International SEO is an effective way to increase your website’s visibility beyond national borders. It is ideal for companies that want to reach foreign customers and promote their services or products in international markets.

In Poland, we search for information on google.pl as standard. However, if we search for a specific phrase in a different language version of this search engine, for example google.co.uk, we get completely different results. This is why it is important to develop an SEO strategy that takes into account the differences between search engines in different countries and languages.

How does the overseas SEO process work and where do I start?

1. Choosing your target country

When starting SEO activities abroad, it is always important to determine under which country’s characteristics the activities will be carried out. It is advisable tooptimise your activities separately for each market in order to reach your target group effectively .

2. Analysis of competition on the foreign market

Regardless of whether web positioning is carried out on the Polish or foreign market, a thorough competition analysis is always an obligatory step .This analysis concerns the actual competition, i.e. most often the one provided by the company interested in positioning, as well as the competition in the organic results, i.e. the sites appearing in the organic search results. During the analysis, special attention should be paid to the strength and potential of competing websites – analysis of the content they publish or the number of links leading to them. Thanks to the analysis of the competition, it is possible to estimate how much work needs to be put into the respective positioning activities in order to bring about the desired effect and in what time it is expected to be achieved.

A foreign market competition analysis consists of, among other things, elements such as:

• keyword analysis
• quality of the website
• quality of content, topics covered
• external linking
• traffic generated by competitors’ websites

It may also be useful to know the local market, the habits and trends of the country and the needs and preferences of the target audience.

3. Choosing the right domain name

When positioning abroad, using the “.pl” domain will definitely not be sufficient and will not bring the expected results.

So what domain should be chosen to make SEO abroad effective? There are several possibilities:

Top-level websites for the selected country (ccTLD)

The first option is to buy a country code Top-Level Domain or domains (ccTLDs).

In Poland, we use the “.pl” suffix – this is the country (Polish) top-level domain assigned to Polish websites.

In the simplest terms, these two letters placed after the domain name and the dot are intended to indicate to the system to whom the website should be displayed.

For example, in other countries the ccTLDs look as follows:

• .de – Germany
• .co.uk – UK
• .al – Albania
• .at – Austria
• .bg – Bulgaria
• .cz – Czech Republic
• .es – Spain
• .dk – Denmark
• .fr – France
• .gr – Greece
• .nl – Netherlands
• .ua – Ukraine

If you know that you only want to position your website in a maximum of 2 or 3 countries in the future, it will be beneficial to opt for separate top-level domains for these selected countries.

Why? Separate sites provide better international SEO results, and you can use different types of communication and personalise content on the site for your audience.

Another advantage is that users also trust the country domains more. However, sometimes it is not easy for nationals from other countries to obtain a national domain, so this way will not work in every case. In addition, it is much more expensive than creating one website with different language versions due to the need to purchase several addresses and then renew the licence.

Sub-domains to an existing site

If you are not interested in buying separate domains for each country in which you want to position your site, you can opt for subdomains that are part of the main domain. This will allow you to distinguish between the different language versions. This solution is cheaper, but less effective for SEO. However, it is worth opting for if you already have a unique, very high-quality website.

Main domain sub-directories

For international SEO, sub-directories of the main domain can also be used as one method of adapting the website to different countries. Each subdirectory can then correspond to one language version.

This is also a cheaper and faster solution than separate country domains, but the SEO effects may not be fully satisfactory in the long term.

If you want to reach customers in multiple markets abroad in the future and are thinking about different language versions, but are not sure whether you want to invest in separate domains at the beginning of your journey with international SEO, the most favourable option would be to create one site and place the individual language versions in subdomains or subdirectories.

4. Technical optimisation

Technical optimisation of the website is another important step to take care of when planning SEO abroad.

Tags Hreflang

Hreflang tags are used to inform search engines about the language versions of a website. They effectively indicate which version of a website is to be displayed to a user based on their location or language preference.

In cases where a website has multiple language or regional versions, hreflang tags are very important to ensure that users have the correct version of the website.

Default x-default tag

The x-default tag is used in the HTML code to specify the default language version of a page that should be displayed to users who do not meet the criteria specified by other hreflang tags.

Structural data

Structured data (or structured data) is code placed on a web page that helps search engines understand the content of the page and better index it.

If you run a website offering products or services to customers from different countries, structured data can help a search engine to distinguish the different language versions of a page. In this way, search results can show the correct version of the page for a user’s query in a particular language.

5. Website language and content translation

Another important step of international SEO is to properly translate the content on the website. These cannot be a faithful copy of previously prepared content, as there are different colloquialisms or phrases in each language that will not be found in another. Always remember also to translate page titles, URLs or alts in graphics properly!

6. Keyword research

Closely related to the previously mentioned translation of content into the target language is also keywordanalysis. Often, it turns out that keywords after being “simply” translated into another language do not have much potential and are not readily searched for by users in the target country. This is why it is important to carry out keyword research using appropriate SEO tools and to take into account the most frequently typed phrases by the inhabitants of the selected country.

The problem is that sometimes there are different varieties of the same language and therefore completely different-sounding keywords and messages. It is therefore always necessary to pay attention to dialects and regionalisms in order to make the website understandable to the chosen audience and valuable .

7. Other signals – company addresses and Google Business Profile

It is worthwhile for the website to include theaddress of the branch in the target country, if there is one, and for foreign telephone numbers to be entered as well. Itis also advisable to create a GoogleBusiness Profilebusiness card . This way, the search engine will be able to associate the website with the target group and country, and the website itself will be more credible from a user perspective.

For more on how to properly optimise your Google business card, see our article: https://www.seogroup.pl/pozycjonowanie-wizytowki-google/

8. Building a link profile, or link building

In addition to the above-mentioned steps, which should be taken into account before starting the actual activities, an extremely important issue is the acquisition of local links, i.e. links that originate from websites of a selected country. This is one of the signals to search engine robots that a page is directed to the selected area. The more links leading to a domain, the greater its visibility in the search engine.

However, it should always be remembered that links must be of high quality. Algorithms are able to “catch” too many of them on random websites.

9. Creating content for international SEO

An integral part of any SEO, whether in Poland or abroad, is the creation of high-quality content. We must always consider the number of key phrases, as well as thenaturalness of the message and the ability to provide the user with the information they are currently looking for.

What distinguishes positioning abroad?

• Targeting different languages,
• popularity of keywords, which will vary depending on the country/location
• popularity of search engines
• local competition for each country and region

Is offshore SEO for everyone?

