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The New Rules of SEO Copywriting for 2013

Many people are under the impression that on-page SEO centers on repetitive keyword inclusion in a webpages copy, or text. The underlying thesis that the more times you can cram a keyword on a page, the better chances it will rank.

This form of SEO copywriting was the practice back in 1999 when Google was a rising star. But now think about it. Couldn't anyone optimize their website with some old school keyword stuffing? Google's search engine algorithm has drastically changed since that time.

The Evolution of SEO Copywriting

Although it's still important to establish some level of keyword relevancy on a page, having too high of a keyword density is actually counterintuitive.

Not only is overly keyword-stuffed web copy difficult to read and understand (diminishing the integrity of the webpage,) but too high keyword density is a risk of penalization from "Panda," a Google search engine algorithm update that specifically targets websites that are overly keyword optimized.

It's now more than ever that your web copy focuses on your visitors, and not so much on your keyword targets. When a user lands on your website, your main objective should be to convert the user in some sort of way. The copy of your website will have a pivotal role in converting users while shaping the image, tone, and perception of your brand's web presence.

Some tips for SEO copywriting are:

* Only include your primary keyword target once in the page title and meta description * For pages with a lot of copy, try to use a variety of H1's, H2's and H3's to organize ideas and the page structure * Use strong tags to make emphasis for users, not just to make keyword more pronounced * Use keyword density tools to ensure your not exceeding a very high 4-5% keyword density on your pages

It's important to maintain the integrity of your website's copy and only include keywords when it makes logical sense. The fact of the matter is, on-page keyword usage only accounts for approximately 15% of Google's search engine ranking algorithm. Most of the ranking factors stem from off-site variables such as link popularity and social signals. These elements offer the greatest influence on a website's keyword rankings.

For this reason, don't obsess about on-page keyword density. Rather, focus more on producing excellent content that your visitors will appreciate.

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On-Page SEO and Website Optimization Tips for Ecommerce

Given the competition in the ecommerce field, many online business people are opting for creative and ingenious ways to stay at the top. As expected much of these strategies revolve around search engine optimization. One sure way is on page optimization (or "on-page SEO,") which are tactics employed on the website itself to ensure it attains higher ranks on the search engines, helping to increase your brand's online visibility.

There are numerous SEO strategies for ecommerce websites that you can employ, but for on-page SEOm ensure you keep in mind the following tips to build a powerful online store.

1. The structure of your URLs - While it is not a guarantee that you may have control on what your URL will look like, it is important to ensure it has either the products names or keywords. This is much more effective than the usual numbered URLs. These are unknown and will not help in identifying your products. Still on the URL structure, ensure you avoid cases of duplications which end up in having your product on different pages.

2. The content of the title tag and the meta description - The HTML title tag forms one of the most important aspects of your website. Given the provision of up to 65 words, it is important that you include all the relevant key words and name of the product. The meta description which is but a short description that appears on the search pages with the SEO title is also crucial. While it does not play a role in the ranking of the page, it does have an influence on whether someone will click to visit the page. Thus it should be summative and well as descriptive to capture the attention of any person looking for the product. Usually it is about 160 words.

3. Use of images and ALT tags - Images and the ALT tags provide an opportunity for you to slot in important keywords and names. This will help optimize the page as the search engines can rank the images. Aside from the SEO advantages, images liven up the page and most customers are likely to buy what they can see and access hence the need to have a picture. Care should however be taken so as not to have too many images as they would make the page load slowly.

4. Unique product descriptions - These have a double advantage. Depending on the choice and distribution of keywords, the product descriptions help the ranking of the page. They also help in convincing the customers about the product. They have to be precise and informative with the number of words just enough to answer the questions of the reader but not too detailed to overload them. It is important to avoid tailoring the descriptions content to just the search engines at the expense of the client’s need for information.

5. Leverage engaging videos - Use of videos creates numerous advantages, when a video thumbnail is added to an article, it helps increase its rank. They also are a great way to explain information and many Internet users will choose them over a plain article.

We hope these on-page ecommerce SEO tips will help you build a well-optimized website that's geared for search engine success. For more information and resources about on-page SEO and website optimization tips, visit the Web Presence Group, a highly acclaimed provider of website optimization services and insights.

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Product Page Optimization Tips for Ecommerce SEO

Product pages are the bread and butter for ecommerce websites. They serve as the primary page the yields conversions, and in many cases, are the pages that offer the most value for SEO.

