Using SEO Analysis Tools in E-Commerce

Tracking Keyword Performance

Regularly tracking keyword performance is critical to increasing the visibility of e-commerce sites in search engines and maximizing their organic traffic potential. Keywords represent the terms that potential customers use when searching for products or services, and having strong rankings for the right terms directly impacts sales conversion rates. Therefore, keyword tracking should be at the heart of SEO efforts.

The keyword performance tracking process involves monitoring the positions of selected keywords in search engines at regular intervals. This makes it possible to determine which keywords are rising or falling and adjust strategy accordingly. For example, if a rapid rise is observed in a high-volume but low-competition keyword, content and backlink efforts for that keyword can be intensified. Conversely, in the case of ranking losses, the causes should be investigated and corrective actions taken.

Many professional SEO tools can be used to track keyword performance. Platforms such as Google Search Console, Ahrefs, SEMrush, Moz, and Serpstat provide detailed data on the ranking positions, click-through rates (CTR), impressions, and search volumes of selected keywords. This data not only provides a snapshot of the current situation but also reveals long-term trends.

When tracking keywords, focusing solely on overall ranking position is not enough. Differences between mobile and desktop results, visibility in specific geographic areas, and appearance in SERP (Search Engine Results Page) features such as featured snippets or rich results should also be considered. For example, a product keyword may rank 3rd on desktop but appear 8th on mobile devices. These differences highlight the need for device-specific optimization.

Another important point when tracking keyword performance is the business impact of the targeted keywords. Not all keywords have the same value; some simply bring visitors, while others have a high conversion rate. Therefore, tracked keywords should be analyzed alongside conversion data. Integration with Google Analytics or the e-commerce platform’s sales reports allows for easy matching of this data.

Long-tail keywords, in particular, have high conversion potential in e-commerce. Because they have a more niche search intent, they tend to have lower competition and higher purchase intent. Tracking the performance of these keywords can yield faster results compared to broad-volume keywords. For example, targeting “women’s white sneakers” instead of “sneakers” makes it easier to climb the rankings and increases the likelihood of sales conversions.

Regular reporting is essential in keyword performance tracking. Weekly or monthly reports clearly show which keywords are improving and which are declining. These reports enable coordination between the SEO team and the marketing team. Additionally, supporting reports with visual charts and trend diagrams makes the data easier to understand.

In conclusion, regularly monitoring keyword performance is a fundamental step in the SEO success of e-commerce sites. With the right tools, the right metrics, and consistent analysis, it becomes clear which keywords are worth investing in. This approach directly contributes to sustainably increasing both organic traffic and sales conversions.

Site Speed Tests and Optimization Recommendations

In e-commerce, speed is one of the defining factors for both user experience and SEO performance. Not only product listing and search results pages, but also the checkout flow is sensitive to millisecond-level delays. Therefore, speed optimization is not just a “technical” responsibility but a business goal directly tied to revenue. A solid approach starts with the cycle of accurate measurement, correct diagnosis, and targeted improvement: first gathering real-world metrics from the field, then isolating bottlenecks, and finally prioritizing actions with the best impact-to-effort ratio.

It is not enough to look only at lab results in speed tests. Tools like Lighthouse and PageSpeed Insights generate lab data under controlled conditions, while real user data (field data) is obtained from Core Web Vitals reports in Search Console and RUM (Real User Monitoring) solutions. Lab data is ideal for catching regressions and testing hypothetical optimizations; field data reflects real device, network, and geography variables to measure business impact. Using both sources together reduces the risk of false positives/negatives.

Performance bottlenecks typically fall into three categories: resource size and count (images, JS/CSS), network layer (TTFB, DNS, TLS, CDN), and rendering/painting (rendering, script execution). For images, using WebP/AVIF formats, proper sizing, and loading="lazy" improves speed; preload for critical images and CSS, and preconnect/dns-prefetch for third-party domains are useful. In JavaScript, code splitting, tree-shaking, the module/nomodule strategy, and deferring non-critical scripts with defer ease the main thread. In CSS, moving critical styles inline and loading the rest asynchronously (e.g., with media) directly affects LCP.

