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


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

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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
  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 @orainti …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