Improve the SEO of e-commerce site, this is not to be dependent on Google Ad words of price comparison and other traffic sources paid.
It does not make a timely delivery miracle that would transform all clicks on paid clicks free, but to increase the percentage of traffic from "natural results" through a quality thought for the long term. And that the referencing is managed by an SEO agency or e-trader himself.
In addition to a campaign net linking , here are 10 SEO tips that improve both the quality of Google and shop for the shopping experience of the user.
1 - A relevant title
Weak point of many e-shop, though the title is an important part of a product page, category or any other page of a shop.
What is a relevant title? Simply a title that summarizes the product and which corresponds to the searches. More clear, we must call a spade a spade. If I sell a pink skirt with a floral pattern, I call the choice between "pink floral skirt" or give it a name (like many brands do). In the latter case, only users who already know the product can be found by typing its name on Google. I lose so qualified traffic by doing so.
2 - A rich and detailed description
A description of products has two main functions:
Inform the user about the details of the product, its quality, use ...
Inform Google about the content of the page
To fulfil these objectives, the trick is simple: it must be assumed that there is no photo of the product. Then you are obliged to "everything" to explain. That which does not rely on the image (which informs the user but not Google) and provide maximum information to both the user and search engines.
3 - Improved category pages
Category pages often take the form of a simple list of products. However, these pages can provide more content, without it hindering the procurement process.
It is for example possible to provide presentations or descriptions of categories. A text which would be the communication of the shop and that is optimized for SEO. It is thus the categories of content-rich pages.
Knowing that the categories have more weight than the product info (for Google), they must be optimized and worked.
4 - Cross-selling
Another practical interest to many. Recall that the cross-selling (or cross selling) is to offer users additional products (or similar) to those they view. These proposals may be in different places: datasheets, cart ...
From the point of view Web marketing this practice improves the average basket. But an indirect consequence results. For referencing an e-commerce site , offer similar or complementary products in a product is to create internal links to other pages. This improves the internal linking of the shop while respecting thematic (provided to the relevant cross-selling).
5 - The breadcrumb trail
As with the preceding point (cross-selling), implement a breadcrumb (navigation path) in his shop improves the internal linking. In practice, when you visit a product page, you can easily go back to the parent category or home page. It shortens the path for both the user and the Google spiders. These include better (and faster especially) the structure of the site "detecting" the different levels of depth.
6 - landing pages and editorial content
One of the main weaknesses of e-commerce site (in general), it is the poverty of editorial content. The product pages with descriptions of 250 characters still insufficient. It is therefore necessary to improve its "text capital" by offering more content, particularly through landing pages (or pages of entries).
Contrary to popular belief, an entry page is not a page written by a SEO or content generated by mass an SEO agency for the sole purpose to traffic. It is also of interest to the user and retain a first step before inviting him to continue browsing the site a second time. There is therefore a real marketing process of acquisition and conversion.
Landing pages can take different forms: tutorials, tips and tricks ... The thing is to make pages "useful."
7 - url pages clean and unique
Urls a shop e-commerce should be rewritten and unique pages. This applies to any website.
As a reminder, rewritten URL'S are easier to read and interpret by the search engines. A URL of the form "nomdedomaine.com / category / title plug-product" is easier to read than "nomdedomaine.com / index.php? CategoryID = 5 & ProductID = 254 ..."
Rewriting URL'S in htaccess file is. The majority of e-commerce solutions, simply select an option to rewrite addresses.
In addition, a page, or rather content must be unique. Two pages with two different URL and similar content will be considered by Google as duplicate content (duplicate content). Which, taking more scope, may result in penalties.
The robots.txt file allows you to specify settings for Google not to take into account on the one hand, and any pages not to index the other. This file can be generated via the Google Web masters Tools.
The rel = "canonical" can also tell Google the page to take into account in case of duplicate content (internal only).
8 - An organized menu
The menu is an important part of e-commerce site, and more generally a website.
Organized a menu is a menu that meets the following objectives:
Ergonomics and ease of navigation
Separation of thematic
Relevance category names
Readability by search engines
Category names should summarize the ingredients they contain. The user must be able to easily identify the category and theme they want. This also applies to Google. Finally, the menu code should be clean and easy to interpret. Exit then flash and other technologies readable evil robots Google.
Ideally, Google should be able to identify themes and find these same themes within the categories (that is to say, products).
9 - A title tag and meta description per page
We can not emphasize enough, the title tags should be properly optimized, taking the title of the page but also some additional details, especially if the information is sought by the user.
The meta description has no impact on the positioning of a page of search results. However, it will have an impact on the click-through rate. It is more explicit, clear, summarizing the content of the page (eg a product), the more chances of clicks increase. It is therefore necessary to pay attention to and integrate into the quality process.
10 - A time of loading "honest"
Slow is the sworn enemy of e-commerce. People do not like waiting. Google's robots either.
Google not only included the loading time of a website in its positioning criteria, but also the analysis of a page may be waived if the loading time is too high.
Choose a suitable accommodation is necessary for the acquisition of traffic (Google) and conversion (users). Think about it!