Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17
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Transcript of Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17
#ecommerceseo at #omr17 by @aleyda from @orainti
Ecommerce SEOTop Tips & Actions to Maximize Growth in 2017
#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
#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
#ecommerceseo at #omr17 by @aleyda from @orainti
I help e-commerce sites to achieve these organic search results
#ecommerceseo at #omr17 by @aleyda from @orainti
Organic search already drives 22% of orders in the US
#ecommerceseo at #omr17 by @aleyda from @orainti
Which makes SEO critical for ecommerce sites
#ecommerceseo at #omr17 by @aleyda from @orainti
Although sometimes ecommerce optimization represents a challenge!
#ecommerceseo at #omr17 by @aleyda from @orainti
Here’s how to do it
#ecommerceseo at #omr17 by @aleyda from @orainti
Stop targeting the same generic keywords than your competition
with both desktop & mobile
#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/
#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
#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
#ecommerceseo at #omr17 by @aleyda from @orainti
Prioritize those already driving more impressions but low CTR
#seoconvert #CW2017 #seoconvert #CW2017 Google Search Console
#ecommerceseo at #omr17 by @aleyda from @orainti
The ones with highest visits but poorer conversion rate too
SEOmonitor
#ecommerceseo at #omr17 by @aleyda from @orainti
Segment them per device, to identify specific user behavior to target in each case
Google Search Console
#ecommerceseo at #omr17 by @aleyda from @orainti
Expand them in order to include all their related variants
Semrush
#ecommerceseo at #omr17 by @aleyda from @orainti
Prioritize those with a lower competition
#ecommerceseo at #omr17 by @aleyda from @orainti
Verify their potential per device to see which you should target in each case
Google Keyword Planner
#ecommerceseo at #omr17 by @aleyda from @orainti
You have now device segmented priority queries with high potential to target
MOBILE
DESKTOP
#ecommerceseo at #omr17 by @aleyda from @orainti
Stop focusing only on your text based categories listings and products pages optimization
#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
#ecommerceseo at #omr17 by @aleyda from @orainti
Identify which area and level of your site should be relevant to use in each case
x
communityproduct category 2
learning center
events
home
product 1a
product 1b
product n1
product n2
category a
category b
blogproduct category 1
product category n
#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/
#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
#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
#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
#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
#ecommerceseo at #omr17 by @aleyda from @orainti
As well as content cannibalization among categories, also causing poor conversions
#ecommerceseo at #omr17 by @aleyda from @orainti
Expand your content to target informational queries supporting the purchase decision
#ecommerceseo at #omr17 by @aleyda from @orainti
Like brands & products comparisons, which allow you to better control your reputation
#ecommerceseo at #omr17 by @aleyda from @orainti
Leverage seasonal queries, consistently optimizing your campaigns landing pages
#ecommerceseo at #omr17 by @aleyda from @orainti
They will attract from rankings to links & should be reused to grow over time
CognitiveSEO
#ecommerceseo at #omr17 by @aleyda from @orainti
It’s critical to set publishing, update & elimination rules for every type of page
#ecommerceseo at #omr17 by @aleyda from @orainti
Stop trying to just rank with text content and start maximizing your
visibility in SERPs with features
#ecommerceseo at #omr17 by @aleyda from @orainti
Verify which queries are already driving you visibility w/ images, videos & snippets
Adwords
SEO
SEO - Images
#ecommerceseo at #omr17 by @aleyda from @orainti
Check which other SERP features are also giving more visibility to your competitors
SEMrush
#ecommerceseo at #omr17 by @aleyda from @orainti
Identify the queries to target in each case, from reviews to instant answers
#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
#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
#ecommerceseo at #omr17 by @aleyda from @orainti
You’ll expand your brand visibility share in search results & maximize CTR
#ecommerceseo at #omr17 by @aleyda from @orainti
Keep an eye to rich cards on mobile SERPs, which are being continuously expanded
#ecommerceseo at #omr17 by @aleyda from @orainti
Fasten your site pages load time, specially on mobile
#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
#ecommerceseo at #omr17 by @aleyda from @orainti
Identify the load times of your top pages directly in Google Analytics
#ecommerceseo at #omr17 by @aleyda from @orainti
Use Chrome’s DevTools Network & Audits to see which resources are causing the delay
#ecommerceseo at #omr17 by @aleyda from @orainti
Double-Verify and prioritize with Google’s PageSpeed Insights Tool
https://developers.google.com/speed/pagespeed/insights/
#ecommerceseo at #omr17 by @aleyda from @orainti
Validate all of your site pages speed by using Google API with URLProfiler
URLProfiler
#ecommerceseo at #omr17 by @aleyda from @orainti
To also spot which issues are negatively affecting to most of your pages
#ecommerceseo at #omr17 by @aleyda from @orainti
Better speed will bring a better crawling, indexation & conversion results
#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/
#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
#ecommerceseo at #omr17 by @aleyda from @orainti
As well as provide impressive additional visibility
#ecommerceseo at #omr17 by @aleyda from @orainti
So many opportunities, so little time!
#ecommerceseo at #omr17 by @aleyda from @orainti
Let’s start with these & see consistent & scalable traffic & conversion growth!
#ecommerceseo at #omr17 by @aleyda from @orainti
Thanks! Questions?
#ecommerceseo at #omr17 by @aleyda from @orainti