International SEO can be effective for larger companies and businesses that have already achieved some success in the local market and want to expand into a market abroad. However, international SEO will not be a good choice for smaller, local businesses that are not yet generating much profit or are struggling to attract customers.

Is there such a thing as overseas local SEO?

Foreign local SEO is nothing more than positioning a website in a particular region using foreign SEO techniques. If you are running a company operating in a foreign market, it is definitely worth betting on local SEO for your chosen region. This solution can sometimes be very beneficial due to the high level of competition in larger countries.

Can foreign positioning take place in Poland?

Positioning of websites abroad may be successfully performed both abroad and in Poland. A huge advantage of cooperating with an SEO agency specialising in international activities is, for example, the lack of a language barrier and thus better and more efficient communication. Another advantage is that, due to the absence of the aforementioned language barrier, it is possible to build closer business relationships and to meet ‘on the spot’ to discuss the details of cooperation.

Moreover, SEO rates on the Polish market may be lower, which, of course, does not mean that activities will be of lower quality. In order to effectively position your website abroad, it is definitely worth using the help of specialists. In SEOgroup, we provide our own service SEO360® based on a full customer journey and conducted with the support of a network of quality partners in all European countries.

So if you’re interested in positioning your website abroad, contact us – we’ll be happy to create an individual strategy tailored to your needs and help you achieve success.

Find out more about the SEO360® service: https://www.seogroup.pl/seo360/

Is an English-language version of the service sufficient for SEO?

Although English is one of the most widely spoken languages in the world, there are also countries where it is used less or not at all. Furthermore, in many cases, having an English-only version of a website can discourage potential customers who are not fluent in the language and do not fully understand it. It is for this reason that any company that wants to conquer a market abroad must ensure that an appropriate language version is developed.

Is positioning abroad expensive?

Positioning abroad tends to be more expensive due, among other things, to the need to translate existing content, commissioning the writing of texts in a foreign language or, finally, gaining links through publications on foreign, high-profile portals. However, the final price always depends on the chosen market and competition.

Summary

In order to conduct international SEO effectively, it is important to understand the differences in language, culture, search preferences and the way users browse websites in different regions. It is also important to take into account, among other things, the differences in search engine algorithms for different countries and to choose the right domain, optimise the site and conduct keyword research.

If, with our help, you want to achieve success in foreign positioning, fill in the brief or contact us.

Positioning and optimising your shop on WooCommerce is a task that requires knowledge, web development experience (e.g. to work with technical SEO) and at least basic analytical skills. This will enable you to properly scout your competitors and select the right key phrases (valuable in terms of sales). If you want to learn how to position and optimise your WooCommerce shop – read this article.

What is WooCommerce?

WooCommerce is one of the most popular plugins used to build online shops. It is based on the WordPress CMS platform and is used to seamlessly integrate a website with an online shop.

According to Similartech‘s ranking, the WooCommerce plugin is currently the most widely used e-commerce solution. More than one million online shops are based on it. The second place goes to Shopify (640,000 online shops) and the third place to Squarespace Commerce (382,000 online shops).

It should also be mentioned that WooCommerce is an open source platform (based on open source code). This allows you to comprehensively optimise your online shop in terms of, among other things:

• performance

• interactivity

• responsiveness and visual stability.

The specifics of WooCommerce allow HTML and CSS code to be modified and JavaScript to be minified. In comparison – SaaS systems (e.g. Shopify) are based on modules that cannot be fully optimised. This often results in poorer usability of the website and less scalability.

WooCommerce and SEO – what does it look like in practice?

WooCommerce is a very SEO-friendly solution. All thanks to hundreds of optimisation possibilities and dozens of practical plugins (often free), which can be used, among other things, to automate individual processes (e.g. adding meta tags to product pages).

How to optimise a WooCommerce online shop for SEO in 7 easy steps?

Here is how to optimise your WooCommerce online shop in 7 easy steps.

1. Install the Yoast SEO plugin

Installing Yoast SEO is the first step to start optimising for search engines. It makes it easier to optimise and add an XML sitemap, identify the meta tag structure and implement any changes more efficiently. It is also a good solution in terms of implementing crumb navigation (breadcrumbs) and automatic editing of canonical tags.

To download the above plugin, enter the phrase “Yoast SEO” in the WordPress directory. It can also be purchased via this address: https://pl.wordpress.org/plugins/wordpress-seo/.

The paid version of the plugin is not required for basic SEO optimisation. An alternative to Yoast SEO can be the All in one SEO Pack.

2. Ensure correct URL structure

URLs should be user-friendly, i.e. short, with the relevant keyword for the subpage (but this is not a rule), without unnecessary characters. It is best to use the following formula: “website.com/category/category-name”.

To edit the URL structure, go to “Settings” → “Direct links”.

3. Add SEO-optimised titles

The page title, a.k.a. the row one (H1) header, is now one of the most important on-site (inside the website) elements influencing SEO. Include the most relevant keyword in terms of sales for that sub-page. Do this for each subsequent page.

Settings for product titles can be found under “Search engines” → “Entries” → “Entries”.

To set category and tag titles, go to “Search engines” → “Archives” → “Archives”.

4. Complete the meta description

The meta description is the page description that appears in the search results (under the page title). It should be concise, compelling and contain the most important information about the content of a particular sub-page.

The recommended length of the meta description is 120-156 characters including spaces. It is advisable to include keywords in order to better match the search intent of internet users. The meta description has no effect on SEO (the meta title does). The page description should additionally encourage action. You can use a call to action phrase for this (e.g. “Click here”, “Check out”, “Read today”).

5. Implement sub-headings (H2-H5)

The implementation of sub-headers (H2-H5) is also important as the optimisation of the H1 header. A keyword must be inserted here as well. This activity can be somewhat automated by filling in the headings from the following formula: product name + price/reviews/application and much more.

Remember that the H1 is the most important. The lower the headline, the less it means in terms of SEO. Use the right keyword (one or two words) in each one. As for long-tail phrases (consisting of a minimum of 3-4 words), these can be used in the content (not recommended for headings).

6. Secure your online shop with HTTPS

An SSL certificate is one of over two hundred ranking factors (source: webfx.com). But that’s not the only reason why it’s worth implementing HTTPS into WooCommerce. It’s primarily to improve the user experience by reassuring users that the site they want to purchase from is secure. The Really Simple SSL plugin can be useful in this case, which causes a so-called green padlock to be displayed, but does not indicate that HTTPS has been implemented. You have to do this yourself by installing it on the server hosting your WooCommerce shop. Afterwards, go to “Settings” → “General” and then define the primary URL for WordPress and the site.

