Don't fall foul of the most common ecommerce SEO errors
Wednesday, 10, Mar 2010 10:29
An expert has identified a number of search engine optimisation (SEO) mistakes that are common in the world of ecommerce.
Writing for Econsultancy, Ran Nir of online marketing agency Conversion Counts pointed to errors such as using unique content originally intended for the retailer's own website on portals such as eBay and Amazon.
He said that this results in duplicate content - and although search engines should be able to realise that the text first appeared on the firm's own website, it is a risk that ecommerce vendors should not take.
"The engines do get things wrong and the last thing you'd want is to compete on the SEO front with more sites," Mr Nir remarked.
He also warned online retailers against using the same product descriptions provided by manufacturers on their own website, as other ecommerce sites may also use the exact same text.
As such, retailers should ideally create unique content by rewriting the product description and adding their own notes or asking customers to write reviews, he said.
Britons spent ã4.3 billion on purchases from ecommerce sites in January, figures from the most recent IMRG Capgemini e-Retail Sales Index indicate.
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