Advanced Seo For Ecommerce Sites

Much of SEO, as it is commonly known, works nicely for small-to-medium older sites. Ecommerce sites, though, are different. With hundreds or thousands of pages and products, they are harder to work with. They often suffer from unwieldy navigation and link structures. Their generated pages produce hard-to-index URLs, and it's easy to end up with duplicate content within the site.

Advanced SEO tactics do exist for ecommerce sites, however. Here is a sampler.

1. Site structure and links.

There are so many points to choose from here. I'll mention just three. Help SEs crawl and analyze your site by building deep links to pages buried in the navigation structure. Bring all products within three clicks of the surface of the site by separating site maps into sections by product category to create a two-to-three-layer link structure. SEs (and visitors) love that. Finally, realize that Google counts only the first of multiple links to the same page. Others are ignored.

2. Unique content.

Relevant content that's always up to date trumps static content, even when both are equally optimized. Having content at all counts for a lot. Make sure product directory pages always supply a snippet of content for each product. Beware, though: if the same manufacturer's descriptions are used everywhere with no changes, they will trigger duplicate content alarms. Double-check that similar product descriptions are different and unique, not clones of one another.

3. Fresh content.

Keep all pages fresh with new content updated regularly, even if it means creating rewriting busywork. Even better: find ways to bring customer content to the site. Fresh, relevant, LSI keyword-rich reviews are just right for SEO.

4. Keywords.

Customers search for specific keywords, not generic ones. Reflect customer search behavior in product descriptions and titles, to capture the traffic these searches generate. For example, companies may think "digital cameras" (plural), but what customers search for is "digital camera" (singular). Titles can include both: "Digital cameras: Buy a digital camera at".

More generally, monitor and tightly control URLs and product names to prevent 404 errors or worse caused by marketing departments changing categories or product names and lines. Another example: avoid diluting search value through duplicate URLs by keeping category labels out of the URLs.

This level of SEO is admittedly more demanding. The direct benefit of making a site more attractive to search engines is worth the trouble, though. Indirect benefits include a much better user experience that will spark conversations, unsolicited (read: honest) links, and citations. SEs will notice the buzz and route even more traffic to the site, bringing more visitors and business. That's the whole point, after all.