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eCommerce SEO: a guide to on-site optimization

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This guide provides an introduction to on-site SEO, with tips and tricks on structuring your store in the most SEO-friendly way so that you can maximise your inbound organic traffic.

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eCommerce SEO: a guide to on-site optimization

  1. 1. Academy HOW TO WIN AT ECOMMERCE A GUIDE TO ON-SITE OPTIMISATION ECOMMERCE SEO
  2. 2. Who is this ebook for? It is intended for ecommerce marketers, Heads of Ecommerce or anyone running an ecommerce store. Why should you read it? This guide provides an introduction to on-site SEO, with tips and tricks on structuring your store in the most SEO-friendly way so that you can maximise your inbound organic traffic.
  3. 3. The All-In-One Ecommerce Intelligence Solution Acquire and retain better customers. Sell them the right products. Maximise profitability. LEARN MOREGET A DEMO Customer Acquisition Discover what channels acquire your best customers. Browse Abandonment Convert abandoning visitors into customers. Unified Reporting Joined up date for the entire team, no more Excel. Customer Retention Personalize your marketing campaigns to increase repeat purchase rate. Product Recommendations Understand what products to promote to improve overall profitability. Conversion Funnel Identify roadblocks along your path to conversion.
  4. 4. About the author Written by EDWARD GOTHAM Ed manages client relations and consulting at Ometria as the Head of Ecommerce. He delivers results, utilising a data driven mindset, across all areas of topics such as UI/UX optimisation. Contents: INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 KEY AREAS FOR OPTIMISATION ON YOUR WEBSITE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1. Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2. Page URL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 8 8 13
  5. 5. 3. Page Titles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4. Header Tags - H1/H2 Tags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5. Page Descriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6. Page Content/Body Text . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7. Image File Name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8. Image Alt Tags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9. Responsive Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10. Internal Links/Anchor Text . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11. Rich Snippets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12. Page Load Times . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13. Eliminate Website Errors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14. Social Media Integration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15. Frequent New Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . FINAL THOUGHTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 22 24 26 28 29 30 31 32 33 35 37 38 40
  6. 6. Search engine optimisation should be a key area of focus for any ecommerce store, primarily because it can be a very cheap and highly valuable source of traffic. However, many stores still don’t understand best practices and are implementing their strategy poorly (or not at all). This guide is here to give you the lowdown on one of the major aspects of SEO. The position that your pages appear in search engine results is based on the relevance of your page in relation to a particular search query. Search engine algorithms determine page relevance by analysing two things: Internal/On-page optimisation = UX + Page clarity External/Off-page optimisation = Site and pagerank This comprehensive ebook focuses on page clarity and user experience (UX). Page clarity refers to how clear the focus of a page is to a search engine and UX is what your visitors experience when using your website. It’s all about making the content clear for both your users and search engines. Together these two concepts encapsulate all the tactics you can use to improve SEO by modifying your own page content (hence the term INTRODUCTION 6Ecommerce SEO: A Guide To On-Site Optimisation
  7. 7. on-page SEO). The beauty of this is that it’s completely under your control and, when you know what you’re doing, it’s very easy to implement. In order to understand how search engines rankings work you first need to fully understand their purpose. When someone submits a query on a search engine, the search engine algorithms will analyse its detailed database of web page information to identify the pages which are most relevant to that particular query. The algorithms will use previously gathered data acquired when crawling pages on the internet. During these comprehensive crawls the search engine will determine, among other things, what the page is for. What is the focus? It is therefore incredibly important to make the focus of each one of your pages very precise. #1 7Ecommerce SEO: A Guide To On-Site Optimisation
