Store systems are mostly based on content management systems (CMS), ie powerful programs that produce all shop pages (categories, product detail pages, search results pages, etc.) dynamically. So called templates (page templates) are filled with selected content from databases.
With the programming of such highly complex systems store the search engine optimization is often too short. Problems on some special features or frequently encountered will be discussed in more detail below.
Template-optimization
Shops at basically the same optimization rules apply as for "normal" HTML pages. Whether a store is search engine friendly, depends directly on whether the use page templates are search engine friendly. Shop optimization is thus template optimization.
The beauty of a template is that a modification or optimization effect immediately on hundreds or thousands of shop sites. Following the principle of "small cause - big impact", a shop can be made with just a few targeted interventions much more search engine friendly.
Since each template is part of a complex system whose components are well matched, it comes in optimizing unfortunately quickly reached. Some improvements are simply impossible to realize other only with disproportionate extra work by reprogramming. In some cases it may even be better that store system / CMS to change completely.
As a tiny bugs can cripple the entire shop, changes to the template only be performed by experienced programmers. In any case, before a backup is to be created.
URL design
Poor Store configured systems often produce confusing, meaningless URLs with many parameters, such as:
Much more user and search engine friendly URLs are:
http://www.gutershop.xyz/handys/nokia-6555.html
or
http://www.gutershop.xyz/catalog.php?handy=nokia&model=6555
Keep the URLs as short as possible! This not only makes a better impression, but also facilitates the sending by mail. Long URLs are wrapped in e-mails and do not work when clicked.
Make sure that dynamic URLs have no more than two parameters. The more parameters has a URL, the more likely they will not be added to the Google index.
If you work with parameters, it can easily happen that a shop items reached under multiple URLs. No duplicate content so that search engines index ("Duplicate Content"), this should be avoided.
To check: If you return after clicking any links to a particular article, the URL should be the same again!
With the Apache module "ModRewrite" You can rewrite dynamic pages with parameters in static HTML pages acting.
If you use session IDs, which are appended to the URL, you should make sure that they are hidden from search engine bots, so the IDs are not included in the index.
Sessions whether Google has indexed, you could site the command: find www.ihrshop.com. Session IDs can usually recognize a 32-digit string of letters and numbers.
Bad: www.meinshop.com/nokia-handy-6555/sid/156dbe91b6542507446138d4d8a6b762
Good: www.meinshop.com/cat/nokia-handy-6555/
Better by the way, if you work with session cookies, then there is no such danger.
Indexed by search enginesLarger online stores can contain 100,000 or more pages. The larger a store, the more important it is to keep track of which pages are indexed by search engines and which are not. The aim is that all the important pages are recorded in full, and the other irrelevant pages are excluded from indexing.
Among the important sites include all category pages and product detail pages all. In order for these completely from Google & Co. can be captured, each underside of static HTML links to be accessible. Content that is only accessible via form buttons can not be found by search engines!
For very large and / or deeply nested websites additionally, a sitemap is created.
To the unimportant pages whose indexing is avoided, as are Results from internal searches. If search or filter functions are accessible via links, they should be masked with the nofollow attribute. In addition, the results pages with the meta tag "noindex" to be excluded from indexing.
Content - the content
Online shops often suffer from chronic poverty text. In an extreme case, the content of an article detail page, only the item descriptions, which have been exported from the product catalogs and lists of manufacturers. In conjunction with images may be enough for the buyer, for a good search engine ranking but that is not enough.
Search engines love text. The more content, the better! A brief article description is better than none. Three sets are better than one. And three sections are more than three sentences.
Check with the manufacturer for item descriptions.
If there are none, write yourself some!
If there are any: Check if these are already being used at other stores. If so, you should rephrase the texts.
Texts, descriptions of your product categories - Better than informative, the.
Avoid duplicate content. It makes no sense to add the same text identical to hundreds of article sites.
If the content of your article detail pages is small and can hardly be increased, you should try to streamline the template to improve the ratio of individual to fixed content.
