Shop owners take note: Google threatens to punish bad of online shops. Not even 2 years ago, Google added with the Panda update to its search algorithm, website owners on alert. Now the search engine giant has it in for store managers on the interactive exhibition SXSW last week, Google announced a campaign against bad online stores at.

What sounds at first glance only to harassment, actually followed a good target: Google wants to provide its users the best possible search results. And considered not only in content, but holistically. Because the best content is useless if the overall package is not right. And since Google sees especially in e-commerce glaring omissions. The new update of the Google algorithm is therefore explicitly aimed at online stores.

Many shop owners make the mistake to neglect when setting up the online store the most important thing: their users! A standard shop is easy to set up, but he is just as the name says - only standard and aligned to the least common multiple that combines online stores. Only by inpiduelle adjustments in structure, design, and user guide gives your shop a inpiduelle note and an extra added value. These are often the little things that can make a big improvement.

To avoid Ranking crashes, it is essential in the future, an online store that offers good usability (usability) and a positive user experience (user experience). Although Google can these "soft factors" Do not check directly, but it pulls measurable factors such as bounce rate and length of stay for advice, allow conclusions on the qualitative level.

Ideally you hire a professional design agency that assists you in the initial planning of your online store, or optimizing the fly. But even for smaller budgets or for your own implementation there are effective ways:

Imagine you were one of your customers to visit your online store for the first time What is the first impression you make on the shop? He seems trustworthy and professional? Do you understand at first glance, what you will find in the shop and why you should buy it in this store and not in the competition? Find yourself in the shop deal and you quickly find what you were looking for? How would you describe the overall feeling that leaves the visit to your online store for you as a customer?

Ask to visit friends, your online store and give you honest feedback. Of course, you and your loved ones are proud of the business reached, but what counts is not the effort, but the result. Even if it hurts: Enjoy supercritical and objective feedback is the only way you can improve your online store.

Install Google Analytics or another free analysis tool. Follow a regular basis, the number of visitors to your online store, their length of stay, bounce rates, exit pages, etc. Vary text, images and teaser and watch the changes in the numbers. Put different variants of a page and test you which of them the better results achieved (A / B test).

Check which target sites link your online marketing efforts. The home page is not necessarily the best solution. If you apply a category or product, then you link directly to it. Set maximum respect of your landing pages to your advertising here. That makes a little more work, but will have a positive effect on the conversion of your visitors.

Test the home page of your online store with eye tracking, eg VisuOptiMax. To find out what content your users with what intensity exercise, where they look and if any elements (eg call-to-action) are placed eye-catching enough. After the start, you can test the next one exemplary category page and a product details page in order to optimize your online store step by step.

Perform a blog related to your offer to provide information to your visitors and to increase the visit time on your side The example of a wine-shops were interesting posts such as the notion of winemakers, new wines in your assortment, your personal description and evaluation of individual wines.

Be inpiduelle texts. 1:1 Do not copy the text of your suppliers. Google never liked that and makes your shop for visitors interchangeable. If you have a good feel for the language, write your own texts in your own tonality or hire a copywriter. To cancel your shop positively from the crowd.

Visit regularly the online shop your competition and selected suppliers from other industries. What are you talking in these shops at special? You can also embed it in your shop?

Stay on the ball! Search engine optimization (SEO) is a process and lives of continuity. That will not change with the new Google update. The advantage of the user-centric optimization is that it is easier to implement as intuitive as compared to the earlier more technically oriented SEO. It is also sustainable and focused on the purpose for which your online store is actually created, namely, for your customers!