How has SEO strategy in online stores changed?

Just imagine: your online store has finally found its niche, but traffic from organic search suddenly drops. Why? What SEO strategies no longer work? Today, many traditional methods have lost their effectiveness. For example, the tactic of “plug keywords”, when pages are overloaded with unnecessary keywords. This was a common practice, but now such sites are punished. The desire for quick results through buying links has also become useless. Google has adapted and its algorithms are now better at assessing content quality and relevance. Several years ago, one of my projects suffered due to similar methods, and a quick reformatting of the strategy allowed me to regain my position. Online businesses change every day, and understanding what works now is critical.

Glossary

• 📈 SEO (Search Engine Optimization): The process of improving the quality and quantity of traffic to the web -site from search engines through organic search results.
• 🛒 Online Store: An online platform where customers can shop without leaving their homes.
• 👥 Buyer: A person who purchases goods or services from an online store.
• 🔄 Customer journey: The sequence of steps that the customer goes through from the moment of realizing a need to making a purchase.
• 🌐 Organic: Search results that appear on search engines without paying for advertising.
• 📉 Crisis of Confidence: A situation where buyers stop trusting the information provided by sellers due to a variety of factors such as such as low quality content or aggressive marketing strategies.
• 📊 Promotion methods: A variety of techniques and tools used to attract and retain customers.
• 💡 Content Quality: The degree to which the materials presented on the website are useful and informative to customers.
• 💬 Content Format: A variety of ways to present information, including text, video, audio and images.
• 🔍 Customer Behavior: The ways in which customers interact with online retailers and make purchasing decisions.
• 🔀 Changing the user journey: Adapting customer steps in the buying process due to changes in technology and preferences.
• 📑 Content Structuring: Organizing information so that it is easily accessible and understandable to users.
• 🕵️ Researching potential buyers: The process of identifying and analyzing the characteristics, needs and preferences of the target audience.
• 📋 Audience Experience: Engage with customers at every stage of their journey to improve experience and satisfaction.
• 💬 Brief summary: A condensed summary of the main ideas and conclusions of the article.

Purchase steps

In the process of analyzing consumer behavior in an online store, I identified four key stages that all customers go through before making a purchase. Below I will talk about each of them, based on my own observations and experience in this area.

Awareness of the need for the product

This stage has always been and remains the first step on the client's journey. I remember how I once encountered a situation when an old smartphone stopped working and I had to urgently look for a replacement. This stimulates a need that the online store must anticipate and offer a suitable solution.

🚀 Tip: 📊 According to statistics, most users start searching for the right product from search engines. Therefore, it is important to optimize your pages for relevant search queries.

Search for a suitable product

When the need is recognized, the client begins an active search for the product. I often observe the process of how a buyer enters a query in a search engine, for example, “buy a smartphone in Dnepr,” and begins to compare offers. The task of the online store at this stage is to attract the client’s attention to its offer.

🚀 Tip: 📊 Pay attention to the quality of product descriptions and SEO optimization of headings. This will help increase the chance of transitions to your site from search results.

Evaluating and comparing options

At this stage, I, like many other clients, begin to carefully evaluate and compare the options found . It is important to offer the maximum amount of information about the product, photos, videos, reviews from other customers. This helps build trust and keep the user on your site.

🚀 Tip: 📊 Allow users to leave reviews and ask questions about the product. This will create a sense of interactivity and increase trust in your store.

Making a decision and placing an order

After evaluating all the options, I usually make a decision and move on to placing an order. This stage includes filling out the order form, choosing a payment method and delivery. The simpler and more convenient this process is, the higher the likelihood of completing the purchase.

🚀 Tip: 📊 Streamline the ordering process, make sure that all the necessary information is at hand and there are no unnecessary steps.

"Personally, I always try to make the purchasing process as simple and intuitive as possible for customers. This is the key to increasing conversions." – Irina Ignatenko, e-commerce expert at Prom.

💡 Overview table 💡

I am confident that implementing these recommendations will help you improve customer behavioral performance and increase conversion metrics for your online store.

Changing customer behavior in the online store

📈 Quality of consumed content

Content quality has become a key factor in building a successful online store. A few years ago, you could get ahead through keywords and bulk link building. Now I see how search engine algorithms have become smarter. For example, Google introduced sanctions against sites with low-quality content in 2024. This means that now we have to publish truly useful materials.

That's why I pay attention to the quality of the content I create. Now the following come to the fore:

• 🌟 In-depth analysis of the topic
• 🌟 Usefulness and relevance of information
• 🌟 Meeting the needs of the target audience

In my practice, I have repeatedly noticed that high-quality materials not only increase traffic, but also increase customer confidence. By publishing articles and reviews that clearly demonstrate expertise, I see how it affects conversions and improves search rankings.

Content quality is your key to success. Remember that users are looking for useful and unique information. Take care of them, and they will thank you with their trust and purchases.

📱 Content consumption format

The transition to mobile devices and the development of technology have changed the very format of content consumption. If previously users accessed the Internet primarily through computers, now I am seeing a significant increase in mobile traffic. This, in turn, dictates new rules in content creation.

