SEO For Marketplaces: Overcoming Technical Challenges #WTSFest

Aleyda Solís
Aleyda SolísInternational SEO Consultant & Founder at Orainti
#seomarketplaces at #WTSFest by @aleyda from @orainti
#seomarketplaces at #wtsfest by @aleyda from @orainti
SEO FOR MARKETPLACES
Overcoming Technical Challenges
#seomarketplaces at #wtsfest by @aleyda from @orainti
Do you recognize
any of these
Websites?
#seomarketplaces by @aleyda from @oraintihttps://a16z.com/2020/02/18/marketplace-100/
These are the largest
and fastest-growing
consumer-facing
marketplaces
#seomarketplaces by @aleyda from @oraintihttp://blog.linnworks.com/complete-list-of-online-marketplaces
Marketplaces are some of the largest Websites in the
world, with the highest traffic and online revenue
#seomarketplaces by @aleyda from @oraintihttps://a16z.com/2018/11/27/services-marketplaces-service-economy-evolution-whats-next/
They have evolved
and specialized to
connect and
support beyond
the initial,
discovery phases
of the customer
journey
#seomarketplaces by @aleyda from @oraintihttps://a16z.com/2020/02/18/marketplace-100/
… and can be found
across almost any
vertical now
#seomarketplaces at #wtsfest by @aleyda from @orainti
From car rental to home decoration or sneakers
marketplaces
#seomarketplaces at #wtsfest by @aleyda from @orainti
Although marketplaces share characteristics with
e-commerce sites…
Transactional Inventory Driven
#seomarketplaces at #wtsfest by @aleyda from @orainti
… they have an additional layer of complexity due to its
two-sided platform nature and business model
Transactional Inventory Driven Two-sided
#seomarketplaces at #wtsfest by @aleyda from @orainti
They need to attract and convert customers,
as well as the clients of their customers
Clients of
Customer
Customers
#seomarketplaces at #wtsfest by @aleyda from @orainti
... at scale
#seomarketplaces at #wtsfest by @aleyda from @orainti
With products/services that can be found with the same
descriptions across many other platforms too…
#seomarketplaces at #wtsfest by @aleyda from @orainti
While trying to not
becoming obsolete
as an intermediary
#seomarketplaces at #wtsfest by @aleyda from @orainti
Marketplaces can be
amazing sites to
sharpen your SEO skills
… or it’s SEO fun
Not sure if it’s fun…
#seomarketplaces by @aleyda from @oraintihttps://twitter.com/thetafferboy/status/1232068982045323265
…Particularly your
technical SEO ones
#seomarketplaces at #wtsfest by @aleyda from @orainti
Internal linking
and indexing of
facets with non-
standardized
attributes
Optimizing
products pages
with limited control
and highly dynamic
inventory
Facing challenges like these, which are also common
across big e-commerce and inventory driven sites
#seomarketplaces at #wtsfest by @aleyda from @orainti
Let’s see how to handle
them to help you win
survive your marketplace
technical SEO process!
