How to develop and promote an online store: step-by-step guide and case studies

Introduction: why you need to promote your online store

Creating an online store is only the first step in a long chain of commercial success in the online environment. Without systematic promotion, the site will remain invisible to both search engines and potential customers. Competition in eCommerce is growing daily, and simply “having a website” no longer works.

Promotion of an online store is a set of measures aimed at increasing targeted traffic, increasing sales and strengthening the brand’s position in the market. It covers SEO, contextual and targeted advertising, content marketing, analytics, usability improvement and much more. It is important not only to attract visitors, but also to turn them into buyers – this requires comprehensive work in all areas.

Positioning an online store starts with the brand.
In an oversaturated market, visual and semantic differentiation becomes critical. That is why branding is an integral part of successful promotion: from the logo to the tone of communication, from the name to associative perception.

Where to start: developing an online store with SEO in mind

Developing an online store is not only a matter of design and functionality. It is the foundation on which the entire promotion process is built. Mistakes made at the stage of site creation, subsequently significantly complicate SEO and increase the budget for correcting technical deficiencies.

Key aspects of development that affect the promotion:

• Site structure: logical division into categories and subcategories, optimal nesting levels.
• Filters and sorting: implemented without creating duplicate pages.
• Adaptability: the site is correctly displayed and works on all devices, especially on smartphones.
• Loading speed: optimization of images, code minimization, avoiding heavy scripts.
• Micro-markup: Schema.org helps search engines better understand page content.
• Technical preparation: CNC, sitemap, robots.txt, canonical links.

Creating an online store taking into account all of these factors requires a professional approach. That is why it is important to immediately apply for the development of an online store to a team that understands not only the frontend and backend, but also the basic requirements of search engines.

Checklist of SEO requirements for online store development

Competitor analysis and selection of traffic channels

Before investing in online store promotion, you need to understand where your customers are, what competitors stand out and which channels bring the most return in your niche. Analyzing the market and the competitive environment is an important stage of strategic planning.

Choosing competitors: what to analyze

First, identify 5-10 competitors in your topic – both local and federal. Study:

• site and category structure
• promotion channels used
• advertisements
• content strategy (blog, SEO articles, videos)
• prices, offers, promotions
• SEO indicators (via Ahrefs, Serpstat, SEMrush)

Channels of attraction: SEO, context, social networks, marketplaces

There is no universal channel that works equally effectively in all niches. SEO works better for some people, while others need quick results through advertising.

The most common channels:

• Search engine promotion (SEO)
• Contextual advertising (Google Ads, Yandex.Direct)
• Targeting in social networks (Instagram, VK, Facebook)**
• Content marketing (articles, reviews)
• Email newsletters
• Marketplaces (Ozon, Wildberries)
• Affiliate programs and CPA-networks.

How to combine channels: omnicanality

The ideal strategy is a combination of several traffic sources.
For example: context gives fast sales, SEO – stable growth, social networks – brand recognition. If properly combined, they do not compete, but complement each other.

Traffic Channel Comparison for E-commerce Websites

Technical SEO-optimization of an online store

Even with good content and advertising campaigns, an online store will not be able to take a decent position in search engines without a good technical base. Technical SEO optimization is the foundation of ranking and the basis for stable organic traffic.

Key elements of technical optimization:

1. Site load speed
    A slow site degrades user experience and lowers rankings. Optimize images, use caching, minimize CSS and JS. Use tools: Google PageSpeed Insights, GTmetrix.
2. Mobile adaptation
    Most users come from mobile devices. The site should display and work correctly on smartphones and tablets.
3. SSL certificate (HTTPS)
    Having a secure connection is an important trust and SEO factor.
4. URL structure and CNC
    All links should be human-understandable (site.com/category/product-name), without unnecessary parameters and duplicates.
5. Robots.txt and sitemap.xml file
    Robots.txt indicates which pages should be excluded from indexing. Sitemap – helps search engines find and index pages faster.
6. Setting up 301 redirects
    Proper redirects allow you to save link weight and avoid 404 errors.
7. Schema.org Micro Markup
    Allows you to display advanced snippets (ratings, price, availability) in search results.

For online store owners who already have a website but lack proper SEO preparation, it is important to conduct an audit and eliminate all identified deficiencies. We offer a comprehensive SEO-optimization service, including technical diagnostics, error correction and recommendations for improvement.

Search engine optimization for an online store

SEO for an online store is a systematic work aimed at increasing organic traffic due to the high position of the site in search engines. The main goal is to attract targeted visitors to product and category pages ready to buy.

