A Few Ecommerce Search Engine Optimization Tips

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SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.

VIDEO: SEO Explained

New to SEO? Start with this quick and easy to understand video about search engine optimization.

Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.

In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.

One of the reasons I like ecommerce SEO is there are a tremendous amount of opportunities to increase the optimization quality of an online store. Unlike service businesses or online brochure websites which typically only have a few pages, a catalog of products creates a great opportunity to increase the amount of content and provide relevance for the search engines.

Please do not create duplicate product detail pages. This is mostly for platform selling but matters for websites too. If our site is cluttered with duplicates of the same item, it makes it hard for customers to compare offers. And the existing product detail page will almost always get the most traffic, so you will lose out by setting up a duplicate. To avoid duplication, please use manufacturer-issued barcodes (EAN or UPC) whenever possible. Creating a product detail page for a product which already exists in the Platform catalogue is prohibited, and such pages will be removed.

If you can use a multi variation listing that is what you should do. Here is an example of an eBay multi variation listing of mine:

Quad Folding Chairs and Copa Sun Steel Frame Outdoors Camping Fishing Events | eBay

Make sure with all multi variation listings that you use the drop-down images for your pictures, not default, if that is available on your platform. You do need to make sure that all the available products are visible in the first 12 pictures. Sometimes when you move items from one platform to another they don’t have the drop down pictures available. So buyers need to be able to see what is available in the default images as well.

Remember that the product detail page and all information on it will be used by all sellers. Don’t include any information that’s specific to your offers, such as price, quantity or condition — this can be added during the offer listing process. If your offer- specific information is found on a detail page, you will be contacted by a Platform with instructions to remove it in accordance with our product listing guidelines.

Please note that Platforms can’t give you any legal advice. As a seller you are solely responsible for your offers and must ensure that all product information is correct and complete and in line with legal requirements. If you are unsure which information needs to be displayed when listing online or whether your offers are in accordance with the law please seek independent legal advice. As far as this document contains references to regulations or legal requirements, Platforms do not assume any liability for their accuracy and completeness.

Content Optimization and Submission

Create page titles. Keyword-based titles help establish page theme and direction for your keywords.

Create meta tags. Meta description tags can influence click-throughs but aren’t directly used for rankings. (Google doesn’t use the keywords tag any­more.)

Place strategic search phrases on pages. Integrate selected keywords into your website source code and existing content on designated pages. Make sure to apply a sug­gested guideline of one to three keywords/phrases per content page and add more pages to complete the list. Ensure that related words are used as a natural inclu­sion of your keywords. It helps the search engines quickly determine what the page is about. A natural approach to this works best. In the past, 100 to 300 words on a page was recommended. Many tests show that pages with 800 to 2,000 words can outperform shorter ones. In the end, the users, the marketplace, content and links will determine the popularity and ranking numbers.

Develop new sitemaps for Google and Bing. Make it easier for search engines to index your website. Create both XML and HTML versions. An HTML version is the first step. XML sitemaps can easily be submitted via Google and Bing webmaster tools.

Submit website to directories (limited use). Professional search marketers don’t sub­mit the URL to the major search engines, but it’s possible to do so. A better and faster way is to get links back to your site naturally. Links get your site indexed by the search engines. However, you should submit your URL to directories such as Yahoo! (paid), Business.com (paid) and DMOZ (free). Some may choose to include AdSense (google.com/adsense) scripts on a new site to get their Google Media bot to visit. It will likely get your pages indexed quickly.

You can get a website score

Get Your Free Website Report | Free Website Score by Boostability.com

Tips

  1. Don’t block your site
  2. Don’t confuse or annoy a website visitor
  3. Don’t block Google from crawling resources on your site or rendering specific elements on your page
  4. Have a responsive design that works on mobile and desktop
  5. Be situated local to your target customer
  6. Geotarget your site in Search Console AKA Google Webmaster Tools (unless you have a country specific domain)
  7. Put your keyword phrase at least once in the Page Title Element
  8. Put your keyword phrase at least once in the Main Content on the page (at least once in page copy (in Paragraph tags)
  9. Avoid keyword stuffing main content
  10. Optimize your meta description to have a clickable useful SERP snippet
  11. Ensure the Main Content of the page is high-quality and written by a professional (A majority of your effort goes here — If your content is not being shared organically, you may have a content quality problem)
  12. Ensure the keywords you want to rank for are present on your site. The quality of competition for these rankings will determine how much effort you need to put in
  13. Use synonyms and common co-occurring words throughout your page copy
  14. Add value to pages with ordered lists, images, videos and tables
  15. Optimize for increased ‘user intent’ satisfaction (e.g. increased dwell times on a page or site)
  16. Keep important content on the site updated a few times a year
  17. Trim outdated content from your site
  18. Avoid publishing and indexing content-poor pages (especially affiliate sites)
  19. Aim for a good ratio of ‘useful’ user-centred text to affiliate links
  20. Disclose page modification dates in a visible format
  21. Do not push the main content down a page until with ads etc
  22. Link to related content on your site with useful and very relevant anchor text
  23. Use a simple navigation system on your site
  24. Create pages to basic meet W3C recommendations on accessible HTML (W3c) (H1, ALT text etc)
  25. Create pages to meet basic usability best practices (Nielsen) — Pay attention to what ‘annoys’ website visitors
  26. Create pages where the main content of the page is given priority, and remove annoying ads and pop-ups (especially on mobile)
  27. Develop websites that meet Google technical recommendations on (for example) canonicalization, internationalisation and pagination best practices
  28. Ensure Fast delivery of web pages on mobile and desktop
  29. Provide clear disclosure of affiliate ads and non-intrusive advertising. Clear disclosure of everything, in fact, if you are focused on quality in all areas.
  30. Add high-quality and relevant external links (depending if the query is informational)
  31. If you can, include the Keyword phrase in a short URL
  32. Use the Keyword phrase in internal anchor text pointing to this page (at least once)
  33. Use Headings, Lists and HTML Tables on pages if you show data
  34. Ensure on average all ‘Main Content’ blocks of all pages on the site are high-quality
  35. Ensure old SEO practices are cleaned up and removed from site
  36. Avoid implementing old-school SEO practices in new campaigns (Google is better at detecting sites with little value-add)
  37. Consider disavowing any obvious low-quality links from previous SEO efforts
  38. Provide Clear website domain ownership, copyright and contact details on the site
  39. Share your content on the major social networks when it is good enough
  40. Get backlinks from real websites with real domain trust and authority
  41. Convert visitors (whatever that ‘conversion’ may be)
  42. Monitor VERY CAREFULLY any user-generated content on your site, because it is rated as part of your own site content
  43. Pay attention to site security issues (implement https, for example)

Tools For SEO

Aside from a nice-looking website with interesting and regularly updated content, SEO is essential to bloggers. While it’s entirely possible to do SEO on your own, due to the complexity of SEO rules to adhere to, it’s probably a lot more efficient to fall back on tools out there that are primed for helping your site rank higher.

Whether it’s full-featured toolsets, keyword suggestion engines or very specific site crawlers and link checkers, there’s a huge number of tools and services out there that can help you improve your blog’s SEO.

My Favorite for Blogs

Yoast SEO: the #1 WordPress SEO Plugin * Yoast

Some are free some are paid. Most here have free tools to use.

Roger Keyserling

Keywebco eBay Store version 54


A Few Ecommerce Search Engine Optimization Tips was originally published in eCom Tips on Medium, where people are continuing the conversation by highlighting and responding to this story.

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One Comment

  1. Wow what a list! Good looking tool kit too, just switch the Majestics tool for Ahrefs and you’re onto a winner!

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