Google and all the search engines are precisely that, search engines. The goal is to help users find what they are looking for.
First of all, how can you be certain that your SEO structure is the right one for your e-commerce site?
First, you need to understand how users find e-commerce stores similar to yours.
Click here to spy on your competitors. SemRush has a great tool to identify how users are searching for products similar to the ones you sell.
Once you understand the user behavior then you can select the right keywords for your e-commerce store.
Keep in mind that besides knowing the amount of keywords users search for in order to find your product category, you need to know how much traffic and how much is the cost per click on that keyword.
Here is a good practice to select the right keyword. Let’s pretend that you sell t-shirts, as you will see broad keywords like that could drive more general traffic and not the traffic that will necessarily buy your product.
Instead, try to select keywords that are specific to your product.
Instead of using t-shirts, you can use “buy surf t-shirts”.
By just adding the category under your product you will start a new segment and the search engines will show your website to a more specific audience.
If you have a physical store then you can add “Near Me” to your key term to make it more specific to your local audience.
Here is a FREE keyword course for you, CLICK HERE.
The second tip that I have for you is to create one page per product. In some cases, you may have one page per category.
If we use our example of a t-shirt store, you may have “tshirts.com/surf-tshirts”, besides having a category page you should also have a page for let’s say “blue surf t-shirts” under the “surf t-shirt” category or “casual blue surf t-shirts”.
This way you can add content related to that single product, your SEO will rank for individual products and also for the product category.
Once you create the content for your page keep in mind that you need no more than five related keywords per page. Make sure the keywords on the same page are related and complement each other.
Select the main keyword and add it to the URL path, in the page title, in your H1 and the rest of your secondary titles (H2s).
Also, make sure you only have one H1, having multiple H1s on your page could send the wrong message to the search engines.