The term Search Engine Optimization (SEO) means a set of measures aimed at improving the online store's position in search results in Google, Yandex, etc.
It should be understood that if your store is young (up to 1 year after being indexed by search engines) and offers products or services for which there are many competitors, it will be very, very difficult to get your store into the TOP-5 positions. This is due to the fact that search engines treat new stores with "mistrust" at first.
Of course, with the help of black and gray methods can inflate the rating of the store, leading to a short-term hit in the TOP, but then it is very likely to drop in the results of extradition, and can even lead to the exclusion of the store from the search index for several months.
That's why it is right to start with contextual advertising in Google and Yandex along with SEO.
There are two types of promotion for Shopify:
- the store itself
- Specific products in the store.
It is also necessary to distinguish the directions of promotion:
- The preparation of the site of the store and product cards
- Providing links to the store from quality sites
- promotion in social networks
Preparation of the site and product cards
There are 2 unconditional rules of filling in the product cards, compliance with which will successfully promote the store in search engines:
- quality content
- unique content
Quality content
Quality as understood by buyers means usefulness. The structure and content of the store should be prepared in such a way as to provide maximum benefit to customers.
Unique content
Uniqueness means authorship in the preparation of texts. Never repeat word for word text from other sites. Also, simply replacing words with synonyms will not help - search engines will recognize this technique. Find authors who will prepare unique texts. Be sure to check these texts for uniqueness when accepting work with Miratools.ru services. Protect all the unique material with the mechanisms offered by Google and Yandex.
- Structure of the catalog of the store
- Product cards
Structure of the store catalog
Let's imagine that the store will have 3 thousand product items. What option of product classification in terms of search engines will be preferable: without division into groups or with division into groups (collections)? Of course with the division into groups. Therefore, when preparing a catalog of goods, analyze the demand from buyers in terms of needs. And according to the buyers' requests group the goods. Here to analyze the search queries will help services Google Adwords and Yandex: Wordstat.
If the store with 3 thousand items will be 10 or 50 groups. Which option for the division in terms of search engines will be preferred? Of course with 50 groups.
Product cards
- Name of item
- Product description
- Product pictures
- Video demonstration of the goods
- Customer Engagement
- Product Features & Instructions
- Reviews
- Price
- Dimensions and weights
- Current Stock
- Guarantee
- Certification Information
- Country of Origin
Name of the product
The name should include not only the brand, model, etc., but also the keywords most often used to find the product.
Commodity Description
Description of the product should be prepared very carefully. Avoid copying descriptions from the manufacturer's or competitor's site. Search engines know how to exclude repetitive information from search results. Even if you have several products with similar characteristics - be creative. Do not duplicate the description. The text of the description must necessarily contain keywords related to the product. But do not overdo it - the threshold frequency of keywords in the text of 4-6% of the description.
Photos of the product
Do not try to copy product images from your competitor's site. This will cause your competitor's product, not yours, to show up in search results. Allocate a budget for a photo shoot. Ensure you get quality photos. In most cases, the product in the image is perceived better against a white background - you need to get busy cleaning up the background of the image. Keep an eye on file sizes and don't bloat them. The name of the file should contain keywords describing the product and the model name. After adding photos of the product to the product card, be sure to fill in the title for each photo mentioning the word "photo" or "photo", and don't neglect to fill in the alternative name of the photo.
Video demonstration of the product
Placing a video review of the product only increases the quality of the presentation of information about the product in terms of search engine
Customer Engagement
Some product categories can be demonstrated using augmented reality technology or virtual demonstrations. For example, the customer can try on the glasses he likes, or the jeans he likes. Some items can also be presented in the form of a three-dimensional model that allows you to view the product from all sides.
Peculiarities of goods purchase and instructions
Describe any features of the purchase that are not obvious. For example, items not included with the item and offer to include them as part of the purchase. A link to instructions will also add value to the product page.
Reviews
Active customer feedback on the product page will mean for search engines the relevance of the product, which can lead to an increased position of the product in search engine results.
Provide links to the store from quality sites
- If possible, obtain a link to your store from the manufacturer's website
- Publish press releases on relevant sites.
- Register the site as a Google Trusted Store and add it to Yandex:Catalog
- Participate in discussions in thematic forums with links to your site
- Order the placement of interesting information from famous bloggers, such as Exler
Promotion in social networks
The presence of activity on pages in social networks will only raise the rating of the store. Avoid quantitative gain of group members, but focus on quality. Note that in some networks direct sale of goods with placement of the Buy button is already possible. These are Facebook, Twitter, Pinterest.
A common mistake is duplicating the same information across all promotion channels. Prepare descriptions for each channel depending on its features with a link to the right page of the site.
Facebook and VKontakte need information in a few paragraphs, Twitter limits the message to 140 characters, and blogs already assume the inclusion of detailed text. Be sure to accompany the message with a visual number (photo, video). For ease of perception, there is a rule of thumb - every 3 paragraphs of text should be accompanied by a photo or video.
- VKontakte
- Google+
- Blogs