An effective website must effectively combine these two areas. You should take care not only to attract a potential customer, but also to encourage him to make a purchase, leave a contact, watch a webinar or other activity that has been planned and envisaged to achieve the business goal. SXO – Search Experience Optimization comes in handy, i.e. the concept of a comprehensive combination of SEO and UX, data analytics and conversion optimization. This means that thinking about positioning should take place simultaneously with remembering about building a positive user experience, based on web analytics, in order to optimize conversion on the website.

The first step in implementing good SXO practices is to conduct a comprehensive website audit in this regard. A professionally conducted SXO audit will show all the fields that are worth looking at to probably improve the website’s results.

But let’s start with a brief introduction to what user experience and website positioning are more specifically.

UX – User Experience

UX, or user experience, is what the user feels while browsing the site. It cannot be denied that even very similarly designed pages can evoke various impressions – UX deals with how to refine a website in such a way as to make browsing easier and more pleasant for the user, and at the same time increase the conversion rate. Due to the multifaceted nature of User Experience, it is in fact a mix of many areas – from psychology and its derivatives, through web testing, to issues related to technical optimization of the website.

A component of UX is UI – User Interface. These are all the elements of the website or application, along with their arrangement, by means of which the user communicates with the program. In this context, we most often talk about GUI – Graphic User Interface, i.e. a graphic representation of this communication.

When analyzing and designing UX, the user is put first – his needs, skills, habits and digital qualifications. The website addressed to teenagers will look and work differently, and differently to seniors – both in terms of the interface (color combinations, font selection, graphics), and in terms of the structure of the user path and shopping funnels.

SEO – Search Engine Optimization

Website positioning activities are aimed at making a given website appear higher in the search results of Google, Bing, Yahoo! and other search engines.

By entering a specific phrase into the search engine, we hope that we will find what we are looking for quickly. Regardless of whether we mean a specific product (preferably at the lowest available price), a service, information, contact details or a meme from years ago. We are committed to achieving our goal as quickly as possible. Recently, Google has become fixated on making its search engine “precisely execute the user’s intentions,” which means that the positioning algorithm is committed to delivering qualitative results. This was due to the fact that over 60% of Internet users do not find an answer to their question after first entering the website from the search results. Clickbaits only make things worse, and this is what Google is struggling with with almost daily algorithm updates.

The owner of the website counts on the fact that the website will be visited by Internet users, and then they will make purchases (e-commerce), leave leads (service industry) or read the materials contained therein (content websites). Good website positioning can significantly improve sales results. Often, the profitability of running a given business depends on the visibility in the search engine. Thus, the user hopes for quick access to the right content, the search engine hopes to ensure it, and the website owner hopes that his site will be found and visited.

The results of displaying in search engines are not set randomly – the constantly improved algorithm is responsible for the ranking. This one takes into account about 200 factors during the overall analysis of the website and direct links to it. What is it about?

On-site SEO

Google places great emphasis on content and its presentation. On-site SEO means changes that can be implemented directly on a positioned website. They can be divided into two categories – content modification and technical layer.

As mentioned above, Google wants pages placed high in search results to meet the user’s needs. Ideally, the content on the page is well optimized and contains specific keywords surrounded by intermediate words – long tails and LSI. However, it is not about a random juxtaposition of phrases, but about a substantive and structured text on a desired topic. In order to properly present a given issue, the content on the subpage must be properly organized – incl. divided into paragraphs and supplemented with headings (H1, H2, H3).

It is also very important how the text is displayed and how quickly the page loads. Most users, when they have to wait more than a few seconds, will simply go back to the search results and select a different page. Therefore, the website loading time cannot be overestimated. The algorithm also takes it into account and checks it in particular according to Core Web Vitals guidelines.

Gone are the days when the Internet was only browsed on computers. Today, web developers have to deal with thousands of different devices, technologies, designs and resolutions. The website must look good on every hardware, should not generate errors, and ensure the correct display of many fonts or graphics. The Google algorithm is able to detect errors in the presentation, therefore the correct responsiveness is one of the keys to positioning.

Internal linking is also important, i.e. placing links to other subpages of a given website. Correctly solved, it not only increases users’ engagement by encouraging them to click, but also significantly facilitates navigation for web robots. Another important aspect is the so-called canonical links, thanks to which, despite different real URLs (for example in online stores), Google robots see this as one variant. This prevents duplication of subpages.