On the server side, lowering TTFB involves caching dynamic pages (full-page cache) and moving them to the edge. CDNs serving from the nearest PoPs reduce latency for both static and selected dynamic content. Techniques like SSR/ISR speed up the first paint while balancing hydration costs on the client side. This balance notably improves INP in highly interactive modules like filters/search.

Font loading is another often overlooked area. Splitting font files into subsets, using font-display: swap or optional, and loading only necessary weights improve both CLS and LCP. Set an “impact budget” for third-party scripts (analytics, ads, chat); require a clear business case and performance cost assessment for each addition. Remove unnecessary ones and, where possible, delay loading required ones until after TTI.

Plan optimization in order of impact: (1) Critical path – HTML, critical CSS, and hero image; (2) Resource management – images, fonts, and third-party scripts; (3) Interaction – event handlers, number of reflows/repaints, virtualization; (4) Network – caching policies, HTTP/2 or HTTP/3, compression. After each step, remeasure both lab and field metrics to confirm permanent gains. A well-structured speed program not only improves scores but also enhances real users’ engagement and conversion behavior.

Backlink Analysis and Development Plan

Backlinks are one of the most important SEO elements that directly affect an e-commerce site’s authority and visibility in search engines. Search engines view backlinks to a site as votes of confidence. High-quality, trustworthy, and relevant backlinks not only help to improve rankings but also provide direct organic traffic flow. Therefore, regularly analyzing the backlink profile and continuously updating the development plan is vital.

Backlink analysis involves examining the source, quality, quantity, and distribution of existing links. Quality evaluation considers the referring site’s domain authority (DA/DR), traffic volume, industry relevance, and spam scores. For example, for an e-commerce site in the fashion industry, backlinks from clothing and lifestyle blogs are much more valuable than those from unrelated tech forums.

Tools such as Ahrefs, SEMrush, Majestic, and Moz can be used in the analysis process. These tools report a complete list of backlinks to the site, the pages they point to, link types (dofollow/nofollow), and anchor text distribution. Anchor text analysis helps identify risks of over-optimization (e.g., always getting links with the same keyword) or harmful backlinks with irrelevant terms.

Harmful or low-quality backlinks can damage a site’s authority and even lead to Google penalties (manual actions or algorithmic filters). Therefore, toxic link scans should be carried out regularly, and if necessary, the Google Disavow tool should be used to reject them. However, the disavow process should be done carefully, targeting only truly harmful links; otherwise, the impact of beneficial links may be removed by mistake.

The development plan should cover both preserving existing backlinks and acquiring new, high-quality ones. The first step is to maintain relationships with current sources that provide strong links. This can be supported through regular content updates, industry collaborations, and mutually beneficial joint projects. The second step is to research new link opportunities. At this point, industry blogs, news sites, content platforms, and influencer networks can be targeted.

One backlink acquisition strategy is to produce valuable, shareable content. Data-driven reports, infographics, detailed guides, and industry analyses are content types with high potential for attracting natural backlinks. Additionally, the “broken link building” method—identifying broken links and suggesting your own content as a replacement—can be an effective tactic.

For the plan’s feasibility, a clear schedule should be created. For example, in the first quarter, aim for 5 guest posts on industry blogs; in the second quarter, publish 3 data-driven reports; in the third quarter, run a broken link campaign; and in the fourth quarter, initiate influencer collaborations. After each step, report on the quality of obtained backlinks, the traffic they drive, and potential SEO impact.

Backlink analysis and development planning are critical investments not only for search engine rankings but also for brand awareness and credibility. Regular analysis, strategic link acquisition, and cleaning harmful links strengthen authority in the long term, supporting the sustainable growth of the e-commerce site.

Mobile Compatibility Reports

Today, a large portion of e-commerce traffic comes from mobile devices. The fact that users mostly browse, compare, and purchase products via their smartphones shows that mobile compatibility is no longer optional but a necessity. In this context, mobile compatibility reports are a strategic tool that measure the user experience an e-commerce site provides on mobile devices and identify areas for improvement.

