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Wednesday, 24 July 2013 00:00

How to optimise content on your ecommerce website

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Optimising the content on an ecommerce website for search engines is a different challenge to optimising blogs or simple company websites.

Follow these simple steps to achieve content that is optimised for search engines and it won’t be long before a higher search engine ranking and conversion rate follows.

Step 1: Create ‘speaking’ URLs

If you’ve never heard of ‘speaking’ URLs, the main thing to remember is that they’re keyword-friendly URLs. They’re good for search engine optimisation (SEO) because your keywords are contained in the URL.

This means that when a search engine or user comes across a page from your ecommerce website, they’ll know exactly what the page is about just by reading the address line.

So try to avoid long URLs full of numbers that can look like spam; always keep them clear and relevant to your page content.

Step 2: Write unique product descriptions

Writing unique product descriptions is absolutely essential as without them, it’s unlikely your website will reach the top 10 of a search engine results page (SERP).

But don’t just copy the product description provided by the manufacturer. Other online stores may also use this description and this could result in duplicate content across the web. It could also get your site penalised by Google.

If your website is set up in a way that can’t avoid duplicate content, there are a few quick fixes that can help solve the problem – attaching something called a NO INDEX meta tag* for example will help keep these pages out of the search engines and maintain your good rankings.

Step 3: Display the product’s strengths in bullet points

Most internet users don’t read, they scan. And since bullet points stand out well from the rest of the text, they’ll increase the chances the user sees the information you want them to see.

An important part of ecommerce website design is how the images and text are displayed, so when you’re writing about a product’s strengths, put them in bullet points. This will make them easy to find and will quickly increase your chances of conversion.

Step 4: Allow product reviews

The final way to create original content is to allow users to write product reviews. Buyers often search for product reviews before they purchase a product so you’ll be giving them exactly what they want. And what’s more, this content strategy is completely free!

Reviews will help keep your pages ‘alive’ and show the search engines they are regularly updated. Google rewards regularly updated pages so the more often you update your site, the more it will boost your SEO ranking.


BT has a range of ecommerce websites that are designed for SMEs to sell online. Call us today to find out more or visit our website.



*NO INDEX meta tag – This piece of code, known as a HTML <meta> tag is used to tell the search engine (ie Google) not to index into their database the content of a page, so as to stop it appearing the search results, this also prevents the search engine from scanning the page for links.

Read 1356 times Last modified on Wednesday, 24 July 2013 10:43
Martin Crutchley

Martin Crutchley is a self-confessed digital marketing geek who has been working within the industry for nearly 3 years as part of the BT Search Marketing team, in his time he has worked for a diverse set of clients from local plumbers to large national retailers and is committed to delivering excellent levels of customer service and Pay Per Click campaign performance.

Martin’s other passions include social media, in-game advertising and search engine optimisation.

When he’s not slaving over PPC campaigns or conducting website optimisation he can be found partaking in the odd bit of photography and design (Canon rules!), playing paintball or keeping fit the gym.

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