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Workshop SEO + ECOMMERCE #ECOMTEAM

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Técnicas prácticas que ayudarán a aumentar la visibilidad y ventas a través de una mejor optimización del sitio. Problemas y soluciones prácticas analizadas en detalle.

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Workshop SEO + ECOMMERCE #ECOMTEAM

  1. 1. We make your web visible where your customers are. SEO + ECOMMERCE WORKSHOP.
  2. 2. FERNANDO MUÑOZ /senormunoz /senormunoz /+SenorMunoz We make your web visible where your customers are.
  3. 3. We make your web visible where your customers are. REMEMBER THIS: MACHINES NEVER BUY
  4. 4. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf We make your web visible where your customers are. Nº de ecommerce estudiados (2015) • 165 etailers* españoles. • De 11 ramas de actividad diferentes. Volumen de visitas: • mín: 5.822 • máx: 44.135.016 Volumen de facturación: • mín: 1.889,24 € • máx: 183.529.268,12 € Ventas • 900.000 • 2.465 ventas diarias
  5. 5. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 51,7% desktop 12,53% tablet 34,48% mobile (max: 77% mobile) We make your web visible where your customers are.
  6. 6. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf We make your web visible where your customers are.
  7. 7. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 47,22% Organic 19,33% Adwords 16,75% Direct 4,29% email 15,20% referral Traffic We make your web visible where your customers are.
  8. 8. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 1,02% (max: 4,67% – min: 0,08%) Conversion rate We make your web visible where your customers are.
  9. 9. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 1,28% desktop 0,84% tablet 0,37% mobile Conversion Rate We make your web visible where your customers are.
  10. 10. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 160,10€ (min: 16,11€) Average ticket We make your web visible where your customers are.
  11. 11. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 111.031€ Anual billing We make your web visible where your customers are.
  12. 12. We make your web visible where your customers are. REMEMBER THIS: MACHINES NEVER BUY
  13. 13. We make your web visible where your customers are. WE ARE NOT GOING TO TALK ABOUT KEYWORD RESEARCH
  14. 14. We make your web visible where your customers are. 1. DON’T DO IT AT HOME
  15. 15. We make your web visible where your customers are. 1. EAT. EXPERTISE AUTHORITATIVENESS TRUSTWORTHINESS FROM THE 2017/03 QUALITY RATER GUIDELINES
  16. 16. We make your web visible where your customers are. 2. YMYL YOUR MONEY OR YOUR LIFE FROM THE 2017/03 QUALITY RATER GUIDELINES
  17. 17. We make your web visible where your customers are. 3. LOW QUALITY PAGES GOOGLE IS FIGHTING THEM “MAIN CONTENT IS PRESENT, BUT DIFFICULT TO USE DUE TO DISTRACTING/DISRUPTIVE/MISLEADING ADS, OTHER CONTENT/FEATURES” FROM THE 2017/03 QUALITY RATER GUIDELINES
  18. 18. We make your web visible where your customers are. 4. LOW QUALITY MAIN CONTENT INACCURATE INFORMATION STRETCHING THE TRUTH CREATE A FALSE SENSE OF DOUBT FACTS DO NOT CITE SOURCES FROM THE 2017/03 QUALITY RATER GUIDELINES
  19. 19. We make your web visible where your customers are. 5. CLICKBAIT TITLES <<MISLEADING TITLES CAN RESULT IN A VERY POOR USER EXPERIENCE WHEN USERS CLICK A LINK ONLY TO FIND THAT THE PAGE DOES NOT MATCH THEIR “EXPECTATIONS”>>. FROM THE 2017/03 QUALITY RATER GUIDELINES
  20. 20. We make your web visible where your customers are. 6. CLICKBAIT PHOTOS <<ADS OR SC WHICH ENTICE USERS TO CLICK WITH SHOCKING OR EXAGGERATED TITLES, IMAGES, AND/OR TEXT. THESE CAN LEAVE USERS FEELING DISAPPOINTED OR ANNOYED.>> FROM THE 2017/03 QUALITY RATER GUIDELINES
  21. 21. We make your web visible where your customers are. 2. INDEXABILITY?
  22. 22. VISITS # HTML PAGES WITH TRAFFIC INDEX # HTML PAGES INDEXED RANKED # HTML PAGES RANKED ALREADY CANDIDATES: # HTML PAGES CAN RANK CHOOSE WISELY, IS YOUR JOB.
