Ecommerce SEO: The Keys for Success Now & Beyond - #SERPConf2024

Learn about the keys to succeed in Ecommerce SEO:

1. Maximize Your PDPs optimization efforts
2. Facilitate Google access and understanding of your product related content with SD, Merchant Center Feed and Image Optimization
3. Grow your brand authority with informational content investment

and more covered in the presentation.

Transcript

1. #ecommerceseo at #serpconfvienna by @aleyda from @orainti #ecommerceseo at #serpconfvienna by @aleyda from @orainti Ecommerce SEO 
 The Keys for Success Now & Beyond
2. #ecommerceseo at #serpconfvienna by @aleyda from @orainti AI OVERVIEWS PUBLICATIONS AFFILIATES DEALS DESTINATION PAGES AI PERSONALIZED SERPS PRODUCT CAROUSELS, KNOWLEDGE PANELS & INCREASING FEATURES FILTERS SIDEBAR #ecommerceseo at #serpconfvienna by @aleyda from @orainti Welcome to the “fine” state of 
 ECOMMERCE SEO in 2024
3. #ecommerceseo at #serpconfvienna by @aleyda from @orainti AKA
4. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Google has really become a merchant listing page, with features driving direct visibility to PDPs Filters Sidebar Product Knowledge Panel Product Carousel Main Topics Navigation
5. #ecommerceseo at #serpconfvienna by @aleyda from @orainti UGC Expert Guides Highlighting experts and UGC content through new search features to support users’ buying process too
6. #ecommerceseo at #serpconfvienna by @aleyda from @orainti What CTR can the best ranked organic search pages expect here?
7. #ecommerceseo at #serpconfvienna by @aleyda from @orainti https://blog.google/products/shopping/shopping-graph-explained/ This has been powered by the shopping graph & retail experience like the deals destination pages
8. #ecommerceseo at #serpconfvienna by @aleyda from @orainti https://developers.google.com/search/docs/specialty/ecommerce/share-your-product-data-with-google Facilitated by further merchant center 
 and product structured data integration
9. #ecommerceseo at #serpconfvienna by @aleyda from @orainti As well as supported by major ecommerce platforms like Shopify, Wix and Woocommerce
10. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Google has also just announced more AI personalized results in the shopping tab, which will likely end-up getting into main SERPs https://blog.google/products/shopping/google-shopping-ai-update-october-2024/
11. #ecommerceseo at #serpconfvienna by @aleyda from @orainti https://blog.google/products/shopping/google-shopping-ai-update-october-2024/ From style rating to suggestions through a virtual try on
12. #ecommerceseo at #serpconfvienna by @aleyda from @orainti And there’s even a potential bigger shift with AIOs getting more visibility for commercial queries
13. #ecommerceseo at #serpconfvienna by @aleyda from @orainti It’s exciting and scary at the same time! How to make the most out of it while minimizing risks?
14. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Maximize Your PDPs optimization efforts Facilitate Google access and understanding of your product related content with SD, Merchant Center Feed and Image Optimization Grow your brand authority with informational content investment 1. 2. 3. It’s about tackling challenges from the root to set a base for scalable growth independently of shifts
15. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Maximize Your PDPs optimization efforts Facilitate Google access and understanding of your product related content with SD, Merchant Center Feed and Image Optimization Grow your brand authority with informational content investment 1. 2. 3. It’s about tackling challenges from the root to set a base for scalable growth independently of shifts Google will refer more to PDPs and less to PLPs due to features & personalization To maximize your visibility with the growing search features So Google can’t overlook you due to being so popular and attract clicks of users that know you
16. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Product Carousel Category Pages Product carousels are now shown in SERPs that previously gave top visibility to category pages or guides Guides
17. #ecommerceseo at #serpconfvienna by @aleyda from @orainti I’m not kidding. They’re shown now above everything else in SERPs, shifting visibility and clicks to PDPs
18. #ecommerceseo at #serpconfvienna by @aleyda from @orainti This shift can be further accelerated by AIOs, replicating a PLP experience featuring PDPs, now also shown for more commercial queries even branded ones
19. #ecommerceseo at #serpconfvienna 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
20. #ecommerceseo at #serpconfvienna by @aleyda from @orainti It’s time to maximize PDPs indexability & visibility through the merchant center + structured data
21. #ecommerceseo at #serpconfvienna 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 #serpconfvienna 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 #serpconfvienna by @aleyda from @orainti Monitor your products approval and complete specification via the Merchant Center report
24. #ecommerceseo at #serpconfvienna by @aleyda from @orainti https://developers.google.com/search/updates It’s also a must to prioritize your product structured data implementation with the latest supported properties
25. #ecommerceseo at #serpconfvienna 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
26. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Avoid structured data implementation with 
 client side rendered JavaScript though https://developers.google.com/search/docs/appearance/structured-data/generate-structured-data-with-javascript
27. #ecommerceseo at #serpconfvienna by @aleyda from @orainti https://developers.google.com/search/docs/appearance/structured-data/product Specify Product Ratings, Pros and Cons, Shipping, Availability, Price Drop, Returns
28. #ecommerceseo at #serpconfvienna 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
29. #ecommerceseo at #serpconfvienna by @aleyda from @orainti So monitor the “improve appearance” report from the product and merchant listings in the GSC Google Search Console
30. #ecommerceseo at #serpconfvienna 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
31. #ecommerceseo at #serpconfvienna by @aleyda from @orainti You can also use Sitebulb’s Structured Data Tool to troubleshoot and look for missed properties Sitebulb
32. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Verify which are the product search features shown in ranked SERPs but not linking to your site Advanced Web Ranking
33. #ecommerceseo at #serpconfvienna by @aleyda from @orainti But what about the key content elements of your PDPs triggering search features?
