Commercial factors ranking online store and site services

Attention, longrid!

This is a detailed analysis of commercial factors, based on an analysis through the web viewer of the behavior of visitors from Yandex.Toloki, information from official documents of search engines and speeches of their employees at conferences.

We analyze the commercial factors of online stores and sites on which they provide services.

Checklist for commercial factors at the end of the article.

Commercial factors - this is the most important direction in SEO commercial projects. Characteristics affecting the convenience of making a purchase or ordering a service, and customer confidence, are now the cornerstone of promoting IM and Yandex services sites. Commercial factors are taken into account by search engines when ranking and directly affect the conversion of visitors into buyers. Work on each of the factors improves the ranking of the resource. So, it helps you to become better and more noticeable competitors, causes the loyalty of your users.

Previously, assessors checked a lot by hand, then Matriksnet appeared, and now Cat Boost based algorithms check our sites. Algorithms are taught by people who perform tasks in Yandex.Talk . Task results help improve your search engine. About Toloka at the end of the article, ibid: checklists on factors for the online store and website services.

Commercial factors for an online store

Internal

Navigation

Navigation is extremely necessary to make it convenient and easy enough so that anyone can understand.

It is always useful to compare an online store with an offline store. For example, you went to a new store in your area, and there is not a single signboard. Corridors, stairs ... where to go? No pointers to be found. In the online store is the same, with an incomprehensible navigation, the visitor will simply go to a competitor.

Categorization . With categories and subcategories, it will be easier for the user to navigate the site, and searching for the right product group will take less time. Do not make them too branchy - no one will dig. It is best to analyze the most popular categories and put them higher in the lists.

Good category structure of a very large store, the image is clickable :

Filter goods. Do the same with filtering: do not complicate, but do not simplify to a minimum; do not duplicate items. The necessary filter pages must be opened for indexing, unnecessary - hidden. All pages that are planned to be displayed in the search must include Title, meta-Description and H1. SEO filter is a very powerful vacuum cleaner for collecting traffic, I highly recommend to disassemble the UI / UX filter in great detail and optimize it as much as possible for the PS.

Make links from the text (for example product descriptions) visible and beautiful. Sometimes in stores, links visually hardly differ from the rest of the text. And in vain. Any search engine does not like this and people can not see.

Here is what Yandex Help recommends:

Links must be visible and visually different from the rest of the text. Usually they are highlighted in blue and underlined. The most important links are worth highlighting somehow especially. For example, a link, the click of which means the active action by the user, can be arranged in the form of a button.

Add that, ideally, links should be no longer than 60 characters, beautiful, short, reflecting the category, with the URL being rewritten.

No need for blank pages . The lack of information on any of the pages of the site is at least annoying, as a maximum - reduces confidence: they do not care about the buyer, they do not tell him anything. This is especially true for catalog pages. Of course, there are technical works on the page, but in this case, you need to politely, affordably and, if possible, creatively inform the users about this. And provide a link to the main page. And it is better not to add a blank page to the site and a link to it in the main menu.

Contact Information

Give detailed contact information to the user. The main contact information should be duplicated in the site header: phones, instant messengers, a link to detailed contacts. And this is indicated on the page with contacts:

• Telephones Well visible and written as text to be accessible for indexing. It is desirable with the indication of the names of departments and / or names of managers and the time of their work. Photo managers - a big plus. The advantage will be the availability of a toll-free number for calls from regions (8,800).
• Messengers . Buttons must be accompanied by the names of instant messengers and even numbers. Skype, Viber, WhatsApp, Telegram are most often placed, but this list can vary greatly depending on your target audience; conduct analytics with the help of which instant messengers are contacted. I recommend to modify the functionality that allows you to copy in one click login or phone number, or go directly to the dialogue in the application.
• e-mail It is also good if there will be several e-mail addresses with an indication of the responsible persons and the ability to copy by clicking on the icon.
  The address of the organization. With hours of work, a link to the map. Plus a map with an indication of points of sales and points of pickup (it is a moving map, not a screenshot), photos of the building, mode of operation.
• Details . Must be legal information and the official name of the company. Moreover, the details do not sculpt into a string, and give a list.
• Feedback form . Here the real opportunity to communicate with the manager is important. Therefore, it is better if this is a real online consultant. But it is usually added to all pages anyway, and here you can duplicate it with a simple form for deferred communication, messages from which come to the store's mail.
• Regional offices or points of issue . With addresses, phone numbers, photos and maps.

