Search engines love content, but sites set up to sell products are often low on content.
That hurts them with Google algorithms. It is an unfortunate fact; the best website in the world will sit unseen by consumers without proper optimization. Search engines are about visibility. Taking some steps to give your ecommerce website the most effective optimization possible will push it up the ranks for organic searches. A little ecommerce SEO know-how is the key to success for your Internet business.
Set up a Blog
This is one of the single most important things you can do to increase your search engine ranking. Remember, search engines love content, especially if it is fresh. With products alone, the updates may be rare. Informational pages, like blogs, draw traffic. Many businesses are confused about the benefits our blogging, but in our experience blogs on ecommerce sites boost traffic and sales.
Don’t Skimp on the Content
Search engines respond to text. Images and videos are really valuable but if you don’t have much text as well, you will not have what it takes to draw search traffic to your site. Home pages should have at least 300 words on them. Product pages at least 100 words apiece.
Watch the URLs
Many ecommerce sites use a pre-programmed platform with a storefront and shopping cart. Pick one that offers a plug-in to keep URLs free of session IDs and characters that trip up the search engines. Keep the URLs SEO friendly.
Keywords are what draw the search engine to a page. If yours are too generic, you will end up on page 954 of Google. For example, if you sell cameras, putting just “camera” into the description as a keyword will hurt the page in a search. Make the keyword specific and distinctive using model numbers. The more focused the keywords, the better the search results.
Enable reviews on product pages to add content. Encourage your customers to leave a review when they buy something from you. Fresh content plus customer recommendations is a plus on any page. Interact with the reviews. If one is negative, do what you can to fix the problem and have the customer respond on the page.
Don’t Bury a Page in Links
Always keep your visitors three steps away from the home page. For example, if you sell sporting goods, you might have a category for bikes with subcategories for manufacturer, gender, wheelbase, style and color. Now you have buried the bike product page. A category for bikes and subcategories for gender and wheelbase keeps the shopper close to the home page. It is frustrating to have to hit the back button repeatedly to get home. It also confuses the search engines, so your ranking drops.
Ecommerce sites commonly create duplicate pages by creating more than one URL for each page. Search engines are sensitive to duplicate content. Use the same URL each time you link to a page.
SEO is becoming more complex every time search engines like Google change the rules. Clean, healthy SEO is one way to keep your ecommerce website current despite the algorithm adjustments. Set up pages that are informational and useful.
Concentrate on content as much as appearance to keep your ecommerce website moving up the ranks.