  8. 8. To increase your search engine relevance and clarity you must optimise your pages for specific keywords that define the focus of the page. This maximises your search engine ranking potential for the keywords that are most valuable to your target market and consequently your business. This will inevitably increase revenues. Below are 15 key areas of opportunity for optimising your website specifically for ecommerce. When appropriate, I have provided examples of how to implement the points for a fictional online store. My examples concentrate on the pages where good search rankings deliver the best rewards. Typically these are the home page, product listing page, product page and blog posts. ON-SITE OPTIMISATION: 15 KEY AREAS OF OPPORTUNITY 1. Keywords What are they? In analytics, keywords are simply the individual words used to perform a query on a search engine such as Google or Yahoo. When keywords are grouped together, we refer to them as key phrases. 8Ecommerce SEO: A Guide To On-Site Optimisation
  9. 9. Why are they important? Keywords are by far the most important initial step for search engine optimisation. No matter how well you implement everything else, obtaining optimal rankings on search engine for queries most relevant to your business rests on choosing the correct keywords and phrases. Their importance to search engines is self explanatory; text is the primary source of information that search engines are able to analyse when they perform a crawl on a webpage. During this analysis a search engine will try to locate the keywords in the text that best explain the purpose of the page. It is therefore imperative for you to first choose the correct keywords, followed by maximising their importance and visibility to search engines. Choosing the right keywords is too large a topic to cover in detail here, however, they should always be customer centric and highly relevant to your business. Here are some key points to keep in mind. KEY POINTS: One Focus It’s best practice to focus on one topic in particular per page; therefore you must assign one keyphrase that best describes each page in order to maximise search engine relevance. ? 1. Keywords 9Ecommerce SEO: A Guide To On-Site Optimisation
  10. 10. I refer to this as the primary keyword. This keyword should be used consistently across a page in areas such as the title, header tags, URL etc. We’ll go into detail on keyword positioning later on. Unique Keywords Your primary keyword should be unique for each page. Secondary Keywords Identify 2-3 additional keywords that are descriptive to the primary keyword and therefore highly relevant to the pages overall focus. These can be used strategically to differentiate your pages from competitors and improve your traffic potential. Page Splitting A common mistake is to have too many primary keywords on one page that are equally vying for attention. If you are having trouble identifying one primary keyword then you should create a new page to separate the different themes. Keyword Difficulty Be aware of the challenges of ranking in the top spot for 1 2 1. Keywords 10Ecommerce SEO: A Guide To On-Site Optimisation
  11. 11. particular keywords. The more popular they are, the harder it is to rank for them. This is why it is important to include descriptive words that mean you can target slightly longer tail keywords that are easier to rank for. If you maintain the head term and build your site rank high enough you also maintain the opportunity to rank in the top spots for the harder keyword phrases. Aim for relevant keywords that have the highest search volume and lowest difficulty (competition). PAGE SPECIFIC EXAMPLES: Home Page Your brand name and what you do are the most important keywords for this page. Primary: Summer sun shop Secondary: Womens Designer Dresses Product Category Page Always use the category name as the primary keyword for a category page. Primary: Sandals Secondary: Durable, Cheap 1. Keywords 11Ecommerce SEO: A Guide To On-Site Optimisation
  12. 12. Product Page Always use the product name as the primary keyword for a product. Primary: Gladiator Sandals Secondary: Size 9, brown Blog Don’t just use ‘blog‘, else you will only attract people searching your brand name + blog. Make the focus of your blog about something highly relevant to your target market. In my example below, a summer clothing shop, I have chosen to focus on great summer holidays. Summer clothing is highly related to summer holidays, well placed CTAs are likely to perform well. Primary: Blog Secondary: Sun & Sea Holiday Example: Sun & Sea Holiday Blog Blog Post Page Target keywords with the lowest competition and highest search volume from your target market. Primary: Summer Holidays Secondary: Great Beaches Example: Top 5 summer holidays with great beaches 1. Keywords 12Ecommerce SEO: A Guide To On-Site Optimisation
