E-commerce SEO: Complete Guide to Ranking Your Store
E-commerce SEO is the process of optimizing your online store to rank higher in search engine results, driving organic traffic that converts into sales. In 2025, organic search accounts for 43% of all e-commerce traffic and generates 23.6% of online orders. With retail e-commerce sales projected to reach \$6.42 trillion globally, mastering search optimization isn't optional—it's essential for survival.
Two identical online stores selling the same products at similar prices can have drastically different outcomes. One ranks on page one of Google and generates 9,625 monthly organic visits. The other sits on page three, struggling to break 500 visits. The difference isn't luck or budget—it's strategic SEO implementation that separates winners from those left behind.
You'll discover the exact strategies successful e-commerce brands use to dominate search results, including technical optimization tactics, on-page best practices, content strategies, and the tools that make implementation efficient. Whether you're running a Shopify store, WooCommerce site, or custom platform, these proven methods will increase your organic visibility and drive qualified traffic that converts. Find the perfect SEO tools for your e-commerce store with our comprehensive tool finder.
What Is E-commerce SEO?
E-commerce SEO optimizes online stores for search engines to increase organic visibility, traffic, and sales. Unlike traditional SEO that focuses primarily on informational content, e-commerce SEO targets transactional intent—users ready to purchase.
The process involves optimizing product pages, category pages, and supporting content to rank for commercial keywords. Success requires balancing technical performance with user experience while managing thousands of pages, duplicate content challenges, and constantly changing inventory.
E-commerce SEO generates sustainable growth. While paid advertising stops delivering results when you stop paying, organic rankings compound over time. Professional e-commerce SEO implementations achieve 317% ROI with an 8-9 month breakeven period across analyzed clients.
Why E-commerce SEO Matters for Online Stores
E-commerce SEO delivers measurable business impact across multiple metrics. Understanding these benefits helps prioritize optimization efforts and justify investment.
ROI and Revenue Impact
E-commerce SEO generates returns that dwarf most marketing channels. Data from multiple verticals reveals compelling ROI patterns:
| Vertical | 12-Month ROI | Breakeven Period | Peak ROI (36+ months) |
|---|---|---|---|
| Specialty Retail | 4.2x | 8-9 months | 5.8x |
| Consumer Electronics | 3.4x | 8-9 months | 5.4x |
| Home Goods | 3.3x | 8-9 months | 5.2x |
| Health & Beauty | 2.9x | 8-9 months | 4.9x |
| Apparel & Fashion | 2.8x | 8-9 months | 4.7x |
These numbers represent real revenue, not vanity metrics. For every dollar invested in e-commerce SEO, successful implementations return \$2.80-\$4.20 within the first year.
Traffic Quality and Conversion
Organic search traffic converts at higher rates than most acquisition channels. The average e-commerce site achieves 2.8% conversion rate from organic traffic, compared to 1.9% from paid search and 1.4% from social media advertising.
This performance gap exists because organic searchers demonstrate higher purchase intent. Someone searching "waterproof hiking boots size 10" has clearer intent than someone clicking a Facebook ad about outdoor gear.
Research shows that 68% of U.S. shoppers use Google to research products before purchasing. Mobile users are particularly dependent on search—76% who search for something nearby on their smartphone visit a location within 24 hours, and 28% of those searches result in purchase.
Competitive Advantage
The e-commerce landscape rewards early movers in SEO. Analysis of over 20,000 online stores reveals that the average e-commerce brand ranks for 1,783 keywords and generates 9,625 monthly organic visits worth £11,790.58 in traffic value.
However, this average masks dramatic disparities. Top performers rank for 10,000+ keywords while bottom performers struggle with fewer than 100. The technical performance gap is equally stark—70.5% of e-commerce sites need improvement according to Google's Lighthouse metrics, and 98% of lowest-performing sites lack user-generated content. A real-world example of how closing these gaps transforms performance can be seen in this local specialty shop digital transformation case study.
Additional industry statistics reveal that only 0.78% of users click to page two of search results. If you're not on page one, you're essentially invisible.
Long-Term Asset Building
Unlike paid campaigns that require continuous spending, SEO builds cumulative value. A well-optimized product page that ranks today continues generating traffic for months or years without additional investment.
