With Christmas around the corner you should already have started preparations for the mad rush that inevitably ensues at this time of year.
No doubt you would have already:
- Ensured sufficient inventory for the expected Christmas rush
- Reviewed the latest ship by dates and advised customers of when they need to order by to expect delivery before Christmas
- Integrated your offline marketing campaigns with your online campaigns
- Prepped your dispatch team to make sure you can get your orders out in time.
However there are 3 simple techniques that you can implement on your website to help your products get found and increase traffic during the busy period.
1) Identify product pages without Title tags and meta descriptions
Product pages without keyword rich titles and well written meta descriptions will not rank or convert browsers to visitors.
The strength of Ecommerce stores is that they typically have many product pages, each of which adds to the overall amount of PageRank or Google authority that the website can accumulate.
In addition each page is an opportunity to rank for a specific keyword phrase and bring traffic to the website.
In the rush to photograph, catalog and add new stock items into inventory sometimes a proper title tag and meta description are not written for new products.
Many Ecommerce shopping cart’s automatically use the product name as the title tag, but many shopping carts default to the store name. In the latter situation the problem is that the page now targets the keyword phrase “Shop Name’ along with many other pages.
Meta descriptions are the short snippet’s of text that appear in each listing on a search results page. Their goal is to sell the click, to encourage the searcher to click through and visit the page. If a proper meta description is not written describing your product well then Google will simply select a snippet of text to use which may not do your product description any favours.
How to identify missing title tags and meta descriptions
You can identify product pages that do not have title tags or meta descriptions by using a free spidering tool like Optispider to crawl your website and display pages or you can simply use the Google “site command by entering “site:www.domain.com” in the Google search box to list all of the pages that Google has in its index.
Simply identify those pages without a targeted title tag and meta description and rewrite them accordingly.
2) Link to Products or Categories that you want to Promote
One simple strategy that many new to E commerce fail to implement is to utilise home page links to products or categories to increase both the traffic from the home page as well as the traffic from increased rankings.
Back links are the fuel for search engine rankings and internal links, that is links within your own website are a very powerful way of helping internal pages to get ranked. You see, internal links are effectively the same as external links except that you can control both where you link and the anchor text that you use.
The main menu links are already a start but you can add many more targeted internal links in addition to the menus.
You often see these internal links in the form of footer links on sites or blocks of links to “More Products”, “Featured Products” or “Promoted Products”.
Prior to the Christmas rush, you should be identifying whether there are any new product categories or pages that could do with some some extra promotion and link to them using the keyword phrases that you want the pages to rank for.
3) Use your RSS feed to Improve Product Discoverability
RSS or Really Simply Syndication is most often seen as a tool to allow you to read blogs using an RSS reader without the need to visit a the blog in person. It is a syndication tool basically helping you get your content published elsewhere.
RSS is an effective way to get new content on a website “discovered” by search engine spiders as the spiders follow where your content is published on other websites back to your pages. Once they get discovered they can get ranked in the search engines.
Many new shopping cart systems provide RSS feeds for “New Products” or “Popular Products”.
Typically during busy periods you are often so busy cataloging and uploading new products to the website that you forget to promote them. You can use RSS to get these new products discovered and ranked by simply submitting your ecommerce RSS feeds to places which accept them. For example:
- You can republish your E commerce products feed automatically to your blog pages using tools that allow blogs to publish content automatically using RSS
- You can republish your E commerce products feed automatically to your Facebook page
- You can republish your E commerce products feed automatically to RSS directories designed to help discover new and interesting feeds
These three techniques will help improve discoverability, increase rankings and traffic to your E Commerce pages.