Think about a search engine user who is seeking a product of desire. That individual (assuming they know what they are looking for) will probably search a semi-specific keyword phrase (depending on how far along they are in the buy cycle.)

Some examples of product-related keyword searches are:

  • "mens running shoes"
  • "New Balance minimus running shoes"
  • "New Balance minimus 10v2 trail shoes"

Notice how each search phrase gets even more specific.

The nature of product seekers who are ready to make a purchase is to search very specific keyword phrases. Additionally, the more broad keyword phrases (e.g. "mens running shoes") are typically far more competitive for ecommerce SEO.

It's thus wise to optimize your product pages to the very specific make and model keywords that your target market is seeking. You will definitely want to include the brand, model, type of product, and whether or not it's gender specific for men or woman (or for kids, too.)

Below are the elements of your product pages that you'll want to optimize for ecommerce SEO.

What to Optimize on Your Product Pages

After you have your keyword phrase selected, you'll want to optimize your product pages via the following elements:

  • URL's: Include the most essential words of your target keyword phrase in the URL.
  • Meta Titles: Parallel to the URL, include the exact phrase match of your target keyword phrase. Shoot to keep titles under 70 characters so all appears in the search results.
  • Meta Descriptions: This is your sales pitch to search engine users. Although it under debate to whether or not keyword inclusion helps with SEO, search phrases will appear in bold which helps to make your listing more relevant to searchers.
  • Page Copy: In the visible copy, try to use keywords in an header one (H1) and perhaps in H2's and H3's down the page. Keyword inclusion is important, but don't over-do it. Customer generated reviews are perhaps the best way to keep content valuable, fresh, and keyword rich.
  • Images: Before uploaded images to your product pages, name and optimize images according to their keywords. You can do this by opening up the image properties where tags, descriptions, etc.

Lastly, be sure to have your produce pages linked in an HTML sitemap. For robust ecommerce sites with thousands of products, you may want to have dedicated or segmented sitemaps to help facilitate crawling and indexing of the website.

Want more ecommerce SEO tips? Visit the SEO articles section of Click Centric SEO where experts of the company share a wealth of insights on ecommerce SEO, social media, and PPC advertising.

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3 Unconventional On-page SEO Techniques for Ecommerce Sites

On-page Ecommerce SEO IdeasAre you looking to learn a few unconventional on-page SEO techniques to further increase the keyword relevancy of your ecommerce money pages? Although there are numerous variables that go into ranking a website, there are a several techniques that can make your webpage even more SEO-friendly than they already are. Below we share 5 on-page SEO tips that you can implement rather simply without needing a technical expert.

Markup Pages with Product Microdata

Marking-up pages with product microdata is a technical way of saying better communicate your pages' content to the search engines. But how?

If you haven't started learning the ways of Schema and microdata, hop on over to Schema.org. Essentially, Schema is HTML markup (or special tags) that you added to pieces to a page's content. For ecommerce SEO, adding product schemas will enable you to markup aspects of your product's information, as well as reviews, images, and other forms of data that search engines can better interpret. In short, learning and implementing these on-page SEO techniques can be a game changer, especially in a competitive ecommerce SEO playing field.

Keyword Optimize Images

Only the best search marketers leverage the power of image optimization, or image SEO, to further improve the keyword relevancy of their pages and blog posts. Not does optimizing images help to improve the keyword relevancy of your pages, but this on-page SEO technique can also result in your product images showing up in Google's image results (which are often blended in the organic search results.)

Keyword optimizing images is easy. You simply name the image file to be aligned with your keyword targets prior to uploading the image to your page. Furthermore (and also before you upload the image,) you can open the image properties and keyword optimize various fields like the image descriptions, title, tags, and comments. To get the details on this SEO technique, visit this handy tutorial over at Top of Mind Search Marketing.

Cross-link Pages, Relentlessly

Internal links, or the "cross-links" within your site, can further help search engine spiders define what your pages are about. Many ecommerce sites have natural internal links, such as a product category page that links links to individual product pages. However, you can take cross-linking one step further by implementing these links in page copy, such as product descriptions, or more empowering, your blog posts.

