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Positioning Shoper – practical basic SEO tips

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Shoper is becoming an increasingly popular sales platform. Thanks to it, you can create a visually attractive online store that will have many important functions. Among them are: integration with Allegro, quick payments, systems for handling invoices and warehouses. If you are thinking about choosing this CMS and want to set up a store on the Shoper platform, read the information on positioning and find out how the Shoper optimization should work. We present practical advice on how to position your shop on the Bat.

Positioning Shoper – where to start?

Shoper is available in several price options, depending on the needs and size of the store, you can choose an option with different functionalities. These are, for example: a Facebook store, blog, price comparison websites, responsive version of the store, hosting, marketing tools and many more. The big advantage of Shoper is that you do not have to worry about renting space on an external server, you can also buy a domain through it. However, there are a few downsides that are worth mentioning at the very beginning. Shoper works under a SaaS license. This means that modification of the appearance and functionality is limited. Templates and add-ons are used for this. A free PrestaShop store or the still popular WordPress store has much more possibilities in introducing modifications. However, the shoper is not completely devoid of the possibility of changing the appearance of the store. In addition to many templates, you can also choose to order an individual graphic design that will be created especially for you. The shoper does not have FTP protocol, so you cannot directly access files on the server. For security reasons, all major code changes made by editing the template code will make the store owner void of the warranty and will not receive technical support. In that case, how to position the shop on the Bat? Information on possible modifications is available on For security reasons, all major code changes made by editing the template code make the shop owner void of the warranty and will not receive technical support. In that case, how to position the shop on the Bat? Information on possible modifications is available on For security reasons, all major code changes made by editing the template code will make the store owner void of the warranty and will not receive technical support. In that case, how to position the shop on the Bat? Information on possible modifications is available onshop page for developers . It is worth getting to know them all if you intend to carry out Shoper positioning yourself . SEO Shoper is not limited however, as a store administrator you have great opportunities to optimize your ebusiness.

Have you already selected the subscription option and set up a shop on Shoper? Examine the top menu carefully. You will find a lot of options there, it will be time consuming, but it will allow you to better understand this system and test its capabilities. Positioning of the store set up on Shoper is extremely important, thanks to SEO you can make your website visible in Google search engines. Discover ways to make your Shoper optimization effective.

Positioning Shoper - practical basic SEO tips

Meta tag change – Shoper positioning

Shoper meta tags are one of the basic elements, the completion of which is important for website positioning. It is worth starting with the positioning of your store on Bat. Tags allow you to give a subpage a title and a short description. This information appears in search results at the website address and may additionally convince users to enter a specific website. SEO Shoper cannot be performed without basic actions, i.e. introducing meta tags. That is why it is worth including CTA (Call To Action) in the meta description. Shoper meta tags, however, are extremely important for Google algorithms that extract information about the subpage from them. Therefore, you should include key phrases that match the subpage and have been properly selected. The most important tags are meta title and meta description. The first one is displayed in the search engine just below the website address. It should not be longer than 60 characters with spaces, because it is to be a short title of the subpage. Most often, it is the same as the title of the article or the name of the product. There is already a longer tag (meta description) under it. It is recommended that its content be contained within 150 characters with spaces. Thanks to this, it will not be shortened even when viewing the results on a mobile phone. Through the shop panel, it is possible to optimize Shoper meta tags (apart from meta keywords, they are no longer important for SEO). Changing the meta title Shoper is necessary for Google robots to read the website properly. The best way to complete the meta title and description in Bat is to add them manually when introducing new products to the store. Thanks to this, it is possible to create Shoper meta tags that are well-refined for SEO, into which key phrases will be properly interwoven. Shoper positioning should not be without meta tags. For large stores, this takes a lot of time, so more and more store administrators on Shoper are choosing to use automation. Then CSV files are used, thanks to which you can automatically import meta, category or product descriptions. It is enough to match the file to the Shoper scheme and complete all the data there. thanks to which you can automatically import meta, category or product descriptions. It is enough to match the file to the Shoper scheme and complete all the data there. thanks to which you can automatically import meta, category or product descriptions. It is enough to match the file to the Shoper scheme and complete all the data there.

