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@jasonmun
@jasonmun
E-commerce is BOOMING
@jasonmun
QUICK SHOW OF HANDS
@jasonmun
Overdose Digital // Digital Commerce Agency
Jason Mun
Director of Search & Insights
@jasonmun / jasonmun.com
htt...
@jasonmun
@jasonmun
Blueprint to Driving MORE Organic Traffic to Your
E-commerce Website
@jasonmun
Determine total
size of market
@jasonmun
Identify the size of
your opportunity
@jasonmun
Determine $$$
opportunity
@jasonmun
Prioritise opportunities
based on effort & impact
$$$
1
2
3
4
5
6
@jasonmun
Develop a Strategy
• What do you need to do to improve?
• On-site, Technical, Content, Off-site
• How much effor...
@jasonmun
Use Data to Forecast Traffic & Revenue Potential
@jasonmun
Search Volume x SERP CTR% = Potential Traffic
@jasonmun
Potential Traffic x Avg COV% x AOV = Potential $$$
@jasonmun
STEP 1 – Keyword Research
@jasonmun
https://backlinko.com/keyword-research
Gather all your findings and data in an Excel sheet.
• Plenty of tools at...
@jasonmun
When choosing keywords
CONTEXT and INTENT matters
@jasonmun
When I say “NOTEBOOK”
What am I referring to?
@jasonmun
This is What Google Thinks
@jasonmun
Will This Page Ever Rank?
@jasonmun
Speed Up Keyword Selection with Intersect
Multiple websites ranking,
HYPER relevant keywords
@jasonmun
SEMrush Keyword Gap Tool
@jasonmun
Prioritise HIGH Purchase Intent Keywords
Identify keywords that triggers
Google Shopping (PLA) ads
@jasonmun
Use Your Favourite Tools
Filter keywords by “SERP Features = Shopping”
@jasonmun
Keywords Search Volume Category URL Current Rank Target Rank SERP CTR% Est Traffic Est Conversions Est Revenue
K...
@jasonmun
Keywords Search Volume Category URL Current Rank Target Rank SERP CTR% Est Traffic Est Conversions Est Revenue
K...
@jasonmun
STEP 2 – Determining SERP CTR%
@jasonmun
What is SERP CTR%
1
2
3
4
5
6
7
8
9
10
Estimated click-through-rate based on rank position
50%
30%
28%
20%
15%
1...
@jasonmun
Using Industry CTR Studies
https://www.advancedwebranking.com/ctrstudy/
Source: https://moz.com/blog/google-orga...
@jasonmun
Find Out Your Website’s SERP CTR% Using Your OWN Data
16 months worth of search
query data!!!
@jasonmun
Export 16 Months Worth of Data in to Sheets
https://searchanalyticsforsheets.com/
Bypass the 1,000 rows export l...
@jasonmun
Remove Brand & Low Traffic
1. Add a new sheet
2. In column A1, enter the following formula:
=query(RAW!A1:E,"sel...
@jasonmun
Calculate Average CTR by Position
1. Add a new column, F
2. In column F, enter the following formula:
=AVERAGEIF...
@jasonmun
Your Very Own SERP CTR%
1. Sort data by Position
2. Remove duplicates by using this formula in column D1:
=UNIQU...
@jasonmun
Keywords Search Volume Category URL Current Rank Target Rank SERP CTR% Est Traffic Est Conversions Est Revenue
K...
@jasonmun
Keywords Search Volume Category URL Current Rank Target Rank SERP CTR% Est Traffic Est Conversions Est Revenue
K...
@jasonmun
Automate the Process
https://you.algoroo.com/
@jasonmun
Automate the Process
https://you.algoroo.com/
FREE to test now – tweet at @dejanseo
@jasonmun
Develop a Strategy
• What do you need to do to improve?
• On-site, Technical, Content, Off-site
• How much effor...
@jasonmun
With a roadmap for growth. Time to put in the work!
@jasonmun
Start with the Basics
@jasonmun
Intuitive Information Architecture
Homepage
Category Category
Sub-categorySub-categorySub-category
ProductProduc...
@jasonmun
Good Article on Siloing
https://www.bruceclay.com/au/seo/silo/
@jasonmun
Identify Gaps & Plug Them
Find out what
keywords/pages your
competitors are ranking for
that’s missing from your...