Semantic kernel selection

Assemble a complete semantic core with queries of all types:

• high-frequency (e.g., “buy a TV”)
• medium-frequency (“buy Samsung 4K TV”)
• low-frequency (“buy Samsung 43 inch 4K TV inexpensive Moscow”)

Use tools: Yandex.Wordstat, Serpstat, Ahrefs, Key Collector.

Creating and optimizing the structure of the site

The structure of the site should be logical, understandable, and at the same time focused on key queries.
Each category and subcategory is a potential entry point through a search engine.

Required elements:

• maximum 3 clicks to any product
• optimized URLs (com/category/subcategory/product)
• filters without generating duplicates

Internal linking

Linking pages to each other helps distribute link weight and speeds up indexing. Use:

• links from category texts to related products
• blocks “similar products”, “this product is bought with this product”
• tags and selections
• “breadcrumbs”
• rubricator

Meta tags and headings

On each page:

• Title with keyword inclusion at the beginning
• Description with UTP and call to action
• H1 – unique, relevant
• H2-H3 – subheadings with additional keyword phrases.

Image optimization

• Attribute alt with key phrase
• File name in Latin with product description
• WebP-format, compression without loss of quality

We offer SEO-promotion of online stores with full elaboration of structure, semantics, texts and internal optimization for search engines.

Features of advertising promotion of online store

Advertising is one of the fastest ways to attract customers and increase sales of an online store. The main thing is to choose the right tools and set them up correctly, so as not to “drain” the budget.

Contextual advertising: Google Ads and Yandex.Direct

Contextual ads work on a pay-per-click model and are shown to users when they enter relevant queries.

Tools:

• Search advertising
• Dynamic ads (generated from product feeds)
• Remarketing and retargeting
• Smart banners
• KMS (Google) and RSL (Yandex)
• Google Shopping (shopping campaigns)

Contextual advertising is especially effective at the start, when organic traffic is not yet formed. We offer the service of setting up and running advertising for online stores, including preparing creatives, setting up goals and tracking ROI.

Targeted advertising in social networks

Social networks allow you to show advertising to the audience by age, gender, interests, behavior.
This is especially effective for promoting impulse products, promotions, and novelties.

Platforms:

1.  VK
2. Instagram*
3. Facebook*
4. Telegram (bots and advertising posts via aggregators)

Preparation of advertisements

Creatives customized for the platform are important. Desirable:

• Use product photos in high quality
• Simplified headlines with an appeal
• Specific offerers (discount, shipping, promotion)

Collection of semantics for advertising

Before launching ads – mandatory collection of queries with commercial and transactional intent. Exclude irrelevant and informative phrases.

Advertising Channel Effectiveness Comparison for E-commerce

Increase the conversion rate of your online store

Attracting traffic is only half the battle. To make advertising and SEO work for results, the site must be convenient, understandable and credible. Conversion is the percentage of users who made a targeted action (purchase, application, call). In online stores, it directly depends on the interface, content and structure.

Completeness and usefulness of information

Each product card should contain:

• detailed description (including benefits for the customer)
• characteristics
• availability, delivery time
• photo and, if possible, video review
• blocks with “frequently asked questions”

Quality visuals and design

Photos – in high quality, with the possibility of enlargement

• Uniform design style
• Minimalistic interface without visual “noise”
• Color accents on CTA buttons
• Contrasting benefit blocks.

We help online stores to increase sales through elaborate UI/UX-design and website redesign taking into account analytics and behavioral patterns.

Brand and UTP work

• Clear positioning (what you are better at than your competitors)
• Unique selling proposition (delivery in 1 day, payment upon receipt, extended warranty)
• Detailed information about the company (address, history, certificates)

Page design and ease of navigation

To increase conversions:

• Use “breadcrumbs”, filters, sorting
• “Favorites”, “Compare”, “Recently Viewed” blocks
• Simple and clear shopping cart
• Minimum number of steps at checkout
• Integration with online chat or consultation

Increase in repeat sales (LTV)

• E-mail newsletters with recommendations
• Personalized offers based on purchase history
• Bonus programs and accumulative discounts

SEO-promotion of online store on your own

Many owners of online stores at the initial stage want to try promotion on their own – and it is possible, especially with a small assortment. The main thing is to understand what steps to take and in what sequence.

