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E-Commerce SEO Horror Stories : How to tackle the most common issues 
at scale and avoid an SEO nightmare - #Mozcon

E-Commerce SEO Horror Stories : How to tackle the most common issues 
at scale and avoid an SEO nightmare - #Mozcon

Learn to tackle the most common ecommerce SEO issues and opportunities before they become horror stories.

Aleyda Solis

July 13, 2022
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Transcript

  1. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    E-Commerce SEO Horror Stories

    How to tackle the most common issues

    at scale and avoid an SEO nightmare
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  2. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    https://www.shopify.com/enterprise/global-ecommerce-statistics
    E-commerce continues to grow massively

    View Slide

  3. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    gymshark.com huel.com allbirds.com timbuk2.com
    Organic search is already one of the biggest
    traffic drivers to online stores
    semrush

    View Slide

  4. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    SEO will become
    even more
    important with
    rising cost of
    advertising
    https://www.shopify.com/research/future-of-commerce/future-of-ecommerce

    View Slide

  5. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Google is also
    positioned as a
    free merchant
    marketplace

    View Slide

  6. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    It’s giving
    products more
    organic visibility
    with new search
    features

    View Slide

  7. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    And
    facilitating
    product
    integration
    with popular
    platforms

    View Slide

  8. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    E-commerce
    platforms have
    also introduced
    more SEO
    functionalities

    View Slide

  9. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    While SEO tools
    have introduced
    features to
    better support
    online stores

    View Slide

  10. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    A true

    e-commerce
    SEO dream
    come true!

    View Slide

  11. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Not so fast! It’s now harder than

    ever to do SEO for e-commerce

    View Slide

  12. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    E-commerce site characteristics make

    SEO challenging
    A high number of
    pages due to
    product volume
    Complex
    categorization
    Dynamic inventory
    causing constantly
    changing URLs
    The same product
    info as other sites

    View Slide

  13. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    This slows down the SEO process and

    causes real horror stories
    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

    View Slide

  14. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    With nightmare SEO consequences,

    even when you think things are great
    Scary Dip

    View Slide

  15. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Let’s see how
    to avoid these
    and maximize

    e-commerce
    organic search
    growth

    View Slide

  16. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Internal search results

    cannibalizing categories
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  17. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    This can cause
    you to rank for
    non-relevant
    or even
    spammy terms

    View Slide

  18. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Which is not so qualified traffic that

    you’ll eventually lose anyway

    View Slide

  19. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Or rank poorly
    with internal
    search result
    URLs rather
    than relevant
    facet pages

    View Slide

  20. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    This SEO
    horror story
    happens when
    indexing
    internal search
    results to
    attract traffic

    View Slide

  21. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Also allowing
    crawling
    without
    constraint

    View Slide

  22. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Generating content duplication with

    meant-to-rank categories or facets

    View Slide

  23. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    That end up cannibalized in Google

    search results by these other pages

    View Slide

  24. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Don’t feel bad if you’re doing it,

    it’s thankfully easy to solve

    View Slide

  25. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Some
    canonicalize
    internal
    search URLs to
    indexable
    alternate
    facets

    View Slide

  26. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    But it’s
    important to
    point to actual
    alternate pages,
    not the home
    page

    View Slide

  27. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    You can also

    301-redirect
    internal search
    result URLs to
    relevant
    indexable facets

    View Slide

  28. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Or even avoid
    these URLs
    suggesting
    categories or
    products when
    searching

    View Slide

  29. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    While
    monitoring your
    internal searches
    to identify
    categories or
    facets to create

    View Slide

  30. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    There are many ways to solve this issue,

    and avoid an SEO horror story in the making!

    View Slide

  31. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Noindexing subcategories

    & facets with search potential
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  32. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Many online
    stores noindex
    facets by default,
    losing their high
    traffic potential

    View Slide

  33. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Some sites canonicalize all their sub-categories

    or facets to their main categories by default

    View Slide

  34. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Or even block them from being crawled entirely

    View Slide

  35. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Others also noindex and obfuscate links to avoid

    thin content or duplication & control crawl budget

    View Slide

  36. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    However, subcategories and facets can connect with
    popular searches with high commercial intent

    View Slide

  37. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    If your subcategories or facets can’t rank,

    your product pages will, but worse

    View Slide

  38. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    But product pages will have inconsistent rankings
    for these queries, cannibalizing each other

    View Slide

  39. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Main categories will also rank,

    but have poorer conversion

    View Slide

  40. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Should you index a sub-category or facet page?
    Index
    Noindex
    No
    Are there enough
    products at the sub-
    category/facet level
    to satisfy the user
    need?
    No
    Yes
    Yes
    Demand
    Supply
    The sub-category/
    facet has enough
    search volume to
    compensate their
    optimization
    It’s critical to
    validate
    supply and
    demand of
    each facet to
    index

