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· Create unique and detailed descriptions for each product

The site’s original product pages had almost no product description. So I asked the florist and her store manager to create detailed descriptions for all products.

Tip: avoid using the same description for similar products. Unique product profiles that are rich in keyword and phrases not only increase traffic from searches, but also improve conversion rates. They enhance user experience because the more information you provide, the more your customers will know about your products, and the easier it is for them to make a decision. Sounds logical, doesn’t it?

· Use keywords and phrases in URLs

Most e-commerce sites are using dynamic scripts because manually updating dozens or hundreds of product pages is a huge task. The problem is that database-driven pages (dynamic URLs) contain strings that are disliked by search engines. Furthermore, keyword-rich URLs can dramatically boost a site’s rankings for those specific keywords and phrases. So, here was my solution for this flower site: since it was running on an Apache server, I used the Mod_Rewrite Module to redirect dynamic URLs to optimized ones. That helped the site achieve coveted rankings for several long-tail phrases.

· Optimize product images

No one can deny the increasing importance of image results on SERPs because it’s estimated that by now, 15% of all searches are for images. That’s why many retail sites have developed strategies for image optimization. The step I took was simply adding keywords including locations (the florist’s area and the main areas bordering it) with hyphens in Alt Tags. Then I used robots.txt to eliminate possible duplicate content issues caused by different versions (thumbnail and full-size) of the same images. Remember: search engines cannot read images, so Alt Tags are a good way of image optimization. (By the way, Alt Tags are also useful when added to links).

· Try Google Base

Google’s Product Base is a free tool to publish products. I logged in, chose the matching type, created and registered data feed and submitted it. Done! Currently only a small percentage of this client’s referrals are coming from Google base searches, but she actually likes this tool because it’s quite easy to handle and updates can be completed in minutes.

For the past several months, we have received a flurry of inquiries from retailers. That’s not surprising because, in today’s tough economy, more and more brick and mortar shops shake in their traditional foundations and are increasingly turning to the internet (and a good thing, too). Every e-tailer wants to set itself apart from his competitors, but most are not able to make money the turbo way due to fierce competition – unless their site is well optimized and thus visible against that fierce competition, and can attract the kind of attention needed to haul in new customers.

So, try these tips and if you apply them on each product page, your store will definitely benefit from noticeably higher visibility.