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Winning conversion driven E-commerce SEO #SearchLeeds

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How to maximize your e-commerce driven SEO? Here are the key areas to address and how to prioritize your SEO actions.

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Winning conversion driven E-commerce SEO #SearchLeeds

  1. 1. #ecommerceseo at #searchleeds by @aleyda from @orainti Winning conversion driven 
 E-commerce SEO
  2. 2. #ecommerceseo en #cw17 por @aleyda de @orainti I’m Aleyda Solis #ecommerceseo at #searchleeds by @aleyda from @orainti
  3. 3. #ecommerceseo en #cw17 por @aleyda de @orainti ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ BITLY.COM/LIBROSEOALEYDA I PublishI ShareI Do SEO #ecommerceseo at #searchleeds by @aleyda from @orainti I’m Aleyda Solis
  4. 4. #ecommerceseo en #cw17 por @aleyda de @orainti I blog I Speak I’m featured #ecommerceseo at #searchleeds by @aleyda from @orainti I’m Aleyda Solis
  5. 5. #ecommerceseo at #searchleeds by @aleyda from @orainti I help online stores to maximise 
 their revenue with Organic Search… #ecommerceseo at #searchleeds by @aleyda from @orainti
  6. 6. #ecommerceseo at #searchleeds by @aleyda from @orainti Organic is the 2nd traffic source for 
 shopping sites in the UK after direct similarweb.com
  7. 7. #ecommerceseo at #searchleeds by @aleyda from @orainti It’s usually one of the 
 most profitable too #ecommerceseo at #searchleeds by @aleyda from @orainti
  8. 8. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti With a critical role in conversion paths
  9. 9. #ecommerceseo at #searchleeds by @aleyda from @orainti And although businesses are now understanding that is critical #ecommerceseo at #searchleeds by @aleyda from @orainti
  10. 10. #ecommerceseo at #searchleeds by @aleyda from @orainti Optimisation issues are also common 
 and obvious, even towards users #ecommerceseo at #searchleeds by @aleyda from @orainti
  11. 11. #ecommerceseo at #searchleeds by @aleyda from @orainti And competition is 
 not trivial in the UK
  12. 12. #ecommerceseo at #searchleeds by @aleyda from @orainti Let’s use some retail principles to help you 
 win E-commerce SEO… #ecommerceseo at #searchleeds by @aleyda from @orainti
  13. 13. #ecommerceseo at #searchleeds by @aleyda from @orainti Connect by targeting your audience wishes & pain- points when purchasing #ecommerceseo at #searchleeds by @aleyda from @orainti
  14. 14. #ecommerceseo at #searchleeds by @aleyda from @orainti We all want to be No. 1 for our industry’s 
 top generic and transactional queries kwfinder.com
  15. 15. #ecommerceseo at #searchleeds by @aleyda from @orainti Although that might be not so easy 
 due to the existing competition
  16. 16. #ecommerceseo at #searchleeds by @aleyda from @orainti It’s better to diversify & target users across 
 the different purchase journey queries https://www.consumerbarometer.com/ Online Ideas & inspiration Opinions, reviews & advice Brand discovery Product, price & features comparisons Product availability Online offers, promos & coupons #ecommerceseo at #searchleeds by @aleyda from @orainti
  17. 17. #ecommerceseo at #searchleeds by @aleyda from @orainti Taking into consideration voice & 
 conversational searches http://searchengineland.com/google-reveals-20- percent-queries-voice-queries-249917#ecommerceseo at #searchleeds by @aleyda from @orainti
  18. 18. #ecommerceseo at #searchleeds by @aleyda from @orainti Let’s start by checking our already existing queries performance Google Search Console / OnPage.org#ecommerceseo at #searchleeds by @aleyda from @orainti
  19. 19. #ecommerceseo at #searchleeds by @aleyda from @orainti Which terms across your top categories already generate high visibility & low CTR? Google Search Console / OnPage.org#ecommerceseo at #searchleeds by @aleyda from @orainti Google Search Console / OnPage.org
  20. 20. #ecommerceseo at #searchleeds by @aleyda from @orainti Identify per country, product category, device & ranking page type Google Search Console / OnPage.org#ecommerceseo at #searchleeds by @aleyda from @orainti Google Search Console / OnPage.org
