1. Perform technical and internal optimization
In the file robots.txt specify the pages that need to be closed from indexing, and show those that, on the contrary, the search robot needs to visit.
Configure Sitemap.xml , or a site map: this will give the search robot information about all the pages of the site. Specify for each page its significance, the date of the last update and the frequency of updates.
Correct incorrect scripts.
Delete non-existent and duplicate pages, broken links. They should not be indexed by search engines. When you delete it, if possible, set up the 301st redirect to the current or closest page on the topic.
Set up human-readable URLs: they should be understandable not only to robots, but also to users. The page address should be moderately long, relevant to the name in the menu and bread crumbs, and include several keywords. For example, for a Coconut blog article about internal site optimization, the URL will be like this:
Make a micro-markup: thanks to it, search robots understand exactly what is on the page and can increase the site in the search results.
Check the download speed: it also affects the indexing of the site and increases the loyalty of visitors.
Check if there are breadcrumbs on the site: they help the user to track all his way from the main page.
Make an internal linking: these can be links to product cards, blog articles, questions and answers, the main sections of the menu.
Configure the mobile version and make sure that all pages are displayed correctly in it.
2. Assemble the semantic core
Many people believe that it is better to move forward on high-frequency queries: they say, this way there are more chances to get to the top. In fact, no: 80% of sales are given by low-frequency and medium-frequency queries.
How to build a semantic core for an online store?
Use the services of "Yandex.Wordstat", "Literarix", Serpstat and others. To parse competitors' requests, Spywords and Key.so .
Clean the kernel of junk and irrelevant queries that you don't need. For example, in the example above, this was "pop it song".
Segment the resulting core into different clusters: "what is pop-it", "buy pop-it", "pop-it multicolored". Use the services "Topvisor", coolakov, Agsepkin and others for this.
3. Improve the structure
The structure of the website of an online store is more complicated than a regular resource. If you have a large assortment, for the convenience of users, you need to split the menu into categories and subcategories, add filters and search. You can do this intuitively, but we recommend structuring products based on the collected semantic core. If the structure already exists, modify it for the collected requests.
How is this done?
It is possible that the site already has sections and pages created for each cluster. As an option with our example, a blog article with the key "what is pop-it", a section of the catalog "pop-it", a filter "pop-it multicolored". So, if there are such pages and sections, supplement them with keywords from the semantic core. If not, you need to create them from scratch and include keywords in meta tags and text.
4. Work out the commercial factors
This is all that pours into the recipient's decision to make a purchase or add a product to the basket. Let's list the commercial factors of the online store by decreasing importance:
Menu
Make it convenient, end-to-end-that was noticeable on every page and was shown in the footer. Be sure to work out a system of categories and filters so that it is convenient for the visitor to buy the right product. Filters can be by category and brand, flower, price and similarity of discounts, characteristics, customer ratings and other parameters.
A wide range of
If you have a small assortment and some brands are represented by only a few models, your site is unlikely to reach the top of the search results. Choose menu categories with 2-3 products, it is better to combine them with large volume ones. So the user gets the impression that you have a lot of choice, and search engines will be able to present the site in a higher position.
Reminding prices
The price must be specified. The more it catches the eye, the better. Do not force the buyer to look for information about durability in the product card.
Information about promotions and discounts
Be sure to issue a section " Promotions" or" Sales" - many users learn first of all to offer discounts. Hang banners with discounted products on the main page. In the product card itself, highlight the discount with a contrasting flower, indicate how much the buyer will save