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Ecommerce SEO
Himani Kankaria
Founder, Missive Digital
|
How to Prepare for 2023?
Our parents are
like
@himani_kankaria
Ecommerce SEO in 2023
Our parents are
like
@himani_kankaria
Ecommerce SEO in 2023
But then
@himani_kankaria
Ecommerce SEO in 2023
But then
there's a problem
@himani_kankaria
Ecommerce SEO in 2023
Whenever we want to
change the world,
@himani_kankaria
Ecommerce SEO in 2023
@himani_kankaria
Ecommerce SEO in 2023
@himani_kankaria
Ecommerce SEO in 2023
@himani_kankaria
Ecommerce SEO in 2023
@himani_kankaria
But this time
@himani_kankaria
Ecommerce SEO in 2023
But this time
it's not just Google
@himani_kankaria
Ecommerce SEO in 2023
The WORLD is actually changing.
The world is facing
economic recession and
inflation.
@himani_kankaria
Ecommerce SEO in 2023
The world is facing
economic recession and
inflation.
The UK declared its annual inflation rate at
11.1% till October 2022.
@himani_kankaria
Ecommerce SEO in 2023
The world is facing
economic recession and
inflation.
Highest in the last 41 years | 1% higher than in September
The UK declared its annual inflation rate at
11.1% till October 2022.
@himani_kankaria
Ecommerce SEO in 2023
The world is facing
economic recession and
inflation.
The US also saw the
highest inflation rate
in 2022.
@himani_kankaria
Ecommerce SEO in 2023
Now that's affecting
@himani_kankaria
Ecommerce SEO in 2023
Now that's affecting
Consumer spending
@himani_kankaria
Ecommerce SEO in 2023
More spend on
essentials, not
experiences.
Source: eMarketer
@himani_kankaria
Ecommerce SEO in 2023
Reduced spend across
most eCommerce
categories.
@himani_kankaria
Ecommerce SEO in 2023
Stats from Amazon's Prime Early Access
Sale in October 2022
@himani_kankaria
Ecommerce SEO in 2023
Stats from Amazon's Prime Early Access
Sale in October 2022
The October one brought in $8 billion in gross
merchandise value, down 25% from July.
@himani_kankaria
Ecommerce SEO in 2023
Stats from Amazon's Prime Early Access
Sale in October 2022
The October one brought in $8 billion in gross
merchandise value, down 25% from July.
Nearly 80% of Early Access shoppers said that
inflation impacted their choices.
@himani_kankaria
Ecommerce SEO in 2023
This will now affect
@himani_kankaria
Ecommerce SEO in 2023
This will now affect
Client budgets
@himani_kankaria
Ecommerce SEO in 2023
What you now need to do is
@himani_kankaria
Ecommerce SEO in 2023
What you now need to do is
Change your mindset
@himani_kankaria
Ecommerce SEO in 2023
We used to focus on
Growth
@himani_kankaria
Ecommerce SEO in 2023
Now we need to focus on
Sustainability
@himani_kankaria
Ecommerce SEO in 2023
Let's plan for
eCommerce SEO
in 2023
@himani_kankaria
Ecommerce SEO in 2023
1. Check if we can work on our
product/shipping pricing
@himani_kankaria
Ecommerce SEO in 2023
1. Check if we can work on our
product/shipping pricing
We already saw that consumer spending is reduced
@himani_kankaria
Ecommerce SEO in 2023
1. Check if we can work on our
product/shipping pricing
We already saw that consumer spending is reduced
So check with the client if they can reduce some
profit margins to sustain the business
@himani_kankaria
Ecommerce SEO in 2023
2. Play on your strengths
@himani_kankaria
Ecommerce SEO in 2023
2. Play on your strengths
Collections/products
that converts the most
@himani_kankaria
Ecommerce SEO in 2023
Collections/products
that converts the most
2. Play on your strengths
Check your platform for
the report
Source: Wix
@himani_kankaria
Ecommerce SEO in 2023
Collections/products
that converts the most
2. Play on your strengths
Promote them more
aggressively
@himani_kankaria
Ecommerce SEO in 2023
Collections/products
that converts the most
2. Play on your strengths
Build more social
proof to build trust
@himani_kankaria
Ecommerce SEO in 2023
2. Play on your strengths
Collections/products that
recently started converting
@himani_kankaria
Ecommerce SEO in 2023
Collections/products that
recently started converting
2. Play on your strengths
Use aggressive content
marketing
@himani_kankaria
Ecommerce SEO in 2023
2. Play on your strengths
Collections/products
ranking at > 5 on Page 1
@himani_kankaria
Ecommerce SEO in 2023
Collections/products
ranking at > 5 on Page 1
2. Play on your strengths
Analyse competitors'
search results