  21. 21. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Those that generate more visits 
 but poorer conversions SEOmonitor
  22. 22. #ecommerceseo at #searchleeds by @aleyda from @orainti The ones giving more visibility & traffic to your competitors per area in Desktop & Mobile #ecommerceseo at #searchleeds by @aleyda from @orainti sistrix.com
  23. 23. #ecommerceseo at #searchleeds by @aleyda from @orainti Which are the relevant queries that only some of your competitors are targeting and you are not? #ecommerceseo at #searchleeds by @aleyda from @orainti
  24. 24. #ecommerceseo at #searchleeds by @aleyda from @orainti Segment those that are specifically 
 popular from mobile devices #ecommerceseo at #searchleeds by @aleyda from @orainti
  25. 25. #ecommerceseo at #searchleeds by @aleyda from @orainti Use them to expand & identify queries ideas around categories, products along characteristics #ecommerceseo at #searchleeds by @aleyda from @orainti Categories Sub-Categories Products
  26. 26. #ecommerceseo at #searchleeds by @aleyda from @orainti What are the actual questions 
 made about them? #ecommerceseo at #searchleeds by @aleyda from @orainti
  27. 27. #ecommerceseo at #searchleeds by @aleyda from @orainti Check not only in Google but those 
 searched in Amazon & Ebay too keywotdtool.io
  28. 28. #ecommerceseo at #searchleeds by @aleyda from @orainti What’s their seasonality & when 
 you should target them each year #ecommerceseo at #searchleeds by @aleyda from @orainti
  29. 29. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Verifying which of these queries are more popular to target on mobile than desktop
  30. 30. #ecommerceseo at #searchleeds by @aleyda from @orainti Use the intent & context to connect 
 them with your content #ecommerceseo at #searchleeds by @aleyda from @orainti + informational reviews advice guide news transactional research compare register buy or Products Brands Categories or or
  31. 31. #ecommerceseo at #searchleeds by @aleyda from @orainti Identifying which area and level of your site 
 is relevant to target them in each case x community product category 2 learning center events home product 1a product 1b product n1 product n2 category 
 a category 
 b blog product category 1 product category n #ecommerceseo at #searchleeds by @aleyda from @orainti
  32. 32. #ecommerceseo at #searchleeds by @aleyda from @orainti In which format your content should 
 be based on the context & goal #ecommerceseo at #searchleeds by @aleyda from @orainti https://www.distilled.net/blog/the-content-matrix/
  33. 33. #ecommerceseo at #searchleeds by @aleyda from @orainti So you can offer diversified product & industry information that is useful towards conversion #ecommerceseo at #searchleeds by @aleyda from @orainti
  34. 34. #ecommerceseo at #searchleeds by @aleyda from @orainti Rule your offering by a Supply & demand principle #ecommerceseo at #searchleeds by @aleyda from @orainti
  35. 35. #ecommerceseo at #searchleeds by @aleyda from @orainti What’s the purpose of having millions of indexed pages if they’re not visited? botify.com#ecommerceseo at #searchleeds by @aleyda from @orainti
  36. 36. #ecommerceseo at #searchleeds by @aleyda from @orainti URLs included by default in XML sitemaps but are not internally linked? deepcrawl.com#ecommerceseo at #searchleeds by @aleyda from @orainti
  37. 37. #ecommerceseo at #searchleeds by @aleyda from @orainti In most e-commerce platforms this happens due to an excess of pages generated by the CMS #ecommerceseo at #searchleeds by @aleyda from @orainti
  38. 38. #ecommerceseo at #searchleeds by @aleyda from @orainti A “standardised” organisation 
 with content that overlays #ecommerceseo at #searchleeds by @aleyda from @orainti Category Sub-category =
  39. 39. #ecommerceseo at #searchleeds by @aleyda from @orainti Very similar products that are not differentiated & cannibalise each other #ecommerceseo at #searchleeds by @aleyda from @orainti
  40. 40. #ecommerceseo at #searchleeds by @aleyda from @orainti Indexing internal search results that target the same queries than categories Internal search result Category #ecommerceseo at #searchleeds by @aleyda from @orainti