  13. 13. What is it? URL stands for ‘uniform resource locator’ and acts as a unique identifier or address for a particular web page so people can locate and navigate to it easily. It’s very common for people to type a URL directly into a browser search bar for websites they know. 2. Page URL 13Ecommerce SEO: A Guide To On-Site Optimisation
  14. 14. KEY POINTS: Domain Names Domain names should include your brand name keyword(s). A shop named Summer Sun should try and use the url www.summersun.com. It is ok to use extra words but as a minimum the brand name should be included in full. Primary Keyword URLs should include the primary keyword designated to that specific page, this keyword should also appear as early as possible whilst maintaining a consistent and user friendly URL structure. Concise Be as short as possible, and don’t include any irrelevant information. Yes, keywords are very important, but having too many dilutes the relative importance of all of them. URL Levels (/) The aim is to create a flat architecture so use as few levels as possible whilst maintaining a logical and consistent URL structure. The deeper the page is in your URL structure the less relevance it is to search engines. URL levels are 1 2. Page URL 14Ecommerce SEO: A Guide To On-Site Optimisation
  15. 15. commonly used in ecommerce to define categories and subcategories among other things. Keep content that is very important at the top of the URL structure. A common tactic to promote particular products up the URL structure is to make the pages for ‘What’s new’ and ‘Top products’ accessible from your homepage because this can improve the rank for the individual product pages that would have been buried deep in your sites architecture. Dashes (­-) Each word in the URL should be separated by dashes. This is the default word separator that is recognised by search engines. Example: www.summersun.com/blog/top-foods-for-healthy-living PAGE SPECIFIC EXAMPLES: Product Category Page: http://www.brandname.com/category http://www.mydog.com/food Product Subcategory Page: http://www.brandname.com/category-subcategory 2. Page URL 15Ecommerce SEO: A Guide To On-Site Optimisation
  16. 16. http://www.mydog.com/food-biscuits This isn’t to everyone’s preference however I like to include subcategories and category on the same url level in order to create a flatter architecture. Here’s a great example from nastygal - http://www.nastygal.com/clothes-bottoms/ Product Page: http://www.brandname.com/category-subcategory/ productname http://www.mydog.com/food-dogs/large-dog-biscuits Blog Post Page: http://www.brandname.com/blog/blog title http://www.musclefoods.com/blog/5-best-muscle-building- foods The blog title should be the same as the chosen title for the blog post. Page titles are covered in the next section. Having blog as level in the URL before your blog post title is a great way to signal to search engines that this is a blog. 2. Page URL 16Ecommerce SEO: A Guide To On-Site Optimisation
  17. 17. 3. Page Titles What are they? Page titles are created using <title> tags in a web pages HTML. They appear on search engine result pages (SERP) as an underlined heading which acts as a description and link for that particular web page. 17Ecommerce SEO: A Guide To On-Site Optimisation
  18. 18. Why are they important? Page titles are one of the most pivotal aspects of on-page SEO because of the importance all search engines put on them, this makes sense because they are so prominent on SERPs. Additionally a well structured title will also be beneficial to your CTR on search results pages. You have a bigger opportunity with a page title, in comparison to a URL, to include a few more descriptive words about your primary keyword. This is a great opportunity to include some of your products’ USPs to differentiate against competitors. KEY POINTS: Keep it under 70 characters. This is the maximum that is able to appear on Google’s search results page, anything over this and the text will be hidden. Utilise the 70 characters, but don’t waffle: be concise. Must include the primary keyword. Focus your content on one key phrase. Additionally this should appear first, if possible, or very early on in the title. ? 3. Page Titles 18Ecommerce SEO: A Guide To On-Site Optimisation
