The basics in ecommerce SEO

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1 29 pages of expert advice The basics in ecommerce SEO With this advice you ll be able to create and optimise your Actinic ecommerce website for search engines. Our experts outline good SEO practice for your site: Sitemaps, rewritten URLs, canonical URLs, textual content, HTML tags... 1

2 Table of Contents This guide will take you through the essential steps for optimising your ecommerce website for search engines with the Actinic solution. 1. Introduction What is Natural or Organic SEO?... 3 a. Choosing a domain name... 3 b. Choosing your key words... 3 c. Quality textual content Submitting Your Site to Google Meta Title and Meta Description Tags Internal Linking...12 a. Optimising anchors...12 b. Optimising URLs c. Canonical URLs HTML Tags a. H Tags b. <strong> and <em> tags...22 c. Alternative text for images Quality Backlinks Optimising your site with Google a. Google Webmaster Tools b. Google Analytics Conclusion

3 1. Introduction As an e-tailer, the first thing you need to worry about is getting visitors to your site. One of the fundamental aspects of creating a successful ecommerce website is structuring the content so it will be visible to search engines. There are two ways to get traffic from search engines: organic traffic and paid traffic, which is a form of pay-per-click advertising and is not the focus of this document. It is important to bear in mind that searchers rarely read beyond the first page of search engine results. As long as you are not listed in the top 3 results on the first page of results for your main keywords, there is room to improve your organic search engine optimisation This report goes over the basics for setting up your site for search engines, and will help you work on your SEO without indepth technical knowledge. Today s SEO is not the same as two years ago, and will certainly evolve over the coming years. It is therefore necessary to regularly update and work on your site to keep up with the latest updates, notably the Google Panda algorithm released in April 2011, Penguin 1 released in April 2012 and Penguin 2 released in May What is Natural or Organic SEO? a. Choosing a domain name Your domain name, i.e. is your website s identity. It is therefore important to have a professional sounding, relevant and dedicated domain name for your website. Your SEO will be based on this domain name so it is essential to take the necessary time to choose an appropriate, available domain name and not to change it once you ve made your choice. Your domain name can either be your brand, i.e. or describe in a few words (no more) your industry or activity. For example: To reserve a domain name, click on the menu: [Account \ Domain Names] and choose your domain name. b. Choosing your key words The first step before you get started on any search engine optimisation work on your site is to prepare your chosen keywords or keyword phrases.* You ll need to create a list of 10 keywords in total with 4 main ones relevant to your industry. 3

4 Your main keywords should be included on your home page, which is the most important page of your website. To choose these keywords, you must find the words searched for by internet users. The best tool to get this information is the keywords generator from Google which shows the number of times these terms are searched on Google each month. This tool is free and available with a Google AdWords account. https://adwords.google.com/ You can also use Google Trends research to gain insight into the keywords most used over time in order to see seasonal variations during a year or evolution over several years. 4

5 It is a pointless exercise to work on keywords that are not searched for by internet users. These tools are essential to prepare the appropriate keywords for your site. At the end of this first step, you should have a list with all the keywords and keyword phrases you want to focus on for your ecommerce website. *A keyword phrase = 2 or 3 words c. Quality textual content Creating good quality content for your site should be your highest priority. Before getting into the details of search engines analysis of your content, keep in mind that the purpose of your content is to attract the attention of visitors to your website. It is important to provide useful content to internet users, and your content will be that much more useful if it is unique and contains information they won t find on any other website. If your site meets these conditions, internet users will naturally come to talk about your site, which could lead to even more visits. Google interprets your site by analysing its textual content but does not interpret images, video or flash animation. Search engines need a minimum amount of text to be able to properly analyse a page. It is extremely difficult for Google to retrieve any meaningful results from a page containing only videos or images. The more your keywords are included in your text, the better the search engine analysis will be. It is therefore important that your chosen keywords for a given page are repeated sufficiently on that page. Needless to say, you must have good quality content on your site as your text is, first and foremost, intended for your visitors. It is therefore essential that your content be written in proper English that incorporates your keywords and avoids spelling mistakes. To check if your webpage is in fact optimised for your keywords, we suggest you use the tool KGen: Keyword generator, which is an add-on for Mozilla Firefox or Google Chrome. Once you ve installed it it will appear on the left hand side of your toolbar. If you launch the Scan it! feature it will highlight how often keywords appear on the page you re on and indicate their weight. 5

