Download - Workshop SEO + ECOMMERCE #ECOMTEAM

We make your web visible

where your customers are.

SEO + ECOMMERCE WORKSHOP.

FERNANDO MUÑOZ

/senormunoz /senormunoz

/+SenorMunoz





REMEMBER THIS: MACHINES

NEVER BUY

https://www.flat101.es/estudios-flat101/estudio_ecommerce_2016_flat101.pdf



Nº de ecommerce estudiados (2015) • 165 etailers* españoles.

• De 11 ramas de actividad diferentes.

Volumen de visitas: • mín: 5.822

• máx: 44.135.016

Volumen de facturación: • mín: 1.889,24 €

• máx: 183.529.268,12 €

Ventas • 900.000 • 2.465 ventas diarias






51,7% desktop 12,53% tablet 34,48% mobile

(max: 77% mobile)








47,22% Organic 19,33% Adwords

16,75% Direct 4,29% email

15,20% referral

Traffic








1,02% (max: 4,67% – min: 0,08%)

Conversion rate








1,28% desktop 0,84% tablet 0,37% mobile

Conversion Rate








160,10€ (min: 16,11€)

Average ticket








111.031€

Anual billing










NEVER BUY



WE ARE NOT GOING TO TALK ABOUT

KEYWORD RESEARCH



1. DON’T DO IT AT HOME



1. EAT. EXPERTISE

AUTHORITATIVENESS TRUSTWORTHINESS

FROM THE 2017/03 QUALITY RATER GUIDELINES



2. YMYL YOUR MONEY OR YOUR LIFE

FROM THE 2017/03 QUALITY RATER GUIDELINES



3. LOW QUALITY PAGES GOOGLE IS FIGHTING THEM

“MAIN CONTENT IS PRESENT, BUT DIFFICULT TO USE DUE TO

DISTRACTING/DISRUPTIVE/MISLEADING ADS, OTHER CONTENT/FEATURES” FROM THE 2017/03 QUALITY RATER GUIDELINES



4. LOW QUALITY MAIN CONTENT INACCURATE INFORMATION

STRETCHING THE TRUTH CREATE A FALSE SENSE OF DOUBT FACTS

DO NOT CITE SOURCES FROM THE 2017/03 QUALITY RATER GUIDELINES



5. CLICKBAIT TITLES <<MISLEADING TITLES CAN RESULT IN A

VERY POOR USER EXPERIENCE WHEN USERS CLICK A LINK ONLY TO FIND THAT

THE PAGE DOES NOT MATCH THEIR “EXPECTATIONS”>>. FROM THE 2017/03 QUALITY RATER GUIDELINES



6. CLICKBAIT PHOTOS <<ADS OR SC WHICH ENTICE USERS TO

CLICK WITH SHOCKING OR EXAGGERATED TITLES, IMAGES, AND/OR TEXT. THESE

CAN LEAVE USERS FEELING DISAPPOINTED OR ANNOYED.>> FROM THE 2017/03 QUALITY RATER GUIDELINES



2. INDEXABILITY?

VISITS # HTML PAGES

WITH TRAFFIC

INDEX # HTML PAGES

INDEXED

RANKED # HTML PAGES

RANKED ALREADY

CANDIDATES: # HTML PAGES

CAN RANK

CHOOSE WISELY, IS YOUR JOB.



3. CUSTOMER JOURNEY

WHAT THEY WANT?



1. DIVIDE THEM IF THEY ATTACK DIFFERENTS

SEARCH INTENTIONS

Informational query

Transactional query



2. SHOW YOUR CATEGORIES PROPERLY

MAKE IT EASY FOR YOUR CLIENTS: LIST OR GRID? DEPENDS OF YOUR PRODUCTS



3. SHOW YOUR CONTENT IN CATEGORIES WISELY



3. SOLVE PROBLEMS: YOUR USER WILL THANK YOU

Objectives

Needs

Feelings

Attract Interact Engage Convert

Trigger a need

Understand the need

Provide solutions

Action: Buy

• Remind a need

• Recognize a problem

• Addres a pain point

• I don’t know what I don’t know

• I have more questions: can yo solve?

