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

Transcript

1. #productsearch at #recommerce by @aleyda from @orainti Growing your products’ organic search features visibility & traffic #productsearch at #recommerce by @aleyda from @orainti
2. #productsearch at #recommerce by @aleyda from @orainti Organic search is one of the biggest 
 traffic drivers of online retailers semrush
3. #productsearch at #recommerce by @aleyda from @orainti This should increase with Google becoming a free merchant marketplace
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/
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/
6. #productsearch at #recommerce by @aleyda from @orainti Featuring from popular products carousels to products knowledge panels Popular Products Shopping Knowledge Panel
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
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
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
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
11. #productsearch at #recommerce by @aleyda from @orainti Even Google shows a “Buying guide” feature w/ informational content for “buy” queries SERPs
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/
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/
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
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
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 …
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”
18. #productsearch at #recommerce by @aleyda from @orainti You always have limited resources and time 
 to execute SEO activities and achieve goals
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
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
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
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
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
24. #productsearch at #recommerce by @aleyda from @orainti For broader terms you can end up doubling your presence with both PLPs and Guides
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
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
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
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
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
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
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
32. #productsearch at #recommerce by @aleyda from @orainti You can now also leverage AI chatbots that integrate with search results in real-time
33. #productsearch at #recommerce by @aleyda from @orainti To assess and get the top-ranked pages types of your product related queries
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
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
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
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 …
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
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
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
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
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
43. #productsearch at #recommerce by @aleyda from @orainti Frase Leverage optimization features to avoid duplication & improve relevance vs top-ranked players
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
45. #productsearch at #recommerce by @aleyda from @orainti Or when optimizing your guides while taking into consideration the current best ranked players
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
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
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
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/
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
51. #productsearch at #recommerce by @aleyda from @orainti Others add text at the bottom to improve relevance without hurting conversion
52. #productsearch at #recommerce by @aleyda from @orainti But too often this content isn’t useful and doesn’t connect with user intent
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
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
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
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
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
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
59. #productsearch at #recommerce by @aleyda from @orainti Obtain comprehensive & unique product descriptions based on top ranked pages
60. #productsearch at #recommerce by @aleyda from @orainti Generate the FAQs for your products with 
 their answers without mentioning brands
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
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
63. #productsearch at #recommerce by @aleyda from @orainti Just follow this ChatGPT flowchart by Aleksandr Tiulkanov to use generative AI safely
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
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
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
67. #productsearch at #recommerce by @aleyda from @orainti Identify ranked organic results with reviews, image thumbnails, product knowledge panel inclusions Advanced Web Ranking
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
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
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
71. #productsearch at #recommerce by @aleyda from @orainti Identify further products search features inclusion opportunities comparing yours vs your competitors Advanced Web Ranking
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
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
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
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
76. #productsearch at #recommerce by @aleyda from @orainti Many ecommerce platforms now support 
 them natively or facilitate to execution via plugins
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
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/
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
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
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
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
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
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
85. #productsearch at #recommerce by @aleyda from @orainti Monitor the impact in visibility & CTR via your rank tracker and Search Console to assess impact
86. #productsearch at #recommerce by @aleyda from @orainti Which feature and page type are getting a higher than avg CTR? Learn and optimize further!
87. #productsearch at #recommerce by @aleyda from @orainti Too much work? 

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