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The State of Global 
E-commerce SEO - How to Ma...

The State of Global 
E-commerce SEO - How to Maximize Visibility 
& Trends to Watch #IntSS

Learn about the latest trends, and shifts in ecommerce SEO across the top markets and what to do to keep up with the changes and maximize growth.

Aleyda Solis

November 14, 2024
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  1. #globalecommerceseo by @aleyda from @orainti at #intss #globalecommerceseo by @aleyda

    from @orainti at #intss The State of Global 
 E-commerce SEO How to Maximize Visibility 
 & Trends to Watch
  2. #globalecommerceseo by @aleyda from @orainti at #intss AI OVERVIEWS PUBLICATIONS

    AFFILIATES DEALS DESTINATION PAGES AI PERSONALIZED SERPS PRODUCT CAROUSELS, KNOWLEDGE PANELS & INCREASING FEATURES FILTERS SIDEBAR #globalecommerceseo by @aleyda from @orainti at #intss Welcome to the “fine” state of 
 ECOMMERCE SEO in 2024
  3. #globalecommerceseo by @aleyda from @orainti at #intss 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
  4. #globalecommerceseo by @aleyda from @orainti at #intss UGC Expert Guides

    Highlighting experts and UGC content through new search features to support users’ buying process too
  5. #globalecommerceseo by @aleyda from @orainti at #intss What CTR can

    the best ranked organic search pages expect here?
  6. #globalecommerceseo by @aleyda from @orainti at #intss https://blog.google/products/shopping/shopping-graph-explained/ This has

    been powered by the shopping graph & retail experience like the deals destination pages
  7. #globalecommerceseo by @aleyda from @orainti at #intss As well as

    supported by major ecommerce platforms like Shopify, Wix and Woocommerce
  8. #globalecommerceseo by @aleyda from @orainti at #intss Google has also

    just announced more AI personalized results in the shopping tab https://blog.google/products/shopping/google-shopping-ai-update-october-2024/
  9. #globalecommerceseo by @aleyda from @orainti at #intss Data from SimilarWeb

    Few searches trigger shopping tab clicks but we can expect these features to come to main SERPs
  10. #globalecommerceseo by @aleyda from @orainti at #intss This shift can

    be further accelerated by AIOs, replicating a PLP experience featuring PDPs, now also shown for more commercial queries even branded ones
  11. #globalecommerceseo by @aleyda from @orainti at #intss Should we all

    start just optimizing ecommerce PDPs and completely overlooking PLPs then? Is it really like this across all countries ecommerce SERPs?
  12. #globalecommerceseo by @aleyda from @orainti at #intss For “women jeans”

    in the US is too but not 
 for “vaqueros mujer” in Spain USA Spain
  13. #globalecommerceseo by @aleyda from @orainti at #intss Something similar for

    “nike women” 
 in the US but not for Australia USA Australia
  14. #globalecommerceseo by @aleyda from @orainti at #intss It happens for

    “comida para perros” 
 (dog food) in Spain but not in México Spain México
  15. #globalecommerceseo by @aleyda from @orainti at #intss These are the

    product packs in shopping SERPs in the US (93% mobile) vs the UK (64% mobile) https://www.advancedwebranking.com/free-seo-tools/google-serp-features
  16. #globalecommerceseo by @aleyda from @orainti at #intss And this in

    Spain (26% mobile) 
 vs France (76% mobile) https://www.advancedwebranking.com/free-seo-tools/google-serp-features
  17. #globalecommerceseo by @aleyda from @orainti at #intss And Germany (74%

    mobile) vs Italy (26% mobile), with very important differences between them https://www.advancedwebranking.com/free-seo-tools/google-serp-features
  18. #globalecommerceseo by @aleyda from @orainti at #intss Something similar happens

    w Product Knowledge Panels: 9.23% in Desktop US, but only 0.21% in UK https://www.advancedwebranking.com/free-seo-tools/google-serp-features
  19. #globalecommerceseo by @aleyda from @orainti at #intss Or with the

    “Explore Brands” SERP Feature, shown for 23% in Desktop US vs 41% in Desktop UK https://www.advancedwebranking.com/free-seo-tools/google-serp-features
  20. #globalecommerceseo by @aleyda from @orainti at #intss Semrush So it’s

    critical to avoid generalizing, take a look at each market and its own SERP Features evolution for your targeted queries
  21. #globalecommerceseo by @aleyda from @orainti at #intss Semrush Need a

    quick assessment of popularity of ecommerce features? Check market top players amazon.co.uk argos.co.uk
  22. #globalecommerceseo by @aleyda from @orainti at #intss What about the

    top product related topics in each markets, though? What type of content is getting the actual traffic? Let’s go through a few across markets
  23. #globalecommerceseo by @aleyda from @orainti at #intss For the top

