Capstone Project: E-commerce On-Page SEO & Architecture for Tathastu Jewellers
Capstone Project: E-commerce On-Page SEO & Architecture for Tathastu Jewellers
| Feature | Detail |
|---|---|
| Objective | To design and execute a complete On-Page SEO strategy and logical Website Architecture for the e-commerce store Tathastu Jewellers. The project focused on foundational SEO for optimal crawlability and search visibility across all key elements. |
| Time Required | 4 days (Strategy, research, and implementation) |
| Estimated Charge for this Project | ₹30,000 |
| Tools Used | Google Keyword Planner, Ubersuggest, Semrush (Conceptual), keywordtool.io (for autocomplete keywords), Spy Fu (for competitor analysis), Yoast SEO Plugin, ChatGPT/Gemini AI (Aiding in content/metadata drafting), Facebook (Conceptual for social sharing). |
| Context/Client | Sky Asia Tours (Internal Assignment context) - Completed as a strategic “Capstone Project” for the Advanced Digital Marketing and Analytics Course by Intellipaat in collaboration with IIT, Madras. |
Project Scope: Foundational E-commerce SEO
This project involved a comprehensive implementation of SEO best practices across the entire website structure and individual page elements of the e-commerce jewellery site:
1. Website Architecture and Structure
A "flat" hierarchical structure was designed to ensure all important pages were easily reachable by search engines and users, following the SEO principle of minimizing click-depth (ideally $\leq 3$ clicks from the homepage).
Structure: Homepage $\rightarrow$ Main Categories (I, II) $\rightarrow$ Product Pages/Posts.
Folder Structure & URLs: Implemented a custom permalink structure for SEO-friendly, keyword-rich URLs: http://tathastujewellers.infinityfreeapp.com/%category%/%postname%/. Hyphens were used as separators for readability and SEO.
2. Keyword Research
A focused effort was made to identify high-value, relevant keywords for the online jewellery e-commerce niche.
Selection Criteria: Keywords were chosen based on Frequency (Volume), Relevance to the product, and Competition.
Action: Used tools to shortlist 3-5 Primary Keywords for products and pages to ensure strategic optimization.
3. On-Page Implementation
The project centered on optimizing all on-page elements, primarily using the Yoast SEO plugin for guidance and implementation.
| SEO Element | Implementation Detail | Best Practice Applied |
|---|---|---|
| Metadata | Meta titles and meta descriptions optimized via Yoast SEO to achieve good SEO scores, ensuring they include primary keywords for higher CTR. | Crucial for SERP appearance and click-through rates. |
| Header Tags | $\text{H1}$ tag used strictly for the primary keyword/page title. $\text{H2}$ and $\text{H3}$ tags were used strategically in the product/meta descriptions to create content hierarchy. | Establishes content hierarchy for search engines and improves readability. |
| Multimedia/Images | Images used in posts/pages were optimized by including src URL, Alt text (with keywords), image title, and correct height/width attributes. | Aids accessibility, improves page speed, and boosts image search visibility. |
| Content & Keywords | Keywords were strategically placed at the beginning of the post, and unique content was ensured for each page. | Addresses searcher intent and provides immediate relevance signals to search engines. |
| Internal & Outbound Links | Internal Links were used on each page to refer to relevant product pages, distributing Link Juice. Outbound Links were used sparingly and set to nofollow when not passing link authority was intended. | Improves site crawlability and distributes page authority efficiently. |
| Social | Social Sharing Buttons were used on posts/pages to encourage distribution and social signals. | Enhances content reach and brand visibility. |
The outcome is a fully optimized foundation for the e-commerce website, ready to compete for organic search rankings.
24 Mar 2024
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