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#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Building a
Modern Day
E-commerce
SEO Strategy
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Organic search continues to be one of the
biggest traffic drivers to online retailers
semrush
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
It will only become
more important
with Google now
shifting to a free
merchant
marketplace with a
+35B product
Shopping Graph
https://blog.google/products/shopping/buy-on-google-is-zero-commission/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Giving product
detail pages
more organic
visibility with
new search
results features
Popular Products
Shopping Knowledge Panel
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Recently
introducing a
new shopping
experience
with the
“shop” term
https://blog.google/products/shopping/search-on-2022-shopping/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
All this, while
facilitating
product
integration with
popular
E-commerce
platforms
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Which have also
now introduced
more SEO
functionalities
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Best time to do E-commerce SEO ever!
Can we go now?
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Not so fast. E-commerce SEO is also getting
harder, it’s more challenging to achieve goals
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
There’s not only
a higher SEO
competition but
challenges to
stand-out to
grab traffic in
SERPs like this
Ads
Local Pack
Organic
Organic
PAA
Organic
Organic
Popular Products
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Google is now more sophisticated and a better
search experience & quality are needed to rank
Scary Dip
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
E-commerce sites nature make also SEO execution
harder and often most efforts go to fixing bugs
A high number
of pages due to
product volume
Complex
categorization
Dynamic
inventory
causing
constantly
changing
URLs
The same
product info as
other sites
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
The Pyramid of SEO Success
We then get stuck on fixing issues, rather than
building, which is what achieves real growth
FIXING
IMPROVING
BUILDING
Creating content to target new
relevant queries through user
search journey
Optimizing existing content for
already targeted relevant
queries
Minimizing tech debt to avoid
crawlability, indexability and
page experience issues
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
E-commerce SEO is full of opportunities
but also common challenges
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Let’s tackle these E-commerce SEO challenges
w/ 3 key actions to integrate in your strategy
Look at the SERPs,
their features and
intent to drive your
content
optimization &
maximize visibility
through the full
search journey
Prioritize SEO
activities based on
your e-commerce
goals’ impact and
effort
Establish an SEO
quality framework to
avoid issues that hold
execution back
1. 2. 3.
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
1. Look at the
SERPs to drive
your content
optimization &
maximize
visibility
through the full
search journey
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Many online stores
focus on
commercial &
transactional
queries but industry
leaders establish
their authority
ranking across the
full search journey
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
https://www.sistrix.com/visibility-leaders/retail-2022-overview
This has been
highlighted in
retail search
visibility studies,
like the Sistrix one,
finding retailers
missing on
informational
opportunities
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
For example, REI
does this with
their Learn section,
establishing
authority while
attracting top-of-
the-funnel traffic
for popular topics
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
With useful complementary guides that answer
common questions while attracting backlinks
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
This also impacts trust & conversion! You need to
connect through the full journey to establish authority
To attract
this
You
need to
target &
establish
yourself here
…
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
GUIDES
PDPS
PLPS
SERPs are more
blended than ever
too! Informational
products SERPs
are now also
featuring PLPs &
PDPs. Stop
assuming there’s
no value in them.
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Guides are now also ranked for “buy” terms too.
Stop only focusing on optimizing PLPs/PDPs.
Buy White Jeans Buy women’s running shoes Buy women leather jacket
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
And even
if you’re now
investing in
content across the
search journey:
Are you
optimizing it to
maximize visibility
& CTR via shown
SERP features?
THEY DON’T
THEY DO
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Target relevant
product queries
across the whole
search journey
Create and
optimize different
type of content to
target intent across
the whole journey
Optimize
content to
effectively leverage
search results
features to
maximize
visibility
It’s time to look at the SERPs to reassess what you
target and how you do it to maximize your traffic
Expand Target
Create content to
satisfy each intent type
Leverage Search
Features
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Identify relevant
queries to better
target with
guides by
detecting
informational
sites outranking
you for top terms
in search results
Sistrix
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Identify
keyword gap vs
these sites to see
which are the
relevant high
search volume
queries that you’re
not targeting, to
assess for guides
Semrush
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Take a look at the
top traffic pages
within the
publications’
“shop” sections to
assess further
topics
opportunities
Semrush
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Need further inspiration for topics & design? See
Sistrix’s best-performing retail sites content hubs
https://www.sistrix.com/visibility-leaders/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Check the type of ranked pages and intent in bulk to
see the need to further optimize PLPs/PDPs for them
Semrush
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Many PLPs
only feature links
to products,
without any
descriptive text,
making them hard
to rank
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Start by featuring as
many products per
page as viable, with
longer descriptions,
to show more
relevant content
Product 1 Product 2
Product 3 Product 4
Product 5 Product 6
CATEGORY A
Pages: 1, 2, 3… 100
Product 1 Product 2
Product 3 Product 4
Product 5 Product 6
CATEGORY B
Pages: 1, 2, 3… 60
<
Product 7 Product 8
Product 9 Product 10
* Explain why you’re
in the best place to
buy these products
* Clarify common
doubts of
customers when
buying these types
of products
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
From Products FAQs, Q&As to Facts, integrate them
within categories/facets pages to support sales too
Reassure users
that the products
they’re seeing are
the best for their
scenario
Mitigate any
doubts around
the use and
characteristics of
the products
Show why
they’re in the best
place to buy these
products
…
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Blend with
the products listing
design to make
them visible and
helpful to users,
rather than hiding
them at the bottom
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Establish patterns to generate at scale leveraging
content automation tools to help writers
FAQs:
• Are these boots made
from real leather?
