Development of a competitive online store in 2021: What to consider in order to achieve the goal

Creating an online store is a process during which a whole team of specialists works on one web resource. In the process of developing an online store, many issues are solved, including the site structure, its design, and further optimization plan. Despite the fact that the development of an online store and its optimization in the general sense are inseparable processes, in 90% of cases, resource owners first launch the site, and only after launching after a certain amount of time – they begin to think about optimization.

Online store optimization is a method by which the site gradually begins to move forward in the search results, striving to take higher positions. The higher the position of your online store, the easier it is for the client to find you and the higher your income and turnover of the site, respectively. But how to achieve success in promotion, given the current competition? What aspects are worth paying attention to in the first place and why is SEO the slowest marketing channel so important in 2021? Let's figure it out!

The most common mistake on the entire internet

This is what you can call the fact that site owners start optimizing their resource after the site is developed. In fact, from the point of view of efficiency, it is not so important at what point you will start optimizing your site, but the answer to this question is important from a commercial point of view. The fact is that in the process of creating each individual page, blog, catalog, and other elements of an online store, it is much easier to gradually optimize them than to plunge into the depths of the online store structure after launching the site. The same applies to image optimization, download speed, and user experience.

In order to achieve good performance and systematically move up the search results, your online store must be relevant, load quickly, and provide the user with a valuable experience. It is quite difficult to achieve this result by performing optimization after creating the site, but it is realistic.

Another thing is the cost of such work at the stage when the online store is already launched. It is possible that high-quality optimization after launching an online store can make a good hole in the budget, because specialists in the niche of search engine promotion and optimization are reluctant to take on the optimization of already launched sites, especially if they have more than enough problems. When contacting such a specialist, you will first have to wait until an in-depth audit of the site is conducted.after that, the specialist will be able to submit a report on errors and an approximate time that will be required to correct them. The process of optimizing the created online store can throw the resource out of the rut for a long time, and in the meantime, your competitors will continue to move to the top of the search results.

It is precisely because of the high competition, as well as the time that you will have to spend to optimize the site after it is launched, that it is important that the site is optimized during its development. By ordering the creation of an online store and its optimization from one company, you can not only significantly reduce the cost of both processes, but also reduce the amount of time they will require. This way, you will be able to speed up your entry into the market, which means that the chance that you will succeed will increase. If you want to launch your resource as quickly as possible, but at the same time you would like the highest quality online store-order the creation of an online store website from a leading company in this niche, gloss Web Studio. Gloss is the leader among Ukrainian Studios. Our company provides a full range of services related to the creation, promotion and optimization of internet resources, and therefore working with us-you have the opportunity to get a resource of the highest quality, because we are a team of the best specialists in Ukraine. The Gloss team consists of developers, marketers, optimizers and designers who together are able to create any internet resource, taking into account all your wishes and current trends in the internet industry. But what do optimizers have to do to ensure that your site can be promoted as efficiently as possible in your chosen niche? We will answer this question later.

What does online store optimization consist of and what actions does the optimizer need to take to achieve the best result?

Until recently, according to many marketers, SEO was dead, but now search engine promotion is once again becoming one of the most advanced and effective marketing channels. But how did this happen? In fact, it's all the fault of the boom among companies in website development caused by quarantine restrictions and the inability to work directly with customers – offline. Due to the fact that many stores, studios and manufacturers could not distribute their products and services directly offline, they were forced to quickly create a website for themselves so as not to lose the entire customer base. Against this background, hundreds of new food delivery establishments have appeared in Ukraine, as well as shops. Some stores remained offline, but offered home delivery via the site, and stores that were originally created on the internet struggled to survive in the new conditions, simultaneously using RRS. RRS is until recently the most effective, fast and simple marketing channel that most marketers have resorted to. RRS is pay – per-click advertising, meaning that for you, every click of a potential customer on an advertising banner costs money. It is worth considering that for different niches and marketing campaigns, the cost of this very Click was different, and varied depending on the popularity of the niche. At the moment when the pandemic hit Ukraine – in order to cope with competition, most online stores began to launch marketing campaigns using RRS. As a result, the cost per click skyrocketed, and paying for such a campaign could easily have bankrupt a small business or an online store selling small-sized affordable goods.

After assessing the situation and conducting relevant research, Google simultaneously came to the conclusion that in order to achieve its corporate goals, it is necessary to modify the search engine. Make it cleaner from ads and give users the opportunity to quickly and easily find the information they need. The company also set out to provide the client with sites with the most relevant and truthful information. It is not surprising that after the company introduced new ranking factors, and the whole world learned that soon it was content that would rule search results, all site owners began to turn to SEO specialists for help. But what kind of help did they want to achieve and what, in principle, does the work of an SEO specialist consist of in optimizing an online store being developed? If you analyze the work of an SEO optimizer in stages, you will get the following list of tasks and actions:

1. Evaluating competitors and their success in the niche

Competition has its drawbacks, but it also has its pros. At a minimum, with the help of competition, an SEO specialist can evaluate what indicators can be used for search promotion, what to expect from using certain marketing channels, as well as with the help of what marketing strategies competitors managed to achieve their existing positions. All this data set is very useful for an SEO optimizer, because after analyzing the data, they will be able to create a marketing strategy to avoid mistakes that your competitors have already made.

