Since the launch of Google’s Panda and Penguin updates in the recent past few months, many e-commerce sites have been groaning in pains because of the hard knocks they received from the algorithm changes. Besides, many are right now spending more money to correct the offending ecommerce SEO tactics that got them into this mess.
observing the havoc on many ecommerce and money sites, one would be tempted to ask, did Google purposely launched its Panda updates to pull down ecommerce sites or is it just coincident that ecommerce sites were that badly affected?
Unfortunately, many erroneously actually think that is the case. However, to answer that question we must take a good look at how ecommerce sites did SEO before the panda updates. Essentially what many did was simply to hire the services of an SEO consulting firm or SEO Company to:
1. Build thousands of backlinks from wherever possible without any regard to quality or where these links came from.
2. Research hundreds of keywords and stuff these in their thin content pages and in anchor texts. Many actually fell foul of Google’s “exact match domain” anchor text rule.
3. Auto-build hundreds and thousands of spam blogs and other Web 2.0 sites that have no real value in themselves.
4. Engage in RSS and blog comments spamming in a bid to increase the volume of back links to their sites.
These and many other unwholesome tactics were carried out in order to please Google’s search machine without any regard to the real people who visits those sites. Worst still, by nature ecommerce sites are thin on content and so, while their blackhat SEO tactics got the attention of the search machines, the sites themselves did nothing in the area of offering valuable content to the users. And so, when these updates came along they simply fell like a pack of cards!
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How to Put In Place an Effective Panda-Proof Ecommerce SEO
It is a good thing that many ecommerce sites are trying to correct their earlier mistakes. However, it’s more important to ensure that this unpleasant situation does not happen again. To this end, ecommerce sites should have in place a strategic ecommerce SEO plan devoid of the unwholesome blackhat tactics that have brought them nothing but horror.
Your money (ecommerce) sites are too valuable to be toiled with. There’s no doubt, optimizing your money sites for the search engines remain the only guaranteed way your products can be found by relevant customers. But you need the right SEO strategy to do that.
The following is a strategic ecommerce SEO solution that will help you drive your brand loyalty, boost your brand exposure and increase your profitability over time!
1. Avoid Duplicate Content – There is no doubt that quality and valuable web content has continued to be the essential element if you want to get on top of Google’s search result pages. If you desire to boost your organic search rankings you must deal with this problem of duplicate content. One simple way of doing this is to never copy-paste product descriptions from the product manufacturers. Doing so will be putting you up against the manufacturer’s site and you will be the one to loss out.
2. Build Out Thin Content – It is true that the problem of many sites in the new SEO dispensation is that of quality content. But for ecommerce sites the problem is both quality and quantity. This is because ecommerce sites are by nature heavy on graphics but light on content. It is important therefore that you find some creative ways to build out the thin content on product descriptions since this is the main areas where ecommerce sites’ contents are mostly found. Use quality product descriptions that add value to each page and as pointed out in #1 above, make this unique. You can hire professional web content writers to help you do this.
3. Know Your Customers And What They Want – It is a fact that your ecommerce site is about you and what you’re offering but the truth is, it is not for you but for your customers. It is important therefore to truly understand your target audience so that you can better create content that will engage them. Instead of thinking of your customers as some generic group of prospects, try as much as possible to analyze, segment and personalize the ways you engage with your ecommerce site buyers.
4. Diversify Your Link Profile – Before the Google Panda and Penguin Updates, ecommerce sites depended heavily on links to boost their search rankings. Unfortunately, this has become a no go area as the recent Google algorithm changes were launched to root out ‘over-optimized’ sites. Therefore, to escape the Panda and Penguin hammers, ecommerce sites should aim for natural link profiles. This demands driving relevant backlinks from different sources and using different anchor texts. The best way to do this is to engage in content marketing, infographic marketing, social media, press release, etc.
5. Build Relationships And Not Just Links – Ecommerce sites that want to overcome the Panda and Penguin blues should focus on relationship building. Design marketing strategies that will help you build strong authority in your niche which will in turn boost your brand awareness. Content marketing and social media interactions will both naturally build your brand and expand your link profile. Besides, adding a blog to your ecommerce site will be of great advantage.
Recommended: The Watertight Strategy for effectively Writing Content for SEO in A Post-Penguin Internet!
Ecommerce SEO done right is the only panacea to a successful organic presence. To effectively position your ecommerce sites and online stores to drive the right type of traffic from organic searches, you must take into consideration your target audience and their needs. Create valuable content and avoid duplicating product descriptions. Be creative with your content marketing and you will be able to rank your ecommerce sites effectively. Remember, Google Panda updates is an on-going activity. Don’t fall under the hammer one time!
There are thousands of post-panda SEO products on sale right now but many are nothing but the same black hat SEO tactics dressed up new garbs. Do not be deceived. Click here for a workable and effectual ecommerce SEO solution that the industry leaders are recommending right now. It is also very cost-effective.
Your Turn: What do you think of ecommerce SEO today? Feel free to share your own strategies with us in your comments below.