Semalt Advice On How To Effectively Position An Online Store



If you run an online store, you must be aware that the right level of traffic on your website is a prerequisite for success. Although you can count on the fact that the wide offer of the online store and attractive prices of products from its assortment will bring masses of customers to the website, the reality may not be so colourful. So let's talk about the basics of e-shop positioning. 

The methods of positioning online stores are the same as those used for other websites - however, it is worth knowing what to pay special attention to so that positioning is carried out efficiently and without unnecessary effort. Positioning of online stores - this is what we will focus on today. So what, ready? Let's start!

How to name the store?

From the very beginning, an entrepreneur who wonders what is the positioning of an online store is faced with one of the biggest dilemmas - how to name the store? While the smart, intriguing-sounding names may appeal to potential customers, they will certainly not for the search engines. It is necessary to find a name that will not only suit us but will also be semantically related to the products we offer.

The right selection of keywords

The second thing that needs to be taken care of is the right selection of keywords - in the case of an online store, there should be a lot of them, and they should contain long-tail phrases. They will allow you to reach the customer who has already decided to buy and therefore guarantee a high conversion rate. The number of phrases should be huge since we should be able to match most of them to the subpage with a specific product, guaranteeing a good match of the SERP with a given keyword.

Positioning a large number of detailed and precisely defined phrases is called wide positioning

Remember that you should start researching keywords that are appropriate for your business with an in-depth analysis of the website and its content. It is best to focus on the most important values of your company and the most important products or services for you. Pay attention to key phrases that characterize your business well and will clearly tell users what you do and what they can find on your website.

Tools such as the Dedicated SEO Dashboard, Google Trends or Google Keyword Planner can help choose keywords. You can learn more about the Dedicated SEO Dashboard in our article:  How to benefit from the Dedicated SEO Dashboard DSD.

The Dedicated SEO Dashboard: What is included?

Here are what functions are included in our Dedicated SEO Dashboard:
  • Keywords in TOP. This section shows all the keywords that the website ranks for in Google organic search results, as well as the ranked pages and their SERP positions for a particular keyword.
  • Best Pages. This section reveals the pages that drive the highest share of organic traffic to the website.
  • Competitors. Here you will find the websites that rank in Google TOP 100 for keywords similar to those the analyzed website ranks for.
  • Webpage Analyzer. This tool analyzes website performance, its mobile adaptability, social media presence, on-page SEO, and other essential optimization factors.
  • Plagiarism Checker. This tool helps to find out whether Google regards your web page as a plagiarism-free or non-unique source.
  • Page Speed Analyzer. This tool is used to determine whether the load time of your site meets Google's requirements.
  • Report Center. Here users can create their new reports and white-label templates, as well as set up delivery schedules.

Local positioning and local key phrases

If you run a local business, you should think about local positioning and local key phrases. Consider this matter particularly if you care not only about website traffic, but also stationary traffic. For example, let's say you are a shoemaker and are stationed in Katowice. 

People who will need a shoemaker in this city will find you without any problems by entering the phrase "shoemaker Katowice" in the search engine. In this way, you open up to customers who most likely live in your city and are determined for a specific service that you offer - they will find out about you if you are visible on the web, and local SEO will help you with this.

Call things by their names 

Another important issue that should be taken care of when optimizing an online store refers to the names of categories and products that should be understandable for the customer and the search engine. This means that the category of the products should be named "1337-nike-shoes" and not "1337-products-default". In a less colourful example, the category should be called "sports shoes" and not simply "sports" - after all, the phrase "sports shoes" is interesting to us, and the adjective "sports" itself is not for us (or for the search engine), valuable.

The same goes for product names - they should match their real, full names. The name of the product should, first of all, describe the type of a given article, as well as contain additional features that define the specificity of a specific product (for example, they indicate the model, colour, brand, etc.).

The more specific the name, the greater the possibility that this product will hit a determined user who knows exactly what they are looking for. Thus, it is more likely that he / she will make a purchase in your store. However, remember that the name should be of optimal length and not too long.

Product card

Since we have already told about the name of the product, it's time to say a few words about the other elements of the place where a user interested in a specific article from our assortment goes from the search engine. Of course, we are talking about the product card. Today, we will briefly explain what such a card should contain.

Without an extension, the product card should contain elements such as:

  • product name (as already mentioned);
  • price (placed in a visible place, leaving no doubts - the price must not mislead the user). To additionally raise your positions in the search results, add the <strong> tag to the word "price". It will tell the search engine robots that this part of the product card is important. 
  • photos (an interesting addition may be to attach a video presenting a given article - this especially applies to online stores with clothing or footwear);
  • product description;
  • other necessary information, such as product availability, delivery time or the possibility of return;
  • opinions and reviews about the product (in the form of stars or text - it is worth fighting for customer opinions);
  • CTA (Call to Action) (e.g., "Notify me when available" or "Buy now").

