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.
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
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!
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.
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.
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
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.
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
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!
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.
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.
BrightonSEO October 2022 - Dan Taylor SEO - Indexing Ecommerce WebsitesDan Taylor
The thing is, we’re hitting an indexing ceiling.
The internet advanced at a quick rate as it had all of human history to be written about and featured; now aside from some small niches and edge cases, we’re regurgitating the same content, the same “how to” guides, and the same products and information.
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.
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.
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.
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
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.
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/
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
Winning SEO when doing Web Migrations #SEO4LifeAleyda Solís
How to effectively migrate your site in complex scenarios without losing your rankings and traffic? Like when doing a rebrand? Take a look at the steps to follow and tools to use to validate your Web migration from an SEO perspective.
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.
SEO For Marketplaces: Overcoming Technical Challenges #WTSFestAleyda Solís
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.
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.
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!
What Makes your SEO Fail (and how to fix it) #BrightonSEO Aleyda Solís
In this session I'll go through the main causes of SEO processes failure and provide actionable tips to overcome the most common challenges to achieve SEO success.
En esta charla se explican casos de uso concretos para agilizar análisis SEO utilizando programación, en este caso, R y Rstudio, como por ejemplo:
- Sustituir tareas tediosas y repetitivas de excel
- Fusionar datos entre distintas herramientas SEO, que por defecto, no nos dan y crear visualizaciones automáticamente
- Trabajar series temporales para entender mejor tendencias, ciclos y eventos externos que afecten
- Atacar APIs de distintos servicios, útiles para SEO, como SISTRIX, Google Analytics, Google Search Console, Google Trends, Twitter, etc.
Próximamente compartiré una guía paso a paso para iniciarse en R y agilizar los análisis SEO.
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.
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.
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.
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
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.
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/
How to Use Search Intent to Dominate Google DiscoverFelipe Bazon
In this talk you will learn how search intent can help you benefit from the growing popularity of Google Discover. You’ll get actionable tips, a case study example and exclusive data from SEMrush.
Winning SEO when doing Web Migrations #SEO4LifeAleyda Solís
How to effectively migrate your site in complex scenarios without losing your rankings and traffic? Like when doing a rebrand? Take a look at the steps to follow and tools to use to validate your Web migration from an SEO perspective.
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.
SEO For Marketplaces: Overcoming Technical Challenges #WTSFestAleyda Solís
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.
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.
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!
What Makes your SEO Fail (and how to fix it) #BrightonSEO Aleyda Solís
In this session I'll go through the main causes of SEO processes failure and provide actionable tips to overcome the most common challenges to achieve SEO success.
En esta charla se explican casos de uso concretos para agilizar análisis SEO utilizando programación, en este caso, R y Rstudio, como por ejemplo:
- Sustituir tareas tediosas y repetitivas de excel
- Fusionar datos entre distintas herramientas SEO, que por defecto, no nos dan y crear visualizaciones automáticamente
- Trabajar series temporales para entender mejor tendencias, ciclos y eventos externos que afecten
- Atacar APIs de distintos servicios, útiles para SEO, como SISTRIX, Google Analytics, Google Search Console, Google Trends, Twitter, etc.
Próximamente compartiré una guía paso a paso para iniciarse en R y agilizar los análisis SEO.
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/
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.
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!
SEO in 2017 - How to Win & Maximize Results #CCDK17Aleyda Solís
Mobile First & AMP, Structured Data & SERP Features, HTTPS migration - Learn which are the SEO strategies that will allow you to maximize results in 2017.
A Technical SEO Journey: Insights from Logs, hreflang & Mobile Analysis #SMXl...Aleyda Solís
Technical SEO can easily become an adventure: Let's go through different scenarios in order to grow your organic search presence by identifying opportunities from logs, fixing hreflang and mobile SEO.
