Aashni

Optimizing Category Pages

1. 1. Improve the structure of the existing URL on the website
      The site had a huge range of designer clothing and accessories options available, with multiple categories and subcategories. So, there were a few categories that could be defined under each other or addressed as two different categories. We segregated such categories and sub-categories, which then helped to target particular keywords to relevant pages.
      Example:
      Category Name: Anarkalis and Kurtas
      URL: example.com/anarkalis-and-kurtas
      Anarkalis and Kurtas could be categorized into 2 different categories due to their clothing types and patterns. And targeting keywords on such pages was difficult.
      
      We Suggested a Segregation of the above Category into 2 Categories as:
      
      Solution:
      Category 1: Anarkalis
      URL: example.com/anarkalis
      
      Category 2: Kurtas
      URL: example.com/kurtas
      
      Segregation of URL and its internal structure helped target the category-relevant keywords by providing a clear understanding to Google for the topic to rank the page.
   2. Improve Thin Content on the Site
      The category pages had a very low content frequency; some pages had a bit of content at the bottom of the page (i.e., below the product fold and above the footer), but many visitors never reached it since the products automatically kept on loading, going totally to waste.
      
      However, pushing the complete content into the top fold was again a challenge according to the theme and brand perspective. We came up with Contextual Footer Content idea to implement content on major category pages, targeting relevant keywords and interlinking.
      
      Ensure that you align your category page content with the other eCommerce sites ranking for the same keywords. Being an ecommerce website, your primary keywords should always consist of transactional keywords.

   Optimizing Product Pages

   Optimizing product title (product name) and description along with product specifications is very important.

   1. Answer the right questions:
      Make your product descriptions as comprehensive as possible, providing all the necessary information the customer might need to make a purchase decision.
   2. Mention Product Feature Benefits:
      Along with the list of features of the product, always explain the benefits of the product for a better customer experience.
   3. Highlight Unique Selling Points:
      Always highlight your product’s unique selling points, which make them different from your competitor’s products (if there are any).
   4. Distinct descriptions for each product:
      Always avoid using product descriptions straight from the manufacturer’s website. Create fresh and unique content for every product to stand out from your other competitors.

   Optimizing Designer Category Pages

   Being a fashion luxury website (with 400+ designer collections), we had a challenge to optimize the designer’s pages, too.

   We implemented a few practices to optimize the designer pages:

   Here’s what you should always follow:

   1. Answer the right questions:
      Make your product descriptions as comprehensive as possible, providing all the necessary information the customer might need to make a purchase decision.
   2. Mention Product Feature & Benefits:
      Along with the list of features of the product, always explain the benefits of the product for a better customer experience.
   3. Highlight Unique Selling Points:
      Always highlight your product’s unique selling points, which make them different from your competitor’s products (if there are any).
   4. Distinct descriptions for each product:
      Always avoid using product descriptions straight from the manufacturer’s website. Create fresh and unique content for every product to stand out from your other competitors.

   Optimizing Designer Category Pages

   Being a fashion luxury website (with 400+ designer collections), we had a challenge to optimize the designer’s pages, too.

   We implemented a few practices to optimize the designer pages:

   1. Meta tags optimization
      We used an automated template to create titles and descriptions for the designer pages. After the implementation of meta tags, we observed an improvement in the designer page rankings with better Titles and Descriptions on SERPs.
   2. Content Implementation
      We implemented Contextual Footer Content on Designer pages with proper designer keywords and interlinking. Static contextual footer implementation helped us to place quality and keyword-rich content along with the main (category & sub-category) navigational links of the website.

   Example: (Below Image is reference Only)

   1. Created Designer Sub-Categories (Programmatic SEO)
      We created new pages under Designer’s pages targeting various category types provided by the designers.
   Example: Under Designer Sabyasachi Mukherjee’s Page, we created the following: example.com/sabyasachi/lehengas example.com/sabyasachi/sarees example.com/sabyasachi/kurta example.com/sabyasachi/nehru-jackets example.com/sabyasachi/belts This helped us to target keywords such as Sabyasachi lehengas, Sabyasachi sarees, and the rest of the designer keywords on relevant pages.

   Optimizing Website Structure

   With a huge number of pages on the site, the site was a bit disorganized. We identified the improper website structure with uncategorized categories and sub-categories section (Hierarchy), products in irrelevant categories, and incorrect URL structure A website’s structure is supposed to be clean and easy to navigate through. Google should be able to crawl efficiently, which leads to quick and correct indexing of the pages. Here are our best SEO practices when structuring an eCommerce site:
   1. Hierarchy Optimization: As much as you can, keep the click depth shallow. A visitor should be able to access any page from your homepage with four clicks or less. The homepage, the parent category, and the subcategory should all be linked from the product page.
   2. Sort Products into Appropriate Categories: Incorporate similar products from several categories and subcategories to avoid duplication. If your products fall into multiple categories, provide a rel= “canonical” tag on the page that is most appropriate.
   3. Uniform Structure of URLs: Always follow a consistent URL structure for ecommerce sites.
   For Example: example.com/categoryname/ example.com/categoryname/subcategoryname/ example.com/categoryname/subcategoryname/product-title
   • Internal Linking: Internal links provide Googlebot various paths to navigate within your website while it is crawling. Because Google can quickly and readily discover relevant content on your site, this is good for SEO. In addition to giving visitors quick navigation options, internal linking points them in the direction of relevant content that could be useful. This smooth navigation helps users to explore more pages and keeps them on your website longer.
   Programmatic SEO Programmatic SEO is a term that combines principles of programmatic search engine optimization (SEO) to create a more data-driven and automated approach to optimizing websites for search engines. While not as commonly discussed as traditional SEO practices, it represents an evolving trend in digital marketing. Here’s an overview of what programmatic SEO entails: Automated Content Generation: We created content using automated templates for the bulk content requirement. Not only page content but title and meta descriptions were also templatized.

