eCommerce Content Optimization
Just like your garden, your well-maintained ecommerce website can give way to unwanted undergrowth and weeds. To continue with the same analogy, this additional but unnecessary growth of weeds competes with plants that are supposed to fill up your garden. As a result, the weeds and the beautiful flower plants fight over sunlight, fertilizer and water.
As a gardener, you want to throw out these weeds so that all of these growth incentives are available to plants that you actually want to grow. It is, therefore, very important that you cut out the weeds and prevent them from going back. This is like protecting the desired plants to have the best chance of growing up into beautiful flower or ornamental trees.
Ecommece Content Optimization – SEO & User Experience
The SEO of your ecommerce venture is eerily similar. Here, the weeds are all those pages that have got added to your ecommerce site over the years due to various reasons. A prime example of this kind of pages is the now obsolete practice of content farming. You added so many unnecessary pages to the site, expecting it to fire up your chances with Google. Now they hang heavy upon the soul of your ecommerce site! That’s the reason you need ecommerce content optimization.
These additional unwanted pages tamper and dilute the user experience of your website. Users often chance upon these pages, and they do not present a very pretty or flattering picture of your website! Moreover, they create hurdles for Google’s algorithms to index pages that you want to find on the SERPs. Some of them have lodged themselves comfortably in the index directories of Google, narrowing down the room for your updated and wanted pages on these directories.
To cut a long story short, you need to tighten the ship and ensure that your ecommerce site has the best possible chance to move ahead. Pruning the website becomes very important. With the website pruned for Google’s algorithms and for users, you end up making the website light on its feet. The bloated belly is gone along with some adipose tissues here and there! You have a sleek website on the race track, one with a much improved chance of winning the marathon.
ECommerce Content Optimization – Scrubbing out unnecessary thin content
Now, that you have a fair bit of idea about why you need to prune down the content on your site, here is a quick list of those types of content that you would want to scrub out:
- Thin Content: You need their presence because they have a SEO standing. However, the title and meta tags are not enough to justify their presence on SERPs. You have to improve the content on these pages and make their presence on the SERP count. Only then can they add value to your website.
- Lacklustre Content: This is referring to those pages that fill up your website without getting any or little attention from the visitors to your site. There are almost no shares on this content, not much traffic coming to them and certainly no sales happening. You want to get rid of these pages so that you can fill up those gaps with content that performs.
- Duplicate Content: This is obviously the kind of content that should never have been there in the first place! They are an embarrassment not just for the users but also for search engine crawlers. You need to dump them ASAP.
- Out of Stock: Even on reputed sites like Flipkart, you will find tons of product pages that showcase out of stock products. These are not shelves that will be filled up as stocks arrive. These are shelves of products that are not manufactured anymore! Yet, the pages are live online and people often end up visiting them. You have to scrub out such pages from your ecommerce site.
How to do ecommerce optimization
- Old content optimization is a must. Along with new blog posts or new product uploads, you need to optimize and update your old blogs on regular basis to make them as evergreen content. This is the most important ecommerce content optimization tip.
- Another ecommerce content optimization tip is to remove unnecessary tags from your website or make them noindex, follow
- Add disallow in your robots.txt for the variation of products (size, colour, sorting option etc) to minimize the risk of duplicate content.
- Make your boilerplate content (Header or Footer or sidebar) less.
- Update product descriptions, price etc on regular basis. Hide or noindex out of stock products.
- Write unique titles, product descriptions, proper call to action buttons
- Add product reviews, ratings, offers, schema mark up.
- Your content must be matching to the user intent – the behind the scene intention of a search term users searching to find your product.
Your aim is to put your best ecommerce site over to the users. If you need to cut down on some frills, especially when they are hindering a seamless experience of exploring the ecommerce site, you should do that without a care or worry. With a tight and pruned site, you have better chances of running long and hard.
Get a content audit done and slip off those wings that are, instead of helping you fly, pulling you down.