This article was originally posted on 15 September, 2011
If you run an eCommerce store, then you will be aware of the challenges this type of website represent for SEO. One reason for this is copy plays such a vital role in the optimisation process. Because e-commerce sites typically have significantly less content than many other types of websites, they can face obstacles brochureware sites, for example, do not. Add to that the fact that the content may be supplied by the product manufacturer and used verbatim across many hundreds of websites, it's a difficult issue to overcome.
There are a few elements that can put into practice that will boost your ability to get ranked highly. However, you’ll need to start from the ground up. Keep in mind that words on any part of the page or coding count as content.
Compiling the right keywords
The basis of any optimised website is the keyword list, because the search terms you choose to focus on will be used in every area of development from the navigational structure all the way through to the copy itself.
As you look through your choices, think of the structure of your site. When you create a list of terms to use on each page, start broad and work your way to the more specific keywords. For example, if your site sells soft drinks, you’ll want phrases such as [discount soft drinks], [soft drinks online] or [buy soft drinks] for your home page.
As you move through the different sections, select search terms that reflect what’s available on those specific pages. It might be helpful to create a chart and on it list which terms will go where. It makes keyword usage much easier to keep up with as you move through your site.
Do not use the same exact keyphrases on every single page of your site. Equally, it is not good practice to cram as many keyphrases as you can onto every page of your site, as your site can be penalised for doing this, as many sites have found to their cost as a result of Google’s ‘Panda’ update in April 2011. Each page gives you a unique opportunity to rank with the engines because each page stands on its own. Select search terms specifically for the individual pages.
Site navigation and links
As you’re setting up site navigation, keep your keyphrases in mind. You’ll want to create category and page names using keyphrases whenever possible. Of course, length is always a consideration for navigation names.
When possible, also use keywords in your individual URL page links. While this practice carries little if any weight with the search engines, Google recommend using keyphrases with dashes in URLs.
Breadcrumb trail
This is a very important SEO and usability feature to add to your site. Breadcrumb trails look like this: Home > Fizzy Drinks > Cola.
It helps visitors see where they’ve been and where they are now. It’s also creating long-tail keyphrases of sorts, something the web crawlers as well as customers can follow easily.
Alt tags and image attributes
Another often overlooked area to include keyphrases in, is the text used in both alt tags and image attribute fields counts the same as anchor text used in your copy. Remember that the keyword-rich descriptions you include in alt text and image attributes apply to the image they’re related to.
Compelling copy
Good copy is vital for many reasons. Yes, it helps you with search engine rankings, but it also helps get your message across to your site visitors.
The biggest mistake ecommerce site owners often make is not using copy to engage with visitors. They look at copy as the enemy: something they have to include for the sake of the engines. But well-written, optimised copy can quickly convert browsers into buyers. As you write copy for each page, include keyphrases in your headlines. Google and other engines give particular importance to headlines and header tags (e.g. H1) so include search terms if at all possible. In addition, work keyphrases naturally into your category page copy as well as individual product descriptions, using specific search terms.
It takes time and planning to build an ecommerce site with content that’s truly engineered to rank highly. However, if you adhere to the steps above, you’ll find success comes much easier.
No comments:
Post a Comment