#ecommerceseo at #ecommercesummit by @aleyda from @orainti Organic search continues to be one of the biggest traffic drivers to online retailers semrush
#ecommerceseo at #ecommercesummit by @aleyda from @orainti It will only become more important with Google now shifting to a free merchant marketplace with a +35B product Shopping Graph https://blog.google/products/shopping/buy-on-google-is-zero-commission/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Giving product detail pages more organic visibility with new search results features Popular Products Shopping Knowledge Panel
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Recently introducing a new shopping experience with the “shop” term https://blog.google/products/shopping/search-on-2022-shopping/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti There’s not only a higher SEO competition but challenges to stand-out to grab traffic in SERPs like this Ads Local Pack Organic Organic PAA Organic Organic
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Google is now more sophisticated and a better search experience & quality are needed to rank Scary Dip
#ecommerceseo at #ecommercesummit by @aleyda from @orainti E-commerce sites nature make also SEO execution harder and often most efforts go to fixing bugs A high number of pages due to product volume Complex categorization Dynamic inventory causing constantly changing URLs The same product info as other sites
#ecommerceseo at #ecommercesummit by @aleyda from @orainti The Pyramid of SEO Success We then get stuck on fixing issues, rather than building, which is what achieves real growth FIXING IMPROVING BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech debt to avoid crawlability, indexability and page experience issues
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Let’s tackle these E-commerce SEO challenges
w/ 3 key actions to integrate in your strategy Look at the SERPs, their features and intent to drive your content optimization & maximize visibility through the full search journey Prioritize SEO activities based on your e-commerce goals’ impact and effort Establish an SEO quality framework to avoid issues that hold execution back 1. 2. 3.
#ecommerceseo at #ecommercesummit by @aleyda from @orainti 1. Look at the SERPs to drive your content optimization & maximize visibility through the full search journey #ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Many online stores focus on commercial & transactional queries but industry leaders establish their authority ranking across the full search journey
#ecommerceseo at #ecommercesummit by @aleyda from @orainti https://www.sistrix.com/visibility-leaders/retail-2022-overview This has been highlighted in retail search visibility studies, like the Sistrix one, finding retailers missing on informational opportunities
#ecommerceseo at #ecommercesummit by @aleyda from @orainti For example, REI does this with their Learn section, establishing authority while attracting top-of- the-funnel traffic for popular topics
#ecommerceseo at #ecommercesummit by @aleyda from @orainti With useful complementary guides that answer common questions while attracting backlinks #ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti This also impacts trust & conversion! You need to connect through the full journey to establish authority To attract this You need to target & establish yourself here …
#ecommerceseo at #ecommercesummit by @aleyda from @orainti GUIDES PDPS PLPS SERPs are more blended than ever too! Informational products SERPs are now also featuring PLPs & PDPs. Stop assuming there’s no value in them.
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Guides are now also ranked for “buy” terms too. Stop only focusing on optimizing PLPs/PDPs. Buy White Jeans Buy women’s running shoes Buy women leather jacket
#ecommerceseo at #ecommercesummit by @aleyda from @orainti And even if you’re now investing in content across the search journey: Are you optimizing it to maximize visibility & CTR via shown SERP features? THEY DON’T THEY DO
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Target relevant product queries across the whole search journey Create and optimize different type of content to target intent across the whole journey Optimize content to effectively leverage search results features to maximize visibility It’s time to look at the SERPs to reassess what you target and how you do it to maximize your traffic Expand Target Create content to satisfy each intent type Leverage Search Features
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Identify relevant queries to better target with guides by detecting informational sites outranking you for top terms in search results Sistrix
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Identify keyword gap vs these sites to see which are the relevant high search volume queries that you’re not targeting, to assess for guides Semrush
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Need further inspiration for topics & design? See Sistrix’s best-performing retail sites content hubs https://www.sistrix.com/visibility-leaders/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Check the type of ranked pages and intent in bulk to see the need to further optimize PLPs/PDPs for them Semrush
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Many PLPs only feature links to products, without any descriptive text, making them hard to rank
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Start by featuring as many products per page as viable, with longer descriptions, to show more relevant content Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 CATEGORY A Pages: 1, 2, 3… 100 Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 CATEGORY B Pages: 1, 2, 3… 60 < Product 7 Product 8 Product 9 Product 10 * Explain why you’re in the best place to buy these products
* Clarify common doubts of customers when buying these types of products
#ecommerceseo at #ecommercesummit by @aleyda from @orainti From Products FAQs, Q&As to Facts, integrate them
within categories/facets pages to support sales too Reassure users that the products they’re seeing are the best for their scenario Mitigate any doubts around the use and characteristics of the products Show why they’re in the best place to buy these products … #ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti #ecommerceseo at #ecommercesummit by @aleyda from @orainti Blend with the products listing design to make them visible and helpful to users, rather than hiding them at the bottom
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Establish patterns to generate at scale leveraging content automation tools to help writers FAQs:
• Are these boots made from real leather?
• Do these boots have a good transpiration system?
