SEO Hints and Tips

Getting your website live is just the start. Now you need to focus on driving more traffic to your site. One of the ways in which you can achieve this is by optimising your website for the major search engines.

Whilst you could outsource this, for many web owners this can be expensive and can take a long time before results are seen.

This guide will provide you with tips on how to optimise your website for the major search engines.

 

Keyword Research

The first step to optimising your website is keyword research. This involves the identification of what keywords you should be targeting.

The art to selecting great keywords is identifying keywords that have a low amount of competition and a high number of keywords. If you are in a highly competitive industry, it is an idea to target more specific, targeted keywords, where it is realistic for you to achieve good search engine rankings. If you are a geographically based business - we’d recommend using locations as part of your keyword phrases.

Identifying keywords can be time consuming – however there are a few things you can do to help:

  1. Find out what keywords your competitors are using – take a look at their source code to see what they are using in their meta titles, descriptions and keywords
  2. Identify keyword options based on competitiveness and number of searches by using the Google Keyword feature - https://adwords.google.co.uk/KeywordPlanner

 

The Elements of SEO

OK – having done some research you’ve identified a handful of keywords, how do you go about optimising your website. Now, there are three broad aspects to optimising a website – these are:

  1. Technical optimising – ensuring the site is developed to the latest SEO best practices and can be indexed by the search engines
  2. Content optimisation – ensuring you have high quality, key word rich and fresh content
  3. Offsite optimisation – this includes factors such as links to your website as well as social factors which can impact on how your website ranks

As standard, all Comgem developed websites are technically optimised, which means search engines can index your website. For the purposes of this guide we will focus on using the tools provided by Comgem’s solutions to optimise your content.

 

Content Optimisation

Content is king and keeping it updated with new content which is both customer and search engine friendly is key.

By using the range of features offered as part of your Comgem platform you’ll be able to deliver your customers with the very latest content.

 

What can I write about?

This is a question we are often asked. Quite simply, the content can be anything that would interest your customers.

For an ecommerce website a few ideas could include:

  • The benefits of the product
  • Other available products
  • Customer product reviews
  • What the product is fore
  • Why customers need the product
  • About the manufacturer
  • Customers who buy this also buy
  • Your reviews of products

This content can be anything – as long as its unique to your company / website. The biggest obstacle many ecommerce website owners have is they use the manufacturer default content. This content is used on many sites – so you are going to have difficulty standing out in the crowd. So make sure your content is unique to your website.

 

Title Meta Tag

The title meta tag is the single most important on page ranking factor. So it’s pretty important you think about what will deliver the best results.

Whilst your Comgem platform automatically generates a title for your products and categories, to fully benefit from your title tag – we’d recommend carefully optimising each one.

Think about including the following in your title tag:

  • Product name
  • What is it for
  • The manufacturer
  • Manufacturer reference
  • Your brand name

 

For example:

Red iPhone 5S Case – Plastic Mobile Phone Cover 123456 – Your Name

Harry Potter Hardback Book – JK Rowling 978123456789 – Your Name

Your title tag should be no more than 70 – 80 characters long, and should feature keywords you’d like to target.

To override the system generated title – enter your new title meta tag in the Page Title Override field.

 

Description Meta Tag

The description meta tag gives you opportunity to tell the search engines what the page is about.

Like the title tag your Comgem system will automatically generate a description tag.

Make your description tag more meaningful by giving the search engines more information.

Your description tag could include:

  • Product name
  • What is it for
  • Price
  • Saving
  • The manufacturer
  • Manufacturer reference
  • Your brand name
  • Other USP’s

 

For example:

Buy a Red iPhone 5S Case  for your iPhone 5s. A high quality Plastic Mobile Phone Cover for just £xxx  (123456). From the leading mobile phone case online store  Your Name

Buy your Harry Potter books from Your Name. Hardback Harry Potter book by JK Rowling 978123456789 for just £xxx.

Your title tag should be no more than 150 -160 characters long, and should feature keywords you’d like to target.

To override the system generated title – enter your new description meta tag in the Page Description Override field.

 

URL

Friendly URL’s play a role, so make sure your URL’s contain the main keyword you are targeting.

Within the Comgem ecommerce platform the URL is automatically generated based on the product title.

Any spaces in the title will be automatically replaced by the system with a hyphen (-).

The URL is important as it allows the customer to get an idea about what they are looking at, as such it should be indicative of the content on the page.

 

Content Structure

When structuring your content this of it like a news article. The most important information is in heading, points that need to be highlighted are either bold or italicised. This allows the reader to skim and find the key points. The same is true for the search engines.

 

Headings

Behind the title tag, the main page / product heading is the second most important factor.

Incorporating your most important keywords in your Heading 1 is highly recommended.

You can also use Heading 2 – 5 for other content – although don’t go overboard as this can be considered to be keyword spamming.

 

For example you may structure your headings as follows: 

Heading 1 <h1>: iPhone 5c Mobile Phone Case – Red

Heading 2 <h2>: Overview of the Red iPhone 5c Mobile Phone Case

Heading 3 <h3>: Video showing the iPhone 5c Mobile Phone case in red

The H1 tag will automatically generate from the Product Title – however you can also add additional Heading within the description text.

 

To do this click on the editor and select the HTML view and add the relevant HTML content as below:

Anchor Links

Having links that point to other sections within your website can be beneficial. Ensuring that links are keyword rich is preferable.

Within your product descriptions you could link to:

  • Other relevant products
  • Your blogs / news articles related to the product
  • Information about the manufacturer

 

Bullet Lists

Content within bullet lists is also noticed – so its useful to select some key selling point with regards to the product. This could be the key benefits or USP’s.

Bold and Italicised Text

Highlight key points or selected keywords in bold so that take a higher priority.

Image Naming

When naming your images use the keywords you are targeting. Images can be beneficial from an SEO perspective. Also add key word rich descriptive alt tags.

 

 

Useful Resources

http://searchengineland.com/seotable - SEO Table of Periodic Success

http://searchengineland.com/guide/seo - Guides to Optimising your website


By Danielle at 19 Feb 2016, 10:40 AM