7. Add the sitemap in XML format

The sitemap in XML format (sitemap.xml) can be enabled by going to “Yoast SEO” → “General” → “Features”. The generated link to the map must be added to Google Search Console. With a correctly implemented sitemap, Google robots (so-called crawlers) will be able to index extended sub-pages more efficiently.

WooCommerce positioning – tips

If you want your online shop to be aligned with the latest SXO (Search Experience Optimisation) standards, i.e. SEO and UX, you should first and foremost:

• optimise it for Core Web Vitals;
• ensure the performance of your website
• only use the necessary plug-ins;
• add ALT attributes to images
• optimise the path to purchase;
• use long-tail phrases
• ensure the responsiveness of the website
• build external links
• monitor results.

We discuss the details in the following paragraphs.

Core Web Vitals

By optimising WooCommerce for Core Web Vitals, your site will become more efficient, interactive and visually stable (then there will be no shifting). To achieve full site performance, pay attention to the core metrics: LCP, FID and CLS.

• Largest Contentful Paint (LCP) – this indicator measures the time it takes from the moment a user clicks on a link to a page until the largest element (usually an image, headline or text) appears on screen. An LCP of less than 2.5 seconds is a good result.

• First Input Delay (FID) – a measure that examines the amount of time that elapses from when a user makes the first interaction on a page (e.g. clicking a link or button) until the browser responds to that interaction. The FID should be less than 100 ms.

• Cumulative Layout Shift (CLS) – determines the extent to which elements on a page move or reposition themselves as the site loads. The lower the value of the indicator, the less unpredictable the shifts, thus improving the user experience. A CLS below 0.1 proves to be a very good result.

The above metrics are very important to improve the quality of the page loading and increase usability for users. To measure LCP, FID and CLS, use a Google Chrome add-on (e.g. Web Vitals) or opt to perform a comprehensive Google PageSpeed Insights test.

Remember!

The results from Core Web Vitals measurement tools are based on the device of the person taking the test. They turn out to be dependent on the speed of the internet connection, the performance of the processor and the amount of RAM. If your customer has a weaker smartphone or computer, they may have a negative experience using your website. To avoid this, optimise Core Web Vitals as best you can.

Website performance

The performance of a website depends, among other things, on its level of technical optimisation. In this case, we recommend compressing the HTML and CSS code of the website – the code then takes up less space on the server, allowing specific data to be sent to users more quickly . This process will be facilitated by tools such as HTML Minifier or CSS Minifier. A good programming solution is also Gulp or Grunt (these are mostly used during the website building process).

We also recommend minimising the number of HTTP requests to the server by combining CSS and JavaScript in a single file and using browser caching. All of these measures can improve website performance, which will have a positive impact on user experience (UX) and SEO.

Responsiveness of the website

Based on statista.com research, more than 50% of web traffic comes from mobile devices. Consequently, making sure your website is responsive is an absolute must-have in order to reduce the bounce rate and dramatically improve conversion rates. By choosing to create a responsive website (adapted to phones and smartphones as well as tablets and laptops), you can start selling more in a short period of time. The micro conversions associated with a properly responsive website will manifest themselves in, among other things:

• newsletter sign-ups,
• completed contact forms,
• shared content on social media
• product pages viewed,
• products added to a shopping basket.

WooCommerce plugins

If you don’t use a particular plugin – simply remove it. Otherwise you will reduce the performance of your site.

ALT attributes

ALTs have an impact on SEO (if they have a keyword), but they also have an impact on UX, as they provide support for the visually imp aired who can understand the content of the image with the right tool.

Purchase path

Once customers enter your online shop, they should have an easier buying process. To achieve this, take care to eliminate unnecessary elements that “distract” the internet user from the main goal (i.e. maximising conversions). As far as contact forms are concerned – simplify them as much as possible and do not request sensitive data from users. The fewer steps to the goal, the greater the likelihood of completing the conversion.

Long tail phrases

Long tail expressions are very important from a sales perspective. With their help, you will attract regular and determined customers. Long tail SEO keywords have more than a 5% higher click-through rate compared to general phrases (consisting of 1-2 words) (source: smartinsights.com).

A good solution for increasing the number of long tail SEO phrases is a company blog, as well as category and product descriptions.

External link building

If you want your website to be visible in organic (natural) search results, you should take care of every detail – both content optimisation, technical optimisation and link acquisition, otherwise known as link building.

Building a link profile allows you to increase the value of your site from the point of view of crawlers. The most common ways of link building include:

• creating viral content – which will interest and excite users, prompting them to share the content or comment on it;

• providing contributions to articles from the trade press – if you are an expert in a particular field, create a post in collaboration with another creator and then ask them to link your shop next to the author’s signature;

• creating sponsored articles – in this case, go for the highest quality combined with high content value (a sponsored product with a link in the content should take up the smallest part of the article).

Given current standards, relinking is also an excellent option. This is nothing more than verifying your competitors’ links (e.g. using Majestic SEO) and then linking to similar sources that appear valuable.

Monitoring results

Successful SEO of a WooCommerce shop should be supported by regular monitoring. This will help us find out whether a particular strategy is delivering the expected results. To verify the effects of optimising your WooCommerce shop, use any SEO tool (e.g. Senuto) and then check the achieved positions in the organic (natural) search results.

If, on the other hand, you want to verify conversions, go into Google Analytics 4 and select “Events” or “Goals”. This will provide you with the most important information on the actions taken by internet users. It is also worth tracking the percentage of scrolling using Google Tag Manager. With GTM, you can check whether a customer has reached the “Offer” or “Contact” section. If not – it is likely that the purchase path has been incorrectly optimised.

Shop optimisation on WooCommerce – summary

Optimising and positioning your WooCommerce shop is quite a demanding task. Remember that your efforts must not “go to waste”, so in addition to applying all the tips mentioned in this article, you should develop a proper SEO strategy that takes into account keywords (general and long tail phrases), as well as the frequency of SEO audits, based on which you will determine the effectiveness of your efforts. Also plan link building in order to acquire valuable links – among other things, you will be able to establish yourself as an industry leader in the future.

It takes time to achieve high positions in the organic (natural) search results – often as long as 12-24 months. After this period, on the other hand, WooCommerce SEO will have a high return on investment, which will certainly make you happy and guarantee motivation for months or even years to come. Thank you for reading this post and we wish you the best of luck in optimising your WooCommerce shop!

