SEO for Online Stores in 2025: How to Get Found and Sell More

by Pedro | blog

Selling online in 2025 is more competitive. With so many stores on the internet, how do you ensure that customers find the your? The answer lies in SEO (Search Engine Optimization), which simply means organizing your website so that search engines like Google (and your customers!) can find it easily. Old tactics are no longer enough. To stand out in 2025, you need a modern, customer-focused SEO strategy. This article explains the essential strategies, clearly, to help your online store succeed.

Pillar 1: Adapting to what's new in 2025 - The future of online search

The world of online searches is changing all the time, thanks to new technologies and the way people search. In 2025, some trends are key.

Artificial Intelligence (AI) and Smart Searches

Artificial Intelligence (AI) is no longer science fiction; it's changing the way Google works. Google uses AI to better understand what people really want when they search. By 2025, this will be even more refined. That's why your website content (product descriptions, blog articles) needs to answer questions clearly and use natural language, as if you were having a conversation.

AI also offers tools that can help you manage your SEO (find keywords, optimize texts). But beware: relying too much on AI can make your content generic. AI is an assistant, but its experience and human touch are essential to stand out and show that it can be trusted (Google calls this E-E-A-T).

In addition, Google and other tools such as ChatGPT are starting to give AI summaries directly in the results. To appear in these summaries, your content must be very clear, well organized and credible.

Understanding the Searcher's Intention

It's more important than ever to understand why someone is searching. Google is getting better and better at guessing the intent behind words. It's not enough to use the right words; your page has to offer what the person is really looking for. The main intentions are:

  • Find out more: The person wants to learn something (e.g. "how to choose running shoes").
  • Find a website: The person is looking for a specific brand or site (e.g. "site [brand name]").
  • Compare/Investigate: The person is researching before buying (e.g. "best running shoes 2025").
  • Buy: The person is ready to buy (e.g. "buy running shoes [model] size 42").

For your store, it's vital to know whether the customer is looking for a list of products (category page), a specific item (product page) or information (blog article). Seeing what appears on Google for certain keywords helps to understand the intention.

User experience is key

The experience that visitors have on your site (User Experience or UX) is increasingly important to Google. Google probably measures whether visitors like your site through metrics such as: do they click on your link? Do they stay on the page? Do they leave straight away? An easy-to-use website, with good design, useful information and, very importantly, fast chargingThis pleases visitors and Google.

To improve the user experience:

  • See how visitors interact with your site.
  • Make sure the content matches what the person was looking for.
  • Use good images and videos.
  • Make the site interactive (comments, etc.).
  • Make sure the site loads quickly.
  • If the person is looking for a quick answer, give it to them easily.

The Zero-Click Search Challenge

Sometimes Google gives the answer directly in the results (with AI summaries or information boxes), and the person doesn't even have to click to go to your site. This can reduce your clicks.

How to combat this:

  • Try to appear in those summaries: Create content with direct and clear answers to common questions, using lists.
  • Strengthen your brand elsewhere: Invest in social networks, YouTube, etc., so you don't have to rely solely on Google clicks.
  • Focus on keywords that still generate clicks: Analyze which searches lead people to click and focus on them.

Show that you are reliable and an expert (E-E-A-T)

Google wants sites to show Experience, Expertise, Authority and Trustworthiness - E-E-A-T. This is especially important if you sell products related to money or health.

To strengthen E-E-A-T:

  • Be original: Create unique content with your own ideas, data or customer experiences. Don't copy and paste or rely solely on AI.
  • Show Real Experience: Give practical advice, detailed tutorials, show that you know what you're talking about.
  • Build Authority: Get links from other respected sites, show awards or certificates, have authors with proven experience. A good "About Us" page helps.
  • Generate trust: Show real customer reviews, security seals, clear return policies.

The Popularity of Voice and Image Search

People search in different ways. A voice search (talking to Siri, Alexa, etc.) is growing and is expected to account for half of all searches by 2025. These searches are longer and resemble conversations ("where can I buy...", "which is the best..."). To optimize:

  • Use longer, more natural sentences, like people speak.
  • Organize content as questions and answers (FAQs).
  • Try appearing in Google's featured snippets.
  • Use special "tags" in the code (schema markup) for FAQs.

At the same time visual research (using images to search with Google Lens, Pinterest Lens) is gaining momentum, especially for fashion or decoration. To optimize:

  • Use original, high-quality images.
  • Give the image files descriptive names (e.g. tennis-running-red-man.jpg).
  • Write detailed descriptions for each image (alternative text or "alt text").
  • Use special "tags" (schema markup) for images and products.
  • Create a "map" of your images for Google (image sitemap).
  • Make sure pages with images load quickly.

The Importance of Local SEO (Even Online)

Even if you only sell online, thinking locally can help. You can attract customers who are looking for products in a specific area.

  • Use keywords with place names (e.g. "buy [product] delivery Lisbon").
  • Create relevant content for certain areas (e.g. gift guide for Porto).
  • Optimize your Google Business Profile, even without a physical store, to gain local visibility.