Give your customers the opportunity to evaluate products. This is not only helpful for other users, but also a way to generate free custom content.
If you offer many similar-sounding items (such as screws of various sizes) without the product description, it's not a good idea to generate for each item its own detail page. In this case, it's better like this on a page (eg all hex screws, all Phillips-head screws, all wood screws, etc.) together
Performance
Online shops should be programmed as lean and save resources. For the following reasons and benefits:
Internet buyers often compare multiple store offers simultaneously, and are by this "multitasking" quite sensitive with respect to the speed of a shop system. Nothing sucks more than an online store, the search function or the internet connection is so slow that it almost suggests roots. Such sites are quickly dismissed it - a good performance of the shop system increases the joy while shopping and hence customer loyalty.
Also search engine robots are in a hurry and only limited resources. Millions of new websites will be indexed, so the capabilities available per site available is limited. This applies to both the charging time and for the amount of traffic.
Since the number of available in the search engine index Store bases often in 5-6-digit range, small changes in the size or page load time have a major impact in the sum:
invites each store base is only 0.25 seconds faster, Google needs for the complete acquisition of a store with 100,000 bases around 7 hours less!
each shop is only 10 KB slimmer bottom, Google needed to complete indexing of a store with 100,000 bases 1 gigabyte less memory!
A slim and fast programmed shop system thus favors the speedy and full inclusion in the Google index, and as a result a more frequent update frequency of the Google bots.
Performance Optimization
The performance of an online store can be optimized in principle on three points:
CSS or JS files are in this way not usually compressed by default. This can be achieved by adding the following in the htaccess (the example CSS).:
<Files *.css>
SetOutputFilter DEFLATE
</ Files>
Are modules mod_gzip or mod_deflate not available, dynamic pages can also be compressed by the PHP's own command ob_gzhandler ().
With the programming of such highly complex systems store the search engine optimization is often too short. Problems on some special features or frequently encountered will be discussed in more detail below.
Template-optimization
Shops at basically the same optimization rules apply as for "normal" HTML pages. Whether a store is search engine friendly, depends directly on whether the use page templates are search engine friendly. Shop optimization is thus template optimization.
The beauty of a template is that a modification or optimization effect immediately on hundreds or thousands of shop sites. Following the principle of "small cause - big impact", a shop can be made with just a few targeted interventions much more search engine friendly.
Since each template is part of a complex system whose components are well matched, it comes in optimizing unfortunately quickly reached. Some improvements are simply impossible to realize other only with disproportionate extra work by reprogramming. In some cases it may even be better that store system / CMS to change completely.
As a tiny bugs can cripple the entire shop, changes to the template only be performed by experienced programmers. In any case, before a backup is to be created.
URL design
Poor Store configured systems often produce confusing, meaningless URLs with many parameters, such as:
Much more user and search engine friendly URLs are:
http://www.gutershop.xyz/handys/nokia-6555.html
or
http://www.gutershop.xyz/catalog.php?handy=nokia&model=6555
Keep the URLs as short as possible! This not only makes a better impression, but also facilitates the sending by mail. Long URLs are wrapped in e-mails and do not work when clicked.
Make sure that dynamic URLs have no more than two parameters. The more parameters has a URL, the more likely they will not be added to the Google index.
If you work with parameters, it can easily happen that a shop items reached under multiple URLs. No duplicate content so that search engines index ("Duplicate Content"), this should be avoided.
To check: If you return after clicking any links to a particular article, the URL should be the same again!
With the Apache module "ModRewrite" You can rewrite dynamic pages with parameters in static HTML pages acting.
If you use session IDs, which are appended to the URL, you should make sure that they are hidden from search engine bots, so the IDs are not included in the index.
Sessions whether Google has indexed, you could site the command: find www.ihrshop.com. Session IDs can usually recognize a 32-digit string of letters and numbers.
Bad: www.meinshop.com/nokia-handy-6555/sid/156dbe91b6542507446138d4d8a6b762
Good: www.meinshop.com/cat/nokia-handy-6555/
Better by the way, if you work with session cookies, then there is no such danger.