@jasonmun
Identify Gaps & Plug Them
Find out what UNIQUE
opportunities competitors Your Website
@jasonmun
Plug the Gaps
Homepage
Category Category
Sub-categorySub-categorySub-category
ProductProductProductProduct Produ...
@jasonmun
Here’s WHY
Type of page % of Traffic Example URL
Category pages 7% yourwebsite.com.au/jeans
Sub-Category pages 3...
@jasonmun
Type of page % of Traffic Example URL
Category pages 7% yourwebsite.com.au/jeans
Sub-Category pages 35% yourwebs...
@jasonmun
Map Keywords to Pages
Page Keyword Map Title Tag Meta Description H1 Heading
/ streetwear fashion (5,000)
/jeans...
@jasonmun
It is the first interaction a user has with your website in the SERPs.
An opportunity to elevator pitch and enco...
@jasonmun
Scaling Title Tag Sitewide
Page Type Format Example
Category Pages Category Online in Country - Website Women’s ...
@jasonmun
Enforce SEO Technical Best Practices
@jasonmun
Fix Up Technical Kinks
https://www.slideshare.net/jasonmun1/technical-seo-for-ecommerce-websites
• Technical SEO...
@jasonmun
Run Periodic Crawls to Avoid Surprises
Compare month-on-month, address new issues
@jasonmun
Monitor Crawling Behaviour
Investigate irregular
crawl behaviour with
log file analysis. Make
sure crawl budget ...
@jasonmun
Monitor Indexation
Check for irregular spikes
and declines
Don’t ignore these, they
provide a new level of
insig...
@jasonmun
Read These…
https://www.gsqi.com/marketing-blog/how-to-find-true-size-of-your-site-index-coverage-reporting/ htt...
@jasonmun
Control the Bots
Homepage Category Sub-Category Faceted / Filtering Internal Search Result Pages
4 84 4 8
Crawl
...
@jasonmun
Herd the bots, lead them to where you want them to go
@jasonmun
Invest in Content
@jasonmun
Implementation
Difficulty
High
Low
Product descriptions, category
descriptions, reviews, etc
A series of content...
@jasonmun
Implementation
Difficulty
High
Low
Hero
Hub
Hygiene Start here
Build up more topical
relevance
@jasonmun
Product Descriptions
Treat your product pages the same you would a landing page,
make it the best landing page o...
@jasonmun
Content Helps You Rank & Convert
Let’s compare
these pages
@jasonmun
@jasonmun
• 366 words of product description
• Multiple high quality images
• 43x product reviews
• Frequently asked quest...
@jasonmun
Category Descriptions
Category and sub-category pages of an E-commerce website are
where you target popular and ...
@jasonmun
https://www.theiconic.com.au/womens-clothing-dresses/ https://www.showpo.com/shop/dresses-party-dress.html
@jasonmun
Don’t Go Overboard
https://www.wayfair.com/pet/cat/dog-beds-c409475.html
@jasonmun
Invest in MORE Content
@jasonmun
Taking Advantage of the Long-Tail
@jasonmun
Implementation
Difficulty
High
Low
Hero
Hub
Hygiene
Level UP on content
@jasonmun
Building Out More Content
https://blog.hubspot.com/news-trends/topic-clusters-seo
@jasonmun
How to Apply to an E-commerce Website
@jasonmun
How to Apply to an E-commerce Website
@jasonmun
How to Apply to an E-commerce Website
Links
Links
@jasonmun
Long-Tail & Content Research
Answerthepublic.com
@jasonmun
Endless Content Ideas
Ahrefs Content Explorer Buzz Sumo
@jasonmun
Content Hubs
Jeans
Skinny Jeans vs Straight Jeans
How to Wear Boyfriend Jeans
How to Wear Ripped Jeans Like a Ce...
@jasonmun
@jasonmun
Case Studies
@jasonmun
Jewellery E-commerce Store
Background:
• Shopify platform
• ~80 product SKU’s
• Targeting USA
Results:
• Organic...
@jasonmun
Fashion E-commerce Store
Background:
• Magento platform
• ~2000 product SKU’s
• Targeting AUS
Results:
• Organic...
@jasonmun
TO YOUR SUCCESS
@jasonmun
🙏 THANK YOU 🤟
@jasonmun
Overdose Digital // Digital Commerce Agency
Jason Mun
Director of Search & Insights
@jasonmun / jasonmun.com
htt...
