How to tailor SEO strategies to different e-shops

In this blog post, we'll introduce you to the tips from SEO expert Edvinas Pozniakas, which he shared during the E-commerce Talks webinar. In the webinar, the speaker peeled back the layers of SEO, revealing underappreciated gems and overrated techniques, while demonstrating how to tailor these strategies for various online retail shops.

In this blog post, let’s talk about SEO strategies for different types of e-commerce shops.

There are many ways to categorise e-commerce shops: B2B and B2C, dropshipping, marketplace, etc. In this case, we'll concentrate on three distinct categories:

• General;
• Niche;
• International.

While SEO strategies share common ground across these types, each category's unique structure demands a tailored approach. Companies must strategically prioritise different aspects of their SEO efforts based on their specific e-commerce model.

These versatile online marketplaces offer an extensive array of popular products across diverse categories.

For general e-commerce shops, the following strategies typically yield optimal results:

• Category optimisation;
• Initial focus on long-tail keywords, gradually transitioning to popular terms (a prudent approach given intense competition);
• A large number of high-quality external links to various pages;
• Product optimisation.

Key characteristics of SEO for general e-commerce shops:

• Substantial financial investment required;
• Frequent unexpected challenges in SEO and beyond, due to the complexity of managing hundreds of product categories and seasonal variations;
• Ongoing prioritisation shifts based on product significance and market relevance;
• Amplified impact of minor technical issues or improvements, given the vast number of pages typical to these online shops.

Niche e-commerce shops specialise in offering exclusive, highly specific products catered to a distinct segment of buyers, rather than the general population.

For niche e-commerce shops, the following strategies typically yield optimal results:

• Write a blog;
• Focus on longer keywords. If there is demand, it will also be niche;
• Fewer, but very focused external links. Your competitors will also have fewer links due to the niche structure;
• Product optimisation.

Key characteristics of SEO for niche e-commerce shops:

• Relatively smaller investments required;
• Clear SEO priorities. With fewer categories and a well-defined target audience, it’s easier to identify which pages are effective and which are not;
• Less important technical aspects of SEO.

International e-commerce shops extend their reach beyond domestic markets, making localisation and in-depth market knowledge crucial for success across borders.

For general e-commerce shops, the following strategies typically yield optimal results:

• Working with the proper language configuration. Invest in quality language transition and ensure that Google reads it correctly;
• Investments in brand strengthening in other countries. Not just in SEO, as this can take time;
• Writing a blog for each language version;
• Dedicated SEO effort for the same category in different languages.

Key characteristics of SEO for international e-commerce shops:

• Substantial financial investment required;
• Extremely slow start in other markets;
• Necessity to coordinate general website solutions to suit different audiences. If there's a template and it's technically difficult to change various elements – you need to look for a compromise, as categories and articles need to satisfy the needs of different countries.