Setting up your online shop for search engine optimization is a crucial part of making it a success. There are certain characteristics of web pages that the search engines view favorably, while there are other characteristics that they do not. Knowing what these are and tailoring your online shop presentation to be viewed favorably will land you higher in organic search results than a site or online shop that has not taken these important points into consideration.

If you’re just now beginning to set up your online shop, this is the best time of all to review these points. If your online shop is already open, it’s certainly not too late to make some key updates to your website and its item listings.

A few important points about SEO:

First, the search engines don’t officially publish a rule book on how they evaluate web pages. However much has been researched and published on what they look for and many characteristics are clear. It’s also important to note that the search engines are constantly updating their algorithms and strategies in a quest to deliver the most relevant, high- quality search results. The points covered here are those that are not likely to change in the near future.

It’s also important to remember that you are not just setting up your shop and its listings for the search engines, but equally important is for it to be attractive to online shoppers as well. Setting up your shop with both groups in mind is the ideal.

The following steps are easy to do:

Website Name

Let’s begin with your site’s name. Research suggests that the search engines view long shop names less favorably than shorter ones. It’s also important to place important keywords at the beginning of your shop name. The search engines crawl only the first 66 letters in a title or shop name. So crucial keywords at the end of a long shop name may be missed by the search engines. Naming your shop “Clementine’s Collectibles, Vintage Fashion and Delightful Treasures” will not be viewed as favorably by the search engines as a shorter name.

Website URL

The same is true for your site’s URL, so the URL you choose is also crucial. A long shop URL will not be viewed as favorably by the search engines as one that is shorter. When delivering search results the search engines will favor shops or websites with less than 70 characters over those that are cut off.

Item Titles

For the items you’re offering on your site, it’s important to write your item titles for search engine optimization. This means writing natural titles that are no longer than 70 characters whenever possible. They should contain important keywords at the beginning of the item title.

Here’s an example of an item title that is too long:

Vintage LAGUNA Set White Givre Art Glass Stones AB Austrian Crystals Double Strand Choker Earrings c. 1959 Emerald Green Hat with Chenille Dotted Veil

Here’s an example of how it can be shortened:

Vintage Laguna White Givre Art Glass Choker Earrings Set

And, remember never to keyword spam. Keyword spamming is when keywords are repeatedly used, or when keywords are used that do not related to the item in an attempt to manipulate search results. This also includes listing an item without knowing what the item is. Search engines are keenly honed to detect keyword spamming and it could get your site removed from their search results altogether. Remember, that it is un-appealing to potential buyers as well.

Item Descriptions

Next comes item descriptions. Well-written item descriptions are crucial for proper search engine optimization. They should be composed in a natural style while still including a good number of important, relevant keywords. Studies suggest that the search engines favor longer item descriptions. Item descriptions that are viewed as too short to include enough key information will not be viewed favorably. Again, keyword stuffing or spamming is an absolute no-no.

Here is a list of what points you should be sure to include in your item descriptions:

What is it?

When was it produced?

What company or artist produced it?

What is it made of?

What condition is it in? This includes any imperfections or wear

Are there any distinctive marking?

What are its dimensions?

Website Information

Don’t forget that your website’s background information as well as promotional text are also an opportunity to show the search engines what your site is about. Have you heard the term lately that content is king? That’s because the search engines value it highly when considering what results to suggest in any given search. Having well-written information about yourself and your business, using a range of relevant keywords, will be viewed favorably by the search engines. Choosing natural phrases that contain relevant keywords that describe your site’s items will serve to work in your favor.

Fresh Content

Next, it’s important to add items to your online shop to keep your shop content fresh. Why? Because the search engines less favorably upon sites that are viewed as “stagnant”. In their search results they want to suggest sites with items that are fresh and dynamic, and have something new to offer.

Testimonials

The search engines look favorably upon buyer testimonials so be sure to add some to your site, and update them periodically. The search engines do evaluate whether content such as this is fresh and new.

Links

Search engines will also evaluate whether other quality sites are linking to your site. A link to your site from another quality site is considered to be a form of a “vote”, lending credibility to your site.

Item Photos

While the search engines cannot evaluate the quality of your item photos, research suggests that they do take into consideration how many photos you have of a single item. And remember that multiple item photos aren’t just for the search engines. They’re for buyers who want to see every angle of an item before they decide whether or not to purchase.

Do you find this post helpful?  What other SEO tips have worked for your e-commerce store?  Please share in the comments below.

Guest Author: Karen Frishman is Director of Marketing for Ruby Lane, and online mall specializing in antiques & art, vintage collectibles and jewelry, www.rubylane.com.

QUESTION:

“Hi Mirna.  Just how crucial it is for a start up e-commerce business to invest in an SEO campaign, and when would you say is the best time to do that?” — Ali Badruddin

ANSWER:

This is a very common question and most e-commerce business owners fail to budget for (search engine optimization) SEO into their start-up plans.  SEO for e-retailers is as important as e-commerce site functions and the products you are selling.  Many end up spending a fortune on web site design neglecting to save dollars for SEO.  This is a huge mistake because majority of online users go to the search engines to research products so it will do you no good if your site shows up beyond page one or two of the search results for your targeted keywords.

SEO should start at the conception of the web site during the web design phase.  During this stage you will be making design decisions that will either benefit or damage your SEO efforts.  Starting early can save you from having to put more time, effort, and money in re-designing the site later.

I recommend starting right away even if you start slow.  If you are looking to outsource this time-consuming task make sure you do your due diligence and search for the right SEO firm or web developer who have experience with e-commerce sites.  Unless you are doing the optimization yourself, I would budget at least 20-30% of your investment into search engine optimization since this an ongoing process and not something you stop and finish.

If you would like to get your questions answered by Mirna, please visit the Ask Mirna page.