Off-site SEO

Extensive, comprehensive on-page content and technical perfection are very important, but not enough to position your page for more popular, frequently searched phrases. The algorithm assumes that if a website has many links, it is valuable for users – after all, when we find interesting content, we sometimes share the link with friends ourselves. Off-site SEO involves gathering multiple links from other pages that Google determines to be strong. It is important that the link structure is appropriately varied – next to the dofollow links containing keywords, there should also be links without keywords and sometimes with the nofollow parameter. Link profile diversification is sometimes referred to as link pillowing.

SXO audit – what is it?

The first step to improving your SXO is to conduct a comprehensive SXO audit. Specialists will thoroughly analyze various aspects related to positioning and UX, draw conclusions and propose necessary changes on the website. Many of the nearly 200 ranking factors of Google’s SEO algorithm relate directly to the UX on the page – for example, building pop-ups.

SXO audit – what is analyzed as part of it? The scope of activities includes, among others:

SEO audit and recommendations
– domain history,
– website performance and construction,
– keywords and their potential,
– visibility against the competition,
– link profile,
– the current condition of SEO on the website,
– website mobility and usability,
– Core Web Vitals parameters,
– SEO content on the website,
– meta tags, snippets,
– Google My Business card,
– crawl budget,
– search engine analysis, filters and sorting,
– and other!

Analytics audit and GSC
– correct basic configuration,
– the impact of organic traffic on conversion,
– traffic quality, click-through rate.

SEO – recommendations of actions depending on the type of website and industry
– Meta tags (title & description),
– On-site and off-site linking,
– SEO content (including headers),
– Rich snippets,
– Positioning the Google business card,
– Website optimization,
– Monitoring and optimization of activities,
– Keyword research with potential,
– and other!

UX and CRO – actions
– Analysis of the purchase path and cart from listing to order fulfillment,
– Analysis of the contact form,
– UI & UX analysis of main subpages,
– Widget and pop-up analysis,
– Heatmaps of clicks and depth of scrolling,
– Payment system tests,
– Support for the SEO department in designing changes.

Many people decide to operate in the area of e-commerce, and the number of online stores is growing. However, you must be aware that strong competition also means that only the best will survive on the market. Although a good idea for a business in the virtual world is the foundation, you also need to know how to set up an e-store and how to run it. This is a serious challenge and it means a lot of work. However, if you put in enough effort (and invest your energy the right way), you’ll find a way to generate long-term and stable income.

What do you need to run an online store?

The online store is unequal to the online store. You have to be aware of this. What does this mean in practice? It’s just that the functioning mechanisms of this business are largely dependent on this:

– what do you sell,
– on what scale do you operate,
– how do you advertise?
– what is the UX of your website like,
– whether you sell only in your country or on the international market,
– do you store the offered goods yourself or do you use the dropshipping model.

However, no matter how your online store works, you need a few basic components. It will not work without them. What exactly are we talking about?

Domain

It is the name of your store, and at the same time the address that customers must reach to be able to use your services. Choose it wisely – so that it is unique, easy to remember, and at the same time related to the industry in which you operate. Contrary to appearances … it’s not as easy as it seems. This is because in almost every market niche there are a large number of online stores. Therefore, you cannot afford to follow the “obvious” path, because there are already others on it.

How to solve this problem? For example, you might think about starting your store on a non-standard domain. Alternative and unusual endings can become a characteristic part of your brand name, but they can also slightly reduce the credibility of the domain in the eyes of the recipient. You can also reach for an expressive and “flashy” word that may not seem related to the area in which you operate, but at the same time will allow you to create a strong brand.

E-commerce software

Every online store works on the basis of it. It is a kind of “machine”, which is responsible both for presenting goods on the website and for handling the ordering process. Thanks to the use of an appropriate e-commerce platform, your customers can:

– adding a product to the basket,
– placing and confirming an order,
– making the payment and selecting the form of sending the goods.

All this information reaches you in real time, and you can react efficiently and set the logistics process in motion.

Here, too, you have a choice of several solutions. The two most popular are open-source platforms and SaaS software. The first one is suitable for intermediate users who want to have full control over the functioning of the store, and at the same time are not afraid of investments related to the configuration and implementation of the system.

The second model, based on SaaS platforms, is a good solution for beginners. Following this path, you don’t have to worry about complicated configuration or the need to invest in hosting. You will get everything in the subscription package. However, such a system is less flexible – you will not adjust it perfectly to your business model, and when you stop paying for services, you will lose access to the e-store.

