This article has been created by A1 SEO Sunderland to explore the rise of e-commerce in the UK and its impact on online retailers. The rise of e-commerce has revolutionized the way consumers shop, presenting both new opportunities and challenges for businesses in this rapidly evolving landscape. In order to stay competitive, British online retailers must prioritize SEO (Search Engine Optimization) to ensure greater visibility and reach for their e-commerce websites. SEO best practices for British online retailers involve a multi-faceted approach that encompasses various aspects of website optimization.
Understanding the importance of SEO for e-commerce is crucial, as it directly impacts organic traffic, search engine rankings, and ultimately, conversions. Keyword research plays a vital role in optimizing e-commerce websites for the UK market. Identifying relevant keywords, particularly those with high search volumes and low competition, is essential for effective optimization. Utilizing tools for keyword research can provide valuable insights and help uncover strategic opportunities.
On-page SEO techniques focus on optimizing product titles and descriptions, as well as utilizing meta tags and meta descriptions to improve search engine visibility. It also includes enhancing site structure and navigation to ensure easy accessibility and user experience. Technical SEO considerations, such as optimizing site speed and performance, implementing mobile-friendly design, and creating XML sitemaps and robots.txt files, play a significant role in improving website rankings and user satisfaction.
Link building and off-page SEO are essential for building authority and credibility. Building high-quality backlinks from authoritative websites and leveraging local SEO strategies tailored to the UK audience can significantly enhance visibility and drive organic traffic.
With the growing popularity of voice search, optimizing e-commerce websites to align with voice queries and providing concise, helpful information is becoming increasingly important. Furthermore, measuring and analyzing SEO performance using tools like Google Analytics allows online retailers to track key metrics and KPIs, identify areas for improvement, and make data-driven decisions to optimize their e-commerce websites.
By implementing these SEO best practices, British online retailers can effectively navigate the e-commerce landscape, attract more targeted traffic, and achieve sustainable growth in this competitive market.
- The rise of e-commerce in the UK: The popularity of online shopping in the UK has significantly increased, making it essential for retailers to implement SEO best practices to stay competitive.
- Understanding the importance of SEO for e-commerce: SEO plays a crucial role in driving organic traffic to e-commerce websites, increasing visibility, and improving search engine rankings.
- Keyword research for e-commerce websites: Identifying relevant keywords for the UK market is vital for optimizing website content and targeting potential customers effectively.
The Rise of E-commerce in the UK
The Rise of E-commerce in the UK has been a significant phenomenon over the past few years. Online retail has experienced tremendous growth, emerging as a prominent component of the British economy. This remarkable expansion can be attributed to various factors.
One crucial factor contributing to the rise of e-commerce in the UK is the convenience it offers. With the ability to shop from the comfort of their own homes or while on the go, consumers no longer need to visit physical stores. This accessibility has greatly enhanced the efficiency and convenience of shopping, especially for busy individuals.
In addition, the increasing number of internet users in the UK has played a pivotal role in the growth of e-commerce. The wider access to the internet has allowed more people to explore online shopping options and easily make purchases, fueling the expansion of the e-commerce industry.
Another factor driving the rise of e-commerce is the extensive range of products available online. Customers have access to an extensive selection of items from various sellers, providing them with a multitude of choices that surpasses what traditional brick-and-mortar stores offer.
Technological advancements and the availability of secure payment systems have also bolstered consumer confidence in online transactions. The implementation of improved cybersecurity measures has made online shopping safer, effectively mitigating concerns about fraud and data breaches.
Unquestionably, the COVID-19 pandemic has had a profound impact on the growth of e-commerce in the UK. With restrictions and lockdowns in place, more consumers have turned to online shopping to meet their essential needs, resulting in a significant surge in online retail sales.
Overall, The Rise of E-commerce in the UK can be attributed to its convenience, accessibility, wide product selection, technological advancements, and the profound impact of the COVID-19 pandemic. As e-commerce continues to evolve, it is anticipated to play an increasingly influential role in the UK retail landscape.
SEO Best Practices for British Online Retailers
In the dynamic world of e-commerce, British online retailers must stay ahead of the game with effective SEO practices. Let’s uncover the secrets to success in this section. We’ll delve into the importance of SEO for e-commerce, providing practical tips and strategies to optimize your online presence. Get ready to unleash the power of search engine optimization and drive significant traffic to your virtual storefront.
