But there’s one problem: your website traffic isn’t growing. Your sneakers aren’t selling, and you’re left wondering: why isn’t your store taking off?

The truth is, that having a great product is only half the battle. Without visibility, even the best brands can fade into the background. That’s where Search Engine Optimization (SEO) comes in. If SEO feels overwhelming or like a buzzword, you've heard in passing, you’re not alone. Many business owners struggle with it, but the fact is, mastering SEO is your driving ticket organic traffic and boosting sales.

In this article, you’ll discover practical, actionable strategies to help your e-commerce store rank higher on search engines and attract more visitors without paid ads. We’ll dive into everything from keyword research to optimizing product pages and using the best SEO tools, both free and paid. Stick with us, and by the end of this guide, you'll have the know-how to increase your site's visibility, reach more potential customers, and watch your sales grow.

What is Search Engine Optimization (SEO)?

Search Engine Optimization (SEO) is the practice of improving your website’s visibility on search engines like Google—without paying for ads. It focuses on making your site rank higher in organic search results, which means more people can find you when they’re searching for products or information.

At its core, SEO helps search engines understand your website’s content and match it to user queries. This involves optimizing your site’s content, using relevant keywords naturally across pages, but without overloading them. Think of it as creating content that’s not only readable but also useful for both visitors and search engines.

SEO also involves gaining high-quality backlinks from reputable websites, which signal to search engines that your site is trustworthy and worth recommending. Additionally, improving your site’s user experience such as making it mobile-friendly and fast to load also plays a huge role in SEO. The easier your site is to navigate, the more likely users (and search engines) will appreciate it.

For your e-commerce store, especially if you're not seeing much traffic from Google, SEO is essential. It’s how potential customers who are actively searching for products like yours will discover your brand. Think about it: when you search for something online, don’t you almost always click one of the top results? That’s the power of SEO.

Now that you know how SEO works, let’s dive into keyword research—a key aspect of getting your website noticed by search engines and potential customers.

What is Keyword Research in SEO?

Keyword research is the process of identifying the words and phrases that people are typing into search engines when they’re looking for information, products, or services. It’s a crucial step in SEO because everything—from your content to your rankings—depends on targeting the right keywords.

Choosing the wrong keywords can result in poor visibility or even penalties from search engines. So, it’s not just about finding popular words; it’s about understanding the search intent behind those words.

What are people looking for when they type a specific query? Are they just seeking information, or are they ready to buy?

Before selecting keywords for your e-commerce site, it’s important to recognize the four main types of keyword intent:

For your sneaker e-commerce store, keyword research might reveal terms like "best running shoes", "men’s limited edition sneakers", or "women’s trendy sneakers". By optimizing your content around these keywords, you make it more likely that potential customers will find your site when they search.

The goal of keyword research is simple: to ensure that your website appears when your target audience is looking for the products you sell, helping you drive organic traffic and increase conversions.

SEO Keyword Types

There are two types of keywords exist for SEO.

1. Short-tail Keywords

Short-tail keywords are broad, commonly searched terms like "sneakers" or "running shoes." While they attract a lot of search volume, they have more keyword difficulty score and are highly competitive, especially for a new e-commerce site. Established brands with high domain authority typically dominate these keywords, making it difficult for newer websites to rank well.

These keywords can drive a lot of traffic, but ranking for them is a long-term game, particularly if your site is only six months old. Many new websites make the mistake of targeting these broad terms, hoping to rank quickly, only to find they’re lost in a sea of competition.

Instead of focusing solely on short-tail keywords, try to incorporate them naturally in your homepage, product descriptions, and blog content. Over time, this will help your site’s visibility. However, keep in mind that success with short-tail keywords requires patience and consistent optimization. It’s essential to track your progress, learn from what works, and make adjustments along the way.

Here’s an example of a short-tail keyword for your sneaker e-commerce website.

Source: Ahrefs

2. Long-tail Keywords

Unlike short-tail keywords, which are highly competitive, long-tail keywords offer a more targeted approach with lower competition, making them ideal for newer websites. These keywords consist of more specific phrases (usually three or more words) that a niche audience uses when searching for something particular. For example, instead of “sneakers,” a long-tail keyword could be “comfortable red running sneakers for men.”

