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#ecommerceseo at #omr17 by @aleyda from @orainti
Ecommerce SEOTop Tips & Actions to Maximize Growth in 2017
#ecommerceseo at #omr17 by @aleyda from @orainti
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO I PublishI Share
BITLY.COM/LIBROSEOALEYDA
#ecommerceseo at #omr17 by @aleyda from @orainti
#ecommerceseo at #omr17 by @aleyda from @orainti
I’m Aleyda Solis
I Blog I Speak I’m Featured
#ecommerceseo at #omr17 by @aleyda from @orainti
#ecommerceseo at #omr17 by @aleyda from @orainti
I help e-commerce sites to achieve 

these organic search results
#ecommerceseo at #omr17 by @aleyda from @orainti
Organic search already drives 

22% of orders in the US
#ecommerceseo at #omr17 by @aleyda from @orainti
Which makes SEO critical
for ecommerce sites
#ecommerceseo at #omr17 by @aleyda from @orainti
Although sometimes ecommerce
optimization represents a challenge!
#ecommerceseo at #omr17 by @aleyda from @orainti
Here’s how to do it
#ecommerceseo at #omr17 by @aleyda from @orainti
Stop targeting the same generic
keywords than your competition
with both desktop & mobile
#ecommerceseo at #omr17 by @aleyda from @orainti
Identify the different query types
along the conversion process
Ideas &
Inspiration
Online opinions,
reviews &
advice
online
Discover
relevant
brands
products,
prices &
features
comparison
Where to
buy,
product
availability
online
Offers,
coupons,
promotions
online
https://www.consumerbarometer.com/
#ecommerceseo at #omr17 by @aleyda from @orainti
Take into consideration voice search &
conversational queries
http://searchengineland.com/google-reveals-20-
percent-queries-voice-queries-249917
#ecommerceseo at #omr17 by @aleyda from @orainti
Which questions are asked? From prices,
offers, brand comparisons to reviews!
Discover relevant
brandsOffers, coupons,
promotions online
Ideas &
Inspiration Online
opinions,
reviews &
advice online
Where to buy,
product
availability online
products, prices
& features
comparison kwfinder
#ecommerceseo at #omr17 by @aleyda from @orainti
Prioritize those already driving 

more impressions but low CTR
Google Search Console
#ecommerceseo at #omr17 by @aleyda from @orainti
The ones with highest visits 

but poorer conversion rate too
SEOmonitor
#ecommerceseo at #omr17 by @aleyda from @orainti
Segment them per device, to identify
specific user behavior to target in each case
Google Search Console
#ecommerceseo at #omr17 by @aleyda from @orainti
Expand them in order to include 

all their related variants
Semrush
#ecommerceseo at #omr17 by @aleyda from @orainti
Prioritize those with 

a lower competition
#ecommerceseo at #omr17 by @aleyda from @orainti
Verify their potential per device to see
which you should target in each case
Google Keyword Planner
#ecommerceseo at #omr17 by @aleyda from @orainti
You have now device segmented priority
queries with high potential to target
MOBILE
DESKTOP
#ecommerceseo at #omr17 by @aleyda from @orainti
Stop focusing only on your text
based categories listings and
products pages optimization
#ecommerceseo at #omr17 by @aleyda from @orainti
Use Intent & Context to map the identified
queries with different content types
+
informational
review
tips
guide
news
transactional
buy
reserve
purchase
register
or
products
brands
products
or
or
#ecommerceseo at #omr17 by @aleyda from @orainti
Identify which area and level of your site
should be relevant to use in each case
x
community
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 #omr17 by @aleyda from @orainti
What format your content should be in 

based on the context & goal
https://www.distilled.net/blog/the-content-matrix/
#ecommerceseo at #omr17 by @aleyda from @orainti
Which specific queries should be fulfilled
with your mobile content & targeted UI
Open Times
Address & Phone
Reservation
Photos & Reviews
Ratings
#ecommerceseo at #omr17 by @aleyda from @orainti
This is critical to maximize the usually

