For eCommerce brands using WooCommerce, SEO isn’t just an optional enhancement — it’s a strategic necessity. With Google’s algorithms growing more sophisticated, having a well-optimised WooCommerce site can be the difference between getting seen and getting lost.

In this next part of KIJO’s Marketing Managers’ Guide to WooCommerce, our team (a leading WordPress x WooCommerce SEO agency in London) walks you through everything you need to know about optimising your online store — from site performance and technical SEO to structured data, content strategy, and local visibility in the UK market.

Let’s dive in…

Site Performance and Technical SEO

Before diving into content and keywords, it’s important to make sure your WooCommerce site has a solid technical foundation. Performance, mobile usability, and site security are all key SEO signals that can affect your visibility in search results.

Site Speed Matters

Page speed is one of Google’s core ranking factors — and for good reason. A slow site not only damages your SEO but also frustrates users and increases bounce rates. To improve your WooCommerce store’s speed, start by compressing large images using tools like Imagify or a dedicated optimisation plugin. These reduce file sizes without compromising visual quality.

A Content Delivery Network (CDN) is also invaluable. CDNs distribute your site’s assets across a global server network, ensuring faster delivery for users wherever they are. A CDN can dramatically improve loading times, especially if your website hosts international media files.

To keep performance in check, regularly test your site using Google Lighthouse or PageSpeed Insights. These tools highlight actionable improvements, from reducing JavaScript to optimising caching rules.

Mobile Optimisation Is Non-Negotiable

With mobile commerce dominating online sales, your WooCommerce store must function flawlessly on smartphones and tablets. If users struggle to navigate, browse, or complete purchases on mobile, you’ll not only lose conversions but also search rankings.

Ensure responsive design is baked into your site’s theme. Navigation menus, product displays, and checkout processes should all adapt fluidly across different screen sizes.

Site Security and HTTPS

Security is a foundational ranking factor and a key trust signal for customers. Make sure your entire site is encrypted using HTTPS, and that your SSL certificate is active, valid, and correctly configured. Google flags non-secure sites, which can deter users and damage your visibility.WooCommerce-compatible plugins like SolidWP.

 can help you maintain strong security protocols across your store. One of the easiest and quickest ways of protecting your site is ‘hiding’ the backend. SolidWP is so intuitive, it has a “Hide Backend” feature you can utilise. 

It goes without saying, but make sure you have super strong password security and use complex, unguessable passwords. In addition, always enable 2-factor authentication, particularly if you’re running an eCommerce store.

Check out our in-depth WooCommerce Security article – coming soon!

Related Read: WooCommerce Security – COMING SOON

Enhance Crawlability with Schema and Site Structure

Search engines need to understand your site’s structure in order to crawl it effectively. By improving your URL format, adding schema markup, and using internal linking, you make your website more discoverable and improve your chances of ranking for key terms. 

It’s also advisable to optimise your category archive pages. This is an often overlooked task but enhances crawlability ten-fold; category archive pages frequently make great landing pages! For instance, if using the term “/mens-jackets”, ensure this is well optimised in terms of structure, copy, and meta information, treating it like a landing page in itself. 

Related Read: How to Create a Landing Page That Converts in WordPress

Structured Data and Schema Markup

Structured data helps Google better understand and present your content. For WooCommerce stores, product schema is essential — it enables rich results in search, such as price, availability, and review ratings. These rich snippets improve your click-through rate (CTR) and can lead to higher traffic and engagement.

Apply schema markup to every product page, either through a WooCommerce SEO plugin or by manually adding JSON-LD tags. You can use Google’s Structured Data Testing Tool to validate your implementation and resolve any errors.

What are JSON-LD tags?

JSON-LD tags (short for JavaScript Object Notation for Linked Data) are a type of structured data format used to help search engines better understand the content and context of your website. JSON-LD is a script that you can place in the <head> or <body> of your website’s HTML. It provides structured information about a page in a way that’s easy for search engines like Google to read, but invisible to users.

