SEO Lessons for a Copywriter on the Group Commerce Platform27 Apr. 2012
Today’s blog post features a quick guide to SEO from one of our very talented Front-End Engineers, Pat. In this post, Pat gives a few helpful hints and explains how GC can help you optimize your website on our platform. (skip to the bottom for some quick-hit SEO tips)
A proper SEO campaign has two main focuses:
- Make your entire site rank highly on a few main keywords which describe your business
- Make specific pages rank highly on super-specific terms that someone might type directly into Google (sometimes referred to as long-tail keywords)
Keywords from the first category should appear on most every page of your site. This is because you will rank highly on competitive keywords because you’ve used it more on one website. For example the site kittendeals.com, they keywords “Discount Cat Supplies” should be a keyword that appears on every page.
The nice thing about category one keywords is that here at GC, we do most of that for you when we initially set up each publisher site.
Keywords from the second category should only appear on one specific page. In order to determine which keywords go on which page, you need to do some initial research.
For example, say you are running a deal for Cat Bibs (that’s right: http://www.catgoods.com/images/catbibCat8.jpg), you might decide after doing some keyword research (before you start writing!) that “my cat is a messy eater” is a term that is searched fairly often, but has low competition.
With that in mind, you can begin to start the copywriting process while incorporating that term as often as possible.
Oh, but wait, there is one tiny issue: Google has caught on to this technique and, unfortunately, has coined it as “keyword stuffing.” You aren’t allowed to use this technique without being penalized.
In order to get around this issue, you must use the term less frequently but emphasize it more the few times you do use it. When I say emphasize, I mean simple things like making text bold, which makes it incrementally more important in Google’s eyes.
But wait again, peppering your copy with bold text will make your pages difficult to read, and can annoy your users (causing them to leave before they buy).
Nobody said this was going to be easy, so here are some tips for making your keywords more important without overdoing it. Use the URL — The URL is the first thing Google looks at when deciding what your page is about.
- Don’t use the suggestion our system puts in there. 67-percent-off-cat-bibs is not a great URL. No one is typing “67% off Cat Bibs” into Google
- At the very least, strip out all the meaningless words (‘the’, ‘a’, etc)
- Do use your keyword. my-cat-is-a-messy-eater is a better URL because people do type that in (you know this because you did your keyword research
Use Headings — Every copy editor in PubAdmin has a dropdown with the values Paragraph, Heading1, Heading2, Heading3, etc. in the upper-right corner. Use it.
- These options not only change the appearance of the content, but also how it is coded (or seen by Google)
- Don’t use Heading1. You should only have one per page, and it is already used by the Landing Page Title (hint: put your keyword in the title!
- Do use Heading3, 4, and 5. These are less significant than Heading1, but far more so than a paragraph, and may be used more than once on a page.
Use Links– Google considers link text very powerful. The interesting thing about link text is that it not only describes the page you are on, but also the page to which you are linking.
- Don’t use links that look like this: Click here because my cat is a messy eater.
- Do use links that look like this: Click here because my cat is a messy eater.
Use Images — Your readers love images and so does Google, yet Google can’t look at them. (ok, they sort of can, but that’s a whole different post)
- Great imagery is always a good idea in ecommerce
- Great naming and describing is an under-used idea
- Don’t name your images anything like cat1-237593-regular.jpg
- Do rename your images to something like my-cat-is-a-messy-eater.jpg
- Don’t avoid the caption field. We use this information to tell Google what the image represents. Literally put your keyword in this field: My cat is a messy eater.
For more information on how Group Commerce can help you with your SEO needs, give us a shout at firstname.lastname@example.org« back to the Blog