eCommerce Site OptimizationEthan Giffin | CEO, Groove Commerce
Keywords & Content• Make sure you are targeting the right words• The manufacturer isnt always right…• Need more content than product links• Goal should be 1 page a day for most eTailers – Internal Blogs – How To’s – Buyers Guides• Mine your site search• WRITE UNIQUE PRODUCT DESCRIPTIONS!!!
Site Design and Structure• Good design is key…• Important for both SEO and conversion• Create a dynamic method for page titles/meta tags – Reverse Breadcrumbs…• Follow Web standards – Headline text in <h> tags aka your product and category names – Paragraphs in <p> tags – Bold and Italics <strong> and <em> – Lists in <ol> and <ul> tags• Every page is not one size fits all• Float that layout - Put your content before the nav• Be wary of Viewstate and other tech blunders
Internal Linking Issues• Don’t bury your directories – http://www.favorfavor.com/page/FF/CTGY/BabyItems• Have great URL conventions – http://www.favorfavor.com/c-1-Baby-Items.aspx• Descriptive internal links• Beware of Spider Traps• Filtered navigation• Follow or NoFollow… That is the question• No session ID’s – http://www.yourstore.com/products/pid=123&sid=123123@2 34234234
Inbound Links & Spiders• Create & register dynamic XML sitemaps• Link building strategies – Directory submissions – External blogs – Mini sites – Social media (Facebook/Twitter/and more) – Online PR• Discontinued products – 404/301/etc?• Be sure to use (and not use) your robots.txt – Cart Pages – Search Results Pages
Want More Tips? Bring me your card! Questions after the show? Email me: firstname.lastname@example.org http://twitter.com/opie Download the presentation:http://groovecommerce.com/pubcon
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