Let’s talk shop.
You may have heard about Topshop’s financial losses. According to The Guardian, dealing with as much as a 10% decrease in physical sales over the course of a single year, the retailer is planning to develop its online presence.
A logical step, of course.
After all, online retail sales market share outgrew general merchandise sales earlier this year for the first time ever. A global brand that doesn’t complement its brick-and-mortar business with an online presence is just unthinkable these days.
This doesn’t mean that it’s easy to just move your business to the web. The competition out there is fierce, and goliath brands like Amazon often use their advantageous position to suppress anyone who dares challenge them.
Successful e-commerce platforms are the ones that found a way to be unique one way or another. Some offer unbeatable limited-time offers or delivery bargains, others lure customers in with niche goods or educational content.
Either way, as with traditional sales, it takes innovation and creativity to succeed.
In contrast, the technical part of setting up an e-commerce site may seem to some like a one-time investment with no particular effort required.
The good thing about maintaining an online store is that, when set up properly, it will generate profit just like a physical location would, but with considerably lower maintenance costs.
As with many things, however, the “set up properly” part is the trickiest.
You may have heard that since May 2019, Googlebot is evergreen. What it means is that the software that Google uses to crawl the web was updated, and – on paper – can now deal with the latest web platform advancements (which it was really struggling with before).
But every rose has its thorn.
Have a website in need of Technical SEO?
In other words, the fact that Googlebot can technically render your website is just one of many elements that must come together in order for it to be indexed.
You can’t have your cake and eat it too, can you?
Topshop Ate the Cake
In the hundreds of pages we checked, the Why not try? section is indexed 0%. Googlebot never picked it up, even after a month from when the actual content was published.
This product carousel is an important structural element, as it contains links to related products. Because Google can’t see it, it doesn’t have the full picture of the website and it lowers Googlebot’s ability to discover new URLs on the domain.
This is bound to lower their visibility, which directly impacts revenue.
As a result, about 24% of a random sample of their product pages isn’t indexed, regardless of their age!
How to Get the Shop Back on Top