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#seoforecommerce by @aleyda from @orainti
HOW TO
WIN SEO
FOR
ECOMMERCE
IN 2020
#seoforecommerce by @aleyda from @orainti
#seoforecommerce by @aleyda from @orainti
Organic search is the main traffic driver for
e-commerce and shopping sites after...
#seoforecommerce by @aleyda from @orainti
However e-commerce sites have characteristics
that make it challenging to optimi...
#seoforecommerce by @aleyda from @orainti
… as they can end up causing common SEO issues!
Content
indexing,
duplication an...
#seoforecommerce by @aleyda from @orainti
Ecommerce sites can
be amazing sites to
sharpen your SEO skills
Not sure if it’s...
#seoforecommerce by @aleyda from @oraintihttps://twitter.com/thetafferboy/status/1232068982045323265
…Particularly your
te...
#seoforecommerce by @aleyda from @orainti
Let’s see how!
Optimizing products
pages with limited
control and highly
dynamic...
#seoforecommerce by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti
Optimizing
products pages
with l...
#seoforecommerce by @aleyda from @orainti
All paths of your site lead to your products pages,
which can make or break conv...
#seoforecommerce by @aleyda from @orainti
Your products
pages are
valuable
to attract bottom
of the funnel
searches
#seoforecommerce by @aleyda from @orainti
Product pages
tend to be also
highly shared
and a magnet
for backlinks
#seoforecommerce by @aleyda from @orainti
… which can end up making them some
of your top URLs traffic wise too
#seoforecommerce by @aleyda from @orainti
It’s easy to
generate
errors with
them though
#seoforecommerce by @aleyda from @orainti
Which at an
aggregated
basis, doesn’t
only hurt your
Website
crawlability,
produ...
#seoforecommerce by @aleyda from @orainti
…But also
ultimately, makes
you lose traffic
and conversions
that you could
other...
#seoforecommerce by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti#seoforecommerce by @aleyda from ...
#seoforecommerce by @aleyda from @orainti
Establish
minimum
descriptions
requirements
within the system
when products
are ...
#seoforecommerce by @aleyda from @orainti
Don’t allow the same product to be listed twice by the
same vendor to add it in ...
#seoforecommerce by @aleyda from @orainti
If you’re also a
marketplace and there
are too many identical
products from diff...
#seoforecommerce by @aleyda from @orainti
Define a number of maximum relevant categories to
connect with products, but don...
#seoforecommerce by @aleyda from @orainti
Use characteristics to differentiate products metadata &
descriptions to be spec...
#seoforecommerce by @aleyda from @orainti
Each product should be listed in at least a full
categories>sub-categories>facet...
#seoforecommerce by @aleyda from @orainti
These categories/facets should be linked through their
canonical URLs, avoiding ...
#seoforecommerce by @aleyda from @orainti
Linking and including in the XML sitemaps
the original products URLs too
Don’t l...
#seoforecommerce by @aleyda from @orainti
What happens when products are not sold anymore?
#seoforecommerce by @aleyda from @orainti
When the product goes out of stock, it should be then
eliminated from listings, ...
#seoforecommerce by @aleyda from @orainti
If it’s a
temporary status
or you’re unsure,
the product page
should remain
inde...
#seoforecommerce by @aleyda from @orainti
Giving also the
option to users
to be notified
when the
product comes
back in st...
#seoforecommerce by @aleyda from @orainti
Feature a message explaining
why the user is redirected
If it’s permanent & the ...
#seoforecommerce by @aleyda from @orainti
Avoid 301-redirects to generic or non-relevant
categories that won’t keep the ol...
#seoforecommerce by @aleyda from @orainti
Another option is 301-redirecting to similar product
but it can cause high volum...
#seoforecommerce by @aleyda from @orainti
Avoid 302
redirects to make
sure you pass the
old product page
value while
makin...
#seoforecommerce by @aleyda from @orainti
Don’t show 404s for out of stock products
w/ backlinks, you miss value & is bad ...
#seoforecommerce by @aleyda from @orainti
You can use 410 http status for permanent out of
stock pages with no backlinks n...
#seoforecommerce by @aleyda from @orainti
Schedule continuous crawls to run & be delivered
automatically to identify remai...
