SEO Strategies and Optimization for Ecommerce Websites
Optimizing
online stores are quite different from
normal websites :
Several
reasons why it’s very challenging:
§ No one really likes to link out to
product pages
§ Most e-commerce websites have tons of
pages that need to be optimized to serve as landing pages fitting to its
separately segmented target traffic
Ecommerce
SEO Tactic Standpoint
§ Start optimizing the right landing
pages.
§ Steer clear of unethical methods used
in building links (paid links and rushed links such as comment spam).
§ The most important link building
strategy for e-commerce sites lies within the site itself – internal linking.
§ More on non-promotional content, less
on advertising. Educating your market is the best arsenal (way) to making them
buy your product.
Eg
- Paytm
On-site
Optimization
Site Elements and Structure
1. User-generated reviews on
product pages
§ User activity is known to be used by
Google as one of its search algorithm’s signals for search rankings.
§ Increases conversions as visitors can
see how well the product is based on users that have already tried the product.
Eg- Showing other people using that product
§ You’ll be able to produce unique
content on your product pages, which is definitely good for its search
rankings.
2. Regularly
updated section on homepage (for static webpage)
§ Inclusion of recent blog posts or
twitter updates.
3. Specific
keyword targeting for all important pages
§ Assign keywords that are absolutely
relevant to certain pages by placing it on each landing page’s title page and
meta description.
§ “Affordable mobile phones” – homepage
§ “Cheap Nokia mobile phones” –
category page
§ “Buy Nokia N8” – product page
§ “Nokia N8 specifications” –
information page
4. Optimize product descriptions
and images
§ Using the targeted keywords within
the product’s description and Alt text attributes for product images will help
boost the product pages’ relevance scores.
5. User-friendly permalinks/URL
§ Include your pages’ targeted keywords
on the URL. It’s also best to keep your URLs clean and short (ex.
http://examplestore.com/nokia/buy-nokia-n8)
6. Weed out duplicate contents
§ Fix URL canonicalization of the site,
wherein the site must only direct to one preferred URL version (non-www or www.
version) since this can cause duplicates within your site if both versions are
showing up when looked up.
§ Check your product pages for
duplicates through Copyscape, to avoid similar content from the
product’s manufacturer or others who’re also promoting/selling the same
product.
7. Produce
linkable pages
§ Add 2-3 cornerstone content/page to
your site that will generate interest or particularly educate your visitors.
Thinking outside of the box to make your products look prettier in the eyes of
your audiences will enhance the linkability of your site.
§ Content ideas – Resources page,
awards, List of top-ranking blogs in your industry (based on traffic rank,
authority, etc…), best of the year, infographics (ex. “lifecycle of mobile
phones), free downloadable ebook, or extremely interesting videos.
8. Video sitemap
§ Adding a video sitemap to your site
is very efficient since it can help your site generate traffic through
universal search as videos posted within your site can improve its own search
rankings for highly competitive keywords. Here’s how
to create a video sitemap
9. Search feature
§ Builds up the site’s usability,
particularly if it’s placed on all the pages of the site.
§ Designating this feature to a much the visible section of the site will make it easier for your site’s visitors to
find what they are exactly seeking for.
10. Treat
category pages as an independent homepage/landing page
§ Dealing with your category pages as a separate homepage will enhance its own Pagerank, which will be very beneficial
to your product pages indexation and search rankings (whether it’s a subdomain
“http://nokia.examplestore.com” or a folder in your site
“http://examplestore.com/nokia”).
§ Build high quality and do-follow links
directing to your category pages (which I will be explaining more below).
§ It’s also important to have a
separate category or landing page for branded items, especially for brands that
are being specifically searched by users.
11. Include
a blog section
§ If your e-commerce site has no blog
section yet, then you better start adding one because it benefits your site in
so many ways.
§ It allows your site to generate more
organic traffic as blog posts have good chances of getting higher search
rankings for long-tail keywords related to your industry (through the blog
posts’ titles).
§ Entries on your blogs, particularly
those that are intentionally created to inform and educate readers can
massively improve your site’s lead generation and conversions.
§ Can certainly improve the site’s
internal linking structure, in which it can be advantageous for the site in ranking
for more relevant search terms.
§ It allows your business to develop
relationships with your readers as well as with other sites that have similar a theme through interaction.
§ It puts emphasis on your brand’s
expertise in the industry as you showcase it through publishing useful,
entertaining and educational content.
12. Site’s
speed
§ Remove unnecessary plugins and
applications to enhance the loading speed of your site’s pages.
