The document discusses principles for e-commerce SEO, including connecting with audience needs across the purchase journey, prioritizing high-demand content while removing duplicate pages to optimize crawl budget, and organizing online store content and pages to correspond with user search queries and intent at different stages of the purchase process. The principles are aimed at improving organic search performance and revenue through a more audience-focused and optimized online presence.

1. #ecommerceseo at #wmf17 by @aleyda from @orainti
5 Retail Principles to Rule your
E-Commerce SEO

2. #ecommerceseo at #wmf17 by @aleyda from @orainti
I’m Aleyda Solis
#ecommerceseo at #wmf17 by @aleyda from @orainti

3. #ecommerceseo at #wmf17 by @aleyda from @orainti
I help online stores to maximise
their revenue with Organic Search…
#ecommerceseo at #wmf17 by @aleyda from @orainti

4. #ecommerceseo at #wmf17 by @aleyda from @orainti
Organic is the 1st traffic source for
shopping sites in Italy
similarweb.com
#ecommerceseo at #wmf17 by @aleyda from @orainti

5. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s usually one of the most profitable too
#ecommerceseo at #wmf17 by @aleyda from @orainti

6. #ecommerceseo at #wmf17 by @aleyda from @orainti
With a critical role in conversion paths
#ecommerceseo at #wmf17 by @aleyda from @orainti

7. #ecommerceseo at #wmf17 by @aleyda from @orainti
And although businesses are now
understanding that is critical
#ecommerceseo at #wmf17 by @aleyda from @orainti

8. #ecommerceseo at #wmf17 by @aleyda from @orainti
Optimisation issues are also common
and obvious, even towards users
#ecommerceseo at #wmf17 by @aleyda from @orainti

9. #ecommerceseo at #wmf17 by @aleyda from @orainti
And Italian top players are not trivial

10. #ecommerceseo at #wmf17 by @aleyda from @orainti
Are you ready to compete with them?
#ecommerceseo at #wmf17 by @aleyda from @orainti

11. #ecommerceseo at #wmf17 by @aleyda from @orainti
Let’s use some retail
principles to win…
#ecommerceseo at #wmf17 by @aleyda from @orainti

12. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s time to sell
#ecommerceseo at #wmf17 by @aleyda from @orainti

13. #ecommerceseo at #wmf17 by @aleyda from @orainti
Without being this guy!
#ecommerceseo at #wmf17 by @aleyda from @orainti

14. #ecommerceseo at #wmf17 by @aleyda from @orainti
1. Connect by targeting your
audience wishes & pain-
points when purchasing
#ecommerceseo at #wmf17 by @aleyda from @orainti

15. #ecommerceseo at #wmf17 by @aleyda from @orainti
Do you really want to compete with them?

16. #ecommerceseo at #wmf17 by @aleyda from @orainti
Instead of focusing on your industry
top but very competitive queries
kwfinder.com

17. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s better to diversify & target users
across the purchase journey queries
https://www.consumerbarometer.com/
Online Ideas
& inspiration Opinions,
reviews &
advice
Brand
discovery Product, price &
features
comparisons
Product
availability
Online offers,
promos &
coupons
#ecommerceseo at #wmf17 by @aleyda from @orainti

18. #ecommerceseo at #wmf17 by @aleyda from @orainti
Taking into consideration voice &
conversational searches
http://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917
#ecommerceseo at #wmf17 by @aleyda from @orainti

19. #ecommerceseo at #wmf17 by @aleyda from @orainti
Which terms across your top categories
already generate high visibility & low CTR?
Google Search Console / OnPage.org
#ecommerceseo at #wmf17 by @aleyda from @orainti

20. #ecommerceseo at #wmf17 by @aleyda from @orainti
Those that generate more visits
but poorer conversions?
SEOmonitor
#ecommerceseo at #wmf17 by @aleyda from @orainti

21. #ecommerceseo at #wmf17 by @aleyda from @orainti
Which are the relevant queries that some of
your competitors are targeting & you’re not?
#ecommerceseo at #wmf17 by @aleyda from @orainti

22. #ecommerceseo at #wmf17 by @aleyda from @orainti
Use them to expand & identify queries ideas
around categories, products w/ characteristics
Categories Sub-Categories Products

23. #ecommerceseo at #wmf17 by @aleyda from @orainti
What are the actual questions
made about them?

