How To Optimize E-commerce Sites By Organic Web Design

On January 27, 2013, wrote:

Ouch! Optimizing your Ecommerce site by organic web design, if you were a hippo you would have said a mouthful. The people who believe that optimizing an Ecommerce site is similar to optimizing a regular site are sadly mistaken. An Ecommerce site is heavy, bulky, hard to manage and really, really boring to optimize. Many Ecommerce websites are poorly optimized because the programmer or designer simply gave up trying half way through. This article covers how to optimize your site by simply pointing out how difficult it is, and how to overcome those difficulties. Other than those direct problems, a lot of your remaining SEO should be standard website SEO.

Long and boring

The process of optimizing an Ecommerce site is very long and tiring. Some people think that it is a case of putting a lot of content on a large amount of pages, but that is only half the story. Duplicating content is not a good idea if you want organic traffic so you need to try to have original content on every page. You ideally need to optimize each web page too so that the keywords for each page will match the products that it hosts. The keywords also need to differ slightly from the keywords on the other pages, which means even more work.

Difficult to manage duplicate content

Ecommerce sites have hundreds of pages with similar items on. This means that duplicate content is inevitable. Sadly, the only way around this is to create unique content for each item. You will simply have to find new angles to come at the topic from, and new selling points if need be.

Difficult to manage the multiple internal links

Ecommerce sites are covered in links in an almost spider like fashion. The site needs all of these links to be sure that the pages are perfectly optimized, so that the user can navigate easily, and so that the website can actually do its job. All of these links are hard to manage, so a diagram showing page titles and what they link to is the best way to manually check that your pages are properly linked.

Hard to manage duplicate internal links

Internal links will often need some sort of anchor text, however many of the pages are similar in their content and there are only a limited number of keywords. This may result in the anchor text being duplicated, which is not very desirable. The only way around this is to alternate the size of the anchor text and the configuration of the keywords and other text.

The brand logo or tag line is often duplicated

This is often true of a tag line, which is why you need to put your tag line text into an image and install it on each page as an image. You can put its actual textual version on the home page or sitemap.

Putting original tags next to products is difficult

As previously mentioned it is hard to come up with new tags and descriptions when most of your products are the same. Nevertheless, you need to vary the tags. Try being creative or aiming for long tail keywords for some of your products.

Coming up with original Meta descriptions for each page

Many of the pages will host similar things and it is hard to mix up words on a Meta description because the description must make sense. The only solution to this is to create unique descriptions. Why not explain what items are specifically on that particular page, including sizes, shapes and colors.

Coming up with original and perfectly optimized keywords

That is all there is to it. You need to do keyword research for every page, and there are hundreds of pages. It is also a bad idea to duplicate your keywords on too many of the Meta tags.

The website has to have multiple pictures on it

These images may take a long time to load which will negatively affect the websites SEO. You must optimize each image to be sure the page and the images load quickly.

The pictures have to be optimized which takes a long time

Actually optimizing the pictures is long and boring work, however an ecommerce site needs pictures. Preferably, the website should have lots of pictures.

The pictures each need a title and alt tag without duplicate content

Again you have to make sure not to duplicate your descriptions, which is hard when most products have ranges that are very similar.

Item descriptions need to vary enough to not fall foul of duplicate content rules

The description for each item for sale must be unique and very user friendly. It needs to elicit sales whilst not being worded the same as its other brother and sister products.

About the Author

Written by Sonia Jackson from

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