Writing by Nick Stamoulis in SEO
The challenge when it comes to e-commerce SEO is that the website is continually changing. Products are added, products are dropped, and the inventory is never the same. Optimization of a static website only needs to be done completely once, and then revisited every year or so. E-commerce SEO is ongoing. Depending on what the products are that you sell on your e-commerce site, there’s a good chance that you aren’t the only one selling it. The best way to get your product noticed is to get the product page to rank within the search engines.
Here are 5 e-commerce SEO best practice tips:
Do keyword research
Owners of e-commerce websites often think that this step isn’t needed because everything is pretty straightforward. It’s still important to know how people are searching for your products. Are they searching using the brand name or not? Broad keywords often have a lot of competition so it’s advisable to stay away from them and instead use long tail or more niche keywords. These keywords should be incorporated into the content on the page including the title, h tags, and URLs. The URL shouldn’t just be a string of letters and numbers that are meaningless. They should accurately reflect what is on the page.
Optimize pages by demand
If you have thousands or even hundreds of products, it’s going to take time to optimize all of the pages. That’s why it’s best to do it in chunks. Start with your most popular items that people are searching for and then work your way down.
Write descriptions for every product
If you just have the product name and an image, it may be enough for a human visitor but it’s not enough for the search engine robots. The search robots can’t see images which is why it’s important to include a unique description of each product. This also gives you the opportunity to sell. If others sell the same product, don’t copy their description or use the product description from the manufacturer. Doing so is essentially duplicating web content which is a big search engine “no no”.
Get product reviews
Before people make a purchase they want to see what others are saying about it. Allowing reviews on your site helps create more unique content (that’s free!) around the product on each page that can get crawled and indexed. It’s this “fresh” content that brings the search engine spiders back to the page. Reviews provide a better user experience and the search engines reward pages with a good user experience.
Make the site usable and secure
This isn’t an SEO tip per say, but the best SEO in the world is useless if your e-commerce site isn’t easy to navigate or isn’t secure. People should be able to find the product that they want easily using only a few clicks. If the site isn’t secure people aren’t going to buy anything. Include contact information and return/exchange policies to improve the “trust factor” of the site.