It would be cool if you upload a photo of a store or delivery of goods, your employees, and so on to Instagram. You can place the Instagram widget on your site and give people the opportunity to look at the work of the store "from the inside" - for the user it will be a huge plus to trust. Of course, it is better to upload photos of beautiful, high-quality and regular.

Criteria, as you can see, a lot. What weight each of them has specifically in your subject is difficult to determine. Therefore, the optimization of the commercial factors of the site should be properly conducted in parallel with the marketing analysis of the site and competitors. With this approach, you are more likely to hit the target. Otherwise, many useful features and services in your niche can be added to the site.

A good contact page, so to speak, is the minimum required set:

Cards of goods

The completeness and quality of the product card filling is one of the most significant commercial factors of an online store.

Good unique photos from different angles + 3D + video will make visitors poke a spell into pictures, fumble the link to the page and carry out improving the PF on your website for half a day.

By the way, the video of the goods in the online store card is a very powerful thing. Video is generally the strongest anchor. Not only did Lenin believe that cinema is the most important of all arts for us (he knew how to influence the masses); not only that "it is better to see once ..."; Cisco is also predicting that by 2021, Internet video traffic will quadruple (albeit from 2016). Here Google at the conferences learns to do a lot of video.

Quality filling cards of goods is:

• characteristics (color, weight, dimensions and other at least some significant parameters)
• detailed description
• the ability to select configuration options
• name and country of manufacturer (possibly a link to the manufacturer)
• photos from different angles
• the cost
• customer reviews (If you do not have your own then on the i.market for example)
• information about payment methods and delivery time
• references to related and related products
• availability of goods (the number of items in stock, not the online "in stock")
• button "Buy" and / or "Add to cart"

Sample can serve well-known large stores. Scroll through the page with the card of this product, and you will understand why this site is in TOP of the issue:

Assortment of goods

If the store is big . The wider the range, the more likely that the visitor will find suitable products for themselves. There is an opinion that more than 80% of products should be available. Actual, timely information about the product will increase confidence and the likelihood of purchase. It is dangerous to increase the quantity of goods at the expense of missing positions, at the very least it should be possible to bring these goods “to order”.

If the store is small . No need to try to increase the number of cards of goods by multiplying the same position in different colors. It is better to give interesting detailed descriptions, case studies about use from real buyers, vivid reviews with photos or videos from the moment the goods are delivered to their first use and use within a month, that is, to improve the information content and usefulness of the page for the user in all possible ways. This is what distinguishes small shops with unique things.

Product linking

Users prefer sites with a wide range of products and services. But if the assortment is initially conceived of a small but aimed at narrow demand, then it makes sense to supplement the information content of the position with recommendations of related and / or similar products. You can specify cases of sharing the main and proposed goods, for example, when buying a bike, you can transport a child. If you buy a bicycle seat like this, you will not get lost in the woods with a navigator attached to this holder and so on. About similar products you can also immediately show their main advantages and / or disadvantages compared to the main ones. With a wide range of this, of course, is also worth doing. It is very convenient when there is a block with “recently viewed items” where the goods of the card the user has recently visited are displayed.

The ability to compare products

An optional item, but it will be a significant advantage. Such pages on my analytics are often added to favorites that plays into our hands in all respects.

Buy button

Or the button "Order", or "Add to Cart" for convenience should be located near each product and be visible.

The price of the product

The price must be competitive. It must be indicated next to each position. If there is no price, then, firstly, it is alarming (too expensive? Not for sale? What is wrong?), And secondly, it forces you to perform extra actions in order to find out the cost. Leaving ...

I often meet with the impossibility of adding a price for a product card for various reasons (from competition to jumps in the exchange rate) in such cases at least to write “price on request”, “Price from ***” and so on.

Yandex warns :

We recommend making information about the cost of a product or service as accessible as possible.

