Recently one of our partner companies asked me eight questions, some of which seem sometimes simple or obvious, but the more I thought about my experience in the last 20 years in the online world, the more I found to add to any answer.
The questions ranged from how to select the right platform for an online business to how to allocate marketing budgets across channels or whether to prioritize mobile over desktop or not. In the end, I wanted to share it, as our partner company probably will be not the only one having questions like these.
Scalability and fit for your business model. Let me share a story to illustrate these points. Well over 12 years ago, at the dawn of eCommerce in Romania some quite experienced entrepreneurs started five projects in parallel to validate their ideas and to get some market response.
How Does An eCommerce Platform or CMS Influence SEO Success?
So, they opened two eCommerce stores with different products, a dating site, a technology supply site and a social network. Most people in their place would have worried what would happen if things did not work out.
But to some degree all their ventures had some success and started to grow. This is where the question turned the other way round: how far can I get with my platform if it has success? The social network looked like the early Facebook and was neat and nice, but started to get extremely slow once people started really using it simultaneously… It was built quickly, but not lasting. It had to be rebuilt already three months after the launch, before validation was completed.
The dating site used an extraordinarily complex algorithm to match partners according to their compatibility, which was completely new in Romania and stirred quite some interest.
However, even long before reaching the firstmembers Dating site in 27 these compatibility scores became a technological adventure… the database type used was not the optimal Dating site in 27 for such an atypical amount of Dating site in 27, among many other misses. For any other dating site it would have been good though.
So, it was rebuilt within the first six months.
The first online shop was doing quite fine, it used Magento, an open source eCommerce platform, with many features built in, a living community, so many plugins and themes were available, and it was just easy to get started. The shop did not sell anything out of the ordinary, eyewear and sunglasses, so implementation and customization was straight forward. And because Magento had a plugin for nearly everything it was easy to add new features.
Am decis amândoi să descărcăm Tinder și să vedem ce se întâmplă.
The second shop however, also used Magento. Because Magento has functionalities for nearly everything you find in eCommerce it was easy to start the shop and relatively cheap for its scope still some 30k EUR or so.
However, this time it was different: this shop, was a closed shopping club and having flash sales which daily or at least weekly changed. This required a lot of customization and the sheer volume of operations per week may have exceeded the activity of a typical online merchant per season.
Also, the shop grew fast and became really popular. It expanded Dating site in 27 to over 10 other countries. But they had to stay with Magento for many years nevertheless — after all, you cannot just change the entire infrastructure you are sitting on if you have a crazy growth phase. So, what they did was hiring more and more developers and buying more and more servers.
Back then, however, it was very hard to find good developers who could work with Magento and the ones available were extremely expensive and well above typical market rates… Dating site in 27, some years later, the platform was changed, with something very custom, especially built for this type of shopping club and their specific workflows, starting with buying, inventory management, content production, the marketing and sales cycle and finally fulfillment and retour.
Re-making this lasted maybe two years and costed accordingly: it needed entire extra teams, so current operations were not endangered.
It is a crazy exercise to calculate how much money and time could have been saved if a custom platform for this project would have been used from the start… or to think of the lost SEO opportunities in the first years… As for the fith technology Dating site in 27 it was also mainly eCommerce functionality which was needed, and Magento did a great job here.
In short: a platform which is good for one business, may not be the right fit for the next. This is why our advice for anybody starting to build a digital business is to do the unpopular work of being really clear about the final goal, but also workflows, support, marketing needs and anything else specific to your business.
Write it down, document it and then check each platform if they are a good fit for these needs, or if they turn out to be more like a quick fix solution. If you plan to take a local business such as a bakery or small niche business like a winery or some jewelry online — chances are good that an existing platform will be the right fit.
But if things are getting larger or have special features, it really pays off to take the extra time. Make sure you also have an answer for questions like these: Where should this business Mauritius Man Dating Site in 2 or 3, in 5 years and from 10 years from now? Is it a popular niche store?
Local, national or even international? How many employees will work there and what are their roles?
What exactly do they have to do on the website? How many items are to be showcased on the website? How often do they change?
What are their special, unique characteristics e. How will fulfillment look like?
A marketplace does not need to bother so much on inventory and fulfillment, but it may be wise to solve these problems for their customers: the merchants paying the »rent«. Also, creating customizable and SEO-friendly landing pages for marketing and traffic acquisition becomes a big focus here. Marketing and marketing needs are anyways very important: We see time and time again that operators of classified websites or marketplaces have unpleasant surprises when they realize that the platform they have chosen was actually not built for this kind of functionalities, assembled using a bunch of plugins and now have the decision to face to either completely rebuilt the platform or write at least an own plugin and lose time and money when they actually want to speed up, or to just lose the game by giving up on SEO or search engine marketing… How Does An eCommerce Platform or CMS Influence SEO Success?
Again, allow me a short answer and then a long explanation to it. In short, the platform is the foundation of your business online, and from an SEO point of view maybe even something like the Dating site in 27 of a tree. Most of the time not visible, but essential for life. So, to continue from our first question and to spin the implications further: In SEO we have around factors which influence the ranking of a page in Google — to use a commonly reported number.
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But we can boil this conveniently down into three large areas Technical: Accessibility and Indexing and Optimization functionalities — so the ability of a search engine to find your website, all relevant parts and offers on it, and to present the content in a favorable and easy understandable way Content: This does not mean only written Dating site in 27, but especially in eCommerce also your offering.
If you offer what people search for — great!
Glisează la dreapta
Now we just have to describe it in a way searchers can find it Authority: 20 years ago Google revolutionized the search engine world by disrupting the way how it sorted results. Before putting a relevant result on page 1 it also started to make sure that this result is a trusted, well respected website which answers the search for most users. This may not be all the time perfect, but worked so well, that Google drove nearly all other search engines out of business So, the technical part is here the foundation, and a necessary condition for Google to find its way along.
Most eCommerce platforms get many parts here right today, it is rare that a Site auto dating in has overwhelming or fundamental technical flaws.
inKUire - Where Research Begins
Optimization potential, however, have most implementations. Or if you are a classified job board, you will not want to have the specific jobs only, but also specific landing pages for every type of job in every possible location, for every employer and so on. The ability to create these specific landing pages in a search engine friendly way can save literally millions in marketing spent if planned from the very beginning.
It makes a huge difference for the growth prospects of any venture to plan these right from the start and ask for these features in an SEO-friendly manner.
Still, truth being told, SEO is a long-term game, so most newcomers in the very first year will not have spectacular results — exceptions exist, but in most cases the competition is already immense and strong. This is because with the platform and the content we got only two necessary conditions covered, we still miss the third and sufficient one: Authority.
In either case, just because authority is so hard to built up and content so expensive to produce — you really want to make sure that platform is an optimal fit for your content and uses the existing Dating site in 27 well.
Most merchants and websites — if they have some traction and content — naturally built authority over the years. What we see very often happen is that at some point they decide for a redesign, or a complete migration to another platform and then literally lose a large part of their authority and with it — traffic — in some days or weeks because of the relaunch, and ultimately very simple, technical reasons. This is completely avoidable, and the reason why we stress the importance of selecting the right platform from the beginning.
From a technical point of view this is straight forward and universal: SEO friendly URL Control over all meta tags on every individual page if necessary: Title.