Mitash SEO, e-Commerce, Shopping Cart, Web Design & Development Blog

In my past posts, I have touched upon the importance of optimising eCommerce websites to attract search engines and users. As the main objective of any eCommerce website is to attract visitors to purchase products or services. Thus every eCommerce site should be created bearing this objective in mind. This time round, I’d like to focus on the necessity of conducting a thorough research and analysis while creating an eCommerce site.

A) Strategize

Do a thorough analysis of your current website design and marketing strategy and establish the areas you need to focus on. You must source information or ideas that will help in future website ranking efforts. Without an initial analysis it can be difficult in the long run to establish the outcome of your efforts.

B) Competitor analysis

Understanding your competitor’s niche is critical in enabling you to create your unique selling proposition. Study the varied keywords your main competitors are showing up under on various search engines. This will help you determine how you want to position yourself as well as select additional keywords or phrases to use on the search engines.

C) Keyword research

Everyday millions of keyword queries are carried out on search engines. Analyse different keyword and phrase combinations that are apt to include within your site copy and design elements. You can collate keyword data using industry keyword tools like Wordtracker, Overture Suggestions, Google keywords etc.; as well as through site query statistics and actual search engine queries that users use to search websites.

D) Design basics

A fulfilling online shopping experience is a fundamental requirement for an eCommerce website visitor. Visitors should be able to access the appropriate page in a minimum of one or two clicks. The focus of an eCommerce web design should primarily be about the layout. It is crucial to catch the visitor’s attention and the areas that attract them when accessing a web page. Research on this topic suggests that the middle left side area draws great attention, followed by the portion at the centre of the page. These layout techniques create a simple navigation path for the visitor.

E) 1) HTML Sitemap

Create an extensive HTML sitemap for visitors to navigate as well as for those who are disabled or use text-based browsers. Sitemaps are web pages consisting of your most important and content rich pages. A sitemap will also assist search engines in discovering all your website content, so that they can scan it to include within their search results. Large eCommerce sites have several pages that need indexing and can really benefit from a sitemap.

2) XML Sitemap

You also need to include an XML sitemap to enable search engines to regularly track your content and product updates. These sitemaps are special files that contain links to the most important sections and pages of your site. XML sitemaps can be transmitted electronically to major search engines. While dynamic sitemaps are optimal, manually updated sitemaps can also be useful. eCommerce stores that require updates of their catalogues at regular intervals must consider incorporating an XML sitemap to enable search engines to find new products and the updated old ones.

Finally, ensure that you include simple and clean navigational elements and a site search that are easily accessible. Link all your pages back to your homepage and help pages like FAQs, forums, blogs, etc. Cross-link your topical content across your website so that search engines can pass the value to other content rich pages and users can easily find the content they are looking for. Google transfers the Page Rank (PR) to other pages on a site if you link one page with PR to another page with related content.

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