Intermediate eCommerce SEO Tactics

Once you have eliminated duplicate content and started started link building for your eCommerce site, it’s time to take the next step with intermediate SEO eCommerce tactics.

Image Optimization

Image optimization is contrevertial tactic, many argue that it leads to image theft, and there is some truth to that argument. However there are some keywords that can lead to conversions, for example phrases like “Wynn hotel room pictures”, “angry birds halloween costume”, or “navy blue one piece swimsuit”. These phrases are looking to “answer” or “satisfy” people who are in the research part of the sales funnel. These users will often bookmark your pages and comeback to them later and make a purchase.

Here are some best practices for image optimization:

• Name your file using the keywords you want to rank for, use the “-” as a word delimiter
• Try to stay in the 3-5 word range
• Use the keywords in the alt tag, be descriptive without resorting to keyword stuffing
• Use the words before the image in a heading and/or in a caption right after the image.
• Keep image size “reasonable” as far as pixel size and file size, unless you are targeting keywords such as icon, wallpaper or keywords with size modifiers

XML Markup

Using The new Schema.org markup helps the search engines understand your data, and provided your website has enough trust and authority, will cause rich snippets to display in search results. Rich snippets are generally speaking more helpful to the users and have a higher click through rate, even in lower ranking positions.

Internal Anchor Text

Using internal anchor text is a powerful strategy, but is easy to abuse and requires discipline from everyone involved in writing and publishing content. The first part using internal anchor text wisely comes from utilizing link hubs to distribute page rank where you want it to go. Simply put you create high value, highly linkable content on editorial pages, you the link these pages to your high value department and product pages.

Next you want to utilize breadcrumbs for maximum advantage. Make each of the words a link. Find a balance between usefulness, usability, and keyword value. Be consistent with your breadcrumbs throughout the site.

Finally you want to make a list of 25-50 of your most important product keywords, and “automatically” link these words to your products. If you use a CMS this is often built in, or available with an add-on or plug-in. If you have too many auto-linked words your pages will often appear too “linky”, so choose your auto-linked words carefully.

Rapid Indexing

You can speed up the indexing of new products, important products or updated products, by featuring them on the home page, in the common sidebar navigation, or as a related or featured product in the main content section. Try to use optimal anchor text for the links, and avoid phrases like “click here” , “see more”, “learn more” or phrases with little or no keyword value.

Department and Category Pages

If you have products that have a short lifespan, you might want to try to rank your department pages for more generic terms. First you will need to make sure these pages have editorial content, this usually means you will need non-linked text, and an editorial picture. Make sure these pages also have unique titles and meta descriptions. If there are multiple pages, block those secondary pages from being indexed, or push the spiders to the “view all” version of the page. Lastly try to build as many external links to the pages as you can, and use your internal anchor wisely and to your advantage.

photo credit: Shutterstock/Diego Cervo