Ecommerce SEO: Planning, Building & Driving More SEO Traffic
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Ecommerce SEO: Planning, Building & Driving More SEO Traffic

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A presentation I delivered at Search Marketing Summit in Sydney. Covering the topic of E-commerce SEO, step-by-step walkthrough of how to plan, execute and drive more organic search growth.

Published in: Marketing
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Ecommerce SEO: Planning, Building & Driving More SEO Traffic

  1. 1. @jasonmun
  2. 2. @jasonmun E-commerce is BOOMING
  3. 3. @jasonmun QUICK SHOW OF HANDS
  4. 4. @jasonmun Overdose Digital // Digital Commerce Agency Jason Mun Director of Search & Insights @jasonmun / jasonmun.com https://overdose.digital http://au.linkedin.com/in/jason-mun-8698a13
  5. 5. @jasonmun
  6. 6. @jasonmun Blueprint to Driving MORE Organic Traffic to Your E-commerce Website
  7. 7. @jasonmun Determine total size of market
  8. 8. @jasonmun Identify the size of your opportunity
  9. 9. @jasonmun Determine $$$ opportunity
  10. 10. @jasonmun Prioritise opportunities based on effort & impact $$$ 1 2 3 4 5 6
  11. 11. @jasonmun Develop a Strategy • What do you need to do to improve? • On-site, Technical, Content, Off-site • How much effort is it going to take? • Breakdown monthly optimisation tasks 1 2 3 4 5 6 M1 M2 M3 M4 M5 M6
  12. 12. @jasonmun Use Data to Forecast Traffic & Revenue Potential
  13. 13. @jasonmun Search Volume x SERP CTR% = Potential Traffic
  14. 14. @jasonmun Potential Traffic x Avg COV% x AOV = Potential $$$
  15. 15. @jasonmun STEP 1 – Keyword Research
  16. 16. @jasonmun https://backlinko.com/keyword-research Gather all your findings and data in an Excel sheet. • Plenty of tools at your disposal • Use avg monthly search volume as barometer • Be realistic, be relevant, be specific • Don’t discount low search volume keywords • Pick keywords for every “transactional” page on your website Start with Keyword & Topic Research
  17. 17. @jasonmun When choosing keywords CONTEXT and INTENT matters
  18. 18. @jasonmun When I say “NOTEBOOK” What am I referring to?
  19. 19. @jasonmun This is What Google Thinks
  20. 20. @jasonmun Will This Page Ever Rank?
  21. 21. @jasonmun Speed Up Keyword Selection with Intersect Multiple websites ranking, HYPER relevant keywords
  22. 22. @jasonmun SEMrush Keyword Gap Tool
  23. 23. @jasonmun Prioritise HIGH Purchase Intent Keywords Identify keywords that triggers Google Shopping (PLA) ads
  24. 24. @jasonmun Use Your Favourite Tools Filter keywords by “SERP Features = Shopping”
  25. 25. @jasonmun Keywords Search Volume Category URL Current Rank Target Rank SERP CTR% Est Traffic Est Conversions Est Revenue Keyword 1 10000 Topic 1 /category 10 Keyword 2 5400 Topic 1 /category/sub-category 25 Keyword 3 3200 Topic 1 /category/sub-category 12 Keyword 4 250 Topic 1 /product-1 20 Keyword 5 150 Topic 1 /product-2 7 Keyword 6 10000 Topic 2 /category 5 Keyword 7 5400 Topic 2 /category/sub-category 8 Keyword 8 3200 Topic 2 /category/sub-category 13 Keyword 9 250 Topic 2 /product-1 18 Keyword 10 150 Topic 2 /product-2 36 Keyword 11 10000 Topic 3 /category 12 Keyword 12 5400 Topic 3 /category/sub-category 6 Keyword 13 3200 Topic 3 /category/sub-category 3 Keyword 14 250 Topic 3 /product-1 15 Keyword 15 150 Topic 3 /product-2 21 Keyword 16 10000 Topic 4 /category 28 Keyword 17 5400 Topic 4 /category/sub-category 2 Keyword 18 3200 Topic 4 /category/sub-category 9 Keyword 19 250 Topic 4 /product-1 16 Keyword 20 150 Topic 4 /product-2 17
