I’ve banged on about ecommerce SEO and it’s unique challenge for retailers over the years. I’ve also highlighted some of the major issues with trying to SEO on popular ecommerce CMS like bigcommerce and opencart . Over this time the way do SEO for ecommerce sites has evolved significantly. Like everything we do at StewArtMedia, we put it down into a process and I wanted to share with you the three main areas you should be working on if you are a retailer.
SEO housekeeping is all about the fundamentals. It’s about having the right structures in place to ensure you are working from a solid foundation. We do this for all sites but ecommerce systems have their own set of challenges. The best place to start is inside webmaster tools. I’m constantly surprised how many businesses do not set this up. A few years back we did some work for one of the world’s biggest companies (sorry can’t tell you who it was here for contractual reasons). They were paranoid about giving us access to webmaster tools as they did not want to “hand that information to Google” . I had to explain to several of their lawyers around the world that we were handing Google nothing they already had all this information, we just wanted access to it! Webmaster tools will tell you what Google thinks fo your site. Specific areas to focus on for ecommerce include;
Step 1 may take you a few months to implement everything depending on the size and type of site you have. Google will need to recrawl everything before you see any impact on your rankings. Make sure you are monitoring your key phrase rankings during this time so you can measure the effectives of your work. In Step 2 the on page SEO begins.
You may have several broad “short tail” generic phrases that you want to be found for. Make sure you know which page you want your users to find for a specific key word group search. Optimise them like we have described before.
Every product page should be optimised. Page titles, URLs, Headings, file names, alt tags, captions & supportive links. If a vision impaired person wanted to understand your product page would their screen reader software make sense of it for them?
As my good mate Trevor Young has told me in the past; You need to become the publisher. I can show multiple instances this year of how we have doubled and in some cases tripled clients SEO traffic from Google simply by having a great content strategy. Watch this interview I did with Trevor about content marketing
Don’t forget our webinar tomorrow on the Stealing Stealers That Steal Your Stuff! – All about content duplication