#ecommerceseohorror at #mozcon by @aleyda from @orainti https://www.shopify.com/enterprise/global-ecommerce-statistics E-commerce continues to grow massively
#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
#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
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti However, subcategories and facets can connect with popular searches with high commercial intent
#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
#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
#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
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti Use keyword and content optimization tools for suggestions based on content nature Frase, Surfer
#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
#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
#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?
#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
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti Products should give compelling reasons to buy with descriptions, images, videos, reviews, comparisons, etc.
#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
#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
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti Leverage automated content generation tools to accelerate the process Neural text, Frase, Surfer and Copy.ai
#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
#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
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti There are challenges, but it’s possible to differentiate your product content to rank and sell better
#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
#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
#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/
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti If it’s temporary, the product page should be indexable, offering notifications when back in stock
#ecommerceseohorror at #mozcon by @aleyda from @orainti The product structured data and feeds should be updated and show their out of stock status, too
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti Avoid 302 redirects not passing former page popularity or redirecting to irrelevant URLs Don’t do this
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti Use real-time SEO monitoring tools with your top products to address issues fast Little Warden, ContentKing
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti Monitor performance, rich results, and product carousel inclusion to identify more opportunities Advanced Web Ranking
#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
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti REI does this with their Learn section, establishing authority while attracting top-of- the-funnel traffic
#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
#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
#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 …..
#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
#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
#ecommerceseohorror at #mozcon by @aleyda from @orainti Use tools like Keyword Insights to develop your topic clusters while automating keyword mapping keywordinsights.ai
#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
#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
#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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