  19. 19. Brand Name If you’re including the brand name it should go at the end, not at the start. One exception is on the homepage where it can be beneficial to have it at the front, especially if people frequently search for your brand name. If you are running out of characters I would remove your brand name from pages such as a category or product page if you have some more valuable keywords to replace it with. Unique Titles Page titles should be unique across your website. This is incredibly important, as search engines dislike duplicate content because it means they can’t differentiate between pages. Don’t keyword-stuff. If you read the title to someone, you want them to be able to tell you the main focus of the page. If you have many different subjects fighting for attention it dramatically reduces your titles clarity, don’t dilute relevance by trying to rank for too many keywords. Have a maximum of 3 long-tail keywords. 3. Page Titles 19Ecommerce SEO: A Guide To On-Site Optimisation
  20. 20. Readability Make sure the title isn’t just a jumble of different words that don’t read well together. This is poor UX and will be penalised by search engines. Vertical Bars/Hyphens When separating content such as product name, categories, brand name in meta titles try to use vertical bars or hyphens. They are officially viewed as separators by search engines. PAGE SPECIFIC EXAMPLES: Home Page Summer Sun Shop | Womens Designer Dresses, Belts & Shoes. Use the home page title to explain what your business sells in a very concise way. We recommended including a few words that describe your business and it’s products in more detail. In the example above the shop doesn’t just sell dresses it sells ‘designer’ dresses. Ecommerce is a highly competitive environment so make sure you stand in comparison to your competitors. 3. Page Titles 20Ecommerce SEO: A Guide To On-Site Optimisation
  21. 21. Category Page Product Category | Brand Name Handmade & Designer Flip flops | Summer Sun Shop Utilise secondary keywords words to describe unique aspects about your categories in more detail that your target market may use when searching for products you sell. This differentiation is essential to optimise your visibility online. Product Page Product Name/Brand | Product Category | Brand Name Fatboi Flip flops - Red | Handmade & Designer Flip flops Just like before, descriptive words are important. However first you should focus on specific product attributes such as size, type, colour, brand etc. Describe your products in as much detail as possible to inform potential customers exactly what your product is before they click through to your website. Use words that pertain well to your product attributes, USPs and brand. Notice in the example above I have removed the brand name because it pushed the title over 70 characters. Blog Page Keep it simple but informative. Sun & Sea Holiday Blog | Summer Sun Shop 3. Page Titles 21Ecommerce SEO: A Guide To On-Site Optimisation
  22. 22. 4. Header Tags - H1/H2 Tags3. Page Titles Blog Post Page Blog post title | Blog Title Top Ten Locations to Spend Your Summer Holiday | Sun & Sea Holiday Blog A blog post title should be exactly the same as the actual title for your blog post that will appear as your blog post header. Choosing blog titles deserves it’s own checklist however keep this in mind - Focus on one keyword phrase and write about something that your target market or a segment of your target market is interested in and searching for. What are they? Heading tags are code used in a web page’s HTML to create headings, and appear like this: <h1>HEADING HERE</h1>. H1, H2 & H3 are the most commonly used heading tags. Why are they important? Header tags both inform search engines that a new section is beginning and imply the focus of the content below it. Search engines attribute significant importance to the H1 tag and steadily ? 4. Header Tags - H1/H2 Tags 22Ecommerce SEO: A Guide To On-Site Optimisation
  23. 23. 4. Header Tags - H1/H2 Tags less importance to the H2, H3 tags and so on. H2 tags are very useful as subheadings for text heavy pages such as blog posts. KEY POINTS: H1 Usage Each page should have one and only one H1 heading tag. It should incorporate the primary keyword for that page which will also be present in your URL, page title etc. Keep the heading tag very focused and as short as possible. Unless it is a blog post the H1 text should be shorter than the page title. H1 Positioning The H1 tag should be at the top of the page or as close as possible. H2 Usage It is beneficial for each page to also include a couple of H2 headings underneath the H1 tag that incorporate the primary target keyword or possibly some secondary keywords you wish to rank for. Unique H1 Google dislikes duplicate content because it makes pages harder to tell apart, so keep the h1 heading unique for that page. What 23Ecommerce SEO: A Guide To On-Site Optimisation