24. #ecommerceseo at #wmf17 by @aleyda from @orainti
Check not only in Google but those
searched in Amazon & Ebay too
keywotdtool.io

25. #ecommerceseo at #wmf17 by @aleyda from @orainti
What’s their seasonality & when
you should target them each year
#ecommerceseo at #wmf17 by @aleyda from @orainti

26. #ecommerceseo at #wmf17 by @aleyda from @orainti
Use the intent & context to connect
them with your content
+
informational
reviews
advice
guide
news
transactional
research
compare
register
buy
or
Products
Brands
Categories
or
or
#ecommerceseo at #wmf17 by @aleyda from @orainti

27. #ecommerceseo at #wmf17 by @aleyda from @orainti
Identifying which area and level of your site
is relevant to target them in each case
x
communit
y
product
category 2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category
a
category
b
blog
product
category 1
product
category
n
#ecommerceseo at #wmf17 by @aleyda from @orainti

28. #ecommerceseo at #wmf17 by @aleyda from @orainti
In which format your content should be
based on the context & goal
https://www.distilled.net/blog/the-content-matrix/
#ecommerceseo at #wmf17 by @aleyda from @orainti

29. #ecommerceseo at #wmf17 by @aleyda from @orainti
So you can offer useful product information
addressing queries with far less competition
#ecommerceseo at #wmf17 by @aleyda from @orainti

30. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s about targeting your
audience wishes & pain-points
when purchasing
#ecommerceseo at #wmf17 by @aleyda from @orainti

31. #ecommerceseo at #wmf17 by @aleyda from @orainti
2. Rule your
offering by a Supply
& demand principle
#ecommerceseo at #wmf17 by @aleyda from @orainti

32. #ecommerceseo at #wmf17 by @aleyda from @orainti
Why having millions of pages if they’re not
visited, just consuming crawl-budget?
botify.com
#ecommerceseo at #wmf17 by @aleyda from @orainti

33. #ecommerceseo at #wmf17 by @aleyda from @orainti
Do you have URLs included by default in
XML sitemaps but are not internally linked?
deepcrawl.com
#ecommerceseo at #wmf17 by @aleyda from @orainti

34. #ecommerceseo at #wmf17 by @aleyda from @orainti
In most platforms these are “patched” by
non-indexing, canonicalising or redirecting
#ecommerceseo at #wmf17 by @aleyda from @orainti

35. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s like having products in your store on
stock which are never sold but taking space
#ecommerceseo at #wmf17 by @aleyda from @orainti

36. #ecommerceseo at #wmf17 by @aleyda from @orainti
Crawl & check how much of the content
is unique & shared between pages
#ecommerceseo at #wmf17 by @aleyda from @orainti

37. #ecommerceseo at #wmf17 by @aleyda from @orainti
Identify the pages with little and duplicate
content internally & externally too
safecont.com
#ecommerceseo at #wmf17 by @aleyda from @orainti

38. #ecommerceseo at #wmf17 by @aleyda from @orainti
Start publishing, indexing & optimising
based on a supply & demand principle
Should you index a page?
YesNo
Does your
audience search
for what is offered
on the page?
Don’t
index it
No
Is search
volume high
enough to
compensate the
indexation
effort?
Yes
No Is there enough
offering to be
featured on the
page?
Yes
Index it
#ecommerceseo at #wmf17 by @aleyda from @orainti

39. #ecommerceseo at #wmf17 by @aleyda from @orainti
Prioritise those already critical pages with
higher traffic to start with their content
#ecommerceseo at #wmf17 by @aleyda from @orainti

40. #ecommerceseo at #wmf17 by @aleyda from @orainti
Start differentiating similar products
that cannibalise each other
#ecommerceseo at #wmf17 by @aleyda from @orainti

