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5 Retail Principles to Rule your E-commerce SEO

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Which are the principles you can use from the retail world to rule your e-commerce SEO? Take a look!

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5 Retail Principles to Rule your E-commerce SEO

  1. 1. #ecommerceseo at #wmf17 by @aleyda from @orainti 5 Retail Principles to Rule your
 E-Commerce SEO
  2. 2. #ecommerceseo at #wmf17 by @aleyda from @orainti I’m Aleyda Solis #ecommerceseo at #wmf17 by @aleyda from @orainti
  3. 3. #ecommerceseo at #wmf17 by @aleyda from @orainti I help online stores to maximise 
 their revenue with Organic Search… #ecommerceseo at #wmf17 by @aleyda from @orainti
  4. 4. #ecommerceseo at #wmf17 by @aleyda from @orainti Organic is the 1st traffic source for 
 shopping sites in Italy similarweb.com #ecommerceseo at #wmf17 by @aleyda from @orainti
  5. 5. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s usually one of the most profitable too #ecommerceseo at #wmf17 by @aleyda from @orainti
  6. 6. #ecommerceseo at #wmf17 by @aleyda from @orainti With a critical role in conversion paths #ecommerceseo at #wmf17 by @aleyda from @orainti
  7. 7. #ecommerceseo at #wmf17 by @aleyda from @orainti And although businesses are now understanding that is critical #ecommerceseo at #wmf17 by @aleyda from @orainti
  8. 8. #ecommerceseo at #wmf17 by @aleyda from @orainti Optimisation issues are also common 
 and obvious, even towards users #ecommerceseo at #wmf17 by @aleyda from @orainti
  9. 9. #ecommerceseo at #wmf17 by @aleyda from @orainti And Italian top players are not trivial
  10. 10. #ecommerceseo at #wmf17 by @aleyda from @orainti Are you ready to compete with them? #ecommerceseo at #wmf17 by @aleyda from @orainti
  11. 11. #ecommerceseo at #wmf17 by @aleyda from @orainti Let’s use some retail principles to win… #ecommerceseo at #wmf17 by @aleyda from @orainti
  12. 12. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s time to sell #ecommerceseo at #wmf17 by @aleyda from @orainti
  13. 13. #ecommerceseo at #wmf17 by @aleyda from @orainti Without being this guy! #ecommerceseo at #wmf17 by @aleyda from @orainti
  14. 14. #ecommerceseo at #wmf17 by @aleyda from @orainti 1. Connect by targeting your audience wishes & pain- points when purchasing #ecommerceseo at #wmf17 by @aleyda from @orainti
  15. 15. #ecommerceseo at #wmf17 by @aleyda from @orainti Do you really want to compete with them?
  16. 16. #ecommerceseo at #wmf17 by @aleyda from @orainti Instead of focusing on your industry 
 top but very competitive queries kwfinder.com
  17. 17. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s better to diversify & target users 
 across the purchase journey queries https://www.consumerbarometer.com/ Online Ideas & inspiration Opinions, reviews & advice Brand discovery Product, price & features comparisons Product availability Online offers, promos & coupons #ecommerceseo at #wmf17 by @aleyda from @orainti
  18. 18. #ecommerceseo at #wmf17 by @aleyda from @orainti Taking into consideration voice & 
 conversational searches http://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917 #ecommerceseo at #wmf17 by @aleyda from @orainti
  19. 19. #ecommerceseo at #wmf17 by @aleyda from @orainti Which terms across your top categories already generate high visibility & low CTR? Google Search Console / OnPage.org #ecommerceseo at #wmf17 by @aleyda from @orainti
  20. 20. #ecommerceseo at #wmf17 by @aleyda from @orainti Those that generate more visits 
 but poorer conversions? SEOmonitor #ecommerceseo at #wmf17 by @aleyda from @orainti
  21. 21. #ecommerceseo at #wmf17 by @aleyda from @orainti Which are the relevant queries that some of your competitors are targeting & you’re not? #ecommerceseo at #wmf17 by @aleyda from @orainti
  22. 22. #ecommerceseo at #wmf17 by @aleyda from @orainti Use them to expand & identify queries ideas around categories, products w/ characteristics Categories Sub-Categories Products
  23. 23. #ecommerceseo at #wmf17 by @aleyda from @orainti What are the actual questions 
 made about them?
