Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Your eCommerce deserves more. | InOrbit 2020

458 views

Published on

It's 2020, and eCommerce is replacing traditional brick-and-mortar retail at a staggering pace. Are you sure that your website is ready?

In his deck, Bartosz Góralewicz provides you with SEO solutions to maximize the organic growth of any eCommerce store. No matter how well-optimized your website is, this unique research will uncover growth strategies that you haven't considered before.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Your eCommerce deserves more. | InOrbit 2020

  1. 1. Slide created before the COVID-19 pandemic
  2. 2. MARK JAMES The main factor cited in the closing of retail stores in the retail apocalypse is the shift in consumer habits towards online shopping. “Retail Apocalypse Online competition drives store closings” July 16, 2018 „Slide created before the COVID-19 pandemic
  3. 3. Sources: : Nielsen TDLinx U.S. Store count Offline store count IS DECLINING for the first time in years.
  4. 4. 2010 Retail Apocalypse
  5. 5. 2010 Retail Apocalypse 2020 Online Retail Apocalypse
  6. 6. eCommerce trend
  7. 7. eCommerce trendafter COVID-19 pandemic settles down *
  8. 8. after COVID-19 pandemic settles down * eCommerce trend
  9. 9. What can go wrong?
  10. 10. Can you find this URL in Google?
  11. 11. Turns out that Google has never heard of this URL or its content
  12. 12. Turns out that Google has never heard of this URL or its content
  13. 13. A few more examples of websites from Slovenia struggling with indexing
  14. 14. I ND EX I NG supermarket.png laptop.png EC OMMER C E
  15. 15. I ND EX I NG supermarket.png laptop.png EC OMMER C E
  16. 16. Average of 20% are not found in Google. of products from Top500 stores
  17. 17. PROBLEM
  18. 18. one.ly/inorbit
  19. 19. …and we still haven’t learned how to use the technology CORRECTLY
  20. 20. 300%
  21. 21. 300% 17%
  22. 22. Oh, and one more thing…
  23. 23. Indexed Websites
  24. 24. Indexed Websites = Healthy Websites
  25. 25. Percentage of JavaScript content indexed after 14 days 100% 96% 34% 0.5%
  26. 26. Percentage of JavaScript content indexed after 14 days 100% 96% 34% 0.5% H E A L T H Y
  27. 27. Percentage of JavaScript content indexed after 14 days 100% 96% 34% 0.5% H E A L T H Y P O O R H E A L T H
  28. 28. only 0.5% of the JS content is indexed CNBC – 99.5% of the JS content not indexed P O O R H E A L T H
  29. 29. only 0.5% of the JS content is indexed CNBC – 99.5% of the JS content not indexed P O O R H E A L T H
  30. 30. 100% of the JS content is indexedH E A L T H Y
  31. 31. one.ly/medium-problem Dec 4, 2019
  32. 32. after we published this article… 7 days
  33. 33. 16% of the new content is not indexed Dec 11, 2019P O O R H E A L T H
  34. 34. significant idexing issues
  35. 35. 47% of their products not indexed! P O O R H E A L T H
  36. 36. How do I know that?
  37. 37. one.ly/tgif Our toolset to tracking indexing delays
  38. 38. Pages with content not indexed after 1 day FINE 09/03/2019 – 12/11/2019 12/12/2019
  39. 39. F I NE 09/03/2019 – 12/11/2019 12/12/2019 Pages with content not indexed after 1 day
  40. 40. F I NE 09/03/2019 – 12/11/2019 12/12/2019 Pages with content not indexed after 1 day
  41. 41. F I NE 09/03/2019 – 12/11/2019 12/12/2019 Pages with content not indexed after 1 day
  42. 42. Some analyst are seeing and analyzing this trend already NO 1 Skill to survive 2020 according to Microsoft’s research? SEOtechnical seo https://about.ads.microsoft.com/en-us/blog/post/january-2020/2020- vision-trends-to-define-the-next-decade Source: https://about.ads.microsoft.com/en-us/blog/post/january-2020/2020-vision-trends-to-define-the-next-decade According to Microsoft’s 2020 vision* SEOis identified as the most important skill!