low smartphone conversion rates
http://www.monetate.com/blog/ecommerce-
benchmarks-q4-2016
#ecommerceseo at #omr17 by @aleyda from @orainti
Reorganize your content accordingly to
deliver the best experience based on intent
Home
First Level
Category Hub
Second Level
Category List
Product
#ecommerceseo at #omr17 by @aleyda from @orainti
Avoiding query-content mismatch, ranking
for category queries w/ product pages
It shouldn’t
be targeted
with a product
page but a
category
listing
#ecommerceseo at #omr17 by @aleyda from @orainti
As well as content cannibalization among
categories, also causing poor conversions
#ecommerceseo at #omr17 by @aleyda from @orainti
Expand your content to target informational
queries supporting the purchase decision
#ecommerceseo at #omr17 by @aleyda from @orainti
Like brands & products comparisons, which
allow you to better control your reputation
#ecommerceseo at #omr17 by @aleyda from @orainti
Leverage seasonal queries, consistently
optimizing your campaigns landing pages
#ecommerceseo at #omr17 by @aleyda from @orainti
They will attract from rankings to links

& should be reused to grow over time
CognitiveSEO
#ecommerceseo at #omr17 by @aleyda from @orainti
It’s critical to set publishing, update &
elimination rules for every type of page
#ecommerceseo at #omr17 by @aleyda from @orainti
Stop trying to just rank with text
content and start maximizing your
visibility in SERPs with features
#ecommerceseo at #omr17 by @aleyda from @orainti
Verify which queries are already driving
you visibility w/ images, videos & snippets
Adwords
SEO
SEO - Images
#ecommerceseo at #omr17 by @aleyda from @orainti
Check which other SERP features are also
giving more visibility to your competitors
SEMrush
#ecommerceseo at #omr17 by @aleyda from @orainti
Identify the queries to target in each case,
from reviews to instant answers
#ecommerceseo at #omr17 by @aleyda from @orainti
Start using structured data to specify 

the relevant content meaning
https://developers.google.com/search/
docs/guides/intro-structured-data
#ecommerceseo at #omr17 by @aleyda from @orainti
You can easily validate & preview 

with Google’s own tools
https://developers.google.com/search/
docs/guides/search-gallery
#ecommerceseo at #omr17 by @aleyda from @orainti
You’ll expand your brand visibility share 

in search results & maximize CTR
#ecommerceseo at #omr17 by @aleyda from @orainti
Keep an eye to rich cards on mobile SERPs,
which are being continuously expanded
#ecommerceseo at #omr17 by @aleyda from @orainti
Fasten your site pages load
time, specially on mobile
#ecommerceseo at #omr17 by @aleyda from @orainti
Speed is not only a ranking factor but will
directly impact engagement & conversion
Adobe's The State of Content:
Expectations on the Rise
#ecommerceseo at #omr17 by @aleyda from @orainti
Identify the load times of your 

top pages directly in Google Analytics
#ecommerceseo at #omr17 by @aleyda from @orainti
Use Chrome’s DevTools Network & Audits to 

see which resources are causing the delay
#ecommerceseo at #omr17 by @aleyda from @orainti
Double-Verify and prioritize with 

Google’s PageSpeed Insights Tool
https://developers.google.com/
speed/pagespeed/insights/
#ecommerceseo at #omr17 by @aleyda from @orainti
Validate all of your site pages speed by
using Google API with URLProfiler
URLProfiler
#ecommerceseo at #omr17 by @aleyda from @orainti
To also spot which issues are negatively
affecting to most of your pages
#ecommerceseo at #omr17 by @aleyda from @orainti
Better speed will bring a better crawling,
indexation & conversion results
#ecommerceseo at #omr17 by @aleyda from @orainti
Keep also an eye on AMP which is
supporting more ecommerce features
https://www.ampproject.org/es/roadmap/
#ecommerceseo at #omr17 by @aleyda from @orainti
It can make your mobile presence faster
even if you have an optimized experience
Mobile AMP Mobile Non-AMP
#ecommerceseo at #omr17 by @aleyda from @orainti
As well as provide impressive 

additional visibility
#ecommerceseo at #omr17 by @aleyda from @orainti
So many opportunities, 

so little time!
#ecommerceseo at #omr17 by @aleyda from @orainti
Let’s start with these & see consistent 

& scalable traffic & conversion growth!
#ecommerceseo at #omr17 by @aleyda from @orainti
Thanks! Questions?
#ecommerceseo at #omr17 by @aleyda from @orainti

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Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