Pillar 2: The Essential Technical Basis - Without This, Nothing Works

Trends change, but some technical things are always crucial for your store's SEO. Ignoring them in 2025 is a serious mistake.

Site Speed is Crucial (Core Web Vitals)

A slow website drives away customers and hurts your Google ranking. In 2025, Google continues to focus on "Core Web Vitals" (CWV), which measure the loading experience. Basically, they measure:

  • How quickly does the main content appear? (LCP - Largest Contentful Paint). Ideal: less than 2.5 seconds.
  • How quickly does the site respond when you click on something? (INP - Interaction to Next Paint). Ideal: less than 200 milliseconds.
  • Does the content "jump" while the page loads? (CLS - Cumulative Layout Shift). Ideal: almost zero (below 0.1).

Improving this helps your ranking and sales. How to do it:

  • Optimize Images: Reduce file size (compress) and use modern formats (WebP). Upload images only when necessary (lazy loading), but not the main image.38 Define the size of the images in the code.
  • Optimize the Code (CSS/JS): Reduce the size of code files, remove what isn't used and postpone loading what isn't essential.
  • Use Caching: Save parts of the site in the visitor's browser to load faster next time.
  • Use a CDN (Content Delivery Network): It distributes your site to servers all over the world, delivering it from the one closest to the visitor.
  • Get good web hosting: A fast server makes a difference.

Use tools such as Google PageSpeed Insights to measure speed.

Your Website MUST Work Well on Mobile Phones (Mobile-First)

Since 2023, Google has looked first at the mobile version of your site to decide how to rank it. If your site doesn't work well on cell phones in 2025, you risk disappearing from the results.

What to do:

  • Use Responsive Design: The site must automatically adapt to any screen (computer, tablet, cell phone).
  • Same Content Everywhere: Important content (text, images, videos) must be the same on mobile as it is on desktop. Don't hide content in the mobile version.
  • Mobile speed: Speed is even more critical on mobile. Optimize everything.
  • Easy to use on your phone: Simple navigation, large buttons, readable text without having to zoom in.
  • Technical checks: Use the same "instructions" for Google (tags) in both versions, make sure Google can access everything, and use the special "tags" (structured data) correctly in both versions.
  • Test: Use Google's mobile optimization testing tool and view the reports in Google Search Console.

Help Google Understand Your Products (Schema Markup)

Schema Markup (or structured data) is like adding invisible tags to your site that explain to Google exactly what is on each page (e.g. this is a product, this is the price, this is the review). This can make your products appear richer in the results (with rating stars, price, etc.), attracting more clicks.

Important types of "labels" for online stores:

  • Product: Describe the product (name, image, description, brand).
  • Offer: Details of the sale (price, currency, availability - in stock/out of stock).
  • Review: Book an individual assessment.
  • Aggregate Rating: Summarizes several reviews (average, number of reviews) - this is what generates the stars. You need to have real reviews on the page.
  • Structural Navigation (BreadcrumbList): It shows the path on the site (e.g. Home > Footwear > Sneakers), helping users and Google.
  • Organization: Describe your company.

How to implement:

  • Use the JSON-LD format (Google prefers it).
  • Only include information that is visible on the page.
  • Use unique product identifiers (SKUs).
  • Test with Google tools (Rich Results Test, Schema Markup Validator).
  • Check for errors in Google Search Console.

Pillar 3: Optimize Every Page to the Detail - Where the Magic Happens

With the technical base solid, it's time to optimize each page individually to be as relevant as possible and lead to a sale.

Finding the Right Keywords

Searching for keywords is still essential, but in 2025, you need to think about intention of the user.

  • What's the point? Does the person want information, to find your site, compare or buy?
  • Focus on the "Long Tail": For product and category pages, use more specific phrases (e.g. "waterproof trail running shoes"). They have less competition and those who search this way are closer to buying.
  • See the Competition: Use tools (Ahrefs, Semrush, Google Keyword Planner) to see what words your competitors use and find opportunities.
  • Map the Words: Decide which main and secondary keywords to use on each page (main, categories, products, blog).

Making Product Pages Perfect

These pages are where the sale happens. Optimize everything:

  • Titles and Descriptions for Google: They must be unique, include the main keyword, be short (title < 60 letters, description < 160) and convince the person to click. Format Title: Product Name | Brand.
  • Headings (H1, H2, H3): Use an H1 (main title on the page) with the keyword. Use H2s and H3s to organize (Features, Details) and include other keywords.
  • Product Descriptions: Write unique and detailed texts. Focus on benefits for the customer, not just the features. Use keywords in a natural way. Don't copy from the manufacturer. Use language that sells and avoid vague words like "excellent". Make it easy to read (short paragraphs, lists).
  • Image Optimization: Use high-quality photos from different angles. Give the files descriptive names (product-color-attribute.jpg) and write "alt text" (image description) with keywords. Compress the images for speed.
  • URLs (Web addresses): Create short, clear URLs with keywords and hyphens. For example: loja.com/category/product-name.
  • User Generated Content (UGC): Include customer reviews and ratings. Allow questions and answers. This adds fresh content and social proof.
  • Internal links: Link to related products or useful blog articles. Use descriptive text in the link.
  • "Schema tags: Use the Product, Offer, Review, AggregateRating tags.
  • Calls to Action (CTAs): Use clear buttons like "Buy Now".
  • Avoid mistakes: Don't repeat keywords excessively (keyword stuffing), don't delete out-of-stock product pages (indicate that it is out of stock or redirect), avoid having the same content on several pages.

