Metadata That Transformed an E-commerce SEO Strategy
SEO isn’t just about driving traffic—it’s about understanding user intent and delivering exactly what they need. Recently, we optimized a series of product titles and metadata for an e-commerce site in Argentina, and I want to share how we did it, the tools we used, and the results we achieved. Hopefully, this will inspire your own SEO projects.
The Initial Problem
When we analyzed the product data, we noticed that the titles and meta descriptions weren’t optimized. Instead, they were too long and didn’t match user intent. In e-commerce, keyword research should focus on commercial or transactional intent—people who are actively looking to buy or compare products. This issue was negatively impacting both CTR (Click-Through Rate) and search rankings.
Tool: Highervisibility
To identify this problem, we used Ahrefs and Google Search Console. With Ahrefs, we leveraged its keyword report function to analyze search intent behind each term. Our research focused on identifying transactional keywords directly related to the products. These types of keywords don’t always bring massive traffic, but they attract users with high buying intent—exactly what an e-commerce site needs.
As expected, we found that many valuable transactional keywords weren’t being used effectively. Meanwhile, Search Console showed a low CTR compared to impressions, signaling an opportunity for a quick win—optimizing metadata for immediate improvements.
Tool: Ahrefs
The Strategy: Search Intent-Based Optimization
At Crawla, we decided to optimize product metadata by focusing on what users actually wanted. Here’s what we did:
- Optimized Titles
We placed transactional keywords at the core of each title. For example, if the product was a bathroom faucet set, we ensured the title included something like:
“FV Puelo Bathroom Faucet Set – Includes Shower, Bidet & More | Brand Name”.
It was crucial that these titles stayed within Google’s pixel and character limits to ensure they displayed correctly in SERPs (Search Engine Results Pages).
- Engaging Meta Descriptions
We crafted meta descriptions with a clear Call to Action (CTA) to capture user attention and drive clicks. For example:
“FV Puelo Faucet Set: High spout sink, bidet, and single-handle shower. Modern design to upgrade your bathroom. Shop now at Brand Name!”
- Key Tools Used
We used Ahrefs to conduct an in-depth keyword analysis, categorizing them by intent (transactional, commercial, or informational). Then, we cross-checked this data with Google Search Console to identify which keywords had the highest clicks and improvement potential.
Tool: Google Search Console
Results After 3 Months
The changes worked! Here’s what we achieved:
- CTR Improvement
The average CTR increased by 0.2%—a small but significant gain in a competitive market.
- Higher Rankings in SERPs
Our average position improved from 8.6 to 6.9, bringing the products closer to the top results.
- New Keyword Wins
We gained 14 new relevant keywords, including transactional, commercial, and even some informational ones. Two of these reached page one with rankings at positions 4 and 8.
Tool: Ahrefs
- Impact on Sales
Before the optimization (July–September), the product had 2 purchases. After the changes (October–December), it recorded 6 purchases—a remarkable increase in just three months. It’s also important to note that the client did not participate in Cyber Monday (held from November 4–10), meaning these results were purely from organic SEO improvements.
Tool: Google Analytics 4
Final Thoughts
This experience reinforced a fundamental truth: SEO in e-commerce isn’t just about traffic—it’s about turning that traffic into conversions and revenue. You can rank as many pages as you want, but if you don’t understand user intent, you’re missing out on real opportunities to convert visitors into buyers. SEO isn’t about capturing every possible keyword—it’s about understanding the context behind each search.
At Crawla, we always advise SEO professionals and e-commerce owners to go beyond just optimizing category pages. Take the time to analyze each individual product and follow a strategic prioritization approach. Pay attention to details, analyze keywords carefully, and focus on those with transactional intent—users who are ready to buy.
At the end of the day, SEO should deliver real results. And in e-commerce, that means sales.
