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The Worst SEO Issues of Online Stores in 2022 & How to Fix Them #YoastCon2022

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The Worst SEO Issues of Online Stores in 2022 & How to Fix Them #YoastCon2022

  1. 1. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The worst SEO issues of online stores in 2022 
 and how to fix or avoid them in a cost-effective way #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  2. 2. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Organic search is one of the biggest traffic drivers of online stores, even well known brands gymshark.com huel.com allbirds.com semrush timbuk2.com
  3. 3. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Google has also been focusing much more lately to give products from online stores more direct visibility for relevant commercial queries with new search features…
  4. 4. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://developers.google.com/search/docs/advanced/ecommerce/overview They’ve updated/ expanded guidelines for e-commerce sites to optimize and leverage their features
  5. 5. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://help.shopify.com/en/manual/promoting-marketing/create-marketing/google/google-listings … while also facilitating products integration via most popular e- commerce platforms
  6. 6. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The biggest e- commerce platforms also acknowledge this potential and have started to provide more native SEO related functionalities..
  7. 7. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://yoast.com/shopify/apps/yoast-seo/ … as well as more apps to support the most important SEO configuration
  8. 8. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Nonetheless, despite all this it’s now harder than before to do SEO in e-commerce sites https://twitter.com/aleyda/status/1483902545382752256
  9. 9. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti E-commerce sites characteristics make 
 them challenging to optimize for search… A high number of pages due to products volume Complex categorization Constant URLs changing status due to dynamic inventory Same products information than other Websites
  10. 10. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … as they generate fundamental SEO issues! 
 Crawl budget problems Content cannibalization issues Internal linking challenges Poor content pages that won’t rank
  11. 11. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Let’s see the Top E-Commerce SEO Issues, and how to Fix them…
  12. 12. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 1 
 Indexing internal search results pages that cannibalize categories / facets & won’t rank well #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  13. 13. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Some e-commerce sites still index their internal search results pages to attract rankings & traffic..
  14. 14. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … allowing also their crawling without any constraint
  15. 15. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The issue here is that we can end up easily ranking for non-relevant terms..
  16. 16. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … also causing content duplication with meant to rank categories/sub-categories/facets
  17. 17. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … that end up being cannibalized in Google search results by these other pages…
  18. 18. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Ranking in worse positions than a category/ sub-category that feature more & better linked content
  19. 19. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti To avoid this, some sites decide to canonicalize from their internal search results pages to their alternate categories/sub- categories/facets …
  20. 20. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti When canonicalizing though, it’s important to point to actual “alternate” pages with the same or very similar content… not home page
  21. 21. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Although the best is to avoid generating internal search results URLs by default and suggest indexable categories/facets/ products instead, which is doable with Shopify…
  22. 22. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … and 301- redirecting internal search results URLs that are generated to their relevant indexable categories/sub- categories/ facets pages
  23. 23. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Also, instead of directly indexing internal search results URLs, monitor your internal searches to identify categories/ facets with potential to create and index
  24. 24. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 2 
 Noindexing & Not linking to sub- categories or facets with traffic potential #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  25. 25. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://twitter.com/aleyda/status/1483745474368659457 Many E-commerce won’t assess to index subcategories/ facets, generating whether thin/ duplicate content with them or losing their high traffic potential…
  26. 26. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Some sites canonicalize all their sub-categories or facets to their main categories by default…
  27. 27. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … or even block them from being crawled entirely 