  24. 24. #ecommerceseo at #wmf17 by @aleyda from @orainti Check not only in Google but those 
 searched in Amazon & Ebay too keywotdtool.io
  25. 25. #ecommerceseo at #wmf17 by @aleyda from @orainti What’s their seasonality & when 
 you should target them each year #ecommerceseo at #wmf17 by @aleyda from @orainti
  26. 26. #ecommerceseo at #wmf17 by @aleyda from @orainti Use the intent & context to connect 
 them with your content + informational reviews advice guide news transactional research compare register buy or Products Brands Categories or or #ecommerceseo at #wmf17 by @aleyda from @orainti
  27. 27. #ecommerceseo at #wmf17 by @aleyda from @orainti Identifying which area and level of your site is relevant to target them in each case x communit y product category 2 learning center events home product 1a product 1b product n1 product n2 category 
 a category 
 b blog product category 1 product category n #ecommerceseo at #wmf17 by @aleyda from @orainti
  28. 28. #ecommerceseo at #wmf17 by @aleyda from @orainti In which format your content should be based on the context & goal https://www.distilled.net/blog/the-content-matrix/ #ecommerceseo at #wmf17 by @aleyda from @orainti
  29. 29. #ecommerceseo at #wmf17 by @aleyda from @orainti So you can offer useful product information addressing queries with far less competition #ecommerceseo at #wmf17 by @aleyda from @orainti
  30. 30. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s about targeting your audience wishes & pain-points when purchasing #ecommerceseo at #wmf17 by @aleyda from @orainti
  31. 31. #ecommerceseo at #wmf17 by @aleyda from @orainti 2. Rule your offering by a Supply & demand principle #ecommerceseo at #wmf17 by @aleyda from @orainti
  32. 32. #ecommerceseo at #wmf17 by @aleyda from @orainti Why having millions of pages if they’re not visited, just consuming crawl-budget? botify.com #ecommerceseo at #wmf17 by @aleyda from @orainti
  33. 33. #ecommerceseo at #wmf17 by @aleyda from @orainti Do you have URLs included by default in XML sitemaps but are not internally linked? deepcrawl.com #ecommerceseo at #wmf17 by @aleyda from @orainti
  34. 34. #ecommerceseo at #wmf17 by @aleyda from @orainti In most platforms these are “patched” by 
 non-indexing, canonicalising or redirecting #ecommerceseo at #wmf17 by @aleyda from @orainti
  35. 35. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s like having products in your store on 
 stock which are never sold but taking space #ecommerceseo at #wmf17 by @aleyda from @orainti
  36. 36. #ecommerceseo at #wmf17 by @aleyda from @orainti Crawl & check how much of the content 
 is unique & shared between pages #ecommerceseo at #wmf17 by @aleyda from @orainti
  37. 37. #ecommerceseo at #wmf17 by @aleyda from @orainti Identify the pages with little and duplicate content internally & externally too safecont.com #ecommerceseo at #wmf17 by @aleyda from @orainti
  38. 38. #ecommerceseo at #wmf17 by @aleyda from @orainti Start publishing, indexing & optimising based on a supply & demand principle Should you index a page? YesNo Does your audience search for what is offered on the page? Don’t index it No Is search volume high enough to compensate the indexation effort? Yes No Is there enough offering to be featured on the page? Yes Index it #ecommerceseo at #wmf17 by @aleyda from @orainti
  39. 39. #ecommerceseo at #wmf17 by @aleyda from @orainti Prioritise those already critical pages with higher traffic to start with their content #ecommerceseo at #wmf17 by @aleyda from @orainti
  40. 40. #ecommerceseo at #wmf17 by @aleyda from @orainti Start differentiating similar products 
 that cannibalise each other #ecommerceseo at #wmf17 by @aleyda from @orainti
  41. 41. #ecommerceseo at #wmf17 by @aleyda from @orainti To develop specifically useful and 
 unique information than other sites #ecommerceseo at #wmf17 by @aleyda from @orainti
