E-commerce SEO

#crazyaboutseo

When it comes to online stores we operate globally. We never focus on just a few selected categories or products. We place great emphasis on giving advice. We involve the client in choosing the solutions that will grow your business best.

There is a problem that affects many online store owners using SEO services - selectiveness. All positioning work targets only a handful of products, leaving the rest of the offer out. SEO today is far too demanding to be limited to that.

Selective store positioning can also affect its reputation and lower sales. Neadoo's offer is designed specifically to prevent that.

White Hat SEO for E-commerce Stores

Establishing marketing goals and promotional reach (KPIs)

One of the most crucial steps in defining our promotional goals is familiarizing ourselves with our client's business processes.

This gives us access to the most detailed information: about the products the client is most keen to sell, and about the client's seasonal activity, which will allow us to better tailor our actions. At this stage, all decisions regarding supporting the positioning process with other campaigns, such as Adwords and social media, are also made.

E-commerce store analysis

The initial analysis is always very detailed. We consider many strictly technical (on-page) elements, such as meta tags, content, images, engine functionality in the context of friendly URLs, product filtering/sorting, etc. We also analyze off-page elements, including social media presence, optimization of Google My Business listings, and the backlink profile leading to the domain.

Competitor analysis

Another important stage is a detailed competitor analysis. This allows us to check how the client performs against competitors in terms of brand recognition, offer reach, as well as content volume and other elements that collectively form the website's content.

For this analysis, we use external tools such as SemRush, Ahrefs, and MajesticSEO.

Comprehensive optimization

The first step is to optimize key subpages, meaning the homepage and main product pages, as well as headings, head sections, and content.

We also verify for errors related to duplicate content and user-friendly URLs. Next, we carry out a series of optimization activities, including optimizing product pages, internal linking, the blog, and other elements. You will receive a report on these activities from us at the beginning of the following month.

Which platforms do we work on?

Neadco performs SEO activities on all the most popular e-commerce platforms, such as PrestaShop, Magento, SpreeCommerce, Shopify, and WooCommerce, enabling it to effectively optimize online stores regardless of the chosen technology.

An Example of Our Effectiveness

One of our clients, Sunlux Limited, specializes in selling and manufacturing various types of doors and windows.

Analysis and Action Plan

After an initial analysis, it became clear that a domain change was necessary because the backlink profile history was so unfavorable that any SEO efforts would be risky. We also proposed changing the store's engine to a more user-friendly variant that allows for easier editing, such as Prestashop. Previously, the client had a SaaS-based store.

Goals and Promotion Scope / 01.01.2015

Our main goal was to increase brand recognition and store traffic, which should translate into conversions. We also launched an Adwords campaign. Key phrases promoted as part of our SEO services included: cheap roof windows, wooden roof windows, wooden loft ladder, small roof windows, roof windows.

Optimization and Link Building / 01.03.2015

Through comprehensive website optimization and providing valuable backlinks, we managed to significantly increase traffic approximately four months after starting our activities.

Initial Results

The chart shows the monthly increase in website users. Keyword positions at the end of 2015 and 2017.

Website Redesign / 01.12.2016

We carried out further optimization, more link building, and keyword modifications.

Work Completion

The client is currently one of the most recognized window manufacturers in the UK. However, we're not slowing down – since January, we've been working on a modernized website, which will allow us to achieve even greater traffic in the context of upcoming changes – mobile-first and speedup updates.

Which e-commerce platforms do we work with?

There are many options when it comes to running an online store. At Neadoo we mainly work with PrestaShop, Magento, Spreecommerce, Shopify and WooCommerce. We have plenty of experience with each of these platforms, so we know exactly how to make the most of their SEO potential.

Magento

One of the most popular open-source platforms, Magento is an ideal choice for most online stores. It features a highly flexible cart system and numerous options, making it one of the most versatile solutions on the market.

Shopify

One of the most popular paid cloud-based solutions. Although there is no direct access to "files," its advanced panel allows for many changes to pages. It is a great tool for optimization guidelines.

PrestaShop

PrestaShop is one of the most popular e-commerce engines in the UK and Europe. Its open-source code allows for the implementation of custom solutions. We have extensive experience with this platform, which has allowed us to prepare ready-made elements compatible with its source code.

WooCommerce

It is a very intuitive and lightweight add-on for the WordPress platform. It is often used for managing smaller stores and product configurations. Its open-source code also allows for the implementation of many custom solutions for SEO purposes.

Shoper

One of the most popular subscription platforms (SaaS) in the Polish market, excellent for both beginners and medium-sized online stores. It offers a stable environment with numerous ready-made integrations (payments, couriers, accounting systems). From an SEO perspective, the panel allows for the modification of key meta tags and URLs, enabling effective search engine visibility.

