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SEO for Ecommerce: 5 Must Follow Tips at #MaxNordic



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SEO for Ecommerce: 5 Must Follow Tips at #MaxNordic

  1. 1. #ecommerceseo at #maxnordic by @aleyda from @orainti MAXIMIZING YOUR STORE ORGANIC SEARCH SALES 5 Must Follow SEO Tips for Ecommerce
  2. 2. #ecommerceseo at #maxnordic by @aleyda from @orainti HALLO OSLO #ecommerceseo at #maxnordic by @aleyda from @orainti
  3. 3. #ecommerceseo at #maxnordic by @aleyda from @orainti I’m Aleyda Solis ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I Do SEO #ecommerceseo at #maxnordic by @aleyda from @orainti I PublishI Share BITLY.COM/LIBROSEOALEYDA
  4. 4. #ecommerceseo at #maxnordic by @aleyda from @orainti I’m Aleyda Solis I Blog I Speak I’m Featured #ecommerceseo at #maxnordic by @aleyda from @orainti
  5. 5. #ecommerceseo at #maxnordic by @aleyda from @orainti You’re here because you definitely want to make the most out of this #ecommerceseo at #maxnordic by @aleyda from @orainti
  6. 6. #ecommerceseo at #maxnordic by @aleyda from @orainti You have come to the right place! #ecommerceseo at #maxnordic by @aleyda from @orainti
  7. 7. #ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti Organic search drives 22% 
 of orders in the US
  8. 8. #ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti This makes Ecommerce SEO critical
  9. 9. #ecommerceseo at #maxnordic by @aleyda from @orainti Don’t worry! I’ll show you the (SEO) money! #ecommerceseo at #maxnordic by @aleyda from @orainti
  10. 10. #ecommerceseo at #maxnordic by @aleyda from @orainti For real #ecommerceseo at #maxnordic by @aleyda from @orainti
  11. 11. #ecommerceseo at #maxnordic by @aleyda from @orainti Bling, Bling #ecommerceseo at #maxnordic by @aleyda from @orainti
  12. 12. #ecommerceseo at #maxnordic by @aleyda from @orainti Let’s get started
  13. 13. #ecommerceseo at #maxnordic by @aleyda from @orainti Allow only the crawling of URLs that you want to index & rank to avoid crawl budget issues 1
  14. 14. #ecommerceseo at #maxnordic by @aleyda from @orainti Otherwise the search crawler will spend effort in URLs that won’t be ranked & can leave out those that will #ecommerceseo at #maxnordic by @aleyda from @orainti 89% OF CRAWLED URLS ARE NON-INDEXABLE & NOT VISITED Botify, & Deepcrawl allows to crawl while integrating Analytics data
  15. 15. #ecommerceseo at #maxnordic by @aleyda from @orainti Otherwise the search crawler will spend effort in URLs that won’t be ranked & can leave out those that will #ecommerceseo at #maxnordic by @aleyda from @orainti 89% OF CRAWLED URLS ARE NON-INDEXABLE & NOT VISITED All organic search traffic comes from the 1.6% of URLs which are the indexable & visited ones
  16. 16. #ecommerceseo at #maxnordic by @aleyda from @orainti The main reason for this is CMS configuration, Web organization and internal linking #ecommerceseo at #maxnordic by @aleyda from @orainti Generating an excess of pages that need to be non-indexed, canonicalized, redirected to avoid content duplication issues Too in-depth linking and non-crawlable menus that don’t allow to easily access the internal pages
  17. 17. #ecommerceseo at #maxnordic by @aleyda from @orainti This is one of the main issues #ecommerceseo at #maxnordic by @aleyda from @orainti NO
  18. 18. #ecommerceseo at #maxnordic by @aleyda from @orainti But not if their internal links are not crawlable #ecommerceseo at #maxnordic by @aleyda from @orainti YES
  19. 19. #ecommerceseo at #maxnordic by @aleyda from @orainti Generating filtered pages like this is also ok because these are not indexable #ecommerceseo at #maxnordic by @aleyda from @orainti YES
  20. 20. #ecommerceseo at #maxnordic by @aleyda from @orainti Your internal linking should always allow to go up, sideways and down consistently to those indexable pages #ecommerceseo at #maxnordic by @aleyda from @orainti Up Sideways Down
  21. 21. #ecommerceseo at #maxnordic by @aleyda from @orainti Bringing your indexed URLs to a number that *reflects* your site content #ecommerceseo at #maxnordic by @aleyda from @orainti Ideally you shouldn’t be blocking content either as it means you’re linking and likely passing value to areas that are not meant to be ranked
  22. 22. #ecommerceseo at #maxnordic by @aleyda from @orainti And achieve this! 