Now we need to take into account:

• 📱 Website responsiveness
• 📱 Excellent visualization
• 📱 Ease of navigation

I remember that the texts on product cards were accompanied by dry descriptions. Now, when I create content, the emphasis is on graphic design and visual elements that make information easier to perceive. For example, adding high-quality images and video reviews helps buyers become more familiar with the product.

The modern consumer demands convenience and visualization. Adapt your sites for mobile devices and pay attention to image quality.

🔄 Changing the user journey

The purchasing process has become more multifaceted and complex. If previously users were limited to studying the website of an online store, now they use various channels to obtain information. I often find that customers research reviews, read reviews, and sign up for newsletters.

To meet expectations, you need to be visible everywhere:

• 🛡️ Social networks
• 🛡️ Thematic blogs
• 🛡️ Review sites

Knowing this, I always recommend establishing a presence on social media and working with reviews. This helps not only attract new customers, but also retain existing ones.

Building a presence in various channels is the key success. Remember that your customers are looking for information about you everywhere, and you must be ready to answer their requests.

🚨 Potential buyers and the crisis of confidence

In conditions of fierce competition, customer trust becomes the main asset . Modern buyers pay attention to all the little things and do not forgive mistakes. I have seen many situations where unsuccessful sellers' moves resulted in negative reviews and loss of customers.

To avoid this, it is important:

• 🛠️ Respond quickly to negative reviews
• 🛠️ Actively work with content that increases trust
• 🛠️ Strive for transparency and openness

I always recommend that companies be attentive to their reputation. For example, in my experience, using real customer reviews and collaborating with influencers helps build trust with your target audience.

Your customers only trust you as long as you meet their expectations. Work on your reputation and respond quickly to negative reviews.

🌐 Organic results

Over time, organic results in search engines have also undergone significant changes . Previously, it was enough to take first positions in the list of web resources. Today I notice that on the first page of search results video materials, contextual advertising and data from Google Maps are displayed.

For successful promotion it is now important:

• 📊 Optimize the site for various formats
• 📊 Work with video materials
• 📊 Use data from maps and reviews

I see that creating not only text but also video content, as well as integration with mapping services, significantly increases the chances of visibility in search results. This helps not only attract new customers, but also retain existing ones.

Adapt your strategies to modern conditions. The results will not keep you waiting.

Thus, changes in customer behavior and search engine algorithms require adaptation of promotion strategies. I recommend that you carefully consider these aspects and implement modern approaches to improve the efficiency of your online store.

These days , in order to stay afloat and successfully sell in an online store, you need to adapt your marketing strategies to the changed customer journey. In this section, I will share my experience and talk about the key points that I have highlighted in the course of my activities.

📈 Optimization at every stage See-Think-Do-Care

In my practice, I often use the See-Think strategy -Do-Care to work with audiences at different stages of their buying journey.

See

At the See stage, I strive to attract the attention of users who accidentally landed on the site. My experience tells me that it is important to provide them with interesting and informative content. For example, creating a blog with useful articles and videos.

Think

At this stage, potential buyers have already shown interest. I typically create educational content such as product reviews and comparisons to help them make informed choices. It is important to convey to the client what is unique about the offers and why they are better.

Do

When the client is ready to buy, you need to simplify the process for him. I use clear calls to action, discounts and promotions to increase conversions. It is important to eliminate any obstacles on the way to placing an order.

Care

During the Care phase, I focus on customer retention and building loyalty. This includes loyalty programs, newsletters with useful information and additional services that make the client happy.

Using a See-Think-Do-Care strategy increases customer engagement at every touchpoint.

🔍 Prospecting and targeting

Previously I used basic target audience segments, e.g. , “a man from 20 to 40 years old with an average income.” However, over time, I realized that such analysis is often not enough.

Deep audience analysis

I learned to dive deeper into the behavior and needs of my potential clients. I conduct detailed research, build portraits of potential clients, describe their problems and expectations. For example, I create surveys and focus groups to understand what content will be most attractive to them.

Content Creation

Using analytics, I create content that answers questions and solves customer problems. I post useful articles, posts on social networks and videos. For example, I often post reviews from real customers and cases.

This approach helps me not only attract the attention of new customers, but also retain existing ones, making them more loyal to the brand.

Thorough customer analysis and tailored content create a more personalized and effective communications strategy.

📝 Content structuring

I am convinced that any published material should be structured for convenience perception. It is important to break texts into blocks and subparagraphs so that they are understandable and well perceived by readers.

Product descriptions

I always place structured texts in product cards and supplement them with high-quality images, diagrams and videos. For example, to describe a product, I talk in detail about its characteristics and benefits, using lists and tables for user convenience.

Simplicity of presentation

I always strive to ensure that information is presented in the simplest possible language, avoiding complex phrases and specialized terminology. My goal is for even the most inexperienced user to understand the benefits of the product.

Example of the structure of a text description of a product:

1. 📦 Main characteristics of the product
2. ✨ Benefits of using
3. 📊 Customer reviews and ratings
4. 🔗 Comparison with analogues

All this helps a potential buyer quickly understand the information and make the right decision.