FAQ – the most common questions and answers

What are the most common questions and answers about optimising your shop on WooCommerce?

1. What is WooCommerce SEO about?

WooCommerce positioning is an optimisation effort that includes on-site SEO and off-site SEO. By implementing individual changes, you can achieve a more responsive, efficient, interactive and intuitive online shop that will rank on Google (and other search engines i.e. Bing, Yahoo, DuckDuckGo or Yandex) for many relevant key phrases for your business.

2. What plugins will make WooCommerce optimisation and SEO easier?

Among the most popular plugins, we can highlight Yoast SEO (for comprehensive SEO optimisation), AMP for WP (a plugin that improves the performance and responsiveness of the website), and Really Simple SSL (a plugin that facilitates the implementation of the ‘green padlock’), among others.

3. How much does it cost to SEO a shop on WooCommerce?

Positioning a shop on WooCommerce usually costs no less than £1,000 net per month. A lot depends on the competitiveness of your industry, the specifics of your business, the type of key phrases to be positioned, as well as their ‘caloricity’. The length of the SEO contract is also important. The most cost-effective contracts are 12- or 24-month contracts.

4. Why invest in optimising your WooCommerce shop?

Optimising your shop on WooCommerce is primarily associated with the possibility of higher visibility in organic (natural) search results. This, in turn, results in more traffic to your site and additional recognition for the brand you own. WooCommerce positioning also allows you to develop a competitive advantage (even within 6-12 months) and acquire only regular and determined customers distinguished by a high probability of purchase.

5. Who should opt for WooCommerce positioning?

WooCommerce shop positioning is beneficial for businesses selling their products through online shops based on the WooCommerce platform. It’s also great for owners of local stationary shops who want to expand their offerings nationwide or internationally, while promoting the local location.

If you want the SEO activities for your Woocommerce-based website to be handled by professionals contact SEOgroup:

According to the National Court Register – more than 51,000 online shops were registered in Poland in autumn 2021! Such a huge number of entities operating in the e-commerce sector means only one thing – great competition and the difficulty of reaching new customers. Today, the attractiveness of a shop’s assortment or low prices are not enough to succeed. What counts above all is online visibility, which can be guaranteed by an efficiently implemented shop positioning strategy.

What is e-commerce?

E-commerce is, simply put, e-commerce, in which all (or most) processes take place over the Internet. Since the beginning of the 21st century, there has been a clear growth in this type of business, which is a direct response to the needs of modern consumers.

E-commerce makes use of a wide variety of marketing strategies, while it can itself take the form of an online shop, an ad portal or any other platform that allows online shopping. It is also being embraced by stationary brands that want to reach more customers.

There are many advantages to running an e-commerce business, which can be seen from the perspective of both customers and business owners.

The benefits for the first group include:

• the ability to find out about products and services from anywhere in the world and at any time,
• saving time and, most often, money,
• greater choice of goods,
• easier contact with sellers.

The advantages of e-commerce for retailers include:

• reduced expenses related to hiring staff and renting office or warehouse facilities,
• the ability to offer a greater range of products,
• simplifying the way they communicate with their customers,
• building brand visibility and reputation,
• the ability to reach a wider range of customers.

Today, it is difficult to imagine an e-commerce business that is not supported by SEO activities. This is especially true in industries that are characterised by considerable competitiveness.

What is search engine positioning for an online shop?

Search engine optimisation is nothing more than a variety of activities aimed at placing a link to a shop in the highest possible position in search results.

As we know – search engines such as Google are the first tools we use when we want to get answers to our questions, check the weather forecast, get information on topics that interest us or buy specific products online.

From the point of view of online shop owners, search engines are one of the main channels for reaching customers – after all, they are used by millions of users every day. However, it is only effective if the online shop appears high in the search results – above all on the first page. It is no secret that the vast majority of search engine users choose the top-ranked online shops, both to save time and because they believe that the top-ranked sites are the most trusted, have the widest range of products and are popular with other customers.

Contact us – we will perform an SEO analysis for you. This is the first stage for conducting effective SEO for your online shop.

 

The range of activities that make up the general concept of SEO for an online shop is wide and is divided into on-site and off-site activities. And we can include, among others:

• an audit of the online shop’s website in terms of SEO and UX – i.e. an examination of the online shop’s current position, its technical condition, the adaptation of the interface to users’ needs or the attractiveness of the content – both for the audience and for search engines,
• technical optimisation of the shop – i.e. a series of works aimed at better adaptation of the online shop’s website to the requirements of search engines, such as refinement of the technical layer of the shop, creation of friendly content, use of key phrases, creation of subpages for individual product categories of the shop, generation of a site map, validation of the site code, use of internal linking or optimisation of URLs and meta tags,
• effective link building – i.e. acquisition of attractive links leading to the shop from other valuable websites by means of content marketing,
• development of theshop’s website – i.e. creation of new content, pages, industry blog, etc,
• as well as regular analytical activities, which make it possible to monitor the results of positioning and to design new strategies or redesign existing ones.

Online shop owners decide on positioning for various reasons and at various moments of their existence. Activities are carried out both for online shops that have been operating for years, but have aspirations to obtain better results (or even become the leader in their sector), and for new shops, which owners would like to effectively promote and build a solid brand from scratch. However, the benefits of positioning an online shop are much more numerous.

Benefits of online shop positioning

With the move of many businesses to the Internet – including shops to the e-commerce formula, the demand for services such as online shop positioning has increased. An effective strategy can bring many benefits. It is worth remembering that increasing the turnover of a shop is a goal in itself, alongside which additional benefits coexist.

The most important benefits of correct positioning of an online shop include:

• appearing in the TOP search results – and thus in the top of the best players, which can equate to great prestige for the shop – but it is worth remembering that reaching the top positions is not always successful due to the great competition,
• increase in thenumber of visits to the online shop – which also means an increase in the number of transactions made,
• increased recognition of the online shop – its name is fixed in the minds of search engine users, so they are more likely to return to it,
• brand recognition drives other branches of our online presence and the shop’s marketing channels – very often potential customers, after seeing the shop in the search results, check other traces of its online presence – they visit social media, subscribe to newsletters and talk about the brand with family and friends,
• optimisation of the online shop’s conversion rate – which is crucial for the brand’s sales performance,
• increasing the attractiveness of the online shop – not only in terms of Google search position, but also in terms of UX and content that reaches customers,
• increasing trust in the brand among users – there is a perception that shops appearing highest are characterised by the highest customer trust,
• and most importantly (and the main goal of positioning) – increasing the online shop’s revenue.

