The temptation with most smaller e-commerce (or otherwise) websites is to optimise all the pages on the site and leave it at that. However, if you’ve been keeping up in any way with all the changes that Google has been making to the way that it ranks websites you’ll already have that feeling in the back of your mind that more work is needed to bring your site up to date. Lots of work. And nothing but spending time on this one will help you out. You’ll be benefitting all the competition if you don’t get with it.
You’re told that the cornerstone of getting to the top in the rankings is high quality backlinks, but you can spend an inordinate amount of time trying to get these and they can be hard to get, so although you should never give up on this, there is far more you can do to your website in real time that will benefit you and your conversion rates.
This is what you need:
Re-Visit Keyword Research
You may or may not have carried out organised keyword research for each of your products, creating a table of keywords, meta tags, descriptions and content. The fact is that whatever you did in the past may still be working for you (and I wouldn’t advise changing anything that is working), however what people are searching for has changed, and you should visit the Google Keyword Planner to make sure that you’re using the most relevant keywords and phrases for each product, updating where necessary. Yes this is a long job. No there are no short cuts.
High Quality Content
The days of allowing others to write paragraph after paragraph of non relevant/non customer friendly content stuffed with keywords in various places are over. If you’re still doing that then stop now. The word you’re looking for is ‘relevance’. Content that is well written, and relevant to the page and product is what you want. Go for quality. Content writers need strong direction. How to do keyword research (cannot be learned in a couple of seconds), where to place keywords, how to make them stand out and most important of all, how to write content that your visitors are going to want to read.
This means high quality content for each and every one of your products, after you’re done your research. No guess work here.
Title Tags – Page Title – Meta Title Tag
This is the one that appears in the top of your browser. It should contain 70 characters or less, relevant to the page, and preferably starting with that page’s main keyword. It should also be reader friendly, so no keyword stuffing. Create a sentence beginning with your main keyword or phrase. Don’t worry about your brand name too much, at this point people are searching for products, not you who they may not have heard of, and the product will lead them to your website.
Your Page URL
Your page URLs may well have already been indexed by Google, and although it is better overall for them to match up with your Title Tags it’s not essential. If you have control over your URLs and you’re working on pages that have not been ranked as you would like then consider changing them to include your keyword or phrase.
In all the keyword research and on page content writing endeavours you may overlook your meta descriptions. Well don’t. These snippets which will hopefully be picked up by Google and other search engines are important and should not be missed out. Think of them as ad copy for each page of your website and write something short but compelling, again with your keywords or phrases near the front. Each meta description has to be unique, and be totally relevant to the page to which it refers. End your meta descriptions with a call to action to entice people to click through, and make your meta descriptions friendly and inviting.
To try and put all this information into one post is a bit of a stretch, so I’ll be breaking it down over the next few days with more detailed tips for each area.
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