Basket

In your online store, the visitor should be able to go to the shopping basket from any page of the site. This can be a button on the side of the top of the pages with an indication of the amount of goods in it (personally, I like it when a thin block with a basket is “pasted” on top of the page and scrolls along with all the content). Moreover, it is desirable that the button led to a separate page with a "basket", and not give a drop-down window with goods. Because in a small pop-up window there is little information, and if it is large, it will close the information on the page itself. From the "basket" page there should be a link "return to purchases".

Shipping and payment

• Payment. The section itself must be accessible, which means noticeable. At least three options for payment methods must be in it. In addition to the list of options you need to add an explanation of how to pay in this way, so that the buyer chooses.
• Delivery. Specify the maximum number of ways. For each, give a description with prices, terms, regions, nuances (if any). The more pickup points, the better. Information can be given in detail in the form of questions / answers.
  Do not just give a link to the transport company - they say, go see for yourself. It is much better to copy information from the websites of transport companies, to describe the pros and cons of delivering an order to specific regions by a particular organization. Connect the delivery calculator by API, if available. And (for perfectionists), above, show information on the regions to which delivery is most often ordered.
  
  And immediately give links to mobile applications of delivery services (if available) and a mini-instruction on its use, so that the buyer can easily track the goods upon delivery to the regions. And remind about SMS informing so that the client is completely calm.
  

Reviews

Well, if they are on the page itself with the goods. But even better, when links to reviews lead to well-known otzoviki portals, because the buyer has a hope that there they are real and unbiased:

1. https://www.yell.ru
2. https://zoon.ru
3. https://ru.otzyv.com
4. https://www.spr.ru
5. http://www.apoi.ru
6. http://irecommend.ru
7. http://otzovik.com
8. https://market.yandex.ru
9. Flamp (each city has its own website)

And even better if next to the review will be a photo of the buyer with the goods in his hands and a link to his profile in any social network (this is, of course, the ideal and difficult option, but this should be sought). For greater coolness and, if possible, during delivery it is good to offer some small change as a gift (wire holder, USB flash drive) in exchange for a video review or review with a photo and a link to a profile.

Discounts and promotions

• Stocks Well, if there is a separate page with information about current and future promotions. Past promotions delete or move to the archive in order not to mislead users.
• Discounts . By increasing the buyer's involvement, the number of sales will increase. Do not leave the page with discounts and promotions empty. If there are no fresh promotions, offer a discount for reviewing a product. In general: more discounts and bonuses! In the Russian store "freebie" should be inexhaustible. Bonus systems and loyalty programs describe in plain language, without complications. And let's give information on them before the registration of the future buyer on the site.

Warranty, return

You may not have any guarantees at all and opportunities to return the goods, but you must write about it. And in order for the store to be good, it’s worthwhile to take care of the customer in a human way, without forgetting the Law on Consumer Protection . Briefly describe how to act the buyer, if the goods did not fit him.

Online consultant

It is worth making, but unobtrusive. Perhaps annoying pop-up chat windows with an online consultant, making it difficult to view the main content, will annoy your customers. The consultant must be truly online during the store's working hours.

Support

These can be different services depending on the subject of the online store: site technical support, order status tracker, active forum or social network with admin answers, feedback form - that is, where the buyer can get a quick answer to his question. This refers to the ability to communicate after the purchase or ordered (received) services, and not just the presence of an online manager. It is also important, within an hour after placing the order, to confirm it with a letter to the post office or a call to the buyer, report the purchase and delivery cost with the date (pickup).

Social network

Support the site with social signals - on all pages you should have buttons to go to the page of your online store and the "Share" buttons on social networks. Search algorithms index social networks and track whether you have representative offices in social networks, and active ones. Integration of the site with social networks should not be "for show": if the group has the most recent post two years ago - this is bad; If you are actively using the social network as a channel for working with clients, this is good. Pages of the online store will be indexed faster and ranked higher if they are links from social networks.

Optimized content

It is necessary that the text be structured: lists, subtitles, tables.

Keywords (search queries) of the semantic core are selected by analyzing the services or products of a company, analyzing query statistics, site statistics, the contents of competing sites, and the seasonality of using search queries. The composition of the semantic core should correspond as closely as possible to the ideas of the target visitors of the site about the information that, in their opinion, should be present on it.
- Wikipedia

At Yandex, we do this through the Yandex.Wordstat service, at Google through the Keyword Planner .

