There are many times during the course of a year that we help people focus their website. For new Ecommerce site owners it's easy to take on the "go broad or go home" atitude. If you are one of those "go broad or go home" site owners and you don't know it, lets review the qualifications and this will help you determine if your site is focused.
If your site contains multiple product lines
example:
sleeping bags
gps devices
food storage supplies
atvs
hunting rifles
Then you need focus
At first glance you may think these product lines should all be in the same site, because Sportsman's Warehouse and Cabellas does it. However, that is not the case. When you are first starting your own online business, you should plan on creating a separate site for each of these examples. There are hundreds of different kinds of sleeping bags, gps devices, etc.
Creating one site with all these products when you first start your online business is a "no no". Your goal should be "niche market", and not to offer every product available in your entire market. If you keep your website specific and you plan/ execute for one "niche market", it will be easier to close sales. It will also be easier to market. SEO, SEM, Product Fulfillment and Customer Support will all be much less intense if your product/content revolves around one area.
The keywords you choose need to revolve around your products, in many cases your keywords are your products. Making sure those keywords closely relate will help you with search engine placement.
After you establish yourself then branch out to the next product line. Your existing customers will follow and you will have the experience to tackle a whole new world of products.
Good Luck
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