Creating online stores, as well as any other resources, does not imply that you will run it and forget it. Continuous improvement of the created online store can make it possible to achieve the desired results both in terms of traffic and in terms of turnover. To make the desired indicators come true, you need to constantly monitor changes in the web world and use new products, whose effectiveness is proven, on your resource.
The same applies to optimization. Regardless of whether the optimization was carried out when the online store was created, or more recently, its relevance must be constantly monitored. But how to understand that the current optimization of online stores is not relevant? What should I pay attention to and how does updating the optimization of online stores affect the indicators? This is what we will talk about today, let's start!

How to understand that SEO optimization has lost its relevance and needs to be updated

Like everything on the internet, optimization has a lifetime and becomes less relevant over time. The duration of the relevance of optimization can be affected by various factors, and the most important is the update in the algorithms, or the direction of development of the search engine.
If the creation of online stores takes place during the period when the search giants do not announce any immediate changes, then the resources are optimized for the current SEO requirements. If, after the launch of online stores, search engines release updates that affect the ranking, new relevance factors appear, or other parameters that can affect the success of an online resource, it must be optimized again. But search engine updates are easy to follow, unlike other factors, such as the loss of relevance of key queries, a decrease in demand for certain products, or product categories, and others.

There are several ways to understand that a resource needs to be updated with SEO optimization, and these methods will be discussed. The list of methods for determining the loss of relevance is as follows:

1. The site is outdated, or it seems irrelevant against the background of competitors

The question of the relevance of resources is very important for potential customers, which is why it should be given special attention. The creation of an online store involves the development of the most up-to-date design and the use of functions that are in demand from customers. If the resource was created a long time ago, then the functions that are used on it, their animation and appearance may be outdated from the point of view of a potential client. In this case, you should not expect loyalty on his part, or a large number of purchase confirmations.
This situation negatively affects the conversion rate and traffic to online stores, and therefore the situation needs to be corrected as quickly as possible. If your online store, the creation of which you were engaged in independently, or together with specialists, not very long ago, looks outdated, optimization and creation of a new design can have an extremely positive impact, both on the usability of your resource and on the interest of potential buyers. By creating a new design and optimizing for current queries, you can increase the number of site visitors from among the representatives of your target audience, thereby contributing to profit growth.

If your site needs to be re-optimized, the specialists of the Gloss web studio are always ready to help you. We can create contextual advertising for you, or optimize the resource in accordance with all current requirements to improve efficiency. In addition, if the design of your resource is outdated, our designers and developers will help you breathe life into your resource and develop a new up-to-date design for it.

2. Drop in Internet resource traffic

There are a lot of reasons why traffic can “fall”, but one of them can serve as a loss of relevance in the issue of optimization. One of the most popular reasons why traffic can suddenly drop is to highlight the transition to a new template, or a new version of the CMS. Before you sound the alarm, you should carefully check all the settings of the online store and confirm the drop in traffic using metrics. The second most popular reason for the drop in traffic is changes in ranking algorithms. In this case, you can wait a few weeks for everything to return to normal.
If the drop in traffic lasts for a long time and is permanent, you should definitely think about conducting an SEO audit of the site, the purpose of which will be to identify outdated elements of the resource and replace them with current ones. During the audit, it is worth checking all the corners of the resource, including all the published content, so the best solution is to contact a specialist. In addition, a quality audit can be carried out exclusively by a professional, since he can check every nook and cranny of your online store with the same scrupulousness, while you, knowing your resource, are unlikely to pay attention to the smallest details.

After the audit, you, as a customer, will be able to get a list of problems of the resource that need to be corrected in order to normalize the position and ranking of the Internet resource. If, according to the optimizer, the layout and design of your Internet resource are outdated, then you should think about replacing them, or creating a new Internet resource, if of course you are ready to do something similar. If you are just planning to order the creation of an online store and get acquainted with all the aspects that are waiting for you, contact the specialists of the Gloss web studio. We have been creating online stores, corporate websites, landing pages and news portals for more than 12 years, and during this time we have earned a reputation as one of the best web agencies in Ukraine. If you want to get a high-quality resource in the shortest possible time, optimize the created online store immediately after launch, or develop a contextual advertising campaign for it-contact the specialists of the Gloss web studio.
You can learn more about our services and get acquainted with examples of our specialists ' work by visiting the corresponding pages in the menu of our website.

3. Incorrect structure

Low intuitiveness of the online store structures can cause a drop in traffic, or its absence, in addition, if mistakes were made during the creation of the online store structure — the chances that the resource will be well ranked are extremely small.
In order to evaluate the effectiveness and intuitiveness of the resource structure, you can conduct a site audit. The specialist will tell you in which places mistakes were made, and where it is necessary to remove unnecessary pages and subcategories. In addition, it will also check all the pages for errors left after creating an online store to minimize the risk of unsuccessful optimization as much as possible.