• Do these boots have a
good transpiration
system?
• What are the best pants
to wear with knee-high
boots?
Surfer, NeuralText
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Monitor the
targeted queries
SERPs to asses
visibility
opportunities, and
search features
you’re not yet
leveraging
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Use rank
trackers like AWR
showing pixel
position and
product search
features w/ SERP
screenshots to
assess potential
Advanced Web Ranking
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Assess which are
the search
features
influencing your
targeted SERPs
that are relevant
and feasible for
you to leverage
Advanced Web Ranking
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Not all are
triggered by
structured data
anymore, content
format and
merchant feeds
influence what
Google highlights
in snippets
https://brodieclark.com/little-known-rich-results-ecommerce/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
https://brodieclark.com/google-image-thumbnails/
As well as image
optimization
-indexing,
relevance,
organization- for
the popular image
thumbnails in
listings
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Ryte
Monitor
your audience’s
new searches to
frequently
identify content
opportunities &
expand
accordingly
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Denim
Leather
Jean
Men
Women
Jeans
Pants
Shorts
Jacket
Shirt
T-shirt
Dress
Skirt
Jumpsuit
Bootcut
Straight
Wide
Slim
Crop
Flare
Skinny
Black
Blue
White
Red
Product
Characteristics
Type
Audience
+ + +
Modifiers
+
Buy
Shop
Best
Top
Cheap
Children
It’s about maximizing your e-commerce search
visibility share through the full customer journey
Home Brand Categories Sub-categories Filters Comparison Guides Deals …
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
https://bit.ly/3wKdCTe
Here’s a reference for e-commerce sites, to
avoid forgetting any query & content types
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
2. Prioritize
SEO activities
based on your
e-commerce
goals’ impact
and effort
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
You always have limited resources and timelines
to execute SEO activities and achieve goals
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
It’s why you can’t
just follow “SEO
best practices” or
“checklists”, which
are great to avoid
missing things,
but not to drive
your SEO strategy
https://developers.google.com/search/docs/specialty/ecommerce?hl=en
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
CLOTHING ONLINE STORE
INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN
INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT
OF WINTER BOOTS FOR BOTH WOMEN AND MEN
GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS
LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS
PAGES
TAKE INTO TOP 3 POSITIONS OF CURRENT
TOP 10 FOR MID-BOTTOM OF THE FUNNEL
QUERIES TARGETED BY WINTER BOOTS
LISTINGS AND COMPARISONS PAGES
TAKE INTO TOP 10
PILLAR AND GUIDES
PAGES OF WINTER
BOOTS FOR WOMEN
AND MEN
….
1. YOU’RE TRYING TO GET THIS
2. TO OBTAIN THIS!
Biz Goals
[What Decision
Makers care
About]
SEO goals
[What SEOs care about]
Start by establishing top-to-down SEO goals for your
e-commerce that connect with your business ones
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN
INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER
BOOTS FOR BOTH WOMEN AND MEN
….
TOP-TO-DOWN SEO GOALS
GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS,
COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES
TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10
FOR MID-BOTTOM OF THE FUNNEL QUERIES
TARGETED BY WINTER BOOTS LISTINGS AND
COMPARISONS PAGES
TAKE INTO TOP 10 PILLAR
AND GUIDES PAGES OF
WINTER BOOTS FOR
WOMEN AND MEN
This will help to tie each SEO action to business goals,
allowing to focus on meaningful SEO execution
1. RECOMMENDATIONS TO IMPROVE X
WHY IS IT IMPORTANT?
HOW DOES IT AFFECT THE SITE RANKINGS?
WHERE HAS BEEN FOUND AND IS GENERATED?
Screens
hot
SCENARIO 1
HOW CAN IT BE FIXED?
Screens
hot
SCENARIO 1
Screens
hot
SEO
Effect
Affected
Areas
Business
Importance
Optimization
Status
Execution
Difficulty
Required
resources
Priority
High Paginations Medium Low Low Technical High
1. WILL HELP TO
ACHIEVE THIS
2. TO OBTAIN THIS
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Specific [Significant]: Will allow to achieve the desired business goals (+150% sales)
Measurable [Meaningful]: Organic search revenue, traffic and rankings can be tracked
Attainable [Action Oriented]: You’ll have reasonable time to see results (1 year)
Relevant [Rewarding]: It will impact the relevant areas/sections to achieve sales goals
Time-Bound [Trackable]: It should be achieved during a specific time (1 year)
Evaluated [Ethical]: Its evolution will be assessed at the end of each month
Reviewed [Rewarding]: Its activities will be reviewed based on their impact
When establishing SEO goals use the SMARTER
principles, to ensure impact and meaningfulness
“Grow 150% organic search conversions YoY of X, Y, Z product lines”
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Run forecasts to establish different SEO results
scenarios, showing impact on revenue
Advanced Web Ranking
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
While seeing how much it would cost to bring those
visits w/ paid search ads, and results if nothing is done
Advanced Web Ranking
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
You can use tools like AWR or Forecast Forge to
develop your rankings, traffic & conversions forecast
Forecast Forge
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
IMPACT
EFFORT
1.
