Another important SEO feature your website developer will be able to assist you with is applying an element of technical SEO called a schema markup or structured data. Using the right structured data on each of your products and product pages can significantly help your search rankings. Structured data tells a search engine exactly what is on a page, what the kind of content on the page is, and draws the attention directly to the most important parts of the content.
Structured data ‘speaks’ the search engine’s language, so it can help it to easily disseminate what is being displayed on the page, helping to categorise it properly on both the search engine results page and the shopping results page.
You can learn more about schema markup in our article “Technical SEO: Building the Right Foundations for Your Ecommerce Website”.
Using a Combined SEO Approach
All of this isn’t to say that you should only talk to a web-developer about optimising your website for SEO. In fact, the best approach to e-commerce SEO would be a combined approach that draws on the expertise of both an SEO specialist and an e-commerce website developer.
Your SEO specialist will be able to analyse what the major issues affecting your search rankings are, and can help to provide important strategy that outlines in which order any issues need to be fixed or optimised in. They can help you make any changes to the actual content of the pages, ensuring you keep your content relevant, up to date, and well-optimised.
The role of the website developer in SEO is to work with your SEO specialist to make sure the changes to your website structure or code is carried out, particularly if your SEO specialist doesn’t come from a web development background. If you have a custom-built e-commerce website, it is particularly important to ensure you and your SEO specialist are working with your web developer to make sure any changes to the code of your website are done both correctly and neatly.