• Deal with the inmediate need

• Be relevant • Personalize • Trust

• Clarify the doubt

• Validate my thoughts

• Satisfaction • Reality

• Anxious • Defensive • Distracted • Hopeful

• Ambivalent • Curious • Guarded • Open

• Interested • Frustated • Excited • Good

• Resolved • Happy • Loyal • Confident

CUSTOMER JOURNEY MAP: YOUR CLIENTES ARE NOT GOING

TO BUY SOMETHING AT FIRST SIGHT.

THE CONTENT: NO CONVERSIONS.

NONE.

BUT THERE IS AN ATRIBUTION MODEL, SO…

https://www.slideshare.net/adinton/the-inbounder-attribution-marketing-for-technical-marketers

http://www.adinton.com/

ALL THE CONTENT IS USELESS.

NO CONVERSIONS. USELESS?

ARE YOU SURE? YES. NO ASSISTED

CONVERSION CONTENT:

• INFORMATIONAL • TAKE SOMETHING FROM THOSE VISITS



















AFFILIATE IS ALL IN OUR

CONVERSIONS. ARE YOU SURE?

CHECK NEXT>



















SEO ASSISTED TO

CONVERSIONS, IS NOT ALL AFFILIATE.



















4. TECHNICAL ISSUES SOLVE THEM OR DIE

WWYDIYWAGE WHAT WOULD YOU DO IF YOU WERE A GOOGLE ENGINEER?



1. 200 2. 3xx 3. 4xx | 410 4. 5xx | 503

4.1. DON’T BOTHER THE CRAWL



ALL STARTS AT CRAWL

1. CRAWLING 2. INDEXING 3. RANKING

LARGER ECOMMERCE SITES HAVE A GAZILLION WAY TO FILTER PRODUCTS. EVERY FILTER MIGHT ADD NEW URLS FOR GOOGLE. IN CASES LIKE THESE, YOU REALLY WANT TO MAKE SURE THAT YOU’RE LETTING GOOGLE SPIDER ONLY ONE OR TWO OF THOSE FILTERS AND NOT ALL OF THEM Joost de Valk. December 29, 2016: 5 STRATEGIES TO MAKE THE MOST OF CRAWL BUDGET

4.2. BLOCK CLEAN

DO IT

http://www.seoclarity.net/strategies-to-make-the-most-of-your-available-crawl-budget-16074/




LESS CRAWL > LESS TRAFFIC

We can outrank an authority page if we have more crawl rate

BROKEN LINKS, 404S, ERRONEOUS HTACCESS AND ROBOTS FILES, AND LONG REDIRECT CHAINS WILL PREVENT BOTS FROM INDEXING PAGES ON YOUR SITE

Joost de Valk. December 29, 2016: 5 STRATEGIES TO MAKE THE MOST OF CRAWL BUDGET

4.3. REMOVE ROADBLOCKS

(OR POTENTIAL)



• LOAD PAGE FOR GOOGLE BOT ≠ LOAD PAGE FOR USER

• TTFB (≈ 200ms)

4.4. DO-IT-FAST



1. MINIMIFY JS + CSS 2. CSS SPRITES

3. COMPRESS JPG 4. PARALLELIZE THE LOAD

5. PRERENDER DNS 6. CACHE 7. ETAGS

8. META-EXPIRES 9. STATIC HTML (JS, ANGULAR,…)

Daniel Pinillos y Natzir Turrado. 2016 05. Congreso Web Zaragoza: Seo para Ecommerce

https://www.slideshare.net/NatzirTurrado/seo-para-ecommerce-en-el-congreso-web

https://www.slideshare.net/NatzirTurrado/seo-para-ecommerce-en-el-congreso-web

DO IT FAST

4.5. WPO

DO IT FAST

http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/

BOUNCE RATE VS LOAD TIMPE












DO IT FAST


CONVERSION RATE VS LOAD TIME












GOOGLEBOTS CAN ALSO GET STOPPED IN THEIR TRACKS BY BROKEN LINKS, MISSING PAGES, AND OTHER ROADBLOCKS.