Mobile compatibility reports typically cover metrics such as page load speed, design adaptability to different screen sizes, clickable element placement, font sizes, menu usability, and accuracy of touch interactions. Google’s Mobile-Friendly Test tool, Mobile Usability reports in Search Console, and PageSpeed Insights are among the most commonly used platforms for such analysis. These tools clearly outline both technical and visual optimization needs.

Mobile compatibility is not limited to visual layout; performance-focused criteria such as page load time, server response speed, and image optimization also play a significant role. For example, a product page that loads slowly on mobile devices can significantly increase the bounce rate. Research shows that sites with mobile load times longer than 3 seconds experience a 53% user drop-off rate.

Another point to consider in mobile compatibility reports is the impact on mobile SEO. Due to Google’s mobile-first indexing policy, search engines primarily base rankings on the mobile version of a site. Therefore, offering a perfect desktop experience is not enough to maintain rankings if the mobile version falls short.

Regularly reviewing mobile compatibility reports not only helps detect issues but also aids in understanding user behavior. For example, heatmap analysis can reveal which areas users click the most or which sections they quickly leave. This data provides important clues for making the mobile experience more intuitive and user-friendly.

In addition, mobile compatibility optimization should be tested across different devices and operating systems. iOS and Android devices may behave differently in terms of browser engines and screen resolutions. Therefore, making general decisions based on results from a single device can be misleading.

In conclusion, mobile compatibility reports are an essential tool for e-commerce sites to maintain their competitive edge and improve user satisfaction. When regular analysis is supported by continuous improvement efforts, both user experience and search engine performance can increase significantly.

Page-Level Traffic Analysis

One of the most critical steps in performance optimization for e-commerce sites is regularly conducting page-level traffic analysis. Metrics such as the number of visitors each page receives, where these visitors come from, how long they stay on the page, and what interactions they perform play an important role in shaping content and sales strategies. Page-based analysis offers much more than understanding overall site performance; it clearly identifies which pages have potential, which need improvement, and which areas cause resource waste.

The most common metrics examined in page-level traffic analysis include organic traffic, direct traffic, referral traffic, social media traffic, and paid ad clicks. These metrics can be measured in detail using tools such as Google Analytics, Matomo, or Adobe Analytics. For example, a product page with high organic traffic indicates successful SEO efforts, whereas a low conversion rate might signal issues with user experience or pricing strategy.

In addition, average session duration and bounce rate provide valuable insights into user engagement. Pages visited for long durations send positive signals about content quality and user interest, while a high bounce rate usually indicates irrelevant, insufficient, or underperforming content. In such cases, improvements such as content revisions, better visuals, clear call-to-action (CTA) buttons, or increased loading speed can be planned.

Traffic analysis not only evaluates current performance but also lays the groundwork for optimization through A/B testing. For example, testing two different titles or product images can reveal which version drives more traffic and conversions, allowing the better option to be implemented permanently. This strengthens a data-driven decision-making culture.

One of the strengths of page-level traffic analysis for e-commerce sites is the ability to compare categories, products, blogs, and campaign pages. This allows for improvement plans for high-traffic pages with low conversions. For example, if blog content drives high traffic but doesn’t convert into sales, adding product links or promoting campaigns in the content may be effective.

Segmentation is another critical step in the analysis process. Dividing users into segments based on device type, geographic location, age range, interests, or purchase history allows for more targeted optimization strategies. If mobile visitors show lower page performance, mobile design enhancements and speed optimization should be prioritized.

Finally, regularly conducting page-level traffic analysis increases the return on investment (ROI) of an e-commerce site’s marketing efforts. Pages with the highest potential can be allocated additional budget, while improvement steps for underperforming pages can be prioritized. This systematic approach is essential for sustainable growth in e-commerce.

Analyzing Competitors' SEO Strategies

In an environment where competition in e-commerce is intensifying day by day, analyzing competitors’ SEO strategies not only helps to understand the current situation but also provides a valuable roadmap for future actions. Competitor analysis reveals which keywords are targeted, which backlink sources are used, how content strategies are shaped, and the level of technical SEO practices. This allows you to clearly see the strengths and weaknesses of your own e-commerce site and position yourself more effectively in the market.

