E-commerce SEO Services – get more online orders
Positioning of online stores (e-commerce SEO) is a specific service that often requires different techniques and strategies than in the case of standard service websites.
The experience we have gained over the years has allowed Verseo to develop an original positioning system for online stores. We focus on maximizing the potential of each online store and finding solutions to maximize profits.
- Selection of phrases with the greatest sales potential
- Assistance of a dedicated SEO specialist
- Optimization for the so-called "Long tail"
Positioning – “a must” for an online store?
Pleasant appearance, speed, intuitiveness, adaptation to mobile as well as a clear and wide product offer. These are all extremely important factors influencing the attractiveness of your online store. However, these are important things for someone who is already in your store. But how to get this someone to the store at all? One of the most interesting and effective solutions to obtain consistently high-quality traffic is the positioning of the online store – in other words, SEO for e-commerce sites.
Online stores – due to the number of subpages – are a potential source of many different and unique content, photos and internal links. They’re also great inspiration for blogging about the products or services you sell. This is a favorable situation as these are very important factors in website positioning and positioning of online stores. But how do you start ecommerce SEO?
We have some tips for you when it comes to positioning your online store:
Remember that the addresses of the subpages should be short, concise, and correlated with what the given subpage concerns. Briefly speaking – they are to be friendly for the search engine, bots and the user.
Take care of the content
Unique texts that refer to what is in your online store. The content should be pleasant to the potential customer, but at the same time saturated with the keywords under which you advertise the product. It is very important that the Google crawler knows what a given page is about and has a chance to get it higher. Avoid duplicate content – this is detrimental to the position of the online store and harms SEO services for ecommerce websites.
Speed and mobile, you fool!
Google is more and more boldly rewarding websites and online stores that adapt to mobile devices, which means not only scaling in relation to the screen, but also loading speed. It is especially important in the positioning of online stores. The store losses users every second – longer than 5 seconds it can be up to 50% of the traffic! Google offers free tools that estimate the loading time and show you where the problems lie.
They are of great importance when it comes to SEO for e-commerce website. But most of these short ones are too busy or just too general to produce good quality traffic or a reasonable rate of return. Therefore, in the positioning of online stores, long-tail positioning is important. It is positioning for more specific queries that can, and usually do, have a higher conversion rate. It is different when someone enters the phrase “castle” in the search engine (made of sand? in the Loire Valley?) or when he/she asks the search engine about “Lego castle for a 6 year old”.
Google Search Console
Remember to add the destination address of your website and link the sitemap.xml file. GSC will allow you to catch website errors, and you will quickly react to this type of information. It is also a basic tool for monitoring traffic on the website and subpages.
Links and brand
Be sure to link to your online store from high-quality, trusted sites using brand or keywords that are important to you in terms of business.
Marketing for e-commerce – what will work?
Customers increasingly make purchases over the Internet.
Nobody can ignore this fact, who is thinking or already selling via the Internet. There are some basic ways to rock any online store. Online store positioning is important, but before we move on to it, we’ll briefly discuss some interesting and other examples.
Online e-commerce platforms e.g. Amazon or Allegro
If you run retail sales and target a larger number of transactions, sooner or later big internet shopping platforms are definitely worth getting interested in. Huge (and constantly increasing) number of users is not something many owners of web stores can afford to resign from. From the customer’s perspective such platforms are very useful due to having only one account for buying from many sellers.
In industries such as cosmetics, clothing, electronics and jewelry, social media can be an incredible ally. Lots of brands have built their recognition through social networks and influencers. Skillful use of social media will generate significant traffic and sales on your target website. In addition, social media offers relatively good matching of customers to the promotion. Thanks to them, you interact with users and have a chance to build a real community around the brand – even a small but vibrant environment of ambassadors can resonate with hundreds and thousands of other customers who are still hesitating.
You need quick results. Effects that you can easily measure, compare and be able to constantly monitor? Choose Google Ads. The Google Ads advertising system offers a transparent and fair billing model for clicks. This means that you only pay when someone clicks on your text or image ad and thus goes to your landing page. That’s half the battle, right? In addition to website positioning and positioning of online stores, it is the main axis of Verseo agency’s activity. Customers appreciate this type of solution due to its in-depth analytics and flexibility. Depending on the weather, calendar date, events and other factors affecting your business, you can increase or decrease the budget, as well as adapt graphic and text forms to specific needs.
