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SEO for Changing E-commerce Product Pages - How to Optimize your Online Store Products URLs

SEO for Changing E-commerce Product Pages - How to Optimize your Online Store Products URLs

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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.

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.

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SEO for Changing E-commerce Product Pages - How to Optimize your Online Store Products URLs

  1. 1. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti SEO For Changing Product Pages How to Optimize your Online Store Products URLs #productseo at #ecommerceconference by @aleyda from @orainti
  2. 2. #productseo at #ecommerceconference by @aleyda from @orainti All paths of your store lead to your products pages, which can make or break conversions #productseo at #ecommerceconference by @aleyda from @orainti
  3. 3. #productseo at #ecommerceconference by @aleyda from @orainti Your products pages are valuable to attract bottom of the funnel searches semrush
  4. 4. #productseo at #ecommerceconference by @aleyda from @orainti How do noise cancelling headphones work? Guides & Resources Pages brand.com/guides/headphones/noise-cancelling Categories, Brands & Facets Pages brand.com/headphones/noise-cancelling/ brand.com/bose/headphones/noise-cancelling/ Products Pages brand.com/bose/headphones/700/ 2,9K Searches/Month 40,5K Searches/Month Bose noise cancelling headphones 8,1K Searches/Month Wireless noise cancelling headphones 22,2K Searches/Month Bose noise cancelling headphones 700 SEARCH JOURNEY VS. CONTENT FUNNEL AWARENESS CONSIDERATION PURCHASE … that not only have a higher purchase intent, 
 but can also have non-trivial search volume
  5. 5. #productseo at #ecommerceconference by @aleyda from @orainti moz Product pages tend to be also highly shared and a magnet for backlinks
  6. 6. #productseo at #ecommerceconference by @aleyda from @orainti semrush That can make them some 
 of your top pages traffic wise too!
  7. 7. #productseo at #ecommerceconference by @aleyda from @orainti sistrix However, due to their high volume and always changing inventory, is easy to generate errors
  8. 8. #productseo at #ecommerceconference by @aleyda from @orainti Caused by a lack of consistency when handling their HTTP status #productseo at #ecommerceconference by @aleyda from @orainti
  9. 9. #productseo at #ecommerceconference by @aleyda from @orainti As well as internal linking issues, by pointing to non-indexable products URLs #productseo at #ecommerceconference by @aleyda from @orainti
  10. 10. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #smxwest by @aleyda from @orainti Making you to lose traffic and money opportunities 
 #productseo at #ecommerceconference by @aleyda from @orainti
  11. 11. #productseo at #ecommerceconference by @aleyda from @orainti Products pages are also known to suffer 
 from content cannibalization issues …
  12. 12. #productseo at #ecommerceconference by @aleyda from @orainti … making Google to leave them out of the index, while consuming your crawl budget
  13. 13. #productseo at #ecommerceconference by @aleyda from @orainti So much opportunity, but with challenges!
  14. 14. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #smxwest by @aleyda from @orainti Let’s see how to handle products optimization challenges to minimize SEO issues & maximize benefits #productseo at #ecommerceconference by @aleyda from @orainti
  15. 15. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #smxwest by @aleyda from @orainti When a product is released… #productseo at #ecommerceconference by @aleyda from @orainti
  16. 16. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Before creating a new URL, establish rules to validate if the product existed in the past to leverage its old URL instead
  17. 17. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti If the product is just a variation of an existing one, it can become a non-indexable attribute of same page…
  18. 18. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Check if the characteristics target specific queries w/ search volume worthy to index and rank for
  19. 19. #productseo at #ecommerceconference by @aleyda from @orainti Some marketplaces prefer to consolidate the same products from many sellers in a single indexable URL to avoid inventory/ cannibalization struggles
  20. 20. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #smxwest by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti If they’re worthy to rank independently, differentiate them to be relevant to target their characteristics Title & Meta Description Product Description Product Heading Title & Meta Description Product Description Product Heading
  21. 21. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Enable them to be listed and linked from relevant indexable category/sub-category & brand pages
  22. 22. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Making sure that they fit from a topic and hierarchy perspective, with a clear navigation path
  23. 23. #productseo at #ecommerceconference by @aleyda from @orainti Don’t link to canonicalized Category URLs #productseo at #ecommerceconference by @aleyda from @orainti These categories/facets should be linked through their canonical URLs, avoiding to add parameters
  24. 24. #productseo at #ecommerceconference by @aleyda from @orainti Don’t link to canonicalized Product URLs #productseo at #ecommerceconference by @aleyda from @orainti Linking and including in XML sitemaps only original products URLs to pass value & avoid crawl budget waste
  25. 25. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Highlighting further as the latest release, besides making them easily findable via internal search
  26. 26. #productseo at #ecommerceconference by @aleyda from @orainti Use the final product URL to promote it previous launch #productseo at #ecommerceconference by @aleyda from @orainti When “pre-launching” a product, use the same 
 URL that the product will have when sold
  27. 27. #productseo at #ecommerceconference by @aleyda from @orainti https://developers.google.com/search/docs/data-types/product Use product structured data to specify your products characteristics and expand their SERP snippet…
  28. 28. #productseo at #ecommerceconference by @aleyda from @orainti https://support.google.com/merchants/answer/7439058?hl=en Create and submit your products feeds via Google Merchant center to maximize visibility
  29. 29. #productseo at #ecommerceconference by @aleyda from @orainti When a product is sold… #productseo at #ecommerceconference by @aleyda from @orainti
  30. 30. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Monitor if the products pages rank for too broad queries, causing cannibalization issues
  31. 31. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti They can negatively affect not only their own rankings but also give a sub-optimal experience with a too specific page
  32. 32. #productseo at #ecommerceconference by @aleyda from @orainti vs #productseo at #ecommerceconference by @aleyda from @orainti This can help identify relevance & differentiation issues between products & categories
  33. 33. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Or also linking mismatch between the relevant category vs. the product pages
  34. 34. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti As well as to detect a lack of indexable categories/ facets that should target these queries
  35. 35. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Like in this case, since they’re targeted by 
 indexable internal search results instead
  36. 36. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Facets should become indexable if there are 
 enough products to feature and search potential
  37. 37. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Should I index a Sub-Category/Faceted Page? Index Don’t Index No Are there enough speci fi c products featured in the sub-category/ facet to offer? No Yes Yes Demand Supply Avoid products competing with categories/ facets by indexing facets based on supply & demand Does the sub- category/facet have non-trivial search volume worthy to target?
  38. 38. #productseo at #ecommerceconference by @aleyda from @orainti Copy.ai .. while making sure to feature specifically relevant, unique descriptions.. leverage new content generation software to scale!
  39. 39. #productseo at #ecommerceconference by @aleyda from @orainti Incentivize user generated content: reviews, ratings, questions and answers too, that will also help conversions
  40. 40. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti When a product goes out of stock…
  41. 41. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti All links going to any out of stock products as well as internal search and XML sitemap inclusion should be eliminated
  42. 42. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti If it’s a temporary status or you’re unsure, the product page should remain indexable, allowing users to be notified when it comes back, recommending related products
  43. 43. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti The product page structured data & feeds should 
 show the latest status, including “out of stock”
  44. 44. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti If it’s a permanent “out of stock” and the old product has a new version, 301-redirect to the new one 301 redirect to new product page, while alerting users. 
 
