Depending on your products, seasons often play a significant role in your e-commerce results. Of course you want to be there when demand is booming. Therefore, do not wait until the season has started, but prepare yourself as a party supplies shop for, for example, carnival. Then what should you think about? Suppose you sell carnival stuff:

  • Update all your seasonal content about ‘X fun carnival outfits’ and for example ‘the X ideal group outfits with carnival’.
  • Also promote through your other channels, so that your deals will also be shared, for example. That increases your chances of ranking on those seasonal keywords.
  • Completely beat Google Trends. Look at last year’s search volumes, related topics and try to discover new long-term keywords. Make sure that you have optimized the landing pages that have to perform at least 1.5 months before the volume starts. In the case of Carnival, you already take into account the official start on November 11, because the first outfits are bought for that.


Set up faceted navigation

How do you deal with your product filters? The purpose of filters is user-friendliness, but this is a nice example of something that is often friendly to visitors, but not to Google. It’s not fast either, is it? Did you know that with all your filters and maybe even combinations of them, you create separate URLs? This can easily create 15x as many URLs per original category page by filtering on price, size, shape or all kinds of other logical filters. The problem is that those filtered URL variants cause you to create a lot of ‘thin content’ within your webshop, which Google doesn’t like very much.

That’s why you get started with one of these solutions:

By excluding those Business Development Directors Email Lists filtered URLs from crawling, you ensure that Google knows not to get them there and better spend that “time” on more important URLs. Example:

enter the exact page path of the filter. I use this solution most often myself.

Do you run into the problem that you are already competing with the main page you want to rank with? Then a noindex tag can come in handy, so that you can have the right page rank anyway.

By setting a canonical you can also indicate which page you want to be indexed. This just doesn’t solve the problem of having all those URL variants crawled by Google.

Tip : also check whether those filtered pages are not accidentally in your XML sitemap, because you do want to have them indexed with that.

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The Future of Ecommerce SEO

We’re under fire. I was recently with a click-through rate of only 3% on my main position 1 listing. Despite the fact that there is a lot to gain organically in e-commerce, Google is making our lives more and more acidic. Search ads, shopping, often a local pack and only then the rankings you have worked so hard for.

One of the most important lessons (because you’ve come this far) is therefore:

Connect SEO credit to your other channels and make sure that there are no conversion killers within your shop.

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