Organize Category Pages Well

These pages (which list several products) are very important for organizing the store and attracting those looking for more general categories.

  • Logical Structure: Organize the categories clearly (e.g. Clothing > Women > Dresses) and use URLs that show this.
  • Titles and Descriptions for Google: Create unique titles and descriptions for each category, with the category's keyword. Format Title: Category Name | Brand.
  • Descriptive Text (Optional): You can add a short text (2-3 sentences) at the beginning or end of the page describing the category, using keywords. You can include FAQs.
  • H1 header: Use a clear H1 with the category name.
  • Easy navigation:
  • Filters and Sorting: Essential to help find products (size, color, price). Be careful with the URLs generated by the filters so as not to confuse Google.
  • Breadcrumbs (Structural Navigation): Show the path (e.g. Home > Footwear > Sneakers).
  • Consistent layout: Keep the same look on all category pages.
  • Speed: Optimize speed, even with lots of images.
  • Images: Use good images and optimize the alt text.
  • Internal links: Link to subcategories, popular products or guides.
  • User Generated Content (UGC): Show average ratings for the products in the list.
  • "Schema tags: Use BreadcrumbList and maybe ItemList (with care).

Pillar 4: Building Authority and Creating Useful Content - Going Further

To dominate SEO in 2025, it's not enough to optimize your website. You need to build a reputation off it and create content that attracts and helps people.

Creating Content That Helps and Sells

Content is king, but it has to be the right content. In 2025, create original, high-quality content that responds to customer needs at every stage of the purchase.

  • Content for Every Intention:
  • Inform: Blog articles, how-to guides, video tutorials.
  • Compare: Top 10" lists, product reviews, comparisons.
  • Buy: Well-optimized product and category pages (Pillar 3).
  • Create "baits" for links: Go beyond the basics. Create super-complete guides, original research, useful tools or fantastic infographics that other sites want to share and link to.
  • Invest in the look: Optimize images and videos. Short videos (TikTok, YouTube Shorts) are increasingly popular.
  • Organize by Topic: Create one main piece of content (pillar) on an important topic and then several smaller pieces of content (clusters) on sub-topics, linking everything together.
  • Use AI in moderation: AI tools can help with ideas and drafts. But human review is crucial to guarantee quality, originality and trust (E-E-A-T). A good score in an AI tool does not guarantee ranking; other factors such as links and authority are vital.
  • Keep up to date: Review and update old content so that it remains relevant.

Getting Links from Other Sites (Link Building)

Links from other sites (backlinks), especially from respected and relevant sites, act as votes of confidence for Google and are very important for ranking. In 2025, link quality is more important than quantity.

  • Quality and Relevance First: Look for links to sites in your sector or related. Make sure the site has a good reputation.
  • Build relationships: Getting good links often comes from genuine relationships. Contact people in a personalized way.
  • Tactics that work:
  • Guest Posting: Write useful articles for relevant websites, including a link to yours.
  • Collaborate with Influencers: Ask influencers to review your products or create content about them.
  • Create Useful Resources: Create pages with data, statistics or complete guides and promote them to sites that list resources.
  • Find Broken Links: Find links that no longer work on other sites and suggest your content as an alternative.
  • Mentions Without Link: Find where your brand is mentioned without a link and ask them to add it.
  • Partners and suppliers: Ask your suppliers or partners for links.
  • Online Directories: List your company in relevant, quality directories (especially in your niche or local areas).
  • Digital PR: Respond to journalist requests (using platforms like HARO) to get press mentions.
  • Analyze the Competition: See where your competitors' links come from and try to get links from the same (or better) places.

Great content attracts links, and contacting the right people helps ensure that your content is seen and linked to.

Conclusion: The road to success for your online store in 2025

For your online store to be successful with SEO in 2025, you need a complete strategy that adapts to changes. Remember these pillars:

First, be aware of what's new. AI is changing everything. Understanding what the customer wants (search intent) is essential. The website experience (speed, ease of use) counts for a lot. Show that you are an expert and trustworthy (E-E-A-T). Optimize for voice and image searches.

Second, take care of the technical base. A fast site that works perfectly on cell phones and uses schema markup to help Google understand it is essential.

Third, optimize each page down to the last detail. Use the right keywords, create excellent product and category pages with good titles, descriptions, images and internal links.

Bedroom, build authority and create useful content. Produce content that helps your customers and get links from other respected sites to show Google that your store is a reference.

These pillars work together. A good technical website provides a good experience. Quality content helps optimize pages and attract links. AI can help at various stages.

Finally, remember that SEO is not something you do once and you're done. It's a continuous process of learning, testing and adjusting. Monitor the results, see what works and keep up to date.

By following these strategies and keeping the focus on the customer and quality, your online store will be well positioned to grow and succeed in 2025.

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