SEO for Ecommerce: 5 Must Follow Tips at #MaxNordic

Aleyda Solís
Aleyda SolísInternational SEO Consultant & Founder at Orainti
#ecommerceseo at #maxnordic by @aleyda from @orainti
MAXIMIZING YOUR STORE
ORGANIC SEARCH SALES
5 Must Follow SEO Tips for Ecommerce
#ecommerceseo at #maxnordic by @aleyda from @orainti
HALLO OSLO
#ecommerceseo at #maxnordic by @aleyda from @orainti
#ecommerceseo at #maxnordic by @aleyda from @orainti
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO
#ecommerceseo at #maxnordic by @aleyda from @orainti
I PublishI Share
BITLY.COM/LIBROSEOALEYDA
#ecommerceseo at #maxnordic by @aleyda from @orainti
I’m Aleyda Solis
I Blog I Speak I’m Featured
#ecommerceseo at #maxnordic by @aleyda from @orainti
#ecommerceseo at #maxnordic by @aleyda from @orainti
You’re here because you definitely want to
make the most out of this
#ecommerceseo at #maxnordic by @aleyda from @orainti
#ecommerceseo at #maxnordic by @aleyda from @orainti
You have come to the right place!
#ecommerceseo at #maxnordic by @aleyda from @orainti
#ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti
https://pulse.custora.com/pulse/channel
Organic search drives 22% 

of orders in the US
#ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti
This makes Ecommerce SEO critical
#ecommerceseo at #maxnordic by @aleyda from @orainti
Don’t worry! I’ll show you the (SEO) money!
#ecommerceseo at #maxnordic by @aleyda from @orainti
#ecommerceseo at #maxnordic by @aleyda from @orainti
For real
#ecommerceseo at #maxnordic by @aleyda from @orainti
#ecommerceseo at #maxnordic by @aleyda from @orainti
Bling, Bling
#ecommerceseo at #maxnordic by @aleyda from @orainti
#ecommerceseo at #maxnordic by @aleyda from @orainti
Let’s get
started
#ecommerceseo at #maxnordic by @aleyda from @orainti
Allow only the crawling of URLs
that you want to index & rank to
avoid crawl budget issues
1
#ecommerceseo at #maxnordic by @aleyda from @orainti
Otherwise the search crawler will spend
effort in URLs that won’t be ranked & can
leave out those that will
#ecommerceseo at #maxnordic by @aleyda from @orainti
89% OF CRAWLED URLS ARE
NON-INDEXABLE & NOT VISITED
Botify, OnPage.org & Deepcrawl allows to crawl while integrating Analytics data
#ecommerceseo at #maxnordic by @aleyda from @orainti
Otherwise the search crawler will spend
effort in URLs that won’t be ranked & can
leave out those that will
#ecommerceseo at #maxnordic by @aleyda from @orainti
89% OF CRAWLED URLS ARE
NON-INDEXABLE & NOT VISITED
All organic search traffic comes from the 1.6% of
URLs which are the indexable & visited ones
#ecommerceseo at #maxnordic by @aleyda from @orainti
The main reason for this is CMS
configuration, Web organization and
internal linking
#ecommerceseo at #maxnordic by @aleyda from @orainti
Generating an excess of pages that need to
be non-indexed, canonicalized, redirected
to avoid content duplication issues
Too in-depth linking and non-crawlable
menus that don’t allow to easily access the
internal pages
#ecommerceseo at #maxnordic by @aleyda from @orainti
This is one of the main issues
#ecommerceseo at #maxnordic by @aleyda from @orainti
NO
#ecommerceseo at #maxnordic by @aleyda from @orainti
But not if their internal links are not
crawlable
#ecommerceseo at #maxnordic by @aleyda from @orainti
YES
#ecommerceseo at #maxnordic by @aleyda from @orainti
Generating filtered pages like this is also
ok because these are not indexable
#ecommerceseo at #maxnordic by @aleyda from @orainti
YES
#ecommerceseo at #maxnordic by @aleyda from @orainti
Your internal linking should always allow
to go up, sideways and down consistently
to those indexable pages
#ecommerceseo at #maxnordic by @aleyda from @orainti
Up
Sideways
Down
#ecommerceseo at #maxnordic by @aleyda from @orainti
Bringing your indexed URLs to a number
that *reflects* your site content
#ecommerceseo at #maxnordic by @aleyda from @orainti
Ideally you shouldn’t be blocking content
either as it means you’re linking and likely
passing value to areas that are not meant
to be ranked
#ecommerceseo at #maxnordic by @aleyda from @orainti
And achieve this! 