  26. 26. @jasonmun Keywords Search Volume Category URL Current Rank Target Rank SERP CTR% Est Traffic Est Conversions Est Revenue Keyword 1 10000 Topic 1 /category 10 Keyword 2 5400 Topic 1 /category/sub-category 25 Keyword 3 3200 Topic 1 /category/sub-category 12 Keyword 4 250 Topic 1 /product-1 20 Keyword 5 150 Topic 1 /product-2 7 Keyword 6 10000 Topic 2 /category 5 Keyword 7 5400 Topic 2 /category/sub-category 8 Keyword 8 3200 Topic 2 /category/sub-category 13 Keyword 9 250 Topic 2 /product-1 18 Keyword 10 150 Topic 2 /product-2 36 Keyword 11 10000 Topic 3 /category 12 Keyword 12 5400 Topic 3 /category/sub-category 6 Keyword 13 3200 Topic 3 /category/sub-category 3 Keyword 14 250 Topic 3 /product-1 15 Keyword 15 150 Topic 3 /product-2 21 Keyword 16 10000 Topic 4 /category 28 Keyword 17 5400 Topic 4 /category/sub-category 2 Keyword 18 3200 Topic 4 /category/sub-category 9 Keyword 19 250 Topic 4 /product-1 16 Keyword 20 150 Topic 4 /product-2 17 Next…complete the rest of the columns
  27. 27. @jasonmun STEP 2 – Determining SERP CTR%
  28. 28. @jasonmun What is SERP CTR% 1 2 3 4 5 6 7 8 9 10 Estimated click-through-rate based on rank position 50% 30% 28% 20% 15% 12% 10% 8% 6% 3%
  29. 29. @jasonmun Using Industry CTR Studies https://www.advancedwebranking.com/ctrstudy/ Source: https://moz.com/blog/google-organic-click-through-rates-in-2014 Useful but wildly inaccurate due to difference in niches/regions/user behaviour
  30. 30. @jasonmun Find Out Your Website’s SERP CTR% Using Your OWN Data 16 months worth of search query data!!!
  31. 31. @jasonmun Export 16 Months Worth of Data in to Sheets https://searchanalyticsforsheets.com/ Bypass the 1,000 rows export limit of GSC interface
  32. 32. @jasonmun Remove Brand & Low Traffic 1. Add a new sheet 2. In column A1, enter the following formula: =query(RAW!A1:E,"select * where NOT A contains ‘brand’ and B > 3") *swap your brand in. eg, nike 3. Search Query data is now filtered to remove “brand” related queries and queries with less than 3 clicks 4. Copy the filtered data to a new sheet and “paste as values” 1 2
  33. 33. @jasonmun Calculate Average CTR by Position 1. Add a new column, F 2. In column F, enter the following formula: =AVERAGEIF(E$2:E,E2,D$2:D) 3. This is going to calculate the average CTR% based on each query position 4. Copy data in columns E and F, paste as values in to new sheet 12
  34. 34. @jasonmun Your Very Own SERP CTR% 1. Sort data by Position 2. Remove duplicates by using this formula in column D1: =UNIQUE(A1:B8692) 3. Chart it up if you like! 1 2 3
