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How to Use Data to Boost Your Ecommerce SEO

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Event:
Seo Zraz 2020
https://seo.zraz.sk/

Published in: Marketing
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How to Use Data to Boost Your Ecommerce SEO

  1. 1. How to Use Data to Boost Your Ecommerce SEO Šárka Jakubcová
  2. 2. 1. Key Points of the Method
  3. 3. For online stores that have been running for some time
  4. 4. Uses data from free tools that everyone has
  5. 5. No need for special analytical skills or tools
  6. 6. Combines search data and e-shop business data
  7. 7. Helps prioritize and target your SEO activity
  8. 8. Don’t be afraid to try this at home!
  9. 9. 2. Choice of Data Sources
  10. 10. Make sure you have the right measurement settings in Analytics
  11. 11. To understand it, learn how tools collect data
  12. 12. Usual Data Problems in SEO ─ Nearly none of the keywords in Google Analytics are provided ─ Can export just 1000 queries / pages from Search Console ─ Do not see landing page for search query ─ Do not see revenue and transactions for search query ─ Have no refunds in Analytics ─ Do not see margins for products ─ No information about product availability
  13. 13. 3. Choose and Connect the Data
  14. 14. Properties of Data Set ─ Online stationery store ─ More than 10 000 products ─ 420 categories ─ 2 100 filter pages ─ 90 product brands ─ Last 3 months’ data ─ B2C segment
  15. 15. Evaluate Segment of the Website ─ All products ─ All categories ─ Products in category ─ All brands ─ Brands in category ─ All products of a specific brand ─ Filters ─ ….. /produkt/ in URL
  16. 16. Get the GSC Data ─ Search Analytics for Sheets add-on ─ Set date range ─ Set search type for web ─ Group by query and page ─ Rows returned – everything ─ Filter products from Page column
  17. 17. Get the GSC Data
  18. 18. Export Product Data to Tables Product performance + landing pages GSC Internal System GA Landing page GA Product Performance Keyword Tool URL URL URL Product Name Search Query Search Query Product Name LP Sessions Product Revenue Search Volume Clicks Availability LP Revenue Unique Purchases CPC Impressions Price LP Transactions Quantity CTR Margin Bounce Rate Avg. Quantity per Transaction Position Refunds Conversion Rate
  19. 19. Pairing and Merging Data Process QueryNameURL URL Name URL Query Search Data - Main Project Internal Data Product Performance Landing Page Keywords
  20. 20. Open Refine Projects ─ Open Refine Download ─ VIB-BITS Extension ─ Create project from the GSC sheet ─ Create 4 new projects from other tables
  21. 21. Connect the Data 1. Open project of GSC data – main project 2. Step by step add other data from all the tables 3. Pair the same kind of data together to create master spreadsheet
  22. 22. Example of Connecting GSC Data + GA Landing Page 1. Select Page in GSC data project 2. Add column from other project 3. Choose GA landing page report project 4. Matching column is landing page 5. Select all columns you want to add
  23. 23. Pairing and Merging Data Result Keywords Product Performance Internal Data Main project Landing PageSearch Data
  24. 24. Finalize and Export Project to Table
  25. 25. Usual Data Problems in SEO ✔ Have queries instead of keywords ✔ Can see revenue and transactions for search query ✔ Can see landing page for search query ✔ Can export all queries / pages from Search Console ✔ Can see margins for products ✔ Can see refunds in your data ✔ Can see information about product availability
  26. 26. 3. Use the Data
  27. 27. Ask -> Sort -> Filter -> Read -> Deduce -> Repeat
  28. 28. What is the Successful Product Data? ─ 21 queries lead to landing page ─ Queries have 1400 searches per month ─ 226 clicks from Google ─ 1800 sessions started on LP ─ Bounce rate of LP is 12% ─ 82 transactions started on LP ─ 197 products were sold ─ 2 200 EUR was revenue, 33 EUR was refund ─ Margin is 42%
  29. 29. Properties ─ Main keywords in product name ─ Brand in product name ─ Third product in category ─ Detailed product description ─ 8 pictures ─ Video ─ 3 relevant blog articles linked from product page ─ Good looking snippet
  30. 30. What products are interesting to our business, but have poor search performance? Search ─ Low number of clicks I have found 120 products Business ─ Price is higher than 50 EUR ─ Margin is 40% or more ─ Sum search volume of queries is more than 500
  31. 31. Example of Good Business and Poor Search Performance Product ─ 29 queries lead to landing page ─ Queries have 1090 searches per month ─ I got 12 000 impressions and 90 clicks ─ LP started just 103 sessions and brought no revenue ─ Product was sold just one time
  32. 32. Properties ─ No keywords in product name ─ Last product on second page in category ─ Poor product description ─ 3 pictures ─ No video ─ 3 irrelevant blog articles linked from product page ─ Bad looking snippet
  33. 33. Is it worth working on? ─ Poor search performance ─ Poor landing page performance ─ Good price / margin ─ In stock for long term What can I do? ─ Optimize name and snippet ─ Make perfect product description ─ Make good pictures and videos ─ Make some new internal links ─ Write articles about it ─ Do linkbuilding Basic SEO for Products
  34. 34. More Questions ─ What landing pages of products that are no longer in stock are most visible in search? ─ What products carry big sales on the landing page, but them alone sell little? ─ What queries bring traffic but no conversions? ─ What products with the highest CPC have good search performance? ─ What landing pages with good search performance are bouncing a lot? ─ What good visible products have a high refund amount?
  35. 35. Is it not just about SEO ─ Business decisions ─ Search PPC ─ Dynamic Search Ads ─ Price comparison websites ─ Social networks It is not just about products ─ Categories ─ Brands ─ Filter pages ─ Blog Other Uses
  36. 36. Thank you!
  37. 37. sarka.jakubcova@medio.cz taste.cz @Sarka_Tyczka /tastecz /sarkajakubcova/ +420 776 379 224 Contact me

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