SEO For Ecommerce — Things You Need To Do To Stay Competitive

If all that comes to your mind when thinking about SEO for your ecommerce website is Google then you are doing something wrong (Your results should be showing that already if you rely on organic search). Gone are the days when you could just throw up the same descriptions used by a million sites and expect that all will be fine.

You have to adopt a new strategy if you are to remain gainfully in business for any reasonable length of time (that is, if you aren’t dependent on PPC). Tim Grice (Publisher and Head of Search, Branded3), gives a number of tips that will help you…

1. Do your best to remove duplicate content. It doesn’t matter if your ecommerce website has 10,000 pages. It is a worthwhile investment to have every page re-written to be totally unique. Avoid giving your affiliates the same content as what you have on your site.

Furthermore, don’t make the mistake of placing things like your terms and conditions, shipping information, etc on every page on your site — You’ll be setting yourself up for the duplicate content filter.

The Panda algorithm is all about ensuring that low value pages are downgraded. And that’s exactly what you create unless you apply the advice given above.

2. While a typical ecommerce site is focused on the last action (that is, the purchase), it’s also important that you address the various questions that go through a visitor’s mind before they make the purchase decision.

Your site needs to address things like why they should go for a particular product, the specific benefits, other sites that offer the same product (and why yours is the right place to buy), etc. Apart from the fact that this invariably helps you develop unique content for your site, it also creates more value for your customers.

Sites that have developed a content strategy that engages their customers and answers their question usually see better conversions.

In addition to the above benefits to you, it also makes your pages more “share-able and linkable”. This is a strategy that will ensure you get those natural links and weather any new updates Google may choose to throw up.

3. While focusing on your user is very important, you also have to ensure you please Google. You need to handle things like pagination, no-index, canonical links, rich snippets, etc correctly.

Do you have other suggestions that would help ecommerce site owners? Do you agree or disagree with Tom on any of the issues raised? Let’s know what you think. Leave a comment below!

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