Optimizing e-Commerce websites for SEO (Search Engine Optimization) is much harder than it is for other websites. Numerous product pages can actually do more harm than good when it comes to SEO. In this blog, we will review 5 mistakes that kill SEO for eCommerce websites.
A problem usually seen in eCommerce gift and clothing retail stores, lack of a written description of the item takes the page out of contention for the top 10 search results, even for low volume queries. By adding a product description, you’ll greatly increase your page’s chances of coming up higher in search results.
Remember, search engines cannot see images, so including a a product description and details about your product will boost that page’s SEO.
A best practice for measuring how much content you need is to determine the standard word count of an unpopulated product page. Tally the number of words written in the header, footer, sidebar, and any page text. Ensure that the word count of your original content on each page exceeds the standard text word count; this way it will carrier heavier weight with SEO.
When writing your unique page content, keep these general rules in mind:
The great majority of buyers want to read a product review before they make a purchase decision. If your eCommerce website has no product reviews, many consumers are going to be turned off to your store. Beyond that, product review pages are more likely to achieve higher search results than selling pages.
Best Buy allows their customers to leave product reviews. In doing so, they have created value through a community of electronics enthusiasts.
Here are two major benefits of product reviews:
Using a manufacturer’s product description can get your eCommerce site banned from search engines. Manufacturer descriptions are distributed to countless online stores left in their verbatim text, which is generally ineffective for selling products. Because these pages have non-unique content, they are filtered by Google, and dropped in the page ranking because of duplicate content.
Your eCommerce site can actually get sanctions because of duplicate content. Duplicate content should not be indexed by search engines and must be closed in robots.txt.
This duplicate item description appears on many pages an online retail store.
These 3 tips from Kissmetrics for minimizing duplicate content can help your SEO efforts:
Anonymous Product ID URLS can be very harmful to SEO, so it is important to use a keyword friendly URL. He is an example of a keyword friendly URL for a Daniel Wellington Dapper Bristol watch in the color silver: https://www.danielwellington.com/us/dapper-bristol-silver.
The name of the company, watch model, and color of the watch is right in the URL. A keyword friendly URL makes the profile unique for the search engine.
Here are the 2 reasons that you should use keyword friendly URLs.
Source: 7 Critical SEO Errors of E-commerce Websites by Sean Work and Korah Morrison
Nick Raushenbush is the co-founder of Shogun, a drag and drop page builder and editor for any website.
Before moving into tech, Nick co-found and ran creative agency Glass & Marker, and made online video content for tech companies like Google and Yahoo!, and startups launching out of Y-Combinator.