#seomarketplaces by @aleyda from @orainti
Optimizing products
pages with limited
control and highly
dynamic inventory
#seomarketplaces at #wtsfest by @aleyda from @orainti
#seomarketplaces at #wtsfest by @aleyda from @orainti
All paths of your site lead to your products pages,
which can make or break conversions
#seomarketplaces at #wtsfest by @aleyda from @orainti
Marketplaces need
to be ready to
index and crawl a
highly dynamic
product inventory,
driven by supply
and demand that
you don’t control
#seomarketplaces at #wtsfest by @aleyda from @orainti
Your products
pages are
valuable
to attract bottom
of the funnel
searches
#seomarketplaces at #wtsfest by @aleyda from @orainti
Product pages
tend to be also
highly shared
and a magnet
for backlinks
#seomarketplaces at #wtsfest by @aleyda from @orainti
… which can end up making them some
of your top URLs traffic wise too
#seomarketplaces at #wtsfest by @aleyda from @orainti
It’s easy to
generate
errors with
them though
#seomarketplaces at #wtsfest by @aleyda from @orainti
Which at an
aggregated
basis, doesn’t
only hurt your
Website
crawlability,
products
rankability and
user experience
…
#seomarketplaces at #wtsfest by @aleyda from @orainti
…But also
ultimately, makes
you lose traffic
and conversions
that you could
otherwise refer
to other products
#seomarketplaces at #wtsfest by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti
Automated validation
for consistent indexing
and internal linking is
required through your
products lifecycle
#seomarketplaces at #wtsfest by @aleyda from @orainti
Assist merchants
through the
product
publishing
process to give as
many details as
possible to better
describe and
categorize them
#seomarketplaces at #wtsfest by @aleyda from @orainti
Establish minimum
descriptions
requirements within
the system when
products are listed
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest by @aleyda from @orainti
Define a number of relevant categories the products
can be connected with, but don’t add to the URLs
#seomarketplaces at #wtsfest by @aleyda from @orainti
Create SEO best
practices,
guidelines and
tutorials for
vendors to make
the process easier
for them, while
gamifying the
process
#seomarketplaces at #wtsfest by @aleyda from @orainti
Use it to differentiate products metadata & descriptions
to be specific to target & rank with these characteristics
#seomarketplaces at #wtsfest by @aleyda from @orainti
Each product should be listed in at least a full
categories>sub-categories>facets path that is indexable
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest by @aleyda from @orainti
Linking and including in the XML sitemaps
the original products URLs too
Don’t link to
canonicalized
Product URLs
#seomarketplaces at #wtsfest by @aleyda from @orainti
What happens when products are not sold anymore?
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest by @aleyda from @orainti
Giving also the
option to users
to be notified
when the
product comes
back in stock
again
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest by @aleyda from @orainti
Avoid 301-redirects to generic or non-relevant
categories that won’t keep the old page relevance
#seomarketplaces at #wtsfest by @aleyda from @orainti
Another option is 301-redirecting to similar product
but it can cause high volume of chain redirects
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest by @aleyda from @orainti
Don’t show 404s for out of stock products
w/ backlinks, you miss value & is bad experience
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest by @aleyda from @orainti
Schedule continuous crawls to run & be delivered
automatically to identify remaining crawlability issues
Ryte
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest by @aleyda from @orainti
Configure the alerts
to be directly
delivered to your
communication or PM
system to facilitate
their validation
Zapier, Integromat
#seomarketplaces at #wtsfest by @aleyda from @orainti
It's about
aligning the
crawling and
indexing of
your products to
their lifecycle to
maximize their
value
#seomarketplaces by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti
Internal linking and
indexing of facets with
non-standardized
attributes
#seomarketplaces at #wtsfest by @aleyda from @orainti
Should a shoe query of a specific model and color be
targeted by a product or a listing page?
#seomarketplaces at #wtsfest by @aleyda from @orainti
Should you
canonicalize a
facet after a
certain level of
depth to its
parent
category?
#seomarketplaces at #wtsfest by @aleyda from @orainti
You want to avoid a sub-optimal targeting and
rankings with a too specific product page …
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest by @aleyda from @orainti
Sometimes this happens because the relevant
indexable facet doesn’t exist on the site
#seomarketplaces at #wtsfest by @aleyda from @orainti
Sometimes it
does exist but
is not self-
canonicalized
#seomarketplaces at #wtsfest by @aleyda from @orainti
… or it hardly has internal links because the
navigation towards it is not crawlable
#seomarketplaces at #wtsfest by @aleyda from @orainti
#seomarketplaces at #wtsfest by @aleyda from @orainti
But you also don't want to waste your site crawling
on not worthy to be indexed nor ranked URLs…
#seomarketplaces at #wtsfest by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti
It's about aligning your
Web taxonomy
indexing and internal
linking with the
audience demand and
your providers supply
#seomarketplaces at #wtsfest 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?
