Managing an e-commerce site requires a lot of investment: time and money. So, it’s about putting the odds on his side to optimize the SEO of his online store. It is the same for the product sheets that compose it. Today we zoom in on 5 SEO errors found on e-commerce sites, and tips to avoid them.
#1 : Titles neither unique nor optimized SEO
Choosing the right titles and making sure they match the product is a constant challenge. Unfortunately, by saving time we would be almost tempted to simplify this task. Yet this is one of the most basic SEO mistakes.
Yet, in terms of SEO “on-site”, it is a basic technique. Indeed, Google robots, when they scan your website, begin to understand the overall meaning of your page. To do this, it will give special importance to the title of your page before analyzing the other elements. The set will assign a kind of overall score, allowing it to rank in its index
Example: If you sell drones, specify the type of drone, the brand, and a key feature from the title! In our case, a good title could be:
DJI Mavic Pro Fly More Combo - Refurbished to new
In our example, we note in title the mark and the precise model of the drone, as well as a characteristic of request: “reconditioned with nine”, which makes it possible to target the audience which is in search of this type of good deals
- A unique URL to each product
- Be specific about the nature of the product
- Limit yourself to 70 characters
#2 : Do not optimize the product description
The question “How to write an effective product sheet description?” deserves an article in its own right. Indeed, this block of 200 or 300 words plays a key role in the ability of your page to rank in the SERP. Zoom on two common SEO errors:
#2.1 : Copy manufacturer’s description
Let’s try to stay concise on the subject. In creating your ecommerce website, you will have hundreds of products to put on sale. Necessarily, you will seek to gain maximum time. Go quickly to launch your online store as soon as possible.
The description provided by the manufacturer seems sufficient to you? Bad idea !
- Potentially hundreds of sites will already use the mastodons Amazon, Ebay or the Marketplace FNAC. If Google, when its robots browse your website, realizes that these contents are already present (and in number!) In its index, it will have no interest to rank your page.
- In the case of Asian suppliers, descriptions are often the result of automated translation. Who says machine translation, often says nonsense total! Not only will your credibility be affected, but also your positions on the right keywords!
Instead, take the time to write your product sheet properly. Optimize it for SEO and above all: speak the jargon of your potential customers!
#2.2 : A product card with too little content
This is a point that easily explains the need to be a minimum passionate about the theme of your online store. In addition to speaking the vocabulary of your potential customers – which requires real knowledge – it will be necessary to make the effort to write at least 250 to 300 words per product.
Below this minimum threshold, it will be difficult to rank on Google. Keep in mind that Google’s # 1 mission is to serve quality answers to queries made by users. To do this, it analyzes the content provided by the creators of websites, and positions them through its complex algorithm.
Thus, by providing a description of quality to Google, it provides him with what to understand our page, which will result in an improved positioning compared to the case of absence of content.
Morality of the story: make the work of Google’s robots easier!
#3 : Badly formatted URLs
Unfortunately, URL creation is not always automated. Therefore, we regularly meet with a shop whose products for sale introduce a URL of the type: www.maboutique.domaine/id=39248088.
This type of unformatted and unoptimized URL prevents both Google and users from reading your page properly. Think of the cases where you would have to share the direct link. Having better readability brings trust to the user, and your legitimacy is improved.
If we take the case of our e-commerce site drone, we see that the URL is perfectly formatted – except perhaps the very end of it, with the characters “a17881”. This may be a reference used internally, which does not negatively impact the performance of the URL.
#4 : Deleting seasonal pages
One of the most common SEO mistakes of the e-commerce site, having a certain impact on its performances: the abandonment of the seasonal pages once these obsolete! It was enough, however, to think about it.
Of course, once an event has passed, it seems logical to delete the page. Why sell Christmas caps on your site while Spring is here? No. It’s the same for Sales, Christmas, Father’s Day, Valentine’s Day, etc.
Still, you have spent hours optimizing the SEO of your page. Your goal? ranker on the front page of the phrase: “Father’s Day gift idea” or “black friday smartphone”. So, why throw this job in the trash and start all over again next year?
Take the example of FNAC. At the time of writing, we are in July. By manually entering the URL “fnac.com/Noel”, we come across this page that tells us “Christmas Offers” which ended, and redirects us to the current offers. Not revolutionary but clever: the page retains its seniority and asserts its authority
In the same way, think of keeping the URLs of the obsolete seasonal events, take advantage of it to write a nice little word and to work the content of the page. You will enjoy it during the next season!
Small tip: when one of your products is out of stock, do the same operation keeping the active page. If your product is in high demand, take advantage of it to capture the e-mails of interested Internet users, this will allow you to orchestrate a launch.
Did you like this article ? You may also be interested in the following article, allowing you optimize your website SEO !
We also recommend this book by Olivier Andrieu which is one of the best reference in France on SEO.