The Edge Blog
The Edge - The official blog of Edgenet, Inc. Talking smart about the world of buyers' guides, product data feeds, and data feed optimization solutions.
Structured Product Data Improves SEO
We blame unstructured product data.
Structured product data will improve your organic SEO results. So says a recent article at the website "practical ecommerce: Insights for Online Merchants."
The article, written by Jill Kocher, indicates that early decisions regarding site structure and how it uses a product catalog can "have surprising ramifications for SEO."
The secret is understanding HOW shoppers are searching for your products and organizing your website's navigation and pages to mirror and reveal product data that matches popular searches.
For example, the article explains, customers might be searching for "shampoo for oily hair," but your site's organized to only reveal "shampoo for oily hair men" and "shampoo for oily hair women."
Might sound inconsequential, but when searches for "shampoo for oily hair" are at 4,400 a month, and those for the other two are 90 a month combined - that's a lot of oily shampoo customers slipping through your fingers.
It might sound obvious, and simple - but most suppliers and retailers don't have a place that has organized and structured their product data so it can be dispensed or syndicated in a customized way.
In other words - most retailers and suppliers can only display product catalogs the way they want, not the way customers are searching for products. Call it anti-marketing. Or Search Engine Unoptimisation.
Edgenet's Andy Steineke, Director of Taxonomy Systems and Data Relations, put it this way: "When vendors add items to the (Edgenet's) Product Registry, they classify them to the master collection tree which in turn, inherits links to a bunch of different display class systems. Display trees can be custom for a retailer so they can merchandise the items whoever they want. In addition, we would have attributes with picklists that would have the same keywords that SEO would be looking for."
Sounds really smart. The kind of smart that made us follow up with Andy and ask for clarity, since at The Edge, we rarely are as smart as Andy. In typical Edgenet fashion, he responded this way: "Once we have the structured data, we can slice it however it is needed."
So, if you're making decisions about your brand and website's internet presence, you might want to plan on including a big slice of optimized product data.