The e-commerce SEO landscape is rapidly evolving. What was effective in the past may not yield the same results in 2025. Drawing from my experience in assisting numerous e-commerce brands, I've identified strategies that deliver superior outcomes with less effort. This article serves as a compass for navigating the SEO landscape in 2025. By implementing these insights, you can outperform your competitors and secure the top spot on Google's rankings. These tactics are crucial for increasing your organic traffic and sales every month, without relying on paid ads.

Top-of-Funnel Content is Out

By 2025, top-of-funnel blog content will likely be less effective. Google's AI overviews now show up for most top-of-funnel searches. This means that even if you rank number one, you'll lose many clicks to the AI overview. You might get a few more clicks than your competitors, but these clicks don't usually turn into sales.

When I started doing SEO, writing blogs was the primary task. People thought that if you wrote enough blogs, you would get enough traffic to make your SEO investment worthwhile. It didn't matter what type of content it was. Just write blogs, and good things would happen.

However, now it feels like a waste of time. How many people will buy an expensive face serum after searching for "what is a cleansing serum?" The answer is zero. People don't transition from asking a simple question to making a purchase immediately.

Now, when brands ask me how many blogs we'll write each month, the answer is only two or three. Less is now more.

I still think topical authority is essential for search algorithms. But I focus on the lower part of the funnel. It might sound risky, but it's working well for my clients. Instead of writing many top-of-funnel blogs that don't make money, let your competitors do that. You can focus on two things:

1. Creating many bottom-of-funnel collection or category pages for keywords you find.

2. Targeting every middle-of-funnel keyword that makes website visitors become paying customers. You can even get users who left your competitor's funnel.

Focus on Middle-of-Funnel Content

Since you're not focusing on top-of-funnel content, it's essential to concentrate on middle-of-funnel content. If you don't, your work won't help your website rank higher. One of the most important things for 2025 is to create more content that targets the middle of the funnel. Knowing how to optimize your middle-of-funnel content is key to success in Google's new approach in 2025.

While many marketers focus on the top and bottom of the funnel, the overlooked middle of the funnel could be your secret weapon. It can change your entire search marketing strategy in 2025. If you don't utilize the middle of the funnel, you could miss out on a significant amount of money, as my clients are currently earning money every month.

Some of the best middle-of-funnel content formats in 2025 are:

• Versus Articles: These articles compare you to your competitors. They should be on your site, not on another site or as a guest post. People spending over $50 will likely compare you to your competitors. So, you should create content that influences their decision to choose you.

• Competitor Alternatives: These articles help you get customers who left a competitor's funnel. Maybe they didn't like the price, ingredients, or reviews. They still want the same product, but they want to buy it from someone else. You can be that other brand.

• Best Product Type for Specific Use Case: These were once dominated by affiliates. Now, e-commerce brands are taking over the entire search funnel with these keywords. Create articles such as "Best Protein Powder for weight loss," "Best Shampoo for oily hair," and "Best Lotion for dry skin."

• Solution Alternatives: A good example is Advil and Tylenol. If you heard that Advil isn't good to take on an empty stomach, you might search for Advil alternatives. You may find Tylenol or another similar medication. Another example is coffee and energy drinks. Someone searching for a coffee alternative might consider buying an energy drink. They no longer want coffee and are looking to purchase something else.

Want to see how these changes can boost your shop's revenue?

Build Internal Links Correctly

The final step in optimizing your e-commerce store's SEO is to establish internal links correctly throughout your entire funnel. If you don't understand this step, you could miss out on sales and waste all the work you've done.

Imagine building a successful e-commerce store where everything is done right except for internal linking. It's a big mistake. It's one of the easiest ways to win in e-commerce SEO. Without it, you're leaving money on the table even after spending months and thousands of dollars on your SEO.

Here's how to build internal links simply:

• Top of Funnel: You can build links to other top-of-funnel blogs and down to the middle of the funnel. You can also build them down to the bottom of the funnel.

• Middle of Funnel: You can build links to similar middle-of-funnel blogs and down to the bottom of the funnel. However, avoid building links from middle-of-funnel blogs to top-of-funnel blogs. The goal is to move people closer to making a purchase. Going up the funnel doesn't help.

• Bottom of Funnel: You can't build links any further down. And don't build links anywhere up. You can build links laterally if you have a main collection or subcategories. Categories and subcategories are equal.

Think of each category, collection, or product type as having its own little cluster and funnel. A top-of-funnel blog might be about the benefits of natural sunscreen. All the links will point down to the sunscreen collection. Then, use the main collection to connect to the subcategories.

A brand that excels in this area is Gymshark. They have a well-optimized collection description. They also have subcollections with leggings, gym shorts, and gym leggings. These are all internally linked to new collections optimized for their keywords.

Conclusion

To succeed in e-commerce SEO in 2025, you must use the "less is more" idea. Focus on middle-of-funnel content and build internal links correctly. This will help you beat your competitors and get more organic traffic and sales.