  35. 35. @jasonmun Keywords Search Volume Category URL Current Rank Target Rank SERP CTR% Est Traffic Est Conversions Est Revenue Keyword 1 10000 Topic 1 /category 10 5 10.7% 1070 21 $ 3,210 Keyword 2 5400 Topic 1 /category/sub-category 25 5 10.7% 578 12 $ 1,733 Keyword 3 3200 Topic 1 /category/sub-category 12 5 10.7% 342 7 $ 1,027 Keyword 4 250 Topic 1 /product-1 20 5 10.7% 27 1 $ 80 Keyword 5 150 Topic 1 /product-2 7 5 10.7% 16 0 $ 48 Keyword 6 10000 Topic 2 /category 5 3 14.7% 1470 29 $ 4,410 Keyword 7 5400 Topic 2 /category/sub-category 8 5 10.7% 578 12 $ 1,733 Keyword 8 3200 Topic 2 /category/sub-category 13 5 10.7% 342 7 $ 1,027 Keyword 9 250 Topic 2 /product-1 18 5 10.7% 27 1 $ 80 Keyword 10 150 Topic 2 /product-2 36 5 10.7% 16 0 $ 48 Keyword 11 10000 Topic 3 /category 12 5 10.7% 1070 21 $ 3,210 Keyword 12 5400 Topic 3 /category/sub-category 6 5 10.7% 578 12 $ 1,733 Keyword 13 3200 Topic 3 /category/sub-category 3 2 17.8% 570 11 $ 1,709 Keyword 14 250 Topic 3 /product-1 15 5 10.7% 27 1 $ 80 Keyword 15 150 Topic 3 /product-2 21 5 10.7% 16 0 $ 48 Keyword 16 10000 Topic 4 /category 28 5 10.7% 1070 21 $ 3,210 Keyword 17 5400 Topic 4 /category/sub-category 2 1 39.0% 2106 42 $ 6,318 Keyword 18 3200 Topic 4 /category/sub-category 9 5 10.7% 342 7 $ 1,027 Keyword 19 250 Topic 4 /product-1 16 5 10.7% 27 1 $ 80 Keyword 20 150 Topic 4 /product-2 17 5 10.7% 16 0 $ 48
  36. 36. @jasonmun Keywords Search Volume Category URL Current Rank Target Rank SERP CTR% Est Traffic Est Conversions Est Revenue Keyword 1 10000 Topic 1 /category 10 5 10.7% 1070 21 $ 3,210 Keyword 2 5400 Topic 1 /category/sub-category 25 5 10.7% 578 12 $ 1,733 Keyword 3 3200 Topic 1 /category/sub-category 12 5 10.7% 342 7 $ 1,027 Keyword 4 250 Topic 1 /product-1 20 5 10.7% 27 1 $ 80 Keyword 5 150 Topic 1 /product-2 7 5 10.7% 16 0 $ 48 Keyword 6 10000 Topic 2 /category 5 3 14.7% 1470 29 $ 4,410 Keyword 7 5400 Topic 2 /category/sub-category 8 5 10.7% 578 12 $ 1,733 Keyword 8 3200 Topic 2 /category/sub-category 13 5 10.7% 342 7 $ 1,027 Keyword 9 250 Topic 2 /product-1 18 5 10.7% 27 1 $ 80 Keyword 10 150 Topic 2 /product-2 36 5 10.7% 16 0 $ 48 Keyword 11 10000 Topic 3 /category 12 5 10.7% 1070 21 $ 3,210 Keyword 12 5400 Topic 3 /category/sub-category 6 5 10.7% 578 12 $ 1,733 Keyword 13 3200 Topic 3 /category/sub-category 3 2 17.8% 570 11 $ 1,709 Keyword 14 250 Topic 3 /product-1 15 5 10.7% 27 1 $ 80 Keyword 15 150 Topic 3 /product-2 21 5 10.7% 16 0 $ 48 Keyword 16 10000 Topic 4 /category 28 5 10.7% 1070 21 $ 3,210 Keyword 17 5400 Topic 4 /category/sub-category 2 1 39.0% 2106 42 $ 6,318 Keyword 18 3200 Topic 4 /category/sub-category 9 5 10.7% 342 7 $ 1,027 Keyword 19 250 Topic 4 /product-1 16 5 10.7% 27 1 $ 80 Keyword 20 150 Topic 4 /product-2 17 5 10.7% 16 0 $ 48 Est Traffic = SERP CTR x Search Volume Est Conversions = Traffic x Website Conversion % Est Revenue = Conversions x AOV$
  37. 37. @jasonmun Automate the Process https://you.algoroo.com/
  38. 38. @jasonmun Automate the Process https://you.algoroo.com/ FREE to test now – tweet at @dejanseo
  39. 39. @jasonmun Develop a Strategy • What do you need to do to improve? • On-site, Technical, Content, Off-site • How much effort is it going to take? • Breakdown monthly optimisation tasks 1 2 3 4 5 6 M1 M2 M3 M4 M5 M6 Start Putting Your Strategy Together
  40. 40. @jasonmun With a roadmap for growth. Time to put in the work!
