What's so special about Neadoo?

When it comes to designing SEO for e-commerce, we think globally. We can’t just focus on a small selection of categories or products – we need to approach them all as a service. We offer expert advice, helping clients reach solutions that will help them reach their business’s full potential.

One of the biggest hurdles online shop owners with SEO campaigns encounter is selectiveness. All optimization is targeted at merely a handful of products, often completely omitting other elements of the offer. In its current state, SEO is too demanding for you to limit yourself to only that type of operation.

That’s not even mentioning the fact that selective shop positioning may also influence its reputation, lowering sales. Neadoo’s offer was designed specifically as a means to combat to that.

White-hat SEO for online stores with Neadoo

Establishing marketing aims and the scope of promotion (KPI)

One crucial thing we need to emphasize at the stage when we define the goals of our campaign is that we really need to know the business process of our client.

This is important because it provides us with some important details. We get to learn which products the client prioritizes selling, as well as how their operations are influenced by the current season. This is also the point at which all decisions are made in terms of support through other types of campaigns, e.g. Adwords and social media.

strategy plan

Online store analysis

The initial store analysis involves a lot of details. We cover a number of strictly technical on-page elements, such as meta tags, content, images, engine functioning, product filtering/sorting, etc.

We also analyze off-page elements, including social media presence, Google My Business listing optimization, as well as the profile of the links leading to the domain.

Analysis of the online store

Analyzing the competition

Another crucial step is a detailed competitor analysis. It allows us to determine how the client fares compared to their competitors in terms of brand recognition, the scope of their offer, as well as the amount of content and other elements that contribute to the website’s value.

In order to perform such an analysis, we utilize external tools, e.g.SemRush, Ahrefs, and MajesticSEO.

Analysing the competition

Comprehensive optimization

At this stage, we handle the optimization of key website pages, that being the homepage and the main product categories, as well as the head section, headings, and content.

We also rectify errors in the engine with regard to duplicate content, as well as friendly URLs. After this, we perform various optimization operations which include the optimization of product pages, internal linking, blog posts, as well as other elements. All of this is reported at the beginning of the following month.

Comprehensive optimisation

An example of the effectiveness of our operations

Our client, Sunlux Limited, specializes in the sales and manufacture of various types of doors and windows.

Sunlux
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Analysis and plan of action

An initial analysis has made clear the need for a domain change, due to the fact that the link profile history was so unfavourable that taking any positioning-related action was risky. We’ve also suggested changing the shop engine for a friendlier variant with greater editing capabilities, such as Presta Shop, as previously the client had a shop based on SaaS.

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Aims and scope of the promotion / 01.01.2015

The main goal was to increase the recognisability of the brand as well as the store traffic, which would be reflected in the conversion rate. We also started a Google Adwords campaign. The sample keywords promoted as part of the SEO services included: cheap roof windows, wooden roof windows, wooden loft ladder, small roof windows, roof windows.

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Optimisation and link building / 01.03.2015

A full website optimisation and a supply of valuable links to the website resulted in a substantial increase in traffic after around 4 months from the start of operations.

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Initial results

The chart illustrate the growth in the number of the website’s users on a monthly scale. Keyword position by the end of 2015 and 2017.

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Website redevelopment / 01.12.2016

We’ve conducted another optimisation, more link building, along with key word modification.

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Last but not least!

Currently, the client is one of the best recognised window manufacturers in the UK. However, we are not slowing down our pace and since January, we’ve been working on a modernised website in order to reach even greater levels of traffic in the context of upcoming changes – mobile first and speedup update.

Check out other case studies!

Which platforms do we work with?

When it comes to online stores, there are plenty of options. We specialize in a few of them, including Presta Shop, Magento, Spreecommerce, Shopify and Woocommerce. We have the most experience with them and we can vouch for their quality and ease of use when it comes to SEO!

Magento

Magento

One of the most popular open-source platforms available, Magento is the perfect choice for any online store. With a very flexible cart system and plenty of customization options, it is one of the most versatile platforms on the market.

Shopify

Shopify

One of the most popular paid, cloud-based solutions on the market. Despite the lack of access to “files”, the advanced management panel allows you to change your website in many ways. If nothing else, we can use it to provide support with optimization guidelines.

Spreecommerce

Spreecommerce

An open-source e-commerce platform, SpreeCommerce is a comprehensive tool that is often chosen for its ease of use. Through the use of various extensions and 3rd party integrations, its functionalities are near-endless. It uses Ruby on Rails as its basis, which helps greatly simplify processes and speed up delivery.

PrestaShop

PrestaShop

One of the most popular shop engines in the West. The free open-source code lets you implement non-standard modifications. Our vast experience with the engine has allowed us to create readymade elements for the source code.

