Promotion of an online store: How to promote a product category based on key queries
Text optimization and the introduction of key queries in the text description of products is not used for the first year. Creating product cards with the help of key queries of potential customers is widely used in the online trading market around the world, but unfortunately in the current reality it rarely brings the desired result.
The fact is that the lion's share of online stores sells the same products as competitors, and their supplier is the same organization. Information for product descriptions online stores often take from suppliers, hence the problem with uniqueness and low performance, even with a solid budget for promotion. But how to deal with it? How to promote an online store using keywords while becoming unique in the eyes of Google search algorithms? The answer to this question can be found in this article, so let's get started!
Uniqueness in Internet marketing: Why you need to be the only one if you want a successful website promotion
Google uses hundreds of parameters to determine the sites that are most relevant to a customer's request. Not all the algorithms and factors that they investigate are known to optimizers, but one thing is for sure, the company's search algorithms are very impressed with uniqueness.
Creating something unique in 2021 is extremely difficult. All product groups have a certain competition, and the description of these very products is often provided by the manufacturer himself. Hence, there are problems with promotion, because how can you be a unique web resource — if the lion's share of the site's text information is product cards that are created using data from the supplier? In fact, you can become a unique online store even in this situation. Next, we will tell you how to unikalize the product cards of your site and promote the resource to the top of search results without resorting to a complete redesign of the entire site, but adding only a few small details to the description. But first, let's look at what content search algorithms consider not unique?
The concept of uniqueness from the point of view of search algorithms is extremely vague, because all the words that you use in the text were already written once, and it would be stupid to focus on them. That is why Google search robots analyze not words, but sentences, word order and their synonyms, which ultimately lets you know whether such content exists on the Internet or whether your text is unique. If the search engine algorithms conclude that your text is unique , they are more likely to additionally scan it for keywords, and if there are any, link the scanned text to a specific category in the search engine catalog. The category may depend on the type of product, type of product, manufacturer, purpose, and many other parameters.
Of course, if you use the information provided directly by the manufacturer, then there can be no question of any uniqueness. Exactly the same description is used by all your competitors who are supplied with the same product. But how can you become a unique resource? What tools should you use to unify your own website and how to start successfully promoting an online store?
Keyword coverage and how to use it to promote your online store
As we have already found out, often the promotion of an online store is stopped due to the use of a template description provided by the supplier or manufacturer of the product. At the same time, there are both popular online stores, and not so much, but why does it depend if the products and the description are all the same?
In fact, in order to become a unique resource, you only need to add the right word to the title of your article or category. Modifying the name can allow you to not only unify the title of a page card or an entire product category, but also allow search algorithms to better understand your resource and consequently promote it in search results by publishing it on the screens of interested customers. Keep in mind that Google primarily thinks about the convenience of its customers, so if the name of your product card or category is too spammed with keywords — you will not be able to achieve the desired result. It is possible that over time, the use of such a " trick” can lead your resource under the ban of Google. This can be the downfall of both your website and your business.
But how to effectively unify the title or title of the page so that the category is not blocked and is promoted, further climbing the positions of the search results? We'll talk about this later.
Unique headlines for successful promotion of an online store
One of the most effective ways to unify a category name or product card title is to add characteristics to the product name. The added feature must be unique for a specific product category or product card, so you can separate it from the total mass of products in the catalog of the promoted online store. In addition to the fact that the characteristic you choose must be unique to the category, it must also be interesting to the consumer, otherwise there will be no point in adding it.
As an example of a title without characteristics, you can use the product card “Bosch water heater". In most online stores that deal with household appliances, the product card of this product or category will be called this way. Because of this, the promotion of the category of your online store becomes impossible until you make adjustments to the category name, since from the point of view of search algorithms, this name is already plagiarism.
To achieve uniqueness from the point of view of algorithms, you can add a certain characteristic to the title, for example, "German Bosch water heaters". After conducting a study of the demand for this request and the frequency of its use, you can reassign the product card and thereby make it more unique. This will allow the product categories to appear more often in the search results of your potential customers, and at the same time somewhat simplify the promotion of the online store. But what can such changes in the headline bring, other than illusory efficiency?
Adding the name of the product category with clarifying characteristics, you will get:
- A unique category name, since most often there is a template approach, where the product type or the name of the manufacturer's company is used directly for the category name
- Your potential customer will be able to find the page of the promoted online store and get a more relevant response to their request. That is, if a potential buyer was looking for " German water heater” , then your product category will be much more relevant to the search query than the categories of your competitors, in terms of search algorithms.
