ecommerce seo: top tips to maximize growth in 2017 #omr17

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#ecommerceseo at #omr17 by @aleyda from @orainti Ecommerce SEO Top Tips & Actions to Maximize Growth in 2017

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Page 1: 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

Page 2: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 3: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 4: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

I help e-commerce sites to achieve these organic search results

Page 5: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Organic search already drives 22% of orders in the US

Page 6: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Which makes SEO critical for ecommerce sites

Page 7: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Although sometimes ecommerce optimization represents a challenge!

Page 8: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Here’s how to do it

Page 9: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Stop targeting the same generic keywords than your competition

with both desktop & mobile

Page 10: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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/

Page 11: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 12: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 13: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Prioritize those already driving more impressions but low CTR

#seoconvert #CW2017 #seoconvert #CW2017 Google Search Console

Page 14: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

The ones with highest visits but poorer conversion rate too

SEOmonitor

Page 15: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Segment them per device, to identify specific user behavior to target in each case

Google Search Console

Page 16: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Expand them in order to include all their related variants

Semrush

Page 17: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Prioritize those with a lower competition

Page 18: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Verify their potential per device to see which you should target in each case

Google Keyword Planner

Page 19: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

You have now device segmented priority queries with high potential to target

MOBILE

DESKTOP

Page 20: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Stop focusing only on your text based categories listings and products pages optimization

Page 21: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 22: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 23: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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/

Page 24: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 25: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 26: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 27: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 28: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

As well as content cannibalization among categories, also causing poor conversions

Page 29: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Expand your content to target informational queries supporting the purchase decision

Page 30: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Like brands & products comparisons, which allow you to better control your reputation

Page 31: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Leverage seasonal queries, consistently optimizing your campaigns landing pages

Page 32: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

They will attract from rankings to links & should be reused to grow over time

CognitiveSEO

Page 33: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

It’s critical to set publishing, update & elimination rules for every type of page

Page 34: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Stop trying to just rank with text content and start maximizing your

visibility in SERPs with features

Page 35: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Verify which queries are already driving you visibility w/ images, videos & snippets

Adwords

SEO

SEO - Images

Page 36: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Check which other SERP features are also giving more visibility to your competitors

SEMrush

Page 37: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Identify the queries to target in each case, from reviews to instant answers

Page 38: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 39: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 40: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

You’ll expand your brand visibility share in search results & maximize CTR

Page 41: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Keep an eye to rich cards on mobile SERPs, which are being continuously expanded

Page 42: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Fasten your site pages load time, specially on mobile

Page 43: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 44: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Identify the load times of your top pages directly in Google Analytics

Page 45: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Use Chrome’s DevTools Network & Audits to see which resources are causing the delay

Page 46: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Double-Verify and prioritize with Google’s PageSpeed Insights Tool

https://developers.google.com/speed/pagespeed/insights/

Page 47: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Validate all of your site pages speed by using Google API with URLProfiler

URLProfiler

Page 48: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

To also spot which issues are negatively affecting to most of your pages

Page 49: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Better speed will bring a better crawling, indexation & conversion results

Page 50: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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/

Page 51: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#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

Page 52: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

As well as provide impressive additional visibility

Page 53: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

So many opportunities, so little time!

Page 54: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Let’s start with these & see consistent & scalable traffic & conversion growth!

Page 55: Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti

Thanks! Questions?

#ecommerceseo at #omr17 by @aleyda from @orainti