How to optimize marketplaces, e-commerce or inventory driven Websites? In this presentation you have actionable tips to improve the most common technical related issues of marketplaces sites.
SEO for Changing E-commerce Product Pages - How to Optimize your Online Store...Aleyda Solís
How can you make the most and optimize your e-commerce product pages? In this presentation I show you how you can optimize them to attract more and better organic search traffic and conversions.
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
Answering with "it depends" to the SEO questions we get doesn't help to gain trust and make things happen! The solution? Learn to create your #VisualSEO assets to explain processes, workflows and help to set systems!
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...Aleyda Solís
How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.
Extreme Makeover: Site Architecture EditionKavi Kardos
Website architecture is a vital component of search marketing that's often overlooked, either because it's not recognized as an issue, it's considered a "dev problem," or it's just too scary to tackle. But implementing a simplified navigational structure and intuitive internal linking gives users a more delightful experience and ensures comprehensive crawling of your site, no matter its size. I'll walk you through the process that Corporate Finance Institute used to audit, restructure, and significantly prune an aging resource library of more than 6,000 URLs, and how I used the project as an opportunity to educate and earn buy-in from internal teams. This is a repeatable strategy with practical takeaways for SEOs as well as content marketers, developers, writers, and marketing executives with resources to allocate. Presented at brightonSEO in April 2023.
SEO for Changing E-commerce Product Pages - How to Optimize your Online Store...Aleyda Solís
How can you make the most and optimize your e-commerce product pages? In this presentation I show you how you can optimize them to attract more and better organic search traffic and conversions.
No More "It Depends" - Learn to Set your Visual SEO Resources #LondonSEOMeetu...Aleyda Solís
Answering with "it depends" to the SEO questions we get doesn't help to gain trust and make things happen! The solution? Learn to create your #VisualSEO assets to explain processes, workflows and help to set systems!
Identifying Top Converting Queries at Every Stage of the Customer Journey #SM...Aleyda Solís
How to develop a keyword research to identify queries that will convert at every stage of the customer journey and you can target in your SEO process? Take a look at this presentation with steps, criteria and tools.
Extreme Makeover: Site Architecture EditionKavi Kardos
Website architecture is a vital component of search marketing that's often overlooked, either because it's not recognized as an issue, it's considered a "dev problem," or it's just too scary to tackle. But implementing a simplified navigational structure and intuitive internal linking gives users a more delightful experience and ensures comprehensive crawling of your site, no matter its size. I'll walk you through the process that Corporate Finance Institute used to audit, restructure, and significantly prune an aging resource library of more than 6,000 URLs, and how I used the project as an opportunity to educate and earn buy-in from internal teams. This is a repeatable strategy with practical takeaways for SEOs as well as content marketers, developers, writers, and marketing executives with resources to allocate. Presented at brightonSEO in April 2023.
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOConAleyda Solís
Avoid the most common SEO issues, challenges and mistakes by going through this presentation with tips, criteria and tools to use independently of your online store Web platform, and grow your organic search results
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
Learn how to communicate SEO and influence with decision makers leveraging clear data presentation, using relevant KPIs and following story telling principles with your SEO reports.
Winning SEO when Migrating International Websites #dguconfAleyda Solís
How to migrate international Websites? In this session I'll go through the main different scenarios, pros and cons and steps to follow to maximize the opportunity to grow your organic search traffic.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
In this talk, Lazarina will break down the key areas that an internal linking audit should look into and go over opportunities for embedding machine learning in a way that is beginner-friendly for SEOs without extensive coding experience. Lazarina will share:
– How to analyse a site’s existing internal linking structure using machine learning
– What machine learning techniques can you implement to help you create content clusters?
– How to find user-friendly, in-content linking opportunities
– How to prioritise and measure the impact of internal linking initiatives
Lazarina will also touch upon how to use this process to identify other opportunities for site optimization, which can improve the user experience and search potential.
Related Blog post published at: https://lazarinastoy.com/how-to-incorporate-machine-learning-in-internal-linking-audits/
The Quickest Win in SEO – How to do Internal Linking the Right WayMartin Hayman
This was a talk from BrightonSEO September 2021 and covers not only the importance of internal linking but also how to do it. It also covers a number of examples and additional tips.
Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO ProcessesAleyda Solís
How to successfully manage an SEO process? Is about having Influence to earn support, Be fast and agile and Be consistent and error free. I explain how in this presentation!
