SEO for eCommerce - Part 2

Developed by Gisele Sa Rego
SEO Fundamentals Workshop
SEO Basic concepts
Importance of SEO
Keyword Research
1 On Page Optimization
2
Off Page Optimization
Competition Research
Measuring & Optimizing Results
International SEO
3

Agenda
✓ Optimizing Site Pages
✓ Break
✓ Optimizing Site Content
✓ Optimizing Commom Mistakes
✓ Case Italy: Main SEO Results
✓ Next Assignment

Base on SEO analysis of top 90 ranking domains from 10 industries and 3 markets.
Google´s Ranking Algorithm

“You don’t have to be an SEO Expert
to improve your On-Page SEO.”

What is ON PAGE SEO?
It is the practice of optimizing content and
HTML source code to clearly define
what your webpage is and
what information it is providing.

On Page Optimization
✓ Title Tags
✓ URLs
✓ Meta Descriptions
✓ Images
✓ User Engagement
✓ Internal Linking
✓ On-Page Content

Title Tag (Page Title)
Title tag or Page Title

How to make your Page Titles work for SEO?
✓ Keep titles about [55-70 characters] long
✓ Use target keywords in titles.
✓ Describe your page content in the best possible way.
✓ Help people understand what they will find on the page.
✓ Use words that entice users to click.
✓ Write unique titles, no duplicates!
✓ Use your company name or brand wisely.
✓ Keep it simple.

But Google won’t always use your page title
In August 2021, Google announced an update on how they generate web page titles.
This means that sometimes they will show a different title in their search results than the
one you set.

Uniform Resource Locator
A URL is nothing more than the address of a given unique resource on the Web.
What is URL?

SEO-friendly URLs tips
✓ Keep the URL short [under 115 characters]
✓ Include your keyword
✓ Be descriptive and meaningful
✓ Easy to read by human
✓ Use relevant categories
✓Avoid using stop words like the or and

URL is a big ranking factor
Google’s top 200 ranking factors
URL length is listed as #46
URL path is listed as #47
Keyword within the URL is #51
The URL string is #52
URL-user-friendliness

What is Meta Description?
A meta description is an HTML element that
describes and summarizes the contents of your page
for the benefit of users and search engines.
(sometimes called a meta description attribute or tag)

Meta Description: Make it SEO friendly
✓ Aim for about 1-2 sentences [140-160 characters] long
✓ Include your target keyword
✓ Target an emotion
✓ Add a call-to-action to entice opening the link
✓ Avoid duplicate meta descriptions
✓ Make it meaningful and descriptive, matching your content
✓ Double check how it looks with a SERP view generator tool

https://mangools.com/free-seo-tools/serp-simulator

Avoid keyword stuffing
Over optimized title tags, URL´s and Meta Description
Be natural and original. This is not a sales pitch.
It is a piece of information that makes people visit the site.

What does Google say about it?

Image Optimization for SEO
Image Name
4260423964389-es-1_ab517429-4d2d-4685-8f38-a.jpg
SanaExpert-Natalis-Pre-nutritional-suplement-pregnancy.jpg
56_600x600.jpg
SanaExpert-woman-gray-long-hair-flowers.jpg
Use a descriptive name (with keyword if possible) for the image file
before you upload it to your site.

ALT Text
• Include the page’s target keyword in at
least one image alt tag.
• Keep your ALT Text short.
• Differentiate the ALT Text on each image
on your page.
• Create ALT Text with your reader in mind,
not just search crawlers.

ALT TEXT:
two bottles of SanaExpert
nutritional supplement made with
pure açai.
ALT Text Example

90% reduction
Optimize image resolution x size as much as possible
Resolution x Size

Attention: Blog and page images must be optimized manually.

Image File Type

Quick Guide

WebP is an image format employing both lossy and lossless
compression and supports animation and alpha transparency.
Developed by Google, it is designed to create files that are
smaller for the same quality, or of higher quality for the same
size, than JPEG, PNG, and GIF image formats.

“Google only loves you when
everyone else loves you first.”
Wendy Piersall, SEO Agency

Optimize
pages for
higher
engagement

Tips on Optimizing product pages for
higher engagement
WRITING DETAILED
DESCRIPTIONS IN YOUR
PRODUCT PAGES
ADDING HIGH-QUALITY
IMAGES AND VÍDEO OF
YOUR PRODUCTS
HIGHLIGHTING RATING
AND REVIEWS.
STORIES OF CLIENTS
LINKING TO RELATED
PRODUCTS AND
BLOG ARTICLES

Engage the visitors with multimedia content
Here are some other ways to engage visitors in our store.

More tips on Optimize for User Engagement
✓Using clear headlines that indicate the topic of each section of your content to boost
readability.
✓Using bullets and lists to make the material easier to scan.
✓Incorporating video into your content.
✓Creating relevant calls-to-action (CTAs) that encourage users to click and access gated
content.
✓Having a clean and crisp layout that doesn’t distract users from your content.
✓Ensuring the page speed is fast by following load time best practices.

FAQ (Frequently Asked Questions)
Most of high-volume keywords offers an
opportunity for a FEATURED SNIPPET called
People Also Ask. Use FAQ in all the product
pages and blog pages (when applicable).

What is internal link?
An internal link (hyperlink) is a link that
refers to another page on the same site.

How does Internal Linking help in SEO?
✓ Increasing page views and engagement
✓ Reduce bounce rate
✓ Increasing page rank
✓ Results in better crawling and indexing.

Revise and Write SEO
On-Page Content

SERP Elements – Position 0 in the search
The most common
forms of featured
snippets are:
• Definitions,
• Lists,
• Steps,
• Tables

Optimizing Blog Content - Checklist
✓ Use H1 and H2 for formatting because Google reads this titles. Includes keyword in titles.
✓ Content length at least 800 words. To rank better, more than 1.100 words.
✓ Use target keyword in the first paragraph.
✓ Insert at least 5 images with naming and alt tags for the keywords we want to rank for.
✓ Remind about image optimization size, resolution and ALT tags.
✓ Insert at least 3 related links to other articles or products at the end of the article
✓ Insert other links in the middle of the text (anchor text) when applicable.
✓ Use lists, definitions, steps and tables to organize content (when applicable).
✓ Blog articles also have a SEO field to be filled.

Posting non-original content
Beware of duplicate content!
This is highly discouraged nowadays.
Your SEO performance will be penalized by search engines

Keywords and Semantically Related Words
It affirms to the searcher that this page is in fact related to
what they were searching for, and
It sends the same positive message to Google,
which can help your page’s ranking.

Search Intent
• Navigational. The user wants to find a specific page or site (think of your great aunt searching Google for
“Facebook” instead of just going to facebook.com). They are dominated by branded keywords.
• Informational. The user wants to answer a specific question. These queries will include “how to,” “what
is,” “where is,” “why do,” and other interrogatives.
• Transactional. The user wants to complete an action (conversion). This isn’t restricted just to purchases.
It could be an email signup, lead generation form submission, store visit, or a phone call. Of course,
some of those “somethings” might be hard to measure in analytics, but that doesn’t mean they don’t
matter!
• Commercial. Similar to transactional intent, commercial intent is a great place to offer free versions of
products and get yourself in front of their eyes. These “freebie keywords.”

On Page Assignment
✓ Optimize an article of the blog with the tips learned today.
✓ You can write a new article or optimize an existing one.
✓ Use the keyword list you´ve developed for the 1st assignment.
✓ Share with me the URL and Keywords of the article so I can track the position in
the SERP.

SEO for eCommerce - Part 2

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