In our previous post, “ Conversion tracking with Google analytic” we have explained how to generate ecommerce report in Google Analytic by setting up conversion tracking on your website, in this post, we are explaining certain advance factors which can indirectly make impacts on overall SEO efforts. Implementation of below mentioned factors are not mandatory but it is recommended, to make a difference with your competitors.
Product Rich Snippets
Roch snippets or structured data is a different format of Meta tags for your product pages. Implementing product rich snippets on your website would allow you to display some additional information of products like its thumbnail image, price, aggregate review and discount offer along with displaying title & a description of your product in search engine result pages.
For implementing rich snippets, you need to add an extra piece of HTML code on all your product pages with the necessary information which you want search engines to consider displaying your product pages in SERP. Visit below link for detailed guide on implementing product rich snippets.
Benefits of Rich Snippets
When your product pages appear in SERP, search engines display additional information about a product specified by you which may get users attention and increase click through rate.
Implementing Rich snippets also considers as more users friendly and improves usability of your product pages by providing accurate information about products to users.
Implementing Dynamic Title Pattern for Product Pages
When you have thousands of products distributed over hundreds of categories and available from various brands, implementing manual Title tag is not the best practice and consumes your valuable time. In such a scenario, you can implement any fixed title pattern for different categories as explained below.
Product Category: Laptop
Features considered for creating pattern: Brand name, screen size, price and processor type
X Laptop with Y Screen and Z Processor available at XY Price
In above pattern, you can fetch the value of X, Y, Z and XY from your shopping engine and create dynamic title tag for all products available in the laptop category from different brands. Here, I have mentioned three dynamic parameters, you can implement more as per your requirement.
Example Title: Dell Laptop with 15 Inch Screen and Core i5 Processor available at 700$ (X= Dell, Y= 15 screen, Z = Core i5, XY = 700$)
Thus, instead of creating manual title tags for each and every product page, you can consider creating a fixed title pattern with dynamic values for different categories.
URL Parameter Handling / Canonical Tag Implementation
While implementing an eCommerce SEO architecture, handling duplicate content and dynamically generated webpage URL is a key problems webmasters face due to available filtered parameter and ability to display products in different view. Products sorted by price, date, popularity and viewed in Grid or List view have almost the same content of products. Allowing search engine to index all these pages may raise duplicate page content issues among different dynamically generated URL.
A solution to this problem is, either you need to implement canonical tag or need to find a way to block these pages for indexing. If the implementing canonical tag seems hard for you, URL parameter handling is a good option to indicate Google to not to index pages where it finds parameter specified by you,
How to use URL Parameter Handling
Go to Webmaster Tools -> Site configuration -> URL parameters
Google automatically detects all the parameters which it founds while crawling your site and you can also add additional parameter. It is applied for Ecommerce and dynamic sites only. Navigating to above section would allow you to specify whether Google should ignore these parameters or should consider for indexing.
Note: We recommend you to implement canonical tag as it is accepted by other search engine as well, where managing duplicate content issue with URL parameter would work for Google only, not for other search engines.
Integrate Common Content Into Iframe
Generally, product pages belong to the same category and same brand, there may be some content which remains similar in all pages. Product specification and characteristics are kind of content with such a behavior. Hence, it seems natural to have such a kind of content, but it’s good practice to add those contents in Iframe and indicate search engine to not to consider that content present in Iframe.
Implement Dynamic Interlinking
Instead of displaying permanent static links to your category pages, it is better to display dynamic links based on relevancy of different products. Most of the ECommerce CMS now provides options for displaying relevant products, hence, with dynamic interlinking; you can also integrate your targeted keywords and somehow controls the flow of PR.
Install Apache mod_pagespeed Module
In our previous post “Fine Tuning Your Ecommerce Website”, we have explained a little about optimizing speed of your website and its importance. There are lots of factors which need to be taken care while optimizing the speed of your Ecommerce website.
For large ecommerce store, it may difficult to optimize each and every factor. In such scenario, a readymade module is available for websites hosted on an Apache server, named Page speed module. After successful installation of this module, it automatically takes care of speed of your website by enabling necessary changes for improvement.