  28. 28. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Others also noindex & obfuscate links to avoid thin content/duplication & control crawl budget #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  29. 29. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti However, subcategories & facets can connect with popular searches with high commercial intent
  30. 30. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If your sub-categories/facets can’t rank, your products pages will tend to do it but worse…
  31. 31. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti …with inconsistent rankings between many “somewhat relevant” cannibalizing product pages
  32. 32. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … main categories will also rank instead in other scenarios but will have poorer conversions too
  33. 33. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Should you index a sub-category or facet page? Index Noindex No Are there enough products at the sub-category/facet level to satisfy the user need? No Yes Yes Demand Supply The sub-category/ facet has enough search volume to compensate their optimization This is why is recommended than rather than indexing or not by default, to validate supply and demand of each sub-category/facet to index accordingly
  34. 34. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Develop a keyword research including the identification of the search volume related to each sub- category/facet…
  35. 35. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti .. as well as establish the number of unique products offered per sub-category/ facet to satisfy the demand
  36. 36. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti > If there’s demand + supply that compensate sub- categories & facets optimization, index & optimize
  37. 37. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … without forgetting to allow their crawling and effectively link them through their canonical URLs
  38. 38. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 3 
 Featuring categories/facets with little unique commercial content to rank #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  39. 39. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti As we saw before, categories/sub- categories connect w/ some of the most important searches attracting a high search volume…
  40. 40. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti However, many of these pages only feature links to products, without any descriptive text, which makes them hard to rank
  41. 41. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti A common approach is to add descriptive text at the end of the products listings to improve their relevance without hurting conversion…
  42. 42. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The problem is that many times this content is not really useful & doesn’t connect w/ user intent… John Mueller: https://www.mariehaynes.com/john-mueller-podcast-transcription/
  43. 43. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Sometimes entire articles are placed at the bottom of the products listings, with an informational intent, not commercial
  44. 44. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti This type of text can end up confusing Google about the nature/intent of the categories pages … https://www.mariehaynes.com/john-mueller-podcast-transcription/ John Mueller:
  45. 45. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Develop a keyword research to identify the questions that are made in this phase of the purchasing journey to clarify customers doubts SEMrush, Sistrix
  46. 46. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti You can use content optimization tools that offer relevant suggestions depending on content nature Frase
  47. 47. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti This content can be integrated with products & should support these pages to sell better Confirming users that the products they’re seeing are the best for their scenario Clarify any doubts around the use and characteristics of the products Inform why they’re in the best place to buy these products https://www.aleydasolis.com/en/search-engine-optimization/optimizing-content-in-category-pages-while-keeping-its-commercial-nature/ …
  48. 48. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Blending the content within the products listing design to fulfill its role with users too
  49. 49. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Check this Glenn’s case study showing how cutting “fluff” content in e-commerce categories impacted in better rankings https://www.gsqi.com/marketing-blog/ecommerce-category-description-case-study/
  50. 50. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Also, feature as many products per page (be careful w/ speed & UX), with longer text description per product to easily improve relevance and avoid over- relying on paginations 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
  51. 51. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Featuring more products with longer descriptions is the easiest way to feature more commercially driven content in categories/ facets, that also support its goal
  52. 52. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 4 
 Products pages with poor unique descriptive content #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  53. 53. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Product pages target a very long tail of queries that can end up generating most of your traffic
  54. 54. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Users also tend to share products pages more than categories, so they attract valuable backlinks and direct traffic too
  55. 55. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti However, products pages also tend to show little unique content that and Google tend to leave them out of their index due to that too
  56. 56. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Unique descriptions Comparisons Instructions Images Complementary Products Similar Products It’s why Products pages should feature specific information to help describe and sell them Reviews and Q&As Specifications
  57. 57. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti From descriptions, images, videos, reviews, comparisons, and instructions, your products pages should be attractive and give compelling reasons to buy
  58. 58. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Title & Meta Description with version and Color Product Description with version and color Product Heading with version and Color VS Start by differentiating similar products using their unique characteristics within the metadata… Product Heading with version and Color Title & Meta Description with version and Color Product Description with version and color
  59. 59. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Leveraging automated content generation tools to advance faster as an input to copywriters Neural text, Frase, Surfer and Copy.ai
  60. 60. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Alsoasked, Neural text, Frase, Surfer and Copy.ai Use your own support insights, and content tools to also create products Q&As
  61. 61. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Incentivize users to leave their reviews in products pages with discounts and offers
  62. 62. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If you have many identical or very similar products with a very short lifespan…
  63. 63. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … Consolidate them in “static" products aggregator pages that offer many products of the same type, brand, characteristics of different sellers
  64. 64. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 5 
 Products pages with backlinks and traffic showing inconsistent status #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  65. 65. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Some products URLs tend to have a very short lifespan and end up generating errors…
  66. 66. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti …these don’t only affect the site crawl health, but the rankings & traffic attracted by these pages
  67. 67. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti It’s common when checking products URLs to find not only HTTP errors but redirects with issues..
  68. 68. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti This is why is critical to establish inventory rules/ workflows within the shopping platform to manage their crawling & indexing… https://help.shopify.com/en/manual/shopify-plus/flow2/reference/triggers/inventory-item-deleted
  69. 69. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Before creating a new URL, establish validations to verify if the product existed in the past, and use the old URL…
  70. 70. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti When doing a product “pre-launch”, use the same URL that the product page will have when is sold…
  71. 71. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Feature products in the relevant & indexable categories, but with a single URL for each…
  72. 72. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Don’t link to canonicalized Product URLs … and link to them consistently using their canonical URLs, avoiding canonicalized ones
  73. 73. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti https://paulnrogers.com/how-to-change-the-product-url-structure-in-shopify/ If a product can be featured in many categories/ collections, is better to not include them in the URL to avoid duplication and always link to the meant to be ranked canonical URL
  74. 74. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Use product structured data to specify their characteristics and improve their SERP snippet https://developers.google.com/search/docs/data-types/product
  75. 75. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Create and send products feeds through the merchant center to maximize their visibility https://support.google.com/merchants/answer/7439058?hl=en
  76. 76. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Then, when a product is out of stock, eliminate its inclusion in listings, XML sitemaps and feeds
  77. 77. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If it’s a temporary status: the product page should be kept indexable, allowing users to be notified when is back to stock, offering similar products
  78. 78. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti The product structured data and feeds should be updated and show their out of stock status too
  79. 79. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If the product is permanently out of stock, 
 and has a new version, 301-redirect towards it 301 redirect to new product page, while alerting users. 
 