  41. 41. @jasonmun Start with the Basics
  42. 42. @jasonmun Intuitive Information Architecture Homepage Category Category Sub-categorySub-categorySub-category ProductProductProductProduct Product Category Blog Blog Posts Use keywords research to decide how to group pages in to “silos”
  43. 43. @jasonmun Good Article on Siloing https://www.bruceclay.com/au/seo/silo/
  44. 44. @jasonmun Identify Gaps & Plug Them Find out what keywords/pages your competitors are ranking for that’s missing from your website Your Website
  45. 45. @jasonmun Identify Gaps & Plug Them Find out what UNIQUE opportunities competitors Your Website
  46. 46. @jasonmun Plug the Gaps Homepage Category Category Sub-categorySub-categorySub-category ProductProductProductProduct Product Category Blog Blog Posts NEW Category NEW Sub-category Expand your IA to target more keywords
  47. 47. @jasonmun Here’s WHY Type of page % of Traffic Example URL Category pages 7% yourwebsite.com.au/jeans Sub-Category pages 35% yourwebsite.com.au/jeans/skinny-jeans Homepage 40% yourwebsite.com.au Misc. pages 5% yourwebsite.com.au/about-us Product pages 13% yourwebsite.com.au/levis-501-mens-skinny-jeans Aggregated data of 50 e-commerce websites in various niches
  48. 48. @jasonmun Type of page % of Traffic Example URL Category pages 7% yourwebsite.com.au/jeans Sub-Category pages 35% yourwebsite.com.au/jeans/skinny-jeans Homepage 40% yourwebsite.com.au Misc. pages 5% yourwebsite.com.au/about-us Product pages 13% yourwebsite.com.au/levis-501-mens-skinny-jeans (Sub)Category Pages are Huge Traffic Drivers Aggregated data of 50 e-commerce websites in various niches
  49. 49. @jasonmun Map Keywords to Pages Page Keyword Map Title Tag Meta Description H1 Heading / streetwear fashion (5,000) /jeans jeans (9,900) /jeans/skinny skinny jeans (1,600) /jeans/bootcut bootcut jeans (1,300) /jeans/coloured coloured jeans (210) /jeans/ripped-distressed ripped jeans (6,600) distressed jeans (1,000) /hats hats (14,800) /hats/beanies beanies (9,900) /hats/fedoras fedoras (12,100) /hats/snapback snapback hats (1,300)
  50. 50. @jasonmun It is the first interaction a user has with your website in the SERPs. An opportunity to elevator pitch and encourage them to click-through • Target keyword in the title tag • Title tag limit: 60 characters • Meta description limit: 155 characters • Include unique selling propositions • Have strong call-to-actions • Communicate intent • Every page should have UNIQUE meta-data Title Tag & Meta Description Optimisation OLD: NEW:
  51. 51. @jasonmun Scaling Title Tag Sitewide Page Type Format Example Category Pages Category Online in Country - Website Women’s Dresses Online in Australia – Prinzess Category by Brand - Website Women’s Sneakers by Nike – Prinzess CTA + Category – Website Shop Women’s Dresses Online in Australia – Prinzess Category | USP - Website Women’s Sneakers by Nike | FREE Shipping - Prinzess Product Pages CTA + Product Name – Website Shop Levi’s Mile High Super Skinny Jeans - Prinzess Product Name | USP – Website Levi’s Mile High Super Skinny Jeans | FREE Shipping CTA + Product Name by Brand – Website Shop Mile High Super Skinny Jean by Levi’s – Prinzess CTA + Product Name | Serial Number - Website Shop Sony Bravia 50” LED TV | SB2364 - MyNextTelly Repeat the same for meta-descriptions
  52. 52. @jasonmun Enforce SEO Technical Best Practices
  53. 53. @jasonmun Fix Up Technical Kinks https://www.slideshare.net/jasonmun1/technical-seo-for-ecommerce-websites • Technical SEO is extremely important, especially with websites that have thousands of pages • There isn’t an E-commerce platform out there that is perfect from a SEO perspective • Most important issues to look out for: 1. Crawl budget and indexation issues 2. Duplicate and thin content 3. Structured data & rich snippets 4. Automatic IP Redirect 5. Hreflang tags 6. 404 errors 7. PageSpeed 8. Mobile friendliness
  54. 54. @jasonmun Run Periodic Crawls to Avoid Surprises Compare month-on-month, address new issues
  55. 55. @jasonmun Monitor Crawling Behaviour Investigate irregular crawl behaviour with log file analysis. Make sure crawl budget is not wasted
  56. 56. @jasonmun Monitor Indexation Check for irregular spikes and declines Don’t ignore these, they provide a new level of insight in to indexation issues
  57. 57. @jasonmun Read These… https://www.gsqi.com/marketing-blog/how-to-find-true-size-of-your-site-index-coverage-reporting/ http://www.blindfiveyearold.com/google-index-coverage-report
