Product Name Short: Keep it short and to the point with only the most specific keywords in the URL. If you have multiple variations hard coded in your product table (not in Product Options) like black, large, etc., try abbreviating or concatenating the word. You can take “white” and make it WHT, or black large and make it BLKLG. If you are using product variations the correct way, disregard this segment.
Photo_AltText: It’s simple, don’t try to get too creative and tricky here, just tell your users, Google images and all the other little image crawlers what this is.
Meta Tag Title: Be very specific. There is a time and place for everything. Do not “keyword stuff”! There are plenty of chances for you to optimize all your spaces. Try adding a pipe to make it easier for the user to separate your brand from the product. This does not have a huge impact in SEO but if you can do it, do it.
<title>Volusion SEO | Schawel.com</title>
Meta Tag Description: You should make this all one sentence. I would not simply copy the “client side” description and stick it into the meta description. Remember, Google truncates this information after about 64 characters. Try and get all the important stuff in the first few words and get to the point. Remove all the marketing fluff (language) like hot, most popular, best, etc. When doing massive imports, this may need a customized MS Excel or Numbers rule.
Meta Tag Keywords: Keywords won’t work well if they are not comma separated. The formatting for keywords is simple. You can only have at most 3 words strung together and then you must separate them with a comma. Do not include a bunch of category specific keywords here. There is a time and place for everything and this is the time and place for product specific data. Also, don’t spend a tremendous amount of time here. This area has not been used by Google for a long time now. There are various other engines who still use it, but Google (at the time of writing) has the bulk of the market share online.
Product Description: There is a little something you should know about Volusion. For the product name, Volusion uses
FONT tag for all it’s products. It looks like this in the code:
<font class="productnamecolorLARGE colors_productname">Your Product</font>. You can’t change that code. All you can do is write .css styles for the tags. This is not forward thinking, semantic SEO code, but that is how Volusion hard coded it (up to V5). Work around it by adding
H1 tags in the product description field. Something like.
<h1>Your Product Detail right above all the product description copy.
Manufacturer Logo: This is a little sumpin’ sumpin’ if you actively use and show the manufacturer logo on your products. This value will end up being the alt text of the logo.
Create a naming convention and sticking with it is crucial. Volusion has some friendly URL rewriting of everything Articles.asp. http://www.yourstore.com/Articles.asp?ID=123. That’s record 123 in the Articles Table in the Volusion DB. There is a much smarter way to write URls:
This gives you some valuable anchor text for your articles. Make sure to follow the Volusion guidelines for Article rewriting and inject the article title in the URL. You can then tell the SEs not to crawl Articles.asp in the robots.txt. Delicious.
For all the other Meta data, follow the guidelines from above.
Article Body: This an easy one. Write creative, engaging copy (like products and categories) and prefix it with an H1 title. Currently, the Article.asp title encapsulates the title with a
<b></b><br> – not a very semantic way to go. Get the
H1 or other HTML headers into that space.
Note: If you picked underscore “_” with your SEO node in Volusion, stick with what convention. If you picked dashes “-”, well, go with dashes.
See the 404 Error, Robots.txt attack file and get friendly with Google Webmaster Tools.
Make sure your web "person" (masters are so passé) edits the CSS to increase the font-size and line-height for humans. Most Volusion stores are 10-12px Helvetica, Arial or Verdana. Ouch. Make some edits, it’s easy.
*There are a plethora of ways to earn backlinks. That’s a whole different post and beyond the scope of this SEO post.