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Jill Kocher on December 14th, 2012

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When a redesign or platform change looms in your site’s future, it’s easy to turn off all search-engine-optimization work and focus on planning the new site. After all, why bother making changes that will just be overwritten when you launch the new site? Focusing on a few key areas will enable you to continue improving SEO without fear of wasted work when the new site goes live.

Focus on Stable Areas

If the redesign doesn’t encompass the entire site, the sections that aren’t involved are safe to optimize. Oftentimes companies will revamp their primary ecommerce sites but leave the blog, promotional content, or other sections that are hosted on separate platforms out of the redesign project. Typically the portion of the site not being r…

Continue reading about SEO When a Redesign Stands in Your Way

Jill Kocher on June 1st, 2012

Every now and then an ecommerce site raises its hand for an “SEO Report Card.” It’s a great way for the site to get some free advice and a good link, and an interesting way to give Practical eCommerce some, well, practical tips on how we’d handle S…

Continue reading about SEO Report Card: MotoGP Store, Part 1

Jill Kocher on May 11th, 2012

Search engine optimization is all about “signal” and “amplification.” The signal is simply using relevant keywords. Amplification is about how to use those keywords and encourage linking and sharing. Think of the keywords as the voice of a site and the…

Continue reading about Amplifying SEO Keyword Signals

Jill Kocher on April 13th, 2012

Duplicate content is an often misunderstood part of search engine optimization. Most digital marketers know it’s bad, but why? Duplicate content (two or more pages with different URLs that display the same content) makes it harder for a site to rank and drive traffic and conversions.

If 20 URLs each display the same page of content for red shoes, then all the links pointing to that page across a site are split across 20 different URLs. The page would have much more ranking power if all those links were pointing to a single URL. […]

Continue reading about Is It Duplicate Content or Just Undifferentiated?

Jill Kocher on January 30th, 2012

Editor’s Note: This is the final installment of a three-part series on optimizing ecommerce pages for search engines. The first two installments, “Part 1: Keyword Research” and “Part 2: Keyword Mapping,” we published previously.

I discussed keywor…

Continue reading about From Keywords to Content: How to Optimize for SEO