#seomarketplaces at #wtsfest by @aleyda from @orainti
#seomarketplaces at #wtsfest by @aleyda from @orainti
… on the other,
the existing
supply: How
many of these
specific
products do you
have to offer?
#seomarketplaces at #wtsfest by @aleyda from @orainti
Also, can these queries generate conversions that
will compensate the optimization efforts of the facet?
>
#seomarketplaces at #wtsfest by @aleyda from @orainti
So, those facets
with too little
products or
targeting non-
popular queries
should be
canonicalized to
their parents
levels
#seomarketplaces at #wtsfest by @aleyda from @orainti
While obfuscating
their internal
linking, to avoid
crawling not
meant to be
indexed pages
#seomarketplaces at #wtsfest by @aleyda from @orainti
However, you want
to start indexing
and optimizing
facets that target
worthy queries for
which you have
enough products
#seomarketplaces at #wtsfest by @aleyda from @orainti
How can you identify these
opportunities with so many
category levels, facets and
products on your site?
#seomarketplaces at #wtsfest 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
#seomarketplaces at #wtsfest by @aleyda from @oraintianalytics
Monitor your internal search results queries:
repeated, relevant ones that you’re not targeting yet
#seomarketplaces at #wtsfest by @aleyda from @orainti
Do the same with your trending products per category:
what are their brands, characteristics and/or locations?
#seomarketplaces at #wtsfest by @aleyda from @oraintisistrix
Look for ranked
but cannibalized
categories/
products queries
results w/ non-
trivial search
volume
#seomarketplaces at #wtsfest by @aleyda from @oraintisemrush
… Verify if your ranked pages are continuously
switching in search results for these queries
#seomarketplaces at #wtsfest by @aleyda from @oraintisurfer
What are 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?
#seomarketplaces at #wtsfest by @aleyda from @oraintisemrush
Check and
compare the
indexable facets of
the competitors
consistently
outranking you
#seomarketplaces at #wtsfest by @aleyda from @orainti
How can you differentiate and organize your Web
listings to better address users needs in their journey?
Category Sub-Category Facet Sub-Facet
#seomarketplaces at #wtsfest by @aleyda from @orainti
Remember that is
not only about
start indexing and
linking to them,
but optimizing
their offering to
fulfill the user
search experience
and facilitate its
conversion
#seomarketplaces at #wtsfest by @aleyda from @orainti
It should be about
effectively
showcasing the
existing supply to
satisfy a non-trivial
audience demand
#seomarketplaces at #wtsfest by @aleyda from @orainti
... indexing &
linking your Web
taxonomy,
including facets,
accordingly
#seomarketplaces at #wtsfest by @aleyda from @orainti
Remember that is
not about indexing
more pages, but
better pages
#seomarketplaces at #wtsfest by @aleyda from @orainti
Sounds like too much and rather not possible?
#seomarketplaces at #wtsfest by @aleyda from @orainti
It's doable when you have resources and flexibility
to optimize the platform configuration accordingly
When changes are released
#seomarketplaces at #wtsfest by @aleyda from @orainti
Surviving winning
marketplaces technical
SEO challenges is
possible…
#seomarketplaces at #wtsfest by @aleyda from @orainti
... and it can be
highly profitable
and worthy when
it happens!
#seomarketplaces at #wtsfest 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
Thanks! Questions?
#seomarketplaces at #wtsfest by @aleyda from @orainti
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SEO For Marketplaces: Overcoming Technical Challenges #WTSFest

  • 1. #seomarketplaces at #WTSFest by @aleyda from @orainti
  • 2. #seomarketplaces at #wtsfest by @aleyda from @orainti SEO FOR MARKETPLACES Overcoming Technical Challenges
  • 3. #seomarketplaces at #wtsfest by @aleyda from @orainti Do you recognize any of these Websites?