Understanding the Importance of SEO for E-commerce
Understanding the importance of SEO for e-commerce is crucial for the success of online retailers in the UK. Implementing effective SEO strategies can significantly boost the visibility and organic traffic of e-commerce websites. By optimizing their websites for search engines, online retailers can enhance their online presence, attract more potential customers, and ultimately drive conversions and sales.
SEO helps e-commerce websites rank higher in search engine results pages (SERPs), increasing their chances of being found by online shoppers. With the increasing competition in the e-commerce industry, understanding the importance of SEO is essential to stay ahead. Properly optimizing product titles and descriptions, utilizing meta tags and meta descriptions, and improving site structure and navigation are all key components of SEO for e-commerce websites.
Building high-quality backlinks and using local SEO strategies specific to the UK audience can further enhance the visibility and credibility of online retailers’ websites. Monitoring key SEO metrics and KPIs using tools like Google Analytics is essential for evaluating the effectiveness of SEO strategies and making data-driven decisions for continuous improvement. In summary, understanding the importance of SEO for e-commerce is vital for online retailers in the UK to gain a competitive edge, increase visibility, attract more customers, and ultimately drive sales.
Keyword Research for E-commerce Websites
In the world of E-commerce, one crucial aspect for British online retailers is keyword research. It’s all about identifying those relevant keywords that will drive traffic and boost sales in the UK market. But how do you find these keywords? And what tools can help you in your research? In this section, we’ll uncover the secrets of effective keyword research for E-commerce websites. Get ready to discover the power of words and unleash your website’s true potential in the British online market.
Identifying Relevant Keywords for the UK Market
When optimizing an e-commerce website for the UK market, it is essential to identify relevant keywords that will attract your target audience.
Here are some steps to help you with this process:
1. Conduct market research: Understand your target audience and their search habits. Analyze consumer trends, preferences, and purchasing behavior specific to the UK market.
2. Keyword brainstorming: Brainstorm a list of potential keywords that are relevant to your products or services. Think about common industry terms, product names, and variations that UK customers might use in their searches.
3. Competitor analysis: Analyze your competitors’ websites and identify the keywords they are targeting. Look for gaps or opportunities where you can differentiate and target unique keywords.
4. Keyword research tools: Utilize keyword research tools like Google Keyword Planner, SEMrush, or Moz to get insights into search volume, competition, and related keywords. These tools provide valuable data to help you make informed decisions.
5. Long-tail keywords: Consider incorporating long-tail keywords into your strategy. These are more specific and targeted phrases that have lower search volume but higher conversion potential. For example, instead of targeting “shoes,” focus on “black leather boots for women in the UK.”
6. Localized keywords: Incorporate location-specific keywords to attract UK customers. Include city names, landmarks, or popular phrases associated with your target market. This will help you drive targeted traffic from local searches.
7. Analyze and refine: Continuously monitor and analyze your keyword performance. Identify high-performing keywords and optimize your content accordingly. Regularly update your keyword strategy based on search trends and changes in consumer behavior.
Finding the perfect keywords for your UK e-commerce website is like searching for a lost sock in a giant washing machine of internet search data.
Using Tools for Keyword Research
To effectively conduct keyword research for an e-commerce website, it is crucial to utilize the right tools. By using these tools for keyword research, you can identify relevant keywords for the UK market, evaluate their search volume, competition, and potential opportunities. This will help you make informed decisions on which keywords to target and optimize your website accordingly. One of the commonly used tools for keyword research is the Google Keyword Planner.
This free tool by Google provides keyword ideas and search volume data. It is great for generating keyword ideas and understanding their popularity. Another comprehensive SEO tool that offers keyword research features is SEMrush. SEMrush provides data on keyword difficulty, search volume, and other key metrics. It is a valuable tool for optimizing your website’s performance.
Ahrefs is also a popular SEO tool that offers a wide range of features, including competitive analysis and keyword research. It provides data on search volume, keyword difficulty, and more. By using Ahrefs, you can gain valuable insights into your competitors’ strategies. Moz Keyword Explorer is another helpful tool for finding relevant keywords based on search volume, difficulty, and potential opportunities.
