E-commerce SEO: Increased Market Share for Non-Branded Products

Proven in competitive e-commerce markets

Twinkle100 Preferred Supplier · Listed annually in the FONK150 since 2023 · Listed annually in the Emerce100 since 2025

From a Failed Migration to an Organic Market Leader in 6 Languages

Dutch Label Shop

Global leader in organic and AI search, available in 6 languages

International SEO

B2B SEO

GEO

Since early 2020, SmartRanking has been working with Dutch Label Shop to systematically increase visibility on Google, Google Ads, and AI search platforms. The project evolved from recovery efforts following...

What You’ll Get Out of the E-Commerce Strategy Meeting

In 30 minutes, you’ll get an initial, honest assessment of where you’re likely missing out on organic revenue and which direction will have the greatest impact over the next 6–12 months. This isn’t a sales pitch, but a substantive conversation with one of our SEO specialists.

Among other things, we’ll discuss:

where you currently believe you are losing organic market share and how that compares to your 2–3 main competitors;
Which categories, themes, or pages do you think are most important for revenue?;
which levers, based on our experience, usually make the biggest difference the fastest;
what is already strong internally and where specialized capacity or expertise is lacking;
whether it makes sense to schedule an in-depth conversation or if another approach would be more appropriate.

If we don’t see enough potential, or if we think a different approach would be better, we’ll just say so and end the conversation there.

Schedule a no-obligation e-commerce strategy consultation

Which online stores is this discussion intended for?

We work best with e-commerce brands that already have a solid foundation and want to accelerate their organic growth. This conversation is a good fit if you:

have online revenue of approximately €5 to €100 million;
operate in a market where competitors dominate key non-branded search terms;
notice that organic traffic, revenue, or market share is stagnating;
want to become less dependent on paid channels;
Find a dedicated SEO team that integrates strategy, execution, and monitoring.

Are you mainly looking for a one-time checklist, a one-off technical optimization, or a quick fix? If so, we’re probably not the best fit for you. We focus on sustainable growth that stands the test of time as competition and algorithms change.

What is e-commerce SEO?

E-commerce SEO involves systematically improving your online store’s organic visibility, market share, and revenue. You do this by identifying where commercial demand lies, determining which competitors are currently performing well for non-branded search terms and AI-generated answers, and figuring out what it takes to increase your visibility in those areas.

An online store brings together technology, product selection, categories, product information, internal links, authority, and user experience. For this reason, e-commerce SEO requires a different approach than SEO for a small local website.

In this context, it’s important to look not only at non-branded search terms, but also at the contribution of organic search to revenue, margin, market share, and dependence on paid channels. Furthermore, the search landscape is changing rapidly, and elements such as organic shopping and GEO also play an important role in e-commerce SEO.

E-commerce SEO goes beyond text-based optimizations

In our view, a sustainable e-commerce SEO strategy rests on four pillars:

Technology: A fast, crawlable, and scalable online store with no indexing issues
Content and structure: categories, product pages, and information that align with the entire customer journey
E-E-A-T: An online store that helps visitors compare, choose, and order
Authority: A brand and website trusted by Google, AI models, customers, and relevant external sources

In addition, we’re exploring where Organic Shopping, images, video, and visibility in AI-generated responses present opportunities. SEO and GEO largely overlap. A brand that is well-known and trusted online is not only easier to find but also mentioned more often.

Ready to gain more organic market share?

Are you already investing in SEO, but is growth lagging behind? Or do you know that you should be able to generate more revenue from organic search, but lack a clear direction?

Schedule a no-obligation e-commerce SEO growth consultation. We’ll analyze your market, competition, and current position, and work with you to determine whether there’s sufficient growth potential for a partnership with SmartRanking.

Schedule a no-obligation e-commerce strategy consultation

What’s the difference from “regular” SEO?

Although search engine optimization is used for both websites and online stores, there is a difference between search engine optimization for websites and search engine optimization for online stores. The main differences are:

An online store generally contains thousands of products and, as a result, at least thousands of pages. Optimizing and maintaining all these pages requires a different SEO strategy than one used for a website with dozens or a few hundred pages.
The time between recognizing a need and making a purchase is generally very short. When someone wants a product, they immediately start looking for it or for information about it. The product is usually ordered shortly after the search begins. This makes it important to be discoverable at various stages of the decision-making process and to provide a positive experience, so that customers choose to order the product from you.
Various pages must be well-designed (category page, product page, shopping cart, checkout) to provide the best experience. On typical websites, users often visit one or two types of pages during the conversion process.
The layout and URL structure of an online store are often completely different from those of a regular website.
Optimizing page load speed for an e-commerce environment is often more challenging than optimizing the load speed of a standard website. This is due to the larger amount of JavaScript and CSS, as there are more types of pages.
Because an online store often contains thousands of products, conducting keyword research is a greater challenge. There are thousands of search terms that are relevant during the various stages of a user’s decision-making process.
To provide your users with a positive experience, product pages should include additional information, such as specifications and a unique description. Based on this information, you can use product filters to meet your visitors’ needs.

Why is e-commerce SEO important?

Most online transactions take place after a Google search. Visitors arrive at an online store in various ways:

Through text ads and Google Shopping ads (Google Ads).
Through regular, unpaid search results (search engine optimization).
Via Google Images (search engine optimization).
Through the free Google Shopping results (search engine optimization).
Through Google Videos and YouTube videos (YouTube SEO).

There are a total of no fewer than four different ways in which search engine optimization drives relevant traffic and orders. If you’re not actively optimizing your website for your visitors and search engines, you’re missing out on a great opportunity.

Furthermore, for a healthy business model, it’s important not to rely on a single marketing channel. Suppose Facebook suddenly blocks your ad account or Google rejects your ads—that would have a massive impact on your business operations. Using multiple marketing channels (both paid and organic) is essential for the healthy growth of your online store.

In addition, search engine optimization is also important for supporting your other paid campaigns. E-commerce SEO not only drives organic conversions but also brings in visitors whom you can retarget in advertising campaigns, among other things.

What's important in e-commerce SEO?

Just as with any website, the pillars of search engine optimization are also important for an online store. However, the way you optimize your online store for this purpose differs from the optimizations used for regular websites. The four pillars for your online store’s discoverability are: technical aspects, content, E-E-A_T, and authority.

Schedule a no-obligation strategy session

E-commerce SEO