Mark Proctor

Category: E-commerce

  • E-commerce categorisation

    E-commerce categorisation

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Matching the site to the market.  3 important points:

    • A fundamental principle of e-commerce search engine optimisation is targeted categorisation.
    • This approach allows us to dedicate a page (a category in this instance) to a target keyword – technically optimise it for that keyword and include copy only related to that keyword.
    • Targeting numerous keywords with one page dilutes the topical relevance (for search engines, pages discussing multiple topics can introduce uncertainty regarding the focus of the page)

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”Scarifiers & Cultivators”][vc_column_text]People tend to search with single product focus – they don’t use broad, traditional retail categories.

    Search volume figures from Google confirm this:[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_raw_html]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[/vc_raw_html][vc_column_text]A category titled “scarifiers and cultivators” doesn’t directly match the intent of any searches.
    Categories targeted to each individually, match the intent of c.18000 searches every month in the UK.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Therefore, once we understand the product range, and the way in which the market searches, we can categorise and subcategorise the e-commerce site into a series of logical hubs which comprise of a set of unique category pages which are optimised to meet specific search demand.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”Intent, Relevancy & Conversion”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Rather than one top level page for a product type, following this approach allows us to create categories targeting a wide variety of market segments, all of which are at different stages of the buying process.

    The intent behind a search for “lawnmowers” is likely to be broad and informational, a search for petrol lawnmowers is more focused, with greater intent to purchase.

    A search for “4 stroke petrol lawnmowers” is well qualified, and typically has a higher probability of conversion.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”In Practise”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Sub-categorisation of the lawnmowers category allows us to create multiple pages targeted to qualified search terms.

    In addition, rather than the site having one page related to lawnmowers, we now have a 7 page hub – more related content, and ultimately more dedicated, detailed, expert content related to the topic – a major indicator to Google that the site is an authority on the subject in question.

    We also improve conversion probability, as the searcher looking for 4 stroke lawnmowers via search is directed to the page that contains only the information and products they are interested in.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6154″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”198″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”Visibility & Volume”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Following this approach, we maximise potential visibility for the site.
    Visibility amongst a higher number of searches ultimately translates into a higher number of visitors. Sub categorising allows visibility for well qualified, less broad search terms.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_raw_html]%3Cstyle%20type%3D%22text%2Fcss%22%3E%0A.tg%20%20%7Bborder-collapse%3Acollapse%3Bborder-spacing%3A0%3Bborder-color%3A%23ccc%3B%7D%0A.tg%20td%7Bfont-family%3AArial%2C%20sans-serif%3Bfont-size%3A14px%3Bpadding%3A10px%205px%3Bborder-style%3Asolid%3Bborder-width%3A1px%3Boverflow%3Ahidden%3Bword-break%3Anormal%3Bborder-color%3A%23ccc%3Bcolor%3A%23333%3Bbackground-color%3A%23fff%3B%7D%0A.tg%20th%7Bfont-family%3AArial%2C%20sans-serif%3Bfont-size%3A14px%3Bfont-weight%3Anormal%3Bpadding%3A10px%205px%3Bborder-style%3Asolid%3Bborder-width%3A1px%3Boverflow%3Ahidden%3Bword-break%3Anormal%3Bborder-color%3A%23ccc%3Bcolor%3A%23333%3Bbackground-color%3A%23f0f0f0%3B%7D%0A.tg%20.tg-yw4l%7Bvertical-align%3Atop%7D%0A%3C%2Fstyle%3E%0A%3Ctable%20class%3D%22tg%22%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3ESearch%20Term%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EJan-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EFeb-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EMar-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EApr-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EMay-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EJun-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EJul-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EAug-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3ESep-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EOct-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3ENov-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EDec-16%3C%2Fth%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Elawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E33100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E74000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E90500%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E165000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E74000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E60500%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E40500%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E14800%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Epetrol%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E6600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E12100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E22200%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E12100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E9900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E6600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E2900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E1900%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Eelectric%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E1900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E3600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E8100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E9900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E14800%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E12100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E12100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E8100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E6600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E3600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E1900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E1300%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Ehover%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E170%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E140%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E170%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E140%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E30%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E2%20stroke%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E140%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E90%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E90%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E30%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Erotary%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E70%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E70%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E140%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E90%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E70%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E70%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%3C%2Ftable%3E[/vc_raw_html][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Generating the hub builds topical authority which increases likelihood of good visibility for the shorter, more competitive terms too e.g. “lawnmowers”.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”Market-Led Structure”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    • While competitors or retail history can provide a starting point in terms of broad categorisation, competitors may not be (in most cases in my experience) using a well researched, market-led categorisation structure.
    • This usually presents an opportunity to comprehensively match the way in which potential customers search for the products they provide, to build topical authority (provided relevant, useful copy is included) for search engines, and ultimately to improve visibility for relevant searches, increase organic traffic and improve conversions.