34. #ecommerceseo at #serpconfvienna 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
35. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Unfortunately, many images or reviews can end-up over- relying on CSR JS making it challenging for Google to index
36. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Ensure key product areas (eg. reviews or images) indexability, avoiding JS CSR or lazy loading
37. #ecommerceseo at #serpconfvienna by @aleyda from @orainti This is what happens when your product 
 reviews stops to overlying on CSR JS
38. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Validate key elements triggering rich results -such as images or reviews- reliance on CSR JS Sitebulb
39. #ecommerceseo at #serpconfvienna 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
40. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Remember that image optimization is only becoming more important thanks to Google Lens https://blog.google/products/search/google-search-lens-october-2024-updates/ Follow Image Optimization best practices: • Crawlable <img src> based (not background, no CSR JS) • Supported image format: BMP, GIF, JPEG, PNG, WebP, SVG, and AVIF • Image XML Sitemap • Responsive Images • Descriptive ALT Text • Descriptive File Name • High quality, resolution • Optimized for speed • Structured Data
41. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Advanced Web Ranking Monitor changing product SERP features (image thumbnails or reviews) to identify potential issues & opportunities
42. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Advanced Web Ranking Check on products search features triggered by competitors that your site is not, for opportunities
43. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Beyond visibility, it’s also about establishing your brand authority helping your customers decision making in the buying journey
44. #ecommerceseo at #serpconfvienna by @aleyda from @orainti https://www.youtube.com/watch?v=m3M_tal884c Google has directly shared they want to showcase “real” brands with expertise & experience in SERPs
45. #ecommerceseo at #serpconfvienna by @aleyda from @orainti In today’s SERPs full of features, creating a brand users recognize is key for trust & get the traffic
46. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Many mid-funnel commercial product queries SERPs are also less transactional and more blended than before with expert reviews and UGC PLPs PLPs Expert Review UGC
47. #ecommerceseo at #serpconfvienna by @aleyda from @orainti The need to invest in more informational content for top visibility is also accelerated by AIOs Ahrefs
48. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Can you guess which is the 3rd site with the biggest visibility for top jeans queries?
49. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Advanced Web Ranking Reddit! Above Nordstrom, Macys or Walmart
50. #ecommerceseo at #serpconfvienna by @aleyda from @orainti This is happening across many different product results, even for popular brands too
51. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Similarweb Assess for which of your targeted product topics this is happening, and where the traffic is going to prioritize your informational content efforts
52. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Similarweb Which are the pages attracting most of the clicks for the top terms? What’s their nature?
53. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Use Keyword Insights topic clustering to assess the potential of targeting them for your site https://www.keywordinsights.ai/
54. #ecommerceseo at #serpconfvienna by @aleyda from @orainti If well targeted, this is the content that allows to establish topic authority, attracting backlinks
55. #ecommerceseo at #serpconfvienna by @aleyda from @orainti As well as facilitating sales when correctly focused and well integrated, referring to products
56. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Integrate them within your PLPs UI in a way that is actually helpful to users, and not an afterthought
57. #ecommerceseo at #serpconfvienna by @aleyda from @orainti You can also leverage this content to enrich 
 your PDPs with expert & UGC insights
58. #ecommerceseo at #serpconfvienna by @aleyda from @orainti This will allow to rank better for commercial queries while also supporting conversion
59. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Get inspired by well performing content hubs ranking for retail queries https://www.sistrix.com/visibility-leaders/retail-2022-overview
60. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Do you think this is just too much? Don’t worry! Here are a few ways to make it happen
61. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Create a benchmark of PDPs, PLPs, Guides to assess the existing gap, prioritize and gain support
62. #ecommerceseo at #serpconfvienna 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
63. #ecommerceseo at #serpconfvienna 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
64. #ecommerceseo at #serpconfvienna by @aleyda from @orainti RELEVANT, EXPERIENCED & 
 TRUSTWORTHY CRAWLABLE & 
 INDEXABLE GREAT USER 
 EXPERIENCE > YOUR SITE PAGES COMPETITORS PAGES APPROPRIATE FORMAT TO FULFILL NEED & MAXIMIZE SERP ENGAGEMENT POPULAR & 
 AUTHORITATIVE AWARENESS LOYALTY USERS SEARCH JOURNEY RANKABLE 
 FOR RELEVANT 
 QUERIES CONSIDERATION ACQUISITION SERVICE It’s the alignment of all areas to give the best search experience that will help you win
65. #ecommerceseo at #serpconfvienna by @aleyda from @orainti Start with the 3 key Ecommerce SEO actions 
 to set the base for scalable growth Maximize Your PDPs optimization efforts Facilitate Google access and understanding of your product related content with SD, Merchant Center Feed and Image Optimization Grow your brand authority with informational content investment 1. 2. 3. Google will refer more to PDPs and less to PLPs due to features & personalization To maximize your visibility with the growing search features So Google can’t overlook you due to being so popular and attract clicks of users that know you
66. #ecommerceseo at #serpconfvienna by @aleyda from @orainti It’s time to change the narrative to achieve your ecommerce SEO results today & in the future #ecommerceseo at #serpconfvienna by @aleyda from @orainti
67. #ecommerceseo at #serpconfvienna 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 Maker * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks! #ecommerceseo at #serpconfvienna by @aleyda from @orainti