Optimising e-commerce solutions can often prove taxing to the most experienced coders and consultants. With the sheer magnitude of competing platforms and tailor-made e-commerce solutions, creating a blueprint for correct SEO has proven over the last nine years to be extremely complex.
A number of solutions such as Magento continue to be popular regardless of the fact they are one of the least popular platforms to develop for. That said, clients often mistake the value of their website being in the purchase of the back end (which can be free) when the real value of any ecommerce site is the data, the framework or back end is unimportant as long as it functions correctly.
Possibly one of the more popular e-commerce solutions includes Magento. Apart from being relatively clunky to use, we often find that as the shopping cart of choice for the majority of our e-commerce clients.
One of the benefits of e-commerce is the utilisation of product data in many different ways. Successfully re-categorising products in order to take advantage of search traffic from multiple generic keywords, is a relatively simple exercise.
While Magento offer solutions up in the region of $50,000 a month, they are less expensive, and free versions that have the correct capacity to sideline some of the traditional e-commerce failings, and present a Google well optimised, keyword rich website.
One of the challenges to UK e-commerce is the range of products or simply the number of products offered. In an internet world of Amazon and eBay, an online shop with 100 products can seem on the miserly side, and its ability to rank above the Amazons and eBay, even within niche markets can be easily compromised.
However one thing Benedict has had a great success with is reinterpreting and correctly duplicating product data. What was a 100 product shop is transformed into a shop offering a 1000 products. Simply assigning the same product to a dozen new categories does not work in the new world of an improved Google. Sites that have done this in the past might see large numbers of pages removed from the index in Google's attempt to rid its data centres of large quantities of duplicate data.
Product can be duplicated, but a percentage of the data needs to be improved. Whilst the reality is presenting the Internet with simply different data to describe the same product for sale, the end result is an information rich site that seems to contain hundreds of products, as far as Google is concerned.
Other solutions include using data feeds and content on separate websites to act as a sales funnel for the core shop. One look at statistics from most ecommerce websites might uncover the information that the most popular 'entry' pages of an ecommerce website are the content pages, not actually the product pages.
Our founder, Mr Ben Sykes has the unenviable position of being married to a eBay Director. While eBay of course push the concept of one large shop, we believe in the smaller targeted website that can compete with the online giants one core keyword at a time in the UNPAID search arena.
Benedict is developing a solution of interconnected e-commerce solutions, that automatically reinterpret data into literally hundreds of shops, on a single data input. We see this as a solution to the eBays and Amazons. At the moment this is in beta testing.