Search Optimization for E-Commerce Sites
Online retailers who want to increase their search engine traffic follow the same blueprints for optimizing their sites as any other online company, but their campaigns tend to be more sophisticated and complex. Improving traffic and lead conversions for ecommerce sites requires more focused marketing strategies.
Typically, an ecommerce search engine campaign includes in-depth keyword research, aggressive link building strategies and careful on-site optimization focusing on unique content for each product page. An ecommerce site often has hundreds of product pages which all need distinct keyword identifiers. Search marketers need to be sure that pages within the site are not in competition with each other and that every page is represented when search engines index the website.
At WebRanking, we will help you implement strategies that overcome the particular challenges associated with ecommerce marketing.
Elements of Successful E-Commerce Marketing Campaign
Target the right keywords As with any search marketing campaign, keyword research plays a critical role in how successful an ecommerce campaign will be. At WebRanking, we perform comprehensive keyword research to ensure your marketing efforts are bringing in the right visitors.
Make sure the search engines are crawling every page of your site If search engines do not index your product pages, your products will not be found. We will work with you to optimize your shopping cart, ensure your site is search engine friendly, and ascertain that the major search engines index every critical page of your site.
Remove duplicate content within your site A common mistake in e-commerce sites is having too many internal pages with very similar content. Search engines will recognize duplicate content within the pages of your website and may consequently devalue some pages or not index them at all. WebRanking can help you customize your product pages, including meta tags, titles and content, so that search engines view each page as unique and valuable.
Avoid using manufacturer descriptions for the products you sell If your competitors sell the same products that you do, chances are you will find the manufacturer’s product descriptions on their websites. If you want to stand out – both to the search engines and your clients – make your product descriptions unique.
Highlight the product If possible, all product pages should have friendly URLS that clearly include the product name. Title tags are also critical – they should accurately reflect the product and include keywords that visitors search for when trying to locate the product.
Implement an aggressive link building campaign Most search engine marketing campaigns include an element of link building, whether through general, local or niche directories. Ecommerce sites should take advantage of all these link building opportunities to the greatest extent possible. WebRanking will identify the best opportunities for link building available for your industry niche to maximize your inbound links.