Monday, February 4, 2013

Why Thin Content is Hurting Your Ecommerce Site & How to Fix It

Image representing Google as depicted in Crunc...

By now, everyone in the ecommerce search engine world – including digital marketers and content writers – knows about the Google Panda update or, worse, has been directly affected by it. Many businesses were taken off guard when it first hit and have paid search engine optimization (SEO) consultants a large sum to recover prior search performance levels.

However, what if an ecommerce site was never “hit”? What if Panda is still hurting businesses, but they don’t even realize it?
This undiagnosed pain is a missed opportunity and one that hurts branded manufacturers the most.

When a brand is successful, it doesn’t need to worry about SEO, or so they say. But what if a brand is competing with large retail partners online (not to mention Amazon) for its own brand terms, or for generic searches on its key product lines?
It might seem simple and surprising why this doesn’t exist on all ecommerce category pages. That would be ignoring the reality of the many, diverse hands – merchants, marketers, copywriters, front-end developers, agencies – who ultimately shape the user experience (and architecture) of a category page.

Ecommerce sites are designed to be shopped, not read; text is a useless distraction in the path to purchase. The challenge is that Google’s algorithm doesn’t always note the difference.
Balancing the need to drive traffic to and revenue from a category page is unfortunately not simple science. However, a solid mix of the above elements, leveraging the right keywords, will push a site further along the path to success.
When in doubt, emulate the dominant SEO players in your business niche. An eye to the competition is far more insightful than a checklist could ever dream to be.


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