This compounding effect accelerates over time. Sites that publish 16+ blog posts monthly generate 4.5x more leads than those publishing fewer than four. Content created today attracts backlinks, builds authority, and ranks for related keywords—creating a flywheel effect that becomes harder for competitors to match.
The data demonstrates that e-commerce SEO ROI reaches 5.2x after 36+ months as organic traffic becomes your store's primary growth engine with minimal marginal costs.
How E-commerce SEO Differs from Traditional SEO
E-commerce SEO presents unique challenges that require specialized approaches. Understanding these differences prevents costly mistakes and accelerates results.
Scale and Structure Complexity
Traditional blogs might manage 100-500 pages. E-commerce sites routinely handle 10,000+ pages across products, categories, filters, and variations. This scale creates technical challenges that don't exist in content-focused SEO.
Product pages constantly change as inventory fluctuates. Items go out of stock, get discontinued, or have seasonal availability. Each change creates potential SEO issues—404 errors, duplicate content from similar products, and thin content from limited descriptions.
Category architecture becomes critical. A shoe store might have categories for men's shoes, women's shoes, running shoes, dress shoes—plus filters for size, color, brand, and price. Each combination potentially creates a new URL that search engines must crawl and index.
Transactional vs Informational Intent
Traditional SEO targets informational queries: "how to," "what is," and "best practices" searches. E-commerce SEO must capture both informational and transactional intent.
Someone searching "how to choose running shoes" represents top-of-funnel informational intent. That same person searching "Nike Air Zoom Pegasus 40 size 10 men's" demonstrates bottom-of-funnel transactional intent. Successful e-commerce SEO captures both.
This requires a two-pronged content marketing strategy: product pages optimized for transactional keywords, supported by blog content targeting informational queries that guide buyers through the purchase journey.
Conversion-Focused Optimization
Traditional SEO metrics focus on traffic, engagement, and time on site. E-commerce SEO must balance these metrics with commercial objectives: add-to-cart rate, average order value, and conversion rate.
A product page that ranks #1 but converts at 0.5% underperforms a page ranking #3 with 3% conversion rate. Page speed directly impacts both search rankings and conversion rates, making technical optimization a revenue driver, not just an SEO tactic.
Technical SEO for E-commerce Websites
Technical SEO forms the foundation of e-commerce search performance. Without proper technical infrastructure, even the best content and links won't deliver results.
Site Architecture and URL Structure
Effective site architecture helps search engines understand your product catalog while making navigation intuitive for users. The ideal structure uses hierarchical categories with clean URLs.
Optimal URL Structure:
| Level | URL Example | Purpose |
|---|---|---|
| Homepage | example.com |
Main entry point |
| Category | example.com/mens-shoes |
Product collection |
| Subcategory | example.com/mens-shoes/running |
Refined collection |
| Product | example.com/mens-shoes/running/nike-pegasus-40 |
Individual product |
This structure signals topical relationships to search engines while keeping URLs readable and memorable. Avoid dynamic parameters like ?id=12345&cat=shoes&color=blue that create indexing issues.
Implement canonical tags to prevent duplicate content. Products that appear in multiple categories should specify one primary URL. Filtered pages (by size, color, price) should either use canonical tags pointing to the main category or be excluded from indexing entirely.
Core Web Vitals and Page Speed
Google's Core Web Vitals directly impact rankings and conversions. Sites meeting Core Web Vitals thresholds see 24% higher engagement, while slow sites hemorrhage customers—53% of mobile users abandon pages taking over 3 seconds to load.
Critical Performance Targets:
| Metric | Target | Impact |
|---|---|---|
| Largest Contentful Paint (LCP) | < 2.5 seconds | Page loading performance |
| First Input Delay (FID) | < 100 milliseconds | Interactivity responsiveness |
| Cumulative Layout Shift (CLS) | < 0.1 | Visual stability |
Image optimization delivers the biggest performance wins for most e-commerce sites. Product images often account for 60-80% of page weight. Implement WebP format, lazy loading, and responsive images to reduce load times without compromising visual quality.
Test your site's performance with our free PageSpeed Insights tool to identify specific optimization opportunities.
Mobile Optimization
Mobile dominance in e-commerce continues to grow. Mobile devices generate 62.73% of global organic search traffic and account for 44.1% of U.S. e-commerce sales. Google uses mobile-first indexing, meaning it evaluates your mobile site to determine rankings for all devices.
