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Challenges of E-Commerce SEOPresentation Transcript
Anybody who has tried to optimize an e-commerce site for the search engines can attest to the complexity of the task. E-Commerce requires specific SEO tactics and skills due to the very particular nature of an online storecompared with a traditional content based website. While it is possible to optimize an online shop successfully, to accomplish so youll need to keep the challenges of e- commerce SEO fresh in your mind.
Unlike content based websites, e-commerce content isoften concentrated on product descriptions, and this oftencauses duplicated content penalties for two reasons: Many similar items could have the same or similar description, and many online stores use the default descriptionsprovided by the manufacturer. Unless you rewrite all your product descriptions or your products are exclusive to your store, you may find that ranking is difficult due to duplicated content having less value in the eyes of Google and other search engines.
Many stores carry thousands of different products asstock, and optimizing each of them for the search engines is beyond the resources of even a large corporation. In order to attract potential customers to your product pages, youll need to optimize category or tag pages thatdisplay several products, but even that can leave you with hundreds of pages that need to be keyword researched and optimized. Landing pages need to have enough content to be able to rank on the search engines, but atthe same time be concise enough for a type of visitor that is after quick results in order to convert.
Having thousands of product pages is also a challenge in terms of getting the search engines to spider all of it, but its important to make sure that each page is identified uniquely or you risk running into duplicated content issues. This is especially relevant if you are using URLrewriting to create keyword rich URLs. On the other hand, using parameter based URLs can cause some search engines to not index your site fully, due to limits on the spiders programming. Creating a site architecture that is easy to navigate by both search engines and human visitors is key to a successful e-commerce site.
Optimizing an e-commerce site for SEO is considerablymore difficult than for a content based website, due to the unique requirements and format of e-commerce content.In most cases, your best option is to create entrance pages that are optimized to draw search engine traffic and funnel your visitors towards your product pages and offers.