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#ecommerceseohorror at #mozcon by @aleyda from @orainti
E-Commerce SEO Horror Stories


How to tackle the most common issues


at scale and avoid an SEO nightmare
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
https://www.shopify.com/enterprise/global-ecommerce-statistics
E-commerce continues to grow massively


#ecommerceseohorror at #mozcon by @aleyda from @orainti
gymshark.com huel.com allbirds.com timbuk2.com
Organic search is already one of the biggest
traffic drivers to online stores
semrush
#ecommerceseohorror at #mozcon by @aleyda from @orainti
SEO will become
even more
important with
rising cost of
advertising
https://www.shopify.com/research/future-of-commerce/future-of-ecommerce
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Google is also
positioned as a
free merchant
marketplace
#ecommerceseohorror at #mozcon by @aleyda from @orainti
It’s giving
products more
organic visibility
with new search
features
 
#ecommerceseohorror at #mozcon by @aleyda from @orainti
And
facilitating
product
integration
with popular
platforms
#ecommerceseohorror at #mozcon by @aleyda from @orainti
E-commerce
platforms have
also introduced
more SEO
functionalities
#ecommerceseohorror at #mozcon by @aleyda from @orainti
While SEO tools
have introduced
features to
better support
online stores
#ecommerceseohorror at #mozcon by @aleyda from @orainti
A true


e-commerce
SEO dream
come true!
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Not so fast! It’s now harder than


ever to do SEO for e-commerce
#ecommerceseohorror at #mozcon by @aleyda from @orainti
E-commerce site characteristics make


SEO challenging
A high number of
pages due to
product volume
Complex
categorization
Dynamic inventory
causing constantly
changing URLs
The same product
info as other sites
#ecommerceseohorror at #mozcon by @aleyda from @orainti
This slows down the SEO process and


causes real horror stories
Internal search
results cannibalizing
categories
Noindexing
categories pages
with search
potential
Lack of unique
commercial content
in categories
Product pages
with poor


unique descriptive
content
Product pages
with traffic


but inconsistent
status
Seasonal pages
with traffic


but inconsistent
status
Overlooking
informational
content and
resources
#ecommerceseohorror at #mozcon by @aleyda from @orainti
With nightmare SEO consequences,


even when you think things are great
Scary Dip
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Let’s see how
to avoid these
and maximize


e-commerce
organic search
growth
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Internal search results


cannibalizing categories
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
This can cause
you to rank for
non-relevant
or even
spammy terms
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Which is not so qualified traffic that


you’ll eventually lose anyway
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Or rank poorly
with internal
search result
URLs rather
than relevant
facet pages
#ecommerceseohorror at #mozcon by @aleyda from @orainti
This SEO
horror story
happens when
indexing
internal search
results to
attract traffic
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Also allowing
crawling
without
constraint
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Generating content duplication with


meant-to-rank categories or facets
#ecommerceseohorror at #mozcon by @aleyda from @orainti
That end up cannibalized in Google


search results by these other pages
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Don’t feel bad if you’re doing it,


it’s thankfully easy to solve
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Some
canonicalize
internal
search URLs to
indexable
alternate
facets
#ecommerceseohorror at #mozcon by @aleyda from @orainti
But it’s
important to
point to actual
alternate pages,
not the home
page
#ecommerceseohorror at #mozcon by @aleyda from @orainti
You can also


301-redirect
internal search
result URLs to
relevant
indexable facets
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Or even avoid
these URLs
suggesting
categories or
products when
searching
#ecommerceseohorror at #mozcon by @aleyda from @orainti
While
monitoring your
internal searches
to identify
categories or
facets to create
#ecommerceseohorror at #mozcon by @aleyda from @orainti
There are many ways to solve this issue,


and avoid an SEO horror story in the making!
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Noindexing subcategories


& facets with search potential
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Many online
stores noindex
facets by default,
losing their high
traffic potential
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Some sites canonicalize all their sub-categories


or facets to their main categories by default
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Or even block them from being crawled entirely


#ecommerceseohorror at #mozcon by @aleyda from @orainti
Others also noindex and obfuscate links to avoid


thin content or duplication & control crawl budget
#ecommerceseohorror at #mozcon by @aleyda from @orainti
However, subcategories and facets can connect with
popular searches with high commercial intent
#ecommerceseohorror at #mozcon by @aleyda from @orainti
If your subcategories or facets can’t rank, 


your product pages will, but worse
#ecommerceseohorror at #mozcon by @aleyda from @orainti
But product pages will have inconsistent rankings
for these queries, cannibalizing each other
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Main categories will also rank,


but have poorer conversion
#ecommerceseohorror at #mozcon 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
It’s critical to
validate
supply and
demand of
each facet to
index
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Assess search
volume and
intent related
to each query
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Validate
number of
unique
products per
facet to satisfy
demand
#ecommerceseohorror at #mozcon by @aleyda from @orainti
If demand & supply compensate for subcategory
and facet optimization, index and optimize
>
#ecommerceseohorror at #mozcon by @aleyda from @orainti
While allowing crawling and linking


effectively through canonical URLs
Don’t do
this
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Yes, there’s little point to index and optimize


them if you won’t internally link to them
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Lack of unique commercial


content in categories
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Categories
and facets
connect with
a long tail of
popular
commercial
searches
#ecommerceseohorror at #mozcon by @aleyda from @orainti
But many only
feature links to
products, without
any descriptive
text, making them
hard to rank
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Many add text
at the bottom
to improve
relevance
without hurting
conversion
#ecommerceseohorror at #mozcon by @aleyda from @orainti
But too often this
content isn’t useful
and doesn’t connect
with user intent
#ecommerceseohorror at #mozcon by @aleyda from @orainti
This can cause confusion regarding page intent


