Ecommerce SEO: The Keys for Success in 2024 #SEOMeetup

Learn about the keys to maximize SEO success for your online stores in 2024: From doubling down on your Product Detail Pages Optimization to making the most out of structured data and merchant center’s integration, and more! Take a look.

Transcript

1. #ecommerceseo at #seomeetup by @aleyda from @orainti Ecommerce SEO 
 The Keys for Success in 2024 #ecommerceseo at #seomeetup by @aleyda from @orainti
2. #ecommerceseo at #seomeetup by @aleyda from @orainti Welcome to Google for Ecommerce
3. #ecommerceseo at #seomeetup by @aleyda from @orainti Google has really become a merchant marketplace, with features driving direct visibility to PDPs Filter By Sidebar Product Knowledge Panel Product Carousel
4. #ecommerceseo at #seomeetup by @aleyda from @orainti UGC Expert Guides Highlighting experts and UGC content through new search features to support users’ buying process too
5. #ecommerceseo at #seomeetup by @aleyda from @orainti https://blog.google/products/shopping/shopping-graph-explained/ This has been powered by their shopping graph & retail- focused experience such as their deals pages
6. #ecommerceseo at #seomeetup by @aleyda from @orainti https://blog.google/products/shopping/shopping-graph-explained/ Facilitated by further merchant center and product structured data support
7. #ecommerceseo at #seomeetup by @aleyda from @orainti That has been also supported by ecommerce platforms like Shopify, Wix and Woocommerce
8. #ecommerceseo at #seomeetup by @aleyda from @orainti And is only the start! Google has also announced many more upcoming personalized shopping experiences https://blog.google/products/shopping/google-personalized-shopping-tips/
9. #ecommerceseo at #seomeetup by @aleyda from @orainti https://blog.google/products/shopping/google-personalized-shopping-tips/ From style rating to recommendations through a virtual try on
10. #ecommerceseo at #seomeetup by @aleyda from @orainti There’s even a potential bigger shift too with 
 SGE, accelerating the journey for broader queries
11. #ecommerceseo at #seomeetup by @aleyda from @orainti It’s exciting and scary at the same time! How to make the most out of it while minimizing risks?
12. #ecommerceseo at #seomeetup by @aleyda from @orainti Doubling down on your Product Detail Pages Optimization Making the most out of structured data and merchant center’s integration Growing your informational content investment further 1. 2. 3. Here are 3 key ecommerce SEO actions 
 to integrate into your strategy
13. #ecommerceseo at #seomeetup by @aleyda from @orainti Let’s go through them!
14. #ecommerceseo at #seomeetup by @aleyda from @orainti Product Carousel Category Pages Product carousels are now shown in SERPs that previously gave top visibility to category pages
15. #ecommerceseo at #seomeetup by @aleyda from @orainti I’m not kidding. They’re shown now above all, shifting visibility and clicks to PDPs Product Carousel Category Pages Product Carousel Category Pages
16. #ecommerceseo at #seomeetup by @aleyda from @orainti +70% of shopping SERPs show organic product listings now, from under 20% two years ago https://www.advancedwebranking.com/free-seo-tools/google-serp-features
17. #ecommerceseo at #seomeetup by @aleyda from @orainti This shift can be further accelerated by SGE, replicating a PLP experience featuring PDPs Before After vs
18. #ecommerceseo at #seomeetup by @aleyda from @orainti SGE also directly features PDPs for broader two terms queries results, usually ranked by PLPs PLPs vs PDPs
19. #ecommerceseo at #seomeetup by @aleyda from @orainti As well as generating PDP like snapshots for product searches with a description, pro's and con's , prices and reviews, linking to them PDP Like SGE Snapshot Ranked PLPs
20. #ecommerceseo at #seomeetup by @aleyda from @orainti It’s time to maximize PDPs indexability & visibility through the merchant center + structured data
21. #ecommerceseo at #seomeetup by @aleyda from @orainti https://www.google.com/retail/how-google-merchant-center-works/ Google merchant center integration it’s a must and easily automated thanks to shopping platforms
22. #ecommerceseo at #seomeetup by @aleyda from @orainti https://azuremarketplace.microsoft.com/en-en/marketplace/apps/wordlift1610701057853.seo-merchant-feed If your store platform doesn’t generate a product feed, use 3rd party solutions like the WordLift Product Knowledge Graph Builder
23. #ecommerceseo at #seomeetup by @aleyda from @orainti Monitor your products approval and complete specification via the Merchant Center report
24. #ecommerceseo at #seomeetup by @aleyda from @orainti https://developers.google.com/search/blog/2022/09/merchant-listings It’s also a must to prioritize your product structured data implementation with the latest supported properties
25. #ecommerceseo at #seomeetup by @aleyda from @orainti Specify Product Ratings, Pros and Cons, Shipping, Availability, Price Drop, Returns https://developers.google.com/search/blog/2022/09/merchant-listings
26. #ecommerceseo at #seomeetup by @aleyda from @orainti A heads up! Many of these won’t trigger errors when validating the structured data Google Search Console, Rich Results Test, Sitebulb
27. #ecommerceseo at #seomeetup by @aleyda from @orainti So monitor the “improve appearance” report from the product and merchant listings in the GSC Google Search Console
