Blogs (Digital Solutions Blog)

You Know Your e-Commerce Website SEO is Bad if… it Doesn’t Include Social Meta Tags

Dirk Lester
5 Years Ago

Before I explain what social Meta Tags are, how they work or why your e-commerce website should have them, there’s something you should know. Research has shown that 78% of online consumers say their purchase decisions are influenced by what they’ve seen on social media. In other words, it should go without saying that if you’re an e-commerce shop owner, you should want your website to have an optimized capacity to interact with social media channels like Facebook or Twitter.

Now onto what and how … Social Media Tags aren’t too different from the Page Titles and Descriptions you’re already familiar with and though they have different effects, they work in basically the same way.

So just as the tags below tells Google to display the result below, Social Meta tells Facebook what to display:  

Using Twitter Cards and Facebooks Open Graph Tags can impact your SEO-based rankings

Facebooks Social Meta Tag protocol

You need Twitter Cards, Open Graph Tags and Google+ Snippets on your ecommerce website

Deploying them (along with Twitter’s Cards and Google+’s Snippets) on product pages, will allow you to control both the text and images displayed in shares from your site; which is useful in at least three ways.

If you’re also running an SEO campaign (and you absolutely should be), the Titles and Descriptions on your e-commerce site have been phrased to improve their search results rankings, which is not always synonymous with improving their Click Through Rates(CTRs). Your SEO consultant only had 50-55 characters to work with, so he or she probably omitted sales oriented language in favor of product oriented language—or Custom e-Commerce Website Design and Development rather than Do You Need a Liferay Partner You Can Trust? One’s designed to rank, the other to earn clicks and without both, you’re missing out on shoppers from one channel or the other. Second, in the same way that Google has Title and Description character limits, Facebook has an image dimension preference (a 1080 x 1080 square) that tends to conflict with the rectangular images on most websites. Using Open Graph tags lets you designate a proper image that will create a more attractive post which will earn more clicks as a result.    

Third, using social Meta tags will allow you to squeeze more “rankings juice” out of the Back Links in those shares. It works like this, unless you’re using Social Meta, sites like Facebook will pull the content in every share from your site at random. Sometimes that might be Title and Description others it might be just the name of your business. That’s a problem because the text anchoring a back link either boosts or lowers the impact that link will have on your rankings. For example, a link back to our site anchored by “e-Commerce Developers You Can Trust” is more value (SEO-wise) than one that reads Dunn Solutions Group.

Just as with Rich Snippets, it’s easier to build an e-commerce shop with the tools you need to create Twitter Cards and Open Graph Tags than is to enable on your site as an add on; but in an environment where a substantial portion your site traffic can come from social they’re just as essential to your store’s success.     

You know e-commerce site SEO is bad if you are not utilizing some of these key features in order to market your site and it’s products most effectively. If you need help improving your digital marketplace’s SEO, reach out the SEO experts at Dunn Solutions at info@dunnsolutions.com.

Blogtag e-commerce