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#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The worst SEO
issues of online
stores in 2022


and how to fix or avoid
them in a cost-effective
way
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Organic search is one of the biggest traffic
drivers of online stores, even well known brands
gymshark.com huel.com allbirds.com
semrush
timbuk2.com
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Google has also
been focusing
much more lately
to give products
from online stores
more direct
visibility for
relevant
commercial
queries with new
search features…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://developers.google.com/search/docs/advanced/ecommerce/overview
They’ve
updated/
expanded
guidelines for
e-commerce
sites to
optimize and
leverage their
features
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://help.shopify.com/en/manual/promoting-marketing/create-marketing/google/google-listings
… while also
facilitating
products
integration via
most popular e-
commerce
platforms
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The biggest e-
commerce
platforms also
acknowledge this
potential and
have started to
provide more
native SEO related
functionalities..
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://yoast.com/shopify/apps/yoast-seo/
… as well as
more apps to
support the most
important SEO
configuration
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Nonetheless, despite all this it’s now harder
than before to do SEO in e-commerce sites
https://twitter.com/aleyda/status/1483902545382752256
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
E-commerce sites characteristics make


them challenging to optimize for search…
A high number
of pages due to
products volume
Complex
categorization
Constant URLs
changing status
due to dynamic
inventory
Same products
information than
other Websites
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… as they generate fundamental SEO issues!


Crawl budget
problems
Content
cannibalization
issues
Internal linking
challenges
Poor content
pages that won’t
rank
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Let’s see the Top
E-Commerce SEO
Issues, and how
to Fix them…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 1


Indexing internal
search results pages
that cannibalize
categories / facets &
won’t rank well
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Some e-commerce sites still index their internal
search results pages to attract rankings & traffic..
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… allowing
also their
crawling
without any
constraint
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The issue here
is that we can
end up easily
ranking for
non-relevant
terms..
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… also causing content duplication with meant
to rank categories/sub-categories/facets
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… that end up being cannibalized in Google
search results by these other pages…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Ranking in
worse
positions
than a
category/
sub-category
that feature
more &
better linked
content
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
To avoid this,
some sites decide
to canonicalize
from their
internal search
results pages to
their alternate
categories/sub-
categories/facets
…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
When
canonicalizing
though, it’s
important to
point to actual
“alternate”
pages with the
same or very
similar content…
not home page
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Although the best
is to avoid
generating internal
search results URLs
by default and
suggest indexable
categories/facets/
products instead,
which is doable
with Shopify…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… and 301-
redirecting
internal search
results URLs that
are generated to
their relevant
indexable
categories/sub-
categories/
facets pages
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Also, instead of
directly indexing
internal search
results URLs,
monitor your
internal searches
to identify
categories/
facets with
potential to
create and index
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 2


Noindexing & Not
linking to sub-
categories or facets
with traffic potential
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://twitter.com/aleyda/status/1483745474368659457
Many E-commerce
won’t assess to
index
subcategories/
facets, generating
whether thin/
duplicate content
with them or
losing their high
traffic potential…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Some sites canonicalize all their sub-categories
or facets to their main categories by default…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… or even block them from being crawled entirely


#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Others also noindex & obfuscate links to avoid
thin content/duplication & control crawl budget
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
However, subcategories & facets can connect with
popular searches with high commercial intent
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If your sub-categories/facets can’t rank, your
products pages will tend to do it but worse…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
…with inconsistent rankings between many
“somewhat relevant” cannibalizing product pages
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… main categories will also rank instead in other
scenarios but will have poorer conversions too
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Should you index a sub-category or facet page?
Index
Noindex
No
Are there enough
products at the
sub-category/facet
level to satisfy the
user need?
No
Yes
Yes
Demand
Supply
The sub-category/
facet has enough
search volume to
compensate their
optimization
This is why is
recommended
than rather than
indexing or not by
default, to validate
supply and
demand of each
sub-category/facet
to index
accordingly
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Develop a keyword
research including
the identification of
the search volume
related to each sub-
category/facet…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
.. as well as
establish the
number of
unique
products
offered per
sub-category/
facet to satisfy
the demand
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
>
If there’s demand + supply that compensate sub-
categories & facets optimization, index & optimize
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… without forgetting to allow their crawling and
effectively link them through their canonical URLs
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 3


