Online store promotion

When the work of creating an online store completely, it’s time to sell. Will there be visitors and buyers on the site? From our material, you will learn how to promote an online store quickly and what techniques to use to promote the brand, products, and content.

How to promote an online store from scratch

The new online store, in addition to sales, needs to increase visibility and loyalty. To solve these problems, it is necessary to constantly improve and develop the site, work with usability and content. All these goals realize through site optimization, which includes internal and external methods.

Internal optimization of the online store

One of the most important indicators of the success of an Internet project is its place in search engines. It is necessary to work out the following promotion issues to get high positions:

1) Compose a semantic core

The site’s semantic core is a set of keywords or phrases by which the online store will move in search. Collecting queries for the semantic core is the basis of optimization basics. The search engine must determine which sites to show him out of hundreds of thousands of possible pages. That is why it is essential to carefully select critical queries so that the search engine will publish your online store’s site in response to the relevant question. Collecting the semantic core begins with a brainstorming session, during which you need to manage the main queries on the subject based on common sense. Think about what keywords describe your store in the range. When your imagination runs out, you need to connect online tools to the selection of crucial queries.

It is also important to remember that general queries, such as “windows”, “pools”, “cars” are not suitable for commercial promotion. It is more realistic and profitable to promote models, specific brands and models of cars, etc. To expand the list of queries, you need to analyze the sites of competitors. With the help of specialized services (for example, Megaindex, Serpstat, Semrush), you will find out what phrases your competitors are using. Those queries for which Yandex and Google show should add the position of a competing site at least 30 to your table of crucial questions. After collecting all the keys, you need to delete unnecessary (or junk) manual queries – that is, those keys that waive traffic to your site. Al, a deft after deletion is your semantic core. If you have a vast range of products, you can use software products to help collect and automate query processing.

2) Group requests

The next step is to group the queries. After completing the keyword query phase, you need to group your keywords into groups when your semantic core is ready. Each group locates on its page. For the correct grouping, it is necessary to distribute inquiries on pages, to check whether inquiries on one page can be neighbors. Example: queries “gold plated wristwatch”, “buy gold plated wristwatch” should be located on one store page. Often at this stage, there is a need to create new pages. If you have a small number of keys, you can do the grouping manually. Still, when their number determined by thousands or even tens of thousands, it makes sense to group automatically using the Key Collector program. Proper grouping increases conversion – the user is more likely to buy the product if he immediately gets to the desired page with the requested product.

3) Analyze competitors’ sites

By analyzing competitors’ sites, you can get additional key queries for promotion and assess the overall level of competition in your niche to estimate the number of links. You can find competitors either manually by typing search queries into the search bar or with web tools. Analyzing a competitor’s site, evaluate usability, see what you find particularly convenient and what is not, look at the pages of different levels of nesting.

With link analysis sites, such as backlinkwatch.com, you can evaluate the volume and quality of your competitors’ backlinks, find out which donor sites they have chosen to promote the online store, and use this information when creating their link-building strategy.

4) Conduct a technical audit of the site

Technical errors negatively affect the indexing of the site. Site ranking suffers from duplicates and garbage pages. You need to get rid of duplicates because they create many problems. A search engine can index a certain number of pages in one pass, but if the site has copies, instead of indexing the desired pages, it indexes them. In addition, two identical pages for one query destroy the internal list system.

Pages with www and without www are the most typical duplicates. In addition, duplicates include pages with a slash (“/”) and without a tear, pages with index.html and without. To deal with copies, you need to use 301 redirects.

Optimize site load time

The acceptable page load speed is 1 second. Slow loading of the site can occur for various reasons: it is necessary to reduce the number of requests to the server, combine CSS files, optimize images or code, compress scripts. When you test the speed, the service you perform the test will give you recommendations for reducing the download time.

Use a sitemap

– it will tell robots which pages on your site are subject to indexing. The map in XML format allows the work to index the entire website, so it is necessary to enter all the online store pages. You can create a sitemap online or using a management system plug-in. In addition, many CMSs allow you to configure the site map so that it is automatically updated when the site is updated.

