Search engine optimization (SEO) settings for global shopping mall Shopify

by 300cbt Team

First, ANALYZE | Second, OPTIMIZE | Finally, MAXIMIZE

 

Search engine optimization? Are you eating that?

The domestic Internet marketing environment was so focused on Naver that Internet marketing = Naver's top exposure, so the reality was that there was a lack of information on search engine optimization that complies with web standards. However, if you are doing business targeting overseas, you need to build a website (shopping mall) and prepare for marketing that fits the Google environment based on web standards. When preparing to build an overseas shopping mall, you must first understand Google and the concept of search engine optimization to be able to operate the site properly in the future.

“Search Engine Optimization” may seem like a grand name, so there is a lot to study, but it is also a field that is not difficult if you understand the basic principles. So what should you consider and prepare for search engine optimization? In this post, we will learn about search engine optimization for overseas shopping malls through the Shopify platform, which has already been built so that no additional SEO settings are needed.

Google Search Console and Google Analytics

The basics of search engine optimization (SEO) are keyword analysis, and it is best to start search engine optimization by setting target keywords. Google Search Console tells you which words were searched in the Google search box and led to your site.

Google Search Console collects site index information such as how much your shopping mall or site is indexed on Google servers, how many times the submitted page is exposed on the Google search results page, and whether there are any server problems during crawling, as well as AMP and structured information. We provide technical site diagnosis services such as data. After submitting the sitemap to the search console and completing the settings, you can set a search engine optimization goal by checking the index status, backlinks, search exposure ranking, etc. on a set date once or twice a month.

seo-1
▲ Site information that can be analyzed with Google Search Console

Google Analytics allows you to set target countries through country-specific visit analysis, site stay time analysis, and real-time visitor statistics, and allows you to analyze various campaigns by linking them with your Google Ads account when running an advertising campaign. In Shopify, you can simply complete the installation by simply inserting the Google tracking code into the Shopify Admin Log in > Preferences > Google Analytics menu.

seo-2
▲ Shopify Analytics

Shopify Analytics is an analysis tool similar to Google Analytics and is optimized for analyzing internal data such as keywords searched in the shopping mall search box. If there are frequently found keywords, you can get internal search optimization ideas by adding them to the product description or tags.

Keyword research and use

In shopping malls, the product name (title) itself is a keyword and the product description is a description, so keyword research based on the product name or brand name is needed rather than general keyword research. If you are new to SEO, try extracting keywords through Google Keyword Planner .

If you have completed general keyword research, you can also consider long-tail keywords. Long-tail keywords can be researched by adding keywords such as “buy” or “online shop” before or after the product name or brand name.

If the shopping mall sells furniture, the blog title of the shopping mall is “10 things to consider when choosing an office chair” and “What mattress brand was most mentioned on Facebook in 2017?” Writing a title that contains keywords or clickable tips that the same buyer might search for will help improve traffic.

Because the purpose of a shopping mall is sales, not information delivery like a blog or forum, the shopping mall's blog postings must contain sales information. Accordingly, Shopify provides a feature called Buy Button, which allows you to insert related product pages between blog posts. You can use ByButton to attach a shopping cart page in the middle of a blog post. In addition to blog posts, ByButton can be used for email marketing, external forum sites, etc.
seo-3

▲ Shopify Buy Button: A useful function that generates product JS code within blog posts and increases sales through the cart page.

If you use a professional SEO tool, you can check more detailed indicators that Google Keyword Planner does not provide.

List of representative keyword tools
  • WordStream : Provides agency-level keyword analysis service, easy to manage PPC advertising keywords.
  • Keyword Tool : Keyword analysis tool using Google auto-complete keywords
  • MOZ : Provides total keyword services including Keyword Explorer
  • spyfu : Provides services specialized in analyzing competitor keywords

Title (shopping mall product page optimization)

Since the title is displayed up to 60 characters on the Google search results page, it is recommended that the product title be written within 60 characters. The “Product Title/Keyword 1/Keyword 2/Keyword 3” style title, which is often used by domestic Gmarket and qoo10 sellers, is absolutely not a desirable method. The product title must be written concisely using the following format: brand + product features + specifications. If keywords that do not fit the internal format are added to a description or tag instead of a title, customers can find the product through the search box within the shopping mall.