Keywords for e-commerce

Keywords (or key phrases) are one of the most important elements of online shop positioning. Among other things, they are the basis for the entire strategy of activities – both those related to SEO optimisation of the shop’s website and link building. They are both a starting point for the work to begin, as well as an end in themselves.

Keywords are – in the simplest terms – the phrases with which you would like your online shop to be found in a Google search. Basic keywords are indicated by shop owners. They know very well in which spheres of competition they operate and which products they would like to promote in Google search. However, the final keyword lists that marketing agencies work on are much longer. This involves the work of specialists who use professional analytical tools (e.g. Senuto or Semstorm) to create sets of phrases with which to more effectively build a shop’s position in Google search.

Keywords are used in two main channels of action – during the SEO optimisation of the shop’s website and during the creation of content marketing content for link building.

In the case of on-page SEO optimisation, keywords will be used in category, subcategory and product descriptions, as well as in blog articles (if the online shop has an industry-specific blog). It is very important that the keywords appear in natural proportions to the overall text. In order to maintain their power, it is also worth keeping an eye on their original grammatical form. It is also good practice to bold key phrases appropriately and justifiably. These measures, combined with valuable content, will strongly contribute to making the website more attractive in the eyes of search engines and users.

In the case of content marketing, it is also advisable to adhere to the above principles. In addition – in both cases it will be important to use keywords in titles, subtitles and headings, the presence of which in articles is strongly recommended.

We can divide keywords into several types. The main distinction will be in their length. Thus, we have:

• short-tail – or “short tails” – these consist of phrases built from 1-2 words. They relate to more general terms, which makes it more difficult to use them to knock an online shop upwards (the most successful short-tail phrases are the biggest players). An example of a short-tail phrase would be “women’s trousers”,
• long-tail phrases – or ‘long tails’ – will consist of a greater number of words and will therefore specify more precisely what users are looking for. As you might expect – detailed terms will generate a higher likelihood of visits to a shop’s website. An example of a long-tail would be the phrase “grey women’s checked trousers”.

There are other typologies of keywords. Thus, there are keywords related to location (e.g. “gabinet weterynaryjny gdańsk wrzeszcz”), related to a specific brand (e.g. “adidas running trousers”), or related to a specific industry and using specialised nomenclature (e.g. “EFS flexographic machines”). Their use should be justified and included in the chosen strategy.

Contact us – we will carry out an SEO analysis for you. This is the first step for successful SEO of your online shop.

 

Technical optimisation of the online shop

As already mentioned – one of the main areas that SEO deals with – is the technical optimisation related to the correctness of a given website with respect to SEO. Before this happens, however, SEO specialists carry out an audit of the site in order to have the broadest possible picture of its condition.

This type of audit examines, among other things, the current visibility of the website in search engines, the structural condition of the website, the presence of internal and external linking, the selection and use of keywords, the correct indexing of the website, the speed of loading the website and its usability in terms of UX, the presence of SSL, the uniqueness of the content, as well as a competition analysis of the shop.

After obtaining the audit report, you can proceed to the creation of a positioning strategy and move on to the technical optimisation of the shop.

SEO optimisation includes on-site activities, i.e. those carried out within the online shop’s website. It consists of issues such as:

• TAGS – which include titles (<title>) and meta descriptions (<description>. These are short business cards of our site that appear in search engine results next to the link to our shop and its pages. Tags should be short, but informative and encourage visitors to the site. It is advisable to use keywords in them – of course, in a natural, grammatically justified and substantive way,
• URLs – check that they are correct and describe well what they represent. Random strings of letters and numbers are not a good showcase for a website,
• TITLES AND HEADERS – it is very important to have titles and headers (H1, H2, H3, and so on…) in the texts published on the shop pages (be they descriptions or blog articles). It is a good idea to include keywords in them. The presence of tiers of text divided by titles and headings is well perceived by search engine robots,
• INTERNAL LINKING – this is nothing more than a network of links operating inside the shop window, which will refer back to its various locations. For example – internal linking is used in advice articles, from which we can directly refer the reader to product categories or specific products that we want to sell. Internal linking is important not only for a proper SEO process, but also for a well-developed UX infrastructure of the website,
• CATEGORIES AND SUBCATEGORIES – their presence is a signal to search engines that the shop’s website is well thought-out, organised and intuitive for the user, which will result in a favourable approach of search engine robots,
• KEYWORDS – their use is even obligatory in optimisation activities. Keywords are placed in titles, meta tags, product and category descriptions, URLs and any content appearing on the page (e.g. blog articles). Naturally occurring keywords will act as a magnet for phrases typed into the search engine window,
• GRAPHICS AND PH OTOS – should also be well optimised. Descriptions and even the names of files uploaded to the shop platform should be carefully prepared and include key phrases.

Although the technical optimisation of online shops is carried out on a one-off basis on the basis of the obtained audit, it is important to analyse the website on a regular basis, which can point out potentially occurring errors and determine new courses of action that will have a positive impact on the entire process of positioning the website in the future.

What does the shop positioning process look like?

The successful process of positioning an online shop is long and complex, and begins as soon as the shop owner decides to cooperate with a marketing agency in this regard.

In the initial phase of the process, a thorough and detailed briefing is crucial, i.e. articulation of all goals, plans and information important from the business owner’s point of view. A professional briefing – which most often takes the form of a document completed by the owner of an online shop – should contain such data as, for example: the shop’s desired business objectives related to its position in Google search (e.g. increasing the number of visits to the website or increasing sales of a given product), the specificity of the industry in which the shop operates, an indication of the brand’s main competitors, as well as a preliminary list of key phrases for which we want to position the website. The briefing is usually conducted by account managers.

Once all the information has been obtained, SEO specialists conduct an audit of the shop’s website to learn about its current situation – both that related to the condition and visibility of the shop in search engines and the internal operation of the e-commerce platform. On the basis of the audit report, they will be able to prepare a strategy of action, which, in a specific time perspective, should bring the assumed effects, and they will make a full list of keywords used in many aspects of positioning work.

In the positioning strategy we will find activities of various types. We can divide them into on-site and off-site activities. At this point, other specialists also come into play – such as programmers (whose task will be to optimise the website from the technical side) and copywriters (who will be responsible for correcting or creating from scratch any content required both during the shop’s SEO optimisation and link building activities).