6 An example of a KGen scan for the Actinic homepage: This is the textual content that you should optimise with tags (which we ll go over) and that will make up the core of your website s message. Our technical support is here to explain how this works. Errors to avoid: Hiding text or writing in white on a white background so text becomes invisible is not allowed. Text content needs to be visible to all visitors to your pages. 6

7 3. Submitting Your Site to Google Finding the appropriate name for your site and submitting it to Google is the first step on your way to an optimised site. Theory A Sitemap file is literally a map of your website. It contains all the URLs of every page of your site. The goal is to submit this file to Google to inform them of the existence of your website and give them a list of all your URLs. Google will then be able to index all of the pages of your site and continue to visit your sitemap approximately every 10 days to update this information based on your data. How to do it with Actinic With Actinic you can create a sitemap with the menu: [Marketing \ Sitemap SEO]. Click on [Add a Sitemap File] then [Save]. Once the file is generated, you can retrieve the URL of your Sitemap file, which is formatted as follows: Sitemap.asp?AccID=25140&LangID=0 7

8 The last step of the submission of the sitemap file is then to log onto your Google Webmaster Tools account to submit this URL to Google. If you need to setup a Google webmaster account, go to: All you have to do is enter the URL of the Sitemap file you retrieved earlier and insert it into the associated field. Google will then retrieve the file automatically and index your site regularly based on the latest updates to your Sitemap file. 8

9 4. Meta Title and Meta Description Tags The technical steps addressed in this chapter focus on the impact and implementation of Meta tags in the Actinic administration console. Theory To facilitate search engines analysis of a site, HTML code can contain a number of special tags that provide information used by search engine crawlers to determine what the site is about. The Meta Title tag is used by Google for the title of your page. This is the title that appears in blue in Google search results. The Meta Title tag must be specific to each of your pages. It can contain up to 70 characters consisting of your focus keywords. The tag should be a summary of the page, written in the style of a slogan. Example of a Meta Title in Google search results: The Meta Description tag is used by Google for the short description of your site, also called the Snippet. The Meta Description tag appears in black below the title in the Google search results. Example of a Meta Description in Google search results: Keep in mind that the Title and Description tags will be displayed in search engine results. Try to use text that will encourage the reader to click. 9

10 Errors to Avoid: Avoid Title tags such as Welcome to my website which provide no information about the content of your page. You ll notice that in our examples the key word Ecommerce is used several times. The advantage of using keywords in the description is that when internet users type these words they will appear in bold. The content of this tag is not used by search engines in their relevancy algorithm. This content has no impact on the positioning of your pages. However, the tag must be written in good English and briefly describe the content of the page, offering text that encourages the reader to click through. Errors to Avoid: Do not use the same Title tag and Meta description on all your pages. This information is considered a summary of the page. If the information is the same on multiple pages, Google will consider that these pages have the same content and it will not index all of your pages. How to do it with Actinic In your back office, Meta Title and Meta Description tags should be entered on 3 levels: categories, items and custom web pages (WebBlocks). With Actinic you have access to a Google SERP simulator so you can see what the URL, Title and Meta description of your page will look like in Google search results. Categories To add Title and Description tags for a category, click on the menu: [Commerce \ Categories], then the Edit Properties icon. Items To add Title and Description tags for an item, click on the menu: [Commerce \ Items], then the Edit Properties icon and the SEO tab. 10

11 WebBlocks To add Title and Description tags for a WebBlock, click on the menu: [Galleries \ WebBlock Pages], then the icon Edit Properties then the SEO tab. Please note: Be sure to tick the box Only use the title in the <TITLE> HTML tag. Reminder: The Title tag is very important because it is this title that s shown in Google search results. 11

12 5. Internal Linking The goal of a well-structured site is to make it easy to navigate for both internet users and search engines. When search engines index your site, spiders will follow the available links. These links will be present in menus, in the breadcrumb trail and on the pages themselves. For a link to be useful for SEO, it is important that the navigation behaviour be applied to the text, rather than an image. a. Optimising anchors Theory To further optimise your textual content, you can create internal links so that you link one page of your website to another. Anchor text is the title of a link that you click to be redirected to another page. The anchor text must give clear information as to the content of the landing page. Do not put too many links (200 maximum) on your most important pages (home page, topic pages, etc.). The more links you have the less important each link becomes. With fewer links you give each link more prominence. To write good quality anchor text, describe the page you are linking to and do not use generic terms that give no useful information to search engines, for example: click here. The navigation behaviour, or actual link, should be placed on a short keyword expression not on an entire block of text. How to do it with Actinic To insert a link on a keyword expression that leads from one of your site s pages to another, you have two options: Insert links with a rich text editor (simple) or with a plain text format (advanced technique). If you want to use a plain text format, you will need some knowledge of HTML in order to create a link to another page. Example: <a href= >Actinic DataPlug</ a> 12