“Our algorithms sometimes get confused …
when they have a list of products on top and
essentially a giant article on the bottom”
John Mueller
https://bit.ly/3OZESqM
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Instead, show as
many products per
page as viable,
with longer
descriptions
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
#ecommerceseohorror at #mozcon by @aleyda from @orainti
This format will
connect with
commercial search
intent
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Also identify
commercially-
driven queries
to address
customer
doubts
Moz, SEMrush, Sistrix
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Use keyword
and content
optimization
tools for
suggestions
based on
content nature
Frase, Surfer
#ecommerceseohorror at #mozcon by @aleyda from @orainti
From FAQs to Facts, these can be integrated


within categories/facets pages to support sales
Reassure users
that the products
they’re seeing are
the best for their
scenario
Mitigate any
doubts around
the use and
characteristics of
the products
Show why
they’re in the best
place to buy these
products
…
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
And blend with the
products listing design
to make them visible
and helpful to users
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Establish patterns to generate these at scale while
leveraging content automation tools to help writers
FAQs:


• Are these boots made
from real leather?


• Do these boots have a
good transpiration
system?


• What are the best pants
to wear with knee-high
boots?




Surfer, NeuralText
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Now you can tackle categories/facets content
optimization at scale!
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Product pages with poor


unique descriptive content
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Product pages target the longest tail of queries


that can end up generating most of your traffic
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Users love
sharing product
pages,
attracting
backlinks and
direct traffic, too
#ecommerceseohorror at #mozcon by @aleyda from @orainti
But product URLs
can show little
unique content
and Google tends
to leave them out
of their index
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Unique
descriptions
Comparisons
Instructions
Images
Complementary
Products
Similar Products
Product pages should feature specific,


descriptive information
Reviews and
Q&As
Specifications
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Products should
give compelling
reasons to buy with
descriptions,
images, videos,
reviews,
comparisons, etc.
#ecommerceseohorror at #mozcon by @aleyda from @orainti
This is even more important if you’re not the only
vendor of the product! What’s your USP? Feature it
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Use unique, descriptive, persistent URLs


for each variant you want to index
https://developers.google.com/search/docs/advanced/ecommerce/designing-a-url-
structure-for-ecommerce-sites#how-google-understands-urls-for-product-variants
Avoid showing
the same
products through
different URLs
Minimize the
number of
alternative URLs
that return the
same content
Use descriptive
product variant
names in URLs
Avoid
temporary
parameters, such
as session-IDs,
tracking codes,
user-relative
values 
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Title & meta
description
with version
and color
Product
description
with version
and color
Product
heading with
version and
color
VS
Differentiate similar products and variants using
their unique characteristics in the metadata
Product
heading with
version and
color
Title & meta
description
with version
and color
Product
description
with version
and color
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Leverage
automated
content
generation
tools to
accelerate the
process
Neural text, Frase, Surfer and Copy.ai
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Remember this is to support copywriters,


not to replace them
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Use your own support insights and leverage
keyword tools to create product Q&As
Alsoasked, Neural text, Frase, Surfer and Copy.ai
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Incentivize users
to leave reviews
on product
pages with
discounts/offers
#ecommerceseohorror at #mozcon 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
#ecommerceseohorror at #mozcon by @aleyda from @orainti
But what if you have many identical or very


similar products with a very short lifespan?
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Consolidate on
aggregator pages
for product names
while avoiding
indexing
individual URLs
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Note that adding
many product
variants (like
colors) on a single
page makes it
ineligible for
product rich results
https://developers.google.com/search/docs/advanced/ecommerce/designing-a-url-
structure-for-ecommerce-sites#how-google-understands-urls-for-product-variants
#ecommerceseohorror at #mozcon by @aleyda from @orainti
There are challenges, but it’s possible to differentiate
your product content to rank and sell better
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Product pages with traffic


but inconsistent status
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Some product
URLs can have a
very short
lifespan and end
up generating
errors
#ecommerceseohorror at #mozcon by @aleyda from @orainti
These don’t only affect the site crawl health,


but the rankings & traffic attracted by these pages
#ecommerceseohorror at #mozcon by @aleyda from @orainti
It’s common when checking product URLs to find
not only HTTP errors but redirects with issues
#ecommerceseohorror at #mozcon by @aleyda from @orainti
It’s then critical to
establish inventory
rules & workflows
to manage product
crawling & indexing
https://help.shopify.com/en/manual/shopify-plus/flow2/
reference/triggers/inventory-item-deleted
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Don’t worry if you haven’t set them yet,


