Need More eCommerce Traffic? Follow These Steps

By John Hawthorne

optimizing for web traffic

Unfortunately, owning an ecommerce store is not like the movie Field of Dreams. Just because you built it doesn’t mean they’ll come. In fact, unless you take very specific actions, they almost certainly won’t come.

But don’t worry. These actions aren’t necessarily complicated. They do take some time to implement, but they’re proven methods for improving your overall organic search engine traffic.

#1 – Craft Your Category Page Keywords

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Your category pages are actually more important than your individual product pages. It’s more important for you to compete for broad keywords, like “deck shoes”, then individual product lines and models.

You want to make sure that your category pages are perfectly optimized for the products, brands, and models that appear on those pages. This means putting your keyword in the image ALT, the H1 tag, the page description, the page title, and scattered appropriately throughout the page.

#2 – Redirect Expired URLs With A 301 Redirect

You probably have numerous products that you don’t sell anymore and thus deleted the product page. However, these original product pages were most likely indexed by search engines and could show up in customer searches.

If a customer clicks on the link, they’ll encounter a missing page and will probably move on to another site. This is especially problematic if the page was high ranking and sent a lot of traffic to your site.

In the case of expired products, use a permanent 301 redirect to send visitors to a similar product page.

This does two things:

First, it tells search engines to remove the original page from the index.

Second, it passes the high ranking of the original page to the redirected page, meaning search engines will still return your site high in the rankings.

This will keep your search rankings high even when products expire.

#3 – Give Each Product Page A Unique Title Tag

The title tag is the clickable headline that shows up in searches. So, for example, if someone searches for Nike Swoosh Shoes, the title tag will be all the different headlines that are returned.

Unfortunately, many ecommerce stores, especially if they have a large amount of products, end up with duplicate title tags. It’s easy for this to happen if you have multiple product pages.

If you want a certain product page to attract the attention of search engines (and presumably show up higher in the results), you need to give it a unique title tag.

When you’re worried about repeating key words, which is a real possibility, consider using key phrases instead of specific keywords. Frankly, this is how customers are finding products anyway.

Ideally, keep your tags under 70 characters to ensure they don’t get cut off in the search results. Also, place the most important words and phrases at the beginning of the title.

#4 – Use Those Breadcrumbs

Search engines love to know how pages relate to each other. The word “breadcrumbs,” as in a trail of breadcrumbs, is a way of describing the proper structure pages should follow.

The layout of your pages should be self-explanatory to search engines. You should have your Go to the full article.

Source:: Business 2 Community

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