best practices for seo for ecommerce in 2019 · 2019. 6. 24. · best practices for seo for...
TRANSCRIPT
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Best Practices for SEO for eCommerce in 2019
The most important findings after analyzing 600.000.000 eCommerce queries
/ PanosLadas
ON.marketing
www.ON.marketing
About me
● 14 years experience of SEO in Greek & international projects
● First Google Certified Partner in Greece
● Execution focused philosophy
● Data-driven mentality● LOVE to work with startups
& creative people
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WHY SEO?#1 Traffic Source
ScalableExceptional ROI
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ROI = (Revenue - Cost)/Revenue
Revenue = Traffic x CR x AOV
SEO Cost = Tech & UX + Content + Links
Extra Bonus = An exceptional digital brand
SEO BENEFITSClient Example #1 - New, 100% Digital Brand, Targeting USA only
$40K/month Google Ads equivalent
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● Increased, high quality traffic● Higher ROI● Improved visibility● Credibility & trust● Branding● Improved user experience &
usability● Future investment● Provides customer insights● Your competitors are here● Saves you Google Ads money● A chance against large brands
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HOW?- Technology & UX
- Content- Link Building
Be excellent in 200+ Factors at:
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Mission Impossible: find the most important factors
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We went BIGWe went BIG
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We analyzed tons of data
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2.500.000 Mobile: 2.400.000 Desktop: 1.200.000
3.000.000Mobile:
2.800.000 Desktop: 1.500.000
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600.000.000 queries
50.000.000 searches/month9 commerce searches /
month / person
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3.000.000 products3.000 categories
15.000 brands3.000.000 keywords
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+35% YoY on searches
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6 Most Important Factors to win on eCommerce SEO
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#0 BEFORE WE START
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1. Very Mobile Friendly2. Secure HTTP
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#0 Mobile Friendly
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70% of eCommerce websites have HTTPS
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#1 SPEED
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Officially ImportantSEO Factor
Goal: <5 seconds
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Only 5% under 5 seconds but 80% are under 8
seconds
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Celestino Loading Time
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Google Says
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● Enable compression● Minify CSS, Javascript &
HTML● Reduce redirects● Remove render-blocking
JavaScript● Leverage browser caching● Improve server response time● Use a CDN (content
distribution network)
Optimize images
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580 KB
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168 KB
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#2 UNIQUE CONTENT
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The most important factor
If you are going to do one thing, do this
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70% of the websites ranking in the first page
have original content
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When Google is looking at this page it is mainly looking
at the text, the product description.
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● Don’t copy & paste.● Create something unique.● Create something interesting.● Write for people, not
machines.● Write as much as you can,
don’t be lazy.● Be smart when you write.
ANSWER PEOPLE’S QUESTIONS
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#3 USER GENERATED CONTENT
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The easiest way to build content & differentiate
& you have happy, engaged customers
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Less than 10% of all ecommerce business encourage Users to Generate Content
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Google displays Title, Description, Pricing and what Users generate:● Ratings & Reviews● User Generated Videos● And more are coming!
Encourage & Incentivize Users to Create Content
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#4 Information Architecture
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#5 A strong brand
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Constant indications that direct traffic, time on site & bounce rate influence
rankings
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A great website and great content are not enough. You need to have people spending time with your
brand online.
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#6 Video
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Online presence in the second largest search
engine globally: YouTube
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This is engaging & motivating content,
people spent on average more than 2 hours daily
on YouTube
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Encourage & Incentivize Users
to Create & DISTRIBUTE
Content
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More on how to benefit from the largest traffic source tomorrow at the
SEO workshop