Long-tail keywords may have lower search volume, but they attract visitors who are more likely to convert. You can use them in blog content, product pages, or social media posts to boost visibility and connect with potential customers who are discovering your brand.

Here’s an example of the long-tail keyword.

Best Tool for Keyword Research

Choosing the right keyword research tool is essential for understanding search intent and user behavior. There are two types of tools available: free and paid. Free tools can be useful, but they often lack the advanced features of paid options.

Below is a list of tools to consider. Your choice depends on your needs and budget, but keep in mind that premium features in paid tools can offer deeper insights.

Now that you understand keyword intent, make sure you also familiarize yourself with different keyword types for more effective targeting.

* Google Search Console (GSC) is a free tool offered by Google and it’s a good tool for analyzing SEO efforts and tracking performance. But as your shoe e-commerce website is new and in the mid-phase of attracting organic traffic, this tool can be a good choice. Here, in the queries section, you will see from which keywords or terms the customers interact with your website.

In addition, the best keyword research tools selection depends on your SEO budget. If you are ready to pay between $100 to $250 monthly then paid tools can be a great weapon for your SEO efforts. Meanwhile, if you’re not willing to pay a single penny, go with the free SEO keyword research tools.

Now, let’s understand the types of SEO so you can identify where your e-commerce website needs improvement whether it’s technical or referring to implementing the keywords correctly.

Read more: 10 Common SEO Mistakes to Avoid (With Solutions)

Main Types of Search Engine Optimization In Digital Marketing

Nowadays, multiple types of SEO exist because it’s evolving as per the user's behavior and search engine’s guidelines, called “Webmaster Guidelines.”

However, there are core three types of SEO determined in digital marketing strategies as follows:

1. On-page SEO
2. Off-page SEO
3. Technical SEO

Knowing about the difference between these SEO types, you can easily decide where your website needs more effort to perform well in the SERPs to get more organic traffic, which means qualified leads.

1. On-page SEO

On-page SEO is crucial for your shoe e-commerce website as it focuses on optimizing individual web pages to achieve higher search rankings. This involves strategically using keywords throughout your site and ensuring the content is user-friendly. When search engine bots crawl your site, they assess whether your content provides value and meets user intent.

If your on-page SEO is effective, you may see your blog posts ranking in the top search results within a week. However, low-quality content, such as copy-pasted material or poorly generated text, can lead to penalties from search engines. Google aims to promote high-quality content, so it's vital to avoid practices that could harm your site's reputation.

To minimize the risk of manual penalties, prioritize user needs and intentions in your optimization efforts. A user-friendly site not only appeals to visitors but also to search engines like Google and Bing.

On-Page SEO Checklist

To enhance your on-page SEO, follow this checklist:

• Keyword Research: Identify relevant keywords.
• Title Tag Optimization: Ensure the title tag is optimized.
• Use H1 Tags: Write your main headline in the H1 tag for each page.
• Meta Descriptions: Craft compelling meta descriptions to encourage clicks.
• SEO-Friendly URLs: Use clear, descriptive URL slugs.
• Natural Keyword Integration: Include target keywords naturally in your content.
• Content Quality: Regularly assess the quality of your content.
• Internal Linking: Improve navigation with internal links.
• Engaging Visuals: Use attractive images and media to captivate users.
• Subheading Keywords: Incorporate keywords into subheadings.
• Schema Markup: Implement Schema Markup for rich snippets.
• Image ALT Text: Use descriptive ALT text for images.
• Page Indexing: Ensure your pages are indexed correctly.
• Page Speed: Optimize for faster load times.
• Mobile-Friendly Design: Ensure your site is mobile-responsive.

This checklist serves as a roadmap for your website's SEO strategy. By adhering to on-page SEO best practices, you’ll enhance visibility and attract qualified traffic, ultimately driving more leads for your products.

Most importantly, focus on delivering high-quality, informative, and keyword-rich content to engage users and improve your search rankings.

2. Off-page SEO

Off-page SEO is vital for building your website's authority and enhancing its reputation. While on-page SEO focuses on keyword strategies and mobile-friendly design, off-page SEO increases your domain authority, boosting your search engine rankings.

How can you effectively implement off-page SEO for your e-commerce website?

The key is link-building. Acquire high-quality backlinks from reputable sites by creating valuable, unique content. When other sites recognize your content as authoritative, they are more likely to link back to you. These backlinks signal to search engines that your content is trustworthy.

