There are two kinds of referencing: natural referencing and paid positioning.
Natural referencing is the use of techniques to be referenced and well positioned in searches, whereas paid referencing or buying keywords is a question of budget to be well placed in search engine results, for instance with Google Adwords, which is the most popular search-engine keyword purchasing system.
To choose your keywords, put yourself in the consumer's shoes: What will they first of all search for to find this product? Which keywords will they enter in Google? Always make sure you can answer the questions of your potential customers, and even anticipate them.
Keywords are essential, but Google today goes even further, and looks for enhanced content.
This can for instance be obtained with videos, which have a higher click right (CTR) than text content. Remember to download the YouTube module developed by PrestaShop, a fast and easy way to add videos to your product specifications.
All of these "good" points can improve your chances to be better positioned on a keyword compared to your competitor who did not do the same.
For physical stores, Google My Business is an excellent idea.
The aim is to increase the visibility of companies that receive customers on their premises. A big challenge for e-sellers.
Google My Business results will have a prominent place on the search result page, with organic links lower down on the page.
The results will depend on the actual place where the search is done, meaning that Google adapts the results according to geographic position.
Google has been announcing since September 2016 that all websites that are not HTTP-secure will have to do something about it, since browsers, in particular Chrome and Firefox, will display a warning in the line of: "This website is not secure" together with a red warning triangle.
The warning in itself will not impact the SEO, it will just be a warning. However, people who are not in the business and who therefore do not know exactly what it means, might panic when they see it and avoid your website in order not to take unnecessary risks.
PrestaShop 1.7 themes are entirely responsive with an integrated theme configuration tool to meet all your expectations.