Search engine optimization (SEO) may seem straightforward on the surface, but in practice, there are hundreds of interlocking pieces that must be monitored and adjusted in order to see positive results. The process is even more complicated for e-commerce sites, which operate under a unique set of circumstances and must adhere to a distinct set of best practices. All the fundamentals still apply: publishing great content, earning quality inbound links, and maintaining an ongoing social media campaign.

1. SEO Strategy For Ecommerce
Website
www.syscomminternational.com 079 6181 0430

2. Focus on where the money is
• Identify your top revenue- generating keywords & amp; focus your
SEO efforts there
• Encourage branded searches
– Branded keywords tend to convert really well.
– Google likes brands
www.syscomminternational.com 079 6181 0430

3. Find Out Your Site’s Strength
• Find out which product pages you have good rankings for
google analytics & Searchmetrics
• Consider increasing the prices of these products
– People trust high rankings so make use of that trust factor.
www.syscomminternational.com 079 6181 0430

4. Use your site’s internal search
● Great source of keywords
● Also a great source of promotional opportunities
● Track this in Google Analytics
www.syscomminternational.com 079 6181 0430

5. Site Structure is key
• Search engines look closely at internal links & anchor text
• Potential for a lot of semantic value.
• Don’t forget your breadcrumbs
• Follow solid Information Architecture practices
www.syscomminternational.com 079 6181 0430

6. ●Multiple high resolution images for each product
●Don’t hide them in clever JS but make sure search engines can
see them
Product Images
www.syscomminternational.com 079 6181 0430

7. Content on Ecommerce Sites
Don’t use standard products description
• Write unique descriptions as good as you can make them
• If your client can’t supply unique descriptions, spin the
standard texts
• Incorporate (long tail) keywords that the manufacturer might
not use, but people do actually search for
www.syscomminternational.com 079 6181 0430

8. Encourage Conversions
• Free shipping
– Countdown to free shipping
• Delivery information
– If they have to go looking for it, you might lose them
• Deals / Discounts / Special Offers
– Make them time-sensitive
www.syscomminternational.com 079 6181 0430

9. Out of Stock Products
• Temporarily out of stock products
– Keep the page and show relevant message with
related/recommended alternative products.
• Permanently out of stock products
– Redirect the page to replacement product/category
page.
www.syscomminternational.com 079 6181 0430

10. Discontinued Products
●Keep track of which products are being discontinued by
manufacturer.
● If you have stock of those, flaunt it.
○ There will be Facebook groups/ Forums/ blogs about the
product or brand.
○ Let these people know you still have stock.
● Increase the price to capitalise on the product’s new found
scarcity.
www.syscomminternational.com 079 6181 0430

11. Track Traffic from Google Shopping
● Build a filter in google analytics.
● Put tracking parameters in the URLs of your shopping feed
○ Beware it might get messy.
■ Duplicate tracking in analytics.
■ Comparison sites may add tracking code of their own
& this might break the URL entirely.
www.syscomminternational.com 079 6181 0430

12. Link building for Ecommerce Websites
● Blogger outreach/ awards/ giveaways
● Invite them to industry events
Award ceremonies/ conferences/ product launches.
● Social share buttons
On every product page
On the order confirmation pages
On product reviews
● 50% of Ecommerce shoppers are logged into Facebook –
leverage this with like and share functionality
● Proper content strategy
● Guest content for industry sites/blogs.
● Press releases
● Build links to product categories
No dependence on a specific product
www.syscomminternational.com 079 6181 0430

13. Ecommerce SEO Tips
●Create a SEO keyword field in product database.
●Focus on singular keywords on product page.
●Simple product & category URLs.
●All products 2 or 3 clicks from the home page.
●Unique title tags.
●Unique keyword meta tags.
●Unique descriptions meta tags.
●Product reviews.
●Pass PR wisely.
●Internal contextual links.
●Avoid session IDs in URLs.
●Avoid manufacturer's product descriptions.
●Create a product RSS feed.
●Product Tagging.
●Page file names.
●Use iframes for duplicate content.
www.syscomminternational.com 079 6181 0430

14. ●Strategic planning for content, communications and community
●Campaign design and deployment services
●Conversation monitoring and optimisation
●Building and maintaining a social media newsroom.
●Establishing, integrating, and updating your presence in media
communities like Flickr and YouTube.
●Optimising Blogs and RSS feeds.
●Regularly submitting RSS feeds and Blogs to the latest aggregators,
news sites and social book marking sites.
●Recommendations for advertising and marketing opportunities
within social networking and media communities.
●Influencer outreach and buzz-building tactics
Services We Offer
www.syscomminternational.com 079 6181 0430

15. Join and Follow us:
Contact
Website:
www.syscomminternational.com
Email:
info@syscomminternational.com
Tel/fax:
079 6181 0430
www.syscomminternational.com 079 6181 0430
Address:
Syscomm Consulting Limited
67, Loudoun Rd, London
NW8 0DQ
United Kingdom

16. Thank you
www.syscomminternational.com 079 6181 0430