How does website SEO differ from online store SEO?

While website SEO focuses on conveying information, branding, and conversion via services, e-commerce SEO focuses on product sales.

In online stores, page navigation is more complicated than on most websites due to the large number of products, categories, and filters. A store usually has similar page types (category pages, product pages) and is therefore more prone to duplicate content. A well-thought-out strategy for implementing canonical tags is therefore all the more important for online stores.

In e-commerce, transactional keywords (e.g., “buy T-shirt,” “cheap desk”) are used, while informative keywords (e.g., “how to cook lasagna”) are used for websites.

In shops, the content is shorter, with a focus on the product name, product description, and USPs. This makes setting keywords a little more challenging.

The following elements can be used on websites:

• Meta titles
• Headings
• Structured content

In e-commerce, four additional elements are added:

• Product data
• Rich snippets
• Product feeds

The correct use of keywords is the be-all and end-all of successful SEO implementation. It is worth conducting in-depth research, consulting specialists where necessary, and then developing a long-term strategic plan together with those responsible for Google Ads and social media campaigns.

Local terms: This requires local keyword analysis and the development of a strategy for incorporating the selected keywords into the page. Products that are referred to by different names in everyday language (e.g., sit-stand desk, ergonomic office desk, sit-stand desk) pose a particular challenge.

Long-tail keywords: Precise keywords such as “pizza” or “sneakers” are often searched for, which is why they are used on many pages and generate a correspondingly large number of results. Achieving a good ranking for such keywords requires perseverance and is often only possible for very large, financially strong shops.

For this reason, it is worth using longer, combined keywords (so-called “long-tail keywords”). For the two keywords mentioned above, these could be “pizza with lots of mozzarella” or “comfortable sneakers with ergonomic footbeds to prevent back pain.”

Repeating keywords: In order to generate organic traffic on the site and achieve the highest possible ranking with the selected keywords, the keywords must be reused in many places. If a web shop sells nose plasters for snoring, this must appear as a standing term on many pages in titles and integrated into texts.

Customers want to see what they are buying. High-quality product images from different perspectives (possibly with a 360° scrolling option and zoom function) are a must in order to generate high conversion rates.

All product images in the first position should be photographed from the same angle and have the same background so that they present a harmonious picture on the category page. It is also a good idea to show the product in everyday use in at least one photo (e.g., a bed in a beautifully furnished bedroom).

Trust is an important factor. Many customers are willing to accept a slightly higher price if the online store is well-known or at least makes a good impression. Good customer reviews on Google and directly in the store create a relationship of trust.

Comprehensive product reviews are more difficult to obtain and therefore very valuable in bringing about a positive purchase decision.

The layout must be appropriate for the target audience. Some standards have become established for shops, but the layout of a “mountain bike shop” and a “shop for high-end music speakers” should differ in terms of color scheme, font, imagery, etc.

In a shop, URLs should be simple in structure. “Speaking” URLs (for example, www.baumarkt.ch/bohrmaschinen instead of www.baumarkt.ch/kategorie-106) are always preferable. One difficulty with URLs is page filters: a decision must be made on how to implement the filter in order to avoid duplicate content on the one hand and, on the other hand, to give customers the option of copying URLs from filter pages and sending them to friends.

Having different languages on a web shop can pose an additional challenge. From a technical point of view, the page language must be clearly defined and the hreflang values must be set correctly. How should navigation behave on pages that are only available in one language? In this context, the canonical tag is again of greater importance to ensure that no duplicate content is generated and that visitor numbers can be assigned correctly.

Suctured data is extremely important, especially with regard to the development of AI search results, in order to make it easier for search engines to index data.

The most important schema data types for running a successful e-commerce store:

• Product: Product information & rich snippets
• Offer: Price & availability
• Review: Display reviews
• BreadcrumbList: Navigation structure in SERPs
• Organization: Information about the shop/operator
• FAQPage: Answers to frequently asked questions

In addition to rich data entries, FAQ pages, glossaries, instructions, and technical articles also offer a good opportunity to improve rankings in AI-driven searches. If a shop sells office chairs, several pages can be created:

• FAQ: List of the most relevant questions and answers
• Instructions: An attractively designed user manual or description of functions
• Technical article: Product benefits of the item for acute back pain, written by a physical therapist
• Glossary: A glossary of the most important technical terms could be created (e.g., about roll types, lower back supports, tiltable seats, fabric types)

Links from external sources to the shop are an important ranking factor for SEO. High-quality links signal to Google that the website is credible. Backlinks help to rank for prominent keywords. Entries in social media, blog entries, etc. are useful for generating backlinks.

It is worthwhile publishing product data on as many platforms as possible. In particular, products should appear on Google Shopping (Google Merchant Center) in order to achieve greater visibility and acquire new customers.

In classic web shops, there are two relevant page types in addition to the checkout:

These pages group together similar items, e.g., all “Bluetooth speakers.” The following points should be considered:

• Category title (H1)
• Category description (SEO text)
• Product overview
• Filter & sort functions (faceted search)
• Sorting options
• Breadcrumb navigation
• Additional
  • Top sellers or recommendations
  • Banners
  • FAQs about the category
  • Trust elements (shipping information, payment methods, return policy, quality seals)

Product pages display detailed information about a product. Important elements of this page type are:

• Product name (H1)
• Product images
• Product description
• Technical data/features
• Price information
• Delivery time/availability
• Variants/configurator
• Call-to-action (“Buy now” button)
• Trust elements & information (payment methods, return policy, buyer protection, warranties)
• Additional
  • Similar products
  • Availability in stores
  • Wish list