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#ecommerceseostate by @aleyda from @orainti at #seoweek
THE STATE OF ECOMMERCE SEO
How to Win in Today's Product SERPs
#ecommerceseostate by @aleyda from @orainti at #seoweek
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#ecommerceseostate by @aleyda from @orainti at #seoweek
+ + Welcome to
the State of
Ecommerce
SEO in 2025
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Filters
Sidebar
Product
Knowledge
Panel
Product
Carousel
Main Topics Navigation
Google
products’
SERPs have
become the
ultimate PLP,
with a
navigation,
products packs
and panels
Ads
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Highlighting established related brands
Explore
Brands
People also
buy from
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Giving also more
visibility to
experts
informational
content and
experienced-first
information
Expert
Guides
UGC
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Releasing a dedicated Deals Shopping
Experience when searching for sale/deals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Becoming a shopping hub during the last
Black Friday with deals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Launching merchant feed & structured data
GSC integrations to become a retail hub
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#ecommerceseostate by @aleyda from @orainti at #seoweek
What CTR can
the best
ranked home
page and PLP
expect here?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Is the performance
better if you’re in
the product pack
with others and
then a knowledge
panel is triggered?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
And what
about the still
uncommon but
increasing AI
Overviews for
“gifts” queries?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Or the threat of
users replacing
Google with
LLMs as a
shopping search
platform?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Data from Similarweb
vs
At least this won’t
happen soon! LLM
traffic is still tiny
to ecommerce
sites in comparison
to organic search
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#ecommerceseostate by @aleyda from @orainti at #seoweek
But, is this fine? Are we fine?
DEALS DESTINATION
PAGES
BIG PUBLICATIONS
AFFILIATES
FILTERS SIDEBAR
PRODUCT CAROUSELS,
KNOWLEDGE PANELS &
INCREASING FEATURES
AI PERSONALIZED
SERPS
AI OVERVIEWS
BRAND BIAS
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Backpack Camera Dress Furniture Handbag
Headphones Jeans Jewelry Laptop Makeup
Perfume Shirt Sneakers Sunglasses Sweaters
x
I can help with insights of product SERPs
from the top 10K queries across 15 verticals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
How is this affecting Ecom SEOs & what are
we doing about it? +200 of us told me!
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
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#ecommerceseostate by @aleyda from @orainti at #seoweek
#ecommerceseostate by @aleyda from @orainti at #seoweek
Let’s answer some key
ecommerce SEO questions
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#ecommerceseostate by @aleyda from @orainti at #seoweek
How have organic search results &
SERP features inclusions changed in
product SERPs in the last year?
#ecommerceseostate by @aleyda from @orainti at #seoweek
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#ecommerceseostate by @aleyda from @orainti at #seoweek
US Organic Frequency
Traditional organic results saw a frequency
YOY decrease across most product SERPs
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
US Mobile Organic Frequency - Top 15 verticals
Forum sites in organic search results grew
YOY on mobile across most verticals
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Something similar happened on Desktop,
showing a YOY increase in Forum results
Data from Similarweb
US Desktop Organic Frequency - Top 15 verticals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Images, Reviews & Single Image Thumbnails
are the most popular features on Mobile
Data from Advanced Web Ranking
US Products SERP Features April 2025 - Top 10 Verticals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Single Image Thumbnails, videos and PAAs
are the most popular features on Desktop
Data from Advanced Web Ranking
US Products SERP Features April 2025 - Top 10 Verticals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
AI Overviews inclusions in ecommerce are
trivial when compared to other features
Data from Advanced Web Ranking
US Products SERP Features April 2025 - Top 10 Verticals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Reviews & Popular Products are the most
frequent Product oriented features on mobile
Data from Advanced Web Ranking
US Products SERP Features April 2025 - Top 10 Verticals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
While Popular Products, Filter by Sidebar &
Reviews included in most Desktop SERPs
Data from Advanced Web Ranking
US Products SERP Features April 2025 - Top 10 Verticals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Followed well behind by Explore Brand in
both mobile and desktop SERPs
Data from Advanced Web Ranking
US Products SERP Features April 2025 - Top 10 Verticals
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#ecommerceseostate by @aleyda from @orainti at #seoweek
US Popular Products Frequency - Top 15 verticals
Popular Products is the top product feature
