Aleyda Solis gives a presentation on 5 tips for ecommerce SEO. She discusses allowing only crawlable URLs to be indexed to optimize crawl budget, setting indexation rules to avoid duplication and thin content, setting rules for expired products and campaigns to maintain their value, identifying mobile search behaviors to target mobile users, and leveraging search features and snippets to improve visibility and conversions. The document provides details on each of these tips.

1. #ecommerceseo at #maxnordic by @aleyda from @orainti
MAXIMIZING YOUR STORE
ORGANIC SEARCH SALES
5 Must Follow SEO Tips for Ecommerce

2. #ecommerceseo at #maxnordic by @aleyda from @orainti
HALLO OSLO
#ecommerceseo at #maxnordic by @aleyda from @orainti

3. #ecommerceseo at #maxnordic by @aleyda from @orainti
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO
#ecommerceseo at #maxnordic by @aleyda from @orainti
I PublishI Share
BITLY.COM/LIBROSEOALEYDA

4. #ecommerceseo at #maxnordic by @aleyda from @orainti
I’m Aleyda Solis
I Blog I Speak I’m Featured
#ecommerceseo at #maxnordic by @aleyda from @orainti

5. #ecommerceseo at #maxnordic by @aleyda from @orainti
You’re here because you definitely want to
make the most out of this
#ecommerceseo at #maxnordic by @aleyda from @orainti

6. #ecommerceseo at #maxnordic by @aleyda from @orainti
You have come to the right place!
#ecommerceseo at #maxnordic by @aleyda from @orainti

7. #ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti
https://pulse.custora.com/pulse/channel
Organic search drives 22%
of orders in the US

8. #ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti
This makes Ecommerce SEO critical

9. #ecommerceseo at #maxnordic by @aleyda from @orainti
Don’t worry! I’ll show you the (SEO) money!
#ecommerceseo at #maxnordic by @aleyda from @orainti

10. #ecommerceseo at #maxnordic by @aleyda from @orainti
For real
#ecommerceseo at #maxnordic by @aleyda from @orainti

11. #ecommerceseo at #maxnordic by @aleyda from @orainti
Bling, Bling
#ecommerceseo at #maxnordic by @aleyda from @orainti

12. #ecommerceseo at #maxnordic by @aleyda from @orainti
Let’s get
started

13. #ecommerceseo at #maxnordic by @aleyda from @orainti
Allow only the crawling of URLs
that you want to index & rank to
avoid crawl budget issues
1

14. #ecommerceseo at #maxnordic by @aleyda from @orainti
Otherwise the search crawler will spend
effort in URLs that won’t be ranked & can
leave out those that will
#ecommerceseo at #maxnordic by @aleyda from @orainti
89% OF CRAWLED URLS ARE
NON-INDEXABLE & NOT VISITED
Botify, OnPage.org & Deepcrawl allows to crawl while integrating Analytics data

15. #ecommerceseo at #maxnordic by @aleyda from @orainti
Otherwise the search crawler will spend
effort in URLs that won’t be ranked & can
leave out those that will
#ecommerceseo at #maxnordic by @aleyda from @orainti
89% OF CRAWLED URLS ARE
NON-INDEXABLE & NOT VISITED
All organic search traffic comes from the 1.6% of
URLs which are the indexable & visited ones

16. #ecommerceseo at #maxnordic by @aleyda from @orainti
The main reason for this is CMS
configuration, Web organization and
internal linking
#ecommerceseo at #maxnordic by @aleyda from @orainti
Generating an excess of pages that need to
be non-indexed, canonicalized, redirected
to avoid content duplication issues
Too in-depth linking and non-crawlable
menus that don’t allow to easily access the
internal pages

17. #ecommerceseo at #maxnordic by @aleyda from @orainti
This is one of the main issues
#ecommerceseo at #maxnordic by @aleyda from @orainti
NO

18. #ecommerceseo at #maxnordic by @aleyda from @orainti
But not if their internal links are not
crawlable
#ecommerceseo at #maxnordic by @aleyda from @orainti
YES

19. #ecommerceseo at #maxnordic by @aleyda from @orainti
Generating filtered pages like this is also
ok because these are not indexable
#ecommerceseo at #maxnordic by @aleyda from @orainti
YES

20. #ecommerceseo at #maxnordic by @aleyda from @orainti
Your internal linking should always allow
to go up, sideways and down consistently
to those indexable pages
#ecommerceseo at #maxnordic by @aleyda from @orainti
Up
Sideways
Down

21. #ecommerceseo at #maxnordic by @aleyda from @orainti
Bringing your indexed URLs to a number
that *reflects* your site content
#ecommerceseo at #maxnordic by @aleyda from @orainti
Ideally you shouldn’t be blocking content
either as it means you’re linking and likely
passing value to areas that are not meant
to be ranked

22. #ecommerceseo at #maxnordic by @aleyda from @orainti
And achieve this!
Still not perfect, but far better :)
#ecommerceseo at #maxnordic by @aleyda from @orainti

