SEO In Your 2014 Initiatives
With the new year just a few weeks away (I know – just breathe!), it’s the perfect time to look through the many changes that have influenced the world of organic search and make a plan for applying those lessons learned in 2014. How can companies of any size, small business to larger e-commerce websites, leverage and optimize based on all the new changes?
If you are still depending on the organic search performances from years past, or have yet to change the product updating or uploading process to support your product pages, it’s long overdue. Duplicate content in product descriptions, category and sub-category pages can mean the end to your visibility on page one of search engine results.
Why are we talking about this now?
Google has been doing it’s best to figure out what people are searching for and provide them with the best experience. Plus, there has been an obvious move by the search giant to place fewer organic search result listings ‘above the fold’.
For example. I use a MacBook Air with a 11” screen. When I open google and do a search on ‘shoe racks’ I only see ONE organic result.
For this reason alone, organic search has been a losing channel for many online retailers who may still be in the top 5 results, but are simply never seen by users who have clicked on something higher on the search results page.
Tablets and mobile devices also are being hit by this, very few organic results fit on the visible screen. This means that you really need to work at getting seen before your competitors. One way is to ensure that your content is better than your competitors. If you have 30,000 products and your competitor has 50,000 products, who has the better user experience?
The answer to this lies with whoever solves the problem of not simply copying manufacturers descriptions, but creating a unique & effective landing page for EACH product. When this is done manually, it’s almost impossible to sustain.
What’s the solution?
A proven workflow driven by software, a content checking tools, and incentives provided to editorial and writing team to provide excellent written copy that is customer ready.
How Do You Optimize over 100,000 Shopping Cart Products?
When you are working on a large e-commerce website with more products than you could possibly manage manually, you need to set up a framework of rules and processes to ensure that things don’t go awry. Based on the recent changes to how Google interprets websites and determines if they are worthy of being included in search results or not, the consequences of poor optimization can be severe, Including a site penalty from the search giant.
Create a Workflow
Using a properly built system with a workflow that ensures all checks and balances are in place will make sure that all 100,000 pieces of content are properly run through the same process. The result? No difference in quality when you scale up from 1,000 products to 10,000 products.
If you simply have a workflow in place, you can include a unique plagiarize check in the process. Using a tool like ‘Copyscape‘ to check for plagiarism can help ensure all content is unique. But each set of returned results must be manually reviewed by a human to ensure no components of the content have been copied from any other sources on the web. If you leverage the power of a software platform to manage your workflow, you can have auto plagiarism checks built in, eliminating the need for so much manual review.
With incentives built in to the workflow process, you can build quality controls into each step, encouraging quality content is delivered every time. By allowing key stages and people within the workflow to rate others performance you can incentivize the process. Let’s say you provide rewards for the writer or editor based on the amount of work needed in the approval process. If the writer has delivered great content, and it doesn’t need many edits, the writer gets a reward. Likewise, when the editor needs to edit more heavily then the editor gets the reward.
Coming Up Next in Part 2: (how to leverage the site map and hints on duping dupe content when bloggin about others)
About Alok Jain
Alok Jain is a speaker, entrepreneur and SEO industry leader. As Co-CEO and CMO for eZdia, Alok provides digital marketing leadership and solution-focused content strategies to enterprises of all sizes, including start-ups, Fortune 500 companies and Internet Retailer 100 companies.