E-commerce SEO checklist — 50 points

I.

Technical SEO

0/9

Technical foundations — speed, mobile, security, URL structure, robots, sitemap, index control.

Meta Tags (Title & Description) Unique, optimized titles and meta descriptions with primary phrases. Optimal length — up to ~60 characters for title and 155 for description (120 on mobile). Headings (H1, H2, H3…) One H1 heading with the primary phrase per page. Logical H2/H3 hierarchy with supporting keywords and synonyms. Every content section with an appropriate heading. Quality and unique content Unique, valuable content — key phrases used naturally within the first 150 characters. Readable formatting (paragraphs, lists, tables). Length matched to search intent and SERP competition rather than a fixed word count. Image optimization File names and alt tags containing key phrases. Image compression (WebP, AVIF), lazy loading and responsive sources (srcset). Internal linking Clear internal link structure (breadcrumbs, intuitive menu) with varied anchor texts. Minimum 3 internal links on every subpage. URL addresses Friendly URLs aligned with page titles, short and free of unnecessary parameters. Words separated by hyphens, no Polish characters. Structured data (Schema Markup) Schema implementation for products, reviews, breadcrumb, FAQ, organization. Improves visibility in Google rich snippets and AI search engines. Duplicate content and keyword cannibalization Removing duplicates within the store and against external sources, and spotting pages competing for the same phrase (category vs. filter vs. blog). Consolidation and canonical tags where needed. Keyword research and mapping Researching phrases against real search intent (Ahrefs, Semrush, Search Console). One primary phrase per URL, with topic clusters assigned to categories, products and blog posts.

II.

On-Page SEO

0/7

Keyword research and optimisation of on-page elements — meta tags, headings, content, images, internal linking.

Product page optimization Unique product descriptions (don't copy from manufacturer), detailed technical specifications, customer reviews and multimedia. Optimization for long-tail phrases. Category page optimization Expanded, unique category descriptions of minimum 300–500 words. Content supporting long-tail keywords. Linking to most popular subcategories. Faceted Navigation & Filters Filter and sort configuration without generating duplicates. Use canonical tags or noindex for irrelevant variants. Crawl budget protection. Product variants Managing product variants (color, size) without content duplication. Use canonical tags pointing to the parent product. Reviews and ratings Integration of a review and rating system (e.g. TrustMate). Schema Review and AggregateRating implementation for showing stars in Google results. Price and availability (Schema) Structured data for prices, availability (InStock/OutOfStock) and promotions. Product identifiers — GTIN/EAN, MPN and brand — required for merchant listing rich results. Kept current through automation. Product feed and Merchant Center A complete product feed connected to Google Merchant Center — free listings in the Shopping tab and a data source for AI Overviews. GTIN/EAN, brand, Google category and prices consistent with the site. Monitoring of disapproved items.

III.

Ecommerce SEO

0/4

Specific to online stores — product pages, categories, filters, variants, reviews, product feed.

Blog and Articles Regular publication of valuable industry-related content. Minimum 2–4 articles per month. Content answering specific customer questions. Video Marketing Implementation of video materials — product presentations, tutorials, testimonials. YouTube metadata and on-page transcript optimization. User-Generated Content (UGC) Integrating reviews, comments and Q&A sections on product pages. Moderation for SEO and quality. Natural content enrichment with keywords. Content promotion Content distribution strategies — social media, newsletters, outreach to industry media. Building engagement and external signals.

IV.

Content Marketing

0/3

Content that supports SEO and builds authority — blog, video, UGC, distribution.

Backlink quality Backlink profile analysis (Ahrefs, Semrush) and earning valuable, topically relevant links. What matters is topical relevance and the linking domain's real organic traffic, not the value of metrics such as DR/DA. Outreach and Guest Posting Establishing cooperation with industry portals (e.g. WhitePress). Publishing guest articles on sites with high topical authority. Anchor text variety Using varied anchor texts (key phrases, full URLs, brand name, generic). Avoiding excessive optimization that looks spammy.

V.

Link Building

0/3

Earning valuable backlinks — link profiles, guest posting, anchor texts.

Google Analytics 4 & Search Console Configuration of analytics tools. Monitoring traffic, indexing errors, key metrics. Regular phrase position reporting. Enhanced Ecommerce Tracking E-commerce tracking implementation in GA4. Event configuration (purchase, add_to_cart) and conversion goals. Full behavior funnel analysis. Internal site search as a keyword source Tracking on-site search queries in GA4. Queries returning no results reveal gaps in range and content; the most frequent ones show how customers actually phrase things.

VI.

UX & Conversions

0/4

User experience that supports SEO — checkout, CTAs, mobile, A/B testing.

Purchase path Simplified, intuitive checkout process. Maximum 3 steps, guest checkout option. Form field minimization to the essential. Clear CTA and Navigation Prominent Call-to-Action buttons with color contrast. Clear menu, breadcrumbs and intuitive page structure aligned with user mental models. Mobile Checkout Mobile checkout optimization. Responsiveness, CTA button readability, finger-friendly form filling. Usability & A/B testing Regular tests with tools (Hotjar, Crazy Egg, Microsoft Clarity). UX optimization based on heatmap and session recording analysis.

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