  24. 24. 5. Page Descriptions What are they? Page descriptions are commonly referred to as the ‘meta’ description and appear below your page title on SERPs. Meta descriptions are added into your HTML using meta tags. 24Ecommerce SEO: A Guide To On-Site Optimisation
  25. 25. Why are they important? Their purpose is to describe the target page in more detail, expanding on the information already included in the title tag. They also contribute to your page clarity for search engines in the same way as your page title. To maximise CTR, page descriptions should provide a compelling reason why someone should visit your page. KEY POINTS: Description Length Keep the page description between 100 - 150 characters. Longer than this and you risk having your information cut off, any shorter and you will not be making full advantage of the space given to you. Primary Keyword Incorporate the primary keyword into the copy in a natural way. Once or twice will work perfectly. Secondary Keywords Use your description characters wisely to describe what your product is for, the key benefits and USPs. 5. Page Descriptions ? 1 2 25Ecommerce SEO: A Guide To On-Site Optimisation
  26. 26. Avoid keyword stuffing. Your text has to be comprehensible and flow well. Unique Descriptions Keep it original. Product Page Descriptions Make sure you don’t copy and paste manufacturer product descriptions. It is highly likely this same content is being used on many other sites and Google dislikes duplicate content. The best option is to re-write them fully so they are completed unique compared to everyone else, this way you can align the content with your brand image as well improving customer experience at the same time. 5. Page Descriptions 6. Page Content/Body Text What is it? The page body text is all the text that is actually visible on your web page this is in contrast to page titles and descriptions which are primarily only visible on SERPs. When we discuss the body text we are primarily referring to all the text present in paragraph tags throughout your 6. Page Content/Body Text 26Ecommerce SEO: A Guide To On-Site Optimisation
  27. 27. pages <p>PARAGRAPH HERE</p>. Optimising body text is, in ecommerce, most relevant on your product and blog pages. Typically there isn’t a significant amount of text on the other pages. KEY POINTS: Keyword Usage Use your primary keyword 2-5 times throughout the page’s content depending on the length of the content. Additionally use your secondary keywords when appropriate. Keyword Placement When writing content you should be aware of the benefit of well positioned keywords however, remember to only mention keywords naturally throughout your content. You can and will get penalised if you use keywords unnaturally in your content. Content Formatting When appropriate make your primary keywords bold or underlined. Try to do this at least once. It has a small influence on the importance of that keyword to the search engine. 6. Page Content/Body Text 27Ecommerce SEO: A Guide To On-Site Optimisation
  28. 28. 7. Image File Name Content Length Good content length should be a minimum of 600 words per page. Keep this in mind when writing blog posts. 7. Image File Name 6. Page Content/Body Text What is it? The image file name is the designated name that you give to an image when you save it (image.jpg). Why is it important? Many people tend to forget about optimising their images but it is important. Search engines can’t read images like they read text and therefore the image file name is one of the only things they can use to determine the context of the image. KEY POINTS: Text Formatting: For optimal results each individual word should be separated with dashes. For example: fatflops-flipflops.jpg ? 28Ecommerce SEO: A Guide To On-Site Optimisation
  29. 29. 8. Image Alt Tags Keep it simple: Use the primary keyword for the page and keep it relevant. On product pages use the most applicable product attribute, such as brand, as well. ALT 8. Image Alt Tags 7. Image File Name What are they? Alt tags refer to the alternative text you can assign to images. Alt text is inputted in your HTML code in an image tag. <img src=”image.jpg” alt=”image”> Why are they important? Search engines use them to help describe what the image, currently search engine crawlers can’t read images without any text. If the image identifiers are consistent with the rest of the content on the page it will in turn increase your pages clarity to search engines. Use this in combination with the filename and keep them persistent. ? 29Ecommerce SEO: A Guide To On-Site Optimisation
