$30 off During Our Annual Pro Sale. View Details »

Building a Modern Day 
E-commerce SEO Strategy

Building a Modern Day 
E-commerce SEO Strategy

Learn how to prioritize your ecommerce SEO process to maximize your visibility and achieve your online store organic search traffic and revenue goals.

Aleyda Solis

November 10, 2022
Tweet

More Decks by Aleyda Solis

Other Decks in Marketing & SEO

Transcript

  1. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Building a Modern

    Day 
 E-commerce SEO Strategy #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  2. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Organic search continues

    to be one of the biggest traffic drivers to online retailers semrush
  3. #ecommerceseo at #ecommercesummit by @aleyda from @orainti It will only

    become more important with Google now shifting to a free merchant marketplace with a +35B product Shopping Graph https://blog.google/products/shopping/buy-on-google-is-zero-commission/
  4. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Giving product detail

    pages more organic visibility with new search results features Popular Products Shopping Knowledge Panel
  5. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Recently introducing a

    new shopping experience with the “shop” term https://blog.google/products/shopping/search-on-2022-shopping/
  6. #ecommerceseo at #ecommercesummit by @aleyda from @orainti All this, while

    facilitating product integration with popular 
 E-commerce platforms
  7. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Which have also

    now introduced more SEO functionalities
  8. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Best time to

    do E-commerce SEO ever! 
 Can we go now?
  9. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Not so fast.

    E-commerce SEO is also getting harder, it’s more challenging to achieve goals
  10. #ecommerceseo at #ecommercesummit by @aleyda from @orainti There’s not only

    a higher SEO competition but challenges to stand-out to grab traffic in SERPs like this Ads Local Pack Organic Organic PAA Organic Organic 
 Popular Products
  11. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Google is now

    more sophisticated and a better search experience & quality are needed to rank Scary Dip
  12. #ecommerceseo at #ecommercesummit by @aleyda from @orainti E-commerce sites nature

    make also SEO execution harder and often most efforts go to fixing bugs A high number of pages due to product volume Complex categorization Dynamic inventory causing constantly changing URLs The same product info as other sites
  13. #ecommerceseo at #ecommercesummit by @aleyda from @orainti The Pyramid of

    SEO Success We then get stuck on fixing issues, rather than building, which is what achieves real growth FIXING IMPROVING BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech debt to avoid crawlability, indexability and page experience issues
  14. #ecommerceseo at #ecommercesummit by @aleyda from @orainti E-commerce SEO is

    full of opportunities 
 but also common challenges
  15. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Let’s tackle these

    E-commerce SEO challenges 
 w/ 3 key actions to integrate in your strategy Look at the SERPs, their features and intent to drive your content optimization & maximize visibility through the full search journey Prioritize SEO activities based on your e-commerce goals’ impact and effort Establish an SEO quality framework to avoid issues that hold execution back 1. 2. 3.
  16. #ecommerceseo at #ecommercesummit by @aleyda from @orainti 1. Look at

    the SERPs to drive your content optimization & maximize visibility through the full search journey #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  17. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Many online stores

    focus on commercial & transactional queries but industry leaders establish their authority ranking across the full search journey
  18. #ecommerceseo at #ecommercesummit by @aleyda from @orainti https://www.sistrix.com/visibility-leaders/retail-2022-overview This has

    been highlighted in retail search visibility studies, like the Sistrix one, finding retailers missing on informational opportunities
  19. #ecommerceseo at #ecommercesummit by @aleyda from @orainti For example, REI

    does this with their Learn section, establishing authority while attracting top-of- the-funnel traffic for popular topics
  20. #ecommerceseo at #ecommercesummit by @aleyda from @orainti With useful complementary

    guides that answer common questions while attracting backlinks #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  21. #ecommerceseo at #ecommercesummit by @aleyda from @orainti This also impacts

    trust & conversion! You need to connect through the full journey to establish authority To attract this You need to target & establish yourself here …
  22. #ecommerceseo at #ecommercesummit by @aleyda from @orainti GUIDES PDPS PLPS

