Search Engine Optimization. It's something we should all know about if we want our e-commerce websites to actually sell our jewellery instead of sitting on the internet gathering cyberdust, but how many of us start to glaze over at the mention of metadata, keywords and analytics?
In parts 13 - 15 of this series, Lesley H Phillips looks at the finer details that make a customer decide whether to stay on your site.........or leave.


Why don’t I get sales or enquiries from my website / online shop?
13 Server speed, 14 Readability and HTML validation of your website, 15 Naming your images, flash and JavaScript
 
The speed at which your page loads will affect your rankings.  Large images, pictures which aren’t compressed or use of flash slideshows will slow your website.  It may look wonderful and you’ll see the top jewellery sites have them – they can afford to because they rank so highly elsewhere with their SEO or pay to attract customers, we can’t!

Readability – as stated before, you need to write in simple language and avoid jargon. Do also check for spelling mistakes.  How often do your see someone describe their, they’re or there product? Immediately this site is deemed unprofessional by the customer – even if the search engines do forgive spelling errors.

HTML validation - HTML is a language which changes and develops, so errors will occur, even on the best of sites. It will have a small impact on your ranking.  You can check your html validation with the official HTML fault checker.  http://validator.w3.org

Name your images correctly, rather than naming them by the date the image was taken or a product code etc. This is called anchor text and it enables customers to read the image as well as view it, but also tells the spiders what that image is all about.  The lampworker used in the example previously could call her image “silverglass ladybird bracelet”, rather than merely upload the image from her computer where she had saved it by naming it the type of glass she used to create the beads.

>>>>>>>>SEO Update as of 31/12/12<<<<<<<<<

Following Penguin and the new Panda updates by Google, previous advice not to incorporate slideshows / flash on your website can now be ignored. Do use words on your website though because if you just have a slideshow, then it can't be read by the spiders.

Duplicate content and EMD (exact match domain) appear to be penalising factors.  EMD is whereby a keyword is incorporated within your domain - this will ONLY count against you if the content of the website is poor.   

 

Lesley H Phillips

****'A Jeweller's Guide to SEO' - Parts 10 - 12****

****'A Jeweller's Guide to SEO' - Parts 8 & 9****

****'A Jeweller's Guide to SEO' - Parts 4 - 7****

****'A Jeweller's Guide to SEO' - Parts 2 & 3****

****'A Jeweller's Guide to SEO' - Part 1****

****Introduction to 'A Jeweller's Guide to SEO' ****

44 Hockley Street

Hockley

Birmingham

B18 6BH

Tel: +44 (0)121 507 0994

Company number 07258309

ICO Registration No: ZA460029