Uploaded bySeñor Muñoz
Workshop SEO + ECOMMERCE #ECOMTEAM
The document outlines strategies for enhancing the visibility of e-commerce websites through effective search engine optimization (SEO) and customer engagement. It emphasizes the importance of content quality, technical performance, and user experience in driving conversions, while also discussing various traffic sources and conversion rates. Key points include understanding customer journeys, optimizing for search engines, and addressing common technical issues that can hinder website performance.
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Similar to Workshop SEO + ECOMMERCE #ECOMTEAM
Workshop SEO + ECOMMERCE #ECOMTEAM
- 1. We make yourweb visible where your customers are. SEO + ECOMMERCE WORKSHOP.
- 2. FERNANDO MUÑOZ /senormunoz /senormunoz /+SenorMunoz We makeyour web visible where your customers are.
- 3. We make yourweb visible where your customers are. REMEMBER THIS: MACHINES NEVER BUY
- 4. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf We make yourweb visible where your customers are. Nº de ecommerce estudiados (2015) • 165 etailers* españoles. • De 11 ramas de actividad diferentes. Volumen de visitas: • mín: 5.822 • máx: 44.135.016 Volumen de facturación: • mín: 1.889,24 € • máx: 183.529.268,12 € Ventas • 900.000 • 2.465 ventas diarias
- 5. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 51,7% desktop 12,53% tablet 34,48%mobile (max: 77% mobile) We make your web visible where your customers are.
- 6. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf We make yourweb visible where your customers are.
- 7. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 47,22% Organic 19,33% Adwords 16,75%Direct 4,29% email 15,20% referral Traffic We make your web visible where your customers are.
- 8. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 1,02% (max: 4,67% –min: 0,08%) Conversion rate We make your web visible where your customers are.
- 9. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 1,28% desktop 0,84% tablet 0,37%mobile Conversion Rate We make your web visible where your customers are.
- 10. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 160,10€ (min: 16,11€) Average ticket Wemake your web visible where your customers are.
- 11. https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf 111.031€ Anual billing We makeyour web visible where your customers are.
- 12. We make yourweb visible where your customers are. REMEMBER THIS: MACHINES NEVER BUY
- 13. We make yourweb visible where your customers are. WE ARE NOT GOING TO TALK ABOUT KEYWORD RESEARCH
- 14. We make yourweb visible where your customers are. 1. DON’T DO IT AT HOME
- 15. We make yourweb visible where your customers are. 1. EAT. EXPERTISE AUTHORITATIVENESS TRUSTWORTHINESS FROM THE 2017/03 QUALITY RATER GUIDELINES
- 16. We make yourweb visible where your customers are. 2. YMYL YOUR MONEY OR YOUR LIFE FROM THE 2017/03 QUALITY RATER GUIDELINES
- 17. We make yourweb visible where your customers are. 3. LOW QUALITY PAGES GOOGLE IS FIGHTING THEM “MAIN CONTENT IS PRESENT, BUT DIFFICULT TO USE DUE TO DISTRACTING/DISRUPTIVE/MISLEADING ADS, OTHER CONTENT/FEATURES” FROM THE 2017/03 QUALITY RATER GUIDELINES
- 18. We make yourweb visible where your customers are. 4. LOW QUALITY MAIN CONTENT INACCURATE INFORMATION STRETCHING THE TRUTH CREATE A FALSE SENSE OF DOUBT FACTS DO NOT CITE SOURCES FROM THE 2017/03 QUALITY RATER GUIDELINES
- 19. We make yourweb visible where your customers are. 5. CLICKBAIT TITLES <<MISLEADING TITLES CAN RESULT IN A VERY POOR USER EXPERIENCE WHEN USERS CLICK A LINK ONLY TO FIND THAT THE PAGE DOES NOT MATCH THEIR “EXPECTATIONS”>>. FROM THE 2017/03 QUALITY RATER GUIDELINES
- 20. We make yourweb visible where your customers are. 6. CLICKBAIT PHOTOS <<ADS OR SC WHICH ENTICE USERS TO CLICK WITH SHOCKING OR EXAGGERATED TITLES, IMAGES, AND/OR TEXT. THESE CAN LEAVE USERS FEELING DISAPPOINTED OR ANNOYED.>> FROM THE 2017/03 QUALITY RATER GUIDELINES
- 21. We make yourweb visible where your customers are. 2. INDEXABILITY?
