Search engine optimization (SEO) for e-commerce websites is a big challenge, and it is not for the faint hearted.
At times, there are overlapping challenges: dealing with product inventory, adding new pages, and taking care for the smooth going of the whole process–all at the same time.
The challenges are directly proportional to the size of an e-commerce website. The larger the website, the more individuals you have to allocate.
Not all of those individuals will be trained in SEO, and your SEO team has to monitor any change that they made.
Even the small changes have the potential to plummet your progress in search ranking in a matter of days.
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Hundreds of small and big e-commerce websites are running for the first search ranking for their products. Everything matters when you’re so high on competition, every small bits; every tag matters.
Here are some of the SEO problems that plague e-commerce websites with the fix.
1. Bad Description
Product descriptions are helpful for e-commerce websites. Sadly, not many websites insist on creating unique description for all the listed products.
Out of laziness, time consumption, whatever the reason, if you want to rank like a winner you have to put unique description for every product listed on your website.
Or you won’t be close to the top 2 pages on any of search engine.
If you keep duplicating, users will grow frustrated of your website and may start avoiding it.
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As simple as that, make it a habit of writing unique product descriptions.
2. Poor Product or Category Pages
Users will use a broad range of keywords to search for a product. At the time of searching they may not know what they want, just the broad category.
A person may want to buy a TV but he may or may not be still sure which type or brand of TV he wants. It may be an LED TV, CRT, or a Plasma.
Your website’s category page should guide him which type of television he should buy.
Sometimes, though a customer knows what he wants to buy. He may want to buy a “LG WebOS TV” or he knows the product code and wants to buy that TV right away.
Either way, the product pages should be well optimised for the search phrases.
Get Rid of Thin Content: Thin content is fixed by including product reviews, unique product descriptions, and detailed product specifications.
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3. Internal Linking
Improper internal linking is a problem that every e-commerce site has to face at one point of time.
Copywriters, artists, project caterers and social media marketers all will be clutching site links to use in their individual projects, and they’re to be expected to be not dragging the same ones (or even the right ones).
Educate the individual teams on the prominence of reliable linking and describe why it’s obligatory to link to the URL that we need to rank in search engines
If your canonical tags are set up appropriately, have them twitch the canonical rather than the front-facing link.
4. URL Parameters
E-commerce websites, because of a large number of dynamically generated pages, often require URL cleanliness.
URL Parameters are bound to exist. SEOs can only limit them. They are unavoidable.
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Google can parse most of the URL information. At times, it does pretty efficiently. However, Google bots can’t replace humans.
Nobody knows your URL structure better than you.
Configure them and let Google know what to crawl and what to skip.
5. The communication Gap
The gap between the development team and SEM team is understandable, but not with the SEO team.
If your SEO and SEM teams are not communicating, it doesn’t mean they’re playing nicely.
They are working in different directions. The same can happen between your PPC and SEO departments.
I have seen e-commerce companies where SEO and SEM teams draw swords at which one is doing a better job.
Ultimately, nobody wins but the company loses money.
Make sure both the teams are at peace. They are working in co-operation and the same direction. SEM often has pool of keywords that SEO can target over the course.
On the other hand, SEM can utilise their budget efficiently by knowing the keywords that the website is already ranking for and have a high PPC conversion ratio.
Also, working together the SEM team can optimise their PPC campaign based on inputs from the SEO team.
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This is not a complete list but an overview. Duplicate listings, slow crawl rate, and plagiarism are some of the problems that you still have to deal with.
Nevertheless, it’s still enough to get you started with an optimised e-commerce website.
Is there an issue that is affecting your e-commerce website in one way or the other? Feel free to share it in the comment box below.
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