across verticals, w/ the highest YOY growth
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
US Image Frequency - Top 15 verticals
Images saw a mixed YOY shift, decreasing in
half verticals and increasing in the others
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
US Video Frequency - Top 15 verticals
Videos are still popular but went through a
decrease YOY among most verticals
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
US Mobile Related Questions (PAA) Frequency Frequency - Top 15 verticals
Related questions (PAAs) saw an important
increase YOY, with forum inclusions in them
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
US Desktop Related Questions (PAA) Frequency Frequency - Top 15 verticals
This happens in both mobile and desktop
SERPs across 15 product verticals
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
AI Overviews Frequency - Top 15 verticals
AIOs are still trivial if compared to others,
but growing a lot, especially on mobile
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
So yes, top products SERPs have gone
through a major transformation last year
An important
decrease in
traditional organic
search results
Important increase
of forum sites in
organic search
results
Images, Reviews
& Single Image
Thumbnails,
Videos are the
most popular
features on
Mobile, included
on +80% SERPs
Popular products
are the ones that
have increased
the most,
featured in +71%
mobile SERPs and
67% Desktop
AI Overviews
inclusions are
trivial still but
growing in the
latest months
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#ecommerceseostate by @aleyda from @orainti at #seoweek
How are these organic search results
& search features inclusions & shifts
impacting product click behavior?
#ecommerceseostate by @aleyda from @orainti at #seoweek
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Zero click searches have slightly increased
across most 15 US product verticals YOY
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Laptop January 2024 to February 2025
In Laptops top 10K queries SERPs, zero
clicks increased from 67.1% to 69.6%
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Jeans January 2024 to February 2025
For Jeans top 10K queries SERPs, zero
clicks increased from 67.9% to 69.2%
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
The biggest zero clicks growth happens
with Headphones with a +4.63% increase
Headphones January 2024 to February 2025
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Backpack January 2024 to February 2025
However, there are also slight decreases
like backpacks from 68.6% to 67%
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
The biggest zero clicks decrease happens
with Dresses SERPs with a −3.51% decrease
Dress January 2024 to February 2025
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
There are also
clicks shifts among
top ranked sites!
Here are the top 3
increasing and
decreasing in clicks
from Jan 2024 to
Feb 2025 on Mobile
across verticals
Mobile
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Mobile
The most
common sites
with an increase
of organic clicks
on mobile across
all verticals are
social and UGC:
reddit, instagram
and tiktok
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Mobile
The most
common sites
with decreased
clicks on mobile
are publications
(techradar,
guardian) and
retailers (Macys,
Target)
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Desktop
Mobile
A similar click shift happens in Desktop too
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Note how many retailers & publications that
dropped across verticals are non-specialized
Data from Similarweb
Backpack Sneakers Laptop
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Eg. for top 10K Backpack queries, YT is first,
Reddit, North Face up, & Amazon, NYTimes down
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
If we zoom in on YouTube clicks, they’re
going to URLs ranked in Video SERP Features
Data from Similarweb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Data from Similarweb
For top sneakers queries: YouTube is first,
Axios, Guardian down, Adidas and Reddit up
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Data from Similarweb
But if we view clicks per URLs, it’s not YT
but retailers & brands that get most clicks
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Data from Similarweb
For top laptop queries: YT first, Amazon,
Walmart down; while YouTube & Reddit up
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Data from Similarweb
In the case of top retailers & brand sites,
clicks go to URLs leveraging many features
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Data from Ahrefs
There’s also a
very long tail of
clicks going to
product detail
pages besides
relevant PLPs
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Data from Ahrefs
This aligns with ecommerce platforms
showing a major trend of PDP traffic growth
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Let’s summarize: Here’s how organic search
traffic behavior is also shifting with SERPs
Zero clicks
searches have
mostly slightly
increased across
top Product
queries YOY
Social and UGC,
along with brands
are getting more
clicks; and non-
specialized
publications and
retailers are
getting fewer
clicks from top
Product queries
A high share of
clicks are going to
a higher number
of URLs
showcasing SERP
features: videos,
products, images,
news, etc.
