SEO Strategies for E-Commerce Brands in 2025

If you know much about search engine optimization (SEO), you know that Google often changes its algorithm. To use SEO effectively, you need to be aware of how search engines like Google operate currently and adapt your marketing strategies accordingly.

Now that 2025 is in full swing, we are encouraging our clients to look closely at their SEO strategies for e-commerce to see if there are opportunities for improvement. SEO still offers countless opportunities for drawing business, but you want to make sure that your specific strategy is based on the way SEO works right now.

Why Basic SEO Content Isn’t Enough Anymore

You are probably well aware of how much technology has shifted recently with AI. It’s now possible to use AI copywriting tools to automate much of your content production (something we will cover more down below). That means that every business can produce as much basic SEO content as they want. But the quality of that content is basic – which, now more than ever, is not going to be sufficient to make your business stand out from the crowd.

The point of SEO content for e-commerce brands is to rank higher in search engines so that customers see your business. If your e-commerce content strategy is based on pumping out basic, bland content with AI copywriting tools, you are going to look the same as a million other businesses. This is not a recipe for success.

A more successful strategy is to dig deeper and produce person-first content – content that resonates with your target audience. This is the kind of content that people are likely to remember and to share with others.

How to Write Better E-Commerce Content that Resonates with Your Audience

We are passionate about helping our clients succeed. That’s why we push them to build an e-commerce content strategy that will address the pain points of their specific target audience. It takes more time and energy than churning out basic content, but it’s also much more effective.

Persona Mapping

One of the pillars of powerful marketing efforts is creating detailed customer profiles that you can then create content for. Using data from customer feedback, market research, and analytics tools, we can create profiles of semi-fictional personas who are most likely to desire your product or service.

For example, if you sell wrenches, one of your personas might be a 43-year-old male plumber who loves football and beer. The content you create to appeal to this persona would be much different than what you would make for an 18-year-old female college student.

Buyer’s Journey Alignment

Marketing research has shown us that buyers go through different stages before they make a purchase. Creating content for specific stages can help move them to the next stage of the journey and is often more effective than generic content.

The three main stages are:

• Awareness: Buyers become aware that they have a problem and that they need to do some research to solve it.
• Consideration: Buyers know the problem and are looking for solutions.
• Decision: Buyers decide which option they want to purchase to solve the problem.

Avoid Over-Automation with AI

The first question many people have is, “Does Google penalize using AI content?” The answer is no, Google doesn’t care if the content is produced by humans or AI. However, Google remains committed to showcasing the highest quality content available. If the content is low quality, spammy, and generally unhelpful, it’s not going to rank highly with the search engine.

The reason why we encourage clients to avoid over-automation with AI is because AI tends to put out low-quality content on its own. It takes a human touch to make content stand out. If you tell AI to produce X number of articles a week and post them, your content will quickly start to look like the content of all the other businesses doing the same thing.

You can certainly use AI to help produce your content. It can be very helpful for outlining articles and optimizing them. But if you want your content to be unique and compelling, it’s important to incorporate your expertise and perspective.

Common Technical SEO Issues in E-Commerce

Shopify and other e-commerce sites are extremely useful for businesses because they provide a platform and a framework to sell your products online. However, they are not perfect. Some of their flaws can negatively impact your SEO. These include:

• Improper site indexing: Search engines need to be able to crawl across your website and index your pages based on keywords and other factors. Sometimes these platforms do a poor job of organizing your pages and content.
• Slow page loading: These platforms often structure behind-the-scenes processes in ways that slow down page loading – a factor that Google uses to rank sites. Slower page loading is bad for your SEO.

It’s a good idea to perform an SEO audit to verify that your site is structured to give search engines easy access to what they need. An audit can also identify issues with page loading times.

Important Details for SEO Success

One of the most important SEO strategies for e-commerce is site structure. The better organized your content – for Google and visitors – the higher you can rank and the more likely you are to generate conversions.

Site Hierarchy

The goal is to have your website structured like a pyramid, with your home page at the top and categories widening out from there. General categories should branch out from the home page, with more specific subcategories branching out from the categories.

A good hierarchical structure uses things like directories to describe content and structure and internal linking to connect related pages on the site.

For example, a company that makes wrenches might have categories like “wrench sets”, “combination wrenches” and “adjustable wrenches.” “Combination wrenches” and “adjustable wrenches” could be linked internally to “wrench sets” if those types of wrenches are included in the sets being sold.

Canonicalization

Sometimes, you might have a piece of content with multiple URLs due to sorting or filtering functions. With canonicalization, you can specify which URL you want to be represented in search results. Google will attempt to do this automatically, but you have more control if you do it yourself.

Audits

Audits allow you to measure the performance of existing content and to get ideas on what content to produce in the future. Auditing can also help you identify ways to improve the performance of your existing content.

As we mentioned above, SEO audits can also help you find problem areas that you might not be aware of – such as slow page load times on your e-commerce site.

Make SEO Work for Your E-Commerce Brand

Learn how to create high-quality, innovative strategies that drive real results for your e-commerce business. Start by getting in contact with CSP.