  • 1. #ecommerceseo at #omr17 by @aleyda from @orainti Ecommerce SEOTop Tips & Actions to Maximize Growth in 2017
  • 2. #ecommerceseo at #omr17 by @aleyda from @orainti I’m Aleyda Solis ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I Do SEO I PublishI Share BITLY.COM/LIBROSEOALEYDA #ecommerceseo at #omr17 by @aleyda from @orainti
  • 3. #ecommerceseo at #omr17 by @aleyda from @orainti I’m Aleyda Solis I Blog I Speak I’m Featured #ecommerceseo at #omr17 by @aleyda from @orainti
  • 4. #ecommerceseo at #omr17 by @aleyda from @orainti I help e-commerce sites to achieve 
 these organic search results
  • 5. #ecommerceseo at #omr17 by @aleyda from @orainti Organic search already drives 
 22% of orders in the US
  • 6. #ecommerceseo at #omr17 by @aleyda from @orainti Which makes SEO critical for ecommerce sites
  • 7. #ecommerceseo at #omr17 by @aleyda from @orainti Although sometimes ecommerce optimization represents a challenge!
  • 8. #ecommerceseo at #omr17 by @aleyda from @orainti Here’s how to do it
  • 9. #ecommerceseo at #omr17 by @aleyda from @orainti Stop targeting the same generic keywords than your competition with both desktop & mobile
  • 10. #ecommerceseo at #omr17 by @aleyda from @orainti Identify the different query types along the conversion process Ideas & Inspiration Online opinions, reviews & advice online Discover relevant brands products, prices & features comparison Where to buy, product availability online Offers, coupons, promotions online https://www.consumerbarometer.com/
  • 11. #ecommerceseo at #omr17 by @aleyda from @orainti Take into consideration voice search & conversational queries http://searchengineland.com/google-reveals-20- percent-queries-voice-queries-249917
  • 12. #ecommerceseo at #omr17 by @aleyda from @orainti Which questions are asked? From prices, offers, brand comparisons to reviews! Discover relevant brandsOffers, coupons, promotions online Ideas & Inspiration Online opinions, reviews & advice online Where to buy, product availability online products, prices & features comparison kwfinder
  • 13. #ecommerceseo at #omr17 by @aleyda from @orainti Prioritize those already driving 
 more impressions but low CTR Google Search Console
  • 14. #ecommerceseo at #omr17 by @aleyda from @orainti The ones with highest visits 
 but poorer conversion rate too SEOmonitor
  • 15. #ecommerceseo at #omr17 by @aleyda from @orainti Segment them per device, to identify specific user behavior to target in each case Google Search Console
  • 16. #ecommerceseo at #omr17 by @aleyda from @orainti Expand them in order to include 
 all their related variants Semrush
  • 17. #ecommerceseo at #omr17 by @aleyda from @orainti Prioritize those with 
 a lower competition
  • 18. #ecommerceseo at #omr17 by @aleyda from @orainti Verify their potential per device to see which you should target in each case Google Keyword Planner
  • 19. #ecommerceseo at #omr17 by @aleyda from @orainti You have now device segmented priority queries with high potential to target MOBILE DESKTOP
  • 20. #ecommerceseo at #omr17 by @aleyda from @orainti Stop focusing only on your text based categories listings and products pages optimization
  • 21. #ecommerceseo at #omr17 by @aleyda from @orainti Use Intent & Context to map the identified queries with different content types + informational review tips guide news transactional buy reserve purchase register or products brands products or or
  • 22. #ecommerceseo at #omr17 by @aleyda from @orainti Identify which area and level of your site should be relevant to use in each case x community 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
  • 23. #ecommerceseo at #omr17 by @aleyda from @orainti What format your content should be in 
 based on the context & goal https://www.distilled.net/blog/the-content-matrix/
  • 24. #ecommerceseo at #omr17 by @aleyda from @orainti Which specific queries should be fulfilled with your mobile content & targeted UI Open Times Address & Phone Reservation Photos & Reviews Ratings
  • 25. #ecommerceseo at #omr17 by @aleyda from @orainti This is critical to maximize the usually
 low smartphone conversion rates http://www.monetate.com/blog/ecommerce- benchmarks-q4-2016
  • 26. #ecommerceseo at #omr17 by @aleyda from @orainti Reorganize your content accordingly to deliver the best experience based on intent Home First Level Category Hub Second Level Category List Product