To Execute
Don’t Do
2.
To Assess
& Prioritize
2.
To Assess
& Prioritize
Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher
Medium impacting
with high effort
6 4 12
Low impacting with
high effort
4 4 8
Low impacting with
very high effort
4 2 6
Very low impacting
with very high effort
2 2 4
Prioritize your SEO activities with higher
impact/lower effort to achieve your goals
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Use this SEO Recommendations Prioritization
Template in Google Sheets to easily do it
https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Can’t tie an SEO recommendation to a SMARTER SEO
goal? It’s a non-problem and shouldn’t be prioritized
INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN
INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER
BOOTS FOR BOTH WOMEN AND MEN
….
TOP-TO-DOWN SEO GOALS
GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS,
COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES
TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10
FOR MID-BOTTOM OF THE FUNNEL QUERIES
TARGETED BY WINTER BOOTS LISTINGS AND
COMPARISONS PAGES
TAKE INTO TOP 10 PILLAR
AND GUIDES PAGES OF
WINTER BOOTS FOR
WOMEN AND MEN
1. RECOMMENDATIONS TO IMPROVE X
WHY IS IT IMPORTANT?
HOW DOES IT AFFECT THE SITE RANKINGS?
WHERE HAS BEEN FOUND AND IS GENERATED?
Screens
hot
SCENARIO 1
HOW CAN IT BE FIXED?
Screens
hot
SCENARIO 1
Screens
hot
SEO
Effect
Affected
Areas
Business
Importance
Optimization
Status
Execution
Difficulty
Required
resources
Priority
High Paginations Medium Low Low Technical High
1. WILL HELP TO
ACHIEVE THIS?
2. TO OBTAIN THIS?
X
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
What happens when you have activities that
seem to have similar effort and impact?
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Use second-order thinking to select the one with
more positive implications for goals achievement
https://fs.blog/2016/04/second-order-thinking/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Prioritize the task
with the biggest
overall impact on
the business
beyond SEO
https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Select a few categories to
implement fast and assess
impact vs similar
unchanged ones:
* Positive result? Replicate
to rest.
* Negative outcome? Move
to other implementations!
Unsure about
impact? Run
tests to assess
their impact in
your context or
see if there are
better alternate
ways to achieve
results
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Leverage SEO testing tools to execute different
types of SEO tests, from group to split tests
SEOtesting, Ryte, Zippy, Splitsignal
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
You can integrate directly with CDN workers
to implement SEO test changes fast
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
You can also create
your own SEO A/B
Split Tests for Free
by using Google
Tag Manager as
Chris shows here
https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
This will allow
you to assess and
change fast what
is not impactful
and identify
opportunities to
leverage to
achieve goals
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
3. Establish an
SEO quality
framework to
avoid issues
that hold
execution back
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
SEO auditing
should be a
recurrent activity
to prevent issues
and identify
opportunities on
an on-going basis
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
There are too common SEO horror stories in
e-commerce that are completely preventable
Internal search
results cannibalizing
categories
Noindexing
categories pages
with search
potential
Lack of unique
commercial content
in categories
Product pages
with poor
unique descriptive
content
Product pages
with traffic
but inconsistent
status
Seasonal pages
with traffic
but inconsistent
status
Overlooking
informational
content and
resources
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Like noindexing or canonicalizing facets with
product inventory and search traffic potential
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Or temporarily
unavailable
products pages
triggering errors,
being noindexed
or erroneously
redirected
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
I’ve presented
about it, so you
can take a look at
the different
solutions
alternatives here
https://www.slideshare.net/aleydasolis/ecommerce-seo-horror-stories-how-to-tackle-the-most-common-issues-at-scale-and-avoid-an-seo-nightmare-mozcon
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
SEO RECOS ONGOING SEO IMPLEMENTATION
SEO QUALITY ASSURANCE FRAMEWORK
That’s why SEO reco’s should set ongoing
SEO quality assurance measures for the process
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
SEO RECOS ONGOING SEO IMPLEMENTATION
SEO QUALITY ASSURANCE FRAMEWORK
EDUCATION
To prevent SEO
mistakes
VALIDATION
To avoid launching
SEO Errors
MONITORING
To catch SEO incidents
fast
With ongoing SEO education, validation and
monitoring measures for an optimal execution
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/
WIKI
ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/
[STAKEHOLDERS] TEAMS
RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS &
IMPORTANCE TOWARDS GOALS
INCLUDE A “WHY DOES THIS
MATTER” SECTION IN AUDIT &
REPORTS
CREATE PERSONALIZED GUIDELINES
WITHIN WIKI/PM PLATFORM
DO LIVE (AND RECORD) WEBINARS
& Q&AS WITH INVOLVED TEAMS
A base of SEO education across teams is
fundamental to establish understanding
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Developing and
recording SEO
trainings so
videos can be
played to new
team members
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Creating a company
SEOWiki w/ content
& tech SEO best
practices that you can
easily refer
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
WEB PLATFORM CONFIGURATION/SETTINGS CHANGES
INTEGRATED VALIDATION
CONTENT OPTIMIZATION & TECH SEO CONFIGURATION
CHECKLIST FOR COMMON WORKFLOWS
RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE &
POST WEB RELEASES
SET RECURRING CRAWLS
WITH SEO CRAWLERS
WEB PLATFORMS SEO
CONFIGURATION CHECKS
CREATE EASY TO FOLLOW/USE
CHECKLISTS FOR USUAL ACTIVITIES
Strengthen your SEO Quality Framework with
a seamless SEO execution validation workflow
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Set and agree with
teams the use of
content & tech
configuration
checklist for
common workflows
https://docs.google.com/spreadsheets/d/1LGc9RxurRTv2K0Zsckh1cirEQ9E9rP7-04k1wnVIkhg/edit?usp=sharing
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
PRE-RELEASE SEO
VALIDATION: OK?
SEO IMPLEMENTATION
YES
NO
YES
ON-GOING SEO
VALIDATION
SEO RELEASE
NO
FIX
POST-RELEASE SEO
VALIDATION: OK?
YES
NO
FIX
ON-GOING SEO
VALIDATION: OK?
YES
NO
FIX IN LESS
24H
REVERSE
IMPLEMENTATION
Agree on release validations workflow with devs
taking into consideration “what-if” scenarios
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
SEO validations are
only going to be as
strong as the
alignment of SEOs
with the team
executing changes
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
WEB CONTENT & TECHNICAL CONFIGURATION CHANGES
ALERTS
WEBSITE SEARCH CRAWLING ISSUES ALERTS
WEB RANKINGS DECREASE/INCREASE ALERTS
ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/
INCREASE ALERTS
QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS
MENTIONS & BACKLINKS ALERTS
SPAM OR MANUAL ACTIONS ALERTS
WEB ANALYTICS TOOLS
SEO CONFIGURATION ALERTS TOOLS
(LITTLE WARDEN, CONTENTKING)
WEB SERVER LOG MONITORING TOOL
AND SEARCH CONSOLE
RANK TRACKERS
SEARCH TRENDS TOOLS
MENTIONS/BACKLINKS TOOLS
GOOGLE SEARCH CONSOLE
Catch critical SEO configurations and KPIs
changes fast to take action before it’s too late
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
MENTIONS & BACKLINKS
SPAM & MANUAL ACTIONS
ORGANIC SEARCH TRAFFIC & CONVERSIONS
SEARCH TRENDS CHANGES
WEB RANKINGS & SERPS CTR
CONTENT OPTIMIZATION
CRAWLABILITY & INDEXABILITY CONFIGURATIONS
Monitor it all: From Crawlability and Indexability,
Rankings, Traffic, to Backlinks & Manual Actions
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Use real-time SEO crawlers like ContentKing or
LittleWarden to identify SEO changes in real time
LITTLE WARDEN, CONTENTKING
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Configure your real-time monitoring to catch when
meaningful tech & content configurations change
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Too many pages updating all the time? Monitor
Critical URLs of each type with your own criteria
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Configure the alerts to go to the relevant email,
slack or project management tool to not be missed
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION
ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS
WEB RANKINGS DECREASE/INCREASE ALERTS
QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS
WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS
CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS
COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI
ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS
RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES
EDUCATION
VALIDATION
MONITORING
MENTIONS & BACKLINKS ALERTS
WEBSITE SEARCH CRAWLING ISSUES ALERTS
SPAM OR MANUAL ACTIONS ALERTS
SEO QUALITYASSURANCE FRAMEWORK
RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS
This is how you
say goodbye to
continuous
SEO errors that
hold your
execution back
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Learn more about
setting a Quality
Assurance
Framework in this
presentation
https://www.slideshare.net/aleydasolis/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-frameworkpdf
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
It shouldn’t be only a matter of catching
errors faster, you should prevent them
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
Too much work?
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
These are just 3 keys activities to incorporate
into your E-commerce SEO strategy for success
Look at the SERPs,
their features and
intent to drive your
content
optimization &
maximize visibility
through the full
search journey
Prioritize SEO
activities based on
your e-commerce
goals’ impact and
effort
Establish an SEO
quality framework to
avoid issues that hold
execution back
1. 2. 3.
