SEO for online shops: be found locally

E-commerce has established itself as an incredible economic force. While customers were hesitant to use the virtual offer before the turn of the millennium, sales in German e-commerce have increased steadily over the past twenty years.

Online retail probably peaked in 2020. The corona pandemic had completely paralyzed society and the economy, and for many people virtual shopping was the only way to buy goods. This year it was an unbelievable 73 billion euros generated – a new record high. Since then, German citizens have come to appreciate the advantages of online trading, which forces online shops to start trading. In order not to drown in the crowd of virtual dealers, extensive marketing campaigns have to be started.

Local SEO in particular has developed into an unbeatable weapon to attract the attention of customers to your own company. In the following article we will deal in depth with the topic of SEO and show you how the Online Solutions Group can provide you with lasting support.

Technology in SEO

Search engine optimization has been proven to contribute to the success of an online shop. It ensures that your own website receives a high Google ranking and is therefore displayed among the first search results. To achieve this goal, SEO uses on-page and off-page optimization. However, content and technical SEO is also of great importance to you. While content SEO is primarily concerned with content, search intentions, keywords, landing pages and snippets, the opponent is mainly concerned with the technology of the website:

Google is constantly updating its ranking factors. The Panda update from 2011 caused quite a sensation, as keyword stuffing and copying of content have been severely sanctioned since then. In the meantime, however, Google is concentrating more and more on the user experience. For you, this means that you should no longer see the speed of your website as an indirect factor, but as an essential aspect. If pages are difficult to open and are characterized by long waiting times, the length of stay of the user decreases and the bounce rate increases. This problem is exacerbated with the introduction of Mobile First. Because the desktop version is no longer used as an assessment, but only the display of the mobile end devices.

The domain is of particular importance.

Url structure

In connection with the URL, the well-known adage applies: keep it as short as possible and as long as necessary. Ultimately, the visitors should get a first impression of what the website is about. At the same time, however, you should also ensure that the URL does not become too complicated. As a unit of length, the 10-word limit can be used as an orientation. It is also important that the individual words are separated from one another with a hyphen and that the focus keyword is included. You should avoid keyword stuffing.

It is also important to structure the URLs hierarchically. This procedure enables the user to understand the arrangement and understand what content is behind the name. If you have used CMS WordPress for your website, URLs will be generated automatically. The program’s suggestions are usually very helpful, but can still be tweaked.

Breadcrumb menu

The breadcrumb menu is at the top or bottom of the webpage. It consists of links that enable the user to quickly and easily return to certain pages. It makes sense that you create a link to the overview and category page.
In addition to the user, the search engines also benefit from breadcrumbs. They let Google, Bing and Co. draw conclusions about the structure and thus improve your ranking.

404 pages

Another point is that your website is up to date. Of course, it is beneficial for search engine optimization if you keep posting new content. However, you also have to check regularly whether links and subpages can be accessed without any problems. So-called 404 pages are pages that originally existed but have now been deleted. If this is the case on your homepage, you need to optimize it:

  • The URL should alert users that the page is no longer available.
  • The url should suggest alternatives
  • The URL should be easy to return to


Google uses crawlers to determine the ranking of a website. Different factors are taken into account, such as keywords, backlinks and user experience. If the page is indexable, it will be added to the Google index. You can think of it as a large network of websites. If a user now starts a search, the so-called SERPS – search results – are displayed. However, if your website could not be indexed, it will not appear in the search results.

Structured data

With the help of the structured data you can provide information about your website. This enables the crawlers to understand and classify the content more quickly. The structured data is not considered a ranking factor, but it can produce rich snippets. This results in companies appearing in the SERPs with additional elements such as price categories, ratings or location information. Accordingly, the likelihood that customers will visit your website increases.

Length of stay

Ultimately, it can also help you if you analyze the length of stay of the visitors. This makes it clear whether your website offers customers real added value that motivates them to sift through products, read articles or get information.

A regular technology analysis can help to promote the visibility and positioning of your own website. It is advisable to use an online marketing tool in order to be able to carry out the SEO check quickly and clearly.

SEO strategies for online shops

The Semrush study made it clear that 37.5 percent of visitors were actually directed to the website via search engines. As a result, SEO is an absolute must for shop owners! Unfortunately, many webmasters are still trying to apply the optimizations to their own website afterwards. However, it turns out that it is far more effective to first carry out a comprehensive SEO analysis and then build your online shop on this basis.

Product feed: for whom is it suitable, advantages, possibilities

The Product Feed CMS can be understood as a detailed listing of the goods in an online shop. It transfers the shop design to static pages and still guarantees fast loading times. The products are saved in a text file and can be updated regularly. It is also possible to create landing pages that provide more detailed information on specific products.

This is quite practical as online shops can usually only cover a limited number of keywords. In the search bar of Google, Bing and Co., however, customers often type long-tail terms such as “summer dress black tight strapless”, which are not characterized by a high search volume. With the help of the additional landing pages you can integrate exactly these search terms.

The product feed also includes a filter function. This offers customers added value, as the desired products are easier to find. This user-friendliness rewards you with satisfied visitors and an increased conversion rate.

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