When it comes to optimizing your e-commerce site for SEO marketing, there are several methods that can be used. It can be difficult to determine which methods work and which ones don’t, but there are some basics that everyone should know.
An eCommerce page generally consists of hundreds of products that are divided and subdivided into their own categories. The user may be given control of what they want to view by areas such as pricing, brand, and availability. Each of theses pages or views creates a unique URL even though the views are all common to one specific Web page.
Focus On Important Pages
What you want to do is bring the focus on important pages throughout the site such as the main category pages or sub-category landing pages.
By using the HTML “no index” setting (by inserting <meta name=”robots” content=”noindex” /> in each page’s head section) and introducing a canonical tag to all paginated pages that indicates the parent category or the subcategory page (by <link rel=”canonical” href=”URL of parent category or sub-category”/> ) you will tell Google that it does not have to crawl and index the pages that have large amounts of similar content.
This helps Google by determining which pages are unique and, in turn, will help your targeted pages achieve higher search engine rankings.
Additional Enhancement For SEO Purposes
Having the proper keywords or phrases included in the titles of the pages and within the tags of the pages will create a more SEO friendly site. Be sure that the keywords and phrases are used within the content of each page and that it is unique to what the content of each page requires. This doesn’t mean that you stuff keywords onto the web page. Remember, content is king and it should sing. You can also create secondary keywords and descriptions for sub-category pages to help make them more relevant to what products are being sold.
Add Detailed Descriptions
Consumers are searching the web for specific products. When your website provided a detailed description of your products you not only attract visitors but send signals to search engines that your site is capable of fulfilling the needs of a users search. According to Kissmetric, you should take these steps to creating attention-grabbing and SEO-friendly product descriptions:
- Only write quality descriptive content that helps your customers make purchasing decisions.
- Don’t copy content from other websites. The search engines will penalize you for doing this.
- You may want to test what description word count helps with purchase conversion. Too much content might hurt.
Also, don’t be afraid to tweak product descriptions to cater to the holiday season. Keywords and categories such as Gifts for Her, Gifts for Him, 12 and Under, Tech Gifts, etc. can get eyeballs on your site and possible items into shopping carts.
The key is to create pages that are humans first and machines second. Far too often retailers make errors in promoting the products on their site. If a consumer can’t find it through the search bar, they can’t make the purchase. It is that simple.