Feature Spotlight: Built-in SEO (Part 2)

15 October 2010

NitroSell Integrated eCommerce has built-in tools and features to help optimize your WebStore to improve its visibility and rankings on search engines. Be sure to re-visit Feature Spotlight: Built-In SEO (Part 1) to make sure you’re taking advantage of NitroSell’s core SEO features:

This article will discuss SEO features NitroSell recently added which are now available on all NitroSell WebStores:

NitroSell advocates that when you write content for your WebStore, you should try to use keywords and search terms in more than one place including Department and Category pages. When a shopper selects a department, the page content and images provide an appealing view to the shopper with messaging that can help drive conversions. This page content can appear below the product listing, as shown below, or above depending on the setting you select.

Department Page

If the Advanced Search Bar is enabled on your WebStore, your shoppers can search for products by Brand, Theme and Keyword. NitroSell has recently introduced the ability to create content pages for Sub-Categories, Brands and Themes. This provides additional opportunity to personalize the customer experience and to differentiate your WebStore. Define the content from your shopper’s point of view, keeping in mind that you incorporate your relevant keywords and terms that search engines will index.

Management > Page Content > Brand Pages

Another recent addition is the ability to edit SEO attributes for all Content, Department, Category, Sub-Category, Brand and Theme pages. Search engines look at title tags and META tags to classify and index a webpage. Lee Odden with AllBusiness.com says “include keywords in your title tags. Title tags are like the title of a book, and you want to make sure that you have key words in that title tag to make it as easy as possible for search engines to understand what the page is about. Other tags include meta description tags. A meta description tag is basically an elaboration of the title tag. The title tag might be 8-10 words, using 1-2 key words, a meta description tag is something like 20-25 words. “

The Brand page example, below, shows the SEO Attribute popup where title and META tags are entered. This is also where you define if page content appears above or below the product listing. When editing a page, this popup can be found by selecting ‘Edit Properties’ from the ‘select actions’ dropdown.

Please note: previously, keywords and description data associated with your webstore on the NitroSell Partner Portal would be populated as the META keywords and description tags for all tabbed pages; this now only occurs if no per-page keywords or description have been specified. These default values from the Portal do not show up in the page properties editor; they are simply added automatically if you leave the relevant fields blank when editing a page.

From Brand Page > Select Action > Edit Properties

You can work on content pages and their SEO attributes at your own pace. If your store has a distinct specialty, e.g., a craft store that specializes in rubber stamps, or toy store that specializes in board games, start with the department, category and other content pages for those specialty items.

NitroSell has added support for Non-Tabbed content pages, which also have editable page titles and META tags. This provides the ability to incorporate useful content for any subject without having to clutter your navigation panels with additional tabs. These pages can be accessed by links from sources such as newsletters, blogs, other pages, etc.

On a related note, NitroSell eCommerce has built-in integration to Google Analytics. If you haven’t already done so, we encourage you to leverage this service that provides valuable insight on how your customers find you and navigate your webstore. Simply establish an account with Google www.google.com/analytics/sign_up.html and, upon receipt of your account number, update your settings in WebStore Manager (WSM).