Ah Volusion. Yes, we've run into this issue.  Unfortunately, you can't add an

around the logical spot for the product name (at the top of the page below the crumb trail)  So what we've done, and had very good results from in long tail / product-based search results, is to repeat the product name (sometimes with a bit of a keyword tweak) as the leading data in the product description area - where you do have control over the HTML.

Here's an example:  https://www.diigo.com/item/image/3y63p/5pnd?size=o

The CSS which styles the H1's was edited to match the product name display at the top of the page, for consistency.

In order to quickly implement this run of site for all products, we used the CONCAT function in Excel to append the tags, and generally used the "productname" value to populate the heading text, then appended the closing tag + the actual description, and then just inserted back into the db.

CAVEAT:  If you're pulling a product feed back out of Volusion, you'll want to strip the HTML out of that description, in order to not get wonky behavior in the CSE's (comparison shopping engines).

Hope that helps - if not, and there's anything else I can add - please let me know.

Cheers!

BMT

5pnd?size=o

In addition to the value of the relevancy of the domain name to the business, which - I agree - is a value that the individual business owner must evaluate and decide, there are two other tremendous key points in having a domain name which either matches or is highly-relevant to the primary business function.

First is the SEO value. All other factors being even (domain age, quality of landing page content, backlinks, etc. etc.) - a highly relevant domain name will almost always achieve better organic ranking vs. a similar competitor site with a less or non-relevant domain name.

Second - and this can make a tremendous difference economically over time - is the SEM / PPC value of a relevant domain name including your top keyword / key phrase will, all other factors being even, cost you less to advertise on a PPC-basis than a non-relevant domain name.  So if you're in a market where your price per click is several dollars or higher - a non-relevant domain name can cost dollars (pounds) per click more than a relevant one.  This can make a difference of tens to hundreds of thousands of increased ad budget cost over time, depending upon overall ad spend.

So while several thousand dollars / pounds for a domain name seems expensive, it's a cost that can likely be quickly amortized if it's for a commerce-based website which has a decent annual revenue, especially when you factor in paid search as well as organic.