404 is the code a Web server returns for certain pages the cannot be found when access is attempted. It’s what Web users see when they land on a page (usually when following a link or manually typing in a Web address) where the link location has changed, moved, or no longer exists. Webmasters have started using custom pages instead of the default Web server 404′s in an attempt to retain more visits and better serve the user base. Custom 404′s have become a trend over the years as more and more eBusinesses attempt to direct customers, who find pages that cannot be found, to a custom page that keeps users on the site giving them another chance to navigate to a different page.

There was a post the other day on eCommerce Cache about custom 404 pages that featured 26 different examples of top merchant 404 page designs and features. It features 404 pages from big names like Walmart, GAP, Netflix and more and includes ‘essential elements’ of a 404 page alongside the ‘things you should avoid’ using on your 404′s. The post is in depth and interesting, however I recommend using a different method to direct users who manage to land on a 404 page.

The typical SEO article on link building might provide simple step by step procedures on how to conduct link building campaigns to increase search engine rankings. However, to focus on search engine rankings exclusively is to mistake “the finger for the moon,” to quote the wise words of Bruce Lee in “Enter The Dragon.” So, following this analogy, the moon would be the conversions of customers who visit your website. Each time a customer buys a product, registers or clicks on an ad, the website owners can then “bask in the heavenly glory” of achieving what any eCommerce merchant hopes to achieve: converting visitors into revenue! And while having high search engine rankings to relevant queries improves traffic, it’s only the finger that points to the moon, that is it’s only a means to an end.

Last week’s article, aptly titled “Beginner eCommerce Keyword Research Using Google Keywords Tool,” discussed how to conduct keyword research efficiently using Google AdWords Keyword Tools. However, once the initial list of likely candidates are found and implemented into an eCommerce website, they need to be continuously monitored and changed as needed. A good tracking tool for doing this is Google Analytics.

Introduction to Keyword Research

The strategic placement of the correct keywords into a website is arguably one of the most influential tasks an SEO can do to influence search engine rankings. The last article, titled Basic Page Title, Meta Description & Meta Keywords Structuring Rules, briefly discusses the strategic placement of keywords, however, knowing how and where to place keywords is only half the battle. This weeks article will provide a few tips and tricks on how to find the right keywords through research and tools like the Google Keywords Tool.

There have recently been two new author additions to eCommerce Optimization (Jack & Slingshot). They each have been on a beginner eCommerce roll lately, posting about some of the basics, so I figured I would add in my beginner tips and tricks for both eCommerce design and SEO.

Jack is back with more beginner eCommerce Optimization information. This week he discusses some basic page title, meta description and meta keywords structuring rules.

The head section of an HTML document includes, among others, the title tag, meta description and meta keywords. Proper usage of keywords here is extremely important for a websites rankings in search engines. This section will provide some general basic guidelines/good practices to follow when constructing the head section of your eCommerce website.

It is the goal of any Internet search engine to provide the most relevant, informative and useful search results for users based on just a few (often times only one) words from a query. If that’s not challenging enough, they have to constantly fight with “black hat” SEOs that try to manipulate the rankings of their own or other companies by exploiting functional algorithmic loopholes in order to turn a profit. As a result of the above two factors along with mutual competition with other search providers, the algorithms for major search engines today such as Google, Yahoo! and MSN have become complex to the point where they are becoming organic, making e-commerce optimization a greater challenge.