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The Marshall Plan: Finding the Right E-Commerce Sales Strategy

(August/September 2018) posted on Thu Sep 27, 2018

In this online world, an informative, user-friendly website (and store) is more important than ever.

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By Marshall Atkinson

One great tactic is constantly using keywords (the search terms a potential visitor might use to land on your site) and making sure that they are positioned at the beginning of your article. Try to write your first sentence with the keyword if you can. But while it’s crucial to use keywords effectively, you can’t just cram them into your posts. The usage has to make sense and be natural.

Another great tip is to use outbound links in your post, things that circle out to other relevant ideas that your topic covers. This tells Google that your topic is more relevant than similar posts, so it gives it a boost. Just make sure that the outbound links are authentic, high-quality references.

Next, try to use well-written metadescriptions – informative summaries that describe your pages. Metadescriptions (which must be under 155 characters) tell the reader, and Google, that the page is relevant and should be viewed. After your page title and URL, the metadescription is the most important part of your e-commerce search engine optimization (SEO) strategy. 

Speaking of page titles and URLs, be sure you name them correctly. While you might be tempted to get cute with the word choices, think about how a potential customer might type what they’re looking for in the search window. Will your titles and URLs show up in the most commonly searched topics where you want to rank?

Take a minute to reread all of the copy above this sentence. Notice how the keyword e-commerce is peppered throughout the paragraphs above. It’s an example of how you can deploy keywords throughout your piece and make it more relevant for searches while making the references natural and not forced.

Internal Linking

Whenever you post something, be sure to include links to other areas of your site. This internal linking strategy helps you control your bounce rate (percentage of visitors who leave the site after viewing only one page). And it keeps potential customers on your site longer, which can increase your e-commerce success. (Notice what I did there?)


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