Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17
1. #ecommerceseo at #omr17 by @aleyda from @orainti
Ecommerce SEOTop Tips & Actions to Maximize Growth in 2017
2. #ecommerceseo at #omr17 by @aleyda from @orainti
I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO I PublishI Share
BITLY.COM/LIBROSEOALEYDA
#ecommerceseo at #omr17 by @aleyda from @orainti
3. #ecommerceseo at #omr17 by @aleyda from @orainti
I’m Aleyda Solis
I Blog I Speak I’m Featured
#ecommerceseo at #omr17 by @aleyda from @orainti
4. #ecommerceseo at #omr17 by @aleyda from @orainti
I help e-commerce sites to achieve
these organic search results
5. #ecommerceseo at #omr17 by @aleyda from @orainti
Organic search already drives
22% of orders in the US
6. #ecommerceseo at #omr17 by @aleyda from @orainti
Which makes SEO critical
for ecommerce sites
7. #ecommerceseo at #omr17 by @aleyda from @orainti
Although sometimes ecommerce
optimization represents a challenge!
9. #ecommerceseo at #omr17 by @aleyda from @orainti
Stop targeting the same generic
keywords than your competition
with both desktop & mobile
10. #ecommerceseo at #omr17 by @aleyda from @orainti
Identify the different query types
along the conversion process
Ideas &
Inspiration
Online opinions,
reviews &
advice
online
Discover
relevant
brands
products,
prices &
features
comparison
Where to
buy,
product
availability
online
Offers,
coupons,
promotions
online
https://www.consumerbarometer.com/
11. #ecommerceseo at #omr17 by @aleyda from @orainti
Take into consideration voice search &
conversational queries
http://searchengineland.com/google-reveals-20-
percent-queries-voice-queries-249917
12. #ecommerceseo at #omr17 by @aleyda from @orainti
Which questions are asked? From prices,
offers, brand comparisons to reviews!
Discover relevant
brandsOffers, coupons,
promotions online
Ideas &
Inspiration Online
opinions,
reviews &
advice online
Where to buy,
product
availability online
products, prices
& features
comparison kwfinder
13. #ecommerceseo at #omr17 by @aleyda from @orainti
Prioritize those already driving
more impressions but low CTR
Google Search Console
14. #ecommerceseo at #omr17 by @aleyda from @orainti
The ones with highest visits
but poorer conversion rate too
SEOmonitor
15. #ecommerceseo at #omr17 by @aleyda from @orainti
Segment them per device, to identify
specific user behavior to target in each case
Google Search Console
16. #ecommerceseo at #omr17 by @aleyda from @orainti
Expand them in order to include
all their related variants
Semrush
18. #ecommerceseo at #omr17 by @aleyda from @orainti
Verify their potential per device to see
which you should target in each case
Google Keyword Planner
19. #ecommerceseo at #omr17 by @aleyda from @orainti
You have now device segmented priority
queries with high potential to target
MOBILE
DESKTOP
20. #ecommerceseo at #omr17 by @aleyda from @orainti
Stop focusing only on your text
based categories listings and
products pages optimization
21. #ecommerceseo at #omr17 by @aleyda from @orainti
Use Intent & Context to map the identified
queries with different content types
+
informational
review
tips
guide
news
transactional
buy
reserve
purchase
register
or
products
brands
products
or
or
22. #ecommerceseo at #omr17 by @aleyda from @orainti
Identify which area and level of your site
should be relevant to use 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
23. #ecommerceseo at #omr17 by @aleyda from @orainti
What format your content should be in
based on the context & goal
https://www.distilled.net/blog/the-content-matrix/
24. #ecommerceseo at #omr17 by @aleyda from @orainti
Which specific queries should be fulfilled
with your mobile content & targeted UI
Open Times
Address & Phone
Reservation
Photos & Reviews
Ratings
25. #ecommerceseo at #omr17 by @aleyda from @orainti
This is critical to maximize the usually
low smartphone conversion rates
http://www.monetate.com/blog/ecommerce-
benchmarks-q4-2016
26. #ecommerceseo at #omr17 by @aleyda from @orainti