    View Slide

  41. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Assess search
    volume and
    intent related
    to each query

    View Slide

  42. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Validate
    number of
    unique
    products per
    facet to satisfy
    demand

    View Slide

  43. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    If demand & supply compensate for subcategory
    and facet optimization, index and optimize
    >

    View Slide

  44. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    While allowing crawling and linking

    effectively through canonical URLs
    Don’t do
    this

    View Slide

  45. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Yes, there’s little point to index and optimize

    them if you won’t internally link to them

    View Slide

  46. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Lack of unique commercial

    content in categories
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  47. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Categories
    and facets
    connect with
    a long tail of
    popular
    commercial
    searches

    View Slide

  48. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    But many only
    feature links to
    products, without
    any descriptive
    text, making them
    hard to rank
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  49. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Many add text
    at the bottom
    to improve
    relevance
    without hurting
    conversion

    View Slide

  50. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    But too often this
    content isn’t useful
    and doesn’t connect
    with user intent

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  51. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    This can cause confusion regarding page intent

    “Our algorithms sometimes get confused …
    when they have a list of products on top and
    essentially a giant article on the bottom”
    John Mueller
    https://bit.ly/3OZESqM

    View Slide

  52. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Instead, show as
    many products per
    page as viable,
    with longer
    descriptions
    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

    View Slide

  53. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    This format will
    connect with
    commercial search
    intent

    View Slide

  54. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Also identify
    commercially-
    driven queries
    to address
    customer
    doubts
    Moz, SEMrush, Sistrix

    View Slide

  55. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Use keyword
    and content
    optimization
    tools for
    suggestions
    based on
    content nature
    Frase, Surfer

    View Slide

  56. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    From FAQs to Facts, these can be integrated

    within categories/facets pages to support sales
    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

    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  57. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    And blend with the
    products listing design
    to make them visible
    and helpful to users
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  58. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Establish patterns to generate these at scale while
    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

    View Slide

  59. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Now you can tackle categories/facets content
    optimization at scale!

    View Slide

  60. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Product pages with poor

    unique descriptive content
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  61. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Product pages target the longest tail of queries

    that can end up generating most of your traffic

    View Slide

  62. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Users love
    sharing product
    pages,
    attracting
    backlinks and
    direct traffic, too

    View Slide

  63. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    But product URLs
    can show little
    unique content
    and Google tends
    to leave them out
    of their index

    View Slide

  64. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Unique
    descriptions
    Comparisons
    Instructions
    Images
    Complementary
    Products
    Similar Products
    Product pages should feature specific,

    descriptive information
    Reviews and
    Q&As
    Specifications

    View Slide

  65. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Products should
    give compelling
    reasons to buy with
    descriptions,
    images, videos,
    reviews,
    comparisons, etc.

    View Slide

  66. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    This is even more important if you’re not the only
    vendor of the product! What’s your USP? Feature it

    View Slide

  67. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Use unique, descriptive, persistent URLs

    for each variant you want to index
    https://developers.google.com/search/docs/advanced/ecommerce/designing-a-url-
    structure-for-ecommerce-sites#how-google-understands-urls-for-product-variants
    Avoid showing
    the same
    products through
    different URLs
    Minimize the
    number of
    alternative URLs
    that return the
    same content
    Use descriptive
    product variant
    names in URLs
    Avoid
    temporary
    parameters, such
    as session-IDs,
    tracking codes,
    user-relative
    values

    View Slide

  68. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Title & meta
    description
    with version
    and color
    Product
    description
    with version
    and color
    Product
    heading with
    version and
    color VS
    Differentiate similar products and variants using
    their unique characteristics in the metadata
    Product
    heading with
    version and
    color
    Title & meta
    description
    with version
    and color
    Product
    description
    with version
    and color

    View Slide

  69. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Leverage
    automated
    content
    generation
    tools to
    accelerate the
    process
    Neural text, Frase, Surfer and Copy.ai

    View Slide

  70. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Remember this is to support copywriters,


    not to replace them

    View Slide

  71. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Use your own support insights and leverage
    keyword tools to create product Q&As
    Alsoasked, Neural text, Frase, Surfer and Copy.ai

    View Slide

  72. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Incentivize users
    to leave reviews
    on product
    pages with
    discounts/offers

    View Slide

  73. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Use product structured data to specify their
    characteristics and improve their SERP snippet
    https://developers.google.com/search/docs/data-types/product

    View Slide

  74. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    But what if you have many identical or very

    similar products with a very short lifespan?

