Ecommerce SEO

Knowing about ecommerce search engine optimisation is essential if you are running an online store. Google and other search engines are becoming ever more competitive and big brands are spending lots of money trying to be at the top of search results. So what do you need to do if you want to compete? What are the key factors you need to worry about?  Let’s take a look at some of the key things you need to know about how to promote your online store.

 

High quality content

The first thing you need to think about is making sure that you have high quality content on your website. If you sell the same products as other online stores, you can’t simply use the same product descriptions that are given out by the manufacturers. If Google see the same content on lots of different websites, they can easily spot it and will often filter out duplicate pages. So if you have the same content as another big brand website, the chances are that you will not appear higher in search results than that brand.

You should put the effort into making the content on your product pages unique and add value that other websites do not. For example you should try and add content which no one else talks about like how to use the product or the history of the product.

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A common problem that many ecommerce websites have is getting content onto their category pages. Quite often, you will find many retailer category pages simply being a list of products with no other content on the page. Why would Google choose to show these pages in search results?  Unless you have lots of links pointing at that page (more on that later) then it is very unlikely to rank well.

The key thing to remember is that you need to put effort, resource and time into adding unique content to your product and category pages.

Social media

Social media has grown massively over the last few years.  Facebook has become a part of everyday life for a lot of people and people are becoming accustomed to getting product recommendations from their Facebook friends.  The same can be said for Twitter, this has grown massively with many celebrities having Twitter accounts that allow them to post short updates about what they are up to.

In terms of ecommerce SEO, you should make sure you are active on social media websites where your customers hang out online.  If you find that many of your customers are on Facebook, make sure you create a business Facebook page and keep it updated regularly.  You can also add the Facebook like button to your website and try to get your customers to use it.

In terms of Twitter, you should at the very least claim your business name and add the tweet button to your website.  A more recent addition to the world of social media is Google+ which is growing very fast at the moment.  It is Google’s attempt to build a social network to try and rival Twitter and Facebook.

Whether Google+ takes off or not is still an open question, but with the power of Google behind it, one very much doubts that they will let it go down without a fight.  In terms of what you need to know, you should make sure that you setup a company Google+ account and connect this to the content on your website.

Google and the other search engines can use these social media signals to identify websites which are high quality and show them higher in search results.

Link building

If you want to be really successful online, you will need to get other websites to link to you.  Links are very important to Google and the other search engines.  They basically count each link as a vote of confidence for your website, for example you wouldn’t link to my website unless it was high quality.  The more votes you have, the more likely your website is to be useful to lots of people.  Google can count the number of links pointing at your website and assess the quality of them.  They will then use this to score each website and decide how high to show the website in their search results.

 

There are a number of ways you can get links to your website.  One common way is called guest blogging which involves you writing a piece of content which you give to another website or blog.  In exchange they will link to your website from the content.

There are certain types of link building that Google do not like.  The main one that you need to remember is that Google do not like you paying money for links.  The theory is that you do not truly deserve that link because you have paid for it and Google have been known to penalise websites who they have caught buying links, so you should avoid this method of getting links.

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