For example, let's say you have two very similar pairs of shoes for sale on your ecommerce site: the RunnerShoe I and the RunnerShoe I Sport. Somewhere near the end of the product description of Model I's page, you can add a line that says Also check out the RunnerShoe Model I Sport... You can slip-in a link in that sentence to the Sport model.

Cross-linking is a creative process that can be done on all types of pages. One of the most effective is blog posts, especially product review posts. Those are golden SEO opportunities to cross-link to money pages and further help increase keyword relevancy.

Interested in learning more on-page SEO tips for ecommerce sites? Head on over to Click Centric SEO and check out their Articles section where they share a wealth of knowledge for ecommerce SEO and other aspects of ecommerce marketing. And of course, also connect with Web Ecommerce Solutions on Google+ and Twitter for more great insights on ecommerce SEO.

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Top Ecommerce SEO Resources for More Traffic & Sales

Ecommerce SEO ResourcesWith ecommerce SEO getting more demanding and competitiv, it is imperative for online retailers and business owners to stay on top of their game. Ensuring that the investment put in ecommerce SEO not only provides traffic, but sales conversions, is what it's all about.

If your ecommerce SEO efforts are lagging behind, here are several powerful resources to help you learn and improve your ecommerce SEO craft.

Bring Some Oomph to Your Product Pages

There are valuable tips, strategies, and foundational practice that many ecommerce SEO and CRO professionals have used over the years to turn boring product pages into new, conversion worthy product selling machines.

The Resource: Moz

This usually involves better use of text and description, the use of multiple images, having comparisons between competing products and using lots of user generated content such as ratings and comments. For more information on the same, visit this resource and get to learn the success tricks involved by true experts of the SEO craft.

Post-Ecommerce Site Launch

After launching an ecommerce site, what next? Learn the top 15 free things all ecommerce sites should undertake after launching an ecommerce site.

The Resource: Search Engine Journal

These checklist items can either act as a good reminder if you missed out on doing these things after launching, or can act as a good guide for those businesses just starting out.

It generally involves doing things such as creating a sitemap.xml and robots.txt files, setting up well organized and optimized feeds, submitting to the open directory project (DMOZ) and other free niche directories, signing up for Google Analytics, webmaster tools and webmaster central and starting a free blog or using press releases amongst many other things. This is a real hit list.

Appreciate the Importance of Link Building

Learning and appreciating the importance of link building to an ecommerce site is critical. This is among the best ecommerce resources available on the web.

The Resource: Gel Elastic

Even though there is some consensus on the impact of social link building, it is important to get some back links to help your ecommerce websites search rankings. This can be achieved through various methods such as Blog Baiting, going for the low hanging link fruits, and scoping the back links of competitors the old fashioned way. This link building guide for ecommerce SEO is a real treasure trove.

Handle Duplicate Content Concerns Regarding Mobile SEO

Understanding the inherent problems associated with duplicate content has been quite problematic to say the least. To fully understand all the underlying issues that make the presence of duplicate content issues in mobile SEO different from content issues in traditional ecommerce SEO, it is important to go through the resource material available at this site.

The Resource: Search Engine Land

It discusses issues such as the issue of Carrier pages, indexed legacy transcoder duplicates and App Interstitials amongst a variety of items in great detail.

Build Relationships (Not Just Links)

Many ecommerce SEO campaigns have faltered because either the marketers or the business owners did not appreciate that the need to build a relationship with clients, rather than links was very important or appreciated the need but were unable to implement it accordingly.

The Resource: Practical Ecommerce

This great resource goes ahead to state that even though implementing the process of relationship building in ecommerce is quite difficult; it is important to seek out others with similar problems, issues or passions and answer their questions, compliment their views and ask for their opinions and even re-tweet or like their updates. It is bound to be an eye opener.

Learn How Multi-Nationals Succeed with Global Ecommerce SEO

With the internet having leveled the playing field to a global extent, it should be noted that competition is getting stiffer as both multinationals and new start-ups have to fight for the same customers. It is thus important to fully understand the strategies that multinationals employ so as to succeed in such varying and different markets as ecommerce SEO has been known to either flourish or die on the conversion rate.

The Resource: Search Engine Watch

The need to design and build ecommerce sites that succeed in foreign territories, tips on how to avoid Google penalties on translation and ensuring that your site or business gets paid for services rendered or goods delivered are discussed in detail at this fine resource. It gives keen business owners an enviable toolkit which if used properly can propel their ecommerce sites to greater heights.

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