When we create content, we optimize for search engines from the start.

Speed optimization is critical for customer satisfaction, higher on-page times, higher conversions, and reducing churn.

Shopware 6 is the perfect platform and already implements a very efficient page loading strategy.

Shopware 5 is not yet optimized and here we can help to go one step further.

We check your existing shop or website for performance, functionality and content and create strategies and recommendations for optimization.

tracking

Tracking refers to the “following” of users across multiple websites on the Internet, or of user interactions within a web session or web domain.

Tracking is, in short, the goldmine or holy grail of online marketing.

Information embedded in the websites, such as cookies, allows users to be identified or not, as desired, if they wish to remain anonymous.

If you are identified, usually by allowing cookies, an identification number will be stored in the web browser used to visit the website. This identification number is passed from visited page to visited page within a browser session, provided that the pages are on the same web domain or are connected via embedded content, which under certain circumstances can also extend the cookie content beyond a domain.

Passing on information within a domain, i.e. a web shop or a website, helps you as an operator to analyze user behavior within your pages. You can use this, for example, to control offers or to optimize the user-friendliness of your site. You can also see which pages are most visited and how the user behaves while visiting these pages.

If the user is logged in, you could clearly verify the identity and, if necessary, associate the user behavior with the user account. You could, but perhaps you shouldn't - as data protection may be very controversial.

Passing on beyond a domain allows you to make sales beyond your own website or webshop. However, this requires a tracking backbone where the other domains visited can ask where the user originally comes from or which domains they have previously visited. For example, shopping carts that have been left open can be displayed again as an order suggestion, or special offers can be submitted later, etc.

You may also be able to read trends in user behavior and thereby perhaps adapt the main topics so that users stay with you, or, for example, coordinate targeted advertising measures with possible partners so that the probability of sales for you and your partners increases during a visit.

measurement

What can be measured during tracking or on your websites ?

Log files are available on the server side that collect information about each user session.

When a user visits a website, a browser session starts. Within a session, information can be passed on via cookies, identified as URL parameters or via user IP addresses.

First of all, it can be measured that a user lands on a page.

Then it can be measured when he closes the page or leaves it again.

You can then measure how long it stayed on the side.

The mouse position and scroll speed can be recorded.

All keyboard entries can be recorded, including the speed or time required.

It can be recorded how often the user has visited the site, whether they come more or less often, where they come to the site from, what device they use, whether they log in or not, etc...

web analytics

Collecting data is one thing, understanding it and drawing meaningful conclusions from it is another. The data described above is collected on the website. This initially describes pure connection and usage data.

If these are evaluated, we would speak of web analysis.

Further data compression can then be done, for example, using search engine data. The search engines therefore help with the analysis and offer corresponding analysis tools that contain much more powerful options.

For example, they provide tags or code that can be embedded into the pages and which then helps to track and analyze your users' navigation events on the Internet.

Systems such as Google Analytics or Piwik already offer very extensive options, especially for analysis.

But Shopware also has an internal analysis function that can provide information about many aspects of your shop results.

search engine advertising and analytics

However, the search engines offer completely different options through the convenient analysis of connection and usage data.

As search engines, they search the Internet and log the content, or at least keywords, of every page. You then offer the user the opportunity to enter a search term and then search for corresponding matches in your database. Based on the so-called ranking criteria, they then create a list of results and give it to the user. They use the results list to present pages advertised by advertisers, which are often related to the search term or other search results.

This means that they pair the search queries and search results with anonymized user data from all over the world and log them in great detail.

This means they can then tell advertisers which search terms are currently receiving increased attention, and the advertisers can then place corresponding advertising.

The result pages are usually structured in such a way that the advertising content is first displayed at the top, and then the “generic” search results, i.e. those that the search engine itself found from its own data set.

If you want to be successful with the search engines you have two starting points: firstly, you can advertise on the search engine, secondly, you can work on being listed first among the generic search results for one or more search terms.

The generic search results are listed according to the ranking that the websites achieve for certain search terms. And that means that if you manage to equip your site with the best possible ranking value, then your website will appear quite high up in the results list - ideally at the top.

search engine optimization

Search engine optimization is another very important area of online marketing.

The main thing is to optimize your rankings in the search engines.

The higher your position on a search results page in the search engine, the more likely the user who is currently conducting the search will visit.

This means that the goal for any SEO is the “pole” position, or first place in the search engine results list.

There are numerous ways to influence the ranking value and millions of recommendations... all fine, but as soon as the search engines change their algorithms, it may well be that the new ranking value is completely different again. Or the basis for the search engines' data collection - then your site may no longer be recorded at all.

It is therefore recommended that you always check your own position regularly, especially on Google, so that you can react promptly if necessary.

React – that brings us to optimization.

There are a few simple rules when creating content that make everything else superfluous.

It is important to write content that is as unique as possible. It should not be copied and should not appear on several separate pages. In technical terms, this is called “avoidance of duplicated content” and may lead to a lower ranking rating.

It is also important that the text length is not too short. This is probably related to the “relevance” criterion, which judges long texts to be more relevant than short ones. A limit length that is often found for this is 300 characters.

It is also important that a text is structured in headings and paragraphs, whereby the heading structure index can be crucial and also contributes to the “relevance” criterion.

A total of over 200 criteria are now crucial and the more you realize them, the higher your chances for the pole position.