According FEVAD, the e-commerce market is expected to surpass the 70 billion euros in 2016. It is high time to understand the workings of search engines and place its site in first position on the search engines …
In the world of SEO, all websites do not reference the same way. One such site window does not reference itself as an e-commerce site, the latter having a higher page volume, a technical context more complex and relatively different issues.
Through my experiences as a responsible acquisition and SEO consultant, here are my 8 tips for improving the SEO of your e-commerce startup site.
1. Understand Google
This may seem basic, but understand Google avoids making mistakes and leave on good foundations. During my experiences in e-commerce, I had to revise my knowledge of how to better manage my Google SEO strategy.
For information, Google has robots that come to your website, analyze and rank your pages by relevance. The quality of a search engine, of course, lies on this important criterion for your SEO. So the idea is to facilitate the access and analysis of your site to robots.
2. Take an interest in passing robots on your site
Once you understand the operation of the engine of this giant of Mountain View, attention must be paid to the passage of Google spiders your site: Crawl.
The Crawl is a decisive step for your SEO. Indeed, it is when the robots try to understand your pages, size up the quality of your site and rank you according to their criteria.
It begs some questions:
- How long Google password on my e-commerce site?
- At what frequency ?
- Do robots come to all of my pages?
- What is the path taken by these controllers?
These questions are very important, and not to ask them is making “blind” SEO.
Tip: It is possible to partially answer these questions through Google Webmaster Tools. However, to have a clear vision and quality, I recommend you use the tool Watussi (Jean-Benoît Moingt responsible SEO Yellow Pages) or Botify, who needs no introduction. Otherwise, there is also the possibility of analyzing its log files (via your developers and a good Excel spreadsheet), but … good luck …
3. Address the indexing of its pages
This point is related to the previous point, because if the robots are not able to browse my pages, they will not index them. You must check if your entire product catalog is indexed on Google. If it does not, you will have to consider the quality of your tree. Keep in mind that Google attributes a limited period of time during his visits. You must thus facilitate access to your important pages and increase the quality of your site (for that time spent may increase).
Tip: To control the indexing of your pages using Google Webmaster Tools. It is also possible to have an overview of indexing a page with the command “site:”.
4. To facilitate the passage of robots
To recap: the robots come to my website, analyze and try to understand, all at a time, then help them!
In SEO, there are several ways to communicate with the robots, two of which are essential for indexing your e-commerce site: NO INDEX tag and the Robots.txt file.
Little analogy to understand the two concepts
Want to sell your apartment and you hire a photographer who publish photos of your home on a magazine specializing in real estate.
This photographer is only 5 minutes (does the artist’s life), he has photographed the most beautiful rooms of your home so you can quickly give your good. However, it would be better for you that do not photograph certain parts like the basement, toilet and garage makes storage office.
The photographer enters your home and photograph the input (the home page of your site). Before him, there are three doors: the kitchen, the guest room and lounge; he enters and photograph everything. He realizes that in the living room, there is a door in the back that overlooks … the basement. He tries to go back, but the door is closed (with the robots.txt). He still tries to photograph the door, but he notices a post-it: “Please do not take pictures of the room … and even the door” (tag no index).
So it continues … He leaves the room, goes in the garden, taking photos and in front of your garage. The door is open (so nothing is written on your robots.txt). Cpendant, there is still a post-it that says, “You can come here, but does not shoot” (tag no index). Then it crosses the garage and is found in your kitchen, ready to continue his work as a photographer.
- NO INDEX tag is used to tell robots not to index your page;
- The robots.txt allows blocking access to Google robots (attention, it is important to note that Google can index a page, even if there is no access).
To improve the SEO of an e-commerce site, so you know facilitate the passage of robots, ensuring they spend on your interesting pages (product pages, category pages, directions of use, etc.).
The worst thing for an e-commerce site is not to easily find what you want. This tends to scare Internet users, increase your bounce rate and lose in SEO.
Beyond the internal mesh (which is a separate chapter SEO), your menu is of utmost importance in the buying experience of your users.
It should be clear, simple, intuitive and smartly designed. Working with product managers and developers should be organized. For example, there is the Monechelle.com website that offers a very detailed menu, well designed, to purchase what you want in a few clicks.
The internal search engine:
If you have a site with a lot of references, it is important to opt for the development of an internal search engine.
Real key to improving the user experience, the search engine will allow you to greatly increase your conversions.
An example of internal search engine very powerful, enormously encouraging the user experience:
Finally, the internal search engine allows to refine a strategy for keywords.
6. Choose simple, clear URLs
On what URL would you click?
Naturally B. Why? Because it is simple to read and understand. You know the type of product you’ll fall when you click on the URL.
Moreover, an SEO perspective, the search engines have a semantic operation (that is to say to keywords). Thus, optimize the content of your URLs.
7. STOP duplicate content
Sometimes it is tempting to make a “copy and paste” the content you can find on Wikipedia, on the supplier’s website or on the website of the competition.
There are two types of duplicate content: internal (between your pages) and external (to other sites). Both are to be avoided to preserve the quality of your SEO; Your content should be unique.
at. “And if I need to quote another website”? Google has thought of everything, there is a tag called “Canonical” which will tell Google that the content already exists and it is a quote. To go further: Canonical
b. To check if you are a victim of plagiarism, there are the CopyScape tool.
8. Enhance your site with relevant content
The content has a very important role in SEO for e-commerce site.
There are several ways to enrich its content:
- Expand the description of its products;
- Develop customer reviews;
- Writing tips for using each product;
- Write buying guides (eg Fnac provides buying guides for its computer universe);
- Write FAQ on each product (this is the case on Amazon, for complex products);
- Write expert advice;
- On your “pages-list”, do not hesitate to write a range of collection presentation (on Rueducommerce, iPhone category includes a paragraph with the product).
In conclusion, referencing e-commerce site based on the crawl robots of Google, the quality of your index and quality of your content. Having implemented these optimizations, I recommend you address the Netlinking … a subject that we will deal very soon.
This article is Written with the CEO & founder of TechPoke, which is his personal Technology Blog. He loves to write about Blogging, SEO, Make Money Online, Social Media, Windows, Android, iOS.