Mitul Gandhi. December 29, 2016: 5 STRATEGIES TO MAKE THE MOST OF CRAWL BUDGET

4.6. CLEAN YOUR SITEMAP



2015: 60 THOUSAND TRILLION OF URLS IN GOOGLE INDEX. “WE KNOW THEN, WE DON’T HAVE THEM ALL INDEXED” WHY? URLS GOOGLEBOT LOVE: - GOOD UX - GOOD TRAFFIC - NOT REPEATED

MANAGE YOUR STOCK: WHAT TO DO WITH AN OUT OF STOCK PRODUCT?

4.7. CLEAN YOUR CONTENT

MANAGE YOUR STOCK: WHAT TO DO WITH AN OUT OF STOCK PRODUCT?

4.8. CLEAN YOUR OLD CONTENT

LARGER ECOMMERCE SITES HAVE A GAZILLION WAY TO FILTER PRODUCTS. EVERY FILTER MIGHT ADD NEW URLS FOR GOOGLE. IN CASES LIKE THESE, YOU REALLY WANT TO MAKE SURE THAT YOU’RE LETTING GOOGLE SPIDER THE URLS THAT CAN HELP YOU RANK FOR DIFFERENT KWS

5. HELP THE CRAWL: MAKE RELATIONSHIPS

NETWORK TAXONOMIES: RELATIONSHIPS AMONG ITEMS CAN HAVE DIFFERENT MEANINGS, INCLUDING SEMANTIC ONES.

5.1. MAKE A NETWORK



1. BOTS JUMP FROM ONE LINK TO ANOTHER.

2. STORE URLS IN THEIR SERVER.

https://regalador.com/es/regalos/adictos-a-la-musica/









CATEGORY: OAKLEY SUBCATEGORY: FROGSKINS. MORE?

SHOP

OAKLEY

FROGSKINS

OO9013 24 305 55

OO9013 24 325 55

OO2043 204305

OO9013 24 298 55

HOLBROOK

JUPITER SQUARED

FUEL CELL

BATWOLF

RAY BAN

ARNETTE

B

Brand: Oakley

Lens color: yellow

Lens type: polarized

Frame color: black

Frame color type: mate

Pins color: black

Pins color type: mate

Frame type: polycarbonate

Brand model: Frogskins

Oakley Frogskins sunglasses OO9013 24 298 55

Pins type: polycarbonate

Block sun: category 3

Valentino Rossi sunglasses

WE CAN SQUEEZE THE NETWORK JUMPING BETWEEN URLS.

5.2. HACK THE ARCHITECTURE

CATEGORY: OAKLEY SUBCATEGORY: FROGSKINS. MORE?

SHOP

OAKLEY

FROGSKINS

OO9013 24 305 55

OO9013 24 325 55

OO2043 204305

OO9013 24 298 55

HOLBROOK

JUPITER SQUARED

FUEL CELL

BATWOLF

RAY BAN

ARNETTE

SHOP

OAKLEY

FROGSKINS

OO9013 24 305 55

OO9013 24 325 55

OO2043 204305

OO9013 24 298 55

HOLBROOK

JUPITER SQUARED

FUEL CELL

BATWOLF

RAY BAN

ARNETTE

VALENTINO ROSSI

FRAME COLOR: BLACK

FRAME COLOR TYPE: MATE

FRAME TYPE: POLYCARBON

ATE

LENS TYPE: POLARIZED

LENS COLOR: YELLOW

http://www.robertomartin.com/sitemap-2/





Spain

Andalucía

Cadiz

Málaga

What to do?

