E-commerce is now a real battle for hundreds of merchants in thousands of categories of products. That is why getting a prospect to find and land on your website at the right time and place is a real challenge for every shop owner, and SEO is the top-of-mind answer.
SEO can never die; however, the SEO tips and tricks now no longer the same as those in a couple of years ago. That is why I will update out new 38+ quick SEO tips that work in 2013-2014 below for e-commerce web owners of all platforms (including Magento) to check again to make sure you do not miss the important points. It is a pretty long list, but I think you can scan the words in bold to get the main points and skim the rest to have more ideas for your next actions.
On Page Optimization
1. Diversify Keywords: In the e-commerce site, the primary keywords are usually the product/categories page names, but don’t just limit them but also use synonyms and word families.
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2. Leverage long tails: searchers now tend to prefer specific queries to general ones, so care about this fact; long tails can also filter qualified visitors for conversion. Use keyword suggestions and keyword planners to help you.
3. Craft targeted, compelling page titles: That is the most important element to rank and first thing catch the searchers’ eyes when they on the search result pages so use it wisely for both human and robots.
4. Avoid duplicate content issues: Don’t lazy and copy and paste the manufacturer’s descriptions. Instead, write in your own words. Focus on informative and educational content and pages that your customer really needs.
5. Use relevant rich snippets: Rich snippets make you outstanding on the SERP page and increase CTR.
6. Schema.org and structured data: Structured data helps search engines better crawl and collect information for your website.
7. Update your content frequently: A website without the content update is a dead website. Use value-added content and user-generated content and review to keep the pages fresh.
8. Optimize your images: Use attractive high-definition but low-sized images. Pay close attention to file names, alternative text, and surrounding text to increase the traffic you receive through Image Search.
9. Control boat access: Ensure that search engine spiders can’t access the various e-commerce features/functions such as Add to Basket, complete purchase, add to wish list, etc., through the robots.txt file.
10. Use SEO-friendly URLs: Targeted products/categories keywords included in the URL will make more attractive for users than boring numeral parameters.
11. Be aware of multiple categorizations: Prefer the “example.com/product1” URL structure over the “example.com/cat1/procuct1” to avoid duplicate content issues.
12. Organize product links cleverly: Link directly to your strategic products from your homepage. Recommend similar products to your visitors.
13. User bread crumbs: Users might usually want to switch back to category pages when they are on a specific product. Let them do this with ease.
14. Use canonical URLs: Sometimes, products with different versions can cause duplicate content problems. It is better not to create multiple landing pages for minor product differences (color, size, example).
15. Fix broken links: Check regularly for links that no longer work and remove or redirect them to relevant pages.
16. Have a healthy link profile: Use a variety of anchor text. Make use of deep links. Don’t just focus on the homepage—research competitors’ link-building strategies.
Design & User experience
17. Use the call to action properly: Keep them clear and place them strategically on your pages. Steer visitors to a single primary CTA on one page and lead them to other secondary CTAs to offer more useful options and increase conversion rates.
18. Use “security badges”: Leverage the authority of third parties McAfee, VeriSign, Better Business Bureau, or Direct Marketing Association to build visitors’ trust.
19. Use richer visual content: A picture speaks a thousand words, so invest more in informative and compelling images and videos to grasp more visitors on the site.
20. Ensure cross-browser: We are now living in a multi-screen world, so make sure to give your users a seamless experience on your store when they move from PC to mobile phones or tablets, from your websites to your social channels.
21. Keep your check-out and payment process simple: Minimize the requirements to switch pages to increase your conversion rate and reduce the Shopping cart abandonment rate.
22. Reduce the loading time: Minimize CSS/JS/image files’ size and use caching mechanisms. Try flat design.
23. Use A/B and Multivariable Testing: regularly monitor your site performance to improve user experience and sales.
Website Structure & Architecture
24. Choose a suitable eCommerce platform: Ensure that it is regularly updated and easy to customize for your specific needs and goals.
25. Create and submit HTML & XML sitemaps to search engines: This is an old tactic, but I think I must remind you about it.
26. Avoid AJAX, Flash, and other non-SEO Friendly technologies: They can cause low page load, and the search engine can read them well
27. Remove session IDs from URLs: This can create duplicate content issues.
28. Improve your on-site search and filter system: Your users always want to search for particular products based on their name, brand, price, and characteristics. Don’t let them be disappointed.
Social Media & Promotion
29. Embed social media tools: Add the social share and follow button every possible position on all your pages. Use the social comment box to help you expand your reach. Keep the conversations between you and your audience going on and on.
30. Run a blog and encourage sharing: Update it daily with useful and relevant content to engage visitors. Show your expertise in the industry and answer your prospects’ questions. The more sharing, the more reputation you are regarded to have. No doubt that social reputation now is a very significant ranking factor.
31. Offer free stuff: Almost all people love free products. Provide an e-book or free trial to potential customers who are not ready for purchase to help them stay in contact.
32. Create promotional campaigns: Hold seasonal contests, events, and sale-off deals to attract more customers. Use all online and offline tools and channels to buzz your industry.
33. Enhance your email marketing efforts: Encourage your visitors to subscribe and send them relevant campaigns. Segment your customers, prospects, and leads and learn about their concerns as detailed as possible. Integrate social media into your email marketing.
34. Use targeted paid advertising: with optimized landing pages to drive relevant traffic.
Off-page factors and other must-have Features
35. Have a different URL for different language versions: Decide the languages to support your website and be the default one.
36. Improve local SEO: Provide correct and complete physical contact information on your website and every other online channel. Have your business listed in local business directories, Google local, and other popular online listing services.
37. Give your customer multiple checkout options: Provide various payment methods to your customers (Credit Card, PayPal, Direct Bank Transfer, etc.). Offer different shipping methods and reach as many countries as possible.
38. Be aware of security and privacy issues: Safeguard your whole system with anti-virus solutions and secure encryption methods.
and… there is the last point. I don’t know which category to put it in, but I think it is vital for you, so I gave it a plus.
38+. Keep track. Monitor your work over and over. Stay updated with changes in user behaviors and search algorithms. Those 34 kinds of stuff I wrote above might work today, but who knows what will happen tomorrow?