19 Mar Your E-commerce business – SEO
As part of our e-commerce series of blogs, we’re going to take a look at how Search Engine Optimisation (SEO) can make a big difference in how your customers perceive you and how you can make sure that you are doing all the things you need to be doing in order to show up in a decent position on the Search Engine Results Pages (SERPs).
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The web is a constantly changing, ever-evolving entity and with this dynamic environment come plenty of pitfalls for website owners to avoid – especially broken links! Broken links can be deadly to a website’s SEO, and this is why it is important to periodically check your site for them.
If you are worried about the process of finding them yourself, there are tools available that will help identify broken links on your site with just one click! You may find our favourite tools useful – www.brokenlinkcheck.com.
Beware of Vendor Product Descriptions
If you are selling a product as a middle man from a manufacturer, avoid simply cutting and pasting the product descriptions from the manufacturer’s site. Search engines will penalize your site with duplicate content if another company has the same product description on their page–even one that you copied word-for-word!
Unique products help improve how high your website ranks in every way including customer experience, and conversion rates. Be creative and use relevant information about the product to be informative and honest.
Make your URLs meaningful. Instead of using the default URL naming convention of a website, edit your URL so that the user can see just what kind of page they’re going to; for example, instead of www.website.com/product/sku92929 try www.website/product/espresso-cups (I’m writing this at a time when I am well-overdue my afternoon coffee). Clear, descriptive URLs can rank higher and are beneficial to your site visitor.
The 301 permanent redirect is a vital tool for search engine optimization and increased rankings. Search engines will index both the www.domainname.com and domainname2 versions of your website which can lead to duplicate content, thus diluting its authority in searches on either site because they are essentially two different websites with similar information found on them but indexed separately by google crawlers or other internet users’ web browsers due to the differences in URL’s (www vs non-www).
When you upload images to your website, make sure that the ALT tags match up with what is written in file names. This way, when search engines index or “spider” through each page on a site and find an image of interest they are able to display it as well as read such information like file name or description for the content available there.
Useful examples include photo descriptions indicating where an individual was during this particular moment captured by their camera phone; product pages containing detailed info about its features so customers can figure out if they’re interested in the product.
Meta Titles and Descriptions
Title tags are an important part of an eCommerce website, these types of websites are often plagued by duplicate titles.
Title tags should be simple and keyword-rich to avoid confusion for SEO purposes while also being concise so that they do not exceed 60 characters including spaces (which may lead users to abandon their browsing).
Metatags on each page should have keywords as well; a tool such as Screaming Frog can help identify missing or unnecessary Meta descriptions which should then be fixed with relevant content specific to the page in question.
In the online world, being at the top of search results is critical! A fast website may rank higher in SERPs because Google and other major search engines take a site’s speed into consideration when ranking sites. To see how your own site performs, check out Google’s Page Speed Tool – it tells you exactly what to change and how to fix it so that your score will be improved.