It also provides useful insights like organic click-through rates. By using Moz Keyword Explorer, you can enhance your keyword research process. When using these tools, it is important to consider the specific needs and goals of your e-commerce website. Pay attention to the relevance of the keywords to your products or services, their search volume, and the level of competition. Remember, selecting the right keywords is crucial for driving organic traffic and attracting potential customers.
Using tools for keyword research is essential for the success of your e-commerce website. They provide valuable insights and data that can help in optimizing your website for search engines. By understanding the popularity and competitiveness of keywords, you can make informed decisions and improve your website’s visibility and ranking. Getting your e-commerce website to rank higher is like finding a hidden discount code – a little secret that only SEO-savvy retailers know.
On-Page SEO Techniques for E-commerce Websites
When it comes to optimizing your e-commerce website for search engines, the section we’re diving into is all about on-page SEO techniques. Here, we’ll explore various strategies to enhance your website’s visibility and rank higher in search results. With sub-sections covering everything from optimizing product titles and descriptions to utilizing meta tags and improving site structure, get ready to wield the power of on-page SEO and elevate your online retail game in the highly competitive UK market.
Optimizing Product Titles and Descriptions
When it comes to optimizing product titles and descriptions for e-commerce websites, there are several key factors to consider:
- Accuracy: Ensure that your product titles and descriptions accurately represent the product and its features. Use clear and concise language to convey the information.
- Relevance: Incorporate relevant keywords in your product titles and descriptions to improve search engine visibility. Research the keywords that are commonly used by your target audience and include them naturally in your content.
- Clarity: Make sure your product titles and descriptions are easy to understand. Use simple and straightforward language to communicate the benefits and features of the product.
- Uniqueness: Avoid duplicating product titles and descriptions across your website. Each product should have its own distinct and unique description to avoid confusion and improve organic search rankings.
- Formatting: Use bullet points, headings, and formatting techniques to make your product titles and descriptions easy to scan and read. This will help users quickly find the information they are looking for.
- Persuasiveness: Use persuasive language to convince potential customers to make a purchase. Highlight the unique selling points of the product and explain how it can solve their problems or meet their needs.
- Length: Keep your product titles and descriptions concise and to the point. Avoid lengthy descriptions that may overwhelm or bore users. Aim for a balance between providing enough information and keeping it concise.
- Optimization: Optimize your product titles and descriptions for both users and search engines. Include relevant keywords, but ensure that the content is still engaging and informative for users.
By following these best practices, you can optimize your product titles and descriptions to attract more customers and improve your e-commerce website’s visibility in search engine results. Meta tags and descriptions: the secret sauce for making your website look good, even if your products are just ‘meh’.
Utilizing Meta Tags and Meta Descriptions
Utilizing meta tags and meta descriptions is absolutely crucial for optimizing the SEO performance of e-commerce websites.
Here are some key points to consider:
- Meta tags provide valuable information to search engines about the content of a web page. Including relevant keywords in meta tags is of utmost importance as it can significantly enhance the visibility of the page in search results.
- Meta descriptions, on the other hand, serve as concise summaries of the content on a web page and are prominently displayed in search engine results. It is essential that these descriptions accurately depict the page’s content and captivatingly entice users to click on it.
- In order to enable search engines in comprehending the diverse content and products available on an e-commerce website, it is imperative that each page has unique meta tags and meta descriptions.
By effectively employing meta tags and meta descriptions, e-commerce websites can boost their click-through rates and attract a more qualified stream of traffic.
- When crafting meta descriptions, it is crucial to keep them concise yet captivating, typically comprising no more than 150-160 characters. Enhancing their effectiveness can be achieved through the inclusion of relevant keywords and the highlighting of unique selling points.
- Consistently reviewing and updating meta tags and meta descriptions based on comprehensive keyword research and user behavior analysis is instrumental in ensuring that e-commerce websites remain competitive and relevant in search engine rankings.
- Optimizing meta tags and meta descriptions is an ongoing and iterative process, and it is essential to monitor their performance utilizing analytics tools such as Google Analytics.
- By continuously refining and enhancing the utilization of meta tags and meta descriptions, e-commerce websites can significantly improve their online visibility, attract a higher volume of organic traffic, and ultimately drive an increase in conversions and sales.
Want your customers to navigate your e-commerce website like they’re on a shopping spree? Let’s optimize your site structure and navigation to make it a retail therapy they’ll never forget.