  58. 58. @jasonmun Control the Bots Homepage Category Sub-Category Faceted / Filtering Internal Search Result Pages 4 84 4 8 Crawl & Index Crawl & Index Crawl & Index DO NOT Crawl & Index DO NOT Crawl & Index
  59. 59. @jasonmun Herd the bots, lead them to where you want them to go
  60. 60. @jasonmun Invest in Content
  61. 61. @jasonmun Implementation Difficulty High Low Product descriptions, category descriptions, reviews, etc A series of content specifically aimed at a specific topic Content that attracts huge visitors that you invest alot of $$$ and time. Viral and evergreen Hero Hub Hygiene
  62. 62. @jasonmun Implementation Difficulty High Low Hero Hub Hygiene Start here Build up more topical relevance
  63. 63. @jasonmun Product Descriptions Treat your product pages the same you would a landing page, make it the best landing page of the planet Demonstrate strong Expertise-Authority-Trustworthiness • DO NOT use default descriptions from manufacturers • Unique write up of product / service • Detailed description of what to expect • Encourage testimonials or reviews • Good quality images and videos • Answer most commonly asked questions • Mark it up with Schema for rich snippets This is how you increase content depth https://www.snapagency.com/ecommerce-web-design-guide
  64. 64. @jasonmun Content Helps You Rank & Convert Let’s compare these pages
  65. 65. @jasonmun
  66. 66. @jasonmun • 366 words of product description • Multiple high quality images • 43x product reviews • Frequently asked questions • Product video • 137 words of product description • Single product image
  67. 67. @jasonmun Category Descriptions Category and sub-category pages of an E-commerce website are where you target popular and high search volume keywords. Category descriptions help search engines determine relevance and keyword targeting • Aim for 150 – 200 words • Include target keyword and semantically relevant secondary keywords • Explain product offering and explain why users should buy from you • Detail down unique selling propositions and call-to-actions • Keep it short & punchy! • Internal link to relevant & complimentary categories and products https://www.snapagency.com/ecommerce-web-design-guide
  68. 68. @jasonmun https://www.theiconic.com.au/womens-clothing-dresses/ https://www.showpo.com/shop/dresses-party-dress.html
  69. 69. @jasonmun Don’t Go Overboard https://www.wayfair.com/pet/cat/dog-beds-c409475.html
  70. 70. @jasonmun Invest in MORE Content
  71. 71. @jasonmun Taking Advantage of the Long-Tail
  72. 72. @jasonmun Implementation Difficulty High Low Hero Hub Hygiene Level UP on content
  73. 73. @jasonmun Building Out More Content https://blog.hubspot.com/news-trends/topic-clusters-seo
  74. 74. @jasonmun How to Apply to an E-commerce Website
  75. 75. @jasonmun How to Apply to an E-commerce Website
  76. 76. @jasonmun How to Apply to an E-commerce Website Links Links
  77. 77. @jasonmun Long-Tail & Content Research Answerthepublic.com
  78. 78. @jasonmun Endless Content Ideas Ahrefs Content Explorer Buzz Sumo
  79. 79. @jasonmun Content Hubs Jeans Skinny Jeans vs Straight Jeans How to Wear Boyfriend Jeans How to Wear Ripped Jeans Like a Celebrity How to Wash Your Jeans Content hubs or buying guides are great additions to an E- commerce website. They add depth, expertise and authority to the website. • Content topics should be RELEVANT • Content topics have to be USEFUL • Convince and help users to make an informed decision • Inspire users to WANT • Internal link to relevant category and product pages of the website Build out content hubs based on your growth forecast and priority!
  80. 80. @jasonmun
  81. 81. @jasonmun Case Studies
  82. 82. @jasonmun Jewellery E-commerce Store Background: • Shopify platform • ~80 product SKU’s • Targeting USA Results: • Organic search traffic +175% year-on-year • Organic search revenue +95% year-on-year • Total page 1 rankings +228% year-on-year
  83. 83. @jasonmun Fashion E-commerce Store Background: • Magento platform • ~2000 product SKU’s • Targeting AUS Results: • Organic search traffic +107% year-on-year • Organic search revenue +45% year-on-year • Total page 1 rankings +54% year-on-year
  84. 84. @jasonmun TO YOUR SUCCESS
  85. 85. @jasonmun 🙏 THANK YOU 🤟
  86. 86. @jasonmun Overdose Digital // Digital Commerce Agency Jason Mun Director of Search & Insights @jasonmun / jasonmun.com https://overdose.digital http://au.linkedin.com/in/jason-mun-8698a13 Slides Available at jasonmun.com/sms19

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