If you do not want to contact a specialist immediately, then you can check your intuitiveness with the help of colleagues or friends. Just ask your friends to find these or other pages on the resource. The longer it takes your friends to search for the pages you specified, the less optimized your structure is.
You can also follow the four-click rule, which assumes that your client needs to make no more than 4 clicks to get from any page to the target page. The fewer clicks a customer needs to visit your product catalog, for example, the higher the efficiency of optimization, and the higher the chance that the turnover will grow in the near future. If this does not happen, then there are still errors on the site that prevent its promotion. To identify them, you will still need to seek the help of a specialist, as only a professional will be able to pay attention to the smallest details and quickly correct all the mistakes made during the creation or previous optimization.

4. The focus of the business and a wide range of services that are not related to each other

If earlier you could create a website that would sell both pipes and birthday balls at the same time, now such a development would be doomed to failure, and this also applies to optimization.
If you provide different services on the same site, and they are not related to each other, then to get the desired results of traffic conversions, you should think about creating separate resources for each type of service. Selling services of different subjects, and optimizing for different, unrelated services can lead to your resource to a non-target audience and confuse search robots, which ultimately will not allow you to get the desired result.
If your resource has been optimized to provide different services, but some of them are no longer relevant, then you need to optimize your site again. During optimization, you will be able to get rid of keywords and search queries that were used on the resource and are no longer relevant in relation to the range of services provided by your company.

5. Lack of responsive design

More recently, a site aimed exclusively at working with computers had the right to exist, but today the lack of adaptive design is excluded. The lion's share of traffic on the Internet is users who use smartphones for all tasks, which means that creating a site exclusively for desktop, personal computers-you give up a huge part of the target audience.
In order for the creation of an online store to bear fruit, and your company to continue to make a profit and increase it with each quarter, it is necessary that all the resources of your company are optimized for use with both computers and any portable gadgets. This way you will be able to reach the entire target audience, which means that the number of customers will be significantly greater than if your site was convenient to use exclusively on a PC. Do not forget that Google has long been committed to promoting resources adapted for mobile devices and sites created on the principle of Mobile First.

This principle assumes that the process of creating an online store will initially be aimed at providing comfort for smartphone users, and only after the resource is perfectly adapted for smartphone screens, will the development of an adaptive version for desktop computers begin.
Creating and optimizing an online store with an eye on the popularization of smartphones in the world and the number of users who use them as the main tool can bring you a huge number of customers and a commensurate profit.

6. Slow site loading and its consequences

For search robots, some parameters are extremely important, namely:

• Intuitive site structure
• The relevance of the resource in relation to users ' search queries
• Page loading speed

If the download speed of the created online store seems too low to you, then this is a reason for conducting an audit of the site. The fact is that the loading speed of the site and its pages can be affected by both incorrect optimization and extra characters in the resource's system files. In order to find the reason, you will need to conduct a full audit of the resource, and then optimize all the elements of the online store that could have a negative impact on the resource loading speed.

As for the consequences, if your online store loads too slowly, the indicator of customer loyalty, as well as their desire to purchase something on your resource, will continuously begin to tend to zero. No buyer will want to spend their time loading the resource, and if your online store can also boast of a huge catalog of products, then the user will not want to wait for the next page of the catalog to load.
If the speed of the online store has decreased after the addition of materials, or optimization, then you should contact specialists so that they find the cause and correct the mistakes made. Otherwise, the online store you have developed will not be of particular interest to search robots, and you will not have to wait for a good ranking despite all the relevance of the resource.

How to avoid problems with site optimization

The process of SEO optimization involves a whole bunch of steps and actions that need to be done efficiently and with special attention to detail. If you decide to optimize the resource yourself, you will not be able to achieve the desired results. For high-quality optimization, you will need to master a huge amount of materials, and to learn how to use them during optimization, you will need experience. Moreover, by trying to optimize the resource with your own hands, you can increase the number of critical errors, which can ultimately lead to a drop in traffic, or a ban.

In order to create an online store and optimize it successfully — you need to contact a company that provides a full range of services. Gloss web studio can help you launch a resource of any complexity in the shortest possible time. Our team is specialists with many years of experience, able not only to create an online store for you, but also to competently optimize it. Web studio Gloss has been creating online stores, launching corporate websites and developing contextual advertising for their promotion for 12 years. Over the years, we have collected more than one and a half thousand works in our portfolio and do not plan to stop.
If you want to start a new business on the Internet, order the creation of an online store and its optimization from the specialists of the Gloss web studio. To order the necessary service, visit the corresponding page using the site menu, or contact our managers by calling the number indicated on the site.

Order the creation of a website from the leaders in the development of web resources-web studio Gloss, and start your business with an optimized Internet resource-tomorrow!