SEO-Friendly URLs and Internal Structure

A logical site architecture and clean URLs support both SEO and user experience. Stick to simple, readable URLs that incorporate relevant keywords — for example, “/mens-jackets/winter-parka” is far more SEO-friendly than “/product-id1234”.

Breadcrumb navigation can also improve crawlability and help users understand where they are within your site. Pair this with thoughtful internal linking to guide users between related products, collections, and content, reinforcing topical authority across your site.

Metadata and On-Page Elements

Search engine optimisation isn’t just about backend tweaks — it also relies on how you present your pages to users and Google alike. From title tags to image alt text, these on-page elements give vital context to your content and products.

Optimise Meta Titles and Descriptions

Meta titles and descriptions are often your first impression in search results. Each page should feature a unique, keyword-optimised meta title (ideally under 60 characters) and a meta description (150–160 characters) that highlights a clear value proposition. 

For instance, including phrases like “Free UK Delivery” or “Shop Premium WooCommerce Products UK” can appeal directly to your local audience and boost CTR.

Use Headings to Structure Content

Proper use of heading tags — H1, H2, H3, etc. — not only improves readability but also helps search engines understand the page’s hierarchy. Your primary keyword (e.g., “WooCommerce SEO”) should appear (as naturally as possible) in the H1, and then that and any supporting keywords can be sprinkled through H2s and H3s.

Image SEO & Accessibility

All images on your site should include descriptive alt text that incorporates relevant keywords where appropriate. This improves SEO and ensures accessibility for users using screen readers. Keep file sizes optimised using tools like the aforementioned (and KIJO favourite!) Imagify or convert images to modern formats like WebP to improve load times without sacrificing quality.

Handle Duplicate Content with Canonical Tags

WooCommerce stores often generate duplicate pages through filters, variations, or multiple URL paths. To prevent this from affecting your SEO, implement canonical tags that signal the primary version of each page to search engines. Regular site audits can help you identify and correct duplicate content issues before they impact your rankings.

KIJO Pro Tip: Did you know that you can turn off certain archives such as ‘Date’ and ‘Author’ archives to avoid content appearing in two places and becoming “duplicated”?

Google Product Search and Shopping Feeds

If you’re advertising through Google Shopping or want your products to appear as rich results, your product feeds and schema need to be spot on. This section covers how to optimise your product data for visibility and consistency.

Optimise Product Feeds

Google Shopping is a powerful sales channel, but your product feed must be accurate and up-to-date. Titles, descriptions, images, prices, and availability should all be consistent with your website content. Use WooCommerce-compatible feed management tools to automate syncing with Google Merchant Centre and reduce manual errors.

Support Rich Snippets with Schema

The more consistent your schema data and product feeds are, the better chance you have of showing up in Google’s enhanced search results. Monitor your feeds and structured data regularly to ensure there are no mismatches or validation issues.

Localise Product Info for your Target Market

For example, for UK-based WooCommerce stores, product listings should use GBP pricing, local shipping options, and British English spelling. Including regional promotions and locally relevant keywords (e.g., “UK handmade candles” or “London delivery available”) can improve your site’s relevance for local searches.

Content Strategy and Keyword Research

Creating high-quality content tailored to your audience is a powerful way to build authority and attract long-tail organic traffic. Here’s how to develop an SEO-focused content plan that drives real business results.

Create Useful, Keyword-Targeted Content

A strong content strategy can dramatically enhance your WooCommerce SEO. Focus on writing informative, engaging content like buyer guides, how-to posts, or product comparisons. These can attract backlinks and position your brand as an authority.

Use tools like Google Keyword Planner or Ahrefs to discover long-tail keywords relevant to your niche, especially those that reflect local search intent — such as “best electric bikes UK” or “web design agency London.”

Keep Your Content Fresh

Outdated product descriptions and blogs can undermine your SEO. Perform regular content audits to identify what needs updating, rewriting, or removing. Refreshing content ensures continued accuracy and keeps your site aligned with the latest trends and user search behaviour.

