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

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

  1. 1. #ecommerceseo at #omr17 by @aleyda from @orainti Ecommerce SEOTop Tips & Actions to Maximize Growth in 2017
  2. 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. 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. 4. #ecommerceseo at #omr17 by @aleyda from @orainti I help e-commerce sites to achieve 
 these organic search results
  5. 5. #ecommerceseo at #omr17 by @aleyda from @orainti Organic search already drives 
 22% of orders in the US
  6. 6. #ecommerceseo at #omr17 by @aleyda from @orainti Which makes SEO critical for ecommerce sites
  7. 7. #ecommerceseo at #omr17 by @aleyda from @orainti Although sometimes ecommerce optimization represents a challenge!
  8. 8. #ecommerceseo at #omr17 by @aleyda from @orainti Here’s how to do it
  9. 9. #ecommerceseo at #omr17 by @aleyda from @orainti Stop targeting the same generic keywords than your competition with both desktop & mobile
  10. 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
  11. 11. #ecommerceseo at #omr17 by @aleyda from @orainti Take into consideration voice search & conversational queries percent-queries-voice-queries-249917
  12. 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. 13. #ecommerceseo at #omr17 by @aleyda from @orainti Prioritize those already driving 
 more impressions but low CTR Google Search Console
  14. 14. #ecommerceseo at #omr17 by @aleyda from @orainti The ones with highest visits 
 but poorer conversion rate too SEOmonitor
  15. 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. 16. #ecommerceseo at #omr17 by @aleyda from @orainti Expand them in order to include 
 all their related variants Semrush
  17. 17. #ecommerceseo at #omr17 by @aleyda from @orainti Prioritize those with 
 a lower competition
  18. 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. 19. #ecommerceseo at #omr17 by @aleyda from @orainti You have now device segmented priority queries with high potential to target MOBILE DESKTOP
  20. 20. #ecommerceseo at #omr17 by @aleyda from @orainti Stop focusing only on your text based categories listings and products pages optimization
  21. 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. 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. 23. #ecommerceseo at #omr17 by @aleyda from @orainti What format your content should be in 
 based on the context & goal
  24. 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. 25. #ecommerceseo at #omr17 by @aleyda from @orainti This is critical to maximize the usually
 low smartphone conversion rates benchmarks-q4-2016
  26. 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. 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. 28. #ecommerceseo at #omr17 by @aleyda from @orainti As well as content cannibalization among categories, also causing poor conversions
  29. 29. #ecommerceseo at #omr17 by @aleyda from @orainti Expand your content to target informational queries supporting the purchase decision
  30. 30. #ecommerceseo at #omr17 by @aleyda from @orainti Like brands & products comparisons, which allow you to better control your reputation
  31. 31. #ecommerceseo at #omr17 by @aleyda from @orainti Leverage seasonal queries, consistently optimizing your campaigns landing pages
  32. 32. #ecommerceseo at #omr17 by @aleyda from @orainti They will attract from rankings to links
 & should be reused to grow over time CognitiveSEO
  33. 33. #ecommerceseo at #omr17 by @aleyda from @orainti It’s critical to set publishing, update & elimination rules for every type of page
  34. 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. 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. 36. #ecommerceseo at #omr17 by @aleyda from @orainti Check which other SERP features are also giving more visibility to your competitors SEMrush
  37. 37. #ecommerceseo at #omr17 by @aleyda from @orainti Identify the queries to target in each case, from reviews to instant answers
  38. 38. #ecommerceseo at #omr17 by @aleyda from @orainti Start using structured data to specify 
 the relevant content meaning docs/guides/intro-structured-data
  39. 39. #ecommerceseo at #omr17 by @aleyda from @orainti You can easily validate & preview 
 with Google’s own tools docs/guides/search-gallery
  40. 40. #ecommerceseo at #omr17 by @aleyda from @orainti You’ll expand your brand visibility share 
 in search results & maximize CTR
  41. 41. #ecommerceseo at #omr17 by @aleyda from @orainti Keep an eye to rich cards on mobile SERPs, which are being continuously expanded
  42. 42. #ecommerceseo at #omr17 by @aleyda from @orainti Fasten your site pages load time, specially on mobile
  43. 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. 44. #ecommerceseo at #omr17 by @aleyda from @orainti Identify the load times of your 
 top pages directly in Google Analytics
  45. 45. #ecommerceseo at #omr17 by @aleyda from @orainti Use Chrome’s DevTools Network & Audits to 
 see which resources are causing the delay
  46. 46. #ecommerceseo at #omr17 by @aleyda from @orainti Double-Verify and prioritize with 
 Google’s PageSpeed Insights Tool speed/pagespeed/insights/
  47. 47. #ecommerceseo at #omr17 by @aleyda from @orainti Validate all of your site pages speed by using Google API with URLProfiler URLProfiler
  48. 48. #ecommerceseo at #omr17 by @aleyda from @orainti To also spot which issues are negatively affecting to most of your pages
  49. 49. #ecommerceseo at #omr17 by @aleyda from @orainti Better speed will bring a better crawling, indexation & conversion results
  50. 50. #ecommerceseo at #omr17 by @aleyda from @orainti Keep also an eye on AMP which is supporting more ecommerce features
  51. 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. 52. #ecommerceseo at #omr17 by @aleyda from @orainti As well as provide impressive 
 additional visibility
  53. 53. #ecommerceseo at #omr17 by @aleyda from @orainti So many opportunities, 
 so little time!
  54. 54. #ecommerceseo at #omr17 by @aleyda from @orainti Let’s start with these & see consistent 
 & scalable traffic & conversion growth!
  55. 55. #ecommerceseo at #omr17 by @aleyda from @orainti Thanks! Questions? #ecommerceseo at #omr17 by @aleyda from @orainti