Title and meta description change – individual subpages:

Home:
Settings -> Advanced -> SEO

shoper meta descriptions

Category:
Store Service -> Categories -> Selected category

shoper categories

Product:
Store service -> Products -> Selected product -> Positioning

shoper meta title and description completion

Establishing a global meta tag scheme in Shoper – how to position a shop on Shoper?

Setting a global meta description schema only works for huge online stores where manually entering descriptions will be too time-consuming. Descriptions for each of the products separately can be added in the basic settings. Meta tag schemes are entered by going to advanced settings and then SEO in Shoper. Then you need to choose whether the changes will apply to the home page, category descriptions, blog texts, products. The next step is to use tags that will make appropriate data, such as the name of the store, category or product, be downloaded to the meta descriptions. In the “page title” field, it is enough to enter one of the tags, for example {shop_name} or {category_name}. These are just the basic steps involved in optimizing Shoper. Best, to change meta description Shoper to be done manually. At the same time, it is worth taking care of cooperation with an SEO agency, which, in addition to the effective positioning of the store on Shoper off-site, will also make changes to the Shoper meta tags for all products.

How to set the scheme for individual subpages?

  1. Category:
shoper categories

2. Products:

shoper products

3. Blog entries:

shoper blog entries

Adding and editing photos in Shoper

Photos are one of the most important elements of any online store. Take care of them also if you have a Shoper store. They are eye-catching and illustrate the exact appearance of the product. Adding and editing photos in Shoper is not complicated. All you need to do is go to the product page in the administration panel, through the Store Service tab, and select Edit and Gallery. You can load one or more photos from disk. The first one will always be the main one. It is also worth paying attention to the slider, i.e. a photo slideshow on the home page of the store. Most often it is used to display graphics with a discount code or information about a new collection. To create a slideshow, just go to Appearance and Content, then Store Appearance and Current Skin. After moving from here to Modules, select the current graphic template (when editing the current slider) or a new slider. Here you can decide whether the banners will be moved automatically or in a random order. You choose how long the banners appear and how they change, such as by scrolling or fading. Then just go to add a slide, upload graphics, paste the link to which the banner will redirect (it can be a promotion, winter collection and many others). In the visual editor, you can also add text to graphics, but it is worth preparing ready-made banners in the form of graphics. Part of the activities that make up the Shoper positioning is also the appropriate optimization of photos for SEO. or in random order. You choose how long the banners appear and how they will change, such as by scrolling or fading. Then just go to add a slide, upload graphics, paste the link to which the banner will redirect (it can be a promotion, winter collection and many others). In the visual editor, you can also add text to graphics, but it is worth preparing ready-made banners in the form of graphics. Part of the activities that make up the Shoper positioning is also the appropriate optimization of photos for SEO. or in random order. You choose how long the banners appear and how they will change, such as by scrolling or fading. Then just go to add a slide, upload graphics, paste the link to which the banner will redirect (it can be a promotion, winter collection and many others). In the visual editor, you can also add text to graphics, but it is worth preparing ready-made banners in the form of graphics. Part of the activities that make up the Shoper positioning is also the appropriate optimization of photos for SEO. In the visual editor, you can also add text to graphics, but it is worth preparing ready-made banners in the form of graphics. Part of the activities that make up the Shoper positioning is also the appropriate optimization of photos for SEO. In the visual editor, you can also add text to graphics, but it is worth preparing ready-made banners in the form of graphics. Part of the activities that make up the Shoper positioning is also the appropriate optimization of photos for SEO.

Positioning Shoper - SEO Shoper step by step

Adding alt attributes for photos in Shoper

Alt Shoper attributes, or alts of photos and graphics, are alternative descriptions. They will only appear to users when the photo is not loading. However, they are very important from a positioning perspective. They inform Google robots about what is on the given images, it is worth placing keywords in them, it is part of SEO activities on Shoper. If your online store also has a blog, adding the alt Shoper attributes will be done in a few steps. After entering Content and Blog, select Change photo description. Here you add an alternative description to the photo. Make sure that it is equal to what is in the photo, but also supplemented with key phrases. The alt Shoper attributes should absolutely be completed if you want to take care of the positioning of the store.

Adding alt attributes to product photos in Shoper

In Cooper, alternative descriptions to photos are generated automatically from the names of the products. If you have a shop on Shoper, you can change them by going to the gallery from the product edition level and clicking on the icon that appears next to all photos at the bottom left.