Featuring
categories/facets
with little unique
commercial content
to rank
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
As we saw
before,
categories/sub-
categories
connect w/
some of the
most important
searches
attracting a high
search volume…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
However, many of these
pages only feature links
to products, without any
descriptive text, which
makes them hard to rank
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
A common approach is
to add descriptive text
at the end of the
products listings to
improve their
relevance without
hurting conversion…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The problem is that many times this content is not
really useful & doesn’t connect w/ user intent…
John Mueller:
https://www.mariehaynes.com/john-mueller-podcast-transcription/
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Sometimes entire articles
are placed at the bottom
of the products listings,
with an informational
intent, not commercial
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
This type of text can end up confusing Google
about the nature/intent of the categories pages …
https://www.mariehaynes.com/john-mueller-podcast-transcription/
John Mueller:
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Develop a keyword
research to identify
the questions that are
made in this phase of
the purchasing
journey to clarify
customers doubts
SEMrush, Sistrix
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
You can use
content
optimization
tools that offer
relevant
suggestions
depending on
content nature
Frase
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
This content can be integrated with products &
should support these pages to sell better
Confirming
users that the
products they’re
seeing are the
best for their
scenario
Clarify any
doubts around
the use and
characteristics of
the products
Inform why
they’re in the
best place to buy
these products
https://www.aleydasolis.com/en/search-engine-optimization/optimizing-content-in-category-pages-while-keeping-its-commercial-nature/
…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Blending the
content within the
products listing
design to fulfill its
role with users too
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Check this
Glenn’s case
study showing
how cutting
“fluff” content in
e-commerce
categories
impacted in
better rankings
https://www.gsqi.com/marketing-blog/ecommerce-category-description-case-study/
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Also, feature as
many products per
page (be careful w/
speed & UX), with
longer text
description per
product to easily
improve relevance
and avoid over-
relying on
paginations
Product 1 Product 2
Product 3 Product 4
Product 5 Product 6
CATEGORY A
Pages: 1, 2, 3… 100
Product 1 Product 2
Product 3 Product 4
Product 5 Product 6
CATEGORY B
Pages: 1, 2, 3… 60
<
Product 7 Product 8
Product 9 Product 10
* Explain why you’re
in the best place to
buy these products


* Clarify common
doubts of
customers when
buying these types
of products
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Featuring more
products with
longer
descriptions is
the easiest way
to feature more
commercially
driven content in
categories/
facets, that also
support its goal
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 4


Products pages with
poor unique
descriptive content
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Product pages target a very long tail of queries
that can end up generating most of your traffic
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Users also tend
to share
products pages
more than
categories, so
they attract
valuable
backlinks and
direct traffic too
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
However,
products pages
also tend to show
little unique
content that and
Google tend to
leave them out of
their index due to
that too
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Unique
descriptions
Comparisons
Instructions
Images
Complementary
Products
Similar Products
It’s why Products pages should feature specific
information to help describe and sell them
Reviews and
Q&As
Specifications
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
From descriptions,
images, videos,
reviews,
comparisons, and
instructions, your
products pages
should be attractive
and give compelling
reasons to buy
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Title & Meta
Description
with version
and Color
Product
Description
with version
and color
Product
Heading
with version
and Color
VS
Start by differentiating similar products using
their unique characteristics within the metadata…
Product
Heading
with version
and Color
Title & Meta
Description
with version
and Color
Product
Description
with version
and color
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Leveraging
automated
content
generation
tools to
advance
faster as an
input to
copywriters
Neural text, Frase, Surfer and Copy.ai
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Alsoasked, Neural text, Frase, Surfer and Copy.ai
Use your own support insights, and content
tools to also create products Q&As
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Incentivize
users to leave
their reviews in
products pages
with discounts
and offers
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If you have many identical or very similar
products with a very short lifespan…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… Consolidate
them in “static"
products
aggregator
pages that offer
many products
of the same
type, brand,
characteristics
of different
sellers
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 5


