In a world where 'just Google it' has become a reflex for everything from recipes to product reviews, have you ever wondered why some brands consistently shine on the first page of results? It’s not luck; it’s search engine optimization (SEO).

Search engine optimization is a crucial component of any brand's comprehensive strategy for reaching customers. By enhancing a store’s visibility, SEO ensures that products are easily discoverable by potential buyers. When executed effectively, it opens up limitless opportunities to reach millions, often at little to no cost. This means that your store can be easily found through search results.

Consider this scenario: two online stores sell handcrafted leather wallets of similar quality and price. The first store invests time in SEO, optimizing product descriptions with relevant keywords, creating informative content about leather care, and earning valuable backlinks from fashion blogs. In contrast, the second store boasts beautiful product photography but neglects these optimization opportunities. When someone searches for 'handmade leather wallet,' the first store appears on page one, while the second is buried on page five. Their products aren’t necessarily superior; they are simply more discoverable to those ready to buy.

This article will guide you in determining where to focus your SEO efforts based on your business stage and available resources. You will learn how to prioritize tactics that deliver the most value for your specific situation, whether you’re just starting out or refining an established SEO program.

Building Blocks of SEO Success

Think of optimizing your online store like building a house. Each component serves a specific purpose, and together, they create something that stands the test of time. Just as you need a blueprint to build a house, you’ll need a well-defined strategy for your SEO.

Each part of your SEO house plays a vital role in establishing your online presence. Ready to start building?

Rightsizing Your SEO Efforts

The size and stage of your business should influence how you allocate your resources. Even small improvements can yield significant results.

New Brand

If you are a newer brand, you will likely experience limited search visibility. Your focus should be on building brand awareness and gaining initial traction. Prioritize the following actions:

• Set up Google Search Console to start collecting data on search performance.

• Develop brand awareness through social media and content marketing.

• Focus on link building by reaching out to relevant influencers and blogs.

• Analyze the keywords your competitors are targeting to identify opportunities.

• Structure your website pages in alignment with your keyword strategy.

While initial organic traffic might be limited, especially in competitive markets, implementing SEO best practices now will create a solid foundation for future growth.

Growing Brand

If your brand has established a presence in branded search and earned links from relevant industry sites, you should capitalize on your growing visibility. Focus on the following:

• Collect and display customer reviews to build credibility.

• Identify non-branded search queries where you’re starting to rank and explore ways to capitalize on them.

• Conduct competitive research to learn how others are targeting and building their pages.

• Utilize available customer data to enhance site navigation and user experience.

Continuously refine your approach based on real user data and leverage social proof to build trust.

Established Brand

If you are an established brand with strong search visibility and a comprehensive backlink profile, it’s essential to maintain your competitive edge by:

• Expanding keyword targeting through detailed research.

• Optimizing existing high-performance pages based on traffic metrics and user engagement.

• Emphasizing continuous testing and improvements in your SEO strategy.

• Setting strategic SEO goals and tracking progress consistently, focusing on expansion, testing, and iteration.

Where would you categorize your business? Does your stage of development align with your current SEO priorities? By understanding where your brand stands, you can rightsize your strategy for optimal results and ensure sustainable growth.

Next Steps

The most successful merchants recognize that SEO is not a one-time project but an integral part of their ongoing marketing strategy. Each improvement compounds over timea, creating sustainable organic growth that continues delivering value long after paid campaigns end.

Identify which stage your business is in—new, growing, or established—and implement one priority tactic from that section. Even a small improvement, such as setting up Google Search Console or optimizing a high-traffic product page, can be the first step toward enhanced search visibility.

Go further

• How to audit your SEO effectively

• Effective SEO strategies using AI

• Improve your sales funnel as a Shopify collaborator