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Tips for Driving Traffic to your eCommerce Website
Many ecommerce websites are built in a hurry and vendors quickly get overwhelmed at adding new products, photos, product descriptions and filling orders. If you want to sell online, you need to rank on Google for the products you’re selling. There are some key things you need to do to make your site more search engine friendly.
Be Consistent with Product Names on Your eCommerce Website
Be consistent with product names. If you’re selling “Brand A Hats” then you want to make sure you set up your product pages properly and be consistent.
· The URL for the product page should contain “Brand A Hats”. Example http://www.mystore.com/brand-a-hats-pt333595
· Your H1 page title should contain “Brand A Hats” Example: Brand A Hats from My Store.com
· Your sub heading H2, H3, etc should contain the product name. Example: “Product Specifications for Brand A Hats”
· In your text, you should include “Brand A Hats” 3-4 times.
· Make sure you include in your Photo Alt text “Brand A Hats” for all of your product images for that page.
Get your Meta Titles and Descriptions Right for Your eCommerce Website
Don’t fill in your Meta Titles and Descriptions by Default! Sometimes people use their store name to fill in Meta Titles and Descriptions. This is not right either. Your store will be found on your store name, pretty much guaranteed, so don’t waste this valuable space to re-state your store name. The meta title and meta description are what people see when your page gets found on search engines like Goolge. Most ecommerce store software gives you the ability to customize this. You should be writing your meta titles and descriptions to both contain your keyword and entice customers to click on your search result. Example:
SEO Title: Best Online Prices For Brand A Hats | Free Shipping!
SEO Description: Great prices on Brand A Hats, thousands in stock, same day shipping and Free shipping on orders over $100.
Employ Canonical References
Most ecommerce website software solutions are messy when serving up pages for products. For example you may be able to find the same page under:
· www.mystore.com/brand -a-hats
· www.mystore.com/catagories/hats/brand-a-hats
· www.mystore.com/ladies-hats/brand-a-hats
· www.mystore.com/daily-specials/brand-a-hats
· www.mystore.com/?search?prod_id3395.asp
Search engines see these as multiple copies of the same page. They will all rank separately. What you want is direct all the ranking to one page. This is where canonical references come into play. Simply add http://www.mysite.com/brand-a-hats/> in the HTML to the product page and this will ensure that no matter how your ecommerce website serves up the page, it always
tells the search engines that /brand-a-hats is the main page and where all the ranking should go.
tells the search engines that /brand-a-hats is the main page and where all the ranking should go.
Make sure you don’t have more than one version of your home page.
Similar to the canonical issue, many websites by default have many versions of the home page. You need to make sure they are all directed to a single one. Examples are:
· http://www.mystore.com
· http://mystore.com
· http://mystore.com/default.htm
· http://mystore.com/defaul.php
· http://mystore.com/index.htm
· http://mystore.com/index.php
These issues have similar effect on ranking by search engines as canonical issues. The engines don’t know which is the “real” home page. This issue can be dealt with using the canonical reference, but a better way is to employ a 301 redirect. Your ecommerce store software should have an option to do this. If not, you can use your .htaccess file in your root directory to employ 301 redirects.
Missing Pages and non-existent products
Ensure you don’t have any missing pages. 404 missing page errors count negatively against you in SEO. The search engines rank user experience very high and if your site is generating a lot of missing pages and 404 errors you should clean them up. Also, if you have old products that you no longer carry in stock, you should re-direct them to the current version. For example if you had “brand-a-hat-ver2” and new for this year it’s being replaced by “brand-a-hat-ver3” then you should re-direct traffic to the new page.
Both of these issues can be solved by using a 301 Redirect from the missing page/old page to a current and active page. You’re software should have an option for you to do this. If not you can manually add the redirect in your .htaccess file.
Hire an eCommerceFulfillment Expert
Product reviews are key to driving conversions on your website. Lot’s of positive reviews drive sales. Getting the right products to your customers fast is critical. Here at Dare Marketing, we understand your business and how important fulfillment is for your ecommerce website. We offer full ecommerce fulfillment solutions. Contact us today for a free consultation on ways we can help you improve your ecommerce fulfillment.
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