Content
- Commercial Factors
- Commercial Factors in Yandex
- Commercial Factors in Google
- Website Elements as Commercial Factors
- How to Improve Commercial Ranking Factors
Commercial Factors
Commercial factors are parameters that do not depend on user queries but play a significant role in search engine ranking algorithms for sales-oriented websites. These factors determine the convenience of shopping and influence users' trust levels towards the web resource.
Search engines analyze data to understand how effectively the site meets customer needs, how easily a user can place an order, obtain necessary information, and make a payment. One of the key aspects is the presence of a clear hierarchy in the catalog, as well as the ability to quickly return to any section through links, which is important for Yandex.
Commercial Factors in Yandex
Yandex first announced specific requirements for e-commerce sites back in 2011, emphasizing the importance of enhancing user experience. The main characteristics affecting ranking include:
- Trust in the site and company: formed through brand recognition, contact information, positive reviews, and a portfolio.
- Design and user interface: includes quality photos and descriptions of products, sorting functionality, ratings, and recommendations.
- Wide assortment: variety of products and availability in stock.
- Prices: the cost of products should correspond to the average market price.
- Payment and delivery: considers payment methods, availability of pickup points, and delivery speed.
Additional factors that Yandex pays attention to include regular content updates, well-structured texts, and unobtrusive advertising.
Commercial Factors in Google
In 2009, Matt Cutts, then head of Google’s search quality team, mentioned more than 200 ranking factors. However, the exact list of these factors is not publicly available. Google does not officially distinguish commercial factors as a separate category; they are considered in conjunction with other key parameters.
Google's main recommendations for e-commerce sites include:
- Data structuring: using microdata to simplify content identification.
- Product information: relevance of information about availability and assortment.
- Helpful reviews: importance of reviews for users.
- Convenient navigation: clear hierarchy that allows quick access to necessary sections.
- Page interconnectivity: the number of links leading to the page determines its importance.
- Loading speed: preference is given to pages with fast loading, especially with incremental loading features.
Website Elements as Commercial Factors
Depending on the niche, the list of commercial criteria may vary. The main elements that increase the likelihood of purchase include:
General Characteristics
- Responsive design/mobile version;
- Structured content;
- Quality photos and videos;
- Current news;
- Examples of work or services;
- Helpful customer reviews.
Catalog (Product Cards)
- Photos and videos of products;
- Detailed descriptions;
- Product specifications (color, material, etc.);
- Price indication;
- “Buy” and “Add to Cart” buttons;
- Customer reviews;
- Information about product availability.
Website Navigation
- Easy access to the catalog;
- Product categorization;
- Filtering and sorting;
- Suggestions for similar products;
- “Breadcrumbs” for navigation.
Contact Information
- Availability of contacts on all pages;
- Phone and email;
- Online chat and links to messengers;
- Legal address;
- Interactive map.
How to Improve Commercial Ranking Factors
Optimizing commercial factors can significantly enhance positions in search results, attract additional traffic, and help surpass competitors. To understand which criteria are most important for your company, you should pay attention to leaders in your niche.
Search engine algorithms consider not only commercial factors but also other characteristics of the site, such as technical, textual, and behavioral. Here is a step-by-step guide to improving commercial factors:
- Evaluate the current positions of the site and traffic level;
- Analyze search results and identify your competitors;
- Conduct an audit of commercial factors on competitors' sites;
- Create a list of necessary improvements;
- Develop a plan for site refinement and find executors;
- Regularly monitor changes in positions and traffic.