How to Win SEO in Complex Web Migrations Scenarios #YoastConAleyda Solís
In this presentation Aleyda goes through actionable steps to follow to effectively migrate your Websites without losing rankings and traffic and take the opportunity to grow it.
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
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.
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.
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 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!
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.
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
The Worst SEO Issues of Online Stores in 2022 & How to Fix Them #YoastCon2022
1. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The worst SEO
issues of online
stores in 2022
and how to fix or avoid
them in a cost-effective
way
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
2. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Organic search is one of the biggest traffic
drivers of online stores, even well known brands
gymshark.com huel.com allbirds.com
semrush
timbuk2.com
3. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Google has also
been focusing
much more lately
to give products
from online stores
more direct
visibility for
relevant
commercial
queries with new
search features…
4. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://developers.google.com/search/docs/advanced/ecommerce/overview
They’ve
updated/
expanded
guidelines for
e-commerce
sites to
optimize and
leverage their
features
5. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://help.shopify.com/en/manual/promoting-marketing/create-marketing/google/google-listings
… while also
facilitating
products
integration via
most popular e-
commerce
platforms
6. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The biggest e-
commerce
platforms also
acknowledge this
potential and
have started to
provide more
native SEO related
functionalities..
7. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://yoast.com/shopify/apps/yoast-seo/
… as well as
more apps to
support the most
important SEO
configuration
8. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Nonetheless, despite all this it’s now harder
than before to do SEO in e-commerce sites
https://twitter.com/aleyda/status/1483902545382752256
9. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
E-commerce sites characteristics make
them challenging to optimize for search…
A high number
of pages due to
products volume
Complex
categorization
Constant URLs
changing status
due to dynamic
inventory
Same products
information than
other Websites
10. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… as they generate fundamental SEO issues!
Crawl budget
problems
Content
cannibalization
issues
Internal linking
challenges
Poor content
pages that won’t
rank
11. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Let’s see the Top
E-Commerce SEO
Issues, and how
to Fix them…
12. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 1
Indexing internal
search results pages
that cannibalize
categories / facets &
won’t rank well
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
13. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Some e-commerce sites still index their internal
search results pages to attract rankings & traffic..
14. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… allowing
also their
crawling
without any
constraint
15. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The issue here
is that we can
end up easily
ranking for
non-relevant
terms..
16. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… also causing content duplication with meant
to rank categories/sub-categories/facets
17. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… that end up being cannibalized in Google
search results by these other pages…
18. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Ranking in
worse
positions
than a
category/
sub-category
that feature
more &
better linked
content
19. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
To avoid this,
some sites decide
to canonicalize
from their
internal search
results pages to
their alternate
categories/sub-
categories/facets
…
20. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
When
canonicalizing
though, it’s
important to
point to actual
“alternate”
pages with the
same or very
similar content…
not home page
21. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Although the best
is to avoid
generating internal
search results URLs
by default and
suggest indexable
categories/facets/
products instead,
which is doable
with Shopify…
22. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… and 301-
redirecting
internal search
results URLs that
are generated to
their relevant
indexable
categories/sub-
categories/
facets pages
23. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Also, instead of
directly indexing
internal search
results URLs,
monitor your
internal searches
to identify
categories/
facets with
potential to
create and index
24. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 2
Noindexing & Not
linking to sub-
categories or facets
with traffic potential
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
25. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://twitter.com/aleyda/status/1483745474368659457
Many E-commerce
won’t assess to
index
subcategories/
facets, generating
whether thin/
duplicate content
with them or
losing their high
traffic potential…
26. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Some sites canonicalize all their sub-categories
or facets to their main categories by default…
27. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… or even block them from being crawled entirely
28. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Others also noindex & obfuscate links to avoid
thin content/duplication & control crawl budget
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
29. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
However, subcategories & facets can connect with
popular searches with high commercial intent
30. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If your sub-categories/facets can’t rank, your
products pages will tend to do it but worse…
31. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
…with inconsistent rankings between many
“somewhat relevant” cannibalizing product pages
32. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… main categories will also rank instead in other
scenarios but will have poorer conversions too
33. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Should you index a sub-category or facet page?