Improving Site Structure and Navigation
Improving Site Structure and Navigation is crucial for a successful e-commerce website. Here are the steps to follow:
- Create a clear and organized menu structure: Ensure that your website’s menu is well-structured, with clearly labeled categories and subcategories. This will make it easy for visitors to navigate and find what they are looking for.
- Utilize breadcrumbs: Implement breadcrumbs on your website to show users their current location within the site hierarchy. This improves navigation and provides a better user experience.
- Optimize internal linking: Include relevant internal links throughout your website to guide visitors to related products or categories. This not only assists navigation but also improves SEO by establishing a better site structure.
- Incorporate a search bar: Implement a search bar prominently on your website to allow visitors to quickly search for specific products or information. Make sure the search functionality is intuitive and delivers accurate results.
- Streamline the checkout process: Simplify the steps involved in the checkout process to prevent cart abandonment. Reduce the number of form fields, provide clear instructions, and offer guest checkout options for a frictionless experience.
- Ensure mobile-friendliness: Optimize your website for mobile devices, as an increasing number of users browse and shop on their smartphones. Make sure that the site layout, navigation, and functionality are all optimized for a seamless mobile experience.
- Implement user-friendly URLs: Use descriptive and SEO-friendly URLs that clearly indicate the content of each page. This improves both user experience and search engine visibility.
- Monitor website analytics: Regularly analyze your website’s performance through tools like Google Analytics to identify any navigation or usability issues. Use this data to make data-driven decisions and continuously improve the site structure and navigation.
Technical SEO Considerations for E-commerce Websites: Because even a perfectly optimized product page won’t matter if it takes longer to load than a sloth on a lazy Sunday.
Technical SEO Considerations for E-commerce Websites
When it comes to optimizing e-commerce websites for search engines, there are several Technical SEO considerations for E-commerce Websites that online retailers should keep in mind. These considerations are crucial for ensuring that their websites are properly crawled, indexed, and ranked by search engines.
- Site speed: Website loading time is a crucial factor for both user experience and search engine rankings. Online retailers should optimize their site’s speed by minimizing file sizes, leveraging browser caching, and using a content delivery network (CDN) if necessary.
- Mobile optimization: With the increasing use of mobile devices for online shopping, it is essential to have a mobile-friendly website. Retailers should ensure that their websites are responsive and provide a seamless user experience across different devices.
- URL structure: Having an organized and SEO-friendly URL structure is important for search engines to understand the content of each page. Retailers should use descriptive and relevant keywords in their URLs, avoid using excessive parameters or numbers, and use hyphens to separate words.
- XML sitemap: Creating an XML sitemap helps search engines discover and understand the structure of an e-commerce website. Retailers should regularly update their sitemap and submit it to search engines to ensure all pages are indexed.
- Robots.txt file: The robots.txt file allows retailers to control which parts of their website should be crawled by search engine bots. Retailers should make sure that important pages and sections are accessible to search engines, while private or duplicate content is blocked.
- Structured data markup: Adding structured data markup, such as Schema.org, to product pages can enhance their visibility in search engine results. This markup helps search engines understand and display relevant information about products, such as price, availability, and reviews.
- Canonical tags: E-commerce websites often have multiple versions of the same product page, leading to duplicate content issues. By implementing canonical tags, retailers can specify the preferred version of a page, helping search engines identify the original source and avoid indexing duplicate content.
Pro-tip: Regularly monitoring and analyzing Technical SEO Considerations for E-commerce Websites aspects of an e-commerce website is crucial for maintaining its performance in search engine rankings. Retailers should use tools like Google Search Console to identify and fix any issues that might hinder their website’s visibility and organic traffic.
Link Building and Off-Page SEO for E-commerce Websites
When it comes to boosting your e-commerce website’s visibility, link-building and off-page SEO are the secret ingredients you need. In this section, we’ll dive into the world of enhancing your online presence through link building and the power of local SEO strategies tailored for the UK audience. Discover how building high-quality backlinks can skyrocket your website’s authority, and gain insights into leveraging local SEO to effectively target potential customers right in your backyard. Get ready to boost your online retail success with these expert techniques!
Building High-Quality Backlinks
Building high-quality backlinks is essential for enhancing the search engine ranking and visibility of e-commerce websites.
