Search engine optimization (SEO) varies by site and industry. Some industries are extremely competitive in the online space, whereas others may be less competitive. With ecommerce sites in particular, there are often challenges when discussing SEO. As a result, we find that many ecommerce sites instead turn to paid search as the quick solution.

Why do ecommerce sites typically have a difficult time for SEO? 
First, there is often very little content on these site’s pages. Usually the pages consist of images, product names and manufacturer information that are used as product descriptions.  Due to this lack of unique content, ecommerce sites at times have a difficult time attracting inbound links (although this isn’t an issue for the giants such as Amazon.com and Zappos.com). Another problem is that on ecommerce sites, non-SEO friendly URLs may be dynamically created. These are URLs that are tremendously lengthy or URLs that don’t contain keywords.  And, to top it off, sometimes the URLs are duplicated, which is where there is more than one URL for one page of content. Multiple URLs create duplicate content on one site, and using the same manufacturer information for product descriptions creates duplicate content across many sites.  (If you’re familiar at all with SEO, you already know that this is not good for your SEO efforts).

So, what can be done to overcome these obstacles?
The good news is that even though these issues mentioned above are commonly seen, there are ways to help ecommerce sites compete in the organic search results.  First and foremost, the site must have a well organized and logical structure for users and search engines. There should be levels of your site – such as category and product level pages.  You should also take into consideration the assets you have available. Ecommerce sites have many pages. Use these to your advantage. Add unique content to category level pages. Content is still one of the most important aspects of SEO, and giving the search engines lots of it will be to your benefit.  Also, creating content that your competition does not feature can give you a distinct advantage. Don’t forget about those product pages that contain the generic (duplicated) manufacturing information. Try incorporating customer reviews. This way your customers will do the work for you.

Also, don’t forget about other opportunities to add unique content.  Blogs, articles, how-tos are all great ways to accomplish this.  Keep in mind, your customer should be at the heart of all of your efforts.  Therefore with blog posts, how-tos, etc. create content that people are searching for or that will encourage them to share that info elsewhere on the internet (helping you to build your inbound links, which can be viewed as “votes” for your site).

Although not always easy, SEO can be worked into ecommerce websites with a little time and effort. Adding unique content and following SEO Best Practices will lead you to positive results.

Having a quality presence online is imperative for almost any business. Making sure that your website is optimized for search can help to drive quality traffic, resulting in increased leads or customers.  However, a website optimized for search will only go so far.  We often see prospects or clients who have worked to optimize their website - their positions for keywords have improved and their website has seen more traffic. But, at the end of the day, they are not getting more business. The next question we often get is, why not?

Well, as you can imagine, there are many factors that could play a role.  First and foremost, does the website have a goal?  It may be to inform the visitors, encourage them to fill out a form, purchase a product or complete another specific action. If so, is that goal clear to the visitor?  If not, then it can be beneficial to take a step back and determine how your site will lead to increased business for your company.

One more micro element to take into consideration is the color scheme. Colors play a significant role in the feelings that a website can evoke.  What colors do you use on your website?  They can say a lot about your brand and the way someone feels while on your website. A previous post was written about Color Psychology and how you can use it to influence your site visitors.  It is worth checking out to see how your site’s colors are being perceived. 

Search engines don’t take into account the color scheme of your website for indexing purposes.  If it has plain text that is crawlable and keyword targeted, your site can rank well.  The color choice of your website shouldn’t scare off your visitor, but rather should help direct them to achieve the goals that you have set.  Be sure that your colors mesh with the feelings of your company and brand and that same feeling is portrayed to the visitors of your site. 

PageRank is something that many within the search engine marketing and optimization industry are familiar with. PageRank reflects Google’s view of the importance of web pages. Pages perceived as important receive a higher PageRank and are more likely to appear toward the top of the search results. 
 
Years ago, the “nofollow” attribute was introduced, which enabled webmasters the ability to tell search engines to not follow a specific link from a page.  This attribute essentially tells Google and other search engine spiders to ignore the link and not transfer any PageRank to the page it links to. This can even be used internally on websites to tell the search engines to not transfer PageRank to interior pages. This led to what is known as “PageRank sculpting” where webmasters started to manipulate how credit flows throughout their site.  With PageRank sculpting, webmasters could prevent losing valuable credit on links to unimportant pages and the credit that would have been given to those pages could be redistributed, providing the other links to more important page (those without the nofollow attribute) with more credit.  PageRank sculpting is done in theory to achieve higher rankings for internal pages of a website by not wasting credit on less important pages.

However in 2009, Google stated that using nofollow attributes will no longer allow you to redistribute credit.  Instead, if you use the nofollow attribute, let’s say on 5 links on your homepage, the credit for those 5 links will disappear. The credit that those 5 links would have received without the nofollow attribute will no longer be distributed to other links on this page. 

Since this is the case, it forces webmasters to think about the number and value of links they have on any given page.  If you have too many links on a page, and some of them are nofollowed, you’re essentially throwing away credit.  For search engines and users, you should ensure that the links you have, particularly on your homepage, are to valuable interior pages.  There may be times when you do want to include the nofollow attribute, such as for log-in pages, shopping cart pages, etc.  After all, there is no value in having these pages rank in the search results.  

Here is a link to a post on Matt Cutt’s perspective on the nofollow attribute and PageRank sculpting.  In general, it’s recommended to let PageRank flow throughout the site.  Focus on creating a site worthy of garnering quality links, and an architecture that is friendly for search engines and users.