Products pages with
backlinks and traffic
showing
inconsistent status
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Some products
URLs tend to
have a very
short lifespan
and end up
generating
errors…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
…these don’t only affect the site crawl health, but
the rankings & traffic attracted by these pages
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
It’s common when checking products URLs to find
not only HTTP errors but redirects with issues..
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
This is why is critical
to establish
inventory rules/
workflows within
the shopping
platform to manage
their crawling &
indexing…
https://help.shopify.com/en/manual/shopify-plus/flow2/reference/triggers/inventory-item-deleted
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Before creating
a new URL,
establish
validations to
verify if the
product
existed in the
past, and use
the old URL…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
When doing a product “pre-launch”, use the same
URL that the product page will have when is sold…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Feature products in the relevant & indexable
categories, but with a single URL for each…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Don’t link to
canonicalized
Product URLs
… and link to them consistently using their
canonical URLs, avoiding canonicalized ones
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://paulnrogers.com/how-to-change-the-product-url-structure-in-shopify/
If a product can be
featured in many
categories/
collections, is
better to not
include them in the
URL to avoid
duplication and
always link to the
meant to be ranked
canonical URL
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Use product structured data to specify their
characteristics and improve their SERP snippet
https://developers.google.com/search/docs/data-types/product
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Create and send products feeds through the
merchant center to maximize their visibility
https://support.google.com/merchants/answer/7439058?hl=en
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Then,
when a
product is out
of stock,
eliminate its
inclusion in
listings, XML
sitemaps and
feeds
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If it’s a temporary
status: the
product page
should be kept
indexable,
allowing users to
be notified when
is back to stock,
offering similar
products
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The product structured data and feeds should be
updated and show their out of stock status too
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If the product is permanently out of stock,


and has a new version, 301-redirect towards it
301 redirect to new
product page, while
alerting users.




Update internal links,
XML sitemaps and
product feeds
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Add a
notification
explaining to
the user why
it’s being
redirected
… if there isn’t a new version, but the page has
backlinks, traffic, rankings: 301 redirect to category
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Don’t do
this
Avoid
302 temporary
redirects that
don’t pass the
former page
popularity
and/or redirect
to a non-
relevant
category page
Don’tdo
this
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Don’t show 404 HTTP errors for out of stock products
w/ backlinks: you’ll lose value & is bad experience
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Personalize
the error
page
offering
alternatives
to make it
usable
You can use 404s/410s in pages out of stock that
don’t have traffic, rankings, nor backlinks
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Internal links, search pages, XML Sitemaps &
feeds shouldn’t include unavailable products URLs
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Use this flowchart to establish these rules
through the product inventory lifecycle
https://www.aleydasolis.com/en/search-engine-optimization/ecommerce-seo-issues-how-to-fix/
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Set recurring automated crawls to identify still
existing issues and solve them too
Ryte, Sitebulb, Screaming Frog, Botify
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Use real
time SEO
monitoring
systems to
perform this
identification
in real time,
receiving
alerts too
Little Warden & ContentKing
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
You can integrate
traffic and
ranking data to
only get alerts of
those pages with
a minimum value
Little Warden & ContentKing
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 6


Seasonal pages with
backlinks and traffic
showing
inconsistent status
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Leave
seasonal
campaigns pages
like Black Friday,
Cyber Monday,
Valentine’s Day,
etc. always
indexable…
don’t remove or
change the URLs
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
…which is why is not recommended to add the
year in the URLs, even if you will in metadata
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
You should
leverage the
same URLs
through the
years, as they’ll
increase their
popularity and
rankability over
time, just update
content & design
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… when
the specific
season
campaign hasn’t
started yet, you
can leverage to
refer others…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If you need to modify URLs, 301-redirect to new
destination, update links, & XML sitemaps inclusions
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 7


