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Search engine optimisation (SEO) is a must-have for modern online stores. The right keywords can increase your store's visibility and help your business move up in the search results. However, SEO is a bit more complicated for online stores than for blogs or websites. This article gives you a few tips and teaches you what you should pay attention to.
Focus on keywords
Many online sellers are unsure about which search terms they can use to rank their product categories and pages higher. Search engines prefer pages with a clear focus. Luckily, it's not always that difficult to find the focus. Put yourself in your customers' shoes and think about which search terms or combinations of terms they would search for. Let's assume that your store sells "XY brand" trousers for men and women. Your store primarily differentiates between men's and women's clothing. Ideally, it also has a category for "XY brand", a subcategory for women's XY brand (and men's) and it has product categories men's XY brand trousers and women's XY brand trousers. Set up a page for each of these categories, e.g. www.storexy.co.uk/women/xybrand/trousers You can optimise this page by having the keyword women's XY brand trousers in the URL, in the H1 heading and in the text on the page. Remember: you are writing for customers and not for search engines. Therefore, avoid overloading your texts with keywords. Google considers so-called keyword stuffing to be spam.
Unique product descriptions increase visibility
Search engines like Google love unique content. And they are getting better all the time at differentiating between original texts and duplicates. For example, many online sellers use the product descriptions that manufacturers provide for them. These texts appear in several different online stores at the same time. Therefore, search engines consider them to be duplicate content. Avoid this blunder by writing original descriptions for your product pages. If you have a large number of products in your online store, then you may not want to invest the time in writing unique texts for each one. In this case, we recommend using the meta tag "No index" for pages without unique content. This tag tells search engines to ignore the page. It is much better for your overall ranking to only have a few pages of unique content than to have many pages of duplicates. You can greatly improve your visibility by incorporating keywords that match the structure of your online store and by writing unique product descriptions. Well thought out search engine optimisation increases your chances of reaching one of the top spots in search results.
One more tip in conclusion: reviews are a great way to improve your ranking! Make sure to use them if they are available. Customer reviews are a free source of unique content for your online store. Furthermore, they increase your revenue since the majority of customers decide to make a purchase after they've read a few reviews.