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Winning conversion driven E-commerce SEO #SearchLeeds
This document discusses strategies for optimizing e-commerce SEO to drive conversions and revenue for online stores. It emphasizes the importance of targeting user intent throughout different stages of the purchasing journey and addressing common SEO issues that can hinder performance. The content also suggests leveraging analytics tools to refine query performance and understand audience needs more effectively.
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Winning conversion driven E-commerce SEO #SearchLeeds
- 1. #ecommerceseo at #searchleedsby @aleyda from @orainti Winning conversion driven E-commerce SEO
- 2. #ecommerceseo en #cw17por @aleyda de @orainti I’m Aleyda Solis #ecommerceseo at #searchleeds by @aleyda from @orainti
- 3. #ecommerceseo en #cw17por @aleyda de @orainti ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ BITLY.COM/LIBROSEOALEYDA I PublishI ShareI Do SEO #ecommerceseo at #searchleeds by @aleyda from @orainti I’m Aleyda Solis
- 4. #ecommerceseo en #cw17por @aleyda de @orainti I blog I Speak I’m featured #ecommerceseo at #searchleeds by @aleyda from @orainti I’m Aleyda Solis
- 5. #ecommerceseo at #searchleedsby @aleyda from @orainti I help online stores to maximise their revenue with Organic Search… #ecommerceseo at #searchleeds by @aleyda from @orainti
- 6. #ecommerceseo at #searchleedsby @aleyda from @orainti Organic is the 2nd traffic source for shopping sites in the UK after direct similarweb.com
- 7. #ecommerceseo at #searchleedsby @aleyda from @orainti It’s usually one of the most profitable too #ecommerceseo at #searchleeds by @aleyda from @orainti
- 8. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti With a critical role in conversion paths
- 9. #ecommerceseo at #searchleedsby @aleyda from @orainti And although businesses are now understanding that is critical #ecommerceseo at #searchleeds by @aleyda from @orainti
- 10. #ecommerceseo at #searchleedsby @aleyda from @orainti Optimisation issues are also common and obvious, even towards users #ecommerceseo at #searchleeds by @aleyda from @orainti
- 11. #ecommerceseo at #searchleedsby @aleyda from @orainti And competition is not trivial in the UK
- 12. #ecommerceseo at #searchleedsby @aleyda from @orainti Let’s use some retail principles to help you win E-commerce SEO… #ecommerceseo at #searchleeds by @aleyda from @orainti
- 13. #ecommerceseo at #searchleedsby @aleyda from @orainti Connect by targeting your audience wishes & pain- points when purchasing #ecommerceseo at #searchleeds by @aleyda from @orainti
- 14. #ecommerceseo at #searchleedsby @aleyda from @orainti We all want to be No. 1 for our industry’s top generic and transactional queries kwfinder.com
- 15. #ecommerceseo at #searchleedsby @aleyda from @orainti Although that might be not so easy due to the existing competition
- 16. #ecommerceseo at #searchleedsby @aleyda from @orainti It’s better to diversify & target users across the different purchase journey queries https://www.consumerbarometer.com/ Online Ideas & inspiration Opinions, reviews & advice Brand discovery Product, price & features comparisons Product availability Online offers, promos & coupons #ecommerceseo at #searchleeds by @aleyda from @orainti
- 17. #ecommerceseo at #searchleedsby @aleyda from @orainti Taking into consideration voice & conversational searches http://searchengineland.com/google-reveals-20- percent-queries-voice-queries-249917#ecommerceseo at #searchleeds by @aleyda from @orainti
- 18. #ecommerceseo at #searchleedsby @aleyda from @orainti Let’s start by checking our already existing queries performance Google Search Console / OnPage.org#ecommerceseo at #searchleeds by @aleyda from @orainti
- 19. #ecommerceseo at #searchleedsby @aleyda from @orainti Which terms across your top categories already generate high visibility & low CTR? Google Search Console / OnPage.org#ecommerceseo at #searchleeds by @aleyda from @orainti Google Search Console / OnPage.org
- 20. #ecommerceseo at #searchleedsby @aleyda from @orainti Identify per country, product category, device & ranking page type Google Search Console / OnPage.org#ecommerceseo at #searchleeds by @aleyda from @orainti Google Search Console / OnPage.org
- 21. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Those that generate more visits but poorer conversions SEOmonitor
- 22. #ecommerceseo at #searchleedsby @aleyda from @orainti The ones giving more visibility & traffic to your competitors per area in Desktop & Mobile #ecommerceseo at #searchleeds by @aleyda from @orainti sistrix.com
- 23. #ecommerceseo at #searchleedsby @aleyda from @orainti Which are the relevant queries that only some of your competitors are targeting and you are not? #ecommerceseo at #searchleeds by @aleyda from @orainti
- 24. #ecommerceseo at #searchleedsby @aleyda from @orainti Segment those that are specifically popular from mobile devices #ecommerceseo at #searchleeds by @aleyda from @orainti
- 25. #ecommerceseo at #searchleedsby @aleyda from @orainti Use them to expand & identify queries ideas around categories, products along characteristics #ecommerceseo at #searchleeds by @aleyda from @orainti Categories Sub-Categories Products