#seoforecommerce by @aleyda from @orainti
Set real time SEO
monitoring and
alerts, to be
warned if your
product pages
chan...
#seoforecommerce by @aleyda from @orainti
Integrate Web traffic
and rankings data to
alerts validations,
prioritizing the ...
#seoforecommerce by @aleyda from @orainti
Configure the alerts
to be directly
delivered to your
communication or PM
system...
#seoforecommerce by @aleyda from @orainti
It's about
aligning the
crawling and
indexing of
your products to
their lifecycl...
#seoforecommerce by @aleyda from @orainti
Internal linking
and indexing of
facets with
non-
standardized
attributes
#seofo...
#seoforecommerce by @aleyda from @orainti
Should a shoe query of a specific model and color be
targeted by a product or a ...
#seoforecommerce by @aleyda from @orainti
Should you
canonicalize a
facet after a
certain level of
depth to its
parent cat...
#seoforecommerce by @aleyda from @orainti
You want to avoid a sub-optimal ranking & experience
by ranking with a too speci...
#seoforecommerce by @aleyda from @orainti
… or a still too generic sub-category that won’t be as
relevant for the user, wh...
#seoforecommerce by @aleyda from @orainti
Sometimes this happens because the relevant
indexable facet doesn’t exist on the...
#seoforecommerce by @aleyda from @orainti
Sometimes is because
queries are targeted by
indexable internal
search result pa...
#seoforecommerce by @aleyda from @orainti
Sometimes the
relevant facet
does exist but is
not correctly self-
canonicalized...
#seoforecommerce by @aleyda from @orainti
… or it hardly has internal links because the
navigation towards it is not crawl...
#seoforecommerce by @aleyda from @orainti
But you also don't want to waste your site crawling
on not worthy to be indexed ...
#seoforecommerce by @aleyda from @orainti
It's about aligning your
Web taxonomy indexing
and internal linking with the
aud...
#seoforecommerce by @aleyda from @orainti
On one hand, it depends
on the demand volume
and intent: How many
searches does ...
#seoforecommerce by @aleyda from @orainti
… on the other,
the existing
supply: How
many of these
specific
products do you
h...
#seoforecommerce by @aleyda from @orainti
Also, can these queries generate conversions that
will compensate the optimizati...
#seoforecommerce by @aleyda from @orainti
Those facets
with too little
products or
targeting non-
popular queries
should b...
#seoforecommerce by @aleyda from @orainti
While obfuscating
their internal
linking, to avoid
crawling not
meant to be
inde...
#seoforecommerce by @aleyda from @orainti
However, you want
to start indexing
and optimizing
facets that target
worthy que...
#seoforecommerce by @aleyda from @orainti
How can you identify these
opportunities with so many
category levels, facets an...
#seoforecommerce by @aleyda from @orainti
You can quickly
validate the most
popular sub-topics
searched along your
product...
#seoforecommerce by @aleyda from @oraintianalytics
Monitor your internal search results queries:
repeated, relevant ones t...
#seoforecommerce by @aleyda from @orainti
Do the same with your trending products per category:
what are their brands, cha...
#seoforecommerce by @aleyda from @oraintisistrix
Look for ranked
but cannibalized
categories/
products queries
results w/ ...
#seoforecommerce by @aleyda from @oraintisemrush
… Verify if your ranked pages are continuously
switching in search result...
#seoforecommerce by @aleyda from @oraintisurfer
Analyze the top
ranked pages
above yours:
What type of
pages are they?
Wha...
#seoforecommerce by @aleyda from @oraintisemrush
Check and
compare the
indexable facets of
the competitors
consistently
ou...
#seoforecommerce by @aleyda from @orainti
How can you differentiate and organize your Web
listings to better address users...
#seoforecommerce by @aleyda from @orainti
It’s not only about
start indexing and
linking to them,
but optimizing
their off...
#seoforecommerce by @aleyda from @orainti
It should be about
effectively
showcasing the
existing supply to
satisfy a non-t...
#seoforecommerce by @aleyda from @orainti
... indexing &
linking your Web
taxonomy,
including facets,
accordingly
#seoforecommerce by @aleyda from @orainti
Remember that is
not about indexing
more pages, but the
right pages that are
the...
