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WooCommerce Search Engine Optimization

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Building a WooCommerce website is much more involved than a traditional website, but the SEO requirements are very similar. This presentation explains common SEO issues that impact WooCommerce, including keyword research and site mapping issues, product descriptions, manufacturer numbers, breadcrumbs, rich snippets, social media, link building and XML sitemaps.

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WooCommerce Search Engine Optimization

  1. 1. SEARCH ENGINE OPTIMIZATION
  2. 2. WooCommerce SEO is very similar to regular SEO. You just have a lot more moving parts to watch. ! Web Savvy Marketing Copyright © 2018, All Rights Reserved
  3. 3. Keyword Research Similar to regular SEO, keyword research should be a core part of your marketing plan. You have to know what buyers are searching for so know how best to position your products. Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Online store launched without any keyword research Haphazard or quick keyword review Very broad keywords that are difficult to rank Keywords that not relevant to actual buyers Best Practices: Research products, manufactures, and competitors Create a seed list for products, categories, and topics Pull search volumes for possible keywords Rank keywords for relevance Helpful Tools: Amazon autosuggest Google related searches KW Finder SEMrush SpyFu
  4. 4. Site Mapping Site mapping is critical for ecommerce based websites, because it is very easy to compete with yourself due to the cross over of products, categories, tags, and topical areas. Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Lack of structure and planning Primary keywords are assigned to products Keyword phrase used more than once as focus Best Practices: Assign highest priority keywords to categories Create topical areas for seasonal or clearance items Extend usage into comparison and buyer guides Keep overall structure no more then 3 clicks deep Helpful Tools: SEMrush DynoMapper Screaming Frog SEO Spider Tool
  5. 5. Site Mapping Search Phrase Ugg Boots Results 1 – 3 Manufacturer or Brand Results 4 – 5 Reseller Category Web Savvy Marketing Copyright © 2018, All Rights Reserved
  6. 6. SEO Friendly URLs SEO friendly URLs help search engines understand a website’s architecture and the structure of the content. They also help users quickly find products. Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Convoluted URLs without structure Constantly changing URLs due to category modifications Extremely long URLs with multiple layers Best Practices: Human readable URLs Focused keyword phrase within URL Set limit at three levels deep Consistent usage or use of 301 redirects Helpful Tools: DynoMapper Screaming Frog SEO Spider Tool
  7. 7. Duplicate Content Duplicate content (in this case) refers to the same content displayed under different URLs within the same website. Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Non-canonical URLs Session IDs Duplicate URL paths due to multiple categories Best Practices: Keep URLs clean Set any areas of duplications as no index Watch category usage within URLs carefully Helpful Tools: DynoMapper Screaming Frog SEO Spider Tool Winter Boots Adirondack II /winter-boots/adirondack-ii/ Snow Boots Adirondack II /snow-boots/adirondack-ii/
  8. 8. Product Descriptions If you want your store to rank over other stores, you have to give search engines a reason to elevate you in search. One way to accomplish this task is through high quality product descriptions. Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Limited product descriptions Manufacturer’s description as only content Bullet list of words and no actual sentences Best Practices: Create unique, keyword rich descriptions Utilize manufacturer’s descriptions, but augment Review competitor websites and write better content Think less about keyword density Think more about Semantic Search Helpful Tools: Google Search Console DynoMapper
  9. 9. Category pages also need descriptions. Don’t just list products. Tell search engines and users what is listed on the page. ! Web Savvy Marketing Copyright © 2018, All Rights Reserved
  10. 10. Manufacturer Part Numbers Consumers search for manufacturer part numbers when needing specific products. Optimizing for these data points will help increase search and shorten the sales cycle. Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Missing or incomplete manufacturer part numbers Best Practices: Include complete manufacturer part numbers in one or more of the following places: ü Description ü Product name ü H1 ü URL ü Meta title and description ü Short descriptions for list based pages ü Image file name and alt text
  11. 11. Meta Titles and Descriptions Meta titles and descriptions give search engines and users an idea of what the page is about and what they should expect to see as they digest the content. These data points appears in search engines result pages. Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Duplicate meta titles and descriptions across products Keyword stuffing within meta titles and descriptions Best Practices: Create unique meta for each product Include focused keyword if applicable Add in offers to help set you apart in SERPs Helpful Tools: Yoast SEO All in One SEO DynoMapper Screaming Frog SEO Spider Tool Mozbar Google Search Console
  12. 12. Meta Search Phrase site:ugg.com/uk/ womens boots Ask yourself this: Can you tell the difference between the search results? You can, because good meta titles and descriptions make that possible. Web Savvy Marketing Copyright © 2018, All Rights Reserved