let’s go through a few rules to follow
#ecommerceseohorror at #mozcon by @aleyda from @orainti
When doing a product “pre-launch”, use the same
URL that the product page will have when launched
#ecommerceseohorror at #mozcon by @aleyda from @orainti
If a product can
be featured in
many categories,
don’t include
them in URLs to
avoid duplication
https://paulnrogers.com/how-to-change-the-product-url-structure-in-shopify/
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Create and send product feeds through the
merchant center to maximize their visibility
https://support.google.com/merchants/answer/7439058?hl=en
#ecommerceseohorror at #mozcon by @aleyda from @orainti
When a
product is out
of stock,
eliminate from
listings, XML
sitemaps, and
feeds
#ecommerceseohorror at #mozcon by @aleyda from @orainti
If it’s temporary,
the product page
should be
indexable, offering
notifications when
back in stock
#ecommerceseohorror at #mozcon by @aleyda from @orainti
The product structured data and feeds should be
updated and show their out of stock status, too
#ecommerceseohorror at #mozcon 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
#ecommerceseohorror at #mozcon 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
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Avoid
302 redirects not
passing former
page popularity
or redirecting to
irrelevant URLs
Don’tdo
this
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Don’t show 404 HTTP errors for out of stock
products with backlinks
#ecommerceseohorror at #mozcon by @aleyda from @orainti
You can use 404s/410s for out of stock product
pages that don’t have traffic, rankings, or backlinks
Personalize
the error
page offering
alternatives
to make it
usable
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Internal links, search pages, XML sitemaps, & feeds
shouldn’t include unavailable product URLs
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Use this flowchart to establish these rules


through the product inventory lifecycle
https://bit.ly/3yKag7h
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Set recurring
automated crawls
& alerts to detect


remaining
product URLs
with issues to
tackle
Ryte, Sitebulb, Screaming Frog, Botify
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Use
real-time SEO
monitoring
tools with your
top products
to address
issues fast
Little Warden, ContentKing
#ecommerceseohorror at #mozcon 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
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Monitor performance, rich results, and product
carousel inclusion to identify more opportunities
Advanced Web Ranking
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Say goodbye to the scarier product SEO horror
stories with a product inventory validation
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Seasonal pages with traffic


but inconsistent status
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Seasonal
campaigns sales
are huge for


e-commerce sites
https://www.emarketer.com/content/us-holiday-shopping-2021
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Don’t
waste the
popularity of
your seasonal
pages by
changing their
URLs
#ecommerceseohorror at #mozcon by @aleyda from @orainti
You should leverage these pages through the years,
so don’t add the year in their URLs, only metadata
#ecommerceseohorror at #mozcon by @aleyda from @orainti
It’s important to
reuse them as
they’ll increase
in popularity and
rankability
#ecommerceseohorror at #mozcon by @aleyda from @orainti
When
the season
campaign is not
on, keep them
indexed, you
can use them to
refer other deals
#ecommerceseohorror at #mozcon by @aleyda from @orainti
If you need to modify URLs, 301 redirect, and
update links and XML sitemaps
#ecommerceseohorror at #mozcon by @aleyda from @orainti
It’s always a good
time to make the
most out


of your favorite
holidays
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Overlooking informational


content and resources
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
In e-commerce, we focus on ranking for the most
popular commercial and transactional queries
#ecommerceseohorror at #mozcon by @aleyda from @orainti
But established e-commerce sites have grown


their traffic targeting the whole search journey
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Some online
stores don’t see
the value of
informational
queries, but they
help to establish
authority with our
audience
#ecommerceseohorror at #mozcon 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
#ecommerceseohorror at #mozcon by @aleyda from @orainti
REI does this with
their Learn section,
establishing
authority while
attracting top-of-
the-funnel traffic
#ecommerceseohorror at #mozcon by @aleyda from @orainti
With useful complementary guides and resources
for existing and potential customers
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Commercial queries also have some informational
intent and are ranked by resources
#ecommerceseohorror at #mozcon by @aleyda from @orainti
It’s about addressing some of the most common
questions and doubts when buying your products
#ecommerceseohorror at #mozcon by @aleyda from @orainti
WHO


Is your target
audience &
competition
WHAT


Is your audience
looking for
WHEN


Are they
searching? At
what stage in the
journey are they?
WHERE


Do you need to
take them to
satisfy their
needs
HOW


Do you need to
be shown to
maximize
visibility
WHY


Ranking for these
queries is going
to help goals
Profitable
Queries +
Relevant Content
Use the 5 Ws and H to ensure high relevance, intent,
and profitability through the user journey
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Identify
and map queries
with different
intent to relevant
areas for content
optimization or
creation
Guides/articles
Brand page
Comparison page
…..
#ecommerceseohorror at #mozcon by @aleyda from @orainti
To help, I’ve created this reference for e-commerce
sites, to avoid forgetting relevant query types
https://bit.ly/3wKdCTe
#ecommerceseohorror at #mozcon by @aleyda from @orainti
You can also see examples of known online stores
for each and copy/paste from Google Sheets
https://bit.ly/3wKdCTe
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Use tools like Keyword Insights to develop your
topic clusters while automating keyword mapping
keywordinsights.ai
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Connect with
your potential
and existing
customers to
help and
convert them
#ecommerceseohorror at #mozcon by @aleyda from @orainti
These implementations will avoid the


most common e-commerce SEO horror stories
Internal search
results that
cannibalize
categories
Noindexing
categories pages
with search
potential
Lack of unique
commercial
content in
categories
Product pages
with poor


unique descriptive
content
Product pages
with traffic


but inconsistent
status
Seasonal pages
with traffic


but inconsistent
status
Overlooking
informational
content and
resources
#ecommerceseohorror at #mozcon by @aleyda from @orainti
It’s
critical to
execute them
error free, to
avoid bugs that
will hold you
back
#ecommerceseohorror at #mozcon by @aleyda from @orainti
A high share of SEO efforts go to fixing bugs


rather than developing new initiatives
#ecommerceseohorror at #mozcon by @aleyda from @orainti
PRE-RELEASE SEO
VALIDATION: OK?
SEO
IMPLEMENTATION
YES
NO
YES
ON-GOING
SEO
VALIDATION
SEO RELEASE
NO
FIX
POST-RELEASE
SEO VALIDATION:
OK?
YES
NO
FIX
ON-GOING SEO
VALIDATION: OK?
YES
NO
FIX IN LESS
24H
REVERSE
IMPLEMENTATION
A well-aligned SEO execution validation


is fundamental, but not sufficient
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Set an SEO Quality Framework to prevent errors,
rather than simply catching them
EDUCATION