§ Employing GZIP compression for pages
that have larger HTML size.
- How to enable GZIP compression - https://varvy.com/pagespeed/enable-compression.html
§ Speeding up your site’s loading
process will strengthen your visitors’ mood that can lead to conversion. Search
engine crawlers also give high scores for this site’s usability aspect that can
help boost its search rankings.
13. Accessibility
§ Keeping product pages 3 clicks away
from the homepage is a very constructive structural strategy for your site,
given that the link juice flowing from the site’s homepage will easily reach
those vital sales pages.
§ Getting them crawled regularly is
very important and that’s why treating your category pages as independent
landing pages is a smart move – as I’ve mentioned above.
§ Making your site’s structure
easy-to-navigate for users will enhance its conversion rate.
14. Trust indicators
§ Well optimized about, contact and
support (email ticketing) pages.
§ Presence of physical business address
and local numbers.
§ Photos of the business founder(s) and
staff members.
§ Privacy policy, terms, and agreement,
disclaimer, disclosure, and user testimonials page.
§ Certificate badges from associations
and/or organizations.
==============================
Internal Linking Strategies
15. Related products
§ Including a section for related
products on each of your product pages can help improve their search rankings,
as these links are considered as very relevant votes, particularly if rich key phrases
were used as the links’ anchor texts.
§ Can somehow improve sales as your
pages suggest other related products that might be of their interests. However,
this method may sometimes distract your visitors, depending on its placement.
16. Category pages should link
to products with keyword-rich anchor texts
17. Create a separate product
information pages that link to product sales pages
§ Product information pages can contain
more in-depth descriptions or specifications of the site’s offered products
that will direct readers to the main product page (through the call to action and
keyword-rich text links). Basically, it’s a support page which aims to help
boost the product pages’ SERP rankings.
§ You can as well choose to cross-link
the two pages, wherein the product page can link to its particular information
page by displaying a link that explains they can read more about the product.
18. Product comparison pages
§ Comparing your top products will help
your visitors in making wise decisions in purchasing and it also generates
highly relevant internal links to your top products.
19. FAQ pages linking to site’s
important pages
20. Highlight your top products
through sidebar widget
21. Produce
blog posts that will act as support pages for your product pages
§ Content ideas – written/video
reviews, best selling products of the month, newly added products, product A
vs. product B, etc…
§ Use keyword-rich anchor text links
when linking to your product pages.
§ Images of the posts can link to the
product pages.
Off-site
Optimization
Content Distribution
22. Ebook
distribution
§ Create useful content in PDF
format, which links out to important pages in your site. The concept of the
content may focus on giving guides, price lists, or your own research about the
industry.
§ Distributing the content can be done
through directories (such as Docstoc, Scribd, and Eric.ed.gov), reaching out to bloggers for them
to upload and promote your free Ebook and by promoting through your own blog.
23. Press release and news
submission
§ This method can certainly provide
high quality links to your site, and it can as well amplify your brand if you're the news gets syndicated and picked up by other news articles as a source over the
web.
§ It’s important that you first do comprehensive research about the angle of your news story (ex. industry expert
interviews, charity work, upcoming events, state of your market,
analysis/reactions, or current business performance and findings) before
creating your press release. Gathering your contacts in media for a smooth
sailing publication process is also a vital part of this research. You can read
more about this method at Distilled’s Online PR tutorial.
24. Video product review
§ Submitting your product reviews or
other interesting videos related to your business on video sites like Youtube, Vimeo and Metacafe can boost your product pages’ search
rankings, especially if they are linking to it.
§ Video sites are known to be a good
traffic source, given that users mostly search for visually appealing reviews
about products that they are interested to purchase. It can also help generate
relevant and organic traffic to your site as these pages from highly trusted
sites can rank on its own on search result pages (mostly for long-tail
keywords).
25. Image and infographics
distribution or link building through image submissions/bookmarking
§ Flickr
§ Lookbook
§ Pichai
§ Jalbum
§ Types
§ Picforme
§ November
§ IMGFave
§ Webshots
§ Zooomr
§ Photoree
§ Iimmgg
§ Photos
§ Smugmug
§ Ibibo
§ Picocool
§ Phanfare
§ Glogster
§ Buzznet
§ Popular
§ Fotolog
§ Dumpster
§ Polyvore
§ Zoto
26. Submit
Product Feeds to Product Comparison/Review Sites and Shopping Engines
§ Bizrate
§ Nextag
§ TheFind
§ Become
§ Smarter
§ Pronto
§ Like
§ Amazon
§ Ask
Shopping (Pronto)
§ MySimon
§ Buy.com
§ Calibex
§ ShopBig
§ Price
§ Shop.com
§ Shopify
§ Lemonade
§ Blujay
§ ThisNext
§ Wists
§ Shelfari
§ Kaboodle
§ Glimpse
§ Shopwiki
§ wikiHow
§ ePinions
§ Wize
§ Dooyoo
§ Mtbr
Link Building and Brand Development
27. Reverse engineer
competitors’ links
§ Analyzing your competitors’ links is
an imperative phase of any SEO campaign, mainly to understand how they are
ranking for certain keywords (which you want to rank for).
