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As an SEO consultant and blogger, I enjoy sharing case analyses with my clients and readers. Here’s a recent one. A flower shop owner in the Midwest found SEO Trump on Google two months ago and contacted me. Her story: frustrated about sagging sales, she had hired an SEO company to optimize her web site. More than $ 3,000 later, SERPs had barely improved and traffic was still stagnant. She was disappointed and asked me to check what was wrong.

Was she on the right track when she looked for an SEO consultant in the first place?  Sure. The question was only why the SEO efforts hadn’t succeeded. So, after a good look at the website, we had a lengthy discussion and she asked me to take over the job.

Now a thorough diagnosis was indicated. I don’t want to cover all the problem areas and will single out only one which is quite typical of e-tailers: while some important pages were decently (though not exceptionally well) optimized, all product pages were literally devoid of optimization. Unfortunately, the SEO professional she had hired failed to address that mistake.

So after some detailed SEO work on the index and other key pages (you won’t believe this, but there were key spelling mistakes!), I focused on revamping the product pages. The results came surprisingly fast: within a month, many of those pages began to show substantially higher SERPs. We aren’t yet where we want to be (remember: the name of the game is Patience!), but the trend is most encouraging. Currently, the site has Page 1 and 2 Google rankings for several highly competitive keywords and longer-tail phrases and I am confident we’ll go higher yet.

Here’s how I helped this e-tailer achieve it:

· Don’t neglect Meta Tags

I’m not trying to beat the same old drum, but in my (pretty solid) experience, Meta tags, while not as crucial as content or titles, are more important than many of my colleagues realize. Just check relevant SEO tips and articles.

Meta tags got a bad reputation mainly via the Meta keywords concept which had been used to death, abused beyond recognition and was consequently trashed by Google. But good Meta descriptions can be very helpful, especially as they provide the first impression about your page.

By the way, if your items have brand names, product names or serial numbers, don’t forget to include those, because specific model searches could be a big bonus for you with little competition and a high conversion rate.

· Use Breadcrumb Navigation

This trick is quite helpful. It’s called breadcrumb trail and shows where the current page is located in site hierarchy. Generically, a florist’s page trail could look like this: “Home > Products > Roses > Sweet Dreams Bouquet” This is more or less generic, but try to use a keyword-rich trail which is both user-friendly and good from an SEO point of view!

So far Part 1 of this article.

By the way, we are planning to have a fuller article or a series of tips about Breadcrumb Trails on our tips page  http://www.seotrump.com/seo_consultants.php soon.

You are encouraged to come back for the second part within a week or so. Meanwhile, how about bookmarking this page ?