Pozycjonowanie sklepu internetowego

1. Pozycjonowanie stron

Nie ma sukcesu sklepu internetowego bez dobrze wypozycjonowanej i zoptymalizowanej strony. Optymalizacja pod wyszukiwarki internetowe (ang. Search engine optimization – SEO; zwana także pozycjonowaniem), to działanie, które ma na celu osiągnięcie przez stronę jak najwyższej pozycji w wynikach wyszukiwaniach dla wybranych słów i wyrażeń kluczowych. Historia pozycjonowania jest tak długa, jak historia wyszukiwarek internetowych. Początkowo bardzo łatwo było znaleźć się wysoko w wynikach wyszukiwania. Analizie poddawane były tylko słowa w nagłówku strony. Teraz algorytmy przeszukują nagłówki, treści i odwołania z innych stron.

Nie jest tajemnicą, że największą wyszukiwarką jest Google.pl – posiada ok. 94% udziału w rynku, więc skoncentrujemy się właśnie na niej.

Obecnie pozycjonowanie to proces wymagający systematycznych działań i czasu. Tę energię warto zainwestować w pozycjonowanie, bo można powiedzieć, że dobra pozycja w Google jest wprost proporcjonalna do odwiedzin.

2. TOP10 – co to jest?

To lista pierwszych 10 wyników wyszukiwania po wpisaniu określonej frazy w Google. Po wpisaniu w wyszukiwarkę frazy „sklep z meblami”, otrzymasz aż trzy kategorie wyników:

  • Płatne reklamy AdWords – ich liczba zależy od frazy. Jeżeli wszyscy chcą się reklamować na frazę, np. „meble”, to pojawią się najwyżej 3 takie reklamy nad wynikami wyszukiwania oraz pozostałe w prawej kolumnie.
  • Wyniki naturalne – pozycjonowanie strony www polega na tym, aby właśnie znaleźć się w tej pierwszej dziesiątce wyników wyszukiwania.
  • Wyniki na mapach – jeżeli Google oceni, że branża, której szukasz, jest lokalna (np. kosmetyczka: będąc w Warszawie, to raczej szukasz fryzjera w swoim mieście), to pokaże listę najbliższych obiektów spełniających kryteria podanych słów kluczowych.

Wyobraź sobie sytuację, że frazę „sklep meblowy” wpisuje do wyszukiwarki  7000 osób miesięcznie. Mogłoby się zdawać, że to sporo. Teraz zastanawiasz się, ile osób wejdzie do Twojego sklepu, jeżeli będziesz w TOP 10.

Jeżeli fraza jest popularna, to na pierwszych pozycjach pojawi się dużo reklam podobnych do wyników wyszukiwania. Prawdopodobnie aż 40% zapytań zostaje przejętych albo przez reklamy Google AdWords, albo na ponowne wpisanie zapytania w inny sposób. Stąd łatwo wyliczyć, że z 7000 zapytań do wyników „naturalnych” dojdzie około 3000 osób.

3. Dobór słów kluczowych

Pamiętaj, to Ty odpowiadasz za wybór słów kluczowych, na które będzie pozycjonowana strona. Przy ich wyborze, musisz się kierować logiką i kilkoma zasadami. Oto one:

  • Unikaj ogólników – nie ma sensu pozycjonować się np. na frazę „sklep”, bo może to być sklep zwykły, z kosmetykami, z częściami samochodowymi, sklep do wynajęcia etc. Lepiej stosuj frazy bardziej szczegółowe.
  • Sprawdź zainteresowanie daną frazą  – liczbę miesięcznych zapytań dla danej frazy można sprawdzić pod adresem: https://adwords.google.pl/o/KeywordTool
  • Zapytaj znajomych – co wpisaliby do wyszuki- warki, żeby znaleźć Twój sklep.
  • Wybierz minimum 3 frazy – pozycjonowanie na mniej niż 3 frazy może się skończyć blokadą strony. Nie ma górnego ograniczenia, ale pamiętaj, że lepiej pozycjonować na 3 frazy i być na pierwszej pozycji, niż na 10 fraz i być na drugiej stronie wyników.
  • Podglądnij konkurencje – wejdź na stronę konkurencji i zobacz, co ma wpisane w tagach: <title> <meta name=”keywords” kontent=”slowo 1, slowo 2”>

Jak to zrobić? Kliknij na stornie, którą chcesz zbadać prawym przyciskiem myszy:

Wyświetlenie źródła strony w przeglądarce

4. Optymalizacja sklepu

Optymalizacja sklepu ma na celu pokazanie wyszukiwarkom, czym zajmuję się sklep, jaki jest jego asortyment. Polega na opisywaniu strony i zwiększaniu ilości słów kluczowych, które opisuje sklep.

