Opening an online store is a dream for many entrepreneurs. You get fired up thinking about all the potential customers you can reach on the web.
That platform choice is also an ecommerce web design decision because it controls templates, navigation, mobile UX, technical flexibility, and the checkout experience.
But soon reality hits. Your carefully crafted online shop sits there in the dark corners of the internet, unseen and unfound.
tumbleweed blows past
Where did you go wrong?
Well, in today’s overcrowded ecommerce landscape, the make-or-break factor is search engine visibility. You need to get your online store found on Google and ranked high if you want any chance of success.
And that’s where your underlying ecommerce platform comes in. The foundation you build your online shop on can determine whether you become an SEO hero or digital zero.
Trust me, I’ve been there myself when starting an ecommerce business!
So how do you avoid endless fruitless Google searching for your own store? How do you choose an ecommerce platform that gives you SEO superpowers instead of cursing you to sink to the 10th page abyss?
I’ll share everything I’ve learned after lots of trial and error and sweat and tears. The insider tips on what really makes for an SEO-friendly platform. Battle tactics to vanquish ecommerce sites with even the biggest marketing budgets.
By the end, you’ll have clarity on finding the ideal foundation to gain a winning edge on Google and unlock your online sales potential.
Let’s start at square one…
Key Takeaways
Here are the core lessons to help you choose the best ecommerce platform:
- SEO capabilities vary widely across platforms, so choose carefully aligned to business needs.
- Leading solutions like Shopify and BigCommerce offer great SEO out-of-the-box, while WooCommerce and Magento enable advanced customization.
- Consider future SEO trends around personalization, metrics, and page experience when evaluating platforms.
- Optimizing for voice search will grow in priority with the rise of smart speakers and assistants.
- Leverage free trials and consult SEO experts to validate platforms before committing.
- Balance business requirements, costs, and expected SEO ROI when deciding.
Let’s dive in!
Understanding SEO in Ecommerce Platforms
Before reviewing specific platforms, let’s ground ourselves in what ecommerce SEO entails.
Ecommerce SEO refers to optimizing an online store to improve its visibility and traffic from search engines. This includes technical SEO factors like site speed, mobile optimization, and URL structure. It also includes content-focused aspects like product descriptions, blogs, and other website copy.
The main goal is to create an exceptional on-site experience that search engine bots and real customers love browsing and engaging with.
Ideally, your ecommerce platform should make this SEO process seamless instead of hindering you at every turn.
Here are some key SEO features and capabilities to look for:
- Customizable URLs: Control over URL structure is hugely important for an SEO-friendly site architecture.
- Meta tag editing: Platforms should allow easy editing of titles, meta descriptions, alt text, etc.
- XML sitemaps: A proper sitemap helps search bots index your site more efficiently.
- Page speed optimizations: Site speed is a ranking factor, so optimized platforms have an edge.
- Mobile responsiveness: Over 60% of search traffic comes from mobile, so mobile-friendly stores do better.
- Reporting: Insights into traffic sources, rank tracking, and site performance help guide SEO efforts.
- Third-party integrations: Support for SEO plugins and apps to extend functionality.
Platforms that excel in these areas make it simpler to execute technical and content SEO best practices.
Now let’s see how the top ecommerce platforms stack up on these criteria.
Criteria for Evaluating Ecommerce Platforms for SEO
To systematically compare platforms, we need to establish some framework for evaluation.
Here are the key criteria to assess how SEO-friendly an ecommerce platform is:
Site Structure and URL Customization
A clean, logical site architecture with customizable URLs is vital for on-site navigation as well as SEO performance. Whether you use categories, subdomains, or filtering to structure your product catalog, the URLs should be customizable and SEO-friendly.
Built-in SEO Tools and Settings
At a minimum, platforms should provide basic on-page SEO controls like meta tag editing, alt text for images, XML sitemaps, and structured data markup. More advanced platforms offer additional tools for SEO management.
Mobile Optimization and Responsiveness
With mobile driving the majority of web traffic today, platforms must be mobile-friendly and fully responsive out of the box, with page speed optimizations.
Site Speed and Performance Factors
Site speed impacts conversions, bounce rates, and SEO rankings. Optimized platforms focus heavily on performance with caching, compression, lazy loading, and efficient code.
Integrations and API Support
The ability to connect additional tools through integrations and APIs allows you to tap into more advanced SEO capabilities as needed.
By evaluating the top ecommerce platforms against these criteria, we can determine how they each measure up for SEO purposes.
Review of Top Ecommerce Platforms for SEO
Now let’s take a close look at the SEO capabilities of the most popular ecommerce platforms and CMSes.
