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