To prevent SEO
mistakes
VALIDATION


To avoid launching
SEO errors
MONITORING


To catch SEO
incidents fast
1 2 3
ERRORS/ISSUES
#ecommerceseohorror at #mozcon by @aleyda from @orainti
WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION
ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS
WEB RANKINGS DECREASE/INCREASE ALERTS
QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS
WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS
CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS
COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI
ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS
RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES
EDUCATION
VALIDATION
MONITORING
MENTIONS & BACKLINKS ALERTS
WEBSITE SEARCH CRAWLING ISSUES ALERTS
SPAM OR MANUAL ACTIONS ALERTS
RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS
It
should
feature SEO
education,
validation,
and
monitoring
efforts
#ecommerceseohorror at #mozcon by @aleyda from @orainti
https://bit.ly/3P6bz5L
I share how
to set one in
this
presentation
#ecommerceseohorror at #mozcon by @aleyda from @orainti
#ecommerceseohorror at #mozcon by @aleyda from @orainti
IMPACT
EFFORT
1.


To Execute


Now
Don’t Do
2.


To Assess


& Prioritize
2.


To Assess


& Prioritize
You don’t need to do it all at once! Prioritize those
with high impact/low effort in your context
#ecommerceseohorror at #mozcon by @aleyda from @orainti
https://bit.ly/3akZWZZ
Use this SEO Recommendations Prioritization


Template in Google Sheets
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Develop forecasts to assess, prioritize, and show


the expected ROI of the recommended SEO actions
https://bit.ly/3P9urR9 Advanced Web Ranking
#ecommerceseohorror at #mozcon by @aleyda from @orainti
SEOtesting.com, Ryte, Splitsignal
Run SEO tests and pilot projects


to obtain more buy-in
#ecommerceseohorror at #mozcon by @aleyda from @orainti
Create SEO
A/B split tests
for free using
Google Tag
Manager
https://bit.ly/3R6BTP3
#ecommerceseohorror at #mozcon by @aleyda from @orainti
This makes it worth it! Achievable with consistent,


and error-free SEO execution
#ecommerceseohorror at #mozcon by @aleyda from @orainti
While
maximizing
your organic
search results to
achieve your
online store
sales goals
#ecommerceseohorror at #mozcon by @aleyda from @orainti
It’s all about e-commerce organic search growth,
revenue, and ultimately, SEO ROI
#ecommerceseohorror at #mozcon by @aleyda from @orainti
I’m Aleyda Solis


* SEO Consultant & Founder at Orainti


* SEO Speaker at +100 Events in +20 countries


* Author “SEO. Las Claves Esenciales.”


* Crawling Mondays Video & Podcast Series Host


* #SEOFOMO Newsletter Wrangler


* Maker LearningSEO.io


* European Search Personality of the Year in 2018


* remoters.net Co-Founder
orainti.com
Thanks! Questions?


orainti.com

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E-Commerce SEO Horror Stories : How to tackle the most common issues 
at scale and avoid an SEO nightmare - #Mozcon

  • 1. #ecommerceseohorror at #mozcon by @aleyda from @orainti E-Commerce SEO Horror Stories 
 How to tackle the most common issues 
 at scale and avoid an SEO nightmare #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 2. #ecommerceseohorror at #mozcon by @aleyda from @orainti https://www.shopify.com/enterprise/global-ecommerce-statistics E-commerce continues to grow massively 