13 On the live site, only the anchor text Actinic DataPlug will be visible and will redirect visitors to the page: With the rich text editor, the process is simple and requires no knowledge of HTML. Select the text (anchor) you want to link to another page, click on the Insert tab and then on the Insert a navigation behaviour icon. 13

14 The result is the same as if you used the plain text format: on the live site, only the anchor text Actinic DataPlug will be visible and will redirect visitors to the indicated page (here b. Optimising URLs Theory Rewriting URLs to make friendly URLS allows you to provide Google with links containing keywords which are relevant to your page, understandable and make interpreting and analysing the content of the page easier. Example: URL before rewriting: URL after rewriting: Here are a couple of rules for creating good friendly URLs: Use keywords in your URL without overdoing it (2-3 maximum). Separate words with a dash (-) and not an underscore (_). Create a single URL per page. Once you ve created your friendly URL, avoid changing or rewriting it. Replace single quotes with (-) or leave them out. 14

15 Errors to avoid: Do not use a rewritten URL for your home page. It is also not helpful to rewrite all the URLs for your site. You should only rewrite the URLs of the most relevant, important pages of your site. Avoid, for example, rewriting the URL that leads to your terms and conditions. Please note: Consider using these URLs in the site and develop a good amount of internal links. This will help navigation and optimise your pages. The most important link is the one that leads to your home page with the URL: How to do it with Actinic In your Actinic back office, you can rewrite URLs by clicking on the menu: [Marketing \ URL Rewriting], then the [Add] button. Choose the title of your URL following the guidelines provided above and add the extension [.html]. Redirect this new, friendly URL to the required page by selecting its Navigation Behaviour. Once you have created a rewritten URL, you can either attach it to a horizontal or vertical menu element or to a link in a WebBlock, by inserting a navigation behaviour leading to the rewritten URL. 15

16 c. Canonical URLs Product Page A canonical URL is the official or preferred version of your webpage s address (the referring URL). This allows search engine crawlers to index the URL you want them to. The same product page can be reached via several URLs. The classic URL of a product page looks like this: It is possible to create a rewritten URL for the same product page, for example: This is the canonical URL automatically generated by the solution for the same product page: The variable at the end of the (-c2x ) cannot be deleted or modified. It is essential for the system to work. 16

17 The canonical URL is automatically inserted in the product pages source code. It s generated from the name of the item. This URL is used in site navigation and is listed in the sitemap file. This feature is activated by default for your site. To modify an item s canonical URL click on the menu [Commerce \ Items] then on the icon Edit Properties then the tab SEO. The SERP simulator shows you how your page will be displayed in search results. It updates automatically and shows both the title and the meta-description. IMPORTANT: You can change a URL that you have just created. However, we strongly discourage modifying a canonical URL that has already been indexed. You can change an item s name that you ve just created but it is also strongly discouraged to modify the name of an item that s already been indexed. This would be like creating a new item and it would lose the already gained search engine optimisation. If you do change the name of an item, it will still be accessible via the canonical URL. Item Categories It s the same idea for categories. To modify the canonical URL of a category click on the menu [Commerce \ Categories] then on the Edit Properties icon. Canonical URLs are also used in your site s breadcrumb trail. 17

18 Blog post It s the same idea for blog posts. You can modify canonical URLs by clicking on the menu [Components \ Blog], then the icon Edit Properties, then the SEO tab. WebBlocks To create canonical URLs for webblocks you ll need to go through rewritten URLs. The platform will then use your rewritten URL to create a canonical URL. The first step is to create a rewritten URL by clicking on the menu [Marketing \ URL Rewriting], then [Add] and direct the URL to the webblock in question. Next, by clicking on the menu [Galleries \ WebBlock pages], then the Edit Properties icon and the SEO tab you ll be able to select the rewritten URL linked to the webblock. 18