  • 27. #ecommerceseo at #omr17 by @aleyda from @orainti Avoiding query-content mismatch, ranking for category queries w/ product pages It shouldn’t be targeted with a product page but a category listing
  • 28. #ecommerceseo at #omr17 by @aleyda from @orainti As well as content cannibalization among categories, also causing poor conversions
  • 29. #ecommerceseo at #omr17 by @aleyda from @orainti Expand your content to target informational queries supporting the purchase decision
  • 30. #ecommerceseo at #omr17 by @aleyda from @orainti Like brands & products comparisons, which allow you to better control your reputation
  • 31. #ecommerceseo at #omr17 by @aleyda from @orainti Leverage seasonal queries, consistently optimizing your campaigns landing pages
  • 32. #ecommerceseo at #omr17 by @aleyda from @orainti They will attract from rankings to links
 & should be reused to grow over time CognitiveSEO
  • 33. #ecommerceseo at #omr17 by @aleyda from @orainti It’s critical to set publishing, update & elimination rules for every type of page
  • 34. #ecommerceseo at #omr17 by @aleyda from @orainti Stop trying to just rank with text content and start maximizing your visibility in SERPs with features
  • 35. #ecommerceseo at #omr17 by @aleyda from @orainti Verify which queries are already driving you visibility w/ images, videos & snippets Adwords SEO SEO - Images
  • 36. #ecommerceseo at #omr17 by @aleyda from @orainti Check which other SERP features are also giving more visibility to your competitors SEMrush
  • 37. #ecommerceseo at #omr17 by @aleyda from @orainti Identify the queries to target in each case, from reviews to instant answers
  • 38. #ecommerceseo at #omr17 by @aleyda from @orainti Start using structured data to specify 
 the relevant content meaning https://developers.google.com/search/ docs/guides/intro-structured-data
  • 39. #ecommerceseo at #omr17 by @aleyda from @orainti You can easily validate & preview 
 with Google’s own tools https://developers.google.com/search/ docs/guides/search-gallery
  • 40. #ecommerceseo at #omr17 by @aleyda from @orainti You’ll expand your brand visibility share 
 in search results & maximize CTR
  • 41. #ecommerceseo at #omr17 by @aleyda from @orainti Keep an eye to rich cards on mobile SERPs, which are being continuously expanded
  • 42. #ecommerceseo at #omr17 by @aleyda from @orainti Fasten your site pages load time, specially on mobile
  • 43. #ecommerceseo at #omr17 by @aleyda from @orainti Speed is not only a ranking factor but will directly impact engagement & conversion Adobe's The State of Content: Expectations on the Rise
  • 44. #ecommerceseo at #omr17 by @aleyda from @orainti Identify the load times of your 
 top pages directly in Google Analytics
  • 45. #ecommerceseo at #omr17 by @aleyda from @orainti Use Chrome’s DevTools Network & Audits to 
 see which resources are causing the delay
  • 46. #ecommerceseo at #omr17 by @aleyda from @orainti Double-Verify and prioritize with 
 Google’s PageSpeed Insights Tool https://developers.google.com/ speed/pagespeed/insights/
  • 47. #ecommerceseo at #omr17 by @aleyda from @orainti Validate all of your site pages speed by using Google API with URLProfiler URLProfiler
  • 48. #ecommerceseo at #omr17 by @aleyda from @orainti To also spot which issues are negatively affecting to most of your pages
  • 49. #ecommerceseo at #omr17 by @aleyda from @orainti Better speed will bring a better crawling, indexation & conversion results
  • 50. #ecommerceseo at #omr17 by @aleyda from @orainti Keep also an eye on AMP which is supporting more ecommerce features https://www.ampproject.org/es/roadmap/
  • 51. #ecommerceseo at #omr17 by @aleyda from @orainti It can make your mobile presence faster even if you have an optimized experience Mobile AMP Mobile Non-AMP
  • 52. #ecommerceseo at #omr17 by @aleyda from @orainti As well as provide impressive 
 additional visibility
  • 53. #ecommerceseo at #omr17 by @aleyda from @orainti So many opportunities, 
 so little time!
  • 54. #ecommerceseo at #omr17 by @aleyda from @orainti Let’s start with these & see consistent 
 & scalable traffic & conversion growth!
  • 55. #ecommerceseo at #omr17 by @aleyda from @orainti Thanks! Questions? #ecommerceseo at #omr17 by @aleyda from @orainti