  42. 42. #ecommerceseo at #wmf17 by @aleyda from @orainti Featuring useful & attractive descriptions, starting with your hottest categories, products #ecommerceseo at #wmf17 by @aleyda from @orainti
  43. 43. #ecommerceseo at #wmf17 by @aleyda from @orainti as well as brands #ecommerceseo at #wmf17 by @aleyda from @orainti
  44. 44. #ecommerceseo at #wmf17 by @aleyda from @orainti With comparisons that allow 
 also to control your search reputation #ecommerceseo at #wmf17 by @aleyda from @orainti
  45. 45. #ecommerceseo at #wmf17 by @aleyda from @orainti Publishing & distributing your how-to’s & guides across other platforms too #ecommerceseo at #wmf17 by @aleyda from @orainti
  46. 46. #ecommerceseo at #wmf17 by @aleyda from @orainti Avoid indexing internal search results that target the same queries than categories Internal search result Category #ecommerceseo at #wmf17 by @aleyda from @orainti
  47. 47. #ecommerceseo at #wmf17 by @aleyda from @orainti Refer your internal search results to your category pages for the relevant queries Internal search result Category #ecommerceseo at #wmf17 by @aleyda from @orainti
  48. 48. #ecommerceseo at #wmf17 by @aleyda from @orainti If you can’t, avoid generating duplication… Internal search result Category #ecommerceseo at #wmf17 by @aleyda from @orainti
  49. 49. #ecommerceseo at #wmf17 by @aleyda from @orainti Don’t use “canonical tags” to fix this, you’ll be likely wasting your crawl budget with it. #ecommerceseo at #wmf17 by @aleyda from @orainti No
  50. 50. #ecommerceseo at #wmf17 by @aleyda from @orainti Yes Control this directly at linking level #ecommerceseo at #wmf17 by @aleyda from @orainti
  51. 51. #ecommerceseo at #wmf17 by @aleyda from @orainti Or URL structure too Yes #ecommerceseo at #wmf17 by @aleyda from @orainti
  52. 52. #ecommerceseo at #wmf17 by @aleyda from @orainti Making your indexable content unique, 
 fulfilling a demand while keeping it profitable #ecommerceseo at #wmf17 by @aleyda from @orainti
  53. 53. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s about generating content following a supply & demand principle to make it profitable #ecommerceseo at #wmf17 by @aleyda from @orainti
  54. 54. #ecommerceseo at #wmf17 by @aleyda from @orainti 3. Organise your online store showcase to connect & sell #ecommerceseo at #wmf17 by @aleyda from @orainti
  55. 55. #ecommerceseo at #wmf17 by @aleyda from @orainti Avoid the lack of correspondence between 
 the query and content level & type It should be targeted with a listing, not a product #ecommerceseo at #wmf17 by @aleyda from @orainti
  56. 56. #ecommerceseo at #wmf17 by @aleyda from @orainti This is caused by “standardised” 
 organisation with content that overlays = #ecommerceseo at #wmf17 by @aleyda from @orainti Category Sub-category
  57. 57. #ecommerceseo at #wmf17 by @aleyda from @orainti Reorganise your content to differentiate 
 & connect with your user intent Home Hub Listing Product #ecommerceseo at #wmf17 by @aleyda from @orainti
  58. 58. #ecommerceseo at #wmf17 by @aleyda from @orainti Link consistently to your most important categories, subcategories & product family #ecommerceseo at #wmf17 by @aleyda from @orainti Parents Siblings Children
  59. 59. #ecommerceseo at #wmf17 by @aleyda from @orainti Prioritising based on identified trends 
 and leveraging high seasonality too #ecommerceseo at #wmf17 by @aleyda from @orainti
  60. 60. #ecommerceseo at #wmf17 by @aleyda from @orainti Developing category & product pages that actually perform the role of a sales person Is there an offer? Is it available? Are there many colours? What other people buy? How can I complement it? How does it compare to others? #ecommerceseo at #wmf17 by @aleyda from @orainti
  61. 61. #ecommerceseo at #wmf17 by @aleyda from @orainti While incentivising UGC to increase 