Mobile optimization extends beyond responsive design. Touch targets must be large enough (minimum 48x48 pixels), forms should use appropriate input types, and checkout flows must work seamlessly on small screens.
The mobile experience affects both rankings and revenue. Sites loading in under 2 seconds see 15% higher conversion rates on mobile compared to slower sites.
Schema Markup and Rich Snippets
Structured data helps search engines understand your products while enabling rich snippets that increase click-through rates. Product schema can display prices, availability, and ratings directly in search results.
Essential Schema Types for E-commerce:
| Schema Type | Purpose | Displayed Information |
|---|---|---|
| Product | Core product details | Name, price, availability, SKU |
| Offer | Pricing information | Currency, valid dates, conditions |
| AggregateRating | Review scores | Star ratings, review count |
| Breadcrumb | Navigation path | Category hierarchy |
| Organization | Business details | Company info, contact data |
Products with rich snippets achieve 58% higher click-through rates than standard listings. Implementation requires adding JSON-LD code to product pages—most e-commerce platforms offer plugins or built-in support.
Technical Auditing and Issue Resolution
Regular technical audits prevent problems from accumulating. Use Screaming Frog to identify critical issues that harm performance.
Common Technical Issues:
| Issue | Prevalence | Impact |
|---|---|---|
| Broken links | 62.4% of sites | Damages UX, wastes crawler budget |
| Duplicate content | 38% of sites | Dilutes ranking authority |
| Missing internal linking | 86% of sites | Reduces crawlability, rankings |
| H1 tag problems | 59.5% of sites | Weakens relevance signals |
Prioritize fixes by impact. Broken links to high-traffic product pages cause immediate revenue loss. Duplicate content dilutes ranking authority. Missing H1 tags reduce relevance signals but rarely cause catastrophic problems.
On-Page SEO for Product and Category Pages
Product and category pages represent your primary revenue drivers. Optimizing these pages directly impacts sales.
Product Page Optimization
Product pages must balance SEO requirements with conversion optimization. The key elements work together to rank well while persuading visitors to buy.
Title Tag Structure:
[Product Name] - [Key Benefit] | [Brand Name]
Example: Nike Air Zoom Pegasus 40 - Superior Running Cushioning | RunShop
Keep titles under 60 characters to prevent truncation. Include your primary keyword naturally—usually the product name plus one modifier describing the key benefit or use case.
Product Descriptions:
Write unique descriptions for every product, even when manufacturers provide stock content. The lowest-performing e-commerce sites use manufacturer descriptions verbatim—90% of these sites struggle with thin content issues.
Effective product descriptions should:
- Lead with benefits before features
- Include primary and semantic keywords naturally
- Answer common questions preemptively
- Use formatting (bullets, short paragraphs) for scannability
- Incorporate user language from customer reviews
Optimize product descriptions for both search engines and conversions using Surfer to analyze top-ranking competitors and identify content gaps.
User-Generated Content:
Products with customer reviews receive 18% more traffic than those without. Reviews provide fresh, keyword-rich content that search engines value while building social proof that increases conversions.
The data is striking: 98% of lowest-performing e-commerce sites lack user-generated content. Implement review systems that encourage detailed feedback, photos, and ratings across multiple dimensions (fit, quality, value).
Category Page Optimization
Category pages often rank for high-volume commercial keywords, making them crucial revenue drivers. A well-optimized "men's running shoes" category page can generate more traffic than any individual product.
Category Page Elements:
- Unique category description (150-300 words minimum)
- Clear H1 using target keyword
- Optimized product grid with lazy loading
- Faceted navigation with proper URL handling
- Internal links to related categories and top products
Add introductory content above the product grid explaining the category's value proposition. Include secondary content below the products covering buying guides, comparisons, or frequently asked questions.
For WordPress/WooCommerce stores, Yoast SEO provides category-specific optimization features that simplify implementation.
Internal Linking Strategy
Strategic internal linking distributes authority throughout your site while helping search engines discover and understand product relationships.
