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

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  • #ecommerceseo at #omr17 by @aleyda from @orainti

    Ecommerce SEOTop Tips & Actions to Maximize Growth in 2017

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    Im Aleyda Solis

    ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/

    I Do SEO I PublishI Share

    BITLY.COM/LIBROSEOALEYDA

    #ecommerceseo at #omr17 by @aleyda from @orainti

    http://ORAINTI.COMhttp://@ALEYDAhttp://FB.COM/ALEYDASEOTIPS/http://BITLY.COM/LIBROSEOALEYDA

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    Im Aleyda Solis

    I Blog I Speak Im 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

    Heres 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/

    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

    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

    https://www.consumerbarometer.com/

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    Prioritize those already driving more impressions but low CTR

    #seoconvert #CW2017 #seoconvert #CW2017 Google Search Console

    https://www.consumerbarometer.com/

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    The ones with highest visits but poorer conversion rate too

    SEOmonitor

    http://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

    http://SEOmonitor

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    Expand them in order to include all their related variants

    Semrush

    http://SEOmonitor

  • #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

    http://SEOmonitor

  • #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/

    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

    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 HubSecond Level Category List Product

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    Avoiding query-content mismatch, ranking for category queries w/ product pages

    It shouldnt 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

    http://CognitiveSEO

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    Its 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

    https://developers.google.com/search/docs/guides/intro-structured-data

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    You can easily validate & preview with Googles own tools

    https://developers.google.com/search/docs/guides/search-gallery

    https://developers.google.com/search/docs/guides/search-gallery

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    Youll 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

    https://developers.google.com/search/docs/guides/search-gallery

  • #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 Chromes DevTools Network & Audits to see which resources are causing the delay

  • #ecommerceseo at #omr17 by @aleyda from @orainti

    Double-Verify and prioritize with Googles PageSpeed Insights Tool

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

    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

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

  • #ecommerceseo at #omr17 by @aleyda from @orainti

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

  • #ecomm