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkr...Aleyda Solís
Learn how to identify high-impact SEO opportunities in your SEO Process fast, going through common scenarios that you can use to maximize your SEO results.
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham Br...BethBarnham1
In this talk, I explore schema and its link to online accessibility. Can schema really help the web to be more accessible? And how should we strategise this as SEOs? Strategy plays a vital role in SEO but often times the technical areas are overlooked within a wider marketing strategy
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
Aleyda Solis — SEO for Marketplaces and e-Commerce WebsitesSemrush
These slides were presented at the SEMrush webinar "5 Hours of SEO | SEO for Marketplaces and e-Commerce Websites". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-seo-or-seo-for-marketplaces-and-e-commerce-websites/
When Your Inventory Changes: SEO Tips For Changing Product Pages Aleyda Solís
How can you optimize your products URLs to make the most out of them from a search and conversion perspective while avoiding the most common lifecycle issues of your inventory? Take a look!
Ed will be reviewing the continued importance of displaying EAT throughout your website, whilst also discussing how the wider SEO community has looked at the acronym backwards – with Trust being the most important element.
7 E-Commerce SEO Mistakes & How to Fix Them #DeepSEOConAleyda Solís
Avoid the most common SEO issues, challenges and mistakes by going through this presentation with tips, criteria and tools to use independently of your online store Web platform, and grow your organic search results
Automate The Technical SEO Stuff by Michael Van Den Reym
In this talk, Michael will show you how to automate technical SEO tasks. You will learn how to schedule and compare crawls to spot technical errors faster, how to use RPA to speed up technical SEO audits and how to automatically optimize images. You will get inspired to execute technical SEO better and faster.
In this talk, Beth will give an introduction of what schema is, where it sits within a structured data framework, and its use cases. Then she’ll move on to the types that can be used or are no longer recognised by search engines. This will be followed by a hands-on discussion of how to audit a website, how to write the relevant code, and ways to implement and test.
Learn how to communicate SEO and influence with decision makers leveraging clear data presentation, using relevant KPIs and following story telling principles with your SEO reports.
Winning SEO when Migrating International Websites #dguconfAleyda Solís
How to migrate international Websites? In this session I'll go through the main different scenarios, pros and cons and steps to follow to maximize the opportunity to grow your organic search traffic.
How to Implement Machine Learning in Your Internal Linking Audit - Lazarina S...LazarinaStoyanova
In this talk, Lazarina will break down the key areas that an internal linking audit should look into and go over opportunities for embedding machine learning in a way that is beginner-friendly for SEOs without extensive coding experience. Lazarina will share:
– How to analyse a site’s existing internal linking structure using machine learning
– What machine learning techniques can you implement to help you create content clusters?
– How to find user-friendly, in-content linking opportunities
– How to prioritise and measure the impact of internal linking initiatives
Lazarina will also touch upon how to use this process to identify other opportunities for site optimization, which can improve the user experience and search potential.
Related Blog post published at: https://lazarinastoy.com/how-to-incorporate-machine-learning-in-internal-linking-audits/
The Quickest Win in SEO – How to do Internal Linking the Right WayMartin Hayman
This was a talk from BrightonSEO September 2021 and covers not only the importance of internal linking but also how to do it. It also covers a number of examples and additional tips.
Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO ProcessesAleyda Solís
How to successfully manage an SEO process? Is about having Influence to earn support, Be fast and agile and Be consistent and error free. I explain how in this presentation!
How often is Google rewriting your title tags and creating a custom title link on the SERP? Moreover, why is Google not relying on your title tags anymore for the title on the SERP?
Dive in with this look at Google's title rewrites!
SEO low hanging Fruit - Identifying High Impact Opportunities Fast #SEOforUkr...Aleyda Solís
Learn how to identify high-impact SEO opportunities in your SEO Process fast, going through common scenarios that you can use to maximize your SEO results.
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham Br...BethBarnham1
In this talk, I explore schema and its link to online accessibility. Can schema really help the web to be more accessible? And how should we strategise this as SEOs? Strategy plays a vital role in SEO but often times the technical areas are overlooked within a wider marketing strategy
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
Aleyda Solis — SEO for Marketplaces and e-Commerce WebsitesSemrush
These slides were presented at the SEMrush webinar "5 Hours of SEO | SEO for Marketplaces and e-Commerce Websites". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-seo-or-seo-for-marketplaces-and-e-commerce-websites/
When Your Inventory Changes: SEO Tips For Changing Product Pages Aleyda Solís
How can you optimize your products URLs to make the most out of them from a search and conversion perspective while avoiding the most common lifecycle issues of your inventory? Take a look!