Here are some effective strategies to consider:
- Guest Blogging: Collaborate with relevant blogs or websites in your industry to publish high-quality guest posts. This approach helps establish yourself as an authority and drives traffic back to your e-commerce site.
- Broken Link Building: Identify broken links on influential websites and offer them a replacement link from your website. This not only helps gain a backlink but also provides value to the website owner by fixing their broken link.
- Influencer Outreach: Reach out to influencers in your niche and collaborate with them to create valuable content that they can share with their audience. This collaboration can attract high-quality backlinks from their followers.
- Content Syndication: Publish your content on reputable platforms such as Medium, LinkedIn, or industry-specific forums. Include backlinks to relevant pages on your e-commerce site to drive traffic and improve your search rankings.
- Resource Link Building: Create valuable and informative resources on your website that others in your industry can reference. Reach out to relevant websites and inform them about your resource, increasing the chances of them linking back to it.
To ensure the success of your backlink building efforts, focus on obtaining links from authoritative websites relevant to your industry. Also, regularly monitor your backlink profile to identify and disavow any low-quality or spammy links. Remember, building high-quality backlinks requires time and effort, but the long-term benefits are worth it for enhancing your e-commerce website’s SEO performance.
Check out our other articles in the series for more SEO best practices and strategies specifically tailored for British online retailers.
Using Local SEO Strategies for UK Audience
Using local SEO strategies for the UK audience is crucial. Localizing your SEO efforts can greatly enhance the visibility and credibility of your e-commerce website in the UK.
1. Optimize for local keywords in the UK market. Incorporate these keywords into your website content, page titles, meta descriptions, and URLs. By targeting specific locations and keywords, you can attract local customers who are more likely to convert into sales.
2. Create location-specific pages for different regions or cities in the UK. Customize the content to highlight local products, services, or promotions. This will not only improve your search engine rankings but also resonate better with local customers.
3. Claim and optimize your Google My Business listing to boost your local SEO. Create a detailed profile with accurate business information, including your address, contact details, opening hours, and customer reviews. Regularly update your listing with new photos and posts to keep it fresh and engaging.
4. Build local citations and backlinks for increased online presence in the UK. Get listed on local directories, review sites, and industry-specific platforms. Ensure that your eCommerce online business information is consistent across all platforms. Collaborate with local influencers or partner with local organizations to build high-quality backlinks.
5. Encourage customer reviews from satisfied UK customers. These positive reviews can significantly improve your local SEO rankings. Encourage customers to leave reviews on platforms like Google, Trustpilot, or TripAdvisor. Respond promptly to reviews, thanking customers for their support or addressing any concerns. Remember, optimizing for local SEO requires ongoing efforts and staying up-to-date with the latest trends and algorithms. By using local SEO strategies specifically tailored to the UK audience, you can effectively increase your online visibility, attract more local customers, and drive conversions for your e-commerce business.
Optimizing E-commerce Websites for Voice Search
When it comes to optimizing e-commerce websites for voice search, there are several important factors to consider. First and foremost, keyword optimization is crucial. It’s essential to ensure that your website content includes relevant keywords that are related to the products you are selling. In particular, focus on long-tail keywords that are more commonly used in voice searches.
Another key factor to keep in mind is the use of natural language. Voice searches tend to be more conversational, so it’s important to use natural language in your website content. This helps search engines better understand and match your content to voice search queries.
Implementing structured data markup is also vital. By doing so, you provide search engines with more detailed information about your products. This increases the chances of your website being featured in voice search results.
Additionally, mobile optimization is crucial since voice searches are often conducted on smartphones and other mobile devices. Make sure your website is optimized for mobile by ensuring it is responsive and loads quickly on these devices.
User experience is another significant aspect. Focus on providing a seamless experience for users when they visit your website. This can be achieved by optimizing page load times, improving navigation, and making it easy for users to find the information they need.
Lastly, creating voice-friendly content is a must. This means using clear and concise language, providing direct answers to common questions, and organizing information in a structured manner to make it easily consumed through voice search.
By implementing these strategies, you can effectively optimize your e-commerce website for voice search and improve its visibility in search engine results.
Measuring and Analyzing SEO Performance for E-commerce
When it comes to optimizing SEO performance for e-commerce, understanding the metrics and key indicators is crucial. In this section, we’ll dive into the practical aspects of measuring and analyzing SEO performance, exploring how to utilize Google Analytics for tracking and monitoring your website’s success. Join us as we uncover the insights and strategies needed to stay on top of the ever-evolving digital landscape and drive growth for your online retail business in the UK.
