E-commerce Platforms: is yours search engine friendly?

Posted: January 7th, 2010 | Author: | Filed under: E-commerce, SEO | Tags: , , , , , , | No Comments »

If you are planning to launch a small e-commerce site, you may want to stop and consider whether search engines will be able to find the products you will be offering. Some platforms don’t offer the ability to edit certain criteria that are crucial to search engine friendliness.

Here’s a short checklist.

  1. Customizable Page Titles: Above all, the page title MUST be editable for each individual product. Remember, the page title is what you see on the search engine results pages and in the top of your browser window. As far as Google is concerned, it’s the most important element on the page.  Some e-commerce platforms use a template that only allows you to specify one page title that will be used for all products. This is disastrous for SEO!
  2. Customizable “Alt” Tags: You should be able to specify the “alt” tags for the product images. Some e-commerce platforms automatically use the product name as the image “alt” tag– which is better than no “alt” tag at all — but ideally you want to specify your own tag. Why? Well, more and more searchers are using the image search on Google to find what they’re looking for. For humans, a picture’s worth a thousand words. But not to Google, who can’t see the pictures unless you describe what’s there in the “alt” tag. So if you’re selling a pair of kid’s shoes by Stride Rite, maybe your product name is “Corey”. That doesn’t tell Google much. You’d want the “alt” tag to say “Stride Rite Kids Shoes – Corey – Pink/Silver Sneaker”. That way, an image from your site could come up for a search like “pink kids sneakers”.
  3. SEO-friendly URL’s: Many e-commerce platforms use database-generated URL’s such as www.site.com/product/19. Since the number 19 doesn’t tell us anything, it’s preferable to use descriptive words instead. Consider an e-commerce solution that generates static HTML pages rather than generating dynamic pages on the fly. Search engines prefer permanent links.
  4. Related products: It’s really useful to be able to link to related products within your catalog. Good for users AND good for search engines. Check to see if your e-commerce platform provides this option.

Please comment with your own suggestions to add to the checklist. Also, if you have a favorite e-commerce solution that fits the bill for SEO, please post it here.