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TopRank is an optional module for improving search engine ranking. Its functions fall into two groups, and this distinction also determines the structure of this page: The interface for both is the TopRank Manager service in the online service area. It is also the reason why the module is interesting for many shops: an external SEO gets access there without needing access to the merchandise management system.

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What TopRank generates automatically

The same procedure applies to both automatic functions. They are activated per subshop in the TopRank Manager. After that, the files are generated automatically once a day. If you do not want to wait until the next day, for example after new settings or term assignments, trigger the generation manually in the TopRank Manager. Where the files are written is specified in the <TopRank> section of the shop.config:
Both values are relative paths below the shop root directory. A path that leads out of this directory is rejected, and generation aborts with an error message.
For SitemapDir, the older spelling SiteMapDir is still read. Existing shops may therefore contain either. For new entries, SitemapDir is the correct form.
Reference: TopRank section

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XML sitemaps

A sitemap lists for the search engine which addresses exist. TopRank includes:
  • all categories active in the shop
  • all products active in the shop that are assigned to a category
  • the start page of the shop
  • the index pages of the TopRank HTML pages
The number of addresses allowed in a single file is limited. TopRank therefore creates several files if necessary, plus an index file named toprank-sitemap_index.xml that lists all generated files. This one file is the one you submit to the search engine. The names of the individual files follow this scheme:
The first sitemap file of the subshop deutsch is therefore called toprank-sitemap_deutsch0.xml.

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The domain in the addresses

A sitemap contains absolute addresses. TopRank reads the required domain from the Domain-! parameter in the <Basic> section of the shop.config.
For older shops, check whether the SiteMapDomain parameter is still present in the <TopRank> section. It has become superfluous. For new projects and when revising, configure the domain exclusively via Domain-! in the <Basic> section.
If a subshop is called via its own domain or subdomain, it needs its own root directory and its own SSL certificate. When a subshop with its own domain is provided, both are set up by default.
Reference: Basic section

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Submitting sitemaps to the search engine

Depending on the search engine, the sitemap technology must be enabled for a domain via a webmaster account. When the TopRank module is ordered, WEBSALE AG creates such an account with Google as part of the provision. Your commissioned search engine optimizer can also do this. As an alternative to manual submission, TopRank can enter the sitemaps into the robots.txt itself on request. Guide: Sitemaps, robots.txt and mobile subshops

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Mobile shops

If you operate a mobile shop as a separate subshop, it needs its own sitemap files, because it partly delivers different content and different parameters. Such a subshop is marked in the <Basic> section:
If “Generate sitemaps” is active for this subshop in the TopRank Manager, TopRank recognizes the marking and generates mobile sitemaps.
Exactly the value mobile is evaluated. A different spelling results in ordinary sitemaps being generated without an error being reported.

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TopRank HTML pages

In addition to the sitemaps, TopRank generates static HTML pages with link lists to categories and products. Their benefit lies in the internal linking of the shop, and they also reach search engines that do not evaluate sitemaps.
Experience shows that these pages rank somewhat lower than the shop pages themselves and appear behind them in result lists. They are therefore clicked less often. Nevertheless, it is worth giving them at least some of the look of the shop.
The index pages per subshop are called:
The pages of the individual categories follow this scheme:
The page of the category “Schuhe” in the subshop deutsch is therefore called Schuhe-deutsch.htm.
Place a link to the index pages. If the TopRank sitemaps are active, the link is announced through them, but many search engines only find the pages via a real link in the shop. Without sitemaps, the link is mandatory, otherwise the pages are never visited.

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Adjusting the templates

Central templates in a neutral design are assigned to the pages. They are available in several languages, which are selected in the online service area. If a language is missing, it can either be added centrally by WEBSALE AG or created by the shop’s designer for each subshop. The same applies to a custom design. Custom templates belong in the output directory of the TopRank pages, that is in the directory from TopRankDir. The names are predefined: If only certain subshops are to get a custom design, append the subshop ID to the name. For the subshop deutsch, the templates are then called template-subshop-deutsch.htm and template-category-deutsch.htm.
These templates have their own tags, which are only permitted here. The tags of the shop templates are not available there.
Reference: Special tags of the TopRank templates

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What an SEO maintains in the TopRank Manager

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Additional terms for categories

Via the TopRank Manager, categories can be enriched with additional keywords and texts. These terms can be placed in the visible area of the page or invisibly in the head, and they can also be output for the products of the respective category. This solves a problem that arises as soon as a product is in several categories: the product page is then accessible under several addresses with the same content. If the texts assigned to the category are carried over to the product page, these pages differ from one another again. The content of these fields can also come from the merchandise management system, defined individually per field, provided that it supports such category fields. Nevertheless, maintenance in the online service area is recommended, because external SEOs who have no access to the merchandise management system can also work there. Guide: Further options for describing a category Reference: CAT-FreeField1…20

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SEO content for products

How well a product is found depends above all on the description delivered to search engines. The “SEO content for products” feature provides additional fields for each product for this purpose, maintained either in SEO mode directly in the shop or via the upload function of the TopRank Manager. The same mechanism also supplies the descriptive name for the product address. Guide: SEO content for products

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The address structure

How the shop’s addresses are formed is also set in the TopRank Manager, across shops or differently per subshop. Where the descriptive part of the address comes from differs per page type: Here too: maintenance in the online service area is the recommended way, because external SEOs can work there without access to the merchandise management system. The settings themselves, that is separators, structure per page type, redirects and removal of superfluous parameters, are described elsewhere. Guide: SEO URLs and link optimization

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Short addresses for campaigns

A short address is an additional, externally callable address for a shop page. Its purpose is the print ad: the reader should be able to type in something short enough to remember. A call is forwarded to the actual target page via a 301 redirect. A short address is created in the TopRank Manager from two values, the address itself and the shop parameters that determine the target: This way, ihr-shop.de/angebot leads to the product with the product index 2-1312.
When SEO URLs are activated for a shop or subshop, the short addresses are maintained in the TopRank Manager so that all address settings are in one place. The separate “Short addresses for campaigns” service, which belonged to the parameter-based V8 addresses, no longer has any function from this point on.
  • Guide: SEO URLs and link optimization
  • Guide: SEO content for products
  • Guide: Sitemaps, robots.txt and mobile subshops
  • Guide: Further options for describing a category