As eCommerce and SEO specialists we at ATAK Interactive work hard to produce the best results for our search engine optimization (SEO) clients. We do feel, however, are several ways that our clients can help make our job easier and in turn produce better results with a search engine optimization campaign. We put together a list of things that can be done before and after an ecommerce web site is launched that will help with search engine optimization and results that produce a better sales figure.
1. Avoid Exact Manufacturer Product Descriptions: Ecommerce website businesses find it tempting to just copy and paste product descriptions from the manufacturer’s website. Resist the urge. At the very least, re-write the description in some way to make the product description somewhat unique.
2. Create a SEO Keyword Field in Product Database: Just as every product record in your catalog has a name, price, and other attributes, you should also create a SEO keyword field that is displayed in the title tags, Meta tags, and preferably the body as well. As you add products to the site, enter commonly search for keywords in this field. Not everyone will search by the brand name or item number, so this will greatly help your product pages rank for long tail searches.
3. Focus on Singular Keywords on Product Page: As a general rule, I try to optimize for plural keywords on the home page or other SEO landing pages. Focus on singular terms on the product pages by using the SEO keyword field mentioned in step 2.
4. Simple Product & Category URLs: Ideally, URLs should consist of keywords and not useless ID’s, numbers, codes, dashes, or other parameters. If you don’t have the option of using URL re-writing software, at least limit the number of variables passed in the URL. ATAK Interactive would suggest you to rewrite the URL of the website. Like: - http://www.alliedtime.com/Traditional-Employee-Punch-Clocks-s/1477.htm .
5. All Products 2 or 3 Clicks from the Home Page: Keep your product pages as close as possible to your greatest source of Page Rank. Many sites bury part of their product catalog deep within dozens of pages of categories and subcategories. This can be accomplished by using SEO friendly rollovers or increasing the number of products per page. Ask your ecommerce company how to do this if you do not know. ATAK Interactive can always help.
6. Unique Title Tags: While it’s debatable whether the company name belongs in the beginning of the title tag, most agree you should not include extra keywords that are repeated in every tag. For example your company name was XYZ CCTV, include only the company name in title tag, not “XYZ CCTV Camera and recorders.” Use as little duplicate content as possible in order to prevent diluting the value of the rest of the text in the title tag. We can avoid duplication of title tags when a developer adds the product category/name into title tags. Suppose the website category is ip Cameras so the title tags should be ip Cameras – XYZ.com as well is if the product is ip cctv camera then title tags should be cctv camera – xyz.com.
7. Unique Keyword Meta Tags: Meta tags, including keywords and description, should be entirely unique on every product page. Though Meta content likely does not directly affect your ranking, unique tags will prevent duplicate content penalties. In addition, don’t stuff keywords into your Meta tags that aren’t relevant to the specific page they are on.
8. Unique Description Meta Tags: Personally, I like putting the same product description that appears on the product page in Meta description tag. This will ensure unique content on each product page.
9. Product Reviews: A great strategy for guaranteeing unique content is displaying user generated content from your customers. Allow customers to review products they’ve purchased or comment on one’s they haven’t.
10. Internal Contextual Links: Site navigation links don’t tell search engines very much information about the page. Within a paragraph of text, link to a relevant page using keyword rich anchor text.
11. Avoid Session IDs in URLs: Many ecommerce software platforms use cookie-less unique session IDs in the site URLs. Unfortunately, this creates an infinite amount of duplicate content for the SE’s to crawl. There are ways to prevent this using an ethical type of cloaking which serves URLs to spiders without the session ID.
12. Page File Names: If possible, use keyword rich page file names. A page files name such as www.yoursite.com/keyword-phrase-here.html tells Googlebot a lot more than a URL such as www.yoursite.com/?ID=1234.
If you have more questions about ecommerce or search engine optimization for ecommerce, please call ATAK Interactive. We are a Los Angeles website development agency that specializes in ecommerce. We also know search engine optimization very well, and offer search engine optimization services specifically for ecommerce. Please call our Los Angeles headquarters at 310.526.7493.