- 26. #ecommerceseo at #searchleedsby @aleyda from @orainti What are the actual questions made about them? #ecommerceseo at #searchleeds by @aleyda from @orainti
- 27. #ecommerceseo at #searchleedsby @aleyda from @orainti Check not only in Google but those searched in Amazon & Ebay too keywotdtool.io
- 28. #ecommerceseo at #searchleedsby @aleyda from @orainti What’s their seasonality & when you should target them each year #ecommerceseo at #searchleeds by @aleyda from @orainti
- 29. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Verifying which of these queries are more popular to target on mobile than desktop
- 30. #ecommerceseo at #searchleedsby @aleyda from @orainti Use the intent & context to connect them with your content #ecommerceseo at #searchleeds by @aleyda from @orainti + informational reviews advice guide news transactional research compare register buy or Products Brands Categories or or
- 31. #ecommerceseo at #searchleedsby @aleyda from @orainti Identifying which area and level of your site is relevant to target them in each case x community product category 2 learning center events home product 1a product 1b product n1 product n2 category a category b blog product category 1 product category n #ecommerceseo at #searchleeds by @aleyda from @orainti
- 32. #ecommerceseo at #searchleedsby @aleyda from @orainti In which format your content should be based on the context & goal #ecommerceseo at #searchleeds by @aleyda from @orainti https://www.distilled.net/blog/the-content-matrix/
- 33. #ecommerceseo at #searchleedsby @aleyda from @orainti So you can offer diversified product & industry information that is useful towards conversion #ecommerceseo at #searchleeds by @aleyda from @orainti
- 34. #ecommerceseo at #searchleedsby @aleyda from @orainti Rule your offering by a Supply & demand principle #ecommerceseo at #searchleeds by @aleyda from @orainti
- 35. #ecommerceseo at #searchleedsby @aleyda from @orainti What’s the purpose of having millions of indexed pages if they’re not visited? botify.com#ecommerceseo at #searchleeds by @aleyda from @orainti
- 36. #ecommerceseo at #searchleedsby @aleyda from @orainti URLs included by default in XML sitemaps but are not internally linked? deepcrawl.com#ecommerceseo at #searchleeds by @aleyda from @orainti
- 37. #ecommerceseo at #searchleedsby @aleyda from @orainti In most e-commerce platforms this happens due to an excess of pages generated by the CMS #ecommerceseo at #searchleeds by @aleyda from @orainti
- 38. #ecommerceseo at #searchleedsby @aleyda from @orainti A “standardised” organisation with content that overlays #ecommerceseo at #searchleeds by @aleyda from @orainti Category Sub-category =
- 39. #ecommerceseo at #searchleedsby @aleyda from @orainti Very similar products that are not differentiated & cannibalise each other #ecommerceseo at #searchleeds by @aleyda from @orainti
- 40. #ecommerceseo at #searchleedsby @aleyda from @orainti Indexing internal search results that target the same queries than categories Internal search result Category #ecommerceseo at #searchleeds by @aleyda from @orainti
- 41. #ecommerceseo at #searchleedsby @aleyda from @orainti As well as featuring the same content than many other sites #ecommerceseo at #searchleeds by @aleyda from @orainti
- 42. #ecommerceseo at #searchleedsby @aleyda from @orainti Crawl & check how much of the content is unique & shared per page botify.com#ecommerceseo at #searchleeds by @aleyda from @orainti
- 43. #ecommerceseo at #searchleedsby @aleyda from @orainti Identify the pages with little and duplicate content internal & external safecont.com#ecommerceseo at #searchleeds by @aleyda from @orainti
- 44. #ecommerceseo at #searchleedsby @aleyda from @orainti What about your mobile pages? Remember we’re heading to a mobile first index VS #ecommerceseo at #searchleeds by @aleyda from @orainti
- 45. #ecommerceseo at #searchleedsby @aleyda from @orainti Crawl & validate with the smartphone crawler too #ecommerceseo at #searchleeds by @aleyda from @orainti
- 46. #ecommerceseo at #searchleedsby @aleyda from @orainti Start publishing, indexing & optimising based on a supply & demand principle to keep a positive ROI Should you index a page? YesNo Does your audience search for what is offered on the page? Don’t index it No Is search volume high enough to compensate the indexation effort? Yes No Is there enough offering to be featured on the page? Yes Index it #ecommerceseo at #searchleeds by @aleyda from @orainti
- 47. #ecommerceseo at #searchleedsby @aleyda from @orainti Prioritise those already more important pages to differentiate #ecommerceseo at #searchleeds by @aleyda from @orainti
- 48. #ecommerceseo at #searchleedsby @aleyda from @orainti Developing category & product pages that actually perform the role of a sales person #ecommerceseo at #searchleeds by @aleyda from @orainti Is there an offer? Is it available? Are there many colours? What other people buy? How can I complement it? How does it compare to others?
- 49. #ecommerceseo at #searchleedsby @aleyda from @orainti While incentivising UGC to increase freshness, uniqueness & trust #ecommerceseo at #searchleeds by @aleyda from @orainti But how does it solve X problem? What other people end-up finding it?
