For Best Rank’s second video blog, I’ll be discussing Five Essential Ecommerce SEO Tips. This will be a short guide to five crucial aspects of optimizing an ecommerce website, enabling you to stand out from the rest and gain better rankings on the web.
Hi, my name is Jason Kreidman. I’m the VP of Business Development here at Best Rank, and today I’ll be talking about Five Essential Ecommerce SEO Tips.
The first is Page Titles. If you have an ecommerce website, you’re going to want to make sure that your page titles for your categories and products are unique. That means using keyword phrases—making sure that you’re going to use phrases and elements that are going to get people to click when those titles appear in the search engines.
So, be sure to be very descriptive. When you use the product names, you can be more descriptive in your page titles. It’s very, very crucial that every page on your website has a unique title, rather than just using a dynamic element where everything is the same.
Next is Category Content. We review a lot of websites, and categories are often overlooked. Those are really the main focus for SEO campaigns with ecommerce. The reason being, you’re having a group of products that are displayed on the website for that specific category, and that’s a very powerful potential page for that broad category.
So, make sure you are adding content to that category page, whether it is in the footer—or I should say, near the bottom of the page—so that the products are not pushed down on the page fold, or you have it in the header as an intro for people when they come into the website. Both of them are important to utilize those keywords and to use those phrases and content so that the category page itself can establish some ranking and some quality—it’s not just a listing of products. That’s really important.
Product Naming is the third tip. To give you an example, you may sell clothing—maybe specifically jeans—and you may have a product name, “511 Jeans.” So these 511 jeans also have descriptive words and keywords related to them. It might be “Skinny Jeans,” might be “Men’s Jeans,” might be the size to it—so instead of just the simple product name, “511 Jeans,” we may say something like, “Men’s 511 Skinny Jeans, 32 waist by 32 length, black. By Levi’s.” Now, it could be a long product title—you’ve got to kind of fit that within the confines of the design of your website. But that product naming will also transfer into your product data feeds for shopping engines, and also the SEO of the product page itself where you could use that name as the title. Use the quality of those keywords in the descriptions and such. And that’s something I’ll get to next.
Really, really important—number four—is the Product Descriptions. Many People sell products that they get from a manufacturer or from a wholesaler, and they utilize the descriptions and the information that is provided by the manufacturer. This provides you very little value in search engines. You really want to customize those product descriptions using keywords, maybe even using your own review of the product, or even just information about the product that you may know people ask questions of, so you can make it unique and make it yours. And instead of competing against the hundreds of other people that may be using those descriptions, you would have a unique description and would have that competitive advantage. We always suggest, if possible, do not use manufacturer descriptions.
There are occasions where you’re actually required to have some manufacturer specs, whether electronics or other areas. So, what you can do in those instances is maybe use some of the required information, and then add your own additional information below it. That may be a review or your own description of the product, or experiences that customers have had. That’s why product reviews have always been very popular and remain a good source of unique content. They do need to be unique to your website, and make sure that those product descriptions are hand written.
The fifth and final is kind of two elements put together, and that’s that manufacturer name and SKU. So kind of like I said with the Levi’s example, we’re using Levi’s in the name, but we also want to make sure that if we’re not using it in the name, or whether we are, we do list the manufacturer name on the product detail page. Huge amounts of searches are done for manufacturer names or people that are creating the products, so you’re going to want to make sure that that’s there, as well as the SKU. The SKU or the UPC, or some sort of code that uniquely identifies the product. You want to capture that information and be able to utilize it, not only for your product feeds that you may be doing, but in product names, in titles, and the descriptions, because there are a lot of people looking for SKUs.
So, all in all, I’ve written a document that has 62 ecommerce tips for SEO, and these are some of the most common, or I should say, really crucial ones that you need to establish when you’re going to SEO your site. If there is more information needed or you want to check out the 62 ecommerce tips, just go to www.bestrank.com, click on our blog, and you should be able to find it there.
If there are any other questions, just let us know. We’d be more than happy to help out. Thank you.