  • 4. #seomarketplaces by @aleyda from @oraintihttps://a16z.com/2020/02/18/marketplace-100/ These are the largest and fastest-growing consumer-facing marketplaces
  • 5. #seomarketplaces by @aleyda from @oraintihttp://blog.linnworks.com/complete-list-of-online-marketplaces Marketplaces are some of the largest Websites in the world, with the highest traffic and online revenue
  • 6. #seomarketplaces by @aleyda from @oraintihttps://a16z.com/2018/11/27/services-marketplaces-service-economy-evolution-whats-next/ They have evolved and specialized to connect and support beyond the initial, discovery phases of the customer journey
  • 7. #seomarketplaces by @aleyda from @oraintihttps://a16z.com/2020/02/18/marketplace-100/ … and can be found across almost any vertical now
  • 8. #seomarketplaces at #wtsfest by @aleyda from @orainti From car rental to home decoration or sneakers marketplaces
  • 9. #seomarketplaces at #wtsfest by @aleyda from @orainti Although marketplaces share characteristics with e-commerce sites… Transactional Inventory Driven
  • 10. #seomarketplaces at #wtsfest by @aleyda from @orainti … they have an additional layer of complexity due to its two-sided platform nature and business model Transactional Inventory Driven Two-sided
  • 11. #seomarketplaces at #wtsfest by @aleyda from @orainti They need to attract and convert customers, as well as the clients of their customers Clients of Customer Customers
  • 12. #seomarketplaces at #wtsfest by @aleyda from @orainti ... at scale
  • 13. #seomarketplaces at #wtsfest by @aleyda from @orainti With products/services that can be found with the same descriptions across many other platforms too…
  • 14. #seomarketplaces at #wtsfest by @aleyda from @orainti While trying to not becoming obsolete as an intermediary
  • 15. #seomarketplaces at #wtsfest by @aleyda from @orainti Marketplaces can be amazing sites to sharpen your SEO skills … or it’s SEO fun Not sure if it’s fun…
  • 16. #seomarketplaces by @aleyda from @oraintihttps://twitter.com/thetafferboy/status/1232068982045323265 …Particularly your technical SEO ones
  • 17. #seomarketplaces at #wtsfest by @aleyda from @orainti Internal linking and indexing of facets with non- standardized attributes Optimizing products pages with limited control and highly dynamic inventory Facing challenges like these, which are also common across big e-commerce and inventory driven sites
  • 18. #seomarketplaces at #wtsfest by @aleyda from @orainti Let’s see how to handle them to help you win survive your marketplace technical SEO process!
  • 19. #seomarketplaces by @aleyda from @orainti Optimizing products pages with limited control and highly dynamic inventory #seomarketplaces at #wtsfest by @aleyda from @orainti
  • 20. #seomarketplaces at #wtsfest by @aleyda from @orainti All paths of your site lead to your products pages, which can make or break conversions
  • 21. #seomarketplaces at #wtsfest by @aleyda from @orainti Marketplaces need to be ready to index and crawl a highly dynamic product inventory, driven by supply and demand that you don’t control
  • 22. #seomarketplaces at #wtsfest by @aleyda from @orainti Your products pages are valuable to attract bottom of the funnel searches
  • 23. #seomarketplaces at #wtsfest by @aleyda from @orainti Product pages tend to be also highly shared and a magnet for backlinks
  • 24. #seomarketplaces at #wtsfest by @aleyda from @orainti … which can end up making them some of your top URLs traffic wise too
  • 25. #seomarketplaces at #wtsfest by @aleyda from @orainti It’s easy to generate errors with them though
  • 26. #seomarketplaces at #wtsfest by @aleyda from @orainti Which at an aggregated basis, doesn’t only hurt your Website crawlability, products rankability and user experience …
  • 27. #seomarketplaces at #wtsfest by @aleyda from @orainti …But also ultimately, makes you lose traffic and conversions that you could otherwise refer to other products