  30. 30. 9. Responsive Design KEY POINTS: Alt Tag Text The alt text should match the filename but without dashes. For example: fatflops flipflops 9. Responsive Design What is it? Responsive design is a special coding method that enables your website’s content to adapt to different screen sizes in order to provide an enhanced user experience across all devices. Why is it important? Google is beginning to penalise websites for unfriendly mobile design due to the negative user experience it provides. It has officially recommended using responsive design to improve UX. This is due to the rapid worldwide growth of the mobile internet. 8. Image Alt Tags ? 30Ecommerce SEO: A Guide To On-Site Optimisation
  31. 31. What is it? Internal links are links present on any page of your website that link to other pages on your website, keeping the traffic internal. Why is it important? Search engines are increasingly dishing out penalties for over-optimised internal links. Therefore it is critical to be very careful when creating the anchor text for internal links. KEY POINTS: Generic/Nature Keywords These normally focus around terms such as you brand name or even just ‘click here’. Also, don’t always link back to your home page. This can look slightly suspicious. Avoid exact match anchor text. Google’s new update has started to penalise exact match anchor text. This means that the anchor text matches the page title of the page it is linking to. 10. Internal Links/Anchor Text ? 31Ecommerce SEO: A Guide To On-Site Optimisation
  32. 32. Prioritise link juice. Every page does not have unlimited link juice. Distribute it strategically to your most important pages such as certain popular products you want to give more visibility. As mentioned previously this is why a top products page placed on your homepage can increase SEO ranking for particular pages or products. Don’t go overboard. Use your links frequently and only when it is natural to do so, having too many can actually result in your site getting penalised. Google’s algorithms are clever and if they think you are trying to trick them it will reflect badly on your site. Always think about the user experience first, if something is not logical don’t do it. 11. Rich Snippets 11. Rich Snippets What are they? Rich snippets are microdata you can add to your HTML which enable you to apply more detailed information to your search engine listings. In ecommerce this allows you to add additional information on your products, such as user reviews, images, price & stock availability. You can even enhance your videos, if you have any. 10. Internal Links/Anchor Text 32Ecommerce SEO: A Guide To On-Site Optimisation
  33. 33. Why is it important? More detailed information means consumers can more easily determine if you have the product they are looking for even before they have clicked through to your website. Google considers this an enhanced user experience and rewards it with better ranking potential. Key points: Use best practices: Follow Google’s step-by-step processes for adding rich snippets. https://support.google.com/webmasters/answer/146750?hl= en&topic=1088474&ctx=topic 12. Page Load Times 12. Page Load Times What is it? As it sounds, it is the time taken to load an individual webpage. 11. Rich Snippets ? 33Ecommerce SEO: A Guide To On-Site Optimisation
  34. 34. Why is it important? Poor load times mean a poor user experience and Google wants its search engine to suggest websites that are both highly relevant to a search and provide a great UX, subsequently slow loading sites are penalised. A great free tool to test the speed of your web pages is pingdom. KEY POINTS: Maximum Load Time Pages should load in 3s or less to provide a friendly UX and avoid getting penalised. Optimise images. Images tend to be one of the main causes of slow load speeds. Make sure images are loaded onto your server at exactly the size you wish them to appear and no bigger. Additionally if you have the expertise then you can host your images on subdomains of your server which effectively tricks the browser into giving you more bandwidth. 12. Page Load Times ? 34Ecommerce SEO: A Guide To On-Site Optimisation
  35. 35. 13. Eliminate Website Errors ? Why is it important? Search engines penalise websites for website errors due to poor user experience. Any well-maintained website should have no errors. Make sure you are signed up to webmaster tools such as Bing and Google Webmaster Tools and check them regularly, they will inform you if they have found any errors. Some paid SEO tools, such as Screaming Frog, will give you a more in depth insight into website errors. KEY POINTS: Helpful Tools Register with Google and Bing webmaster tools to keep up to date with any website errors their crawlers have found. What are they? Website errors are picked up by search engines when they crawl websites and can vary from duplicate content in your meta tags to page URLs that don’t have any content. They cover all things that provide a bad user experience on your website and other errors that make it difficult for the search engines to define the content on your pages. 35Ecommerce SEO: A Guide To On-Site Optimisation