SEO optimisation of the shop – as the next step in the process of positioning the online shop – will be carried out in several stages and in multiple paths. This will consist of activities such as adjusting metatags, arranging categories and subcategories of the shop, editing the HTML layer, adjusting the SSL network protocol, activating tools such as Google Search Console, generating a sitemap, adjusting URLs, or creating content for category and product descriptions of the shop. The optimisation strategy adopted should be continued and monitored regularly.

Once the online shop has been optimised for SEO, it is time to expand the activities to include effective link building. Good cooperation between SEO specialists and Content Writers is important here. The former will be responsible for the proper acquisition of valuable links from strong websites and for controlling the results of redirects. The latter will be responsible for creating valuable content (e.g. in the form of articles) that includes predetermined keywords. Link building activities should be carried out regularly – preferably on a monthly basis. Then it is possible to systematically accumulate links and thus strengthen the shop’s position in Google search.

In addition to off-site activities, to which link building belongs, it is also good to focus on on-site activities, i.e. those carried out inside the shop’s website. These mainly include the creation of quality content and internal linking. Content contained in product category descriptions and product descriptions will be viewed well from both a SEO and UX perspective. It is worth remembering that its main objectives are twofold – to strengthen the shop’s position in Google search and to encourage site visitors to make a purchase. In addition, a good way to enhance an online shop is to maintain a blog. Although not everyone chooses to do so, blog articles prove to be very useful – as they provide an ideal space to apply internal linking and use key phrases.

However, the SEO process does not have a specific end point. In order for it to be effective all the time, it should be carried out continuously and monitored regularly in order to check the current results, correct any potential mistakes and create further strategies taking into account the changing coefficients. It is worth remembering that the process of online shop positioning involves specialists in various fields. It is supervised by account managers, SEO specialists, copywriters and even programmers!

They summarise the entire process as follows:

Link building for online shop – CM

Optimising an online shop for SEO is an example of on-site activities. However, off-site activities are also important in the SEO process of an online shop, i.e. activities that are carried out outside the website, but have a great impact on it and its condition.

The most important of these activities is link building – i.e. the acquisition of links from other websites. Link building is carried out by means of Content Marketing – i.e. an advanced type of content marketing. Examples of content marketing products are articles of various types – whether in light, informative or more specialised forms, or even sales, opinion and persuasive articles.

Link building is, however, unequal to link building. It is worth remembering that not every action in this area will bring us the expected benefits. When preparing an effective content marketing strategy, various factors need to be taken into account and adjusted accordingly – in order to obtain the most valuable links.

These factors are primarily:

• thestrength of the linking site – it is important to remember that strong sites with a long history, rich content, a large number of users and a positive search engine rating will provide us with much better quality linking. This acts a bit like a recommendation to search engine robots – the moment a strong site refers viewers to our shop, it is a sign that it is worth placing it higher in the search results,
• thequality of the content – i.e. its uniqueness, relevance and correctness in terms of language. Search engine robots rank duplicate and unattractive content less favourably, so it is worth investing in good quality content. Articles should not be too short. Care should also be taken to include titles and headings. Keywords are important and should be used thoughtfully and not too much,
• correct linking – this should be done in accordance with good practice, which places so-called valuable dofollow links high. When including a link in an article, remember to do so as naturally as possible. Also, do not exaggerate the number of links in a single text. This is because such a practice may be met with rejection by search engine robot filters.

Responsible and rational link building, supported by the positioning strategy, may bring many benefits to the website, contributing to the promotion of the online shop in search results.

Shop CMS

Not insignificant in the context of the position of an online shop’s website in search engines is the type of CMS used by the shop’s administrator.

ACMS – i.e. Content Management System – is a system-platform which can be used to manage the entire infrastructure of an online shop. The CMS is a kind of control panel for the entire shop. Among other things, we can use it to add new content to the shop page, add products to the shop, control the purchasing process, apply internal linking and much more.

The choice of CMS for an online shop should not be random and dictated only by financial conditions. Comfort in using the system and whether it is favourable to SEO and positioning activities are key parameters to be taken into account.

Examples of ecommerce CMSs:

• Woocommerce (extension to WordPress)
• Magento
• Prestashop
• Shoper
• Shopify
• IAI Shop
• SOTE

When we talk about CMS in the context of SEO activities, it is primarily a question of whether the chosen system gives us the possibility of unlimited optimisation of the shop pages. Unfortunately, some CMSs are difficult to use and not very intuitive. In addition – they may require us to spend a lot of money when we want to make various types of changes. A user-friendly system will not require specialised knowledge of optimisation or HTML, and modifications to content, page layout or meta tags can be carried out without problems.

It is also good to pay attention to the issue of security guaranteed by the chosen CMS system. The presence of an SSL certificate, responsible for data security, is also positively perceived by search engine robots.

Among all available CMSs, it is worth taking a closer look at the most popular ones – such as Shopify, Magento, WooCommerce, PrestaShop or BigCommerce.

How long does it take to position an online shop?

Certainly, those who would expect top results after a few weeks of work may be disappointed. Unfortunately, the process of positioning takes a relatively long time, and its effects and the final time to obtain them depend on many factors, such as:

• thecondition of the shop’s site before the start of the activities – if the site has a long history, the audit has gone quite well, and the shop does not display very low in the search results, it is very possible that the set goals can be achieved more quickly,
• theneed for technical optimisation of the shop – i.e. whether a complete optimisation of the shop will have to be carried out before moving on to link building, or whether small changes and improvements will suffice,
• theindustry in which the shop operates – some industries are more difficult in terms of SEO because they are more common. One of the more difficult industries to position is the clothing industry,
• thesize of competition – this is driven by the very idea of SEO, which is to outperform competitors in search results,
• financial outlay – the intensity of activities such as publishing articles with external linking will depend on these.

Which marketing agency an online shop cooperates with is certainly important in terms of time and effectiveness. However, even the best agency should not be expected to deliver immediate results. The effects of positioning are the result of long, many months (and sometimes even years) of work. One should also remember that the competition is working at the same time.

Importantly – once positioning results are obtained, they do not stay with the website forever. Positioning of online shops is a long-term and continuous process. If we want to maintain the results – we should not give up on it.

Contact us – we will perform an SEO analysis for you. This is the first stage for effective online shop positioning.

 

How much does online shop positioning cost – price list?

The prices for the positioning of an online shop vary. Their amount depends on individual agency price lists, but also on the agencies’ ability to manage the budget rationally. In addition – the period for which we decide to buy a package of positioning services is also important. The type and size of business represented by the agency’s client is also important. The so-called large e-commerce is accompanied by great efforts and considerable challenges, which will certainly translate into how much positioning of an online shop costs.

