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Winning at 
Ecommerce SEO Now And Trends to Watch

Winning at 
Ecommerce SEO Now And Trends to Watch

Learn about the key actions and trends in ecommerce SEO and what to do about them for scalable growth.

Aleyda Solis

November 06, 2024
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  1. #ecommerceseo by @aleyda from @orainti #ecommerceseo by @aleyda from @orainti

    Winning at 
 Ecommerce SEO Now And Trends to Watch
  2. #ecommerceseo by @aleyda from @orainti AI OVERVIEWS PUBLICATIONS AFFILIATES DEALS

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

    and UGC content through new search features to support users’ buying process too
  5. #ecommerceseo by @aleyda from @orainti What CTR can the best

    ranked organic search pages expect here?
  6. #ecommerceseo by @aleyda from @orainti As well as supported by

    major ecommerce platforms like Shopify, Wix and Woocommerce
  7. #ecommerceseo by @aleyda from @orainti Google has also just announced

    more AI personalized results in the shopping tab https://blog.google/products/shopping/google-shopping-ai-update-october-2024/
  8. #ecommerceseo by @aleyda from @orainti Data from SimilarWeb Few searches

    trigger shopping tab clicks but we can expect these features to come to main SERPs
  9. #ecommerceseo by @aleyda from @orainti And there’s even a bigger

    potential shift with AIOs getting more visibility for commercial queries
  10. #ecommerceseo by @aleyda from @orainti It’s exciting and scary at

    the same time! How to make the most out of it while minimizing risks?
  11. #ecommerceseo 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 4. Track your SERP features, pixels, clicks shifts over time
  12. #ecommerceseo 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 Track your SERP features, pixels, clicks shifts over time 4. 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 To understand users clicks shifts due to SERP features & personalization and update your focus accordingly
  13. #ecommerceseo 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
  14. #ecommerceseo by @aleyda from @orainti I’m not kidding. They’re shown

    now above everything else in SERPs, shifting visibility and clicks to PDPs
  15. #ecommerceseo 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
  16. #ecommerceseo 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
  17. #ecommerceseo by @aleyda from @orainti It’s time to maximize PDPs

    indexability & visibility through the merchant center + structured data
  18. #ecommerceseo 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
  19. #ecommerceseo by @aleyda from @orainti Monitor your products approval and

    complete specification via the Merchant Center report
  20. #ecommerceseo 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
  21. #ecommerceseo 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
  22. #ecommerceseo 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
  23. #ecommerceseo by @aleyda from @orainti So monitor the “improve appearance”

    report from the product and merchant listings in the GSC Google Search Console
  24. #ecommerceseo 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
  25. #ecommerceseo by @aleyda from @orainti You can also use Sitebulb’s

    Structured Data Tool to troubleshoot and look for missed properties Sitebulb
  26. #ecommerceseo by @aleyda from @orainti Verify which are the product

    search features shown in ranked SERPs but not linking to your site Advanced Web Ranking
  27. #ecommerceseo by @aleyda from @orainti Which are displayed above the

    fold pushing your current top results further down in SERPs? Advanced Web Ranking
  28. #ecommerceseo by @aleyda from @orainti It’s time to prioritize accordingly!

    
 But what about the key content elements of your PDPs triggering search features?
  29. #ecommerceseo 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
  30. #ecommerceseo by @aleyda from @orainti Unfortunately, many images or reviews

    can end-up over- relying on CSR JS making it challenging for Google to index
  31. #ecommerceseo by @aleyda from @orainti Ensure key product areas (eg.

    reviews or images) indexability, avoiding JS CSR or lazy loading
  32. #ecommerceseo by @aleyda from @orainti 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
  33. #ecommerceseo by @aleyda from @orainti This is what happens when

    your product 
 reviews SD stops to overlying on CSR JS
  34. #ecommerceseo by @aleyda from @orainti Validate key elements triggering rich

    results -such as images or reviews- reliance on CSR JS Sitebulb
  35. #ecommerceseo 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
  36. #ecommerceseo 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
  37. #ecommerceseo by @aleyda from @orainti Advanced Web Ranking Monitor changing

    product SERP features (image thumbnails or reviews) to identify potential issues & opportunities
  38. #ecommerceseo by @aleyda from @orainti Advanced Web Ranking Check those

    products search features triggered by competitors that your site is not, & prioritize
  39. #ecommerceseo by @aleyda from @orainti Beyond visibility, it’s also about

    establishing your brand authority helping your customers decision making in the buying journey
  40. #ecommerceseo 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
  41. #ecommerceseo by @aleyda from @orainti In today’s SERPs full of

    features, creating a brand users recognize is key for trust & get the traffic
  42. #ecommerceseo 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
  43. #ecommerceseo by @aleyda from @orainti The need to invest in

    more informational content for top visibility is also accelerated by AIOs Ahrefs
  44. #ecommerceseo by @aleyda from @orainti Can you guess which is

    the 3rd site with the biggest visibility for top jeans queries?
  45. #ecommerceseo by @aleyda from @orainti This is happening across many

    different product results, even for popular brands too
  46. #ecommerceseo 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
  47. #ecommerceseo by @aleyda from @orainti Similarweb Which are the pages

    attracting most of the clicks for the top terms? What’s their nature?
  48. #ecommerceseo by @aleyda from @orainti Use Keyword Insights topic clustering

    to assess the potential of targeting them for your site https://www.keywordinsights.ai/
  49. #ecommerceseo by @aleyda from @orainti If well targeted, this is

    the content that allows to establish topic authority, attracting backlinks
  50. #ecommerceseo by @aleyda from @orainti As well as facilitating sales

    when correctly focused and well integrated, referring to products
  51. #ecommerceseo by @aleyda from @orainti Integrate them within your PLPs

    UI in a way that is actually helpful to users, and not an afterthought
  52. #ecommerceseo by @aleyda from @orainti You can also leverage this

    content to enrich 
 your PDPs with expert & UGC insights
  53. #ecommerceseo by @aleyda from @orainti This will allow to rank

    better for commercial queries while also supporting conversion
  54. #ecommerceseo by @aleyda from @orainti Get inspired by well performing

    content hubs ranking for retail queries https://www.sistrix.com/visibility-leaders/retail-2022-overview
  55. #ecommerceseo by @aleyda from @orainti Do you think this is

    just too much? Don’t worry! Here are a few ways to make it happen
  56. #ecommerceseo by @aleyda from @orainti Create a benchmark of PDPs,

    PLPs, Guides to assess the existing gap, prioritize and gain support
  57. #ecommerceseo by @aleyda from @orainti Advanced Web Rankings Go beyond

    positions and monitor SERP features & pixel visibility shifts to keep up with CTR changes
  58. #ecommerceseo by @aleyda from @orainti SimilarWeb Monitor SERPs clicks behavior

    to focus on the queries that bring traffic & create aligned content
  59. #ecommerceseo 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
  60. #ecommerceseo by @aleyda from @orainti Start with these key Ecommerce

    SEO actions 
 to set the base for success now and tomorrow 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. Track your SERP features, pixels, clicks shifts over time 4. 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 To understand users clicks shifts due to SERP features & personalization and update your focus accordingly
  61. #ecommerceseo by @aleyda from @orainti It’s time to change the

    narrative to achieve your ecommerce SEO results today & in the future #ecommerceseo by @aleyda from @orainti
  62. #ecommerceseo 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 by @aleyda from @orainti