Still not perfect, but far better :)
#ecommerceseo at #maxnordic by @aleyda from @orainti
#ecommerceseo at #maxnordic by @aleyda from @orainti
Set Indexation Rules based on
supply & demand to avoid
duplication, cannibalization & index
bloat issues
2
#ecommerceseo at #maxnordic by @aleyda from @orainti
Content duplication, cannibalization &
thin content issues are huge in commerce
#ecommerceseo at #maxnordic by @aleyda from @orainti
Duplication & cannibalization happens a
lot with overlaying categories
Different levels of product categories,
very similar content
#ecommerceseo at #maxnordic by @aleyda from @orainti
Avoid it by featuring the different content
levels organized based on user behavior
Home Hub List Product
#ecommerceseo at #maxnordic by @aleyda from @orainti
Take the effort to differentiate & improve
key areas with specifically descriptive text
Highly specific &
Descriptive text, non-
intrusive towards
conversion
#ecommerceseo at #maxnordic by @aleyda from @orainti
How you can make sure it will be really
worthy though? By Indexing those based
on the supply and demand
#ecommerceseo at #maxnordic by @aleyda from @orainti
Be careful with internal search results
too! They might overlay with your static
category content
Internal
SearchCategory
#ecommerceseo at #maxnordic by @aleyda from @orainti
The ideal scenario is that both are the
same and internal search goes directly to
the category URL structure
Internal
SearchCategory
#ecommerceseo at #maxnordic by @aleyda from @orainti
If not then track but don't link, block
internal search results & use data to
enable new categories
Internal
SearchCategory
#ecommerceseo at #maxnordic by @aleyda from @orainti
Use
schema.org/
Review -
Implement it
with Json-
LD
And at a product level? User generated
content will be your BFF: Gamify it & use
Structured Markup for it.
#ecommerceseo at #maxnordic by @aleyda from @orainti
Set non-available Product &
Campaign landing pages
elimination Rules to keep their
Value
3
#ecommerceseo at #maxnordic by @aleyda from @orainti
Avoid generating error pages & losing
previous popularity & rankings!
explorer.cognitiveseo.com
#ecommerceseo at #maxnordic by @aleyda from @orainti
Set rules for expired product & campaign
landing pages
Will the product or campaign become unavailable?
Is	it	
permanent?
Keep the page until it
becomes available again
adding related
information, products &
campaigns, allowing the
user to be notified
when it comes back
301-redirect the product
page to its parent
category and the
campaign page to the
general campaigns area
or more similar
alternative one
NOYES
#ecommerceseo at #maxnordic by @aleyda from @orainti
Never like this though!
#ecommerceseo at #maxnordic by @aleyda from @orainti
Identify your specific mobile search
behavior to target your content &
product offer & improve results
4
#ecommerceseo at #maxnordic by @aleyda from @orainti
http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-trends-watch-2016-infographic/
Mobile ecommerce is huge already!
#ecommerceseo at #maxnordic by @aleyda from @orainti
But has more than fundamental issues
related to the information shown
#ecommerceseo at #maxnordic by @aleyda from @orainti
Understand your user mobile search
behavior to target it
http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/
#ecommerceseo at #maxnordic by @aleyda from @orainti
Identify your current mobile search
queries & pages differences with desktop
& specific performance
#ecommerceseo at #maxnordic by @aleyda from @orainti
You can do the same with your competition
if you target certain countries
sistrix.com
#ecommerceseo at #maxnordic by @aleyda from @orainti
Expand the specific mobile queries by
using Google suggestions
http://www.infinitesuggest.com/
#ecommerceseo at #maxnordic by @aleyda from @orainti
Use the most relevant business wise to
enable new content on your mobile
presence to rank & convert
#ecommerceseo at #maxnordic by @aleyda from @orainti
Not like this
NO
#ecommerceseo at #maxnordic by @aleyda from @orainti
Better like this!
YES
#ecommerceseo at #maxnordic by @aleyda from @orainti
Maximize your search results
visibility & conversion by
leveraging features & snippets
5
#ecommerceseo at #maxnordic by @aleyda from @orainti
The visibility you can obtain through
search features might be non-trivial
Adwords
SEO
SEO - Images
#ecommerceseo at #maxnordic by @aleyda from @orainti
Identify the SERP features shown not only
with your site but your competitors
#ecommerceseo at #maxnordic by @aleyda from @orainti
And which are those specific queries
triggering them
#ecommerceseo at #maxnordic by @aleyda from @orainti
Remember that is not only rankings but also
visibility that will influence CTR
#ecommerceseo at #maxnordic by @aleyda from @orainti
It’s a lot of effort? Yes, but highly worthy!

Now it’s your time ;)
#ecommerceseo at #maxnordic by @aleyda from @orainti
Thanks! Questions?
