Adding keywords to URLs 'can help with SEO'

7th April 2008

Online retailers can boost search engine optimisation (SEO) by adding keywords to URLs, it has been claimed.

According to E-consultancy, Marks & Spencer's large product range has resulted in long URLs that provide little SEO benefit.

The publication suggests: "Adding related keywords to product page URLs can help SEO, as well as making them more understandable (and guessable) to the site's users."

While the retailer saw its online sales increase by 78 per cent in the 13 weeks leading up to the end of 2007, the industry magazine claims its usability could still be improved.

Another move recommended by E-consultancy is the clear display of contact details - the shop offers a range of ways for consumers to get in touch, but reportedly fails to highlight them on product pages.

The news provider points out that there is little point in obscuring contact details, because customers are more likely to buy if their queries can be easily answered.

Marks & Spencer commenced a partnership with Amazon in 2005 to improve its e-commerce performance.