Concerts

Pop Alejandro Sanz in La Rosaleda

Rock

Classical music Theatre

Sports Events

Football

Running

Where to go?

Restaurants

Japanese

Chinese

Museums

Sports Zone

Footbal stadiums

La Rosaleda

Gyms

Sevilla

Cataluña Barcelona

What to do in Málaga

Concerts in Málaga

Pop Concerts in Málaga

Restaurants in Málaga



DO NOT SUBESTIMATE ITS POWER.

6. CONTENT, CONTENT

& CONTENT!

https://regalador.com/es/51606/pack-ropita-bebe-papas-geniales/











https://www.omlet.co.uk/shop/rabbit_products/eglu_rabbit_house/

https://www.omlet.co.uk/shop/rabbit_products/eglu_rabbit_house/

THE CONTENT: CHECK IT.

WILL NEVER BELIEVE JUST CHECK THE CONTENT. AND WORK IN IT. WORK AGAIN. AGAIN.

todocoleccion.net

LAZY?

6.1. BUT WHAT IF I CANNOT WRITE

CONTENT?

NOINDEX

MAYBE SOMEBODY CAN DO IT FOR YOU: UGC

6.1 (AGAIN). BUT WHAT IF I CANNOT

WRITE CONTENT?

• FORUMS • PRODUCTS • TESTIMONIALS • INTERVIEWS • USER REWARDS



LINK BETWEEN EQUALS.

7. LINK SCULPTING. MAKE IT ROCKS!

uvinum.com

.com/alexander-mcqueen/men/clothing/

.com/men/clothing/outerwear



1. CRAWL BUDGET. 2. CRAWL RATE.

7.1. CHECK THE LINKS: DO YOU NEED

THEM ALL?



ARE YOU READY? DID YOUR WEBSITES ANSWER THEM? VOICE WARS?



ARE YOU READY? DID YOUR WEBSITES ANSWER THEM? ANSWER QUERIES

Razvan Gavrilas. April, 2014: Total SERP domination

https://cognitiveseo.com/blog/6121/total-serp-domination-using-the-new-google-answer-box-technique/



11.54% GOOGLE SEARCHERS

LAUNCH GOOGLE BOX

Razvan Gavrilas. April, 2014: Decoding the Google Answer Box Algorithm

https://cognitiveseo.com/blog/6266/decoding-google-answer-box-algorithm-serp-research-10-353-keywords/



Ryan Heuser. July 18, 2016: Google answer your queries

http://www.seoclarity.net/google-answers-queries-15134/



HOW TO IMPROVE THEM?

TITLES: TROJAN HORSE

NUMBERS IN TITLE: USING NUMBERS IN ANY HEADLINES ATTRACTS OUR ATTENTION

VOICE WARS?

Jakob Nielsen. April 16, 2007: Show Numbers as Numerals When Writing for Online Readers

https://www.nngroup.com/articles/web-writing-show-numbers-as-numerals/



WE LOVE TO CHOOSE

SHORT TITLES, BIGGER CTRs Mitul Gandhi. August 17, 2016 How to improve CTR by conducting a page title test?

http://www.seoclarity.net/title-tags-improve-ctr-conducting-page-title-test-15648/

HAVE A BIG BRAND? USE IT. HAVEN’T? DO NOT USE IT. Mitul Gandhi . August 17, 2016 How to improve CTR by conducting a page title test?


POSITIVE VS NEGATIVE NEVER, WORST,…

Mitul Gandhi. August 17, 2016 How to improve CTR by conducting a page title test?





NEVER BUY



LINKS: ONLY ONE ADVICE.

UNDER CONTROL

THANK YOU!

/senormunoz /senormunoz

/+SenorMunoz



Download - Workshop SEO + ECOMMERCE #ECOMTEAM

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