The AIDA model

Of course, you can diversify your card with other elements such as the proposed products, the favourites tab or even the size table - it is only up to you (and the specifics of your business) how much you want to extend your card with additional possibilities.

When talking about the product card, we should also mention the AIDA model. According to this model, it is best if our card works for the user in four steps:
  • Attention
  • Interest
  • Desire
  • Action (action - in the case of an online store, this will be e.g. making a purchase)

Title and meta description

When discussing store positioning, one cannot fail to mention two very important elements of product pages: title and meta description. Both of these elements are contained in the HTML code, and for users, they are visible in the search results.

The title

Let's start with the title. It's no secret that the title has a direct impact on the positioning of the website - it is one of Google's ranking factors. It is that which is supposed to help the search engine understand the content of your website, but also to summarize to users what they can find on a given subpage. The title should contain a keyword - preferably its beginning - and at the end it is good to include the name of your online store. The title should contain 65-70 characters.

Meta description

Meta description has no direct impact on the positioning of stores - for several years it is no longer considered a Google ranking factor. However, it doesn't change the fact that the meta description can successfully support your SEO. If it is properly constructed, it can encourage the user to visit the website (it improves the click-through rate, the so-called CTR), which in turn will build organic traffic on it.

The meta description should be 150-160 characters long (if it is longer, there is a fear that it will not be shown in full in the search results). It's good if the meta description includes a keyword - remember that the meta description is to summarize the content of the page concisely and encourage you to click on the link.

Content is King

As in the title of Bill Gates' 1996 article, 'content is king' - well, content is king! This phrase is especially true for online stores, which by their nature have a lot of product pages. This means that each treatment on texts will have a large impact on the items achieved by the online store, and such an opportunity cannot be missed. Many entrepreneurs fail at this initial and very important stage, copying product descriptions from manufacturers' websites, or copying them between products.

Not only are these texts often not well prepared in terms of sales, but Google sees them as Duplicate Content, i.e. duplicated content, and does not allow subpages containing such descriptions to climb to high search results. Of course, such a description should also include keywords, but if you focus on long-tail phrases - which are product names - in a well-written description, these phrases should naturally appear an appropriate number of times.

Staying for a moment more about content duplication, it should be noted that we can deal not only with external duplication (i.e., the one that may result from copying product descriptions from manufacturers) but also internal. This type of duplication may occur as a result of having identical text on several pages within our website.

In the case of online stores, such a situation may occur when we have one product in our assortment in different versions (for example colour) and we put the same description next to each colour variant of a given product. Many people are unaware that this action can be the cause of internal duplication. And if you want to delve into the duplication of content and see how you can fight it, just have a free consultation and a Semalt expert will take care of you. 

Positioning an online store? Do something new!

In the case of website positioning, there is one more king - new content. How to ensure that fresh content is always available on the website? The simplest answer is to run a blog, which we'll get to in a moment. There is one more typical method for positioning online stores. What? Change product descriptions.

As we have already written, one of the basic differences between an online store and a regular website is the number of subpages and the content they contain. This means that even simple changes made to product descriptions, such as adding another line of text or information about the manufacturer, can in effect refresh a large part of the page, which brings measurable benefits. In product descriptions, you can also include a text fragment with a keyword other than that corresponding to the product name, which will increase the position of the online store for this phrase.

Remember that, product descriptions should above all be unique, factual and attractive. Let them show the product as it is and at the same time encourage them to buy it. The description should be detailed (remember that it is intended primarily to be informative), and at the same time concise. Focus on providing specific and accurate information to the user, but do not forget about the language of the benefits.

Open up with a blog 

The most common way to keep your website up to date is by running a well-optimized corporate blog. The SEO values that this action brings are already very well and widely known. In addition to updating the positioned page, running a blog allows you to increase website traffic, extend the backend of long-tail keywords or strengthen specific keywords. However, these are not the only values that running a blog can bring. Well-run, it can function as full-fledged Content Marketing for your online store. It can help you create an image of an expert in the industry, as well as make your brand recognizable on the web.

There is a good chance that a customer after reading an interesting article about one of your products may finally decide to buy it, and even if it does not, the distance will decrease and increase the trust that Internet users have in your online store. This in turn means that they are more likely to come back to you when they want to buy one of the products offered in your store. It is also a very good idea to consciously choose the products that we will describe in the blog post. For example, during the football championships, it is worth drawing the attention of potential customers to a new line of TV sets.

If you are still not sure whether it is worth investing time in a blog, be sure to contact an SEO specialist to advise you on this decision.

Conclusion: Why is it worth positioning online stores?

How to effectively position an online store? We already know the answer to this question! Why should you position your online store properly? Good positioning of an online store allows you to be perfectly visible on the web and attract potential customers who are looking for a specific product from our assortment to your website. It's like a store located in the middle of a large city square - who will go to the tollbooth if the store on the square inspires trust and we have it at our fingertips? 

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