The State of Global E-commerce SEO - How to Maximize Visibility & Trends to Watch #IntSS

Learn about the latest trends, and shifts in ecommerce SEO across the top markets and what to do to keep up with the changes and maximize growth.

Transcript

1. #globalecommerceseo by @aleyda from @orainti at #intss #globalecommerceseo by @aleyda from @orainti at #intss The State of Global 
 E-commerce SEO How to Maximize Visibility 
 & Trends to Watch
2. #globalecommerceseo by @aleyda from @orainti at #intss AI OVERVIEWS PUBLICATIONS AFFILIATES DEALS DESTINATION PAGES AI PERSONALIZED SERPS PRODUCT CAROUSELS, KNOWLEDGE PANELS & INCREASING FEATURES FILTERS SIDEBAR #globalecommerceseo by @aleyda from @orainti at #intss Welcome to the “fine” state of 
 ECOMMERCE SEO in 2024
3. #globalecommerceseo by @aleyda from @orainti at #intss Google has really become a merchant listing page, with features driving direct visibility to PDPs Filters Sidebar Product Knowledge Panel Product Carousel Main Topics Navigation
4. #globalecommerceseo by @aleyda from @orainti at #intss UGC Expert Guides Highlighting experts and UGC content through new search features to support users’ buying process too
5. #globalecommerceseo by @aleyda from @orainti at #intss What CTR can the best ranked organic search pages expect here?
6. #globalecommerceseo by @aleyda from @orainti at #intss https://blog.google/products/shopping/shopping-graph-explained/ This has been powered by the shopping graph & retail experience like the deals destination pages
7. #globalecommerceseo by @aleyda from @orainti at #intss https://developers.google.com/search/docs/specialty/ecommerce/share-your-product-data-with-google Facilitated by further merchant center 
 and product structured data integration
8. #globalecommerceseo by @aleyda from @orainti at #intss As well as supported by major ecommerce platforms like Shopify, Wix and Woocommerce
9. #globalecommerceseo by @aleyda from @orainti at #intss Google has also just announced more AI personalized results in the shopping tab https://blog.google/products/shopping/google-shopping-ai-update-october-2024/
10. #globalecommerceseo by @aleyda from @orainti at #intss https://blog.google/products/shopping/google-shopping-ai-update-october-2024/ From style rating to suggestions through a virtual try on
11. #globalecommerceseo by @aleyda from @orainti at #intss Data from SimilarWeb Few searches trigger shopping tab clicks but we can expect these features to come to main SERPs
12. #globalecommerceseo by @aleyda from @orainti at #intss This shift can be further accelerated by AIOs, replicating a PLP experience featuring PDPs, now also shown for more commercial queries even branded ones
13. #globalecommerceseo by @aleyda from @orainti at #intss Should we all start just optimizing ecommerce PDPs and completely overlooking PLPs then? Is it really like this across all countries ecommerce SERPs?