  • 3. #ecommerceseohorror at #mozcon by @aleyda from @orainti gymshark.com huel.com allbirds.com timbuk2.com Organic search is already one of the biggest traffic drivers to online stores semrush
  • 4. #ecommerceseohorror at #mozcon by @aleyda from @orainti SEO will become even more important with rising cost of advertising https://www.shopify.com/research/future-of-commerce/future-of-ecommerce
  • 5. #ecommerceseohorror at #mozcon by @aleyda from @orainti Google is also positioned as a free merchant marketplace
  • 6. #ecommerceseohorror at #mozcon by @aleyda from @orainti It’s giving products more organic visibility with new search features  
  • 7. #ecommerceseohorror at #mozcon by @aleyda from @orainti And facilitating product integration with popular platforms
  • 8. #ecommerceseohorror at #mozcon by @aleyda from @orainti E-commerce platforms have also introduced more SEO functionalities
  • 9. #ecommerceseohorror at #mozcon by @aleyda from @orainti While SEO tools have introduced features to better support online stores
  • 10. #ecommerceseohorror at #mozcon by @aleyda from @orainti A true 
 e-commerce SEO dream come true!
  • 11. #ecommerceseohorror at #mozcon by @aleyda from @orainti Not so fast! It’s now harder than 
 ever to do SEO for e-commerce
  • 12. #ecommerceseohorror at #mozcon by @aleyda from @orainti E-commerce site characteristics make 
 SEO challenging A high number of pages due to product volume Complex categorization Dynamic inventory causing constantly changing URLs The same product info as other sites
  • 13. #ecommerceseohorror at #mozcon by @aleyda from @orainti This slows down the SEO process and 
 causes real horror stories Internal search results cannibalizing categories Noindexing categories pages with search potential Lack of unique commercial content in categories Product pages with poor 
 unique descriptive content Product pages with traffic 
 but inconsistent status Seasonal pages with traffic 
 but inconsistent status Overlooking informational content and resources
  • 14. #ecommerceseohorror at #mozcon by @aleyda from @orainti With nightmare SEO consequences, 
 even when you think things are great Scary Dip
  • 15. #ecommerceseohorror at #mozcon by @aleyda from @orainti Let’s see how to avoid these and maximize 
 e-commerce organic search growth
  • 16. #ecommerceseohorror at #mozcon by @aleyda from @orainti Internal search results 
 cannibalizing categories #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 17. #ecommerceseohorror at #mozcon by @aleyda from @orainti This can cause you to rank for non-relevant or even spammy terms
  • 18. #ecommerceseohorror at #mozcon by @aleyda from @orainti Which is not so qualified traffic that 
 you’ll eventually lose anyway
  • 19. #ecommerceseohorror at #mozcon by @aleyda from @orainti Or rank poorly with internal search result URLs rather than relevant facet pages
  • 20. #ecommerceseohorror at #mozcon by @aleyda from @orainti This SEO horror story happens when indexing internal search results to attract traffic
  • 21. #ecommerceseohorror at #mozcon by @aleyda from @orainti Also allowing crawling without constraint
  • 22. #ecommerceseohorror at #mozcon by @aleyda from @orainti Generating content duplication with 
 meant-to-rank categories or facets
  • 23. #ecommerceseohorror at #mozcon by @aleyda from @orainti That end up cannibalized in Google 
 search results by these other pages
  • 24. #ecommerceseohorror at #mozcon by @aleyda from @orainti Don’t feel bad if you’re doing it, 
 it’s thankfully easy to solve
  • 25. #ecommerceseohorror at #mozcon by @aleyda from @orainti Some canonicalize internal search URLs to indexable alternate facets
  • 26. #ecommerceseohorror at #mozcon by @aleyda from @orainti But it’s important to point to actual alternate pages, not the home page
  • 27. #ecommerceseohorror at #mozcon by @aleyda from @orainti You can also 
 301-redirect internal search result URLs to relevant indexable facets
  • 28. #ecommerceseohorror at #mozcon by @aleyda from @orainti Or even avoid these URLs suggesting categories or products when searching
  • 29. #ecommerceseohorror at #mozcon by @aleyda from @orainti While monitoring your internal searches to identify categories or facets to create
  • 30. #ecommerceseohorror at #mozcon by @aleyda from @orainti There are many ways to solve this issue, 
 and avoid an SEO horror story in the making!
  • 31. #ecommerceseohorror at #mozcon by @aleyda from @orainti Noindexing subcategories 
 & facets with search potential #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 32. #ecommerceseohorror at #mozcon by @aleyda from @orainti Many online stores noindex facets by default, losing their high traffic potential
  • 33. #ecommerceseohorror at #mozcon by @aleyda from @orainti Some sites canonicalize all their sub-categories 
 or facets to their main categories by default
  • 34. #ecommerceseohorror at #mozcon by @aleyda from @orainti Or even block them from being crawled entirely 

  • 35. #ecommerceseohorror at #mozcon by @aleyda from @orainti Others also noindex and obfuscate links to avoid 
 thin content or duplication & control crawl budget
  • 36. #ecommerceseohorror at #mozcon by @aleyda from @orainti However, subcategories and facets can connect with popular searches with high commercial intent
  • 37. #ecommerceseohorror at #mozcon by @aleyda from @orainti If your subcategories or facets can’t rank,  
 your product pages will, but worse
  • 38. #ecommerceseohorror at #mozcon by @aleyda from @orainti But product pages will have inconsistent rankings for these queries, cannibalizing each other
  • 39. #ecommerceseohorror at #mozcon by @aleyda from @orainti Main categories will also rank, 
 but have poorer conversion
  • 40. #ecommerceseohorror at #mozcon 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 It’s critical to validate supply and demand of each facet to index
  • 41. #ecommerceseohorror at #mozcon by @aleyda from @orainti Assess search volume and intent related to each query
  • 42. #ecommerceseohorror at #mozcon by @aleyda from @orainti Validate number of unique products per facet to satisfy demand
  • 43. #ecommerceseohorror at #mozcon by @aleyda from @orainti If demand & supply compensate for subcategory and facet optimization, index and optimize >
  • 44. #ecommerceseohorror at #mozcon by @aleyda from @orainti While allowing crawling and linking 
 effectively through canonical URLs Don’t do this
  • 45. #ecommerceseohorror at #mozcon by @aleyda from @orainti Yes, there’s little point to index and optimize 
 them if you won’t internally link to them
  • 46. #ecommerceseohorror at #mozcon by @aleyda from @orainti Lack of unique commercial 
 content in categories #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 47. #ecommerceseohorror at #mozcon by @aleyda from @orainti Categories and facets connect with a long tail of popular commercial searches
  • 48. #ecommerceseohorror at #mozcon by @aleyda from @orainti But many only feature links to products, without any descriptive text, making them hard to rank #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 49. #ecommerceseohorror at #mozcon by @aleyda from @orainti Many add text at the bottom to improve relevance without hurting conversion
  • 50. #ecommerceseohorror at #mozcon by @aleyda from @orainti But too often this content isn’t useful and doesn’t connect with user intent
  • 51. #ecommerceseohorror at #mozcon by @aleyda from @orainti This can cause confusion regarding page intent 
 “Our algorithms sometimes get confused … when they have a list of products on top and essentially a giant article on the bottom” John Mueller https://bit.ly/3OZESqM
  • 52. #ecommerceseohorror at #mozcon by @aleyda from @orainti Instead, show as many products per page as viable, with longer descriptions 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
  • 53. #ecommerceseohorror at #mozcon by @aleyda from @orainti This format will connect with commercial search intent
  • 54. #ecommerceseohorror at #mozcon by @aleyda from @orainti Also identify commercially- driven queries to address customer doubts Moz, SEMrush, Sistrix
  • 55. #ecommerceseohorror at #mozcon by @aleyda from @orainti Use keyword and content optimization tools for suggestions based on content nature Frase, Surfer
  • 56. #ecommerceseohorror at #mozcon by @aleyda from @orainti From FAQs to Facts, these can be integrated 
 within categories/facets pages to support sales Reassure users that the products they’re seeing are the best for their scenario Mitigate any doubts around the use and characteristics of the products Show why they’re in the best place to buy these products … #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 57. #ecommerceseohorror at #mozcon by @aleyda from @orainti And blend with the products listing design to make them visible and helpful to users #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 58. #ecommerceseohorror at #mozcon by @aleyda from @orainti Establish patterns to generate these at scale while leveraging content automation tools to help writers FAQs: • Are these boots made from real leather? 
 • Do these boots have a good transpiration system? 
 • What are the best pants to wear with knee-high boots? 
 