Utilizing Google Analytics for Tracking
Utilizing Google Analytics for tracking is crucial in monitoring the performance of your e-commerce website.
Here are some effective ways to incorporate Google Analytics and gather valuable data and insights:
- Set up Google Analytics: Install the tracking code provided by Google Analytics on your website to begin collecting data on visitor behavior, demographics, and other essential metrics.
- Track website traffic: Utilize Google Analytics to monitor the number of visitors, pageviews, and sessions on your e-commerce website. This data will help you understand the popularity of your site and identify any potential issues.
- Analyze user behavior: Gain insights into how users navigate your website by analyzing metrics such as bounce rate, average session duration, and pages per session using Google Analytics. This information can help optimize your website’s user experience.
- E-commerce tracking: Enable e-commerce tracking in Google Analytics to keep track of sales, revenue, and conversion rates. With this feature, you can identify the products or campaigns that generate the most revenue and make informed decisions based on data.
- Track marketing campaigns: Monitor the effectiveness of different marketing channels and campaigns by using campaign tracking parameters in your URLs. Google Analytics offers valuable data on the channels that drive traffic and conversions.
- Set up goals and funnels: Define specific goals, such as newsletter sign-ups or completed purchases, in Google Analytics to track conversions. Funnel visualization can help identify where users drop off in the conversion process.
- Segment your audience: Utilize Google Analytics’ segmentation feature to analyze the behavior of specific user groups. This allows tailoring of marketing strategies and website experience to specific segments.
By utilizing Google Analytics for tracking, you can gain valuable insights into the performance of your e-commerce website and make data-driven decisions to improve your online retail business.
Monitoring Key SEO Metrics and KPIs
Monitoring key SEO metrics and KPIs is crucial for measuring the success of an e-commerce website’s SEO strategies. By closely tracking these metrics, online retailers can make informed decisions and optimize their website’s performance.
Here are important metrics and KPIs to monitor:
- Organic Search Traffic: Keep an eye on the amount of organic traffic coming to your website from search engines. This metric indicates the effectiveness of your SEO efforts and shows how well your website is ranking for relevant keywords.
- Keyword Rankings: Regularly check the rankings of your target keywords in search engine results pages. Improving keyword rankings increases visibility and drives more organic traffic to your site.
- Conversion Rate: Monitor the percentage of visitors who take a desired action on your website, such as making a purchase or filling out a contact form. A higher conversion rate indicates the effectiveness of your website’s design, content, and SEO strategies.
- Bounce Rate: This metric measures the percentage of visitors who leave your website without exploring further. A high bounce rate may indicate that your website is not meeting user expectations or that SEO targeting is not effective.
- Page Load Speed: Slow loading pages can negatively impact user experience and SEO rankings. Monitor your website’s loading speed to ensure optimal performance for both search engines and visitors.
- Backlink Profile: Regularly assess the growth and quality of backlinks pointing to your website. High-quality backlinks from authoritative websites can boost your website’s authority and improve search rankings.
- Mobile Optimization: As mobile usage continues to rise, monitor how well your website performs on mobile devices. Ensure that your website is mobile-friendly and provides a seamless user experience.
By monitoring these key SEO metrics and KPIs, e-commerce retailers can make data-driven decisions to improve their website’s visibility, organic traffic, and conversion rates. Regular analysis and adjustments are necessary to stay competitive in the ever-evolving online marketplace.
Some Facts About The Rise of E-commerce in the UK: SEO Best Practices for British Online Retailers:
- The UK has the fifth largest economy in the world and the most mature e-commerce market in Europe. (Source: Swanky Agency)
- The UK’s D2C e-commerce revenue in 2021 surpassed €254bn, more than double that of France and accounting for around 30% of all retail volume. (Source: Swanky Agency)
- Only 32% of online purchases in the UK are from international stores, the lowest proportion in Europe. (Source: Swanky Agency)
- The largest sectors in the UK e-commerce industry are fashion, food & drink, and home & gardening. (Source: Swanky Agency)
- SEO is a cost-effective and stable way to earn money for businesses, and it sets your business up for long-term success. (Source: Shopify)