Search engine optimization goes beyond landing a top keyword, says Danielle Sharpe of PromotionWorld.com. Ecommerce merchants need to focus on a range of techniques for boosting traffic to their web stores. Here are some top trends to watch in 2011.
Rather than focus on a specific keyword, tailor your site to take advantage of multiple keywords that mean the same thing. In her article, Sharpe offers the example of a lingerie shop, where product can fall into different categories, such as 'Baby doll nightgown,' 'Basque,' and 'Bustier.' Target a range of related keywords to attract customers who are searching for your product under specific or unusual terms. Moreover, do not shy away from very specific keywords. For example, a keyword like, "myBrand RFG--40x3500 LCD TV" generates fewer hits than a more simple one like "myBrand LCD TV," but it has a higher conversion rate.
Sharpe advises using both singular and plural forms of keywords. Online shops often refer to products in the plural, because they carry many in stock, but shoppers often search for the singular. A simple change, such as "Navigation Gadgets: Buy your Navigation Gadget at mywebsite.com," can double search engine traffic, says Sharpe.
Finally, refresh the content on your pages regularly. More search engines are adding a "freshness" component to page ranks, and if a page is never updated, a search engine may consider it a dead link. Try a blog on your site, consider adding customer reviews, and update your product info regularly.
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