How do I optimize an e-commerce site without rich content?

[postlink]http://mattcuttsvideos.blogspot.com/2009/03/how-do-i-optimize-e-commerce-site.html[/postlink]http://www.youtube.com/watch?v=LI_NmnXn5A4endofvid
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On February 26, 2009, Google software engineer Matt Cutts collected questions on Google Moderator and answered many of them on video.

Paddy Moogan from the UK asked:

Hi Matt, what are your opinions on optimising an Ecommerce website where the main pages/products may not necessarily be rich in content?

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