Event: Seo Zraz 2020 https://seo.zraz.sk/

1. How to Use Data to Boost
Your Ecommerce SEO
Šárka Jakubcová

2. 1. Key Points of the Method

3. For online stores that have been
running for some time

4. Uses data from free tools
that everyone has

5. No need for special analytical
skills or tools

6. Combines search data and
e-shop business data

7. Helps prioritize and target
your SEO activity

8. Don’t be afraid
to try this at home!

9. 2. Choice of Data Sources

11. Make sure you have the right
measurement settings in Analytics

12. To understand it,
learn how tools collect data

13. Usual Data Problems in SEO
─ Nearly none of the keywords in Google Analytics are provided
─ Can export just 1000 queries / pages from Search Console
─ Do not see landing page for search query
─ Do not see revenue and transactions for search query
─ Have no refunds in Analytics
─ Do not see margins for products
─ No information about product availability

14. 3. Choose and Connect the Data

15. Properties of Data Set
─ Online stationery store
─ More than 10 000 products
─ 420 categories
─ 2 100 filter pages
─ 90 product brands
─ Last 3 months’ data
─ B2C segment

16. Evaluate Segment of the Website
─ All products
─ All categories
─ Products in category
─ All brands
─ Brands in category
─ All products of a specific
brand
─ Filters
─ …..
/produkt/ in URL

17. Get the GSC Data
─ Search Analytics for Sheets add-on
─ Set date range
─ Set search type for web
─ Group by query and page
─ Rows returned – everything
─ Filter products from Page column

18. Get the GSC Data

19. Export Product Data to Tables
Product performance + landing pages
GSC
Internal
System
GA Landing
page
GA Product
Performance
Keyword
Tool
URL URL URL Product Name Search Query
Search Query Product Name LP Sessions
Product
Revenue
Search Volume
Clicks Availability LP Revenue
Unique
Purchases
CPC
Impressions Price LP Transactions Quantity
CTR Margin Bounce Rate
Avg. Quantity
per Transaction
Position Refunds
Conversion
Rate

20. Pairing and Merging Data Process
QueryNameURL
URL
Name
URL
Query
Search Data - Main Project
Internal Data Product Performance
Landing Page Keywords

21. Open Refine Projects
─ Open Refine Download
─ VIB-BITS Extension
─ Create project from the GSC sheet
─ Create 4 new projects from other tables

22. Connect the Data
1. Open project of GSC data – main project
2. Step by step add other data from all the
tables
3. Pair the same kind of data together to
create master spreadsheet

23. Example of Connecting GSC Data + GA Landing Page
1. Select Page in GSC data project
2. Add column from other project
3. Choose GA landing page report
project
4. Matching column is landing page
5. Select all columns you want to add

24. Pairing and Merging Data Result
Keywords
Product
Performance
Internal
Data
Main project
Landing
PageSearch Data

25. Finalize and Export Project to Table

26. Usual Data Problems in SEO
✔ Have queries instead of keywords
✔ Can see revenue and transactions for search query
✔ Can see landing page for search query
✔ Can export all queries / pages from Search Console
✔ Can see margins for products
✔ Can see refunds in your data
✔ Can see information about product availability

27. 3. Use the Data

28. Ask -> Sort -> Filter ->
Read -> Deduce -> Repeat

29. What is the Successful Product Data?
─ 21 queries lead to landing page
─ Queries have 1400 searches per month
─ 226 clicks from Google
─ 1800 sessions started on LP
─ Bounce rate of LP is 12%
─ 82 transactions started on LP
─ 197 products were sold
─ 2 200 EUR was revenue, 33 EUR was refund
─ Margin is 42%

30. Properties
─ Main keywords in product name
─ Brand in product name
─ Third product in category
─ Detailed product description
─ 8 pictures
─ Video
─ 3 relevant blog articles linked from
product page
─ Good looking snippet

31. What products are interesting to our business, but
have poor search performance?
Search
─ Low number of clicks
I have found 120 products
Business
─ Price is higher than 50 EUR
─ Margin is 40% or more
─ Sum search volume of queries is
more than 500

32. Example of Good Business and Poor Search
Performance Product
─ 29 queries lead to landing page
─ Queries have 1090 searches per month
─ I got 12 000 impressions and 90 clicks
─ LP started just 103 sessions and brought no
revenue
─ Product was sold just one time

33. Properties
─ No keywords in product name
─ Last product on second page in category
─ Poor product description
─ 3 pictures
─ No video
─ 3 irrelevant blog articles linked from
product page
─ Bad looking snippet

34. Is it worth working on?
─ Poor search performance
─ Poor landing page performance
─ Good price / margin
─ In stock for long term
What can I do?
─ Optimize name and snippet
─ Make perfect product description
─ Make good pictures and videos
─ Make some new internal links
─ Write articles about it
─ Do linkbuilding
Basic SEO for Products

35. More Questions
─ What landing pages of products that are no longer in stock are most visible in
search?
─ What products carry big sales on the landing page, but them alone sell little?
─ What queries bring traffic but no conversions?
─ What products with the highest CPC have good search performance?
─ What landing pages with good search performance are bouncing a lot?
─ What good visible products have a high refund amount?

36. Is it not just about SEO
─ Business decisions
─ Search PPC
─ Dynamic Search Ads
─ Price comparison websites
─ Social networks
It is not just about products
─ Categories
─ Brands
─ Filter pages
─ Blog
Other Uses

37. Thank you!

38. sarka.jakubcova@medio.cz
taste.cz
@Sarka_Tyczka
/tastecz
/sarkajakubcova/
+420 776 379 224
Contact me