Shopware

An extremely popular e-commerce platform in Europe (especially in the DACH region), Shopware combines the benefits of open-source with a modern approach to sales. It stands out with its intuitive interface and extensive possibilities for personalizing the shopping experience (Customer Experience). Its modern architecture allows for advanced technical SEO activities and easy integration with external systems.

Frequently asked questions

Not sure what you need? Schedule a free meeting to discuss your requirements.

Does the store engine affect the SEO process?
There are many e-commerce solutions on the market today, both paid and free. Every one of them can accommodate SEO work. As for the process itself, implementing changes that are more favourable for SEO is not a problem for us, and it improves SEO without adding costs that come from following an engine's own optimisation guidelines.

That is why it is worth discussing which engine you want to use for your store with an SEO specialist. This matters especially when you want the fastest possible results without extra costs tied to, for example, following the optimisation guidelines set by the store engine's authors. An open-source solution, or any other that lets you modify the engine's files yourself, can be a good idea.

Below is a list of the elements worth checking to help you keep optimisation costs down:

Access to key HTML tags from the admin panel: meta title, meta description, meta robots, plus the ability to manage those values automatically, Automatic URL redirects or the option to enter them manually - which matters especially when changing the store engine, The ability to add category descriptions, Access to the engine's files (cloud-based stores), The ability to manage robots.txt and sitemap.xml, Analytics modules, e.g. Google Analytics, Management of product-friendly URLs, Image optimisation.
Product category structure - how to design it properly?
A correct store category structure plays a key role in SEO. Search engine algorithms can easily establish how many products a store offers, which is why proper categorisation matters if you care about broader terms or so-called long-tail ones.There are two types of store, based on their structure:a) Flat structure - recommended for single-theme stores, for example if you only sell plant pots. Such a range does not need a main "plant pots" category with subcategories beneath it. It is still worth considering a split into simple categories, e.g. ceramic pots, plastic pots, and so on.Site diagram:
- level 0 - home page
- level 1 - ceramic pots, plastic pots, contact, basket, blog
- level 2 - blog postb) Tree structure - as the name suggests, this structure has many branches. It is the ideal solution for stores with a wider range. Electronics stores are a good example, typically offering televisions, DVD and Blu-ray players and so on. Here products are sorted not only by main category but by subcategory too. This allows for more detail, which supports simpler long-tail phrases.Site diagram:
- level 0 - home page
- - level 1 - televisions, radio receivers
- - - level 2 - 4K televisions, HD televisions, curved televisionsBear in mind that you should not duplicate category names by adding subcategories named after manufacturers or screen sizes underneath categories that already sit below general ones, e.g. "4K televisions". That calls for a filtering mechanism based on product attributes instead.
Many of my baskets are abandoned before checkout - how is that possible?
The first thing to do is review the store's purchase process, which helps establish whether there are errors stopping the customer from completing an order. If the process has no errors, it is a good idea to click through it yourself to find out which moment causes difficulty. You can also use a tracking application to verify at which stage the process is usually abandoned.The number of steps is a key factor too. Most often it takes one, three or five steps to reach the end of the process. This is another element worth modifying - reducing the number of steps should reduce the number of abandoned baskets.Also bear in mind that your site will be browsed not only by users but by bots. Abandoned baskets can be a result of their activity. To prevent that, you can add a "rel" attribute with a "nofollow" value on the "add to basket" link and block Google from indexing the pages involved in order fulfilment.
Product and store reviews and ratings - is this feature necessary?
Letting users write a review and leave a rating can have a very positive effect on how the page is assessed, both by algorithms and by potential customers. From an SEO point of view it is a very valuable solution.What do ratings and reviews give me? proper rich-snippet markup guarantees extra elements in organic results - stars, product ratings and product-review information, for example,extra product information should encourage users to buy. They will not have to leave your site to find a product review,your site has more content.
Does my store have to use HTTPS?
In line with Google's current webmaster guidelines, and with the insecure-connection warnings many browsers display, using HTTPS is recommended - especially for online stores that use forms to transmit data.Remember, though, that the site has to be optimised properly to use HTTPS. If you use the protocol globally, it is worth unifying all addresses.HTTPS is of course not required on every subpage. It is enough for it to be present on every subpage that uses forms, e.g. the order page, the basket and the store login page.

Contact

With our help, your company is sure to flourish. We provide ongoing advice and always take the initiative.

Company details

Neadoo Digital Polska Ltd.
Matejki 46/3, 60-767 Poznań
VAT ID: PL 7831752485

Neadoo Digital LTD.
Icg House Greenford Business Centre, Station Approach, UB6 0AL London

Contact details

Call: +48 794 606 610
Email: hi@neadoo.pl

Our office is open Monday to Friday from 9:00 AM to 5:00 PM

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