E-commerce
SEO and advertising for online stores
An online store doesn’t sell because it exists. It sells because a customer finds it at the right moment: in Google search, in a Shopping ad or in an Instagram catalogue. We do all three, for stores with anything from a hundred to more than a thousand products.
In short
Marketing for online stores: what really brings in orders
Marketing for an online store isn’t a single campaign, it’s a system: SEO for categories and products, Google Shopping and Performance Max, Meta catalogue ads and remarketing for shoppers who abandoned their basket. Each channel catches the buyer at a different stage of the decision.
Our e-commerce marketing starts from data: which categories make money, which products have a good margin and where customers drop out. Only then do we decide where the budget goes and which content we write first.
What we do
Specifically for your sector
Category SEO
Categories are the pages that most often rank for buying searches. We write their introductions and sort out filters and internal links.
Product descriptions
Instead of the supplier’s text that twenty other stores also use, we write or generate unique descriptions with technical data.
Google Merchant Center
A correct feed: titles, GTINs, prices, availability and shipping. No disapproved products quietly eating into sales.
Shopping and Performance Max
Campaigns split by margin and best sellers, so the budget goes on products that make money, not just those that get clicks.
Meta catalogue ads
Dynamic ads on Facebook and Instagram that show shoppers the exact product they looked at, with a connected catalogue and Pixel.
Sales tracking
GA4 e-commerce events, Meta Conversions API and sales tracked by channel, so you know exactly what brings in money.
Why online stores don’t get customers from Google
Most stores that come to us have the same problem: they look good, but Google doesn’t know what to show them for. The causes are almost always the same:
- Categories with no copy. A “Pools” page with 80 products and not a single sentence of text struggles to rank for “pool prices” against stores that explain the differences, sizes and what is included.
- Copied product descriptions. When fifteen other sites carry the same supplier description, Google picks one, usually the strongest domain, and ignores the rest.
- Filters that create thousands of duplicates. Every combination of colour, size and price becomes a new URL. Google spends its time on junk instead of the real pages.
- A slow site on mobile. Huge images, too many plugins and a heavy theme. The shopper on a phone gives up before seeing the price.
None of this is hard to fix, but it has to be done in order: first the technical side and structure, then categories, then products, then content that attracts buyers before they decide.
SEO for categories and products
With an online store we don’t optimise “the site”, we optimise page types. Each type has its own job:
Categories: pages for buying searches
Searches such as “wet and dry vacuum”, “home pressure washer” or “Intex pool 366” most often lead to a category, not a product. We add a short introduction above the products and a buying guide below them, sort out the title and meta description, and link the category to related categories and blog guides.
Products: pages for exact models
Someone who types an exact model already knows what they want. That page needs a unique description, technical data in a table, real photos, availability, delivery time and Product schema so the price and availability show in Google results. For large catalogues we build automation: on Kocke.rs the description and technical table for 1,290 products were generated from supplier data and cleaned up for SEO.
Blog and guides: buyers before the decision
“Which pool for a 4×3 m garden” or “how much electricity does a hot tub use” aren’t buying searches, but future customers type them. So for Bazeni Akcija we built a system of guides linked to products, with hundreds of articles published alongside the 517 products in the store.
Google Shopping, Performance Max and the Meta catalogue
Ads for an online store only work if the feed is good. So first we sort out Google Merchant Center: product titles that contain what people type (brand, model, size), correct GTIN codes, prices and availability that match the site, and shipping settings. Disapproved products are usually a silent loss nobody notices.
We split campaigns by sales logic, not by the site’s categories: best sellers, products with a good margin, seasonal products and products that get viewed but not bought. That way Performance Max doesn’t spend the budget on the cheapest product with the smallest profit.
On Facebook and Instagram we use catalogue ads: a shopper who looked at a pressure washer or a pool sees exactly that product, with its price, over the following days. That needs a catalogue connected to the store, the Meta Pixel and the Conversions API, so tracking works even when the browser blocks cookies.
Read more about how we run campaigns on the Google Ads and Facebook and Instagram advertising pages.
What depends on your market
- Payment habits. In Serbia cash on delivery is still a large share of orders, so we track orders, not just card payments, and monitor the rate of refused parcels. In much of the EU, cards, PayPal and wallets dominate.
- Tax and receipts. In Serbia a store must issue fiscal receipts; on the WooCommerce stores we built (Bazeni Akcija, MojKarcher.rs) the fiscal receipt is issued directly from the store. For EU sales we set up VAT and invoices for each market.
- Card payments through banks and payment processors need precise settings and terms pages, otherwise the provider won’t approve the store.
- Seasonality. Pools, air conditioning, heating, garden products: we prepare campaigns and content a month or two before the season, because Google needs time.
- Price comparison sites and marketplaces are your competition in search. You beat them with better categories and guides, not a lower price.
Your online store in AI search
Shoppers increasingly ask ChatGPT or Google AI Overviews “which pressure washer for home use” before they go to a store. AI tools recommend products from sources they understand: clear specifications, comparison tables, answers to specific questions and consistent store details. So we write guides and categories with short, citable answers and add structured data. More on the answer engine optimisation and generative engine optimisation pages.
FAQ
E-commerce: questions and answers
SEO makes sense even for a store with a few dozen products, as long as the categories are set up well. With large catalogues of hundreds or thousands of products, most of the work is automating descriptions and sorting out filters technically.
They work best together. Shopping brings sales straight away and shows which products sell, while SEO reduces your dependence on paid clicks over time. We use campaign data to decide which categories to optimise first.
You can, but those pages rarely rank because several sites carry the same text. For important products and categories we write unique content, and for large catalogues we build a template that turns technical data into a unique description.
Both. We build WooCommerce stores with SEO foundations, tax-compliant receipts and card payments, and we can also take over marketing for an existing store. See the Online store development page.
Performance Max is a Google campaign type that shows ads in search, Shopping, YouTube and other networks from one budget. It can work well for an online store, but only with a good feed and products split by margin; otherwise it spends the budget on the easiest clicks.
Work
Real examples
How we work
Marketing for online stores in 4 steps
Every online store is different, but the order of work is almost always the same. This is what our e-commerce marketing looks like in the first few months.
1. Technical foundations and the product feed
We check speed, indexing and the duplicates created by filters and variants. We build a correct feed for Google Merchant Center and the Meta catalogue, with accurate prices, stock and GTIN codes. Google publishes the feed rules in its product data specification.
2. Category SEO
Categories are the pages that rank most in an online store. Each one gets a unique introduction, useful filters and answers to shoppers’ questions instead of a bare list of products.
3. Shopping, Performance Max and Meta ads
We split campaigns by margin and sales, so the most profitable products get the largest share of the budget. On Meta we launch catalogue ads and remarketing.
4. Content that leads to a purchase
“How to choose” guides and model comparisons bring in shoppers who are still deciding. That kind of content is part of every serious e-commerce marketing plan.
See how it works in practice in the examples of Bazeni Akcija, Kocke.rs and MojKarcher.rs, or read more about online store development.
How quickly marketing for online stores delivers results
Shopping and Performance Max campaigns bring orders from the first days, while category SEO starts to grow after two to three months. So we almost always start e-commerce marketing with ads for the most profitable products, while building content in parallel that reduces dependence on paid traffic over time. After a year, good e-commerce marketing has a larger share of sales coming from organic search than at the start.
Enquiry
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+381 69 740 754
office@plusnet.rs
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