and avoid displaying it to those looking for “green sneakers,” even if they’re also “for girls.”

To make sure search engines understand what your online store’s pages are about, you’ll need to do a site audit, research relevant keywords, use traffic analytics tools, and track the performance of your chosen keywords. Here’s how to tackle it step by step.

Conduct a website audit. Use tools like Google Search Console or SEMrush to evaluate:

→ the total number of pages on your site;
→ your site’s structure: categories, subcategories, etc.;
→ whether your pages are visible to search engines.

An audit helps you identify technical issues and create a clear plan for improvements.

Gather relevant keywords. Identify the search terms your potential customers use when looking for products like yours. For instance, if you sell toys, figure out whether users search for “kids’ toys” or “building blocks for children.”

Assign landing pages for keyword groups. Create dedicated pages for each group of keywords. For example, if the toy store owner identifies keywords like “plush toys” and “board games,” they should create separate landing pages for each — one for plush toys and another for board games.

Manually optimize pages. Enhance the content of each page to match the relevant keywords. For instance, the toy store owner could optimize the plush toy page by including terms like “plush toys,” “soft toys,” and “gifts for kids” in the description.

Write meta tags. Create meta elements in your store’s code to help search engines understand what your pages are about. Key meta tags include:

• Title (Title Tag): appears in search engine results and summarizes the page.

• Description (Meta Description): a brief summary that gives users an idea of the page’s content.

Add metadata. Include additional behind-the-scenes details about your page, which aren’t visible to users but help search engines better understand the content.

Organize Categories. Group your content into clear themes and categories so that customers can easily find what they’re looking for. For example, organize sections for clothing, electronics, or accessories.

On platforms like 4P CMS, optimizing product pages and categories is straightforward — you don’t need any technical skills. Simply go to the admin panel, select a product or category, fill in the required fields, and save your changes.

Use traffic analytics tools. Utilize tools like Google Analytics, Matomo, or Hotjar to understand where visitors are coming from, which pages they’re viewing, and how much time they’re spending on your site.

Monitor keyword rankings. Keep track of how your website ranks in search results for specific keywords. For example, if you own an online store selling athletic sneakers, you want your site to appear on the first page of search results. Regularly check your rankings to see where your site stands. If the rankings improve, it’s a sign your SEO efforts are paying off.

Evaluate results and make improvements. Analyze the performance of your site to identify areas for improvement. For instance, if your sneaker page is attracting a lot of traffic but sales remain low, consider revising product descriptions or updating photos to boost conversions.

SEO can be broken down into three main areas: On-page SEO, Off-page SEO, and Local SEO. Each focuses on improving visibility and performance either directly on your website, outside of it, or in specific regional markets.

On-page SEO covers everything that happens on your website. This includes:

• Optimizing content and site structure.

• Improving titles, meta tags, and URLs by incorporating relevant keywords and phrases.

• Enhancing internal linking and website hierarchy.

• Increasing page loading speed.

• Optimizing images, videos, and other media elements.

If you’re using 4P CMS, you don’t need to worry about doing these tasks manually. The platform automatically creates a logical catalog with intuitive navigation and comes pre-optimized for speed and usability. Internal linking is also automated.

For example, product pages are designed to include sections that guide customers to related products or relevant categories.

Off-page SEO involves actions taken outside your website to build trust and authority with search engines. These efforts signal to search engines that your site is valuable and credible. Examples include:

• Social Media. Share your products on platforms like Instagram, Facebook, and others.

• Backlinks. If reputable websites mention your e-commerce store and link to it, search engines view this as a positive signal. The more high-quality backlinks you earn, the better for your store's rankings.

• Reviews. Collect positive reviews on platforms like Google and other relevant review sites.

• Guest Writing. Publish articles on other blogs that include links back to your store.

Many businesses target specific regions. For example, an online store might serve all of the U.S., the European Union, or even international markets. However, some businesses have geographic limitations. For instance, a local flower shop in Los Angeles or Berlin may only deliver within the city and surrounding areas. In these cases, traffic from outside the target region won’t generate meaningful value.

Local SEO helps optimize your site so that search engines show it to users in relevant areas. This ensures that your business reaches the right audience in the cities or regions it serves.

Key recommendations for local optimization:

1. Add your online store to Google Business Profile and other regional tools like Bing Places. This helps search engines understand your store’s location and serves users from the appropriate regions.

2. Register on maps like Apple Maps, Google Maps, and Bing Maps. These platforms allow users to find your business location, read reviews, while also reinforcing to search engines.

3. Update the “Contact” page on your website.Include a clear address, photos, and a map with directions. Ensure this information is consistent across all platforms.

Important! If your business has multiple addresses, use them carefully to avoid triggering moderation issues. Inconsistent or excessive locations could result in deactivated profiles.

4. Optimize website content for local searches. Use location-specific keywords in your metadata and page titles. For example, a product page for pink sneakers might say, “Buy pink sneakers for girls with delivery in Los Angeles and surrounding areas.”

While SEO is a powerful tool for bringing visitors to your website, it’s not the only one. Consider these additional methods:

This is paid traffic where you pay search engines for ad placements or clicks, delivering visitors instantly.

SEO adapts your content to meet search engine requirements, so your website appears on the first page of search results.

This involves creating high-quality blogs, videos, or podcasts to attract your audience. It often overlaps with SEO and social media.

Attracting an audience through platforms like Instagram, Facebook, or TikTok.

Sending tailored emails to your target audience.

This is a partnership with influencers or other website owners who drive traffic to your site for a commission.

Promoting your products through reviews, comments, or discussions on forums and social media.

SEO ensures your website is visible in search engines. The higher it ranks, the more people visit and make purchases. Here are a few recommendations to maximize results:

1. Don’t rely solely on PPC traffic. While paid ads generate quick traffic, SEO provides a steady stream of visitors even if ads are paused.

2. Use a combination of PPC and SEO. PPC delivers fast results, while SEO builds long-term growth. Together, they balance short-term and sustainable strategies.

3. Skip SEO if your business is niche and lacks competition. If you dominate a specific market, SEO may not be necessary.

4. Invest in SEO early. Even if PPC brings good results, organic traffic helps reduce reliance on ads and lowers risks.

→ SEO increases website visibility in search engines, driving more visitors and purchases.

→ The goal for online store owners is to maintain a steady flow of visitors to the site. The more visitors, the more sales, which means higher profits.

→ To help search engines understand what an online store’s pages are about, you need to perform a website audit, gather keywords, work with traffic analytics systems, and monitor the growth of selected queries.

→ There are several key areas of SEO — On-page SEO, Off-page SEO, and Local SEO. Each area focuses on different aspects of optimization: on the website, off the website, and in local contexts, such as within one or more regions.