Self-promotion of an online store through SEO

Before starting, it is important to study the basic principles of search engines and collect a semantic kernel. Further it is necessary to:

• create the structure of the site taking into account the key queries
• prescribe meta tags (Title, Description, H1)
• fill the site with unique descriptions
• increase the link mass from reliable sources
• regularly update content
• track positions and behavioral metrics

SEO-optimization of online store: step by step

Step-by-step instructions for self-service SEO:

1. Conduct a technical audit
2. Eliminate errors (speed, adaptability, CNC)
3. Collect and cluster keywords
4. Optimize categories, products, filters
5. Write meta tags
6. Customize linking
7. Add content: blog, FAQ, reviews
8. Start crowd-marketing and cataloging

Basic list of SEO tasks for an online store

• Connect analytics and Yandex.Webmaster
• Setting up sitemap.xml and robots.txt
• SSL installation
• Indexation check
• Removing duplicates
• Image optimization

Conclusions on self-service SEO

Promotion of an online store on your own requires time and systematic. It is important to evaluate your resources and at a certain stage – delegate technical or large-scale tasks to professionals.

If you feel that the project “hit the ceiling”, you can always ask for SEO-consultation and turnkey promotion.

SEO-promotion of an online store with the help of a contractor, freelancer or in-house specialist

When your own resources are not enough, the logical solution is to outsource promotion. There are several options – each with its own features, risks and benefits.

Three main formats of work

1. SEO-studio or agency
2. Freelancer
3. Full-time SEO specialist

The choice depends on budget, project goals and level of involvement.

Option #1 – agency (optimal for an integrated approach)

The agency provides a ready-made team: SEO specialist, analyst, copywriter, developer.
It is convenient when it is necessary not only to promote, but also to finalize the site, write texts, adapt the structure.

Advantages: – Responsibility under the contract

• Team of specialized specialists
• Possibility of a comprehensive approach (SEO + advertising + site development).

We offer a comprehensive approach (SEO + advertising + website development) to the development of your online store, including audit, strategy, SEO, advertising and analytics.

Option #2 – freelancer (flexible, but with risks)

Suitable for simple tasks or limited budget. But there’s no guarantee of engagement and stability.

What to look out for:

• Experience in your niche
• Portfolio and case studies
• Availability of reporting
• Speed of response and adherence to deadlines

Option #3 – in-house specialist (with the volume of 5-10 thousand products)

If the project is large-scale, it is advantageous to hire an SEO specialist for the team.
He will be immersed in the product, make edits promptly, interact with the sales and marketing department.

Pros:

• Full control
• Quick realization of tasks
• Work “inside” the project

Cons:

• Expensive (salary + taxes)
• One person will not replace the team

Comparison: Freelancer / Agency / In-house SEO

External promotion of an online store: building link mass

Links from authoritative external sites play an important role in the ranking of an online store. This is especially important in competitive niches, where technical and content SEO is already aligned in most players. But it’s important to remember – it’s not the quantity, but the quality of links that has the real impact.

What to look out for in external promotion

Forget everything except the following: 

• The topic of the donor site should be close to yours
• Donor sites should be indexed and with real traffic
• Do not use automatic and cheap runs
• Anchor list should be diverse and natural
• Excessive concentration of links from the same sources reduces the effect.

How to build a link strategy

Basic methods:

• Crowd-marketing: placing links in comments, forums, reviews
• Publications in blogs and media: articles with expert content and embedded links
• Catalogs and aggregators: store registration with UTM tags
• Guest posts: sharing articles between related resources
• Affiliate links: cooperation with other Internet projects
• PR-activity: infoprovods, press releases, interviews

Important: each link should lead to a logical, useful and thematic page. Avoid “flooding” the main page with links for no reason.

For large online stores it is recommended to develop a system of external promotion, which includes: an audit of the current link mass, a strategy for 6-12 months, constant monitoring of indexation.

Cases of how we promote online stores in practice

Case 1: Russian brand of designer furniture with an office in Moscow Cazarina.com.

Problem:
im, no mobile adaptation. Low loading speed, unstructured catalog and no organic traffic.

What was done:

• Complete redesign and development of a new site from scratch
• SEO-optimization: structure, meta tags, description of collections
• Integration with CRM and automation of orders
• Connection of Meta advertising and retargeting
• Visits: increased from 45,212 to 52,341 → +7,129 visits (+15.77%)
• Visitors: increased from 20,594 to 27,273 → +6,679 visitors (+32.43%)
• Goal achievements: jumped from 292 to 1,396 → +1,104 achievements (+378.08%)
• Conversions by goal: jumped from 0.83% to 3.28% → +2.45 p.p. (+295.18%)

Case 2: Yablonka.store – flowers with delivery in Omsk

Problem:
Low positions in search, lack of systematic work with SEO, slow loading of the site. Customers came only by branded queries.

