eCommerce Sales Funnel Optimization via SEO to Boost Sales

eCommerce Sales Funnel SEO

When it comes to eCommerce, a significant amount of time is dedicated to getting the process of sales right. In this context, Search Engine Optimization or SEO plays a major role in fulfilling the process of the sales funnel.

Before we get into the details of how SEO plays a role in the sales funnel, let us have an idea of what the sales funnel is. In simple terms, it is referred to as the AIDA sales funnel, which lays down the four major factors required to attract customers and induce sales.

There are basically four different stages of eCommerce sales funnel:

  • Awareness
  • Interest
  • Desire
  • Action.


Considering the SEO aspect, there are some keyword searches that are used to target the content at different stages of the sales funnel. They are used to create awareness for the business while some may be used to induce action to make a purchase.

Based on the shopping instinct, a single search phase can be used to trigger every stage of the funnel, starting from awareness to ultimate action. These are usually relevant for specific products where the customer already has some information and has made the decision about what to look for.

In such scenario, the SEO aspect in the sales funnel is applicable to the eCommerce site rather than the product.


Awareness is the most obvious and the first stage of the sales funnel and SEO has a significant role to play here. The main crux of a search engine is to bring out relevant results to create awareness about those sites. By using the right SEO tactic and getting your company become a part of the search result; you can create brand value and awareness of your business or product. To create product awareness, we need to use keywords that are informational or educational so that they make the first introduction to the users who are searching.

Using awareness building keywords paves away for other keywords for the next stages of the sales funnel. For educational and informational keywords, specific content is required. The right keywords along with the right content can readily create that awareness that you are looking for lure customers. Using the most relevant keywords in case of product category searches or the home page will lead to the bulk of traffic.

Interest and Desire

Now that your awareness phase is done, you should utilise the SEO tactics for the interest and desire phases of the sales funnel. In these phases, try to use keywords that are a bit longer and more specific. To increase the search results, you can also other allied modifiers, such as brand name, size, colour and other specifications along with the main keyword.


The ultimate phase of the sales funnel is the action stage. This is perhaps the most important as it lures the customer to make the decision and buy the product. To enhance this decision-making process, try to opt for keywords that have specific brand and product names, numbers and other similar attributes like product features.

Action-oriented keywords need to be well thought of as they are the ones that directly influence a buyer and lead to sales.

It is important as an eCommerce entrepreneur to make proper use of the SEO tactics at all stages of the sales funnel. This will help create increase the much-needed traffic and add to the sales.

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Puneet Bhalla

Senior Marketing Manager at Shiprocket

7+ years of experience in growth hacking and product marketing. A passionate digital marketer with a great blend of technology. I spend most of my time upskilling and experimenting, for my love of doi ... Read more

Puneet Bhalla

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