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How to Boost Sales in Your Online Children’s Store: A Comprehensive SEO Guide

In a highly competitive market, offering high-quality products is only half the battle. Effectively promoting them online is equally important. Many owners of online children’s stores face a common challenge: their websites exist, but their search engine rankings are too low, causing potential customers to miss out on their products. This results in decreased website traffic and, consequently, lost sales.
Proper SEO optimization helps improve your website’s visibility in search engines, directly influencing the influx of new customers and sales.

Our expert, Svetlana Sapunova, has prepared practical recommendations for internal and external SEO optimization tailored specifically for an online children’s store. Svetlana has been working in the SEO field since 2015. She is currently a project manager, responsible for analytics and managing a team of SEO specialists. She’s also a mom of two daughters and knows exactly how to capture parents’ attention when it comes to children’s products online.

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Internal SEO Optimization

Internal SEO optimization involves measures you can take directly on your website to improve its search engine rankings. This is a critical aspect of successful promotion, as it helps search engines better understand and index your content. Internal SEO optimization includes semantic work, content optimization, and technical optimization.

Semantic Optimization

Keyword research involves identifying the keywords and phrases people use in search engines to find products like yours. Proper keyword research helps your store appear in search results and attract users who are likely to become customers.

Steps for Keyword Research:

Step 1: Understanding Your Target Audience. First, you need to understand who your customers are. They could be young parents, grandparents, or people looking for gifts for children. Think about the questions and needs they might have. For example, parents might search for safe toys for newborns, educational games for toddlers, or back-to-school supplies.

Step 2: Creating an Initial List of Keywords. Start with brainstorming and create a list of all the keywords you think are relevant to your store. For example, if you sell toys, your keywords might include "children's toys," "educational toys," "newborn toys," "gifts for kids," etc.

Step 3: Using Keyword Research Tools. There are many online tools that can help you expand your list of keywords. Tools like Google Keyword Planner, Ahrefs, SEMrush, and others can suggest additional keywords that users frequently search for. For instance, entering "children's toys" into these tools might yield suggestions like "best children's toys 2024," "educational games for toddlers," "safe toys for babies," and many more.

Step 4: Competitor Analysis. Look at what keywords your competitors are using. Tools like Ahrefs or SEMrush can show you the keywords your competitors rank for. This will give you ideas for new keywords and show which ones are most effective in your niche.

Step 5: Keyword Clustering. Once you have an extensive list of keywords, you need to structure and group them. This is called clustering. Keywords can be grouped by topics and categories. For example, if you have a category for "educational toys," it might include keywords like "educational toys for toddlers," "learning toys," "logic development games." This helps you create structured content for your site and improve navigation.

Now you have a structured list of keywords to use for content creation and page optimization.

** As you can see, collecting semantics is a long and meticulous task that takes a lot of time. Indexing the changes made can take up to 3 months. To ensure that your site starts ranking for the collected keywords as soon as possible, I recommend collecting semantics in the following manner. Prioritize your product categories in a list. Organize the semantic collection in stages based on these priority categories. That is, collect semantics for one category, create meta tags, write the text (if necessary), and send the page for re-indexing. Then move on to the next category. And the main rule: one group of key queries corresponds to one product category.

Content Optimization

Proper content optimization is an integral part of internal SEO. It includes the use of meta tags (title, H1, and description), creating a clear and understandable URL structure, and optimizing images. Let’s take a closer look at each of these aspects.

Title Tags

The title tag is the headline that appears in search results and on the browser tab, helping search engines and users understand what your page is about.

  • For example, “Buy Educational Toys for Kids – YourStore Online.”

Header Tags (H1-H3)

Header tags structure your content and help search engines understand its hierarchy and content. The main header (H1) should be unique and include the main keyword.

  • H1: The main header of the page, accurately reflecting the content. For a page with educational toys, the H1 could be “Educational Toys for Kids of All Ages.”
  • H2 and H3: These help break the text into logical blocks and can also contain keywords and their synonyms. For example, H2 might be “Best Educational Toys for Toddlers,” and H3 could be “Toys for Motor Skill Development.”

Meta Description

The meta description is a brief description of the page that appears in search results under the title. It should be attractive and include main keywords.

  • Example: “Buy the best educational toys for kids in our online store. Large selection, high quality, and affordable prices!”

URL Structure

Clear and understandable URLs make the site more user-friendly and search engine-friendly. URLs should be short, logical, and contain keywords. Using keywords in the URL helps search engines better understand the page content and improves its ranking.

  • Example of a good URL: www.yourstore.com/educational-toys
  • Example of a bad URL: www.yourstore.com/product?id=12345

Image Optimization

Alt and title attributes help search engines understand the content of images and improve accessibility for users with visual impairments.

  • Alt Text: Should briefly describe the image and include a keyword. For an educational toy image, the alt text might be “educational toy for kids.”
  • Title Text: Can be similar to the alt text but more detailed. For example, “Educational toy for kids – buy in our online store.”