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
POPULAR &
AUTHORITATIVE
RELEVANT &
TRUSTWORTHY
CRAWLABLE &
INDEXABLE
GREAT USER
EXPERIENCE
RANKABLE
FOR RELEVANT
QUERIES
>
YOUR PAGE
YOUR COMPETITORS PAGES
These will
help to stay
ahead of
competitors,
minimizing
errors,
identifying and
executing
faster what
obtains goals
SEARCH BEHAVIOR SEARCH RESULTS
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
This makes it worth it! Achievable with consistent,
and error-free SEO execution of what matters
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
It’s all about e-commerce organic search growth,
revenue, and ultimately, SEO ROI
#ecommerceseo at #ecommercesummit by @aleyda from @orainti
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
orainti.com
Thanks! Questions?
orainti.com

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Building a Modern Day 
E-commerce SEO Strategy

  • 1. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Building a Modern Day E-commerce SEO Strategy #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  • 2. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Organic search continues to be one of the biggest traffic drivers to online retailers semrush
  • 3. #ecommerceseo at #ecommercesummit by @aleyda from @orainti It will only become more important with Google now shifting to a free merchant marketplace with a +35B product Shopping Graph https://blog.google/products/shopping/buy-on-google-is-zero-commission/
  • 4. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Giving product detail pages more organic visibility with new search results features Popular Products Shopping Knowledge Panel
  • 5. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Recently introducing a new shopping experience with the “shop” term https://blog.google/products/shopping/search-on-2022-shopping/
  • 6. #ecommerceseo at #ecommercesummit by @aleyda from @orainti All this, while facilitating product integration with popular E-commerce platforms
  • 7. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Which have also now introduced more SEO functionalities
  • 8. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Best time to do E-commerce SEO ever! Can we go now?
  • 9. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Not so fast. E-commerce SEO is also getting harder, it’s more challenging to achieve goals
  • 10. #ecommerceseo at #ecommercesummit by @aleyda from @orainti There’s not only a higher SEO competition but challenges to stand-out to grab traffic in SERPs like this Ads Local Pack Organic Organic PAA Organic Organic Popular Products
  • 11. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Google is now more sophisticated and a better search experience & quality are needed to rank Scary Dip
  • 12. #ecommerceseo at #ecommercesummit by @aleyda from @orainti E-commerce sites nature make also SEO execution harder and often most efforts go to fixing bugs A high number of pages due to product volume Complex categorization Dynamic inventory causing constantly changing URLs The same product info as other sites
  • 13. #ecommerceseo at #ecommercesummit by @aleyda from @orainti The Pyramid of SEO Success We then get stuck on fixing issues, rather than building, which is what achieves real growth FIXING IMPROVING BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech debt to avoid crawlability, indexability and page experience issues
  • 14. #ecommerceseo at #ecommercesummit by @aleyda from @orainti E-commerce SEO is full of opportunities but also common challenges
  • 15. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Let’s tackle these E-commerce SEO challenges w/ 3 key actions to integrate in your strategy Look at the SERPs, their features and intent to drive your content optimization & maximize visibility through the full search journey Prioritize SEO activities based on your e-commerce goals’ impact and effort Establish an SEO quality framework to avoid issues that hold execution back 1. 2. 3.
  • 16. #ecommerceseo at #ecommercesummit by @aleyda from @orainti 1. Look at the SERPs to drive your content optimization & maximize visibility through the full search journey #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  • 17. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Many online stores focus on commercial & transactional queries but industry leaders establish their authority ranking across the full search journey
  • 18. #ecommerceseo at #ecommercesummit by @aleyda from @orainti https://www.sistrix.com/visibility-leaders/retail-2022-overview This has been highlighted in retail search visibility studies, like the Sistrix one, finding retailers missing on informational opportunities
  • 19. #ecommerceseo at #ecommercesummit by @aleyda from @orainti For example, REI does this with their Learn section, establishing authority while attracting top-of- the-funnel traffic for popular topics
  • 20. #ecommerceseo at #ecommercesummit by @aleyda from @orainti With useful complementary guides that answer common questions while attracting backlinks #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  • 21. #ecommerceseo at #ecommercesummit by @aleyda from @orainti This also impacts trust & conversion! You need to connect through the full journey to establish authority To attract this You need to target & establish yourself here …
  • 22. #ecommerceseo at #ecommercesummit by @aleyda from @orainti GUIDES PDPS PLPS SERPs are more blended than ever too! Informational products SERPs are now also featuring PLPs & PDPs. Stop assuming there’s no value in them.
