How To Use Article Marketing To Improve SEO And Drive More Traffic
by Shivam Sharma Business AnalystEcommerce is one of the
fastest-growing sectors and is often perceived to be dominated by the likes of
Amazon and Walmart.
However, with
appropriate marketing strategies, small ecommerce websites can also get their
fair share of customers.
That’s where technical
SEO comes in. It is crucial for improving your online store’s searchability.
Here are 20 technical SEO tips that will help increase your web
traffic and generate more sales.
1. Site Structure
The site structure
should make the content easily accessible to visitors. Keep important pages no
more than three clicks away from the home page.
The ideal site structure
should be:
Homepage > Categories
> Subcategories > Products
You can avoid adding
subcategories in smaller sites. Make sure each product belongs to only one
category or subcategory.
Similarly, your URL structure should also be clear and
consistent.
·
Good
URL: www.example.com/brand/category/product_name
·
Bad
URL: www.example.com/brand/nsalkjdhsfha
For example, if you are
selling a Samsung Galaxy M30 smartphone, the URL should be:
www.example.com/samsung/smartphone/Galaxy-M30
Or
www.example.com/Smartphone/SamsungGalaxy-M30
However, try to keep the URL length under 160 characters.
2. URL Structure
The structure of
ecommerce URLs can get pretty messy. There are all sorts of tags and
weird-looking codes that come into play.
Here is an example of an
ecommerce URL that could use some work:
Ideally, you want the
URL structure to be extremely easy to read and give the user a crystal clear
idea of what the page is all about.
Now, this is certainly
easier said than done. I would recommend following these formulas:
·
Category
pages: yourwebsite.com/category-name
(category page)
·
Subcategory
pages:
yourwebsite.com/category-name/subcategory-name
·
Sub-subcategory
pages:
yourwebsite.com/category-name/subcategory-name/subcategory-name
·
Product
pages:
yourwebsite.com/category-name/subcategory-name/subcategory-name/product
Say you sell groceries
online.
Here is what your ecommerce URLs might look like:
·
Category
page:
yourwebsite.com/snacks
·
Subcategory
page:
yourwebsite.com/snacks/cookies
·
Sub-subcategory
page:
yourwebsite.com/snacks/cookies/oreos
·
Product
page:
yourwebsite.com/snacks/cookies/oreos/double-stuff
As general guidelines
for ecommerce URL structures:
·
Keep
it as short as possible
·
Use
your focus keyword
Clarify the hierarchy
ALWAYS use hyphens to separate words (not underscores)
3. Sitemap (XML/HTML)
There are two types of
sitemaps: XML and HTML.
In the way of ecommerce
SEO, each has their own roles, strengths, and weaknesses.
HTML sitemaps are generally created to help shoppers navigate the
platform. XML sitemaps, on the other hand, are there to ensure that the search
engine robots can properly index the URLs throughout the website.
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XML sitemaps are
generally more straightforward and used to make the site’s information more
readable for machines.
These sitemaps are a
list marked up with XML so the search engines can quickly decipher what a page
is all about. Here
is how most XML sitemaps look like:
For SEO, XML sitemaps
serve as an invitation to crawl a URL.
Now, having an XML
sitemap is NOT a guarantee that a page will be indexed – it’s more of a
recommendation of the pages you want the search engine bots to
crawl.
Additionally, XML
sitemaps do not showcase the authority of a page. In contrast to HTML sitemaps,
the URLs listed do not pass on link equity and are not a catalyst to improve
search rankings.
These sitemaps are
typically produced by developers. In an ideal situation, they are generated
automatically on a weekly basis to (hopefully) improve the index-ability of
your pages.
HTML sitemaps are much
easier to understand at first glance. These are meant to enable more options
for users to navigate the platform and dive deeper into the site.
As a result, the pages
are put in a better position to see SEO benefits. Here is how an HTML sitemap looks
like:
HTML sitemaps can be
valuable for several key reasons:
·
If
the current navigation on your website is limited in the pages to which it can
link.
·
If
the current navigation or an aspect of the website is inaccessible to search
engines.
·
The
pages linked to the HTML sitemap are important and need a link that is more
visible higher up on the website – support pages, FAQs, etc.
Essentially, HTML sitemaps are another form of internal linking.
While the benefits won’t be huge, having one on your ecommerce site will help a
bit.
4. Log File Analysis
The process of log file
analysis involves downloading files from your server and importing it to a log
filing tool.
This ideally provides
you with information about every interaction with your website – bot or human.
From here, it can be
analyzed to better inform SEO-related decisions as well as pinpoint unknown
issues.
Perhaps the biggest SEO
benefit of log file analysis is to show you how your website’s crawl budget is
being used.
Typically, the higher
the authority of the domain, the higher the crawl budget will be.
Even though it can’t
directly impact the crawl budget your site gets from the search engines, log
file analysis can do a lot to optimize the way this budget is
utilized. This is done in several ways, including:
·
Identify
the URLs that are crawled most frequently, and optimize accordingly.
·
Find
client errors and remedy.
·
Pinpoint
orphaned pages that are not visible during site crawls.
Highlight slow-loading pages to be sped up.
5. Crawl Budget
The number of pages on
your site which Google search bots will crawl on any given day is your crawl
budget.
