Retailers and brands that aim for successful digital innovations have fully integrated e-commerce and digital sales with the rest of their existing value chain. This allows businesses to promptly react to upcoming customer trends, modify current offerings, introduce new products and services, and deliver them to customers quickly.

Driven by the COVID-19 pandemic, more customers scaled back their shopping in stores and instead went online embracing a broader digital-first culture. Several physical stores pivoted to e-commerce websites in response to business ingenuity and provided customers with greater buying flexibility. A cornerstone of digital transformation is the ability to continuously meet customer requirements and to improve and innovate based on trends.

And eCommerce websites provided businesses with exactly what they were looking for, in fact, they doubled sales when compared to physical stores. Also, businesses that previously leveraged eCommerce platforms were able to target the right audience, improve website performance, and test new go-to-market approaches with Search Engine Optimization (SEO).  

Therefore, it is imperative that eCommerce websites that invest in digital marketing techniques such as search engine optimization, calculate their ROI and ensure that it benefits the business. If your digital marketing strategies fail to drive relevant traffic, increase sales, and revenue, then your business will fall behind competitors and lose money. That’s why it is essential to implement effective SEO techniques and also to frequently monitor whether the SEO ROI has helped you increase business profit.

How Ecommerce Websites Can Improve Their ROI with SEO?

1. SEO Analysts Can Review Buyer Personas

The best thing about SEO is that you can alter your digital marketing strategy based on current trends and changing customer demands. Through extensive research and information gathering, SEO teams can create databases and customer lists with the aim of identifying the trends and patterns followed by your customers. 

This data can be collected through competitor analysis or by cookies; collecting customer info when they sign up for offers or when they log into your website. This information could help the SEO teams to significantly increase audience targeting and reconstruct existing services thus increasing ROI. 

2. SEO Let’s You Focus on Qualified Traffic

Not all eCommerce website visitors will end up purchasing products or services from sites. Therefore, it’s not uncommon for online businesses to collect huge data that are not of much use to improve lead generation. Huge traffic does not always mean there is an increase in leads, sometimes, this traffic can be of low-quality or unqualified. A poor SEO strategy is often the reason for these unqualified traffic visits. It targets the keywords that relate to your industry but not necessarily to your eCommerce business. 

With the help of a good SEO marketing agency, you can redirect your optimizing efforts to qualify leads that can have a significant impact on your eCommerce marketing ROI. With a well-optimized SEO, you are building a strategy that focuses on your target market, rather than anyone with interest in your industry.

3. Target Long-tail Keywords

There is no doubt that the eCommerce industry is highly competitive. And to stay in the game and make a profit, online businesses should highly invest in SEO and web development in Toronto. Because your online store is the face of the business, and if your face does not attract and retain customers then you are taking a huge loss. 

In order to bring customers to your online website, you must start ranking for highly competitive long-tail keywords. Sometimes, customers know exactly what they want, for example, a “red color handbag with gold chain”. Including similar long-tail keywords in your SEO strategy can help your business reach its target audience. Also, since you offer just the product that a customer is looking for, there is a great chance for conversion, thus increasing ROI.

4. Prioritize Best-selling Products

Every business has an item or product that customers love. Some products might be in higher demand at a particular time of the year. Such as, more people tend to buy umbrellas during the rainy season, hence there is an increase in umbrella sales. Therefore, with the right SEO strategy, your company can focus on prioritizing the best-selling products, rather than optimizing all your products. 

Even if there are no best-selling products on your website, SEO experts can analyze current trends and identify the best-selling products online on the Internet. Hence, they can improve the optimization of that product on your e-commerce website such that your site pops up on the first page of Google. This can have a tremendous impact on your website as you will get more traffic and better customer conversions. 

5. Improve Website Usability

Did you know that most eCommerce websites lose customers because of poor website quality? Your site may rank on the first page of Google for all the right keywords, but what if your customers find your website confusing to navigate, not user-friendly, or takes a lot of time to load? Obviously, the visitors will leave the page and find the next site in Google SERP. This could not only reduce sales but can also significantly increase bounce rate, resulting in negative impacts on search rankings. SEO can eliminate such risks and optimize your website from a user’s perspective.

Search engine optimizations can identify difficulties on a website and improve speed, UI/UX, functionality, etc. Based on your e-commerce site audit, an SEO team will be able to compile an entire list of potential site improvements. From website security during payment to complete website redesigning, SEO’s can identify pain points that decrease ROI. 


If your eCommerce website is struggling to make profits or generate better leads, it’s worth investing in some professional SEO assistance. There are several businesses that made significant progress and profit through digital marketing strategies. They were able to improve leads and customer satisfaction by adhering to their demands on time with the highest quality products or services. To make the best out of your SEO and improve ROI, you need to partner with a digital marketing agency that offers quality services and expert assistance, so that your eCommerce website or online business can achieve its goals.