How To Optimize an E-Commerce Website


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How To Optimize an E-Commerce Website

  1. 1. How to Optimize an E-Commerce Website<br />The contents of an e-commerce website might change more often than the contents of an informational website, but it’s still important to keep search engine optimization in mind throughout the development process. While you may have the greatest, most helpful products in the world, they aren’t worth anything if nobody knows about them. SEO can go a long way to get your website and products noticed by your target audience and by the search engines. E-Commerce websites should include: <br />Unique Landing Pages<br />Each product should have its own separate page so that users can easily be directed to where they can make the purchase, instead of simply being directed to the homepage or to a category page. Each product page should have content. Multiple paragraphs aren’t needed, but there should at least be a product description and product or item number on every page. If you are stuck, include the manufacturer’s description. Be sure to optimize it by incorporating keywords naturally. Remember, individual pages of websites rank in the search engines. If you take the time to optimize for a specific product and the page has inbound links, over time that page will rank in the search engines eliminating the homepage “middle man”. Each page should have unique meta tags that are relevant to the page. By using the same branded title tag on every page you aren’t capitalizing on their SEO value. The URL’s should also include keywords that are specific to the page. <br />Images and Video<br />Most people want to see what a product looks like before making a purchase decision. Depending on the product, they might also want to see how it works or how it is assembled, so incorporating a video on a product page is also a good idea. While they are smart, search engine spiders aren’t as advanced as humans and don’t know what a picture or video is about so it’s up to you to tell them via alt tags. The tags should be readable and incorporate a few keywords without being spammy. In addition to search engine spiders, these tags are also used by people with disabilities that rely on screen readers.<br />Easy to Use Navigation<br />E-Commerce websites should make it as easy as possible for a user to navigate the site and convert. Use breadcrumbs that leave a “trail” so that visitors know where they are in relation to the overall site structure. Incorporate keyword and keyword phrase anchor text to link from one page to another. This assists both users and search engines. If you reference a product on a page, be sure to link to it. For example, if you recommend that a particular hat would look good with a scarf that is being purchased, provide a link. Don’t frustrate the user by making them go and look for the hat. <br />The goal of an e-commerce site is to sell. Any SEO decision should be made while keeping that in mind. <br />About the Author:<br />Brick Marketing is a Boston SEO company. For more information please call 877-295-0620 or visit <br />