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Utilise SEO in your Online Shop to Ensure a Happy Ever After Online retailing is big business these days - raking in several billion pounds a year on a global basis. With the market place becoming increasingly saturated as companies scramble to make the most of this, securing competitive advantage within the search engines can be difficult. But by incorporating basic SEO ingredients into a site’s design, visibility is increased and, as a consequence, so too will traffic. Even big-names such as Amazon have been seduced by the power of SEO, and there really has never been a better time to take the plunge. By following a few key steps e commerce web designs, which are notoriously difficult to optimise, can increase your tangibility in the engines in no time at all. Keyword Rich Content E-Commerce web design can incorporate optimisation techniques in much the same way as a traditional site. Keyword rich content will of course still be key, so tailor your content exactly to the channels through which you want customers to find you. In page titles, headers and anchor text designers should be tactical – the inventive use of keywords in product descriptions for example presents a great opportunity to optimise your goods, so never just opt for the manufacturer’s descriptions. Remember, these are likely to be sued by your competitors too, which represents a duplicate content-based headache. In addition to this, the implementation of an RSS news feed or Wordpress is a great way of consistently refreshing the content of a site – something that Google loves. These are a method of updating customers on the latest deals and product offers too. It’s important to remember that RSS feeds are not compatible with certain shop building software though, so it’s worth bearing this in mind. External Work As with any website, link building to appropriate and highly ranked external sites is imperative. An inbound linking strategy will ensure the page rank of your site increases over time – a crucial algorithm factor. Distribution sites such as Dmoz are the way forward. The submission of content such as press releases and articles to external sources is another way of developing a sound inbound structure. These links from highly reputed sites are central to improving that all-important page rank. Another great way to promote your products online is through Froogle, the product search directory from Google. These free submissions enable the users of this search engine to hunt down the products they are after, which basically cuts out the middle man. Site Structure Basic site structure should be targeted too - Keyword rich product categories, as well as URL’s for each product for instance will boost visibility. And rather than using generic numerical codes for products, utilise key phrasing here too. And perhaps the bottom line is if you deal in big brands and recognisable names. Always ensure these have their own landing pages, to maximise their click-through potential from the search engines. Never consider an e-commerce web design as an SEO free zone, in the competitive world of modern online business getting to the top has never been more important. For more information, check out Creare’s very own www.e-commercewebdesign.co.uk site.
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