Index
Noindex
No
Are there enough
products at the
sub-category/facet
level to satisfy the
user need?
No
Yes
Yes
Demand
Supply
The sub-category/
facet has enough
search volume to
compensate their
optimization
This is why is
recommended
than rather than
indexing or not by
default, to validate
supply and
demand of each
sub-category/facet
to index
accordingly
34. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Develop a keyword
research including
the identification of
the search volume
related to each sub-
category/facet…
35. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
.. as well as
establish the
number of
unique
products
offered per
sub-category/
facet to satisfy
the demand
36. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
>
If there’s demand + supply that compensate sub-
categories & facets optimization, index & optimize
37. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… without forgetting to allow their crawling and
effectively link them through their canonical URLs
38. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 3
Featuring
categories/facets
with little unique
commercial content
to rank
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
39. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
As we saw
before,
categories/sub-
categories
connect w/
some of the
most important
searches
attracting a high
search volume…
40. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
However, many of these
pages only feature links
to products, without any
descriptive text, which
makes them hard to rank
41. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
A common approach is
to add descriptive text
at the end of the
products listings to
improve their
relevance without
hurting conversion…
42. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The problem is that many times this content is not
really useful & doesn’t connect w/ user intent…
John Mueller:
https://www.mariehaynes.com/john-mueller-podcast-transcription/
43. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Sometimes entire articles
are placed at the bottom
of the products listings,
with an informational
intent, not commercial
44. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
This type of text can end up confusing Google
about the nature/intent of the categories pages …
https://www.mariehaynes.com/john-mueller-podcast-transcription/
John Mueller:
45. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Develop a keyword
research to identify
the questions that are
made in this phase of
the purchasing
journey to clarify
customers doubts
SEMrush, Sistrix
46. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
You can use
content
optimization
tools that offer
relevant
suggestions
depending on
content nature
Frase
47. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
This content can be integrated with products &
should support these pages to sell better
Confirming
users that the
products they’re
seeing are the
best for their
scenario
Clarify any
doubts around
the use and
characteristics of
the products
Inform why
they’re in the
best place to buy
these products
https://www.aleydasolis.com/en/search-engine-optimization/optimizing-content-in-category-pages-while-keeping-its-commercial-nature/
…
48. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Blending the
content within the
products listing
design to fulfill its
role with users too
49. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Check this
Glenn’s case
study showing
how cutting
“fluff” content in
e-commerce
categories
impacted in
better rankings
https://www.gsqi.com/marketing-blog/ecommerce-category-description-case-study/
50. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Also, feature as
many products per
page (be careful w/
speed & UX), with
longer text
description per
product to easily
improve relevance
and avoid over-
relying on
paginations
Product 1 Product 2
Product 3 Product 4
Product 5 Product 6
CATEGORY A
Pages: 1, 2, 3… 100
Product 1 Product 2
Product 3 Product 4
Product 5 Product 6
CATEGORY B
Pages: 1, 2, 3… 60
<
Product 7 Product 8
Product 9 Product 10
* Explain why you’re
in the best place to
buy these products
* Clarify common
doubts of
customers when
buying these types
of products
51. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Featuring more
products with
longer
descriptions is
the easiest way
to feature more
commercially
driven content in
categories/
facets, that also
support its goal
52. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 4
Products pages with
poor unique
descriptive content
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
53. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Product pages target a very long tail of queries
that can end up generating most of your traffic
54. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Users also tend
to share
products pages
more than
categories, so
they attract
valuable
backlinks and
direct traffic too
55. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
However,
products pages
also tend to show
little unique
content that and
Google tend to
leave them out of
their index due to
that too
56. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Unique
descriptions
Comparisons
Instructions
Images
Complementary
Products
Similar Products
It’s why Products pages should feature specific
information to help describe and sell them
Reviews and
Q&As
Specifications
57. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
From descriptions,
images, videos,
reviews,
comparisons, and
instructions, your
products pages
should be attractive
and give compelling
reasons to buy
58. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Title & Meta
Description
with version
and Color
Product
Description
with version
and color
Product
Heading
with version
and Color
VS
Start by differentiating similar products using
their unique characteristics within the metadata…
Product
Heading
with version
and Color
Title & Meta
Description
with version
and Color
Product
Description
with version
and color
59. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Leveraging
automated
content
generation
tools to
advance
faster as an
input to
copywriters
Neural text, Frase, Surfer and Copy.ai
60. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Alsoasked, Neural text, Frase, Surfer and Copy.ai
Use your own support insights, and content
tools to also create products Q&As
61. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Incentivize
users to leave
their reviews in
products pages
with discounts
and offers
62. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If you have many identical or very similar
products with a very short lifespan…
63. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… Consolidate
them in “static"
products
aggregator
pages that offer
many products
of the same
type, brand,
characteristics
of different
sellers
64. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 5
Products pages with
backlinks and traffic
showing
inconsistent status
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
65. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Some products
URLs tend to
have a very
short lifespan
and end up
generating
errors…
66. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
…these don’t only affect the site crawl health, but
the rankings & traffic attracted by these pages
67. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
It’s common when checking products URLs to find
not only HTTP errors but redirects with issues..
68. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
This is why is critical
to establish
inventory rules/
workflows within
the shopping
platform to manage
their crawling &
indexing…
https://help.shopify.com/en/manual/shopify-plus/flow2/reference/triggers/inventory-item-deleted
69. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Before creating
a new URL,
establish
validations to
verify if the
product
existed in the
past, and use
the old URL…
70. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
When doing a product “pre-launch”, use the same
URL that the product page will have when is sold…
71. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Feature products in the relevant & indexable
categories, but with a single URL for each…
72. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Don’t link to
canonicalized
Product URLs
… and link to them consistently using their
canonical URLs, avoiding canonicalized ones
73. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
https://paulnrogers.com/how-to-change-the-product-url-structure-in-shopify/
If a product can be
featured in many
categories/
collections, is
better to not
include them in the
URL to avoid
duplication and
always link to the
meant to be ranked
canonical URL
74. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Use product structured data to specify their
characteristics and improve their SERP snippet
https://developers.google.com/search/docs/data-types/product
75. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Create and send products feeds through the
merchant center to maximize their visibility
https://support.google.com/merchants/answer/7439058?hl=en
76. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Then,
when a
product is out
of stock,
eliminate its
inclusion in
listings, XML
sitemaps and
feeds
77. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If it’s a temporary
status: the
product page
should be kept
indexable,
allowing users to
be notified when
is back to stock,
offering similar
products
78. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
The product structured data and feeds should be
updated and show their out of stock status too
79. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If the product is permanently out of stock,
and has a new version, 301-redirect towards it
301 redirect to new
product page, while
alerting users.
