SEO Autopilot: turbocharge your everyday ecommerce tasks with automation

1. SEO Autopilot:
turbocharge your
everyday ecommerce
tasks with automation
Slideshare.Net/IssieHannah
@tug_agency
Issie Hannah
Tug Agency

2. Focusing on smart combinations of
data, media, content, and tech

3. 100+
digital experts
globally, with
local expertise
4
media managed
internationally
$200M+

4. Importance Of SEO For Ecommerce Sites
Increased
visibility and
traffic
Better user
experience
Cost
effective
marketing

5. Intense Roadmaps

6. Demanding Emails

7. Using Automation To Turbocharge SEO Tasks

8. Time Is Important
On SEO related tasks through the use of Automation
80 hours saved per month
Source: Conductor

9. And Time Is Money
15%
For companies using SEO automation tools & practices vs those that did not
increase in revenue
Source: BrightEdge

10. Automation Gets Results With These Key
Benefits
Source: Ascend2
2 3
Improved
Search Rankings
Increased
Website
Traffic
Higher Lead
Generation
1

11. Current State Of Our Industry Right Now…
SEO
Automation Manual

12. AI Is The Hot Topic At The Moment

13. Although It’s Not All Positive…
Data Privacy Safety Job Security

14. But We Can’t Ignore How Must Easier Our
Lives Are With AI & Automation Around
Saves us
time
Increases
efficiency
Boosts
results

15. Automate These Everyday Ecommerce Tasks
Categorising
Keywords
PDP Descriptions
Out of Stock
Products
Redirect
Mapping
Meta Data

16. Keyword Categorisation

17. Keyword Strategy Is Key For Ecommerce SEO
WHY?
WHAT?
Find keywords to target audiences
now & in the future
Capture consumers wants and needs
Reach large audiences
Increase visibility for your brand
SHOPPING Keyword
Universe
52 million monthly
searches
4.6 million
keywords

18. Use AI To Group Keywords By Their Meaning
Keywords Search Volume
boots 4,090,000
trainers 165,000
tracksuit 110,000
sandals 90,500
t shirt 90,500
cargo trousers 74,000
jeans 74,000
heels 60,500
loafers 60,500
sneakers 60,500
bodysuit 49,500
crop top 49,500
leggings 49,500
joggers 40,500
shirt 40,500
blouse 33,100
flares 33,100
vest 27,100
bandeau 4,400
camis 1,300
Step 1: List of keywords Step 2: Enter keywords into AI tool

19. Scale Categorisation With AI On Sheets
Keywords Search Volume Category
boots 4,090,000 footwear
trainers 165,000 footwear
tracksuit 110,000 bottoms
sandals 90,500 footwear
t shirt 90,500 tops
cargo trousers 74,000 bottoms
jeans 74,000 bottoms
heels 60,500 footwear
loafers 60,500 footwear
sneakers 60,500 footwear
bodysuit 49,500 tops
crop top 49,500 tops
leggings 49,500 bottoms
joggers 40,500 bottoms
shirt 40,500 tops
blouse 33,100 tops
flares 33,100 bottoms
vest 27,100 tops
bandeau 4,400 tops
camis 1,300 tops
Tug Tip: You
need to give
examples of the
outputs so AI
can apply the
same patterns
=infer(example input (keyword),
example output (category), target
input)
INPUT OUTPUT
Give it a go

20. PDP Descriptions

21. Product Pages Are Critical For Ecommerce
WHY?
WHAT?
Where purchasing decisions are made
Evaluate relevance and authority
Unique content is key
Engage and persuade users

22. Consumers Are Eager For Information
Source: Amazon

23. Minimalistic But Direct
Source: Apple

24. Spark Desire Through Storytelling
Source: Wayfair

25. Write PDP Descriptions At Scale With AI On
Sheets
Product Price Description
apple £1.20
This delicious apple is the perfect addition to any meal or snack! Packed with essential nutrients and vitamins, it's a
great way to take care of yourself and your family. Plus, it's only £1.20, making it an affordable, nutritious treat.
onion £1.10
This fresh, juicy onion is the perfect addition to any meal! Sourced from the best farms in the UK, it has a great
flavour and will add a delicious crunch to your dishes. All this for just £1.10 - an unbeatable price!
avocado £2.90
This delicious and nutritious avocado is the perfect addition to any meal! Enjoy its buttery texture and nutty flavor
for only £2.90 - a fantastic price for such a tasty treat!
=write("write a product description in British English about this product",A2,"in an enthusiastic
transactional tone in two sentences and include the price in GBP listed here",B2)
Tug Tip: Specify
Language &
Currency
preferences to
improve
accuracy
A B
Give it a go

