This provides common tips and errors to avoid when optimizing your E-Commerce website for the search engines.

1. SEO for Ecommerce: Common Mistakes and
Recommendations

2. ABOUT THE HOST
David Huerta
david.huerta@positionly.com
twitter.com/chido_fajny

3. • Overview of SEO in Ecommerce websites
• Common mistakes in Ecommerce websites
• Recommendations to improve your SEO
What you will learn today

4. • To be on the First Page in the Search Engines
• 90% of the traffic is from the first page
Your main goal

5. • Organic traffic is the highest quality traffic
• Social, referral, organic and paid traffic
• Relevant traffic to boost sales
Traffic

6. 7 common mistakes

7. • 70% of the buyers are looking for reviews of
products
1. Lack of Product Reviews

8. • Schema Markup: Customers can read reviews in the
SERPs
1. Lack of Product Reviews

9. • Schema: rating, votes, reviews, and more!
1. Lack of Product Reviews

10. • It will affect your SEO
• It is not enough to just show a product’s picture
2. Lack of a product description

11. • Keyword:
• Buy Real
Madrid t-shirt
• Page 1 in
Google
2. Lack of a product description

12. • Keyword:
• Buy Real Madrid
t-shirt
• Page 8 in Google
2. Lack of product description

13. • Never use the Manufacturer Product Descriptions
• Create unique content
3. Using Product Descriptions from Manufacturers

14. “…Crafted using our Crystal Rock
technique, the irresistible
Crystaldust Cuff is a new signature
Swarovski design to equal Stardust
and Slake…”
Manufacturer Product Description
• Keyword:
• Crystaldust Cuff
• Page 1 in Google

15. Crafted using our Crystal Rock technique, the irresistible Crystaldust Cuff is a new signature Swarovski design to
equal Stardust and Slake.
Copy from the Manufacturer Product Description
Page 5 in Google

16. • Adapt to the search demand
• Use model numbers and brand names in titles
• Alt Attributes
4. Not Optimizing Product Pages

17. • Adapt to the search demand
• Use model numbers and brand names in titles
• Image Alt Attributes
Not using model numbers & brand names in titles
Page 1 in Google.com
KW: nikon d3400 dslr camera

18. • Inspect Element in your browser
• <img id="image-1" src="http://1.media.bustedtees.cvcdn.com/6/-/bustedtees.a4ab15e6-2c65-47d0-ab89-acd61118.jpg" class="active "
style="" itemprop="image" alt="Down With Homework - BustedTees - Image 1">
Not using Alt Attributes

19. • Images, redirects, tags, robots.txt, and more…
Optimization feature in Positionly

20. • Avoid duplicate title tags
• Use Unique key phrases
• Recommended structure: Brand - Model - Item Type
5. Non-Unique Titles

21. http://store.nike.com/gb/en_gb/pd/nikecourt-tank/pid-10979174/pgid-11456531
http://store.nike.com/gb/en_gb/pd/nikecourt-tank/pid-11002381/pgid-11456524
Example

22. Did you think about this?
Smart description

23. Rank for more Keywords
Use synonyms

24. • Keyword friendly URLs
• Easier for the searcher
• example.com/red-jacket-new-model
6. Lack of “Speaking” urls

25. uk.webuy.com/product.php?sku=5055277017102#.V_Il4KNh2u4
BAD “Speaking” url

26. johnlewis.com/john-lewis-stars-print-school-backpack-purple-pink/p2983066
GOOD “Speaking” url

27. • Your website might be penalized
• Avoid duplicate pages
• Don’t copy content from others
7. A lot of duplicate content

28. The new GA310 series come with large Arabic numerals at 12 and 6 o'clock for an attractive
mechanical look and are available in either basic black or bright colors…
Don’t copy content from others

29. Keep visitors in your store

30. • Original content creation
• Content is power
• Quality over quantity
Quality content

31. • Keywords section in Positionly
• SERP links are power
Quality content

32. • Links that go to the same domain
• Navigate easily around a website
• Good for your SEO
Internal linking

33. • You should have a mobile version
• Otherwise, search engines may penalize your site
Mobile version
By 2020 - 45% of the revenue for Ecommerce sites will come from mobile

34. developers.google.com/speed/pagespeed/insights/
Google page speed insight

35. • People search for generic phrases
• Create seasonal categories
• Show similar products
Create categories

36. • Christmas Products
Seasonal categories

37. • Keywords in groups
Groups in Positionly

38. • Ranking for additional keywords
• Long-tail keywords
• Opportunity to create unique content
Blog content

39. Opportunity to create unique content
Blog content

40. Ranking for additional keywords
Blog content

41. Long-tail Keywords
Blog content

42. • Reducing the size of your images
• Website speed
• Make your site secure (HTTPS)
Optimizing website

43. Google Page Speed Insight
Optimize images

44. SSL Certificate
HTTPS

45. • Include pictures and/or videos for each product
• Don’t use manufacturer photos
• Take your own photos
Pictures and videos

46. Your own photos and videos
Good example

47. • One of the most important elements
• Anticipate the thoughts of people
• Create a strategy
Keyword research

48. Google related searches
Using Google

49. • Social media integration
• 3 social networks
• Contact with people
Social media

50. Direct contact with customers
Interact with people

51. • Name, e-mail and phone number
• Include your address, in case you have a physical
store
Contact details

52. Name, e-mail, phone number and address
Contact details

53. Tools that will help you

54. • Google Search Console
• Google Analytics - Integrate with Positionly
• Google Keyword Planner
Google products

55. Organic, Paid, Referral and Social Traffic
GA in Positionly

56. • Get a bunch of different keywords
• Fast, useful and unique
Positionly keyword mixer

57. Tools to find new Keywords
Other tools

58. Conclusion

59. • Your main goal is to increase sales
• More conversions and repeat visitors
• Sign-up for a free trial at positionly.com/signup
Final thoughts

60. • Check out Positionly University - Webinars, guides and
articles
• Download our free Ecommerce guide
positionly.com/university
Final tips

61. Questions

62. Download it for free
Checklist

63. positionly.com/signup
Thank you
david.huerta@positionly.com