How to maximize your e-commerce driven SEO? Here are the key areas to address and how to prioritize your SEO actions.

1. #ecommerceseo at #searchleeds by @aleyda from @orainti
Winning conversion driven
E-commerce SEO

2. #ecommerceseo en #cw17 por @aleyda de @orainti
I’m Aleyda Solis
#ecommerceseo at #searchleeds by @aleyda from @orainti

3. #ecommerceseo en #cw17 por @aleyda de @orainti
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ BITLY.COM/LIBROSEOALEYDA
I PublishI ShareI Do SEO
#ecommerceseo at #searchleeds by @aleyda from @orainti
I’m Aleyda Solis

4. #ecommerceseo en #cw17 por @aleyda de @orainti
I blog I Speak I’m featured
#ecommerceseo at #searchleeds by @aleyda from @orainti
I’m Aleyda Solis

5. #ecommerceseo at #searchleeds by @aleyda from @orainti
I help online stores to maximise
their revenue with Organic Search…
#ecommerceseo at #searchleeds by @aleyda from @orainti

6. #ecommerceseo at #searchleeds by @aleyda from @orainti
Organic is the 2nd traffic source for
shopping sites in the UK after direct
similarweb.com

7. #ecommerceseo at #searchleeds by @aleyda from @orainti
It’s usually one of the
most profitable too
#ecommerceseo at #searchleeds by @aleyda from @orainti

8. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
With a critical role in conversion paths

9. #ecommerceseo at #searchleeds by @aleyda from @orainti
And although businesses are now
understanding that is critical
#ecommerceseo at #searchleeds by @aleyda from @orainti

10. #ecommerceseo at #searchleeds by @aleyda from @orainti
Optimisation issues are also common
and obvious, even towards users
#ecommerceseo at #searchleeds by @aleyda from @orainti

11. #ecommerceseo at #searchleeds by @aleyda from @orainti
And competition is
not trivial in the UK

12. #ecommerceseo at #searchleeds by @aleyda from @orainti
Let’s use some retail
principles to help you
win E-commerce SEO…
#ecommerceseo at #searchleeds by @aleyda from @orainti

13. #ecommerceseo at #searchleeds by @aleyda from @orainti
Connect by targeting your
audience wishes & pain-
points when purchasing
#ecommerceseo at #searchleeds by @aleyda from @orainti

14. #ecommerceseo at #searchleeds by @aleyda from @orainti
We all want to be No. 1 for our industry’s
top generic and transactional queries
kwfinder.com

15. #ecommerceseo at #searchleeds by @aleyda from @orainti
Although that might be not so easy
due to the existing competition

16. #ecommerceseo at #searchleeds by @aleyda from @orainti
It’s better to diversify & target users across
the different purchase journey queries
https://www.consumerbarometer.com/
Online
Ideas &
inspiration Opinions,
reviews &
advice
Brand
discovery Product, price
& features
comparisons
Product
availability
Online offers,
promos &
coupons
#ecommerceseo at #searchleeds by @aleyda from @orainti

17. #ecommerceseo at #searchleeds by @aleyda from @orainti
Taking into consideration voice &
conversational searches
http://searchengineland.com/google-reveals-20-
percent-queries-voice-queries-249917#ecommerceseo at #searchleeds by @aleyda from @orainti

18. #ecommerceseo at #searchleeds by @aleyda from @orainti
Let’s start by checking our already
existing queries performance
Google Search Console / OnPage.org#ecommerceseo at #searchleeds by @aleyda from @orainti

19. #ecommerceseo at #searchleeds by @aleyda from @orainti
Which terms across your top categories
already generate high visibility & low CTR?
Google Search Console / OnPage.org#ecommerceseo at #searchleeds by @aleyda from @orainti Google Search Console / OnPage.org

20. #ecommerceseo at #searchleeds by @aleyda from @orainti
Identify per country, product category,
device & ranking page type
Google Search Console / OnPage.org#ecommerceseo at #searchleeds by @aleyda from @orainti Google Search Console / OnPage.org

21. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Those that generate more visits
but poorer conversions
SEOmonitor

22. #ecommerceseo at #searchleeds by @aleyda from @orainti
The ones giving more visibility & traffic to your
competitors per area in Desktop & Mobile
#ecommerceseo at #searchleeds by @aleyda from @orainti sistrix.com

23. #ecommerceseo at #searchleeds by @aleyda from @orainti
Which are the relevant queries that only some of
your competitors are targeting and you are not?
#ecommerceseo at #searchleeds by @aleyda from @orainti

24. #ecommerceseo at #searchleeds by @aleyda from @orainti
Segment those that are specifically
popular from mobile devices
#ecommerceseo at #searchleeds by @aleyda from @orainti

25. #ecommerceseo at #searchleeds by @aleyda from @orainti
Use them to expand & identify queries ideas
around categories, products along characteristics
#ecommerceseo at #searchleeds by @aleyda from @orainti
Categories Sub-Categories Products

26. #ecommerceseo at #searchleeds by @aleyda from @orainti
What are the actual questions
made about them?
#ecommerceseo at #searchleeds by @aleyda from @orainti