Today, it is reported that the monthly price for the positioning of an online shop is, on average, several thousand zloty. Some shop owners may pay £ 3,000, while others may even pay £ 12,000.

A good way to save money is to browse package offers, which many agencies have. We are talking about marketing packages that combine various internet marketing services – such as SEO, social media handling or Google Ads campaigns. Then you can count on more attractive prices than if you buy the services separately.

FAQ – Frequently asked questions

Is it possible to position an online shop on my own?

In theory, yes. However, in order to do this, you need to have knowledge of SEO and positioning, have access to specialised analysis tools, know how to create quality content and… have a lot of time and patience.

To be sure of the results, it is better to entrust this task to a professional marketing agency.

Is ‘buzz marketing’ a good way to position an online shop?

At one time, buzz marketing was one of the most commonly used forms of support for link building activities. Although it is still being used successfully, sometimes search engine robots do not look favourably on links from it – mainly when posts are created in an unwise manner, resembling spam activities. Buzz marketing is still a good way to build brand awareness and reputation online, which in turn can indirectly affect a shop’s visitor count and increase its popularity, which will give a positive sign to search engine robots.

Should the content on the website be extensive or should it be short and concise?

There is no clear answer to this question. Some topics allow you to elaborate very broadly, giving you the opportunity to create an extensive article, others the opposite. When creating long texts, however, it is worth remembering to segment them correctly – dividing them into paragraphs, using headings and titles. It is also worth noting that longer content gives us more opportunities to incorporate keywords.

Is it possible to position a shop for a specific location?

Of course. Positioning online shops and other types of local businesses that target a specific customer is possible. To do this, more focused keyword phrases are used, in which the locations we care about appear. It is worth knowing that local positioning is often much easier than general positioning. However, for online shops whose core business is mail order, local positioning is rarely used.

What are the chances of a newly established online shop ranking well in a search engine?

It depends. Certainly, it will be more difficult for new sites to be pulled up into the higher search result positions. However, it is not impossible. The industry in which the shop operates and the competition it faces will be of great importance in this case. If the industry is specialised and niche and the competition is small – you can achieve satisfactory positioning results faster.

Do paid advertisements help the positioning process?

No. According to information coming directly from Google, paid advertisements do not affect the organic traffic to the online shop resulting from the position of the website in the search results. This means that you do not need to spend extra money on Google Ads to have good SEO results.

Can a shop owner influence the positioning process?

Yes, but this influence is most relevant in the initial phase of the work, the so-called briefing phase. This is when the shop owner determines what goal they would like to achieve, who their biggest competitors are and which keywords are relevant to them and their shop. It is worth remembering that the online shop is still under the owner’s control and that he or she can make comments – for example on the content created by the copywriters.

Is it possible to take a break from using the positioning service?

Online shop positioning is a process that can be interrupted at any time. However, taking breaks is not cost-effective. If you decide to pause the work for, for example, 2-3 months, when you resume it, you will have to reckon with drops in ranking, the need for a new investment and a longer time to wait for results.

Is blogging necessary?

Of course, no one can demand that a shop owner launch a thematic blog, but SEO specialists will certainly encourage it. An online shop blog is a good way of enriching the site with quality content containing keywords, and is also an ideal place to apply internal linking. It is worth thinking about maintaining it. Qualified copywriters can help with content creation.

Our awards and distinctions

If you are interested in positioning your online shop, please contact us using the form below.We will performan SEO analysis for you. This is the first step for conducting effective SEO.

The Google Ads system stands for words, but graphics and creation are no less important areas. Google gives us the opportunity to use various graphic formats in several variants – starting with the Google Display Network, which, according to research, reaches up to 90% of Internet users worldwide, through ad campaigns such as Google Discovery, which use Google’s extensive eco-system (YouTube, Gmail, Discover cards in smartphones – nearly 3 billion potential recipients) to reach users at the right time and place. In order to reach users with a message in graphic form, we need to know what formats are available to us in order to prepare appropriate creatives.

Google Display Network

Google’s advertising network reaches more than 90% of internet users, as it uses a variety of locations where internet users often spend their time. Using this network, we can display our display adverts to people browsing their favourite websites, watching a video on YouTube, checking Gmail or using mobile devices and apps. In addition, the ad network offers the possibility of contextualised ad targeting which ensures that our advertising message can reach the user at the right place and time.

Ad network ad types

• flexible display advertising

This ad format is created from elements you prepare yourself. All you need to do is upload your own logo, photos (or use the image bank available within Google’s system), add advertising texts and Google’s systems will automatically put together different variants of your ad from these elements, adapted to the place where they will be displayed and, in time, also optimised for the most effective combinations of individual elements.

• uploaded graphic advertisements

This advertising format gives us full control over how our advertising creations will look. In this case, we prepare the graphic banners ourselves, in the appropriate format and size.

In some cases, we can also use the HTML5 ad format option – this, however, requires the preparation of creatives according to strict guidelines and preferably using Google Web Designer, as well as certain requirements with respect to the ad account itself, which must have been in operation for at least 90 days, the total expenditure since the start of using the Google Ads system must be more than $9,000 (sometimes you can start when the expenditure exceeds $1,000), and the account’s compliance history and payments must not be objectionable. While all of this may present some difficulty in some cases, the advantage is the ability to create dynamic, animated creatives.

Currently in 2023, the vast majority of traffic (impressions and clicks) is generated by flexible display adverts, and it is these that we recommend focusing on the most. Uploaded display adverts are mostly static banners and can only complement the activities carried out in Google’s ad network, while they should not be expected to generate more than a few percent of the total pool of impressions and clicks. In addition, display adverts have far fewer opportunities in terms of reach and display in different locations and do not have many of the interactive advantages of flexible display adverts.

Flexible display ad specifications

• images
  • square in the aspect ratio of 1:1, must have a minimum of 300 x 300 pixels, but it is better to prepare a larger file size; maximum file size is 5 MB, file format – JPG or PNG
  • rectangular with aspect ratio 1.91:1, horizontal layout, minimum size: 600 x 314; maximum file size is 5 MB, file format – JPG or PNG
  • the text on the photos may take up no more than 20% of the image area; however, we recommend using graphics and photos without advertising text
• logo
  • square in the aspect ratio 1:1 with a minimum size of 128 x 128 pixels, but we recommend preparing a file with sides exceeding 1,000 pixels
  • rectangular, horizontal orientation, aspect ratio 4:1, minimum size 512 x 128 pixels, but we recommend that the longer side is more than 1,000 pixels
  • the maximum file size in both cases is 5 MB
• texts
  • short headline – minimum 1, maximum 5, maximum 30 characters
  • long headline – minimum 1, maximum 90 characters
  • advertising texts – minimum 1, maximum 5, maximum 90 characters

• company name

can be the name of your company or brand; maximum 25 characters; remember to spell it correctly and avoid unnecessary punctuation marks (like !)