    View Slide

  75. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Consolidate on
    aggregator pages
    for product names
    while avoiding
    indexing
    individual URLs

    View Slide

  76. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Note that adding
    many product
    variants (like
    colors) on a single
    page makes it
    ineligible for
    product rich results
    https://developers.google.com/search/docs/advanced/ecommerce/designing-a-url-
    structure-for-ecommerce-sites#how-google-understands-urls-for-product-variants

    View Slide

  77. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    There are challenges, but it’s possible to differentiate
    your product content to rank and sell better

    View Slide

  78. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Product pages with traffic

    but inconsistent status
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  79. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Some product
    URLs can have a
    very short
    lifespan and end
    up generating
    errors

    View Slide

  80. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    These don’t only affect the site crawl health,

    but the rankings & traffic attracted by these pages

    View Slide

  81. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    It’s common when checking product URLs to find
    not only HTTP errors but redirects with issues

    View Slide

  82. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    It’s then critical to
    establish inventory
    rules & workflows
    to manage product
    crawling & indexing
    https://help.shopify.com/en/manual/shopify-plus/flow2/
    reference/triggers/inventory-item-deleted

    View Slide

  83. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Don’t worry if you haven’t set them yet,

    let’s go through a few rules to follow

    View Slide

  84. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    When doing a product “pre-launch”, use the same
    URL that the product page will have when launched

    View Slide

  85. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    If a product can
    be featured in
    many categories,
    don’t include
    them in URLs to
    avoid duplication https://paulnrogers.com/how-to-change-the-product-url-structure-in-shopify/

    View Slide

  86. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Create and send product feeds through the
    merchant center to maximize their visibility
    https://support.google.com/merchants/answer/7439058?hl=en

    View Slide

  87. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    When a
    product is out
    of stock,
    eliminate from
    listings, XML
    sitemaps, and
    feeds

    View Slide

  88. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    If it’s temporary,
    the product page
    should be
    indexable, offering
    notifications when
    back in stock

    View Slide

  89. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    The product structured data and feeds should be
    updated and show their out of stock status, too

    View Slide

  90. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    If the product is permanently out of stock,

    and has a new version, 301 redirect towards it
    301 redirect to new
    product page, while
    alerting users


    Update internal links, XML
    sitemaps, and product
    feeds

    View Slide

  91. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Add a
    notification
    explaining to
    the user why
    it’s being
    redirected
    If there isn’t a new version, but the page has
    backlinks, traffic, rankings: 301 redirect to category

    View Slide

  92. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Avoid
    302 redirects not
    passing former
    page popularity
    or redirecting to
    irrelevant URLs
    Don’t do
    this

    View Slide

  93. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Don’t show 404 HTTP errors for out of stock
    products with backlinks

    View Slide

  94. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    You can use 404s/410s for out of stock product
    pages that don’t have traffic, rankings, or backlinks
    Personalize
    the error
    page offering
    alternatives
    to make it
    usable

    View Slide

  95. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Internal links, search pages, XML sitemaps, & feeds
    shouldn’t include unavailable product URLs

    View Slide

  96. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Use this flowchart to establish these rules

    through the product inventory lifecycle
    https://bit.ly/3yKag7h

    View Slide

  97. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Set recurring
    automated crawls
    & alerts to detect

    remaining
    product URLs
    with issues to
    tackle
    Ryte, Sitebulb, Screaming Frog, Botify

    View Slide

  98. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Use
    real-time SEO
    monitoring
    tools with your
    top products
    to address
    issues fast
    Little Warden, ContentKing

    View Slide

  99. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    You can integrate
    traffic and ranking
    data to only get
    alerts of those
    pages with a
    minimum value
    Little Warden, ContentKing

    View Slide

  100. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Monitor performance, rich results, and product
    carousel inclusion to identify more opportunities
    Advanced Web Ranking

    View Slide

  101. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Say goodbye to the scarier product SEO horror
    stories with a product inventory validation

    View Slide

  102. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Seasonal pages with traffic

    but inconsistent status
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

    View Slide

  103. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Seasonal
    campaigns sales
    are huge for

    e-commerce sites
    https://www.emarketer.com/content/us-holiday-shopping-2021

    View Slide

  104. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Don’t
    waste the
    popularity of
    your seasonal
    pages by
    changing their
    URLs

    View Slide

  105. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    You should leverage these pages through the years,
    so don’t add the year in their URLs, only metadata

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  106. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    It’s important to
    reuse them as
    they’ll increase
    in popularity and
    rankability

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  107. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    When
    the season
    campaign is not
    on, keep them
    indexed, you
    can use them to
    refer other deals