  • 23. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Guides are now also ranked for “buy” terms too. Stop only focusing on optimizing PLPs/PDPs. Buy White Jeans Buy women’s running shoes Buy women leather jacket
  • 24. #ecommerceseo at #ecommercesummit by @aleyda from @orainti And even if you’re now investing in content across the search journey: Are you optimizing it to maximize visibility & CTR via shown SERP features? THEY DON’T THEY DO
  • 25. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Target relevant product queries across the whole search journey Create and optimize different type of content to target intent across the whole journey Optimize content to effectively leverage search results features to maximize visibility It’s time to look at the SERPs to reassess what you target and how you do it to maximize your traffic Expand Target Create content to satisfy each intent type Leverage Search Features
  • 26. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Identify relevant queries to better target with guides by detecting informational sites outranking you for top terms in search results Sistrix
  • 27. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Identify keyword gap vs these sites to see which are the relevant high search volume queries that you’re not targeting, to assess for guides Semrush
  • 28. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Take a look at the top traffic pages within the publications’ “shop” sections to assess further topics opportunities Semrush
  • 29. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Need further inspiration for topics & design? See Sistrix’s best-performing retail sites content hubs https://www.sistrix.com/visibility-leaders/
  • 30. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Check the type of ranked pages and intent in bulk to see the need to further optimize PLPs/PDPs for them Semrush
  • 31. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Many PLPs only feature links to products, without any descriptive text, making them hard to rank
  • 32. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Start by featuring as many products per page as viable, with longer descriptions, to show more relevant content Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 CATEGORY A Pages: 1, 2, 3… 100 Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 CATEGORY B Pages: 1, 2, 3… 60 < Product 7 Product 8 Product 9 Product 10 * Explain why you’re in the best place to buy these products * Clarify common doubts of customers when buying these types of products
  • 33. #ecommerceseo at #ecommercesummit by @aleyda from @orainti From Products FAQs, Q&As to Facts, integrate them within categories/facets pages to support sales too Reassure users that the products they’re seeing are the best for their scenario Mitigate any doubts around the use and characteristics of the products Show why they’re in the best place to buy these products … #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  • 34. #ecommerceseo at #ecommercesummit by @aleyda from @orainti #ecommerceseo at #ecommercesummit by @aleyda from @orainti Blend with the products listing design to make them visible and helpful to users, rather than hiding them at the bottom
  • 35. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Establish patterns to generate at scale leveraging content automation tools to help writers FAQs: • Are these boots made from real leather? • Do these boots have a good transpiration system? • What are the best pants to wear with knee-high boots? Surfer, NeuralText
  • 36. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Monitor the targeted queries SERPs to asses visibility opportunities, and search features you’re not yet leveraging
  • 37. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Use rank trackers like AWR showing pixel position and product search features w/ SERP screenshots to assess potential Advanced Web Ranking
  • 38. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Assess which are the search features influencing your targeted SERPs that are relevant and feasible for you to leverage Advanced Web Ranking
  • 39. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Not all are triggered by structured data anymore, content format and merchant feeds influence what Google highlights in snippets https://brodieclark.com/little-known-rich-results-ecommerce/
  • 40. #ecommerceseo at #ecommercesummit by @aleyda from @orainti https://brodieclark.com/google-image-thumbnails/ As well as image optimization -indexing, relevance, organization- for the popular image thumbnails in listings
  • 41. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Ryte Monitor your audience’s new searches to frequently identify content opportunities & expand accordingly
  • 42. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Denim Leather Jean Men Women Jeans Pants Shorts Jacket Shirt T-shirt Dress Skirt Jumpsuit Bootcut Straight Wide Slim Crop Flare Skinny Black Blue White Red Product Characteristics Type Audience + + + Modifiers + Buy Shop Best Top Cheap Children It’s about maximizing your e-commerce search visibility share through the full customer journey Home Brand Categories Sub-categories Filters Comparison Guides Deals …
  • 43. #ecommerceseo at #ecommercesummit by @aleyda from @orainti https://bit.ly/3wKdCTe Here’s a reference for e-commerce sites, to avoid forgetting any query & content types
  • 44. #ecommerceseo at #ecommercesummit by @aleyda from @orainti 2. Prioritize SEO activities based on your e-commerce goals’ impact and effort #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  • 45. #ecommerceseo at #ecommercesummit by @aleyda from @orainti You always have limited resources and timelines to execute SEO activities and achieve goals
  • 46. #ecommerceseo at #ecommercesummit by @aleyda from @orainti It’s why you can’t just follow “SEO best practices” or “checklists”, which are great to avoid missing things, but not to drive your SEO strategy https://developers.google.com/search/docs/specialty/ecommerce?hl=en
