To Shop For A Search Engine Friendly Shopping Cart Solution?
How To Shop For A Search Engine Friendly Shopping Cart
By Kamran Rizvi
So you've finally realized that the shopping cart solution currently
used by your website doesn't answer an important question - how
do you attract the masses searching for related products on Google
to your store?
The era of the first generation of shopping carts is almost over.
Once, the basic purpose of programmers was to design a database
solution for the netpreneur to deploy his e-business plan with ease.
Shopping carts existed to automate most of the tasks for this netpreneur
while providing a fast and friendly transaction-processing interface
to the buyers.
However, the lack of advertising funds and conversion ratio analysis
of visitors from search engines has shifted the emphasis from business
automation to 'SEO friendliness' of the shopping cart itself. "Inquiries
for a custom installation of search engine friendly cart have almost
tripled from last year" says Abid Malik, CEO of ebanyan.com,
a shopping cart solution provider.
Developers have also addressed this need by coming up with various
versions of shopping cart solutions that build search engine optimized
catalogs of products. Some have solid features, others are just
surrounded marketing hype. This article will help you differentiate
between the two.
The unfriendliest feature of a typical shopping cart is its URL
structure. Most of the pages are generated on the fly through a
database query. The URLs resulting from these queries have two basic
problems. Firstly the very popular '?' mystery. Secondly, the less
talked about loss of heirarchy in shopping cart's catalog.
The '?' in URLs is not as big a mystery as it was a couple of years
back. Google was the first to update its technology to make room
for it, other engines have been following and catching up on this
issue. However the second problem we mentioned above is the real
reason why your catalog needs static URLs.
We need to guide the spider where we have grouped our similar content.
For example, it should know that there's a folder called 'routers'
which mainly has files associated with Cisco routers. Then, within
this folder, there are different series of routers - 2600, 1700,
etc,. Compare the following two URLs:
Needless to say, 'Style1' ignores the importance of grouping the
content in specific folders (unless you are only dealing in one
product category) and thereby will not achieve higher rankings for
general category searches like 'cisco routers'. The more the spider
familiarizes itself with your website and the folders you have for
various categories of products, the greater the chance that it will
increase your ranking for those product category searches.
This logic is also justified by the theme-based algorithmic elements
of today's search engines. If the grouping of content is nicely
laid out in catalog's URLs, you make the spider's life easy, thereby
gaining more points in the relevancy algorithm.
Apart from the SE friendly URLs, we need to customize a few html
elements for each page. For example the 'title' tag should be different
for each page. Instead of having a 'Welcome To XYZ Network Corp.',
we should have the product name, category name and the company name
in the title tag. Having specific product ID keywords like MEM-RSM-128M
(Cisco memory module) in the title tag will also boost your rankings.
Also make room for custom meta tags for each product page as well
as some bolded text or headlines should be generated on each product/category
main page using important keywords.
To conclude we can say that 'Not All SEO Friendly Carts Are Created
Equal'. Make sure you check the SEO features in detail, or get an
expert's opinion before investing in a new solution.
About the Author
Kamran Rizvi is a web
marketing consultant and an expert at Google. Visit his website
Arts.com to learn more about the web marketing and offshore
software development services he offers.