Positioning the online store – e-commerce SEO services
Being high in the organic search engine results is more than justified! First of all – businesses and stores present on the first page of search inspire the trust of search engine users. According to research, in 95% of cases, searchers do not go to the other pages, so being in top10, and especially in top3, provides – depending on the positioned phrases – sometimes gigantic organic traffic. General or highly competitive phrases can – and usually are – very difficult to achieve in SEO. However, this does not mean that they must be the best and only solution. Long-tail positioning of the online store comes in handy – that is, tighter queries that potentially convert better.
Positioning an online store is a long-term process in which it is not recommended to change the phrases your business shows up for (of course, you can add new ones), and it is also not recommended to change the agency responsible for SEO or, more broadly, positioning.
This is due to the specificity of the positioner’s work, the nature of the linking strategy and, above all, the time after which the first effects can be seen. The game is worth the candle though. A well-positioned store can bring great profits only from obtaining decent positions in the search engine for previously selected phrases. Positioning an online store can therefore be safely called an investment that can and probably will bring certain benefits over time. Below you will find graphics with cases of shops and parties related to the contract with our agency.
|type||average budget||average number of phrases||% increase in traffic||% increase in orders / contacts|
|service industry||500||12||+140% from 10 000 to 24 000||+1 120% from 10 out of 122 contacts|
|online store||1 000||30||+487% from 25 794 to 151 621||
+3 190% from 20 to 658
+328% from 569 000 to 2 434 537
|service industry||1 500||50||+465% from 935 to 5 287||+960% from 5 out to 53 contacts|
|online store||3 500||250||+4 619% from 1 511 to 71 314||
+679% from 449 to 3500
+725% from 119 000 to 982 000
|online store||5 000||500||+1 093% from 42 993 to 512931||
+420% from 2 405 to 12 500
+327% 56 920 to 2 434 537
Why is it worth running an online store?
Entering e-commerce has many advantages – both for buyers and you – the sellers. You can significantly reduce the costs of running your business by operating in a virtual environment. You do not need to stock the goods, you do not have to hire additional sellers, and the sales range has basically no territorial restrictions. You also have much larger and more measurable advertising forms. What about buyers? Regardless of place, time, budget, they can make a purchase with a few clicks. It is mainly unlimited availability that causes e-commerce to dethrone other branches of retail sales.
SEO guidelines for positioning your online store
The key to the success of an online store is its online visibility, that means the presence in the Google search engine. In order to appear in high positions in the search results for a wide range of words, you should first of all take care of the correct optimization of the store, which is worth planning before the website is launched, at the design stage.
SEO for ecommerce website – basic guidelines
Building an online store begins with selecting an engine that allows full service, according to your needs. But inventory control and easy payments are not enough if you plan on doing a popular business in the search engine. When it comes to the possibility of optimization, not every platform allows full flexibility and the ability to freely change the settings or code in the template. So what should you pay attention to when it comes to SEO in ecommerce?
Some of the popular engines of online stores still do not allow full freedom in choosing the address of subpages. So let’s choose a platform that will allow you to give URLs the most friendly form, e.g. store-name.pl/blue-blanket-child.html instead of store-name.pl/category/subcategory/123-blue_blanket_121342thbkguad7y.html
Title and meta description can be modified
Both of these elements represent the store in the internet search engine. The possibility of individual modification for selected keywords greatly facilitates optimization and increases the chances of success in search results.
Place for text and the ability to freely modify it, that means adding headings, tables and graphics, etc.
Each engine and each store template must be adapted to mobile devices – it is very important due to the fact that Google is fully aware of popularity of smartphones and other mobile devices. Lack of responsiveness of the website can negatively influence ecommerce SEO services.
Dynamic sitemap in XML format
Each larger store should contain a module with sitemap.xml, generated dynamically and taking into account any changes in the availability of products. A sitemap makes it easier for Google bots to navigate the site and index its content.
Access to files
When choosing an internet platform without ftp access, we can only do what the subscription allows us to do and to the friendliness of the provider’s technical support. In some cases, this solution works and, for example, if it is necessary to perform a larger number of address redirections, the cooperation takes place without reservations. Such options can certainly be considered by small businesses, not cooperating with a team of IT specialists. In the case of larger stores, a better solution will be an engine, the files of which can be accessed at any time regardless of the helpdesk’s working hours.
