Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Growing your products’ organic search features visibility & traffic - #Recommerce

Growing your products’ organic search features visibility & traffic - #Recommerce

Learn why growing your products organic search features visibility is critical for online stores and how to maximize it

Aleyda Solis

March 11, 2023

More Decks by Aleyda Solis

Other Decks in Marketing & SEO


  1. #productsearch at #recommerce by @aleyda from @orainti Growing your products’

    organic search features visibility & traffic #productsearch at #recommerce by @aleyda from @orainti
  2. #productsearch at #recommerce by @aleyda from @orainti Organic search is

    one of the biggest 
 traffic drivers of online retailers semrush
  3. #productsearch at #recommerce by @aleyda from @orainti This should increase

    with Google becoming a free merchant marketplace
  4. #productsearch at #recommerce by @aleyda from @orainti Giving products more

    organic visibility with new types of search features https://blog.google/products/shopping/shopping-graph-explained/
  5. #productsearch at #recommerce by @aleyda from @orainti With a new

    “shop” term triggered experience, products SERPs are now more visual https://blog.google/products/shopping/search-on-2022-shopping/
  6. #productsearch at #recommerce by @aleyda from @orainti Featuring from popular

    products carousels to products knowledge panels Popular Products Shopping Knowledge Panel
  7. #productsearch at #recommerce by @aleyda from @orainti AND YOU DON’T

  8. #productsearch at #recommerce by @aleyda from @orainti GUIDES PDPS PLPS

    Also, products SERPs are more blended than ever! Informational products queries SERPs are now also featuring PLPs & PDPs GUIDES PLPS PLPS
  9. #productsearch at #recommerce by @aleyda from @orainti Guides are also

    now ranked for “buy” terms. You can’t only focus on PLPs/PDPs for them Buy White Jeans Buy women’s running shoes Buy women leather jacket
  10. #productsearch at #recommerce by @aleyda from @orainti Even Google shows

    a “Buying guide” feature w/ informational content for “buy” queries SERPs
  11. #productsearch at #recommerce by @aleyda from @orainti This is not

    surprising when seeing the shifts in shopping consumer behavior shared by Google https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/ consumer-trends/trending-visual-stories/future-uk-shopping/
  12. #productsearch at #recommerce by @aleyda from @orainti People are searching

    for informational content like reviews and comparisons more than before when buying online https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/ consumer-trends/trending-visual-stories/future-uk-shopping/
  13. #productsearch at #recommerce by @aleyda from @orainti It’s why Google

    now also supports informational product related structured data for snippets https://developers.google.com/search/docs/ appearance/structured-data/product
  14. #productsearch at #recommerce by @aleyda from @orainti And has now

    also stricter rules and quality systems focused on products reviews https://developers.google.com/search/ updates/product-reviews-update
  15. #productsearch at #recommerce by @aleyda from @orainti It has then

    become critical to rank through the full buying journey with informational content too To attract this You need to target & establish yourself here …
  16. #productsearch at #recommerce by @aleyda from @orainti https://www.sistrix.com/visibility-leaders/retail-2022-overview But too

    many online retailers are missing on these opportunities for not investing on informational content that “doesn’t sell”
  17. #productsearch at #recommerce by @aleyda from @orainti You always have

    limited resources and time 
 to execute SEO activities and achieve goals
  18. #productsearch at #recommerce by @aleyda from @orainti It’s why you

    can’t just follow “SEO checklists”, great to avoid missing things, but not to drive a strategy https://developers.google.com/search/docs/specialty/ecommerce?hl=en
  19. #productsearch at #recommerce by @aleyda from @orainti Ads Local Pack