- 50. #ecommerceseo at #searchleedsby @aleyda from @orainti Reorganise your content to connect with your user intent & differentiate #ecommerceseo at #searchleeds by @aleyda from @orainti Home Hub Listing Product
- 51. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Avoiding the lack of correspondence between the query and content level & type It should be targeted with a listing, not a product
- 52. #ecommerceseo at #searchleedsby @aleyda from @orainti Featuring useful & attractive descriptions, starting with your hottest categories, products… #ecommerceseo at #searchleeds by @aleyda from @orainti
- 53. #ecommerceseo at #searchleedsby @aleyda from @orainti as well as brands #ecommerceseo at #searchleeds by @aleyda from @orainti
- 54. #ecommerceseo at #searchleedsby @aleyda from @orainti With comparisons that allow also to control your search reputation #ecommerceseo at #searchleeds by @aleyda from @orainti
- 55. #ecommerceseo at #searchleedsby @aleyda from @orainti Publishing & distributing your how-to’s & guides across other platforms too #ecommerceseo at #searchleeds by @aleyda from @orainti
- 56. #ecommerceseo at #searchleedsby @aleyda from @orainti Refer your internal search results to your category pages for the relevant queries Internal Search Category #ecommerceseo at #searchleeds by @aleyda from @orainti
- 57. #ecommerceseo at #searchleedsby @aleyda from @orainti If you can’t, avoid generating duplication… Internal Search Category #ecommerceseo at #searchleeds by @aleyda from @orainti
- 58. #ecommerceseo at #searchleedsby @aleyda from @orainti Don’t use “canonical tags” to fix this, you’ll be likely wasting your crawl budget with it. #ecommerceseo at #searchleeds by @aleyda from @orainti No
- 59. #ecommerceseo at #searchleedsby @aleyda from @orainti Yes Control this directly at linking level #ecommerceseo at #searchleeds by @aleyda from @orainti
- 60. #ecommerceseo at #searchleedsby @aleyda from @orainti Or URL structure too Yes #ecommerceseo at #searchleeds by @aleyda from @orainti
- 61. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Link consistently to your most important categories, subcategories & product family Parents Siblings Children
- 62. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Prioritising based on identified trends and leveraging high seasonality too
- 63. #ecommerceseo at #searchleedsby @aleyda from @orainti Establishing rules for expired products & campaigns The product or campaign not available anymore Is this permanent? Keep the page published and indexable, showing related products or offers, giving option to notify users The product page should be 301- redirected to its parent category & the campaign page to the offers section NOYES #ecommerceseo at #searchleeds by @aleyda from @orainti
- 64. #ecommerceseo at #searchleedsby @aleyda from @orainti Leveraging them whether they are disappearing or just temporarily unavailable #ecommerceseo at #searchleeds by @aleyda from @orainti
- 65. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Instead of this!
- 66. #ecommerceseo at #searchleedsby @aleyda from @orainti Remember to reuse these pages & update them to match with each year’s queries #ecommerceseo at #searchleeds by @aleyda from @orainti
- 67. #ecommerceseo at #searchleedsby @aleyda from @orainti Capitalising their established link popularity CognitiveSEO#ecommerceseo at #searchleeds by @aleyda from @orainti
- 68. #ecommerceseo at #searchleedsby @aleyda from @orainti Instead of doing this #ecommerceseo at #searchleeds by @aleyda from @orainti
- 69. #ecommerceseo at #searchleedsby @aleyda from @orainti Attract your customers attention to bring them in #ecommerceseo at #searchleeds by @aleyda from @orainti
- 70. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti SERP features have become more common in UK shopping results https://www.semrush.com/sensor/
- 71. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Leverage them to increase your organic search results visibility
- 72. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Verify for which queries your site is already showing them & what’s their performance
- 73. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Which search results that you’re targeting are showing them and you’re not included
- 74. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti The ones already giving visibility to your competitors
- 75. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti How they’re ranking for these queries and with what content?
- 76. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Prioritise the usage of structured data accordingly, especially products, reviews, videos & images. https://developers.google.com/search/ docs/guides/intro-structured-data
- 77. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Validating their implementation with the Structured Data testing tool & Search Console https://developers.google.com/search/ docs/guides/search-gallery
- 78. #ecommerceseo at #searchleedsby @aleyda from @orainti To maximise your visibility vs. your competition in SERPs… even if it’s Amazon! #ecommerceseo at #searchleeds by @aleyda from @orainti
- 79. #ecommerceseo at #searchleedsby @aleyda from @orainti So many opportunities, so little time… #ecommerceseo at #searchleeds by @aleyda from @orainti
- 80. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti … there’s so much more already here & to come! Mobile Optimisation Speed Optimisation AMP for E-Commerce …
- 81. #ecommerceseo at #searchleedsby @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti Let’s start with the key principles to grow your E-commerce SEO transactions & revenue
- 82. #ecommerceseo at #searchleedsby @aleyda from @orainti Thank you! #ecommerceseo at #searchleeds by @aleyda from @orainti