  43. 43. Let’s get to work!
  44. 44. Getting more traffic in 2020
  45. 45. 3 main pillars supporting ranking and indexing RANKING & INDEXING
  46. 46. CONTENT 3 main pillars supporting ranking and indexing RANKING & INDEXING
  47. 47. CONTENT 3 main pillars supporting ranking and indexing CRAWLING&RENDERING RANKING & INDEXING
  48. 48. 3 main pillars supporting ranking and indexing CONTENT RANKING & INDEXING CRAWLING&RENDERING WEBSITESTRUCTURE
  49. 49. Content IS KING*1*not sure if Medium.com would agree with that
  50. 50. Content is only a part of a much bigger picture. Content The rest
  51. 51. 1 Content problems Main offenders Duplicate content
  52. 52. 1 Content problems Main offenders Duplicate content Stale content
  53. 53. 1 Content problems Main offenders Duplicate content Stale content 0 search volume content
  54. 54. 1 Content problems Main offenders Duplicate content Stale content 0 search volume content Index bloat (Thin content, soft 404s, search results)
  55. 55. Is your content index worthy? ??? ??
  56. 56. WRONG WRONG WRONG WRONG WRONG
  57. 57. Make sure that people search for your content
  58. 58. …and if they do, that your content is addressing their intent.
  59. 59. …and if they do, that your content is addressing their intent.
  60. 60. …and if they do, that your content is addressing their intent.
  61. 61. …and if they do, that your content is addressing their intent.
  62. 62. How is it affecting Sears.com?
  63. 63. Rendering 2
  64. 64. This is how the page looks like:
  65. 65. This is how the page looks like: This is how Google rendered it:
  66. 66. Make sure your content doesn’t rely on RENDERING
  67. 67. 2 Content and links relying on JavaScript
  68. 68. 2 Content and links relying on JavaScript
  69. 69. 2 Content and links relying on JavaScript Google crawls your site without seeing all the products…
  70. 70. The trend is declining. 09/03 /2019 02/11 /2020 12/12 /2019 Max of 50% of JS content indexed after 2 weeks.
  71. 71. Understand how rendering affects your store TOOLS TO PLAY WITH:
  72. 72. Understand how rendering affects your store TOOLS TO PLAY WITH: What Would JavaScript Do one.ly/wwjd
  73. 73. Understand how rendering affects your store TOOLS TO PLAY WITH: What Would JavaScript Do one.ly/wwjd one.ly/test Mobile-Friendly Test from Google
  74. 74. Understand how rendering affects your store TOOLS TO PLAY WITH: What Would JavaScript Do one.ly/wwjd one.ly/test Mobile-Friendly Test from Google one.ly/jsseo Our Ultimate Guide to JavaScript #geeky
  75. 75. Crawling
  76. 76. 2 Quality vs. Quantity ratio 10K pages 10K pages
  77. 77. 2 Quality vs. Quantity ratio 10K pages 9.5K pages
  78. 78. 2 Quality vs. Quantity ratio 10K pages 10K pages 9.5K pages 5K pages
  79. 79. 2 Quality vs. Quantity ratio 10K pages 10K pages 9.5K pages 5K pages UNI QUE, V ALUAB LE C ONTENT NO V ALUE F OR SEAR C H ENGI NES
  80. 80. 2 Index bloat – main offenders no-index 1000s of no-index pages
  81. 81. 2 Index bloat – main offenders Canonical tags overuse
  82. 82. 2 Index bloat – main offenders Canonical tags overuse
  83. 83. 2 Index bloat – main offenders Canonical tags overuse Google ignored it.
  84. 84. 2 Index bloat – main offenders No SEO strategy for sold out/discontinued products, new collections etc. one.ly/zarahome
  85. 85. 2 Index bloat – main offenders Website’s navigation relying on rendering JS (H&M pagination example)
  86. 86. 2 Index bloat – main offenders Indexed categories with 0 products
  87. 87. Website structure and information architecture3
  88. 88. Content IS KING
  89. 89. Intent IS KING
  90. 90. website’s indexing strategy information architecture user intent