A higher number
of PDPs are
getting clicks
from top product
queries than
before thanks to
Product related
SERP features
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#ecommerceseostate by @aleyda from @orainti at #seoweek
It’s definitely getting harder to achieve
ecommerce SEO goals, it’s not only you!
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
What's the level of difficulty in achieving the expected
Ecommerce SEO goals compared to a couple of years ago?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
And the main reason is exactly this:
SERP Evolution and Google Changes
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
Why do you think achieving your Ecommerce SEO goals is as difficult?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Despite this, SEO remains a highly impactful
channel vs others to achieve ecommerce goals
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
How impactful have your Ecommerce SEO efforts been to
achieve the Ecommerce goals vs other marketing channels?
“55% of SEOs have achieved
high or extremely high impact.
If this was true for any other
marketing channel, executives
would throw truckloads of
money at it!”
Malte Landwehr
VP of SEO
Idealo
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#ecommerceseostate by @aleyda from @orainti at #seoweek
What should ecommerce SEOs do to
keep winning despite these shifts in
SERP Features & traffic behavior?
#ecommerceseostate by @aleyda from @orainti at #seoweek
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Prioritize your PDPs
optimization efforts,
making the most out of
SERP Features for
visibility and AI
features to facilitate
execution at scale
Grow your brand
authority with
informational and
commercial text, video
and image content to
support your
customers buying
journey and become an
specialized reference
in your sector Google
can’t overlook in
SERPs
1. 2. 3.
Forget about positions,
and track your SERP
visibility and click
behavior monitoring
features, pixels, clicks
changes per device/
country market to fuel
an ongoing testing
culture to quickly
identify behavior shifts
and leverage
opportunities
Here are 3 key steps for ecommerce
organic search growth in 2025
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#ecommerceseostate by @aleyda from @orainti at #seoweek
1. It’s time to double
down your PDPs
optimization efforts
to maximize your
SERPs visibility and
be ready for the next
AI shopping features
(without neglecting
your PLPs)
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#ecommerceseostate by @aleyda from @orainti at #seoweek
2. Grow your
brand authority
with specialized
informational and
commercial multi-
format content to
become more
popular &
competitive
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#ecommerceseostate by @aleyda from @orainti at #seoweek
3. Track pixel
visibility, features
and clicks behavior
to fuel an “ongoing
testing” approach
to quickly identify &
assess SERP
opportunities and
keep winning
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Let’s go through the main steps…
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Start with the
PDPs indexability
which is usually a
challenge! Their
content needs to
be as unique,
descriptive
engaging and well
linked as possible
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Your goal is to
make your PDP
information and
experience more
fulfilling to
compete with best
performing ones
Description Comparison
Similar Products
Reviews
Photos
Models
Videos
Q&As
Complete
the look
Specifications
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Have resource issues to implement? You’re
not alone. Most in ecom SEO have them too!
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
The main reason ecommerce SEO projects haven't achieved the expected goals in the last year
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Communication & alignment is key for SEO
integration within workflows & getting buy-in
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
“Whilst it doesn’t surprise me at all that the main blockers to project
success are implementation issues and lack of resources, this highlights a
distinct need for SEOs to expand their skillsets into ‘soft skills.’ These two
blockers are essentially ‘people and communication’ problems; getting
things done and getting budgets and / or resources signed off.”
James Brockbank
Managing Director
Digitaloft
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Wordlift, AirOps
You can also use
AI platforms like
AirOps to
accelerate the
process with
workflows that
automate tagging
and help to enrich
your PDPs at
scale using your
own store data
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Wordlift, AirOps
Or Wordlift that can generate a full product
knowledge graph with descriptions & FAQs
Descriptions FAQs
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Wordlift, AirOps
Besides content
you can also use
these tools to
automate internal
links to related
products with
rules you set
Internal Links
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
Do you think is too risky? Most of your ecom
SEO competitors are already leveraging AI
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
Have you incorporated the use of any AI features/
functionalities in your Ecommerce SEO Optimization Tasks?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
From content creation & optimization, kw
research to repetitive SEO tasks automation
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
How have you incorporated AI features/functionalities in your Ecommerce SEO tasks?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
It’s time to make the most out of the new
wave of AI features to accelerate execution
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
“It should not be a surprise by now to see that most people use AI for
content creation, writing regex, schema, and even bits of code to power
automations. It’s become a go-to for speeding up routine tasks. The most
impressive use for large ecommerce websites has to be powering internal
linking at scale, though. I remember having to deal with endless
spreadsheets and rely on complex formulas to get anything close to
scalable. Now, with the power of embeddings at our fingertips, it’s not only
automated but also far more accurate.”
