From my experience, e-commerce SEO works best when you stop chasing traffic numbers and focus on buyer intent. Category pages with clear structure, good filters, and real descriptions converted way better for me than thin product pages stuffed with keywords. Page speed and mobile usability also mattered more than I expected — small fixes there had a direct impact on checkout completion.
I’ve also seen solid results from cleaning up internal links and making sure reviews and FAQs are crawlable. A friend of mine worked with an
online marketing firm 1on1 mainly to fix these fundamentals. What helped wasn’t magic SEO tricks, but aligning search traffic with how real people actually shop.