Online shop SEO
Online store SEO is a specific area of search engine optimization that deals specifically with the online stores of online retailers. Similar to conventional search engine optimization, online store SEO also involves specific measures for the continuous and sustainable improvement of a shop's pages, with a focus on implementing technical and content optimizations.
What distinguishes conventional optimization from that for the online shop?
The success of online shops is measured by the goods that are actually sold. If the online shop receives many visitors but only a few complete the purchase process, the conversion rate is very low. While a regular website - for example, that of a service provider - offers not just one way to complete the conversion, but many others (online inquiry, personal email, personal appointment, phone call), a specific product can only be ordered through the online shop.
For online shop SEO, this situation is a special challenge. On one hand, the online shop must compete with its products among numerous competitors, and on the other hand, it must also meet the technical and especially content requirements set by search engines like Google. And it is precisely with content optimization that online shop SEO must take effect, because many online shops offer little "space" for detailed information and reports. However, search engines prefer valuable and informative content. For online shop SEO, this means that alternative methods must be utilized to optimize content-wise – for example, with guides, blogs, or videos.
SEO for an online shop
But what are the most important SEO criteria for an online shop? Important here are:
On-page optimization
Offpage Optimization
Technical Search Engine Optimization
1. On-page optimization
On-page SEO includes all measures that can be implemented on a page of a shop. This means that the website should offer high-quality, unique content. Shop, category, and product descriptions should be well-developed and not only contain the most important keyword but also provide all relevant information that a site visitor might need. The goal is to rank with the content on the web.
Important content naturally includes appropriate texts for the page. However, the following media are interesting for good on-page SEO:
Text
Pictures
Videos
It is important that the content provides everything to satisfy the users' knowledge and needs and answer all open questions. Therefore, website operators should research and cover the search intentions for pages and products. Duplicate content should definitely be avoided, as it is penalized.
Images emphasize texts and should definitely be inserted for loosening up. They are especially important on product pages and support the purchase decision. By the way, the alt text of an image should contain the main keyword.
Videos are also a good option to support a page's content. Product presentations are possible here, as well as instructions for use or customer reviews. Use this simple method to keep more people on the page.
The A&O: The keyword research
You can already see: The A&O of on-page optimization is keyword research. The main keyword is important for this, on which, for example, a product or a category text should rank. There are various platforms to determine rankings for keywords, such as the Google Ads Keyword Planner or the KWFinder from Mangools.
Furthermore, secondary keywords, synonyms, and the semantic environment of a keyword are important and should be spread throughout the text. For a keyword, it is sometimes wise to choose one that may have fewer search queries but also less competition. Long-tail keywords also help achieve a better ranking for a more specific search.
The main keyword should be placed in the following locations:
Headings (most important in H1, but also in H2, H3, etc.)
in the domain name
in continuous text
in the meta-data
in a link
in the alt tags of the images.
What else belongs to Onpage
Other elements that are important for online shop SEO in on-page optimization are the following:
Meta-Tags
Clear HTML
Internal links
URL-Name
Page load speed
If all these elements are taken into account, there is not much standing in the way of good online shop search engine optimization.
2. Off-page optimization
In online shop SEO, the off-page optimization of a website is also important. This primarily refers to the creation of a smart backlink structure. Here, content is again of great importance, as link farms, purchased links, and low-quality links are disregarded by Google in its ranking.
Therefore, it is particularly important to offer high-quality content so that other websites willingly link to a page. It is especially beneficial if the link comes from a site that already has a high reputation and possesses a lot of authority.
Social signals also play a significant role in off-page online shop search engine optimization. Content is disseminated through links on social media. For example, if a text particularly resonates with an audience and is frequently shared, this positively affects traffic and ideally also the time spent on the site.
3. Technical Search Engine Optimization
Technical search engine optimization is also important for online shops and their good ranking. It has already been mentioned: a meaningful URL is the first milestone in the right direction. Page URLs that, for example, consist only of a sequence of numbers should be avoided.
In addition, loading time is an important factor. Visitors to a page do not want to wait long for it to load. It should be as fast as possible, on both desktop and mobile. Thanks to sites like Google PageSpeed, you can analyze your own website regarding loading time and get recommendations for action.
Furthermore, 404 errors in the shop should be avoided. Pages that are not accessible and remain in Google's index can potentially ruin the entire SEO of an online store. Additionally, potential visitors may quickly leave the shop. Ideally, 404 pages should be identified and redirected.
Finally, a sitemap should definitely be provided online. This allows Google to better understand the page structure of an online shop.
With this plan, nothing stands in the way of the online shop search engine optimization anymore!