Difference between SEO for e-commerce and SEO on corporate sites.

There are considerable differences between the implementations, more or less technical to be applied to the different types of sites. One cannot think that the usual “best practices” are enough to increase the visibility of a website. In the case of e-commerce it is necessary to pay close attention to different factors, choosing the right SEO service can make the difference. Remember that a user who will have difficulty navigating a shop will tend to abandon it, while a search engine may not even scan it, with the risk of indexing it badly or only in part! E-commerce, compared to corporate sites, tend to have more resources, often deriving from individual products with more or less variations. This involves:

  • High management of pages by search engines
  • Increased load on web servers

On the configuration side, instead, pay attention to:

  • Sitemap: structure and response code
  • Organization of vertical and horizontal taxonomies,
  • Duplication
  • URL construction
  • Link: internal and external
  • etc …

Improvements: let’s examine some aspects

  • Data: data comprehension is useful to understand user behavior and therefore improve pages and strategies over time, but also to quantify the real economic return of the investment. The importance of proper tracking is explained by Google in its e-commerce guidelines
  • Traffic: organic positioning on search engines increases traffic to e-commerce
  • Brand Identity: with increasing number of visits, the brand name also gains popularity

These are just some of the advantages of e-Commerce specific SEO activities. As you can see, these actions are consequent to others, almost as if they were chains. Taking care of your project and constantly monitoring it will only increase visits and, if you have a good product, even sales!

Parallel activities for e-commerce: Does the site or blog make sense?

The answer is absolutely yes. Associating an e-Commerce with an institutional site or a blog is very important. If we imagine the online shops we immediately think of Amazon and the like, but in this case we are referring to sales platforms of the highest level (in this case to a Marketplace) that involve investments beyond the possibilities of many. Going back down to earth we must try to differentiate the actions that bring benefits and for this reason the integration of a site or a blog guarantees freshness in the contents and often even greater relevance. During the phase dedicated to searching for keywords, I tend to organize the “informative” keywords (ie they will not optimize pages or products) in groups dedicated to the creation of blogs.

Note: this that I have just described to you is only one of the many parallel activities that can be implemented, obviously we don’t necessarily have to create a blog to bring traffic to an e-Commerce. In fact, there are other types of channels, such as social networks or all types of advertising in search results or through banners.  Growing a site through the blog helps because it allows you to intercept the type of user looking for information and if we are good at encouraging it then it will come to the product. This sort of strategy is recommended over others that target “transactional” keywords such as “watch sales” or “shoe offer”, especially on projects that start from scratch and do not have a history.

Is there a CMS better than another?

I don’t want to limit myself to discussing whether WooCommerce (often compared to an info commerce) is better or worse than Magento or Prestashop (just to name two). Structurally they are different, some more complete and complex, while others are easier to configure so they require a different commitment and maintenance with lower costs. Each project has its own story. Here we are talking about SEO optimizations for eCommerce, so the important thing to understand is that you have to stick to structuring a project that follows the right web logic.

Conclusions

As you may have learned, to sell online it is not enough to simply create an eCommerce and wait for customers to “click on the door”. We need a well-structured editorial plan with SEO interventions for targeted eCommerce , combined with Web Marking activities. Each project must be evaluated individually, there is no set package. For this reason, my advice is to rely on a professional who can organize, analyze and intervene on your e-commerce site.

 

 

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