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The Focal Five Areas to Deliver Big Results in E-commerce SEO

goigi_blog July 6, 2017 No Comments

Many of the conventional strategies used for on –site search engine optimization are no more effective or feasible when it comes to E-commerce SEO at scale. For hundreds and thousands of products, it is not possible to write individually optimized titles/meta descriptions. It is a possibility that your products might rank for millions of different keyword combinations. That makes it quite an impossible task to perform keyword research for them. Traditional SEO tactics may simply be too tedious and time-intensive to make a top priority because of the large size of the e-commerce sites. Apart from that, there is also the time commitment which is attached to traditional SEO and that adds to the many hurdles that e-commerce SEO is already facing. All these factors need to be addressed. For example, take crawl budget. Anything under a few thousand URLs for an average website crawl budget is not an issue, as these sites can be crawled efficiently.

However, those who are in professional SEO services have worked with e-commerce sites that have millions of URLs and for that large a site crawl budget becomes a critical part of SEO. Making sure all of your products are being crawled and indexed by the search engine is much more important than seeing to the fact that you have perfectly optimized pages. Five main areas have been identified for e-commerce SEO that can show the way to revenue growth and strong organic traffic. They are as mentioned below:

  • Site indexation
  • Main menu navigation
  • On-page copy for category pages
  • Product schema
  • URL structure

Let’s discuss in details each of these now.

  1. Site indexation

Crawl budget is a crucial consideration when it comes to large e-commerce sites, as has already been mentioned. If Googlebot and other crawlers aren’t finding your content in the first place all of the on-site optimization in the world won’t be able to help your site. To improve your site indexation there are some strategies that you can employ, the first one is to review the number of 5xx server errors your site returns in Google Search Console. The webmasters should pay attention to the number of server errors in the Crawl Errors report in Search Console. This is because your poor site health is indicated by a large number of server errors or connection timeouts. The next item you’ll want to review is your sitemaps assuming your site has few to no server errors. A lot of discontinued products were still a part of the sitemap for some sites and Google was still wasting valuable crawl budget on products that were no longer in stock, even though the pages were removed. In e-commerce SEO services it is important to make sure that the sitemaps are vigorously updated to mirror the arrival of new products and the discontinuation of outdated products.

Finally, it is important to review the product parameters. Generally, all the e-commerce sites will allow site visitors to sort, narrow or otherwise filter their product searches through the product parameters.

  1. Main menu navigation

When it comes to e-commerce sites the main menu navigation becomes all the more important with a renewed level of urgency though it is important for internal linking and professional SEO services in general. Since that menu will appear across hundreds of thousands of pages the pages identified in your menu are the ones most likely to be ranking in search results and indexed. When it comes to e-commerce sites the value of internal linking in main menu navigation is augmented much more. A secondary navigation option is one way to capitalize on this menu navigation opportunity.

  1. On-page copy for category pages

There are many webmasters who have the wrong notion that it is enough to have product category pages that are otherwise devoid of page content and merely list the available products. But it is not enough that all and that is no doubt a bad news. Almost no indication is provided by just listing products on a product category page, of what that page should rank for in Google. To help understand what search results the page should appear in Crawlers like to see textual HTML content on a page. In case you think this is an unusual strategy let’s look at an example from a big e-commerce player. Take the example of Wal-Mart which has competently applied this approach across all of their product category pages, as is visible on their “Food” department page.

What gives you a much better chance of ranking in search results in an e -commerce SEO services can be something as simple as a two-paragraph description of the category which provides the crawlers with indexable content. As long as it’s visible to users and to crawlers it doesn’t matter if the content is at the top of the page or the bottom.

This strategy is the best because it falls into the realm of possibility for most sites. Writing content for the hundreds of categories that these products fall into can be done with some hard work and planning while writing 150K unique product descriptions would be a colossal task.

  1. Product schema

There can be many helpful uses for Schema.org structured data but most helpful SEO utility of structured data is for Product schema. Especially for e-commerce sites, Google puts a lot of emphasis on product schema. It will be better if you have product schema with an image reference as Google announced earlier this year, that they’re going to start displaying “similar items” in Google Image Search which would help people find related products more easily to what they’re searching for.

Proper use of Product schema can make your products stand out in search results in addition to appearing in similar items searches. Including star ratings, price, availability and more Google will display a variety of structured data elements from Product schema. When customers leave new reviews on your products, if possible, dynamically update your Star Rating field as this adds more credibility to your schema and makes it likelier for Google to display your ratings.

  1. URL structure

The best way out is to keep your products as close to the root folder as possible when it comes to URL structure. You’re not going to want to adopt that system although it may feel more logical to have your products several directories deep. Searchers don’t see your actual product name until the end of the URL, and that is the main disadvantage of longer URLs. These can sometimes be clipped or abbreviated in the search results. When you are in professional SEO services, you will see that most big and major online retailers’ actual product listing pages are rarely more than one to two folders away from the root directory. Hence make sure that product name is visible in the URL for search results, though it’s okay to include longer parameter strings after the product folder.

Add Breadcrumb List schema to your site to delineate the directory structure of the site if you want to take this a step further. This is helpful because it takes the URLs that appear in SERP snippets and then alters and them into an arrow directed form which is clean and which is much more spontaneous to users.

Last but not the least whether you choose to implement this Breadcrumb List schema make sure that the URLs for your products and your product categories are readable, neat, and is as close to the root directory as possible.

Hopefully, this blog will help you in understanding that by employing these five strategies you will be able to achieve some notable progress in the field of SEO, especially E-commerce SEO services. When it is your client’s online revenue, E-commerce SEO can have strong effects, and the five plans outlined above are the best way to get a jump start on that SEO growth.

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