• What are the best pants to wear with knee-high boots?
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Monitor the targeted queries SERPs to asses visibility opportunities, and search features you’re not yet leveraging
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Use rank trackers like AWR showing pixel position and product search features w/ SERP screenshots to assess potential Advanced Web Ranking
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Assess which are the search features influencing your targeted SERPs that are relevant and feasible for you to leverage Advanced Web Ranking
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Not all are triggered by structured data anymore, content format and merchant feeds influence what Google highlights in snippets https://brodieclark.com/little-known-rich-results-ecommerce/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti https://brodieclark.com/google-image-thumbnails/ As well as image optimization -indexing, relevance, organization- for the popular image thumbnails in listings
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Ryte Monitor your audience’s new searches to frequently identify content opportunities & expand accordingly
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Denim Leather Jean Men Women Jeans Pants Shorts Jacket Shirt T-shirt Dress Skirt Jumpsuit Bootcut Straight Wide Slim Crop Flare Skinny Black Blue White Red Product Characteristics Type Audience + + + Modifiers + Buy Shop Best Top Cheap Children It’s about maximizing your e-commerce search visibility share through the full customer journey Home Brand Categories Sub-categories Filters Comparison Guides Deals …
#ecommerceseo at #ecommercesummit by @aleyda from @orainti 2. Prioritize SEO activities based on your e-commerce goals’ impact and effort #ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti It’s why you can’t just follow “SEO best practices” or “checklists”, which are great to avoid missing things, but not to drive your SEO strategy https://developers.google.com/search/docs/specialty/ecommerce?hl=en
#ecommerceseo at #ecommercesummit by @aleyda from @orainti CLOTHING ONLINE STORE INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES
TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN …. 1. YOU’RE TRYING TO GET THIS 2. TO OBTAIN THIS! Biz Goals
[What Decision Makers care About] SEO goals
[What SEOs care about] Start by establishing top-to-down SEO goals for your e-commerce that connect with your business ones
#ecommerceseo at #ecommercesummit by @aleyda from @orainti INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES
TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN This will help to tie each SEO action to business goals, allowing to focus on meaningful SEO execution 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High 1. WILL HELP TO ACHIEVE THIS 2. TO OBTAIN THIS
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Specific [Significant]: Will allow to achieve the desired business goals (+150% sales)
Measurable [Meaningful]: Organic search revenue, traffic and rankings can be tracked
Attainable [Action Oriented]: You’ll have reasonable time to see results (1 year)
Relevant [Rewarding]: It will impact the relevant areas/sections to achieve sales goals
Time-Bound [Trackable]: It should be achieved during a specific time (1 year)
Evaluated [Ethical]: Its evolution will be assessed at the end of each month
Reviewed [Rewarding]: Its activities will be reviewed based on their impact When establishing SEO goals use the SMARTER principles, to ensure impact and meaningfulness “Grow 150% organic search conversions YoY of X, Y, Z product lines”
#ecommerceseo at #ecommercesummit by @aleyda from @orainti While seeing how much it would cost to bring those visits w/ paid search ads, and results if nothing is done Advanced Web Ranking
#ecommerceseo at #ecommercesummit by @aleyda from @orainti You can use tools like AWR or Forecast Forge to develop your rankings, traffic & conversions forecast Forecast Forge
#ecommerceseo at #ecommercesummit by @aleyda from @orainti IMPACT EFFORT 1.
To Execute
Don’t Do 2.
To Assess
& Prioritize 2.
To Assess
& Prioritize Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher Medium impacting with high effort 6 4 12 Low impacting with high effort 4 4 8 Low impacting with very high effort 4 2 6 Very low impacting with very high effort 2 2 4 Prioritize your SEO activities with higher impact/lower effort to achieve your goals
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Can’t tie an SEO recommendation to a SMARTER SEO goal? It’s a non-problem and shouldn’t be prioritized INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES
TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High 1. WILL HELP TO ACHIEVE THIS? 2. TO OBTAIN THIS? X
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Prioritize the task with the biggest overall impact on the business beyond SEO https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Select a few categories to implement fast and assess impact vs similar unchanged ones:
* Positive result? Replicate to rest.