@himani_kankaria
Ecommerce SEO in 2023
Collections/products
ranking at > 5 on Page 1
2. Play on your strengths
Optimise for available
SERP features
@himani_kankaria
Ecommerce SEO in 2023
Collections/products
ranking at > 5 on Page 1
2. Play on your strengths
Optimise for available
SERP features
Ecommerce SEO in 2023
Collections/products
ranking at > 5 on Page 1
2. Play on your strengths
Be present on third-party
sites for the same queries
@himani_kankaria
Ecommerce SEO in 2023
Collections/products
ranking at > 10 & < 20
2. Play on your strengths
@himani_kankaria
Ecommerce SEO in 2023
2. Play on your strengths
Collections/products
ranking at > 10 & < 20
Check GSC and optimize
pages for relevant queries
@himani_kankaria
Ecommerce SEO in 2023
Collections/products
ranking at > 10 & < 20
2. Play on your strengths
Build more relevant &
contextual internal links
@himani_kankaria
Ecommerce SEO in 2023
Collections/products
ranking at > 10 & < 20
2. Play on your strengths
Be present on third-party
sites for the same queries
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
Pages with high traffic
but less conversions
@himani_kankaria
Ecommerce SEO in 2023
Pages with high traffic
but less conversions
3. Identify the low-hanging fruits
Check the user
behaviour on CRO tool
Source: Mouse Flow
@himani_kankaria
Ecommerce SEO in 2023
Pages with high traffic
but less conversions
3. Identify the low-hanging fruits
Check if mobile
browsing has issues
Source: UXCam
@himani_kankaria
Ecommerce SEO in 2023
Pages with high traffic
but less conversions
3. Identify the low-hanging fruits
See if they're able to find
the "Add to Cart" button
Source: Kind PNG
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
Pages with high traffic
but less conversions
Check why they're leaving
the page without converting
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
Pages with high traffic
but less conversions
Check why they're leaving
the page without converting
Are they not able to find what they're
looking for?
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
Pages with high traffic
but less conversions
Check why they're leaving
the page without converting
Are they not able to find what they're
looking for?
Is the page loading properly in micro-
seconds?
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
Pages with high traffic
but less conversions
Check why they're leaving
the page without converting
Are they not able to find what they're
looking for?
Is the page loading properly in micro-
seconds?
Does the page look clean to help users
make decisions faster?
@himani_kankaria
Ecommerce SEO in 2023
Pages with high SV
but fewer clicks
3. Identify the low-hanging fruits
@himani_kankaria
Ecommerce SEO in 2023
Pages with high SV
but fewer clicks
3. Identify the low-hanging fruits
Optimise SEO tags
- Title, Desc., H1
@himani_kankaria
Ecommerce SEO in 2023
Pages with high SV
but fewer clicks
3. Identify the low-hanging fruits
Optimise content for
available SERP features
Source: Moz
@himani_kankaria
Ecommerce SEO in 2023
Pages that dropped
the clicks recently
3. Identify the low-hanging fruits
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
Pages that dropped
the clicks recently
Check if competitors have ranked better
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
Pages that dropped
the clicks recently
Check if competitors have ranked better
Check if you have lost the top SERP features
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
Pages that dropped
the clicks recently
Check if competitors have ranked better
Check if you have lost the top SERP features
Check if the irrelevant queries have dropped
the clicks
@himani_kankaria
Ecommerce SEO in 2023
3. Identify the low-hanging fruits
Pages that dropped
the clicks recently
Check if competitors have ranked better
Check if you have lost the top SERP features
Check if the irrelevant queries have dropped
the clicks
Check if you need SEO tag optimisation
@himani_kankaria
Ecommerce SEO in 2023
4. Check who converts more, where, and
how
@himani_kankaria
Ecommerce SEO in 2023
Demographics
4. Check who converts more, where, and
how
Create pages and content accordingly.
@himani_kankaria
Ecommerce SEO in 2023
Location
4. Check who converts more, where, and
how
Choose queries and
topics accordingly.
