SEO pitfalls ‘could prove costly’
The importance of focus in e-commerce SEO (John Burns)
The Importance of Thoughtful SEO to its effectiveness for e-Commerce Websites
E-commerce sites should avoid making common errors when it comes to search engine optimisation (SEO), as a company’s image could be at stake.
Using generic descriptions of products is one of the main things to avoid, Ran Nir noted in an article for Econsultancy, as this will lower the success of SEO strategies.
Simply duplicating content is unlikely to make an impact on a search engine, so adding customer reviews or company recommendations can help to avoid this.
He also advised against copying unique content into third party retailers, for much the same reason.
“Sure, the description first appeared on your site and the search engines should recognise this, but why take the risk?” he questioned.
Mr Nir advised e-commerce sites to make gradual changes, as undertaking a complete re-jig of a website can prove problematic.
He continued: “It’s common for site owners to pick up on the latest SEO trends and implement them across the site although it isn’t clear what they are trying to fix.”
According to BT’s latest Business Pulse report, 73 per cent of comapanies said that websites are important, 40 per cent believe e-commerce is an emerging area.