1. Shopify
Shopify strikes an excellent balance between usability and customization, making it a strong SEO contender.
Key SEO Features
- Clean URLs with custom paths and structures
- Auto-generated product XML sitemaps
- Editable meta tags and alt text
- Built-in CDN for site speed
- “Search Engine Listing Preview” to audit SEO
- Advanced reporting on traffic and rank tracking
Pros
- Very SEO-friendly and customizable site architecture
- User-friendly interface simplifies basic on-page optimization
- Speed optimized with automatic image compression
- Supports app ecosystem integrations (e.g. Yoast SEO)
Cons
- Less control vs building custom store on WordPress
- Hosting limitations can constrain site performance
- Additional fees for advanced features like dynamic remarketing
Overall, Shopify makes executing SEO best practices extremely straightforward. It’s a great “SEO out-of-the-box” option.
2. WooCommerce
As an open-source WordPress plugin, WooCommerce offers near endless customization for advanced SEO needs.
Key SEO Features
- Leverages WordPress’ SEO strengths
- Fully customizable URLs and site architecture
- Access to hundreds of SEO plugins and tools
- Control over server optimization and caching
- Built-in product XML sitemaps
Pros
- Open-source flexibility for advanced SEO customization
- Utilizes WordPress’ strong SEO foundations
- Deep integrations with leading SEO software
- Granular control over technical optimization
Cons
- Requires self-hosting and WordPress expertise
- Complex setup and configuration process
- Scope for subpar Core Web Vitals scores without optimization
For DIY stores with dedicated Dev teams, WooCommerce delivers immense SEO capabilities. But expect a steeper learning curve.
3. BigCommerce
Enterprise-ready BigCommerce powers SEO for thousands of large brands with its robust features.
Key SEO Strengths
- Configurable URLs and site structure
- Granular SEO settings like meta tags, structured data
- Integrated blogging and content tools
- Built-in image and script optimization
- Flexible APIs for customization
Pros
- Enterprise-level scalability, security, and support
- Packed with SEO features out of the box
- Optimized for speed and Core Web Vitals
- Flexible plans to meet complex SEO needs
Cons
- More expensive plans for advanced SEO capabilities
- Less control compared to open-source solutions
- Limited free themes lack customizability
For well-resourced brands selling at scale, BigCommerce rivals Magento and Shopify Plus with its robust SEO toolset.
4. Squarespace
Despite some limitations, Squarespace strikes a solid balance between usability and customization.
Key SEO Features
- Clean URLs and site structure
- Decent on-page SEO controls
- Built-in image optimization
- Integrates with major SEO tools like SEMrush
- Clean code and speed optimization
Pros
- Very beginner-friendly and usable
- Pages optimized for speed and conversions
- Allows basic URL tweaks and meta tag edits
- Free stock images and templates
Cons
- Less flexible vs other platforms
- No XML sitemap or advanced SEO controls
- Hosting constraints limit caching options
- Fewer SEO app integrations
For small businesses without big SEO needs, Squarespace offers a user-friendly package with SEO basics covered.
5. Magento Commerce
With unmatched capabilities and scalability, Magento Commerce is a top contender for enterprise SEO.
Key SEO Strengths
- Powerful built-in SEO toolkit for metadata, URLs, etc
- Integrates with business intelligence solutions
- Optimized for speed and performance
- Flexible APIs and integrations
- Marketplace offers hundreds of SEO apps and extensions
Pros
- Leading choice for large brands and complex SEO needs
- Deep customization for technical and content SEO
- Tools for international, local, and mobile SEO
- Part of Adobe stack for holistic optimization
Cons
- Very complex setup and management
- Costly licenses and developer resources required
- Often requires additional SEO extensions
With advanced capabilities rivaling enterprise content management and digital experience platforms, Magento Commerce is unmatched for large retailers who can leverage it.
Other Notable Ecommerce Platforms
Beyond the major players above, platforms like Volusion, 3dcart, CoreCommerce, and several open-source options like WooCommerce and Magento offer varying SEO capabilities.
However, they often cater to specific business sizes and needs or offer a more limited feature set compared to leading solutions.
For most online stores today, Shopify and WooCommerce cover the widest range of ecommerce SEO needs, from small DIY blogs to high-volume product catalogs. Both platforms receive continuous SEO-focused improvements as well.
However, BigCommerce and Magento Commerce edge them out for enterprise merchants with large catalogs, global sites, and custom functional needs.
Now that we’ve seen how the top platforms stack up for core SEO criteria, let’s look at some emerging trends shaping ecommerce SEO.