News section

Periodically update the information section so that the site does not look abandoned, or completely abandon the news section. Pss! Remember, we compared the online store with an offline store? Yandex also does this:

Thank You Page

Nothing prevents you from thanking the buyer for making a purchase in your online store. But how much benefit! Saying "thank you" on the website of the online store is very simple, literally to automatism: make the page "thank you page", which will automatically appear after the customer commits the transaction, or will be a separate page.
What gives "senkyu pidzh":

• builds trust with customers;
• increases conversion;
• is a tool for additional sales (especially if you add a block with recommended products to it);
• encourages the following transactions;
• helps to establish a dialogue, if you add a question about the quality of services or wishes to the service
• Stimulates to leave feedback.
  

Using HTTPS technology

All commercial sites that pay for an order, buy a product or even have a feedback form need to use the secure HTTPS protocol and connect an SSL certificate. The technology ensures the security of data transmission between the user and you, and its use directly affects the ranking of the site.

The work of the site using the HTTPS protocol correlates with the position on the first page of Google issue. This is not surprising, since Google has confirmed HTTPS as a ranking signal.

Page Nesting Depth

It is recommended that the landing page be no more than two clicks away from the main one. The lower the level of nesting for the main pages, the better.

Domain readability

This is important for any sites, but in a professional environment it is considered that this is a separate item for commercial projects.

Adaptation for mobile phones

TASS reports : 15% of Russian users make purchases on the Internet from mobile phones. It is necessary to ensure the convenience of viewing your site on the screens of smartphones for such a rabid number of Russians. The presence of a comfortable in use mobile version of the online store today - mast. Take care of responsive design. Check optimization for mobile from google .

Separately, I note that since 2015, Google has been working to improve search results on mobile phones. To do this, launched the project AMP (Accelerated Mobile Pages) - Accelerated Mobile Pages. Recently published requirements for online stores on the AMP for E-Commerce Getting Started page. For example, eBay is already all on AMP. Yandex has the Turbo Pages, and the other day he published a similar specification for online stores.

All new features Yandex wrapped in Turbo page

External
Not directly related to the site itself, but affect its issuance in search engines.

Domain Reputation and Age

The older the domain and the higher its reputation, the more search engines like it. For a highly specialized store, the average term for recruiting is one year. For commercial sites with high competitiveness - about two years.

Links to authoritative resources

Search engines take into account links to your store on large industry resources, in niche directories, reference books (up to Wikipedia), on government websites and other reputable sites. If possible, you should ask your suppliers or buyers to put a link to your store. Also worth ordering reviews from famous bloggers. Just remember that some types of blog articles Google considers as spam. This guest blogging with an abundance of links, keywords, links in press releases, paid links in advertising articles. Read about it in the Link Exchange Schemes .

Links with text optimized for search engines, posted in articles or press releases that are published on third-party sites. For example:
There are many different wedding rings for sale now. If you are preparing for the wedding, you need to choose the best ring. You also need to buy flowers and a wedding dress.

Recognition of the online store in the global network

The more often they talk about your store on the web, the more loyal search engines treat it. Just remember that the context of the review should be positive. Work politely with the negative. For example, the Children's World online store has a lot of negative reviews. However, see what a competent brand protection policy is:

The presence of the organization in Yandex. Directory and Google My Business

Be sure to add the official company data to Yandex and Google business directories. Specify the type of activity, address, contact details, links to pages in social networks in the relevant sections.

Not long ago, Yandex published interesting information in its blog about how the organization’s rating is calculated in the directory.

Brand references on forums

Best of all the thematic forums and, of course, positive mention. Well, if one of your employees will have the task of finding someone else's brand references and responding to such messages (monitoring the brand on the Internet): remove objections, give thanks for positive feedback, explain controversial issues, work with negative. But this is marketing and brand protection.

Supplement for service sites

Internal

A wide range of services offered

You should maximize the list of customer problems that will help solve your services. If a niche involves only a few services, then supplement them with related services or goods.

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