    Organic Organic PAA Organic Organic 
 Popular Products Let’s see how to grow your ecommerce visibility in SERPs like this and stand out vs competitors in a cost-effective way
  20. #productsearch at #recommerce by @aleyda from @orainti Target relevant product

    queries across the whole search journey Create and optimize different type of product content to target intent across the whole journey Optimize content to effectively leverage search results features to maximize visibility It’s time to look at the SERPs to reassess what you target and how you do it to maximize your revenue Expand Target Create content to satisfy each intent type Leverage Search Features
  21. #productsearch at #recommerce by @aleyda from @orainti 1. Target relevant

    product queries across the whole search journey #productsearch at #recommerce by @aleyda from @orainti
  22. #productsearch at #recommerce by @aleyda from @orainti You don’t want

    to be left out of product SERPs like this just bc you don’t invest in informational content
  23. #productsearch at #recommerce by @aleyda from @orainti For broader terms

    you can end up doubling your presence with both PLPs and Guides
  24. #productsearch at #recommerce by @aleyda from @orainti If your online

    store doesn’t do it, players like CNET will, while optimizing their snippet for maximum visibility
  25. #productsearch at #recommerce by @aleyda from @orainti And who better

    than specialized retailer to advice on the “best” products for different scenarios? Not Them Not Them
  26. #productsearch at #recommerce by @aleyda from @orainti Start by analyzing

    the queries you target using keywords tools intent feature, showing the intent blend Semrush & Advanced Web Ranking
  27. #productsearch at #recommerce by @aleyda from @orainti Advanced Web Ranking

    Some will already provide a “mixed intent” filter to assess those product SERPs with a blend of results
  28. #productsearch at #recommerce by @aleyda from @orainti Look for those

    including a commercial or transactional intent in the blend Advanced Web Ranking Informational + Commercial Commercial + Transactional Informational + Transactional
  29. #productsearch at #recommerce by @aleyda from @orainti Semrush Double check

    the intent taking a look at the types of top ranked pages for the queries
  30. #productsearch at #recommerce by @aleyda from @orainti Identify product queries

    to target with informational content by detecting those with guides ranking well or outranking you Sistrix
  31. #productsearch at #recommerce by @aleyda from @orainti You can now

    also leverage AI chatbots that integrate with search results in real-time
  32. #productsearch at #recommerce by @aleyda from @orainti To assess and

    get the top-ranked pages types of your product related queries
  33. #productsearch at #recommerce by @aleyda from @orainti Detect more opportunities

    by assessing products queries that those publications target that you’re not yet Semrush
  34. #productsearch at #recommerce by @aleyda from @orainti Advanced Web Ranking

    Check which are the best ranking informational sites per area/category & top-ranking pages Advanced Web Ranking
  35. #productsearch at #recommerce by @aleyda from @orainti Take a look

    at the top traffic pages in publications’ 
 “shop” sections to assess further queries to target with guides too Semrush
  36. #productsearch at #recommerce by @aleyda from @orainti Denim Leather Jean

    Men Women Jeans Pants Shorts Jacket Shirt T-shirt Dress Skirt Jumpsuit Bootcut Straight Wide Slim Crop Flare Skinny Black Blue White Red Product Characteristics Type Audience + + + Modifiers + Buy Shop Best Top Cheap Children Map the terms to your site to asses which of these queries opportunities are relevant for you to target Home Brand Categories Sub-categories Filters Comparison Guides Deals …
  37. #productsearch at #recommerce by @aleyda from @orainti https://bit.ly/3wKdCTe Here’s a

    page & queries types reference for ecommerce sites, to avoid missing any them
  38. #productsearch at #recommerce by @aleyda from @orainti keywordinsights.ai Automate mapping

    with KI, identify content opportunities in your topics cluster, and start where the highest traffic potential is
  39. #productsearch at #recommerce by @aleyda from @orainti 2. Create and

    optimize different type of product content to target intent across the whole journey #productsearch at #recommerce by @aleyda from @orainti
  40. #productsearch at #recommerce by @aleyda from @orainti https://www.macys.com/ce/guides/index It’s time

    to start investing in informational content, like sector leaders are already doing https://www.adidas.com/us/blog
  41. #productsearch at #recommerce by @aleyda from @orainti Use content optimization

