SEO is an important element when you build an ecommerce sites for clients. Moreover, keeping in mind that SEO for eCommerce websites is slightly different from SEO for non-retail sites is critical for you to be successful in develop your customers’ stores. These 10 techniques will be your best friends to do your job:
Pagination is used when the content of the landing pages needed to be split into more digestible segments. The infinite scroll, which will load more items when the users hits the bottom of the page, is one of the most common methods of utilizing pagination.
However, in some case, additional products might be hidden from the search engines as they can only see the first load products. In order to fix this, there two ways you can do:
- Automatically add a pagination element to the URL when a visitor to the page scrolls down—for example, yoursite.com/category/?page=2
- Use pagination tags in the <head>section of the page to allow search engines access to these pages without showing them in the URL
2. Faceted Navigation
Facet navigation can help you apply filters, which will only show that results that are suitable to your requirements. This can be done with size, color, and style. Nevertheless, you can end up with many long URLs that contain duplicates of other pages on the site which is bad for SEO.
In order to make sure that only the master version (unfiltered) of the page is indexable, you should use a combination of canonical tags, robots.txt rules, and noindex tags on filtered pages to make sure you remove any duplicate content issues.
3. Product Options
When you have many options for one product, such as five colors for the same Converse pair of shoes, you should not make it into five pages. This can result in cannibalization, which the page will compete with each other and pull their SEO down.
4. Out-of-stock products
When your product is out of stock, you should keep it live but marked as out of stock, so users know they are unable to buy them. However, when your clients might not be able to keep those products live, we should use redirect. If the product will never come back into stock, use a 301 redirect. If the product will possibly come back into stock, use a 302, which is removed when the stock is available again.
5. Seasonal Product Refreshes
There are many stores that have seasonal products, which are changed depending on the seasons. With search engines, when you replace your products like that, you are removing the pages that the search engines have ranked and migrating to a whole new one.
When you do that, remember to keep the category landing page live, so visitors can still find the site with the same keywords. By doing this, you don’t have to start a whole new site building work from scratch in every season.
You should also mind about naming your convention for your category page. So /Cashmere-Jumpers/ is better than /Cashmere-Jumpers-Fall-Winter-2018/ or /Fall-Winter-2018-Cashmere-Jumpers/.
6. Optimization Recommendations And Options
There are many aspects of a website that your need to consider when optimizing.
The first thing is with the keyword research. It is important to work with both short-tail and long-tail keywords. It is important to make sure that you have unique keywords. Moreover, for any paginated category pages, you can easily optimize them by adding in a pagination element to the end of the title tag and meta description. For product pages, the sheer number of these can be easily addressed by using a boilerplate, or taxonomy-based optimization rules that can be uploaded to the site. You can determine these rules based on user interest from your research.
7. Orphaned Pages And Internal Navigation
Having large menu with an array of products categories is the key for the indexation of products. This is pretty useful when your client is a seasonal store and sell items that go out after the season. You can remove the items in the traditional ways, but it can result in an orphaned page on the site. Instead, use a combination of HTML sitemaps and footer links, and consider keeping some offseason pages linked from the main menu, as some customers may still want to buy them.
8. International Targeting And Opportunities
If your client is targeting different location worldwide, you would have to create unique websites for every location with different information about content, pricing, delivery.
Localized content is important just not because of the supporting in native language and check-out process, but also an amazing way to attract new visitors-local visitors.
hreflang tags are extremely important to make sure that the right content appears in the right country. These tags are easy to use but also easy to get wrong. For ecommerce websites, place the hreflang tag in the sitemap.xml file rather than on the page. This will help you to ensure that, as the sitemap is automatically generated, out-of-stock products will be taken into account. It also means you don’t have to manually change these, if product stock levels change.
Also remember that you can’t target just a country—you also need to target the language, and make sure that you include all the combinations of languages used in that country. An example of this is Canada, with ca-fr and ca-en.
9. Social Media And Payment Options
Social media is different in every country and it is important for you to adapt properly with each of them. Moreover, you would want to make sure to use the most preferred payment options and banks in every country. This will make sure the convenience of the payment process. When adding these payment options to the checkout page, don’t hide them at the bottom. Lead with the main preference for that country to encourage conversion.
10. Mobile, Site Speed, And Future Proofing
Future proofing is also worth to be considered by the ecommerce business. In the era when everybody has a smartphone, it is vital to make sure the fast site and mobile-friendly aspects since this is the core focus of the SEO.
Also, take into account other future developments in search such as video, image, and voice search. Be sure to include the following in your strategy:
- Image optimization, alt tags, and sitemaps
- Video optimization, including structured data and not using iFrames
- Structured data around products, articles, and prices for voice search