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The 8-Step eCommerce Framework to Elevate Your SEO Game at #WTSFest 2020

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eCommerce is growing every single year.
Now is the best time to utilize SEO as one of the most powerful sources of traffic and revenue.

In this talk, I'll show you how to build high-quality sub-category pages targeting long-tail keywords that sell.

Published in: Marketing
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The 8-Step eCommerce Framework to Elevate Your SEO Game at #WTSFest 2020

  1. 1. Kristina Azarenko @azarchick | @techseowomen #WTSFest • I started in SEO about 10 years ago (when directory submission was still a thing) • I’ve worked on agency side and in-house • I went freelance last August • Founder of MarketingSyrup • And I absolutely love eCommerce
  2. 2. Kristina Azarenko @azarchick | @techseowomen #WTSFest • I started in SEO about 10 years ago (when directory submission was still a thing) • I’ve worked on an agency side and in-house • I went freelance last August • Founder of MarketingSyrup • Creator of the SEO Challenge Course • And I absolutely love eCommerce ♥
  3. 3. Kristina Azarenko @azarchick | @techseowomen #WTSFest “By 2040, around 95% of all purchases are expected to be via eCommerce” (Source: Nasdaq)
  4. 4. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  5. 5. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  6. 6. Kristina Azarenko @azarchick | @techseowomen #WTSFest Source: Segmentify
  7. 7. Kristina Azarenko @azarchick | @techseowomen #WTSFest How to build specific categories targeting long-tail keywords that sell A scalable edition
  8. 8. Kristina Azarenko @azarchick | @techseowomen #WTSFest I met this client last year
  9. 9. Kristina Azarenko @azarchick | @techseowomen #WTSFest At that time I was working for an agency in Toronto
  10. 10. Kristina Azarenko @azarchick | @techseowomen #WTSFest $5.99 $4.99 $10.99 $9.99 Medium-sized Store
  11. 11. Kristina Azarenko @azarchick | @techseowomen #WTSFest The main product - t-shirts
  12. 12. Kristina Azarenko @azarchick | @techseowomen #WTSFest The biggest issue…
  13. 13. Kristina Azarenko @azarchick | @techseowomen #WTSFest All categories were too general
  14. 14. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  15. 15. Kristina Azarenko @azarchick | @techseowomen #WTSFest They didn’t rank for long-tail queries…
  16. 16. Kristina Azarenko @azarchick | @techseowomen #WTSFest … the queries with transactional user intent…
  17. 17. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  18. 18. Kristina Azarenko @azarchick | @techseowomen #WTSFest …and were just letting their competitors get all the money!
  19. 19. Kristina Azarenko @azarchick | @techseowomen #WTSFest Monthly Search Volume
  20. 20. Kristina Azarenko @azarchick | @techseowomen #WTSFest So how do we fix that?
  21. 21. Kristina Azarenko @azarchick | @techseowomen #WTSFest Create more specific categories to capture lost opportunities!
  22. 22. Kristina Azarenko @azarchick | @techseowomen #WTSFest 1. Perform keyword research
  23. 23. Kristina Azarenko @azarchick | @techseowomen #WTSFest 2. Identify a set of pages opportunities with the highest impact
  24. 24. Kristina Azarenko @azarchick | @techseowomen #WTSFest 3. Send content recommendations
  25. 25. Kristina Azarenko @azarchick | @techseowomen #WTSFest 4. Send internal linking recommendations
  26. 26. Kristina Azarenko @azarchick | @techseowomen #WTSFest It’s easy, right?
  27. 27. Kristina Azarenko @azarchick | @techseowomen #WTSFest Oh, and follow up ~5 times to make sure the recommendations are actually being implemented
  28. 28. Kristina Azarenko @azarchick | @techseowomen #WTSFest It’s not a real SEO recommendation if it’s implemented right away © azarchick ”
  29. 29. Kristina Azarenko @azarchick | @techseowomen #WTSFest 3 months later…
  30. 30. Kristina Azarenko @azarchick | @techseowomen #WTSFest The new pages were created…
  31. 31. Kristina Azarenko @azarchick | @techseowomen #WTSFest The recommendations were implemented…
  32. 32. Kristina Azarenko @azarchick | @techseowomen #WTSFest The traffic was steadily growing…
  33. 33. Kristina Azarenko @azarchick | @techseowomen #WTSFest But something was missing…
  34. 34. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  35. 35. Kristina Azarenko @azarchick | @techseowomen #WTSFest SCALABILITY
  36. 36. Kristina Azarenko @azarchick | @techseowomen #WTSFest The new pages captured ~10% of the opportunities
  37. 37. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  38. 38. Kristina Azarenko @azarchick | @techseowomen #WTSFest 19% 29% 71% was still missing :(
  39. 39. Kristina Azarenko @azarchick | @techseowomen #WTSFest To go through all these steps again would mean spending about 1-2 years on the implementation
  40. 40. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  41. 41. Kristina Azarenko @azarchick | @techseowomen #WTSFest That’s why I needed something more here
  42. 42. Kristina Azarenko @azarchick | @techseowomen #WTSFest Something that will be faster and more scalable
  43. 43. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  44. 44. Kristina Azarenko @azarchick | @techseowomen #WTSFest The 8-step eCommerce framework
  45. 45. Kristina Azarenko @azarchick | @techseowomen #WTSFest That will help any online store do exactly this:
  46. 46. Kristina Azarenko @azarchick | @techseowomen #WTSFest Create high-quality sub-categories targeting long tail keywords with buying user intent (without spending years on implementation)