    SERPs are more blended than ever too! Informational products SERPs are now also featuring PLPs & PDPs. Stop assuming there’s no value in them.
  23. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Guides are now

    also ranked for “buy” terms too. Stop only focusing on optimizing PLPs/PDPs. Buy White Jeans Buy women’s running shoes Buy women leather jacket
  24. #ecommerceseo at #ecommercesummit by @aleyda from @orainti And even if

    you’re now investing in content across the search journey: Are you optimizing it to maximize visibility & CTR via shown SERP features? THEY DON’T THEY DO
  25. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Target relevant product

    queries across the whole search journey Create and optimize different type of content to target intent across the whole journey Optimize content to effectively leverage search results features to maximize visibility It’s time to look at the SERPs to reassess what you target and how you do it to maximize your traffic Expand Target Create content to satisfy each intent type Leverage Search Features
  26. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Identify relevant queries

    to better target with guides by detecting informational sites outranking you for top terms in search results Sistrix
  27. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Identify keyword gap

    vs these sites to see which are the relevant high search volume queries that you’re not targeting, to assess for guides Semrush
  28. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Take a look

    at the top traffic pages within the publications’ 
 “shop” sections to assess further topics opportunities Semrush
  29. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Need further inspiration

    for topics & design? See Sistrix’s best-performing retail sites content hubs https://www.sistrix.com/visibility-leaders/
  30. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Check the type

    of ranked pages and intent in bulk to see the need to further optimize PLPs/PDPs for them Semrush
  31. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Many PLPs only

    feature links to products, without any descriptive text, making them hard to rank
  32. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Start by featuring

    as many products per page as viable, with longer descriptions, to show more relevant content Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 CATEGORY A Pages: 1, 2, 3… 100 Product 1 Product 2 Product 3 Product 4 Product 5 Product 6 CATEGORY B Pages: 1, 2, 3… 60 < Product 7 Product 8 Product 9 Product 10 * Explain why you’re in the best place to buy these products * Clarify common doubts of customers when buying these types of products
  33. #ecommerceseo at #ecommercesummit by @aleyda from @orainti From Products FAQs,

    Q&As to Facts, integrate them 
 within categories/facets pages to support sales too Reassure users that the products they’re seeing are the best for their scenario Mitigate any doubts around the use and characteristics of the products Show why they’re in the best place to buy these products … #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  34. #ecommerceseo at #ecommercesummit by @aleyda from @orainti #ecommerceseo at #ecommercesummit

    by @aleyda from @orainti Blend with the products listing design to make them visible and helpful to users, rather than hiding them at the bottom
  35. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Establish patterns to

    generate at scale leveraging content automation tools to help writers FAQs: • Are these boots made from real leather? 
 • Do these boots have a good transpiration system? 
 • What are the best pants to wear with knee-high boots? 
 
 Surfer, NeuralText
  36. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Monitor the targeted

    queries SERPs to asses visibility opportunities, and search features you’re not yet leveraging
  37. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Use rank trackers

    like AWR showing pixel position and product search features w/ SERP screenshots to assess potential Advanced Web Ranking
  38. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Assess which are

    the search features influencing your targeted SERPs that are relevant and feasible for you to leverage Advanced Web Ranking
  39. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Not all are

    triggered by structured data anymore, content format and merchant feeds influence what Google highlights in snippets https://brodieclark.com/little-known-rich-results-ecommerce/
  40. #ecommerceseo at #ecommercesummit by @aleyda from @orainti https://brodieclark.com/google-image-thumbnails/ As well

    as image optimization -indexing, relevance, organization- for the popular image thumbnails in listings
  41. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Ryte Monitor your

    audience’s new searches to frequently identify content opportunities & expand accordingly
  42. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Denim Leather Jean

    Men Women Jeans Pants Shorts Jacket Shirt T-shirt Dress Skirt Jumpsuit Bootcut Straight Wide Slim Crop Flare Skinny Black Blue White Red Product Characteristics Type Audience + + + Modifiers + Buy Shop Best Top Cheap Children It’s about maximizing your e-commerce search visibility share through the full customer journey Home Brand Categories Sub-categories Filters Comparison Guides Deals …
  43. #ecommerceseo at #ecommercesummit by @aleyda from @orainti https://bit.ly/3wKdCTe Here’s a

    reference for e-commerce sites, to 
 avoid forgetting any query & content types
  44. #ecommerceseo at #ecommercesummit by @aleyda from @orainti 2. Prioritize SEO

    activities based on your e-commerce goals’ impact and effort #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  45. #ecommerceseo at #ecommercesummit by @aleyda from @orainti You always have

    limited resources and timelines to execute SEO activities and achieve goals
  46. #ecommerceseo at #ecommercesummit by @aleyda from @orainti It’s why you

    can’t just follow “SEO best practices” or “checklists”, which are great to avoid missing things, but not to drive your SEO strategy https://developers.google.com/search/docs/specialty/ecommerce?hl=en
  47. #ecommerceseo at #ecommercesummit by @aleyda from @orainti CLOTHING ONLINE STORE

    INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN …. 1. YOU’RE TRYING TO GET THIS 2. TO OBTAIN THIS! Biz Goals 
 [What Decision Makers care About] SEO goals 
 [What SEOs care about] Start by establishing top-to-down SEO goals for your e-commerce that connect with your business ones
  48. #ecommerceseo at #ecommercesummit by @aleyda from @orainti INCREASE 150% SALES

    OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN This will help to tie each SEO action to business goals, allowing to focus on meaningful SEO execution 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High 1. WILL HELP TO ACHIEVE THIS 2. TO OBTAIN THIS
  49. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Specific [Significant]: Will

    allow to achieve the desired business goals (+150% sales) Measurable [Meaningful]: Organic search revenue, traffic and rankings can be tracked Attainable [Action Oriented]: You’ll have reasonable time to see results (1 year) Relevant [Rewarding]: It will impact the relevant areas/sections to achieve sales goals Time-Bound [Trackable]: It should be achieved during a specific time (1 year) Evaluated [Ethical]: Its evolution will be assessed at the end of each month Reviewed [Rewarding]: Its activities will be reviewed based on their impact When establishing SEO goals use the SMARTER principles, to ensure impact and meaningfulness “Grow 150% organic search conversions YoY of X, Y, Z product lines”
  50. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Run forecasts to

    establish different SEO results 
 scenarios, showing impact on revenue Advanced Web Ranking
  51. #ecommerceseo at #ecommercesummit by @aleyda from @orainti While seeing how

    much it would cost to bring those visits w/ paid search ads, and results if nothing is done Advanced Web Ranking
  52. #ecommerceseo at #ecommercesummit by @aleyda from @orainti You can use

    tools like AWR or Forecast Forge to develop your rankings, traffic & conversions forecast Forecast Forge
  53. #ecommerceseo at #ecommercesummit by @aleyda from @orainti IMPACT EFFORT 1.

    To Execute 
 Don’t Do 2. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize Recommendation Impact [0-10] Effort [0-10] To Prioritize Higher Medium impacting with high effort 6 4 12 Low impacting with high effort 4 4 8 Low impacting with very high effort 4 2 6 Very low impacting with very high effort 2 2 4 Prioritize your SEO activities with higher impact/lower effort to achieve your goals
  54. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Use this SEO

    Recommendations Prioritization 
 Template in Google Sheets to easily do it https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
  55. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Can’t tie an

    SEO recommendation to a SMARTER SEO goal? It’s a non-problem and shouldn’t be prioritized INCREASE 150% SALES OF WINTER BOOTS FOR WOMEN AND MEN INCREASE 400% TRAFFIC TO MID-BOTTOM OF THE FUNNEL CONTENT OF WINTER BOOTS FOR BOTH WOMEN AND MEN …. TOP-TO-DOWN SEO GOALS GROW 250% ORGANIC SEARCH TRAFFIC TO WINTER BOOTS LISTINGS, COMPARISONS, REVIEWS, GUIDES AND PRODUCTS PAGES TAKE INTO TOP 3 POSITIONS OF CURRENT TOP 10 FOR MID-BOTTOM OF THE FUNNEL QUERIES TARGETED BY WINTER BOOTS LISTINGS AND COMPARISONS PAGES 
 TAKE INTO TOP 10 PILLAR AND GUIDES PAGES OF WINTER BOOTS FOR WOMEN AND MEN 1. RECOMMENDATIONS TO IMPROVE X WHY IS IT IMPORTANT? HOW DOES IT AFFECT THE SITE RANKINGS? WHERE HAS BEEN FOUND AND IS GENERATED? Screens hot SCENARIO 1 HOW CAN IT BE FIXED? Screens hot SCENARIO 1 Screens hot SEO Effect Affected Areas Business Importance Optimization Status Execution Difficulty Required resources Priority High Paginations Medium Low Low Technical High 1. WILL HELP TO ACHIEVE THIS? 2. TO OBTAIN THIS? X
  56. #ecommerceseo at #ecommercesummit by @aleyda from @orainti What happens when

    you have activities that 
 seem to have similar effort and impact?
  57. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Use second-order thinking

    to select the one with 
 more positive implications for goals achievement https://fs.blog/2016/04/second-order-thinking/
  58. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Prioritize the task

    with the biggest overall impact on the business beyond SEO https://www.aleydasolis.com/en/search-engine-optimization/seo-product-triangle/
  59. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Select a few

    categories to implement fast and assess impact vs similar unchanged ones: 
 
