I have a friend who asked me to look at a site (designed but not launched yet).
The question I have is about optimizing a shopping cart. It uses a CMS and they have the ability to change the tags for each product but not a lot of other flexibility. Is there anything else that can be done for cart optimization?
It’s good that you have control over the product titles because having unique and keyword-rich titles and descriptions is one of the most important things for a well optimised online store. For product images, make sure you use ALT tags and ensure the the site has a search-engine friendly structure (ie. design, architecture and navigation).
Avoid dynamic URLs and use a logical directory structure to break-up products into their appropriate categories (although when doing this, try not to bury the products too deeply in sub-directories as the search engines will often only crawl the top few layers unless there are enough deep links forcing the spiders to dig a bit deeper).
Use a sitemap, breadcrumbs and show visitors other related products by using links like: “people who purcahsed this also bought…”
If possible, try and incorporate a social media aspect to the site where users can add reviews and other product feedback. Setup a blog and/or a Twitter account and use these tools to help promote your products (without spamming people of course).
In conjunction with the social media and organic search engine optimisation, it’s also a very good idea to run a Pay-Per-Click (PPC) campaign. PPC campaigns are great for e-commerce sites because it’s quick, highly customisable (in terms of budget, geotargeting etc.) and incredibly measurable allowing you to further refine the keywords, titles and other content by monitoring click-through rates and using A/B split-testing tools.
All of this will improve usability, reduce bounce-rates, ensure the search bots will be able to find everything (and index it accordingly) and if done well, hopefully even improve conversions.
For a more detailed and comprehensive list of other things to look at, here are 50 SEO tips for online retailers.
Hope this helps!
SiteMost SEO Brisbane