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Strategies to improve your SEO and get even
more conversions for your eCommerce
ECcommerce Berlin,
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Strategies to improve your SEO and get even
more conversions for your eCommerce
ECcommerce Berlin,
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
What are we going
to talk today?
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
SEO Strategies
For Ecommerce
And ... conversions.
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Should this worry us?
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Of	Internet	users	
in	Germany	use	Google	
to	inves4gate	
the	products	that	interest	them.	
Source:	Sta9sta	2016	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
they	visit	the	websites	that	
appear	in	the	first	results	of	the	
search	engine.	
Source:	emarketer	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Inves4gate	blogs,	forums	and	
opinion	guides,	before	making	
a	purchase.	
Source:	emarketer	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
of	site	visits	
of	Ecommerce	come	
of	organic	searches.	
Source:	SEMrush	Traffic	Analy9cs	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
of	sales	generated	
in	an	Ecommerce	come	from	
The	organic	searches.	
Source:	emarketer	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Now you have to take it
seriously, right?
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Calm down!
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
The following strategies
Will help you improve
SEO and conversions
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
1.  Keyword Research
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Have you ever wondered
how your potential
clients do to find you?
•  What do people write in the search
engine to find you?
•  What are the most frequently used
keywords?
•  What other keywords would you like
your clients to find you?
Keyword	Planner	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Google	Trends	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
SEMrush	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
2. Speed
still matters
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Can you imagine wait
And wait to see
my next Slide!
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Domain 	 	Load	Time	
	
1.  amazon.de	 	1,59s	
2.  	ebay.de 	 		2.29s	
3.  Apple.com	 	505ms	
4.  zalando.de	 	4,67s	
5.  Idealo.de	 	 	1.53s	
Source:	pingdom.com	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Of	wai4ng	are	enough	for	your	
sales	to	fall	by	1%.	
source:	kohavie	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Can	you	find	any	difference?	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
245Kb	Alibaba.com	 272Kb Aliexpress.com
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
9nypng.com	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
3. Be very careful with
the
Duplicate content
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Copy Content = Duplicate Content
Both are terrible ideas for your Ecommerce
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Each page must have more than 70%
Original content
You can control it with:
Smallseotools.com/plagiarism-checker	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Every page of
Your website
Must be unique!
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Duplicate content is also
When the same page is entered
Through 2 or more different URLs.
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
The	solu9on	is	to	imply	Google	
what	is	the	original	content.	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
DUPLICATES	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
CANONICAL	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
To consider		
	When	the	algorithm	"Panda"	
appeared	in	2011,	those	who	
received	the	hardest	hit	were	
the	eCommerce.	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
4. More	friendly	URLs
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
"URLs	should	
Be	clean	and	friendly	
For	users	
And	for	searchers	"
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
To consider:
•  URLs	no	longer	than	115	characters.	
•  The	underscores	are	misinterpreted	by	some	
bots.	
•  Numeric	URLs	lose	SEO	value.	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
5. Improve	CTR	by	
op4mizing	
your	snippets
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Snippets:	
Those	are	text	blocks	
that	are	shown	aZer	
a	search	query.	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
CTR:	
It	is	the	percentage	of	
clicks	that	takes	a	result	every	100	
9mes	that	appears	
in	Google.
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
1.  Title	of	no	more	than	58	characters.	
2.  Friendly	URL.	
3.  Meta	descrip9on	of	140	characters	..	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
6. Customize UIX
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
"The main objective
of your store is not to sell,
is to make the customer
come back for more. "
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Personalization generates more sales
4 Aspects to take into account:
•  New Visitors
•  Geolocation
•  Search Types
•  Visitor Behavior	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
7. The user is always
right
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
I repeat:
"The main objective
of your store is not to sell, is to
make the customer come back for
more. "
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
What	is	the	most	relevant	of	your	page?	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
What	does	your	user	most	see?	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
The user is always right
Review these strategies at least:
•  Make frequent questionnaires to your
customers
•  Usertesting.com
•  Crazyegg
•  Google Analytics	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
8. Check if your traffic
becomes sales
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Of	users	who	leave	your	
site,	they	will	never	
return.	
Fuente:	Marke9zator	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Many visitors = lots of sales
Not necessarily!
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
How to increase
the conversions?
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
CTA	=	Call	to	Ac4on	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
KEYWORDS	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
To consider
•  Make	good	use	of	Google	Analy9cs	
to	monitor	your	traffic.	
•  For	your	poten9al	client	to	take	
ac9on,	you	must	give	him	easy	
instruc9ons	on	how	to	do	it	(CTA).	
•  Check	periodically	the	CTAs	of	
your	compe99on.	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Now…
ignore everything that
I've told you this far!
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
If to this point I have not convinced you,
then leave everything as it is ...
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
But…
Do you want to improve your
results?
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Test!
Test!
Test!
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
To consider
•  Use tools like Google Content
Experiments or Visual Website
Optimizer
•  Take a Test and draw
conclusions before making a
new one.
•  Do not test many scenarios,
with two is enough.	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Questions?
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de
Fernando	Angulo	
	
Head	of	Interna9onal	Partnerships	
	
semrush.com	
	#ecommberlin																																																										@fernando1angulo																																																																											@semrush_de

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