Security and stability
Stable platforms, resistant to hacking attempts, ensure the security of customer data and our money.
The engine is not everything
One of the most important and time-consuming elements of building a store is content preparation. Among the most common mistakes of owners is the use of ready-made descriptions provided by the manufacturer. The duplicate content created in this way may have a negative impact on positioning – Google will not promote websites that repeat information from sites already included in the index. The best solution is to prepare texts written for future customers of the store, based on their needs. Extensive content is also a chance for a greater number of key phrases on which our website will rank. It is also worth remembering that content is not only texts, but also graphic and video files.
When building an online store, it is worth taking care of the convenience of its users. Intuitive layout, interesting texts and assortment are, next to activity in social media, the best way to attract users and encourage them to share links to our website and shop!
Describing products in stores
A correctly prepared description of products in the store brings many benefits, not only from the SEO side, but also can help users make decisions while shopping.
When searching the assortment in a traditional store, the customer uses information on labels and tags, and often bases the content of his cart on a conversation with the seller. In the virtual world, all information is derived from the text on the product page.
The lack of an exhaustive description often discourages buying. To prevent this, it is enough to prepare content that will answer the customer’s questions and help him make a decision.
What are the features of a good text prepared with the customer in mind?
- It accurately describes the appearance and functionality of the product
- It contains answers to most common questions and resolves doubts about this product.
- It is legible – it contains headings, lists, and the technical data are presented in the table. This form of information presentation is transparent and influences the positive reception of the text.
Considering the same numbered list in terms of SEO, it is easy to see that the text written for the client and for search engine robots is basically the same:
- Detailed description means more space for keywords and their synonyms. The greater volume of the text also allows you to expand the range of positioned phrases with phrases from the so-called “Long tail”.
- There is also another item related to the “long tail”. Search engine users often ask a question directly in the search box. To better adapt the SERPs to their needs, Google has introduced Featured Snippets, highlighted (above the top10!) fragments with the answer. “Catching” and placing a properly formulated question and answer on the website is a chance to be above the competition.
- Google bots are great at reading html code and selecting the data it contains. And so the use of key phrases in the headings h1, h2, h3 indicates that these are the most important phrases in the website. In paragraphs that will contain the main content, keywords should be distinguished by using strong bold. Lists and tables are other elements that enrich the description and influence its reception by the search engine.
A well-prepared description requires a lot of work, but it is the right way to succeed in search results. It’s not in your interest to choose “shortcuts”, for example using product descriptions provided by their manufacturer. The more popular the product, the more likely its description will be duplicated by the competition. Google does not look very favorably on copies of content and there is a chance that subsequent duplicates will be punished with removal from the search engine’s index. To avoid penalties, we encourage you to develop your own style of creating descriptions and use it when creating content for each product available in the store.
Structured data in online stores
One of the best ecommerce SEO tips is the usage of Rich Snippets, which is another way to make your website stand out in search results, especially useful for online stores. This option allows you to put more data in the SERPs, and thus, increase click-throughs and sales revenues.
Displaying an extensive description depends on the presence of structured data on our website. Tags known as “schema” can be embedded in your code in several ways:
- replace bullets
Each of them allows you to describe individual elements within the site, especially on product pages. Thanks to schema.org, you can add information about the price, opinions expressed in the form of stars, and product availability.
With the help of tags, Google can also get familiar with the detailed features of each item in our online store’s assortment – the schema.org product type website provides tags that allow you to mark information such as – product weight, length, condition (especially useful for used items), and also the awards that the product has received.
Correctly implemented tags also allow you to display breadcrumbs instead of a link in the description of our store in the search results – e.g. domain.com ›English language› High school instead of http://domain.com/text/-george_orwell_bibliography_biography. Breadcrumbs are a type of navigation that allows users and web robots to know in which part of the website is the information they are searching for.
Unfortunately, the use of schema.org tags does not mean that Google takes them into account each time they appear in the search engine, but it may have an indirect impact on the overall rating of the website. Using Rich Snippets is not complicated, especially since the latest updates of the most popular store engines and platforms allow you to add the most important elements on the website to the code.
