What is the difference between SEO for online stores and SEO for information portals?

Question

Search Engine Optimization

Opinion: I think that the approach to store promotion should be different, not the same as the promotion of blogs, information portals, magazines, catalogs. Seoshniki, promoting sites pay attention to content, meta tags, headings. They write h1, title... In short, a classic.
I'm getting killed by the old school SEOs who still believe that wrapping words in the magic b, i tags will give you +100500 results.

It is easier to promote news articles and blogs, there are more words, some sentence from the article will shoot in the search results, not on the first page, but on the tenth for sure.

But product cards in online stores most often contain Photos, price, a short description and meta tags. One product with different characteristics can give us several urls, for example:
- Blue "ElSock" men's socks in size XL
- Men's red "ElSock" socks in size M
- Women's socks in white "ElSock" in size S
...and 50 more different variations of the same product, and there can be hundreds of such products and thousands.
Question: what url to promote, what is considered a duplicate, is it a duplicate, should I use a cononic url?
What should h1 be - just ElNosok or a full name that includes all the characteristics?
In addition - the results of the catalog filters will also add a dozen links to this product. On the one hand, many pages are good, on the other hand, the pages are essentially the same.

Second moment:
Is it relevant to write in the title of the goods "Buy at a low price ..... in the city of Moscow" or just in the title should be "Women's white socks "ElSock" size S"?

Moment three:
Seoshniki say that you need to move at low and medium frequencies, they say we have no chance at high. And actually, what will be bad if some of the content is moved according to high-frequency queries? Yes, you can’t climb into the top five, but after all, from the 20th-30th page of Yandex to get out to the 3rd-5th page is still better than nothing ?!

And there are a lot of such moments, often controversial in the work, over the past 3 years several SEOs have changed on one of the projects and everyone has their own opinion, everyone makes their own edits, everyone has their own vision, as a result, the same thing is redone a hundred times.

If on text sites uniqueness is achieved due to text variations, then it is more difficult for stores, conditionally - We sell Philips TV model AAA1 and hundreds of the same sites - and all have the same description, supplier photos, the same type of characteristics and properties - it works is SEO here? Not sure! Rather, it is a behavioral factor and site recognition.

I would like to hear your opinion - do you think that the promotion of online stores is a separate direction in SEO and for promotion it is necessary to use other methods than the methods of promoting blogs, news, company pages? What significant differences are worth paying attention to or are there no differences and are all projects moving forward according to the main canons of SEO?

Answer 1

what url to promote, what is considered a duplicate, is it a duplicate, should a cononic url be used?

Promote all pages of course. They will give a lot of RF weight to the parent directory. Such pages will be considered partial duplicates , but this is not good for SEO either. As an option, auto-generation of unique H1 and Title by template, since they have a higher priority than content.
If you have a large number of products and there will also be many such cards of the same type, then as an option, add the possibility of reviews with photos - they are also well indexed and, as a result, will add uniqueness.
I also advise you to add the block "Similar products".

What should h1 be - just ElNosok or a full name that includes all the characteristics?

The first words in H1 should include a keyword , so it would be more correct to write something like "Men's sock ElSock size S buy in Moscow with delivery ..."

In addition - the results of the catalog filters will also add a dozen links to this product. On the one hand, many pages are good, on the other hand, the pages are essentially the same.

If possible, use Ajax filtering.
If this is not possible, then I would advise using filtering with CNC generation. Each set of filters will have its own permanent url. Leave these pages open for indexing and drive traffic for low-frequency and local queries.

Is it relevant to write in the title of the goods "Buy at a low price ..... in the city of Moscow" or just in the title should be "Women's white socks "ElSock" size S"?

As I wrote above "The first words in H1 must include a keyword"

Seoshniki say that you need to move at low and medium frequencies, they say we have no chance at high. And actually, what will be bad if some of the content is moved according to high-frequency queries? Yes, you can’t climb into the top five, but after all, from the 20th-30th page of Yandex to get out to the 3rd-5th page is still better than nothing ?!

It will probably take a lot of time, yes, if you also have a young domain. So if in the long term, then of course you should move forward on HF and MF requests. And LF traffic will be attracted to you by filtering pages.
By the way, for midrange and low-frequency requests, you can use this option. For example, you sell sneakers - create a separate filtering page "running shoes", or for example, if you sell refrigerators, then make "narrow refrigerators" - make a competent description for such pages, H1 and title and that's it. High-quality traffic for LF and MF requests is provided to you.

I would like to hear your opinion - do you think that the promotion of online stores is a separate direction in SEO and for promotion it is necessary to use other methods than the methods of promoting blogs, news, company pages?

Of course different methods and approaches. As mentioned above, the same micro-markup is significantly different.

Answer 2

Answer 3

But product cards in online stores most often contain Photos, price, a short description and meta tags. One product with different characteristics can give us several urls, for example:
- Men's socks in blue "ElSock" in size XL
- Men's socks in red color "ElSock" in size M
- Women's socks in white "ElSock" in size S

Yes, this is a problem, but the more interesting it is to solve it. Let's promote the product category "Men's Socks", a page with the Elnosok Socks brand, or a page with the tag "Men's black socks"

Is it relevant to write in the title of the goods "Buy at a low price ..... in the city of Moscow" or just in the title should be "Women's white socks "ElSock" size S"?

From the point of view of common sense, the title is shown in the search results, first of all, the buyer pays attention to it. Consider that this is an advertisement, which means that its task is to convey to the person that socks are sold here, which would be nice to click here, because (low price, etc.)

20-30th page of Yandex to get out on the 3rd-5th page is still better than nothing?!

Ask yourself a question as a buyer, will you reach the 3-5 pages of Yandex when searching for socks, if you forget the high-frequency "buy socks" and you need to bypass the offer of 30 competitors + advertising?

And actually, what will be bad if some of the content is moved according to high-frequency queries?

There is nothing wrong with this, it is a reserve for the future

Answer 4

The guys wrote everything on the case, but pay attention to the cards of goods for socks of different colors. Either you chose a bad example, or all your SEOs are scammers. Hundreds of socks of different colors and sizes - this is one product card with the ability to choose the right option. Firstly, it makes it easier to work with unique text (if it can be written), and secondly, a variable card will have an additional plus sign from ps and will not have minuses for spam. Thirdly, read the org scheme and understand the micro-markup of goods - there is non-obvious data, with the correct labeling of which you will get more boost than with unique texts and photos. Monitor the queries you rank for - sometimes weird phrases can be a good content idea.
And yes, SEO in ecommerce is different from content. Keep an eye on some popular news source on this topic - there is always someone doing research on the factors that affect rankings. I don’t think that for an article you need to start Google my business. And for them it is a must-have. And there are hundreds of such little things that can be implemented for months.

Answer 5

Head-on answer:
The type of micro-markup applied to the content: for products and articles, they have a radically different structure.
If the information differs in different locations (price, availability, etc.), different product urls are made for each location, otherwise, a canonical tag is indicated (so as not to fall under the PS filter for spam).
If the page URL is tied to a location, then we also add this location in the title, keywords, micromarkup.
Any deliberate spam (duplication of pages of one product for no apparent reason) will be severely punished!

Answer 6

Yes, in general, everything is the same with us, and people move information sites, entertainment sites and online stores for you.
There are no super differences and separate super tricks for them, of course, each SEO sees it in his own way, since everyone plays in a black box, someone tested something with someone's old experience, someone has such and such read knowledge. Since there is no white box, it is very difficult to refute something even by experience.