  23. 23. We make your web visible where your customers are. 3. CUSTOMER JOURNEY WHAT THEY WANT?
  24. 24. We make your web visible where your customers are. 1. DIVIDE THEM IF THEY ATTACK DIFFERENTS SEARCH INTENTIONS
  25. 25. Informational query Transactional query
  26. 26. We make your web visible where your customers are. 2. SHOW YOUR CATEGORIES PROPERLY
  27. 27. MAKE IT EASY FOR YOUR CLIENTS: LIST OR GRID? DEPENDS OF YOUR PRODUCTS
  28. 28. We make your web visible where your customers are. 3. SHOW YOUR CONTENT IN CATEGORIES WISELY
  29. 29. We make your web visible where your customers are. 3. SOLVE PROBLEMS: YOUR USER WILL THANK YOU
  30. 30. Objectives Needs Feelings Attract Interact Engage Convert Trigger a need Understand the need Provide solutions Action: Buy • Remind a need • Recognize a problem • Addres a pain point • I don’t know what I don’t know • I have more questions: can yo solve? • Deal with the inmediate need • Be relevant • Personalize • Trust • Clarify the doubt • Validate my thoughts • Satisfaction • Reality • Anxious • Defensive • Distracted • Hopeful • Ambivalent • Curious • Guarded • Open • Interested • Frustated • Excited • Good • Resolved • Happy • Loyal • Confident CUSTOMER JOURNEY MAP: YOUR CLIENTES ARE NOT GOING TO BUY SOMETHING AT FIRST SIGHT.
  31. 31. THE CONTENT: NO CONVERSIONS. NONE. BUT THERE IS AN ATRIBUTION MODEL, SO…
  32. 32. https://www.slideshare.net/adinton/the-inbounder-attribution-marketing-for-technical-marketers http://www.adinton.com/ ALL THE CONTENT IS USELESS. NO CONVERSIONS. USELESS? ARE YOU SURE? YES. NO ASSISTED CONVERSION CONTENT: • INFORMATIONAL • TAKE SOMETHING FROM THOSE VISITS
  33. 33. https://www.slideshare.net/adinton/the-inbounder-attribution-marketing-for-technical-marketers http://www.adinton.com/ AFFILIATE IS ALL IN OUR CONVERSIONS. ARE YOU SURE? CHECK NEXT>
  34. 34. https://www.slideshare.net/adinton/the-inbounder-attribution-marketing-for-technical-marketers http://www.adinton.com/ SEO ASSISTED TO CONVERSIONS, IS NOT ALL AFFILIATE.
  35. 35. We make your web visible where your customers are. 4. TECHNICAL ISSUES SOLVE THEM OR DIE
  36. 36. WWYDIYWAGEWHAT WOULD YOU DO IF YOU WERE A GOOGLE ENGINEER?
  37. 37. We make your web visible where your customers are. 1. 200 2. 3xx 3. 4xx | 410 4. 5xx | 503 4.1. DON’T BOTHER THE CRAWL
  38. 38. We make your web visible where your customers are. ALL STARTS AT CRAWL 1. CRAWLING 2. INDEXING 3. RANKING
  39. 39. LARGER ECOMMERCE SITES HAVE A GAZILLION WAY TO FILTER PRODUCTS. EVERY FILTER MIGHT ADD NEW URLS FOR GOOGLE. IN CASES LIKE THESE, YOU REALLY WANT TO MAKE SURE THAT YOU’RE LETTING GOOGLE SPIDER ONLY ONE OR TWO OF THOSE FILTERS AND NOT ALL OF THEMJoost de Valk. December 29, 2016: 5 STRATEGIES TO MAKE THE MOST OF CRAWL BUDGET 4.2. BLOCK CLEAN DO IT
  40. 40. We make your web visible where your customers are. LESS CRAWL > LESS TRAFFIC We can outrank an authority page if we have more crawl rate
  41. 41. BROKEN LINKS, 404S, ERRONEOUS HTACCESS AND ROBOTS FILES, AND LONG REDIRECT CHAINS WILL PREVENT BOTS FROM INDEXING PAGES ON YOUR SITE Joost de Valk. December 29, 2016: 5 STRATEGIES TO MAKE THE MOST OF CRAWL BUDGET 4.3. REMOVE ROADBLOCKS (OR POTENTIAL)
  42. 42. • LOAD PAGE FOR GOOGLE BOT ≠ LOAD PAGE FOR USER • TTFB (≈ 200ms) 4.4. DO-IT-FAST
