SEO is SEO, right? Well, there are some things to keep in mind that is different for e-commerce.
First, e-commerce doesn’t typically have much content on the category pages. Many homepages are just a list of links to categories of products within the site.
So how do you go about optimizing a page with little content?
Well, to be honest, it’s quite easy. Since there is little content, the content that does exist needs to be closely examined to make sure it’s in line with business goals. Headings should be examined, category names, internal linking, and especially page titles. The anchor text that is used within the site should be in line with the page titles, headings, and any textual content that is included on the page.
While it’s not as difficult as it seems, it does take quite a bit of practice. It’s much easier to get content heavy pages to rank, which is why so many firms focus on blogs for e-commerce sites. But making someone click again from an article to the category of products they really wanted doesn’t seem like the best user experience to me. I find conversions to be better if we get people directly to a listing of products or options to narrow down what they’re looking for.
As with anything in SEO, everyone has their own method. I just happen to work with e-commerce almost exclusively and think many of the firms take shortcuts to ranking that don’t really lead to the best conversions.
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