• logo

maximum of 5 files, two formats available: 1:1 and 4:1; maximum file size is 5 MB; recommended size is 512 x 128 pixels (4:1) and 1200 x 1200 pixels (1:1)

• video (optional)

maximum of 5 clips; preferably material up to 30s in length; video should be uploaded to YouTube channel in advance

Dynamic flexible ads with data file

Flexible display adverts also show their possibilities and potential when used in remarketing campaigns, i.e. when they return with our advertising message to users who have already had contact with our website or online shop. In such a situation, we can create dynamic flexible adverts with a data file, which need all these components we have just mentioned and, in addition, link to our product feed from Google Merchant Center and thus access the range of, for example, our online shop. In this way, graphic advertisements will be created automatically, which will show users specific products with price and photo that they have seen before in our webshop, but have not yet bought.

Specifications for animated and non-animated graphic ads

File types: PNG, JPG, GIF

Maximum size: 150 kB

Sizes (in pixels):

Square and rectangular
200 x 200	Small square
240 x 400	Vertical rectangle
250 x 250	Square
250 x 360	Triple wide screen
300 x 250	Intra-text banner
336 x 280	Large rectangle
580 x 400	Netboard
Skyscrapers
120 x 600	Skyscraper
160 x 600	Wide skyscraper
300 x 600	Half-page advert
300 x 1050	Vertical
Long banner
468 x 60	Banner
728 x 90	Long banner
930 x 180	Top banner
970 x 90	Enlarged long banner
970 x 250	Billboard
980 x 120	Panorama
For mobile devices
300 x 50	Banner for mobile devices
320 x 50	Banner for mobile devices
320 x 100	Large banner for mobile devices
Ad sizes available regionally – Poland
750 x 100	Billboard PL
750 x 200	Double billboard EN
750 x 300	Triple billboard EN

We have marked in red in the table those banner ad formats that are most frequently used and the preparation of these variants is sufficient to present our adverts in the majority of available advertising network locations. We call this set of 6 formats (+ possibly 3 dedicated to the Polish market) the so-called minimum plan. This is important information when it is necessary to commission a graphic designer and we want to optimise the amount of work that will go into preparing the relevant creations.

Animated advertisements in GIF format:

• the duration of the animation must not exceed 30 seconds
• animations may be looped, but after 30 seconds their display must stop
• animated GIF advertisements must be displayed at less than 5 frames per second

Discovery campaign ad formats

In Discovery-type campaigns, we can create adverts with single images or so-called carousels, which consist of up to 10 cards, each of which can contain different graphics and text. As a general rule, ads in Discovery-type campaigns consist of the following elements:

• headline

is the first line of the ad, it may be up to 40 characters long and a maximum of 5 can be created

• the text of the advertisement

complements the headline to encourage action, may be up to 90 characters long and here too you can create a maximum of 5

• image

a maximum of 20 images can be used within one creative, the graphics must be in 3 variants:

• aspect ratio 1:1, minimum size 300 x 300 pixels, recommended 1,200 x 1,200, maximum file size 5 MB, preferred formats – JPG or PNG
• aspect ratio 1.91:1, minimum size 600 x 314 pixels, recommended 1,200 x 628, maximum file size 5 MB, preferred formats – JPG or PNG
• aspect ratio 4:5, minimum size 480 x 600 pixels, recommended 90 x 1,200, maximum file size 5 MB, preferred formats – JPG or PNG

• company name

can be up to 25 characters long and should correspond as closely as possible to your actual company or brand name you are promoting

• logo

square, it should be in proportions 1:1, it may be rounded in the view and in some variants of advertisements, recommended dimensions are 1,200 × 1,200 pixels, minimum – 128 × 128; the best is a transparent background, as long as the logo is centred on it; preferred format – PNG, maximum file size is 5 MB

Ad formats for Performance Max campaigns

The newest type of ad campaigns that Google introduced in 2022 are Performance Max campaigns. These are campaigns that make the most of automation, machine learning and solutions based on algorithms and artificial intelligence. Despite these advanced solutions, they are not able to produce valuable ad creatives on their own to help achieve our business goals.

We deliberately say valuable creatives because Performance Max campaigns are able to generate advertising resources on their own, but past experience shows that they are usually of low quality and have poor effectiveness. Therefore, it is worth preparing the materials ourselves, from which Google’s algorithms will then be able to create meaningful and valuable adverts to promote our business. Performance Max campaigns operate in all areas of the Google Ads system, thus also in the ad network. The requirements of Performance Max campaigns in terms of the resources needed to create adverts in the ad network are very similar to those of flexible display ads, and will therefore be needed:

• horizontal images (side ratio 1.91:1, size 1200 x 628 pixels, 3 units)
• square images (aspect ratio 1:1, size 1200 x 1200 pixels, 3 images)
• vertical images (side proportion 4:5, size 960 x 1200 pixels, 1 image)
• logos (aspect ratio 1:1 and 1.91:1, size 1200 x 1200 and 1200 x 628 pixels, total max. 5 variants)
• video (max. 5 pieces; the videos must be at least 10s long and must also be uploaded to YouTube beforehand; IMPORTANT – if we do not add our own videos, Google will automatically generate videos from other materials after some time, and these automatically created creations have so far usually turned out to be of low quality and I have no possibility of resigning from them, which is why it is so important to provide the system with own, valuable and attractive video creations)

The maximum file size is 5 MB. Recommended formats are JPG or PNG (we recommend PNG). In all cases, the minimum resolution is 300 pixels on one side of the image/graphic, but we recommend that you stick to the quality and recommended values rather than the minimum. It is also a good idea to ensure that the important content on the photo / graphic is placed in the central 80% of the image (in other words, to keep a small margin on each side).

Videos for Performance Max campaigns should be created in two format variants: horizontal and vertical. Horizontal are longer creatives (over 10s) with a 9:16 aspect ratio, while vertical (1:1) creatives can be shorter and will then display as YouTube Shorts. This is also a general point to bear in mind when creating graphic and video content, to remember to prepare it in different formats and layouts so that it can ultimately be used in as many locations as possible.