SEO-Promotion of e-Commerce in Europe
About the project
Our company Webnauts.Pro has been operating for a long time with the customer Caviar de Beluga, starting from the creation of an English-language website. Subsequently, it was necessary to redesign the online store and it was decided to «pump» the site — take several months for basic optimization of the project for the English-speaking audience, as well as SEO-promotion of the online store in Europe in order to «combine» the site from the point of view of search engines and give it an impulse for development in search engines.
2 months of SEO promotion
Despite the fact that initially the customer ordered 2 months of SEO (which is usually not enough to get bright results), the project showed a noticeable increase – during the promotion period and after its completion. This is easy to see in the attached charts.
The promotion was carried out immediately after the redesign of the online store, and at that time the traffic decreased a little due to technical work. However, once the redesign was implemented, October and November SEO work has been done.
In December nothing more was done with the site, but the results of the previous work were already the following:
- we managed to compensate for the traffic that significantly decreased after the redesign,
- …and reach a steady growth of traffic.
Growth continues to this day
Positions still continue to grow, we share the results below:
Great Britain in general and specifically England and London are the «native» region for the company. Here is its main office and one of the retail stores. It was most important to achieve noticeable results here despite fierce competition.
France is another key region for the company’s presence. The second retail boutique is located here, and sales are historically even higher than in the UK.
The problem of regionality
The client wanted to cover the whole Europe with their online store, however, in order to most effectively build promotion in different countries, it was necessary to create separate sites with the regional domain of a particular country, which the client was notified about in advance. Unfortunately, this proposal of ours did not find support from the business owner.
The domain zone of the site did not imply a regional affiliation to a particular country (com), it brought the first problem with SEO-promotion of an online store in Europe. Google could not assign a specific region to a web resource. As a result, a significant share of search traffic came from non-target countries — the USA, India, Iran, Thailand, China, etc.
Solving the problem of regional affiliation
Our task was to promote in two countries where the client’s physical stores were located: Great Britain and France. In accordance with this, the site had a version in English and French, as well as multi-currency — the display of prices in pounds sterling and euros.
To resolve the issue of regionality, we manually assigned the region of England to the site in Google Search Console. To strengthen the position of the English-language site in the selected region, we also made a small purchase of links, which allowed us to reduce the number of clicks from the US and increase the share of British search traffic. We also placed links in special directories, registered and optimized our company in Bing.
Among other things, company registration in Google My Business with a unique description and photo, allowed the company to take an advantageous position in the local Google search results and achieve excellent ranking in the local search results.
Implementation of microdata
An important part of the strategy for SEO promotion of the caviar online store website in Europe was the development of snippets — the announcement and description of the site in Google. To make the information about Caviar de Beluga look neat and attractive in the search engine, we have implemented Product and Review microdata. This made the snippet more visible and informative, and therefore more clickable.
Getting feedback from buyers
Among other things, we needed to get more feedback from customers so that they interact with the company’s Google account, leave reviews, and organically promote the products of the online store in their region.
We suggested to the customer to create the so-called «thanks» — flyers, which should be added to each order and ask the buyer to share their impressions of the purchase. It was planned to place a generated QR code on each leaflet, which automatically redirects Caviar de Beluga customers to Google Business to write a review.
Thanks to the QR code, the likelihood of a client refusing to interact was minimized with a company Google account. This solution is good because buyers do not have to make any effort to fulfill the seller’s request. It is enough just to scan the code from a funny flyer and spend a couple of seconds on a review. In matters of local promotion, this is a very effective and inexpensive way of promotion.
Internal SEO-optimization of the online store
The internal optimization plan included a fairly standard set of activities that allows you to make the site as clear and transparent as possible for search engines:
- Filling in meta tags;
- Elimination of duplicates and garbage pages, incl. 404 errors;
- Carrying out technical refinement of the site to improve performance in search results;
- Speeding up the loading of the site and moving to a new hosting, which made it possible to ensure high-quality and well-coordinated work of the resource.
In the direction of English-language SEO optimization, the following block of activities was carried out in semantic design:
- a complete semantic core has been assembled with search hints and a focus on voice search;
- junk requests have been cleaned up ;
- clustering of requests for landing pages has been completed;
- content for the main pages of the site has been prepared and posted with filling in unique meta tags.
Results of SEO promotion in Europe
After a set of works carried out to assign the region, improve visibility in search engines, the site became more promising in terms of further SEO promotion. Also, despite the limited period, our team managed to achieve tangible results from the work done on internal optimization and basic SEO-promotion of the site in the English-speaking region.
Prospects for further work
The prospects for SEO-promotion of an online store in Europe are currently very wide, as well as the potential of the site as a whole. The most important areas today are:
- Reviews in google maps
- Store and blog content
- Finding quality backlink sites
- Find local bloggers to post physical store reviews and feedback