@himani_kankaria
Ecommerce SEO in 2023
Device
4. Check who converts more, where, and
how
Design and manage
speed accordingly.
@himani_kankaria
Ecommerce SEO in 2023
New vs
Returning
4. Check who converts more, where, and
how
Strategise your SEO accordingly.
@himani_kankaria
Ecommerce SEO in 2023
4. Strategise for Remarketing SEO
@himani_kankaria
Ecommerce SEO in 2023
4. Strategise for Remarketing SEO
@himani_kankaria
Ecommerce SEO in 2023
4. Strategise for Remarketing SEO
@himani_kankaria
Ecommerce SEO in 2023
4. Strategise for Remarketing SEO
@himani_kankaria
Ecommerce SEO in 2023
4. Strategise for Remarketing SEO
@himani_kankaria
Ecommerce SEO in 2023
4. Strategise for Remarketing SEO
Link to my #BrightonSEO deck -
https://bit.ly/RemarketingSEO
@himani_kankaria
Ecommerce SEO in 2023
4. Monitor every week, month, quarter
eCommerce is critical & requires constant monitoring.
@himani_kankaria
Ecommerce SEO in 2023
4. Monitor every week, month, quarter
You need to know
what performs
better.
@himani_kankaria
Ecommerce SEO in 2023
Just remember
@himani_kankaria
Ecommerce SEO in 2023
Just remember
If the client sustains in
the market,
@himani_kankaria
Ecommerce SEO in 2023
Just remember
If the client sustains in
the market,
you will sustain the
project.
@himani_kankaria
Ecommerce SEO in 2023
2023 is going to be the year of
sustainability.
"
"
Himani Kankaria
Himani Kankaria
Founder, Missive Digital
About Me
Been in this industry for 12+ years now
Author at Search Engine Journal,
eComKeeda, Semrush, Search
Engine Land, and more!
Speaker at Global Events at
BrightonSEO, Meet Magento, Semrush,
Whitespark Local Summit, and more!
@himani_kankaria
/himanikankaria/

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Ecommerce SEO - How to Prepare for 2023 - Himani Kankaria.pdf

  • 1. Ecommerce SEO Himani Kankaria Founder, Missive Digital | How to Prepare for 2023?
  • 5. But then there's a problem @himani_kankaria Ecommerce SEO in 2023
  • 6. Whenever we want to change the world, @himani_kankaria Ecommerce SEO in 2023
  • 12. But this time it's not just Google @himani_kankaria Ecommerce SEO in 2023
  • 13. The WORLD is actually changing.
  • 14. The world is facing economic recession and inflation. @himani_kankaria Ecommerce SEO in 2023
  • 15. The world is facing economic recession and inflation. The UK declared its annual inflation rate at 11.1% till October 2022. @himani_kankaria Ecommerce SEO in 2023
  • 16. The world is facing economic recession and inflation. Highest in the last 41 years | 1% higher than in September The UK declared its annual inflation rate at 11.1% till October 2022. @himani_kankaria Ecommerce SEO in 2023
  • 17. The world is facing economic recession and inflation. The US also saw the highest inflation rate in 2022. @himani_kankaria Ecommerce SEO in 2023
  • 19. Now that's affecting Consumer spending @himani_kankaria Ecommerce SEO in 2023
  • 20. More spend on essentials, not experiences. Source: eMarketer @himani_kankaria Ecommerce SEO in 2023
  • 21. Reduced spend across most eCommerce categories. @himani_kankaria Ecommerce SEO in 2023
  • 22. Stats from Amazon's Prime Early Access Sale in October 2022 @himani_kankaria Ecommerce SEO in 2023
  • 23. Stats from Amazon's Prime Early Access Sale in October 2022 The October one brought in $8 billion in gross merchandise value, down 25% from July. @himani_kankaria Ecommerce SEO in 2023
  • 24. Stats from Amazon's Prime Early Access Sale in October 2022 The October one brought in $8 billion in gross merchandise value, down 25% from July. Nearly 80% of Early Access shoppers said that inflation impacted their choices. @himani_kankaria Ecommerce SEO in 2023
  • 25. This will now affect @himani_kankaria Ecommerce SEO in 2023
  • 26. This will now affect Client budgets @himani_kankaria Ecommerce SEO in 2023
  • 27. What you now need to do is @himani_kankaria Ecommerce SEO in 2023
  • 28. What you now need to do is Change your mindset @himani_kankaria Ecommerce SEO in 2023
  • 29. We used to focus on Growth @himani_kankaria Ecommerce SEO in 2023
  • 30. Now we need to focus on Sustainability @himani_kankaria Ecommerce SEO in 2023