How to Connect your SEO to What your Customers Really WantAleyda Solís
How to focus your SEO process to connect with your customers search behavior? Learn about the questions to ask and tools to use, as well as process to do it here.
Lander Academy: SEO Fundamentals to Increase your Site Search Visibility Lander Inc
Our latest webinar edition of our Lander Academy has come and gone!. Last Tuesday we had the pleasure of listening to SEO expert Aleyda Solis. She explained all about the SEO Fundamentals to increase your Site Search Visibility.
Strategical SEO Audits that Drive Growth at #DigitalOlympusAleyda Solís
Actionable tips to identify the issues & opportunities that matter the most and capitalize on quick wins and higher potential queries to drive out SEO efforts
Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounderAleyda Solís
How to drive your SEO for growth and win over your competitors? In this presentation I show you hot to identify the best opportunities to drive a competitive SEO process.
Hreflang: Is it really still necessary and how to use it successfully in 2023Aleyda Solís
Learn if hreflang annotations are still necessary in Intenational SEO projects in 2023, in which scenarios and how to effectively implement it while minimizing issues and maximizing success and impact.
How to Make SEO Audits That Matter & Get Implemented for SEO Success - The Ex...Aleyda Solís
Maximize cost-effective SEO implementation and achieve SEO success with SEO audits that get implemented:
* Make your SEO audits solutions focused to develop action driven recommendations
* Prioritize your SEO recommendations based on impact and effort, with SEO low-hanging fruits
* Establish ongoing actions to prevent new SEO issues & leverage opportunities during the process
* Connect each of your SEO recommendations to SMARTER SEO goals
* Format SEO recommendations to facilitate actionability and collaboration
* Develop frequent recommendations reviews & tests to keep them relevant and impactful
Aprende a crear informes SEO que te permitan alcanzar el éxito siguiendo 3 principios para elegir KPIs relevantes, presentar tus datos de forma clara y efectiva y aprovechar principios de narración de los datos para generar el impacto que deseas para alcanzar los objetivos establecidos en el proceso.
Cómo Gestionar Proyectos SEO Complejos de Forma Exitosa #SEonthebeachAleyda Solís
Aprende a gestionar proyectos SEO complejos de forma exitosa siguiendo principios de gestión de proyectos:
1. Influenciando para obtener apoyo a actividades SEO
2. Rapidez y agilidad para ejecutar y aprovechar oportunidades
3. Ejecutando de forma efectiva y consistente para construir en vez de cazar errores
Identificando Búsquedas que Conviertan en tu Customer JourneyAleyda Solís
Aprender a desarrollar estudios de palabras clave enfocados a identificar términos que conviertan para el éxito de tu proceso SEO y alcance de objetivos a nivel de conversión.
SEO Reporting to Impress: How to Successfully Report your SEO Efforts & Resul...Aleyda Solís
Learn how to develop successful SEO reports to deliver to stakeholders and decision makers that effectively communicate the SEO process goals and influence actions.
SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast ...Aleyda Solís
How can you achieve results in your SEO process without having to wait for months? In this presentation I go through criteria to use to identify quick win opportunities!
Cost Effective Multilingual Content Optimization in An International SEO ProcessAleyda Solís
How to optimize your content in an international / Multilingual SEO process? Take a look at the criteria to take into consideration and tips to maximize results.
Frameworks y tips para gestionar con éxito procesos SEO en entornos complejosAleyda Solís
¿Cómo alcanzar el éxito SEO en entornos complejos? En esta presentación comparto métodos, flujos de trabajo y criterios a tomar en cuenta al gestionar el proceso SEO para alcanzar resultados.
How to Become a Successful Remote SEO Consultant #LisbonSEOMeetupAleyda Solís
In this presentation I go through the main challenges when becoming a remote based SEO professional, and how to overcome them when working as a consultant.