 freshness, uniqueness & trust But how does it solve X problem? What other people end-up finding it? #ecommerceseo at #wmf17 by @aleyda from @orainti
  62. 62. #ecommerceseo at #wmf17 by @aleyda from @orainti Establish rules for 
 expired products & campaigns The product or campaign not available anymore Is this permanent? Keep the page published and indexable, showing related products or offers, giving option to notify users The product page should be 301-redirected to its parent category & the campaign page to the offers section NOYES #ecommerceseo at #wmf17 by @aleyda from @orainti
  63. 63. #ecommerceseo at #wmf17 by @aleyda from @orainti Leveraging them whether they are 
 disappearing or just temporarily unavailable #ecommerceseo at #wmf17 by @aleyda from @orainti
  64. 64. #ecommerceseo at #wmf17 by @aleyda from @orainti Remember to reuse these pages & update them to match with each year’s queries #ecommerceseo at #wmf17 by @aleyda from @orainti
  65. 65. #ecommerceseo at #wmf17 by @aleyda from @orainti Capitalising their established link popularity CognitiveSEO #ecommerceseo at #wmf17 by @aleyda from @orainti
  66. 66. #ecommerceseo at #wmf17 by @aleyda from @orainti Instead of doing this #ecommerceseo at #wmf17 by @aleyda from @orainti
  67. 67. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s about organising your online store to connect & sell #ecommerceseo at #wmf17 by @aleyda from @orainti
  68. 68. #ecommerceseo at #wmf17 by @aleyda from @orainti 4. Make your offer accessible from wherever your customers are, also on the go #ecommerceseo at #wmf17 by @aleyda from @orainti
  69. 69. #ecommerceseo at #wmf17 by @aleyda from @orainti Most of the searches are now done 
 from mobile devices #ecommerceseo at #wmf17 by @aleyda from @orainti http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
  70. 70. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s then reasonable that Google is 
 moving to a mobile-first index #ecommerceseo at #wmf17 by @aleyda from @orainti https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
  71. 71. #ecommerceseo at #wmf17 by @aleyda from @orainti And critical to start optimising 
 for a mobile first search #ecommerceseo at #wmf17 by @aleyda from @orainti http://searchengineland.com/faq-google-mobile-first-index-262751
  72. 72. #ecommerceseo at #wmf17 by @aleyda from @orainti Check which queries are already performing better for mobile thank desktop #ecommerceseo at #wmf17 by @aleyda from @orainti
  73. 73. #ecommerceseo at #wmf17 by @aleyda from @orainti The ones giving more mobile visibility 
 & traffic to your competitors sistrix.com #ecommerceseo at #wmf17 by @aleyda from @orainti
  74. 74. #ecommerceseo at #wmf17 by @aleyda from @orainti Which are those specific queries that they’re targeting on mobile that you’re missing #ecommerceseo at #wmf17 by @aleyda from @orainti
  75. 75. #ecommerceseo at #wmf17 by @aleyda from @orainti Verifying which of these queries are more popular to target on mobile than desktop
  76. 76. #ecommerceseo at #wmf17 by @aleyda from @orainti Remember to rank for your own app too! NO #ecommerceseo at #wmf17 by @aleyda from @orainti
  77. 77. #ecommerceseo at #wmf17 by @aleyda from @orainti Crawl & validate your site mobile configuration with the smartphone crawler #ecommerceseo at #wmf17 by @aleyda from @orainti
  78. 78. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s fundamental to make sure you’re showing as much content on mobile than desktop VS #ecommerceseo at #wmf17 by @aleyda from @orainti
  79. 79. #ecommerceseo at #wmf17 by @aleyda from @orainti Although in this case it’s ok to hide it http://www.thesempost.com/hidden-content-mobile-rankings/ = #ecommerceseo at #wmf17 by @aleyda from @orainti
  80. 80. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s critical to facilitate its access 
