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Making the most from your online store or website means making sales. In order to make sales your visitors have to find you and also understand what your business and products deliver. So what do we mean by structured content and how does it improve how your website or online store appear in search engines?
Search engines like Google look for clues in your content to the meaning of the page and the importance of content in the page. These can often be referred to as "snippets" and Google provide great advice on best practice. It is also useful to remember the important basic issues when you are writing your website. Additionally website structure is very important for both your visitors experience and also for search engine optimisation. MOZ provide excellent advice on how best to structure your website. Of course ePages will do most of this for you.
The first element that is often used is the Title tag which appears in the HTML head area on each page as <title>...content here....</title> this is one of the main clues that search engines use. The Title should be generally around 65 characters long and contain a good description of the main content. It will appear in search results and when you mouse over the tab in your browser.
There are other snippets like the Meta Content Description that is used in the search displayed results. The META Description is created in ePages when you add a description (first or short) to any page or product. The description should be meaningful and typically around 160 characters long. Longer descriptions will appear on the website in full but would be truncated in search engine results.
There are other tags like the Image alt tag, which is the "Alternative text" in the ePages Image Properties, that help search engines understand the content that cannot be read in this case images. The "alt" tag appears in the HTML and should contain meaningful information and keywords about the image to which it is associated.
TIP: Make sure that the ALT tag makes sense and relates to your content and keywords
All these snippets help with your search engine results by either improving search engine optimisation or by helping the search engine to show more meaningful information about your page to the person searching.
Website webmasters, content managers and owners need to help search engines understand what the content on a page is all about. In this case we are talking about the content that appears between the <body> </body> tags.
In HTML there is a concept called <H> tags these are structured from H1 to H6 and are used to structure content.
On the webpage the main title of the page should be the H1 following that the content is broken into sections so that the H1 section can contain many H2 tags. H2 sections can contain many H3 tags and so on.
With most good Content Management (CMS) or eCommerce Solutions editors the system will help you setup default formats for H1 through H6 tags so that you have consistency of font, font size and font colour.
Then when creating content it is very easy to format that content with the correct H tag.
ePages has built in an editor that will allow you to make styling changed to the content of your website as well as the ability to add images, videos and other rich content. When you want to edit you content always use the expanded editor window which allows more options and also provided you with in-content search.
Once you have expanded the window you will need to shrink it down in order to save your content changes.
So you can see from this example using that I can select the content I want to format and then select the H tag that I want applied and it is done.
TIP: There should only be one H1 tag on a webpage, or at least carefully used.
By styling (colour, font and size) the H1, H2, H3 etc tags differently you can give a visual indication of the structure. The H1 might be larger font (or different) than the H2 which might be larger than the H3. Always make the font and font size of the content consistent so as to help make the webpage visually appealing. You can also use other HTML markup tags to emphasise the content for example by using the <strong> (important text) </strong> tags. Again these different tags should be available in your CMS or eCommerce Solution editor.
TIP: Don’t overdo the styling and limit the number of fonts you use so that content is consistent.
One of the most important aspects of getting results and sales from your website and online store is to have good content. Lack of content will effectively result in lack of sales.
When writing content always have another person review the content before you publish it to your website. Everyone makes mistakes in spelling and grammar. Your view of good content and the opinion of your website visitors may vary dramatically.
A common mistake made by business owners who understand their products and the terminology around them is to write content they understand. However someone looking for information about your product or service may not understand buzz-words or technical terminology. Your product descriptions needs to meet the information needs of an uninformed buyer and not an expert.
TIP: Ask someone to read your product description and tell you why they should buy your product.
In face to face communication words make up around 7% of the understanding while tone (38%) and body language (55%) make up the rest. There are many words that can convey multiple meaning or even lead to disbelief or distrust. When verbalised tone and body language pay an enormous part in the meaning. There are some great tips for writing good product content that sells available also on MOZ.
When you are presenting information about your product online, words are not enough and need to be supplemented with photos that don’t just show the product but that also relate to the description.
TIP: Product images are essential for online sales
This is a mistake that almost ever website content editor will make from time to time. Generally think that less keywords in content can be better as long as they are well used.
MOZ Beginners Guide to SEO has some excellent advice on the issue:
“Not surprisingly, a persistent myth in SEO revolves around the concept that keyword density—the number of words on a page divided by the number of instances of a given keyword—is used by the search engines for relevancy and ranking calculations.”
Content and structure can be the difference between a successful online store or website and no sales. Spend some time reviewing and improving structure and content every day. Ultimately it will mean better results for your business and will be time well spent.