19 6. HTML Tags The Actinic platform automatically optimises the html code of category and product pages (among others). For example, micro data (rich snippets) are automatically generated for product pages. Micro data is used in webpages to describe specific information such as a product name, price, the URL for an image etc. These tags allow you to provide detailed information concerning your products. They are used by Google to display details (price, availability, customer reviews) in search results pages. a. H Tags Theory H tags (H1, H2, H3, up until H6) are used to structure the importance of the content on a web page. H1 corresponds to the first title (the most important title on your page), H2 to the second level (your page s subtitles), etc... Using keywords in H1 tags to improve your organic SEO is highly appreciated by search engines and gives them a clear indication of what the page is about. Inserting H tags can be used to further optimise your pages. To insert effective H tags, simply ask yourself: What is this page talking about? The answer to this question should give you a single H1 tag per page. It should contain a maximum of fifteen words made up of your main keyword phrases and briefly describe the content of your page. Example of an H1 tag on a homepage: <h1>create your e-commerce site with our simple, inexpensive and feature-rich ecommerce platform</h1>. 19

20 Errors to avoid: Make sure that only ONE H1 tag is inserted per page. Do not insert H tags on images or logos. Focusing on textual content is the best way to optimise your site. The Firefox add-on Web Developer offers a tool that allows you to preview H tags (see the following screenshot). https://addons.mozilla.org/fr/firefox/addon/web-developer/ We recommend that you use only one H1 tag, a maximum of two H2 tags, and as many H3 tags as you want without going overboard. It is strongly recommended NOT to put an entire paragraph in an H tag. The H1 tag is essential, but not sufficient in itself to optimise your SEO. HTML offers 6 levels of tags (H1 to H6) for structuring your website. However, only the first three levels are useful for SEO purposes. Note that an H1 tag may already be present on some of your site s pages. If this is the case, be sure to optimise the text and don t add another one to the page. You should never have more than one H1 tag on a page. Once you have your H1 tag, you can then insert H2 and H3 tags. Examples: o On a category page, the H1 tag is the name of your category and your H3 tags are the names of your subcategories or items. o For product pages the H1 tag is used for the product name. This means that your products must be strategically named (complete names that describe the item). H tags are interpreted in order of importance by Google, H1 being the most important and H6 the least important.* Example of the structure of a home page: 20

21 <H1>Your site title (or main description)</h1> Text content or image + text. <H2>Category title (or subtitle)</h2> Text content or image + text. <H3>Product name (or phrase containing relevant keywords)</h3> Text content or image + text. Search engines do not give more weight to H4, H5 and H6 tags than normal text, so it is not necessary to use them. The aim of H1 to H3 tags is to describe the editorial content of your page. By browsing these tags, Google should immediately understand the main content of your page. * These different levels must include your keywords without repeating them too often (repeating keywords 1 to 3 times is sufficient). Always write textual content in H tags. These tags are the titles and subtitles on your page and should be followed by paragraphs of text. How to do it with Actinic In your Actinic back office, you can fill in these tags using either the plain text format or by using the rich text editor. o Plain text format H tags must be formatted as follows to be correctly interpreted by Actinic and Google. <h3> Red Skinny Jeans </h3> o Rich text editor When you use the rich text editor, it is not necessary to directly insert tags in the text. The Insert tab allows you to simply apply the tag to selected text using the H drop-down menu. 21

22 b. <strong> and <em> tags Theory <strong> tags create the bold effect and <em> tags creates the italic effect. If you have important keywords in your text outside your h tags, you can highlight them using <strong> and <em> tags. CAREFUL: The more well-known <b> and <i> tags are not interpreted by Google. It is therefore crucial to use the <strong> and <em> tags to put weight on desired keywords for your organic SEO. Example: <strong>actinic, the leading ecommerce solution in Europe</strong> will look like this: Actinic, the leading ecommerce solution in Europe. Do not put an entire paragraph in bold as you will dilute the importance of your main keywords. If everything is in bold, Google will not be able to distinguish what is important from what is not. How to do it with Actinic <em> and <strong> tags can ONLY be created from a plain text format. If you use the rich text editor, you won t be able to insert these tags. 22

