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Online stores face a number of challenges in the promotion process. On the one hand, users continue to actively move to the online environment, but on the other hand, competition is growing, and marketplaces are occupying better positions. Added to this is the instability of search engine algorithms, which require site owners to be attentive and able to adapt to changes. It is also important to work with a large number of products and pages on the site.
As part of this series of articles, we will look at strategies and tools that will help develop e-commerce projects. In this article we will talk about the selection of key queries and the implementation of semantics on the site.
Let's look at it:
The first step is to make a complete list of the products that are offered on the site. Often, companies try to add products outside of their core business in an effort to attract traffic. However, this can lead to losses, since it is important not only to attract visitors, but also to convert them into buyers. Therefore, you should avoid using non-target products.
Carefully highlight all product categories and create a complete list for further analysis.
Once the list of goods is ready, it is necessary to research the demand for these goods. For this purpose, semantics for each product is collected. You can use tools such as Wordstat to estimate the search volume for each product.
Parsing queries will help you understand which words and phrases are most popular among users. It also allows you to analyze your competition and determine which queries have the most potential for your site.
When the data is collected, work begins on forming a semantic core - a set of key phrases that will be used to promote the site. It is important that these queries are relevant to your products and meet the interests of potential buyers.
Requests are divided into several categories and clustered. Some requests may not be targeted, such as questions related to product setup that are not directly related to the purchase. We focus on commercial queries such as “buy” or “where to buy” for more precise targeting.
In conditions of fierce competition, it is important not only to focus on commercial requests, but also to take into account informational ones, which can lead to a larger number of interested users. The more specific the request, the higher the chance of conversion.
Choosing the right competitors is an important part of strategy. You need to analyze sites that are promoted for the same queries and show good results in search results.
How to choose competitors:
When studying competitors, it is useful to pay attention to their structure. For example, larger sites often have a deeper category structure, allowing them to attract more targeted and converting traffic.
To increase your reach and attract more traffic, it is useful to expand your list of key queries. This can be done by researching competitors' requests and analyzing low-frequency demand, as well as identifying changes in user preferences.
What you need to do to expand the list:
One of the challenges of SEO for online stores is setting up filters correctly. Incorrectly configured filters can create “junk” pages that are poorly indexed and do not lead to the desired traffic.
You can solve this problem by creating human-readable URLs for filter pages if they collect enough search queries. It is important that filters generate pages that are useful to users and can be indexed by search engines.
Commercial websites often lack text, making it difficult to implement semantics. However, there are several ways to effectively integrate keywords:
In addition, you can add SEO texts, reviews, tables with product characteristics, as well as blocks with product advantages and filters to improve the content.
It's important to consider external changes, such as search trends or audience behavior, that may affect the popularity of individual products. Using tools like Wordstat, you can track which queries are losing popularity and which ones are starting to gain volume.
We've covered the basic steps that will help you choose the right queries to promote your site and effectively implement semantics:
For any questions about SEO promotion, please contact the SEO COMPUTER studio by email info@seo.computer.
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