SEO WooCommerce: let’s get that traffic, a use case

let’s get that traffic
WooCommerce seo use case
WordCamp 2023, Morat/Murten - Isaline Muelhauser
April 1st - @isaline.margot
pilea.ch

pilea.ch @isaline.margot
Hi folks, I’m Isaline Muelhauser

I’m a SEO specialist,
based in Lausanne,
After working 4 years in a web development
agency,
I started my SEO consulting company in 2019.

#WorkinSEOPodcast and #WTSPodcast host
#SEOnerdSwitzerland co-founder

I’m well-known for being shy,
friendly and rubbish at small talks [shrug].
As a consultant, my clients - and team mates
- appreciate my precision and my no-nonsense
approach [shrug?]

While I own my company, I mostly work in team
with other consultants.
My favorite part of SEO is analysing data.

The SEO specialist
job is to maximise a
website's visibility
on search engines
by identifying
technical roadblocks
and develop
new content
opportunities.
Collaboration
The development
team job is to
find realistic
solutions to the
technical
roadblocks to
crawling and
indexing.
The writing
team job is to
provide content
- textual and
more - that
implement the
SEO strategy.

I’m here today to offer you a sneak peek in
my mind 👀
*Also I wish to forster efficient
collaboration between experts.

What you need to consider on the tech side
and the content side
Opportunities and challenges
of migrations and [B2B] ecommerce SEO*

How to add SEO in your process
What factors play a role for the SEO success.
What my deliverables look like.

Of course, this talk is a story - the best
kind of stories

A use case!*
*Please, hide your enthusiasm, this is too much [blush]

My mission is to help a client reach their
objective.

The client is sometimes a company, sometimes
an association.
The objective is sometimes selling a service
or a product,
sometimes needing more members or donations,
sometimes needing a positive image.

Each situation is unique.
At the beginning of the project, I need to
evaluate the challenges and opportunities.

A B2B company active
in the fire protection equipment industry,
the sound system industry (not the music sound system),
the lightning industry.
This industry is understandably regulated.

The company is based and well-known in
Romandie,
currently in the process of expanding beyond
the Röstigraben [acquiring new market shares]

We are building a group, we want to be seen
as a group.
We want an e-commerce and
a new website instead of 4 websites.
Here is what the client says:

Deep dive into the situation*
*Let the fun begin

Domaineone.ch
Domainetwo.ch*
Domainethree.ch*
Domainefour.ch
*with different WooCommerce
catalogue
Here is what the client is asking: part 1
Domaineone.ch*
*with WooCommerce catalogue

Rebranding
Content creation
New products
Here is what the client is asking: part 2

🚨
Here is what I am thinking:

“A website migration is a process to describe
signiﬁcant changes to your website’s
domain, platform, structure, content or design.”
Faye Watt
Source

Different types of migrations,
different level of flag*
*risk
Read more

https://pilea.ch
https://pilea-seo.ch
https://www.pilea.ch
https://magazine.pilea.ch
*https://pilea.ch/fr
Domain name change
Read more

Domaineone.ch
Domainetwo.ch
Domainethree.ch
Merging multiple domain
Domainefour.ch
Read more

Drupal commerce
Shopify
Prestashop
Wix
Plateforme migration
WooCommerce
Read more

New design, brand image
New content (or content architecture)
Read more

http://pilea.ch
New structure
https://pilea.ch
Read more

Or it can be a combination*
*Client rarely do one thing at a time

Migration type difficulty
Migration type Difficulty
HTTP to HTTPS Low
Domain Low
Server Low
URL structure Moderate
Design Moderate
Multiple domain Moderate to High
CMS High
Source

Stop, let’s recap how robots work and why
migrations are risky

Changes to the website means robots need to
crawl and get to know the website (again).

The more changes, the more opportunities and
risks.

Objective & expected results
Competition
Robots
Tech
Budget/resources
factors that play a role in the seo success

Branding & marketing strategy
Human factors: data awareness, innovation
affinity, tech & SEO knowledge
Other factors that play a role in the seo success

While organic traffic is the highest source of traffic,
it’s low in comparison to the potential Monthly Search
Volume Ahrefs is showing.

While the website is indexed for a selection of keyword,
robots don’t understand the products well.
Example: product pages not indexed for product names (there
were no index tags).

