In an e-commerce website, product pages optimization takes precedence over other pages. Most of your website visitors most likely come across your pages directly by searching for a specific product and this can be utilized as part of your marketing strategy which we can discuss in a different article one day. As for how to optimize your e-commerce website, these are some "technical" SEO tips: 

Build a URL structure using the KISS principle. Keep It Simple & Short, don't make your website visitor work extra to find a product they desire. Keyword is essential in URL structure but don't be too strict by having to use them all the time. As an example, you can build your URL structure like this: 

www.brandname.com/group/subgroup/product 

With a clear URL structure, the visitor knows where to find a specific product because each product is under a specific group or subgroup. 

Product Imagery Optimization. Humans are a visual creature, so use an appealing image that is clear and descriptive. Image format also play an important role, Webp format is smaller compared to JPEG & PNG thus making your page load faster and improving visitor experience. You may want to invest using a professional photographer service if you want to highlight your product as authentic as possible without using stock image. 

Clear Product Description. Similar to your URL structure, clear product description will help your visitor and Google to know what kind of product you're selling. Do avoid stuffing the description with keywords because Google has marked this practice as a spam thus will negatively impact your website. 

These are some of the ways you could optimize your e-commerce website. Of course, there are many other aspects to consider, such as including customer feedback or reviews on your pages, ensuring your site has a clear conversion path, and optimizing your website for different devices, among others. Website optimization is not a short, one-time activity; it's a continuous process that you must consistently perform in the background to ensure your website maintains top performance. It's a time- and resource-intensive activity that Bettablue can assist your business with.