** Be sure to add upsell blocks to the product card: similar products, recently viewed, purchased with this item, sets. For example, on the diaper product card, include a "Customers also bought" block and add wet wipes, baby powder, baby cream, etc. These blocks provide an opportunity to increase the average order value and add additional internal linking to the site's products.

Technical Optimization

Technical optimization of the website plays a crucial role in its successful promotion. Key aspects include optimizing page load speed by compressing images, using a Content Delivery Network (CDN) for fast content delivery, and caching, which improves user experience and reduces bounce rates.

It’s also important to ensure a responsive design that displays correctly on all devices, including mobile phones and tablets. Creating an XML Sitemap and configuring robots.txt helps search engines effectively index the site and manage access to its pages. These measures not only improve the site’s SEO performance but also enhance its visibility and appeal to users.

** Correcting all technical errors on the website (404 errors, duplicate meta tags, last modification header errors, redirects, etc.) is crucial as they directly impact the site's ranking in search results. I recommend keeping track and conducting a technical audit monthly to promptly fix any errors. If you encounter issues with loading speed, ideally, it's best to order a comprehensive site speed audit. This audit will identify errors and vulnerabilities that hinder the site's stable operation and impede its development. The audit results are compiled into a detailed technical specification (TS), which is convenient to use. For instance, when we conduct a technical audit, we prepare a detailed report outlining the issues, prioritizing them, explaining their significance to the web resource, and providing advice on how to fix them. Essentially, the client receives a ready-to-use guide for further actions.

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External SEO Optimization

External SEO optimization involves actions aimed at increasing the authority and visibility of your website beyond its borders. The main goal of external SEO is to create and improve your site’s reputation on the internet, helping it achieve higher positions in search engines.


Obtaining high-quality external links from other authoritative websites is crucial. The more quality backlinks you have, the higher your site will rank in search engines.

For example, you can partner with popular parenting blogs and websites to publish articles or reviews with links to your store. A popular parenting blog might publish a review of your educational toys with a link to your site.

Social Media

Activity and mentions of your site on social media also impact its visibility. Likes, shares, and comments can serve as positive signals for search engines.

Maintain pages for your store on social media platforms like Facebook, Instagram, and Twitter, and regularly publish engaging content that users will want to share. For example, you can run a contest for the best photo with your toys and ask participants to share posts with your hashtag.


Positive reviews on external platforms and product review sites also improve your site’s reputation.

Encourage customers to leave reviews by offering discounts on their next purchase in exchange for a review.

Mentions in Media and Blogs

Publications about your online store in news resources, blogs, and forums help increase brand recognition and attract more traffic.

Collaborate with editors of popular parenting magazines and online resources to publish articles about your products. For example, an article in a well-known parenting magazine discussing the benefits of your educational toys and including a link to your online store.

Content Marketing

Creating valuable articles, video reviews, and guides helps attract attention and makes your store more well-known. When you create content with the right keywords and include links to your products, it helps your site rank higher in search engines. This way, customers can easily find the products they need and are more likely to make purchases.

Articles, Guides, Selections

Regularly publishing articles on your site on topics related to children’s products and parenting is an effective content marketing tool. For example, you can write about choosing developmental toys or what games foster creative development in children.

To improve search engine visibility, include keywords in titles, subtitles, and the main text of articles. For example, if you write an article on “The Best Educational Toys for Toddlers,” make sure to include this phrase in the title and throughout the article. This will help your site appear in search results when users search for “educational toys for toddlers.”

Video Reviews

Creating video reviews of your products is a great way to attract more customers. In video reviews, you can demonstrate the benefits and features of your products, answer common questions, and provide useful tips for parents. Publish video reviews on your website, YouTube channel, and social media to reach a larger audience.

Internal Links

Internal linking helps distribute the weight of pages within your site and improves navigation. Linking related articles, product pages, and categories can help users find the information they need and encourage them to stay on your site longer.

** For example, if you write an article on "The Best Educational Toys for Toddlers," you can link to product pages within your article. This helps users easily navigate to the relevant products and increases the likelihood of purchases. Linking categories and tags also helps users find related products and articles on your site. For example, if you have a category for "educational toys," you can link it in relevant articles and product descriptions.

Successful promotion of an online store for children’s products requires a comprehensive approach. This includes creating valuable content, optimizing the site for search engines, regularly updating it, and analyzing the results.

** Regularly check your website for technical errors and correct them. Conduct usability, competitor, and commercial ranking factor analyses every six months. Work on semantics and create landing pages for low-frequency queries. However, it's best to trust a team of professionals who can responsibly manage your project, optimize and analyze the site in all aspects, and implement necessary changes. Allocate time for your business and interaction with the team.

Contact our team for professional assistance in promoting and SEO optimizing your online store for children’s products. We are ready not only to develop effective strategies but also to conduct a comprehensive analysis of your site, improve its usability, and speed. Trust the experience of our specialists in SEO, development, design, and analytics to ensure successful growth of your business.

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