 Surfer, NeuralText
  • 59. #ecommerceseohorror at #mozcon by @aleyda from @orainti Now you can tackle categories/facets content optimization at scale!
  • 60. #ecommerceseohorror at #mozcon by @aleyda from @orainti Product pages with poor 
 unique descriptive content #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 61. #ecommerceseohorror at #mozcon by @aleyda from @orainti Product pages target the longest tail of queries 
 that can end up generating most of your traffic
  • 62. #ecommerceseohorror at #mozcon by @aleyda from @orainti Users love sharing product pages, attracting backlinks and direct traffic, too
  • 63. #ecommerceseohorror at #mozcon by @aleyda from @orainti But product URLs can show little unique content and Google tends to leave them out of their index
  • 64. #ecommerceseohorror at #mozcon by @aleyda from @orainti Unique descriptions Comparisons Instructions Images Complementary Products Similar Products Product pages should feature specific, 
 descriptive information Reviews and Q&As Specifications
  • 65. #ecommerceseohorror at #mozcon by @aleyda from @orainti Products should give compelling reasons to buy with descriptions, images, videos, reviews, comparisons, etc.
  • 66. #ecommerceseohorror at #mozcon by @aleyda from @orainti This is even more important if you’re not the only vendor of the product! What’s your USP? Feature it
  • 67. #ecommerceseohorror at #mozcon by @aleyda from @orainti Use unique, descriptive, persistent URLs 
 for each variant you want to index https://developers.google.com/search/docs/advanced/ecommerce/designing-a-url- structure-for-ecommerce-sites#how-google-understands-urls-for-product-variants Avoid showing the same products through different URLs Minimize the number of alternative URLs that return the same content Use descriptive product variant names in URLs Avoid temporary parameters, such as session-IDs, tracking codes, user-relative values 
  • 68. #ecommerceseohorror at #mozcon by @aleyda from @orainti Title & meta description with version and color Product description with version and color Product heading with version and color VS Differentiate similar products and variants using their unique characteristics in the metadata Product heading with version and color Title & meta description with version and color Product description with version and color
  • 69. #ecommerceseohorror at #mozcon by @aleyda from @orainti Leverage automated content generation tools to accelerate the process Neural text, Frase, Surfer and Copy.ai
  • 70. #ecommerceseohorror at #mozcon by @aleyda from @orainti Remember this is to support copywriters, not to replace them
  • 71. #ecommerceseohorror at #mozcon by @aleyda from @orainti Use your own support insights and leverage keyword tools to create product Q&As Alsoasked, Neural text, Frase, Surfer and Copy.ai
  • 72. #ecommerceseohorror at #mozcon by @aleyda from @orainti Incentivize users to leave reviews on product pages with discounts/offers
  • 73. #ecommerceseohorror at #mozcon 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
  • 74. #ecommerceseohorror at #mozcon by @aleyda from @orainti But what if you have many identical or very 
 similar products with a very short lifespan?
  • 75. #ecommerceseohorror at #mozcon by @aleyda from @orainti Consolidate on aggregator pages for product names while avoiding indexing individual URLs
  • 76. #ecommerceseohorror at #mozcon by @aleyda from @orainti Note that adding many product variants (like colors) on a single page makes it ineligible for product rich results https://developers.google.com/search/docs/advanced/ecommerce/designing-a-url- structure-for-ecommerce-sites#how-google-understands-urls-for-product-variants
  • 77. #ecommerceseohorror at #mozcon by @aleyda from @orainti There are challenges, but it’s possible to differentiate your product content to rank and sell better
  • 78. #ecommerceseohorror at #mozcon by @aleyda from @orainti Product pages with traffic 
 but inconsistent status #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 79. #ecommerceseohorror at #mozcon by @aleyda from @orainti Some product URLs can have a very short lifespan and end up generating errors
  • 80. #ecommerceseohorror at #mozcon by @aleyda from @orainti These don’t only affect the site crawl health, 
 but the rankings & traffic attracted by these pages
  • 81. #ecommerceseohorror at #mozcon by @aleyda from @orainti It’s common when checking product URLs to find not only HTTP errors but redirects with issues
  • 82. #ecommerceseohorror at #mozcon by @aleyda from @orainti It’s then critical to establish inventory rules & workflows to manage product crawling & indexing https://help.shopify.com/en/manual/shopify-plus/flow2/ reference/triggers/inventory-item-deleted
  • 83. #ecommerceseohorror at #mozcon by @aleyda from @orainti Don’t worry if you haven’t set them yet, 
 let’s go through a few rules to follow
  • 84. #ecommerceseohorror at #mozcon by @aleyda from @orainti When doing a product “pre-launch”, use the same URL that the product page will have when launched
