Posted on Friday, 15th April 2011 by bruce
When it comes to optimising your web site for Google and other search engines, content is king. And although ecommerce sites are increasingly expected to include audio-visual content, Google cannot read it. So it’s important to have plenty of descriptive text on your site as well.
However, for many products there is not a lot you can say about them item by item. In such cases it may seem difficult to achieve the weight of text that you need to rank well on Google.
So here are three different ways to add optimised content, which have each proven effective for a number of quite different but equally successful ecommerce sites.
1. Top-loaded text
Cover Your Car (www.coveryourcar.co.uk) majors on just one product – a fitted car cover – but for 3500 different models. However they have still achieved a very high rank on Google by doing a few smart things with text.
- The top pages of the site are rich in text, and make frequent use of their most important key phrases
- The text on the home page is given high prominence by demoting the navigation and product images lower down the page
- They have multiple products per page to maximise the textual content
- They have keyword-rich text links in both the navigation and the body text of the page
2. Non-commercial content
Anything Left-handed (www.anythinglefthanded.co.uk) is the original web site for lefties, having been online for over ten years. The people at Anything Left-handed have turned their site into a mecca for left-handed people by providing a huge range of additional information, from left-handed jokes to educational advice. Naturally Google indexes all this stuff, and the site dominates Google’s listings in left-handedness searches.
A blog is a great way of keeping your site refreshed with new textual content. Once set up it needn’t take a lot of time to maintain, an hour or two a week is usually more than enough. As well as the extra pages the content will automatically be delivered as an XML feed, to which customers and prospective customers can subscribe, and through which you can push out your latest news.
Retro sweet company Chewbz (www.chewbz.com) have included a blog on their ecommerce site, and post regularly with updates and their products and activities. This provides additional fresh and relevant content for Google to digest, and also keeps customers bang up to date with what’s available.
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