How do the rules for optimising an ecommerce website for SEO differ from the equivalent rules for more basic websites? Well, they differ in one major aspect: the SEO campaign for an ecommerce website typically requires much more work and attention. However, the basic principles of SEO do not differ for ecommerce websites, and the much greater amount of work and attention required in optimising an ecommerce website is certainly worthwhile given the subsequent benefits.
Make plentiful and pleasant content
Crafting content that is plentiful, detailed, informative and pleasant to read is typically the best manner of optimising any website for SEO, and so it remains the case with ecommerce websites. Crafting such content for ecommerce websites usually means writing detailed, accurate but not too lengthy descriptions for the products on sale through the website. This has a multitude of benefits for SEO purposes.
For a start, detailed product descriptions will naturally use more keywords, both head and longtail, than less detailed product descriptions. This will lead more people to click through to your website following a web search. Secondly, pages on your website with pleasant content will be the type that other websites will be keen to link to, which will in turn enhance the link building part of your SEO campaign. And, finally, allowing for user-generated reviews will further enhance your website’s standing with the search engines.
Show a bit of creativity
However, if you really want to give your ecommerce website that additional boost over competing websites, then you will have to draw on other, more creative methods of SEO that account for aspects of your website beyond its content.
You can, for example, take advantage of the popularity of social networking websites through showing social media badges on your website and permitting your website viewers to “share” information about your products on social networking websites. Meanwhile, using Google products like AdWords for your pay-per-click (PPC) advertising and YouTube for videos on your website makes it easier for your website to rank highly with the most popular search engine, Google.