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  108. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    If you need to modify URLs, 301 redirect, and
    update links and XML sitemaps

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  109. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    It’s always a good
    time to make the
    most out


    of your favorite
    holidays

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  110. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Overlooking informational

    content and resources
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

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  111. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    In e-commerce, we focus on ranking for the most
    popular commercial and transactional queries

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  112. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    But established e-commerce sites have grown

    their traffic targeting the whole search journey

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  113. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Some online
    stores don’t see
    the value of
    informational
    queries, but they
    help to establish
    authority with our
    audience

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  114. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    You can’t expect users to purchase from you if

    they haven’t seen you at the awareness stage
    To attract
    this…
    You also
    need to target
    & establish
    yourself here

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  115. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    REI does this with
    their Learn section,
    establishing
    authority while
    attracting top-of-
    the-funnel traffic

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  116. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    With useful complementary guides and resources
    for existing and potential customers
    #ecommerceseohorror at #mozcon by @aleyda from @orainti

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  117. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Commercial queries also have some informational
    intent and are ranked by resources

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  118. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    It’s about addressing some of the most common
    questions and doubts when buying your products

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  119. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    WHO


    Is your target
    audience &
    competition
    WHAT

    Is your audience
    looking for
    WHEN

    Are they
    searching? At
    what stage in the
    journey are they?
    WHERE

    Do you need to
    take them to
    satisfy their
    needs
    HOW

    Do you need to
    be shown to
    maximize
    visibility
    WHY

    Ranking for these
    queries is going
    to help goals
    Profitable
    Queries +
    Relevant Content
    Use the 5 Ws and H to ensure high relevance, intent,
    and profitability through the user journey

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  120. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Identify
    and map queries
    with different
    intent to relevant
    areas for content
    optimization or
    creation
    Guides/articles
    Brand page
    Comparison page
    …..

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  121. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    To help, I’ve created this reference for e-commerce
    sites, to avoid forgetting relevant query types
    https://bit.ly/3wKdCTe

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  122. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    You can also see examples of known online stores
    for each and copy/paste from Google Sheets
    https://bit.ly/3wKdCTe

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  123. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Use tools like Keyword Insights to develop your
    topic clusters while automating keyword mapping
    keywordinsights.ai

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  124. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Connect with
    your potential
    and existing
    customers to
    help and
    convert them

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  125. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    These implementations will avoid the

    most common e-commerce SEO horror stories
    Internal search
    results that
    cannibalize
    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

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  126. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    It’s
    critical to
    execute them
    error free, to
    avoid bugs that
    will hold you
    back

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  127. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    A high share of SEO efforts go to fixing bugs

    rather than developing new initiatives

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  128. #ecommerceseohorror at #mozcon 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
    A well-aligned SEO execution validation

    is fundamental, but not sufficient

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  129. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Set an SEO Quality Framework to prevent errors,
    rather than simply catching them
    EDUCATION

    To prevent SEO
    mistakes
    VALIDATION

    To avoid launching
    SEO errors
    MONITORING

    To catch SEO
    incidents fast
    1 2 3
    ERRORS/ISSUES

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  130. #ecommerceseohorror at #mozcon 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
    RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS
    It
    should
    feature SEO
    education,
    validation,
    and
    monitoring
    efforts

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  131. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    https://bit.ly/3P6bz5L
    I share how
    to set one in
    this
    presentation

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  132. #ecommerceseohorror at #mozcon by @aleyda from @orainti

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  133. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    IMPACT
    EFFORT
    1.


    To Execute

    Now
    Don’t Do
    2.


    To Assess

    & Prioritize
    2.


    To Assess

    & Prioritize
    You don’t need to do it all at once! Prioritize those
    with high impact/low effort in your context

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  134. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    https://bit.ly/3akZWZZ
    Use this SEO Recommendations Prioritization

    Template in Google Sheets

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  135. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Develop forecasts to assess, prioritize, and show

    the expected ROI of the recommended SEO actions
    https://bit.ly/3P9urR9 Advanced Web Ranking

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  136. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    SEOtesting.com, Ryte, Splitsignal
    Run SEO tests and pilot projects

    to obtain more buy-in

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  137. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    Create SEO
    A/B split tests
    for free using
    Google Tag
    Manager https://bit.ly/3R6BTP3

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  138. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    This makes it worth it! Achievable with consistent,

    and error-free SEO execution

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  139. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    While
    maximizing
    your organic
    search results to
    achieve your
    online store
    sales goals

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  140. #ecommerceseohorror at #mozcon by @aleyda from @orainti
    It’s all about e-commerce organic search growth,
    revenue, and ultimately, SEO ROI

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  141. #ecommerceseohorror at #mozcon 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

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