Optimising E-Commerce Website Video Lecture | E-Commerce - B Com

hey what's up everybody it's brian dean
from quick sprout and in this video i'm
going to show you best practices for
on-page SEO for ecommerce sites and just
like for any website on-page SEO for
ecommerce sites begins with keyword
research so log into your Google AdWords
account click on tools and analysis and
then click on keyword planner now
obviously the e-commerce site you don't
have as many keywords to choose from so
basically what you're trying to do is
find the variations that people use to
find the products that you're selling so
once you're here click on search for
keyword and AD group ideas and you have
a few options now you can put in your
product or service here or you can put a
particular landing page so if you're
trying to rank a category a product page
you can paste that in here in Google
will give you suggestions based on that
page but for the sake of the video we're
going to put in a couple key words at
the top so let's say you sell coffee
grinder so you want to put coffee
grinders and coffee grinder and you want
to put the singular and plural because
sometimes there's a pretty significant
difference between the search volume for
the two keywords then click on get ideas
now by default AdWords shows you ad
group ideas that's not what you want you
actually want keyword ideas so click on
keyword ideas and it'll show you the
search terms that you entered here and
there a ver ajmal a search form so as
you can see coffee grinder gets
significantly more search volume in the
coffee grinder so depending on how it
makes sense for you your site in your
business you may want to use coffee
grinder because that gets significantly
more search volume now obviously if you
optimized for coffee grinders you'll
also rank for the singular version but
typically if you target the right one
you'll rank a little bit better so
that's something to consider so once you
have your keywords in place it's time to
check to make sure that you don't have
any duplicate title or description tags
on your site and to do that you want to
install the screaming frog SEO spider
tool so just Google screaming frog SEO
spider and this is the first result and
then download it and install it for
whatever operating system that you use
so once you've downloaded and installed
the screaming frog SEO spider open it up
and this is what you'll say now
obviously already ran a report so this
information at the bottom and for you
this will be blank so at the top where
it says enter URL to spider you want to
put your homepage URL here and click
start and the program will do its thing
so once it's finished you want to make
sure that you don't have any duplicate
page titles on your site and to check
that click on the page titles tag and
under the filter click on duplicate and
what this does automatically organizes
your pages to see if there are any
duplicate title tags now you do not want
to look at the address that it's saying
the duplicate title tags are on because
in this case they think that blog
comments or actually pages on my site
and they're counting this as duplicate
so you do have to actually look and make
sure that these addresses are at our
either content pages or product or
category pages and if they are you want
to go back and make sure each title is
unique and you want to follow the same
process from meta description so click
on meta description filter by duplicate
and you can see whether or not you have
duplicate meta descriptions on your
product category of blog post pages and
if there that's the case you want to go
back and fix them but again you
definitely wanna look at the address
because in this case you wouldn't want
to go back and change all these comments
because these aren't actually pages okay
so that's something you want to pay
attention to but if there are added
content issues this is definitely
something very important to take care of
for your e-commerce on-page SEO so once
you've identified and fixed any
duplicate content issues you might have
had with your meta title and meta
description tags it's time to check to
see if you have duplicate content within
your site which is very common for
ecommerce sites on their product and
category pages so head over to sight
line or calm and put in your homepage
URL here for the sake of the video we're
going to use the example of John Lewis
calm and click on go and the report will
do its thing so what we want to do is
scroll down and it lists the URLs on
your site and has something called match
percentage and you want this to be very
low so if you notice the page has a
match percentage of forty seven percent
or eighty-seven percent this means that
that
percentage of the content on that page
matches other content on your site so in
this case we have this woman Radley and
all this stuff it's eighty-seven percent
which means eighty-seven percent of the
content on this page matches content on
other pages within the site okay so this
is a problem and this is something that
you'd want to go in and make sure you're
writing unique content for every
category and product page on your site
you can even just scroll down and just
look and once you get to the bottom
you'll notice that it's less and less
and it's okay to have some double
content because that just things like
banner ads or boilerplate content that's
perfectly fine but when you see mass
percentage is this high this means it's
that's something you want to act on so
once you addressed all the internal
duplicate content issues on your site
you want to look for external duplicate
content issues which is very common if
you use manufacturers information for
your product pages and to check that
head over to copyscape calm and put in a
product or category page here and click
on go and what this will do it will look
for content elsewhere on the web now
obviously there's going to be scraper
sites and things like that that finds
your content and that's not a problem
okay so if you notice that for example
grab page that info has the same content
as your page it's not a problem okay but
if you think that the manufacturer
publish the information first and then
you copied it on your site that could be
a problem so you want to go back and
actually write unique content and to
check that just head over to the page
and if you notice there is some you know
flag from copyscape head over to the
product page and under product
information which is usually how people
have their ecommerce site set up you
want to replace this with unique content
now finally I want to talk about
breadcrumbs navigation now this actually
has to be custom coded but it's
something that's very very SEO friendly
so as you can see here they have
breadcrumbs navigation so from their
homepage they have the category home and
garden and from that they have kitchen
then they have hot drinks preparation
and then they have coffee grinders now
this is helpful for SEO because this
helps Google thematically know what this
product page is all about so this coffee
grinder page it gives them some
perspective so they understand that this
is something found in the kitchen it
helps prepare hot drinks and it's
actually under the cat
gora coffee grinders and also this helps
increase your visibility and starts
because if you look at this URL in
Google you can see if they give you a
little breadcrumbs navigation bump okay
and that basically expands your listing
in Google which can increase your
click-through rate so one last thing I
want to mention is image optimization an
image optimization for e-commerce pages
is important for two reasons first if
you want to appear in google images
which is a huge huge traffic source
optimize your images will help but also
it helps increase the ranking of these
pages within google organic because a
properly optimized image helps tell
Google what this page is all about so
it's a check right click on any image on
your site and click on View image info
and what you're basically looking at is
the location so you want to look at the
file name and in this case you the file
name is not very good so you want the
file an to be something like coffee
grinder okay or John Lewis coffee
grinder and then under associated text
which is the alt text it's just the
title tag okay so you may want to write
some alt text it just says you know
DeLong EKG 49 coffee grinder to help
tell Google and other search engines
what this entire page is about and that
alt text will also help you appear
higher in google images so that's all
there is to ecommerce on-page SEO thanks
for watching this video and i'll see you
in the next one