23 c. Alternative text for images Theory Before inserting images on your site, remember to give your pictures a name that describes the content. Avoid file names like: photo.jpg An image with a name such as blue-levis-jeans-.jpg is much more relevant and you will get indexed on Google Images for these keywords. Don t forget, Google cannot interpret images. To allow search engines to analyse your images you must fill in the Alternate Text field with a short text description of your image. Example: <img src= alt= Blue Levis Jeans > How to do it with Actinic With Actinic, alternate text is automatically inserted on the images in the catalogue. In WebBlocks, you can specify alternate text for images by clicking on the menu [Galleries \ WebBlock pages], then the Edit WebBlock icon. Fill in the Alternate Text field. This will allow you to give your image a title. The title should be relatively short and include one or two keywords. On the live site, visitors will see the alternate text when they hover over the image. 23

24 24

25 7. Quality Backlinks Create a professional network and generate visibility with help from external sites. Backlinks will allow you to quickly and efficiently generate other sources of qualified traffic. Theory A backlink is a hyperlink from an external site that leads to your website. The aim is to have external sites mention your site. The more backlinks your site has, the more importance Google gives to your site. This popularity that you gain is called Google PageRank. Since the update of its Penguin algorithm, Google puts a lot of weight on the quality of your backlinks. To ensure quality backlinks we recommend the following: Establish backlinks from sites in the same field as you. Select backlinks from serious, professional sites that you know. If the site you partner with is blacklisted by Google, your site will also be penalised. Make backlinks with anchor text containing keywords from your site. Try to get links from the editorial content of your partner sites and not links on the sidebar or footer, for example. Avoid backlinks in directories, forums or blogs that are unpopular or badly indexed. Here is Google s advice following the Penguin algorithm, the goal being to avoid over-optimisation. Links should appear as natural as possible. No more than 15%of anchor text optimised 40-60%of links to the homepage 20%of domain name anchor text In general, anchors usually take on the following form: ndd, links on images, links with non-optimised anchor text: click here, on this site The following site gives an interesting view on backlinks: https://ahrefs.com Please note: It is better to have ten backlinks from good, relevant websites than a hundred links from unpopular or irrelevant sites. How to do it with Actinic An example of a website link to your site could be as follows: For more information, please visit our ecommerce provider Actinic. For search engines, your site gains a reputation for being relevant to e-commerce provider Actinic. If the partner set up the following backlink on their site: 25

26 For more information, click here Search engines would consider your site relevant for click here. In your Actinic back office, the procedure for including a link to another site is exactly the same as an internal link. It can be inserted in a plain text format, rich text, or a WebBlock. We recommend that you use WebBlocks to create a page dedicated to your partners. Once the WebBlock is created, you can list all your partners with links leading to their sites. In exchange for including links leading to your site, your partner sites will likely ask you to include a link to their sites in exchange. You can also use the Hot Links component provided for this purpose. For this click on the menu the menu [Components \ Partners] then Add. 26

27 8. Optimising your site with Google Now that your site is optimised for SEO, you should monitor your progress. Once you see what is working and what is not, you can further optimise your site and keep ahead of your competitors. a. Google Webmaster Tools Google Webmaster tools are essential for tracking your site because they allow you to submit your sitemap to Google and let them know you exist by providing them with a map of your site. It will also allow you to: Know the number of internal and external links for your site. Know the keyword terms most used on your site. Know the keywords used to find your site. Submit your sitemap file. Gain information about your site s performance. Check if you have any indexing problems. Check doubles for Title and Description tags. You can create a Google Webmaster Tools account by clicking here: 27

28 b. Google Analytics Google Analytics is a website analytics service offered by Google for free. This is the tool most used by webmasters. It gives you valuable information on the number of visitors, keywords used and statistical graphs showing your traffic by day, month or year. The analysis can also give you valuable information on the quality of your SEO by analysing the quality of the traffic search engines generate. You are also given information on the rate of conversion, keywords generating visits and the pages of your site which are the most popular. In short, these are essential tools for any webmaster who is interested in organic SEO. You can create a Google Analytics account by clicking on this link: 28

29 9. Conclusion You now know all the basics of organic search engine optimisation. If you have followed the advice laid out in this guide step by step you should be able to achieve a good initial optimisation of your site. You will have laid down a solid foundation for the future online visibility of your website and business. You must keep on top of your website s SEO, however, as the requirements are constantly changing. It is important to follow the latest updates and news from Google and keep up to date and informed of any evolutions in the SEO sector. Also remember to update your site regularly so that Google understands that your site is alive and still relevant. Now that you ve got the basics down for organic SEO, you can take a closer look at pay-per-click advertising with Google AdWords and price comparison sites to get even more coverage and open your site up to new channels and a new customer base. Check out all of the advantages of our ecommerce solution at 29

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