- 22. VISITS # HTML PAGES WITH TRAFFIC INDEX #HTML PAGES INDEXED RANKED # HTML PAGES RANKED ALREADY CANDIDATES: # HTML PAGES CAN RANK CHOOSE WISELY, IS YOUR JOB.
- 23. We make yourweb visible where your customers are. 3. CUSTOMER JOURNEY WHAT THEY WANT?
- 24. We make yourweb visible where your customers are. 1. DIVIDE THEM IF THEY ATTACK DIFFERENTS SEARCH INTENTIONS
- 25.
- 26. We make yourweb visible where your customers are. 2. SHOW YOUR CATEGORIES PROPERLY
- 27. MAKE IT EASYFOR YOUR CLIENTS: LIST OR GRID? DEPENDS OF YOUR PRODUCTS
- 28. We make yourweb visible where your customers are. 3. SHOW YOUR CONTENT IN CATEGORIES WISELY
- 31. We make yourweb visible where your customers are. 3. SOLVE PROBLEMS: YOUR USER WILL THANK YOU
- 35. Objectives Needs Feelings Attract Interact EngageConvert Trigger a need Understand the need Provide solutions Action: Buy • Remind a need • Recognize a problem • Addres a pain point • I don’t know what I don’t know • I have more questions: can yo solve? • Deal with the inmediate need • Be relevant • Personalize • Trust • Clarify the doubt • Validate my thoughts • Satisfaction • Reality • Anxious • Defensive • Distracted • Hopeful • Ambivalent • Curious • Guarded • Open • Interested • Frustated • Excited • Good • Resolved • Happy • Loyal • Confident CUSTOMER JOURNEY MAP: YOUR CLIENTES ARE NOT GOING TO BUY SOMETHING AT FIRST SIGHT.
- 36. THE CONTENT: NO CONVERSIONS. NONE. BUTTHERE IS AN ATRIBUTION MODEL, SO…
- 37. https://www.slideshare.net/adinton/the-inbounder-attribution-marketing-for-technical-marketers http://www.adinton.com/ ALL THE CONTENT ISUSELESS. NO CONVERSIONS. USELESS? ARE YOU SURE? YES. NO ASSISTED CONVERSION CONTENT: • INFORMATIONAL • TAKE SOMETHING FROM THOSE VISITS
- 38. https://www.slideshare.net/adinton/the-inbounder-attribution-marketing-for-technical-marketers http://www.adinton.com/ AFFILIATE IS ALL INOUR CONVERSIONS. ARE YOU SURE? CHECK NEXT>
- 39.
- 40. We make yourweb visible where your customers are. 4. TECHNICAL ISSUES SOLVE THEM OR DIE
- 41. WWYDIYWAGEWHAT WOULD YOUDO IF YOU WERE A GOOGLE ENGINEER?