#ecommerceseo at #maxnordic by @aleyda from @orainti
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SEO for Ecommerce: 5 Must Follow Tips at #MaxNordic

  • 1. #ecommerceseo at #maxnordic by @aleyda from @orainti MAXIMIZING YOUR STORE ORGANIC SEARCH SALES 5 Must Follow SEO Tips for Ecommerce
  • 2. #ecommerceseo at #maxnordic by @aleyda from @orainti HALLO OSLO #ecommerceseo at #maxnordic by @aleyda from @orainti
  • 3. #ecommerceseo at #maxnordic by @aleyda from @orainti I’m Aleyda Solis ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I Do SEO #ecommerceseo at #maxnordic by @aleyda from @orainti I PublishI Share BITLY.COM/LIBROSEOALEYDA
  • 4. #ecommerceseo at #maxnordic by @aleyda from @orainti I’m Aleyda Solis I Blog I Speak I’m Featured #ecommerceseo at #maxnordic by @aleyda from @orainti
  • 5. #ecommerceseo at #maxnordic by @aleyda from @orainti You’re here because you definitely want to make the most out of this #ecommerceseo at #maxnordic by @aleyda from @orainti
  • 6. #ecommerceseo at #maxnordic by @aleyda from @orainti You have come to the right place! #ecommerceseo at #maxnordic by @aleyda from @orainti
  • 7. #ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti https://pulse.custora.com/pulse/channel Organic search drives 22% 
 of orders in the US
  • 8. #ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti This makes Ecommerce SEO critical
  • 9. #ecommerceseo at #maxnordic by @aleyda from @orainti Don’t worry! I’ll show you the (SEO) money! #ecommerceseo at #maxnordic by @aleyda from @orainti
  • 10. #ecommerceseo at #maxnordic by @aleyda from @orainti For real #ecommerceseo at #maxnordic by @aleyda from @orainti
  • 11. #ecommerceseo at #maxnordic by @aleyda from @orainti Bling, Bling #ecommerceseo at #maxnordic by @aleyda from @orainti
  • 12. #ecommerceseo at #maxnordic by @aleyda from @orainti Let’s get started
  • 13. #ecommerceseo at #maxnordic by @aleyda from @orainti Allow only the crawling of URLs that you want to index & rank to avoid crawl budget issues 1
  • 14. #ecommerceseo at #maxnordic by @aleyda from @orainti Otherwise the search crawler will spend effort in URLs that won’t be ranked & can leave out those that will #ecommerceseo at #maxnordic by @aleyda from @orainti 89% OF CRAWLED URLS ARE NON-INDEXABLE & NOT VISITED Botify, OnPage.org & Deepcrawl allows to crawl while integrating Analytics data
  • 15. #ecommerceseo at #maxnordic by @aleyda from @orainti Otherwise the search crawler will spend effort in URLs that won’t be ranked & can leave out those that will #ecommerceseo at #maxnordic by @aleyda from @orainti 89% OF CRAWLED URLS ARE NON-INDEXABLE & NOT VISITED All organic search traffic comes from the 1.6% of URLs which are the indexable & visited ones
  • 16. #ecommerceseo at #maxnordic by @aleyda from @orainti The main reason for this is CMS configuration, Web organization and internal linking #ecommerceseo at #maxnordic by @aleyda from @orainti Generating an excess of pages that need to be non-indexed, canonicalized, redirected to avoid content duplication issues Too in-depth linking and non-crawlable menus that don’t allow to easily access the internal pages
  • 17. #ecommerceseo at #maxnordic by @aleyda from @orainti This is one of the main issues #ecommerceseo at #maxnordic by @aleyda from @orainti NO
  • 18. #ecommerceseo at #maxnordic by @aleyda from @orainti But not if their internal links are not crawlable #ecommerceseo at #maxnordic by @aleyda from @orainti YES
  • 19. #ecommerceseo at #maxnordic by @aleyda from @orainti Generating filtered pages like this is also ok because these are not indexable #ecommerceseo at #maxnordic by @aleyda from @orainti YES
  • 20. #ecommerceseo at #maxnordic by @aleyda from @orainti Your internal linking should always allow to go up, sideways and down consistently to those indexable pages #ecommerceseo at #maxnordic by @aleyda from @orainti Up Sideways Down
  • 21. #ecommerceseo at #maxnordic by @aleyda from @orainti Bringing your indexed URLs to a number that *reflects* your site content #ecommerceseo at #maxnordic by @aleyda from @orainti Ideally you shouldn’t be blocking content either as it means you’re linking and likely passing value to areas that are not meant to be ranked
  • 22. #ecommerceseo at #maxnordic by @aleyda from @orainti And achieve this! 
