There are a number of possibilities when it comes to having an online shop – we mainly work with Presta Shop, Magento, Spreecommerce, Shopify and Woocommerce. We have the most experience with them and we can vouch for their quality and ease of use when it comes to SEO!
SEO for E-commerce
Full range of ideas on getting you where you deserve to be
What's so special about Neadoo?
When it comes to designing SEO for e-commerce platforms, we work globally. We refuse to focus on just a couple of select categories or products. We put great emphasis on offering advice – together with the client, we try to choose solutions that will help develop their business the most.
There is a problem many online shop owners using SEO services encounter – selectiveness. All optimisation is targeted only at a handful of products, often completely omitting other elements of the offer. Currently, SEO is too demanding to allow for limiting yourself to only that type of operation.
Additionally, selective shop positioning may also influence its reputation and lower sales. Neadoo’s offer was designed specifically as a remedy to that.
White hat SEO for e-commerce with Neadoo
Establishing marketing aims and the scope of promotion (KPI)
The key element that we emphasise when defining our promotion goals is getting to know the client’s business processes.
This provides us with the detailed information we need: which products the client cares about selling the most, as well as planning the actions with the seasonal activity of their brand in mind. This is also the stage during which all decisions regarding the positioning process and support through other campaigns, e.g. Adwords and social media are made.
Analysis of the online store
The first analysis is very detailed, encompassing a number of strictly technical elements (on-page), such as meta tags, content, images, engine functionality in the context of friendly addresses, product filtering/sorting, etc.
We also analyse off-page elements, including social media presence, Google My Business listing optimisation, as well as the profile of the links leading to the domain.
Analysing the competition
Another crucial step is a detailed competitor analysis. It allows us to determine how the client fares compared to their competitors when it comes to brand recognition, scope of offer, as well as the amount of content and other elements that contribute to the website’s value.
In order to perform such an analysis, we utilise external tools, e.g.SemRush, Ahrefs, and MajesticSEO.
The first stage we carry out involves the optimisation of key subpages of a website, i.e. the main page and the main product categories, as well as the head section, headlines, and content.
We also verify errors in the engine with regard to duplicate content, as well as friendly URLs. After this, we conduct operations, which involve the optimisation of product pages, internal linking, a blog, as well as other elements, all reported at the beginning of the following month.
An example of the effectiveness of our operations
Our client, Sunlux Limited, specialises in the sales and manufacture of various types of doors and windows.
Analysis and plan of action
An initial analysis has made it clear that there is a need for a domain change, due to the fact that the link profile history was so unfavourable that taking any positioning-related action was risky. We’ve also suggested changing the shop engine for a friendlier variant with greater editing capabilities, such as Presta Shop, as the client previously had a shop based on SaaS.
Aims and scope of the promotion / 01.01.2015
The main goal was to increase the recognisability of the brand as well as the store traffic, which would be reflected in the conversion rate. We also started a Google Adwords campaign. The sample keywords promoted as part of the SEO services included: cheap roof windows, wooden roof windows, wooden loft ladder, small roof windows, roof windows.
Optimisation and link building / 01.03.2015
A full website optimisation and a supply of valuable links to the website resulted in a substantial increase in traffic after around 4 months from the start of operations.
The chart illustrates the growth in the number of the website’s users on a monthly scale. Keyword position by the end of 2015 and 2017.
Website redevelopment / 01.12.2016
We’ve conducted another optimisation, more link building, along with key word modification.
Last but not least!
Currently, the client is one of the best recognised window manufacturers in the UK. However, we are not slowing down our pace and since January, we’ve been working on a modernised website in order to reach even greater levels of traffic in the context of upcoming changes – mobile first and speedup update.
Check out other case studies!
Which platforms do we work with?
One of the most popular open-source platforms available, Magento is the perfect choice for any e-commerce solution. With a very flexible cart system and plenty of customisation options, it is one of the most versatile platforms on the market.
A reliable paid cloud-based solution with a big presence on the market. Despite the lack of access to “files”, the advanced management panel allows us to implement many changes to a website. If nothing else, we can use it to provide support with optimisation guidelines.
An open-source e-commerce platform, SpreeCommerce is a comprehensive tool that is often chosen for its ease of use. Through the use of various extensions and 3rd party integrations, its functionalities are near-endless. It uses Ruby on Rails as its basis, which helps greatly simplify processes and speed up delivery.
A shop engine that’s gained particular traction in the UK and Europe. The free open source code allows us to implement non-standard modifications. Our vast experience with the engine has allowed us to prepare readymade elements for source code.
An intuitive and light add-on to the popular WordPress blog. Often used for managing smaller shops and configuration products. The open-source code also allows us to implement many non-standard modifications for positioning purposes.
Frequently asked questions
Currently, there are many e-commerce solutions available on the market, both free and paid, and for each of these shops there is a possibility of implementing the positioning process. Regarding the process itself – we can effortlessly find several solutions that will be more SEO-friendly, and their full optimisation will be possible without adding any extra costs stemming from following the optimisation guidelines.