#seoforecommerce by @aleyda from @orainti
Sounds like too
much work to do?
#seoforecommerce by @aleyda from @orainti
It's doable when you have resources and flexibility
to optimize the platform confi...
#seoforecommerce by @aleyda from @orainti#seoforecommerce by @aleyda from @orainti
Winning
Ecommerce SEO
challenges while
...
#seoforecommerce by @aleyda from @orainti
... which can be
highly profitable
and worthy!
#seomarketplaces by @aleyda from @orainti
Thanks! Questions?
#seoforecommerce by @aleyda from @orainti
I’m Aleyda Solis
* ...
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SEO for E-commerce in 2020 - Top Technical SEO Challenges & How to Fix them #CommerceNow

Learn about the top challenges of ecommerce in 2020 and how to fix them - focusing on top tech SEO issues.

SEO for E-commerce in 2020 - Top Technical SEO Challenges & How to Fix them #CommerceNow

  1. 1. #seoforecommerce by @aleyda from @orainti HOW TO WIN SEO FOR ECOMMERCE IN 2020 #seoforecommerce by @aleyda from @orainti
  2. 2. #seoforecommerce by @aleyda from @orainti Organic search is the main traffic driver for e-commerce and shopping sites after direct one https://www.similarweb.com/
  3. 3. #seoforecommerce by @aleyda from @orainti However e-commerce sites have characteristics that make it challenging to optimize them Complex taxonomy Highly dynamic inventory High number of products
  4. 4. #seoforecommerce by @aleyda from @orainti … as they can end up causing common SEO issues! Content indexing, duplication and cannibalization issues Internal linking challenges Crawl budget issues
  5. 5. #seoforecommerce by @aleyda from @orainti Ecommerce sites can be amazing sites to sharpen your SEO skills Not sure if it’s fun… or SEO fun
  6. 6. #seoforecommerce by @aleyda from @oraintihttps://twitter.com/thetafferboy/status/1232068982045323265 …Particularly your technical SEO ones
  7. 7. #seoforecommerce by @aleyda from @orainti Let’s see how! Optimizing products pages with limited control and highly dynamic inventory Internal linking and indexing of facets with non-standardized attributes Crawl budget issues Internal linking challenges Content indexing, duplication and cannibalization issues 1. 2.
  8. 8. #seoforecommerce by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti Optimizing products pages with limited control and highly dynamic inventory #seoforecommerce by @aleyda from @orainti
  9. 9. #seoforecommerce by @aleyda from @orainti All paths of your site lead to your products pages, which can make or break conversions
  10. 10. #seoforecommerce by @aleyda from @orainti Your products pages are valuable to attract bottom of the funnel searches
  11. 11. #seoforecommerce by @aleyda from @orainti Product pages tend to be also highly shared and a magnet for backlinks
  12. 12. #seoforecommerce by @aleyda from @orainti … which can end up making them some of your top URLs traffic wise too
  13. 13. #seoforecommerce by @aleyda from @orainti It’s easy to generate errors with them though
  14. 14. #seoforecommerce by @aleyda from @orainti Which at an aggregated basis, doesn’t only hurt your Website crawlability, products rankability and user experience …
  15. 15. #seoforecommerce by @aleyda from @orainti …But also ultimately, makes you lose traffic and conversions that you could otherwise refer to other products
  16. 16. #seoforecommerce by @aleyda from @orainti#productseo at #smxwest by @aleyda from @orainti#seoforecommerce by @aleyda from @orainti Automated validation for consistent indexing and internal linking is required through your products lifecycle
  17. 17. #seoforecommerce by @aleyda from @orainti Establish minimum descriptions requirements within the system when products are listed
  18. 18. #seoforecommerce by @aleyda from @orainti Don’t allow the same product to be listed twice by the same vendor to add it in many categories or locations
  19. 19. #seoforecommerce by @aleyda from @orainti If you’re also a marketplace and there are too many identical products from different vendors, enable a single product URL for the same product
  20. 20. #seoforecommerce by @aleyda from @orainti Define a number of maximum relevant categories to connect with products, but don’t add them to the URLs
  21. 21. #seoforecommerce by @aleyda from @orainti Use characteristics to differentiate products metadata & descriptions to be specific to target & rank with them
  22. 22. #seoforecommerce by @aleyda from @orainti Each product should be listed in at least a full categories>sub-categories>facets path that is indexable
  23. 23. #seoforecommerce by @aleyda from @orainti These categories/facets should be linked through their canonical URLs, avoiding the usage of parameters Don’t link to canonicalized Category URLs
  24. 24. #seoforecommerce by @aleyda from @orainti Linking and including in the XML sitemaps the original products URLs too Don’t link to canonicalized Product URLs
  25. 25. #seoforecommerce by @aleyda from @orainti What happens when products are not sold anymore?