14. #globalecommerceseo by @aleyda from @orainti at #intss For “women shirts” in 
 the US it is, but not for the UK USA UK
15. #globalecommerceseo by @aleyda from @orainti at #intss For “women jeans” in the US is too but not 
 for “vaqueros mujer” in Spain USA Spain
16. #globalecommerceseo by @aleyda from @orainti at #intss Something similar for “nike women” 
 in the US but not for Australia USA Australia
17. #globalecommerceseo by @aleyda from @orainti at #intss It happens for “comida para perros” 
 (dog food) in Spain but not in México Spain México
18. #globalecommerceseo by @aleyda from @orainti at #intss These are the product packs in shopping SERPs in the US (93% mobile) vs the UK (64% mobile) https://www.advancedwebranking.com/free-seo-tools/google-serp-features
19. #globalecommerceseo by @aleyda from @orainti at #intss And this in Spain (26% mobile) 
 vs France (76% mobile) https://www.advancedwebranking.com/free-seo-tools/google-serp-features
20. #globalecommerceseo by @aleyda from @orainti at #intss And Germany (74% mobile) vs Italy (26% mobile), with very important differences between them https://www.advancedwebranking.com/free-seo-tools/google-serp-features
21. #globalecommerceseo by @aleyda from @orainti at #intss Something similar happens w Product Knowledge Panels: 9.23% in Desktop US, but only 0.21% in UK https://www.advancedwebranking.com/free-seo-tools/google-serp-features
22. #globalecommerceseo by @aleyda from @orainti at #intss Or with the “Explore Brands” SERP Feature, shown for 23% in Desktop US vs 41% in Desktop UK https://www.advancedwebranking.com/free-seo-tools/google-serp-features
23. #globalecommerceseo by @aleyda from @orainti at #intss Semrush So it’s critical to avoid generalizing, take a look at each market and its own SERP Features evolution for your targeted queries
24. #globalecommerceseo by @aleyda from @orainti at #intss Semrush Need a quick assessment of popularity of ecommerce features? Check market top players amazon.co.uk argos.co.uk
25. #globalecommerceseo by @aleyda from @orainti at #intss What about the top product related topics in each markets, though? What type of content is getting the actual traffic? Let’s go through a few across markets
26. #globalecommerceseo by @aleyda from @orainti at #intss For the top Jeans queries in the US There’s a clear higher informational intent than in the UK Jeans USA Jeans UK Similarweb
27. #globalecommerceseo by @aleyda from @orainti at #intss Jeans France Jeans Germany Similarweb While in the US, YouTube is attracting most clicks in France & Germany, online stores & brands are
28. #globalecommerceseo by @aleyda from @orainti at #intss For Air Fryers, both in the US and the UK the most clicked sites have an informational focus Air Fryers USA Air Fryers UK Similarweb
29. #globalecommerceseo by @aleyda from @orainti at #intss For sneakers in the US, the most clicked site is again YouTube, while in the UK is Sports Direct Sneakers USA Trainers UK Similarweb
30. #globalecommerceseo by @aleyda from @orainti at #intss In Spain the most clicked for “zapatillas” is Nike and online stores like Zalando, similar to France Zapatillas Spain Baskets France Similarweb
31. #globalecommerceseo by @aleyda from @orainti at #intss For “dog food” in the US Chewy is the top site, while in Canada is YouTube Dog Food USA Dog Food Canada Similarweb
32. #globalecommerceseo by @aleyda from @orainti at #intss For Headphones in the US, is again YouTube 
 while in Spain, it’s Amazon Headphones USA Auriculares Spain Similarweb
33. #globalecommerceseo by @aleyda from @orainti at #intss For backpacks in the US, it’s a brand, followed by the the NYTimes; but in Spain, it’s online stores Backpacks USA Mochilas Spain Similarweb
34. #globalecommerceseo by @aleyda from @orainti at #intss Similarweb When assessing the type of content to create to attract the actual traffic for each market: create individual queries groups per product line and take a look which are the players getting it vs zero clicks searches
35. #globalecommerceseo by @aleyda from @orainti at #intss And what if you want to start targeting some of the top international ecommerce markets? Are there any clear patterns and opportunities based on the top players?
36. #globalecommerceseo by @aleyda from @orainti at #intss There’s still opportunity for local players: Almost half of top 15 ecommerce per country are local Advanced Web Ranking USA UK Spain France
37. #globalecommerceseo by @aleyda from @orainti at #intss Advanced Web Ranking Germany Italy Mexico Brazil Those local at the top tend to be specialized though: Hotukdeals, Wallapop, Idealo, etc.