  43. 43. We make your web visible where your customers are. 1. MINIMIFY JS + CSS 2. CSS SPRITES 3. COMPRESS JPG 4. PARALLELIZE THE LOAD 5. PRERENDER DNS 6. CACHE 7. ETAGS 8. META-EXPIRES 9. STATIC HTML (JS, ANGULAR,…)
  44. 44. Daniel Pinillos y Natzir Turrado. 2016 05. Congreso Web Zaragoza: Seo para Ecommerce
  45. 45. DO IT FAST 4.5. WPO
  46. 46. DO IT FAST http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/ BOUNCE RATE VS LOAD TIMPE
  47. 47. DO IT FAST http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/ CONVERSION RATE VS LOAD TIME
  48. 48. GOOGLEBOTS CAN ALSO GET STOPPED IN THEIR TRACKS BY BROKEN LINKS, MISSING PAGES, AND OTHER ROADBLOCKS. Mitul Gandhi. December 29, 2016: 5 STRATEGIES TO MAKE THE MOST OF CRAWL BUDGET 4.6. CLEAN YOUR SITEMAP
  49. 49. 2015: 60 THOUSAND TRILLION OF URLS IN GOOGLE INDEX. “WE KNOW THEN, WE DON’T HAVE THEM ALL INDEXED” WHY? URLS GOOGLEBOT LOVE: - GOOD UX - GOOD TRAFFIC - NOT REPEATED
  50. 50. MANAGE YOUR STOCK: WHAT TO DO WITH AN OUT OF STOCK PRODUCT? 4.7. CLEAN YOUR CONTENT
  51. 51. MANAGE YOUR STOCK: WHAT TO DO WITH AN OUT OF STOCK PRODUCT? 4.8. CLEAN YOUR OLD CONTENT
  52. 52. LARGER ECOMMERCE SITES HAVE A GAZILLION WAY TO FILTER PRODUCTS. EVERY FILTER MIGHT ADD NEW URLS FOR GOOGLE. IN CASES LIKE THESE, YOU REALLY WANT TO MAKE SURE THAT YOU’RE LETTING GOOGLE SPIDER THE URLS THAT CAN HELP YOU RANK FOR DIFFERENT KWS 5. HELP THE CRAWL: MAKE RELATIONSHIPS
  53. 53. NETWORK TAXONOMIES: RELATIONSHIPS AMONG ITEMS CAN HAVE DIFFERENT MEANINGS, INCLUDING SEMANTIC ONES. 5.1. MAKE A NETWORK
  54. 54. We make your web visible where your customers are. 1. BOTS JUMP FROM ONE LINK TO ANOTHER. 2. STORE URLS IN THEIR SERVER.
  55. 55. https://regalador.com/es/regalos/adictos-a-la-musica/
  56. 56. CATEGORY: OAKLEY SUBCATEGORY: FROGSKINS. MORE? SHOP OAKLEY FROGSKINS OO9013 24 305 55 OO9013 24 325 55 OO2043 204305 OO9013 24 298 55 HOLBROOK JUPITER SQUARED FUEL CELL BATWOLF RAY BAN ARNETTE
  57. 57. B Brand: Oakley Lens color: yellow Lens type: polarized Frame color: black Frame color type: mate Pins color: black Pins color type: mate Frame type: polycarbonate Brand model: Frogskins Oakley Frogskins sunglasses OO9013 24 298 55 Pins type: polycarbonate Block sun: category 3 Valentino Rossi sunglasses
  58. 58. WE CAN SQUEEZE THE NETWORK JUMPING BETWEEN URLS. 5.2. HACK THE ARCHITECTURE
  59. 59. CATEGORY: OAKLEY SUBCATEGORY: FROGSKINS. MORE? SHOP OAKLEY FROGSKINS OO9013 24 305 55 OO9013 24 325 55 OO2043 204305 OO9013 24 298 55 HOLBROOK JUPITER SQUARED FUEL CELL BATWOLF RAY BAN ARNETTE
  60. 60. SHOP OAKLEY FROGSKINS OO9013 24 305 55 OO9013 24 325 55 OO2043 204305 OO9013 24 298 55 HOLBROOK JUPITER SQUARED FUEL CELL BATWOLF RAY BAN ARNETTE VALENTINO ROSSI FRAME COLOR: BLACK FRAME COLOR TYPE: MATE FRAME TYPE: POLYCARBON ATE LENS TYPE: POLARIZED LENS COLOR: YELLOW
  61. 61. http://www.robertomartin.com/sitemap-2/
  62. 62. Spain Andalucía Cadiz Málaga What to do? Concerts Pop Alejandro Sanz in La Rosaleda Rock Classical musicTheatre Sports Events Football Running Where to go? Restaurants Japanese Chinese Museums Sports Zone Footbal stadiums La Rosaleda Gyms Sevilla Cataluña Barcelona What to do in Málaga Concerts in Málaga Pop Concerts in Málaga Restaurants in Málaga
  63. 63. We make your web visible where your customers are. DO NOT SUBESTIMATE ITS POWER. 6. CONTENT, CONTENT & CONTENT!