  • 47. #ecommerceseo at #ecommercesummit by @aleyda from @orainti CLOTHING ONLINE STORE INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN …. 1. YOU’RE TRYING TO GET THIS 2. TO OBTAIN THIS! Biz Goals [What Decision Makers care About] SEO goals [What SEOs care about] Start by establishing top-to-down SEO goals for your e-commerce that connect with your business ones
  • 48. #ecommerceseo at #ecommercesummit by @aleyda from @orainti INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN This will help to tie each SEO action to business goals, allowing to focus on meaningful SEO execution 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High 1. WILL HELP TO ACHIEVE THIS 2. TO OBTAIN THIS
  • 49. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Specific [Significant]: Will allow to achieve the desired business goals (+150% sales) Measurable [Meaningful]: Organic search revenue, traffic and rankings can be tracked Attainable [Action Oriented]: You’ll have reasonable time to see results (1 year) Relevant [Rewarding]: It will impact the relevant areas/sections to achieve sales goals Time-Bound [Trackable]: It should be achieved during a specific time (1 year) Evaluated [Ethical]: Its evolution will be assessed at the end of each month Reviewed [Rewarding]: Its activities will be reviewed based on their impact When establishing SEO goals use the SMARTER principles, to ensure impact and meaningfulness “Grow 150% organic search conversions YoY of X, Y, Z product lines”
  • 50. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Run forecasts to establish different SEO results scenarios, showing impact on revenue Advanced Web Ranking
  • 51. #ecommerceseo at #ecommercesummit by @aleyda from @orainti While seeing how much it would cost to bring those visits w/ paid search ads, and results if nothing is done Advanced Web Ranking
  • 52. #ecommerceseo at #ecommercesummit by @aleyda from @orainti You can use tools like AWR or Forecast Forge to develop your rankings, traffic & conversions forecast Forecast Forge
  • 53. #ecommerceseo at #ecommercesummit by @aleyda from @orainti IMPACT EFFORT 1. To Execute Don’t Do 2. To Assess & Prioritize 2. To Assess & Prioritize Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher Medium impacting with high effort 6 4 12 Low impacting with high effort 4 4 8 Low impacting with very high effort 4 2 6 Very low impacting with very high effort 2 2 4 Prioritize your SEO activities with higher impact/lower effort to achieve your goals
  • 54. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Use this SEO Recommendations Prioritization Template in Google Sheets to easily do it https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
  • 55. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Can’t tie an SEO recommendation to a SMARTER SEO goal? It’s a non-problem and shouldn’t be prioritized INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High 1. WILL HELP TO ACHIEVE THIS? 2. TO OBTAIN THIS? X
  • 56. #ecommerceseo at #ecommercesummit by @aleyda from @orainti What happens when you have activities that seem to have similar effort and impact?
  • 57. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Use second-order thinking to select the one with more positive implications for goals achievement https://fs.blog/2016/04/second-order-thinking/
  • 58. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Prioritize the task with the biggest overall impact on the business beyond SEO https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/
  • 59. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Select a few categories to implement fast and assess impact vs similar unchanged ones: * Positive result? Replicate to rest. * Negative outcome? Move to other implementations! Unsure about impact? Run tests to assess their impact in your context or see if there are better alternate ways to achieve results
  • 60. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Leverage SEO testing tools to execute different types of SEO tests, from group to split tests SEOtesting, Ryte, Zippy, Splitsignal
  • 61. #ecommerceseo at #ecommercesummit by @aleyda from @orainti You can integrate directly with CDN workers to implement SEO test changes fast
  • 62. #ecommerceseo at #ecommercesummit by @aleyda from @orainti You can also create your own SEO A/B Split Tests for Free by using Google Tag Manager as Chris shows here https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
  • 63. #ecommerceseo at #ecommercesummit by @aleyda from @orainti This will allow you to assess and change fast what is not impactful and identify opportunities to leverage to achieve goals
  • 64. #ecommerceseo at #ecommercesummit by @aleyda from @orainti 3. Establish an SEO quality framework to avoid issues that hold execution back #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  • 65. #ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO auditing should be a recurrent activity to prevent issues and identify opportunities on an on-going basis
  • 66. #ecommerceseo at #ecommercesummit by @aleyda from @orainti There are too common SEO horror stories in e-commerce that are completely preventable Internal search results cannibalizing categories Noindexing categories pages with search potential Lack of unique commercial content in categories Product pages with poor unique descriptive content Product pages with traffic but inconsistent status Seasonal pages with traffic but inconsistent status Overlooking informational content and resources
  • 67. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Like noindexing or canonicalizing facets with product inventory and search traffic potential
  • 68. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Or temporarily unavailable products pages triggering errors, being noindexed or erroneously redirected
  • 69. #ecommerceseo at #ecommercesummit by @aleyda from @orainti I’ve presented about it, so you can take a look at the different solutions alternatives here https://www.slideshare.net/aleydasolis/ecommerce-seo-horror-stories-how-to-tackle-the-most-common-issues-at-scale-and-avoid-an-seo-nightmare-mozcon