- 42. We make yourweb visible where your customers are. 1. 200 2. 3xx 3. 4xx | 410 4. 5xx | 503 4.1. DON’T BOTHER THE CRAWL
- 43. We make yourweb visible where your customers are. ALL STARTS AT CRAWL 1. CRAWLING 2. INDEXING 3. RANKING
- 45. LARGER ECOMMERCE SITES HAVEA GAZILLION WAY TO FILTER PRODUCTS. EVERY FILTER MIGHT ADD NEW URLS FOR GOOGLE. IN CASES LIKE THESE, YOU REALLY WANT TO MAKE SURE THAT YOU’RE LETTING GOOGLE SPIDER ONLY ONE OR TWO OF THOSE FILTERS AND NOT ALL OF THEMJoost de Valk. December 29, 2016: 5 STRATEGIES TO MAKE THE MOST OF CRAWL BUDGET 4.2. BLOCK CLEAN DO IT
- 46. We make yourweb visible where your customers are. LESS CRAWL > LESS TRAFFIC We can outrank an authority page if we have more crawl rate
- 47. BROKEN LINKS, 404S, ERRONEOUSHTACCESS AND ROBOTS FILES, AND LONG REDIRECT CHAINS WILL PREVENT BOTS FROM INDEXING PAGES ON YOUR SITE Joost de Valk. December 29, 2016: 5 STRATEGIES TO MAKE THE MOST OF CRAWL BUDGET 4.3. REMOVE ROADBLOCKS (OR POTENTIAL)
- 48. • LOAD PAGEFOR GOOGLE BOT ≠ LOAD PAGE FOR USER • TTFB (≈ 200ms) 4.4. DO-IT-FAST
- 49. We make yourweb visible where your customers are. 1. MINIMIFY JS + CSS 2. CSS SPRITES 3. COMPRESS JPG 4. PARALLELIZE THE LOAD 5. PRERENDER DNS 6. CACHE 7. ETAGS 8. META-EXPIRES 9. STATIC HTML (JS, ANGULAR,…)
- 50. Daniel Pinillos yNatzir Turrado. 2016 05. Congreso Web Zaragoza: Seo para Ecommerce
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- 54. GOOGLEBOTS CAN ALSO GETSTOPPED IN THEIR TRACKS BY BROKEN LINKS, MISSING PAGES, AND OTHER ROADBLOCKS. Mitul Gandhi. December 29, 2016: 5 STRATEGIES TO MAKE THE MOST OF CRAWL BUDGET 4.6. CLEAN YOUR SITEMAP
- 55. 2015: 60 THOUSAND TRILLIONOF URLS IN GOOGLE INDEX. “WE KNOW THEN, WE DON’T HAVE THEM ALL INDEXED” WHY? URLS GOOGLEBOT LOVE: - GOOD UX - GOOD TRAFFIC - NOT REPEATED
- 56. MANAGE YOUR STOCK: WHATTO DO WITH AN OUT OF STOCK PRODUCT? 4.7. CLEAN YOUR CONTENT
- 58. MANAGE YOUR STOCK: WHATTO DO WITH AN OUT OF STOCK PRODUCT? 4.8. CLEAN YOUR OLD CONTENT
- 60. LARGER ECOMMERCE SITES HAVEA GAZILLION WAY TO FILTER PRODUCTS. EVERY FILTER MIGHT ADD NEW URLS FOR GOOGLE. IN CASES LIKE THESE, YOU REALLY WANT TO MAKE SURE THAT YOU’RE LETTING GOOGLE SPIDER THE URLS THAT CAN HELP YOU RANK FOR DIFFERENT KWS 5. HELP THE CRAWL: MAKE RELATIONSHIPS
- 66. NETWORK TAXONOMIES: RELATIONSHIPS AMONG ITEMS CANHAVE DIFFERENT MEANINGS, INCLUDING SEMANTIC ONES. 5.1. MAKE A NETWORK
- 67. We make yourweb visible where your customers are. 1. BOTS JUMP FROM ONE LINK TO ANOTHER. 2. STORE URLS IN THEIR SERVER.
- 68.
- 69. CATEGORY: OAKLEY SUBCATEGORY: FROGSKINS. MORE? SHOP OAKLEY FROGSKINS OO9013 24 30555 OO9013 24 325 55 OO2043 204305 OO9013 24 298 55 HOLBROOK JUPITER SQUARED FUEL CELL BATWOLF RAY BAN ARNETTE
- 70. B Brand: Oakley Lens color:yellow Lens type: polarized Frame color: black Frame color type: mate Pins color: black Pins color type: mate Frame type: polycarbonate Brand model: Frogskins Oakley Frogskins sunglasses OO9013 24 298 55 Pins type: polycarbonate Block sun: category 3 Valentino Rossi sunglasses
- 71. WE CAN SQUEEZETHE NETWORK JUMPING BETWEEN URLS. 5.2. HACK THE ARCHITECTURE
- 72. CATEGORY: OAKLEY SUBCATEGORY: FROGSKINS. MORE? SHOP OAKLEY FROGSKINS OO9013 24 30555 OO9013 24 325 55 OO2043 204305 OO9013 24 298 55 HOLBROOK JUPITER SQUARED FUEL CELL BATWOLF RAY BAN ARNETTE
- 73. SHOP OAKLEY FROGSKINS OO9013 24 305 55 OO901324 325 55 OO2043 204305 OO9013 24 298 55 HOLBROOK JUPITER SQUARED FUEL CELL BATWOLF RAY BAN ARNETTE VALENTINO ROSSI FRAME COLOR: BLACK FRAME COLOR TYPE: MATE FRAME TYPE: POLYCARBON ATE LENS TYPE: POLARIZED LENS COLOR: YELLOW
- 74.
