Network Equipment Online Store Website in Tashkent: What Keeps It from Selling
We reviewed the website of a network equipment online store in Tashkent: routers, switches, access points and everything that goes with them. This is a case where the buyer usually knows what they need and compares several shops: they search for a specific model, look at how it looks, and forward the link to a colleague or a client.
The site's server responds quickly: time to first byte is 468 ms, so there is no problem there. The overall score is still 46. It is not speed or design that pulls it down, but a set of small technical issues that make the store harder to find in search, make it look poor in search results and messengers, and make it inconvenient on a phone.
We are breaking down this particular site because, for a store with a large catalog, these small issues add up to a noticeable loss of customers. Each one looks harmless on its own, but together they work against the site every day.
As it is
Screenshot taken 11.11.2026
What stops it from selling
The store's link arrives in Telegram as a bare address, with no image or title
What it costs the business. In network equipment, links get forwarded constantly: a system administrator sends one to a director, a site foreman to a purchasing manager, a client to an acquaintance. Instead of a neat card with a title, a faceless URL arrives, and noticeably fewer people click it. A recommendation you have already earned gets lost at the last step.
What we do. We add an image and a caption for messengers and social networks so the link unfurls into a card. About two hours, including preparing the image.
Search engines don't get a list of the store's pages and find products by chance
What it costs the business. An equipment store has many product pages and sections, and most of them have no direct links from the home page. Without a sitemap, the crawler takes months to reach them, or never gets there at all. Until a model is indexed, a person searching for it by name will see a competitor's store.
What we do. We set up a sitemap that updates itself when products and sections are added, reference it in robots.txt and submit it to Search Console. A few hours.
Product photos don't show up in image search
What it costs the business. 77 of 97 images have no description that search engines can read. For an equipment store this is a direct loss: many people search by the look of the casing, the number of ports or antennas, and then click through to the site. The description is also read by screen readers for blind users, so some visitors have no idea what is on the page.
What we do. We write meaningful descriptions: model, device type, what is visible in the photo, not "photo1". For a site of this size it takes roughly a day.
An image with no description for search
In search results the store looks poorer than its neighbors
What it costs the business. Competitors show an address, opening hours and other details in the results, while you have a bare line with a link. Even at the same position it gets clicked less, and the buyer goes to the one whose listing looks more trustworthy.
What we do. We mark up the organization, address, opening hours and services the way Google reads them. About half a day, after which extra lines appear in the results.
The Russian and Uzbek versions are not linked, and search engines confuse which one to show
What it costs the business. In Tashkent people search for equipment in both Russian and Uzbek, and these are different queries from different people. Without a link between the versions, Google treats them as competing pages and shows one or the other, rather than giving each person their own language. Some buyers land on a version they don't use.
What we do. We link the language versions to each other the way Google expects. A few hours, if both versions already exist on the site.
The same page opens at several addresses, and search splits its weight
What it costs the business. A catalog page is available with and without a trailing slash, with and without ad campaign tags. The search engine takes these addresses for different pages with identical text, and instead of one strong product page you get several weak ones. For a store that runs ads, this is especially noticeable.
What we do. We set a canonical address on every page. A few hours.
Opening a page, the visitor doesn't see a single line saying what is sold here
What it costs the business. A person should understand within a second that this is a network equipment store and who it is for, and a search engine should understand what the page is about. Without a main heading, both are guessing, and some visitors close the tab without figuring it out.
What we do. We put one line on the first screen: what you sell and to whom. An hour, often less.
The first screen: no main heading
On a phone you can't pinch to zoom into small specifications
What it costs the business. Specification tables, part numbers and ports are read on a phone, often on site or in bright sunlight. The site blocks pinch-to-zoom, and someone who finds the text too small won't go looking for glasses: they will close the tab. This is how you lose people over forty and everyone who reads on the move.
What we do. We remove the restriction, which is a single line. We also check that the layout doesn't break when zoomed in.
The same site on a phone screen
What this gives
A buyer who is sent the link sees a neat store card and is more willing to click through.
Products and sections are found by model name and by images, and the search listing looks at least as good as the neighbors'.
Russian-speaking and Uzbek-speaking buyers land on their own version, and on a phone they can comfortably read the specifications.
What this costs
Out of every hundred people who reach the site ready to get in touch, roughly 15–38 are lost at these points.
This is an estimate based on our own stated assumptions, not a measurement of someone else's analytics: we do not know this site's traffic and do not make it up. We count per hundred visitors, and the share of every item is open in our code.