    tools to support from content briefs, outlines to the copywriting Frase, Neural Text, Writesonic
  42. #productsearch at #recommerce by @aleyda from @orainti Frase Leverage optimization

    features to avoid duplication & improve relevance vs top-ranked players
  43. #productsearch at #recommerce by @aleyda from @orainti You can now

    also use AI chatbots for product research when writing, while double checking data Bing & Chatsonic
  44. #productsearch at #recommerce by @aleyda from @orainti Or when optimizing

    your guides while taking into consideration the current best ranked players
  45. #productsearch at #recommerce by @aleyda from @orainti Just remember to

    develop them following the Products reviews quality and E-EAT standards https://developers.google.com/search/docs/specialty/ ecommerce/write-high-quality-product-reviews https://docs.google.com/spreadsheets/d/12- F9Z4NzDADOFRQtOiN-CtjY2aaqj-R5CcrJNCuTha4/view
  46. #productsearch at #recommerce by @aleyda from @orainti The key is

    being useful while having your own voice, experience, and differentiated insights providing unique value as a brand
  47. #productsearch at #recommerce by @aleyda from @orainti Compare your content

    vs the best ranked pages for your targeted queries: Do you fulfill the need of the user and provide a better experience than them? > Expertise Experience Authority Trustworthiness Relevance Usability
  48. #productsearch at #recommerce by @aleyda from @orainti Need further inspiration

    for topics & design? See Sistrix’s best-performing retail sites content hubs https://www.sistrix.com/visibility-leaders/
  49. #productsearch at #recommerce by @aleyda from @orainti Let’s also improve

    PLPs content! Many only feature links to products, without any descriptive text, making them hard to rank
  50. #productsearch at #recommerce by @aleyda from @orainti Others add text

    at the bottom to improve relevance without hurting conversion
  51. #productsearch at #recommerce by @aleyda from @orainti But too often

    this content isn’t useful and doesn’t connect with user intent
  52. #productsearch at #recommerce by @aleyda from @orainti “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 This can cause confusion to Google regarding 
 these pages intent and when to rank them
  53. #productsearch at #recommerce by @aleyda from @orainti Instead, show as

    many products per page as viable based on UX, with longer descriptions, to feature more relevant content 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
  54. #productsearch at #recommerce by @aleyda from @orainti 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 … Integrate Products FAQs, Q&As, Facts in PLPs to clarify customers doubts & support sales too
  55. #productsearch at #recommerce by @aleyda from @orainti Blend this information

    with the products listing design to make it visible and support user journey and conversions
  56. #productsearch at #recommerce by @aleyda from @orainti This content will

    better connect with commercial search intent of the PLPs and help them to rank better
  57. #productsearch at #recommerce by @aleyda from @orainti Leverage content tools

    AI features and chatbots 
 to help writers produce this content at scale 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
  58. #productsearch at #recommerce by @aleyda from @orainti Obtain comprehensive &

    unique product descriptions based on top ranked pages
  59. #productsearch at #recommerce by @aleyda from @orainti Generate the FAQs

    for your products with 
 their answers without mentioning brands
  60. #productsearch at #recommerce by @aleyda from @orainti And for your

    PDPs is now the time to allow indexable reviews so they can get included in product knowledge panels
  61. #productsearch at #recommerce by @aleyda from @orainti There’s no excuse!

    Online store platforms are also now integrating AI content development along with optimization features natively
  62. #productsearch at #recommerce by @aleyda from @orainti Just follow this