Internal Linking Best Practices:
| Strategy | Implementation | Example |
|---|---|---|
| High-authority linking | Link from homepage/top categories to important products | Homepage → Best Sellers collection |
| Descriptive anchors | Use keywords in link text | "waterproof hiking boots" not "click here" |
| Contextual blog links | Link naturally within content | Blog about trail running → Trail shoe category |
| Breadcrumb navigation | Show hierarchy on every page | Home > Men's > Running > Nike Pegasus |
| Related products | Cross-sell similar items | "Complete the look" sections |
Avoid overlinking—pages with 50+ internal links see traffic decreases. Focus on quality over quantity, linking only where it adds value for users.
Optimizing for AI Overviews
AI Overviews are transforming search behavior. In 2025, AI Overviews appear in 52% of searches and 74% of problem-solving queries, making optimization for this feature essential. Product information that appears in AI summaries captures attention before users even see traditional organic results.
AI Overview Optimization:
- Structure product details in clear, scannable formats
- Use tables for specifications and comparisons
- Answer common questions in FAQ sections
- Implement schema markup for product attributes
- Keep critical information in the first 100 words
Products ranking in positions 1-3 are most likely to appear in AI Overviews. Focus on achieving top rankings for your highest-value keywords to maximize AI visibility.
Content Marketing Strategy for E-commerce
Product pages alone won't build sustainable organic growth. Supporting content attracts top-of-funnel traffic, builds authority, and guides prospects toward purchase.
Blog Content Types
Different content types serve different stages of the buyer journey. A comprehensive content strategy incorporates multiple formats to capture traffic across all funnel stages.
High-Performing Content Formats:
| Content Type | Purpose | Example |
|---|---|---|
| Buying Guides | Decision support | "How to Choose Running Shoes: Complete Buyer's Guide" |
| Product Comparisons | Evaluation | "Nike Pegasus vs Adidas Ultraboost: Which is Better?" |
| Problem-Solution | Problem awareness | "5 Signs You Need New Running Shoes" |
| Educational | Information | "Running Shoe Anatomy: Understanding Each Component" |
| How-To Guides | Implementation | "How to Break In New Running Shoes Properly" |
Content with 3,000+ words generates 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter pieces. However, depth matters more than length—comprehensive coverage outperforms padded content every time.
Keyword Strategy for Content
Target informational keywords that your target customers search for during their research phase. Someone searching "how to choose running shoes" represents a future customer for your running shoe products.
Map content topics to product categories. If you sell hiking gear, create content around "best hiking trails," "hiking preparation," and "choosing hiking gear." Each piece naturally links to relevant product categories.
Use long-tail keywords that indicate specific problems or questions. "Why do my feet hurt when running downhill" targets a narrow audience actively seeking solutions—perfect for content that recommends proper footwear.
Content-to-Product Linking
Strategic linking from blog content to products creates pathways that guide readers toward purchase without feeling pushy. The key is relevance and timing.
Link to products when they naturally solve problems discussed in the content. An article about "choosing trail running shoes" should link to your trail running category and specific recommended products.
Avoid aggressive product promotion in informational content. One or two contextual links work better than ten forced mentions. Readers appreciate helpful content—not thinly disguised sales pitches.
Link Building for E-commerce Sites
Backlinks remain a critical ranking factor. Research across millions of pages shows that the #1 ranking result has 3.8x more backlinks than positions 2-10, and 94% of top-10 sites have backlinks from 100+ unique domains.
Link-Worthy Content Creation
The easiest backlinks come from content people naturally want to reference. Creating genuinely useful resources makes link building significantly easier.
Link-Attractive Content Ideas:
| Content Type | Why It Attracts Links | Example |
|---|---|---|
| Original research | Unique data sources reference | "E-commerce Conversion Rate Study 2025" |
| Buying guides | Comprehensive resources bookmarked | "Complete Guide to Running Shoes" |
| Comparison matrices | Decision-making tools shared | "Top 10 Email Platforms Compared" |
| Size guides & calculators | Practical tools linked repeatedly | "International Shoe Size Converter" |
| Industry trend reports | Forward-looking insights referenced | "Future of Mobile Commerce 2025" |
| Expert roundups | Authority voices aggregated | "25 SEO Experts on E-commerce Trends" |
Long-form content (3,000+ words) earns 77.2% more backlinks than shorter articles. "Why" posts, "what" posts, and infographics receive 25.8% more links than videos or basic how-to content.
Broken Link Building
Competitors' dead links represent opportunities. Find broken links on relevant websites, then offer your content as a replacement.
