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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
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  1. #productsearch at #recommerce by @aleyda from @orainti
    Growing your
    products’ organic
    search features
    visibility & traffic
    #productsearch at #recommerce by @aleyda from @orainti

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  2. #productsearch at #recommerce by @aleyda from @orainti
    Organic search is one of the biggest

    traffic drivers of online retailers
    semrush

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  3. #productsearch at #recommerce by @aleyda from @orainti
    This should
    increase with
    Google
    becoming a
    free merchant
    marketplace

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  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/

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  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/

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  6. #productsearch at #recommerce by @aleyda from @orainti
    Featuring from
    popular products
    carousels to
    products
    knowledge panels
    Popular
    Products
    Shopping Knowledge Panel

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  7. #productsearch at #recommerce by @aleyda from @orainti
    https://www.advancedwebranking.com/features-spread/
    The result is
    that now most
    shopping SERPs
    show rich
    results or
    search features

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  8. #productsearch at #recommerce by @aleyda from @orainti
    AND YOU DON’T WANT TO RANK IN THE FIRST
    POSITION JUST TO HAVE LESS VISIBILITY
    YOU WANT TO MAXIMIZE YOUR PAGES RESULTS
    VISIBILITY LIKE THIS

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  9. #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

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  10. #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

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  11. #productsearch at #recommerce by @aleyda from @orainti
    Even Google shows a “Buying guide” feature w/
    informational content for “buy” queries SERPs

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  12. #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/

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  13. #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/

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  14. #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

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  15. #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

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  16. #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

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  17. #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”

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  18. #productsearch at #recommerce by @aleyda from @orainti
    You always have limited resources and time

    to execute SEO activities and achieve goals

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  19. #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

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  20. #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

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  21. #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

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  22. #productsearch at #recommerce by @aleyda from @orainti
    1. Target relevant
    product queries
    across the whole
    search journey
    #productsearch at #recommerce by @aleyda from @orainti

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  23. #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

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

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  25. #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

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  26. #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

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  27. #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

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  28. #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

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  29. #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

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  30. #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

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  31. #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

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

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  33. #productsearch at #recommerce by @aleyda from @orainti
    To assess and get the top-ranked pages types
    of your product related queries

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

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  35. #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

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  36. #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

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  37. #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 …

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  38. #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

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  39. #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

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  40. #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

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  41. #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

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

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  43. #productsearch at #recommerce by @aleyda from @orainti
    Frase
    Leverage optimization features to avoid duplication
    & improve relevance vs top-ranked players

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  44. #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

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  45. #productsearch at #recommerce by @aleyda from @orainti
    Or when optimizing your guides while taking into
    consideration the current best ranked players

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  46. #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

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  47. #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

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  48. #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

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  49. #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/

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  50. #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

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  51. #productsearch at #recommerce by @aleyda from @orainti
    Others add text
    at the bottom
    to improve
    relevance
    without hurting
    conversion

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  52. #productsearch at #recommerce by @aleyda from @orainti
    But too often this
    content isn’t useful
    and doesn’t connect
    with user intent

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  53. #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

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  54. #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

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  55. #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

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  56. #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

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  57. #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

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  58. #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

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  59. #productsearch at #recommerce by @aleyda from @orainti
    Obtain comprehensive & unique product
    descriptions based on top ranked pages

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  60. #productsearch at #recommerce by @aleyda from @orainti
    Generate the FAQs for your products with

    their answers without mentioning brands

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  61. #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

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  62. #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

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  63. #productsearch at #recommerce by @aleyda from @orainti
    Just follow
    this ChatGPT
    flowchart by
    Aleksandr
    Tiulkanov to use
    generative AI
    safely

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  64. #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

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  65. #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

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  66. #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

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

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  68. #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

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  69. #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

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  70. #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

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  71. #productsearch at #recommerce by @aleyda from @orainti
    Identify further products search features inclusion
    opportunities comparing yours vs your competitors
    Advanced Web Ranking

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  72. #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

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  73. #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

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  74. #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

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  75. #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

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  76. #productsearch at #recommerce by @aleyda from @orainti
    Many ecommerce platforms now support

    them natively or facilitate to execution via plugins

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  77. #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

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  78. #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/

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  79. #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

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

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  81. #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

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  82. #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

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  83. #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

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  84. #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

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

    View full-size slide

  86. #productsearch at #recommerce by @aleyda from @orainti
    Which feature and page type are getting a higher
    than avg CTR? Learn and optimize further!

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  87. #productsearch at #recommerce by @aleyda from @orainti
    Too much work?

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  88. #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

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  89. #productsearch at #recommerce by @aleyda from @orainti
    The results make it worth it

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  90. #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?

    orainti.com

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