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

Ecommerce SEO
Himani Kankaria
Founder, Missive Digital
|
How to Prepare for 2023?

Our parents are
like
@himani_kankaria
Ecommerce SEO in 2023

But then
@himani_kankaria

But then
there's a problem
@himani_kankaria

Whenever we want to
change the world,
@himani_kankaria

@himani_kankaria

But this time
@himani_kankaria

But this time
it's not just Google
@himani_kankaria

The WORLD is actually changing.

The world is facing
economic recession and
inflation.
@himani_kankaria

The world is facing
inflation.
The UK declared its annual inflation rate at
11.1% till October 2022.
@himani_kankaria

The world is facing
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

The world is facing
inflation.
The US also saw the
highest inflation rate
in 2022.
@himani_kankaria

Now that's affecting
@himani_kankaria

Now that's affecting
Consumer spending
@himani_kankaria

More spend on
essentials, not
experiences.
Source: eMarketer
@himani_kankaria

Reduced spend across
most eCommerce
categories.
@himani_kankaria

Stats from Amazon's Prime Early Access
Sale in October 2022
@himani_kankaria

The October one brought in $8 billion in gross
merchandise value, down 25% from July.
@himani_kankaria

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

This will now affect
@himani_kankaria

This will now affect
Client budgets
@himani_kankaria

What you now need to do is
@himani_kankaria

What you now need to do is
Change your mindset
@himani_kankaria

We used to focus on
Growth
@himani_kankaria

Now we need to focus on
Sustainability
@himani_kankaria

Let's plan for
eCommerce SEO
in 2023
@himani_kankaria

1. Check if we can work on our
product/shipping pricing
@himani_kankaria

We already saw that consumer spending is reduced
@himani_kankaria

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

2. Play on your strengths
@himani_kankaria

Collections/products
that converts the most
@himani_kankaria

Check your platform for
the report
Source: Wix
@himani_kankaria

Promote them more
aggressively
@himani_kankaria

Build more social
proof to build trust
@himani_kankaria

Collections/products that
recently started converting
@himani_kankaria

Collections/products that
recently started converting
Use aggressive content
marketing
@himani_kankaria

ranking at > 5 on Page 1
@himani_kankaria

Analyse competitors'
search results
@himani_kankaria

Optimise for available
SERP features
@himani_kankaria

Optimise for available
SERP features

Be present on third-party
sites for the same queries
@himani_kankaria

ranking at > 10 & < 20
@himani_kankaria

Check GSC and optimize
pages for relevant queries
@himani_kankaria

Build more relevant &
contextual internal links
@himani_kankaria

Be present on third-party
sites for the same queries
@himani_kankaria

3. Identify the low-hanging fruits
@himani_kankaria

Pages with high traffic
but less conversions
@himani_kankaria

Check the user
behaviour on CRO tool
Source: Mouse Flow
@himani_kankaria

Check if mobile
browsing has issues
Source: UXCam
@himani_kankaria

See if they're able to find
the "Add to Cart" button
Source: Kind PNG
@himani_kankaria

Check why they're leaving
the page without converting
@himani_kankaria

Are they not able to find what they're
looking for?
@himani_kankaria

looking for?
Is the page loading properly in micro-
seconds?
@himani_kankaria

looking for?
Is the page loading properly in micro-
seconds?
Does the page look clean to help users
make decisions faster?
@himani_kankaria

Pages with high SV
but fewer clicks
@himani_kankaria

Pages with high SV
but fewer clicks
Optimise SEO tags
- Title, Desc., H1
@himani_kankaria

Pages with high SV
but fewer clicks
Optimise content for
available SERP features
Source: Moz
@himani_kankaria

Pages that dropped
the clicks recently
@himani_kankaria

Pages that dropped
the clicks recently
Check if competitors have ranked better
@himani_kankaria

Pages that dropped
the clicks recently
Check if you have lost the top SERP features
@himani_kankaria

Pages that dropped
the clicks recently
Check if the irrelevant queries have dropped
the clicks
@himani_kankaria

Pages that dropped
the clicks recently
Check if the irrelevant queries have dropped
the clicks
Check if you need SEO tag optimisation
@himani_kankaria

4. Check who converts more, where, and
how
@himani_kankaria

Demographics
how
Create pages and content accordingly.
@himani_kankaria

Location
how
Choose queries and
topics accordingly.
@himani_kankaria

Device
how
Design and manage
speed accordingly.
@himani_kankaria

New vs
Returning
how
Strategise your SEO accordingly.
@himani_kankaria

4. Strategise for Remarketing SEO
@himani_kankaria

4. Strategise for Remarketing SEO
Link to my #BrightonSEO deck -
https://bit.ly/RemarketingSEO
@himani_kankaria

4. Monitor every week, month, quarter
eCommerce is critical & requires constant monitoring.
@himani_kankaria

4. Monitor every week, month, quarter
You need to know
what performs
better.
@himani_kankaria

Just remember
@himani_kankaria

Just remember
If the client sustains in
the market,
@himani_kankaria

Just remember
If the client sustains in
the market,
you will sustain the
project.
@himani_kankaria

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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