Use Ahrefs to identify broken backlinks pointing to competitor sites. Reach out to sites linking to dead pages, suggesting your equivalent resource as a replacement.
This tactic works particularly well for outdated buying guides, discontinued products, and expired promotional pages. The website owner benefits from fixing dead links while you gain a quality backlink.
Digital PR and Brand Mentions
Digital PR attracts high-authority links that significantly boost domain authority. E-commerce sites using digital PR achieve average domain rating of 46, compared to 28 for those relying solely on basic link building.
Digital PR Tactics:
| Tactic | Implementation | Link Potential |
|---|---|---|
| Newsworthy data studies | Survey your customers, publish findings | Media outlets cite original research |
| Expert commentary | Pitch yourself as industry source | Quoted in news articles with backlink |
| Creative campaigns | Launch shareable, unique initiatives | Social shares lead to editorial links |
| Event sponsorships | Support local/industry events | Event pages link to sponsors |
| Annual industry reports | Publish yearly benchmarks | Becomes go-to reference resource |
Track brand mentions and request links when sites mention your brand without linking. Many sites will add links when politely asked, especially if you provide the exact URL to link to.
E-commerce SEO Tools You Need
The right tools make e-commerce SEO manageable at scale. Different tools serve different purposes—comprehensive platforms, specialized solutions, and free utilities each play a role.
Professional SEO practitioners report that 69% say achieving SEO goals is harder than two years ago, with implementation issues and Google algorithm changes cited as primary blockers. This makes choosing the right tools critical for efficiency.
Comprehensive SEO Platforms
All-in-one platforms provide keyword research, rank tracking, technical auditing, and competitive analysis. Most e-commerce businesses need at least one comprehensive platform.
Top Platforms:
- Semrush: 43 trillion backlinks, 25+ billion keywords, comprehensive site auditing
- Ahrefs: 35 trillion backlinks, 28+ billion keywords, excellent competitive analysis
- SE Ranking: Affordable alternative with strong e-commerce features
These platforms typically cost \$100-\$300/month but deliver ROI by consolidating multiple tools and enabling efficient workflow. Find the right platform for your needs and budget using our SEO tool finder.
Specialized E-commerce Tools
Niche tools solve specific e-commerce SEO challenges more effectively than general platforms.
Specialized Solutions:
- Screaming Frog: Technical auditing for large catalogs (handles 10,000+ URLs)
- Surfer: Content optimization for product and category pages
- Yoast SEO: WordPress/WooCommerce-specific optimization
Specialized tools often provide deeper functionality in their focus area than comprehensive platforms. Many successful e-commerce operations use both—a comprehensive platform for overall strategy plus specialized tools for specific tasks.
Free and Budget Tools
Not every tool requires significant investment. Several free options deliver professional results for specific tasks.
Essential Free Tools:
- Google Search Console: Performance tracking, indexing issues, Core Web Vitals
- Google Analytics 4: Traffic analysis, conversion tracking, user behavior
- Google PageSpeed Insights: Performance optimization recommendations
- Bing Webmaster Tools: Secondary search engine optimization
Budget-conscious operations can build an effective SEO stack using free tools supplemented with one affordable paid platform like Mangools (\$29.90/month) or SE Ranking (\$39/month).
Common E-commerce SEO Mistakes to Avoid
Even experienced marketers make costly mistakes when implementing e-commerce SEO. Avoiding these errors accelerates results and prevents wasted resources.
Duplicate Content Issues
Duplicate content plagues e-commerce sites. Product variations create similar pages, categories overlap, and manufacturer descriptions appear on hundreds of sites.
Solutions:
- Write unique descriptions for every product
- Use canonical tags for products in multiple categories
- Implement noindex tags on filtered pages
- Combine thin product variations into single pages with dropdowns
38% of e-commerce sites struggle with duplicate content problems. This issue dilutes ranking authority and confuses search engines about which pages to rank.
Thin Product Descriptions
Minimal product descriptions (under 100 words) fail to rank competitively. Search engines can't determine relevance from sparse content, and users can't make informed purchase decisions.
The data is clear: 90% of bottom-performing e-commerce sites have thin content issues. Adding comprehensive descriptions (300-500 words) increases both rankings and conversions.
Include specifications, benefits, use cases, care instructions, and answers to common questions. Use bullet points for scannability while incorporating target keywords naturally.