41. #ecommerceseo at #wmf17 by @aleyda from @orainti
To develop specifically useful and
unique information than other sites
#ecommerceseo at #wmf17 by @aleyda from @orainti

42. #ecommerceseo at #wmf17 by @aleyda from @orainti
Featuring useful & attractive descriptions,
starting with your hottest categories, products
#ecommerceseo at #wmf17 by @aleyda from @orainti

43. #ecommerceseo at #wmf17 by @aleyda from @orainti
as well as brands
#ecommerceseo at #wmf17 by @aleyda from @orainti

44. #ecommerceseo at #wmf17 by @aleyda from @orainti
With comparisons that allow
also to control your search reputation
#ecommerceseo at #wmf17 by @aleyda from @orainti

45. #ecommerceseo at #wmf17 by @aleyda from @orainti
Publishing & distributing your how-to’s &
guides across other platforms too
#ecommerceseo at #wmf17 by @aleyda from @orainti

46. #ecommerceseo at #wmf17 by @aleyda from @orainti
Avoid indexing internal search results that
target the same queries than categories
Internal
search
result
Category
#ecommerceseo at #wmf17 by @aleyda from @orainti

47. #ecommerceseo at #wmf17 by @aleyda from @orainti
Refer your internal search results to your
category pages for the relevant queries
Internal
search
result
Category
#ecommerceseo at #wmf17 by @aleyda from @orainti

48. #ecommerceseo at #wmf17 by @aleyda from @orainti
If you can’t, avoid generating duplication…
Internal
search
result
Category
#ecommerceseo at #wmf17 by @aleyda from @orainti

49. #ecommerceseo at #wmf17 by @aleyda from @orainti
Don’t use “canonical tags” to fix this, you’ll be
likely wasting your crawl budget with it.
#ecommerceseo at #wmf17 by @aleyda from @orainti
No

50. #ecommerceseo at #wmf17 by @aleyda from @orainti
Yes
Control this directly at linking level
#ecommerceseo at #wmf17 by @aleyda from @orainti

51. #ecommerceseo at #wmf17 by @aleyda from @orainti
Or URL structure too
Yes
#ecommerceseo at #wmf17 by @aleyda from @orainti

52. #ecommerceseo at #wmf17 by @aleyda from @orainti
Making your indexable content unique,
fulfilling a demand while keeping it profitable
#ecommerceseo at #wmf17 by @aleyda from @orainti

53. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s about generating content
following a supply & demand
principle to make it profitable
#ecommerceseo at #wmf17 by @aleyda from @orainti

54. #ecommerceseo at #wmf17 by @aleyda from @orainti
3. Organise your online
store showcase to
connect & sell
#ecommerceseo at #wmf17 by @aleyda from @orainti

55. #ecommerceseo at #wmf17 by @aleyda from @orainti
Avoid the lack of correspondence between
the query and content level & type
It should be
targeted with
a listing, not a
product
#ecommerceseo at #wmf17 by @aleyda from @orainti

56. #ecommerceseo at #wmf17 by @aleyda from @orainti
This is caused by “standardised”
organisation with content that overlays
=
#ecommerceseo at #wmf17 by @aleyda from @orainti
Category Sub-category

57. #ecommerceseo at #wmf17 by @aleyda from @orainti
Reorganise your content to differentiate
& connect with your user intent
Home Hub Listing Product
#ecommerceseo at #wmf17 by @aleyda from @orainti

58. #ecommerceseo at #wmf17 by @aleyda from @orainti
Link consistently to your most important
categories, subcategories & product family
#ecommerceseo at #wmf17 by @aleyda from @orainti
Parents
Siblings
Children

59. #ecommerceseo at #wmf17 by @aleyda from @orainti
Prioritising based on identified trends
and leveraging high seasonality too
#ecommerceseo at #wmf17 by @aleyda from @orainti

60. #ecommerceseo at #wmf17 by @aleyda from @orainti
Developing category & product pages that
actually perform the role of a sales person
Is there an offer? Is it available?
Are there many colours?
What other people buy? How can I complement it?
How does it compare to others?
#ecommerceseo at #wmf17 by @aleyda from @orainti

