After the Webinar: Answers to Burning Questions on SEO

Last week, we hosted a webinar on the “7 Deadly Sins of Ecommerce SEO.” And while our SEO team was able to answer a lot of customer questions throughout the webinar, there were a few that we wanted to expand upon here. In this post, Director of Services, Guliz Sicotte returns with her responses to some of the most pressing SEO questions.

Before we start, we’d also like to take a moment to say congratulations to the winners of the free SEO analysis! Our marketing services team will analyze the following sites’ SEO health and provide free advice on how these business owners can improve their SEO performance:

Pets Love to Shop


Office Furniture Direct

BF Xenon

Drucker Labs

Now, on to the questions!


1. How do you use social media to improve SEO ranking?

Social signals certainly have an impact on SEO. Search engines use these signals to determine the value of your content as well as engagement. It’s important to not only increase the number of social shares for your content, but also build your brand and grow perceived authority using social media. The first thing you can do is to provide your visitors with the social tools that make sharing your content easy. Volusion’s product pages have Facebook, Twitter and Pinterest buttons which make it easy for visitors to quickly share your products with their connections. You can also place social icons anywhere on your template and encourage your visitors to share the content on your site.


2. How do I compete ranking-wise with giants like Amazon?

It can be discouraging for small business owners to compete with large enterprise, but you can be smart about your SEO strategy and find ways to level the playing field. You can compete by carving out a very specialized niche that will speak to your target audience in a more focused way. You can optimize for more long-tail keywords, provide a more customer friendly service, specifically target niche or local markets, use social media to your advantage, and create unique content that these giants usually don’t.


3. How should I approach Meta keyword data? Should I just delete it?

Due to early abuse, the Meta keyword tag is no longer a significant factor in SEO.  In fact, search engines virtually ignore this tag altogether.  If you choose to utilize the tag, however, best practices dictate that each page should have a unique set of keywords that are relevant to the topic of the page in which they appear. This tag is also an appropriate place to include common misspellings of the company name or popular keywords, where fitting. Limit keywords to around 10 or less.  It is not advisable to have a Meta Keyword tag  “stuffed” with a large string of keywords as this may draw negative attention from the search engines.

You do not need to modify your tags, unless you are misusing them.  If you just have a few keywords there – they are not harming your SEO efforts.  However, if you have dozens of keywords in these fields, we recommend trimming them down.


4. How do I, as a manufacturer, provide content to my distributors if I don’t want to duplicate my content?

Unfortunately, nothing can replace unique content.  If your distributors are selling the same products, they will be competing for the same keywords and organic traffic.  You can provide them with a great foundation (i.e. fantastic product descriptions), but in order to elevate their store above the crowd, someone will need to modify the content to make it “better” than the rest.

Modifying the content is your distributors’ responsibly and is part of doing business online.  It is highly unusual for manufacturers to craft unique product descriptions for each of their distributors, as it would be both time consuming and cost prohibitive.  It would almost certainly produce lesser quality content than if the distributor took personal ownership of this activity.


If your distributors are targeting certain geographies, they can also use local SEO tactics to gain an advantage over their competitors.  Some local tactics include utilizing locally targeted keywords, setting up accounts with Google Places and Yelp, and networking with local bloggers or online resources.  Social Media is also an effective tool in creating localized buzz, which can improve SEO results.

Happy Selling!
-Guliz Sicotte, Director of Services, Volusion


Matt Winn is Volusion’s Senior Brand Manager, where he helps oversee the organization’s branding and communications efforts. Matt has created hundreds of articles, videos and seminars on all things ecommerce, ranging from online marketing to web design and customer experience. Beyond being a certified nerd, Matt is an avid college football fan, enthusiastic home cook and a self-admitted reality TV junkie.

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