This is why it’s worth discussing what shop engine you’ll choose with an SEO specialist. This is especially true if you want the fastest results without any additional costs related to things like following optimisation guidelines by the shop engine designers. It’s a good idea to choose an open-source solution or at least one that allows for you to edit the engine files on your own.
Below is a list of elements, the verification of which can help you limit the costs of optimisation:
- Access to key html markers from the management panel level: meta title, meta description, meta robots, as well as generating these values automatically,
- Automatically redirecting URL addresses or providing the option to manually implement them – particularly important in the event of changing the shop engine,
- Option of implementing category descriptions,
- Access to engine files (cloud shops),
- Option of managing the robots.txt and sitemap.xml files,
- Analytical modules, e.g. Google Analytics,
- Managing friendly product URLs,
- Graphics optimisation.
A proper store’s category structure plays a crucial role in the positioning process. The search engine algorithms can effortlessly determine how many products there are in the shop, which is why proper categorisation is particularly important if we care about the more general ones or those from the “long tail”.
Considering the two shop types, the structure may look as follows:
a) Flat structure – recommended for monothematic shops, e.g. if you’re offering only planters – there are no other additions. This type of assortment doesn’t require the creation of a “planters” main category followed by subcategories. What is an option worth considering is creating a division into distinct categories, e.g. ceramic planters, plastic planters, etc.
Website tree diagram:
– level 0 – main page
– level 1 – ceramic planters, plastic planters, contact, cart, blog
– level 2 – blog entry
b) Tree structure – much like a tree, this structure has many branches. This approach is ideal for a shop with a wider assortment of goods, e.g. electronics – on offer, they’ll usually have television sets, home cinemas, DVD and Bluray players, tuners, mp3 and mp4 players, etc. In this case, a given product should be placed in a main category as well as subcategories. These will be more detailed and more useful for simpler key phrases from the long tail.
Website tree diagram:
– level 0 – main page
– – level 1 – TVs, tuners
– – – level 2 – 4K TVs, HD TVs, curved TVs
Keep in mind that you shouldn’t duplicate category names by, for example, creating subcategories based on manufacturer names or screen dimensions on the next level of the “4K TV” category – for that, you need product attributes and a filtering mechanism.
The first operation that must be performed is undergoing the whole shopping process at the shop, as well as performing a verification to determine whether there are any errors hindering purchase. If there have been no errors in the process, it might be a good idea to have someone else click through the shopping process and give you their insight regarding the difficulties in the shopping process. You can also use a tracking app in order to verify at which stage of the process it gets terminated.
The number of steps can also be a key factor. The most common ones involve 1, 3 or 5 steps for order completion. This is also an element that should be modified – limiting the number of steps should reduce the number of abandoned carts.
Moreover, keep in mind that, aside from users, your website is also browsed by search engine robots and some of the carts abandoned may be the result of their operations. In order to prevent that, you can add a “rel” attribute with the “nofollow” value on the “add to cart” link as well as lock the ability for Google to index pages related to order realisation.
The ability to write a review and rate it by a user can greatly improve a website’s evaluation by algorithms and other potential clients. This solution is also valuable from the point of view of the positioning process.
What do reviews and ratings give me?
- a proper marking of expanded fragments will ensure that additional elements will show up in organic results, e.g. stars, product evaluation or information that the product has been reviewed by someone,
- additional product information should encourage a user to a purchase. They won’t have to leave your website in order to find a product review,
- you gain additional content.
According to the current Google guidelines for webmasters and messages about a lack of safe connection on various browsers, it is recommended that an HTTPS protocol be used, especially in the case of online shops that utilise forms for data transmission.
Keep in mind, however, that the website must be properly optimised to use the HTTPS protocol. If you’re using a protocol globally, redirect all your addresses to one version, e.g. https://bbc.com
Of course, there is no need to utilise an HTTPS protocol on all subpages. It’s enough if it’s used on all subpages utilising forms, e.g. ordering page/cart, logging into the shop.
This is navigation based on specific product attributes, e.g. the manufacturer, colour, size. Its main goal is to single out all products with the same attribute.
Navigation implemented this way is an effective mechanism for generating websites and long-tail expressions, which should improve organic traffic. Of course, not all address should be indexed, which is why it’s a good idea to consult the operating mechanism with an SEO specialist.
If you want to increase your website’s value, it’s a good idea to use your own product photos. Additionally, in order to gain traffic from a graphical search engine, it’s a good idea to take care of the following elements when adding a photograph:
- file name with the key phrase, e.g. sony-tv-32-inches-grey.jpg,
- an alt market describing the photograph, e.g. Sony TV 32 inches, grey – Front view.
When uploading the images to the website, make sure they have the optimal dimensions – don’t upload a full image as a product thumbnail, as this will increase the load times of the website.
When adding products to your shop, stick to the following naming tips:
- do not use caps lock unless absolutely necessary, e.g. proper names, abbreviations,
- put in full product names, including key phrases in multiple variants,
- don’t construct names that are too long, squeezing in all the keywords you have to cover – these can be introduced in other elements, which will be more effective.
