According to Google, creating great content is the key to rank top on it. So in this way if you want to rank top on Google or on any other search engine you are required to produce great content, well after reading this you could say you have already listened to it a thousands of times earlier that “content is king”.
But the problem with the ecommerce site or marketplace is that it is really a tiresome activity to produce content for products pages which is worth sharing. Even if you can hire the best content writer of the globe you can’t be able to create attracting content which users like to share on social networking sites or any other place. Well you can think logically how you can produce different and attractive content for product descriptions of similar products again and again, without any doubt; the scope is extremely limited here. It is considered good that one who own the products writes content for it or if he doesn’t have time to do it, good reviews posted by the users can be utilized as content. Highlighting this thing will give SEO benefits as well.
Furthermore, ask yourself have you ever shared or tweeted a listing page on a specific product, if yes how many times? I can bet not many. The products listing page have very limited scope of being tweeted or linked or shared to!
With all such factors in contemplation, there are several things which we could do with our product pages so as to attain great results.
1) Have a clear call to action (CTA)
A CTA encourages the customer to carry out something. This could be clicking a banner to view the weekly sale items, registering for a newsletter emailing, counting an item to their shopping cart, and more. All of these small actions are required to include a clear CTA which boosts the end result.
Regular CTAs on a home page may be in encouragement of sales, fresh products, every day features, etc. A banner comprising details on the month’s sale & text “click here to purchase amazing products” can substantiate clear call to action.
2) Incorporation of Social Media buttons
Majority of the sites value their code already posses the fundamentals of social incorporation down, which implies social buttons which encourage your customers to follow, like, or get in touch with you on every page of your site. Above that, your blog & all your product pages are supposed to be outfitted with social sharing buttons. These buttons differ from other link buttons as they let visitors to like, or share your products or posts without ever exiting your website.
Apart from Facebook and Twitter, nowadays young Pinterest has been utilizing as a great sharing platform for ecommerce sites and marketplaces. Incorporating your products with Pinterest is as simple as executing a ‘pin this’ element on every of your product pictures.
3) Product filtering structure
This can be considered on the top-most priority because when a buyer landed onto your website, more often he comes with a definite product in his mind. There’s nothing more annoying than not able to hit upon what you need. Proper filter structures facilitate the user to zeroing their search once they’re in the site’s category pages. You can take refrigerators as an instance here. A fine filter system will facilitate the user to thinning the refrigerator category by direct cool refrigerator, frost free refrigerator, single door refrigerator, bottom mounted refrigerator, double door refrigerator, side by side refrigerator, and the list is long.
Doing such practice can marginally increase your sales as it displays the visitor what they desire to purchase.
4) Internal linking
Internal linking assists your visitors navigate your ecommerce site and swiftly find products, so it’s significant that you comprise supportive links whenever feasible. You can link category pages and also important products to your home page. Furthermore you can link your relevant blog content to your product and category pages.
If you run a big ecommerce site then you would also possess a lot of chance to interlink in products. This will be useful to users, particularly for products having a number of models & styles to pick from. Linking to other products creates it simpler for the user to locate what he is seeking rather than attempting to locate it on their own.
Linking to further styles, models, of a product can help both the SEO in general over and above the user-experience.
5) Leverage your community to link building
Marketplaces are fairly a typical in comparison with the usual eCommerce/listing websites. A marketplace is supposed to be educating users on how to market their products to others, that outcome in assisting in the advertising campaign of your website. This as well really helps in knowing which approach worked and which didn’t work for them assisting a website to make their own guide assisting others in providing their products to the marketplace site.
6) Click Distance
Once the nos. of items begins augmenting, your product listing won’t be able to fit on a lone page. Seeing that the no. of pages start increasing, the pagination itself can’t display all the pages straight away. Hence it will seem something in this fashion:
As I have demonstrated above in this blog, it’s essential to possess a good internal-linking structure so as to assist Google locate your listed products, particularly for those products which aren’t able to get more inbound links.
Majority of the search engines also gives significance to the pages on account of the number of “hops” (often called as click distance) which are essential to reach a specific web page from the homepage. The web page which is 2 or 3 links deep from the home page is expected to rank well in comparison with the web page which is 10 to 12 links deep.
Thing to notice is a lot of companies that rank well for their products began to disappear from SERPs slowly over the time. Their inbound marketing head started to look insight of their web pages as well as on their all over marketing strategy and discovered that click distance was the core reason of their trailing off rankings. However there are two time-tested and proven methods which helped to get their rankings back:
7) rel=next,prev meta tags
It’s an hint to Google that the paginated pages are a fraction of the series with the utilization of meta link tag with rel=next or the prev tags. To read more you can go to http://googlewebmastercentral.blogspot.in/2011/09/pagination-with-relnext-and-relprev.html which is Google’s official blog.
8) Render all pagination links
This procedure, however Google do not support it can offer better user experience keeping in view of the fact that the click distance is short and the web pages in a definite listing are readily accessible.
image credit- econsultancy.com, addshoppers.com