27. #ecommerceseo at #searchleeds by @aleyda from @orainti
Check not only in Google but those
searched in Amazon & Ebay too
keywotdtool.io

28. #ecommerceseo at #searchleeds by @aleyda from @orainti
What’s their seasonality & when
you should target them each year
#ecommerceseo at #searchleeds by @aleyda from @orainti

29. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Verifying which of these queries are more
popular to target on mobile than desktop

30. #ecommerceseo at #searchleeds by @aleyda from @orainti
Use the intent & context to connect
them with your content
#ecommerceseo at #searchleeds by @aleyda from @orainti
+
informational
reviews
advice
guide
news
transactional
research
compare
register
buy
or
Products
Brands
Categories
or
or

31. #ecommerceseo at #searchleeds by @aleyda from @orainti
Identifying which area and level of your site
is relevant to target them 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
#ecommerceseo at #searchleeds by @aleyda from @orainti

32. #ecommerceseo at #searchleeds by @aleyda from @orainti
In which format your content should
be based on the context & goal
#ecommerceseo at #searchleeds by @aleyda from @orainti https://www.distilled.net/blog/the-content-matrix/

33. #ecommerceseo at #searchleeds by @aleyda from @orainti
So you can offer diversified product & industry
information that is useful towards conversion
#ecommerceseo at #searchleeds by @aleyda from @orainti

34. #ecommerceseo at #searchleeds by @aleyda from @orainti
Rule your offering by
a Supply & demand
principle
#ecommerceseo at #searchleeds by @aleyda from @orainti

35. #ecommerceseo at #searchleeds by @aleyda from @orainti
What’s the purpose of having millions
of indexed pages if they’re not visited?
botify.com#ecommerceseo at #searchleeds by @aleyda from @orainti

36. #ecommerceseo at #searchleeds by @aleyda from @orainti
URLs included by default in XML
sitemaps but are not internally linked?
deepcrawl.com#ecommerceseo at #searchleeds by @aleyda from @orainti

37. #ecommerceseo at #searchleeds by @aleyda from @orainti
In most e-commerce platforms this happens due
to an excess of pages generated by the CMS
#ecommerceseo at #searchleeds by @aleyda from @orainti

38. #ecommerceseo at #searchleeds by @aleyda from @orainti
A “standardised” organisation
with content that overlays
#ecommerceseo at #searchleeds by @aleyda from @orainti
Category Sub-category
=

39. #ecommerceseo at #searchleeds by @aleyda from @orainti
Very similar products that are not
differentiated & cannibalise each other
#ecommerceseo at #searchleeds by @aleyda from @orainti

40. #ecommerceseo at #searchleeds by @aleyda from @orainti
Indexing internal search results that target
the same queries than categories
Internal
search
result
Category
#ecommerceseo at #searchleeds by @aleyda from @orainti

41. #ecommerceseo at #searchleeds by @aleyda from @orainti
As well as featuring the same
content than many other sites
#ecommerceseo at #searchleeds by @aleyda from @orainti

42. #ecommerceseo at #searchleeds by @aleyda from @orainti
Crawl & check how much of the content
is unique & shared per page
botify.com#ecommerceseo at #searchleeds by @aleyda from @orainti

43. #ecommerceseo at #searchleeds by @aleyda from @orainti
Identify the pages with little and
duplicate content internal & external
safecont.com#ecommerceseo at #searchleeds by @aleyda from @orainti

44. #ecommerceseo at #searchleeds by @aleyda from @orainti
What about your mobile pages? Remember
we’re heading to a mobile first index
VS
#ecommerceseo at #searchleeds by @aleyda from @orainti

45. #ecommerceseo at #searchleeds by @aleyda from @orainti
Crawl & validate with
the smartphone crawler too
#ecommerceseo at #searchleeds by @aleyda from @orainti

46. #ecommerceseo at #searchleeds by @aleyda from @orainti
Start publishing, indexing & optimising based on a
supply & demand principle to keep a positive ROI
Should you index a page?
YesNo
Does your
audience search
for what is offered
on the page?
Don’t
index it
No
Is search
volume high
enough to
compensate the
indexation
effort?
Yes
No Is there enough
offering to be
featured on the
page?
Yes
Index it
#ecommerceseo at #searchleeds by @aleyda from @orainti

47. #ecommerceseo at #searchleeds by @aleyda from @orainti
Prioritise those already more
important pages to differentiate
#ecommerceseo at #searchleeds by @aleyda from @orainti

48. #ecommerceseo at #searchleeds by @aleyda from @orainti
Developing category & product pages that
actually perform the role of a sales person
#ecommerceseo at #searchleeds by @aleyda from @orainti
Is there an offer? Is it available?
Are there many colours?
What other people buy? How can I complement it?
How does it compare to others?

49. #ecommerceseo at #searchleeds by @aleyda from @orainti
While incentivising UGC to increase
freshness, uniqueness & trust
#ecommerceseo at #searchleeds by @aleyda from @orainti
But how does it solve X problem?
What other people end-up finding it?