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Main photo credit[/vc_column_text][/vc_column][/vc_row]

  • E-commerce product attributes

    E-commerce product attributes

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]In another lifetime I used to build Magento websites. Bit of a learning curve on Magento, but once I was reasonably familiar with it, I started to gain an appreciation for the importance of getting product attributes right before any product data was added to the system. I’ll now attempt to explain what I mean by that and why I thought it was worth a bit of time writing a post on the subject…[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]1. What are product attributes?
    Imagine you have a product that you’re adding to your online shop. Let’s say it’s a power washer.
    Keyword research shows us that, as with most products, search demand for pressure washers is considerably fragmented. People at the top of the funnel who are information gathering use a simple “pressure washers” query – however, we can see that plenty of people also search for specific power requirements: “2000 watt power washers”, specific pressure ratings: “200 bar pressure washers”, for “portable pressure washers”, “heavy duty pressure washers”, “lightweight pressure washers”. There’s also a lot of search volume related to use cases – “patio pressure washers”, “decking pressure washers”, “car pressure washers” and so on.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]It’s generally the case that more qualified searches are closer to conversion, and in my SEO roles, it has been my job to understand how people search and then structure e-commerce sites in a fashion that reflects that. Most of the time that involves creating hubs of categories which match the various ways in which people search.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]So rather than just one “power washers” category, there are a number of sub categories that seek to match the other, more qualified searches (more on e-commerce categorisation).[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]When you are preparing your product data for an e-commerce site, you should get a spreadsheet set up and attempt to create columns for every possible attribute – so perhaps you’ll have core data at the start (the SKU number in column A, product name in column B, brand in column C, price in column D and so on) – but then add columns for (in this example) power, pressure, weight, car, decking and so on.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Attributes obviously vary, and good e-commerce systems are set up to handle this.  Magento lets you create attribute sets – so you’d have a different attribute set for power washers, a different set for lawnmowers, and another for garden hoses.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Getting the attributes right, means you can tell your e-commerce system that a category should include all products with specific attributes.  You can create a “lightweight power washers” category that includes all power washers with the attribute of “lightweight”.  That means that the categories need much less manual management, as the platform handles inclusion of the correct products.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Doing this stuff right at the beginning gives you a foundation that is rock solid for search engine optimisation, ensures you have plenty of well seperated product attribute information you can include in structured data on your site, and gives you a head start when it comes to transferring your products into a number of third party feeds such as Google Shopping (for a bit of future proofing, it’s worth checking the mandatory Google product ad feed fields while you’re at this and ensuring you populate those in your spreadsheet too).

    The alternative to doing it this way, is the easy way – sticking the manufacturers description in the product description field, and ending up with the same content as everybody else, jumbled into one text field that can’t be seperated, sorted or easily understood by search engines.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]It is a pain in the ass.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Doing this really is a pain in the ass.  You’re desperate to just get your site live and see your products on it, and so is everybody else.  Typically folk end up looking at this task and deciding to add the attributes later.  Of course it never gets done, or is added sporadically and in a shotgun manner.

    You end up putting it off and for 90% off sites, it never happens.

    That limits visibility, conversion and categorisation – so don’t overlook those attributes![/vc_column_text][/vc_column][/vc_row]