Reorganize your content accordingly to
deliver the best experience based on intent
Home
First Level
Category Hub
Second Level
Category List
Product
27. #ecommerceseo at #omr17 by @aleyda from @orainti
Avoiding query-content mismatch, ranking
for category queries w/ product pages
It shouldn’t
be targeted
with a product
page but a
category
listing
28. #ecommerceseo at #omr17 by @aleyda from @orainti
As well as content cannibalization among
categories, also causing poor conversions
29. #ecommerceseo at #omr17 by @aleyda from @orainti
Expand your content to target informational
queries supporting the purchase decision
30. #ecommerceseo at #omr17 by @aleyda from @orainti
Like brands & products comparisons, which
allow you to better control your reputation
31. #ecommerceseo at #omr17 by @aleyda from @orainti
Leverage seasonal queries, consistently
optimizing your campaigns landing pages
32. #ecommerceseo at #omr17 by @aleyda from @orainti
They will attract from rankings to links
& should be reused to grow over time
CognitiveSEO
33. #ecommerceseo at #omr17 by @aleyda from @orainti
It’s critical to set publishing, update &
elimination rules for every type of page
34. #ecommerceseo at #omr17 by @aleyda from @orainti
Stop trying to just rank with text
content and start maximizing your
visibility in SERPs with features
35. #ecommerceseo at #omr17 by @aleyda from @orainti
Verify which queries are already driving
you visibility w/ images, videos & snippets
Adwords
SEO
SEO - Images
36. #ecommerceseo at #omr17 by @aleyda from @orainti
Check which other SERP features are also
giving more visibility to your competitors
SEMrush
37. #ecommerceseo at #omr17 by @aleyda from @orainti
Identify the queries to target in each case,
from reviews to instant answers
38. #ecommerceseo at #omr17 by @aleyda from @orainti
Start using structured data to specify
the relevant content meaning
https://developers.google.com/search/
docs/guides/intro-structured-data
39. #ecommerceseo at #omr17 by @aleyda from @orainti
You can easily validate & preview
with Google’s own tools
https://developers.google.com/search/
docs/guides/search-gallery
40. #ecommerceseo at #omr17 by @aleyda from @orainti
You’ll expand your brand visibility share
in search results & maximize CTR
41. #ecommerceseo at #omr17 by @aleyda from @orainti
Keep an eye to rich cards on mobile SERPs,
which are being continuously expanded
42. #ecommerceseo at #omr17 by @aleyda from @orainti
Fasten your site pages load
time, specially on mobile
43. #ecommerceseo at #omr17 by @aleyda from @orainti
Speed is not only a ranking factor but will
directly impact engagement & conversion
Adobe's The State of Content:
Expectations on the Rise
44. #ecommerceseo at #omr17 by @aleyda from @orainti
Identify the load times of your
top pages directly in Google Analytics
45. #ecommerceseo at #omr17 by @aleyda from @orainti
Use Chrome’s DevTools Network & Audits to
see which resources are causing the delay
46. #ecommerceseo at #omr17 by @aleyda from @orainti
Double-Verify and prioritize with
Google’s PageSpeed Insights Tool
https://developers.google.com/
speed/pagespeed/insights/
47. #ecommerceseo at #omr17 by @aleyda from @orainti
Validate all of your site pages speed by
using Google API with URLProfiler
URLProfiler
48. #ecommerceseo at #omr17 by @aleyda from @orainti
To also spot which issues are negatively
affecting to most of your pages
49. #ecommerceseo at #omr17 by @aleyda from @orainti
Better speed will bring a better crawling,
indexation & conversion results
50. #ecommerceseo at #omr17 by @aleyda from @orainti
Keep also an eye on AMP which is
supporting more ecommerce features
https://www.ampproject.org/es/roadmap/
51. #ecommerceseo at #omr17 by @aleyda from @orainti
It can make your mobile presence faster
even if you have an optimized experience
Mobile AMP Mobile Non-AMP
52. #ecommerceseo at #omr17 by @aleyda from @orainti
As well as provide impressive
additional visibility