Search engine optimization (SEO) is the foundation of your website and all business decisions involving online sales. SEO states your site's requirements based upon data.
Last Published: 6/18/2019
Return to the eCommerce Export Resource Center
Watch our eCommerce Webinars & Events
eCommerce Innovation Lab Logo



Search Engine Optimization (SEO) is the mechanism that drives your marketing efforts in the digital economy. These eCommerce Best Practices and Strategies Videos identifies SEO areas and how they relate to the bigger business picture.

Website optimization enables customers to search for, order, and pay for products online, as well as enables the customer to contact the company for after-sales service.

Without implementing an SEO program for your website as a part of your digital strategy, it will be difficult to achieve any of your digital sales objectives, without a lot of struggle and loss of potential revenue.

SEO strategies are based on:

  • SEO audit or gap analysis
  • Link building
  • Content/keywords
  • Marketplace/Social Media/Youtube


It is recommended that you perform a "gap analysis" of your website to ensure it is operating properly, as well as pays courtesy to international consumers. The main areas affecting your SEO are fairly technical, dealing with your site's page metadata and tags, which are essential for SEO bots to be able to identify and index the content on your site.  Because of this, we recommend that any technical fixes be handled by professional service providers, please visit our eCommerce Business Service Provider Directory to view technical solution options.

The point of SEO is to optimize your site so that search bots can easily identify the information you want them to know about your site pages (meaning keywords), so when your site is indexed by the search bots it will show up on the first page of the search engine results page (SERP).  Domain authority is one SERP ranking factor that you can easily work on yourself without much technical knowledge, as it is essentially working on your site content to improve keywords (value & placement) and backlinks. You can find a list of Useful eCommerce Website Tools here if you wish to begin learning about how SEO works through practice.

Connect with your local Trade Specialist today and ask about a Website Globalization Review Gap Analysis that can provide you with a SEO report to help you understand how your website is affecting your ability to acquire online customers.


You need to be able to measure the success of your digital strategy goals and assess the total impact across all web touch points. Businesses need to work to identify appropriate digitally-focused key performance indicators (KPIs) in their online sales process, so that online metrics can be used to understand where efforts in the digital strategy are working and identify where there is room for improvement. KPIs are derived from tracking your website data (analytics), which helps illustrate your ecommerce return on investment.

Examples of KPIs for Measuring Drive of eCommerce Sales:

  • Sales Conversion Rate
  • Digital Marketing Return on Investment (dmROI)


Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting

Industry Taxonomy eCommerce Management Marketing Sales Promotion