BrightonSEO 2022: presentation by Verbolia's CEO on how to automate a long tail SEO strategy for ecommerce.

1. Automating a scalable
long tail strategy for
ecommerce
Pierre-Olivier Danhaive (aka POD)
Verbolia
@verbolia

2. #verbolia #brightonSEO
Scalable traffic acquisition platform for ecommerce
>20.000.000 longtail SEO visits/mo

3. #verbolia #brightonSEO
No offense, but…

4. #verbolia #brightonSEO
Jeans for
women
Transactional Longtail keywords

5. #verbolia #brightonSEO
Jeans for
women
black
jeans for
women
large
jeans for
women
bootcut
jeans for
women
slimfit
mom
jeans
blue
mom
jeans
high
waist
jeans

6. #verbolia #brightonSEO
Jeans for
women
black
jeans for
women
large
jeans for
women
bootcut
jeans for
women
slimfit
mom
jeans
blue
mom
jeans
high
waist
jeans
large
black
jeans for
women
large
bootcut
jeans
women
coated
high
waist
jeans
slimfit
high
waisted
jeans
women
stretch
black
jeans
women
stretch
black
jeans
women
slimfit
high
waisted
jeans
women
slimfit
stretch
formal
jeans
women
black
jeans
classy
coated
high
waist
jeans

7. #verbolia #brightonSEO
black
jeans for
women
large
jeans for
women
bootcut
jeans for
women
slimfit
mom
jeans
blue
mom
jeans
high
waist
jeans
large
black
jeans for
women
large
bootcut
jeans
women
coated
high
waist
jeans
slimfit
high
waisted
jeans
women
stretch
black
jeans
women
stretch
black
jeans
women
slimfit
high
waisted
jeans
women
slimfit
stretch
formal
jeans
women
black
jeans
classy
coated
high
waist
jeans
100%
15% - 30%

8. #verbolia #brightonSEO
It’s super simple!

9. #verbolia #brightonSEO
1. Find tons of keywords

10. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords

11. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword

12. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword
4. Optimize CWV of each PLP

13. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword
4. Optimize CWV of each PLP
5. Insert relevant content on each PLP

14. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword
4. Optimize CWV of each PLP
5. Insert relevant content on each PLP
6. Link all PLP

15. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword
4. Optimize CWV of each PLP
5. Insert relevant content on each PLP
6. Link all PLP
7. Monitor crawlability

16. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword
4. Optimize CWV of each PLP
5. Insert relevant content on each PLP
6. Link all PLP
7. Monitor crawlability
8. Monitor indexation

17. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword
4. Optimize CWV of each PLP
5. Insert relevant content on each PLP
6. Link all PLP
7. Monitor crawlability
8. Monitor indexation
9. Monitor ranking

18. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword
4. Optimize CWV of each PLP
5. Insert relevant content on each PLP
6. Link all PLP
7. Monitor crawlability
8. Monitor indexation
9. Monitor ranking
10. Monitor visits

19. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword
4. Optimize CWV of each PLP
5. Insert relevant content on each PLP
6. Link all PLP
7. Monitor crawlability
8. Monitor indexation
9. Monitor ranking
10. Monitor visits
11. Monitor revenue

20. #verbolia #brightonSEO
1. Find tons of keywords
2. Select most relevant keywords
3. Create specific PLP for each keyword
4. Optimize CWV of each PLP
5. Insert relevant content on each PLP
6. Link all PLP
7. Monitor crawlability
8. Monitor indexation
9. Monitor ranking
10. Monitor visits
11. Monitor revenue
12. Aaaand… start over!

21. #verbolia #brightonSEO
It’s super simple!

22. #verbolia #brightonSEO
1. Find tons of keywords
Extract n-grams with NLP algorithms
“Nike zoom”
“air jordan 4”
“shoes for
women”
“tennis shoes”
“Adidas Yeezy”
“shoes to run”
“amazing shoes”
“running shoes”
50.000keywords
Your product catalog
Nike Zoom
109$
Adidas Adizero Club
109$
Adidas Prophere 18
109$
Nike Air Jordan 4
109$
Adidas Yeezy Boost
109$
Nike Dunk Low
109$
Adidas Lite Racer
109$
Adidas Dame 7
109$
Nike LeBron 17
109$
Nike Precision IV
109$
Adidas NMD-R1
109$
10.000products

23. #verbolia #brightonSEO
1. Find tons of keywords
Combine with all possible
attributes (color, size, style, discount,...)
50.000keywords
“cheap blue shoes”
“cheap green shoes”
“cheap blue shoes for women”
“Nike zoom for women”
“air jordan 4 green”
“wedding shoes for women”
“formal shoes for women”
“black formal shoes for
women”
“wedding tennis shoes”
“White Nike zoom for women”
10.000.000keywords
Enrich with
- favorite tools
- internal search data
100.000keywords
“Nike zoom”
“air jordan 4”
“shoes for
women”
“tennis shoes”
“Adidas Yeezy”
“shoes to run”
“amazing shoes”
“running shoes”
“Nike zoom”
“air jordan 4”
“shoes for
women”
“tennis shoes”
“Adidas Yeezy”
“shoes to run”
“amazing shoes”
“running shoes”
“cheap shoes”
“shoes boston”
“regular shoes”
“whatever shoes”

24. #verbolia #brightonSEO
Remove
- low quality
- too similar
- no AMS
“cheap blue shoes”
“cheap green shoes”
“cheap blue shoes for women”
“Nike zoom for women”
“air jordan 4 green”
“wedding shoes for women”
“formal shoes for women”
“black formal shoes for
women”
“wedding tennis shoes”
“White Nike zoom for women”
10.000.000keywords
2. Select most relevant keywords
“cheap green shoes”
“Nike zoom for women”
“air jordan 4 green”
“wedding shoes for women”
“formal shoes for women”
“black formal shoes for
women”
“White Nike zoom for women”
1.000.000keywords
Check
- matching products?
- no duplicate? (same products)
“cheap green shoes”
“Nike zoom for women”
“wedding shoes for women”
“formal shoes for women”
“black formal shoes for
women”
20.000keywords

25. #verbolia #brightonSEO
Prevent cannibalization: SERP scraping
20.000keywords
2. Select most relevant keywords
10.000keywords
“cheap green shoes”
“Nike zoom for women”
“wedding shoes for women”
“formal shoes for women”
“black formal shoes for
women”

26. #verbolia #brightonSEO
Implemented as a
State Machine in
AWS

27. #verbolia #brightonSEO
5. Insert relevant content on each PLP
“Blue adidas shoes for women”
Adidas Lite Racer
“Amazing Adidas shoes!
Just bought them, can’t
stop running anymore”
109$
Adidas Adizero Club
- Brand: Adidas
- Gender: Women
- Color: Blue
109$
Adidas NMD-R1
The Adidas NMD-R1 is an
all-round shoe for women
who like to exercise
very… 109$
NLP extraction from:
User reviews
Product Attributes
Product Description
check position
try another combination

28. #verbolia #brightonSEO
6. Link all PLP
Dynamic linking, based on:
Similarity: Semantic Proximity
Least Crawled: Real-time Log Analysis

29. #verbolia #brightonSEO
When you get there…
29,474
pages created
29,377
pages indexed
23,098
pages in top 10
9,051
pages #1
>700k
SEO visits/mo

30. #verbolia #brightonSEO
When you get there…
+15% to +30%
of your non-branded SEO traffic