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Five Tips for Website Optimization

September 13, 2012

Keyword research tips

You don’t need to act like a circus ringleader to practice good salesmanship for your products, but if the bowtie fits…

Now that you rounded up the best keywords available to optimize your website’s visibility, let’s take the final step together by placing them strategically throughout the accompanying text. There are five important concepts that you must consider when optimizing your product pages: Prominence, Frequency, Relevance, Salesmanship, and Information. You will need to decide on at least one to three keywords for each product page, depending on the length of the content. Note that this includes variations of the all-important main keyword! Although most product pages do not include a lengthy description, it helps you SEO potential by organically placing several variations of your main keyword wherever possible. If your main keyword is “Movado 605031 Watches,” some great secondary keywords include “Movado 605031 Watch” and “Movado Watches.” Notice the small differences between the keywords? That is to cover the alternate search terms that buyers will use to discover your products in the first place. After all, casting a wider net can catch you more fish!
keyword research tips

These keyword research tips can be applied to any Storefront and product.

Prominence – The central keyword should set in the most visually important places of the page, such as the name of the sale item and its product description. Your exact primary keyword should always be the name of the item whenever possible, or at the very least, place this important keyword in the name of the product. You want to add the main keyword to the name of the product because the name of the product is usually included in its “h1” tag as well as the page’s title tag. These two tags are the most important ways to tell search engines what the page is about, so if the name of your product is not already in your h1 and title tags, make sure you do that. Naturally, Bootic stores are already optimized, so you just have to add your keywords to the product’s title to cover its prominent status for search engines to pick up on. Note that you can add your catch-all secondary keywords in the product description and stats, so don’t worry about cramming everything into the title.

Frequency – It is important to include the main keyword at least two or three times on the page depending on the length of the product details. Remember to utilize your central keyword once in the title, once at the beginning of the description, and towards the bottom of the description for ample website optimization. Place your most important keywords in the right areas of your content and search engines will quickly pick up on your SEO strategy.

Relevance – Use other keywords that are related to the main keyword in the description. This is where the secondary keywords and variations come into play. Secondary keywords only have to be used once each, as mentioning them at all will do the job. This is done organically by slipping in variations whenever you need to refer to the product outside of its primary keyword positions.

Salesmanship – Above and beyond all else, the most important part of optimizing a product page is to sell the item to the reader! Do not merely regurgitate a simple list product attributes, especially when a dedicated “Features” or “Details” section is for listing informational bullet points. The crucial point of a product description is to list the many benefits that this item will have for the buyer and why they need to own the product. Think about it. People don’t want titanium watches because just because they are made of titanium! They want titanium watches because they are comfortable, long lasting, and hypoallergenic. This explanatory description actually markets the watch because it informs the reader that they should own this product because it is comfortable, long lasting, and hypoallergenic.

Information – Knowledge is power! The more informative your product pages are, the greater the chances are that browsers will discover a reason to become buyers. Customers will search for any number of features and keywords, so by listing more of these terms, the better the chances are that you will be discovered by new browsers. Be sure to add as much helpful information about each item that you list as possible, and remember: no feature or benefit is too small to mention.. Noting that “unimportant” feature could be the difference between gaining or missing out on a sale!

website organization

Take notes, as this is how you’re supposed to inform Shoppers about your products!

What can you tell us about the websites that don’t properly utilize keywords? We couldn’t tell you either, since they are so difficult to find! By being well versed in how to research and place keywords on your product pages, your strategies will payoff in sooner, rather than later once people search for the keywords that you value the most. Bear in mind, that without proper placement of your well-researched, critical keywords, your splendid Storefront might be drifting in the massive search engine sea… But by inserting keywords in the right places, your Storefront will transform into a beacon that all searchers who type in your keywords will easily locate. Now that you’re well versed with our greatest keyword research tips, here’s to smooth sailing from here on out, Captain!

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