  26. 26. #seoforecommerce by @aleyda from @orainti When the product goes out of stock, it should be then eliminated from listings, internal search & XML sitemap Don’t link
  27. 27. #seoforecommerce by @aleyda from @orainti If it’s a temporary status or you’re unsure, the product page should remain indexable recommending related products until it comes back or during a minimum time
  28. 28. #seoforecommerce by @aleyda from @orainti Giving also the option to users to be notified when the product comes back in stock again
  29. 29. #seoforecommerce by @aleyda from @orainti Feature a message explaining why the user is redirected If it’s permanent & the page has backlinks, traffic or conversions, 301-redirect to indexable parent category
  30. 30. #seoforecommerce by @aleyda from @orainti Avoid 301-redirects to generic or non-relevant categories that won’t keep the old page relevance
  31. 31. #seoforecommerce by @aleyda from @orainti Another option is 301-redirecting to similar product but it can cause high volume of chain redirects
  32. 32. #seoforecommerce by @aleyda from @orainti Avoid 302 redirects to make sure you pass the old product page value while making sure the destination actually works and is relevant
  33. 33. #seoforecommerce by @aleyda from @orainti Don’t show 404s for out of stock products w/ backlinks, you miss value & is bad experience
  34. 34. #seoforecommerce by @aleyda from @orainti You can use 410 http status for permanent out of stock pages with no backlinks nor rankings/traffic Personalize your error page to be usable and relevant
  35. 35. #seoforecommerce by @aleyda from @orainti Schedule continuous crawls to run & be delivered automatically to identify remaining crawlability issues Ryte
  36. 36. #seoforecommerce by @aleyda from @orainti Set real time SEO monitoring and alerts, to be warned if your product pages change their crawlability or indexing status Little warden & content king
  37. 37. #seoforecommerce by @aleyda from @orainti Integrate Web traffic and rankings data to alerts validations, prioritizing the ones of those product pages with certain minimum value Little warden & content king
  38. 38. #seoforecommerce by @aleyda from @orainti Configure the alerts to be directly delivered to your communication or PM system to facilitate their validation Zapier, Integromat
  39. 39. #seoforecommerce by @aleyda from @orainti It's about aligning the crawling and indexing of your products to their lifecycle to maximize their value
  40. 40. #seoforecommerce by @aleyda from @orainti Internal linking and indexing of facets with non- standardized attributes #seoforecommerce by @aleyda from @orainti
  41. 41. #seoforecommerce by @aleyda from @orainti Should a shoe query of a specific model and color be targeted by a product or a listing page?
  42. 42. #seoforecommerce by @aleyda from @orainti Should you canonicalize a facet after a certain level of depth to its parent category?
  43. 43. #seoforecommerce by @aleyda from @orainti You want to avoid a sub-optimal ranking & experience by ranking with a too specific product page …
  44. 44. #seoforecommerce by @aleyda from @orainti … or a still too generic sub-category that won’t be as relevant for the user, who will need to filter further
  45. 45. #seoforecommerce by @aleyda from @orainti Sometimes this happens because the relevant indexable facet doesn’t exist on the site
  46. 46. #seoforecommerce by @aleyda from @orainti Sometimes is because queries are targeted by indexable internal search result pages that generate content cannibalization/ duplication issues and are not internally linked, not ranking well as a result
  47. 47. #seoforecommerce by @aleyda from @orainti Sometimes the relevant facet does exist but is not correctly self- canonicalized and is not indexed as a result
  48. 48. #seoforecommerce by @aleyda from @orainti … or it hardly has internal links because the navigation towards it is not crawlable #seomarketplaces by @aleyda from @orainti
  49. 49. #seoforecommerce by @aleyda from @orainti But you also don't want to waste your site crawling on not worthy to be indexed nor ranked URLs…
  50. 50. #seoforecommerce by @aleyda from @orainti It's about aligning your Web taxonomy indexing and internal linking with the audience demand and your providers supply… if it doesn’t spark joy, it shouldn’t be indexable!
