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Blog items tagged with "reviews"

Why Being an Educator Wins for Ecommerce SEO

For many product-related keyword categories, the ecommerce SEO playing field is fierce with many big budget retailers dominating the SERPs. Although these competitors may be intimidating for your organic SEO efforts, there are usually ways to get around them. Being an educator is one.

Successful SEO for ecommerce sites demands a good understanding of the buying behaviors of online shoppers. A vast majority of online shoppers are better defined as browsers, or info seekers who are still in the pre-purchasing phases of the buying cycle. These individuals are purely seeking information to help aid their decision.

Common pre-purchasing behaviors of online browsers include:

  • learning as much as they can about the product before they buy it
  • seeking out unbiased reviews of the product
  • comparing the features of similar models

This is when being an educator is clutch for ecommerce SEO. Instead of optimizing only product pages, maybe you can optimize a page for reviews? Or perhaps a product 'FAQ' page? Or Video? To help get your creative juices flowing, we provide a couple examples of how being an educator wins for ecommerce SEO.

Superb Use of a Sub-Domain

Just the other day I was doing some research for a new pair of running shoes, particularly for triathlon. I've been noticing a lot of the pro triathlete wearing Newton running shoes, so I decided to learn more about what makes this brand so special. I submitted the search query 'newton triathlon shoes' in Google.

The first thing I noticed was www.TriSports.com dominating the top two search listings. But what really stood out was this listing at the #5 spot: "Genious..,"

I thought to myself as I delved into highly informative write-up (with the subtle "Buy Now" button) all about Newton's new MV model shoe. TriSports created a sub-domain called the TriSports University which profiles certain products with very thorough analyses. In essence, the write-up was a thorough review that touched on many of the specific details that the average shopper wants to know.

 

It covered how well the shoes perform under certain conditions, all of the minute features and benefits of the shoes, as well as the primary pitfalls of the product. Not only did this write-up help my decision on buying the Newtons (in which I did,) it made me perceive TriSports as a trusted ecommerce store that knows what they're doing.

Owning it with Rich Media Reviews

The organic search listings for product-related queries can be a bit overwhelming, especially for broad searches like "arcteryx jackets reviews." One form of rich media that makes a prominent appearance in the search results is video.

Creating and optimizing review-focused videos is a great way to capture search engine exposure (naturally, without building links.) The search results shown above reflect the keyword query "arcteryx jackets reviews." The listing that really stood out to me was the video.

The creator of the video (www.missionreadyequipment.com) does a good job at explaining some of the features of a couple different Arcteryx brand jackets, however the company fails to provide a good call to action. Nonetheless, their video has earned over 14,000 views and it holds a great ranking for a very popular search.

Additionally, the video is educational and speaks to a very specific target market. The practice of creating review-based videos can be momentous for ecommerce SEO and organic search marketing.

The trick is to optimize videos to maximize there organic SEO potential. In addition to keyword optimizing the video properties, a good way to do this is create a video sitemap on your ecommerce website. In a nutshell, search engine like Google love video sitemaps and they help to get your videos found in the organic search listings.

Blogging All About It

While looking for costume ideas on some 'sailing clothing' sites for sarcastic 'yacht club' party, I came upon a well-optimized ecommerce site called Point Loma Outfitting. I saw that they had a blog, so for sh**ts and giggles I thought I'd take a peek.

I noticed they had a blog post about "Camet sailing clothing" with a video as the many feature of the post. Naturally, my organic SEO instincts directed me to Google where I searched that exact phrase match 'camet sailing clothing'.

Sure enough, Point Loma was sitting pretty at the #2 spot, along with the video they featured in their blog post at #5. I decided to glance at the blog again to test its true effectiveness. After seeing a blog post about the arrival of the new 'SLAM Force 4 Series Foul Weather Gear', I decided to search the phrase 'slam force 4'. It turns out that Point Loma is killing it.

In addition to the company's impressive display of video SEO, they seem to understand the power behind content marketing via blogging. I tip my hat to the organic SEO's of Point Loma. Well done.

Be More Than Just an Ecommerce Site. Be an Institution.

