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7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOCon

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#ecommerceseo at #deepseocon by @aleyda from @orainti
7 E-Commerce SEO
Mistakes


… and how to Solve Them
#ecommerceseo at...

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#ecommerceseo at #deepseocon by @aleyda from @orainti
Organic search is the bigger traffic driver to
online stores, even w...

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#ecommerceseo at #deepseocon by @aleyda from @orainti
The biggest e-
commerce platforms
acknowledge this
and have started ...

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7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOCon

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Avoid the most common SEO issues, challenges and mistakes by going through this presentation with tips, criteria and tools to use independently of your online store Web platform, and grow your organic search results

Avoid the most common SEO issues, challenges and mistakes by going through this presentation with tips, criteria and tools to use independently of your online store Web platform, and grow your organic search results

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7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOCon

  1. 1. #ecommerceseo at #deepseocon by @aleyda from @orainti 7 E-Commerce SEO Mistakes 
 … and how to Solve Them #ecommerceseo at #deepseocon by @aleyda from @orainti
  2. 2. #ecommerceseo at #deepseocon by @aleyda from @orainti Organic search is the bigger traffic driver to online stores, even well known ones, after direct amazon.com ebay.com etsy.com bestbuy.com target.com homedepot.com semrush
  3. 3. #ecommerceseo at #deepseocon by @aleyda from @orainti The biggest e- commerce platforms acknowledge this and have started to provide more SEO related functionalities..
  4. 4. #ecommerceseo at #deepseocon by @aleyda from @orainti However, e-commerce sites characteristics 
 make them challenging to optimize for search… A high number of pages due to products volume Complex categorization Constant URLs changing status due to dynamic inventory Same products information than other Websites
  5. 5. #ecommerceseo at #deepseocon by @aleyda from @orainti … as they generate fundamental SEO issues! 
 Crawl budget problems Content cannibalization issues Internal linking challenges Poor content pages that won’t rank
  6. 6. #ecommerceseo at #deepseocon by @aleyda from @orainti Online stores are great to improve your abilities to tackle SEO issues at scale to achieve results
  7. 7. #ecommerceseo at #deepseocon by @aleyda from @orainti Let’s see 7 common e-commerce SEO errors & how to fix them #ecommerceseo at #deepseocon by @aleyda from @orainti
  8. 8. #ecommerceseo at #deepseocon by @aleyda from @orainti 1. No-Indexed sub-categories or facets pages with traffic potential #ecommerceseo at #deepseocon by @aleyda from @orainti
  9. 9. #ecommerceseo at #deepseocon by @aleyda from @orainti 2. Un-linked sub-categories or facet pages with traffic potential #ecommerceseo at #deepseocon by @aleyda from @orainti
  10. 10. #ecommerceseo at #deepseocon by @aleyda from @orainti Many e-commerce won’t rank for popular terms as they’ll noindex sub-categories or facets by default…
  11. 11. #ecommerceseo at #deepseocon by @aleyda from @orainti Some sites canonicalize all their sub-categories or facets to their main categories…
  12. 12. #ecommerceseo at #deepseocon by @aleyda from @orainti … or even block them from being crawled! 