  36. 36. Setup & submit sitemap. This will ensure search engine crawlers find and structure all your content correctly. 404 Error Page doesn’t exist. You must redirect these to the correct content. 301 Error 301 redirects should be changed to 302 redirects and these should be used to tell search engines where new content can be found if you have taken down an old page. 503 Error Server is temporarily unavailable. Avoid this at all costs. rel=”canonical”. Use this to control duplicate content that may appear on different product listing pages. Tell Google which one it should prioritise in search and stop it penalising you for duplicate content. 13. Eliminate Website Errors 36Ecommerce SEO: A Guide To On-Site Optimisation
  37. 37. 14. Social Media Integration ? Why is it important? Your social presence sends direct signals to search engines about your site’s importance. The higher your engagement and larger your audience the more valuable your site is to more people; search engines are recognising this and are subsequently rewarding websites that perform well socially. KEY POINTS: Create shareable content. In order to spread content virally you need to create content that resonates with your target market and is inherently shareable. Blog posts, videos, infographics etc. are all great for this. What is it? Enable your audience to share your content on the web by integrating social media sharing and following buttons onto your website. 37Ecommerce SEO: A Guide To On-Site Optimisation
  38. 38. Company Follow Buttons Develop your companies social presence by making it very easy for people to follow you. Key places to take advantage of this are on your homepage and blog sidebar. Google+ Importance As you might expect google puts more priority a on google+ in comparison to other search engines so don’t leave it out and keep your profile well maintained. 15. Frequent New Content 15. Frequent New Content 14. Social Media Integration Why is it important? Search engines like sites that are active, it shows regular management and can convey high user engagement. KEY POINTS: User Generated Content Allowing user to post reviews or photos of them using your products provides a platform for your customers to add new content to your site themselves. This also serves ? 38Ecommerce SEO: A Guide To On-Site Optimisation
  39. 39. 15. Frequent New Content a dual purpose of providing social proof to your site whilst encouraging frequent new content for SEO. Blog A blog is a great way to expand your visibility online whilst maintaining a fresh and active online store which will reflect positively on your search engine rankings. 39Ecommerce SEO: A Guide To On-Site Optimisation
  40. 40. FINAL THOUGHTS STRAIGHT FROM THE BIG BOYS THEMSELVES: { GOOGLE’S BEST PRACTICES: } In addition to optimising your on page content for search engine rankings it is also very important to optimise for click throughs and revenue. In order to do this you need to measure the engagement and conversion statistics from various keywords from organic search. You should be testing different titles, keywords, descriptions, product descriptions etc. to find the content which, using attribution, performs the best. Use an ecommerce analytics platform to track, visualise and analyse this data so you can pull out this information from your store. Make pages primarily for the users, not for search. Avoid tricks to improve rankings (black hat). “ Don’t deceive your users. Think about what makes your website unique, valuable or engaging. “ Thanks for reading. If you’re looking for more information about how to win at ecommerce check out the academy area for more helpful videos, ebooks, templates and more. www.ometria.com/academy 40Ecommerce SEO: A Guide To On-Site Optimisation
  41. 41. The All-In-One Ecommerce Intelligence Solution Acquire and retain better customers. Sell them the right products. Maximise profitability. LEARN MOREGET A DEMO Customer Acquisition Discover what channels acquire your best customers. Browse Abandonment Convert abandoning visitors into customers. Unified Reporting Joined up date for the entire team, no more Excel. Customer Retention Personalize your marketing campaigns to increase repeat purchase rate. Product Recommendations Understand what products to promote to improve overall profitability. Conversion Funnel Identify roadblocks along your path to conversion.

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