  41. 41. #ecommerceseo at #searchleeds by @aleyda from @orainti As well as featuring the same 
 content than many other sites #ecommerceseo at #searchleeds by @aleyda from @orainti
  42. 42. #ecommerceseo at #searchleeds by @aleyda from @orainti Crawl & check how much of the content 
 is unique & shared per page botify.com#ecommerceseo at #searchleeds by @aleyda from @orainti
  43. 43. #ecommerceseo at #searchleeds by @aleyda from @orainti Identify the pages with little and 
 duplicate content internal & external safecont.com#ecommerceseo at #searchleeds by @aleyda from @orainti
  44. 44. #ecommerceseo at #searchleeds by @aleyda from @orainti What about your mobile pages? Remember 
 we’re heading to a mobile first index VS #ecommerceseo at #searchleeds by @aleyda from @orainti
  45. 45. #ecommerceseo at #searchleeds by @aleyda from @orainti Crawl & validate with 
 the smartphone crawler too #ecommerceseo at #searchleeds by @aleyda from @orainti
  46. 46. #ecommerceseo at #searchleeds by @aleyda from @orainti Start publishing, indexing & optimising based on a supply & demand principle to keep a positive ROI Should you index a page? YesNo Does your audience search for what is offered on the page? Don’t index it No Is search volume high enough to compensate the indexation effort? Yes No Is there enough offering to be featured on the page? Yes Index it #ecommerceseo at #searchleeds by @aleyda from @orainti
  47. 47. #ecommerceseo at #searchleeds by @aleyda from @orainti Prioritise those already more 
 important pages to differentiate #ecommerceseo at #searchleeds by @aleyda from @orainti
  48. 48. #ecommerceseo at #searchleeds by @aleyda from @orainti Developing category & product pages that 
 actually perform the role of a sales person #ecommerceseo at #searchleeds by @aleyda from @orainti Is there an offer? Is it available? Are there many colours? What other people buy? How can I complement it? How does it compare to others?
  49. 49. #ecommerceseo at #searchleeds by @aleyda from @orainti While incentivising UGC to increase 
 freshness, uniqueness & trust #ecommerceseo at #searchleeds by @aleyda from @orainti But how does it solve X problem? What other people end-up finding it?
  50. 50. #ecommerceseo at #searchleeds by @aleyda from @orainti Reorganise your content to connect 
 with your user intent & differentiate #ecommerceseo at #searchleeds by @aleyda from @orainti Home Hub Listing Product
  51. 51. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Avoiding the lack of correspondence between 
 the query and content level & type It should be targeted with a listing, not a product
  52. 52. #ecommerceseo at #searchleeds by @aleyda from @orainti Featuring useful & attractive descriptions, 
 starting with your hottest categories, products… #ecommerceseo at #searchleeds by @aleyda from @orainti
  53. 53. #ecommerceseo at #searchleeds by @aleyda from @orainti as well as brands #ecommerceseo at #searchleeds by @aleyda from @orainti
  54. 54. #ecommerceseo at #searchleeds by @aleyda from @orainti With comparisons that allow 
 also to control your search reputation #ecommerceseo at #searchleeds by @aleyda from @orainti
  55. 55. #ecommerceseo at #searchleeds by @aleyda from @orainti Publishing & distributing your how-to’s & 
 guides across other platforms too #ecommerceseo at #searchleeds by @aleyda from @orainti
  56. 56. #ecommerceseo at #searchleeds by @aleyda from @orainti Refer your internal search results to your 
 category pages for the relevant queries Internal Search Category #ecommerceseo at #searchleeds by @aleyda from @orainti
  57. 57. #ecommerceseo at #searchleeds by @aleyda from @orainti If you can’t, avoid generating duplication… Internal Search Category #ecommerceseo at #searchleeds by @aleyda from @orainti
  58. 58. #ecommerceseo at #searchleeds by @aleyda from @orainti Don’t use “canonical tags” to fix this, you’ll 
 be likely wasting your crawl budget with it. #ecommerceseo at #searchleeds by @aleyda from @orainti No
