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.


Notes from a Handful of SEO Audits – Part 1: Mind your search engine results page.

Posted: October 22nd, 2009 | Author: | Filed under: Google Page Rank, SEO, Web Design | Tags: , , , , , , , , | 2 Comments »

I’ve had a good response this month from Brooklyn bloggers, entrepreneurs and artists looking for ways to increase traffic on their web sites. I’m happy to report that all the sites I looked at are headed in the right direction and can easily increase their traffic by devoting about 5-10 hours to that end and changing a few habits. I’ll be devoting the next few posts to talking about some of the things I found when doing these audits.

Many small business web sites use the same duplicate page title on every page. My guess as to why this happens is that the coder uses a template, and doesn’t think to change the title when plugging copy into the bodies of the pages. The small business owner who is employing the designer/coder doesn’t, in most cases, know what a page title is. If they don’t see it within their design they don’t realize it exists. It’s seemingly a small oversight but the stakes are high. Google awards quite a bit of weight to page titles, but there’s another reason to be concerned about them. They are what users see in the search engine results page (SERP). Getting a page onto the SERP is only the first step. On the SERP, there are 9 other pages competing for one click– so the title really has to be right.

While we’re on the subject of SERP’s, let’s talk meta tags for a moment. Ever since we found out that Google doesn’t use the description meta tags, many web designers and coders out there have decided that meta tags are dead. That may be when it comes to PageRank but that’s not the whole story. If there’s no meta description tag, then Google grabs the first few words of the web page and uses those as the description on the SERP. In many cases, it’s the navigation that shows up– and it’s great to be using text links in the nav — but, which of the following two examples would you click on?

Example 1:
SERP example 1

Example 2:
SERP example 2

So, before spending money on PPC ad campaigns, small businesses should take a look at their sites and see if they can make a few small tweaks that could go a long way.

Notes from a Handful of SEO Audits – Part 2