The State of eCommerce SEO: How to Win in Today's Products SERPs - #SEOweek

In this session, Aleyda covers the current state of eCommerce SERPs and the latest SEO strategies driving online stores worldwide, based on survey insights and research across thousands of product queries in various verticals.

Learn what’s generating actual clicks and conversions,
What to avoid, and
How to continue winning in an era where Google is evolving into a marketplace with AI-driven, personalized results

Transcript

1. #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
2. #ecommerceseostate by @aleyda from @orainti at #seoweek + + Welcome to the State of 
 Ecommerce SEO in 2025
3. #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
4. #ecommerceseostate by @aleyda from @orainti at #seoweek Highlighting established related brands Explore Brands People also buy from
5. #ecommerceseostate by @aleyda from @orainti at #seoweek Giving also more visibility to experts informational content and experienced-first information Expert Guides UGC
6. #ecommerceseostate by @aleyda from @orainti at #seoweek Releasing a dedicated Deals Shopping Experience when searching for sale/deals
7. #ecommerceseostate by @aleyda from @orainti at #seoweek Becoming a shopping hub during the last Black Friday with deals
8. #ecommerceseostate by @aleyda from @orainti at #seoweek Launching merchant feed & structured data GSC integrations to become a retail hub
9. #ecommerceseostate by @aleyda from @orainti at #seoweek What CTR can the best ranked home page and PLP expect here?
10. #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?
11. #ecommerceseostate by @aleyda from @orainti at #seoweek And what about the still uncommon but increasing AI Overviews for “gifts” queries?
12. #ecommerceseostate by @aleyda from @orainti at #seoweek Or the threat of users replacing Google with LLMs as a shopping search platform?
13. #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
14. #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
15. #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
16. #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/
17. #ecommerceseostate by @aleyda from @orainti at #seoweek #ecommerceseostate by @aleyda from @orainti at #seoweek Let’s answer some key ecommerce SEO questions
18. #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
19. #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
20. #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
21. #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
22. #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
23. #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
24. #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
25. #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
26. #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
27. #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
28. #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
29. #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
30. #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
31. #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
32. #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
33. #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
34. #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
35. #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
36. #ecommerceseostate by @aleyda from @orainti at #seoweek Zero click searches have slightly increased across most 15 US product verticals YOY Data from Similarweb
37. #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
38. #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
39. #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
40. #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
41. #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
42. #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
43. #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
44. #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)
45. #ecommerceseostate by @aleyda from @orainti at #seoweek Desktop Mobile A similar click shift happens in Desktop too 

46. #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
47. #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
48. #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
49. #ecommerceseostate by @aleyda from @orainti at #seoweek Data from Similarweb For top sneakers queries: YouTube is first, Axios, Guardian down, Adidas and Reddit up
50. #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
51. #ecommerceseostate by @aleyda from @orainti at #seoweek Data from Similarweb For top laptop queries: YT first, Amazon, Walmart down; while YouTube & Reddit up
52. #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
53. #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
54. #ecommerceseostate by @aleyda from @orainti at #seoweek Data from Ahrefs This aligns with ecommerce platforms showing a major trend of PDP traffic growth
55. #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
56. #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?
57. #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?
58. #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
59. #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
60. #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
61. #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)
62. #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
63. #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
64. #ecommerceseostate by @aleyda from @orainti at #seoweek Let’s go through the main steps…
65. #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
66. #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
67. #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
68. #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
69. #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
70. #ecommerceseostate by @aleyda from @orainti at #seoweek Wordlift, AirOps Or Wordlift that can generate a full product knowledge graph with descriptions & FAQs Descriptions FAQs
71. #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
72. #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?
73. #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?
74. #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
75. #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
76. #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
77. #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
78. #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
79. #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
80. #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
81. #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
82. #ecommerceseostate by @aleyda from @orainti at #seoweek I would have prioritized facets for product color queries before, now PDPs variations
83. #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
84. #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
85. #ecommerceseostate by @aleyda from @orainti at #seoweek This is what happens when your product 
 reviews stops overlying on CSR JS
86. #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
87. #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
88. #ecommerceseostate by @aleyda from @orainti at #seoweek Always validate CSR JS reliance of key PDPs areas triggering features w/ crawlers & GSC Sitebulb
89. #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
90. #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
91. #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/
92. #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 <img src> based 
 (not background, no CSR JS) • Supported image format: BMP, GIF, JPEG, PNG, WebP, SVG, and AVIF • Image XML Sitemap • Responsive Images • Descriptive ALT Text • Descriptive File Name • High quality, resolution • Optimized for speed • Structured Data https://blog.google/products/search/google-search-lens-october-2024-updates/
93. #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
94. #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
95. #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
96. #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
97. #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
98. #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
99. #ecommerceseostate by @aleyda from @orainti at #seoweek Advanced Web Ranking Monitor the changing pages pixel visibility & search features of your targeted queries
100. #ecommerceseostate by @aleyda from @orainti at #seoweek Validate features shown in ranked SERPs but not linking to your PDPs for opportunities Advanced Web Ranking
101. #ecommerceseostate by @aleyda from @orainti at #seoweek Identify those products search features triggered by competitors you haven’t yet Advanced Web Ranking
102. #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
103. #ecommerceseostate by @aleyda from @orainti at #seoweek Advanced Web Ranking Set alerts to be warned whenever important visibility and SERP feature inclusion changes
104. #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
105. #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
106. #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
107. #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
108. #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
109. #ecommerceseostate by @aleyda from @orainti at #seoweek In SERPs full of features, creating a brand users recognize is also key for trust & CTR
110. #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?
111. #ecommerceseostate by @aleyda from @orainti at #seoweek This content will establish topical authority, brand recognition and attract backlinks Semrush
112. #ecommerceseostate by @aleyda from @orainti at #seoweek See what Nordstrom is doing with fashion inspiration and tips, and what Chewy does with pets advice
113. #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
114. #ecommerceseostate by @aleyda from @orainti at #seoweek Similarweb Assess for which of your targeted topics this happens, & where the traffic is actually going
115. #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?
116. #ecommerceseostate by @aleyda from @orainti at #seoweek Use topic clustering tools like Keyword Insights to assess traffic opportunity Keyword Insights
117. #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
118. #ecommerceseostate by @aleyda from @orainti at #seoweek Integrate it within your PLPs/PDPs design in a way that is actually helpful to users
119. #ecommerceseostate by @aleyda from @orainti at #seoweek You can also leverage this content to enrich 
 your PDPs with expert & UGC insights
120. #ecommerceseostate by @aleyda from @orainti at #seoweek This will allow your PDPs to rank better while also supporting product conversion
121. #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
122. #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
123. #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
124. #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
125. #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
126. #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
127. #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
128. #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?
129. #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
130. #ecommerceseostate by @aleyda from @orainti at #seoweek The revenue and ROI growth will make it worth it
131. #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