To test how structured data works on your site, you should use the tools provided by Google – data markup assistant. You can check the correctness of the entered data.
User generated content and positioning of online stores
Online stores, especially product cards and news or blog entries, are a great way to engage your customers to exchange insights and review the products you sell. Why is it important? Because they will partially fill your site with unique content filled with keywords you care about. If a client reviews or simply recommends “foundation” in the comments, she will likely use the word “foundation” similarly to characterize it in a way that may be valuable to niche queries. It is therefore worth remembering about a solution that will allow your customers to add their own content already at the stage of building a store. This will have a positive effect on the positioning of the online store and building community and trust around the products or services offered.
Can I position an online store for users outside of my country?
Of course! Positioning makes sense in the markets where you want to be present now or in the future. Therefore, if you can ship goods to a given country without any restrictions – e.g. to all countries within the European Union – then it is worth considering the matter. Of course – both Google Ads (Google AdWords) as well as the positioning of websites and online stores abroad are more expensive due to the higher rates of both the work and the auctions or linking, but on the other hand some of these countries offer huge purchasing potential that can help you in the next stage of scaling sales in your online store.
Can online store positioning be done after achieving the goal?
It would be an ideal scenario, right? Unfortunately – you have to take care of the positioning of the online store constantly. Firstly, because the competition is not sleeping and also is interested in the phrases you can be displayed on. There is practically no business in the world that would not have competitors. In addition, the market is also changing, your product offer may expand or change over time. This will require updating the online store for phrases that are important to you. In addition, Google rewards pages where something “is happening” – successively adding content, optimizing subpages, collecting links – if this type of activities stop, then you can expect declines in favour of your competitors who will continue their SEO campaigns.
Do you want to know more to understand why positioning of online stores is so important to achieve success? Check out our blog, where we discuss many issues related to this and other methods of effective advertisement and SEO e-commerce strategies.
Off-site SEO is the process of building links to the positioned website. If a certain website gets many links, based on the ‘digital social proof’ Google algorithm perceives this website as worthy of increasing its rank. But it’s not that simple – links must meet two conditions in order to actually have a noticeable effect:
- Technically, links can have several attributes, but these two are the most important – dofollow and nofollow. The difference between them is imperceptible from the user’s perspective – both are ‘clickable’ redirects to the target page. However, the crawler interprets them differently depending on the attribute – dofollow links ‘encourage’ crawlers to go to the target page, while nofollow links are ignored.
- The so-called power of the page on which the link is placed is also crucial. Links are not equal – a link published on a respected website that exist for many years with many subpages will have a much greater positioning power than a website that has just appeared on the web and has no links leading to it.
What is important in SEO – facts and myths
There are a lot of myths regarding SEO. Let’s take a look at some of them.
Myth: a good agency is able to get a website ranked high in just a few weeks
We are not dealing with one myth, but with two. First of all, a few weeks is very little time, and positioning is a long process that requires months or even years. What is worse, once a high rank is achieved, it can be easily lost – for example, when the competition intensifies their SEO activities. The second myth is the guarantee of achieving TOP1 or TOP3. On the one hand, positioning is too dynamic, and on the other hand, it is characterized by too much inertia to guarantee that you will acquire specific ranks.
Myth: SEO can be important, but in today’s digital world it is social media that rule the Internet.
It may not be a perfect example of a myth, but it is still a statement that is half-true or even quarter-true. Having social media profiles on popular platforms is necessary – there’s no doubt. But when it comes to e-commerce business, social media are the supplement, not the main channel.
The main issue with social media is the volatility of content – when it comes to Facebook, Instagram and other sites it is all about continuous scrolling and replacing one post with another. SEO is aimed at answering specific queries, which makes the process more effective in the long term. You can easily find an article from 3 years ago on Google in a few minutes – good luck with the same mission on Facebook.
Another reason is simply that the Google search engine is more popular than individual social media. Google is used by about 90% of web users – an account on social media has fewer people, and even fewer use it regularly (although we have to admit – it’s still an impressive number). In addition, there is a lot of fragmentation on social media – some people use Facebook and Tik Tok, others Twitter, Snapchat or Instagram.
