Many stores carry thousands of different products as stock, and optimizing each of them for the search engines is beyond the resources of even a large corporation. In order to attract potential customers to your product pages, you'll need to optimize category or tag pages that display several products, but even that can leave you with hundreds of pages that need to be keyword researched and optimized. Landing pages need to have enough content to be able to rank on the search engines, but at the same time be concise enough for a type of visitor that is after quick results in order to convert.
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