How do you optimize your site for ecommerce? Keep in mind that the basics of search engine optimization (SEO) are the same for an ecommerce site as they are for a government site about sidewalk renovation. SEO is generally considered to have two basic categories, on-page (or on-site) and off-page (or off-site), and this is especially important for you as an online merchant. Your on-site optimization generally concerns your content, and content includes articles, product descriptions, menu names, sub-menus, headlines, and anything else that has text. On-site optimization also includes your site architecture, meaning the organization of your categories, products and pages. Off-page, or off-site optimization generally concerns quality and number of back links pointing to your site’s pages.
With regard to search engine positioning, it is generally considered that the more incoming links you have, the better your chances of being in the top ten listings for your keywords. Good links are ones that are relevant to your own page and which link back to your site using text that makes that is obvious and relevant to your site. Google generally considers old links better than new links, and so the older a link, the more power it has to push you up in the search engines. In Google’s opinion, if a link withstands the test of time it is has to be relevant or else both parties would have removed the link after not seeing any positive action by Google.
The number one Internet marketing plan for drawing customers into your website is the use of a blog. A blog is a continual updated online journal on your personal views or news related subject matters. People that read your blog are constantly aware of your ideas and thoughts, especially those concerning your business and products. The benefit of promoting your company through a blog is the fact that the search engines love blogs. Fresh new content and a few good keywords thrown in will push you higher up on the engine rankings. People will see it and more customers will click to your site.
Try to select unique key words that have not occurred to your competitors. Optimize for your most profitable key words. How many sales does the key word generate? How much profit is made for each of these sales? Make sure that the key words are very relevant to your site so that people who find your site through your key words will not immediately leave. Try to assemble a list of key words that covers your site very will so that you are not leaving anyone or anything out. As an ecommerce merchant, your keywords will concern your products. In this case, you want to find out the words and phrases people use when they search for the products you are selling.
The content of a page is the primary thing that a search engine will look at when considering your site, and you should devote your on-page SEO efforts to the text as search engines do not even recognize images, videos or any other graphic content. Make sure that all of your important words and phrases are text and not part of an image. Content includes all the elements that a search engine reads as text, including the meta tags. Meta tags are part of the html coding and visible only to search engines and never to visitors. Some meta tag information, such as keywords, page titles, and descriptions can be helpful for SEO. Generally, however, ecommerce content will largely concern your product descriptions. For this reason, it is important to include the search terms people use to search for your products in the product descriptions, headlines, categories, and menu items. You want to do this with common sense so that your site appears professional and well written. It is helpful if product descriptions are 2 to 3 hundred words.
Use the power or press releases. The press release is both an SEO and traffic strategy. The press release itself will bring traffic. Even an off-line press release done through a local paper will influence SEO because the search engines respond to traffic. However, your Internet press releases–in addition to traffic–will themselves provide back links to your site and so can be important, especially when they rank well for your site’s keywords. Press releases can also appear as news items on Google and Yahoo!. For that reason, although you can do press releases yourself for free, it might be worth spending the money to have a firm who guarantees a spot on Google News do your press release.
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