SEO Internacional: Acciones a Priorizar y Errores a Evitar #3HorasDeSEOAleyda Solís
¿Cómo sacar el máximo provecho al SEO internacional evitando errores comunes y maximizando resultados? En esta presentación comparto criterios, pasos y herramientas a usar.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
4. #seomarketplaces by @aleyda from @oraintihttps://a16z.com/2020/02/18/marketplace-100/
These are the largest
and fastest-growing
consumer-facing
marketplaces
5. #seomarketplaces by @aleyda from @oraintihttp://blog.linnworks.com/complete-list-of-online-marketplaces
Marketplaces are some of the largest Websites in the
world, with the highest traffic and online revenue
6. #seomarketplaces by @aleyda from @oraintihttps://a16z.com/2018/11/27/services-marketplaces-service-economy-evolution-whats-next/
They have evolved
and specialized to
connect and
support beyond
the initial,
discovery phases
of the customer
journey
7. #seomarketplaces by @aleyda from @oraintihttps://a16z.com/2020/02/18/marketplace-100/
… and can be found
across almost any
vertical now
8. #seomarketplaces at #wtsfest by @aleyda from @orainti
From car rental to home decoration or sneakers
marketplaces
9. #seomarketplaces at #wtsfest by @aleyda from @orainti
Although marketplaces share characteristics with
e-commerce sites…
Transactional Inventory Driven
10. #seomarketplaces at #wtsfest by @aleyda from @orainti
… they have an additional layer of complexity due to its
two-sided platform nature and business model
Transactional Inventory Driven Two-sided
11. #seomarketplaces at #wtsfest by @aleyda from @orainti
They need to attract and convert customers,
as well as the clients of their customers
Clients of
Customer
Customers
13. #seomarketplaces at #wtsfest by @aleyda from @orainti
With products/services that can be found with the same
descriptions across many other platforms too…
15. #seomarketplaces at #wtsfest by @aleyda from @orainti
Marketplaces can be
amazing sites to
sharpen your SEO skills
… or it’s SEO fun
Not sure if it’s fun…
16. #seomarketplaces by @aleyda from @oraintihttps://twitter.com/thetafferboy/status/1232068982045323265
…Particularly your
technical SEO ones
17. #seomarketplaces at #wtsfest by @aleyda from @orainti
Internal linking
and indexing of
facets with non-
standardized
attributes
Optimizing
products pages
with limited control
and highly dynamic
inventory
Facing challenges like these, which are also common
across big e-commerce and inventory driven sites
18. #seomarketplaces at #wtsfest by @aleyda from @orainti
Let’s see how to handle
them to help you win
survive your marketplace
technical SEO process!
19. #seomarketplaces by @aleyda from @orainti
Optimizing products
pages with limited
control and highly
dynamic inventory
#seomarketplaces at #wtsfest by @aleyda from @orainti
20. #seomarketplaces at #wtsfest by @aleyda from @orainti
All paths of your site lead to your products pages,
which can make or break conversions
21. #seomarketplaces at #wtsfest by @aleyda from @orainti
Marketplaces need
to be ready to
index and crawl a
highly dynamic
product inventory,
driven by supply
and demand that
you don’t control
22. #seomarketplaces at #wtsfest by @aleyda from @orainti
Your products
pages are
valuable
to attract bottom
of the funnel
searches
23. #seomarketplaces at #wtsfest by @aleyda from @orainti
Product pages
tend to be also
highly shared
and a magnet
for backlinks
24. #seomarketplaces at #wtsfest by @aleyda from @orainti
… which can end up making them some
of your top URLs traffic wise too
26. #seomarketplaces at #wtsfest by @aleyda from @orainti
Which at an
aggregated
basis, doesn’t
only hurt your
Website
crawlability,
products
rankability and
user experience
…
27. #seomarketplaces at #wtsfest by @aleyda from @orainti
…But also
ultimately, makes
you lose traffic
and conversions
that you could
otherwise refer
to other products
28. #seomarketplaces at #wtsfest by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti
Automated validation
for consistent indexing
and internal linking is
required through your
products lifecycle
29. #seomarketplaces at #wtsfest by @aleyda from @orainti
Assist merchants
through the
product
publishing
process to give as
many details as
possible to better
describe and
categorize them
30. #seomarketplaces at #wtsfest by @aleyda from @orainti
Establish minimum
descriptions
requirements within
the system when
products are listed
31. #seomarketplaces at #wtsfest by @aleyda from @orainti
Don’t allow the same product to be listed twice by the
same vendor to add it in many categories or locations
32. #seomarketplaces at #wtsfest by @aleyda from @orainti
Define a number of relevant categories the products
can be connected with, but don’t add to the URLs
33. #seomarketplaces at #wtsfest by @aleyda from @orainti
Create SEO best
practices,
guidelines and
tutorials for
vendors to make
the process easier
for them, while
gamifying the
process
