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How Online Stores Can Quickly Build Sub-categories Targeting Long-tail Keywords - #BrightonSEO eCommerce Summit

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How Online Stores Can Quickly Build Sub-categories Targeting Long-tail Keywords - #BrightonSEO eCommerce Summit

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In this talk, Kristina will share an 8-step framework for eCommerce stores that will help to efficiently create sub-categories based on the existing filters. These sub-categories will capture long-tail keywords with buying intent, something that online stores usually miss or don’t have time for.

In this talk, Kristina will share an 8-step framework for eCommerce stores that will help to efficiently create sub-categories based on the existing filters. These sub-categories will capture long-tail keywords with buying intent, something that online stores usually miss or don’t have time for.

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How Online Stores Can Quickly Build Sub-categories Targeting Long-tail Keywords - #BrightonSEO eCommerce Summit

  1. 1. Kristina Azarenko @azarchick | #brightonSEO How Online Stores Can Quickly Build Sub-categories Targeting Long-tail Keywords Kristina Azarenko @azarchick
  2. 2. These updates might be minor but they are important. Kristina Azarenko
  3. 3. Kristina Azarenko @azarchick | #brightonSEO “By 2040, around 95% of all purchases are expected to be via eCommerce” (Source: Nasdaq)
  4. 4. Kristina Azarenko @azarchick | #brightonSEO It seems we’re already living in 2040, right?!
  5. 5. Kristina Azarenko @azarchick | #brightonSEO
  6. 6. Kristina Azarenko @azarchick | #brightonSEO Source: Segmentify
  7. 7. Kristina Azarenko @azarchick | #brightonSEO How to build specific categories targeting long-tail keywords that sell A scalable edition
  8. 8. Kristina Azarenko @azarchick | #brightonSEO I met this client last year
  9. 9. Kristina Azarenko @azarchick | #brightonSEO $5.99 $4.99 $10.99 $9.99 Medium-sized Store
  10. 10. Kristina Azarenko @azarchick | #brightonSEO The main product - t-shirts
  11. 11. Kristina Azarenko @azarchick | #brightonSEO The biggest issue…
  12. 12. Kristina Azarenko @azarchick | #brightonSEO All categories were too general
  13. 13. Kristina Azarenko @azarchick | #brightonSEO
  14. 14. Kristina Azarenko @azarchick | #brightonSEO They didn’t rank for long-tail queries…
  15. 15. Kristina Azarenko @azarchick | #brightonSEO … the queries with transactional user intent…
  16. 16. Kristina Azarenko @azarchick | #brightonSEO
  17. 17. Kristina Azarenko @azarchick | #brightonSEO …and were just letting their competitors get all the money!
  18. 18. Kristina Azarenko @azarchick | #brightonSEO Monthly Search Volume
  19. 19. Kristina Azarenko @azarchick | #brightonSEO So how do we fix that?
  20. 20. Kristina Azarenko @azarchick | #brightonSEO Create more specific categories to capture lost opportunities!
  21. 21. Kristina Azarenko @azarchick | #brightonSEO 1. Perform keyword research
  22. 22. Kristina Azarenko @azarchick | #brightonSEO 2. Identify a set of pages opportunities with the highest impact
  23. 23. Kristina Azarenko @azarchick | #brightonSEO 3. Send content recommendations
  24. 24. Kristina Azarenko @azarchick | #brightonSEO 4. Send internal linking recommendations
  25. 25. Kristina Azarenko @azarchick | #brightonSEO It’s easy, right?
  26. 26. Kristina Azarenko @azarchick | #brightonSEO Oh, and follow up ~5 times to make sure the recommendations are actually being implemented
  27. 27. Kristina Azarenko @azarchick | #brightonSEO It’s not a real SEO recommendation if it’s implemented right away © azarchick ”
  28. 28. Kristina Azarenko @azarchick | #brightonSEO 3 months later…
  29. 29. Kristina Azarenko @azarchick | #brightonSEO The new pages were created…
  30. 30. Kristina Azarenko @azarchick | #brightonSEO The recommendations were implemented…
  31. 31. Kristina Azarenko @azarchick | #brightonSEO The traffic was steadily growing…