Which solution to choose? Both have their advantages and disadvantages. If you have no experience at all, SaaS platforms seem to be a better course of action, as they reduce the number of implementation tasks to a minimum. However, if you want to run a larger store and need a more advanced system – take a closer look at the possibilities offered by advanced software.

Products

The obvious obviousness? Apparently so, but you have to choose the model of running a warehouse for goods. Modern e-shops usually operate in two ways.

The first is to run your own product warehouse. This is a solution that you will reach for, for example, when the e-shop is an extension of your stationary activity. It also works well if you are the manufacturer of the items you offer and sell them in small quantities. In such cases, a small home warehouse that you can handle yourself is usually enough.

But what when the number of processed orders begins to increase? Then you can either hire a larger team to handle parcel shipping, or think about the fulfillment model, i.e. renting a warehouse with service that will take care of the logistics of shipping goods. You deliver products to it and supervise their flow, but the rest of the tasks rests with your contractor from the logistics industry.

The second, typically outsourcing solution is becoming more and more popular. However, you need to carefully select the subcontractor – so as not to lose control over the efficiency of sending parcels. Remember: today, the time when the shipment will be made is one of the main competitive advantages. The sooner the better!

The second solution is to run a shop in the dropshipping model. This solution is chosen by beginners in the world of e-commerce, as well as those who want to treat the e-shop as an additional source of income. How it’s working? You take care of the technical facilities of the e-shop (the page where you can order products), as well as activities related to marketing and customer service. On the other hand, you transfer orders to a wholesaler, which fulfills them with its own resources. So you de facto act like a “sales department”, but you are not physically involved in sourcing, storing or shipping products. It is a faster, cheaper and easier to implement solution. However, it should be remembered that in this business model you can count on a lower percentage of the revenues generated than when using your own warehouse.

Staff to handle

For starters, if you run a small online store in the dropshipping model, and this activity is the most important element of your professional work, you can handle the service yourself. Especially in the first few months, when you take your first steps in the world of e-commerce, this may be enough. And over time, when your website begins to gain popularity, you will be able to think about expanding your team.

However, it must be remembered that the appropriate number of employees is a guarantee of efficient customer service. You will need them, e.g. to handle customer inquiries about specific products, order fulfillment status, as well as accept any returns and complaints. Remember: some of these tasks will help a well-planned IT system that uses artificial intelligence. For example, chatbots can be a support, as well as the automation of e-mail messages sent to customers (the latter solution is provided by most e-commerce platforms).

With your own warehouse, you will also need a team for picking, packing, shipping and shipping. So measure your intentions and hire as many people as you really need. Efficient customer service at all stages is extremely important. Mistakes when sending orders or long delays in their implementation will be a clear signal to the customer that a high standard of service should be sought … from others.

Payment acceptance system

In theory, it would be enough to provide the customer with the account number to which he would make a transfer for the ordered goods. Exactly, in theory. While about 10 years ago such a solution would have “passed”, today – not necessarily. It is simply not very comfortable, and at the same time slows down the payment accounting process.

Think for yourself: how do you pay for goods ordered online? You probably prefer simple and quick methods, such as Pay Pala or Google Pay. Your customers too!

But be careful! Fast electronic payments are not all payment methods that should be implemented in your e-store. Remember that:

– there is a large group of customers who are skeptical about online shopping. They may only want to pay for the goods upon receipt, and therefore in the “cash on delivery” option. It should also be made available, in agreement with the courier company or postal operator,
– if your e-shop sells quite expensive products, it is worth giving buyers the option to purchase them in installments or by using the deferred payment option.

How to choose the best payment system for your e-shop? Take a closer look at all available options and check both the scope of service and the commissions charged by transaction websites. The lower they are, the more favorable prices you can offer your customers.

Ensuring efficient shipment of products

As with the payment method, your customers will expect flexibility when it comes to shipping method. The modern market gives it, and you, as a seller, can cooperate not only with courier companies, but also with those that deliver goods to collection points. The latter solution becomes more popular from year to year – it is often cheaper for the customer, and at the same time more convenient. By using it, you do not have to wait at home for the courier, and the package can be picked up at any time.

For you, as a seller, this will mean establishing business relationships with several suppliers. When executing large quantities of orders, you can negotiate its terms and get more favorable rates. This is another way to make your offer more attractive to buyers, for example by offering them free shipping.

How does the online store work in the dropshipping model?

The elements described above are key for a store that operates in a traditional model with its own warehouse. But what if you decide to operate in dropshipping mode? Then the functioning of the e-shop looks a bit different.

Your duties as an e-shop operator focus on:
– customer acquisition,
– providing them with a platform on which they can make a purchase,
– order handling in terms of communication with the customer and the warehouse of the warehouse.

On the part of the wholesaler, there are obligations related to the handling of the entire logistics process – i.e. with completing the order, packing it, addressing it and sending it to the buyer.

If the customer returns the products, you are again responsible for direct contact with the buyer and for sending information to the warehouse about the returned products and further steps in customer service.

In this model, the scope of your duties focuses mainly on sales.

What to do to make the e-shop work well and be popular?

The very opening of an e-shop is only the first step in a long process. You should be fully aware of this. Your store will be one of tens, hundreds or even thousands in the industry. Therefore, you need to provide it with adequate visibility and build customer trust. What elements to pay attention to in this context?

Service quality is essential
The features that influence positive opinions about your store are, first of all, the efficiency of communication with the customer and the speed of delivery. The more effectively you inform buyers about the status of their order, the greater the chance for full satisfaction with the established cooperation.

That is why it is so important to use solutions that automate the process of basic communication with the client. E-stores that opt for transparent messages tend to be perceived as more credible and customers are more likely to trust them again.

Attractive terms of cooperation
Offer your customers more than your competition. What? For example, free shipping when placing an order for a certain amount. If you develop good cooperation rules, e.g. with a courier broker, you will not incur high costs for it, and the client will perceive your offer as more attractive. You can also extend the statutory time limit for returning products – provided the product range you trade allows it.

Skillful advertising and SEO activities
Without a good advertising campaign, your offer will disappear among hundreds of others. Therefore, it is worth taking care of optimizing the e-store itself for the purposes of positioning (e.g. website responsiveness, speed of its response to online inquiries, as well as the quality of content present in the e-store), as well as the use of advertising tools are important. Which and how? There are many possibilities. However, well-targeted Google Ads are the most effective, as well as campaigns on social media.

To this should be added activities related to inbound marketing, e.g. obtaining leads, running a newsletter related to a company blog or a fanpage on FB or Instagram. There are plenty of possibilities. However, it is important that the campaign is conducted consistently and that it is aimed at achieving specific business goals.

Remember: promotional activities are an indispensable and PERMANENT element of running an online store. Marketing tools are your foundation in communicating with customers – current, past and potential. The more you invest in well-run ad campaigns, the higher ROI you can expect. However, you have to remember that you have to wait for really good results – this is understandable, because a potential customer has to go through the entire marketing funnel to make the final purchase decision.

Why does Google support small and medium enterprises?

According to data from the World Bank, companies from the SME sector constitute as much as 90% of all companies. The same applies to the majority of advertisers, i.e. Google customers, who are currently facing the loss of customers and employees. That’s why Google has decided to help those whose business may suffer the most during an epidemic, as well as those who play such an important role in the market and whose survival is so important.

How does Google support the SME sector?

As part of support for companies in the SME sector, Google provides additional funds for advertising campaigns run in Google Ads (including search, advertising and YouTube, as well as in all types of campaigns). Advertisers who have been running their campaigns on Google in the last 10 months of 12 in 2019 are eligible for the program. Paraphrase-Online.com specialists reports that also newer advertising accounts or campaigns that were conducted in a shorter time and whose expenses oscillated at a higher level can also count on an additional advertising budget.

How to apply for an additional amount of advertising from Google?

You do not need to apply for funds. Google itself qualifies our company and transfers the appropriate amount to our advertising account. Importantly, the amounts received for advertising cannot be transferred to another account, divided or refunded. So, if our company operates in the SME sector, it probably has already received support. We will also receive an email when the funds are credited to your account.

How much advertising money can you get under the program?

The additional amount for the ad is expected to reach all advertisers by July 1. According to Google information, it depends on past Google Ads spending, the country of billing address, and the currency in which the campaign is being run on the Google Ads account. The earned amounts for advertising can fluctuate significantly, but the maximum amount paid will not exceed $ 1,000. Currently, at Paraphrase-Online.com, we monitor the inflows to our clients’ accounts and inform those whose accounts have already appeared. According to our observations, they currently range from around $ 40 to $ 250.

Advertisers can use amounts sent by Google until the end of 2020. Importantly, the unused sum will automatically disappear from the advertising account after December 31 and cannot be restored.