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If you sell online using an ecommerce store, website traffic is crucial! But how do you maximise your customer reach?

SEO is the ultimate factor in getting more visitors to see your website. In this ecommerce SEO guide for cookware brands, we’ll introduce SEO and how it can improve your overall engagement.

Whether you sell saucepans or steamers, crockpots or frying pans, you’ll obtain some helpful tips through this SEO guide on improving your search engine ranking and increase the volume of sales on your website.

What is SEO?

Search engines rank websites in order to produce the most accurate results for anyone searching for a specific term so they will find exactly what they need. Optimising your site using Search Engine Optimisation (SEO) helps you to rank higher for your target keywords, which can be included in your website to drive more traffic to your site.

There’s a science and art to optimising your website around the right keywords. It’s not all technical though. You will need to think creatively about design and user experience as well.

Why is SEO Relevant for your Cookware Ecommerce Brand?

To stand out from the competition!

It’s not enough for your cookware ecommerce site to simply have an astounding website and fantastic products. You need to have a first page ranking in the search results page to drive more traffic to your store since the first five search engine results receive over 65% of clicks. If your site is on the second page of the search engine site, then your products might go unseen.

By ensuring you rank higher, you’ll drive organic traffic to your site. SEO done properly can boost brand visibility and increase sales. In the highly competitive world of online sales, it could be the difference between success and failure.


Read on for our top 5 tips ecommerce SEO tips for cookware brands:

seo services cornwall

Top Ecommerce SEO Tips for Cookware Brands

1. Targeting the Right Keywords

Search engines work by ranking your ecommerce store according to the keywords they find. The first thing you need to do is have a clear understanding of your target keywords. It’s critical if you want to be discoverable online.

Identify Primary Keywords

For example, if your ecommerce store specialises in frying pans and woks, you’ll need to consider all the keywords a potential customer might search for to find them.

If that sounds like a daunting task, there are specific tools like Google Keyword Planner and other free keyword research tools that can help you get it right.

Once you have identified these terms, you will want to include them in the meta title, header tags and on-page content to make it more relevant for these terms.

Ensuring that each page title and meta description is unique and includes target keyword/s gives potential clients a good idea of what to expect when they click on the link.

ecommerce seo optimisation

For example, if your keyword research identifies ‘Frying Pans’ as a relevant keyword, you can then include this on the page’s meta title and description, which will be displayed on the search engine results pages:

  • Meta Title: Frying Pans | The Cookware Company
  • Meta Description: Buy the latest style of Frying Pans from The Cookware Company Today. Choose from a wide array of sizes and handles to fit your own cooking style. Free delivery over £50.

To edit your meta info and page titles, you’ll use your website’s ecommerce platform in-built editor – there are several platforms out there, but we recommend Shopify as the best ecommerce platform for SEO.

Identify Secondary Keywords

After adding your primary keywords in your meta title and description, use your secondary keyword research to identify ‘search intent’ and more suitable phrases around your business’ products to include in the site text.

These could be terms such as:

  • Non-stick Cookware
  • Cast Iron Cookware set
  • [Colour] Cookware set
  • Oven Safe Cookware
  • [Size]cm frying pans
  • Outdoor Cookware

Include these secondary terms on the page content – for example in the product description – to show Google that the page is a relevant result for that query.

2. Improve your Technical SEO

Technical SEO is all about the structure of your cookware website.

Although, this tip relates to the parts of the website your customers don’t see, it’s vital that your technical SEO is faultless, so your site can be indexed by search engines correctly.

Several factors influence your website ranking. For example, fast page loading speeds boost user engagement. That alone makes it a significant ranking factor.

An easy way to check the health of your current site is to use Google’s Page Speed Insight tool. This lets you see where you are and gives you suggestions for improvement.

Page loading speed isn’t the only factor. These factors can also impact your ranking:

  • Navigation
  • Sitemaps
  • 404 broken link errors
  • URL structure and internal linking
  • Site localisation
  • Structured data
  • Image alt tags

Whilst there are free SEO audit tools, you may find it difficult to interpret the results. A SEO consultant can help you to uncover pesky technical issues that could be affecting your rankings. A SEO specialist can carry out an in-depth SEO technical audit to find problems effecting your websites performance.

3.      Optimise your Cookware Brand’s Website Design

If you want to engage your buyers, you will also need to consider your website’s design and functionality.

An engaging website UX (user experience) is increasingly important for SEO. If your site doesn’t look well-presented or deliver what your customers expect, your visitor numbers fall, and your ranking suffers.

The longer a visitor interacts with your website, the more useful Google perceives your site to be.

When your site gets recognised for being relevant for the searcher, it moves up the rankings, which in turn drives the organic traffic every online business craves.