    Jeans queries in the US There’s a clear higher informational intent than in the UK Jeans USA Jeans UK Similarweb
  24. #globalecommerceseo by @aleyda from @orainti at #intss Jeans France Jeans

    Germany Similarweb While in the US, YouTube is attracting most clicks in France & Germany, online stores & brands are
  25. #globalecommerceseo by @aleyda from @orainti at #intss For Air Fryers,

    both in the US and the UK the most clicked sites have an informational focus Air Fryers USA Air Fryers UK Similarweb
  26. #globalecommerceseo by @aleyda from @orainti at #intss For sneakers in

    the US, the most clicked site is again YouTube, while in the UK is Sports Direct Sneakers USA Trainers UK Similarweb
  27. #globalecommerceseo by @aleyda from @orainti at #intss In Spain the

    most clicked for “zapatillas” is Nike and online stores like Zalando, similar to France Zapatillas Spain Baskets France Similarweb
  28. #globalecommerceseo by @aleyda from @orainti at #intss For “dog food”

    in the US Chewy is the top site, while in Canada is YouTube Dog Food USA Dog Food Canada Similarweb
  29. #globalecommerceseo by @aleyda from @orainti at #intss For Headphones in

    the US, is again YouTube 
 while in Spain, it’s Amazon Headphones USA Auriculares Spain Similarweb
  30. #globalecommerceseo by @aleyda from @orainti at #intss For backpacks in

    the US, it’s a brand, followed by the the NYTimes; but in Spain, it’s online stores Backpacks USA Mochilas Spain Similarweb
  31. #globalecommerceseo by @aleyda from @orainti at #intss Similarweb When assessing

    the type of content to create to attract the actual traffic for each market: create individual queries groups per product line and take a look which are the players getting it vs zero clicks searches
  32. #globalecommerceseo by @aleyda from @orainti at #intss And what if

    you want to start targeting some of the top international ecommerce markets? Are there any clear patterns and opportunities based on the top players?
  33. #globalecommerceseo by @aleyda from @orainti at #intss There’s still opportunity

    for local players: Almost half of top 15 ecommerce per country are local Advanced Web Ranking USA UK Spain France
  34. #globalecommerceseo by @aleyda from @orainti at #intss Advanced Web Ranking

    Germany Italy Mexico Brazil Those local at the top tend to be specialized though: Hotukdeals, Wallapop, Idealo, etc.
  35. #globalecommerceseo by @aleyda from @orainti at #intss USA UK Spain

    France The older global players tend to use ccTLDs to target international markets Advanced Web Ranking
  36. #globalecommerceseo by @aleyda from @orainti at #intss Germany Italy Mexico

    Brazil Advanced Web Ranking Eg. Amazon, Ebay, Walmart, Costco, Eventbrite
  37. #globalecommerceseo by @aleyda from @orainti at #intss USA UK Spain

    France However, newer global players do use more gTLDs with subdirectories Advanced Web Ranking
  38. #globalecommerceseo by @aleyda from @orainti at #intss Germany Italy Mexico

    Brazil Advanced Web Ranking Eg. Temu, AliExpress, Etsy
  39. #globalecommerceseo by @aleyda from @orainti at #intss USA UK Spain

    France Local players don’t follow a domain trend: In some countries there’s a blend, like the UK or Spain Advanced Web Ranking
  40. #globalecommerceseo by @aleyda from @orainti at #intss Advanced Web Ranking

    Germany Italy Mexico Brazil However, in others, like Germany, Italy and Brazil, most of the top local players are using ccTLDs
  41. #globalecommerceseo by @aleyda from @orainti at #intss Ecommerce results and

    players can be so different in each market! How to move forward successfully?
  42. #globalecommerceseo by @aleyda from @orainti at #intss Prioritize Your PDPs

    optimization efforts based on the product visibility, making the most out of SERP Features Grow your brand authority with informational content investment starting with most competitive markets, based on where traffic is going 1. 2. Here are 3 key steps taking this into account to grow your global ecommerce SEO across markets 3. Track your SERP features, pixels, clicks shifts per country market to focus your ecommerce SEO strategy accordingly from now on
  43. #globalecommerceseo by @aleyda from @orainti at #intss https://www.google.com/retail/how-google-merchant-center-works/ Specify your

    product details further by leveraging Google Merchant Center in case if you haven’t yet
  44. #globalecommerceseo by @aleyda from @orainti at #intss 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
  45. #globalecommerceseo by @aleyda from @orainti at #intss https://developers.google.com/search/updates It’s also

    a must to prioritize your product structured data implementation with the latest supported properties
  46. #globalecommerceseo by @aleyda from @orainti at #intss You can use