    ChatGPT flowchart by Aleksandr Tiulkanov to use generative AI safely
  63. #productsearch at #recommerce by @aleyda from @orainti 3. Expand content

    optimization to leverage search results features to maximize visibility #productsearch at #recommerce by @aleyda from @orainti
  64. #productsearch at #recommerce by @aleyda from @orainti It’s time to

    make the most out of the available SERP features & rich results with your product content Not Like this Like this Like this Like this
  65. #productsearch at #recommerce by @aleyda from @orainti Use rank trackers

    supporting products search features to check which are shown in your SERPs Advanced Web Ranking
  66. #productsearch at #recommerce by @aleyda from @orainti Identify ranked organic

    results with reviews, image thumbnails, product knowledge panel inclusions Advanced Web Ranking
  67. #productsearch at #recommerce by @aleyda from @orainti As well as

    product packs, multi-image thumbnails, or even image packs, depending on their visibility share Advanced Web Ranking
  68. #productsearch at #recommerce by @aleyda from @orainti Prioritize those you’re

    ranking in top 10 but not w/ rich results/search features yet & have low CTR Advanced Web Ranking
  69. #productsearch at #recommerce by @aleyda from @orainti Check if your

    CTR is poor for your products results 
 per device with AWR free CTR benchmark tool Advanced Web Ranking
  70. #productsearch at #recommerce by @aleyda from @orainti Identify further products

    search features inclusion opportunities comparing yours vs your competitors Advanced Web Ranking
  71. #productsearch at #recommerce by @aleyda from @orainti Which popular, relevant

    queries are they targeting with high visibility & pixel position with features? Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 My Site
  72. #productsearch at #recommerce by @aleyda from @orainti Google uses a

    mix of product structured data, merchant center & product info for inclusions https://developers.google.com/search/docs/specialty/ecommerce/share-your-product-data-with-google
  73. #productsearch at #recommerce by @aleyda from @orainti The more info

    you can give and specify with structured data even if not required, the best will be https://developers.google.com/search/docs/appearance/structured-data/product
  74. #productsearch at #recommerce by @aleyda from @orainti Implement the relevant

    structured data for each page type using Google’s examples as patterns https://developers.google.com/search/docs/appearance/structured-data/product#providing-product-data-to-google-search
  75. #productsearch at #recommerce by @aleyda from @orainti Many ecommerce platforms

    now support 
 them natively or facilitate to execution via plugins
  76. #productsearch at #recommerce by @aleyda from @orainti Validate and monitor

    to identify issues and further opportunities to improve via SEO crawlers & GSC Sitebulb & Google Search Console
  77. #productsearch at #recommerce by @aleyda from @orainti Your products indexable

    content format as well as merchant feed also influence what Google highlights in snippets https://brodieclark.com/little-known-rich-results-ecommerce/
  78. #productsearch at #recommerce by @aleyda from @orainti https://brodieclark.com/google-image-thumbnails/ The same

    happens with image optimization -rendering & indexing, relevance, organization- for the image thumbnails in listings
  79. #productsearch at #recommerce by @aleyda from @orainti Optimize your images

    to be high quality, relevant, easy to extract and avoid rendering them with JS
  80. #productsearch at #recommerce by @aleyda from @orainti For free product

    merchant features it’s a must to integrate feed via the merchant center but not all do
  81. #productsearch at #recommerce by @aleyda from @orainti Most online store

    platforms can automatically generate & integrate your product feed with the merchant center though, do it now
  82. #productsearch at #recommerce by @aleyda from @orainti If your platform

    doesn’t generate a product feed, take a look at WordLift Product Knowledge Graph Builder, that allows to integrate with the Merchant Center https://azuremarketplace.microsoft.com/en-en/marketplace/apps/wordlift1610701057853.seo-merchant-feed
  83. #productsearch at #recommerce by @aleyda from @orainti You can then

    validate the inclusions via the platforms/Merchant Center dashboards & GSC Platform Google Merchant Center Dashboard & GSC
  84. #productsearch at #recommerce by @aleyda from @orainti Monitor the impact

    in visibility & CTR via your rank tracker and Search Console to assess impact
  85. #productsearch at #recommerce by @aleyda from @orainti Which feature and

    page type are getting a higher than avg CTR? Learn and optimize further!
  86. #productsearch at #recommerce by @aleyda from @orainti It’s about maximizing

    the visibility for your relevant products with the right content Not this So you can be this
  87. #productsearch at #recommerce 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 Thanks! Questions?