Emerging Trends in Ecommerce SEO
Beyond the core SEO checklist, what developments on the horizon should online retailers prepare for when choosing a platform?
Here are four key trends to consider:
1. The Rise of Voice Search Optimization
Voice search usage is booming. Per Comscore, 50% of all searches will be voice searches by 2020.
Smart speakers like Amazon Alexa and Google Home don’t display visual SERPs-they provide spoken answers.
That’s why ecommerce SEO is shifting towards optimizing for voice search and featured snippets.
Choose platforms that help you focus on long-tail keyword optimization and natural language content that excels at voice search.
2. The Role of AI and Machine Learning
AI and ML are revolutionizing ecommerce SEO in areas like:
- Automated site audits
- Intelligent product tagging and indexing
- Personalized search and recommendations
- Predictive content optimization
Look for platforms with native AI capabilities or ready integrations with AI solutions to unlock these benefits.
3. The Growing Importance of Core Web Vitals
Core Web Vitals are Google’s metrics to measure real-world UX and page experience. Metrics like LCP, FID and CLS directly influence search rankings.
Choose platforms that offer speed and performance optimizations out-of-the-box while giving you control to fine-tune further.
4. Beyond Keyword Rankings: Leveraging User Metrics
Modern SEO goes beyond myopic keyword rankings to include holistic user experience metrics like:
- Bounce rates
- Time-on-page
- Scroll depth
- Conversions
Look for platforms providing robust analytics on site visitor behavior so you can optimize end-to-end user experience.
By anticipating trends like these, you can evaluate platforms based on future-readiness alongside present-day SEO capabilities.
Choosing the Right Ecommerce Platform
With so many options and considerations, where do you start choosing the right platform?
Here is a step-by-step process:
1. Define your business requirements
Consider factors like:
- Business model
- Sales volume
- Product catalog size
- Launch timeline
- Available budget
This shapes platform choices. A lean startup launch needs simpler, affordable options like Shopify. High-growth brands need robust systems like Magento Commerce.
2. Determine your current + future SEO needs
Audit your existing SEO setup and processes. Identify what’s working well and what gaps exist.
Then project future needs as you scale traffic, globalize, or add product lines.
This will reveal must-have platform capabilities.
3. Shortlist platforms that best fit
With requirements defined, shortlist the 2-3 platforms matching major needs.
Stack them up across core SEO criteria like site architecture, speed, and reporting.
If unsure, consider starting leaner with Shopify or WooCommerce, which offer great SEO value.
4. Evaluate SEO-readiness
Thoroughly vet shortlisted platforms for deal-breaking limitations around SEO.
Test free trials to validate capabilities hands-on.
Judge site speed, mobile optimization, and page experience using online tools.
5. Estimate ROI and total cost
Factor both subscription fees and hidden costs like extensions, apps, or developer resources.
Weigh costs against revenue uplift expected from improved SEO and traffic.
This validates if platform investment makes financial sense.
By following this structured process, you can identify the ideal ecommerce platform for your current and future SEO needs.
The Future of Ecommerce SEO
Ecommerce SEO is evolving rapidly. Not only are platforms adding new capabilities, but search algorithms and shopper expectations are transforming.
Here is what retailers must prepare for:
- Mobile-first indexing: By 2025, Google will likely switch to mobile-first indexing for all sites. Platforms without flawless mobile optimization will suffer.
- Personalization and localization: Platforms will provide tools to dynamically localize content while personalizing for individual users and their context.
- Difficult-to-duplicate content: Unique, high quality product descriptions, and blogs will be imperative as duplicate content gets heavily penalized.
- Metrics beyond keywords: Click-through rate, bounce rate, time-on-site and more engagement metrics will grow in influence for ranking algorithms.
- Total experience optimization: Pagespeed and Core Web Vitals will keep gaining impact, forcing retailers to optimize technical performance.
- Expanded platform ecosystems: The major commerce platforms will enrich their app marketplaces to enable specialized SEO capabilities through extensions.
The platforms that harness these trends and evolution of search algorithms will gain significant competitive advantage.
Wrapping Up Best Ecommerce Platform for SEO
Selecting the right ecommerce platform is an important decision. Take time to understand the options and evaluate based on your business goals and technical needs. The major platforms all have capabilities to support SEO if leveraged properly.
Once you choose a platform, focus on crafting an exceptional user experience – from site speed to compelling product descriptions. Meet customers where they are searching, and guide them to solutions they’ll love.
If you need advice to level up your ecommerce SEO and online presence, our team at Social Spike can help. We live and breathe this stuff! Reach out anytime to explore how we can set your brand up for long-term growth.
Now go unleash the potential of an SEO-optimized online store!