The biggest problem of any ecommerce portal is that all online business sites are virtually the same. Almost all the sites have products organized into categories, like shopping cart and check out page. If one can learn the nuances of SEO, one can become a market leader. In this blog, we are going to discuss five SEO related categories which can help you improve your ecommerce marketing strategy.
1 Product description page is very critical
It is the most important page of your ecommerce portal. It is where the potential customer will search for product specifications for example – taking a look at the product picture, reading reviews about your product, comparing prices and eventually making the final decision: To buy it or not?
It is equally critical for on-site and external search engines. Somebody searching for Adidas shoes is almost certainly going to purchase them rather than someone who types men’s shoes or sports shoes. So it’s very important that you optimize your page painstakingly and take care of even the smallest element related to your product detail page. Here’s the list of things you can do enhance your product detail page.
• The more time you invest in understanding the relationship between the title tag and the product name, the better your page will become.
• Make sure each and every word of your content is searchable on web.
• Be in touch with your developers to come up with agile and bug-less code.
• Closely follow the structure and context of your headings. Emphasize more on text and tabular data.
Product details pages are important when it comes to support upper level brands and generic keywords by deciding how they link to upper level pages and in what groupings they appear.
2 Don’t ignore classification
Classification of page determines the success and failure of your ecommerce website rankings. It is a key to improve user browsing experience. You can easily do it in two steps. First, by assigning a category to your page. Secondly, organizing the hierarchy of all the categories.
Ideally the product should be live only in one URL and link it with other locations. List your products under one category and just have one page.
3 Beware of the duplicate content
Product detail pages are overused, again and again which leads to all sorts of on-site and offsite reproduction. Here are two ways by which content can be duplicated and preventive measures to avoid content duplication.
• Parameters & URLs
An external link from an affiliate can have a URL and this can lead to duplication of content, when the link is direct. They are often added to track internal click paths and internal search results. Adding a parameter is an easy way out for a developer but they are often used to collect data which is useless. The only sure shot way of avoiding duplicate content is a 301 redirect.
• The role of affiliate sites
If you are giving feeds to your affiliates then it leads to exact number of copies of your product on other sites. This also leads to competition of these pages with your own product detail page which you don’t want. Especially, when these sites are high ranking and authority sites.
In this case, try to give a different version of your product information in your feeds. This will prevent formation of exact copies. Also reserve some unique information for your own page so that only your page has all the unique content. The best way to generate unique content for your page is by getting more user reviews of your product.
4 Get a robust on-site search engine
I can never understand why ecommerce portals shy away from investing in a good on site search engine. In order to make the Search Bar powerful, it is important that SEO department is given the whole responsibility and access to valuable data.
Make sure that you are using search words which are used by the customers more often and can be targeted by SEO and PPC. Find out which words are having high conversion rates and can lead to valuable insights.
5 Leverage Social Media for your ecommerce
Starting social media for your business will not give your product a boost unless you properly understand the relationship of social media and SEO with respect to your product. On social media you can broaden your content and provide inbound links that will benefit your main B2B marketplace. Social media has become a place where people can talk about brands and products. A platform where there is a possibility of talking about products and services.
Work closely with your social media team and make sure that people are talking about your product. Complement this effort by making product reviews, specification and other elements shareable.