  • 85. #ecommerceseohorror at #mozcon by @aleyda from @orainti If a product can be featured in many categories, don’t include them in URLs to avoid duplication https://paulnrogers.com/how-to-change-the-product-url-structure-in-shopify/
  • 86. #ecommerceseohorror at #mozcon by @aleyda from @orainti Create and send product feeds through the merchant center to maximize their visibility https://support.google.com/merchants/answer/7439058?hl=en
  • 87. #ecommerceseohorror at #mozcon by @aleyda from @orainti When a product is out of stock, eliminate from listings, XML sitemaps, and feeds
  • 88. #ecommerceseohorror at #mozcon by @aleyda from @orainti If it’s temporary, the product page should be indexable, offering notifications when back in stock
  • 89. #ecommerceseohorror at #mozcon by @aleyda from @orainti The product structured data and feeds should be updated and show their out of stock status, too
  • 90. #ecommerceseohorror at #mozcon 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
  • 91. #ecommerceseohorror at #mozcon 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
  • 92. #ecommerceseohorror at #mozcon by @aleyda from @orainti Avoid 302 redirects not passing former page popularity or redirecting to irrelevant URLs Don’tdo this
  • 93. #ecommerceseohorror at #mozcon by @aleyda from @orainti Don’t show 404 HTTP errors for out of stock products with backlinks
  • 94. #ecommerceseohorror at #mozcon by @aleyda from @orainti You can use 404s/410s for out of stock product pages that don’t have traffic, rankings, or backlinks Personalize the error page offering alternatives to make it usable
  • 95. #ecommerceseohorror at #mozcon by @aleyda from @orainti Internal links, search pages, XML sitemaps, & feeds shouldn’t include unavailable product URLs
  • 96. #ecommerceseohorror at #mozcon by @aleyda from @orainti Use this flowchart to establish these rules 
 through the product inventory lifecycle https://bit.ly/3yKag7h
  • 97. #ecommerceseohorror at #mozcon by @aleyda from @orainti Set recurring automated crawls & alerts to detect 
 remaining product URLs with issues to tackle Ryte, Sitebulb, Screaming Frog, Botify
  • 98. #ecommerceseohorror at #mozcon by @aleyda from @orainti Use real-time SEO monitoring tools with your top products to address issues fast Little Warden, ContentKing
  • 99. #ecommerceseohorror at #mozcon 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
  • 100. #ecommerceseohorror at #mozcon by @aleyda from @orainti Monitor performance, rich results, and product carousel inclusion to identify more opportunities Advanced Web Ranking
  • 101. #ecommerceseohorror at #mozcon by @aleyda from @orainti Say goodbye to the scarier product SEO horror stories with a product inventory validation
  • 102. #ecommerceseohorror at #mozcon by @aleyda from @orainti Seasonal pages with traffic 
 but inconsistent status #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 103. #ecommerceseohorror at #mozcon by @aleyda from @orainti Seasonal campaigns sales are huge for 
 e-commerce sites https://www.emarketer.com/content/us-holiday-shopping-2021
  • 104. #ecommerceseohorror at #mozcon by @aleyda from @orainti Don’t waste the popularity of your seasonal pages by changing their URLs
  • 105. #ecommerceseohorror at #mozcon by @aleyda from @orainti You should leverage these pages through the years, so don’t add the year in their URLs, only metadata
  • 106. #ecommerceseohorror at #mozcon by @aleyda from @orainti It’s important to reuse them as they’ll increase in popularity and rankability
  • 107. #ecommerceseohorror at #mozcon by @aleyda from @orainti When the season campaign is not on, keep them indexed, you can use them to refer other deals
  • 108. #ecommerceseohorror at #mozcon by @aleyda from @orainti If you need to modify URLs, 301 redirect, and update links and XML sitemaps
  • 109. #ecommerceseohorror at #mozcon by @aleyda from @orainti It’s always a good time to make the most out of your favorite holidays
  • 110. #ecommerceseohorror at #mozcon by @aleyda from @orainti Overlooking informational 
 content and resources #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 111. #ecommerceseohorror at #mozcon by @aleyda from @orainti In e-commerce, we focus on ranking for the most popular commercial and transactional queries
  • 112. #ecommerceseohorror at #mozcon by @aleyda from @orainti But established e-commerce sites have grown 
 their traffic targeting the whole search journey
  • 113. #ecommerceseohorror at #mozcon by @aleyda from @orainti Some online stores don’t see the value of informational queries, but they help to establish authority with our audience
  • 114. #ecommerceseohorror at #mozcon 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
  • 115. #ecommerceseohorror at #mozcon by @aleyda from @orainti REI does this with their Learn section, establishing authority while attracting top-of- the-funnel traffic
  • 116. #ecommerceseohorror at #mozcon by @aleyda from @orainti With useful complementary guides and resources for existing and potential customers #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 117. #ecommerceseohorror at #mozcon by @aleyda from @orainti Commercial queries also have some informational intent and are ranked by resources
