Many online stores are unable to get the search engine rankings they need to improve their sites visibility to customers. The good news is that with a solid SEO strategy in place, any eCommerce site can benefit from increase rankings and increased revenue. Whether you’re looking to tackle your own SEO strategy or simply looking to learn a bit more about eCommerce SEO, here are 5 easy tips to help you improve your site’s visibility.
1. Make content relevant and trustable.
Research has shown that when consumers appeal to and trust the content of a website they are more likely to visit it again. It needs to be about more than just unique content, though. The content needs to be relevant and trustable. You can add in your own voice (funny, serious, formal, etc.), but the point is to get the consumers attention when they land on any page of your site.
2. Shallow website architecture is key.
Architecture refers to how your website is setup (or how it is linked to). In a sense, you’re creating a spider web between all of the pages of your website. Each page should be able to be reached within 5-6 clicks from the homepage and organized in a way that even a child could navigate it. This is not to say that a child will be shopping on your website, but when you keep this in mind when laying out the architecture of your site, you’ll have an easier time mapping things out.
3. Product content is important.
You should have unique (and yes, relevant and trustable) content on every product page of your site. Even if you have over 50,000 products selling on your site, your ultimate goal should be to have unique content on every single product page. Don’t pull the content from the vendor; everyone else is already doing that. If you want to out-rank your eCommerce competitors, work to create content that is unique to the product and your audience.
4. Unique meta titles and meta descriptions are important too.
This task may be easier to tackle than #3, but it is important to mention that unique meta titles and meta descriptions should be used on every category, sub-category, brand, and product page on the site. Meta titles for product pages typically need to include the product name, model number, and brand name. Meta descriptions need to be written with the consumer in mind – this is what they’ll be reading before they decide to click-through to your site.
5. Pagination and rel=canonical: it’s important to understand what these are.
Pagination and rel=canonical work together to help organize eCommerce category and sub-category pages. They also work well on faceted pages (when the user begins to narrow down their search and the web address – or URL – changes at the top). Using the pagination or rel=canonical meta can help prevent multiple duplicate content issues for these types of pages.