34. #seomarketplaces at #wtsfest by @aleyda from @orainti
Use it to differentiate products metadata & descriptions
to be specific to target & rank with these characteristics
35. #seomarketplaces at #wtsfest by @aleyda from @orainti
Each product should be listed in at least a full
categories>sub-categories>facets path that is indexable
36. #seomarketplaces at #wtsfest by @aleyda from @orainti
These categories/facets should be linked through their
canonical URLs, avoiding the usage of parameters
Don’t link to
canonicalized
Category URLs
37. #seomarketplaces at #wtsfest by @aleyda from @orainti
Linking and including in the XML sitemaps
the original products URLs too
Don’t link to
canonicalized
Product URLs
39. #seomarketplaces at #wtsfest by @aleyda from @orainti
When the product goes out of stock, it should be then
eliminated from listings, internal search & XML sitemap
Don’t
link
40. #seomarketplaces at #wtsfest by @aleyda from @orainti
If it’s a temporary
status or you’re
unsure, the
product page
should remain
indexable
recommending
related products
until it comes
back or during a
minimum time
41. #seomarketplaces at #wtsfest by @aleyda from @orainti
Giving also the
option to users
to be notified
when the
product comes
back in stock
again
42. #seomarketplaces at #wtsfest by @aleyda from @orainti
Feature a message explaining
why the user is redirected
If it’s permanent & the page has backlinks, traffic or
conversions, 301-redirect to indexable parent category
43. #seomarketplaces at #wtsfest by @aleyda from @orainti
Avoid 301-redirects to generic or non-relevant
categories that won’t keep the old page relevance
44. #seomarketplaces at #wtsfest by @aleyda from @orainti
Another option is 301-redirecting to similar product
but it can cause high volume of chain redirects
45. #seomarketplaces at #wtsfest by @aleyda from @orainti
Avoid 302
redirects to make
sure you pass the
old product page
value while
making sure the
destination
actually works
and is relevant
46. #seomarketplaces at #wtsfest by @aleyda from @orainti
Don’t show 404s for out of stock products
w/ backlinks, you miss value & is bad experience
47. #seomarketplaces at #wtsfest by @aleyda from @orainti
You can use 410 http status for permanent out of
stock pages with no backlinks nor rankings/traffic
Personalize
your error page
to be usable
and relevant
48. #seomarketplaces at #wtsfest by @aleyda from @orainti
Schedule continuous crawls to run & be delivered
automatically to identify remaining crawlability issues
Ryte
49. #seomarketplaces at #wtsfest by @aleyda from @orainti
Set real time SEO
monitoring and
alerts, to be
warned if your
product pages
change their
crawlability or
indexing status
Little warden & content king
50. #seomarketplaces at #wtsfest by @aleyda from @orainti
Integrate Web traffic
and rankings data to
alerts validations,
prioritizing the ones of
those product pages
with certain minimum
value
Little warden & content king
51. #seomarketplaces at #wtsfest by @aleyda from @orainti
Configure the alerts
to be directly
delivered to your
communication or PM
system to facilitate
their validation
Zapier, Integromat
52. #seomarketplaces at #wtsfest by @aleyda from @orainti
It's about
aligning the
crawling and
indexing of
your products to
their lifecycle to
maximize their
value
53. #seomarketplaces by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti
Internal linking and
indexing of facets with
non-standardized
attributes
54. #seomarketplaces at #wtsfest by @aleyda from @orainti
Should a shoe query of a specific model and color be
targeted by a product or a listing page?
55. #seomarketplaces at #wtsfest by @aleyda from @orainti
Should you
canonicalize a
facet after a
certain level of
depth to its
parent
category?
56. #seomarketplaces at #wtsfest by @aleyda from @orainti
You want to avoid a sub-optimal targeting and
rankings with a too specific product page …
57. #seomarketplaces at #wtsfest by @aleyda from @orainti
… or a still too generic sub-category that won’t be as
relevant for the user, who will need to filter further
58. #seomarketplaces at #wtsfest by @aleyda from @orainti
Sometimes this happens because the relevant
indexable facet doesn’t exist on the site
60. #seomarketplaces at #wtsfest by @aleyda from @orainti
… or it hardly has internal links because the
navigation towards it is not crawlable
#seomarketplaces at #wtsfest by @aleyda from @orainti
61. #seomarketplaces at #wtsfest by @aleyda from @orainti
But you also don't want to waste your site crawling
on not worthy to be indexed nor ranked URLs…
62. #seomarketplaces at #wtsfest by @aleyda from @orainti#seomarketplaces at #wtsfest by @aleyda from @orainti
It's about aligning your
Web taxonomy
indexing and internal
linking with the
audience demand and
your providers supply
63. #seomarketplaces at #wtsfest by @aleyda from @orainti
On one hand, it depends
on the demand volume
and intent: How many
searches does the query
have and what are the
characteristics?
