The dmi guide to ecommerce

Product Offering – What to Sell

---

EBOOK: THE DMI GUIDE TO ECOMMERCE

 9

Once you’ve chosen what to sell, it’s time to move more into the 

optimization and nuances of building your ecommerce site, such  

as figuring out the fulfillment process and writing product descriptions. 

---

EBOOK: A HOW-TO GUIDE TO ECOMMERCE

 10

Doing ecommerce SEO is slightly different than a “traditional” website 

that doesn’t offer an online checkout experience because it has product 

pages and a different navigational experience. It may have a blog and 

contact and about us pages, but the main meat of the site is the product 

category and individual pages. Because of this, there are a few different 

components of SEO to take into consideration.

Meta Titles and Descriptions

Meta titles and descriptions are more important than ever for 

ecommerce pages. All product pages should have the product  

name and applicable descriptors listed in the title and description. For  

example, a cardigan product page might have the meta title “Women’s 

Rainbow Striped Long Wool Cardigan | Madewell” -- which provides  

a lot of detail about the item based on what a user may have been 

searching for in order to find it in a search engine result page. 

Conversely, simply having the title of “Madewell Women’s Cardigan” 

wouldn’t hit all of the applicable descriptors of the item that would  

lead customers into finding it. In this case there are no descriptors  

about color, sizing, or style so it makes it harder for users and the  

search engines to find the best products based on search queries.

Meta descriptions don’t carry as much weight as titles, but they do 

influence users when deciding what to click on. Descriptions shouldn’t 

be more than 155-160 characters or else they will get cut off by the 

search engines when they are shown in results pages (and titles 

shouldn’t be over 69 characters).