What was done:

• Transfer of the site to a new CMS with adaptation for SEO
• Expansion of semantic kernel and setting up a blog
• Crowd-marketing, work with testimonials

Performance growth:

• Visits: from 34,514 to 62,746 → +28,232 visits (+81.80%)
• Visitors: from 24,540 to 44,585 → +20,045 (+81.68%)
• Reach goals: from 350 to 777 → +427 (+122.00%)
• Conversions by goal: from 0.25% to 1.06% → +0.81 p.p. (+324.00%

Media and banner advertising for an online store

Media advertising is a format of visual communication aimed at increasing brand awareness and stimulating demand. Banners are placed on third-party websites, mobile applications, videos and social networks. This tool is especially effective at the stage of reaching and warming up the audience.

Key media advertising formats

• Classic banners (GIF, HTML5, static images)
• Google Display Network (GDN) adaptive banners
• Retargeting banners (shown to users who have been on the site)
• Video ads (YouTube, VKontakte, RuTube)
• Smart banners with product offers (Yandex.Direct)
• Native formats in the content of articles (e.g., via RSS)

When to use media advertising 

• when launching a new store or category
• to announce seasonal promotions and sales
• when promoting new products
• to increase brand awareness and repeat reach
• as a support for SEO promotion in a competitive niche

Benefits

• Quickly reach a wide audience
• Possibility of precise targeting (by interests, geo, actions)
• Flexibility in formats
• Support of branding and visual image of the company

We create and manage banner and media advertising taking into account the strategy of online store promotion – from design to efficiency analysis.

SMM and advertising of online store in social networks

Social networks are not just a platform for outreach, it is a full-fledged sales channel, especially in B2C segments. Competent SMM-strategy allows you to build constant contact with the audience, increase loyalty and stimulate repeat purchases.

Goals and objectives of SMM for an online store

• Increase brand awareness
• Building trust in the store
• Informing about promotions, novelties, events
• Answering questions and working with feedback
• Traffic and sales through posts, stories, link transitions

Actual sites

• VKontakte: announcements, stories, communities
• Telegram: channels, bot stores, advertising in aggregators
• YouTube and Yandex.Zen: product reviews, native integrations
• Instagram, Facebook (if possible)**: advertising via Meta

How to set up motivation for buyers through social networks

• Publications with products and promo codes
• Raffles, Challenges, flash mobs
• Content with customer participation (UGC)
• Influencer marketing and testimonials
• Live shows with unboxing and reviews
• Storytelling and brand stories

We develop SMM promotion strategies customized for your business, with full support on content, design, visual style and ad integration.

Conclusion: step-by-step instructions for online store promotion

Promotion of an online store is not a one-time action, but a continuous process of project development. The combination of SEO, advertising, content, links, design and branding provides a steady increase in sales and recognition.

Here are step-by-step instructions on where to start and how to build a strategy:

Step-by-step instructions for promoting an online store

1. Website development with SEO in mind
   – CNC, structure, micro markup, adaptability, CMS.
2. Technical audit
   – speed, indexation, meta tags, sitemap, robots.txt.
3. Collection of semantics and setting up the structure
   – categories, filters, tagging, urls.
4. Filling the site with content
   – descriptions, photos, videos, articles, blog, FAQ.
5. Internal optimization
   – linking, alt, breadcrumbs, rel= canonical.
6. Running advertising and remarketing
   – Google Ads, Yandex.Direct, retargeting, smart banners.
7. External promotion
   – Crowd-sourcing, publications, aggregators, PR.
8. SMM and brand communications
   – social networks, visuals, influencers, storytelling.
9. Analytics and funnel refinement
   – Google Analytics, Yandex.Metric, click maps, A/B.

FAQ

1. How much does it cost to promote an online store?
   The cost depends on the amount of work, competition in the niche and selected channels. A basic SEO audit can start from $635, a comprehensive one from $954 per month. Contextual advertising and content – paid separately.
2. How long does it take to see the first results?
   SEO gives tangible results in 2-4 months. Contextual advertising can bring orders immediately, but requires proper setup. It is ideal to use both channels in parallel.
3. What to choose – SEO or advertising?
   If a quick result is important – advertising. For long-term stable traffic – SEO. The best option is a combined strategy.
4. Is it possible to promote an online store on your own?
   Yes, especially at the start. But for large-scale tasks, it is better to involve an agency: you will need SEO, copywriting, analytics, and advertising. This is a complex multi-channel process.
5. What is the difference between promoting an online store and a regular website?
   Online stores have more pages, complex structure, filters, product cards. Special approaches to SEO, technical optimization and analytics are required.
6. How to choose a contractor for promotion?
   Pay attention to the portfolio, the presence of cases in your niche, transparency of reporting, strategic approach. Do not choose only on the basis of price.
7. Is it possible to promote a store in social networks?
   SMM is especially effective for B2C goods, gifts, clothing, cosmetics. Social networks strengthen the brand, loyalty and return customers.