* Negative outcome? Move to other implementations! Unsure about impact? Run tests to assess their impact in your context or see if there are better alternate ways to achieve results
#ecommerceseo at #ecommercesummit by @aleyda from @orainti You can also create your own SEO A/B Split Tests for Free by using Google Tag Manager as Chris shows here https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
#ecommerceseo at #ecommercesummit by @aleyda from @orainti This will allow you to assess and change fast what is not impactful and identify opportunities to leverage to achieve goals
#ecommerceseo at #ecommercesummit by @aleyda from @orainti 3. Establish an SEO quality framework to avoid issues that hold execution back #ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO auditing should be a recurrent activity to prevent issues and identify opportunities on an on-going basis
#ecommerceseo at #ecommercesummit by @aleyda from @orainti There are too common SEO horror stories in
e-commerce that are completely preventable Internal search results cannibalizing categories Noindexing categories pages with search potential Lack of unique commercial content in categories Product pages with poor
unique descriptive content Product pages with traffic
but inconsistent status Seasonal pages with traffic
but inconsistent status Overlooking informational content and resources
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Like noindexing or canonicalizing facets with product inventory and search traffic potential
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Or temporarily unavailable products pages triggering errors, being noindexed or erroneously redirected
#ecommerceseo at #ecommercesummit by @aleyda from @orainti I’ve presented about it, so you can take a look at the different solutions alternatives here https://www.slideshare.net/aleydasolis/ecommerce-seo-horror-stories-how-to-tackle-the-most-common-issues-at-scale-and-avoid-an-seo-nightmare-mozcon
#ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO RECOS ONGOING SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK That’s why SEO reco’s should set ongoing
#ecommerceseo at #ecommercesummit by @aleyda from @orainti COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/ WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/ [STAKEHOLDERS] TEAMS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS INCLUDE A “WHY DOES THIS MATTER” SECTION IN AUDIT & REPORTS CREATE PERSONALIZED GUIDELINES WITHIN WIKI/PM PLATFORM DO LIVE (AND RECORD) WEBINARS & Q&AS WITH INVOLVED TEAMS A base of SEO education across teams is fundamental to establish understanding
#ecommerceseo at #ecommercesummit by @aleyda from @orainti WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES SET RECURRING CRAWLS
WITH SEO CRAWLERS WEB PLATFORMS SEO CONFIGURATION CHECKS CREATE EASY TO FOLLOW/USE CHECKLISTS FOR USUAL ACTIVITIES Strengthen your SEO Quality Framework with a seamless SEO execution validation workflow
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Set and agree with teams the use of content & tech configuration checklist for common workflows https://docs.google.com/spreadsheets/d/1LGc9RxurRTv2K0Zsckh1cirEQ9E9rP7-04k1wnVIkhg/edit?usp=sharing
#ecommerceseo at #ecommercesummit by @aleyda from @orainti PRE-RELEASE SEO VALIDATION: OK? SEO IMPLEMENTATION YES NO YES ON-GOING SEO VALIDATION SEO RELEASE NO FIX POST-RELEASE SEO VALIDATION: OK? YES NO FIX ON-GOING SEO VALIDATION: OK? YES NO FIX IN LESS 24H REVERSE IMPLEMENTATION Agree on release validations workflow with devs taking into consideration “what-if” scenarios
#ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO validations are only going to be as strong as the alignment of SEOs with the team executing changes
#ecommerceseo at #ecommercesummit by @aleyda from @orainti WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/ INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS MENTIONS & BACKLINKS ALERTS SPAM OR MANUAL ACTIONS ALERTS WEB ANALYTICS TOOLS SEO CONFIGURATION ALERTS TOOLS (LITTLE WARDEN, CONTENTKING) WEB SERVER LOG MONITORING TOOL AND SEARCH CONSOLE RANK TRACKERS SEARCH TRENDS TOOLS MENTIONS/BACKLINKS TOOLS GOOGLE SEARCH CONSOLE Catch critical SEO configurations and KPIs changes fast to take action before it’s too late
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Use real-time SEO crawlers like ContentKing or LittleWarden to identify SEO changes in real time LITTLE WARDEN, CONTENTKING
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Configure your real-time monitoring to catch when meaningful tech & content configurations change
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Too many pages updating all the time? Monitor Critical URLs of each type with your own criteria
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Configure the alerts to go to the relevant email, slack or project management tool to not be missed
#ecommerceseo at #ecommercesummit by @aleyda from @orainti WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS SEO QUALITY ASSURANCE FRAMEWORK RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS This is how you say goodbye to continuous SEO errors that hold your execution back
#ecommerceseo at #ecommercesummit by @aleyda from @orainti Learn more about setting a Quality Assurance Framework in this presentation https://www.slideshare.net/aleydasolis/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-frameworkpdf
#ecommerceseo at #ecommercesummit by @aleyda from @orainti These are just 3 keys activities to incorporate into your E-commerce SEO strategy for success Look at the SERPs, their features and intent to drive your content optimization & maximize visibility through the full search journey Prioritize SEO activities based on your e-commerce goals’ impact and effort Establish an SEO quality framework to avoid issues that hold execution back 1. 2. 3.
#ecommerceseo at #ecommercesummit by @aleyda from @orainti POPULAR &
AUTHORITATIVE RELEVANT &
TRUSTWORTHY CRAWLABLE &
INDEXABLE GREAT USER
EXPERIENCE RANKABLE
FOR RELEVANT
QUERIES > YOUR PAGE YOUR COMPETITORS PAGES These will help to stay ahead of competitors, minimizing errors, identifying and executing faster what obtains goals SEARCH BEHAVIOR SEARCH RESULTS
#ecommerceseo at #ecommercesummit by @aleyda from @orainti This makes it worth it! Achievable with consistent, and error-free SEO execution of what matters
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