This is a continuation of yesterday’s article on increasing conversions. In this video, Matthew Glenfield gives advice on search engine optimization using the example of the same silver-jewelry store. ws. (The original video is here.)
Before proceeding with the optimization, Matthew advises to see how many pages of the site are indexed by search engines, in particular Google. To do this, enter the query site: http: // www. your-domain com .
The number of indexed pages for the Silver Jewelry site was 637.
This is a lot or a little, is unknown, since everything is relative here. If you have 10k products in your store, then, of course, it’s not enough, and if it’s a thousand, then it’s even nothing. (To find out how many pages are placed on your site, add up the total number of products and the number of categories.)
But let's first look at the output. I specifically opened the 15th page of issue, to guarantee to see links to internal pages with a description of the goods. Look at the tag . title. . He is the same everywhere! The likelihood that these pages will occupy high positions even by long query is very low. Tag . title. must contain the keyword under which the page is honed. If the page sells a silver ring at a discount, the page name should be Discount Silver Ring , but not SilverJewelry .
Therefore, the very first thing the owner of this online store should do is to give a unique name to each page of the site .
For the main page, you also need to select 2-3 main key phrases that the site will be promoted in search results. Since the text content of the page is already sharpened by the phrase discount silver jewelry , this phrase should be included in the title. For example, so:
For categories the best title will be the category name itself, i.e. if the category is called Silver Bracelets , then the page name should be Silver Bracelets . Of course, you can expand the title and add a few additional keywords. The main thing is that the contents of the tag . title. remained unique.
Accordingly, for the pages with the description of the goods as the title you need to use the name of the product (plus, if desired, the name of the category).
After that, you need to understand the description of the pages. On many pages of the store this description is absolutely the same.
This is because the content of the meta tag description either just repeats the description from other pages, or differs from it by only two or three words. Search engines are unlikely to be delighted with such descriptions. They need unique descriptions with the keywords . Give it to them.
The meta tag description is at the top of the code:
The store owner needs to think about using the tag nofollow . Some pages do not need to be ranked in the search results, so they do not need the reference weight. The nofollow tag allows you to block such leaks and, as a result, increase the weight of other links. In the code, this tag looks like this:
Here is an example of links that don’t need to be ranked in any way:
Several such candidates for departure can be found in the basement of the site.
And, of course, the nofollow tag should be put on all banners and badges that lead to other sites.
In addition, nofollow it is advisable to put on clickable images, such as product images.
You can also attach nofollow to links with anchors that have nothing to do with the pages they link to. A vivid example of such a link is the link to the home page with the anchor Home . It is even better to replace the anchor in such links. (For example, instead of Home put Discount Silver Jewelry .)
If there are several links from one page to another, it is better to leave only one (with the right anchor), and the rest to close nofollow .
But that's not all. Immediately below the site header there is a navigation bar that shows the visitor where it is located. So in this line, too, there are links that you should get rid of. Here they are:
It is not necessary to put the last link nofollow . However, in this case, you need to replace the anchor links and instead write CH- ... write something more intelligible.
In short, the owner of this site needs to put nofollow on all links that do not directly relate to the selling pages and do not contain the necessary key phrases.
When (and if) all of the above recommendations are implemented, the position of the site in search engine results should be significantly strengthened.
I hope when you will create a new or work on the design and search engine optimization of an existing store. These tips will be useful to you.
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