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30 Days Of E-Commerce Testing - Day Twenty-Nine!

Day 29

Research and share how Search Engine Optimisation(SEO) and ecommerce work together.

seo.jpg

Day 29 is the most challenging, but most interesting of the exercises so far.

I had trouble finding resources, but, this guide to SEO on moz.com blows me away. It’s such a good introduction. I really recommend reading it.

I’ve learned a bunch about SEO. Let me tell you.

Links are important
Search engines crawl your site based on links.
If a page is not accessible via a link, then search engines won’t know about it.

In an e-commerce context, imagine you have product pages that are only available via search.
Because they’re not linked, search engines can’t find them!

This is why it’s important to have a nice, easy to navigate, tree structure of products that you can browse to - in categories, etc.

Choosing the right keywords is an art form
You want keywords that represent your business.

So like, if you sell shoes - then “shoes” is a good bet.
But - lots of other organisations sell shoes - it will take a lot to beat the competition for a keyword like this!

A more specific keyword is better - like “purple alligator skin shoes”

But of course, that might be *too* specific and might make it hard for people to find you.

You have to find the right balance!

Implementing keywords is an art form too
Not enough of the same keyword won’t register with a search engine.
Too much of the same keyword will flag up as spam.

Funnily enough, the best thing to do is to use your keywords with some frequency, but in a natural way.
Make sure it’s mentioned enough on the page that it’s clear - that’s the good or service you’re selling.
Mention it in places like the title, meta tags, etc - but don’t go overboard!

Duplicate content is bad

Search engines pick up on sites that have multiple pages with the same content.
Sites may legitimately do this - for example, a regular page, and a ‘print optimised’ version.
But it’s a sign of poor content too, so search engines rank these pages lower.

Avoid duplicate content! But if you must have it, try the ‘canonical’ link tag, so that search engines are aware of it!

Use HTML as much as possible

Rich content like iFrames and Flash can’t be read by search engines!
Try not to use them. But if you must, supplement with text and HTML too - so your great content doesn’t get missed!

I’m so into this right now - looking forward to learning more!

- JE