SEO Report Card: StayLeaner.com
Each month it gets harder to select an ecommerce site to assess, as the requests from readers keep coming in increasing volume. This month I’ve chosen Stayleaner.com, the ecommerce site for J & J Health Foods, which sells vitamins, herbs and supplements for sports nutrition and body building. Their shopping cart platform is ShopSite Pro. Fred Evaristo of J & J Health Foods states: “I rely heavily on pay-per-click advertising as I can’t get ranked in the natural searches no matter what I do.” We feel your pain, Fred! Let’s see if we can’t help Fred and his team…
Overall, I found much search engine unfriendliness.
- Besides the anchor text and the disclaimer, there’s very little content on the home page. The text that’s there doesn’t develop a keyword theme around “vitamins” or “supplements.” Surprisingly, “supplements” isn’t even used once on the page.
- PageRank score on the home page is 5, which is pretty run-of-the-mill. Would have liked to have seen a 6 here. The Nutrition category in the Google Directory, at http://directory.google.com/Top/Shopping/Health/Nutrition/, lists numerous competitors outranking them with higher PageRank scores.
- They’ve got hundreds of inbound links, not counting their own internal links or mirror sites of the Open Directory (DMOZ), according to Yahoo! (http://search.yahoo.com/search?p=linkdomain%3Awww.stayleaner.com+- site%3Astayleaner.com+-inurl%3AShopping). However, only a small number are of high quality and actually doing them good, such as these two: http://www.enzymedica. com/online.php and http://www.npclasvegasclassic.com/. The rest are useless links from bit players or spammers siphoning off search results or Open Directory results, such as this one: http://sexhealthdiet.com/
- The Brands and Categories drop-down lists are not spiderable. That’s a huge missed opportunity. Make these text links. At least the Top Sellers navigation is textual.
- There’s a “Link Exchange” page, but as you’ll have read in my article this month on links, reciprocal links are not worth pursuing.
- Category pages have no intro copy. The only text on these pages is from the products listed and the huge disclaimer at the bottom of the page.
- H1 tags are not used on category pages or product pages. The product name should be within an H1 tag on each product page; the category name on each category page. The only heading tag in use on the product pages is an H2 tag, which is applied to the words “Suggested Dosage Ranges”
- Indexation looks good across the three major engines, owing in part to the static, search engine friendly URLs (no question marks) and having some decent inbound links.
- Many of the site’s title tags have a “Free Shipping” and/or “Guaranteed Low Prices” call-to-action which then shows up in the search listing, which is nice and compelling. The category or product name leads off the title, which is good for keyword prominence. Too bad no other important keywords are present, like “vitamins” or “supplements”! For example, “Jarrow Vitamins and Supplements at Guaranteed Low Prices! Free Shipping!” would have been much better than the current “Jarrow at Guaranteed Low Prices! Free Shipping!” on http://www.stayleaner.com/jarrow.html. The meta description tags also leave something to be desired (these are sometimes displayed in the search listings).
By Stephan Spencer. This article first appeared in Practical eCommerce magazine in March 2006.
From the fundamentals of link building to the nuances of natural linking patterns, virality, and authority.
Your Ultimate Guide to Google Penalties
When your website’s traffic suddenly takes a tumble and you don’t know why, it can be maddening. Why is this happening? It’s possible you’ve been hit with a Google penalty, or have come up against one of Google’s algorithm updates. If you’re wondering how Google penalties work and what you should do to avoid them, […]Read More
Using Psychology to Boost Your Conversion Rate Optimization
Can a better understanding of the human brain help you get more conversions? Absolutely! Let’s look at how to incorporate some psychological concepts into your conversion rate strategy, along with some examples. Behavioral economics: humans are irrational What is behavioral economics and what does it have to do with conversion rates? Traditionally, economists believed that […]Read More
How to Master Social Selling on LinkedIn
Social selling could be your key to securing new prospects and boosting your bottom line. When not done properly, however, social selling can also ruin your online presence and repel potential customers. So what is social selling, and why does your brand need it? More importantly, how do you master social selling? Let’s look at […]Read More