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SEO FOR
ECOMMERCE
A turtle in a hare’s enviroment
ECOMMERCE IS A HARE’S ENVIROMENT
3
Ecommerce is rule by daily
revenue targets.
Urgent reactions are often needed
SEO privileges the important
over the urgent.
LET’S START THE RACE
CONTENT
4
It all starts with a good keyword research
1. Search volume
2. KW difficulty
3. Search intent
4. Competitive analysis
5. Keyword mapping
-BRAND
TERRITORIES
-PRODUCTS
HOW PEOPLE
SEARCH
KW
RESEARCH
IMPRESSIONS
CTR
KEYWORDS
CONTENT
5
PAGE TYPE
Blog /
Editorial
CLP (category listing page),
PLP (product listing page)
PDP (product detail page)
SEARCH INTENT
Informational
Navigational /
Transactional
Transactional
CONTENT – PAGE TYPE
6
Informational keywords
This informational
content include videos
and images.
Brand keywords
CLP
BLOG PAGE
CONTENT – PAGE TYPE
7
Generic
product
keywords
PLP
PDP
Specific products
CONTENT
8
Automated content Works
+65% vs. previous period visits to pages with
automated content. Pages without content
+21%
+32% revenue vs. +4%
SCHEMA
9
MAKE YOUR PRODUCTS VISIBLE IN SERP BY INCLUDING STRUCTURED
DATA
COMMERCIAL EVENTS
10
Before the event
informational content
During the event
transactional intent
After the event
Analyse and improve
CRAWL BUDGET
Canonical
Robots.txt
Metarobots 11
1 2 3 4 5
*Source aleydasolis.com
INTERNAL LINKS
Some valuable urls are hide in big site structures
12
Create clusters of relevant links
BACKLINKS – OFFSITE
Partners reinforce our authority as a brand
13
PR and editorial backlinks - Value of generic terms
Allows to improve
positioning in
relevant keywords
SEO centric links, not as referral traffic
DATA, DATA AND MORE DATA
Forecasting
14
Data
collection
Analylisis
in context
Forecast
Evaluate
Key metrics:
Position
CTR
Impressions
Visits
Bounce rate
Revenue
Conversion rate
Average order value
REVENUE= VISITS x CR (Conversion rate) x AOV (Average order value)
SEO IS A TEAM SPORT
15
A lone turtle can’t get anywhere
We need team up with
UX team
Analytics
Developers
Marketing
Paid Media
Site Ops
Analytics
CRM
PR
Bussiness performance…etc.
SEO is not the fastest, but it’s…
16
Long Term
UX centric
Relevant
STrong
ProfitabLe
Effective
Q1 2020 Q1 2021 Q1 2022
Organic Revenue Share
Thank you!
Alejandro Moñino
SEO Manager adidas Latin America
Alejandro Moñino
@MoninoContent
17
SEO for Ecommerce - Semrush Summer Jam.pptx

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SEO for Ecommerce - Semrush Summer Jam.pptx

  • 1.
  • 2. SEO FOR ECOMMERCE A turtle in a hare’s enviroment
  • 3. ECOMMERCE IS A HARE’S ENVIROMENT 3 Ecommerce is rule by daily revenue targets. Urgent reactions are often needed SEO privileges the important over the urgent. LET’S START THE RACE
  • 4. CONTENT 4 It all starts with a good keyword research 1. Search volume 2. KW difficulty 3. Search intent 4. Competitive analysis 5. Keyword mapping -BRAND TERRITORIES -PRODUCTS HOW PEOPLE SEARCH KW RESEARCH IMPRESSIONS CTR KEYWORDS
  • 5. CONTENT 5 PAGE TYPE Blog / Editorial CLP (category listing page), PLP (product listing page) PDP (product detail page) SEARCH INTENT Informational Navigational / Transactional Transactional
  • 6. CONTENT – PAGE TYPE 6 Informational keywords This informational content include videos and images. Brand keywords CLP BLOG PAGE
  • 7. CONTENT – PAGE TYPE 7 Generic product keywords PLP PDP Specific products
  • 8. CONTENT 8 Automated content Works +65% vs. previous period visits to pages with automated content. Pages without content +21% +32% revenue vs. +4%
  • 9. SCHEMA 9 MAKE YOUR PRODUCTS VISIBLE IN SERP BY INCLUDING STRUCTURED DATA
  • 10. COMMERCIAL EVENTS 10 Before the event informational content During the event transactional intent After the event Analyse and improve
  • 11. CRAWL BUDGET Canonical Robots.txt Metarobots 11 1 2 3 4 5 *Source aleydasolis.com
  • 12. INTERNAL LINKS Some valuable urls are hide in big site structures 12 Create clusters of relevant links
  • 13. BACKLINKS – OFFSITE Partners reinforce our authority as a brand 13 PR and editorial backlinks - Value of generic terms Allows to improve positioning in relevant keywords SEO centric links, not as referral traffic
  • 14. DATA, DATA AND MORE DATA Forecasting 14 Data collection Analylisis in context Forecast Evaluate Key metrics: Position CTR Impressions Visits Bounce rate Revenue Conversion rate Average order value REVENUE= VISITS x CR (Conversion rate) x AOV (Average order value)
  • 15. SEO IS A TEAM SPORT 15 A lone turtle can’t get anywhere We need team up with UX team Analytics Developers Marketing Paid Media Site Ops Analytics CRM PR Bussiness performance…etc.
  • 16. SEO is not the fastest, but it’s… 16 Long Term UX centric Relevant STrong ProfitabLe Effective Q1 2020 Q1 2021 Q1 2022 Organic Revenue Share
  • 17. Thank you! Alejandro Moñino SEO Manager adidas Latin America Alejandro Moñino @MoninoContent 17