Educating potential customers can instill a high degree of trust and credibility in your ecommerce store. Additionally, offering valuable content can naturally earn link popularity for the benefit of organic SEO. The underlying takeaway to becoming a good educator for ecommerce SEO: be creative in what you offer, and strategic in how you offer it.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

Visit Tyler on Google+

3 Essentials of Search Engine Optimization for Ecommerce Sites

Ecommerce sites are conceptually similar in that they all have product categories, subcategories, product pages, shopping carts, and checkout processes. This makes the fundamentals of ecommerce search engine optimization, (SEO) relatively universal for most online stores; however, there are still a number of intricacies that contribute to better rankings.

In this article, we outline some of the most important concepts of SEO for ecommerce sites. Acknowledging these three components of search engine optimization will help you create a more prominent presence in the organic search results.

1. Optimize Product-Level Pages

Product pages are some of the most important page for ecommerce SEO. These are the pages that contain unique, value-driven content that is often optimized for specific (often times long-tail) keyword targets. When optimizing product-level pages for ecommerce SEO:

  • always do keyword research to know the exact keyword target/search query per product.
  • ensure all page text is crawl-able by search engine spiders.
  • make strategic use of headers, strong tags, and other content elements while optimizing product pages.
  • mention key product features, specifications, unique selling propositions in the content.
  • implement rich media like videos and image galleries.
  • infuse user-generated customer reviews on each product page.
  • display related products or additional selling pushes, such as 'products that might go good with this product' or ‘customers who bought this, also bought that.’

2. Proper Page Classification

Classifying pages on your ecommerce site is highly important to bolster category pages that have been optimized for ‘short tail’ keyword queries and generic searches. Proper page classification also ensures a more intuitive navigation and browsing experience for users (which also translates to better conversion rates). For effective classification of pages:

  • assign and organize product-level pages under tiers for product categories and subcategories.
  • organize the each product category into a hierarchy.
  • focus on more short-tail keyword optimization when doing category level SEO (such as brands or broad-based categories.)
  • List and link all relevant product level pages on each category page.

3. Avoid Duplicate Content

Duplicate content is common problem for ecommerce sites and can negatively impact your SEO efforts. In many cases, particularly with content management system (CMS) software, pages may be generated without acknowledging issues with duplicate content. Whether this be duplicate page titles and meta data, page copy, or complete pages, you'll want to be mindful of many considerations, including:

  • avoid duplicate content both on-page and off-page.
  • ensure that your have unique category pages (that show no signs of overlapping with other related pages and more importantly, have unique product pages.
  • assign source attribution to products by adding parameters to URLs.
  • when doing affiliate marketing, have alternate versions of your product information in different feeds. Create different sets of descriptions, titles, and other elements.
  • consider having select fields in the different feeds, reserving the full product data set for your website.
  • use Google Webmaster Tools, check search engine indexes and do analysis to identify and to eliminate duplicate content. These are three core components of SEO for ecommerce sites that must not go overlooked.

Although there are many other factors that go into the optimization of an ecommerce store, these three are the most essential can make or break your search engine optimization campaign.

In addition to these essentials mentioned above, cohesive ecommerce SEO campaigns will almost always include social media marketing as well as a number of off-page SEO strategies, such as link building, content marketing, and ongoing public relations management.

The idea is build a strong ecommerce brand through a number of channels, with SEO being the base for increased exposure in the search results.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

Visit Tyler on Google+

5 Key Elements for Optimizing Ecommerce Product Pages

In today's digital marketing age, your ecommerce website needs to be visible on the search engine results to sustain profitable success. Whether through organic search engine optimization (SEO), Pay Per Click (PPC) advertising, or both, the exposure of your ecommerce site is critical for its survival.

Attaining a top search engine ranking is one of the most powerful and cost-efficient sources of Internet traffic. For ecommerce SEO, your product pages are the ideal channels to focus your efforts. Product pages are the direct path for online shoppers to turn into paying customers, because product pages serve as effective landing pages for SEO.

Additionally, search engine users are becoming smarter and use detailed, product-specific search phrases (or long-tail keywords) to find what they are looking for.