38. #globalecommerceseo by @aleyda from @orainti at #intss USA UK Spain France The older global players tend to use ccTLDs to target international markets Advanced Web Ranking
39. #globalecommerceseo by @aleyda from @orainti at #intss Germany Italy Mexico Brazil Advanced Web Ranking Eg. Amazon, Ebay, Walmart, Costco, Eventbrite
40. #globalecommerceseo by @aleyda from @orainti at #intss USA UK Spain France However, newer global players do use more gTLDs with subdirectories Advanced Web Ranking
41. #globalecommerceseo by @aleyda from @orainti at #intss Germany Italy Mexico Brazil Advanced Web Ranking Eg. Temu, AliExpress, Etsy
42. #globalecommerceseo by @aleyda from @orainti at #intss USA UK Spain France Local players don’t follow a domain trend: In some countries there’s a blend, like the UK or Spain Advanced Web Ranking
43. #globalecommerceseo by @aleyda from @orainti at #intss Advanced Web Ranking Germany Italy Mexico Brazil However, in others, like Germany, Italy and Brazil, most of the top local players are using ccTLDs
44. #globalecommerceseo by @aleyda from @orainti at #intss Ecommerce results and players can be so different in each market! How to move forward successfully?
45. #globalecommerceseo by @aleyda from @orainti at #intss Prioritize Your PDPs optimization efforts based on the product visibility, making the most out of SERP Features Grow your brand authority with informational content investment starting with most competitive markets, based on where traffic is going 1. 2. Here are 3 key steps taking this into account to grow your global ecommerce SEO across markets 3. Track your SERP features, pixels, clicks shifts per country market to focus your ecommerce SEO strategy accordingly from now on
46. #globalecommerceseo by @aleyda from @orainti at #intss https://www.google.com/retail/how-google-merchant-center-works/ Specify your product details further by leveraging Google Merchant Center in case if you haven’t yet
47. #globalecommerceseo by @aleyda from @orainti at #intss 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
48. #globalecommerceseo by @aleyda from @orainti at #intss https://developers.google.com/search/updates It’s also a must to prioritize your product structured data implementation with the latest supported properties
49. #globalecommerceseo by @aleyda from @orainti at #intss https://developers.google.com/search/docs/appearance/structured-data/product Specify Product Ratings, Pros and Cons, Shipping, Availability, Price Drop, Returns
50. #globalecommerceseo by @aleyda from @orainti at #intss You can use Sitebulb’s Structured Data Tool to troubleshoot and look for missed properties Sitebulb
51. #globalecommerceseo by @aleyda from @orainti at #intss Verify which are the product search features shown in ranked SERPs but not linking to your site Advanced Web Ranking
52. #globalecommerceseo by @aleyda from @orainti at #intss Which are displayed above the fold pushing your current top results further down in SERPs? Advanced Web Ranking
53. #globalecommerceseo by @aleyda from @orainti at #intss You don’t want to be first just to get less visibility than the pages below due to the lack of image thumbnails
54. #globalecommerceseo by @aleyda from @orainti at #intss Unfortunately, many images or reviews can end-up over- relying on CSR JS making it challenging for Google to index
55. #globalecommerceseo by @aleyda from @orainti at #intss Ensure key product areas (eg. reviews or images) indexability, avoiding JS CSR or lazy loading
56. #globalecommerceseo by @aleyda from @orainti at #intss Even Google warns us about client side rendered JS product structured data implementation https://developers.google.com/search/docs/appearance/structured-data/generate-structured-data-with-javascript
57. #globalecommerceseo by @aleyda from @orainti at #intss This is what happens when your product 
 reviews SD stops to overlying on CSR JS
58. #globalecommerceseo by @aleyda from @orainti at #intss Validate key elements triggering rich results -such as images or reviews- reliance on CSR JS Sitebulb
59. #globalecommerceseo by @aleyda from @orainti at #intss https://brodieclark.com/google-image-thumbnails/ For thumbnails, it’s not only about your products images indexability but about size and relevant descriptions too
