by @aleyda from @orainti Giving products more organic visibility with new types of search features https://blog.google/products/shopping/shopping-graph-explained/
by @aleyda from @orainti With a new shopping experience triggered by the “shop” term https://blog.google/products/shopping/search-on-2022-shopping/ Popular Products Shopping Knowledge Panel
by @aleyda from @orainti There’s not only a higher SEO competition but challenges to stand-out to grab traffic in SERPs like this Ads Local Pack Organic Organic PAA Organic Organic Popular Products
by @aleyda from @orainti Ecommerce sites nature make also SEO execution harder and often most efforts go to fixing bugs A high number of pages due to product volume Complex categorization Dynamic inventory causing constantly changing URLs The same product info as other sites
by @aleyda from @orainti It’s why you can’t just follow “SEO checklists”, which are great to avoid missing things, but not to drive your SEO strategy https://developers.google.com/search/docs/specialty/ecommerce?hl=en
by @aleyda from @orainti Let’s tackle these ecommerce SEO challenges w/ 3 key actions to integrate in your strategy Develop and optimize content that aligns with shoppers intent through the full journey Leverage Products search features to maximize visibility and traffic Establish an SEO quality framework to avoid issues that hold execution back 1. 2. 3.
by @aleyda from @orainti Many online stores focus on transactional queries but need to establish their authority ranking across the full search journey
by @aleyda from @orainti https://www.sistrix.com/visibility-leaders/retail-2022-overview This has been shown in retail search visibility studies, finding retailers missing informational opportunities
by @aleyda from @orainti Guides are now also 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
by @aleyda from @orainti This also impacts trust & conversion! You need to connect through the full journey to establish authority To attract this You need to target & establish yourself here …
by @aleyda from @orainti Eg. REI does it with its Learn section, establishing authority while attracting top-of- the-funnel traffic for relevant topics
by @aleyda from @orainti Target relevant product queries across the whole search journey Create and optimize different type of 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 traffic Expand Target Create content to satisfy each intent type Leverage Search Features
by @aleyda from @orainti Use the intent feature across keyword research & rank tracking tools, many of them will show the existing intent blend Semrush and Advanced Web Ranking
by @aleyda from @orainti Identify product queries to target with informational content by detecting those with guides ranking well or outranking you Sistrix
by @aleyda from @orainti Establish further opportunities by assessing products queries that you’re not targeting yet that those publications are Semrush
by @aleyda from @orainti Take a look at the top traffic pages within the publications’ “shop” sections to assess further queries to target with guides too Semrush
by @aleyda from @orainti Just remember to develop your guides following 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
by @aleyda from @orainti The key is being useful while having your own voice, experience, and differentiated insights providing unique value as a brand
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/
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
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
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
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
by @aleyda from @orainti There’s no excuse! Online store platforms are also now integrating AI content development along with optimization features natively
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 It’s about maximizing your e-commerce search visibility share through the full customer journey Home Brand Categories Sub-categories Filters Comparison Guides Deals …
by @aleyda from @orainti https://www.advancedwebranking.com/features-spread/ Most of shopping related results are now integrated with reviews, products & images search features, and more with videos
by @aleyda from @orainti LESS VISIBILITY HIGHER VISIBILITY You don’t want to be ranking in the best positions but with less visibility vs others with rich results or search features inclusion
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
by @aleyda from @orainti Start by implementing the relevant structured data following Google guidelines across pages types https://developers.google.com/search/docs/appearance/structured-data/product#providing-product-data-to-google-search
by @aleyda from @orainti Validate and monitor to identify issues and further opportunities to improve via SEO crawlers & GSC Sitebulb & Google Search Console
by @aleyda from @orainti Not all are triggered by structured data though, content format as well as merchant feed also influence what Google highlights in snippets https://brodieclark.com/little-known-rich-results-ecommerce/
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
by @aleyda from @orainti Most online store platforms can automatically generate & integrate your product feed with the merchant center though, do it now
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
by @aleyda from @orainti You can then validate the inclusions via the platforms/Merchant Center dashboards & GSC Platform Google Merchant Center Dashboard & GSC
by @aleyda from @orainti The Pyramid of SEO Success Finally, to execute this successfully you should avoid SEO issues/bugs that hold you back FIXING IMPROVING BUILDING Creating content to target new relevant queries through user search journey Optimizing existing content for already targeted relevant queries Minimizing tech debt to avoid crawlability, indexability and page experience issues
by @aleyda from @orainti There are too common SEO horror stories in ecommerce that are completely preventable Internal search results cannibalizing categories Noindexing categories pages with search potential Lack of unique commercial content in categories Product pages with poor unique descriptive content Product pages with traffic but inconsistent status Seasonal pages with traffic but inconsistent status Overlooking informational content and resources
by @aleyda from @orainti I’ve presented about it, so you can take a look at the different solutions alternatives here https://www.slideshare.net/aleydasolis/ecommerce-seo-horror-stories-how-to-tackle-the-most-common-issues-at-scale-and-avoid-an-seo-nightmare-mozcon
by @aleyda from @orainti SEO RECOS ONGOING SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK That’s why SEO reco’s should set continuous SEO quality assurance measures for the process
by @aleyda from @orainti SEO RECOS ONGOING SEO IMPLEMENTATION SEO QUALITY ASSURANCE FRAMEWORK EDUCATION To prevent SEO mistakes VALIDATION To avoid launching SEO Errors MONITORING To catch SEO incidents fast With ongoing SEO education, validation and monitoring measures for an optimal execution
by @aleyda from @orainti WEB PLATFORM CONFIGURATION/SETTINGS CHANGES INTEGRATED VALIDATION ORGANIC SEARCH TRAFFIC & CONVERSIONS DECREASE/INCREASE ALERTS WEB RANKINGS DECREASE/INCREASE ALERTS QUERIES SEARCH POPULARITY DECREASE/INCREASE ALERTS WEB CONTENT & TECHNICAL CONFIGURATION CHANGES ALERTS CONTENT OPTIMIZATION & TECH SEO CONFIGURATION CHECKLIST FOR COMMON WORKFLOWS COMPANY CONTENT OPTIMIZATION & TECH SEO GUIDELINES/WIKI ONLINE SEO TRAINING AND Q&AS FOR TECH/CONTENT/[STAKEHOLDERS] TEAMS RECURRING / ONGOING SEO TECH/CONTENT VALIDATION PRE & POST WEB RELEASES EDUCATION VALIDATION MONITORING MENTIONS & BACKLINKS ALERTS WEBSITE SEARCH CRAWLING ISSUES ALERTS SPAM OR MANUAL ACTIONS ALERTS SEO QUALITY ASSURANCE FRAMEWORK RECOMMENDATIONS AND REPORTS FEATURING SEO CONCEPTS & IMPORTANCE TOWARDS GOALS This is how you say goodbye to continuous SEO errors that hold your execution back
by @aleyda from @orainti Learn more about setting a Quality Assurance Framework in this presentation https://www.slideshare.net/aleydasolis/goodbye-seo-fck-ups-learn-to-set-an-seo-quality-assurance-frameworkpdf
by @aleyda from @orainti POPULAR & AUTHORITATIVE RELEVANT & TRUSTWORTHY CRAWLABLE & INDEXABLE GREAT USER EXPERIENCE RANKABLE FOR RELEVANT QUERIES > YOUR PAGE YOUR COMPETITORS PAGES These will help to stay ahead of competitors, identifying opportunities and executing what obtains goals faster SEARCH BEHAVIOR SEARCH RESULTS
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 Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks! Questions? orainti.com