It’s as simple as one, two, three – when you run or own an e-store, your biggest challenge and actual reason for existence is to sell, sell, sell, and then sell some more. There are plenty of strategies to take into consideration, from generating video content, to implementing code tweaks that will generate a better user experience, to trying out various design layouts and themes that will catch the visitors’ eyes. However, there is a lot to be said in terms of search engine optimization about e-stores, as well. Many might think that eCommerce websites cannot truly benefit from the perks of SEO content, but, in reality, there are plenty of ways to do just that. In what follows, we’re listing our top three favorite ways to improve the SEO standing of your eCommerce platform.
Interlink Your Pages
Some webmasters of massive e-Commerce websites will shudder at the mere thought of having to interlink related pages. In earnest, the issue with e-stores is that they contain large numbers of pages – but that’s precisely why such a strategy would prove effective in the long run. The more pages your site has got, the better chance it stands at ranking highly in terms of SEO. If running this process manually and/or in-house sound like too daunting a task, you can always opt for a third-party tool to handle the process for you. The boons of interlinking your many pages are numerous. First off, when pages are linked among themselves, the site as a whole will be easier to read by the Google crawlers. Then, creating product categories for the crawlers will also enable their navigation through your site. Last, but not least, you will be taking advantage of linking, the most basic resource of the web, whose importance still stands to this day, according to this blog. When visitors are provided links to click on, chances are they’ll end up spending far more time on your site.
Tell Your Visitors What to Buy
But don’t come right out and say it proper – no one likes a hard sell and, as the old adage goes, you will always catch more flies with honey than vinegar. That’s why recommendation engines are particularly effective in improving sales on eCommerce sites. These days, from Amazon to Asos, everyone and their grandma is using this upselling technique and there’s no reason you can’t do the same. You can customize such engines to generate product recommendations based on previous orders or on products the visitors have previously visualized. You do need to bear in mind that it’s best not to code such engines in Java, as the Googlebot might or might not be able to crawl through your Java code for SEO purposes. Plain text is always the better option in such cases.
Don’t Underestimate the Negative Impact of Duplicates
Perhaps the most often encountered problem with e-Commerce sites is that of duplicate content. Duplicate product pages will confuse potential buyers and will seriously harm your search engine rankings. Think about it: when you’ve got two or several pages for the same product, all of them will be crawled and perhaps even rank in the SERPs. As such, instead of enjoying a boost to the PageRank of a single, authoritative product page, you will be struggling to keep a divided, slippery PageRank afloat. Duplicates are not difficult to spot, especially if you focus on URL structure, because that’s usually where they are generated. However, they might be difficult to address – the best way to do this is to redirect duplicate URLs to the original product page.