  32. 32. Kristina Azarenko @azarchick | #brightonSEO But something was missing…
  33. 33. Kristina Azarenko @azarchick | #brightonSEO
  34. 34. Kristina Azarenko @azarchick | #brightonSEO SCALABILITY
  35. 35. Kristina Azarenko @azarchick | #brightonSEO The new pages captured ~10% of the opportunities
  36. 36. Kristina Azarenko @azarchick | #brightonSEO
  37. 37. Kristina Azarenko @azarchick | #brightonSEO 19% 29% 71% was still missing :(
  38. 38. Kristina Azarenko @azarchick | #brightonSEO To go through all these steps again would mean spending about 1-2 years on the implementation
  39. 39. Kristina Azarenko @azarchick | #brightonSEO
  40. 40. Kristina Azarenko @azarchick | #brightonSEO That’s why I needed something more here
  41. 41. Kristina Azarenko @azarchick | #brightonSEO Something that will be faster and more scalable
  42. 42. Kristina Azarenko @azarchick | #brightonSEO
  43. 43. Kristina Azarenko @azarchick | #brightonSEO or…
  44. 44. Kristina Azarenko @azarchick | #brightonSEO The 8-step eCommerce framework
  45. 45. Kristina Azarenko @azarchick | #brightonSEO That will help any online store do exactly this:
  46. 46. Kristina Azarenko @azarchick | #brightonSEO Create high-quality sub-categories targeting long tail keywords with buying user intent (without spending years on implementation)
  47. 47. Kristina Azarenko @azarchick | #brightonSEO Yay!Yay!Yay!
  48. 48. Kristina Azarenko @azarchick | #brightonSEO Important note: A store should have filters
  49. 49. Kristina Azarenko @azarchick | #brightonSEO Step 1: Complete the initial keyword research
  50. 50. Kristina Azarenko @azarchick | #brightonSEO
  51. 51. Kristina Azarenko @azarchick | #brightonSEO Step 2: Analyze the existing filters and find those that will become basis for the new indexable facets
  52. 52. Kristina Azarenko @azarchick | #brightonSEO Fit Women Men New Balance Lacoste Short Sleeve Sleeveless Colour Brand Style
  53. 53. Kristina Azarenko @azarchick | #brightonSEO • Fit (e.g. for women, for men, for children) • Colour (e.g. black, green, white) • Brand (e.g. New Balance) • Style (e.g. short/long sleeve) Filters that will become indexable facetsFilters that will NOT become indexable facets • Price • Size • Country of produce
  54. 54. Kristina Azarenko @azarchick | #brightonSEO • Price • Size • Country of produce Filters that will NOT become indexable facetsFilters that will become indexabl • Fit (e.g. for women, for men, fo • Colour (e.g. black, green, white • Brand (e.g. New Balance) • Style (e.g. short/long sleeve)
  55. 55. Kristina Azarenko @azarchick | #brightonSEO Different categories might have different sets of filters that will become indexable facets Pro Tip:
  56. 56. Kristina Azarenko @azarchick | #brightonSEO Step 3: Define the rules for creating indexable facet pages
  57. 57. Kristina Azarenko @azarchick | #brightonSEO • The facet pages should only be created for top level categories (e.g. T-shirts) Filters that will become indexable facets
  58. 58. Kristina Azarenko @azarchick | #brightonSEO • Only the combination for ‘category + filter’ should exist (i.e. no ‘category+filter+filter’ variations should have their separate URLs) Filters that will become indexable facets
  59. 59. Kristina Azarenko @azarchick | #brightonSEO
  60. 60. Kristina Azarenko @azarchick | #brightonSEO Is this facet for a top level category? Don’t create a facet page Create a facet page Will this facet be based on one of these filters: fit, brand, colour, style? Will the facet be based on the combination of ‘category + filter’, e.g. ’t-shirt + green’ Yes Yes Yes No No No Should I create a facet page?
  61. 61. Kristina Azarenko @azarchick | #brightonSEO Step 4: Define the rules for canonicalization of the new facet pages
  62. 62. Kristina Azarenko @azarchick | #brightonSEO • If a facet page lists 9 or more products set up a self-referencing canonical How to choose the right canonical
  63. 63. Kristina Azarenko @azarchick | #brightonSEO • If a facet page has less than 9 products set up a canonical tag to the parent page (i.e. top level category) How to choose the right canonical
