Ever growing trend of online shopping and rising number of e-commerce websites has shrugged the importance of providing convenience to patrons, and has become the most powerful tool for online merchants. However, operating an e-commerce site is not as easy as it may seem. It brings with itself a number of SEO challenges that can void the hopes of web stores to be ranked high or even be sighted in organic search.
To overcome these e-commerce Search Engine Optimization challenges, following solutions have been recommended:
Create New Work Around Content
If navigation is not optimal for search engines, the solution is to create a new work around content with critical keywords so that it can be followed and positioned in the search results. Creating new content is a better and faster development solution than redesigning templates, themes, and navigation which has implication on customer’s experience and design.
Dedicate A Page Of Content
If your content page is not optimized separately from its parent category then it is necessary to create a dedicated page that can be optimized independently. You can develop a content page which provides useful information regarding the issue and link it with the relevant products for solution. The more value and relevance the content pages contain for SEO, the more chances will increase in conversion rate. One should also include these content pages in XML sitemap to index them, which is a Search Engine Optimization requirement for securing favorable ranking.
Long-Term Solution
Unfortunately the above mentioned solutions are quick yet limited in scale, and thus they will not be able to exploit the large number of keyword ranking opportunities for your e-commerce SEO. Therefore, in addition to XML, some work should be done with the developers and technical support representatives as well, to resolve the technical issues which make navigation un crawl able for your site. In some cases one should consider big data content solution or changing your entire e-commerce platform, which can be implemented along with number of benefits related to Search Engine Optimization.
Capitalize On Canonical URLs
Faceted search is responsible for producing content replicas, it eliminates link authority, creates competition for rankings among multiple versions of the same page of content, and ultimately results in pages that cannot be indexed or crawled. Installing Meta robots non index command can resolve this issue of duplicate indexation but it’s a short-term remedy. For a longer term solution combine the link authority from the duplicate content pages into a single canonical URL. The canonical tag can commands Google to pass the link authority from the duplicate URL to canonical URL.
Use Faceted Research
The faceted search is an important aspect for the e-commerce experts to manage, in order to reap maximum benefits without negatively affecting their e-commerce SEO.
Most of us are well aware of the faceted search technique, which enables users to drill down to find what they are searching for, over the internet. However, to make it more comprehendible it can be put like “the technique that uses multiple filters to access information, which is organized in multiple dimensions”. For example a person looking for mobile phones can click on the MOBILE’s category and then facet the search according to brands of likeness, price range and features.
Drive Content marketing Through E-commerce SEO
Preplanning and designing your faceted search are pivotal for your e-commerce SEO to improve. If you start planning today for Search Engine Optimization it is likely that your website will stand among the competitors in the next big selling season. Search Engine Optimization and content marketing are not separate from each other; in fact content marketing is a tactic of e-commerce SEO. Search Engine Optimization should be considered from the beginning when content marketing strategies are being planned and developed rather than splashing your content with keywords to appease search engines, when the page of content is about to launch.
Content marketing is important for online businesses as people want to share the great and valuable content with others over the emails or social media. The CMA found that 68% of consumers spend time reading content from a brand they are interested in and Interesting content is among top 3 reasons why visitors follow particular brands on social networks (http://www.salesforcemarketingcloud.com/blog/2013/06/content-marketing-stats/ ). Thus it is very important to remember while employing e-commerce SEO that content developed should be meant for helping customers rather than forcing them to purchase.
You can increase referrals and bring about additional sales by providing custom content to your customers. According to Marketing Tech Blog 61% of consumers say they feel better about a company that delivers custom content. It also discovered that 7 in 10 consumers prefer to learn about a company through articles and blogs than flashy ads.
E-commerce SEO – 2014 trends
The following are some 2014 trends for e-commerce related to SEO which can be used to enhance your website’s searching capability:
- Allow Site news search on your website and enable customers to search the news by year, area, and category via faceted navigation to get results more quickly.
- Provide custom filtering options on main search window.
- Personalize advertisements on your website according to tailored search. You can personalize search as well using users’’ profiles.
- Promote your content more effectively to enhance the search and return the end result in very less time.
- Use effective administration tools to get statistics and analytical reports, cache consumption, updates, and queries and see assist customers in their search for desired content.
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about the author: Simon Walker