Roxana Stingu
Head of Search and SEO
Alamy
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://www.google.com/retail/how-google-merchant-center-works/
It’s also a must to
integrate with
Google merchant
center for PDPs
visibility in product
packs which can
be easily
implemented via
platforms & apps
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
Have you integrated your Ecommerce product pages to be
featured in Google's Free Merchant Listings?
Even though most do it, there are still 18%
of ecommerce sites that haven’t yet
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
What's your top Ecommerce SEO activity
priority to achieve goals this year?
Merchant Center
Product Feed
Optimization is also
gaining relevance
as one of the top
ecommerce SEO
activities to
prioritize this year
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Google has now
made it easier
than ever to
monitor product
feeds issues with
the merchant
opportunities
report in GSC
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#ecommerceseostate by @aleyda from @orainti at #seoweek
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 for it
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://developers.google.com/search/docs/appearance/structured-data/product
Ensure parity of merchant center feed with
structured data, using all supported properties
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Eg. Implement the product variants
structured data in case you haven’t yet
https://developers.google.com/search/docs/appearance/structured-data/product-variants
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#ecommerceseostate by @aleyda from @orainti at #seoweek
I would have prioritized facets for product
color queries before, now PDPs variations
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://brodieclark.com/little-known-rich-results-ecommerce/
Check this
excellent guide
by Brodie Clark
going through
product rich
results types and
what triggers
them, to
prioritize them
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://developers.google.com/search/docs/appearance/structured-data/generate-structured-data-with-javascript
Something also important is to avoid
structured data implementation with CSR JS
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#ecommerceseostate by @aleyda from @orainti at #seoweek
This is what happens when your product
reviews stops overlying on CSR JS
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Not only
reviews, but
also
descriptions or
images end up
over-relying on
CSR JS, making
it challenging
for Google to
index at scale
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#ecommerceseostate by @aleyda from @orainti at #seoweek
You don’t want
to rank well just
to get less
visibility than the
pages below due
to the lack of
thumbnail and
search features
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Always validate CSR JS reliance of key PDPs
areas triggering features w/ crawlers & GSC
Sitebulb
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#ecommerceseostate by @aleyda from @orainti at #seoweek
If you can’t SSR, go for hydration or pre-
rendering natively or via a 3rd party solution
Botify, pretender.io
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Monitor beyond
invalid items,
check the
“improve item
appearance”
report from the
GSC product &
merchant listings
to validate & fix
Google Search Console
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#ecommerceseostate by @aleyda from @orainti at #seoweek
For thumbnails &
image packs, it’s
not only about
your products
images indexability
but about size and
relevant
descriptions too
https://brodieclark.com/google-image-thumbnails/
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Image optimization is now fundamental due
to thumbnails, image packs & Google lens
Follow Image Optimization best practices:
• Crawlable ![]()
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
https://blog.google/products/search/google-search-lens-october-2024-updates/
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Are you taking any actions to optimize your Ecommerce
images for Image Packs, Thumbnails, Google images, Lens, etc.?
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
Despite the impact of images in product
SERPs, too many SEOs haven’t taken action yet
“People buy first with their
eyes and than with their
brains. This is especially
evident in the context of
multimodal search…”
Gianluca Fiorelli
SEO Consultant
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Create a PDP/
PLP benchmark to
assess the gap vs
top players per
vertical, to
prioritize efforts
and gain support
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#ecommerceseostate by @aleyda from @orainti at #seoweek
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
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://www.aleydasolis.com/en/search-engine-optimization/the-ecommerce-product-page-seo-gpt-validator-and-sheet-checklist/
You also have
the Ecommerce
Product Page
Validator GPT to
support you with
the process
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
Are you tracking your Ecommerce sites pages
inclusions in product related search features?
