Recently I was hired for a rather large job: SEO for an Audio/Video e-commerce site. We are talking close to a thousand products here. This job has an upside and a downside.
The upside is “content.” A key component of SEO. This makes my job easier, in some ways. All those products are unique in their own way and major search engines want unique content. It’s part of what makes search engines valuable. A website with a thousand pages can make quite an impact in organic search engines if done right. Each product page has the potential to serve as it’s own little traffic engine, albeit, a channel of sorts, connected to the the main shopping page. All that linked content is powerful and the volume of content alone can trigger a response in search engines.
So what’s the downside?
If not done right a duplicate penalty nightmare is waiting to happen or, at the very least, a bunch of zombie pages (pages that receive 0 traffic). Either scenario equates a bunch of wasted time.
It’s important to spend time and provide unique value in the context of each page. A tedious job to say the least. There are the h1 and h2 tags, the main body of content, meta tags, even 3rd party plugins that have their own fields for each product. in some cases.
Keeping track of the SEO results of a large e-commerce site is a whole other layer of pain. Analytics reporting data starts coming in at large amounts and sifting through said data becomes quite the chore.
Don’t even get me started on the SEM side of things: Multiple ad groups for a ton of ads, split testing, conversion ratio tracking, etc. It’s a pain in the @ss job that can be quite rewarding for the client in the end when traffic starts rolling in. The job satisfaction for completing a job this size is second to none.