Etoys.co.uk was originally a simple ShopWindow site that required a revamp to bring it up to date and achieve better SEO.
ShopWindow is a great affiliate software client that uses its API to query the Affiliate Window product database of over 4 million products. An affiliate can literally upload the client to his web space and have an “instant” online retail site selling a massive range of products that updates in real time.
The caveat to this is that the basic layout and templates are hugely generic, and relatively basic in design. The initial shop feed is far too diverse to be good for SEO, and I’m also sure by now that search engines would probably not take much notice of the generic version. Affiliate Window is also aware of this and has quite rigorous criteria an affiliate needs to pass before they can use the software to it’s full extent.
If you want to achieve success with the software, the trick is (as always) to make sure you provide relevant and fresh content, and what better way than to integrate it with a Wordpress blog?
Etoys.co.uk limits its product feed to toys, and that already provides an SEO advantage. As our client feels the domain name and the ShopWindow client are already doing a good job of achieving a low bounce rate, we decided to keep the ShopWindow client on the front page and pull through the latest two posts from the Wordpress blog. This gives the site better SEO and provides users with a more informative and interesting shopping experience, while still allowing quick access to the huge range of toys available. The full blog is then available on its own page and has been seamlessly integrated with the shop window client.
For the design we kept to original bright playful colours, updating the logo and site layout and adding a few jquery widgets. The integration of Wordpress also allowed us to create all necessary social media to further increase SEO.