  • 28. #seomarketplaces at #wtsfest by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti Automated validation for consistent indexing and internal linking is required through your products lifecycle
  • 29. #seomarketplaces at #wtsfest by @aleyda from @orainti Assist merchants through the product publishing process to give as many details as possible to better describe and categorize them
  • 30. #seomarketplaces at #wtsfest by @aleyda from @orainti Establish minimum descriptions requirements within the system when products are listed
  • 31. #seomarketplaces at #wtsfest 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
  • 32. #seomarketplaces at #wtsfest by @aleyda from @orainti Define a number of relevant categories the products can be connected with, but don’t add to the URLs
  • 33. #seomarketplaces at #wtsfest by @aleyda from @orainti Create SEO best practices, guidelines and tutorials for vendors to make the process easier for them, while gamifying the process
  • 34. #seomarketplaces at #wtsfest by @aleyda from @orainti Use it to differentiate products metadata & descriptions to be specific to target & rank with these characteristics
  • 35. #seomarketplaces at #wtsfest by @aleyda from @orainti Each product should be listed in at least a full categories>sub-categories>facets path that is indexable
  • 36. #seomarketplaces at #wtsfest 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
  • 37. #seomarketplaces at #wtsfest by @aleyda from @orainti Linking and including in the XML sitemaps the original products URLs too Don’t link to canonicalized Product URLs
  • 38. #seomarketplaces at #wtsfest by @aleyda from @orainti What happens when products are not sold anymore?
  • 39. #seomarketplaces at #wtsfest 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
  • 40. #seomarketplaces at #wtsfest 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
  • 41. #seomarketplaces at #wtsfest by @aleyda from @orainti Giving also the option to users to be notified when the product comes back in stock again
  • 42. #seomarketplaces at #wtsfest 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
  • 43. #seomarketplaces at #wtsfest by @aleyda from @orainti Avoid 301-redirects to generic or non-relevant categories that won’t keep the old page relevance
  • 44. #seomarketplaces at #wtsfest by @aleyda from @orainti Another option is 301-redirecting to similar product but it can cause high volume of chain redirects
  • 45. #seomarketplaces at #wtsfest 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
  • 46. #seomarketplaces at #wtsfest by @aleyda from @orainti Don’t show 404s for out of stock products w/ backlinks, you miss value & is bad experience
  • 47. #seomarketplaces at #wtsfest 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
  • 48. #seomarketplaces at #wtsfest by @aleyda from @orainti Schedule continuous crawls to run & be delivered automatically to identify remaining crawlability issues Ryte
  • 49. #seomarketplaces at #wtsfest 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
  • 50. #seomarketplaces at #wtsfest 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
  • 51. #seomarketplaces at #wtsfest by @aleyda from @orainti Configure the alerts to be directly delivered to your communication or PM system to facilitate their validation Zapier, Integromat
  • 52. #seomarketplaces at #wtsfest by @aleyda from @orainti It's about aligning the crawling and indexing of your products to their lifecycle to maximize their value
  • 53. #seomarketplaces by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti Internal linking and indexing of facets with non-standardized attributes
  • 54. #seomarketplaces at #wtsfest by @aleyda from @orainti Should a shoe query of a specific model and color be targeted by a product or a listing page?
  • 55. #seomarketplaces at #wtsfest by @aleyda from @orainti Should you canonicalize a facet after a certain level of depth to its parent category?
