Instead of highlighting on where you should promote your products or which link building methods you should follow for your Ecommerce website, here we are highlighting all the basic factors which you should implement for your Ecommerce store at initial level. Implementing some of these factors would require help from your web developer for proper optimization. These are the basic factors which would help to implement better SEO architecture of your Ecommerce store.

Keyword Research and Mapping

When you are doing keyword research for your Ecommerce store, you have to brainstorm on selecting the best keywords which can bring the most relevant audience to your website and Keywords for which you can predict time for its achievement. You also need to understand customer buying scenario for your products. After discovering and selecting all keywords, you have three different types of pages which you can map your keywords, high competitive keywords to Home page, medium competitive keywords to category pages and long tail keywords to product pages. First two types of keywords will take considerable efforts and time to acquire top position where the long tail keywords which you map to product pages can be achieved with proper optimization of title and informative content on product pages.

Implementing Optimized URL Structure for Product and Category Pages

  • If your CMS generate dynamic URLs for a product or category pages, it is better to create a static looking URL with URL redirection techniques. Consider to implement 301 redirection along with your main keyword in URL.
  • While creating SEO friendly URL structure, you have two options to manage your product and category pages. Either you can implement directory structure in which you list all your products in the category folder specific product belongs to or you can have all your product and category pages on the root folder.
  • If you are adopting Sub folder structure, you are assigning more priority to category pages which are hosted on the root of the site than product pages. If you are adopting second option of hosting all URLS on the root folder, you are assigning equal priority to product and category pages.
  • Ideally, if you have large product URLS, it is good if you categorize these products to different category folders they belongs to, as we would target more competitive keywords to category pages than product pages. If you have limited product pages, you can host all product URLS to root folder and can avail benefits of higher visibility for the keywords mapped on product pages.

Avoiding Duplicate Content Issue among Filtered URLS

  • Along with avoiding duplicate content issues among product pages, it is necessary to avoid duplicate webpage issue due to different search or filter options you provide at the category level to filter the products. These filters are necessary for users to drill down to products they have been looking for ,but you have to take care of duplicate issues for user generated URLS as per different filtered parameter.
  • You can either implement the canonical tag pointing to original web pages on filtered URLS or can use a URL parameter handling tool in Google webmaster Tool to indicate Google not to index the URLS with parameter you defined in URL parameter handling tool.

Implementing Unique Title and Meta Data for Product pages

  • Based on the content management system of your ECommerce store, you have two options for creating unique title for your product pages. Either you can implement unique title and meta data manually for all product pages which is time consuming if you have large products on your store or you can fetch the product parameter from product database and create dynamic title based on value fetched in these parameters.
  • If you have support of your web developer, you can also implement rich product snippets for all your category and product pages with use of Microformats or Schema.org. Implementing rich snippets for your product pages would improve the CTR for your website and would distinguish your visual look of your website listing in organic SERP.

Discovering Duplicate Content and Making it Invisible to Search Engine

  • Certain content like product features and components remain same for all the products belongs to the same category. Say for example, all laptop from Dell brands may have same common features regarding services, components and accessories, if you are targeting any keywords in these product pages, it is better to keep that content in IFrame to avoid duplicate content issue among different pages.

Creating Breadcrumb Navigation

  • Breadcrumb navigation for Ecommerce website delivers better user experience to your visitors and they can easily navigate back and forward to different categories and product pages they surf. Categorize your products smartly and present your categories with most popular keywords your visitors may search products into that category.

Optimize Product Images

If you have professional images of your products, you must optimize those images for improving visibility for Image search. You can ask your developer to change the image name and implement ALT tag for images automatically from the product database. You can also think to compress your images properly a way which helps reducing the overall load time of product and category webpages.

Optimize Product Videos

Either you host videos on your own server or host videos to third party video hosting sites like Youtube, you must optimize those videos for search engine. You can consider implementing video title targeting specific keywords, create a video sitemap and use other annotations of video sitemap with proper parameter value to improve its visibility.

Controlling the Flow of PR

In Ecommerce website, there may be so many pages for which you don’t target any keywords are not important for search engine to index. Links to pages like Add to cart, User Login Page, Return policy, Shipping appeared on each and every page of your website. You can implement nofollow tag for links to all pages which aren’t important for search engine to index it.

Implement Search Function

A good search function can bring more conversions compare to any other navigation type in your Ecommerce website. Based on our experiment of our ECommerce clients, we have found a higher conversion rate among visitors who used the search function compared to visitors who didn’t. Analyze the efficiency of your search function by evaluating the relevancy of displayed result for different search queries and try to make it better.

Improving Usability and User Experience of different WebPages

Analyze the user behavior, their navigational part across your ecommerce website and identify the problems they have been facing on your website or try to implement things which make different WebPages on your site more users friendly. Whether you prefer to create custom call to action, add deal or coupon listing section or create informative content, it must motivate your visitors to take further interest in your website.

Evaluating Complexity of the Shopping cart Process and simplifying it

  • Certain ecommerce website implements shopping cart process on a sub domain or third party payment transaction services. Such kind of methods can leave a negative impression on visitors and your users may leave the process in between without making the final purchase.
  • A simple shopping cart process can reduce the shopping cart abandon rate and considered to be a basic requirement for delivering a good shopping cart experience to your users.

Implementing Ecommerce Tracking with Google Analytic

By enabling Ecommerce conversion tracking with Google analytics and implementing custom Google analytic code for Ecommerce store, you would be able to analyze the direct revenue, no. of product purchase, total no. of transaction and other things which are necessary to understand user behavior and the impact of your different promotional campaigns on direct sales.

Stay tuned with us for the next session on Ecommerce SEO section, we would keep uploading post on a major process of search engine optimization for Ecommerce websites.