Of course, in the world of search engines, Bing, Yahoo and DuckDuckGo are also fighting for the user’s attention, but it is Google that is the absolute dominant in terms of Web searching. It is worth adding that links on social media are usually marked as nofollow, so they do not directly affect SEO.
Myth: All I need to do is to set up a few microsites and put as many links to the positioned website as possible.
This is a major simplification that proves that there is still much to learn about SEO. Such practices made sense a decade ago when the algorithm was not as extensive as it is today. In 2022, SEO is incomparably more complicated, time-consuming and demanding. A newly created, anonymous website with no meaningful content and without links leading to it has close to zero positioning value.
Myth: word-of-mouth marketing is a great way to improve a site’s SEO.
Another SEO-related archaism. Currently, links pasted on forums or placed in comments under articles are mostly marked with the nofollow attribute, which means that they are not an “invitation” for crawlers to go to the linked page (though the user can still click on it).
You should also take into consideration the decline of forums as an online phenomenon – although some specialized forums still gather a lot of users, most of the discussions on the Web have shifted to social media. Word-of-mouth marketing can have value in building the business’s digital recognition, although it cannot be denied that the most frequently seen form of such marketing has a lot in common with the infamous spam.
Myth: I can do SEO by myself, there is no need to hire an agency
Of course, if you have the basic knowledge, determination and plenty of time, you can improve the rank of the website to some extent. This will only work for niche industries where there is no significant competition. Positioning online stores in the vast majority of cases requires much more extensive activities due to strong business rivals and market saturation.
Professional software for analyzing keywords and link building, used by the best agencies, is a monthly cost of about $500 – and this is just the beginning of expenses.
Myth: a one-time investment in SEO is enough, you can continue later… if necessary.
Unfortunately, this attitude may lead to worse results than regular, multifaceted work on positioning. SEO requires continuity in order to be effective, and the sad truth is that the process of SEO basically never ends. Your business rivals are probably way ahead in SEO activities – and we are talking about an online store, so regardless of the industry, an entity operating in a highly competitive market. SEO investments once in a while can generate effects, but the results will certainly be weaker than constant positioning and at the same time SEO will be much more expensive in the bigger picture.
Myth: According to Google, good content is all I need, therefore I do not need any other SEO activities.
Idealism is a virtue, but digital business is driven by different rules and mechanics. There is a grain of truth in this myth – a quality content has many advantages and, in fact, it is impossible to conduct SEO activities without well-prepared descriptions of products and categories. But it is simply not enough when it comes to running an aspiring e-commerce business and basing the traffic on organic users from Google – even to a small extent. You need more than that. Much more.
Myth: only main keywords matter and only the main ones should be taken into consideration when it comes to SEO
Of course, more people look for “sports shoes” than “adidas predator Freak + FG sports shoes”, but both phrases can generate conversion in the store. The first one is a keyphrase from a so-called short tail. It is a very frequently searched phrase, which makes it difficult to rank high on Google and expensive in terms of SEO. The second phrase is less popular and much more detailed (so-called long tail), which makes it easier to position the site using these keywords. In addition, the user entering such a precisely defined model of shoes probably knows exactly what he/she wants to buy and is determined to make the transaction – the odds of getting a conversion in your store are much higher.
Content optimization for e-commerce
Properly prepared texts are a very important element of positioning. The value of texts in the SEO process cannot be underestimated. Simply – Google is primarily a text search engine. Web crawlers recognize a website (no matter if it is a landing page or an online store) mostly on the basis of the content published. Bots assess whether it corresponds to the query entered in the search engine.
Note: text should be available for web crawlers. They will not take into account the content that is included in the graphics (except from ALT attribute in the website code, crawlers can’t analyze words included in the graphics posted on the online store) or have been published on subpages excluded from indexing.
Google’s web crawlers prefer online stores with the following content characteristics:
- contain larger parts of the text – in the case of the main page, the text should have a minimum length of 1000 characters (with spaces), for most subpages it would be at least 750 characters; of course, not every page needs such an amount of content – entering thousands of characters , for example, on the “contact tab” would not only be difficult, but also would look bizarre;
- A text on any site (including e-commerce websites) should be unique and not to be found anywhere else. It also applies to product descriptions, which often makes content management problematic, e.g. texts have been provided by the producers or distributors, who insist on the same descriptions in every e-store. But in general, it is worth putting effort into preparing original and unique product descriptions. Apart from SEO advantages, they can also attract the attention of a potential customer who does not have the a strong deja vu feeling (“I have already read this somewhere …”);
- the content on online store should be properly divided by subheadings; to avoid a wall of text. Any variations when it comes to headings, bold text or other forms of highlighting, implementing graphics, charts, links, etc. are welcomed by crawlers.