 Update internal links, XML sitemaps and product feeds
  80. 80. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Add a notification explaining to the user why it’s being redirected … if there isn’t a new version, but the page has backlinks, traffic, rankings: 301 redirect to category
  81. 81. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Don’t do this Avoid 302 temporary redirects that don’t pass the former page popularity and/or redirect to a non- relevant category page Don’tdo this
  82. 82. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Don’t show 404 HTTP errors for out of stock products w/ backlinks: you’ll lose value & is bad experience
  83. 83. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Personalize the error page offering alternatives to make it usable You can use 404s/410s in pages out of stock that don’t have traffic, rankings, nor backlinks
  84. 84. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Internal links, search pages, XML Sitemaps & feeds shouldn’t include unavailable products URLs
  85. 85. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Use this flowchart to establish these rules through the product inventory lifecycle https://www.aleydasolis.com/en/search-engine-optimization/ecommerce-seo-issues-how-to-fix/
  86. 86. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Set recurring automated crawls to identify still existing issues and solve them too Ryte, Sitebulb, Screaming Frog, Botify
  87. 87. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Use real time SEO monitoring systems to perform this identification in real time, receiving alerts too Little Warden & ContentKing
  88. 88. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti You can integrate traffic and ranking data to only get alerts of those pages with a minimum value Little Warden & ContentKing
  89. 89. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 6 
 Seasonal pages with backlinks and traffic showing inconsistent status #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  90. 90. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Leave seasonal campaigns pages like Black Friday, Cyber Monday, Valentine’s Day, etc. always indexable… don’t remove or change the URLs
  91. 91. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti …which is why is not recommended to add the year in the URLs, even if you will in metadata
  92. 92. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti You should leverage the same URLs through the years, as they’ll increase their popularity and rankability over time, just update content & design
  93. 93. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … when the specific season campaign hasn’t started yet, you can leverage to refer others…
  94. 94. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti If you need to modify URLs, 301-redirect to new destination, update links, & XML sitemaps inclusions
  95. 95. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Issue 7 
 Not featuring a full Web structure with informational resources #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti
  96. 96. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti There is potential across all stages of buyer journey: searches for brands, gifts, reviews…
  97. 97. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Big e-commerce establish authority targeting 
 from informational to transactional queries
  98. 98. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Some online stores don’t target informational queries as they don’t see commercial value… however, there clearly is one, to attract & retain trust, rankings and customers!
  99. 99. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti You can’t expect users to purchase from you if they haven’t seen you at the awareness stage To attract this… You also need to target & establish yourself here
  100. 100. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti It’s key to identify & map all the different queries types during the user journey with a relevant areas/ content type that satisfies their need Guides/articles Brand page Comparison page …..
  101. 101. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Like REI does with their Learn area! It’s how you connect with your users in all stages of their journey, establish your authority, attract additional traffic and popularity…
  102. 102. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti With useful complementary guides and resources for existing and potential customers
  103. 103. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti To help, I’ve created this reference for e-commerce sites, to avoid forgetting relevant queries types… https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
  104. 104. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … you can also see examples of known online stores for each and copy/paste from Google sheets https://www.aleydasolis.com/en/search-engine-optimization/keyword-mapping-cheatsheet/
  105. 105. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Really?
  106. 106. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti It’s how you achieve this type of organic search growth and a matter of cost-effectiveness
  107. 107. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Follow an agile approach by running SEO tests with tools to assess impact before a full release… SEOtesting.com, Ryte, Splitsignal
  108. 108. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … or create your own SEO A/B Split Tests for Free by using Google Tag Manager as Chris shows here https://www.slideshare.net/chr156r33n/how-to-construct-your-own-seo-a-b-split-tests-for-free
  109. 109. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Assess & prioritize those w/ high impact/low 
 effort in your context IMPACT EFFORT 1. To Execute 
 Now Don’t Do 2. To Assess 
 & Prioritize 2. To Assess 
 & Prioritize
  110. 110. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Use this SEO Recommendations Prioritization 
 Template in Google Sheets https://docs.google.com/spreadsheets/d/15dD2VFzE203ZIKD-vTqlg3Wg-YQY9a-HS5J7AT-S4jA/view
  111. 111. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Implementing the previous actions is how you’ll minimize these most common issues.. Crawl budget problems Content cannibalization issues Internal linking challenges Poor content pages that won’t rank
  112. 112. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti … and maximize your organic search results to achieve your online store sales goals!
  113. 113. #ecommerceseo at @siteground by @aleyda from @orainti #ecommerceseoissues at #YoastCon2022 by @aleyda from @orainti Thanks! Questions? 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 Newsletter Wrangler * Maker LearningSEO.io * European Search Personality of the Year in 2018 * remoters.net Co-Founder orainti.com

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