Leverage User-Generated Content

User-generated content, such as customer reviews, Q&A sections, and testimonials, helps build trust and often contains natural keyword variations. This not only improves SEO but also supports the buyer decision-making process.

Improve SEO with Internal Linking

Internal links between products, categories, and blog posts can help search engines crawl your site more efficiently. They also encourage users to explore further, improving session duration and engagement.

KIJO Pro Tip: Use anchor text smartly with your inputted internal links. The hyperlinked phrase should include the target keywords of the page you’re linking to (or their synonyms/related keyword). It’s an easy way to communicate to search engines what keywords you think are associated with the page.

Local SEO for Regional eCommerce Sites

To succeed in regional searches, your WooCommerce site needs to reflect its region’s identity. From local business listings to customer reviews, here’s how to build relevance and trust at the local level.

Google Business Profile and Reviews

Even if you’re an online-only business, a Google Business Profile can boost your presence in local search results. Make sure your listing is fully completed with accurate contact information, opening hours, and business categories.

Encourage reviews from your customers, and respond to them promptly. Positive reviews are a strong local trust signal and can enhance visibility in Google’s local pack.

Tailor for Your Region’s Market

Your users expect content that reflects their language and cultural context. For UK users, use UK-specific spellings (e.g., “optimise” rather than “optimize”), local terminology, and promotions timed to UK holidays or events. Featuring case studies from UK-based clients or testimonials from British customers further reinforces regional relevance.

Build Trust with Social Proof and Security Signals

Google values trust — and so do your customers. Displaying reviews, ratings, and badges not only helps with SEO but also boosts confidence in your store and brand.

Display Reviews and Ratings Prominently

Encourage reviews through follow-up emails, loyalty incentives, or discount codes. Then, make sure they’re clearly displayed on your product pages. Star ratings and testimonials boost social proof and can increase both conversions and click-through rates in search results.

KIJO Pro Tip: Consider showing third party review systems like Google Reviews or TrustPilot if your company uses them.

Highlight Certifications and Guarantees

Trust badges, SSL certificates, money-back guarantees, and secure payment icons all help reassure potential customers. These visual cues show that your site is safe, reliable, and customer-focused — qualities that are increasingly important to UK shoppers.

Monitor, Analyse, and Improve

Don’t fall into the trap of thinking SEO is a “one-and-done” job. The best-performing WooCommerce stores track their SEO progress, run regular audits, and adapt to changes in search behaviour and algorithms.

Track SEO Performance

Implement Google Analytics and Google Search Console to monitor traffic sources, user behaviour, and keyword rankings. These tools help you identify what’s working and where to focus your optimisation efforts.

Perform Regular SEO Audits

Use platforms like the previously mentioned Ahrefs (and a platform that we use here at KIJO) to identify broken links, duplicate content, missing metadata, or crawl errors. Schedule quarterly SEO health checks to stay ahead of any technical issues that may hurt your visibility.

Adapt to Algorithm Changes

Search engines are always evolving, so your SEO strategy should too. Stay current with updates, track competitor activity, and test new ideas. 

Working with a WordPress x WooCommerce SEO agency can help ensure your tactics are aligned with the latest best practices and tailored to your business goals.

Final Thoughts

Investing in WooCommerce SEO is one of the most effective ways to future-proof your online store. From technical foundations and structured data to strategic content and local optimisation, every aspect plays a role in boosting visibility and driving organic traffic.

For brands serious about growth, partnering with an experienced WooCommerce SEO agency in London like KIJO can help you build a roadmap that delivers long-term results. 

Whether you’re looking to improve rankings, increase conversions, or fine-tune your strategy for your target market, expert support can make all the difference.

Book a Complimentary Consultation with KIJO’s Head of Partnerships

Need expert guidance on your WooCommerce SEO, or considering your next digital project? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. Let’s bring the vision of your brand to life — book your free consultation via the link below:

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