Not featuring a full
Web structure with
informational
resources
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
There is potential across all stages of buyer
journey: searches for brands, gifts, reviews…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Big e-commerce establish authority targeting


from informational to transactional queries
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Some online
stores don’t target
informational
queries as they
don’t see
commercial
value… however,
there clearly is
one, to attract &
retain trust,
rankings and
customers!
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
You can’t expect users to purchase from you if
they haven’t seen you at the awareness stage
To attract
this…
You
also need to
target &
establish
yourself
here
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
It’s key to
identify & map all
the different
queries types
during the user
journey with a
relevant areas/
content type that
satisfies their
need
Guides/articles
Brand page
Comparison page
…..
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Like REI does
with their Learn
area! It’s how you
connect with your
users in all stages
of their journey,
establish your
authority, attract
additional traffic
and popularity…
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
With useful complementary guides and
resources for existing and potential customers
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
To help, I’ve created this reference for e-commerce
sites, to avoid forgetting relevant queries types…
https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… you can also see examples of known online
stores for each and copy/paste from Google sheets
https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Really?
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
It’s how you achieve this type of organic search
growth and a matter of cost-effectiveness
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Follow an agile approach by running SEO tests
with tools to assess impact before a full release…
SEOtesting.com, Ryte, Splitsignal
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… or create your
own SEO A/B
Split Tests for
Free by using
Google Tag
Manager as Chris
shows here
https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Assess & prioritize those w/ high impact/low


effort in your context
IMPACT
EFFORT
1.


To Execute


Now
Don’t Do
2.


To Assess


& Prioritize
2.


To Assess


& Prioritize
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Use this SEO Recommendations Prioritization


Template in Google Sheets
https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Implementing the previous actions is how you’ll
minimize these most common issues..
Crawl budget
problems
Content
cannibalization
issues
Internal linking
challenges
Poor content
pages that won’t
rank
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
…
	
and
maximize your
organic search
results to
achieve your
online store
sales goals!
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Thanks! Questions?
I’m Aleyda Solis


* SEO Consultant & Founder at Orainti


* SEO Speaker at +100 Events in +20 countries


* Author “SEO. Las Claves Esenciales.”


* Crawling Mondays Video & Podcast Series Host


* #SEOFOMO Newsletter Wrangler


* Maker LearningSEO.io


* European Search Personality of the Year in 2018


* remoters.net Co-Founder
orainti.com

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The Worst SEO Issues of Online Stores in 2022 & How to Fix Them #YoastCon2022

  • 1. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The worst SEO issues of online stores in 2022 
 and how to fix or avoid them in a cost-effective way #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  • 2. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Organic search is one of the biggest traffic drivers of online stores, even well known brands gymshark.com huel.com allbirds.com semrush timbuk2.com
  • 3. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Google has also been focusing much more lately to give products from online stores more direct visibility for relevant commercial queries with new search features…
  • 4. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://developers.google.com/search/docs/advanced/ecommerce/overview They’ve updated/ expanded guidelines for e-commerce sites to optimize and leverage their features
  • 5. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://help.shopify.com/en/manual/promoting-marketing/create-marketing/google/google-listings … while also facilitating products integration via most popular e- commerce platforms
  • 6. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The biggest e- commerce platforms also acknowledge this potential and have started to provide more native SEO related functionalities..
  • 7. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://yoast.com/shopify/apps/yoast-seo/ … as well as more apps to support the most important SEO configuration
  • 8. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Nonetheless, despite all this it’s now harder than before to do SEO in e-commerce sites https://twitter.com/aleyda/status/1483902545382752256
  • 9. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti E-commerce sites characteristics make 
 them challenging to optimize for search… A high number of pages due to products volume Complex categorization Constant URLs changing status due to dynamic inventory Same products information than other Websites
  • 10. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … as they generate fundamental SEO issues! 
 Crawl budget problems Content cannibalization issues Internal linking challenges Poor content pages that won’t rank
  • 11. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Let’s see the Top E-Commerce SEO Issues, and how to Fix them…
  • 12. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 1 
 Indexing internal search results pages that cannibalize categories / facets & won’t rank well #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  • 13. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Some e-commerce sites still index their internal search results pages to attract rankings & traffic..
  • 14. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … allowing also their crawling without any constraint
  • 15. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The issue here is that we can end up easily ranking for non-relevant terms..
  • 16. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … also causing content duplication with meant to rank categories/sub-categories/facets
  • 17. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … that end up being cannibalized in Google search results by these other pages…
  • 18. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Ranking in worse positions than a category/ sub-category that feature more & better linked content
  • 19. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti To avoid this, some sites decide to canonicalize from their internal search results pages to their alternate categories/sub- categories/facets …
  • 20. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti When canonicalizing though, it’s important to point to actual “alternate” pages with the same or very similar content… not home page
  • 21. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Although the best is to avoid generating internal search results URLs by default and suggest indexable categories/facets/ products instead, which is doable with Shopify…
  • 22. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … and 301- redirecting internal search results URLs that are generated to their relevant indexable categories/sub- categories/ facets pages
  • 23. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Also, instead of directly indexing internal search results URLs, monitor your internal searches to identify categories/ facets with potential to create and index
  • 24. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 2 
 Noindexing & Not linking to sub- categories or facets with traffic potential #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  • 25. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://twitter.com/aleyda/status/1483745474368659457 Many E-commerce won’t assess to index subcategories/ facets, generating whether thin/ duplicate content with them or losing their high traffic potential…
  • 26. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Some sites canonicalize all their sub-categories or facets to their main categories by default…
  • 27. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … or even block them from being crawled entirely 