Update internal links,
XML sitemaps and
product feeds
80. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Add a
notification
explaining to
the user why
it’s being
redirected
… if there isn’t a new version, but the page has
backlinks, traffic, rankings: 301 redirect to category
81. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Don’t do
this
Avoid
302 temporary
redirects that
don’t pass the
former page
popularity
and/or redirect
to a non-
relevant
category page
Don’tdo
this
82. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Don’t show 404 HTTP errors for out of stock products
w/ backlinks: you’ll lose value & is bad experience
83. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Personalize
the error
page
offering
alternatives
to make it
usable
You can use 404s/410s in pages out of stock that
don’t have traffic, rankings, nor backlinks
84. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Internal links, search pages, XML Sitemaps &
feeds shouldn’t include unavailable products URLs
85. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Use this flowchart to establish these rules
through the product inventory lifecycle
https://www.aleydasolis.com/en/search-engine-optimization/ecommerce-seo-issues-how-to-fix/
86. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Set recurring automated crawls to identify still
existing issues and solve them too
Ryte, Sitebulb, Screaming Frog, Botify
87. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Use real
time SEO
monitoring
systems to
perform this
identification
in real time,
receiving
alerts too
Little Warden & ContentKing
88. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
You can integrate
traffic and
ranking data to
only get alerts of
those pages with
a minimum value
Little Warden & ContentKing
89. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 6
Seasonal pages with
backlinks and traffic
showing
inconsistent status
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
90. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Leave
seasonal
campaigns pages
like Black Friday,
Cyber Monday,
Valentine’s Day,
etc. always
indexable…
don’t remove or
change the URLs
91. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
…which is why is not recommended to add the
year in the URLs, even if you will in metadata
92. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
You should
leverage the
same URLs
through the
years, as they’ll
increase their
popularity and
rankability over
time, just update
content & design
93. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… when
the specific
season
campaign hasn’t
started yet, you
can leverage to
refer others…
94. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
If you need to modify URLs, 301-redirect to new
destination, update links, & XML sitemaps inclusions
95. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Issue 7
Not featuring a full
Web structure with
informational
resources
#ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
96. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
There is potential across all stages of buyer
journey: searches for brands, gifts, reviews…
97. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Big e-commerce establish authority targeting
from informational to transactional queries
98. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Some online
stores don’t target
informational
queries as they
don’t see
commercial
value… however,
there clearly is
one, to attract &
retain trust,
rankings and
customers!
99. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
You can’t expect users to purchase from you if
they haven’t seen you at the awareness stage
To attract
this…
You
also need to
target &
establish
yourself
here
100. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
It’s key to
identify & map all
the different
queries types
during the user
journey with a
relevant areas/
content type that
satisfies their
need
Guides/articles
Brand page
Comparison page
…..
101. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Like REI does
with their Learn
area! It’s how you
connect with your
users in all stages
of their journey,
establish your
authority, attract
additional traffic
and popularity…
102. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
With useful complementary guides and
resources for existing and potential customers
103. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
To help, I’ve created this reference for e-commerce
sites, to avoid forgetting relevant queries types…
https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
104. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… you can also see examples of known online
stores for each and copy/paste from Google sheets
https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
105. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Really?
106. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
It’s how you achieve this type of organic search
growth and a matter of cost-effectiveness
107. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Follow an agile approach by running SEO tests
with tools to assess impact before a full release…
SEOtesting.com, Ryte, Splitsignal
108. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
… or create your
own SEO A/B
Split Tests for
Free by using
Google Tag
Manager as Chris
shows here
https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
109. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Assess & prioritize those w/ high impact/low
effort in your context
IMPACT
EFFORT
1.
To Execute
Now
Don’t Do
2.
To Assess
& Prioritize
2.
To Assess
& Prioritize
110. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Use this SEO Recommendations Prioritization
Template in Google Sheets
https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
111. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Implementing the previous actions is how you’ll
minimize these most common issues..
Crawl budget
problems
Content
cannibalization
issues
Internal linking
challenges
Poor content
pages that won’t
rank
112. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
…
and
maximize your
organic search
results to
achieve your
online store
sales goals!
113. #ecommerceseo at @siteground by @aleyda from @orainti
#ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
Thanks! Questions?
I’m Aleyda Solis
* SEO Consultant & Founder at Orainti
* SEO Speaker at +100 Events in +20 countries
* Author “SEO. Las Claves Esenciales.”
* Crawling Mondays Video & Podcast Series Host
* #SEOFOMO Newsletter Wrangler
* Maker LearningSEO.io
* European Search Personality of the Year in 2018
* remoters.net Co-Founder
orainti.com