  64. 64. Kristina Azarenko @azarchick | #brightonSEO • *9 was the golden middle number in my case. You can change it How to choose the right canonical
  65. 65. Kristina Azarenko @azarchick | #brightonSEO Don’t create a facet page Create a facet page Does the page lists ≥ 9 products? Canonical to itself Canonical to parent page Yes No
  66. 66. Kristina Azarenko @azarchick | #brightonSEO Step 5: Set internal linking to success
  67. 67. Kristina Azarenko @azarchick | #brightonSEO Link to the new facet pages using <a href=“”> links
  68. 68. Kristina Azarenko @azarchick | #brightonSEO These are links to the new pages Fit Women Men New Balance Lacoste Short Sleeve Sleeveless Colour Brand Style
  69. 69. Kristina Azarenko @azarchick | #brightonSEO Step 6: Create Title & H1 tags templates
  70. 70. Kristina Azarenko @azarchick | #brightonSEO Titles {Facet Name} {Category Name} in Canada | Brand Name Green T-Shirts in Canada | Brand Name
  71. 71. Kristina Azarenko @azarchick | #brightonSEO H1s {Facet Name} {Category Name} in Canada Green T-Shirts in Canada
  72. 72. Kristina Azarenko @azarchick | #brightonSEO Step 7: Test everything
  73. 73. Kristina Azarenko @azarchick | #brightonSEO
  74. 74. Kristina Azarenko @azarchick | #brightonSEO Step 8: Improve!
  75. 75. Kristina Azarenko @azarchick | #brightonSEO (Image from Alexis Sanders’ presentation on perfect vs done - figures)
  76. 76. Kristina Azarenko @azarchick | #brightonSEO Where are we at right now?
  77. 77. Kristina Azarenko @azarchick | #brightonSEO $$$: The framework has generated $2 mln in additional yearly revenue
  78. 78. Kristina Azarenko @azarchick | #brightonSEO
  79. 79. Kristina Azarenko @azarchick | #brightonSEO Will this framework save 2 years on implementation?
  80. 80. Kristina Azarenko @azarchick | #brightonSEO Yes!
  81. 81. Kristina Azarenko @azarchick | #brightonSEO Will it help to capture more traffic and $$?
  82. 82. Kristina Azarenko @azarchick | #brightonSEO Absolutely!
  83. 83. Kristina Azarenko @azarchick | #brightonSEO Does it still require resources?
  84. 84. Kristina Azarenko @azarchick | #brightonSEO Yes
  85. 85. Kristina Azarenko @azarchick | #brightonSEO ‘But Kristina, what about the crawl budget?’
  86. 86. Kristina Azarenko @azarchick | #brightonSEO Crawl budget is something most sites don’t need to worry about… Unless you have millions and millions of URLs” Source: Google Webmaster Hangouts, Jan 31st, 2020 “
  87. 87. Kristina Azarenko @azarchick | #brightonSEO But for big stores with millions of pages crawl budget can become a real issue
  88. 88. Kristina Azarenko @azarchick | #brightonSEO Source: https://izzismith.com/seo-memes/
  89. 89. Kristina Azarenko @azarchick | #brightonSEO There’s an answer!
  90. 90. Kristina Azarenko @azarchick | #brightonSEO Canonicals Noindex
  91. 91. Kristina Azarenko @azarchick | #brightonSEO If the page has <9 products add <meta name="robots" content="noindex"> to it
  92. 92. Kristina Azarenko @azarchick | #brightonSEO Other Websites to Use the Framework
  93. 93. Kristina Azarenko @azarchick | #brightonSEO • Automotive websites (dealerships) • Marketplaces • Aggregator websites Other Websites to Use the Framework
  94. 94. Kristina Azarenko @azarchick | #brightonSEO
  95. 95. Kristina Azarenko @azarchick | #brightonSEO The 8-step eCommerce framework Step 1: Complete the initial keyword research Step 2: Analyze the existing filters and find those that will become the basis for the new indexable facets Step 3: Define the rules for creating indexable facet pages Step 4: Define the rules for canonicalization of the new facet pages Step 5: Set internal linking to success Step 6: Create Title & H1 tags templates Step 7: Test Everything Step 8: Improve!
  96. 96. bit.ly/SEO-Shop-Up SEO Shop UP: eCommerce Newsletter with 500+ subscribers
  97. 97. Thank you! Kristina Azarenko • eCommerce & Technical SEO Consultant • Founder of MarketingSyrup.com • Creator of the SEO Challenge course • International speaker azarchick Kristina Azarenko

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