Google Advice to Optimize E-Commerce

Google Advice to Optimize E-Commerce

by Wanda Moore March 08, 2019

Over the years it has become increasingly common practice to fill the bottom of the pages of the categories of e-commerce with content for the sole purpose of “filling” the single page hoping to position early and well.

Nothing more wrong, and to say it is as always  John Mueller , who in one of his last hangout(scrolling through the article you will find the full video) has explicitly said that the procedure is actually very useful, to say nothing, with the risk of incurring also in  keyword stuffing .

But let’s go in order and try to retrace with our mind at least the last ten e-commerce that we visited in recent weeks. Very probably 90% of them, not to say the totality, has written content in the lower part of the category page. 

The purpose of this fairly standardized approach is twofold: on the one hand the written content is generally positioned at the bottom of the page simply to give greater visibility to the real content of the page (read the maximum possible prominence to the products) and consequently not to distract the user from seeing the lists of products on the page, on the other hand often SEOs use this technique to try to increase the positioning of those pages according to their little position, with the inclusion of content not relevant to the context of the page.

The many questions are answered by John Mueller of Google who says that you should try to think of other ways to incorporate the content of the page and not just to insert it in the footer.

Google’s Senior Webmaster Trends Analyst explains his thinking well by saying that filling the footer with content is certainly not a great practice.

In the video below, Muller advises to make sure that the category pages are well integrated with the website in order to have a clear context that makes Google understand and then to users how much they really do part of the whole project, and added that when you have a list of products you need to make sure that there is some information that allows you to understand what the page is about.

Here is the full video of what John Mueller said:

As we have just heard, John Mueller immediately highlights how many e-commerce sites optimize their categories by adding a large portion of text under the product lists, and Google’s Senior Webmaster Trends Analyst says, “I do not consider this a good usability because Users must scroll to the bottom to read it “.

A hangout participant asks “Does Google treat this content like any other content, or would you recommend putting the above-the-fold text to improve rankings ?

Muller replies: “One of the reasons why websites have started doing this kind of solution is that sometimes it was really hard for us to classify the category pages on e-commerce sites if there is no useful information on that page (…) if there is no content on that page. So, as a gimmick or  workaround  , people began to fill entire Wikipedia articles below the fold with a small character, sometimes using a link that opens a drop-down menu.

And from our point of view it is essentially keyword stuffing . So this is something that would be worth avoiding.

I would try to stick to really informative content and put it where you think users will be able to see it. Especially if it is content that you want to provide users . But above all I would think about what can be done to classify those pages well without having to put a gigantic paragraph of content under the page.

So the things you could do here is to make sure that those pages are well integrated with your website so that you have a clear context so that you can understand why those pages are really part of the whole context . ”

The advice of  John Mueller to optimize an e-commerce

That’s why the Senior Webmaster Trends Analyst advises instead to publish 40 photos of the single product, to put text on it.

Among the recommendations of John Mueller to optimize an e-commerce there is also that of using an alternative text for images , and that there are captions under the photographs.

So when we look at the page you immediately understand what it is, what kind of products are sold on e-commerce giving the opportunity to the customer to read as much information as possible on the individual product.

Another thing you should do when you have a list of products make sure that there is some information about it that clarifies the content of the page even better.

Having a lot of text on every page is fundamental, as important also to break up a giant block of text in one or two parts to be inserted ” below the heading” that is under the heading, because it also gives users more information on what that they should expect to find on this page.

Muller concludes by saying: “I would really try to avoid those situations that generate confusion on a page going to put tons of text at the bottom of it (just because the rest of the page is not optimized) and instead I would try to find ways to improve the page in its complex so you do not have to choose this solution “.

Once again most of these Digital marketing tips are to always operate following common sense. And in 2019 common sense will have to be more and more, not only because these “tricks” no longer bring benefits, not only because Google understands immediately that they are only forcing, but, first of all, because it makes no sense to offer content without relevance user.

How to say … better than a little meaningless, but that little that is really useful to improve the user experience.


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