It is in humans’ innate nature to want to know more about something they desire to have before acquiring it. In today’s business world where the internet has a major influence on individuals’ buying behaviors, almost every purchase starts with a search on Google and other search engines. The ecommerce platform affects that.

It goes without saying that the success of an ecommerce store depends on how good its online presence is. Search Engine Optimization (SEO) is one of the most important practices a business needs to have to maintain valuable organic traffic to your ecommerce site. The ecommerce platform you choose can be an enhancement or a hindrance to your SEO objectives.

This write-up sheds light on this issue to help you build your ecommerce business to infinite growth and profitability.

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Control over page URLs

While many ecommerce platforms automatically generate URLs for your pages using your products’ and product categories’ names, it would be wise for SEO purposes to have independent control of the URLs. Product names are often long and irrelevant to search queries by users. Leaving the platform to decide what your page URLs may hurt your search engine ranking. Therefore, choose a platform that allows you to create keyword-rich URLs that will make your site easier to find from search results.

SEO-friendly navigation structure

Ease of navigation both for search engines and users is of paramount importance to SEO.

Just as for page URLs, some ecommerce platforms generate navigation links using names of products and product categories. Not always will these links be as friendly as you desire for SEO. It is preferable to have control over the navigation structure of your site to ensure that search engines and visitors find it easy to move around.

Here are some of the characteristics of an optimized site navigation structure:

  • Primary navigation links should be in text format
  • Just a few or no duplicate and superfluous links
  • It’s possible to edit navigation menus at individual link level
  • The site can be navigated without JavaScript and Flash

Ability to add rich content to category pages

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A great ecommerce platform allows you to create content-rich category pages. Not all platforms allow for the addition of media elements such as images and videos. Such content is friendly to both users and search engines, and will significantly increase organic traffic to your site.

Can you set up 301 redirects?

It’s common practice in ecommerce to delete pages after categories are changed or products are discontinued. Without a 301 direct, a user gets lost when they click on a deleted page, and most lost site visitors end up leaving the site.

Choose a platform that allows you to create 301 redirects as a way of leading users to other pages and thus retaining traffic. 301 redirects benefit SEO and also help users to get what they are looking for, which increases the chances of making sales.

Does the platform support Google Analytics for ecommerce?

Basic Google Analytics is provided by most platforms but this isn’t enough for ecommerce.

When buying an ecommerce platform, ask if it supports Google Analytics ecommerce tracking. With it, you can harness data on your transactions, traffic sources, and other site aspects to enable you maximize return on investment. You definitely need Google analytics for SEO to help you make better SEO decisions.

Blogging support

Content marketing is a highly valuable tool for SEO. Blogging is especially helpful when featured products are complicated, for example forex demo accounts, and users need to be provided with information for a better understanding of the products. It is effective for building backlinks and increasing visibility. It’s wise to choose a platform that offers blogging support in terms of a full-featured blog with commenting, social sharing, RSS feed, and anti-spam features.

Social sharing optimization

Social media plays a crucial role in ecommerce, which is why your site should be optimized for frictionless social sharing. This includes prominent display of social sharing buttons so that visitors are encouraged to share products and product category pages. For more effective social sharing, the ecommerce platform should provide support for the Open Graph Protocol to enable you specify what will be shared when the “Share” button is clicked.

Whether your ecommerce business is small or big, there is need to have an ecommerce platform that allows for SEO to maximize of the business’ profitability. Choosing the best ecommerce platform for SEO will help you in customer finding and long-term growth of the bottom line.

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