61. #ecommerceseo at #wmf17 by @aleyda from @orainti
While incentivising UGC to increase
freshness, uniqueness & trust
But how does it solve X problem?
What other people end-up finding it?
#ecommerceseo at #wmf17 by @aleyda from @orainti

62. #ecommerceseo at #wmf17 by @aleyda from @orainti
Establish rules for
expired products & campaigns
The product or campaign not available anymore
Is this
permanent?
Keep the page published
and indexable, showing
related products or
offers, giving option to
notify users
The product page should
be 301-redirected to its
parent category & the
campaign page to the
offers section
NOYES
#ecommerceseo at #wmf17 by @aleyda from @orainti

63. #ecommerceseo at #wmf17 by @aleyda from @orainti
Leveraging them whether they are
disappearing or just temporarily unavailable
#ecommerceseo at #wmf17 by @aleyda from @orainti

64. #ecommerceseo at #wmf17 by @aleyda from @orainti
Remember to reuse these pages & update
them to match with each year’s queries
#ecommerceseo at #wmf17 by @aleyda from @orainti

65. #ecommerceseo at #wmf17 by @aleyda from @orainti
Capitalising their established link popularity
CognitiveSEO
#ecommerceseo at #wmf17 by @aleyda from @orainti

66. #ecommerceseo at #wmf17 by @aleyda from @orainti
Instead of doing this
#ecommerceseo at #wmf17 by @aleyda from @orainti

67. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s about organising your online
store to connect & sell
#ecommerceseo at #wmf17 by @aleyda from @orainti

68. #ecommerceseo at #wmf17 by @aleyda from @orainti
4. Make your offer accessible
from wherever your
customers are, also on the go
#ecommerceseo at #wmf17 by @aleyda from @orainti

69. #ecommerceseo at #wmf17 by @aleyda from @orainti
Most of the searches are now done
from mobile devices
#ecommerceseo at #wmf17 by @aleyda from @orainti
http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

70. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s then reasonable that Google is
moving to a mobile-first index
#ecommerceseo at #wmf17 by @aleyda from @orainti
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

71. #ecommerceseo at #wmf17 by @aleyda from @orainti
And critical to start optimising
for a mobile first search
#ecommerceseo at #wmf17 by @aleyda from @orainti
http://searchengineland.com/faq-google-mobile-first-index-262751

72. #ecommerceseo at #wmf17 by @aleyda from @orainti
Check which queries are already performing
better for mobile thank desktop
#ecommerceseo at #wmf17 by @aleyda from @orainti

73. #ecommerceseo at #wmf17 by @aleyda from @orainti
The ones giving more mobile visibility
& traffic to your competitors
sistrix.com
#ecommerceseo at #wmf17 by @aleyda from @orainti

74. #ecommerceseo at #wmf17 by @aleyda from @orainti
Which are those specific queries that they’re
targeting on mobile that you’re missing
#ecommerceseo at #wmf17 by @aleyda from @orainti

75. #ecommerceseo at #wmf17 by @aleyda from @orainti
Verifying which of these queries are more
popular to target on mobile than desktop

76. #ecommerceseo at #wmf17 by @aleyda from @orainti
Remember to rank for your own app too!
NO
#ecommerceseo at #wmf17 by @aleyda from @orainti

77. #ecommerceseo at #wmf17 by @aleyda from @orainti
Crawl & validate your site mobile
configuration with the smartphone crawler
#ecommerceseo at #wmf17 by @aleyda from @orainti

78. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s fundamental to make sure you’re showing
as much content on mobile than desktop
VS
#ecommerceseo at #wmf17 by @aleyda from @orainti

79. #ecommerceseo at #wmf17 by @aleyda from @orainti
Although in this case it’s ok to hide it
http://www.thesempost.com/hidden-content-mobile-rankings/
=
#ecommerceseo at #wmf17 by @aleyda from @orainti

80. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s critical to facilitate its access
avoiding interstitials & pop-ups
https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
#ecommerceseo at #wmf17 by @aleyda from @orainti