It’s also critical
to monitor what’s
going on in the
SERPs and the
impact of your
efforts but 31% of
SEOs are not yet
tracking search
features
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Has the inclusion of AI Overviews in SERPs had an impact
in your Ecommerce organic search traffic so far?
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
More
measurement is
needed! Although
AIO inclusion in
Ecommerce is
trivial, 27% of
SEOs are not sure
of their impact
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Advanced Web Ranking
Monitor the changing pages pixel visibility &
search features of your targeted queries
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Validate features shown in ranked SERPs but
not linking to your PDPs for opportunities
Advanced Web Ranking
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Identify those products search features
triggered by competitors you haven’t yet
Advanced Web Ranking
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://www.youtube.com/watch?v=L7qfCzlQjxY
Assess the
impact in traffic
of any SERP
feature
inclusion! Watch
how to assess
AIOs here
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Advanced Web Ranking
Set alerts to
be warned
whenever
important
visibility and
SERP feature
inclusion
changes
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Remember to
also look at the
SERPs! How can
you stand out
and better fulfill
users intent?
Many times is not
with a PDP/PLP
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#ecommerceseostate by @aleyda from @orainti at #seoweek
More commercial
product queries
SERPs are also
less transactional
and more blended
than before
featuring expert
reviews and UGC
PDP
UGC
Expert
Review
PDP
UGC
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#ecommerceseostate by @aleyda from @orainti at #seoweek
PLPS PDPS
GUIDES / REVIEWS
CONSIDERATION
GUIDES / REVIEWS
PDPS
ACQUISITION
AWARENESS
Ecommerce sites are
not keen to invest on
top of the funnel
content, but you can’t
expect users to trust
you over others to buy,
if they have helped
them first and they
don’t recognize you
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://www.youtube.com/watch?v=m3M_tal884c
Google has
shared they
want to show
“real” brands
with expertise
& experience
in SERPs
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Ahrefs
Affiliates still
growing for
product queries
show brand
characteristics:
specialization,
expertise, strong
topical authority,
and excellent UX
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#ecommerceseostate by @aleyda from @orainti at #seoweek
In SERPs full of features, creating a brand
users recognize is also key for trust & CTR
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Semrush
Also, if you have
already the
expertise, why
leaving publications
to profit from an
increasing number
of relevant product
commercial queries?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
This content will establish topical authority,
brand recognition and attract backlinks
Semrush
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#ecommerceseostate by @aleyda from @orainti at #seoweek
See what
Nordstrom is
doing with
fashion
inspiration
and tips, and
what Chewy
does with
pets advice
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Semrush
Note how such a
high share of these
queries are
commercial &
transactional, that
can be tied to your
product offering
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Similarweb
Assess for which of your targeted topics this
happens, & where the traffic is actually going
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Similarweb
Which are the pages attracting most of the
clicks for the top terms? What’s their nature?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Use topic clustering tools like Keyword
Insights to assess traffic opportunity
Keyword Insights
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#ecommerceseostate by @aleyda from @orainti at #seoweek
It’s key this
content also
refers to the
next steps of
the purchase
journey,
linking to
PLPs/PDPs
when relevant
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Integrate it
within your
PLPs/PDPs
design in a
way that is
actually
helpful to
users
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#ecommerceseostate by @aleyda from @orainti at #seoweek
You can also leverage this content to enrich
your PDPs with expert & UGC insights
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#ecommerceseostate by @aleyda from @orainti at #seoweek
This will allow your PDPs to rank better
while also supporting product conversion
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Retailers need to invest in well integrated &
helpful content through the full journey
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
“I wish more SEO’s understood the power of focusing on optimizing entry
pages for conversion. The goal should be pushing users down the funnel,
and creating experiences that turn first-time visitors into returning
customers. Do this well, measure the impact, and you’ll be able to get buy-in
and support at the executive level that allows you to continue to grow your
program.”
