How to position an online shop properly?

A very important factor for success in e-commerce is the correct positioning of the online shop. The high level of competition and the increasing activity of internet users make it impossible to be present online without this element. All the more so as search engines are becoming increasingly complex and take into account various variables. What can you do not to "die" on the distant pages of search results? Let's find out!

Analyse key phrases, use "long tails"

As in many other processes, a good plan is crucial here too. How do you create one? The basis is to analyse your product range. If you are in the business of selling natural facial cosmetics, you should not stop at just the phrase 'cosmetics'. Positioning shops It is also - and perhaps above all? - based on so-called long-tail phrases. After all, there is a multitude of products on the market, so users type complex queries into Google, such as "natural night face cream" or "natural 30+ face cream". More precise searches show that the customer 'knows what he wants'. If we offer it to them and our website appears at the top of the search results, it is highly likely that they will take up our offer.

Constantly publish new articles, update content

Search engine algorithms analyse websites from a number of aspects. One of these is the frequency of updates - if a site has 'something going on' all the time, and therefore new content, it will be considered more attractive than one where no one has posted even half a word for six months. Therefore, online shop positioning often starts with a refresh of content, including product descriptions or categories. It will also prove to be a good idea to have a blog where you post expert articles, reviews, industry news, etc.

Include product and category names directly in the address

No matter how wide your product range is, it is worth making life easier - both for customers and yourself. Web shop positioning often involves changing the address structure of subpages to make them more readable. Not only does this make it easier to navigate within the shop, but the search engine indexes the page more effectively.

Adapt your online shop to mobile devices

Nowadays, the degree of adaptation to mobile devices is having an increasing impact on how the perceived webshop . Positioning will not be effective if the website displays faulty on a phone. The best solution is to create a responsive website, i.e. one that works equally well on any device. Google even provides a tool to determine how well a website is adapted to mobile devices. It will tell you what you need to improve in your shop.

Configure and place robots.txt file

This file is a kind of 'guide' for the search engine robot. It allows, among other things, the shopping cart or the admin panel to be excluded from the analyses, as well as other places on the website which should not affect the positions in the search results.

Invest in Google Ads

The programme offered by the American giant allows you to further enrich the positioning results of your online shop. In short, it involves displaying the address of our website in the vicinity of the search results for a given phrase - in a place that cannot be missed! It is a system where we 'bid' against other advertisers, so we have to choose the rates we are able to agree to. Otherwise, we will exhaust our budget quite quickly without achieving the desired result or, on the contrary, we will never win against our opponents and so our ads will not be displayed at all.

Take care of headline structure, meta tags, etc.

Search engines are able to 'read' a page more easily if it has a clear structure. This time, however, it is not about the graphic layout of the site, but about the HTML headings. There can be as many as six levels on a single sub-page! H1 is the title of the page, so it should generally reflect its content. Further headings - H2, H3, H4, etc. - should be used when describing subsequent pages. - H3, H4, etc. are used to describe further "subsections" of a given topic. Meta tags, on the other hand, help your website to be displayed appropriately in search results. Meta tags include, among other things, a short description of the page, which an internet user sees under the address in the list of searched pages.

Online shop positioning - what not to do!

Among the absolute basics of SEO is the principle of not copying other people's content. Product descriptions duplicated from the manufacturer's website or - even worse - from another shop will be recognised by the search engine as duplicate content, and the website will automatically lose its chance for a leading position. Another thing to avoid is placing key phrases in an unnatural way and in too great an accumulation. If we repeat them in every sentence, the search engine will quickly "realise" that we are trying to "cheat the system" and will consider our site of little value.