  • 28. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Others also noindex & obfuscate links to avoid thin content/duplication & control crawl budget #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  • 29. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti However, subcategories & facets can connect with popular searches with high commercial intent
  • 30. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If your sub-categories/facets can’t rank, your products pages will tend to do it but worse…
  • 31. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti …with inconsistent rankings between many “somewhat relevant” cannibalizing product pages
  • 32. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … main categories will also rank instead in other scenarios but will have poorer conversions too
  • 33. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Should you index a sub-category or facet page? Index Noindex No Are there enough products at the sub-category/facet level to satisfy the user need? No Yes Yes Demand Supply The sub-category/ facet has enough search volume to compensate their optimization This is why is recommended than rather than indexing or not by default, to validate supply and demand of each sub-category/facet to index accordingly
  • 34. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Develop a keyword research including the identification of the search volume related to each sub- category/facet…
  • 35. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti .. as well as establish the number of unique products offered per sub-category/ facet to satisfy the demand
  • 36. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti > If there’s demand + supply that compensate sub- categories & facets optimization, index & optimize
  • 37. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … without forgetting to allow their crawling and effectively link them through their canonical URLs
  • 38. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 3 
 Featuring categories/facets with little unique commercial content to rank #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  • 39. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti As we saw before, categories/sub- categories connect w/ some of the most important searches attracting a high search volume…
  • 40. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti However, many of these pages only feature links to products, without any descriptive text, which makes them hard to rank
  • 41. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti A common approach is to add descriptive text at the end of the products listings to improve their relevance without hurting conversion…
  • 42. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The problem is that many times this content is not really useful & doesn’t connect w/ user intent… John Mueller: https://www.mariehaynes.com/john-mueller-podcast-transcription/
  • 43. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Sometimes entire articles are placed at the bottom of the products listings, with an informational intent, not commercial
  • 44. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti This type of text can end up confusing Google about the nature/intent of the categories pages … https://www.mariehaynes.com/john-mueller-podcast-transcription/ John Mueller:
  • 45. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Develop a keyword research to identify the questions that are made in this phase of the purchasing journey to clarify customers doubts SEMrush, Sistrix
  • 46. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti You can use content optimization tools that offer relevant suggestions depending on content nature Frase
  • 47. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti This content can be integrated with products & should support these pages to sell better Confirming users that the products they’re seeing are the best for their scenario Clarify any doubts around the use and characteristics of the products Inform why they’re in the best place to buy these products https://www.aleydasolis.com/en/search-engine-optimization/optimizing-content-in-category-pages-while-keeping-its-commercial-nature/ …
  • 48. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Blending the content within the products listing design to fulfill its role with users too
  • 49. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Check this Glenn’s case study showing how cutting “fluff” content in e-commerce categories impacted in better rankings https://www.gsqi.com/marketing-blog/ecommerce-category-description-case-study/
  • 50. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Also, feature as many products per page (be careful w/ speed & UX), with longer text description per product to easily improve relevance and avoid over- relying on paginations Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 CATEGORY A Pages: 1, 2, 3… 100 Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 CATEGORY B Pages: 1, 2, 3… 60 < Product 7 Product 8 Product 9 Product 10 * Explain why you’re in the best place to buy these products * Clarify common doubts of customers when buying these types of products
  • 51. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Featuring more products with longer descriptions is the easiest way to feature more commercially driven content in categories/ facets, that also support its goal
  • 52. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 4 