Multiplication of [irrelevant] URLs with parameters
Lack of indexation strategy

https://www.domainetwo.ch/index.php?option=com_virtuemart&view=productdetails&virtuemart_
product_id=120&virtuemart_category_id=1&lang=de
https://domaintwo.ch/index.php?option=com_virtuemart&view=productdetails&virtuemart_produc
t_id=431&virtuemart_category_id=1&lang=fr
http://domaintwo.ch/index.php?option=com_virtuemart&view=category&virtuemart_category_id=1
3&limitstart=120&language=fr-FR&keyword=&lang=fr&orderby=created_on
*There are [too] many more such URLs.
Examples

Discrepancy between the number of existing
pages and the number of indexed pages with
parameters[GSC performance report].
Sign to look for

Let’s dig into an interesting feature
of ecommerce website

“Faceted navigation, as well as ﬁltering and sorting, are
present on most eCommerce website category pages to help
users explore and narrow down to the products they are
most interested in. They present both organic search
opportunities and issues.”
The Gray Dot Company
Source

Provide exactly what the user is looking for.
Depending on MSV, it’s better to have an URL
with parameters indexed than no URLs at all.
Faceted navigation
Read more

Stop, let’s recap’ why parameters are tricky

Duplicate Content
Thin/Low-Quality Web Pages
Diluted Link Equity
Wasted Crawl Budget
Faceted navigation
Read more

Now Let’s go back to our topic

We were saying that the website presents to robots:
- a high number of URLs with low content,
- is not indexed for business relevant keyword (especially
products).

The competition does not do much better.

Quick peek: current performance & competition
➡ Missing Screenshot here!
Get in touch or come to my next
conference to see what my
deliverables look like 🙌

There is untapped potential to increase the performance.
🤩💸

My plan to clean up
the mess, beat the
competition,
drive traffic
And keep the good
things

Focus on a small number of strong URLs:
Let’s create strong product and category
pages.
Selecting technical requirements.
Ultimately, I hope to ‘clean up’ the mess.

SEO optimisation new website
Support for migration
Performance and KPI plan
Collaboration with the technical team
Follow up after 6 months migration
My offer

KW research
Content architecture
Wireframes for a selection of pages
Product pages content optimisation
URL mapping and writing
Basic tech SEO requirements
Indexation strategy special e-commerce
SEO optimisation for the new website

My promise is to support the team to create a
website that will bring more benefit to the
company than the old website.
My responsibility is to make sure that I can
honor my promise.
My guarantee and responsibility

I am not a WooCommerce SEO specialist, I
introduce Keira to the client and development
team.
*Throughout the project I check with her for
feedback or QA.
I expect the team to do the same.
Limitation

What do my
deliverables
look like

Keyword
research
● FR & DE
● Interviews,
research &
scrapping
● Ahrefs data

Objective: understand
- how to satisfy the search intent behind main keywords,
- how to beat the current ranking website.
Competition and search intent analysis

Content
architecture
● Solidify &
develop
expertise
● Identify
traffic &
conversion
pages
● Internal
linking
● Created in Miro

Wireframes
for a selection of pages
● Content
blocks
● Conversion
strategy
● SEO
optimisation
● Internal
linking
● KPI tracking

Document
explains how
to calculate
the return on
investment
and what
needs to be
implemented
Performance & KPI

Headings, text
Assets namings and management
Meta tags
→ For this B2B website, adding custom title and 3
lines of description would go a long way.
Product pages content optimisation

Site-wide conventions and configurations
Mobile considerations
Homepage & all pages recommendations
Languages considerations
Required and recommended functionalities
Basic tech SEO requirements typically include
Read more

URL mapping Evergreen
Map page with a
main keyword

URL mapping woocommerce

URL writing evergreen content

URL writing woocommerce

Most important keywords must have their
designated page that will fully answer the
search intent.
This work is necessary for both FR & DE.
KW research, URL mapping and writing

I created the easiest possible indexation
strategy for the relaunch, to be optimised
after 12 months.

Aim: Focus on a small number of strong category
and product pages to strengthen the signal.
Index all category pages and product pages

I selected only what was most important,
given the situation.
Example:
Easy, not ‘by-the-book’ indexation strategy
Limitations tech implementation

Objective: redirect URLs that provide SEO value to the
website (12 months):
- traffic
- impressions
- link juice
= aggregated list filtered on a selection of pages [because
of the resources available]
Last deliverable: List of URLs to redirect

Merci.
isaline@pilea.ch
me
website

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