Since it’s Earth Day, I thought I’d spend some time speaking about how you can keep your e-commerce store green. I’ll be speaking about how you can reduce waste on your website in order to increase your organic traffic. That’s right – I said organic.
Day to day, the average person is bombarded with so much information and so many distractions, it can be overwhelming. As an online shopper, I gravitate toward online stores that keep their site design simple and their content relevant. Like most people, I avoid sites that overwhelm and frustrate me. And believe me, I get frustrated easily. One or two broken links and I’m out of there, never to return again. So in the spirit of all that is environmentally-friendly and e-commerce-savvy, here are a few suggestions for keeping your online store fresh and clutter-free.
- Since the Panda update, we’ve been seeing some changes in how a site’s structure affects page rankings. Google seems to be looking at the site as a whole rather than simply evaluating individual pages. Because of this, we’ve been recommending that clients delete or redirect old pages that feature products that are no longer carried or have been discontinued. Redirects can consist of old or discontinued product pages that ranked well and still carry some link value.
- Panda also stressed that content needs to be useful. I’ve covered this before in my previous blog posts, but content should serve a purpose. Don’t write just to write. Make sure your words are useful. Also, delete duplicated content and refresh it with new stuff.
- Make sure your title tags and meta descriptions contain useful information as well. Include value propositions. Since you have limited character space, don’t waste it.
- Make sure your internal links serve a purpose. Having excessive internal links on a page can bring down rankings and dilute link relevance. For every 200-300 words, a couple of links within your content should suffice.
- Don’t have multiple pages for one product. For example, don’t make a separate product page for every color or size of a product.
- Navigation-wise, you shouldn’t have a ton of links on any one page. Google recommends not having more than 100 links on each page. Some research indicates this is debatable, but it’s a good general rule of thumb.
- Social media is a power tool when trying to build relationships with customers. Use it wisely and don’t overdo it with tweeting and Facebook posts every hour. Keep it to one or two a day and try to make them helpful for users.
I hope you’ve enjoyed this Earth Day post. If you follow these tips for cleaning up your site’s SEO and keeping it free of waste, you’re sure to retain and impress customers. Turns out Kermit was wrong. It is easy being green.