 Products pages with poor unique descriptive content #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  • 53. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Product pages target a very long tail of queries that can end up generating most of your traffic
  • 54. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Users also tend to share products pages more than categories, so they attract valuable backlinks and direct traffic too
  • 55. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti However, products pages also tend to show little unique content that and Google tend to leave them out of their index due to that too
  • 56. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Unique descriptions Comparisons Instructions Images Complementary Products Similar Products It’s why Products pages should feature specific information to help describe and sell them Reviews and Q&As Specifications
  • 57. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti From descriptions, images, videos, reviews, comparisons, and instructions, your products pages should be attractive and give compelling reasons to buy
  • 58. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Title & Meta Description with version and Color Product Description with version and color Product Heading with version and Color VS Start by differentiating similar products using their unique characteristics within the metadata… Product Heading with version and Color Title & Meta Description with version and Color Product Description with version and color
  • 59. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Leveraging automated content generation tools to advance faster as an input to copywriters Neural text, Frase, Surfer and Copy.ai
  • 60. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Alsoasked, Neural text, Frase, Surfer and Copy.ai Use your own support insights, and content tools to also create products Q&As
  • 61. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Incentivize users to leave their reviews in products pages with discounts and offers
  • 62. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If you have many identical or very similar products with a very short lifespan…
  • 63. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … Consolidate them in “static" products aggregator pages that offer many products of the same type, brand, characteristics of different sellers
  • 64. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 5 
 Products pages with backlinks and traffic showing inconsistent status #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  • 65. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Some products URLs tend to have a very short lifespan and end up generating errors…
  • 66. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti …these don’t only affect the site crawl health, but the rankings & traffic attracted by these pages
  • 67. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti It’s common when checking products URLs to find not only HTTP errors but redirects with issues..
  • 68. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti This is why is critical to establish inventory rules/ workflows within the shopping platform to manage their crawling & indexing… https://help.shopify.com/en/manual/shopify-plus/flow2/reference/triggers/inventory-item-deleted
  • 69. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Before creating a new URL, establish validations to verify if the product existed in the past, and use the old URL…
  • 70. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti When doing a product “pre-launch”, use the same URL that the product page will have when is sold…
  • 71. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Feature products in the relevant & indexable categories, but with a single URL for each…
  • 72. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Don’t link to canonicalized Product URLs … and link to them consistently using their canonical URLs, avoiding canonicalized ones
  • 73. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://paulnrogers.com/how-to-change-the-product-url-structure-in-shopify/ If a product can be featured in many categories/ collections, is better to not include them in the URL to avoid duplication and always link to the meant to be ranked canonical URL
  • 74. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Use product structured data to specify their characteristics and improve their SERP snippet https://developers.google.com/search/docs/data-types/product
  • 75. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Create and send products feeds through the merchant center to maximize their visibility https://support.google.com/merchants/answer/7439058?hl=en
  • 76. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Then, when a product is out of stock, eliminate its inclusion in listings, XML sitemaps and feeds
  • 77. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If it’s a temporary status: the product page should be kept indexable, allowing users to be notified when is back to stock, offering similar products
  • 78. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The product structured data and feeds should be updated and show their out of stock status too
  • 79. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If the product is permanently out of stock, 
 and has a new version, 301-redirect towards it 301 redirect to new product page, while alerting users. 
 
