Practical Ecommerce

Jill Kocher on January 17th, 2013

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Consumers use the Internet to search for local businesses, events, and topics. Google is a major player in local search, but so is Bing, Yahoo!, Yelp, YellowPages.com, Foursquare, and other sites. Local search now has a new competitor: Facebook Graph Search.

Launched this week, Facebook’s new search product focuses on finding connections between people, photos, places, and interests. But the most interesting aspect of Facebook search is its potential in the local search space.

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How Facebook Graph Search Works

With a reported 1 billion users, 240 billion photos, and 1 trillion connections in its arsenal, Facebook has created a different type of search. Traditional search results pull from a massive dataset of inde…

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Jill Kocher on January 4th, 2013

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With a new year ahead, it’s time to think about New Year’s resolutions. What do you want search engine optimization to do for your site in 2013? The most likely goals for any ecommerce site revolve around driving more traffic and converting more visitors. Let’s look at some steps for analyzing, planning and implementing stronger SEO programs in 2013.

Drive More SEO Traffic

Everyone wants more traffic. But before you can grow visitors, you need to understand where they’re coming from today. First stop, check your analytics to determine which keywords are driving organic search traffic, and to which URLs. This will tell you where your SEO performance is coming from today.

Next step, refresh your keyword research to determine what your c…

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Jill Kocher on December 21st, 2012

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Ecommerce sites rely on filtered or faceted navigation to make their product catalogs more easily digestible for customers. Depending on how filters and facets are implemented, however, they can either be fantastic for search engine optimization or a big failure.

SEO is based on three pillars: crawler access, keyword relevance, and authority. Filters and facets affect the first two of these pillars, access and relevance. Depending on which platform is used and how it’s implemented, faceted navigation and filters can act as crawl barriers for search engines or produce tremendous amounts of duplicate content. That’s the access issue. If a search engine’s crawler can’t or doesn’t access certain pages on the site, those pages have no chance…

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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…

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Jill Kocher on December 7th, 2012

Search engine optimization professionals don’t usually recommend creating more images, but infographics can have a real benefit to SEO. Typically, images are used in place of textual content to convey the same message visually. Consequently, images ten…

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