- Any text on store website should be correct in terms of language, spelling and style; it is also worth using the keyphrases that the potential customer type when searching for a product.
- It is worth noting that Google bots deal with popular spelling errors and there is absolutely no need to enter a word with an incorrect spelling in the text published on the online store website (not to mention that it would not make a very good impression on the website’s visitors…);
- Whenever possible, it is worth modifying the content and adding something new – for example, a new tab, description, additional information, etc.
Another very important aspect is to avoid duplicate content within your online store. Duplicate text does not bring any benefits in terms of SEO, and can even slow down the positioning process.
Using ready-made texts, prepared and delivered by the producer or distributor, is often the most convenient solution from an organizational point of view – you don’t need to spend time on writing (or outsourcing the task to the copywriter). However, if you really care about effective SEO activities, it is worth preparing content on your own. We know from experience that when it comes to online stores, usually the product description are duplicated texts. It may cause a major setback in positioning.
It is worth systematically adding new texts to your online store. The obvious solution in this case is to add new products and write or order unique descriptions for them. Another method is to set up a business blog or add news to your website.
The most important recommendations for creating content for e-commerce websites:
- The texts should be unique – they should appear only in one place on the website and generally on the Internet. Make sure they are not duplicated, for example, on auction platforms or in descriptions sent to business partners;
- The content should be placed on every page within the website – on the home page and on subpages;
- The content should contain headings (h1, h2, h3, etc.). If possible, use keywords in your headlines (or at least in part);
- It is worth using the keywords that you want the website to rank for.
Why is it worth adding new content?
Adding new content, which is thematically related to the offer presented on the website or online store may improve Google index and, as a result, rank the website in the SERPs higher. A site with a lot of content that is updated frequently is usually seen by Google as ‘higher quality’. Web crawlers see updates as providing new and interesting information for potential users on a regular basis.
Posting positive customer opinions, in addition to the obvious PR & marketing benefits, allows (or even requires) to use keywords for our industry in the content.
Obtaining positive opinions may also be easier and more convenient than, for example, setting up and maintaining a blog or a news section. Not every industry has a range of easy topics to blog about regularly, but certainly every business can get opinions or testimonials. Positive opinions about products/services also facilitate the decision-making process – so they definitely have a value, when it comes to selling.
Customer opinions can also be used for internal linking – these are links leading, for example, to specific subpages, products or services corresponding to the opinion’s content.
Obligatory SSL certificate for e-commerce
Data encryption is one of the key details you should have in mind when it comes to running an online store. The security certificate reduces the risk of intercepting the communication between the user’s browser and the server on which a given online store has been uploaded. The absolute minimum in the case of online stores is the implementation of an SSL certificate on sensitive subpages, such as: form, login, registration or shopping cart. As a result, the data sent via forms from these websites is properly secured, and the entire website is better assessed by the Google search engine. However, according to the latest recommendations, every subpage should be displayed with the green lock – not just the most crucial ones.
The introduction of an SSL certificate to an online store also improves sales. Along with the growing awareness of security issues, customers have learned to pay attention to whether the place where they want to shop online is safe. Stores without an SSL certificate may be bypassed for this reason. Google also looks at them critically, warning against using them and in consequence lowering their position in the search engine.
Correct implementation of the security certificate should be supplemented with redirection 301. For search engine bots, the URLs https://www.e-commerce-store.com and http://www.e-commerce-store.com are two different places. The fact that they are identical in terms of content, graphics, subpages, etc. means that in this case we are dealing with a duplicate of the online store, which has a negative impact on website ranking. For this reason, you should be aware of redirects.
After implementing HTTPS, it is also necessary to verify how the online store works – whether the links lead to subpages with the correct addresses, the purchase process runs smoothly and without errors, etc. The sitemap.xml file also needs to be updated.
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