  13. 13. Breadcrumbs ü Improved usability and helps eliminates additional clicks ü Shows hierarchy ü Reduces bounce rates ü Helps with search engine optimization Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: 23% don’t have breadcrumbs at all 68% suffer from sub-par breadcrumb implementations Best Practices: Implement breadcrumbs on category and product pages Style so they are easy to read and use Check mobile devices to make sure they are usable Helpful Tools: Breadcrumb NavXTb Yoast SEO
  14. 14. Link Building ü Internal linking is important because it tells search engines which content is most important ü Inbound linking is important because it demonstrates authority and relevance Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Limited inbound linking strategy Broken links Lack of 301 redirect usage Limited or no inbound linking efforts Best Practices: Use internal linking to support top SEO focused content Use 301 redirects and use them wisely Build inbound links to support top SEO focused content Helpful Tools: SEMrush SpyFu Ahrefs Moz Open Site Explorer
  15. 15. Link Building in WooCommerce Web Savvy Marketing Copyright © 2018, All Rights Reserved ü Remember that the way you link content is just as important as the link itself ü Watch your verbiage closely so you don’t confuse Google or human visitors ü Consistency is very important to both SEO and usability
  16. 16. Link Building and Spreading the Love Web Savvy Marketing Copyright © 2018, All Rights Reserved
  17. 17. Social Media ü Facebook and YouTube dominates social media traffic and conversions ü Pinterest and Instagram as also very popular for certain target demographics ü 87% of Pinterest users have purchased an item because of Pinterest Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Dormant social accounts with little activity Lack of social sharing icons for visitors to use on products Failure to build communities and engagement Best Practices: Actively engage with social media users Actively share content from the entire website and store Build a community first and sell second Helpful Tools: Social Warfare Meet Edgar
  18. 18. In today’s world of search, you cannot forget about technical SEO. It’s now a vital part of success with SEO. ! Web Savvy Marketing Copyright © 2018, All Rights Reserved
  19. 19. Technical SEO Considerations ü Yoast SEO Plugin Time ü Tags and Categories Time ü No Index URLs Time ü Broken Links Time ü 301 Redirects Time ü Page Ordering Time ü HMTL Sitemaps Time ü XML Sitemaps Time ü Images Time Web Savvy Marketing Copyright © 2018, All Rights Reserved ü Tabs and Accordions Time ü JavaScript Time ü Accessibility Time ü W3 Code Validation Time ü Cross Browser Testing Time ü Mobile Time ü Performance Time ü Structured Data Time ü Robots.txt File
  20. 20. Schema, Structured Data, and Rich Snippets ü Structured Data helps Google understand the content on your site, which can be used to display rich snippets in search results. ü Google is very focused on Structured Data and usage is increasing all the time. ü Rich snippets can also help with click through rates. Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: No schema Incorrectly applied schema Best Practices: Allow product reviews Apply product based schema Validate schema is correct via external sources Helpful Tools: Google’s Structured Data Testing Tool Yoast WooCommerce SEO Schema WooCommerce Plugin by Schema App
  21. 21. XML Sitemaps An XML sitemap is a file where you can list the content within your site to tell Google and other search engines about the organization of your content. Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Missing Incomplete Errors Best Practices: Set XML map to automatically update Connect to Google, Bing, and other search engines Include products, categories, tags, and topic areas Validate and check for errors Helpful Tools: Yoast SEO All in One SEO Google Search Console Bing Webmaster Tools http://tools.seochat.com/tools/site-validator/
  22. 22. Mobile Responsive ü Mobile commerce is now 30% of all U.S. ecommerce ü By 2020, mobile commerce will make up 45 percent of total ecommerce Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Lack of mobile website Unexpected redirects to desktop site Hidden or lack of information Large images which impact performance Checkout processes that are not optimized Best Practices: Optimize the checkout process for mobile Make user reviewed easy to locate Compress images to improve page speed Helpful Tools: https://search.google.com/test/mobile-friendly http://ready.mobi/ https://crossbrowsertesting.com/ http://ami.responsivedesign.is/
  23. 23. Mobile Responsive Testing Web Savvy Marketing Copyright © 2018, All Rights Reserved Warning: This is not a site wide testing tool. Use Google Search Console to view Google’s concerns over your entire website.
  24. 24. Speed and Performance ü If an ecommerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year Web Savvy Marketing Copyright © 2018, All Rights Reserved Common Problems: Slow and sluggish page loads due to large images, poor code, or cheap website hosting Best Practices: Avoid landing page redirects Enable compression Improve server response time Leverage browser caching Minify resources Optimize images Optimize CSS Delivery Prioritize visible content Remove render-blocking JavaScript Helpful Tools: Google PageSpeed Insights Pingdom Tools GTmetrix
  25. 25. Speed and Performance Testing Web Savvy Marketing Copyright © 2018, All Rights Reserved
  26. 26. QUESTIONS & ANSWERS? Web Savvy Marketing Copyright © 2018, All Rights Reserved
  27. 27. Web Savvy Marketing Copyright © 2018, All Rights Reserved Rebecca Gill SEO Consultant and Instructor @rebeccagill RebeccaGill.com
  28. 28. Want More Education? Web Savvy Marketing Copyright © 2018, All Rights Reserved diySEOcourses.com Save 25% With Promo Code iThemes25

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