Kara Lombardo
Manager of SEO
DICK'S Sporting Goods
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://www.sistrix.com/visibility-leaders/retail-2024-overview
Need more
inspiration to
start? Check
out Sistrix
analysis of
Retail visibility
leaders
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://www.sistrix.com/visibility-leaders/leading-content-analysis-retail-2024/
It features top performing retailers, going
through examples & how they’re winning
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#ecommerceseostate by @aleyda from @orainti at #seoweek
SEOTesting
Finally, test
implementations
first to assess
impact in your
own context and
SERPs, maximize
effectiveness &
get easier buy in
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Constant testing has become a must due to
SEO complexities & fast SERP changes
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
“While SEO remains a highly effective channel, consistent success is not
guaranteed… SEO is a long game, influenced by ever-evolving algorithms,
increasing competition, and technical complexities. Even with a solid
strategy, it can take months to see ROI and these results are rarely linear. It
also highlights the importance of setting realistic KPIs and tracking the
right metrics. Constant testing is going to be even more important as SERPs
are changing at such a fast rate.”
Sophie Brannon
Co-Founder & Director
StudioHawk US
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#ecommerceseostate by @aleyda from @orainti at #seoweek
Prioritize your PDPs
optimization efforts,
making the most out of
SERP Features for
visibility and AI
features to facilitate
execution at scale
Grow your brand
authority with
informational and
commercial text, video
and image content to
support your
customers buying
journey and become an
specialized reference
in your sector Google
can’t overlook in
SERPs
1. 2. 3.
Forget about positions,
and track your SERP
visibility and click
behavior monitoring
features, pixels, clicks
changes per device/
country market to fuel
an ongoing testing
culture to quickly
identify behavior shifts
and leverage
opportunities
It’s about prioritizing what matters the
most and being prepared to identify shifts
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#ecommerceseostate by @aleyda from @orainti at #seoweek
DEALS DESTINATION
PAGES
BIG PUBLICATIONS
AFFILIATES
FILTERS SIDEBAR
PRODUCT CAROUSELS,
KNOWLEDGE PANELS &
INCREASING FEATURES
AI PERSONALIZED
SERPS
AI OVERVIEWS
BRAND BIAS
It’s time to be actually fine and prepared
to leverage ecommerce search changes
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#ecommerceseostate by @aleyda from @orainti at #seoweek
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
Too difficult for you? Great news for your
competitors because they’re planning to do it
https://hub.seofomo.co/surveys/ecommerce-seo-survey/
What's your top Ecommerce SEO activity priority to achieve goals this year?
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#ecommerceseostate by @aleyda from @orainti at #seoweek
>
YOUR SITE PAGES COMPETITORS PAGES
AWARENESS
ADVOCACY
USERS SEARCH JOURNEY
CONSIDERATION
ACQUISITION
RETENTION
Remember that is the consistent alignment
of all these areas that will make you win
SEMANTICALLY
RELEVANT
CONTENT
USER FRIENDLY
PAGE
EXPERIENCE
FORMATTED TO
FULFILL USER
NEEDS & MAXIMIZE
ENGAGEMENT
POPULAR &
AUTHORITATIVE
CONTENT
EXPERT/EXPERIENCED,
HIGH QUALITY
TRUSTWORTHY, ON-
BRAND INFORMATION
CRAWLABLE &
INDEXABLE
RANKABLE
FOR RELEVANT
QUERIES
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#ecommerceseostate by @aleyda from @orainti at #seoweek
The revenue
and ROI
growth will
make it
worth it
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#ecommerceseostate by @aleyda from @orainti at #seoweek
I’m Aleyda Solis
* SEO Consultant & Founder at Orainti
* SEO Speaker at +200 Events in +30 countries
* SEOFOMO, AI Marketers & MarketingFOMO
Newsletters Maker
* Author “SEO. Las Claves Esenciales.”
* Crawling Mondays Video & Podcast Series Host
* Maker LearningSEO.io
* European Search Personality of the Year in 2018
Thanks!
#ecommerceseostate by @aleyda from @orainti at #seoweek