81. #ecommerceseo at #wmf17 by @aleyda from @orainti
Don’t do this
#ecommerceseo at #wmf17 by @aleyda from @orainti

82. #ecommerceseo at #wmf17 by @aleyda from @orainti
Or this might happen
https://www.sistrix.com/blog/pinterst-com-hit-googles-interstitials-update/
#ecommerceseo at #wmf17 by @aleyda from @orainti

83. #ecommerceseo at #wmf17 by @aleyda from @orainti
You can use app banners instead
https://developer.android.com/distribute/users/banners.html
#ecommerceseo at #wmf17 by @aleyda from @orainti

84. #ecommerceseo at #wmf17 by @aleyda from @orainti
All this will make your mobile
traffic & transactions grow
#ecommerceseo at #wmf17 by @aleyda from @orainti

85. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s about making your offer
accessible from wherever your
customers are, also on the go
#ecommerceseo at #wmf17 by @aleyda from @orainti

86. #ecommerceseo at #wmf17 by @aleyda from @orainti
5. Attract your
customers attention
to bring them in
#ecommerceseo at #wmf17 by @aleyda from @orainti

87. #ecommerceseo at #wmf17 by @aleyda from @orainti
SERP features have become more
common in shopping results
https://www.semrush.com/sensor/
#ecommerceseo at #wmf17 by @aleyda from @orainti

88. #ecommerceseo at #wmf17 by @aleyda from @orainti
Increase your organic search results visibility
with them for informational queries
#ecommerceseo at #wmf17 by @aleyda from @orainti

89. #ecommerceseo at #wmf17 by @aleyda from @orainti
Verify for which queries your site is already
showing them & what’s their performance
#ecommerceseo at #wmf17 by @aleyda from @orainti

90. #ecommerceseo at #wmf17 by @aleyda from @orainti
Which search results that you’re targeting are
showing them and you’re not included
#ecommerceseo at #wmf17 by @aleyda from @orainti

91. #ecommerceseo at #wmf17 by @aleyda from @orainti
The ones already giving
visibility to your competitors
#ecommerceseo at #wmf17 by @aleyda from @orainti

92. #ecommerceseo at #wmf17 by @aleyda from @orainti
How they’re ranking for these queries
and with what content?
#ecommerceseo at #wmf17 by @aleyda from @orainti

93. #ecommerceseo at #wmf17 by @aleyda from @orainti
Prioritise the usage of structured data for
products, reviews, videos & images.
https://developers.google.com/search/docs/guides/intro-structured-data
#ecommerceseo at #wmf17 by @aleyda from @orainti

94. #ecommerceseo at #wmf17 by @aleyda from @orainti
Validating their implementation with the
Structured Data testing tool & Search Console
https://developers.google.com/search/docs/guides/search-gallery
#ecommerceseo at #wmf17 by @aleyda from @orainti

95. #ecommerceseo at #wmf17 by @aleyda from @orainti
To maximise your visibility vs. your
competition in SERPs… even if it’s Amazon!

96. #ecommerceseo at #wmf17 by @aleyda from @orainti
It’s about attracting your
customers attention to bring
them in
#ecommerceseo at #wmf17 by @aleyda from @orainti

97. #ecommerceseo at #wmf17 by @aleyda from @orainti
These “old-school” retail
principles will make you win
#ecommerceseo at #wmf17 by @aleyda from @orainti

98. #ecommerceseo at #wmf17 by @aleyda from @orainti
By making your E-commerce
SEO great again!
#ecommerceseo at #wmf17 by @aleyda from @orainti
Your
audience
wishes & pain-
points
Supply &
demand
principle
Showcase to
connect & sell
Be wherever
your customer
is
Attract your
customers
attention

99. #ecommerceseo at #wmf17 by @aleyda from @orainti
Just like this ;)
#ecommerceseo at #wmf17 by @aleyda from @orainti

100. #ecommerceseo at #wmf17 by @aleyda from @orainti#ecommerceseo at #wmf17 by @aleyda from @orainti
Grazie