There are some little-known tips on the SEO best practices for online shopping article which we published recently. However- you’re here- so read on, to get a couple of extra points which weren’t in the main article.
First of all, know what you are selling. Don’t throw together a scrambled collection of products which will turn up on random menu items throughout your website. Professional SEO people use a technique called “siloing” which is defining broad categories of products so that the variants are stacked neatly within a single column beneath the main or parent item.
Examples would be a plumber who might repair climate control systems, as well as service wet areas of buildings. There could be a top level “air conditioning repairs” menu item, with drop downs specifying “commercial” and “domestic” sub-categories from the main “air conditioning” parent category. Those sub category items could have further specialised fly out navigation, pointing to evaporative cooling systems, or split system air conditioners.
If it looks as though you might have something appearing on two different pages, or within two different categories, storm jackets and goretex jackets if you’re selling top-shelf hiking gear, there are a couple of ways you can handle this.
One of the pages can be the “main” one for the product, and the other one- which should have completely unique content on it- can have a text-link pointing back to the main page, so users and robots understand that the page receiving the inbound link is the main page for that product.
A “rel=canonical” tag can also be implemented into the head of the page, to point to the main page.
You could even bypass the second page completely, and specify a URL rewrite from the less important yourdomain/parent-category/product URL to the yourdomain/preferred-or-main-parent-category/same-product URL.
Use these SEO tips for online shops to strengthen your website if you operate a store, or online shop. Be seen when people search for specific products. Even if the products you list do not form the bulk of your inventory, you can still rank on page 1 for them, and grab your share of sales.