  • 56. #seomarketplaces at #wtsfest by @aleyda from @orainti You want to avoid a sub-optimal targeting and rankings with a too specific product page …
  • 57. #seomarketplaces at #wtsfest 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
  • 58. #seomarketplaces at #wtsfest by @aleyda from @orainti Sometimes this happens because the relevant indexable facet doesn’t exist on the site
  • 59. #seomarketplaces at #wtsfest by @aleyda from @orainti Sometimes it does exist but is not self- canonicalized
  • 60. #seomarketplaces at #wtsfest by @aleyda from @orainti … or it hardly has internal links because the navigation towards it is not crawlable #seomarketplaces at #wtsfest by @aleyda from @orainti
  • 61. #seomarketplaces at #wtsfest by @aleyda from @orainti But you also don't want to waste your site crawling on not worthy to be indexed nor ranked URLs…
  • 62. #seomarketplaces at #wtsfest by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti It's about aligning your Web taxonomy indexing and internal linking with the audience demand and your providers supply
  • 63. #seomarketplaces at #wtsfest 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? #seomarketplaces at #wtsfest by @aleyda from @orainti
  • 64. #seomarketplaces at #wtsfest by @aleyda from @orainti … on the other, the existing supply: How many of these specific products do you have to offer?
  • 65. #seomarketplaces at #wtsfest by @aleyda from @orainti Also, can these queries generate conversions that will compensate the optimization efforts of the facet? >
  • 66. #seomarketplaces at #wtsfest by @aleyda from @orainti So, those facets with too little products or targeting non- popular queries should be canonicalized to their parents levels
  • 67. #seomarketplaces at #wtsfest by @aleyda from @orainti While obfuscating their internal linking, to avoid crawling not meant to be indexed pages
  • 68. #seomarketplaces at #wtsfest by @aleyda from @orainti However, you want to start indexing and optimizing facets that target worthy queries for which you have enough products
  • 69. #seomarketplaces at #wtsfest by @aleyda from @orainti How can you identify these opportunities with so many category levels, facets and products on your site?
  • 70. #seomarketplaces at #wtsfest 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
  • 71. #seomarketplaces at #wtsfest by @aleyda from @oraintianalytics Monitor your internal search results queries: repeated, relevant ones that you’re not targeting yet
  • 72. #seomarketplaces at #wtsfest by @aleyda from @orainti Do the same with your trending products per category: what are their brands, characteristics and/or locations?
  • 73. #seomarketplaces at #wtsfest by @aleyda from @oraintisistrix Look for ranked but cannibalized categories/ products queries results w/ non- trivial search volume
  • 74. #seomarketplaces at #wtsfest by @aleyda from @oraintisemrush … Verify if your ranked pages are continuously switching in search results for these queries
  • 75. #seomarketplaces at #wtsfest by @aleyda from @oraintisurfer What are 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?
  • 76. #seomarketplaces at #wtsfest by @aleyda from @oraintisemrush Check and compare the indexable facets of the competitors consistently outranking you
  • 77. #seomarketplaces at #wtsfest by @aleyda from @orainti How can you differentiate and organize your Web listings to better address users needs in their journey? Category Sub-Category Facet Sub-Facet
  • 78. #seomarketplaces at #wtsfest by @aleyda from @orainti Remember that is not only about start indexing and linking to them, but optimizing their offering to fulfill the user search experience and facilitate its conversion
  • 79. #seomarketplaces at #wtsfest by @aleyda from @orainti It should be about effectively showcasing the existing supply to satisfy a non-trivial audience demand
  • 80. #seomarketplaces at #wtsfest by @aleyda from @orainti ... indexing & linking your Web taxonomy, including facets, accordingly
  • 81. #seomarketplaces at #wtsfest by @aleyda from @orainti Remember that is not about indexing more pages, but better pages
  • 82. #seomarketplaces at #wtsfest by @aleyda from @orainti Sounds like too much and rather not possible?
  • 83. #seomarketplaces at #wtsfest by @aleyda from @orainti It's doable when you have resources and flexibility to optimize the platform configuration accordingly When changes are released
  • 84. #seomarketplaces at #wtsfest by @aleyda from @orainti Surviving winning marketplaces technical SEO challenges is possible…
  • 85. #seomarketplaces at #wtsfest by @aleyda from @orainti ... and it can be highly profitable and worthy when it happens!
  • 86. #seomarketplaces at #wtsfest 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 Thanks! Questions? #seomarketplaces at #wtsfest by @aleyda from @orainti