The Most Important Element of eCommerce Search Engine Optimization

example of SERP result
Wednesday, February 8th, 2012
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Most Search Engine Optimization (SEO) experts believe that the Title Tag of a webpage is the most important element when it comes to receiving high rankings. Therefore, choosing effective title tags can be critical to the success of a merchant when selling online.

example of SERP result

What is a Title Tag? The title tag of a webpage is simply a description of the content of the page. Title tags appear in 3 important locations:

1.) At the top of a web browser and in its tabs.

2.) Search Engine Results. The title tag is the link that a customer clicks on in Google to be brought to your page.

3.) Social Media. Often links from social media sites like Facebook to your store will include the title tag of the page.

How do I create a Title Tag? The better eCommerce systems available will allow merchants to create custom title tags for their products and category pages. Good title tags will describe the contents of a page in a keyword rich manner. Most SEO experts believe that the keywords should be near the front of the title tag. It is also important to consider that your title tag will be the link from Google or Facebook into your site so you need to consider readability and engagement. Your title tag should offer a compelling reason to a customer as to why they should click on it.

How do I optimize my Title Tags? In additional to keyword placement and readability concerns it is important to understand that Google will only display the first 70 characters of your title tags. According to W3C, a title tag should ideally be 64 characters or less, so it is important to be concise. It is also critical that every page in your store (and website for that matter) have a unique title. To help you understand what your title tags should be, the Google AdWords Keyword tool is an excellent resource for finding relevant keywords. Also consider using this SERP Snippet Optimization Tool to help you understand how Google will display your results.

As a merchant using Nexternal’s eCommerce Platform, how do I customize my Title Tags? While the default title tags in your store will include your product name (or category on those pages) and store name, it is simple to provide your own custom title tags. When creating or editing a product, you will see the search engine options, which include the title tag field on the second page. You can also upload custom title tags in a batch process via the Product Import tool or the XML ProductUpdate.

Of all of the elements that display on a page in your online store, the title tag is the most important. Pay attention to your titles and you will be rewarded.


Craig is the VP of Sales at Nexternal and is known in the industry as an expert in eCommerce, systems integrations, and online marketing. Craig has been with Nexternal since 2000 and his passion and experience are apparent to all who work with him.