Avoid spammy backlinks, as they can harm your SEO efforts and lead to penalties. Many new e-commerce sites mistakenly try to rank quickly without delivering quality content. Steer clear of black-hat SEO tactics that can jeopardize your site's integrity.

Instead, focus on earning organic backlinks from trusted sources. If you have a budget for paid links, label them as “sponsored” so search engines recognize them as promotions.

In summary, prioritize quality in your off-page SEO strategy. By building an organic backlink profile, you’ll improve your website’s visibility and credibility, driving more traffic to your e-commerce store.

Is Social Media Engagement Part of Off-Page SEO?

While social media doesn’t directly influence Google rankings, it plays a crucial role in off-page SEO. Think of it as a powerful tool for enhancing your website's visibility and authority.

Engaging with your audience on social platforms builds brand awareness and increases click-through rates. This engagement can encourage others to link back to your website, indirectly impacting your SEO by making your site appear more trustworthy to search engines. Thus, while not a direct ranking factor, social media is essential for a successful off-page SEO strategy.

Additionally, leveraging online directories and review platforms can boost your local SEO visibility and credibility, helping your website rank better in local searches. Consistent brand mentions and strategic press releases further enhance your authority and domain strength.

Remember, the key to effective off-page SEO is prioritizing quality over quantity in your tactics.

Off-page SEO Checklist to Know

Here’s the off-page SEO checklist to follow for your e-commerce site.

1. Build high-quality backlinks (guest post is the best option)
2. Optimize for local SEO
3. Engage actively on social media
4. Encourage online reviews
5. Monitor brand mentions
6. Distribute press releases
7. Participate in online forums and communities
8. Collaborate with influencers
9. Track and analyze off-page SEO performance

Look, off-page SEO is not paramount as on-page SEO remains. But, you can’t neglect the importance of off-page SEO because it actively contributes to the efforts to build an online reputation, acquire backlinks, consistent brand mentions, and build a community on social media platforms.

3. Technical SEO

Technical SEO is a vital component of search engine optimization that ensures your website is accessible and easy for search engines to crawl and index.

Have you ever visited a website that loaded slowly, displayed content poorly, or was difficult to navigate? If so, you likely moved on to a better alternative. A well-optimized site not only enhances user experience but also improves search rankings.

Key factors of Technical SEO include:

1. Website Speed: A fast-loading site keeps visitors engaged and boosts rankings.
2. Mobile-Friendliness: With most searches conducted on mobile devices, a responsive design is crucial.
3. Site Structure: A clear, logical hierarchy helps search engines understand your content and improves user navigation.

By optimizing for these factors, you enhance both user experience and your site’s visibility in search results.

Technical SEO Checklist

Here’s the clear checklist for technical SEO checklist that you should follow for your e-commerce website.

Understand that, a great mixture of three core SEO types will outcomes in the expected results in the form of more organic website traffic, brand mentions, and better navigational structure. So, from it, your new sneaker e-commerce website not just be famous in a certain local area but popular worldwide.

Keep Note:

“SEO is not just an overnight success, it’s a long-term strategy.” Keep this in mind.

But, there’s a possible chance are exists to expected results within weeks and months, if you implement the Search Engine optimization’s best practices. By investing time and resources into SEO, you can build a strong online presence, establish your brand as an authority in the sneaker industry, and ultimately drive sales.

A well-optimized website not only improves search engine visibility but also enhances user experience, leading to higher conversion rates and customer satisfaction.

By mastering these SEO fundamentals, your sneaker e-commerce website will be well-positioned to compete in the crowded online marketplace and attract organic traffic, leading to increased sales and brand loyalty.

RankOptim’s Custom Solution for SEO Services

Rankoptim is your ultimate best solution for Search Engine Optimization services. If you keep focusing on your shoe e-commerce business instead of SEO practices, then we will be here to hear you. After discussing your requirements we will deliver the results you want from the SEO.

Just contact us and once we receive your message, we start work on defining the roadmap for improving your website’s online visibility through Search Engine Optimization.

Let’s make your e-commerce website from invisible to clearly visible around the globe. Don’t miss the chance to get notified in multiple countries with the help of our custom solutions.

Meanwhile, you can take our free SEO services:

• Site audit
• Tool integration
• Site structure report
• Keyword gap report