Ecommerce websites have traditionally had several similar traits.
Most ecommerce websites feature little copy, a lot of duplicate content and a huge product catalog, but these traits make it difficult for a website to achieve a good search engine rank.
However, there are certain best practices that ecommerce website owners can employ as part of an ongoing SEO campaign that will help them to gain ground with the major search engines.
Search engines are not only looking for unique content when the crawl the web, but they are also looking for quality content.
Experience level, page layout, bounce rate and traffic diversity are important factors in determining a website’s search engine rank. A great way to get this kind of content, at little to no cost, is by encouraging users to upload reviews, comments, photos and videos. After all, content offered by current customers will likely best match the search query of potential customers.
Avoid Duplicate Content
Duplicate content can lower your search rank. To minimize duplicate content, he suggests canonicalizing links, submitting URLs to Google, syndicating content and, when content is being reused without permission request that Google remove the page.
The more control you have over content duplication, the more likely it is that your page will rise through the search engine ranks.
Focus on Strengths
Prioritize your best products, because the bulk of a website’s sales typically come from a small percentage of their products.
Business owners should focus on marketing these hot products and offer direct links to them from the homepage.
Keep It in the Family
If Google is the search engine that a business owner wants to target, that business owner needs to take advantage of Google products.
Consider, for example, using the Google Merchant Center which allows site owners to upload product feeds for better placement in Google Product Search.
While most ecommerce businesses already have a Facebook Page, Google Plus has become increasingly relevant to the social landscape. Ecommerce website owners need to be more active on Google Plus if they want to increase their chance of acquiring a more prominent place on the search engine results pages.
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