23. #ecommerceseo at #maxnordic by @aleyda from @orainti
Set Indexation Rules based on
supply & demand to avoid
duplication, cannibalization & index
bloat issues
2

24. #ecommerceseo at #maxnordic by @aleyda from @orainti
Content duplication, cannibalization &
thin content issues are huge in commerce

25. #ecommerceseo at #maxnordic by @aleyda from @orainti
Duplication & cannibalization happens a
lot with overlaying categories
Different levels of product categories,
very similar content

26. #ecommerceseo at #maxnordic by @aleyda from @orainti
Avoid it by featuring the different content
levels organized based on user behavior
Home Hub List Product

27. #ecommerceseo at #maxnordic by @aleyda from @orainti
Take the effort to differentiate & improve
key areas with specifically descriptive text
Highly specific &
Descriptive text, non-
intrusive towards
conversion

28. #ecommerceseo at #maxnordic by @aleyda from @orainti
How you can make sure it will be really
worthy though? By Indexing those based
on the supply and demand

29. #ecommerceseo at #maxnordic by @aleyda from @orainti
Be careful with internal search results
too! They might overlay with your static
category content
Internal
SearchCategory

30. #ecommerceseo at #maxnordic by @aleyda from @orainti
The ideal scenario is that both are the
same and internal search goes directly to
the category URL structure
Internal
SearchCategory

31. #ecommerceseo at #maxnordic by @aleyda from @orainti
If not then track but don't link, block
internal search results & use data to
enable new categories
Internal
SearchCategory

32. #ecommerceseo at #maxnordic by @aleyda from @orainti
Use
schema.org/
Review -
Implement it
with Json-
LD
And at a product level? User generated
content will be your BFF: Gamify it & use
Structured Markup for it.

33. #ecommerceseo at #maxnordic by @aleyda from @orainti
Set non-available Product &
Campaign landing pages
elimination Rules to keep their
Value
3

34. #ecommerceseo at #maxnordic by @aleyda from @orainti
Avoid generating error pages & losing
previous popularity & rankings!
explorer.cognitiveseo.com

35. #ecommerceseo at #maxnordic by @aleyda from @orainti
Set rules for expired product & campaign
landing pages
Will the product or campaign become unavailable?
Is it
permanent?
Keep the page until it
becomes available again
adding related
information, products &
campaigns, allowing the
user to be notified
when it comes back
301-redirect the product
page to its parent
category and the
campaign page to the
general campaigns area
or more similar
alternative one
NOYES

36. #ecommerceseo at #maxnordic by @aleyda from @orainti
Never like this though!

37. #ecommerceseo at #maxnordic by @aleyda from @orainti
Identify your specific mobile search
behavior to target your content &
product offer & improve results
4

38. #ecommerceseo at #maxnordic by @aleyda from @orainti
http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-trends-watch-2016-infographic/
Mobile ecommerce is huge already!

39. #ecommerceseo at #maxnordic by @aleyda from @orainti
But has more than fundamental issues
related to the information shown

40. #ecommerceseo at #maxnordic by @aleyda from @orainti
Understand your user mobile search
behavior to target it
http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/

41. #ecommerceseo at #maxnordic by @aleyda from @orainti
Identify your current mobile search
queries & pages differences with desktop
& specific performance

42. #ecommerceseo at #maxnordic by @aleyda from @orainti
You can do the same with your competition
if you target certain countries
sistrix.com

43. #ecommerceseo at #maxnordic by @aleyda from @orainti
Expand the specific mobile queries by
using Google suggestions
http://www.infinitesuggest.com/

44. #ecommerceseo at #maxnordic by @aleyda from @orainti
Use the most relevant business wise to
enable new content on your mobile
presence to rank & convert

45. #ecommerceseo at #maxnordic by @aleyda from @orainti
Not like this
NO

46. #ecommerceseo at #maxnordic by @aleyda from @orainti
Better like this!
YES

47. #ecommerceseo at #maxnordic by @aleyda from @orainti
Maximize your search results
visibility & conversion by
leveraging features & snippets
5

48. #ecommerceseo at #maxnordic by @aleyda from @orainti
The visibility you can obtain through
search features might be non-trivial
Adwords
SEO
SEO - Images

49. #ecommerceseo at #maxnordic by @aleyda from @orainti
Identify the SERP features shown not only
with your site but your competitors

50. #ecommerceseo at #maxnordic by @aleyda from @orainti
And which are those specific queries
triggering them

51. #ecommerceseo at #maxnordic by @aleyda from @orainti
Remember that is not only rankings but also
visibility that will influence CTR

52. #ecommerceseo at #maxnordic by @aleyda from @orainti
It’s a lot of effort? Yes, but highly worthy!
Now it’s your time ;)

53. #ecommerceseo at #maxnordic by @aleyda from @orainti
Thanks! Questions?
#ecommerceseo at #maxnordic by @aleyda from @orainti