  13. 13. #ecommerceseo at #deepseocon by @aleyda from @orainti to avoid content duplication & control crawl budget, some also noindex & obfuscate their internal links too #ecommerceseo at #deepseocon by @aleyda from @orainti
  14. 14. #ecommerceseo at #deepseocon by @aleyda from @orainti However, subcategories & facets can connect with popular searches with high commercial intent
  15. 15. #ecommerceseo at #deepseocon by @aleyda from @orainti If your sub-categories/facets can’t rank, your products pages will do it instead but worse…
  16. 16. #ecommerceseo at #deepseocon by @aleyda from @orainti .. with inconsistent rankings between many “somewhat relevant” product pages cannibalizing each other
  17. 17. #ecommerceseo at #deepseocon by @aleyda from @orainti … main categories will also rank instead in other scenarios but will have poorer conversions too
  18. 18. #ecommerceseo at #deepseocon by @aleyda from @orainti Should you index a sub-category or facet page? Index Noindex No Are there enough products at the sub- category/facet level to satisfy the user need? No Yes Yes Demand Supply The sub-category/facet has enough search volume to compensate their optimization This is why is recommended than rather than no indexing by default, to validate the supply and demand of each sub- category/facet to assess their potential
  19. 19. #ecommerceseo at #deepseocon by @aleyda from @orainti It’s fundamental to develop a keyword research to identify the search volume related to each sub- category/facet…
  20. 20. #ecommerceseo at #deepseocon by @aleyda from @orainti .. as well as the number of unique products offered per sub- category/facet to satisfy the demand
  21. 21. #ecommerceseo at #deepseocon by @aleyda from @orainti > If there’s a demand and supply that compensates sub- categories and facets optimization, index them!
  22. 22. #ecommerceseo at #deepseocon by @aleyda from @orainti Don’t link to canonicalized Category URLs … without forgetting to allow their crawling and effectively link them through their canonical URLs
  23. 23. #ecommerceseo at #deepseocon by @aleyda from @orainti 3. Internal search results pages that cannibalize and won’t rank well #ecommerceseo at #deepseocon by @aleyda from @orainti
  24. 24. #ecommerceseo at #deepseocon by @aleyda from @orainti Some e-commerce sites still index their internal search results pages to attract rankings & traffic..
  25. 25. #ecommerceseo at #deepseocon by @aleyda from @orainti … allowing also their crawling without any constraint
  26. 26. #ecommerceseo at #deepseocon by @aleyda from @orainti The issue here is that we can end up easily ranking for non-relevant terms..
  27. 27. #ecommerceseo at #deepseocon by @aleyda from @orainti Causing content duplication with categories/sub- categories/facets that are indexable & meant to rank
  28. 28. #ecommerceseo at #deepseocon by @aleyda from @orainti … that end up being cannibalized in Google search results by these other pages…
  29. 29. #ecommerceseo at #deepseocon by @aleyda from @orainti Ranking in worse positions than a category/ sub-category/ facet that feature more comprehensive content & are better linked
  30. 30. #ecommerceseo at #deepseocon by @aleyda from @orainti To avoid this, some sites decide to canonicalize from their internal search results pages to their alternate categories/sub- categories/facets …
  31. 31. #ecommerceseo at #deepseocon by @aleyda from @orainti … although the best is to 301- redirect internal search results to their relevant categories/sub- categories/facets pages
  32. 32. #ecommerceseo at #deepseocon by @aleyda from @orainti Instead of directly indexing them, monitor your internal searches to identify categories/facets with potential to create and index
  33. 33. #ecommerceseo at #deepseocon by @aleyda from @orainti 4. Categories and sub-categories pages with little unique commercial content to rank #ecommerceseo at #deepseocon by @aleyda from @orainti
  34. 34. #ecommerceseo at #deepseocon by @aleyda from @orainti As we saw before, categories/sub-categories/facets connect with some of the most important searches…
  35. 35. #ecommerceseo at #deepseocon by @aleyda from @orainti However, many of these pages only feature links to products, without any descriptive text, which makes them hard to rank https://www.mariehaynes.com/john-mueller-podcast-transcription/
  36. 36. #ecommerceseo at #deepseocon by @aleyda from @orainti A common approach is to add descriptive text at the end of the products listings to improve their relevance without hurting conversion…
  37. 37. #ecommerceseo at #deepseocon by @aleyda from @orainti The problem is that many times this content is not really useful and doesn’t connect with user intent… John Mueller: https://www.mariehaynes.com/john-mueller-podcast-transcription/
  38. 38. #ecommerceseo at #deepseocon by @aleyda from @orainti Sometimes entire articles are placed at the bottom of the products listings, with an informational intent, not commercial
  39. 39. #ecommerceseo at #deepseocon by @aleyda from @orainti John Mueller: This type of text can end up confusing Google about the nature/intent of the categories pages … https://www.mariehaynes.com/john-mueller-podcast-transcription/
  40. 40. #ecommerceseo at #deepseocon by @aleyda from @orainti It’s then fundamental to develop a keyword research to identify the questions that are made in this phase of the purchasing journey to clarify customers doubts Semrush, sistrix
  41. 41. #ecommerceseo at #deepseocon by @aleyda from @orainti Frase You can use content optimization tools that offer relevant suggestions depending on content nature