Product page (description)

The characteristic and problem of Korean shopping malls is that product descriptions are created as “full” images without any text. From a search engine's perspective, this is a "fatal problem" because it is recognized as a page without a description. When creating a single image, you cannot connect external marketing tools such as Google ads. Additionally, the product description page created in this way causes problems with slow loading speed when accessing mobile devices, and in the case of domestic solutions such as Cafe 24, the design is not responsive, so it is difficult to read the text in the image. Accordingly, the description (product description) must be written in text.

Shopify provides a WYSIWYG (WYSIWYG) editor, so you can create a description using the editor and create a description composition format by applying H (Heading) tags to the title, etc. to give a sense of unity to the shopping mall. The H tag is a basic element of search engine optimization, so do not use B (bold) for middle titles, etc., and be sure to use the editor's H tag! H tags must have a hierarchical structure for search engine optimization, so if you use H2 as the main title, you should use H3, H4 for middle and subheadings.

The description must be written in 155 characters or less based on the Google search results page. Shopify provides a search engine optimization preview at the bottom of the product registration page and blog post, so when registering a product, you can immediately see how it will appear in Google searches. (The maximum length of a title recognized by Google is 70 characters and the meta description is 320 characters, so it is displayed as a number in the Shopify system, but the title actually exposed to Google is 60 characters and the meta description is 155 characters .)

seo-4

▲ Shopify description editor

seo-6

▲ Search engine preview function that is automatically set when writing in the Shopify description editor.

seo-6

▲ Google search exposure page

Search-friendly URL structure

Shopify is configured to automatically enter the product page title as a URL address, so there is no need to modify it except in special cases. In the process of copy-registering a product during operation, the URL of the existing product may be retrieved as is, so please check the URL of the copied-registered product. When creating a page, if you copy an existing page and use it, the URL is automatically configured as mysite.com/pages/contents-1-1, -2, so check this part as well. When the URL changes, Shopify automatically supports the 301 Redirect function. 301 Redirect is an essential SEO function that automatically connects an existing registered URL to a new page URL. When changing pages, make sure the checkbox is checked.

Image optimization (file name, size, alt tag)

Google image search is an active search area, accounting for 23% of total Google search volume. Image optimization is essential for exposure in image searches. Typical optimization factors include image file name, image size, and Alt tag settings. Because Shopify is an e-commerce platform and CDN, there are no connection speed issues with server location designation, unlike installation-based builders such as WordPress. Therefore, there are no issues such as slow loading of images or content depending on the region.

Image size can also be adjusted to a certain ratio in the backend, reducing the effort of uploading and managing images. For search engine optimization, the image file name must be composed of a keyword representing the image rather than a file name such as 3456345.jpg or DCS180717,jpg, and an Alt tag must be added when uploading the image. Image alt tags are web standards and must be composed of words that can describe the image when the image link cannot be accessed. For the operator's convenience, Shopify has an app that automatically enters alt tags as "title (product name) image + brand name", so you can automate alt tag entry when using it.

seo-7

▲ Shopify image alt tag input window

link building

Link building is divided into internal links and external links. Link building refers to creating and managing backlinks that lead external sites to the relevant shopping mall. Backlinks can be social channels you run, such as a Facebook page, a YouTube channel with reviews of the products you sell, a blog, etc. Shopping mall operators must research and select these channels to create direct backlinks. The backlinks of these review channels are a factor that directly affects not only search engine optimization but also shopping mall visits and sales. If you are curious about which sites your shopping mall is linked to or the backlinks of competing sites, try the service below.

seo-8

▲ ahrefs site explorer

_

There are numerous techniques(?) regarding search engine optimization other than those mentioned above, but we have mainly introduced the concepts that you must know while running a shopping mall. Shopify 's backend is basically designed for search engine optimization, so you can say that you have completed basic SEO settings by only entering the content required by Shopify. SEO is Not Magic. It's Processing.

cbtlabs 300cbt

Leave a comment

* 스팸방지를 위해 댓글은 검수 후 노출 됩니다.