Low crawl budget can
lead to indexing issues affecting your search rankings. Owing to their large
size, most ecommerce websites have to optimize their crawl budget.
You can use the Google Search Console to check your crawl
budget.
To improve your crawl
budget:
·
Optimize
your overall link structure.
·
Increase
the number of backlinks.
·
Remove
duplicate content.
·
Fix
broken links.
Update your sitemap regularly.
6. Crawl the Website
You can use tools such
as Screaming Frog, SEMrush, Ahrefs, and DeepCrawl to identify and fix a variety
of HTTP error issues including:
·
3XX
redirection errors.
·
4XX
Client errors.
·
5XX
server errors.
You can also identify duplicate or missing page titles, image alt
text, H1 tags, or meta descriptions using this crawl.
7. Canonical Tags
Sometimes, large
ecommerce sites have product pages reachable from multiple categories. Such
situations often lead to different URLs with the same content.
To avoid this, use a canonical tag.
This simple HTML element will tell the search engine which version of the URL
should be crawled and shown in the search results.
You should proactively use the canonical tag on the homepage as
homepage duplicates are quite common in ecommerce sites.
8. Robots.txt
Robots.txt is files that
indicate that a page or section of a website should not be
crawled by search engine bots.
Using Robots.txt serves
a number of purposes:
·
Blocks
pages that are non-public – like login pages, forms, or ones that contain
sensitive information.
·
Maximizes
your crawl budget – block unimportant pages.
·
Prevents
resource pages from getting indexed – PDFs, images, etc.
These days, most
websites do not use Robots.txt – as Google has gotten pretty good at finding
and indexing the most important pages on websites.
However, on ecommerce
websites, there are a few types of pages in which it’s wise to use Robots.txt
files. These URLs would likely involve the following:
·
/cart.php
·
/checkout.php
/finishorder.php
/*login.php
9. Redirect Out-of-Stock Product Pages
Most online stores have
a few pages with out-of-stock products.
Although taking such
pages down is the usual norm, doing so can lead to a 404 error, which in turn, can negatively
affect your search results. Besides, most visitors find the 404 error annoying.
Instead, you can redirect the URL to the next most relevant page.
If the product is gone for good, use the 301 (permanent)
redirect. If not, you can use the 302 redirect, allowing Google to continue
indexing the URL.
10. Duplicate / Thin Content Issues
Duplicate content and
issues with thin content can spell serious trouble for the SEO of ecommerce
websites.
A common reality is that
the search engines are constantly refining themselves to reward websites that
offer unique content of the highest quality.
It’s surprisingly easy
for duplicate content to exist on ecommerce websites.
This can often be caused
by technical issues with the CMS and code-related factors. These issues
commonly involve pages related to session IDs, shopping cart pages, internal
search results, and product review pages.
Thin content, on the
other hand, refers to pages with very little or no content. These commonly
include empty product descriptions, test/orphaned pages, and thin category
pages.
Because thin content is
not good for the user experience, it can be a huge culprit that can bog down
the quality of your website (in the eyes of the search engines).
In turn, this can
seriously inhibit a website’s ability to rank highly on relevant searches.
For both thin and duplicate content, this is where you need to use
canonical URLs to help the search engines understand that there is only one
version of a page that should be indexed.
11. Fix 3xx, 4xx, 5xx Errors
HTTP status codes are a
server’s response to a browser’s request. When someone visits your website,
their browser sends a request to your server, which then responds with a
three-digit code.
Of the five most common
status codes, the first two aren’t typically big issues.
·
1xx
– The server is processing the request.
·
2xx
– The request was completed successfully.
The next three can be
problematic.
·
3xx – The request was
received, but the user got redirected elsewhere. Includes 300, 301, 302, 303,
304, 305, 306, 307, and 308 errors.
·
4xx – Client error. Page not
found. This means a request was made, but there was an issue on the website
side. This one commonly appears when a page doesn’t exist within a website.
Includes 400, 401, 403, and 404 errors.
·
5xx – This means the request
was made, but the server failed to respond or complete the request. Includes
500, 501, 502, 503, 504, 505, 506, 507, 508, 509, and 510 errors.
These HTTP status codes
are very important to assess the SEO and health of your website.
Google bots treat these
codes differently in terms of how they crawl and index the pages on your
website.
While most codes don’t necessitate an emergency, 3xx, 4xx, and 5xx
are ones that need your attention.
12. Rendering
Rendering of a website
involves URLs being processed for JavaScript. This happens after the URL is
crawled.
There are generally two
types of rendering that take place on websites:
·
Client-Side
Rendering (CSR).
·
Server-Side
Rendering (SSR).
Client-side rendering
relies on JavaScript executed by the browser via the JS framework. The client
will request the source code, then make a second request for the .js file – of
which contains all the HTML in JavaScript.
While in server-side
rendering, the processing of all of a page’s resources that are housed on the
server. A page gets requested, then the HTML is delivered to the browser,
rendered, downloaded for JS and CSS, then appears to the bot or user.
If pages aren’t properly rendered, this means they won’t be
indexed adequately. In turn, they won’t be ranked appropriately on the search
engine results pages.
13. Page Speed
Page speed has been a ranking signal
for a long time.
Also commonly referred
to as “page load time,” page speed refers to the time it takes to display the
content on the browser from the time the server receives the initial request.
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Created on May 6th 2022 03:41. Viewed 209 times.