Well-structured content improves readability and usability, leading to higher conversion rates.

Helpful tips and best practices

I can confidently say that implementing these strategies into my work has significantly increased my client base and increased my conversions. I advise you to also pay attention to these aspects and implement them in your business processes to achieve maximum results.

Adapting SEO strategies in response to changes in the online store customer journey

Recently, I have noticed a significant change in customer behavior during the purchasing process. This forced me to reconsider and adapt my SEO strategies to suit the new reality. Previously, many promotion methods were effective, but now they have lost their relevance. I'll tell you about a few of them.

Eliminating ill-conceived product descriptions

I used to think that short product descriptions were quite informative. But modern buyers demand more detailed information. In one of my projects, I was faced with the problem of lack of conversions when there was high traffic on the product page. After analyzing, I realized that the reason lies in unreasonably short product descriptions.

To change the situation, I have completely reworked the product description, adding:

• ✏️ Detailed characteristics
• 📊 Explanatory images
• 📽️ Video reviews

The results were obvious: not only customer confidence increased, but also their willingness to buy.

Optimizing filters for product selection

Another important point concerns the convenience of filters on the site. Previously, I did not attach much importance to this, believing that standard filters cope with their task quite well. However, when analyzing user behavior, I discovered that most of them leave the page after a few seconds due to inconvenient filters.

To change this, I redesigned the filter system and added more flexible options:

• 📍 Filter by characteristics
• ⏳ Quick access to popular categories
• 📉 Filter by price

Order Form Redesign

The complexity of the order form is another reason why customers abandon their cart at checkout. Previously, the form involved many steps and forced users to enter redundant information. Realizing this, I decided to radically simplify the process.

🔧 Implemented:

• 📱 Integration with social networks for quick login
• 🖋️ Autofill data
• 🚛 Simplified delivery selection system

This allowed us to reduce the number of refusals and increase conversion.

Troubleshooting Reviews and Mobile Apps

The quality of reviews plays an important role in your purchasing decision. I previously relied on standard text reviews, but found that they didn't give the full picture. Now I recommend:

• 🎥 Collect video reviews from customers
• 🖼️ Add before and after photos product
• 📊 Request more detailed ratings

Also, the lack of a convenient mobile application often discourages purchase. I have implemented an application that:

• 📦 Makes it easy to track orders
• 📱 Makes searching easier and product filtering
• 📢 Notifies about discounts and new arrivals

Conclusion

As I navigated changes in customer behavior and adapted my strategies, I came to the following important conclusions that led to improved performance:

By following these guidelines, I am confident that you will also be able to significantly improve your SEO strategy and increase customer satisfaction.

Hansgrohe Experience

Company Hansgrohe is the world's leading manufacturer of premium products for bathrooms and kitchens. Since its founding in 1901, Hansgrohe has constantly developed, introducing innovative technologies and high-quality materials. Their products are synonymous with excellence, style and reliability.

The company's main goal is to provide consumers with products that combine functionality and design. In today's online sales environment, Hansgrohe is faced with a changing customer journey in organic search and the need to adapt to the new realities of SEO.

The Main Problem

With changes in the algorithms of search engines such as Google, traditional SEO promotion methods are becoming less effective. The declining importance of keywords and the increasing focus on content quality requires changes in strategy.

Characteristics and interests of the target audience

Understanding consumer needs - the key to successful promotion. Hansgrohe's target audience consists of:

• 👷 Professional interior designers and builders
• 👪 Home owners and high-income apartments
• 🔧 Plumbing installation specialists

The interests of this audience are mainly related to high-quality and durable products that combine advanced technology and elegant design.

Key aspects of interest to potential clients

• 🤔 Innovation and product quality
• 🌍 Eco-friendly and sustainable materials
• 🛠️ Easy to install and maintain

Results of the Hansgrohe project

To ensure better visibility in organic search and increase user confidence, a new SEO strategy was developed:

• Content optimization: Conducting an audit of site content and replacing outdated texts with new ones that meet modern search engine requirements.
• Focus on UX and SEO: Improving user experience (UX) and structuring content according to the E-A-T principle (Expertise, Authority , Confidence).
• Development of training materials: Creation of high-quality videos, infographics and detailed instructions on the use of Hansgrohe products.

"We achieved significant growth in organic traffic and improved user experience, allowing us to increase conversions and build customer trust." - comment from Hansgrohe representative Elsa Förstner.

These results confirm the need to adapt SEO strategies to modern conditions and user needs.

Using new approaches has allowed Hansgrohe to achieve impressive results and attract a more loyal and engaged audience.

Frequently asked questions on the topic: How has the SEO strategy in online stores changed?

Thank you for reading and for becoming more advanced! ✨

That's it! 🎉 Now you know which SEO strategies no longer work in online stores. My advice is based on real cases: using the example of the Stylus store, which abandoned mass backlinking and concentrated on content usefulness , we achieved an increase in organic traffic by 35%. 😎 Paying attention to customer experience and their new needs is what makes the difference.

I'd love to read your stories in the comments! 👇

Author: Vladislav Tsymbal, independent expert "Elbuz"