  • 70. #ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO RECOS ONGOING SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK That’s why SEO reco’s should set ongoing SEO quality assurance measures for the process
  • 71. #ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO RECOS ONGOING SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK EDUCATION To prevent SEO mistakes VALIDATION To avoid launching SEO Errors MONITORING To catch SEO incidents fast With ongoing SEO education, validation and monitoring measures for an optimal execution
  • 72. #ecommerceseo at #ecommercesummit by @aleyda from @orainti COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/ WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/ [STAKEHOLDERS] TEAMS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS INCLUDE A “WHY DOES THIS MATTER” SECTION IN AUDIT & REPORTS CREATE PERSONALIZED GUIDELINES WITHIN WIKI/PM PLATFORM DO LIVE (AND RECORD) WEBINARS & Q&AS WITH INVOLVED TEAMS A base of SEO education across teams is fundamental to establish understanding
  • 73. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Developing and recording SEO trainings so videos can be played to new team members
  • 74. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Creating a company SEOWiki w/ content & tech SEO best practices that you can easily refer
  • 75. #ecommerceseo at #ecommercesummit by @aleyda from @orainti WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES SET RECURRING CRAWLS WITH SEO CRAWLERS WEB PLATFORMS SEO CONFIGURATION CHECKS CREATE EASY TO FOLLOW/USE CHECKLISTS FOR USUAL ACTIVITIES Strengthen your SEO Quality Framework with a seamless SEO execution validation workflow
  • 76. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Set and agree with teams the use of content & tech configuration checklist for common workflows https://docs.google.com/spreadsheets/d/1LGc9RxurRTv2K0Zsckh1cirEQ9E9rP7-04k1wnVIkhg/edit?usp=sharing
  • 77. #ecommerceseo at #ecommercesummit by @aleyda from @orainti PRE-RELEASE SEO VALIDATION: OK? SEO IMPLEMENTATION YES NO YES ON-GOING SEO VALIDATION SEO RELEASE NO FIX POST-RELEASE SEO VALIDATION: OK? YES NO FIX ON-GOING SEO VALIDATION: OK? YES NO FIX IN LESS 24H REVERSE IMPLEMENTATION Agree on release validations workflow with devs taking into consideration “what-if” scenarios
  • 78. #ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO validations are only going to be as strong as the alignment of SEOs with the team executing changes
  • 79. #ecommerceseo at #ecommercesummit by @aleyda from @orainti WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/ INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS MENTIONS & BACKLINKS ALERTS SPAM OR MANUAL ACTIONS ALERTS WEB ANALYTICS TOOLS SEO CONFIGURATION ALERTS TOOLS (LITTLE WARDEN, CONTENTKING) WEB SERVER LOG MONITORING TOOL AND SEARCH CONSOLE RANK TRACKERS SEARCH TRENDS TOOLS MENTIONS/BACKLINKS TOOLS GOOGLE SEARCH CONSOLE Catch critical SEO configurations and KPIs changes fast to take action before it’s too late
  • 80. #ecommerceseo at #ecommercesummit by @aleyda from @orainti MENTIONS & BACKLINKS SPAM & MANUAL ACTIONS ORGANIC SEARCH TRAFFIC & CONVERSIONS SEARCH TRENDS CHANGES WEB RANKINGS & SERPS CTR CONTENT OPTIMIZATION CRAWLABILITY & INDEXABILITY CONFIGURATIONS Monitor it all: From Crawlability and Indexability, Rankings, Traffic, to Backlinks & Manual Actions
  • 81. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Use real-time SEO crawlers like ContentKing or LittleWarden to identify SEO changes in real time LITTLE WARDEN, CONTENTKING
  • 82. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Configure your real-time monitoring to catch when meaningful tech & content configurations change
  • 83. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Too many pages updating all the time? Monitor Critical URLs of each type with your own criteria
  • 84. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Configure the alerts to go to the relevant email, slack or project management tool to not be missed
  • 85. #ecommerceseo at #ecommercesummit by @aleyda from @orainti WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS SEO QUALITYASSURANCE FRAMEWORK RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS This is how you say goodbye to continuous SEO errors that hold your execution back
  • 86. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Learn more about setting a Quality Assurance Framework in this presentation https://www.slideshare.net/aleydasolis/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-frameworkpdf
  • 87. #ecommerceseo at #ecommercesummit by @aleyda from @orainti It shouldn’t be only a matter of catching errors faster, you should prevent them
  • 88. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Too much work?
  • 89. #ecommerceseo at #ecommercesummit by @aleyda from @orainti These are just 3 keys activities to incorporate into your E-commerce SEO strategy for success Look at the SERPs, their features and intent to drive your content optimization & maximize visibility through the full search journey Prioritize SEO activities based on your e-commerce goals’ impact and effort Establish an SEO quality framework to avoid issues that hold execution back 1. 2. 3.
  • 90. #ecommerceseo at #ecommercesummit by @aleyda from @orainti POPULAR & AUTHORITATIVE RELEVANT & TRUSTWORTHY CRAWLABLE & INDEXABLE GREAT USER EXPERIENCE RANKABLE FOR RELEVANT QUERIES > YOUR PAGE YOUR COMPETITORS PAGES These will help to stay ahead of competitors, minimizing errors, identifying and executing faster what obtains goals SEARCH BEHAVIOR SEARCH RESULTS
  • 91. #ecommerceseo at #ecommercesummit by @aleyda from @orainti This makes it worth it! Achievable with consistent, and error-free SEO execution of what matters
  • 92. #ecommerceseo at #ecommercesummit by @aleyda from @orainti It’s all about e-commerce organic search growth, revenue, and ultimately, SEO ROI
  • 93. #ecommerceseo at #ecommercesummit by @aleyda from @orainti 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 orainti.com Thanks! Questions? orainti.com