  • 118. #ecommerceseohorror at #mozcon by @aleyda from @orainti It’s about addressing some of the most common questions and doubts when buying your products
  • 119. #ecommerceseohorror at #mozcon by @aleyda from @orainti WHO Is your target audience & competition WHAT 
 Is your audience looking for WHEN 
 Are they searching? At what stage in the journey are they? WHERE 
 Do you need to take them to satisfy their needs HOW 
 Do you need to be shown to maximize visibility WHY 
 Ranking for these queries is going to help goals Profitable Queries + Relevant Content Use the 5 Ws and H to ensure high relevance, intent, and profitability through the user journey
  • 120. #ecommerceseohorror at #mozcon by @aleyda from @orainti Identify and map queries with different intent to relevant areas for content optimization or creation Guides/articles Brand page Comparison page …..
  • 121. #ecommerceseohorror at #mozcon by @aleyda from @orainti To help, I’ve created this reference for e-commerce sites, to avoid forgetting relevant query types https://bit.ly/3wKdCTe
  • 122. #ecommerceseohorror at #mozcon by @aleyda from @orainti You can also see examples of known online stores for each and copy/paste from Google Sheets https://bit.ly/3wKdCTe
  • 123. #ecommerceseohorror at #mozcon by @aleyda from @orainti Use tools like Keyword Insights to develop your topic clusters while automating keyword mapping keywordinsights.ai
  • 124. #ecommerceseohorror at #mozcon by @aleyda from @orainti Connect with your potential and existing customers to help and convert them
  • 125. #ecommerceseohorror at #mozcon by @aleyda from @orainti These implementations will avoid the 
 most common e-commerce SEO horror stories Internal search results that cannibalize categories Noindexing categories pages with search potential Lack of unique commercial content in categories Product pages with poor 
 unique descriptive content Product pages with traffic 
 but inconsistent status Seasonal pages with traffic 
 but inconsistent status Overlooking informational content and resources
  • 126. #ecommerceseohorror at #mozcon by @aleyda from @orainti It’s critical to execute them error free, to avoid bugs that will hold you back
  • 127. #ecommerceseohorror at #mozcon by @aleyda from @orainti A high share of SEO efforts go to fixing bugs 
 rather than developing new initiatives
  • 128. #ecommerceseohorror at #mozcon by @aleyda from @orainti PRE-RELEASE SEO VALIDATION: OK? SEO IMPLEMENTATION YES NO YES ON-GOING SEO VALIDATION SEO RELEASE NO FIX POST-RELEASE SEO VALIDATION: OK? YES NO FIX ON-GOING SEO VALIDATION: OK? YES NO FIX IN LESS 24H REVERSE IMPLEMENTATION A well-aligned SEO execution validation 
 is fundamental, but not sufficient
  • 129. #ecommerceseohorror at #mozcon by @aleyda from @orainti Set an SEO Quality Framework to prevent errors, rather than simply catching them EDUCATION 
 To prevent SEO mistakes VALIDATION 
 To avoid launching SEO errors MONITORING 
 To catch SEO incidents fast 1 2 3 ERRORS/ISSUES
  • 130. #ecommerceseohorror at #mozcon by @aleyda from @orainti WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS It should feature SEO education, validation, and monitoring efforts
  • 131. #ecommerceseohorror at #mozcon by @aleyda from @orainti https://bit.ly/3P6bz5L I share how to set one in this presentation
  • 132. #ecommerceseohorror at #mozcon by @aleyda from @orainti
  • 133. #ecommerceseohorror at #mozcon by @aleyda from @orainti IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize You don’t need to do it all at once! Prioritize those with high impact/low effort in your context
  • 134. #ecommerceseohorror at #mozcon by @aleyda from @orainti https://bit.ly/3akZWZZ Use this SEO Recommendations Prioritization 
 Template in Google Sheets
  • 135. #ecommerceseohorror at #mozcon by @aleyda from @orainti Develop forecasts to assess, prioritize, and show 
 the expected ROI of the recommended SEO actions https://bit.ly/3P9urR9 Advanced Web Ranking
  • 136. #ecommerceseohorror at #mozcon by @aleyda from @orainti SEOtesting.com, Ryte, Splitsignal Run SEO tests and pilot projects 
 to obtain more buy-in
  • 137. #ecommerceseohorror at #mozcon by @aleyda from @orainti Create SEO A/B split tests for free using Google Tag Manager https://bit.ly/3R6BTP3
  • 138. #ecommerceseohorror at #mozcon by @aleyda from @orainti This makes it worth it! Achievable with consistent, 
 and error-free SEO execution
  • 139. #ecommerceseohorror at #mozcon by @aleyda from @orainti While maximizing your organic search results to achieve your online store sales goals
  • 140. #ecommerceseohorror at #mozcon by @aleyda from @orainti It’s all about e-commerce organic search growth, revenue, and ultimately, SEO ROI
  • 141. #ecommerceseohorror at #mozcon by @aleyda from @orainti I’m Aleyda Solis * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder orainti.com Thanks! Questions? 
 orainti.com