In an ideal world, the processes of interaction between the website and the business are perfectly established. The structure of warehouse balances accurately reflects the structure of the catalog on the website, and CRM tracks the effectiveness of each sales channel.
Products are uploaded to the site from 1C with a full description, characteristics and high-quality images.
What happens in real life?
Option 1:
A company begins to think about a website after the offline business has been operating for a long time. The catalog in 1C is organized for sales and logistics departments; suppliers submit their catalogs in various formats that everyone is used to working with.
Option 2:
Instead of automatic downloading from 1C, an updated price list from different suppliers is used, which needs to be downloaded several times a month. In this case, parsers are developed for each supplier, and no changes are visible on the site.
Main tasks for the catalog:
- Current prices and warehouse balances.
- Search engine promotion as the main channel for attracting traffic.
- The user should easily and quickly find the desired product.
- The directory structure should be logical and understandable.
But there are problems:
- The directory structure cannot be changed, as this would require restructuring business processes.
- Product page addresses may change.
- Some products may disappear, others may appear.
This leads to the following problems for SEO:
- Inability to create a clear and logical website structure taking into account user requests.
- Constantly changing page addresses and, as a result, 404 errors and delays in indexing.
- Unstable content of website sections.
The result: inconsistent search traffic, high bounce rates, and an unpredictable number of pages in the index.
Is there anything that can be done?
Our project included a large online store with a huge catalog of spare parts for special equipment; products were loaded both automatically and manually. We are faced with the fact that many product pages are regularly deleted.
For search engine promotion we used several methods:
- Forced all product pages to be indexed.
- Optimized pages.
How to implement this?
- Regular updating of the sitemap.xml file.
- Product page addresses remained stable.
- Set up automatic creation and meta descriptions. IN <title> The product name, price and delivery regions are displayed. Keywords are formed taking into account the category and product. In description - the name of the product and accompanying text.</li><li>We set up a relationship between in-stock products and the general catalog, prompting the user to order a product if it is out of stock.</li><li>We agreed with the programmer about notifications about new products.</li></ul><p>The result: an up-to-date, optimized catalog that is correctly indexed by search engines.</p><h3>So what next?</h3><p>For effective directory SEO, this alone is not enough. We focused on precise user queries, such as searching for products by name or SKU, as well as by product types and brands.</p><p>We have created a deep site structure taking into account all possible search variations. This allowed us to improve search engine optimization, and the site became easier for users.</p><h3>How did we structure the catalog?</h3><p>We have developed two parts of the catalog:</p><ul><li><strong>Catalog with products in stock</strong> — products that can be purchased immediately if the user knows the exact name. Products can be found through the search or the "In stock" section.</li><li><strong>Product catalog</strong> — to navigate by categories, brands and models. This catalog is linked to the actual availability of goods in stock, which ensures that the information is up to date.</li></ul><p>This structure allows you to easily work with SEO for the second directory, configure <title>, meta-descriptions and product categories without the risk that they will be knocked down during updates.</p><p>If the product is out of stock, we agreed on the delivery time with the customer and created a work scenario for the sales department to avoid misunderstandings with customers.</p><h3>Let's summarize:</h3><p>If your directory is constantly updated, don't waste effort on perfecting it for SEO. Instead:</p><ul><li>Set up indexing and optimization of updated product cards.</li><li>Create a second static directory for SEO.</li><li>Develop a scenario for the sales department to deal with out-of-stock items.</li></ul><p>For any questions, please contact the SEO studio "SEO COMPUTER" at info@seo.computer.</p><p>ID 9361</p>
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