Search Engine Optimization
Search engine optimization (SEO) improves the likelihood that web users will find websites that provide the most relevant information they’re interested in. For a retailer website, this means having consumers find web pages on your site with information and content that is specific to your store and brand. The main benefit is that consumers will find a store to shop at, and if the SEO results are correct, you should gain higher traffic on your website and higher traffic in your stores.
In the past, search engines used meta tags to rank pages, but Google and all major search engines have made it clear that they now ignore meta tags. Read Google’s Official Announcement on Meta Tags for more information on why meta tags are no longer considered relevant. Also be wary of any SEO expert who still emphasizes meta tags.
Today search engines are programmed to find web pages with valuable content, and rank them highly as a result of that content. Providing relevant and valuable content on your website is the number one way to ensure the best SEO. If you want to rank high in a key term or area, the best way to do so is to have the best information, services or features related to this subject on your website.
For example, if your store is known for its deli offering, make sure to have a specific webpage created highlighting the deli. Use key terms on the page, and especially in headings and sub-heads that are related to your deli as much as possible on the page. You can use the IGALink Custom Page feature to create pages of this kind. Note that it’s much easier to gain a higher search result for a very specific feature or offering at your store; conversely, it’s very difficult for any retailer to gain high results for a search on “grocery store,” since everyone in the business has the same idea.
SEO also relies on the use of HTML that is designed in a standard semantic way. Don’t worry if this sounds foreign to you. At Webstop, we create all of our web pages using the semantic HTML practices and we are recognized by Google as good web citizens. Google technology frequently crawls our web pages looking for content to index. Check out this article on Creating SEO in Custom Pages to see the tools available to you in your Administration Page.
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