Optimizing online store for better search engine visibility is a daunting task. Unlike traditional websites, online stores are primarily product led, so it becomes a little tricky to optimize such websites. But once you know the trick, optimizing your E-Commerce website becomes a breeze. In this article, I am going to talk about some advance SEO tips that you can use to give your e-commerce website a solid push which will bring the website on the front page of Google. (You may also want to read my earlier post: SEO for E-commerce Website)
Decide on keywords to optimize for
The first thing to think before doing SEO for any website is the keyword. When conducting your keyword research keep in mind that you will need the following types of keywords for your website:
- Category keywords: It should be generic word defining product category which people identity the product in question.
- Product keywords: These keywords should be chosen from all the variants of keywords. For example, if it is digital camera than possible product keywords can be: Digital camera, digital camera, 10 mega pixel camera, cameras with lens, SLR, SLR camera, etc.
- Brand keywords: This is more specific keyword set which applies to a certain brand. Say if your product category is camera and brand that you use is Canon then your brand keywords could be: Canon Power Shot digital camera, Canon 10 mega pixel camera, Power Shot camera, etc.
- Review keywords: This keyword set will contain keywords that will go on the consumer review page of your e-commerce website.
Optimize content pages
Once you have a list of keywords that you need to work with, you can begin with optimizing the content pages. To effectively use the keyword lists, you should optimize category pages as well. Treat each a category page as a landing page and optimize it accordingly. Apart from this, you should also create custom product description using product as well as brand keywords. And all reviews should go on a static review pages which should be optimized for review keywords.
Once the content is optimized, the next thing you need to do is to optimize URL and when doing so you must include category keyword in the URL. Because of the nature of an e-commerce website the chances of accidentally creating a lot of duplicate pages is quite high, but there is nothing much to worry about it. You can easily solve this issue by cannonicalizing URLs of product and category pages. You must also remove any session ID from the URL. When optimizing URL, the idea should be to make it legible to human eyes, which is also good for bots.
To get a visual boost as well as prominent listing in all major search engines, you should think of using special HTML code which tells all major search engines about the nature of content it is crawling, indexing, and displaying. These tags, which is also knows as Schema tags, help webmasters properly structure his website and tells search bots about the nature of product. It allows a search engine to display reviews, rating, and price of the product as well.\
Internal linking is very much important for SEO. It also helps in improving your conversion rate. You must have features like similar products, recommended products, as well as links to review pages — both users reviews as well as expert reviews, if you have created such section in your blog.
Blog is necessary because not it only adds volume to your eCommerce website by adding content pages to it, but also allows you to connect with customers through product announcement pages, product demonstration videos, expert review sections, etc. A blog is must for all kind of e-commerce website. You can use this to target a big basket of keywords related to various categories, which could not be otherwise included in the product or category pages.
Going social affects the search ranking of your web pages. The more a page is liked, commented on, shared on Facebook, tweeted, added to Google +, etc., the higher authority that page builds for itself, which in turn affects its placement in the search engine.
Navigation and search
At the cost of repeating what you might have read elsewhere I would ask you to place some importance to in-site navigation. When designing the website architecture, make sure that all pages in your website is accessible within maximum of 3 clicks. For search, you can think of implementing an auto-complete feature, display the result with images, rating, reviews, price, and brief description of each product.
Site speed and pagination
Implement these changes in your e-commerce website and witness the change, and in case you want our experts to help you build and optimize your e-commerce website like a professional than click here to read more on our affordable eCommerce Website Development Services or contact us now!