Competitor analysis can also help you identify the features of the link mass and content topics that show good results in your chosen niche. Having data on the link mass and content, an SEO specialist can not only connect links to promote the site, but also give recommendations to your authors regarding the content that needs to be published for successful promotion of the internet resource.

Despite the fact that competitor analysis is only the first stage of SEO promotion and website optimization, it is of fundamental importance for the success of the site. It is based on the experience of a competitor that you can significantly save time and avoid making the mistakes that your opponents have already made. With the listed amount of data, an SEO specialist can develop a strategy and recommendations for other specialists in your team, which will ultimately significantly increase the effectiveness of the work done.

2. Development of the semantic core and its importance for promotion

In order to understand why the semantic core is so important for promotion, you need to understand what it is.

The semantic core is a table of key queries that will continue to promote your online store. With the help of key queries integrated into your site's pages, their snippets, and published content, an SEO promotion specialist can increase the relevance of your site's pages to the user's search query. This way, your site will appear more often in search results, which will further lead to an increase in traffic and the total amount of traffic in your online store.

In order to build an effective semantic core, a specialist will need time. On average, the semantic core of an online store consists of several hundred thousand queries, and therefore the assembly of this core takes a decent amount of time. The fact that in addition to searching for key queries, a specialist also needs to get rid of the so-called negative keywords does not speed up the work either.

Negative words are words that are associated with several niches at once. Also, negative words include words that have several opposite meanings. The problem with such words and their use during optimization is that they will allow your site to receive inappropriate traffic. Non-targeted traffic is users who came to your site out of interest or by accident, while not planning to buy products or services from you. Regardless of the reason for visiting your site, such traffic has a bad effect on conversion rates, which is calculated due to the ratio of users who performed the action relative to the total number of users who visited the site. In addition, negative words can negatively affect the cost of a marketing campaign if you use RRS, because thanks to negative words, your ad will flash before the eyes of completely uninterested users, and they, in turn, can make a click out of interest.

After the semantic core Assembly is completed, the resulting core must be clustered. Clustering in the case of a semantic core is the distribution of Keywords By Topic, frequency, and efficiency, depending on which gradation the specialist chooses. High – quality clustering helps you deal with chaos when you need keywords for a specific product group, but to find them, you need to rebuild all the semantics pages. Clustering eliminates this problem and helps simplify the process of finding keywords related to a particular topic.

3. Creating a site structure

One of the most important aspects for ranking these days is the user-friendliness and benefits that a user can get by visiting your site. The user experience of your clients largely depends on the site structure, because it often becomes a real problem.

To ensure that the structure of your online store does not cause confusion among potential customers, it is necessary that it is as logical, consistent and intuitive as possible. The faster a user can find the product they need, the higher the chance that they will buy it. In addition, loyalty to your resource increases, and from the point of view of search robots, your site becomes more meaningful and comfortable for customers. At the same time, the longer a user stays on your site and the more often they leave an empty shopping cart, the worse it is for promotion, and the lower the turnover of products on your site.

In order to avoid this situation, you should contact specialists in the field of developing Internet resources. They will develop a competent structure for you, thanks to which your customers will be able to quickly and easily find exactly what they need. Also, do not forget about linking, an excellent tool for simplifying navigation. By contacting an SEO Specialist, you can get a competent link based not only on keywords, but also on the topics of your articles and products in the store. In the end, your client will be able to visit the page that interests them right in the middle of reading the article, because they have already found the page that interests them.

4. Launching an online store website

After all the above actions have been completed, it remains a small matter. Despite this figure of speech, in fact, the SEO specialist still has to deal with duplicates, prepare a technical building for authors, understand all the subtleties of integration between the site and social networks, and much more.

Even after your online store is ready and launched, the work of an SEO specialist will not be finished. After the launch, it will have to collect data, analyze indicators and build new marketing strategies based on them, or supplement existing development and promotion plans.

Summing up this article, I would like to note that the success of an online store depends on many factors. To achieve leadership in your niche, you need a whole team of specialists with experience and understanding of exactly how to bring your site to the top of search results. It is not easy to find such specialists, but if you need to create a high-end online store, optimize it and promote it effectively, please contact us!

Glyanec Web Studio has been developing online stores and corporate websites, landing pages and news portals for more than 13 years. During our work, we have created more than 1,500 websites, each of which you can get acquainted with personally by visiting the gloss portfolio. Also, our team is constantly improving so that our clients ' sites are faster in the top of their niche, and the amount of traffic always increases.

You can learn more about cooperation with us and its results by reading the reviews. You can order the creation of a turnkey Online Store by contacting us by e-mail, or by using the phone number indicated on the main page of the website of the Glyanec Web Studio.