How are you taking you e-commerce site forward in 2014

[Martin_S]

Hi MOZland,

With a new (our first e-commerce) client, we're going through a massive learning curve in handling a site of substantial size and complexity for the first time.

While we've weeded out most of the on-page stuff that needed sorting, and we're in the process of dumping poor links implemented by previous SEO/online marketing efforts, do you have any suggestions about how to take a big e-commerce site forward in 2014, especially concerning technical pitfalls and link building efforts (and given that guest blogging has become something of a faux pas).

Cheers,

M

[Everett]

Hello M,

It all depends on the site. I find most eCommerce sites need substantial copy-editing or writing of unique, useful product descriptions and category page content. That is probably where I would spend my time with regard to on-page. Of course you can't ignore major technical issues either. In terms of building links, asking influencers and brand evangelists to do product reviews has always been good PR, long before Google. Just don't ask for a link (though you will probably get one) and don't request that it be made "followable" if it's not. Just be happy for the traffic and exposure.

There are lots of other link building tactics and content marketing strategies that work for eCommerce sites, but it all depends on the site so it's tough to really say what's best for your client in 2014.

Nine times out of ten what eCommerce sites need the most of is better, more unique, more useful product page copy.

Good luck!