How do I add a variable with the product name to the alt images on the category page?

There may be situations where the alt photos of products visible on the list of categories in Bat will have the names of image files in our store or simply an empty alt. In this case, the best solution is to add a variable with the name of the product to the alt tag.

To do this, we need to go to the Appearance and content menu -> Store layout -> Current graphic template -> Advanced editing

Then, on the list, we find the product / gallery.tpl file (depending on the template, it can also be product / list.tpl or product / index.tpl)

In the code, we need to find the <img> tag responsible for displaying the product photo (it can be identified by the DIV element when examining the element on the page) – usually it will be the path <a class = “prodimage …”

In the alt tag (if empty) add the code:
alt = “{$ product-> translation-> name | escape}”

alt images shoper

Changing the alt logo attribute in Shoper

Unfortunately, it is not possible to change the descriptions of alternative Shoper from the settings in the administration panel of this CMS. The only option is to edit the template using a code formula. Each template has a different code structure, so you must first locate where in the code you want to change. It is worth working on a copy of the template, because when working on the current one, changes are made immediately. The alt attribute in the Shoper logo is very difficult to change, but it is not impossible.

By default, the shoper puts the name of our store in the alt logo.
You can change this item in the Configuration -> Basic information -> Store name menu

However, if we would like to give a “personalized” alt logo, this change must be done in the advanced edition of the body_head.tpl file. To change this, go to:

Configuration -> Appearance -> Advanced Editing

In the list we are looking for the body_head.tpl file and in it we have to find the <img> tag responsible for displaying the logotype and in the alt = “” section, remove the variable between the quotation marks, replacing it with your own text:

shoper logo alt attribute

Note: in the new Shoper panel, this menu can be found in the section: Appearance and content -> Store appearance -> Current graphic template -> Advanced Editing

H1 headings in Shoper

The H1 header is automatically generated from the product name, to be optimized for SEO you need to edit the template. However, this is a risky solution, exposing the store owner to the loss of warranty and technical support. The shoper only generates one header per page. How to position a shop on Bat, if you cannot edit the headers? This only applies to H1 headings. The remaining Shoper headings (from H2) can be created while editing the text in the visual editor. It is very important that they contain keywords, it is also an issue on which Shoper positioning is based.

Editing the robots.txt file in the Shoper

The robots.txt file is used during various SEO activities of sales websites, including stores on Shoper. These include, for example, the exclusion of some subpages from indexation (most often those that are still under construction). Settings related to the robots.txt Shoper file can be found in the Positioning tab, from which you should go to Advanced options.

301 redirects in Shoper – effective Shoper positioning

Shoper redirects are extremely important not only for the positioning of the entire website, but also for the users themselves. If you do not want a potential customer to find a subpage that does not exist, create a redirect manually or go to the quick edit of the existing ones. All you have to do is go to Redirects from the Configuration level and create the appropriate redirects in the Shoper. Optimizing the store on Shoper means taking care of correct redirects, website speed, SSL certificate and many other important functions

SSL certificate in Shoper

An SSl certificate is now one of the basic determinants of website security. The green padlock and https prove that all data on the website is properly encrypted. This means that customer data is secured, which increases trust in the sales page (both for users and Google algorithms). Currently, on this sales platform, the only way to get an SSL Shoper certificate is to buy it through the platform. It is installed by the department that provides this service, so you don’t have to spend a lot of time on it. Effective Shoper positioning will not take place without ensuring the security of the site.

Adding text to the main page in Shoper

Adding text to the main page of the shop on Shoper is done by editing the modules available on the website in the Active graphic style tab. To do this, just add a blank module, name it and enter text on the Shoper home page. Then place it in the selected place among the remaining modules.

Appearance and content -> Store appearance -> Current graphic template -> Modules -> Home (!)

text for the home page

Create a new text module and add it in the appropriate place on the main page:

shoper settings

Added descriptions of categories in Shoper

Category descriptions are texts whose task is to provide customers with information about what products are on a given subpage. However, they should be optimized for SEO. So they must have the right length, H2 headers and keywords. If you want to add a description of the Shoper category, you have to enter the category options from the top bar of the menu, edit the category selected on the left from the list and enter the Description option. There you can add a description by editing the HTML code or using a visual editor.

