Promoting an online store in 2024: how to differentiate yourself from the big players and make a profit
Posted: Wed Jan 29, 2025 10:25 am
Online store websites can be significantly inferior to marketplaces and aggregators in terms of service level, product range and prices. So what to do: close the site and move to larger platforms? Not at all necessary. Federal-scale marketplaces and retailers also have weak points that can be used for rebuilding. We will tell you how to promote niche online stores in theory and in practice.
Online Store Promotion: Theory
The top search engine results are firmly occupied by major players: marketplaces, aggregators, retailers like M.Video or Eldorado. This is logical: search engines like them because they can solve buyers' problems more effectively. They have more choice, often lower prices, many discounts and promotions, faster delivery.
Many stores actually give up and switch to pastors in the us email database marketplaces, abandoning their own website. We believe that marketplaces for business should still be an addition to the main website. And the website should be developed and promoted at least because it is your platform and no one else's - fortunately, there are working algorithms.
Let's take a look at the algorithm using an online clothing store as an example:
1. Stage one – technical optimization . This includes setting up a mobile version, closing technical pages from indexing (using robots.txt), removing duplicates and 404, setting up a site map, CHPU, etc.
2. The second stage is working with the product range . It should be as wide as possible, search engines like it and users find it convenient.
3. Stage three – collection and clustering of the semantic core . To successfully promote the store’s website, you need to work through all the semantics, both informational and commercial queries. Yandex and Google analytics, search suggestions, and even queries that competitors from the top of the search results are promoting will help.
4. Stage four – structuring the catalog . Women's clothing is a broad concept, people are looking for T-shirts, dresses, business suits, and sportswear. For each of these requests, you need to create a separate page:
One example of the structure of the catalog of an online store of children's clothing
The catalog will be very extensive - it is important to set up convenient navigation on the site.
5. Stage five – setting up filters . It is with their help that you can level out the inconvenience of a multi-level catalog: with the help of a filter, the search will be quick and convenient. In addition, the presence of filters has a positive effect on behavioral factors: duration and depth of the session, the number of conversions.
6. Stage six: working out commercial factors . As a rule, this includes posting details, addresses, contact information, warranty conditions, returns, etc. on the website.
7. Stage seven – website optimization for information requests . A blog on an online store website allows you to expand semantics and receive organic traffic for a larger number of requests. There are many examples: how to choose a dress, a review of the best men's shoes 2024, and others.
Online Store Promotion: Theory
The top search engine results are firmly occupied by major players: marketplaces, aggregators, retailers like M.Video or Eldorado. This is logical: search engines like them because they can solve buyers' problems more effectively. They have more choice, often lower prices, many discounts and promotions, faster delivery.
Many stores actually give up and switch to pastors in the us email database marketplaces, abandoning their own website. We believe that marketplaces for business should still be an addition to the main website. And the website should be developed and promoted at least because it is your platform and no one else's - fortunately, there are working algorithms.
Let's take a look at the algorithm using an online clothing store as an example:
1. Stage one – technical optimization . This includes setting up a mobile version, closing technical pages from indexing (using robots.txt), removing duplicates and 404, setting up a site map, CHPU, etc.
2. The second stage is working with the product range . It should be as wide as possible, search engines like it and users find it convenient.
3. Stage three – collection and clustering of the semantic core . To successfully promote the store’s website, you need to work through all the semantics, both informational and commercial queries. Yandex and Google analytics, search suggestions, and even queries that competitors from the top of the search results are promoting will help.
4. Stage four – structuring the catalog . Women's clothing is a broad concept, people are looking for T-shirts, dresses, business suits, and sportswear. For each of these requests, you need to create a separate page:
One example of the structure of the catalog of an online store of children's clothing
The catalog will be very extensive - it is important to set up convenient navigation on the site.
5. Stage five – setting up filters . It is with their help that you can level out the inconvenience of a multi-level catalog: with the help of a filter, the search will be quick and convenient. In addition, the presence of filters has a positive effect on behavioral factors: duration and depth of the session, the number of conversions.
6. Stage six: working out commercial factors . As a rule, this includes posting details, addresses, contact information, warranty conditions, returns, etc. on the website.
7. Stage seven – website optimization for information requests . A blog on an online store website allows you to expand semantics and receive organic traffic for a larger number of requests. There are many examples: how to choose a dress, a review of the best men's shoes 2024, and others.