  42. 42. #ecommerceseo at #deepseocon by @aleyda from @orainti Supporting categories/facets pages to sell better too 
 Confirming users that they products they’re seeing are the best for their scenario Clarify any doubt around the use and characteristics of the products Inform why they’re in the best place to buy these products https://www.aleydasolis.com/en/search-engine-optimization/optimizing-content-in-category-pages-while-keeping-its-commercial-nature/
  43. 43. #ecommerceseo at #deepseocon by @aleyda from @orainti Integrating them with the necessary visibility within the listing to fulfill their role with users too
  44. 44. #ecommerceseo at #deepseocon by @aleyda from @orainti Check this Glenn’s case study showing how cutting “fluff” content in e- commerce content impacted in better rankings https://www.gsqi.com/marketing-blog/ecommerce-category-description-case-study/
  45. 45. #ecommerceseo at #deepseocon by @aleyda from @orainti 5. Products pages with poor unique descriptive content #ecommerceseo at #deepseocon by @aleyda from @orainti
  46. 46. #ecommerceseo at #deepseocon by @aleyda from @orainti Product pages target a very long tail of queries that can end up generating most of your traffic
  47. 47. #ecommerceseo at #deepseocon by @aleyda from @orainti Users also tend to share products pages more than categories, so they attract valuable backlinks and direct traffic too
  48. 48. #ecommerceseo at #deepseocon by @aleyda from @orainti However, products pages also tend to show little unique content that and Google tend to leave them out of their index due to that too
  49. 49. #ecommerceseo at #deepseocon by @aleyda from @orainti This is why is fundamental to enhance products pages with valuable information, that describe the product and help to sell, supporting the customer decision making process Unique descriptions Comparisons Q&As Reviews Complementary Products Similar Products
  50. 50. #ecommerceseo at #deepseocon by @aleyda from @orainti Title & Meta Description with version and Color Product Description with version and color Product Heading with version and Color VS Start by differentiating similar products using their specific characteristics within the metadata… Product Heading with version and Color Title & Meta Description with version and Color Product Description with version and color
  51. 51. #ecommerceseo at #deepseocon by @aleyda from @orainti Leveraging automated content generation tools to advance faster as an input to copywriters copy.ai & neural text
  52. 52. #ecommerceseo at #deepseocon by @aleyda from @orainti If you have many identical or very similar products with a very short lifespan..
  53. 53. #ecommerceseo at #deepseocon by @aleyda from @orainti It’s better to consolidate them in “static" products aggregator pages that offer the different products of the same type, brand, characteristics of different sellers
  54. 54. #ecommerceseo at #deepseocon by @aleyda from @orainti 6. Products pages with backlinks and traffic that generate errors or are inconsistently redirected #ecommerceseo at #deepseocon by @aleyda from @orainti
  55. 55. #ecommerceseo at #deepseocon by @aleyda from @orainti Some products URLs tend to have a very short lifespan and end up generating errors…
  56. 56. #ecommerceseo at #deepseocon by @aleyda from @orainti .. these don’t only affect the site crawl health, but its rankings and traffic attracted by these pages
  57. 57. #ecommerceseo at #deepseocon by @aleyda from @orainti It’s common when analyzing products URLs to find not only HTTP errors but redirects with issues..
  58. 58. #ecommerceseo at #deepseocon by @aleyda from @orainti This is why is fundamental to establish rules and criteria to manage their crawling and indexing…
  59. 59. #ecommerceseo at #deepseocon by @aleyda from @orainti Before creating a new URL, establish validations to verify if the product existed in the past, and use the old URL…
  60. 60. #ecommerceseo at #deepseocon by @aleyda from @orainti When doing a product “pre-launch”, use the same URL that the product page will have when is sold…
  61. 61. #ecommerceseo at #deepseocon by @aleyda from @orainti Remember to list products in the relevant and indexable categories/sub-categories/facets ….
  62. 62. #ecommerceseo at #deepseocon by @aleyda from @orainti Don’t link to canonicalized Product URLs … and link to them using their canonical URLs, avoiding canonicalized ones
  63. 63. #ecommerceseo at #deepseocon by @aleyda from @orainti https://developers.google.com/search/docs/data-types/product Use product structured data to specify their characteristics and improve their SERP snippet
  64. 64. #ecommerceseo at #deepseocon by @aleyda from @orainti https://support.google.com/merchants/answer/7439058?hl=en Create and send products feeds through the merchant center to maximize their visibility
  65. 65. #ecommerceseo at #deepseocon by @aleyda from @orainti When a product is out of stock, eliminate its inclusion in listings, XML sitemaps and feeds
  66. 66. #ecommerceseo at #deepseocon by @aleyda from @orainti If it’s a temporary status: the product page should be kept indexable, allowing users to be notified when is back to stock, offering similar products
  67. 67. #ecommerceseo at #deepseocon by @aleyda from @orainti The product structured data and feeds should be updated and show their out of stock status too
  68. 68. #ecommerceseo at #deepseocon by @aleyda from @orainti If it’s permanently out of stock, and the product has 
 a new version, 301-redirect towards it 301 redirect to new product page, while alerting users. 
 