  47. 47. Kristina Azarenko @azarchick | @techseowomen #WTSFest Yay!Yay!Yay!
  48. 48. Kristina Azarenko @azarchick | @techseowomen #WTSFest Important note: A store should have filters
  49. 49. Kristina Azarenko @azarchick | @techseowomen #WTSFest Step 1: Complete the initial keyword research
  50. 50. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  51. 51. Kristina Azarenko @azarchick | @techseowomen #WTSFest Step 2: Analyze the existing filters and find those that will become basis for the new indexable facets
  52. 52. Kristina Azarenko @azarchick | @techseowomen #WTSFest Fit Women Men New Balance Lacoste Short Sleeve Sleeveless Colour Brand Style
  53. 53. Kristina Azarenko @azarchick | @techseowomen #WTSFest • 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 | @techseowomen #WTSFest • 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 | @techseowomen #WTSFest Step 3: Define the rules for creating indexable facet pages
  56. 56. Kristina Azarenko @azarchick | @techseowomen #WTSFest • The facet pages should only be created for top level categories (e.g. T-shirts) Filters that will become indexable facets
  57. 57. Kristina Azarenko @azarchick | @techseowomen #WTSFest • 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
  58. 58. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  59. 59. Kristina Azarenko @azarchick | @techseowomen #WTSFest 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?
  60. 60. Kristina Azarenko @azarchick | @techseowomen #WTSFest Step 4: Define the rules for canonicalization of the new facet pages
  61. 61. Kristina Azarenko @azarchick | @techseowomen #WTSFest • If a facet page lists 9 or more products set up a self-referencing canonical How to choose the right canonical
  62. 62. Kristina Azarenko @azarchick | @techseowomen #WTSFest • 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
  63. 63. Kristina Azarenko @azarchick | @techseowomen #WTSFest • *9 was the golden middle number in my case. You can change it How to choose the right canonical
  64. 64. Kristina Azarenko @azarchick | @techseowomen #WTSFest 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
  65. 65. Kristina Azarenko @azarchick | @techseowomen #WTSFest Step 5: Set internal linking to success
  66. 66. Kristina Azarenko @azarchick | @techseowomen #WTSFest Link to the new facet pages using <a href=“”> links
  67. 67. Kristina Azarenko @azarchick | @techseowomen #WTSFest These are links to the new pages Fit Women Men New Balance Lacoste Short Sleeve Sleeveless Colour Brand Style
  68. 68. Kristina Azarenko @azarchick | @techseowomen #WTSFest Step 6: Create Title & H1 tags templates
  69. 69. Kristina Azarenko @azarchick | @techseowomen #WTSFest Titles {Facet Name} {Category Name} in Canada | Brand Name Green T-Shirts in Canada | Brand Name
  70. 70. Kristina Azarenko @azarchick | @techseowomen #WTSFest H1s {Facet Name} {Category Name} in Canada Green T-Shirts in Canada
  71. 71. Kristina Azarenko @azarchick | @techseowomen #WTSFest Step 7: Test everything
  72. 72. Kristina Azarenko @azarchick | @techseowomen #WTSFest
  73. 73. Kristina Azarenko @azarchick | @techseowomen #WTSFest Step 8: Improve!
  74. 74. Kristina Azarenko @azarchick | @techseowomen #WTSFest (Image from Alexis Sanders’ presentation on perfect vs done - figures)
  75. 75. Kristina Azarenko @azarchick | @techseowomen #WTSFest Where are we at right now?
  76. 76. Kristina Azarenko @azarchick | @techseowomen #WTSFest Complete the initial keyword research Analyze the existing filters and find those that will become basis for the new indexable facets Define the rules for creating indexable facet pages Define the rules for canonicalization of the new facet pages Set internal linking to success Create Title & H1 tags templates Test everything Improve 1 6 2 5 3 4 7 8
  77. 77. Kristina Azarenko @azarchick | @techseowomen #WTSFest Will this framework save 2 years on implementation?
  78. 78. Kristina Azarenko @azarchick | @techseowomen #WTSFest Yes!
  79. 79. Kristina Azarenko @azarchick | @techseowomen #WTSFest Will it help to capture more traffic and $$?
  80. 80. Kristina Azarenko @azarchick | @techseowomen #WTSFest Absolutely!
  81. 81. Kristina Azarenko @azarchick | @techseowomen #WTSFest Does it still require resources?
  82. 82. Kristina Azarenko @azarchick | @techseowomen #WTSFest Yes
  83. 83. Kristina Azarenko @azarchick | @techseowomen #WTSFest ‘But Kristina, what about the crawl budget?’
  84. 84. Kristina Azarenko @azarchick | @techseowomen #WTSFest 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 “
  85. 85. Kristina Azarenko @azarchick | @techseowomen #WTSFest But for big stores with millions of pages crawl budget can become a real issue
  86. 86. Kristina Azarenko @azarchick | @techseowomen #WTSFest Source: https://izzismith.com/seo-memes/
  87. 87. Kristina Azarenko @azarchick | @techseowomen #WTSFest There’s an answer!
  88. 88. Kristina Azarenko @azarchick | @techseowomen #WTSFest Canonicals Noindex
  89. 89. Kristina Azarenko @azarchick | @techseowomen #WTSFest If the page has <9 products add <meta name="robots" content="noindex"> to it
  90. 90. Kristina Azarenko @azarchick | @techseowomen #WTSFest 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!
  91. 91. Kristina Azarenko @azarchick | @techseowomen #WTSFest I created acceptance criteria for every step
  92. 92. Kristina Azarenko @azarchick | @techseowomen #WTSFest bit.ly/8-step-eCommerce
  93. 93. @techseowomen #WTSFest Thank you! azarchick Kristina Azarenko • eCommerce & Technical SEO Consultant • Founder of MarketingSyrup • Creator of the SEO Challenge course

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