§ Acquiring links from authority pages
or domains, where your competitors are getting their links from, can help you
achieve the same results.
§ A thorough competitor analysis will
also, allow you to know what methods best work in your industry as seen from
what your competitors have done to obtain good rankings.
§ You can use tools such as Open
Site Explorer to track your top competitors’ links.
It’s best to choose 10 – 20 competitors to monitor.
28. Reach
out to bloggers and build relationships
§ Engage with bloggers that provides
content related to your products by regularly following their blogs and leaving
sensible comments, sharing their posts and connecting with them via social
media, personal email messages, or phone calls.
§ Request for your products to be
reviewed if it’s possible, and offer incentives to increase the chances of
getting the request approved.
29. Guest
blogging
§ In choosing the blogs to submit your
guest blog entries focus on blogs that provide information related to your
site’s theme and are specifically targeting the same market as yours. The blog
should also have high Pagerank and traffic (can be determined through low Alexa
Traffic ranking) to make the most out of the technique (in generating highly
relevant traffic and of high-quality backlinks)
§ It’s best to direct the links that
you’ll be acquiring from this method to your category pages – using their
targeted keywords as anchor texts – and to your homepage using your brand as
its anchor text.
§ Make your guest entries extremely
relevant to your targeted keywords as well as to its target destination pages,
and of course – promote your guest posts to make it a strong linking page.
30. Contact
suppliers, dealers or manufacturers for links and offer to write a review or
testimonial of their products.
31. Branding
through community participation
§ Build your online store’s brand by
providing useful information about the products you are selling through related
forum threads and questions posted on Q&A sites. Link to informative
contents published in your site as your resource whenever it’s possible.
32. Brand monitoring
§ Monitoring your brand/mentions of
your brand over the web and social media through Google
Alerts can help you acquire more quality
links that are really intended to your site, particularly to articles that have
cited your brand with no link attribution, wherein you can request for a link
placement or links with your preferred anchor texts.
§ In setting up your Google Alerts,
it’s also important that you include your targeted keywords on its daily
reports to keep track of what you’re competitors are currently doing, to find
more relevant linking opportunities and also to generate more content ideas for
your own campaign.
33. Encourage
your users to make positive product reviews
§ You can give incentives such as
freebies, discounts or coupons to persuade your past customers to make a
positive review about your products through your newsletter or a blog post.
§ Users can make a review of your
products on the list of product comparison sites and shopping engines listed
above.
§ Garnering positive reviews through
those given sites will optimize your product pages’ search rankings through
Google product search.
34. Encourage
your staff members to link to your site through their social media profiles or
blogs/websites (if they have).
35. Sponsor or organize contests
§ Collaborating with other online
stores and/or bloggers to organize a contest can produce massive quality and
natural links to your site. It’s also a win-win-win situation for the sponsors,
hosting site, and participants.
§ Contests can expose your brand to a wider range of audiences.
36. Establish business-related
link partnerships
§ Find online stores that offer related
products (if you’re selling shirts, find stores that exclusively sell jeans,
accessories, shoes or basically products that you are not offering on your
site) and try to build a linking relationship. You can help promote each
other’s products through product feed placed on both websites and/or simple thematic link exchange.
§ It benefits both sites as the
generated traffic is very relevant and doesn’t conflict with the other site’s
interest.
37. Link
out
§ Linking out or making a shout out to
your loyal followers through your social networking accounts or blog posts are
also, a good way to establish company-customer relationships. This in turn can
lead to word of mouth or more natural links from your followers.
§ Voluntarily mention and promote
events (charity, conferences, webinars, etc…) in your industry to help your
business build more relationships – eventually potential link partners. It also
allows you to produce unique and useful content in your blog that can improve
readership and increase your blog’s subscribers.
38. Google Product Search
Optimization
§ Submit your products to Google Product Search.
Optimize your submitted products by making use of all the attributes in
defining your products for higher relevance and better search rankings
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