#seomarketplaces at #wtsfest by @aleyda from @orainti
64. #seomarketplaces at #wtsfest by @aleyda from @orainti
… on the other,
the existing
supply: How
many of these
specific
products do you
have to offer?
65. #seomarketplaces at #wtsfest by @aleyda from @orainti
Also, can these queries generate conversions that
will compensate the optimization efforts of the facet?
>
66. #seomarketplaces at #wtsfest by @aleyda from @orainti
So, those facets
with too little
products or
targeting non-
popular queries
should be
canonicalized to
their parents
levels
67. #seomarketplaces at #wtsfest by @aleyda from @orainti
While obfuscating
their internal
linking, to avoid
crawling not
meant to be
indexed pages
68. #seomarketplaces at #wtsfest by @aleyda from @orainti
However, you want
to start indexing
and optimizing
facets that target
worthy queries for
which you have
enough products
69. #seomarketplaces at #wtsfest by @aleyda from @orainti
How can you identify these
opportunities with so many
category levels, facets and
products on your site?
70. #seomarketplaces at #wtsfest by @aleyda from @orainti
You can quickly
validate the most
popular sub-topics
searched along your
products categories/
brands with keyword
research tools that
will group and show
searches for them
directly
Semrush
71. #seomarketplaces at #wtsfest by @aleyda from @oraintianalytics
Monitor your internal search results queries:
repeated, relevant ones that you’re not targeting yet
72. #seomarketplaces at #wtsfest by @aleyda from @orainti
Do the same with your trending products per category:
what are their brands, characteristics and/or locations?
73. #seomarketplaces at #wtsfest by @aleyda from @oraintisistrix
Look for ranked
but cannibalized
categories/
products queries
results w/ non-
trivial search
volume
74. #seomarketplaces at #wtsfest by @aleyda from @oraintisemrush
… Verify if your ranked pages are continuously
switching in search results for these queries
75. #seomarketplaces at #wtsfest by @aleyda from @oraintisurfer
What are the top
ranked pages
above yours:
What type of
pages are they?
What kind of
information do
they feature? Do
they provide a
better experience
than yours?
76. #seomarketplaces at #wtsfest by @aleyda from @oraintisemrush
Check and
compare the
indexable facets of
the competitors
consistently
outranking you
77. #seomarketplaces at #wtsfest by @aleyda from @orainti
How can you differentiate and organize your Web
listings to better address users needs in their journey?
Category Sub-Category Facet Sub-Facet
78. #seomarketplaces at #wtsfest by @aleyda from @orainti
Remember that is
not only about
start indexing and
linking to them,
but optimizing
their offering to
fulfill the user
search experience
and facilitate its
conversion
79. #seomarketplaces at #wtsfest by @aleyda from @orainti
It should be about
effectively
showcasing the
existing supply to
satisfy a non-trivial
audience demand
80. #seomarketplaces at #wtsfest by @aleyda from @orainti
... indexing &
linking your Web
taxonomy,
including facets,
accordingly
81. #seomarketplaces at #wtsfest by @aleyda from @orainti
Remember that is
not about indexing
more pages, but
better pages
83. #seomarketplaces at #wtsfest by @aleyda from @orainti
It's doable when you have resources and flexibility
to optimize the platform configuration accordingly
When changes are released
84. #seomarketplaces at #wtsfest by @aleyda from @orainti
Surviving winning
marketplaces technical
SEO challenges is
possible…
85. #seomarketplaces at #wtsfest by @aleyda from @orainti
... and it can be
highly profitable
and worthy when
it happens!
86. #seomarketplaces at #wtsfest by @aleyda from @orainti
I’m Aleyda Solis
*SEO Consultant & Founder at Orainti
*SEO Speaker at +100 Events in +20 countries
*Author “SEO. Las Claves Esenciales.”
*Crawling Mondays YouTube SEO Video Series Host
*#SEOFOMO Newsletter Wrangler
*Blogger in Search Engine Land & Search Engine Journal
*Featured in Forbes, Entrepreneur, Huffington Post
*European Search Personality of the Year in 2018
Thanks! Questions?
#seomarketplaces at #wtsfest by @aleyda from @orainti