28. #ecommerceseo at #seomeetup by @aleyda from @orainti Google Search Console You can directly troubleshoot structured data implementation within the Search Console report interface, sharing it with the dev team
29. #ecommerceseo at #seomeetup by @aleyda from @orainti You can also use Sitebulb’s Structured Data Tool to troubleshoot and look for missed properties Sitebulb
30. #ecommerceseo at #seomeetup by @aleyda from @orainti Verify which are the product search features shown in ranked SERPs but not linking to your site Semrush
31. #ecommerceseo at #seomeetup by @aleyda from @orainti Be proactive and implement the product variants structured data in case you haven’t yet https://developers.google.com/search/docs/appearance/structured-data/product-variants
32. #ecommerceseo at #seomeetup by @aleyda from @orainti But what about the key content elements of your PDPs triggering search features?
33. #ecommerceseo at #seomeetup by @aleyda from @orainti You don’t want to be first just to get less visibility than the pages below due to the lack of search features
34. #ecommerceseo at #seomeetup by @aleyda from @orainti Unfortunately, many images or reviews can end-up over- relying on CSR JS making it challenging for Google to index
35. #ecommerceseo at #seomeetup by @aleyda from @orainti Ensure key product areas (eg. reviews or images) indexability, avoiding JS CSR or lazy loading
36. #ecommerceseo at #seomeetup by @aleyda from @orainti Validate key elements triggering rich results -such as images or reviews- reliance on CSR JS Sitebulb
37. #ecommerceseo at #seomeetup by @aleyda from @orainti https://brodieclark.com/google-image-thumbnails/ For thumbnails, it’s not only about your products images indexability but about size and relevant descriptions too
38. #ecommerceseo at #seomeetup by @aleyda from @orainti Monitor changing product SERP features (image thumbnails or reviews) to identify potential issues Advanced Web Ranking
39. #ecommerceseo at #seomeetup by @aleyda from @orainti Advanced Web Ranking Check on products search features triggered by competitors that your site is not, for opportunities
40. #ecommerceseo at #seomeetup by @aleyda from @orainti Beyond visibility, it’s also about helping your customers decision making in the buying journey
41. #ecommerceseo at #seomeetup by @aleyda from @orainti Many mid-funnel commercial product queries SERPs are less transactional and more blended than before with expert reviews and UGC PLPs PLPs Expert Review UGC
42. #ecommerceseo at #seomeetup by @aleyda from @orainti Can you guess which is the 3rd site with the biggest visibility for top jeans queries?
43. #ecommerceseo at #seomeetup by @aleyda from @orainti Advanced Web Ranking Reddit! Above Levi’s or Nordstrom
44. #ecommerceseo at #seomeetup by @aleyda from @orainti This is happening across many different product results, for football too
45. #ecommerceseo at #seomeetup by @aleyda from @orainti Semrush Assess for which of your targeted product queries this is happening to prioritize your informational content efforts
46. #ecommerceseo at #seomeetup by @aleyda from @orainti This is the content that allows to establish topic authority, attracting spontaneous backlinks
47. #ecommerceseo at #seomeetup by @aleyda from @orainti As well as facilitating sales when correctly focused and well integrated, referring to products
48. #ecommerceseo at #seomeetup by @aleyda from @orainti Integrate them within your PLPs UI in a way that is actually helpful to users, and not an afterthought
49. #ecommerceseo at #seomeetup by @aleyda from @orainti You can also leverage this content to enrich 
 your PDPs with expert & UGC insights
50. #ecommerceseo at #seomeetup by @aleyda from @orainti This will allow to rank better for commercial queries while also supporting conversion
51. #ecommerceseo at #seomeetup by @aleyda from @orainti Get inspired by well performing content hubs ranking for retail queries https://www.sistrix.com/visibility-leaders/retail-2022-overview
52. #ecommerceseo at #seomeetup by @aleyda from @orainti Sounds like a lot?
53. #ecommerceseo at #seomeetup by @aleyda from @orainti Create a benchmark of PDPs, PLPs, Guides to assess the existing gap, prioritize and gain support
54. #ecommerceseo at #seomeetup by @aleyda from @orainti https://www.aleydasolis.com/en/search-engine-optimization/the-ecommerce-product-page-seo-gpt-validator-and-sheet-checklist/ Use the Ecommerce Product Page Optimization Checklist to avoid missing anything out when optimizing your PDPs
55. #ecommerceseo at #seomeetup by @aleyda from @orainti https://www.aleydasolis.com/en/search-engine-optimization/the-ecommerce-product-page-seo-gpt-validator-and-sheet-checklist/ Use the Ecommerce Product Page Validator GPT to accelerate the process
56. #ecommerceseo at #seomeetup by @aleyda from @orainti Doubling down on your Product Detail Pages Optimization Making the most out of structured data and merchant center’s integration Growing your informational content investment further 1. 2. 3. It’s really about 3 key Ecommerce SEO actions
57. #ecommerceseo at #seomeetup by @aleyda from @orainti Remember, it’s all about the revenue and ROI
58. #ecommerceseo at #seomeetup by @aleyda from @orainti #ecommerceseo at #seomeetup 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 & #MarketingFOMO Newsletters Author * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder #ecommerceseo at #seomeetup by @aleyda from @orainti Thanks!