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Optimizing eCommerce websites - Part 2

1. A proper thought of keyword analysis will have keywords with Brand Names, Model Numbers, Product Names and Categories, because this is the way a user performs searches. Having said that, long tail keywords should be a part of your Keyword Strategy.
2. Dynamic URLs add more to it by auto generated pages , you need to make sure that all auto/cart generated pages are being tagged with “NOINDEX, NOFOLLOW”, because if you have duplicate content running on your website, original and unique pages might get affected as well.
3. Low-quality content on some parts of a website can impact the whole site’s rankings, and thus removing low quality pages, merging or improving the content of individual shallow pages into more useful pages could eventually help the rankings of your higher-quality content. Shallow pages are pages which offer the same content and does not add any extra value.
4. Make sure that the meta elements ( Description, Titles) of your web-pages are unique as well. You can check this in your GWT under HTML improvement tab. Almost all the CMS used for e-commerce websites offer this feature, either there will be an inbuilt feature for specifying unique meta tags or you can use plugins, modules and extensions for this.
5. Almost all e-commerce sites offer site search functionality, make sure that the search pages are “NOINDEX, NOFOLLOW” as these pages are crawl-able and will be considered as duplicates.  Also, if you are using paginated content, it is HIGHLY recommended that you should use pagination using rel= next and rel= previous attribute.
6. Dynamic urls are not only user unfriendly, but are also the main reason behind duplicate content/meta data , so you need to make sure that you are using static URLs.
7. Optimizing your landing pages is not a one time thing if it’s an eCommerce website. You have to optimize your web-page again and again, reason being, you will introduce new offers, products, your competition will change and thus you have to be proactive towards those changes.
8. During the transaction/subscription process(shopping cart), always try to remove unnecessary steps as these “not required” steps annoy a potential user and might affect your conversion rate. Keep the number of steps to a minimum. The more steps you have the more complicated it becomes.

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