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How To Choose Your Ecommerce Platform By SEO


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Search Engine Optimization, otherwise called SEO, is a marketing discipline that focuses on maximizing visibility on search engines like Google. In simple terms, SEO determines how much a website search engine will like.

Optimization will be determined by the eCommerce platform you use and your efforts. If you want your online store to be successful, you need to think about SEO.

Why do you need SEO
When a man decides to want a product, he will start looking for information about that product and store from which he can buy it. If your company sells that product, there are two main ways you can get to sell them:

The first is to target a paid advert that will send it to your company. This method assumes that you have invested in paid ads, that the ad has arrived at that person and that it has persuaded her to buy from you.

The second is that the person finds your site while looking for information. Then the person informs you and decides to buy. This is the "organic method".

Without SEO, you will not appear in the search engine results list. Then your only way to make a sale is through paid ads. Not only that would be expensive, but competition will use both methods, so you would be at a disadvantage.

The purchasing process is obviously more complicated than that, but this hypothetical case shows the importance of SEO. Your goal is not to appear in the search engine list (be indexed). That's simple. The goal is to be among the first results. In general, the first result collects 30% of the total visitors, the second 15% and the third 10%. Less than 10% of people reach the second page of results.

As eCommerce sites rely heavily on organic results, a company that does not invest in SEO cannot last long.

What are the main factors of SEO
Now that we know why it is important to be friends with search engines, it would be time to learn how to do it.

Google wants their search engine to think as much as a human. So, they will provide results that are as relevant to those who use the engine. The algorithm that determines the rank of each site takes many things into account. However, when choosing your eCommerce platform, these are the main factors:

Internet field
The domain is the virtual address of your site. It is crucial that this address is yours and yours. Make sure your platform allows this, otherwise your optimization efforts will help the platform owner, not your business.

Your site's address should look like "www.site.com", that means you have your own domain. If the address is "www.site.platformname.ro", it means that the site is a subdomain of the platform. Today, this is inadmissible for a serious company.

This is also the IP address. Similar to the Internet domain, the IP address is the location of your site on the internet. Again, make sure the address belongs to your site only. Otherwise, you will divide the SEO score with any other site on the same IP, meaning that their mistakes can cost you too.

XML map
The process of indexing an online store may take a bit because each product has its own page. Every time a page is unindexed, that page is invisible to customers. To minimize this time, the eCommerce platform generates an XML map. This map helps the search engine index much faster.

The problem is not whether the chosen platform offers this ability, but whether it does it for free. Clearly, it's best to have a free option, but if you choose a platform that offers the counter-cost feature, you should buy it.

Canonical Address and Page Title
For a well-structured online store, it's not unusual for a product to appear in more than one category. For example, in a furniture store, a kitchen chair would also be found in the category "Chairs" and "Kitchen furniture".

In this case, without establishing a canonical address, the same kitchen chair will have two product pages. This means you have two identical pages on the site for the same product. Search engines are scheduled to penalize sites that have identical pages, so your SEO rank may suffer. In extreme cases, Google may completely exclude you.

To avoid this, search engines offer the opportunity to establish canonical addresses. A canonical address is seen as the "main page" of a product, and its copies are no longer taken into account.

Another important feature of the page is the title. It is present on the page tab and is set automatically as a title when saving the page to favorites. This is the relevance of the title for people, but for search engines, that title is important to the search process. If the searched words are found in the title, the page rank in search is higher.

Ideally, it would be like the eCommerce platform to set this title automatically. Thus, your products will be more visible when someone searches for them by name or feature. If the platform does not do this automatically, you will have to do it because the title counts too much in the optimization process to be ignored.

Choose the eCommerce platform carefully because they do not all provide an easy way to determine the canonical address or page title.

Blogging support
When someone searches for a keyword, the search engine will take into account the number of times that keyword appears on the page but also on the internet domain. Therefore, you want your site to contain the keywords related to your company as much as possible.

In the past, some sites have taken advantage of this algorithm and have been studying keywords to increase their SEO score. Now search engines can detect and punish these strategies, so the only option left is to create true and relevant content. The best way to do this is a blog.

The chosen eCommerce platform must be able to support a blog on the same internet domain as the store. Then it's your job to populate the blog with useful content. This will make your site more enjoyable for both search engines and potential customers.

Meta description
Surely you've noticed that when you search for something on the internet, the result link is a short piece of text describing the page. That's the meta description.

This text has no impact on the SEO score of the pages but affects the chance for people to enter the site. If the eCommerce platform generates the meta description itself, there are chances that the text will make sense to the reader. That's why you have to choose a platform that gives you the option to write it.

Which eCommerce Platform to Choose
In eCommerce, as in many other situations, most are right. The most efficient platforms in terms of SEO (and not only) are the most popular. In this article we will look at three of them:
  • Shopify. This hosted platform is rated for ease of use. Creators deal with the SEO aspect of their customers' stores (among others) and offer all the options and tools required.
  • WooCommerce. In this case, the platform is actually WordPress and WooCommerce is a plug-in. From the SEO point of view, all the attributes come from WordPress, which is well known for the quality of optimization.
  • Magento. This platform is open-source is the most popular and flexible on the list. Anyone is free to develop extensions for Magento. The platform itself is fully optimized for search engines, and extensions can be invaluable if you do not have programming knowledge.
All variants are trustworthy and allow you to create a highly structured and optimized online store.