seo for ecommerce: 5 must follow tips at #maxnordic

#ecommerceseo at #maxnordic by @aleyda from @orainti

MAXIMIZING YOUR STORE ORGANIC SEARCH SALES 5 Must Follow SEO Tips for Ecommerce


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I’m Aleyda Solis

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You’re here because you definitely want to make the most out of this



You have come to the right place!


#ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti

https://pulse.custora.com/pulse/channel

Organic search drives 22% of orders in the US

https://pulse.custora.com/pulse/channel

#ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti

This makes Ecommerce SEO critical


Don’t worry! I’ll show you the (SEO) money!



For real



Bling, Bling



Let’s get started


Allow only the crawling of URLs that you want to index & rank to

avoid crawl budget issues

1


Otherwise the search crawler will spend effort in URLs that won’t be ranked & can

leave out those that will


89% OF CRAWLED URLS ARE NON-INDEXABLE & NOT VISITED

Botify, OnPage.org & Deepcrawl allows to crawl while integrating Analytics data

http://onpage.org


Otherwise the search crawler will spend effort in URLs that won’t be ranked & can

leave out those that will


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


The main reason for this is CMS configuration, Web organization and

internal linking


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


This is one of the main issues


NO


But not if their internal links are not crawlable


YES


Generating filtered pages like this is also ok because these are not indexable


YES


Your internal linking should always allow to go up, sideways and down consistently

to those indexable pages


Up

Sideways

Down


Bringing your indexed URLs to a number that *reflects* your site content


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


And achieve this! Still not perfect, but far better :)



Set Indexation Rules based on supply & demand to avoid

duplication, cannibalization & index bloat issues

2


Content duplication, cannibalization & thin content issues are huge in commerce


Duplication & cannibalization happens a lot with overlaying categories

Different levels of product categories, very similar content


Avoid it by featuring the different content levels organized based on user behavior

Home Hub List Product


Take the effort to differentiate & improve key areas with specifically descriptive text

Highly specific & Descriptive text, non-

intrusive towards conversion


How you can make sure it will be really worthy though? By Indexing those based

on the supply and demand


Be careful with internal search results too! They might overlay with your static

category content

Internal SearchCategory


The ideal scenario is that both are the same and internal search goes directly to

the category URL structure



If not then track but don't link, block internal search results & use data to

enable new categories



Use schema.org/

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.

http://schema.org/Review


Set non-available Product & Campaign landing pages

elimination Rules to keep their Value

3


Avoid generating error pages & losing previous popularity & rankings!

explorer.cognitiveseo.com

http://explorer.cognitiveseo.com


Set rules for expired product & campaign landing pages

Will the product or campaign become unavailable?

Isitpermanent?

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


Never like this though!


Identify your specific mobile search behavior to target your content &

product offer & improve results

4


http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-trends-watch-2016-infographic/

Mobile ecommerce is huge already!


But has more than fundamental issues related to the information shown


Understand your user mobile search behavior to target it

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/

http://www.aleydasolis.com/en/search-engine-optimization/optimizing-mobile-queries-near-you/


Identify your current mobile search queries & pages differences with desktop

& specific performance


You can do the same with your competition if you target certain countries

sistrix.com

http://sistrix.com


Expand the specific mobile queries by using Google suggestions

http://www.infinitesuggest.com/

http://www.infinitesuggest.com/


Use the most relevant business wise to enable new content on your mobile

presence to rank & convert


Not like this

NO


Better like this!

YES


Maximize your search results visibility & conversion by

leveraging features & snippets

5


The visibility you can obtain through search features might be non-trivial

Adwords

SEO

SEO - Images


Identify the SERP features shown not only with your site but your competitors


And which are those specific queries triggering them


Remember that is not only rankings but also visibility that will influence CTR


It’s a lot of effort? Yes, but highly worthy!Now it’s your time ;)


Thanks! Questions?


seo for ecommerce: 5 must follow tips at #maxnordic

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