Analysis
It’s difficult to provide highly useful advice without looking at a site (and unfortunately I don’t have time to do site reviews during these), but here are the basics that I’d suggest for everyone:
- Learn how to do keyword research with a tool like Ahrefs, SEMRush, or Key Search. This gives you a foundation in data.
- Build collections for all of the ways that a user might describe your products. If you’re not sure, type the base name of your product into Google (e.g. if you sell specialty denim, you might search for [jeans]) and see which filters Google displays on the lefthand side of desktop results. These are the dimensions that you should be building collections for (
- e.g. for [jeans] you’ll see target gender, fit, style, color, etc.) - build collections for all of those different values as long as you have 3-5 products to display. So you might build collections for “mens jeans,” “womens jeans,” “skinny jeans,” “black jeans,” you get the idea. This is the biggest opportunity for most merchants.
- Make sure you have a Google Merchant Center feed set up. The Google & YouTube app can help you do this for free.
- Make sure you’re linking to all pages throughout your site, with your most important collections (or all, if you can) linked from your main navigation.
- Collect and display reviews on your product pages.
- Answer FAQs on your product pages.
Most common mistakes I see:
- Thin product pages (minimal description, no reviews, no useful information)
- No collection descriptions
- Not building enough collections
- Not activating Google & YouTube or similar Google Merchant Center feed app
- Not checking Google Merchant Center to make sure feed quality is ok (they’ll flag things for you to fix)
- Not having descriptive, keyword-targeted title tags and headings.
^Those are the basics you have to get right before you start thinking about other stuff.
Thank you. David