Product category pages are less likely to change than product pages. Do you have any advice for e-marketers who want to optimize their category pages for search?
Completing your category pages in this way will also help to optimize it for searching." When ; it is properly coded and structured, the combination of all of the above gives Google more context and a better understanding of the category page, "said Rabinovich.
" To provide category pages with content " fresh ", you can also benefit from direct access to the latest news / blog articles / guides regarding this type of product, the latest questions / answers, related products, user comments and testimonials, or the latest trends in 39; purchases seen in this particular category, "said Solis. Besides adding an element of freshness to your category page, it will also help establish your brand as an authority and can increase the likelihood of generating backlinks. How can search engine optimization for an e-commerce site change when stocks change or a new category of products is introduced?
"The internal site search functionality should ideally work (or be very well integrated) with the main" indexable "website categorization system to be updated in real time whenever new categories or inventory changes occur, "said Solis. This can help reduce the exploration budget spent on non-indexable pages as well as poor user experiences.
When introducing a new product category, Rabinovich advises marketers to assess their existing categories and their inventory to find out how the new category can be implemented.
"If, for example, you have a single brand e-commerce site selling socks and want to introduce a new line of t-shirts, you will most likely have to understand how your current information silos can take support these new products, "said Rabinovich." Can they be used for new products (male / female, size, color), do you need to introduce a product category silo for t- shirts and one for socks, should you redirect or use canonicals? "
Are there considerations that brands should pay more attention to when preparing for seasonal events (like Black Friday) or other special promotions?
"Even today, I see brands falling into basic, completely avoidable mistakes, like not making of rules cl areas to reuse landing pages over the years for seasonal events that would allow them to capitalize on work and ranking from previous years, for example, "said Solis, who also advises brands to respond to queries connected with a informative content that can support transaction-oriented landing pages.
"All necessary page levels and internal signals (page title, header, URL, internal links and their anchors) should indicate to Google that this is a dedicated page on your website for "Black Friday Sales," said Rabinovich, who also recommended creating pages dedicated to these seasonal events. "You can then use this dedicated, evergreen silo to host all of your sales content . "
Online marketers can learn even more ways to optimize changing product pages during Rabinovich and Solis' session at SMX West in San Jose, February 19 to 20. This year, we added a full track dedicated specifically to digital commerce marketing. Sign up today .