Hi! In this article I will discuss certain SEO practices that can, without a doubt, greatly increase your eCommerce traffic . Much of these tips can be used for generic websites, although they are especially focused on websites with online sales.
If you have an online fashion store, there are some sections (products out of stock and seasons) that will be of special interest to you.
SEO search engine eCommerce positioningI will try, as always, to be clear, fast and as less technical as possible .
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Keywords and their importance for the store’s categorization
The basis 喀麦隆电话号码列表 of positioning is content, and this content needs to be structured. And in an online store, its main structure is the categorization of products.
The other day I was analyzing a recently opened online store, it was dedicated to the sale of multi-brand fashion products.
It was organized by man, woman and by type of product.
Do you know how many people a month Google Spain “Women’s dresses”? There are 1000 searches.
Do you know how many people search for “Desigual dresses”? 4400 searches per month. And “Uneven”? 246,000 searches! And if you add all the variants an outrage.
The store that I mention did not have a Desigual category or subcategory “Desigual Dresses”, so by not creating specific content on a “mother” category, it is very difficult to position and capture even 0.05% of all this traffic .
Well, analyze how people look for things and take that into account to define or redefine your category tree .
How to select and know the keywords?
I leave you 2 blog articles with extended information.
SemRush Tutorial >>>>
How to find and select the best keywords >>>>
Category and brand positioning: Content
Once the entire category tree is defined, we must fill them with the appropriate content. Following the previous example, Google has detected relevant content that appears to be “Desigual dresses”, and we have mentioned it in the URL (the web address), and in the metatags (with special emphasis on the title).
Apart from the products that we will find in the category, we must expand the information about the element to be positioned, and important:
Avoid repeating the keyword (playing with synonyms)
Thinking 警报消息 of the customer: A description that does not bother (usability) and that provides valuable information.
Not following these tips is wasting time . A clear example, although quite aggressive :
SEO in Categories
Here is a previous article on how to optimize the SEO of the categories and brands of your online store, with more information:
Positioning tips for your eCommerce categories >>>>
Internal SEO Links
Google likes that you make it easy for them to index content. And a good practice is to help you by linking internally.
We could take advantage of product or category descriptions to manually link to keywords in the text . There are internal links that are already generated automatically, such as related products.
An example from Amazon:
internal links on Amazon
Tagging – Opportunities in content
A topic discussed several times on this blog. Tags H1, H2… .in this article you can find more info .
Eye! These things always carefully. Look at this category of Miró’s store:
Yes, I know this yellow underline is extremely crappy. What we were going to …
The texts change depending on the area where you are. At the code level they are marked as labels / titles H1 and H2… that would be correct. But it does not make much sense , in the upper area … at the head. It is quite aggressive at the SEO level, not very readable and outside the content area.
Try to label your content correctly. For example in the product sheet the title should be H1. In a category the same in the title, being able to have a subtitle in H2 and for example the list of products (each product listed in the category) in H3.
A correct example in a main category of Bricotiendas .
h1 h2 seo tags
The category title in H1 and the subcategories in H2. Comment that the H1 tag can only be used once in a Url / page, the rest can be repeated.
You can search if you have these elements in the code of your web page, from the browser, click the right mouse button and “see source code”.
It is a technical issue, consult your supplier or technician if you do not see it clearly.
Opportunities, two examples:
In Category (also applicable in Homepage):
You may have a “What’s New” line on the category page of your online store. Why not put it in H2 and improve the title? “What’s New in Smartphones”
Many people search for keywords with variants like “Deals”, “What’s New”, “Cheap”, “The best” … play with this.
In product file:
Do you have related products? Imagine that we are in the tab of an Iphone 6. Do not put the title “Related Products” man …. better “More products from the Smparthones category”. And of course, on the H2 label. (The Product is already in H1).
Be careful when applying these techniques, it is best to be advised by an SEO specialist, that each case is different and each SEO has its book.
CONSULT YOUR PHARMACIST
What do we do with out of stock products?
A typical problem and very poorly solved by most online stores. The product is not in stock and automatically disappears from the store… NOOOO !!! What if it was well positioned? We will generate 404 errors ( more info here ) and we will lose traffic and sales opportunities.
What options we have?
Keep the product visible without the option to purchase.
If we have more stock coming in imminently, the best we can do.
Offer alternative products
Well, keep the product but offer alternative products through a widget. For example:
Other available colors or product variant
Other products in the same category (with similar prices and features)
And offer a direct access to the search engine so that the potential client can do another search if they consider it.
Stock notification functionality
That the user can leave their email to be notified of new stock.
What about products that are out of date or that will never be available again?
What do we do with these? They are positioned, they generate traffic… .but there are already a few and they generate a bad experience for many of the visits.
It is a very common case, especially in fashion and consumer electronics stores . Normally they leave these web addresses without product without taking any action, causing the famous 404 errors , frowned upon by our friend GOOGLE.
We continue here with technical issues, count on your IT or supplier to resolve these issues.
1- Permanent 301 Redirects
If the expired product has been replaced with a new model, use a 301 redirect from the old URL to the new one. The “SEO STRENGTH” that this product had will be transferred to the new one.
2 – Redirect with a 301 to the parent category
Is there no substitute product? Well, it points to a main category where you can find similar products.
3 – Eliminate the URLs in the Google index (410)
If any of the commented redirects does not make sense in the product or element in question, you can make a “410”. This tells Google that this is an old page and that it should be removed from its database.
More information on this matter here .
4 – Let’s not go crazy
If we have 10,000 products and only 50 404 errors… nothing is going to happen at all, OK?
Seasonal products or recurring specific events (Black Friday)
For example in fashion stores, with seasonal changes. Try to keep the same category and page URLs.
These elements are the ones that you can work on SEO in a deep way and in the long term, you will hardly be able to do them with the products.
In any case, if you have an annual renewal star product inside, try to keep the URL and each year (or period) change only: