7 Critical SEO Errors of E-commerce Websites

SEO ecommerce

It’s common for online merchants to think that by simply listing hundreds or even thousands of products on their e-commerce website, search engine traffic will start rolling in. It turns out that is far from reality. Hoe to do seo for ecommerce

The sad fact is, optimizing e-commerce websites for SEO (Search Engine Optimization) is much harder than it is for blogs or simple 5 page company websites. By having lots of product pages constantly shuffling on and off the site, numerous problems arise that make SEO very difficult for e-commerce websites.

Today we are going to go over 7 common SEO errors of online stores and e-commerce websites.

1. Lack of Product Description

From my experience, this error usually is made by online gift stores (in the broad sense) and online clothing shops. Unfortunately, the complete lack of a text description of the product virtually puts an end to the chances of the page being in the top 10 of a search engine query, even in the case of low-frequency queries. So be sure to add a description to the item card; do not kill your page’s chances.

Lack of Product Description

For example, these boots. Nothing special, just boots. Of course, the picture speaks a thousand words, but the search engines cannot see images. So make sure to add a description of the product.

A great way to measure how much unique content you need is to measure the default word count of a blank product page. Count all the words that are used in your navigation, sidebar, footer and any text that is present on a blank product page. Make sure your unique text, exceeds that “default” word count in order to have a heavier weight on unique content.

Obviously the more unique content you write for your product description will always be better for your SEO efforts. However, keep the following things in mind:

Only write quality descriptive content that helps your customers make purchasing decisions.
Don’t copy content from other websites. The search engines will penalize you for doing this.
You may want to test what description word count helps with purchase conversion. Too much content might hurt.

2. Using Product Descriptions from Manufacturers

If you want to be filtered by the search engines, just add a description from the manufacturer. This action can guarantee your site will be banned from the search engines.

The thing is that these descriptions are distributed to many online stores. And most of them are leaving the text in its original form. All this leads to a number of pages with non-unique content and filters from Google. To make this an even worse mistake, these manufacturer descriptions are usually not written in a way that sells.

The rule here is: always create unique content. Google has been getting better and better at kicking websites down the rankings because of duplicate content and content scraping.

Now creating unique content for thousands of products or wildly varying inventories can be a daunting task. I’ve been there before. You may want to consider putting a NO INDEX meta tag on product pages that you can’t write unique content for.

If you have thousands of product pages that you either can’t get to, or will be out your inventory in a matter of days, then certainly consider keeping them out the search engines. The point here is you don’t want to have thousands of pages with no unique content compared to only a few that do. What this does is it makes your website look like it has automatically generated thousands of simple webpages to try to gain SEO traffic. That’s exactly what you don’t want it to look like.

It’s much better to keep your SEO in good standing than let it suffer from poorly optimized product pages or a spammy looking content strategy.

3. Lack of Product Reviews

About 70% of buyers are looking for reviews of products on online stores or forums before making a purchase. This means that if your site has no such reviews, you are missing a very large percentage of the audience. Moreover, it is easier for review pages to reach the top of search results than selling pages.

Lack of Product Reviews

Amazon.com has allowed its users to not only buy products, but also leave reviews of books, gadgets, and more. Thus, they have created a whole community of book lovers who share their experiences.

The beautiful thing about product reviews from customers is:

They are creating unique content for your online store and it’s free! We’ve been talking about all the trouble involved by not having unique content and how hard it is to create it. Product reviews solve this problem!
It keeps the product page “living”, which can help to bring the search engines back more often. Anytime you can update your site more frequently, the better it is for your overall SEO efforts.

4. Not Optimizing Product Pages Based on The Search Demand

Be sure to consider the demand and search keywords that people are typing into the search engines when you write headlines, title pages, and product descriptions. Otherwise, you may create a situation in which you are promoting something that no one is searching for. This is a common mistake of stores with a great number of different goods.

For example, you could make a page by mistake that has the title tag, H1 heading and image alt tag information optimized for the keyword phrase “Floral Pattern Scarf”, when it would be much wiser to optimize for a more specific keyword phase such as “Chanel Floral Pattern Scarf.”

With that said, here are some tips to help you better optimize those product pages:

Use model numbers in your title tags and H1 headings.
Use brand names in your title tags and H1 headings.
Don’t forget to fill out your image alt tag information!
Don’t keyword stuff the page with the keyword phrase by repeating it over and over again.
And never, ever, use iframes to display content. Make sure your content actually exists on the product page it is meant to be on.
For more on-page SEO tips, be sure to read our article entitled The On-Page SEO Recipe for Peak Inbound Marketing Efficiency.

5. Non-Unique Titles

Another problem of the large online stores is duplicated title tags. Watch for their uniqueness and try to avoid identical values. It is the school foundation of SEO, but when we are talking about online shopping, for some reason, many have stopped observing this simple rule.

Here is what a title tag looks like if you view the source code of a webpage. This example is from the SEOmoz.org home page:

SEOmoz title tag

It’s difficult to create unique title tags when you sell multiple items from the same brand, or similar items from many brands. You will inevitably repeat the same keywords over and over again. Search engines are aware of this occurrence, and therefore you should focus on making unique key phrases.

A lot of online shoppers are searching for a key phrase oppose to a single keyword. A formula that tends to work well is the “band-model” title tag recipe:

For example your title tag should be structured in this way: Brand – Model – Item Type

Some real life examples could be: “Honda Accord Sports Coupe” or “Burton Aftermath Snowboard 2013″

An important tip for nailing down the right keywords is to survey your customers to see what language they use when they talk about the products you sell. The structure in which they phrase your products will clue you into how they might search for them.

6. Lack of “Speaking” urls

What is a “speaking” url? Here is an example: http://www.readanybook.com/ebook/harry-potter-and-the-prisoner-of-azkaban-65. Speaking urls are also known as “keyword friendly urls”.

lack of speaking urls

We see the name of the book right in the site address. It is very important in terms of SEO to create such a url for all of your products. No more anonymous IDs! Make your profile unique to the search engine with a unique url.

There are only three reasons why you should use speaking urls:

Semantics: It makes it easy for the customer or searcher to know what to expect when they click on the url. If you have an incredibly long url full of numbers and gibberish – it can look spammy and be a turn off.
Keyword and Anchor Link Luck: There is a chance that the URL will be picked up by another website and re-posted. Important keywords will be present in the anchor tag if they url is used as the anchor text. Getting keywords within anchor text that points back to your website is the main driver of getting to the top of search engine rankings.
Relevancy: Having relevant keywords in the URL used to be a big driver for domain names. Google is starting to put less priority on that, however it can’t hurt to have relevant keywords in your urls for product pages..

7. A Lot of Duplicate Content

Pages to print, archives with different sorting elements, tags, and more – all these things, which create duplicates, should not be indexed by search engines and must be closed in robots.txt. This is important because your site can get sanctions because of duplicate pages (especially on large sites such as many online shopping sites).

an example of a lot of duplicate content

This content appears on many pages of a fashion online store.

Here are some tips to trimming down duplicate content:

Use robots.txt to block areas that create duplicate content such as archives, tags and even category pages in some cases.
Use the canonical tag to indicate which web pages are the pages you want indexed. For example, if your shopping cart creates new urls because of reviews or comments (meaning you have more than one page with the exact same content, except one has reviews or comments and the original does not), the canonical tag will tell the search engines which page they should be paying attention to.
You can add nofollow attributes to links that point to areas of duplicate content. However, you have to be extremely thorough at making sure you find every single link that needs to be nofollowed (because Google will find them).
The Golden Rule of SEO – Make Usability a Priority
As you know, Google is a search engine that is very worried about its users and their experience. First of all, you should make your online store convenient and useful for customers in order to achieve its respect. What is good and unique to your clients – it’s good for Google.

The more time people spend on your site, and less they click back to the search results page is a great indication that Google is sending them to the right place.

Finally, people who like your website and what it has to offer are much more likely to link to it – and as we said before, links are what drive you to top the search results page!

What errors in online stores’ search engine optimization have you identified? Please leave them in the comments below.

Ask iubi digital for a Website audit seo ecommerce is very important for your business.

4 Reasons to Spend More on SEO

Why to Spend More on SEO?

Google has made dramatic changes in 2013, with the May 22 Penguin update having the biggest impact for small business websites. After some severe reductions in traffic, some webmasters are at least seeing traffic increases in August due, in part, to a Panda softening from Google.

In response, many webmasters are making big shifts in SEO tactics. While long overdue, this is the right move.

Few businesses are looking to move to lower quality SEO services as they now fear Google more than ever. But small businesses run very close to the margin and traditionally resist increasing the SEO budget, regardless of the consequences. Here are four reasons why small business owners should reconsider.

1. Google Asked You To

While many will dismiss this as PR, Google has clearly communicated that they no longer will tolerate SEO tactics that used to work in 2008. Article spinning, keyword stuffing, excessive bookmarks, reborn domains, paid links, thin content, and duplicate content are all not OK.

Even if you haven’t received an unnatural link warning, the writing is on the wall. Quality must increase for continued success in SEO. While this message is clearly self-serving for Google, it’s important to respect their power in the industry.

2. Recovering From Google Updates is Expensive

There are plenty of websites that have partially recovered from Penguin downgrades, but each case is different. The level of returning traffic varies.

Technical issues on-site are the easiest to fix and should be addressed quickly using Webmaster Tools as the guide. Duplicate content needs to be removed immediately.

Keyword-stuffed titles need to be edited. Thin content, a favorite among many, should be replaced with real content marketing.

Off-site issues, such as bad link building, are particularly hard to fix. It is very ironic that firms now exist to send “link removal request” emails to other firms who were previously retained to build those links.

Small business needs to stop doing bad link building and embrace content marketing. They need to get creative and experiment with newsjacking.

All of these activities cost money. Smart business owners are thinking toward the future and deciding to spend more on SEO now (via higher quality services) to avoid repeating this activity in 2014.

3. SEO Has Merged With Marketing

Many small business webmasters were using a “set-it-and-forget-it” SEO strategy, believing that they need not worry about SEO after hiring a firm. This violates one of the major tenets of business process outsourcing, which is to outsource process and execution, but maintain strict performance monitoring and accountability.

It isn’t surprising that many small businesses are feeling buyer’s remorsFe, wishing they had done greater due-diligence in the vendor selection process and better understood the risks associated with SEO.

It should be clear at this point that SEO is no longer a technical exercise and is rapidly merging with marketing and public relations. Smart CEOs recognize the strategic importance of SEO in our digital world. For this reason, they find ways to amplify SEO in allmarketing activities. Ironically, many companies have SEO opportunities they don’t harness.

For example, every employee should maintain a “work” Twitter account and share industry news, blog posts and company specials to help spread content. This type of integrated SEO marketing execution is the future, and will draw more budget dollars.

4. SEO ROI Remains High

The data suggests that SEO is still a great investment. This means that small business shouldn’t necessarily shop for the cheapest SEO vendor, but consider the return they can make on their money if they spend more on SEO:

  • SEO remains a very high ROI activity.
  • The cost-per-lead for SEO is still very attractive.
  • Google has significantly tightened the requirements for high-quality SEO.
  • Integrated marketing strategies have big efficiencies.

Conclusions

All technologies and industries mature, and price-points typically change dramatically along the way. SEO is following the same playbook as most other young industries.

In the last few years we have seen SEO move from infancy to adolescence, with the Google algorithm updates as mileposts. While SEO will become more difficult and expensive to execute, the return on investment remains high for small business. In the end, ROI is more important than the absolute number of a budget line item.

iubi digital is offering quality SEO services, you will spend more on SEO, but your investment it will coming back to you.

Search Engine Optimisation WHY DO YOU NEED IT AND WHAT DOES IT MEAN?

Even using the term ”SEO” or Search Engine Optimisation, to give it its full title, is enough to induce a sort of glazed-over feeling in anyone with the least wish to get on and do something useful with their lives.

  • You thought you had a website – what more do you want?
  • You have some content – why doesn’t it attract any attention?
  • Just what is this SEO thing and what does it do?
  • Where should I start when thinking about this thing that is making my head hurt?

WHY DO YOU NEED Search Engin Ooptimisation AT ALL

As many people have discovered, it is not enough just to have a website or a web presence. People often ask why they are not performing online, or not being found.

What you have to understand is that, compared to the dullest person you know, Google and the other search engines are complete imbeciles – they understand nothing. They may be amazing in many ways, but they are not a patch on you and me when it comes to recognising things for what they are ……. And this is just words: when it comes to images, they have even less clue.

Since humans process visual information more quickly than text, you can soon work out that there is a wide gap between the way we see things and the way the search engines do their business.

That situation may change, and is changing, of course, but, for the time being, search engines need help. They are just big old databases, and for big, old databases to function, they need to be indexed and tagged so that they can be searched effectively. They also need to build millions of patterns of search to build up useful histories of the way people look for things online. And, finally, they need the guiding hand of programmers who refine those millions of patterns into algorithms so that they become more attuned to each individual as they make their searches.

You need SEO because SEO helps the search process.

WHAT DOES THIS MEAN IN PRACTICE FOR YOUR WEB PAGE?

Web pages are structured in a very specific way to make them readable at all. A well-structured page follows a number of rules for the title, the description, its links and its content. Think of this as a kind of tick box for the search engine to say, “Hey this looks good. You have a web page I can get on with!”

Long ago, web developers realised that the addition of key words and key descriptions to the titles, headings and links on a typical web page boosts the ability of search engines to find things. This simple concept is the basis of SEO. The analogy is the one of finding your way round an encyclopaedia using the contents page and an index to help you. If each page also had a list of the key words that relate to the article, it would speed up your ability to make associated searches for the articles that use the same words.

SEO  is  then, the process of organising and sorting titles, headings, content, keywords, links and tags in best possible way for Bing, Google and Yahoo to find your pages. The search engines add in the values of popularity and links to determine page ranking.

For web designers, this means they have a second job apart from making your site functional and good looking. They have to organise your site behind the scenes in to ensure that it has the best set-up to perform well. They give it structure, and they “optimize” your web pages.

WHY CAN’T YOU FIND MY PAGE?

70% of people don’t scroll beyond the first page of Google.

At this point, we need to introduce another complication. Just because your page ticks all the search engine boxes, it doesn’t mean you are going to be found easily.

You, of course, are probably not interested in just being found, you want to be the first one on the list that people come to! The aim, as everyone knows, is to achieve the best possible page ranking. As we all know, being on the second or third or lower pages in Google is the kiss of death. You might as well be in the Sahara desert when someone is trying to find you in the middle of London.

SEO is often confused with Page Ranking.

SEO is all of the things you do to your website to help it rank higher up the organic search lists.

Organic SEO differs from PPC (Pay per click) which is paying advertising directly to the search engine provider to achieve a listed position on the search pages.

Consider this: the competition to be found on keywords and on semantic search is fierce. Surprise! you are not the only person wanting to be ranked highly for a particular search term. This has led to the rise of the SEO expert.

It can be difficult to distinguish between good and bad SEO experts. They are all busy telling you how they will “use SEO to get you on the first page of Google”.

The real SEO expert is the person who can find the right tools to help you achieve the result you need.

The rise of the SEO expert has caused a problem for the search engines who want to be seen as neutral. If asked, they tell us that they genuinely want the most popular and best web pages to be the first you find. But, as with any race, only a few pages can ever reach the top. The result is a kind of arms race where search engine providers and SEO experts battle with each other – the one to reflect the true value of search, the other to tweak their page SEO to give them the edge. Terms such as “white hat SEO” and “black hat SEO” refer to some of the good and bad techniques that have evolved in the course of this war.

At the time of writing, the best SEO copy is considered to be high quality, informative content that happens to have a few relevant and well-researched keywords naturally inserted into the text.

WHY YOU STILL NEED SEO

This leads us to the final point I want to make about SEO today. This race between the search engines and the web designers and SEO experts is unresolved. The rules are being rewritten many times a year. At the time of writing, Google has just released Hummingbird and set the SEO experts scratching their heads about how they are to make sure they keep their jobs.

Which is not to say, you can’t do anything…

SEO is not a one-off thing. If you want to continue to rank well, you must have a consistent content creation strategy in place. The search engines reward websites that continually post new and interesting content, such as blogs, case studies, whitepapers and videos. Interestingly enough, so do humans.

iubi – Digital Marketing Services, it will bring your website in the first page in Google

Request a Proposal

Title: (required): Your Name (required):
Your Email (required): Your Phone (required):

What is your budget?

 Over £10,000 £5.000 - £10.000 £2.000 - £5.000 £500 - £2.000

Enter Your Project Brief