For any e-commerce business, effective search engine optimization is usually a beneficial factor to its success. Many SEO strategies do not focus on the quality of product data. They focus on such aspects as keywords search, back linking, social media presence and technicalities of the website. However, some indirect factors may influence your SEO results too.
Jack Miller, the Customer Succcess Manager of Semalt Digital Services explains how product data influences your performance.
Product data does not affect SEO directly. However, anything that affects internal linking, URLs and the content has the potential to influence the organic search ranking. When filling your website with the data, information such as product categories, groups, and content appears for every product you are adding into the system. Every website has a content management system which manages this information by checking boxes in its database. All of these fields and check boxes have an impact on the validity of every product and its information.
Product Data and Internal Linking
SEO involves aspects such as optimization of product titles, URLs and descriptions. On the other hand, product data affects the way information appears in a website database. How a product is classified, grouped, interlinked and labelled has an impact on its contextual relevance to the user. This criterion is one of the factors Google algorithm focuses on while analyzing a content management system for ranking.
For example, a click path of a category can be – Target > shirts > men’s shirts > half neck. In this site, you can buy a full neck shirt which belongs to the shirts section as well as men’s shirt category. Here, the full neck shirt belongs to the shirts section but also to the half neck group. The product name is the H2 heading and the description features in the meta description.
Duplicate content occurs when a search engine ranks multiple URLs point to the same page. For instance, duplicate links can be controlled using canonical tags. Duplicate content can be harmful to your SEO. It decreases the authority of a page since the traffic gets shared by the multiple URLs making it difficult to rank.
However, correcting duplicate content is relatively easy. One needs to find all the URLs pointing to some similar products. Redirecting the links to the page you want can help you to restore its authority on that particular website. For example, rewriting the code or putting 301 redirect codes may fix this issue and restore the way a site pages’ rank.
SEO is important for any online business as soon as it ensures strong online presence. Many factors can affect the performance of a website as far as ranking factors are concerned. Among these factors is product data. In many cases, digital marketers fail to realize its relevance in SEO and often end up ignoring it. However, as seen above, any factor affecting URLs and content relevance has an impact on how Google will rank a site. Using the above knowledge, one can point out the factors which will affect the way a website performs regarding product information. It is also possible to correct some of the common mistakes such as missing categories or product information.