As a marketer, we all know the importance of search engine optimization for a business website. Though there are many best-practices, it is no way an easy task. And the challenges are more when it comes to optimizing e-commerce sites. It is utmost important for an e-commerce site to get higher rank in search engine results to get more visitors. The following are some content writing tips to make your online store visible on the top search results:
Content is the king – Yes! For e-commerce sites as well content or rather unique content plays the crucial role. Every product and category pages need unique content, if you want your online store to stand apart. Google or any other search engines value interesting and unique content, when it comes to determine the value or relevancy of the site, for higher ranking. In fact, Google’s Farmer/Panda, launched in early 2011, favors sites that have original content.
Well-written content will also help to persuade the visitors to become a buyer; thus, improving your sales. So, the next time you are adding a product description, write your own description, which can be more like a review or focus on its advantages rather than bluntly copying its features or the manufacturer’s description.
Duplicate content can be another issue with e-commerce sites. However, duplicate content issues work on a different note for the online stores. To make these sites user friendly, the e-commerce sites allow the visitors to sort product lists by numerous parameters including price, product rating or popularity. Though such features make it easier for your visitors, it can create major challenges for SEO. By sorting products you are actually creating multiple pages that have same content; as far as the search engines are concerned, you are duplicating content – a big no-no for search engine optimizers. Search engines never consider these pages as valuable, which will weaken all your SEO initiatives.
Though it will take a lot of time to fix this, you can at the most use Webmaster Tools to tell Google about the sorting. In addition, create category pages for broad keyword phrases that your visitors are likely to use. Also, add product-specific pages within each and every category to boost your SEO initiatives with proper and interesting content. Apart from attracting Google and other search engines, these category pages with unique content based on broad keywords will help the visitors to find the information they are looking for quickly, which in turn, are most likely to turn them into buyers.
5 tips for optimizing an eCommerce product detail page [Infographics]