  • 31. Let's plan for eCommerce SEO in 2023 @himani_kankaria Ecommerce SEO in 2023
  • 32. 1. Check if we can work on our product/shipping pricing @himani_kankaria Ecommerce SEO in 2023
  • 33. 1. Check if we can work on our product/shipping pricing We already saw that consumer spending is reduced @himani_kankaria Ecommerce SEO in 2023
  • 34. 1. Check if we can work on our product/shipping pricing We already saw that consumer spending is reduced So check with the client if they can reduce some profit margins to sustain the business @himani_kankaria Ecommerce SEO in 2023
  • 35. 2. Play on your strengths @himani_kankaria Ecommerce SEO in 2023
  • 36. 2. Play on your strengths Collections/products that converts the most @himani_kankaria Ecommerce SEO in 2023
  • 37. Collections/products that converts the most 2. Play on your strengths Check your platform for the report Source: Wix @himani_kankaria Ecommerce SEO in 2023
  • 38. Collections/products that converts the most 2. Play on your strengths Promote them more aggressively @himani_kankaria Ecommerce SEO in 2023
  • 39. Collections/products that converts the most 2. Play on your strengths Build more social proof to build trust @himani_kankaria Ecommerce SEO in 2023
  • 40. 2. Play on your strengths Collections/products that recently started converting @himani_kankaria Ecommerce SEO in 2023
  • 41. Collections/products that recently started converting 2. Play on your strengths Use aggressive content marketing @himani_kankaria Ecommerce SEO in 2023
  • 42. 2. Play on your strengths Collections/products ranking at > 5 on Page 1 @himani_kankaria Ecommerce SEO in 2023
  • 43. Collections/products ranking at > 5 on Page 1 2. Play on your strengths Analyse competitors' search results @himani_kankaria Ecommerce SEO in 2023
  • 44. Collections/products ranking at > 5 on Page 1 2. Play on your strengths Optimise for available SERP features @himani_kankaria Ecommerce SEO in 2023
  • 45. Collections/products ranking at > 5 on Page 1 2. Play on your strengths Optimise for available SERP features Ecommerce SEO in 2023
  • 46. Collections/products ranking at > 5 on Page 1 2. Play on your strengths Be present on third-party sites for the same queries @himani_kankaria Ecommerce SEO in 2023
  • 47. Collections/products ranking at > 10 & < 20 2. Play on your strengths @himani_kankaria Ecommerce SEO in 2023
  • 48. 2. Play on your strengths Collections/products ranking at > 10 & < 20 Check GSC and optimize pages for relevant queries @himani_kankaria Ecommerce SEO in 2023
  • 49. Collections/products ranking at > 10 & < 20 2. Play on your strengths Build more relevant & contextual internal links @himani_kankaria Ecommerce SEO in 2023
  • 50. Collections/products ranking at > 10 & < 20 2. Play on your strengths Be present on third-party sites for the same queries @himani_kankaria Ecommerce SEO in 2023
  • 51. 3. Identify the low-hanging fruits @himani_kankaria Ecommerce SEO in 2023
  • 52. 3. Identify the low-hanging fruits Pages with high traffic but less conversions @himani_kankaria Ecommerce SEO in 2023
  • 53. Pages with high traffic but less conversions 3. Identify the low-hanging fruits Check the user behaviour on CRO tool Source: Mouse Flow @himani_kankaria Ecommerce SEO in 2023
  • 54. Pages with high traffic but less conversions 3. Identify the low-hanging fruits Check if mobile browsing has issues Source: UXCam @himani_kankaria Ecommerce SEO in 2023
  • 55. Pages with high traffic but less conversions 3. Identify the low-hanging fruits See if they're able to find the "Add to Cart" button Source: Kind PNG @himani_kankaria Ecommerce SEO in 2023
  • 56. 3. Identify the low-hanging fruits Pages with high traffic but less conversions Check why they're leaving the page without converting @himani_kankaria Ecommerce SEO in 2023
  • 57. 3. Identify the low-hanging fruits Pages with high traffic but less conversions Check why they're leaving the page without converting Are they not able to find what they're looking for? @himani_kankaria Ecommerce SEO in 2023
