The biggest stumbling blocks in a web store relaunch
Editorial
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August 10, 2016
The Internet World trade fair has compiled the most important stumbling blocks for online retailers for a store relaunch:301 redirects301 redirects are certainly the most important part of a relaunch: When URLs are changed, they ensure that the signals from the old pages are transferred to the new pages. Redirects should definitely be tested before going live.Observe Google guidelinesRequirements for the new website can be derived from the guidelines, such as encrypted HTTPS connections and accessibility. Another interesting recommendation is not to hide relevant texts, for example by using tabs on product detail pages to devalue relevant content.Check page types criticallySegment the website into different page types before the relaunch and check which parts deliver above-average and which below-average SEO results. If product detail pages only account for five percent of organic traffic, this is usually not enough. Then you should critically scrutinize your pages: Is there enough content? Are they geared towards search terms?Mobile capability and speedMake sure the website is mobile-friendly. However, it is at least as important that users can work with it quickly and efficiently. And: loading speed is also becoming increasingly important.Own brandsIt may make sense to develop a multi-brand strategy in order to cover different price segments. This may also be possible with private labels. They have the advantage that the products are not so easily comparable and customers develop a feeling for the value and the right price for a product.Use markupsStructured data will probably become even more important in the future. You should therefore implement all relevant schemas that the search engine operators have defined with the Schema.org markup language. For stores, these are e.g. Product, Offer, Review and Aggregate Rating.
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The Internet World trade fair has compiled the most important stumbling blocks for online retailers for a store relaunch:301 redirects301 redirects are certainly the most important part of a relaunch: When URLs are changed, they ensure that the signals from the old pages are transferred to the new pages. Redirects should definitely be tested before going live.Observe Google guidelinesRequirements for the new website can be derived from the guidelines, such as encrypted HTTPS connections and accessibility. Another interesting recommendation is not to hide relevant texts, for example by using tabs on product detail pages to devalue relevant content.Check page types criticallySegment the website into different page types before the relaunch and check which parts deliver above-average and which below-average SEO results. If product detail pages only account for five percent of organic traffic, this is usually not enough. Then you should critically scrutinize your pages: Is there enough content? Are they geared towards search terms?Mobile capability and speedMake sure the website is mobile-friendly. However, it is at least as important that users can work with it quickly and efficiently. And: loading speed is also becoming increasingly important.Own brandsIt may make sense to develop a multi-brand strategy in order to cover different price segments. This may also be possible with private labels. They have the advantage that the products are not so easily comparable and customers develop a feeling for the value and the right price for a product.Use markupsStructured data will probably become even more important in the future. You should therefore implement all relevant schemas that the search engine operators have defined with the Schema.org markup language. For stores, these are e.g. Product, Offer, Review and Aggregate Rating.