You can successfully block low-value pages from the search engine robots. These pages include the logging in page, the cart page, the registration form, etc. You should also make sure to put the attribute rel=”nofollow” on the page links with noindex – this will help you reduce the amount of time the robot spends on reaching the search engine through the website and ensure that it reaches only the relevant subpages.
Thanks to the schema.org project, we’ve received several special markers to be used for marking specific elements of the website, e.g. navigation, article content, contact information, or detailed product information. This type of marking is a clear signal for the indexing robot, telling it what a given site element is and what its value is.
Implementing markers and their growing popularity has resulted in the creation of special elements in search results – rich snippets.
If you want your website to stand out and provide your user with more information regarding your subpages, take a look at the schema.org website, looking out for solutions that you can implement on your website. Utilising markers will greatly facilitate the evaluation of the website’s content on the part of the algorithms. Make sure to be moderate in your actions and not overuse rich snippets, as according to the latest update of the Webmaster Guidelines, your website may be manually sanctioned, which will negatively impact its visibility on the Google search engine.
It’s important to keep in mind that Google is, to a large degree, a text-based search engine and, though it can download and index pdf contents without a problem, from the point of view of the positioning process, it’s better to place the information directly in the product tab. Putting in information in a remote file will not influence the evaluation to the same degree as putting in the content directly.
Coming back to point 11 – Google is a text-based search engine, which is why content is a key part of the optimisation process. Optimised by implementing additional elements, properly saturated with key phrases, they can point to the website’s topicality and usefulness to the user.
The presence of content is thus very important. When writing content, keep in mind that you should make them useful to the user first and foremost. Try to predict what the user will ask about and put that information within the content.
If you want traffic from long-tail queries, you should make sure that you have a unique, or at least partially unique, product description. The manufacturer’s descriptions of the product are most likely already used, probably by large, well-known companies who will have an easier time reaching the top ten with duplicate content.
Keep in mind that you should avoid duplicating your own descriptions by placing your products in auction systems and price comparison websites. Make sure that the first thing you do is add the description to your own website, wait for it to be indexed, and then publish products on other systems. Of course, you can also create unique descriptions for every place.
It might happen frequently – your shop has a broad enough topic, that promoting some key phrase groups is impossible and could be risky, as it would negatively influence the website’s topicality – planters and doors are not as closely connected as doors and windows, for example.
Take a website that offers various types of doors and planters. In that case, it’s better to concentrate on one product group or move part of the offer to a different address.
Long-tail positioning is a process that involves promoting and concentrating on phrases that can contain from several to around a dozen words, e.d. “right brown interior wooden door with glass”.
These types of phrases are often subjected to an additional type of optimisation that involves attaching content created specifically for the page, proper optimisation of title markers, image and headline optimisation, as well as internal linking to subpages. This type of phrase is usually what product pages rank for, which is why it often gives the shop a better conversion rate.
That depends. Utilising attributes is good practice, as they are user-friendly and there is no obligation to invest in additional unique content.
If your product category, as a result of using attributes, was limited to just one product, we definitely recommend reusing products, as long as you keep the following elements:
- a unique description,
- a unique image,
- a stand-out product name, e.g. by adding a product code
Properly configuring and launching analytics should be the first step to making any marketing operations. The lack of a possibility to verify the data on the ongoing procedures is a serious mistake, as this prevents you from being able to evaluate the influence on sales and profit.
Currently, one of the most popular free online analytics tools is Google Analytics. In order to launch commerce tracking, you must perform two steps:
In the Google Analytics tool, go to the Settings tab → data view:
Next, flick the switch to “on”.
In order for Google Analytics to be able to receive transaction information, it’s important to add extra elements to the tracking code. Detailed information and sample codes are available on the Google dev website.
A manual configuration is only necessary in the case of custom shop engines. If you’re using more popular solutions, such as Magento, all you need to do is install the Google Analytics module and place a tracking identifier into its configuration.
When it comes to the number of products in the shop, there is no consensus, as smaller amounts of products often take up a higher position for the searched word. In that case, additional factors and elements definitely play a role. It’s a good idea to present the client with your full offer and add all the possible products to the offer.
A greater number of products can’t hurt – on the contrary, it may prove to be a great benefit to the positioning process, as well as reduce the website leaving rate.
Definitely. Users are becoming increasingly demanding, which is why a greater loading time may lead to users leaving. All current Google operations are performed with the purpose of increasing the page loading speed.
AMP (Accelerated Mobile Pages) technology is becoming increasingly popular, as it allows for websites to load very quickly on mobile devices. How does it work? When searching for something using Google on their phone or other mobile device, the user will be notified with a lightning symbol.
These types of websites are loaded directly from Google servers, which is why their load time is so short.
In order to check the page loading speed, you can use one of the popular tools, e.g. Google PageSpeed Insights, GTMetrix lub Pingdom.
Running a blog isn’t a necessity, although it is a valuable addition that gives you the opportunity to present yourself as an expert in the field, which is valued both by users and algorithms.
When it comes to online shops, it’s a good idea to make sure that all your blog posts contain thematically linked products, links to key categories, as well as Call to Action elements that enable you to quickly gain contact information.
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