 avoiding interstitials & pop-ups https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html #ecommerceseo at #wmf17 by @aleyda from @orainti
  81. 81. #ecommerceseo at #wmf17 by @aleyda from @orainti Don’t do this #ecommerceseo at #wmf17 by @aleyda from @orainti
  82. 82. #ecommerceseo at #wmf17 by @aleyda from @orainti Or this might happen https://www.sistrix.com/blog/pinterst-com-hit-googles-interstitials-update/ #ecommerceseo at #wmf17 by @aleyda from @orainti
  83. 83. #ecommerceseo at #wmf17 by @aleyda from @orainti You can use app banners instead https://developer.android.com/distribute/users/banners.html #ecommerceseo at #wmf17 by @aleyda from @orainti
  84. 84. #ecommerceseo at #wmf17 by @aleyda from @orainti All this will make your mobile traffic & transactions grow #ecommerceseo at #wmf17 by @aleyda from @orainti
  85. 85. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s about making your offer accessible from wherever your customers are, also on the go #ecommerceseo at #wmf17 by @aleyda from @orainti
  86. 86. #ecommerceseo at #wmf17 by @aleyda from @orainti 5. Attract your customers attention to bring them in #ecommerceseo at #wmf17 by @aleyda from @orainti
  87. 87. #ecommerceseo at #wmf17 by @aleyda from @orainti SERP features have become more
 common in shopping results https://www.semrush.com/sensor/ #ecommerceseo at #wmf17 by @aleyda from @orainti
  88. 88. #ecommerceseo at #wmf17 by @aleyda from @orainti Increase your organic search results visibility with them for informational queries #ecommerceseo at #wmf17 by @aleyda from @orainti
  89. 89. #ecommerceseo at #wmf17 by @aleyda from @orainti Verify for which queries your site is already showing them & what’s their performance #ecommerceseo at #wmf17 by @aleyda from @orainti
  90. 90. #ecommerceseo at #wmf17 by @aleyda from @orainti Which search results that you’re targeting are showing them and you’re not included #ecommerceseo at #wmf17 by @aleyda from @orainti
  91. 91. #ecommerceseo at #wmf17 by @aleyda from @orainti The ones already giving 
 visibility to your competitors #ecommerceseo at #wmf17 by @aleyda from @orainti
  92. 92. #ecommerceseo at #wmf17 by @aleyda from @orainti How they’re ranking for these queries 
 and with what content? #ecommerceseo at #wmf17 by @aleyda from @orainti
  93. 93. #ecommerceseo at #wmf17 by @aleyda from @orainti Prioritise the usage of structured data for products, reviews, videos & images. https://developers.google.com/search/docs/guides/intro-structured-data #ecommerceseo at #wmf17 by @aleyda from @orainti
  94. 94. #ecommerceseo at #wmf17 by @aleyda from @orainti Validating their implementation with the Structured Data testing tool & Search Console https://developers.google.com/search/docs/guides/search-gallery #ecommerceseo at #wmf17 by @aleyda from @orainti
  95. 95. #ecommerceseo at #wmf17 by @aleyda from @orainti To maximise your visibility vs. your 
 competition in SERPs… even if it’s Amazon!
  96. 96. #ecommerceseo at #wmf17 by @aleyda from @orainti It’s about attracting your customers attention to bring them in #ecommerceseo at #wmf17 by @aleyda from @orainti
  97. 97. #ecommerceseo at #wmf17 by @aleyda from @orainti These “old-school” retail principles will make you win #ecommerceseo at #wmf17 by @aleyda from @orainti
  98. 98. #ecommerceseo at #wmf17 by @aleyda from @orainti By making your E-commerce SEO great again! #ecommerceseo at #wmf17 by @aleyda from @orainti Your audience wishes & pain- points Supply & demand principle Showcase to connect & sell Be wherever your customer is Attract your customers attention
  99. 99. #ecommerceseo at #wmf17 by @aleyda from @orainti Just like this ;) #ecommerceseo at #wmf17 by @aleyda from @orainti
  100. 100. #ecommerceseo at #wmf17 by @aleyda from @orainti#ecommerceseo at #wmf17 by @aleyda from @orainti Grazie

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