If you’re serious about encouraging visitors to stay and browse your cookware store, these are the SEO components you need to optimise:

Product Page Optimisation

It’s simple. If your product pages are well-designed and contain useful information, they’ll rank higher in search engine results, like on Google or Bing.

If you want to improve your site’s functionality, add product filters. This lets your customers browse pans, woks, and crock pots by the size, colour, price range and style they’re looking for.

  • Simplify the checkout process

When your customer finds a product they like, make it easy for them to add to basket, set up a Wishlist or find out more about their favourite cookware brands. With a CTA, it makes it easier for a customer to purchase from you.

A straightforward guide through the next steps on the purchasing journey is a critical part of your UX.

Studies have shown that the cart abandonment rate for ecommerce website is almost 70% , meaning you have to do everything possible to get the user to check out as soon as possible, as efficiently as possible.

Your online cookware store should offer customers a seamless checkout experience. We recommend you keep checkout to a single page, and only ask for relevant information.

Reviews & Social Proof

Research has found that user-generated reviews play a much greater role in decision making than marketer-generated content.

When it comes to cookware ecommerce SEO, reviews and social media mentions are vitally important and can make all the difference between a completed sale and an abandoned cart. If you can’t demonstrate your products are worth buying, then your users will find another site that can!

4. Set up a Cookware Related Blog

A cookware related blog could be one of your greatest assets. Produce the right content and you’ll drive valuable, relevant traffic to your site, boosting your SEO ranking.

Cookware purchases can be driven by cooking trends, so if you can provide your audience with the latest recipes and cooking hacks, you’ll instantly increase engagement. You’ll decrease bounce rate and hopefully influence viewers to browse your products. Once the customers see your product range, you’ll hopefully get those crucial sales.

You’ll need to keep your blog regularly updated to take advantage of the latest developments in the cooking industry. Choose relevant topics and make the most of internal links to promote your products.

Here are some blog ideas for your cookware ecommerce site:

  • Must-have cookware sets
  • How to choose your cookware?
  • Top 10 Recipes for weekday meals
  • How to Clean Stainless Steel
  • How is Cookware Made?
  • Tiktok Food Hacks – tried and tested.

If you’re not sure where to start with this, consider writing posts that answer the ‘pain points’ – which is what your product is solving for your customer.

Answering these will likely bring in more traffic for your site and potentially lead to more sales!

5. Utilise Link-Building for your Cookware Ecommerce Site

Most cookware ecommerce businesses find themselves in a saturated market. And it can be hard to differentiate yourself from the competition.

So, if you’ve implemented our other suggestions, you could be ready to take your SEO up a level by using link building.

Google rankings are based on several factors. One of the biggest factors is the number and quality of links pointing from other sites to yours.

Link building can be tricky, especially in cookware’s saturated markets where you’re up against some of the biggest competitors. Here are some simple strategies you can use, even if you don’t have your own blog:

backlinks SEO
  • Guest posting: choose authoritative sites and offer to write high-quality content in exchange for a link to your site
  • Digital PR: Announcing a thrilling new product release or sponsoring a community project. Both are great ways to generate news whilst receiving positive responses and growing brand recognition.
  • Influencer outreach: Getting food influencers onside is critical to getting the word out about your cookware ecommerce site. Getting one influencer onside can have a domino effect that sees your links and link-backs spread exponentially.
  • Product reviews and giveaways: Encouraging blogs and media outlets to review your products is a great way to earn those all-important trustworthy links.

How About PPC For Ecommerce Cookware Brands?

Pay Per Click (PPC) is a tried and tested strategy in the cookware industry. With just a few well-targeted ad campaigns, you can generate instant traffic using Google’s advertising platform Adwords, instead of awaiting SEO results.

For ecommerce advertising, you will primarily want to use Google Shopping – Google’s product-focused campaign type. This allows your product to appear in a featured box showcasing the product image with its price in a prominent position on the search engine results page (SERP).

Despite the benefits of paid Google advertising , many cookware retailers find that their cost-per-click is always increasing due to increasing competition, and if your margin isn’t also increasing, this channel could become unprofitable.

google adwords

Ultimately, this is where utilising SEO as a strategy is better in the long term. After optimising your site correctly for SEO, the clicks are technically ‘free’!

Whilst it is possible to set Google Adwords up by yourself, you could end up wasting money with inaccurate targeting. This is where you might want to consider hiring a PPC specialist to optimise your ads.

Confused by SEO for Cookware Ecommerce Brands? We Can Help!

Whether your pots and pans have been collecting dust or you’ve just started out with your cookware brand, trying to reach your online stores potential online isn’t easy, especially when business owners have a million other things to deliberate.

We hope this ecommerce SEO guide for cookware brands has helped, but if you need more help climbing the rankings, an ecommerce SEO specialist could help you get the traction you need.

If you would like any help with the SEO strategy for your ecommerce cookware brand, please get in touch with Search Hog today.

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