Get twenty different search marketers in a room
and you’ll often get twenty different opinions on a subject; but there is a growing consensus that some tweaks were made to the Google Algorithim in the
last few days of April to first few days of May.

This has become known as the Google May-Day Update.

Whether it’s a full blown-update or not, a large
number of people seem to have noticed a change.

It’s not something we’ve seen much with our
clients; but an in-house SEO at one of the UK’s most popular websites,
recently told me about a huge downward shift in traffic which matches the trend
being talked about in the blogosphere.

So
what are the symptoms?

Are you a site which has thousands of indexed
pages where each page receives traffic from a variety of long-tail phrases?

Have you seen these pages lose traffic, each
page may only have lost a few visits each, but in aggregate this has a material
impact on your traffic?

Does this change seem to have occurred after
the 28th of April? 

If you answer yes then you seem to have been
affected by the May-Day update.

It’s pretty difficult to reverse engineer
Google at the best of times, especially if you don’t have access to dozens of
sites which have been affected but one of the best write ups on the subject is Redfly’s.

Whether
you have been affected by the changes or not I think it highlights a very real
risk for e-commerce players. 

Have you been relying on building link equity
to your homepage and then been using boiler plate product descriptions? With
good basic SEO for every product this would probably have been enough to rank,
but not anymore.

Go to any of the top online retailers who
dominate natural search results, their product pages will be loaded with content,
unique user generated reviews, extensive product descriptions which go well
beyond the basics, maybe they’ll even have high quality editorial copy which
helps buyers understand where this product fits in comparison to its
competitors?

This content is the type of thing that
customers early in the buying cycle love, so it only makes sense that it’s the
type of content that Google would look to reward. 

So here are my top five tips to future proof
your product pages
and avoid being penalised by the Google May-Day Update.

Have user generated reviews  

I can’t see any reason why a serious online
retailer would avoid having user generated reviews.

If implemented correctly
they’ll add variety, depth and honesty to your product pages. No competitor
could ever duplicate it and it’s far more likely to have the keyword variations
that your customers actually use.

Invest
in good product imagery

If you were relying on domain authority to rank
internal pages you need to build more external links to your product pages.

One
way we’ve had success in doing this is with product imagery. Investing in
interesting photography for your products not only increases customer
confidence but it will also naturally attract links as people link to the
images.

Give
every page some character

Usually product descriptions are bland beyond
the point of redemption. You can often see that no love was spent describing the
product and that is a terrible reflection on the retailer’s (your) perception
of that item.

If you aren’t familiar with Woot.com, visit
the site once a day for the next week. I’ll buy you a beer if that hasn’t
inspired you to write better product copy.

Make
it obvious for people to link to your product pages

You need to understand why people would link to
your content before you stand any chance of making it happen. Maybe people want
to share what they’ve bought from you, on their blog? Give them an embeddable
piece of code which they can include along with their personal review.

Perhaps there are two obvious products in a
category that often go head to head, like the iPhone vs. the HTC Desire, create
a page comparing the two products and not only will you tap into a rich vein of
“product x vs product y” search terms, you will also have the type of content
that will be referred to when that comparison is raised in a forum.

Stay one step Ahead of Google

Though no-one can predict when Google is going
to make changes to its algorithm, you didn’t have to be Mystic Meg to foresee that
content thin product pages on e-commerce sites might not rank forever, since equivalent pages on affiliate sites have struggled for years. 

So spot the obvious next steps and take them before Google force your hand, for example at the moment I’d advise everyone
working in e-commerce to be taking a good look at the hProduct
microformat
now.