Indexed by search enginesLarger online stores can contain 100,000 or more pages. The larger a store, the more important it is to keep track of which pages are indexed by search engines and which are not. The aim is that all the important pages are recorded in full, and the other irrelevant pages are excluded from indexing.
Among the important sites include all category pages and product detail pages all. In order for these completely from Google & Co. can be captured, each underside of static HTML links to be accessible. Content that is only accessible via form buttons can not be found by search engines!
For very large and / or deeply nested websites additionally, a sitemap is created.
To the unimportant pages whose indexing is avoided, as are Results from internal searches. If search or filter functions are accessible via links, they should be masked with the nofollow attribute. In addition, the results pages with the meta tag "noindex" to be excluded from indexing.
Content - the content
Online shops often suffer from chronic poverty text. In an extreme case, the content of an article detail page, only the item descriptions, which have been exported from the product catalogs and lists of manufacturers. In conjunction with images may be enough for the buyer, for a good search engine ranking but that is not enough.
Search engines love text. The more content, the better! A brief article description is better than none. Three sets are better than one. And three sections are more than three sentences.
Check with the manufacturer for item descriptions.
If there are none, write yourself some!
If there are any: Check if these are already being used at other stores. If so, you should rephrase the texts.
Texts, descriptions of your product categories - Better than informative, the.
Avoid duplicate content. It makes no sense to add the same text identical to hundreds of article sites.
If the content of your article detail pages is small and can hardly be increased, you should try to streamline the template to improve the ratio of individual to fixed content.
Give your customers the opportunity to evaluate products. This is not only helpful for other users, but also a way to generate free custom content.
If you offer many similar-sounding items (such as screws of various sizes) without the product description, it's not a good idea to generate for each item its own detail page. In this case, it's better like this on a page (eg all hex screws, all Phillips-head screws, all wood screws, etc.) together
Performance
Online shops should be programmed as lean and save resources. For the following reasons and benefits:
Internet buyers often compare multiple store offers simultaneously, and are by this "multitasking" quite sensitive with respect to the speed of a shop system. Nothing sucks more than an online store, the search function or the internet connection is so slow that it almost suggests roots. Such sites are quickly dismissed it - a good performance of the shop system increases the joy while shopping and hence customer loyalty.
Also search engine robots are in a hurry and only limited resources. Millions of new websites will be indexed, so the capabilities available per site available is limited. This applies to both the charging time and for the amount of traffic.
Since the number of available in the search engine index Store bases often in 5-6-digit range, small changes in the size or page load time have a major impact in the sum:
invites each store base is only 0.25 seconds faster, Google needs for the complete acquisition of a store with 100,000 bases around 7 hours less!
each shop is only 10 KB slimmer bottom, Google needed to complete indexing of a store with 100,000 bases 1 gigabyte less memory!
A slim and fast programmed shop system thus favors the speedy and full inclusion in the Google index, and as a result a more frequent update frequency of the Google bots.
Performance Optimization
The performance of an online store can be optimized in principle on three points:
- the HTML source code of the template
- On the leaner authoring, valid HTML pages can not be discussed in detail. Some tips can be found on the bottom of the source code.
- the programming of database queries
- Regarding the performance optimization based on PHP / MySQL Store systems, I recommend the website PHP performance.
- the speed and configuration of the server
- Generally recommended shops to host it on a server as soon as possible.
- Specifically, the server should be configured as resource saving:
- Enable compression
- E.G. should all text files (HTML, PHP, CSS, JS) is transmitted in compressed form to the browser. This significantly reduces the charging time. The delivery can be compressed modules like mod_gzip or mod_deflate be achieved.
CSS or JS files are in this way not usually compressed by default. This can be achieved by adding the following in the htaccess (the example CSS).:
<Files *.css>
SetOutputFilter DEFLATE
</ Files>
Are modules mod_gzip or mod_deflate not available, dynamic pages can also be compressed by the PHP's own command ob_gzhandler ().
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