Wednesday, October 31, 2012

3 Quick Ways to Improve Your SEO

As the holiday season is upon us, many e-commerce retailers may think it’s too late to make a sizable impact upon your organic search traffic for this holiday season.   Of course seasoned e-biz owners know that SEO is a long term process, one that will reveal the fruits of your efforts over time.
Although at Vayu Media we preach the value of SEO as a long term strategy,  there are some relatively easy on-page or onsite tweaks a site owner can make that will yield some quick improvements upon your organic traffic.

1. Rewrite the Title Tags of Every Main or Well Trafficked Page.  Even the most dynamic of websites often do not use title tags effectively. When we do site reviews, we often find sites that have "Home" for their title tag, or simply "Brand" for their title tag. The best title tags are descriptive of the webpage and make the fullest use of that valuable real estate. For example: “Widgets Online-Buy” is much more effective than "Home". Take two or three of your important search terms that adequately represent the webpage and make that your title tag.  And unless your webstore has significant branded search volume, the domain name or brand name should never be listed first on a title tag.

2. Check Your Main Meta-descriptions.  Although most experts agree meta-descriptions are no longer a ranking factor, your webpage's meta-description appears as a snippet in the search results of Google. As a result, the meta-description provides a great opportunity to induce the searcher to click your web result and not that of your competition. For example, if you searched "glass tile on sale", which result would you be more likely to click?:

"Shop our huge selection of glass tiles of all colors for a beautiful glass tile backsplash. Achieve a high end look for less for as low as $0.99 EA!"


"Supplier of tools, mosaic tiles, glass gems, porcelain tiles and books. Information on classes nationwide."

When writing meta-descriptions, think about what makes your business unique, what will inspire the searcher to click your result, and what deals would entice the searcher.

3. Write Image ALT Text for Your Images. ALT Text is basically a text alternative to a photo or an image. When an image does not load on a web page, the ALT Text will be visible.  For people who use text-only browsers which don’t show graphics, those who use the text-only mode on standard web browsers, and the blind who read web pages using speech programs, using ALT Text is extraordinarily helpful. In addition, ALT Text also helps search engine spiders make sense of images.  Remember, search engines don’t "see" images, the ALT Text lets the spiders know what the image, and in a broader sense, what your web page is about. Titling your images and photos effectively will help your web pages become more relevant for the search terms that matter for your business. You can view what the images on your site are titled by hovering over an image on your site.

Implementing these items is a quick way to impact your organic traffic.  If you have a well-designed, engaging online shopping experience, capturing more qualified eyeballs during a peak season will make a substantial impact upon your bottom line.

by Al Loise, Vayu Media
Director of Market Development
Al Loise is the Director of Market Development at Vayu Media, an Atlanta SEO company. Al consults with businesses of all sizes, including e-commerce businesses, to develop and execute a successful online marketing strategy that delivers a positive ROI.   Vayu Media was recently selected by the International Business Times as one of 2012’s top search engine marketing firms globally. Follow Al on Twitter at @alloise2 and at @vayumedia.