 * Positive result? Replicate to rest. 
 * Negative outcome? Move to other implementations! Unsure about impact? Run tests to assess their impact in your context or see if there are better alternate ways to achieve results
  60. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Leverage SEO testing

    tools to execute different 
 types of SEO tests, from group to split tests SEOtesting, Ryte, Zippy, Splitsignal
  61. #ecommerceseo at #ecommercesummit by @aleyda from @orainti You can integrate

    directly with CDN workers 
 to implement SEO test changes fast
  62. #ecommerceseo at #ecommercesummit by @aleyda from @orainti You can also

    create your own SEO A/B Split Tests for Free by using Google Tag Manager as Chris shows here https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
  63. #ecommerceseo at #ecommercesummit by @aleyda from @orainti This will allow

    you to assess and change fast what is not impactful and identify opportunities to leverage to achieve goals
  64. #ecommerceseo at #ecommercesummit by @aleyda from @orainti 3. Establish an

    SEO quality framework to avoid issues that hold execution back #ecommerceseo at #ecommercesummit by @aleyda from @orainti
  65. #ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO auditing should

    be a recurrent activity to prevent issues and identify opportunities on an on-going basis
  66. #ecommerceseo at #ecommercesummit by @aleyda from @orainti There are too

    common SEO horror stories in 
 e-commerce that are completely preventable Internal search results cannibalizing categories Noindexing categories pages with search potential Lack of unique commercial content in categories Product pages with poor 
 unique descriptive content Product pages with traffic 
 but inconsistent status Seasonal pages with traffic 
 but inconsistent status Overlooking informational content and resources
  67. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Like noindexing or

    canonicalizing facets with product inventory and search traffic potential
  68. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Or temporarily unavailable

    products pages triggering errors, being noindexed or erroneously redirected
  69. #ecommerceseo at #ecommercesummit by @aleyda from @orainti I’ve presented about

    it, so you can take a look at the different solutions alternatives here https://www.slideshare.net/aleydasolis/ecommerce-seo-horror-stories-how-to-tackle-the-most-common-issues-at-scale-and-avoid-an-seo-nightmare-mozcon
  70. #ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO RECOS ONGOING

    SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK That’s why SEO reco’s should set ongoing 
 SEO quality assurance measures for the process
  71. #ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO RECOS ONGOING

    SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK EDUCATION 
 To prevent SEO mistakes VALIDATION 
 To avoid launching 
 SEO Errors MONITORING 
 To catch SEO incidents fast With ongoing SEO education, validation and monitoring measures for an optimal execution
  72. #ecommerceseo at #ecommercesummit by @aleyda from @orainti COMPANY CONTENT OPTIMIZATION

    & TECH SEO GUIDELINES/ WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/ [STAKEHOLDERS] TEAMS RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS INCLUDE A “WHY DOES THIS MATTER” SECTION IN AUDIT & REPORTS CREATE PERSONALIZED GUIDELINES WITHIN WIKI/PM PLATFORM DO LIVE (AND RECORD) WEBINARS & Q&AS WITH INVOLVED TEAMS A base of SEO education across teams is fundamental to establish understanding
  73. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Developing and recording

    SEO trainings so videos can be played to new team members
  74. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Creating a company

    SEO Wiki w/ content & tech SEO best practices that you can easily refer
  75. #ecommerceseo at #ecommercesummit by @aleyda from @orainti WEB PLATFORM CONFIGURATION/SETTINGS

    CHANGES INTEGRATED VALIDATION CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES SET RECURRING CRAWLS 
 WITH SEO CRAWLERS WEB PLATFORMS SEO CONFIGURATION CHECKS CREATE EASY TO FOLLOW/USE CHECKLISTS FOR USUAL ACTIVITIES Strengthen your SEO Quality Framework with a seamless SEO execution validation workflow
  76. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Set and agree

    with teams the use of content & tech configuration checklist for common workflows https://docs.google.com/spreadsheets/d/1LGc9RxurRTv2K0Zsckh1cirEQ9E9rP7-04k1wnVIkhg/edit?usp=sharing
  77. #ecommerceseo at #ecommercesummit by @aleyda from @orainti PRE-RELEASE SEO VALIDATION:

