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Table of Content

  1. Introduction
  2. Basics of the brand stores
  3. Internal linking and SEO
  4. Implementation of brand stores with TYRIOS
  5. Practical implementation

Brand stores: The booster for your SEO


What at first glance looks like a pure design decision turns out to be a strategic move in the dynamic game of search engine rankings: Setting up brand stores in the form of a "shop-within-a-shop" concept is a smart move in the world of online retail. By thoughtfully placing brand logos and creating dedicated store pages for each individual brand, we not only generate an SEO advantage, but also significantly increase visibility for transactional keywords. This means our store ranks well for targeted product search terms. Those that are used by users who are about to make a purchase decision. Or to put it in the language of marketing:

We reach our customers exactly where the costumer journey takes its decisive turning point: the moment when a potential customer moves from merely looking for information about a product or brand to actually being ready to buy. At this stage, the customer has typically already conducted thorough research, read reviews and made product comparisons. Now they are ready to make a purchase decision. This means you catch the customer at the exact moment when they are ready to act.

Basics of the brand stores

What is the difference between a brand shop/brand store and a flagship store?


BrandBrand store (online):

  • Online presence: A brand store is a virtual store on an e-commerce website or platform that focuses on a brand's products.

  • Part of a larger store: It is often a part of a broader online retailer or shopping platform and is one of many brand stores within that platform.


Flagship Store (Offline and Online):

  • Flagship concept: A flagship store, whether online or physical, is usually the flagship store of a brand that presents the core of the brand identity and the complete range.

  • Standalone presence: In an offline context, it is a physical store in a prominent location that serves as a flagship-store.


What other features does a brand store have?

  • Bundled product range: It lists all products offered by the brand in question and allows customers to browse items specifically by category, novelties or bestsellers.

  • Brand story and values: A brand store often provides background information about the brand, its history, values and philosophy. This helps to build an emotional connection with the customer.

  • Cross-selling opportunities: Complementary products or accessories can be displayed within the brand store to increase sales of products that go well together.

  • SEO optimization: Brand stores are often enriched with SEO-relevant keywords and content to achieve better visibility in search engines for brand-specific search queries.


Internal linking and SEO

The explanation refers to the importance of internal links for the search engine optimization (SEO) of websites. Here is a more detailed and clearer explanation of this concept:

  • What are internal links? Internal links are hyperlinks that lead from one page of a website to another page of the same domain. This type of linking helps with navigation within the website and contributes to the structure of the website.

  • Influence on visibility in search engine results: Websites with a high number of internal links, especially to specific pages, are often considered more relevant and valuable by search engines such as Google. This is because many internal links to a page can indicate that this page contains important or interesting information.

  • Recommendations for the number of internal links: It is recommended to have two to three internal links per page. This helps to improve the page structure and emphasize the importance of individual pages. However, it is important that these links are meaningful and offer added value for the user.

    Example of effective internal links: A good example is a clickable logo on the homepage that leads directly to the brand store. Such targeted links not only improve the user experience, but also strengthen the internal link structure.

  • PageRank and its importance: PageRank is a system developed by Larry Page, one of the founders of Google, which was originally used to evaluate the importance of web pages based on the number and quality of links leading to them. Although Google has officially stated that PageRank is no longer used directly for SEO, practical experience shows that websites with good internal links and high PageRank often achieve better rankings in search results.

In summary, internal links contribute significantly to the SEO of a website by improving navigation, strengthening the structure of the website and can help certain pages to be ranked as more important by search engines. However, it is important that these links are placed sensibly and in the context of the content in order to achieve the greatest possible benefit.

Implementation of brand stores with TYRIOS

TYRIOS is a very versatile sales and marketing platform, internationally proven and successful on the market for over 20 years . In this case, we are interested in two important TYRIOS features: the website editor and the content management system. You can use the editor to design your own website and brand stores.

The brand store pages (one for each brand) should have the following content:

  • What does the brand represent, what makes it so special, for which target group is it particularly interesting?

  • Why do we offer this particular brand? What added value does the brand offer our customers?

In our brand store, we carefully select each brand to ensure that it offers real value to our customers. That's why we are proud to carry (brand name), a brand known for its outstanding quality and commitment to sustainability. (Brand name) is specifically designed for (target group), such as environmentally conscious city dwellers, and offers products that promise consistency and reliability in the hustle and bustle of everyday life. Whether it's the latest (product category) innovations or timeless classics, (brand name) delivers solutions that enrich our customers' lives and their daily routines.

IMPORTANT: Make sure that the brand name is mentioned in the URL of each brand store page. This is also relevant for SEO.


Pratical Implementation

How do I get the logo and where do I place it on my website? It's very simple: First, get the logo of the brand. You can do this via your direct contacts with the manufacturer, for example, but it's even easier to download the logo from Brandfetch | All brands. In one place. Brandfetch even offers each logo in two different formats (vector and pixel format, you can use both). Then go to the TYRIOS customer area and add the logo to the media library. Make sure that the brand is mentioned in the file name. Example: Adidas logo. Now create a brand store page (see below). Last but not least, specify where exactly the logo should appear on the brand store page, the category page and the product detail page.


The use of ChatGPT

For content that is not primarily relevant to search engines, you can use artificial intelligence with a clear conscience. This applies, for example, to the description of the brand and the texts for the product detail pages. To do this, you should already be somewhat practiced in using ChatGPT. Even if you have no practical experience with the system, this is not an obstacle. The basic rules are quickly explained, usually just a few hours of practice are enough and you will see that you will quickly be able to create usable texts. You can also adapt the texts to your personal style using ChatGPT. It is particularly interesting if you personalize the product descriptions and give examples from practice. By the way: ChatGPT is already integrated in TYRIOS for free use!


An example from our practice

A customer offers sustainable and ecologically certified baby and children's clothing, shoes and accessories both in her brick-and-mortar store and in her online store. "Anton Emma", as the Frankfurt-based company is called, has been operating the retail store and online store since 2015. Until a year ago, the online store was always clearly overshadowed by the very successful offline retail business. With the revision of the store concept in 2022, the picture changed permanently: around four to five months after the redesign, the number of visitors to the online store literally skyrocketed, with a corresponding impact on sales and turnover.

Here is a video about brand stores for better SEO

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