  64. 64. https://regalador.com/es/51606/pack-ropita-bebe-papas-geniales/
  65. 65. https://www.omlet.co.uk/shop/rabbit_products/eglu_rabbit_house/
  66. 66. THE CONTENT: CHECK IT. WILL NEVER BELIEVE JUST CHECK THE CONTENT. AND WORK IN IT. WORK AGAIN. AGAIN.
  67. 67. todocoleccion.net
  68. 68. LAZY? 6.1. BUT WHAT IF I CANNOT WRITE CONTENT?
  69. 69. NOINDEX
  70. 70. MAYBE SOMEBODY CAN DO IT FOR YOU: UGC 6.1 (AGAIN). BUT WHAT IF I CANNOT WRITE CONTENT?
  71. 71. • FORUMS • PRODUCTS • TESTIMONIALS • INTERVIEWS • USER REWARDS
  72. 72. We make your web visible where your customers are. LINK BETWEEN EQUALS. 7. LINK SCULPTING. MAKE IT ROCKS!
  73. 73. uvinum.com
  74. 74. .com/alexander-mcqueen/men/clothing/ .com/men/clothing/outerwear
  75. 75. We make your web visible where your customers are. 1. CRAWL BUDGET. 2. CRAWL RATE. 7.1. CHECK THE LINKS: DO YOU NEED THEM ALL?
  76. 76. We make your web visible where your customers are. ARE YOU READY? DID YOUR WEBSITES ANSWER THEM?VOICE WARS?
  77. 77. We make your web visible where your customers are. ARE YOU READY? DID YOUR WEBSITES ANSWER THEM?ANSWER QUERIES
  78. 78. Razvan Gavrilas. April, 2014: Total SERP domination
  79. 79. We make your web visible where your customers are. 11.54% GOOGLE SEARCHERS LAUNCH GOOGLE BOX
  80. 80. Razvan Gavrilas. April, 2014: Decoding the Google Answer Box Algorithm
  81. 81. Ryan Heuser. July 18, 2016: Google answer your queries
  82. 82. We make your web visible where your customers are. HOW TO IMPROVE THEM? TITLES: TROJAN HORSE
  83. 83. NUMBERS IN TITLE: USING NUMBERS IN ANY HEADLINES ATTRACTS OUR ATTENTION VOICE WARS? Jakob Nielsen. April 16, 2007: Show Numbers as Numerals When Writing for Online Readers
  84. 84. WE LOVE TO CHOOSE
  85. 85. SHORT TITLES, BIGGER CTRsMitul Gandhi. August 17, 2016 How to improve CTR by conducting a page title test?
  86. 86. HAVE A BIG BRAND? USE IT. HAVEN’T? DO NOT USE IT.Mitul Gandhi . August 17, 2016 How to improve CTR by conducting a page title test?
  87. 87. POSITIVE VS NEGATIVE NEVER, WORST,… Mitul Gandhi. August 17, 2016 How to improve CTR by conducting a page title test?
  88. 88. We make your web visible where your customers are. REMEMBER THIS: MACHINES NEVER BUY
  89. 89. We make your web visible where your customers are. LINKS: ONLY ONE ADVICE.
  90. 90. UNDER CONTROL
  91. 91. THANK YOU! /senormunoz /senormunoz /+SenorMunoz We make your web visible where your customers are.

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