How to Optimise E-commerce Content?

Nowadays, when it comes to any kind of SEO optimization quality counts most. Even Google, with their Panda updates are striving to present better quality to the visitor. Just several weeks after the Panda 4.0 update, I think its good idea to share some info on how to optimize the content of your ecommerce website.

Control Duplicate Content

Creating unique product descriptions every time can be quite a hassle, but it’s worth every minute spent doing it. Most of the time your competitors will be using manufacturer’s product descriptions, which are often used also by dozens of other websites, so you can really gain edge over your competition.

Another fact that can serve as an important reason to invest time and resources in creating unique product descriptions for your website is that Google actually wants you to do so. With all the Panda updates targeted against websites with poor content and also all Matt Cutts talked about how important is to offer something unique to your visitors (which is actually very true), it’s definitely worth it.

Most of the time ecommerce website owners use syndication techniques to generate more sales, which is technically OK, but can cause serious issues when it comes to duplicate content. It’s important to choose each syndication option very wisely and also make sure they do not use 100% duplicate product descriptions. Although you can easily disavow these links, its recommend you control the process throughout the entire campaign. This is also relevant for affiliate programs – make sure you ask your affiliates not to use content from your website.

Focus on Responsive Design

The mobile traffic is growing rapidly every month and pretty soon most of the visitors to your ecommerce store will use mobile devices to access your website. Therefore, not offering them content that can be displayed well on their devices can seriously increase bounce rates.

You can always create mobile version of your website, but going for responsive design can save time and also help your visitors feel more confident about your website. Quote often creating separate version of your websites for mobile devices can result in high bounce rates as well.

Even recently Google stated that they will penalize websites offering negative experience to mobile users in the future. If your ecommerce website is not responsive, you better get to it as soon as possible!

Avoid 404s

Keeping all your product stocks up-to-date is a must in today’s SEO. Make sure your product stocks and redirecting visitors to relevant products in case the one they are searching for is missing is crucial in the 2014 environment.

A good strategy to solve such issues is to use 301 or 302 redirects to show visitors the main product category. Although you don’t have that particular product in stock, you can still show your visitors relevant content and generate sales.

Optimize the Search Function of Your Website

People will always use the search function of your website to find other relevant products or categories, so to get most from your website’s content you need to optimize this feature as well.

The first and most important thing to do is to ensure that the search function of your website returns the most relevant results to every user’s search query. It’s highly recommended to use Google Analytics to identify the top searches on your website and after that test each one on your website to see if the visitor will truly be able to find what he is looking for.

Another good thing to do is to make sure there are no zero search results from your website’s search. Even if you don’t have that particular products in stock, it’s a good idea to show other relevant products to your visitors.

It’s recommended to check and optimize the search function of your website every once in a while, to make sure you are providing your visitors with the best experience possible.


Although, it can seem pretty confusing, tags are a great way to tell search engines like Google about your products. Make sure you do proper implementation of your tags and test in the Google’s Structured Data Testing Tool.

Wrong data not only leads to no results from the optimization, but can also have other negative consequences for your ecommerce website.


SEO in 2014 is all about quality and content on ecommerce websites is no exception. Furthermore, Google even seem to tighten their grasp against ecommerce website owners to deliver the most positive user experience possible.

If you provide your visitors with ability to access your website through various devices, offer them unique and relevant product descriptions, improve the search function of your website and also tell Google about your website’s products with, you will definitely get a boost in your website’s rankings. Stop wasting any more time and get to it! Provide your visitors with great experience, just because it’s worth it!

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