The first step in competitor SEO analysis is identifying direct and indirect competitors. Direct competitors sell the same products or services, while indirect competitors target a similar audience but offer a different product range. Performing searches for specific keywords on Google SERPs and seeing which sites rank at the top is the most practical way to create a competitor list. Tools such as SEMrush, Ahrefs, SimilarWeb, and Moz provide detailed insights into these competitors’ organic traffic sources and keyword rankings.

The keywords targeted by competitors are one of the cornerstones of their strategy. For example, if you detect that competitors are strongly positioned in high-volume keywords for a particular product category, competing in these areas or differentiating yourself with long-tail keywords can be a strategic move. Content types should also be examined. Blog posts, product pages, guides, infographics, and videos are all elements that directly impact SEO performance.

Backlink profile analysis is critical to understanding how competitors build authority. High-quality, trustworthy backlinks increase a site’s authority in search engines. Which sites competitors get links from, whether these are dofollow or nofollow, the anchor texts used, and the types of content containing these links should be examined in detail. This information can be used to strengthen your own backlink strategy.

Technical SEO comparison should not be overlooked in competitor analysis. Elements such as sitemap structure, robots.txt settings, page redirects, broken links (404 errors), and page load speeds directly affect search engine crawling and indexing performance. By analyzing your competitors’ practices in these areas, you can improve your own site’s technical infrastructure.

Competitors’ social media interactions and their impact on SEO performance should also be evaluated. Especially the frequency of content sharing, user comments, feedback, and engagement rates play an important role in increasing a brand’s digital visibility. The indirect effects of social signals on SEO can manifest as long-term organic traffic growth.

In conclusion, analyzing competitors’ SEO strategies is a powerful method that enables e-commerce sites to gain a competitive advantage. When these analyses are carried out regularly, you can quickly adapt to industry changes, use your marketing budget more efficiently, and increase organic visibility. Developing your own strategy by drawing inspiration from competitors’ strengths and turning their weaknesses into opportunities is a critical step for sustainable growth.

Data Tracking for Continuous Improvement

In an e-commerce world where competition is increasing every day, success is not achieved through one-time optimization efforts alone. True success comes from embracing a culture of continuous improvement. One of the fundamental elements of this culture is regular and systematic data tracking. Data-driven decision-making not only helps to understand past performance but also provides a solid foundation for future actions. Therefore, e-commerce sites should establish a comprehensive data tracking system covering all digital marketing and sales processes.

The data to be tracked in continuous improvement covers a wide range, including traffic sources, conversion rates, average order value (AOV), customer lifetime value (CLV), cart abandonment rate, bounce rate, and customer satisfaction survey results. Tools such as Google Analytics, Google Search Console, Hotjar, and Ahrefs offer effective solutions for collecting and analyzing this data. However, the important thing is not just collecting the data but turning it into meaningful and actionable insights.

When tracking data, it is critical to clearly define KPIs (Key Performance Indicators). For example, if you aim to improve SEO performance, you should prioritize metrics such as organic traffic, rankings for targeted keywords, and organic conversion rate. Similarly, if your goal is to improve user experience, session duration, pages per session, and mobile compatibility scores should be your focus.

Creating periodic analysis reports in continuous improvement offers great advantages. Weekly, monthly, or quarterly reports help you see changes over time, measure the impact of optimization efforts, and develop new strategies. These reports allow you to detect not only successes but also potential problems early on.

Data tracking should be used not only for retrospective analysis but also for developing proactive strategies. For example, if you detect seasonal changes in customer purchasing behavior, you can shape your campaign plans in advance based on this information. Similarly, high cart abandonment rate data may indicate problems in the checkout process or additional costs. Such findings provide critical insights for user experience improvements and process optimization.

Additionally, leveraging automation in the data tracking process significantly increases efficiency. Reporting automation software saves time while reducing errors. Pulling data from different sources into a single dashboard via API integrations speeds up decision-making processes and provides a more holistic perspective.

In conclusion, data tracking for continuous improvement is an essential process for e-commerce sites to remain competitive. Regular monitoring allows you to quickly detect performance drops, reinforce successful practices, and use your resources in the most efficient way. Businesses that adopt this approach can sustainably increase both customer satisfaction and profitability.