Keyword Research is Imperative for Success

In this article, we will cover 5 effective ways in which you enhance the SEO potential of your ecommerce site's product pages. But before we dive into the methodologies, we must underscore the significance of keyword research and targeting. It is very important to conduct research and know precisely the keyword phrases your target market is searching. The Google Keyword Tool is a good place to start. Below are some considerations while conducting keyword research for ecommerce SEO.

  • Are searchers referencing the brand and model names?
  • Are searchers including specific model or part numbers?
  • Are searchers using a combination of the latter elements?

It is also very important to know the motives behind a consumer who is using plural versus singular search terms. In most cases, plural use of keywords will typically imply that the consumer is shopping around and will be purchasing in the near future, whereas singular will often mean the consumer is looking to buy more immediately.

Once you have a good idea of the precise keyword phrase that matches up with the corresponding product page on your ecommerce site, you can begin to optimize specific aspects of the page's content. Let's say we have performed some keyword research for our online store that sells running footwear. The product page we want to optimize is for "men's New Balance shoes", specifically the "730 model." We have determined that our primary keyword target that consumers are searching is "New Balance 730 mens."

Page Title

It is critical to include the primary keyword target in the page title for SEO. The page title is one of the greatest factors in establishing keyword relevancy of the page, and it shows up the Google search results as the main headline and link. For this reason, it is important to not only include the keyword target, but write it in such a way that searcher will want to click your listing.

A solid page title will lead with the keyword target or mention it as early as possible. In our example above, we can make this happen by writing the title as such "New Balance 730 Men's Shoes." We can also include the words "Buy" or "For Sale" to capture some keyword variations.

Meta Description

The Meta description appears just below the page title in the Google search results, and is an area to capture the interests of consumers. Here you'll want to get creative and motivate your audience to click your listing with some sort of incentive.

It is, however, very important to include the keyword target in the Meta description as well. Effective descriptions will include one or two variations of the keyword target, but keep in mind that most search engine cut the description off at 160 characters, so keep it concise.

Visible Page Copy

There a number of elements you will want to take into consideration for the visible copy of the product page. This copy is commonly the "product description" and will include information about the product. The organization of the content is the SEO difference maker.

Use a H1 tag whenever possible as the header or title of the product description, and always use the same keyword structure you used in the page title, or a close variation. Within the description, mention the keyword at least once, along with any variations that seem appropriate. If possible, use strong tags to make the keyword bold. This will further enhance the SEO value of the product page.

To take the page copy one-step further, implement a tab format for your product pages to bring more content onto the page, while keep it organized and clean to the eye.

Image "Alt" Tags

The "Alt" tag in images refers to "alternative" text, in the instance that a user's browser is incompatible with your website. This is rarely the case, yet the Alt tag is stilled crawled by search engine spiders and is taken into consideration for SEO purposes.

In the page's back-end or HTML code, always write a keyword optimize Alt tag, but keep it respective to what the image represents. For ecommerce product pages, this is pretty simple because the keyword almost always resembles the image. A good Alt tag for our shoe store example would be "New Balance 730 Mens Shoes White/Green"

Video Optimization

The last element to optimizing your product page is by use of video. Video is a huge selling point that greatly contributes to more sales conversions. If you have a top selling product, create a video highlight of that product. Strong, well-optimized ecommerce stores will have comprehensive YouTube channels that showcase their top products.

Although this is not our primary focus in this article, a YouTube channel is good food for thought for a long-term ecommerce SEO strategy, for video is becoming highly popular in the search results. When optimizing your videos, be sure to save the video files with respect to your keyword targets. Similar to image Alt tags, this is pretty straight-forward because the product video typically coincides directly with the keyword.

It is also wise to include keyword relevant tags and descriptions while uploading your video. This will maximize the SEO potential of your product pages as well as the conversion potential when users land on your page.

Final Thoughts for Ecommerce SEO

It is also very beneficial for ecommerce sites to encourage reviews. It is best to request reviews after the checkout phase or with a follow-up email. Independent reviews are strong indicators of a credible ecommerce site. In addition, reviews offer free, user-generated content which adds greater SEO value to your product pages, especially when customers make use of keywords in the their review.

Apply these strategies for product page ecommerce SEO, and start seeing your online store in the top search engine listings for the inventory that offers the greatest margins.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

Visit Tyler on Google+

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