 Still not perfect, but far better :) #ecommerceseo at #maxnordic by @aleyda from @orainti
  • 23. #ecommerceseo at #maxnordic by @aleyda from @orainti Set Indexation Rules based on supply & demand to avoid duplication, cannibalization & index bloat issues 2
  • 24. #ecommerceseo at #maxnordic by @aleyda from @orainti Content duplication, cannibalization & thin content issues are huge in commerce
  • 25. #ecommerceseo at #maxnordic by @aleyda from @orainti Duplication & cannibalization happens a lot with overlaying categories Different levels of product categories, very similar content
  • 26. #ecommerceseo at #maxnordic by @aleyda from @orainti Avoid it by featuring the different content levels organized based on user behavior Home Hub List Product
  • 27. #ecommerceseo at #maxnordic by @aleyda from @orainti Take the effort to differentiate & improve key areas with specifically descriptive text Highly specific & Descriptive text, non- intrusive towards conversion
  • 28. #ecommerceseo at #maxnordic by @aleyda from @orainti How you can make sure it will be really worthy though? By Indexing those based on the supply and demand
  • 29. #ecommerceseo at #maxnordic by @aleyda from @orainti Be careful with internal search results too! They might overlay with your static category content Internal SearchCategory
  • 30. #ecommerceseo at #maxnordic by @aleyda from @orainti The ideal scenario is that both are the same and internal search goes directly to the category URL structure Internal SearchCategory
  • 31. #ecommerceseo at #maxnordic by @aleyda from @orainti If not then track but don't link, block internal search results & use data to enable new categories Internal SearchCategory
  • 32. #ecommerceseo at #maxnordic by @aleyda from @orainti Use schema.org/ Review - Implement it with Json- LD And at a product level? User generated content will be your BFF: Gamify it & use Structured Markup for it.
  • 33. #ecommerceseo at #maxnordic by @aleyda from @orainti Set non-available Product & Campaign landing pages elimination Rules to keep their Value 3
  • 34. #ecommerceseo at #maxnordic by @aleyda from @orainti Avoid generating error pages & losing previous popularity & rankings! explorer.cognitiveseo.com
  • 35. #ecommerceseo at #maxnordic by @aleyda from @orainti Set rules for expired product & campaign landing pages Will the product or campaign become unavailable? Is it permanent? Keep the page until it becomes available again adding related information, products & campaigns, allowing the user to be notified when it comes back 301-redirect the product page to its parent category and the campaign page to the general campaigns area or more similar alternative one NOYES
  • 36. #ecommerceseo at #maxnordic by @aleyda from @orainti Never like this though!
  • 37. #ecommerceseo at #maxnordic by @aleyda from @orainti Identify your specific mobile search behavior to target your content & product offer & improve results 4
  • 38. #ecommerceseo at #maxnordic by @aleyda from @orainti http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-trends-watch-2016-infographic/ Mobile ecommerce is huge already!
  • 39. #ecommerceseo at #maxnordic by @aleyda from @orainti But has more than fundamental issues related to the information shown
  • 40. #ecommerceseo at #maxnordic by @aleyda from @orainti Understand your user mobile search behavior to target it http://www.aleydasolis.com/en/search-engine- optimization/optimizing-mobile-queries-near-you/
  • 41. #ecommerceseo at #maxnordic by @aleyda from @orainti Identify your current mobile search queries & pages differences with desktop & specific performance
  • 42. #ecommerceseo at #maxnordic by @aleyda from @orainti You can do the same with your competition if you target certain countries sistrix.com
  • 43. #ecommerceseo at #maxnordic by @aleyda from @orainti Expand the specific mobile queries by using Google suggestions http://www.infinitesuggest.com/
  • 44. #ecommerceseo at #maxnordic by @aleyda from @orainti Use the most relevant business wise to enable new content on your mobile presence to rank & convert
  • 45. #ecommerceseo at #maxnordic by @aleyda from @orainti Not like this NO
  • 46. #ecommerceseo at #maxnordic by @aleyda from @orainti Better like this! YES
  • 47. #ecommerceseo at #maxnordic by @aleyda from @orainti Maximize your search results visibility & conversion by leveraging features & snippets 5
  • 48. #ecommerceseo at #maxnordic by @aleyda from @orainti The visibility you can obtain through search features might be non-trivial Adwords SEO SEO - Images
  • 49. #ecommerceseo at #maxnordic by @aleyda from @orainti Identify the SERP features shown not only with your site but your competitors
  • 50. #ecommerceseo at #maxnordic by @aleyda from @orainti And which are those specific queries triggering them
  • 51. #ecommerceseo at #maxnordic by @aleyda from @orainti Remember that is not only rankings but also visibility that will influence CTR
  • 52. #ecommerceseo at #maxnordic by @aleyda from @orainti It’s a lot of effort? Yes, but highly worthy!
 Now it’s your time ;)
  • 53. #ecommerceseo at #maxnordic by @aleyda from @orainti Thanks! Questions? #ecommerceseo at #maxnordic by @aleyda from @orainti