The document outlines 13 rules for on-page search engine optimization for ecommerce websites. The rules emphasize the importance of high-quality, keyword-rich content; researching keywords and the target audience; utilizing heading tags and keyword density appropriately; ensuring continuity between on-page elements; analyzing site and traffic data; and continually updating optimization efforts to stay ahead of changing search engine algorithms. The final rule recommends hiring a professional SEO expert to manage optimization if it is not fully understood.