E-commerce SEO Guide (Outline)

Speaking of e-commerce, many people’s first reaction is probably Taobao, Amazon, ebay, Ali and other platforms. Of course, the current platform is still the bulk of e-commerce, but for the seller, the platform also has some inherent shortcomings. In the final analysis, the customer and the data are not owned by the seller, and there are many restrictions.

Therefore, the independent e-commerce website is a channel that many companies hope to expand, and there is a constant motivation to try. So how should an e-commerce website do SEO?

First of all, all common SEO technologies and processes are equally applicable to e-commerce sites. From keyword and competitor research to column arrangement, from website structure to page optimization, from user experience to traffic analysis, from social networking site promotion to external chain construction, whether it is e-commerce website or any other website, how to do SEO or how to do it Do SEO.

E-commerce websites have some common functions and features, which are not common in other types of websites, so there are some special points to consider when doing e-commerce SEO.

Classification and navigation system

All industries have mature product classification methods, and the main body of e-commerce websites usually arranges categories according to industry classification. According to the results of the keyword research, the structure of the website is further adjusted. For example, the classification name with a large query gives a higher level and more navigation links. Keyword research also has an important impact on the classification page title, description label, link anchor text and other writing methods.

The category page is usually a list of products. Although it looks like a lot of content, it lacks stable and accurate content for keywords. You can consider writing one or two paragraphs of text on the first page of the classification page to explain this classification.

Important classification pages require the construction of a certain number of external links. Not much.

Breadcrumb navigation is very important. Breadcrumbs is not only one of the basis for the search engine spider to judge the structure of the website and the position of the page on the website. It is also the fastest way for users to judge their location, return to the homepage or browse the classification of the upper and lower levels.

URL structure design

The URL structure design principles of all websites still apply. Static, lowercase English (including Chinese website), reduce directory hierarchy, and short. The English website can appropriately bring keywords in the directory name and file name. Avoid long strings and random characters in the URL.

E-commerce website product URLs are available in two ways, depending on the company.

  • First, the product is placed in the category directory, which is beneficial to the user to browse and judge, which is beneficial to the user and the search engine to judge the location of the page, which is conducive to statistical inclusion.
  • The second is to put the products in the root directory, or in the /product/ directory. Conducive to the attribution of products to multiple categories, and product classification may change.

The same product has multiple options, such as color, size, and generally only generates one product page. If the option is likely to have search traffic, such as “black tshirt”, you can list options on the page, even in the title, to help hit the query.

If for some reason, different options for the product must be made into separate pages, such as those required by the navigation system, or for advertising landing pages, use the canonical tag to unify the weights.

How to deal with the shelves and out of stock products page

If it is only temporarily out of stock, keep the page normally, plus some explanatory text, such as when the goods will come, accept the reservation, and so on.

If you are permanently removed, 301 to the most relevant products that meet the same needs of users, such as the first edition of the book, 301 to the latest version. In some cases, 301 to the home page of the category also meets the user’s needs. Usually do not 301 to the home page, because basically can not meet user needs. If there is no related product at all, return directly to 404.

Product page content

The lack of original, unique product page content is one of the difficulties of most independent e-commerce websites. The product description comes from the supplier, the product page of the new station and the small station will be uncompetitive, because the same product description is available in Ali, Amazon and other big stations, so the long tail keywords will not be fully utilized .

Rewrite the product description. Starting with the best-selling products, the accumulation is much less. The length is not necessarily very large, a description of a dozen words, several important functions, a list of parameters, plus a summary of dozens of words, more than 100 words of original, but also better than the copy of thousands of words. Of course, there is time and manpower, and the more content, the better.

Users are strongly encouraged to comment, give points, give discounts, give permission, and give honors. There is really no, the staff themselves write some, Amazon cattle, it was the beginning.

Related product links are required. The generation algorithm can be varied, and the login user and the unlogged-in user (including the search engine) algorithms are often different. A reasonable and powerful recommendation product algorithm is a tool for many e-commerce websites. From the perspective of SEO alone, the purpose of related product links is to increase the depth of crawling and increase the depth of user access.

Try to use structured data, semantic tags, and strive to have a rich summary in search results.

Try to avoid low quality content caused by structure

E-commerce websites often have a large number of filtering or filtering pages for user experience needs. For example, products under a certain category are filtered according to the color, memory, material, size, brand, price range, applicable age and so on. The user experience is good, but it will generate a lot of low-quality or duplicate content. The combination of various conditions is amazing, and some combinations do not have any products that meet the requirements, or turn over and over those products.

The handling of this situation is more complicated, refer to the previously written invalid URL to crawl the index post. Simply put, if these filter pages are used up to grab quotas and affect the crawl index of other valid pages, use robots files, nofollow tags, AJAX, etc. to reduce the crawling of these pages. If the quantity is not large, but the quality is low, use the canonical tag to concentrate the weight, or use the noindex tag to disable the index.

Some filter pages are queried, and there are exceptions on the program that allow these pages to be crawled and indexed.

The main navigation also often produces a large amount of copied content, such as various sorts of product lists (typesetting format, popularity, shelf time, price, sales, etc.), using canonical tags to focus weights on the default sorting page, or various sorting AJAX implementation does not generate new URLs.

Thesaurus and tag page

There are a lot of long tail words, the normal classification of products and product pages are often not covered. Many websites rely on the thesaurus (keyword tools, purchase thesaurus, on-site search records, crawl related searches, etc.) to generate tag pages to do these keywords. The specific name of the page may be different. It may be a hot tag, it may be a popular search, it may be a related search term, and some may be called an aggregate page. It is technically the same thing: the search result page in the site, and then on the site. Put on the grab entrance.

Small websites must be cautious with this method. There are not enough products, which is likely to cause a lot of low-quality pages and duplicate content pages. Sometimes blind words, many of the generated pages are empty pages without related products.

Even for large websites, it is necessary to monitor and correlate the relevance of generated pages and keywords with the difference between the main navigation category pages. As big as Ali, I also encountered a number of pages that were not high quality due to sudden on-line punishment.

Such a page should not be considered by the search engine as a search result page (although it is a search result page). To perform a certain disguise, do not call it a search page. Do not bring the word search in the URL. The best thing is that this kind of page look (including the page design and the arrangement of the crawling entry) is the same as the classified page.

In-site search function

I don’t know if you have noticed that e-commerce website users are now more and more inclined to rely on the site search to find products, reducing the browsing by category. Therefore, site search is becoming more and more important. In addition to the index speed of the search engine in the station, the relevance of the results, etc., which affect the optimization of the user experience, it is also the best source of keyword expansion to retain the search data in the station.


The speed of page open, mobile optimization , use of https, and other websites are not very different. The reason why it is listed at the end is because these items are more obvious trends in recent years and must be optimized.

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