Check links, error pages, etc.

With many programs (e.g. Xenu Link Sleuth or Screaming frog SEO spider), you can scan all pages of the site, find broken links, browse title pages, find pages with a 404 error and fix them.

5) Use meta tags

When conducting a comprehensive site, optimization can not do without meta tags. Meta tags provide search engines with information about the page. Currently, the most influential tags are title and description. Their content must always be unique. The title tag can include 1-2 key queries and should not exceed 70 characters. The description contains a brief description of the page on which the user location. When filling out the description meta tag, you need to fit 170-200 characters – a description that goes beyond this will not be displayed in full. In the description, you need to use the critical queries of the page, but not more than 3-4. The most frequent questions place at the beginning. The text of the tag should be simple and straightforward, without general phrases. At the same time, you need to make it attractive to the user and describe its benefits. Each page of the site must have a header h1, which also contains an essential query.

6) Promote the online store using the link

The longer you keep a user on your site, the more likely he is to purchase. To do this, you need to make an internal link – put on the site links to other pages of your online store – the more, the better. In this way, you “accompany” the buyer on the site and help him find what he wants. In addition, internal linking is the setting of internal links to the site to transfer weight to the specified pages. High-quality internal relinking allows you to promote an online store in a shorter time.

Simply put, a typical online store represented as a home page, category pages, and product card pages. To speed up the promotion of the online store, follow these rules of relinking:

  • Use the keyword’s direct entry in the internal link anchor;
  • Put links to other products in the same category on the product page. Make links visual and straightforward;
  • Put a link from the product page to the page of the category to which it belongs and vice versa.
  • From the pages of categories and products, put a link to other content on your site – educational or entertainment (for example, a blog). Such content increases the level of trust in the website, strengthens your credibility in the eyes of the buyer;
  • Make links from product pages to comparative product reviews, video reviews of products on which users are on the page;
  • Use the modules “You looked”, “Similar products”, “Buyers who bought this product also bought”, “With this product often buy”, etc .;
  • In the product card, make links to the same products but different brands.

Using relinking, you promote the store in terms of optimization and increase sales by offering customers related products or accessories. For example, if the buyer has chosen a Christmas tree, using a link you can offer him a set of Christmas tree toys or a garland.

7) Improve usability
  • The product page is your chance to motivate the buyer to make a purchase. Being on the product card page, the buyer expects to find comprehensive information about the product. Since the Internet has long been visual, you only need to post high-quality photos with high resolution, add video reviews. In this case, you should not use good images to the detriment of the download speed.
  • The buyer needs a detailed description of the goods, but space on the page is limited. You need to provide information about the product, payment, and delivery and not clutter the page. To make it convenient, you can use a tab with a lot of information and tabs.
  • Call to action – CTA (call-to-action). Properly composed CTA perfectly manages the purchasing process. However, there are some clear rules for creating a CTA: bright, short, action-oriented. Want to increase conversions by more than 500% – work on your store’s CTA.
  • Forms of registration. The rule here is: less is better. The more fields you ask to fill in, the higher the buyer’s chances of refusing to fill in and start looking for the product elsewhere. Do with the minimum number of fields.
  • One-click purchase. The lack of opportunity to buy goods in one click – a big drawback for the online store. It is especially important for stores where the buyer accepts one item. Simplify the life of the buyer – and he will come again for the purchase.

Other additional services and usability elements of the online store:

  • Site search form;
  • Contacts;
  • Availability of various forms of payment (electronic money, cash courier, bank cards, etc.);
  • Online consultant;
  • Enlarge photo of the product;
  • Informing about the status of the order via SMS;
  • Blog.
8) Work on content

Creating high-quality and unique texts is the basis of work on the promotion of the online store. Search engines have declared war on re-optimizing pages – unnatural and meaningless texts lower ratings. So write to users and use a reasonable number of keywords. Divide the texts into paragraphs – so they become more readable. To determine the optimal length of the texts, focus on your competitors from the top. Do not let the site standstill – search engines like the publication of new content on the site. It shows that the site is evolving.

