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