    OK? SEO IMPLEMENTATION YES NO YES ON-GOING SEO VALIDATION SEO RELEASE NO FIX POST-RELEASE SEO VALIDATION: OK? YES NO FIX ON-GOING SEO VALIDATION: OK? YES NO FIX IN LESS 24H REVERSE IMPLEMENTATION Agree on release validations workflow with devs taking into consideration “what-if” scenarios
  78. #ecommerceseo at #ecommercesummit by @aleyda from @orainti SEO validations are

    only going to be as strong as the alignment of SEOs with the team executing changes
  79. #ecommerceseo at #ecommercesummit by @aleyda from @orainti WEB CONTENT &

    TECHNICAL CONFIGURATION CHANGES ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/ INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS MENTIONS & BACKLINKS ALERTS SPAM OR MANUAL ACTIONS ALERTS WEB ANALYTICS TOOLS SEO CONFIGURATION ALERTS TOOLS (LITTLE WARDEN, CONTENTKING) WEB SERVER LOG MONITORING TOOL AND SEARCH CONSOLE RANK TRACKERS SEARCH TRENDS TOOLS MENTIONS/BACKLINKS TOOLS GOOGLE SEARCH CONSOLE Catch critical SEO configurations and KPIs changes fast to take action before it’s too late
  80. #ecommerceseo at #ecommercesummit by @aleyda from @orainti MENTIONS & BACKLINKS

    SPAM & MANUAL ACTIONS ORGANIC SEARCH TRAFFIC & CONVERSIONS SEARCH TRENDS CHANGES WEB RANKINGS & SERPS CTR CONTENT OPTIMIZATION CRAWLABILITY & INDEXABILITY CONFIGURATIONS Monitor it all: From Crawlability and Indexability, Rankings, Traffic, to Backlinks & Manual Actions
  81. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Use real-time SEO

    crawlers like ContentKing or LittleWarden to identify SEO changes in real time LITTLE WARDEN, CONTENTKING
  82. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Configure your real-time

    monitoring to catch when meaningful tech & content configurations change
  83. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Too many pages

    updating all the time? Monitor Critical URLs of each type with your own criteria
  84. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Configure the alerts

    to go to the relevant email, slack or project management tool to not be missed
  85. #ecommerceseo at #ecommercesummit by @aleyda from @orainti WEB PLATFORM CONFIGURATION/SETTINGS

    CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS SEO QUALITY ASSURANCE FRAMEWORK RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS This is how you say goodbye to continuous SEO errors that hold your execution back
  86. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Learn more about

    setting a Quality Assurance Framework in this presentation https://www.slideshare.net/aleydasolis/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-frameworkpdf
  87. #ecommerceseo at #ecommercesummit by @aleyda from @orainti It shouldn’t be

    only a matter of catching 
 errors faster, you should prevent them
  88. #ecommerceseo at #ecommercesummit by @aleyda from @orainti Too much work?

  89. #ecommerceseo at #ecommercesummit by @aleyda from @orainti These are just

    3 keys activities to incorporate into your E-commerce SEO strategy for success Look at the SERPs, their features and intent to drive your content optimization & maximize visibility through the full search journey Prioritize SEO activities based on your e-commerce goals’ impact and effort Establish an SEO quality framework to avoid issues that hold execution back 1. 2. 3.
  90. #ecommerceseo at #ecommercesummit by @aleyda from @orainti POPULAR & 


    AUTHORITATIVE RELEVANT & 
 TRUSTWORTHY CRAWLABLE & 
 INDEXABLE GREAT USER 
 EXPERIENCE RANKABLE 
 FOR RELEVANT 
 QUERIES > YOUR PAGE YOUR COMPETITORS PAGES These will help to stay ahead of competitors, minimizing errors, identifying and executing faster what obtains goals SEARCH BEHAVIOR SEARCH RESULTS
  91. #ecommerceseo at #ecommercesummit by @aleyda from @orainti This makes it

    worth it! Achievable with consistent, and error-free SEO execution of what matters
  92. #ecommerceseo at #ecommercesummit by @aleyda from @orainti It’s all about

    e-commerce organic search growth, revenue, and ultimately, SEO ROI
  93. #ecommerceseo at #ecommercesummit by @aleyda from @orainti I’m Aleyda Solis

    * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Crawling Mondays Video & Podcast Series Host * #SEOFOMO Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder orainti.com Thanks! Questions? 
 orainti.com