60. #globalecommerceseo by @aleyda from @orainti at #intss Remember that image optimization is only becoming more important thanks to Google Lens https://blog.google/products/search/google-search-lens-october-2024-updates/ 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
61. #globalecommerceseo by @aleyda from @orainti at #intss Advanced Web Rankings Go beyond positions and monitor SERP features & pixel visibility shifts to keep up with CTR changes
62. #globalecommerceseo by @aleyda from @orainti at #intss Advanced Web Ranking Check those products search features triggered by competitors that your site is not, & prioritize
63. #globalecommerceseo by @aleyda from @orainti at #intss Beyond visibility, it’s also about establishing your brand authority helping your customers decision making in the buying journey
64. #globalecommerceseo by @aleyda from @orainti at #intss https://www.youtube.com/watch?v=m3M_tal884c Google has directly shared they want to showcase “real” brands with expertise & experience in SERPs
65. #globalecommerceseo by @aleyda from @orainti at #intss In today’s SERPs full of features, creating a brand users recognize is key for trust & get the traffic
66. #globalecommerceseo by @aleyda from @orainti at #intss PLPs PLPs Expert Review UGC Many mid-funnel commercial product queries SERPs are also less transactional and more blended than before with expert reviews and UGC
67. #globalecommerceseo by @aleyda from @orainti at #intss Similarweb Assess for which of your targeted product topics this is happening, and where the traffic is going to prioritize your informational content efforts
68. #globalecommerceseo by @aleyda from @orainti at #intss Similarweb Which are the pages attracting most of the clicks for the top terms? What’s their nature?
69. #globalecommerceseo by @aleyda from @orainti at #intss Use Keyword Insights topic clustering to assess the potential of targeting them for your site https://www.keywordinsights.ai/
70. #globalecommerceseo by @aleyda from @orainti at #intss If well targeted, this is the content that allows to establish topic authority, attracting backlinks
71. #globalecommerceseo by @aleyda from @orainti at #intss As well as facilitating sales when correctly focused and well integrated, referring to products
72. #globalecommerceseo by @aleyda from @orainti at #intss You can also leverage this content to enrich 
 your PDPs with expert & UGC insights
73. #globalecommerceseo by @aleyda from @orainti at #intss Get inspired by well performing content hubs ranking for retail queries https://www.sistrix.com/visibility-leaders/retail-2022-overview
74. #globalecommerceseo by @aleyda from @orainti at #intss SimilarWeb Monitor SERPs clicks per country to focus on the queries that bring traffic & create aligned content
75. #globalecommerceseo by @aleyda from @orainti at #intss Don’t know how to start? Don’t worry! Here are a few additional resources to make it happen
76. #globalecommerceseo by @aleyda from @orainti at #intss Create a benchmark of PDPs, PLPs, Guides to assess the existing gap vs top competitor per market, prioritize and gain support
77. #globalecommerceseo by @aleyda from @orainti at #intss 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 when optimizing your PDPs
78. #globalecommerceseo by @aleyda from @orainti at #intss https://www.aleydasolis.com/en/search-engine-optimization/the-ecommerce-product-page-seo-gpt-validator-and-sheet-checklist/ Use the Ecommerce Product Page Validator GPT to accelerate the process
79. #globalecommerceseo by @aleyda from @orainti at #intss RELEVANT, EXPERIENCED & 
 TRUSTWORTHY CRAWLABLE & 
 INDEXABLE GREAT USER 
 EXPERIENCE > YOUR SITE PAGES COMPETITORS PAGES APPROPRIATE FORMAT TO FULFILL NEED & MAXIMIZE SERP ENGAGEMENT POPULAR & 
 AUTHORITATIVE AWARENESS LOYALTY USERS SEARCH JOURNEY RANKABLE 
 FOR RELEVANT 
 QUERIES CONSIDERATION ACQUISITION SERVICE It’s the alignment of all to give the best search experience that will help you in every country
80. #globalecommerceseo by @aleyda from @orainti at #intss Too much work? It’s all about the revenue!
81. #globalecommerceseo by @aleyda from @orainti at #intss #ecommerceseo at #seomeetup 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 Maker * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder Thanks! Questions? #globalecommerceseo by @aleyda from @orainti at #intss