Ignoring Mobile Experience
With 63% of organic traffic coming from mobile devices, mobile optimization isn't optional. Yet many e-commerce sites treat mobile as an afterthought.
Common Mobile Mistakes & Solutions:
| Mistake | Impact | Solution |
|---|---|---|
| Tiny text requiring pinch-to-zoom | Users leave frustrated | Use minimum 16px font size |
| Touch targets too small/close | Mis-clicks, poor UX | 48x48px minimum touch targets |
| Intrusive interstitials | Blocks content, ranking penalty | Delay popups, use exit-intent |
| Slow loading images | High bounce rate | Lazy loading, WebP format |
| Complicated checkout | Cart abandonment | One-page checkout, guest option |
Test your site thoroughly on actual mobile devices, not just desktop browser simulators. The mobile experience affects both rankings and revenue.
Poor Site Architecture
Confusing navigation and deep product burial prevent both users and search engines from finding products. Every product should be accessible within 3-4 clicks from the homepage.
Create logical category hierarchies. Use breadcrumb navigation. Implement faceted search with proper URL handling. Avoid orphan pages that lack internal links.
86% of e-commerce sites lack optimized internal linking structures—a fixable problem that significantly impacts crawlability and rankings.
Neglecting Technical SEO
Technical issues accumulate over time if not regularly audited. Broken links, redirect chains, slow loading pages, and crawl errors silently hurt performance.
Schedule monthly technical audits. Fix broken links immediately—62.4% of e-commerce sites have broken links that damage user experience and waste crawler budget.
Monitor Core Web Vitals weekly. Only 33% of websites pass Core Web Vitals assessments, creating opportunities for sites that prioritize performance.
FAQ: E-commerce SEO
How long does e-commerce SEO take to work?
Most e-commerce sites see initial results within 3-6 months, with significant traffic growth occurring in months 6-12. ROI typically breaks even around month 8-9, with peak performance achieved after 24-36 months of consistent optimization.
What's the difference between e-commerce SEO and regular SEO?
E-commerce SEO focuses on transactional keywords, product optimization, and conversion metrics. Regular SEO typically targets informational content with engagement metrics. E-commerce requires managing thousands of pages, duplicate content challenges, and inventory fluctuations that don't affect traditional content sites.
How much should I budget for e-commerce SEO?
Budget depends on site size and competition. Small stores (\$1M-\$10M revenue) typically invest \$2,000-\$5,000/month and achieve the highest ROI (3.3x at 12 months). Larger operations (\$10M-\$50M) invest \$5,000-\$15,000/month. DIY approaches using affordable tools can work but require significant time investment.
Do product descriptions really matter for SEO?
Yes—dramatically. Analysis of 20,000 e-commerce sites found that 90% of lowest-performing sites have thin content, while 98% lack user-generated content. Unique, comprehensive product descriptions (300-500 words) significantly improve rankings and conversions.
Should I focus on product pages or blog content?
Both. Product pages capture bottom-funnel traffic from buyers ready to purchase. Blog content attracts top-funnel traffic from researchers who become future customers. A balanced strategy targeting both informational and transactional keywords delivers the best results.
How important are backlinks for e-commerce sites?
Critical. The #1 ranking has 3.8x more backlinks than positions 2-10. However, link building for e-commerce differs from content sites—focus on digital PR, creating original research, and building relationships rather than guest posting. Quality matters more than quantity.
What's the ROI of e-commerce SEO vs paid advertising?
E-commerce SEO delivers 3.2x ROI compared to 1.9x for Google Ads and 1.4x for Meta Ads. SEO has slower start (8-9 month breakeven) but compounds over time with decreasing marginal costs. Paid ads stop working when you stop paying but deliver immediate results. Most successful stores use both.
Can I do e-commerce SEO myself or should I hire an agency?
Both approaches work depending on resources and expertise. DIY using affordable tools (\$50-\$150/month) works for small catalogs if you invest time learning. Agencies (\$2,000-\$15,000/month) provide expertise and efficiency for complex sites or when internal resources are limited. Many businesses start DIY then transition to agencies as they scale.
Ready to dominate search rankings and drive qualified organic traffic to your store? Start by implementing technical optimizations, creating comprehensive product content, and building a strategic content marketing plan. The e-commerce brands winning at SEO today started exactly where you are—the difference is they took action.