    Sitebulb’s Structured Data Tool to troubleshoot and look for missed properties Sitebulb
  47. #globalecommerceseo by @aleyda from @orainti at #intss Verify which are

    the product search features shown in ranked SERPs but not linking to your site Advanced Web Ranking
  48. #globalecommerceseo by @aleyda from @orainti at #intss Which are displayed

    above the fold pushing your current top results further down in SERPs? Advanced Web Ranking
  49. #globalecommerceseo by @aleyda from @orainti at #intss You don’t want

    to be first just to get less visibility than the pages below due to the lack of image thumbnails
  50. #globalecommerceseo by @aleyda from @orainti at #intss Unfortunately, many images

    or reviews can end-up over- relying on CSR JS making it challenging for Google to index
  51. #globalecommerceseo by @aleyda from @orainti at #intss Ensure key product

    areas (eg. reviews or images) indexability, avoiding JS CSR or lazy loading
  52. #globalecommerceseo by @aleyda from @orainti at #intss Even Google warns

    us about client side rendered JS product structured data implementation https://developers.google.com/search/docs/appearance/structured-data/generate-structured-data-with-javascript
  53. #globalecommerceseo by @aleyda from @orainti at #intss This is what

    happens when your product 
 reviews SD stops to overlying on CSR JS
  54. #globalecommerceseo by @aleyda from @orainti at #intss Validate key elements

    triggering rich results -such as images or reviews- reliance on CSR JS Sitebulb
  55. #globalecommerceseo by @aleyda from @orainti at #intss https://brodieclark.com/google-image-thumbnails/ For thumbnails,

    it’s not only about your products images indexability but about size and relevant descriptions too
  56. #globalecommerceseo by @aleyda from @orainti at #intss 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
  57. #globalecommerceseo by @aleyda from @orainti at #intss Advanced Web Rankings

    Go beyond positions and monitor SERP features & pixel visibility shifts to keep up with CTR changes
  58. #globalecommerceseo by @aleyda from @orainti at #intss Advanced Web Ranking

    Check those products search features triggered by competitors that your site is not, & prioritize
  59. #globalecommerceseo by @aleyda from @orainti at #intss Beyond visibility, it’s

    also about establishing your brand authority helping your customers decision making in the buying journey
  60. #globalecommerceseo by @aleyda from @orainti at #intss https://www.youtube.com/watch?v=m3M_tal884c Google has

    directly shared they want to showcase “real” brands with expertise & experience in SERPs
  61. #globalecommerceseo by @aleyda from @orainti at #intss In today’s SERPs

    full of features, creating a brand users recognize is key for trust & get the traffic
  62. #globalecommerceseo by @aleyda from @orainti at #intss PLPs PLPs Expert

    Review UGC Many mid-funnel commercial product queries SERPs are also less transactional and more blended than before with expert reviews and UGC
  63. #globalecommerceseo by @aleyda from @orainti at #intss Similarweb Assess for

    which of your targeted product topics this is happening, and where the traffic is going to prioritize your informational content efforts
  64. #globalecommerceseo by @aleyda from @orainti at #intss Similarweb Which are

    the pages attracting most of the clicks for the top terms? What’s their nature?
  65. #globalecommerceseo by @aleyda from @orainti at #intss Use Keyword Insights

    topic clustering to assess the potential of targeting them for your site https://www.keywordinsights.ai/
  66. #globalecommerceseo by @aleyda from @orainti at #intss If well targeted,

    this is the content that allows to establish topic authority, attracting backlinks
  67. #globalecommerceseo by @aleyda from @orainti at #intss As well as

    facilitating sales when correctly focused and well integrated, referring to products
  68. #globalecommerceseo by @aleyda from @orainti at #intss You can also

    leverage this content to enrich 
 your PDPs with expert & UGC insights
  69. #globalecommerceseo by @aleyda from @orainti at #intss Get inspired by

    well performing content hubs ranking for retail queries https://www.sistrix.com/visibility-leaders/retail-2022-overview
  70. #globalecommerceseo by @aleyda from @orainti at #intss SimilarWeb Monitor SERPs

    clicks per country to focus on the queries that bring traffic & create aligned content
  71. #globalecommerceseo by @aleyda from @orainti at #intss Don’t know how

    to start? Don’t worry! Here are a few additional resources to make it happen
  72. #globalecommerceseo by @aleyda from @orainti at #intss Create a benchmark

    of PDPs, PLPs, Guides to assess the existing gap vs top competitor per market, prioritize and gain support
  73. #globalecommerceseo by @aleyda from @orainti at #intss 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 to give the best search experience that will help you in every country
  74. #globalecommerceseo by @aleyda from @orainti at #intss #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! Questions? #globalecommerceseo by @aleyda from @orainti at #intss