The Keys for Ecommerce SEO Success for 2023

Learn how to maximize your ecommerce organic search opportunities in 2023 focusing on 3 key areas for online stores.

Transcript

1. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti The Keys for Ecommerce SEO Success for 2023 #ecommerceseo at #pubcon by @aleyda from @orainti
2. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Organic search is one of the biggest 
 traffic drivers of online retailers semrush
3. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti This will also increase w/ Google now being a free merchant marketplace with a +35B product Shopping Graph
4. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Giving products more organic visibility with new types of search features https://blog.google/products/shopping/shopping-graph-explained/
5. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti With a new shopping experience triggered by the “shop” term https://blog.google/products/shopping/search-on-2022-shopping/ Popular Products Shopping Knowledge Panel
6. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti All this, while facilitating product integration with popular ecommerce platforms
7. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Which have also now introduced more 
 SEO functionalities
8. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti As well as complementary native & third party 
 features & plugins making SEO execution easier
9. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Best time to do ecommerce SEO ever! 
 Can we go now?
10. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Not so fast. E-commerce SEO is also getting harder, it’s more challenging to achieve goals
11. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti There’s not only a higher SEO competition but challenges to stand-out to grab traffic in SERPs like this Ads Local Pack Organic Organic PAA Organic Organic 
 Popular Products
12. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Google is now more sophisticated with updates targeting product reviews quality
13. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Ecommerce sites nature make also SEO execution harder and often most efforts go to fixing bugs A high number of pages due to product volume Complex categorization Dynamic inventory causing constantly changing URLs The same product info as other sites
14. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti You always have limited resources and timelines to execute SEO activities and achieve goals
15. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti It’s why you can’t just follow “SEO checklists”, which are great to avoid missing things, but not to drive your SEO strategy https://developers.google.com/search/docs/specialty/ecommerce?hl=en
16. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti So yes, ecommerce SEO is full of opportunities 
 but also common challenges
17. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Let’s tackle these ecommerce SEO challenges 
 w/ 3 key actions to integrate in your strategy Develop and optimize content that aligns with shoppers intent through the full journey Leverage Products search features to maximize visibility and traffic Establish an SEO quality framework to avoid issues that hold execution back 1. 2. 3.
18. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Many online stores focus on transactional queries but need to establish their authority ranking across the full search journey
19. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti https://www.sistrix.com/visibility-leaders/retail-2022-overview This has been shown in retail search visibility studies, finding retailers missing informational opportunities
20. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti GUIDES PDPS PLPS SERPs are more blended than ever! Informational products queries SERPs are now also featuring PLPs & PDPs
21. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Guides are now also 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
22. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Even Google now shows a “Buying guide” search feature including informational content
23. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti This also impacts trust & conversion! You need to connect through the full journey to establish authority To attract this You need to target & establish yourself here …
24. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Eg. REI does it with its Learn section, establishing authority while attracting top-of- the-funnel traffic for relevant topics
25. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti With useful complementary guides that answer common questions while attracting backlinks
26. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Target relevant product queries across the whole search journey Create and optimize different type of 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 traffic Expand Target Create content to satisfy each intent type Leverage Search Features
27. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Use the intent feature across keyword research & rank tracking tools, many of them will show the existing intent blend Semrush and Advanced Web Ranking
28. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Semrush Double check the intent taking a look at the types of top ranked pages for the queries
29. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti You can now also leverage AI chatbots that integrate with search results in real-time
30. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti To assess the top-ranked pages types 
 of your product related queries
31. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Identify product queries to target with informational content by detecting those with guides ranking well or outranking you Sistrix
32. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Establish further opportunities by assessing products queries that you’re not targeting yet that those publications are Semrush
33. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Take a look at the top traffic pages within the publications’ 
 “shop” sections to assess further queries to target with guides too Semrush
34. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Frase Use content optimization tools with AI features to accelerate guides writing & optimization process
35. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti You can also leverage AI chatbots for product research when writing, while double checking data Bing & Chatsonic
36. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Or when optimizing your guide while taking into consideration the current best ranked players
37. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Just remember to develop your guides following 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
38. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti The key is being useful while having your own voice, experience, and differentiated insights providing unique value as a brand
39. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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/
40. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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
41. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Others add text at the bottom to improve relevance without hurting conversion
42. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti But too often this content isn’t useful and doesn’t connect with user intent
43. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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
44. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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
45. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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
46. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Blend this information with the products listing design to make it visible and support user journey and conversions
47. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti This content will better connect with commercial search intent of the PLPs and help them to rank better
48. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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
49. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Obtain comprehensive & unique product descriptions based on top ranked pages
50. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Generate the FAQs for your products with 
 their answers without mentioning brands
51. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti There’s no excuse! Online store platforms are also now integrating AI content development along with optimization features natively
52. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Let’s follow this ChatGPT flowchart by Aleksandr Tiulkanov to use generative AI safely
53. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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 It’s about maximizing your e-commerce search visibility share through the full customer journey Home Brand Categories Sub-categories Filters Comparison Guides Deals …
54. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti https://bit.ly/3wKdCTe Here’s a page & queries types reference for ecommerce sites, to avoid missing them
55. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Next Step: Optimize this content to maximize its visibility & CTR via the many shopping SERP features
56. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti https://www.advancedwebranking.com/features-spread/ Most of shopping related results are now integrated with reviews, products & images search features, and more with videos
57. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti LESS VISIBILITY HIGHER VISIBILITY You don’t want to be ranking in the best positions but with less visibility vs others with rich results or search features inclusion
58. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Use rank trackers supporting them like AWR to assess inclusion opportunities for targeted queries Advanced Web Ranking
59. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Identify organic results with reviews, image thumbnails, product knowledge panel inclusions… Advanced Web Ranking
60. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti As well as product packs, multi-image thumbnails, or even image packs, depending on their visibility share
61. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Prioritize those you’re ranking well but not w/ rich results/search features & have low click share
62. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Compare your search features inclusions with the ones of your competitors to prioritize further Advanced Web Ranking
63. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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
64. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Start by implementing the relevant structured data following Google guidelines across pages types https://developers.google.com/search/docs/appearance/structured-data/product#providing-product-data-to-google-search
65. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Validate and monitor to identify issues and further opportunities to improve via SEO crawlers & GSC Sitebulb & Google Search Console
66. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Not all are triggered by structured data though, content format as well as merchant feed also influence what Google highlights in snippets https://brodieclark.com/little-known-rich-results-ecommerce/
67. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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
68. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti For free product merchant features it’s a must to integrate feed via the merchant center but not all do
69. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Most online store platforms can automatically generate & integrate your product feed with the merchant center though, do it now
70. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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
71. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti You can then validate the inclusions via the platforms/Merchant Center dashboards & GSC Platform Google Merchant Center Dashboard & GSC
72. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Monitor the impact in visibility & CTR via your rank tracker and Search Console to optimize further
73. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti The Pyramid of SEO Success Finally, to execute this successfully you should avoid SEO issues/bugs that hold you back FIXING IMPROVING BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech debt to avoid crawlability, indexability and page experience issues
74. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti There are too common SEO horror stories in 
 ecommerce that are completely preventable Internal search results cannibalizing 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
75. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Like noindexing or canonicalizing facets with product inventory and search traffic potential
76. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Or temporarily unavailable products pages triggering errors, being noindexed or erroneously redirected
77. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti I’ve presented about it, so you can take a look at the different solutions alternatives here https://www.slideshare.net/aleydasolis/ecommerce-seo-horror-stories-how-to-tackle-the-most-common-issues-at-scale-and-avoid-an-seo-nightmare-mozcon
78. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti SEO RECOS ONGOING SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK That’s why SEO reco’s should set continuous 
 SEO quality assurance measures for the process
79. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti SEO RECOS ONGOING SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK EDUCATION 
 To prevent SEO mistakes VALIDATION 
 To avoid launching 
 SEO Errors MONITORING 
 To catch SEO incidents fast With ongoing SEO education, validation and monitoring measures for an optimal execution
80. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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 SEO QUALITY ASSURANCE FRAMEWORK RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS This is how you say goodbye to continuous SEO errors that hold your execution back
81. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Learn more about setting a Quality Assurance Framework in this presentation https://www.slideshare.net/aleydasolis/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-frameworkpdf
82. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti Too much work? 

83. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti POPULAR & 
 AUTHORITATIVE RELEVANT & 
 TRUSTWORTHY CRAWLABLE & 
 INDEXABLE GREAT USER 
 EXPERIENCE RANKABLE 
 FOR RELEVANT 
 QUERIES > YOUR PAGE YOUR COMPETITORS PAGES These will help to stay ahead of competitors, identifying opportunities and executing what obtains goals faster SEARCH BEHAVIOR SEARCH RESULTS
84. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti The results make it worth it
85. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon by @aleyda from @orainti It’s all about e-commerce organic search growth, revenue, and ultimately, SEO ROI
86. #ecommerceseo at #pubcon by @aleyda from @orainti #ecommerceseo at #pubcon 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 Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks! Questions? 
 orainti.com