What you will learn

A comprehensive course that will teach you the strategies and tactics to optimise your eCommerce website for search engines (SEO), and for conversion (CRO).

  • Choosing an eCommerce CMS

  • Choosing and configuring site search for SEO

  • Configuring and optimising product categories

  • Product filters for SEO

  • Inventory management

  • Analytics and measurability

  • Marketing and 'wowing' your customers

  • ... and much more!

Meet your instructor

eCommerce Growth Consultant

Luke Carthy

Luke is a well-seasoned eCommerce consultant and international speaker delivering double/triple-digit growth for eCommerce brands. He parks himself right in the centre of conversion, growth and SEO disciplines. Having worked with brands spanning both D2C and B2B verticals including CAT, Renault, and Mayflex, Luke knows a thing or two when it comes to getting C-suite buy-in and delivering smart, scalable eCommerce growth.

About my course

"My face has actually never spent so much time in front of a camera diving into ecommerce before. This is PACKED!

Of course, there's no way I could put out an all singing and dancing ecom SEO course without dropping CRO knowledge bombs too. The two disciplines are destined to be together and there's plenty of both in my ecommerce course.

Leverage both SEO and CRO to increase your organic traffic and then double-down on your organic sessions to generate more sales.  I share how you can make it easier for your customers to buy and how to identify and remove friction points too.

There are case studies for days, buckets of detailed walkthroughs, and real-world deepdive examples in abundance.

From the product page all the way through to category (PLP) pages, search results, merchandising, personalisation, how to choose an ecom CMS and quite literally the kitchen sink (I use a kitchen sink as an actual example in such a lesson.)

Whether you're brand new to ecommerce, an in-house or agency pro wanting to brush up your ecom game, or you're working on your own cool ecommerce project, this course is ideal.

Last but not least, as a bonus, I've also been told I have, and I quote "A honey-smooth voice" so I'm easy to listen to even if I've a face for radio! I'll see you on the first module."

~ Luke C.
Watch Intro Video

eCommerce SEO

by Luke Carthy

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Course curriculum

  • 1


    • About this course

  • 2

    Choosing an eCommerce CMS: which one is right for you?

    • Pros and cons of Shopify

    • Pros and cons of WooCommerce

    • What about BigCommerce and Magento?

    • Knowledge test

  • 3

    Choosing and optimising internal site search for SEO

    • Why site search is so important and how to choose the right one

    • Why excluding site search from search engines is recommended and how to do it

  • 4

    How to properly configure and optimise product categories

    • Optimising product category structures

    • Optimising pagination for product categories

    • What makes a good category hierarchy - department pages vs category pages

    • How to optimise product and category URLs

    • How to multisite categories without creating duplicate content

    • Knowledge test

  • 5

    How to properly set up product filters for SEO

    • How to optimise product filters for SEO

    • How to power and define URL structures for filters

    • How to handle SEO for multiple filter selections

    • How to prevent search engines from accessing specific filters

    • Why UX is more important than SEO for filters

    • Knowledge test

  • 6

    Menus and navigation

    • How to build customer-centric SEO friendly menus

    • To megamenu or not to megamenu?

  • 7

    Inventory management

    • How to make it easier for search engines to index your products

    • How do you manage out of stock and discontinued products?

  • 8

    Product pages (PDP)

    • How to build a great product page

    • A great product page (cont.) and the importance of breadcrumbs

  • 9

    Product recommendations and UGC

    • How to design your product recommendations

    • Product recommendations and SEO

    • How UGC can really help with SEO and CRO

  • 10

    Internal linking structures and merchandising

    • How to successfully merchandise an eCommerce store

    • Why merchandising can be an internal linking goldmine

  • 11

    Analytics and measurability

    • Why Google Analytics is so important for eCommerce

    • What's wrong with Google Analytics?

    • Additional eCommerce data points to measure in Google Analytics

    • Knowledge test

  • 12

    Marketing and 'wowing' your customers

    • Why improving page speed is so important

    • Why UX? and how to get started

    • Cool eCommerce functionalities and enhancements

    • Let's have a detailed chat about personalisation

Your FAQs

(I did my best to answer them!)

  • Who is this course for?

    Whether you're an in-house or agency SEO pro looking to polish your ecommerce-centric skills; wanting to improve conversion and organic performance of your own ecommerce store or you're a junior SEO looking to seriously level up your organic and CRO game, this course is ideal for you.

    This course isn't for you, however, if you're looking for a super entry-level course. As expected, everything is broken down in a way that's easy to understand and follow, but you'll need to at least know the basics when it comes to SEO in order to get the most from this course.

  • How long will it take me to complete your course, Luke?

    Awesome question! To get through the content at a fair pace, I'd estimate approx. 2 weeks. However, getting through the course is very different to getting your hands dirty and turning that theory into practical skills which will naturally take longer. What's most important though is that you work through at a pace that works best for you.

    I encourage all students to set up a 'sandbox' ecom store, build stuff, break stuff, put what you've learned into practice, and get stuck in. That's where the theory really begins to stick.

  • Do I need to take your lessons in a specific order?

    Nope! You do what works best for you and feel free to shuffle all the modules if you wish! Although the modules and lessons have been set out in a way that I and Blue Array feel would work well, there's no specific need to follow the order. Get stuck into whatever draws you in first. What I would say though is once you pop a module open, complete it before moving to the next one.

  • I know very little about SEO... can I still take your course?

    Good question. You can know very little about Geography and yet tell a stranger where the nearest Five Guys is... If you know what a canonical tag is, can get your head around robots.txt and you get the principles of nofollow, you're definitely good to go.

    If I've lost you at this point, then I'd highly recommend you take a look into the SEO Manager Certification course from Blue Array first (specifically the modules on technical SEO) before you dive into this course.

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