WooCommerce

WooCommerce

An intuitive and light add-on to the popular WordPress blog. Often used for managing smaller shops and configuration products. The open-source code also lets us implement many non-standard modifications for SEO purposes.

Frequently asked questions

Currently, there are many e-commerce solutions available on the market, both free and paid, and for each of these shops elements of the SEO process can be implemented. Regarding the process itself – we can effortlessly find several solutions that will be more SEO-friendly, and their full optimisation will be possible without adding any extra costs stemming from following the optimization guidelines.

This is why it’s worth discussing what shop engine you’ll choose with an SEO specialist. This is especially true if you want the fastest results without any additional costs related to things like following optimization guidelines by the shop engine designers. It’s a good idea to choose an open-source solution – or at least one that allows for you to edit the engine files on your own.

Below is a list of elements, the verification of which can help you limit the costs of optimisation:

  • Access to key html markers from the management panel level: meta title, meta description, meta robots, as well as generating these values automatically,
  • Automatically redirecting URL addresses or option to manually implement them – particularly important in the event of changing the shop engine,
  • Option to implement category descriptions,
  • Access to engine files (cloud shops),
  • Option to manage the robots.txt and sitemap.xml files,
  • Analytical modules, e.g. Google Analytics,
  • Managing friendly product URLs,
  • Graphics optimisation.

A proper store’s category structure plays a crucial role in the positioning process. The search engine algorithms can effortlessly determine how many products there are in the shop, which is why proper categorisation is particularly important if we care about the more general ones or those from the “long tail”.

Considering the two shop types, the structure may look as follows:

a) Flat structure – recommended for monothematic shops, e.g. if you’re offering only planters – there are no other additions. This type of assortment doesn’t require the creation of a “planters” main category followed by subcategories. What is an option worth considering is creating a division into distinct categories, e.g. ceramic planters, plastic planters, etc.

Website tree diagram:
– level 0 – main page
– level 1 – ceramic planters, plastic planters, contact, cart, blog
– level 2 – blog entry

b) Tree structure – similar to a tree, this structure has many branches. This approach is ideal for a shop with a wider assortment of goods, e.g. electronics – on offer, they’ll usually have television sets, home cinemas, DVD and Bluray players, tuners, mp3 and mp4 players, etc. In this case, a given product should be placed in a main category as well as subcategories. These will be more detailed and more useful for simpler phrases from the long tail.

Website tree diagram:
– level 0 – main page
– – level 1 – TVs, tuners
– – – level 2 – 4K TVs, HD TVs, curved TVs

Keep in mind that you shouldn’t duplicate category names by, for example, creating subcategories based on manufacturer names or screen dimensions on the next level of the “4K TV” category – for that, you need product attributes and a filtering mechanism.

The first operation that must be performed is taking a close look at the whole shopping process, as well as checking whether there are any errors hindering purchase. If there have been no errors in the process, it might be a good idea to have someone else click through the shopping process and give you their insight regarding the difficulties they encounter. You can also use a tracking app in order to verify which stage of the process is the one that sees the most terminations.

The number of steps can also be a key factor. Most stores have 1, 3 or 5 steps to the process. This is also an element that should be modified – limiting the number of steps should reduce the number of abandoned carts.

Moreover, keep in mind that aside from users, your website is also browsed by search engine robots and some of the carts abandoned may be the result of their actions. In order to prevent that, you can add a “rel” attribute with the “nofollow” value on the “add to cart” link as well as lock the ability for Google to index pages related to order realisation.

The ability to write a review and rate it by a user can greatly improve a website’s evaluation by algorithms and other potential clients. This solution is also valuable from the point of view of the positioning process.

What do reviews and ratings give me?

  •  a proper marking of expanded fragments will ensure that additional elements will show up in organic results, e.g. stars, product evaluation or information that the product has been reviewed by someone,
  • additional product information should encourage a user to a purchase. They won’t have to leave your website in order to find a product review,
  • you gain additional content.

According to the current Google guidelines for webmasters and messages about a lack of safe connection on various browsers, it is recommended that an HTTPS protocol be used, especially in the case of online shops that utilize forms for data transmission.

Keep in mind, however, that the website must be properly optimized to use the HTTPS protocol. If you’re using a protocol globally, redirect all your URLs to one version, e.g. https://bbc.com

Of course, there is no need to utilise an HTTPS protocol on all pages. It’s enough if it’s used for all pages with forms, e.g. ordering page/cart, logging into the shop.

Not enough sales? Contact us!

We can help your e-commerce grow and earn more money!
Just use the contact form or book a free live website audit with one of our experts.