With another holiday shopping season upon us, maximizing product visibility in the e-Commerce market is one of retailers’ biggest hurdles. Keyword-rich product descriptions are important, but that alone won’t be enough to differentiate your product lists from your competition’s this holiday season.
It’s predicted this holiday season’s consumer online shopping spree will be US$ 54.47 billion. To capture a significant chunk of that, retailers must rethink their strategy for pushing their inventory through the digital static to the front of shoppers’ screens.
From ensuring your site is architecturally sound for top search engine rankings, to actively seeking out online customer reviews, retailers can make easy tweaks to their websites to ensure their inventory is in plain view.
Here are five defined strategies retailers can implement to boost their products’ visibility:
1. Have a Clear Website Blueprint
Before pouring time and money into search engine optimization efforts, make sure your website has an SEO-friendly foundation. Every website needs logical site architecture to ensure that search engine crawlers can index each page effectively. Consistency in your naming conventions, sitemaps, header tags, internal links and inbound links provides search engines with a clear blueprint of your site, allowing them to determine which keywords match your offerings.
Create clean informative page titles, metatags and spider friendly URLs. Without a thoughtful structure, search engines are forced to guess your specialty, resulting in unrelated, untargeted traffic onto your site.
2. Avoid Duplicate Content
Few pain points lower a website’s search ranking faster than duplicate content. Google and other search engines refrain from listing substantially similar web pages in search results, pushing websites loaded with redundant content further to the bottom, if not off the first page.
With many e-Commerce retailers battling holiday time constraints, repetitive content becomes a major issue. Too often, online merchants copy and paste manufacturer product descriptions onto their website to save time -- that’s missing a unique opportunity to add SEO value. Always rewrite product descriptions to guarantee that they’re tailored to your site, that they speak to your specific audience’s needs and that they are rich with important keywords.