  59. 59. #ecommerceseo at #searchleeds by @aleyda from @orainti Yes Control this directly at linking level #ecommerceseo at #searchleeds by @aleyda from @orainti
  60. 60. #ecommerceseo at #searchleeds by @aleyda from @orainti Or URL structure too Yes #ecommerceseo at #searchleeds by @aleyda from @orainti
  61. 61. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Link consistently to your most important 
 categories, subcategories & product family Parents Siblings Children
  62. 62. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Prioritising based on identified 
 trends and leveraging high seasonality too
  63. 63. #ecommerceseo at #searchleeds by @aleyda from @orainti Establishing rules for 
 expired products & campaigns The product or campaign not available anymore Is this permanent? Keep the page published and indexable, showing related products or offers, giving option to notify users The product page should be 301- redirected to its parent category & the campaign page to the offers section NOYES #ecommerceseo at #searchleeds by @aleyda from @orainti
  64. 64. #ecommerceseo at #searchleeds by @aleyda from @orainti Leveraging them whether they are 
 disappearing or just temporarily unavailable #ecommerceseo at #searchleeds by @aleyda from @orainti
  65. 65. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Instead of this!
  66. 66. #ecommerceseo at #searchleeds by @aleyda from @orainti Remember to reuse these pages & update 
 them to match with each year’s queries #ecommerceseo at #searchleeds by @aleyda from @orainti
  67. 67. #ecommerceseo at #searchleeds by @aleyda from @orainti Capitalising their established link popularity CognitiveSEO#ecommerceseo at #searchleeds by @aleyda from @orainti
  68. 68. #ecommerceseo at #searchleeds by @aleyda from @orainti Instead of doing this #ecommerceseo at #searchleeds by @aleyda from @orainti
  69. 69. #ecommerceseo at #searchleeds by @aleyda from @orainti Attract your customers attention to bring them in #ecommerceseo at #searchleeds by @aleyda from @orainti
  70. 70. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti SERP features have become more
 common in UK shopping results https://www.semrush.com/sensor/
  71. 71. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Leverage them to increase your 
 organic search results visibility
  72. 72. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Verify for which queries your site is already showing them & what’s their performance
  73. 73. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Which search results that you’re targeting 
 are showing them and you’re not included
  74. 74. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti The ones already giving 
 visibility to your competitors
  75. 75. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti How they’re ranking for these queries 
 and with what content?
  76. 76. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Prioritise the usage of structured data accordingly, especially products, reviews, videos & images. https://developers.google.com/search/ docs/guides/intro-structured-data
  77. 77. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Validating their implementation with the 
 Structured Data testing tool & Search Console https://developers.google.com/search/ docs/guides/search-gallery
  78. 78. #ecommerceseo at #searchleeds by @aleyda from @orainti To maximise your visibility vs. your 
 competition in SERPs… even if it’s Amazon! #ecommerceseo at #searchleeds by @aleyda from @orainti
  79. 79. #ecommerceseo at #searchleeds by @aleyda from @orainti So many opportunities, 
 so little time… #ecommerceseo at #searchleeds by @aleyda from @orainti
  80. 80. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti … there’s so much more already here & to come! Mobile Optimisation Speed Optimisation AMP for 
 E-Commerce …
  81. 81. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Let’s start with the key principles to grow 
 your E-commerce SEO transactions & revenue
  82. 82. #ecommerceseo at #searchleeds by @aleyda from @orainti Thank you! #ecommerceseo at #searchleeds by @aleyda from @orainti

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