SEO is the lifeblood of the online retailer. Most online shoppers begin looking for an item by using a well-known search engine such as Google or Bing, and how your products show up in those results is critical to your success. Making SEO additionally challenging for eCommerce businesses is the fact that their sites are constantly changing as inventory comes and goes. And the seemingly mysterious changes and updates to the algorithms used by the major search engines only add to the anxiety and confusion for anyone wanting to increase traffic to their site. It can seem like a daunting (and never-ending) task.
As the leader in eCommerce site search, navigation and merchandising, Easy Ask has long enabled high performing, SEO-optimized online commerce sites. It is a core driver in our technology and an important feature in taking our eCommerce customers to the next level.
Here are a few suggestions from the EasyAsk experts for getting the most out of your SEO efforts:
High Quality URLs – This is a good idea, no matter what kind of technology you are using. URLs that make sense to a human also happen to look good to Bing and Google search engines. A long string of numbers and symbols in a URL is meaningless both to the customer and the search engine crawlers. Using the descriptors that your customer is looking for and that actually represent the product is always a smart move.
Use an XML Sitemap – Because eCommerce sites have a large number of products and URLs, it is important to get those products indexed in such a way that search engines can find them. An XML sitemap does just that, ensuring that Google and Bing don’t miss anything. EasyAsk provides a rich, best-in-class XML sitemap generator right out-of-the-box, with no need to purchase an extra module. Crawler-friendly links are simple to build, so your site can include a virtually unlimited number of dynamically built landing pages for products, brands and more.
Facilitate the “Long Tail” – It’s great to rank highly for a popular general search term such as “dresses.” But a long-tail term such as “Michael Kors green halter dress” is far more likely to reach customers closer to making a purchase, and result in higher conversion. More traffic isn’t always better – quality over quantity translates to higher sales and better profits. Use long tail keywords and phrases to increase the chances of your website visitors converting into sales. And while you’re at it, keep in mind that product names should be created with search users in mind. Describing a product as “emerald” is unlikely to reflect the search terms used by a customer looking for a green dress.
EasyAsk allows you to understand how your prospects and customers are searching and adjust your results based on their terms, quickly and easily. When it comes to site search, the analytics power within EasyAsk is second to none. Ad hoc reporting distills out the terms of top value and gives you powerful insights into what drives your customer.