   New Pages Creation in Bulk: (Below Images of Ecommerce Sites for reference only)

   1. Colour Targeting Pages Pages for colour search queries (keywords) Example: Query: White Lehenga
   2. Category Material Page Creation (Fabric Material) Pages for category material search queries (keywords) Example: Query: Georgette Lehenga
   3. Accessories Sub-type Pages Creation Pages for accessories sub-type search queries (keywords) Example: Query: Emerald Earrings
   4. Occasion Wise Pages Creation Pages for occasion-related search queries (keywords) Example: Query: Party wear Sarees
   Automation and data-driven decision-making can make SEO efforts more efficient and scalable, especially for large websites or e-commerce platforms.

   Manual Template for Schema Implementation

   Due to the size of the website, it was a bit difficult to implement schemas on every page with different page intent. We created a manual bulk schema implementation document to automate the process.

   Improving Core Web Vitals (Page Load Speed)

   Core Web Vitals is a set of metrics Google uses to measure user experience. They include the loading performance, interactivity, and visual stability of a page. The performance of your website in terms of Core Web Vitals can impact its search engine rankings. Therefore, paying attention to these metrics and making improvements where necessary is crucial for maintaining and improving your site’s visibility in search results.

   Optimizing On-Page Parameters

   1. Image Optimization Image Alt Tags: Image alt tags provide a textual description of an image for crawlers, and they also help visually impaired users using screen readers to understand the content on a page. By optimizing images with descriptive alt tags, you can not only help Google understand the context of your page better but also increase the likelihood of your images appearing in Google Image Search. Include your targeted keywords in the alt tags. Keep it short, descriptive, unique, and relevant to the Image. The ecommerce sites mainly contain images of products, so we suggested using Alt tags as:
      Example:
      Product’s Previous Alt Tag: Bengal Tiger Clutch
      Product’s optimized Alt Tag: Sabyasachi Black Royal Bengal Tiger Clutch [Actual Product Name]
   We automated the alt tags optimization by simply replacing the unoptimized tags with the actual product name. As there can be several Bengal tiger clutches in the market, you need to be more specific about your product. Image Size: We analyzed the images on the site and shared an observation on how we can enhance the images and improve the load time. The website had a low loading time score in the lighthouse report: As per the lighthouse guidelines, the image sizes should be between 100KB to 150 KB, and the format should be in Webp or any other new gen format.
   
   Results: A bit of performance difference was seen after the image optimization
   1. Heading Tags Optimization Optimizing heading tags on a website is crucial for several reasons, as they serve both user experience and SEO (Search Engine Optimization) purposes Properly structured headings break up content into logical sections, making it more scannable and user-friendly. By using relevant keywords in your headings, you can signal to search engines what the page is about, potentially improving your page’s search engine ranking for those keywords. For ecommerce sites, we suggested a complete heading structure to follow:
   2. Title & Meta Descriptions Optimization Optimizing meta titles and descriptions is an important task. However, optimizing ecommerce site pages can be a difficult and time consuming task. We recommended our client to implement a template for the same.
   
   Template for Category Pages:
   Title: Buy Designer [Category Name] Online | Site Name
   Description: Shop designer [Category Name] from [Site Name]. Discover the latest collection of [All Sub Category Name].
   
   Example:
   Title: Buy Designer Women’s Clothing Online | Site Name
   Description: Shop designer women’s clothing online from the site name. Discover the latest collection of anarkalis, kurtas, lehengas, sarees, and more.
   
   Template for Product Pages:
   Title: Buy [Product Name] by [Designer Name] at Site Name
   Description: Shop [Product Name] at [Site Name] from the Indian luxury Fashion Designer [Designer Name] collection online.
   
   Example:
   Title: Buy Black royal Bengal tiger clutch by Sabyasachi at Site Name
   Description: Shop the Black royal Bengal tiger clutch at Site Name from Indian luxury Fashion Designer Sabyasachi’s collection online.
   
   Implementing Industry Relevant Link Building Strategy
   1. Find Relevant Competitor’s Sites We identified and selected the top 4-5 websites as our competitors, which have almost the same business model as ours, for better understanding of the fashion sector and discovering new opportunities to reach our potential customers in the right way.
   2. Find Opportunities from Websites Linking to Them We Analyzed our competitor’s backlinks by doing a deep backlink analysis. Evaluated where our competitors are submitting their content and using them in our link-building strategy.
   3. Improving Brand Awareness Listing and promoting our site on various quality websites helped us improve our brand presence. For brand awareness, make good use of social media platforms, forum sites, and local listing sites.
   
   Results:
   • Improvement in Traffic:
   • Improvement in Sessions, Users, and new Users
   • Improvement in Discovery:
   • Improvement in Impressions & Clicks
   • Improvement in Organic Keywords Ranking
   • Improvement in CTR
   • Improvement in Designer Pages Performance: