If you run an online store, visibility on Google is crucial to your success. But how do you register your store correctly? What mistakes should you avoid? And how do you ensure that your products are found? In this article, you will learn everything you need to know – including tips on keyword research, content marketing, Schema.org, Google Search Console and the topics of NoIndex and NoFollow.

Do you even have to register your online store with Google?

The good news: Google usually finds new websites automatically. Nevertheless, you should actively enter your store in the Google Search Console in order to:

• speed up indexing,
• recognize crawling errors,
• and important SEO data.

Tip: Create a free account in the Google Search Console and add your domain.

Common errors during registration

• No sitemap submitted
  Without a sitemap, you make crawling more difficult for Google.
  Solution: Create an XML sitemap (e.g. with Yoast SEO or RankMath) and submit it to the Search Console.
• robots.txt blocks important pages
  Check whether your robots.txt inadvertently excludes product pages.
• NoIndex tags on important pages
  Many stores inadvertently place noindex on product or category pages.
  Solution: Check the source code or use SEO tools.
• Duplicate content
  Same product descriptions as the manufacturer? That can cost you rankings.
  Solution: Create unique content and set canonical tags correctly.

Keyword research – the basis for visibility

Before you create content, you need the right keywords.

Tools for research:

• Google Keyword Planner
• Ubersuggest
• AnswerThePublic

Tip:

• Use long-tail keywords such as “buy sneakers in Germany” instead of just “sneakers”.
• Analyze competitors and their rankings.

Content marketing for online stores

Google loves relevant content. In addition to product pages, you should:

• Write blog articles (e.g. “The best sneaker trends 2025”).
• Include FAQ areas (also helps for featured snippets).
• Optimize category texts (not only images!).

Schema.org – Structured data for better rankings

Schema markup helps Google to better understand your content.
Important for online stores:

• Product (price, availability, reviews)
• BreadcrumbList (better navigation)
• FAQPage (for rich snippets)

Tip: Use the Schema Markup Validator to check your markup.

Google Search Console – your SEO cockpit

• Check indexing status: Which pages are in the index?
• Coverage: Fix errors such as “Page with redirect” or “Found – currently not indexed”.
• Performance reports: Which keywords bring traffic?

NoIndex & NoFollow – When does it make sense?

• NoIndex: For pages that should not appear in the search results (e.g. internal search pages, shopping cart).
• NoFollow: For links that should not pass on any SEO value (e.g. affiliate links).

Caution: Do not inadvertently place these tags on important product pages! Use them extremely sparingly.

In short: How to register your online store correctly

• Set up the Google Search Console.
• Submit your sitemap.
• Optimize content with keyword research.
• Use Schema.org for structured data.
• Check indexing & errors regularly.
• Avoid NoIndex/NoFollow on important pages.