 Update internal links, XML sitemaps and product feeds
  45. 45. #productseo at #ecommerceconference by @aleyda from @orainti Add a notification when redirecting explaining the out of stock status to the user #productseo at #ecommerceconference by @aleyda from @orainti …If there isn’t a new version but page has backlinks, traffic, rankings, 301-redirect to parent category
  46. 46. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Another option is 301-redirecting to a similar product but can cause chain redirects in the long run
  47. 47. #productseo at #ecommerceconference by @aleyda from @orainti Don’t do this #productseo at #ecommerceconference by @aleyda from @orainti Avoid 302 redirects to make sure you pass the old product page value while making sure the destination actually works and is relevant
  48. 48. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Don’t show 404s for out of stock products w/ backlinks, you miss value & give bad experience
  49. 49. #productseo at #ecommerceconference by @aleyda from @orainti Personalize your error page to be usable and relevant #productseo at #ecommerceconference by @aleyda from @orainti You can use 410 http status for permanent out of stock pages with no backlinks nor rankings/traffic
  50. 50. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti All internal links, internal search, XML sitemaps and feeds inclusion of these URLs should be eliminated
  51. 51. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti Set rules in your platform to tackle these scenarios systematically whenever products change
  52. 52. #productseo at #ecommerceconference by @aleyda from @orainti ryte Schedule continuous crawls to run & be delivered automatically to identify remaining issues
  53. 53. #productseo at #ecommerceconference by @aleyda from @orainti Little Warden and ContentKing Set real time SEO monitoring and alerts, to be warned if your product pages change their status
  54. 54. #productseo at #ecommerceconference by @aleyda from @orainti Little Warden and ContentKing Integrate Web traffic and rankings data to alerts validations, prioritizing the ones of those product pages with certain minimum value
  55. 55. #productseo at #ecommerceconference by @aleyda from @orainti Zapier and Integromat Set the alerts to be directly delivered to your communication or PM system to facilitate their validation
  56. 56. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #smxwest by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti It’s about aligning your products optimization to their inventory lifecycle
  57. 57. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #smxwest by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti T o miminize crawlability, indexability, rankings and user search experience issues…
  58. 58. #productseo at #ecommerceconference by @aleyda from @orainti #productseo at #ecommerceconference by @aleyda from @orainti … while maximizing their impact and value from an organic traffic and conversion perspective
  59. 59. #productseo at #ecommerceconference by @aleyda from @orainti www.orainti.com orainti.com 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 Thanks! Questions?

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