Możemy zoptymalizować:

  • meta informacje o stronie (tytuł, opis, słowa kluczowe, itp.), treści stron informacyjnych.

To przykładowa optymalizacja dla sklepu: www.dolce.pl/perfumy Fraza: perfumy

Lista fraz kluczowych w sekcjach strony

Jak widać, badana strona jest zoptymalizowana pod frazę „perfumy”, stąd nieprzypadkowo pojawia się wysoko w wynikach.

Przy bardzo rozbudowanym asortymencie warto pozycjonować nie główną stronę sklepu, ale podstronę oferującą daną kategorię. Takie pozycjonowanie jest skuteczniejsze.

5. Zadbaj o swoją wizytówkę w Google

Wizytówka marki w internecie to podstawa, o której większość przedsiębiorców zapomina! Kliknij w ten link i załóż swoją wizytówkę –http://bit.ly/2z4bVqL

Samo dodawanie jest na tyle intuicyjne, że sam sobie świetnie z tym poradzisz. Możesz zawsze spojrzeć na swoją konkurencję i wziąć z nich przykład.

Wizytówka firmy w wyszukiwarce Google

6. Wybór firmy do pozycjonowania

Pozycjonować można oczywiście samemu. Jednak trzeba poświęcić czas na zgłębienie metod pozycjonowania i, oczywiście, trzeba później dysponować wolnym czasem na samo pozycjonowanie. Dlatego warto pomyśleć nad zleceniem tego zadania firmie zewnętrznej, w ramach outsourcingu. Z wyborem firmy pozycjonującej trzeba bardzo uważać. Nieodpowiedni wybór może się zakończyć zniknięciem strony z indeksu Google.

Wybierając firmę sprawdź:

  • Obecność na rynku – staraj się nawiązać kontakt z firmą, która już od kilku lat zajmuje się pozycjonowaniem. Dzięki temu nie będzie się uczyć na Twoich błędach.
  • Referencje – większość posiadających doświadczenie firm z pewnością ma referencje od klientów. Jeżeli takich referencji nie ma na stronie, poproś o dostarczenie.
  • Umowa – przeanalizuj umowę. Sprawdź, jak długo będziesz związany z firmą, jakie są warunki zerwania umowy oraz obowiązki stron. Ważne, aby w umowie był zapis, że przy braku wyników można ją zerwać.
  • Polecenia – popytaj znajomych, którzy już korzystają z usług firmy pozycjonerskiej – może mają kogoś godnego polecenia.
  • Raporty – zadbaj o to, aby najrzadziej raz w miesiącu otrzymywać raport. Raport powinien szczegółowo pokazywać pozycję oraz przedstawiać listę odwiedzin z wyszukiwarek. Dzięki temu zobaczysz, czy pozycjonowanie faktycznie generuje większy ruch na Twojej stronie.

Metody rozliczania:

  • Płatność za efekty – najpopularniejszy model w branży SEO. Najpopularniejszy nie zawsze znaczy najlepszy. Przykładowo: jeżeli, siedząc w Gdańsku przy komputerze, wpiszesz w wyszukiwarkę słowo „fryzjer”, to z pewnością zobaczysz inne wyniki niż wpisując „fryzjer” w Gliwicach. Dlatego, rozliczając się za efekty, zadbaj o opisanie sposobu sprawdzania pozycji.
  • Opłata za ruch – nie płacisz za pozycję, ale za ruch wygenerowany z wyszukiwarki Google. Zaletą jest to, że wiesz, za co płacisz. Wszystko jest mierzalne.
  • Stały abonament – miesięczna opłata bez gwarancji uzyskania wysokich pozycji. Jeżeli firmie zależy na współpracy z naszym sklepem, to ten model może przynieść obu stronom spore korzyści.
  • Hybrydy – rozwiązanie, które przy częstych zmianach algorytmu Google gwarantuje wysoki poziom bezpieczeństwa. Rozliczanie się za pozycję może powodować, że firmy będą chciały szybko nas umieścić w TOP 10, a szybki wzrost to szybki spadek.

Modele hybrydowe:

  • abonament + wzrost pozycji
  • abonament + premie
  • abonament + wzrost ruchu
# TIP 1

W pozycjonowaniu jest jedna bardzo ważna zasada:

Zdobywaj wysokie pozycje w wyszukiwarce powoli i działaj bardzo rozsądnie. Zbyt szybkie osiągnięcie tych pozycji przy wykorzystaniu tak zwanego „black seo” może spowodować, że Twoja strona spadnie w wynikach wyszukiwania!

Dobra widoczność sklepu w wyszukiwarce, to również zasługa oprogramowania, którego używasz (budowa i układ elementów na stronie) zobacz co powinien posiadać dobry sklepu internetowy.

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