That's a mini Pandora's box waiting to explode!
Since the business team is the main handler of any problem that they face, what new can they do to enhance their visibility so that the search engines re-engage with you systematically?
Here are some pointers, we felt you must know as a eCommerce business :
Google's 2011 Panda update hit the eCommerce businesses in the gut. Since then, Google has been sharp to pick out websites that offer "thin content". Content is a prime for not only fuelling search rankings but actually materializing conversion rates i.e actual sales. Businesses should look to focus on developing descriptions of major product categories, sub categories so that the algorithmic updates do not find you vulnerable.
2. Participate In Product Listings
Most online businesses fear the competition that they have to face if they listed themselves on Google's official product listings. Competition will exist no matter what but sticking close to the home turf and not coming out in the open will inhibit your business image. Remember, visibility is the name of the game in eCommerce. The more your business becomes open, is talked about on authentic forums and sites, the more customers it is likely to attract. The deal with paying up to participate in Google's product listings should not be a detriment.
3. Avoid Product Duplication
Sometimes a product is such that it cannot be exclusively categorized under one category. This leads to what Google calls content duplication and liable to be penalized in terms of ranking. Once in a few months, it is best to do a website overview, look for repetitions and rectify the mistakes. In fact, Google itself provides an answer to those of us who fall in this trap; all you have to do is use the "rel=canonical" tag to enlist product pages as separate entities.
4. Page Indexing
The common idea that businesses, opting for content market strategy, that more the number of pages you have indexed, the better your page rank is likely to be. According to a popular SEO and marketing authority, this creates "SERP Junk" in the form of redundant product content, category listings etc, that inhibits Google from crawling through your site comprehensively. The fact of the matter is that SEO are but technological tools lacking common sense. They function as they are programmed. It is upon the human agency here to help these crawlers reach out to index your pages authentically.
5. Add Detailing
This probably sounds repetitive but details are the key. So far we spoke of details from the point of view of the search engine. Now comes the user side of things. How will customers search you and your products easily? How much info are you willing to dispense? These questions will determine your conversion rates. The best way to about this is providing what is known as "microformat" on schema.org. These are nothing but small details like ratings, author info, the user review votes the content gets so on and so forth. Stats support that content with microformats boost conversion rates by a good 30%.
We hope to see businesses in eCommerce perform well. Do share in your wisdom with us by leaving a comment in the section below.
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