50. #ecommerceseo at #searchleeds by @aleyda from @orainti
Reorganise your content to connect
with your user intent & differentiate
#ecommerceseo at #searchleeds by @aleyda from @orainti
Home Hub Listing Product

51. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Avoiding the lack of correspondence between
the query and content level & type
It should be
targeted with a
listing, not a
product

52. #ecommerceseo at #searchleeds by @aleyda from @orainti
Featuring useful & attractive descriptions,
starting with your hottest categories, products…
#ecommerceseo at #searchleeds by @aleyda from @orainti

53. #ecommerceseo at #searchleeds by @aleyda from @orainti
as well as brands
#ecommerceseo at #searchleeds by @aleyda from @orainti

54. #ecommerceseo at #searchleeds by @aleyda from @orainti
With comparisons that allow
also to control your search reputation
#ecommerceseo at #searchleeds by @aleyda from @orainti

55. #ecommerceseo at #searchleeds by @aleyda from @orainti
Publishing & distributing your how-to’s &
guides across other platforms too
#ecommerceseo at #searchleeds by @aleyda from @orainti

56. #ecommerceseo at #searchleeds by @aleyda from @orainti
Refer your internal search results to your
category pages for the relevant queries
Internal
Search
Category
#ecommerceseo at #searchleeds by @aleyda from @orainti

57. #ecommerceseo at #searchleeds by @aleyda from @orainti
If you can’t, avoid generating duplication…
Internal
Search
Category
#ecommerceseo at #searchleeds by @aleyda from @orainti

58. #ecommerceseo at #searchleeds by @aleyda from @orainti
Don’t use “canonical tags” to fix this, you’ll
be likely wasting your crawl budget with it.
#ecommerceseo at #searchleeds by @aleyda from @orainti
No

59. #ecommerceseo at #searchleeds by @aleyda from @orainti
Yes
Control this directly at linking level
#ecommerceseo at #searchleeds by @aleyda from @orainti

60. #ecommerceseo at #searchleeds by @aleyda from @orainti
Or URL structure too
Yes
#ecommerceseo at #searchleeds by @aleyda from @orainti

61. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Link consistently to your most important
categories, subcategories & product family
Parents
Siblings
Children

62. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Prioritising based on identified
trends and leveraging high seasonality too

63. #ecommerceseo at #searchleeds by @aleyda from @orainti
Establishing rules for
expired products & campaigns
The product or campaign not available anymore
Is this
permanent?
Keep the page
published and
indexable, showing
related products or
offers, giving option to
notify users
The product page
should be 301-
redirected to its parent
category & the
campaign page to the
offers section
NOYES
#ecommerceseo at #searchleeds by @aleyda from @orainti

64. #ecommerceseo at #searchleeds by @aleyda from @orainti
Leveraging them whether they are
disappearing or just temporarily unavailable
#ecommerceseo at #searchleeds by @aleyda from @orainti

65. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Instead of this!

66. #ecommerceseo at #searchleeds by @aleyda from @orainti
Remember to reuse these pages & update
them to match with each year’s queries
#ecommerceseo at #searchleeds by @aleyda from @orainti

67. #ecommerceseo at #searchleeds by @aleyda from @orainti
Capitalising their established link popularity
CognitiveSEO#ecommerceseo at #searchleeds by @aleyda from @orainti

68. #ecommerceseo at #searchleeds by @aleyda from @orainti
Instead of doing this
#ecommerceseo at #searchleeds by @aleyda from @orainti

69. #ecommerceseo at #searchleeds by @aleyda from @orainti
Attract your
customers attention
to bring them in
#ecommerceseo at #searchleeds by @aleyda from @orainti

70. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
SERP features have become more
common in UK shopping results
https://www.semrush.com/sensor/

71. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Leverage them to increase your
organic search results visibility

72. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Verify for which queries your site is already
showing them & what’s their performance

73. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Which search results that you’re targeting
are showing them and you’re not included

74. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
The ones already giving
visibility to your competitors

75. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
How they’re ranking for these queries
and with what content?

76. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Prioritise the usage of structured data accordingly,
especially products, reviews, videos & images.
https://developers.google.com/search/
docs/guides/intro-structured-data

77. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Validating their implementation with the
Structured Data testing tool & Search Console
https://developers.google.com/search/
docs/guides/search-gallery

78. #ecommerceseo at #searchleeds by @aleyda from @orainti
To maximise your visibility vs. your
competition in SERPs… even if it’s Amazon!
#ecommerceseo at #searchleeds by @aleyda from @orainti

79. #ecommerceseo at #searchleeds by @aleyda from @orainti
So many opportunities,
so little time…
#ecommerceseo at #searchleeds by @aleyda from @orainti

80. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
… there’s so much more already here & to come!
Mobile
Optimisation
Speed
Optimisation
AMP for
E-Commerce
…

81. #ecommerceseo at #searchleeds by @aleyda from @orainti#ecommerceseo at #searchleeds by @aleyda from @orainti
Let’s start with the key principles to grow
your E-commerce SEO transactions & revenue

82. #ecommerceseo at #searchleeds by @aleyda from @orainti
Thank you!
#ecommerceseo at #searchleeds by @aleyda from @orainti