The OnPage optimization is essential in e-commerce, since here potential buyers can be generated without additional costs.
A distinction is made between technical and content optimization. Technical OnPage optimization is used to make the content of the website visible to the Google crawlers via appropriate files and tags in the source code. In contrast, the content of OnPage optimization is about the adaptation of the website content, ie the texts, pictures and videos as well as the use of relevant keywords. To achieve a higher visibility in the long term and thus a better Google ranking, actions in the technical as well as in the content OnPage optimization are indispensable. Marian Wurm, Managing Director and SEO expert from the online marketing agency lion Stark Reveals in 10 tips how online retailers can increase their reach and generate more customers in the long term.
Tip 1: Switch Relevant Content In The Visible Area “Above The Fold”
As simple as the first tip may sound, it is so important for on-site optimization. On the website there is the so-called “above the fold” area like seo services in Lahore. This is the name of all the content the user can see without scrolling. “The most relevant content should therefore always be” above the fold “,” says Marian SEO Expert. “The goal should be to arouse the interest of the potential buyers with the contents in the area and to encourage them to scroll further.” It is important to adapt this area for desktop and mobile design.
Tip 2: Create Headings With H Tags Correctly
One of the most important steps in OnPage optimization in e-commerce is the structure of the website contents by means of headings with SEO-relevant heading tags. This determines the hierarchy and order of a header within an HTML framework: For example, an H1 header is the main header on each page. Caution: Since Google increasingly uses the H1 headings as a description in the search results pages, the H1 tag should only occur once per page. Further optimal H tagging in webshops looks like this: H2 headings in text content, H3 headings for references to shop categories and H4 headings for references to products. The online marketing expert advises: “Optimal would be text content, which is divided into several paragraphs with the H headings and have a word length of at least 300 words per paragraph.”
Tip 3: Use The Correct Keywords With WDF * IDF
All texts on the website should be aligned with search terms with WDF * IDF. WDF * IDF ( “within document frequency” and “inverse document frequency”) is a formula that determines the optimal distribution of topic-relevant keywords in a text. In contrast to conventional keyword counters, the formula evaluates the semantic context and proposes thematically relevant terms. “Nowadays SEO is no longer the sole number of keywords, but the quality of the text. There are many free tools available on the Internet that apply the WDF * IDF formula, “explains Marian. The use of long-term search terms (multi-word combinations) for specifying in the Meta specifications and text content additionally increases the visibility of the page.
Tip 4: Set High-Quality Website Content
Content is King – nothing has changed. Therefore, online retailers should continue to place great emphasis on the quality of website content. In addition to unique content in the form of text, image and video, this can be done through suitable information or guide texts and the thematic linkage of the contributions from the individual shop categories. If the content is always kept up-to-date, the Google ranking of the site can be improved over the long term.
Tip 5: Generate Internal And External Links
From the SEO point of view, the thematic linkage of the shop categories and subcategories on their own pages via internal links is essential for online retailers. But also linking your own homepage with thematically matching other websites via backlinks plays an important role in SEO. “With internal and external links, web shop operators can increase the visibility of the homepage and certain subpages. If you want to highlight a specific contribution or a landing page on Google, you link to several other thematically matching articles and the start page, “explains Marian. In order to strengthen the authenticity of the own domain and additionally to supplement its own content meaningfully, can also be linked to other sources.
Tip 6: Use The Canonical Tag Against Duplicate Content
Search engines evaluate duplicate content negatively because there is no added value for the user. If content is used multiple times, or if a unique URL is not technically possible, for example, because the homepage is reachable via different URLs, a Canonical tag should be applied in the source code of the web page. Marian says, “The Canonical tag points to the canonical URL – the preferred website with the original content – allowing crawlers to distinguish between duplicate and original. If a canonical URL is correctly distinguished, only this source is used to index the search engines. “
Tip 7: “Hreflang” – The Language Version Of The Content
If a web shop expands and, for example, expands with its products into several countries, regions and languages, this can also easily lead to double content. The reason for this is that a large part of the content is largely identical, eg in a different language. “The linkattribut rel =” alternate “hreflang =” x “tells Google that this content is also available in another language and that the URL is intended for the users of a specific language. In the best case, Google shows this URL only in the search results of users of this language, “explains Marian.
Tip 8: Follow Pagination Rules
A page with a lot of information, such as products in webshops within a category, is usually divided into component pages. In order for Google to see the pages as a whole in this “pagination”, and the most important page of the product category – usually the first one – is displayed in the Google search, the linkattributes rel = “next” and rel = “prev ” be used. “On each component page, the respective attribute must be specified for each link to the next or previous page. As a result, Google is able to link the pages together and can link them together, “says Marian.
Tip 9: Pay Attention To Usability
To win a buyer needs to be addressed to his needs. If the potential customer does not find what he is looking for within a few seconds, he simply breaks off the shop visit. Usability is often underestimated in the SEO context – but there is a direct link between user-friendliness and OnPage optimization. “Google includes the visitor behavior of websites as a ranking factor. If a shop page has short dwellings and hardly any interaction, no good placement at Google can be achieved, “knows online marketing expert Marian Wurm.
Tip 10: Use Google Search Console
To avoid SEO obstacles in the run-up, website operators can use the free Google Search Console analysis and service tool. For example, new pages or content can be submitted here to simulate the crawling and rendering of Google. “With Google Search Console, you can have any problems on the shop page show up and fix them directly,” explains Marian. In addition, the website operator receives warnings, for example when unnatural backlinks appear. Google Search Console data is not public.