  91. 91. website’s indexing strategy information architecture user intent One of the biggest challenges for eCommerce IN 2020
  92. 92. Query: turmeric curcumin supplements iHerb
  93. 93. What is the user's intent? QUESTIONS: 1 Query: turmeric curcumin supplements iHerb
  94. 94. What is the user's intent? QUESTIONS: 1 Which part of my website is going to address that intent best? 2 Query: turmeric curcumin supplements iHerb
  95. 95. Query: turmeric curcumin supplements iherb 55 products – 0 with turmeric
  96. 96. Query: turmeric curcumin supplements iherb 55 products – 0 with turmeric 36 products
  97. 97. Query: turmeric curcumin supplements iherb 55 products – 0 with turmeric Wrong intent 90 products – no curcumin 36 products
  98. 98. Query: turmeric curcumin supplements iherb 55 products – 0 with turmeric Wrong intent 90 products – no curcumin BINGO! 178 products matching my query! 36 products
  99. 99. How are these problems affecting iHerb.com?
  100. 100. 3 Unique selling point
  101. 101. 3 Unique selling point 3,700,000,000
  102. 102. 3 Unique selling point
  103. 103. 3 Unique selling point 8,690,000
  104. 104. We are past optimizing a few pages for a few keywords
  105. 105. You won’t rank well with 1 page, if your whole structure is not optimized.
  106. 106. Even if you rank VERY well, you may rank with a wrong page!
  107. 107. You won’t rank well with 1 page, if your whole structure is not optimized.
  108. 108. The big picture
  109. 109. s
  110. 110. mix
  111. 111. Homework
  112. 112. Create a visual drawing (with e.g. draw.io) of your whole website’s structure1
  113. 113. Create a visual drawing (with e.g. draw.io) of your whole website’s structure1 Review your indexing strategy for: 2• faceted navigation • search results within your domain • sold out products
  114. 114. Create a visual drawing (with e.g. draw.io) of your whole website’s structure1 Review your indexing strategy for: 2• faceted navigation • search results within your domain • sold out products Setup weekly crawls of your whole website to monitor problems and address those before you lose your traffic. 3
  115. 115. Create a visual drawing (with e.g. draw.io) of your whole website’s structure1 Review your indexing strategy for: 2• faceted navigation • search results within your domain • sold out products Setup weekly crawls of your whole website to monitor problems and address those before you lose your traffic. 3 4 How would you find orphan pages?
  116. 116. Are all the URLs within your sitemap returning code 200 and are indexable and valuable?5
  117. 117. Are all the URLs within your sitemap returning code 200 and are indexable and valuable?5 Start tracking internal cannibalization within your website (e.g. with Ryte.com)6
  118. 118. Are all the URLs within your sitemap returning code 200 and are indexable and valuable?5 Start tracking internal cannibalization within your website (e.g. with Ryte.com)6 How much original, valuable content do you produce?7
  119. 119. Are all the URLs within your sitemap returning code 200 and are indexable and valuable?5 Start tracking internal cannibalization within your website (e.g. with Ryte.com)6 How much original, valuable content do you produce?7 8 How do you measure & track value of the content you are publishing?
  120. 120. Wrapping up
  121. 121. You can get WAY more traffic and sales in 2020.
  122. 122. You can get WAY more traffic and sales in 2020. You can compete with huge brands
  123. 123. You can get WAY more traffic and sales in 2020. You can compete with huge brands but…
  124. 124. Looking at our data, your eCommerce is only 83% indexed
  125. 125. Check how many of your products are indexed in Google. one.ly/inorbit
  126. 126. Now – it’s your turn. Good luck!
  127. 127. @bart_goralewicz bartosz@onely.com

×