  51. 51. #seoforecommerce by @aleyda from @orainti On one hand, it depends on the demand volume and intent: How many searches does the query have and what are the characteristics?
  52. 52. #seoforecommerce by @aleyda from @orainti … on the other, the existing supply: How many of these specific products do you have to offer?
  53. 53. #seoforecommerce by @aleyda from @orainti Also, can these queries generate conversions that will compensate the optimization efforts of the facet? >
  54. 54. #seoforecommerce by @aleyda from @orainti Those facets with too little products or targeting non- popular queries should be canonicalized to their parents levels
  55. 55. #seoforecommerce by @aleyda from @orainti While obfuscating their internal linking, to avoid crawling not meant to be indexed pages
  56. 56. #seoforecommerce by @aleyda from @orainti However, you want to start indexing and optimizing facets that target worthy queries for which you have enough products
  57. 57. #seoforecommerce by @aleyda from @orainti How can you identify these opportunities with so many category levels, facets and products on your site?
  58. 58. #seoforecommerce by @aleyda from @orainti You can quickly validate the most popular sub-topics searched along your products categories/ brands with keyword research tools that will group and show searches for them directly Semrush
  59. 59. #seoforecommerce by @aleyda from @oraintianalytics Monitor your internal search results queries: repeated, relevant ones that you’re not targeting yet
  60. 60. #seoforecommerce by @aleyda from @orainti Do the same with your trending products per category: what are their brands, characteristics and/or locations?
  61. 61. #seoforecommerce by @aleyda from @oraintisistrix Look for ranked but cannibalized categories/ products queries results w/ non- trivial search volume
  62. 62. #seoforecommerce by @aleyda from @oraintisemrush … Verify if your ranked pages are continuously switching in search results for these queries
  63. 63. #seoforecommerce by @aleyda from @oraintisurfer Analyze the top ranked pages above yours: What type of pages are they? What kind of information do they feature? Do they provide a better experience than yours?
  64. 64. #seoforecommerce by @aleyda from @oraintisemrush Check and compare the indexable facets of the competitors consistently outranking you
  65. 65. #seoforecommerce by @aleyda from @orainti How can you differentiate and organize your Web listings to better address users need in their journey? Category Sub-Category Facet Sub-Facet
  66. 66. #seoforecommerce by @aleyda from @orainti It’s not only about start indexing and linking to them, but optimizing their offering to fulfill the user search experience and facilitate its conversion
  67. 67. #seoforecommerce by @aleyda from @orainti It should be about effectively showcasing the existing supply to satisfy a non-trivial audience demand
  68. 68. #seoforecommerce by @aleyda from @orainti ... indexing & linking your Web taxonomy, including facets, accordingly
  69. 69. #seoforecommerce by @aleyda from @orainti Remember that is not about indexing more pages, but the right pages that are the best
  70. 70. #seoforecommerce by @aleyda from @orainti Sounds like too much work to do?
  71. 71. #seoforecommerce by @aleyda from @orainti It's doable when you have resources and flexibility to optimize the platform configuration accordingly When changes are released
  72. 72. #seoforecommerce by @aleyda from @orainti#seoforecommerce by @aleyda from @orainti Winning Ecommerce SEO challenges while sparking joy!
  73. 73. #seoforecommerce by @aleyda from @orainti ... which can be highly profitable and worthy!
  74. 74. #seomarketplaces by @aleyda from @orainti Thanks! Questions? #seoforecommerce 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 YouTube SEO Video Series Host * #SEOFOMO Newsletter Wrangler * Blogger in Search Engine Land & Search Engine Journal * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year in 2018

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