Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

#ecommerceseo at #omr17 by @aleyda from @orainti
Ecommerce SEOTop Tips & Actions to Maximize Growth in 2017

I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO I PublishI Share
BITLY.COM/LIBROSEOALEYDA

I’m Aleyda Solis
I Blog I Speak I’m Featured

I help e-commerce sites to achieve  
these organic search results

Organic search already drives  
22% of orders in the US

Which makes SEO critical
for ecommerce sites

Although sometimes ecommerce
optimization represents a challenge!

Here’s how to do it

Stop targeting the same generic
keywords than your competition
with both desktop & mobile

Identify the diﬀerent query types
along the conversion process
Ideas &
Inspiration
Online opinions,
reviews &
advice
online
Discover
relevant
brands
products,
prices &
features
comparison
Where to
buy,
product
availability
online
Offers,
coupons,
promotions
online
https://www.consumerbarometer.com/

Take into consideration voice search &
conversational queries
http://searchengineland.com/google-reveals-20-
percent-queries-voice-queries-249917

Which questions are asked? From prices,
oﬀers, brand comparisons to reviews!
Discover relevant
brandsOffers, coupons,
promotions online
Ideas &
Inspiration Online
opinions,
reviews &
advice online
Where to buy,
product
availability online
products, prices
& features
comparison kwfinder

Prioritize those already driving  
more impressions but low CTR
Google Search Console

The ones with highest visits  
but poorer conversion rate too
SEOmonitor

Segment them per device, to identify
speciﬁc user behavior to target in each case
Google Search Console

Expand them in order to include  
all their related variants
Semrush

Prioritize those with  
a lower competition

Verify their potential per device to see
which you should target in each case
Google Keyword Planner

You have now device segmented priority
queries with high potential to target
MOBILE
DESKTOP

Stop focusing only on your text
based categories listings and
products pages optimization

Use Intent & Context to map the identiﬁed
queries with diﬀerent content types
+
informational
review
tips
guide
news
transactional
buy
reserve
purchase
register
or
products
brands
products
or
or

Identify which area and level of your site
should be relevant to use in each case
x
community
product
category 2
learning
center
events
home
product
1a
product
1b
product
n1
product
n2
category  
a
category  
b
blog
product
category 1
product
category n

What format your content should be in  
based on the context & goal
https://www.distilled.net/blog/the-content-matrix/

Which speciﬁc queries should be fulﬁlled
with your mobile content & targeted UI
Open Times
Address & Phone
Reservation
Photos & Reviews
Ratings

This is critical to maximize the usually 
low smartphone conversion rates
http://www.monetate.com/blog/ecommerce-
benchmarks-q4-2016

Reorganize your content accordingly to
deliver the best experience based on intent
Home
First Level
Category Hub
Second Level
Category List
Product

Avoiding query-content mismatch, ranking
for category queries w/ product pages
It shouldn’t
be targeted
with a product
page but a
category
listing

As well as content cannibalization among
categories, also causing poor conversions

Expand your content to target informational
queries supporting the purchase decision

Like brands & products comparisons, which
allow you to better control your reputation

Leverage seasonal queries, consistently
optimizing your campaigns landing pages

They will attract from rankings to links 
& should be reused to grow over time
CognitiveSEO

It’s critical to set publishing, update &
elimination rules for every type of page

Stop trying to just rank with text
content and start maximizing your
visibility in SERPs with features

Verify which queries are already driving
you visibility w/ images, videos & snippets
Adwords
SEO
SEO - Images

Check which other SERP features are also
giving more visibility to your competitors
SEMrush

Identify the queries to target in each case,
from reviews to instant answers

Start using structured data to specify  
the relevant content meaning
https://developers.google.com/search/
docs/guides/intro-structured-data

You can easily validate & preview  
with Google’s own tools
https://developers.google.com/search/
docs/guides/search-gallery

You’ll expand your brand visibility share  
in search results & maximize CTR

Keep an eye to rich cards on mobile SERPs,
which are being continuously expanded

Fasten your site pages load
time, specially on mobile

Speed is not only a ranking factor but will
directly impact engagement & conversion
Adobe's The State of Content:
Expectations on the Rise

Identify the load times of your  
top pages directly in Google Analytics

Use Chrome’s DevTools Network & Audits to  
see which resources are causing the delay

Double-Verify and prioritize with  
Google’s PageSpeed Insights Tool
https://developers.google.com/
speed/pagespeed/insights/

Validate all of your site pages speed by
using Google API with URLProﬁler
URLProfiler

To also spot which issues are negatively
aﬀecting to most of your pages

Better speed will bring a better crawling,
indexation & conversion results

Keep also an eye on AMP which is
supporting more ecommerce features
https://www.ampproject.org/es/roadmap/

It can make your mobile presence faster
even if you have an optimized experience
Mobile AMP Mobile Non-AMP

As well as provide impressive  
additional visibility

So many opportunities,  
so little time!

Let’s start with these & see consistent  
& scalable traﬃc & conversion growth!

Thanks! Questions?

Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17

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Ecommerce SEO: Top Tips to Maximize Growth in 2017 #OMR17