26. Out of Stock Products

27. Out Of Stock Products Cause Multiple Problems
WHY?
WHAT?
Reconsidering product life cycle
Multiple issues:
● Soft 404s
● Orphaned pages
● Crawl wastage
● Impact customer retention

28. Who Else Can
Relate to A
*Wishlist* That
Looks Like This?
**LOL Wishlist, more like NEVER-IN-STOCK-LIST

29. Run Scheduled Crawls To Identify Out Of Stock
Products With A Virtual Machine
Tug Tip:
Resolve slow
crawls on
thousands of
ecomm pages
by referring to
an in-cloud
solution

30. Use Custom Search To Identify Out Of Stock
Products Before Google
Tug Tip: Custom
Search is case &
word sensitive -
so make sure
you input the
HTML tag
correctly

31. Redirect Mapping

32. Accurate Redirect Mapping Is Always Crucial
WHY?
WHAT?
Common variables:
● Seasonal sales pages
● Inactive promotional pages
● Internal searches
Maintain website structure
Transfer authority & traffic
Prevent broken links & poor user experience

33. Faster Redirect Mapping With Fuzzy Lookup
Step 1: Put the two URL lists into separate tables
Step 2: Run the Fuzzy Lookup - ordering by similarity score

34. Using Fuzzy Lookups For Content Auditing
Main Site Blog Similarity
Matching
/footwear/adidas-care /blog/adidas-care-guide 0.91
/footwear/adidas-warranty /blog/our-adidas-warranty-promise 0.86
Non-Matching /accessories/sunglasses/gucci /blog/best-prada-sunglasses 0.35
Useful for
identifying
content gaps in
Blog to link to
relevant
transactional
pages

35. Using Fuzzy Lookups For Site Migrations
Existing URL New URL
ID Match
/adidas-trainer-6909 /footwear/adidas/6909
/nike-trainer-2250 /footwear/nike/2250
Category Match
/adidas-trainer-6909 /footwear/adidas
/nike-trainer-2250 /footwear/nike
Match up exact
Product Codes
or closest
Category when
an ID is not
present

36. Using Fuzzy Lookups For 404 Error Redirects
404 Errors Live URLs
/adidas-trainer-7533 /footwear/adidas
/nike-trainer-4449 /footwear/nike
/footwear/dr-martens /footwear
/footwear/ugg /footwear
Useful for
matching
discontinued /
out of stock
products with
closest category

37. Meta Data

38. Meta Data Is Essential For SERP
Discoverability
WHY?
WHAT?
Meta data summarises the contents of
the page in the search results
Higher click through rates
Increasing search traffic
Optimising control over your brand

39. Generate Formulas To Produce Meta
Descriptions
Meta Data Template
1 [Discover/Shop/Explore] the [latest trends/iconic styles] in [brand/designer] [product category].
2 Find [top-rated/new arrivals/featured] [brand/designer] [product category] - the ultimate destination for fashion-forward shoppers.
3 Elevate your wardrobe with the [latest styles/must-haves/essential pieces] from our curated [brand/designer] [product category]
4 [Shop/Discover/Explore] the [most-wanted/seasonal/new] [brand/designer] [product category] where luxury meets streetwear.
5 Discover the ultimate selection of [brand/designer] [product category] - your go-to destination for premium fashion.
Step 1: Create a table of templates Tug Tip: terms
in [ ] can be
deleted
accordingly to
create different
meta variations

40. Generate Formulas To Produce Meta
Descriptions
Step 3: Add a table for your variants
Brand/Designer Product Category
Stone Island Jeans
Nike Shorts
Balenciaga Sandals
Gucci Beanies
Givenchy Backpacks
Offers
25% off your favourite styles
Shop the latest now
Free Click & Collect on all orders
Free delivery and returns
20% Student Discount
Step 2: Option to add offers

41. Use SUBSTITUTE Function For Final Result
Meta Description
Explore the latest styles and trends in Stone Island Jeans. 25% off your favourite styles
=substitute(substitute(A2,”[brand/designer]”,C2,”[product category]”,D2)& B2
Template Offers Brand/Designer Product Category
Explore the latest styles and trends in [brand/designer]
[product category].
25% off your favourite
styles
Stone Island Jeans
A B C D
Pick your
template
variations &
drag the
formula down
to create
descriptions at
scale
Give it a go

42. Now You Know How to Turbocharge Your
Everyday Tasks
Great for
research,
identifying
issues &
offering
solutions
Element of
human
review is still
needed
Stay ahead
of the curve
& give it a go

43. Applying automation
techniques can be
simple
And that’s the tea

44. If you need help
automating
everyday tasks,
let’s talk!