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Ecommerce SEO: The Keys for Success in 2024 #SEOMeetup

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.

Aleyda Solis

April 18, 2024

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  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 Google has really

    become a merchant marketplace, with features driving direct visibility to PDPs Filter By Sidebar Product Knowledge Panel Product Carousel
  3. #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
  4. #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
  5. #ecommerceseo at #seomeetup by @aleyda from @orainti That has been

    also supported by ecommerce platforms like Shopify, Wix and Woocommerce
  6. #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/
  7. #ecommerceseo at #seomeetup by @aleyda from @orainti There’s even a

    potential bigger shift too with 
 SGE, accelerating the journey for broader queries
  8. #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?
  9. #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
  10. #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
  11. #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
  12. #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
  13. #ecommerceseo at #seomeetup by @aleyda from @orainti This shift can

    be further accelerated by SGE, replicating a PLP experience featuring PDPs Before After vs
  14. #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
  15. #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
  16. #ecommerceseo at #seomeetup by @aleyda from @orainti It’s time to

    maximize PDPs indexability & visibility through the merchant center + structured data
  17. #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
  18. #ecommerceseo at #seomeetup by @aleyda from @orainti Monitor your products

    approval and complete specification via the Merchant Center report
  19. #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
  20. #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
  21. #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
  22. #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
  23. #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
  24. #ecommerceseo at #seomeetup by @aleyda from @orainti You can also

    use Sitebulb’s Structured Data Tool to troubleshoot and look for missed properties Sitebulb
  25. #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
  26. #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
  27. #ecommerceseo at #seomeetup by @aleyda from @orainti But what about

    the key content elements of your PDPs triggering search features?
  28. #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
  29. #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
  30. #ecommerceseo at #seomeetup by @aleyda from @orainti Ensure key product

    areas (eg. reviews or images) indexability, avoiding JS CSR or lazy loading
  31. #ecommerceseo at #seomeetup by @aleyda from @orainti Validate key elements

    triggering rich results -such as images or reviews- reliance on CSR JS Sitebulb
  32. #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
  33. #ecommerceseo at #seomeetup by @aleyda from @orainti Monitor changing product

    SERP features (image thumbnails or reviews) to identify potential issues Advanced Web Ranking
  34. #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
  35. #ecommerceseo at #seomeetup by @aleyda from @orainti Beyond visibility, it’s

    also about helping your customers decision making in the buying journey
  36. #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
  37. #ecommerceseo at #seomeetup by @aleyda from @orainti Can you guess

    which is the 3rd site with the biggest visibility for top jeans queries?
  38. #ecommerceseo at #seomeetup by @aleyda from @orainti This is happening

    across many different product results, for football too
  39. #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
  40. #ecommerceseo at #seomeetup by @aleyda from @orainti This is the

    content that allows to establish topic authority, attracting spontaneous backlinks
  41. #ecommerceseo at #seomeetup by @aleyda from @orainti As well as

    facilitating sales when correctly focused and well integrated, referring to products
  42. #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
  43. #ecommerceseo at #seomeetup by @aleyda from @orainti You can also

    leverage this content to enrich 
 your PDPs with expert & UGC insights
  44. #ecommerceseo at #seomeetup by @aleyda from @orainti This will allow

    to rank better for commercial queries while also supporting conversion
  45. #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
  46. #ecommerceseo at #seomeetup by @aleyda from @orainti Create a benchmark

    of PDPs, PLPs, Guides to assess the existing gap, prioritize and gain support
  47. #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
  48. #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!