Longtail keywords are ideal for ecommerce websites of small and budding companies. They can be defined as the descriptive keywords that users type in search engines to find their products. For example, if you type in “cosmetic dentistry” it would be just a keyword and not longtail. However, if you type in “cosmetic dentistry in the UK” it would be longtail and bring you the results faster. Longtail SEO has many benefits. Here are some of the advantages of a specific keyword:

• Faster search results
• Easier crawling for the search engine spiders
• High chances of conversion
• Ease to find and use what the user is looking for

Considering that every other criterion for a good and effective optimisation is fulfilled, longtail keyword helps boost the sale of an ecommerce website sooner. Here are a few tips that can help you with longtail keywords for your website.

• Do a thorough keyword research

To optimise for a keyword it is important that you find keywords that can bring visitors to your website. Take the case of the website www.garraways.co.uk. The site comes in the second position for the keyword “espresso coffee beans” in www.google.co.uk. Whereas, if you search for just “coffee UK”, the website is seen in the second page. As you have noticed, the second keyword is more generic and will take a long time to bring your website to the front.

• Link the internal pages effectively

In the case of an ecommerce website it is not practical to have static URLs for all internal and product pages. Automated dynamic URLs are unavoidable. However, you can still do an effective optimisation here by adding the brand and the model number of the product in the URL. This again creates an effective longtail SEO.

• Add more products on a single page

When a user is searching for a product, you could add similar products under the captions like “Best Sellers” and “Related products”. For example, in the website www.peterfieldonlinegolfshop.co.uk, when you select a product, immediately after the product description you could find a section, “People who bought this were also interested in”. Doing this gets the user attracted to more products in your websites besides the product he or she was searching for.

• More product description

Yes, content is king for individual products too. Giving unique descriptions for each categories and informative and relevant description for each products can bring you amazing results within no matter of time. Check, for example, the category and product descriptions in the website www.doorhandles.co.uk.

These tactics are not the only ones to bring about an effective longtail optimisation. However, these might help you rethink on your keyword research and the current keywords that you are using for your website. Finding the proper keywords, especially longtail keywords, could get your websites ranked high, visitors converted and thus sales increased.

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Short pages tend to download faster and get indexed faster. Since visitors will likely avoid websites that take a long time to download, then it will be advantageous in this regard.

Avoid nesting your webpages too deeply and keep important pages near to the root folder. Code should be minimised and this can be achived by exporting javascript and CSS to external files. It is important to stress that you need pages with genuine, original content. Your webpage should be W3C standards complient. do not create pages that are too similar. The following lists the basic pages that most ecommerce websites usually contain…

Homepage: The first page a user sees when they type your site’s domain name.

Products Pages: Categorised and Listed Display of your products. Typically contains pictures and information.

Shopping Cart Page: Where the user goes to add, pay, or register for use of your site’s online ordering system. This needs to be secure and is typically not indexed and should be placed on your htaccess exclusion list.

Frequently Asked Questions: Help to answer any potential questions a customer might have.

About: A page describing your company.

Contact Information: Address, email, phone number and directions of your brick and morter front end.

Resources / Website Directory: References to external sites that might be useful. Should ideally not be bought or exchanged but instead be genuine and naturally formed.

Customer Feedback: This could be a blog, testimonials page, or even a message board.

Legal Stuff: Any other legal stuff that customers might need to know such as terms and conditions, disclaimers, copyright information, privacy policy, returns policy.

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* Use good navigation structure: Whenever a user is navigating inside a store with more than 1 sub-level of navigation, it’s critical to show them where in the site structure they are using appropriate navigation menus.

* Add a sort option to search results: You should have a sort option based on price, popularity and special offers.

* Wildcard search: Offer the user the option of seeing every product on one page. This can be achieved using RSS feeds.

* Make costs clear:It’s particularly important for internet shop sites to show pricing and cost savings, but nearly every website can benefit from providing that extra bit of detail before the customer clicks to a product page.

* Search Box:All online shop websites should have search functionality. The www.thewebclinic.co.uk website for example has a search bar at the bottom of the page that uses google custom search. It is not difficult to set up and saves the end user a lot of time when searching for products in a large ecommerce website.

* Delivery Options:All customers must be able to see clearly what the costs of delivery are and what the delivery options are from your online shop website. It is important to be able to offer track and trace and insurance in case something unexpected happens to the package. The UK post office has a no facility for finding lost articles that have not been sent by recorded delivery and you will probably not get a refund for lost items unless it is insured.

* Use good communications:Keep the customer informed by email or phone when the payment has been received and when the item has been shipped. Do not use automated email systems for this purpose.

* Invoices and Receipts:When you send out order confirmations, make sure to include all of the product details to re-assure the buyer that they’ve selected properly and to give the customer the option to fix an incorrect order before the item is shipped.

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• Web hosts needs to be able to store website files on secure servers. Unix based website hosting tends to be more secure than Windows based servers as all version of Windows are more susceptible to viruses than any version of Linux.

• Protection of credit card details from eavesdroppers is needed as the data passes through the internet between the client and the server as indicated by a padlock logo that appears on the browser window. Double click on the padlock and it will give you the website security certificate details.

• Use of a regularly updated anti virus program, spyware program, security updates and patches. Never run a program from a recipient who you do not know and never devulge your password information to anyone claiming to be from business first unless they can be verified.

• The webserver and the network that it is on needs to maintain logs of all activity. This produces an audit trail that can be used to find the source of any attempt to steal sensitive information.

• Fail safe technology such as off site backups is required in case of a catastrophe such as virus or damage to servers and uninterruptible power supply to prevent power cuts from corrupting a transaction in progress.

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