When it comes to online shops, rankings can already be improved significantly with simple and fundamental measures:
1) Every page of the online shop is relevant. Whether it is a product, category, subcategory, or information page (with the exception of the legal notice, etc.), every page of the online shop is relevant and suitable for potential indexing. This means that every individual page should be optimized for selected keywords and described with individual and meaningful title and meta tags as well as "unique content".
2)Online shops need content. Basically obvious, but often neglected: indexable content. Every online shop should at least have information pages containing information about products, categories, and relevant topics. The categories themselves should not consist solely of a list of the contained subcategories or products. Images (with a populated alternative text) also constitute content.
3)Online shops need structure. The navigation of the online shop is not only important for usability. A well-thought-out shop structure leads to a sensible weighting of the individual pages and helps avoid duplicate titles, meta tags, and content.
4)Online shops need internal links. Even though products and categories are already meaningfully linked to one another simply through the shop functionality itself, additional effort should be made here. For example, by placing selected categories and products as "Recommendations", "New Products", etc., or by adding links within the body text of product and category descriptions or information pages.
5)Online shops need external links. The surprise at the end: Online shops also need off-page optimization. However, particular attention should be paid to topical relevance and the proportion of deep links.