Product cards are the primary type of content in online stores. Descriptions are essential to some buyers, pictures to others, and you need to answer all the questions on one page. For some types of goods, reviews are a great type of content – for example, in home appliances. When writing such reviews, the “property-benefit” method use when the product describe in terms of the buyer’s benefits when buying. Such reviews increase conversions well.

More than 70% of users will not purchase without reading product reviews. Users trust this type of content, and it’s vital to posthuman, honest feedback.

In the news section of the website you need to report on promotions, special offers, and news. Blogging helps to promote the online store because the ability to add quality content to the blog is almost unlimited. Interviews with fashion bloggers, expert opinions from representatives of market leaders – such content are interesting to readers and attracts potential buyers. Write comparative reviews, entertainment, and image articles.

The place of external optimization in the promotion of the online store

The external promotion of the online store is to increase the link mass. Despite the apparent movement towards quality content and internal optimization, external links still significantly impact rankings. Search engines take into account the quantity and quality of resources that link to the site. You can get backlinks either by buying on exchanges or by manual affixing on the websites of your choice – catalogs, social networks, etc. Purchased links can be temporary (leased) or permanent. Quality perpetual links are better because search engines have learned to compute quick leased links, and as a result, they are useless.

However, if you have an online store with a wide range and a vast number of queries, it is impossible to promote perpetual links. Then you should turn to temporary links with careful selection of donor sites, gradual, slow build-up, a constant extension of the link, and the use of natural texts. You should dilute such links with natural links from social networks, forums, question-and-answer services, and comments on relevant thematic sites.

The texts for the links can contain search queries and their variations or contain raw text. Natural links can be in the form of the site address, in the form of the address of a separate page of the site, contain the general words “here”, “see the link”, etc .. If possible, before or after the link with natural text, should put text that includes your crucial query. Links with genuine keys are safer for the site, and links with accurate entry are more effective for promotion. Still, a high percentage of backlinks that contain exact key queries increases the risk of being filtered. Therefore, it is necessary to adhere to the golden mean and consider the age of a site. For young sites, the percentage of natural texts in the links should be high.

The safest and most effective way to build link mass is to buy perpetual links in articles on carefully selected sites. The leading exchanges where you can purchase perpetual links – Gogetlinks, Miralinks, Rotapost, Webartex. You can contact Bir to buy leased links same Sape or Mainlink. Aggregator sites (Seopult, Megaindex) select key queries, anchors, and purchase links (both permanent and temporary). As for free links, they work no worse than paid ones and become more effective and, accordingly, relevant. It is important to use unsalted, trust sites, high-quality, unique texts, and descriptions, and carefully approach the composition of link texts.

Places to place free links:

  • Catalogs of online stores
  • Catalogs of companies
  • Sites for posting press releases
  • Bulletin boards
  • Forums
  • Social networks
  • Article catalogs
  • RSS aggregators.

How to promote an online store through social networks

Online store managers transfer part of their advertising to social networks, as it has become a meeting place with the target audience. Participants of social networks are looking for communication in thematic groups of interest to them. Book lovers discuss new books, fishers – fishing tackle, etc. Using advertising in relevant communities, you can promote your online store and sell products of interest to this group. Many people underestimate the opportunities provided by the Twitter microblog for the promotion of online stores. Twitter can be beneficial for promotion, because links from Twitter globally accelerate indexing in search engines.

Contextual advertising as a method of promoting an online store

There is a quick way to drive targeted traffic to your site through paid Google Ads contextual advertising. The key to the success of an advertising campaign is the correct selection of keywords. When you create an ad, you can set up geo-targeting to show your ads in the region where you need sales. Payment made for user clicks on your ad – that is, for going to your site. Ad clickability calculate by a simple formula: CTR = number of clicks/number of impressions. As the CTR increases, the cost-per-click decreases. The key to increasing your CTR is the suitable, clickable ads with good headlines. In addition, the cost-per-click depends on the region and the competitiveness of the essential query.

Let’s sum up: You can promote an online store with both paid and free methods, and the ideal strategy is to combine different techniques, testing and practice.


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