- 75. Spain Andalucía Cadiz Málaga What to do? Concerts Pop AlejandroSanz in La Rosaleda Rock Classical musicTheatre Sports Events Football Running Where to go? Restaurants Japanese Chinese Museums Sports Zone Footbal stadiums La Rosaleda Gyms Sevilla Cataluña Barcelona What to do in Málaga Concerts in Málaga Pop Concerts in Málaga Restaurants in Málaga
- 76. We make yourweb visible where your customers are. DO NOT SUBESTIMATE ITS POWER. 6. CONTENT, CONTENT & CONTENT!
- 77.
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- 81. THE CONTENT: CHECK IT. WILLNEVER BELIEVE JUST CHECK THE CONTENT. AND WORK IN IT. WORK AGAIN. AGAIN.
- 82.
- 83. LAZY? 6.1. BUT WHATIF I CANNOT WRITE CONTENT?
- 84.
- 85. MAYBE SOMEBODY CAN DOIT FOR YOU: UGC 6.1 (AGAIN). BUT WHAT IF I CANNOT WRITE CONTENT?
- 86. • FORUMS • PRODUCTS •TESTIMONIALS • INTERVIEWS • USER REWARDS
- 87. We make yourweb visible where your customers are. LINK BETWEEN EQUALS. 7. LINK SCULPTING. MAKE IT ROCKS!
- 88.
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- 91. We make yourweb visible where your customers are. 1. CRAWL BUDGET. 2. CRAWL RATE. 7.1. CHECK THE LINKS: DO YOU NEED THEM ALL?
- 95. We make yourweb visible where your customers are. ARE YOU READY? DID YOUR WEBSITES ANSWER THEM?VOICE WARS?
- 97. We make yourweb visible where your customers are. ARE YOU READY? DID YOUR WEBSITES ANSWER THEM?ANSWER QUERIES
- 98. Razvan Gavrilas. April,2014: Total SERP domination
- 99. We make yourweb visible where your customers are. 11.54% GOOGLE SEARCHERS LAUNCH GOOGLE BOX
- 100. Razvan Gavrilas. April,2014: Decoding the Google Answer Box Algorithm
- 101. Ryan Heuser. July18, 2016: Google answer your queries
- 102. We make yourweb visible where your customers are. HOW TO IMPROVE THEM? TITLES: TROJAN HORSE
- 103. NUMBERS IN TITLE: USINGNUMBERS IN ANY HEADLINES ATTRACTS OUR ATTENTION VOICE WARS? Jakob Nielsen. April 16, 2007: Show Numbers as Numerals When Writing for Online Readers
- 104. WE LOVE TOCHOOSE
- 105. SHORT TITLES, BIGGER CTRsMitulGandhi. August 17, 2016 How to improve CTR by conducting a page title test?
- 106. HAVE A BIGBRAND? USE IT. HAVEN’T? DO NOT USE IT.Mitul Gandhi . August 17, 2016 How to improve CTR by conducting a page title test?
- 107. POSITIVE VS NEGATIVE NEVER,WORST,… Mitul Gandhi. August 17, 2016 How to improve CTR by conducting a page title test?
- 108. We make yourweb visible where your customers are. REMEMBER THIS: MACHINES NEVER BUY
- 110. We make yourweb visible where your customers are. LINKS: ONLY ONE ADVICE.
- 111.
- 113. THANK YOU! /senormunoz /senormunoz /+SenorMunoz We makeyour web visible where your customers are.