 Update internal links, XML sitemaps and product feeds
  69. 69. #ecommerceseo at #deepseocon by @aleyda from @orainti Add a notification explaining to the user why it’s being redirected … if there isn’t a new product version, but the page has backlinks, traffic, rankings: 301 redirect to category
  70. 70. #ecommerceseo at #deepseocon by @aleyda from @orainti Don’t do this Avoid 302 temporary redirects that don’t pass the former page popularity and/ or redirect to a non-relevant category page Don’t do this
  71. 71. #ecommerceseo at #deepseocon by @aleyda from @orainti Don’t show 404 http errors for out of stock products with backlinks: you’ll lose value + is bad experience
  72. 72. #ecommerceseo at #deepseocon by @aleyda from @orainti Personalize the error page offering alternatives to make it usable You can use 404s/410s in pages out of stock that don’t have traffic, rankings, nor backlinks
  73. 73. #ecommerceseo at #deepseocon by @aleyda from @orainti Al internal links, search pages, XML Sitemaps & feeds should eliminate these unavailable products URLs
  74. 74. #ecommerceseo at #deepseocon by @aleyda from @orainti Establish rules in your store platform for each of these scenarios, to configure accordingly https://www.aleydasolis.com/en/search-engine-optimization/ecommerce-seo-issues-how-to-fix/
  75. 75. #ecommerceseo at #deepseocon by @aleyda from @orainti ryte Set recurring automated crawls to identify still existing issues and solve them too
  76. 76. #ecommerceseo at #deepseocon by @aleyda from @orainti Use real time monitoring systems to perform this identification much more quickly, receiving alerts too Little Warden & Content King
  77. 77. #ecommerceseo at #deepseocon by @aleyda from @orainti You can integrate traffic and ranking data to only get alerts of those pages with a minimum value Little Warden & Content King
  78. 78. #ecommerceseo at #deepseocon by @aleyda from @orainti 7. Not establishing a full Web structure allowing to connect through all customer journey #ecommerceseo at #deepseocon by @aleyda from @orainti
  79. 79. #ecommerceseo at #deepseocon by @aleyda from @orainti There is high traffic potential beyond categories pages in the buyer journey: brands, comparisons, etc.
  80. 80. #ecommerceseo at #deepseocon by @aleyda from @orainti Many e-commerce sites don’t feature Web areas & content that allow to rank for more relevant queries Brand hub Model comparisons Gift Cards
  81. 81. #ecommerceseo at #deepseocon by @aleyda from @orainti It’s key to develop a keyword research and content audit, that allows to map all the different queries types during the buying journey with a relevant areas/ content type that satisfies their need Guides/articles Brand page Comparison page …..
  82. 82. #ecommerceseo at #deepseocon by @aleyda from @orainti To help, I’ve created this reference for e-commerce sites, to avoid forgetting relevant queries types… https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
  83. 83. #ecommerceseo at #deepseocon by @aleyda from @orainti … you can also see examples of known online stores for each and copy/paste from Google sheets https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
  84. 84. #ecommerceseo at #deepseocon by @aleyda from @orainti Really?
  85. 85. #ecommerceseo at #deepseocon by @aleyda from @orainti Following the previous advice is how you’ll minimize these most common issues.. Crawl budget problems Content cannibalization issues Internal linking challenges Poor content pages that won’t rank
  86. 86. #ecommerceseo at #deepseocon by @aleyda from @orainti … and maximize your organic search results results to achieve your sales goals
  87. 87. #ecommerceseo at #deepseocon by @aleyda from @orainti www.orainti.com Thanks! Questions? orainti.com I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder

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