 Update internal links, XML sitemaps and product feeds
  • 80. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Add a notification explaining to the user why it’s being redirected … if there isn’t a new version, but the page has backlinks, traffic, rankings: 301 redirect to category
  • 81. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Don’t do this Avoid 302 temporary redirects that don’t pass the former page popularity and/or redirect to a non- relevant category page Don’tdo this
  • 82. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Don’t show 404 HTTP errors for out of stock products w/ backlinks: you’ll lose value & is bad experience
  • 83. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Personalize the error page offering alternatives to make it usable You can use 404s/410s in pages out of stock that don’t have traffic, rankings, nor backlinks
  • 84. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Internal links, search pages, XML Sitemaps & feeds shouldn’t include unavailable products URLs
  • 85. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Use this flowchart to establish these rules through the product inventory lifecycle https://www.aleydasolis.com/en/search-engine-optimization/ecommerce-seo-issues-how-to-fix/
  • 86. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Set recurring automated crawls to identify still existing issues and solve them too Ryte, Sitebulb, Screaming Frog, Botify
  • 87. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Use real time SEO monitoring systems to perform this identification in real time, receiving alerts too Little Warden & ContentKing
  • 88. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti You can integrate traffic and ranking data to only get alerts of those pages with a minimum value Little Warden & ContentKing
  • 89. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 6 
 Seasonal pages with backlinks and traffic showing inconsistent status #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  • 90. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Leave seasonal campaigns pages like Black Friday, Cyber Monday, Valentine’s Day, etc. always indexable… don’t remove or change the URLs
  • 91. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti …which is why is not recommended to add the year in the URLs, even if you will in metadata
  • 92. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti You should leverage the same URLs through the years, as they’ll increase their popularity and rankability over time, just update content & design
  • 93. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … when the specific season campaign hasn’t started yet, you can leverage to refer others…
  • 94. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If you need to modify URLs, 301-redirect to new destination, update links, & XML sitemaps inclusions
  • 95. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 7 
 Not featuring a full Web structure with informational resources #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  • 96. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti There is potential across all stages of buyer journey: searches for brands, gifts, reviews…
  • 97. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Big e-commerce establish authority targeting 
 from informational to transactional queries
  • 98. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Some online stores don’t target informational queries as they don’t see commercial value… however, there clearly is one, to attract & retain trust, rankings and customers!
  • 99. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti You can’t expect users to purchase from you if they haven’t seen you at the awareness stage To attract this… You also need to target & establish yourself here
  • 100. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti It’s key to identify & map all the different queries types during the user journey with a relevant areas/ content type that satisfies their need Guides/articles Brand page Comparison page …..
  • 101. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Like REI does with their Learn area! It’s how you connect with your users in all stages of their journey, establish your authority, attract additional traffic and popularity…
  • 102. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti With useful complementary guides and resources for existing and potential customers
  • 103. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti To help, I’ve created this reference for e-commerce sites, to avoid forgetting relevant queries types… https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
  • 104. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … you can also see examples of known online stores for each and copy/paste from Google sheets https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
  • 105. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Really?
  • 106. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti It’s how you achieve this type of organic search growth and a matter of cost-effectiveness
  • 107. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Follow an agile approach by running SEO tests with tools to assess impact before a full release… SEOtesting.com, Ryte, Splitsignal
  • 108. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … or create your own SEO A/B Split Tests for Free by using Google Tag Manager as Chris shows here https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
  • 109. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Assess & prioritize those w/ high impact/low 
 effort in your context IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize
  • 110. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Use this SEO Recommendations Prioritization 
 Template in Google Sheets https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
  • 111. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Implementing the previous actions is how you’ll minimize these most common issues.. Crawl budget problems Content cannibalization issues Internal linking challenges Poor content pages that won’t rank
  • 112. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … and maximize your organic search results to achieve your online store sales goals!
  • 113. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Thanks! Questions? I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder orainti.com