- You will simplify the task for the search robots of the system, because they will be able to navigate much faster among thousands of resources and choose exactly your site, since the name of its category or page will be the most relevant to the user's search query.
- The content you create will remain unique from the point of view of search algorithms precisely because of the uniqueness of the title. Any content on the Internet can sooner or later be stolen by competitors, but since the category of products and their description have already been supplemented by you, it is your resource that will be considered the creator of this content
In order for the addition of the title characteristics to bring the expected results, first you need to conduct certain studies of your target audience. Once you find out which queries and extensions are most often used by potential customers, it will be much easier to unify the pages and categories of the online store's website, simultaneously making them more relevant to the search queries of your customers.
How to achieve effective promotion of the website of an online store in the face of increased competition
Although you can unify page titles and categories, in the current market situation and growing competition, unifying titles may not be enough. In order to get the desired traffic and conversion rates, you need to do a comprehensive SEO optimization. Comprehensive SEO-optimization involves:
1. Checking the code and structure of the site for errors and unnecessary data
Often, entrepreneurs face problems of promotion due to the fault of unscrupulous developers. When creating an online store site, developers often leave extra characters in the code, and then simply forget to delete them. As a result, the loading speed of your site leaves much to be desired, there are cases when, due to such an oversight, large suppliers and companies spent their entire advertising budget on promotion, while not even close to achieving the desired results. The same can be said about the structure of the site, which may be too confusing, not intuitive, and the site addresses may have an excessively high level of embeddability.
2. Rebranding or optimizing the design for the current market realities
In optimizing and promoting the website of an online store, the main parameters are the convenience of the client and the speed of loading the resource. If at least one of these parameters does not reach the recommended search engine-a rapid increase in traffic and popularization of your services is not worth waiting for. In order for the website of an online store to attract more potential customers, you need to make it as easy as possible for a potential buyer to move through the pages of the site, as well as take care of the relevance of the design.
If the site of an online store or a corporate resource is designed according to the trends of six years ago, you should definitely not expect an effect, as well as interest from users to your site. The situation can be corrected by rebranding or updating the design of the resource by working with experienced web designers. If your resource needs to develop a new design, or you are just planning to develop an online store site-contact the specialists of the Gloss web studio. Our designers will take into account all your wishes and develop the design for the online store following all the latest trends, successfully combining them with your wishes.
3. Work on the content
In order for the pages of the promoted online store to appear more often in the search results, before the eyes of your potential customers, it is necessary that you create the most relevant content. Research of the target audience of your business niche can help you develop the optimal and in-demand content.
After learning more about the interests, preferences, and lifestyle of your potential customers, you can develop much more effectively, initially focusing on the search queries of customers. The results of this research will also help you identify the most appropriate keywords for your category and enable you to successfully use them when creating content. After receiving data about the requests of potential customers, you can use them to create a semantic core for an online store, and use the words stored in it not only for optimization, but also for creating contextual advertising campaigns. By launching an advertising campaign based on the most effective customer search queries in your opinion, you can significantly affect the performance of your resource and promote the website of an online store much more successfully.
By optimizing according to the plan described above, you can make your resource much more attractive to search algorithms, while at the same time making it relevant to customers. But what if you have never dealt with website development and you have no experience in creating an effective semantic core?
Why order the promotion of the website of an online store is worth it from professionals
Despite the fact that all the above actions look quite simple, without experience in promoting websites and creating effective advertising campaigns, you will not be able to cope with the growing competition in the market. If you want to get the maximum result in the minimum amount of time — contact the specialists of the digital studio Glyanec.
Our company is the market leader in the creation of websites and the development of advertising companies in Ukraine for more than ten years. During this time, our team has created about a thousand resources, and the number of advertising companies that are still helping our clients make their business more profitable, and do not count at all. Web studio Glyanec is a professional with many years of experience, able to turn any of your ideas into reality.
In order to launch the promotion of the website of an online store or the development of a corporate website for an IT company, you just need to contact our manager via an online chat located on all the pages of the site, or leave your application for promotion on our site. After processing the application, our manager will contact you to clarify the details of your project and your wishes regarding its appearance and structure. After you share your thoughts about the future of the online store site, our specialists will take the job and provide your dream site in the shortest possible time.
Our company has been leading the market for so many years thanks to our attitude to work and our desire to create the most attractive resources for our customers. If your company needs a corporate website, or you have long thought about promoting the website of an online store — our company will be happy to help you achieve your goals.
In order to learn more about us, as well as get acquainted with examples of our work and finally order the creation of an online store site, you just need to visit the appropriate tab on our site.
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