Several steps can be identified for the successful adaptation of SEO for your online shop. The first step is putting effort into defining the keywords and creating the content.
As the degree of specialization of the industry increases, one must do more research on the keywords. This research will determine the subsequent fortunes or misfortunes of your optimization. The best way to do the research is to use the Google Adwords campaign.
Before that, it is a good idea to look up the related and the most relevant keywords with the help of a keyword research tool, for example, Google Keyword Tool (https://adwords.google.com/select/KeywordToolExternal).
Since the exact content of a web page is one of the key elements of SEO, the chosen keywords have to be used to create the content. Every new page receives a certain ranking in the Google PageRank, and as the number of pages in a site increases, the stronger the website becomes in terms of SEO. The most important activity of internal optimization (and of SEO in general) is creating new content. The website not only has to be effective but also has to be actualized continuously, and its content has to be updated and extended.
The next step is dealing with the tag line and the description of the page. The title tag influences the compliance of the web page with the searched word or phrase. But the title tag is even more important when the visitor clicks on the search results. For example, the third page in the Google search results, provided it has a successful title tag, can be more attractive to the potential visitor than the first page in the search results, which has a less successful title tag or does not have it at all.
The description (unlike the title tag) does not influence the position of the web page in the search results, but it does influence the choice of the visitor, who is guided not only by title but also by the description of the page. The few lines of description have to attract the visitor's attention, tell them about the content of the page, and also suggest clicking on the link.
The third important step for SEO is links. Precisely, the links are at the centre of external optimization. Yet, just as important is the web page's internal structure of the links. The links have to be created from less important pages to more important pages. The external resources have to link not only to the main page, but also to other less important pages. Currently, there are very many possibilities to generate automatic links (social networks, different RSS services, and so on). Thus there is no need to wait for links from external pages owned by somebody else.
A link is very important, but is much more important when it comes with anchor text. It has to be noted that visitors consider not only the anchor text of the link, but also the content in its proximity. Thus the links that come from a site of the same topic as your web page will be more relevant.