 Still not perfect, but far better :) #ecommerceseo at #maxnordic by @aleyda from @orainti
  23. 23. #ecommerceseo at #maxnordic by @aleyda from @orainti Set Indexation Rules based on supply & demand to avoid duplication, cannibalization & index bloat issues 2
  24. 24. #ecommerceseo at #maxnordic by @aleyda from @orainti Content duplication, cannibalization & thin content issues are huge in commerce
  25. 25. #ecommerceseo at #maxnordic by @aleyda from @orainti Duplication & cannibalization happens a lot with overlaying categories Different levels of product categories, very similar content
  26. 26. #ecommerceseo at #maxnordic by @aleyda from @orainti Avoid it by featuring the different content levels organized based on user behavior Home Hub List Product
  27. 27. #ecommerceseo at #maxnordic by @aleyda from @orainti Take the effort to differentiate & improve key areas with specifically descriptive text Highly specific & Descriptive text, non- intrusive towards conversion
  28. 28. #ecommerceseo at #maxnordic by @aleyda from @orainti How you can make sure it will be really worthy though? By Indexing those based on the supply and demand
  29. 29. #ecommerceseo at #maxnordic by @aleyda from @orainti Be careful with internal search results too! They might overlay with your static category content Internal SearchCategory
  30. 30. #ecommerceseo at #maxnordic by @aleyda from @orainti The ideal scenario is that both are the same and internal search goes directly to the category URL structure Internal SearchCategory
  31. 31. #ecommerceseo at #maxnordic by @aleyda from @orainti If not then track but don't link, block internal search results & use data to enable new categories Internal SearchCategory
  32. 32. #ecommerceseo at #maxnordic by @aleyda from @orainti Use Review - Implement it with Json- LD And at a product level? User generated content will be your BFF: Gamify it & use Structured Markup for it.
  33. 33. #ecommerceseo at #maxnordic by @aleyda from @orainti Set non-available Product & Campaign landing pages elimination Rules to keep their Value 3
  34. 34. #ecommerceseo at #maxnordic by @aleyda from @orainti Avoid generating error pages & losing previous popularity & rankings!
  35. 35. #ecommerceseo at #maxnordic by @aleyda from @orainti Set rules for expired product & campaign landing pages Will the product or campaign become unavailable? Is it permanent? Keep the page until it becomes available again adding related information, products & campaigns, allowing the user to be notified when it comes back 301-redirect the product page to its parent category and the campaign page to the general campaigns area or more similar alternative one NOYES
  36. 36. #ecommerceseo at #maxnordic by @aleyda from @orainti Never like this though!
  37. 37. #ecommerceseo at #maxnordic by @aleyda from @orainti Identify your specific mobile search behavior to target your content & product offer & improve results 4
  38. 38. #ecommerceseo at #maxnordic by @aleyda from @orainti Mobile ecommerce is huge already!
  39. 39. #ecommerceseo at #maxnordic by @aleyda from @orainti But has more than fundamental issues related to the information shown
  40. 40. #ecommerceseo at #maxnordic by @aleyda from @orainti Understand your user mobile search behavior to target it optimization/optimizing-mobile-queries-near-you/
  41. 41. #ecommerceseo at #maxnordic by @aleyda from @orainti Identify your current mobile search queries & pages differences with desktop & specific performance
  42. 42. #ecommerceseo at #maxnordic by @aleyda from @orainti You can do the same with your competition if you target certain countries
  43. 43. #ecommerceseo at #maxnordic by @aleyda from @orainti Expand the specific mobile queries by using Google suggestions
  44. 44. #ecommerceseo at #maxnordic by @aleyda from @orainti Use the most relevant business wise to enable new content on your mobile presence to rank & convert
  45. 45. #ecommerceseo at #maxnordic by @aleyda from @orainti Not like this NO
  46. 46. #ecommerceseo at #maxnordic by @aleyda from @orainti Better like this! YES
  47. 47. #ecommerceseo at #maxnordic by @aleyda from @orainti Maximize your search results visibility & conversion by leveraging features & snippets 5
  48. 48. #ecommerceseo at #maxnordic by @aleyda from @orainti The visibility you can obtain through search features might be non-trivial Adwords SEO SEO - Images
  49. 49. #ecommerceseo at #maxnordic by @aleyda from @orainti Identify the SERP features shown not only with your site but your competitors
  50. 50. #ecommerceseo at #maxnordic by @aleyda from @orainti And which are those specific queries triggering them
  51. 51. #ecommerceseo at #maxnordic by @aleyda from @orainti Remember that is not only rankings but also visibility that will influence CTR
  52. 52. #ecommerceseo at #maxnordic by @aleyda from @orainti It’s a lot of effort? Yes, but highly worthy!
 Now it’s your time ;)
  53. 53. #ecommerceseo at #maxnordic by @aleyda from @orainti Thanks! Questions? #ecommerceseo at #maxnordic by @aleyda from @orainti