SEO (search engine optimisation) refers to the practice of maximising a website’s visibility on a search engine.
A search engine such as Google, for example, considers hundreds of factors to rank results for every search, in an effort to display the ‘best’ results for each search. Web users are drawn to click on the results that show up highest when they search, making SEO crucial for all ecommerce websites.
SEO is an organic method of boosting a website’s visibility, as opposed to search engine advertising where one can pay to enhance their search ranking. Search engine companies do not explicitly reveal how their algorithms determine which results to prioritise, making SEO particularly complex.
However, this does not mean that ecommerce SEO is a complete ‘guessing game’; there are established techniques that are known to be particularly effective, such as including common search terms on your web page and using relevant metatags (on-page SEO), as well as having backlinks to your page from other respected sites (off-page SEO).