Shoper allows you to add a category description in two places – above and below the list of products.
To add a description for the selected category, go to the menu:

Shop service -> Categories -> Selected category and fill in the appropriate places in the Description top and Description bottom sections:

description of the shoper category

Adding product descriptions in Shoper

The description of a specific product includes its features, application, instructions, warnings, but also an encouragement to buy. It is constructed in such a way as to show the advantages of the product. Good SEO on Shoper is also based on weaving keywords into descriptions and taking care of uniqueness. Under no circumstances can you copy the product description from the manufacturer’s website, your store’s position on Shoper in the search results will suffer. Adding a Shoper product description is similar to the category descriptions. Just go to Products, choose one of them, click on Edit from the options. Here you can add or edit the product description.

Store service -> Products -> Selected product -> Description
We can choose a short description of the product (shown next to the photo) and a long description of the product:

long product description shoper

Placing the Google Analytics code in Shoper

Integrating Google Analytics with Shoper is an action that must be performed for every online store. This makes it possible to track and analyze relevant data in order to improve the store and verify website visits and other issues. Effective Shoper positioning is not possible without the use of GA. Placing the Google Analytics Shoper code is one of the first steps that relate to positioning on Shoper and should be done as soon as possible. It involves going to Add-ons and Integration, then Integrations, and then Google Analytics. Then add the Google ID (it can be checked in the Google Analytics panel) and approve. You cannot forget to select the “activity” option.

Add-ons and integrations -> Other integrations -> Google Analytics -> Configure
Here we only enter the UA-ID code and choose what type of code is used:

Google Analytics Shoper

Google Search Console verification in Shoper

It is important to verify website ownership in Google Search Console Shoper. Just choose HTML verification. The copied code fragment must be added in the Custom Integrations panel (as in the case of Google Analytics). The tag pastes into the head section. After saving the changes, go to the GSC panel and check whether the verification confirmation has appeared. From now on, your store is associated with your Google Search Console account.
Add-ons and integrations -> Own integrations -> Page header <head>

We paste the Search Console verification code:

Google Search Console Shoper
Heatmaps in Shoper

Heat maps allow you to verify which elements of the website attract users’ attention, and which of them are less popular. Shoper heat map verification allows you to refine your website in terms of UX, SEO Shoper and optimize it to increase conversion and make the relevant buttons and elements of the online store more attractive. In order to enable the heat maps option, it is enough to select Configurations from the main menu bar, then Integration and the last tab on the right called Custom Integrations. Effective Shoper positioning combined with the analysis of heat maps and the implementation of optimization changes can bring excellent sales results to your online store.

Structured data in Shoper

Structured data is helpful in positioning work, but their implementation is not possible in the store on Shoper.

Shoper structured data

Sitemap in Shoper

The site map in Shoper (sitemap Shoper) will allow you to verify that all subpages are indexed. Effective positioning of the Shoper store also involves the analysis of this data and control of the indexation of your store’s subpages. Thanks to GSC, you can easily mark websites that are to be taken into account during indexation. To do this, log in to the Google Search Console account, go to URL prefix, select verification via HTML tag, copy and paste it into the head section of the store (available from the Shoper panel in Own integrations). After verification, go to SEO in Shadow (via Settings and Advanced), select Google Sitemap, and then copy the fragment “console / integration / execute / name / GoogleSitemap”. You will need to paste it into the GSC Sitemap and submit it.

Shoper has a personalized path to the sitemap and if you want to find it, add it to the website address:
/ console / integration / execute / name / GoogleSitemap

The address in the store’s panel can be found in the menu:
Settings -> Advanced -> SEO -> Google Sitemap

This is the information that every Shoper store should have. Of course, there are many more SEO activities to be undertaken. However, these are the basics that should not be missing in any store created on the Shoper platform. Once you take care of these elements, you can gradually introduce the next steps, thanks to which your store will be high in the search results.


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How does SEO work?

Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).

Is website positioning profitable?

SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.

When can positioning effects be expected?

Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.

Does positioning / SEO guarantee a high position?

SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
hacker attacks,
errors in the website code or server operation such as secure your site with HTTPS.


This is the information that every Shoper store should have. Of course, there are many more SEO activities to be undertaken. However, these are the basics that should not be missing in any store created on the Shoper platform. Once you take care of these elements, you can gradually introduce the next steps, thanks to which your store will be high in the search results.

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