In the previous part, we have discussed about how choosing the right keyword is the stepping stone to your search engine optimization strategy. In the second part of this series, we are going to discuss the role of your website pages in implementation of a successful SEO strategy.
Home Page – The key aspect
In implementing the SEO strategy, Home Page of your website is the essential ingredient. It is the page which will tell the search engines about your site’s content. Optimizing your Home Page to attract more visitors and to encourage conversions is the key. For this, there are several rules that need to be followed while optimizing your Home Page.
1) Textual Content – An important element
Most of the e-Commerce sites’ Home Pages are loaded with lots of images, Banner Advertisements, flash videos etc. with minimum amount of textual content to be seen.
This makes the site look attractive, but it is a poor strategy. The biggest drawback of this strategy is that the Google is not able to read or interpret images as it can in the case of raw text. If you are missing out text on your Home Page, you are losing in the page rank and in turn, customers.
2) Include the Top sellers on every page – including the Home Page
The top sellers on your website should be highlighted on every page including the Home Page. This will provide the necessary content in raw text format for Google to index it. Note that including the attractive descriptive text with the chosen keywords is essential.
3) Highlighting the Top Selling Brands
If your website is offering products of popular brands, it is a good strategy to include those in the Home page. This will give a boost to the page rank and improve the search engine ranking. The new picks along with top sellers must be included. It will encourage a good ranking on Google. If you are selling brands, highlighting them will do wonders to your ranking.
4) Eyeing the Navigation
Choosing the right navigation is also effective in devising a perfect SEO strategy. Most of the merchants are tempted to use horizontal navigation primarily, but it is effective to use both horizontal and vertical navigation simultaneously. This will benefit your business in two ways. Firstly it will empower your users to browse as they like along with providing room to add more links in the Home Page.
5) Paying attention to the H1 Tag
Your website’s Home Page must have one H1 Tag. Also it is essential that this H1 Tag must include one keyword that you consider is of importance to your visitors.
6) Frequency of updating your Home Page Content
It is often tempting to continuously change the content of the Home Page. It is believed that doing so will enhance your ranking. But, this strategy is useless as it has been analyzed that it has no significant impact on website rankings. Wondering how often you should be updating your Home Page content? We recommend doing the same three to four times in a year!
On the concluding note, including attractive mix of graphic and textual content on the Home Page is essential for an effective SEO strategy.
Product Pages – Optimize them for Google and help your visitors at the same time
After the Home Page, your website’s Product Pages need to be effectively optimized to take the advantage of your product catalogue to make most of your product offering in Google.
Securing a good page rank is the main goal of any SEO strategy. For this, it is essential that you spend enough time to ensure that every product listed on your website secures the desired position on Google. The most important component is to optimize your product catalogue for getting a good rank. This can take several days depending on the size of your product catalogue. You can hire in-house staff or even outsource this work.
1) The importance of text content on your product page
Like Home page, for securing a good page rank, it is essential to include text content along with images in the product pages of your website. Ensure that in the product pages, the images that you use are larger in size. it is extremely effective in grabbing the sale.
2) Avoid including exact content provided by the suppliers
It is easy to use the content provided by the suppliers as it reduces the efforts. Actually, it is not effective when implementing the SEO strategy. Primarily because it’s not effective for natural SEO. The keywords used by the suppliers need not necessarily match the keywords you are targeting. Second drawback of using this content is that it is widely used; it’s not unique to your site. Pasting this content as it is will damage your rankings and will be harmful for your SEO strategy.
3) Target about ten lines in the product description
While writing product description, aim on writing at least five to ten lines of text. This will help Google interpret the text as knowledge shared to internet users.
Instead of writing just few words like “Nike running shoes”, it is better to write, it would be better approach to write “These Nike shoes are perfectly designed to make your running as smooth as silk.” Out of the two approaches, the words used to describe the product in the latter is more effective.
From this discussion, it is clear that including too little content on the product pages will harm the rankings on Google.
4) Product Titles
Writing catchy product titles is an essential factor to improve rankings in Google. This is because the titles is what Google analyzes first. As it can’t read and interpret images, the product titles is the only information Google can use.
Also, it should be noted down that no two products share the same title as it will lead to confusion.
5) Include links to the brand pages
Including relevant links on the brand pages on your site is a good strategy as the brands benefit from your distribution capacity, and you reap the benefits from its reputation. If you include relevant links connecting to corresponding brand page, you will be creating a link network within your eCommerce site.
To summarize the above discussion, your product catalogue must contain relevant and unique text . Also, the product titles should be descriptive so that Google interprets it effectively.
In all, the keywords should not be ignored while creating content for your product catalogue. Also, constant monitoring should be done to check that Google is sending back right type of visitors.