  • 58. 3. Identify the low-hanging fruits Pages with high traffic but less conversions Check why they're leaving the page without converting Are they not able to find what they're looking for? Is the page loading properly in micro- seconds? @himani_kankaria Ecommerce SEO in 2023
  • 59. 3. Identify the low-hanging fruits Pages with high traffic but less conversions Check why they're leaving the page without converting Are they not able to find what they're looking for? Is the page loading properly in micro- seconds? Does the page look clean to help users make decisions faster? @himani_kankaria Ecommerce SEO in 2023
  • 60. Pages with high SV but fewer clicks 3. Identify the low-hanging fruits @himani_kankaria Ecommerce SEO in 2023
  • 61. Pages with high SV but fewer clicks 3. Identify the low-hanging fruits Optimise SEO tags - Title, Desc., H1 @himani_kankaria Ecommerce SEO in 2023
  • 62. Pages with high SV but fewer clicks 3. Identify the low-hanging fruits Optimise content for available SERP features Source: Moz @himani_kankaria Ecommerce SEO in 2023
  • 63. Pages that dropped the clicks recently 3. Identify the low-hanging fruits @himani_kankaria Ecommerce SEO in 2023
  • 64. 3. Identify the low-hanging fruits Pages that dropped the clicks recently Check if competitors have ranked better @himani_kankaria Ecommerce SEO in 2023
  • 65. 3. Identify the low-hanging fruits Pages that dropped the clicks recently Check if competitors have ranked better Check if you have lost the top SERP features @himani_kankaria Ecommerce SEO in 2023
  • 66. 3. Identify the low-hanging fruits Pages that dropped the clicks recently Check if competitors have ranked better Check if you have lost the top SERP features Check if the irrelevant queries have dropped the clicks @himani_kankaria Ecommerce SEO in 2023
  • 67. 3. Identify the low-hanging fruits Pages that dropped the clicks recently Check if competitors have ranked better Check if you have lost the top SERP features Check if the irrelevant queries have dropped the clicks Check if you need SEO tag optimisation @himani_kankaria Ecommerce SEO in 2023
  • 68. 4. Check who converts more, where, and how @himani_kankaria Ecommerce SEO in 2023
  • 69. Demographics 4. Check who converts more, where, and how Create pages and content accordingly. @himani_kankaria Ecommerce SEO in 2023
  • 70. Location 4. Check who converts more, where, and how Choose queries and topics accordingly. @himani_kankaria Ecommerce SEO in 2023
  • 71. Device 4. Check who converts more, where, and how Design and manage speed accordingly. @himani_kankaria Ecommerce SEO in 2023
  • 72. New vs Returning 4. Check who converts more, where, and how Strategise your SEO accordingly. @himani_kankaria Ecommerce SEO in 2023
  • 73. 4. Strategise for Remarketing SEO @himani_kankaria Ecommerce SEO in 2023
  • 74. 4. Strategise for Remarketing SEO @himani_kankaria Ecommerce SEO in 2023
  • 75. 4. Strategise for Remarketing SEO @himani_kankaria Ecommerce SEO in 2023
  • 76. 4. Strategise for Remarketing SEO @himani_kankaria Ecommerce SEO in 2023
  • 77. 4. Strategise for Remarketing SEO @himani_kankaria Ecommerce SEO in 2023
  • 78. 4. Strategise for Remarketing SEO Link to my #BrightonSEO deck - https://bit.ly/RemarketingSEO @himani_kankaria Ecommerce SEO in 2023
  • 79. 4. Monitor every week, month, quarter eCommerce is critical & requires constant monitoring. @himani_kankaria Ecommerce SEO in 2023
  • 80. 4. Monitor every week, month, quarter You need to know what performs better. @himani_kankaria Ecommerce SEO in 2023
  • 82. Just remember If the client sustains in the market, @himani_kankaria Ecommerce SEO in 2023
  • 83. Just remember If the client sustains in the market, you will sustain the project. @himani_kankaria Ecommerce SEO in 2023
  • 84. 2023 is going to be the year of sustainability. " " Himani Kankaria
  • 85. Himani Kankaria Founder, Missive Digital About Me Been in this industry for 12+ years now Author at Search Engine Journal, eComKeeda, Semrush, Search Engine Land, and more! Speaker at Global Events at BrightonSEO, Meet Magento, Semrush, Whitespark Local Summit, and more! @himani_kankaria /himanikankaria/