Strategies to improve your SEO and get even
more conversions for your eCommerce
ECcommerce Berlin,
#EHANDLU @fernando1angulo @semrush

Strategies to improve your SEO and get even
more conversions for your eCommerce
ECcommerce Berlin,
#EHANDLU @fernando1angulo @semrush

What are we going
to talk today?
#EHANDLU @fernando1angulo @semrush

SEO Strategies
For Ecommerce
And ... conversions.
#EHANDLU @fernando1angulo @semrush

Should this worry us?
#EHANDLU @fernando1angulo @semrush

Of Internet users
in Poland use Google
to inves4gate
the products that interest them.
Source: Sta=sta 2016
#EHANDLU @fernando1angulo @semrush

they visit the websites that
appear in the first results of the
search engine.
Source: emarketer
#EHANDLU @fernando1angulo @semrush

Inves4gate blogs, forums and
opinion guides, before making
a purchase.
Source: emarketer
#EHANDLU @fernando1angulo @semrush

of site visits
of Ecommerce come
of organic searches.
Source: SEMrush Traffic Analy=cs
#EHANDLU @fernando1angulo @semrush

of sales generated
in an Ecommerce come from
The organic searches.
Source: emarketer
#EHANDLU @fernando1angulo @semrush

Now you have to take it
seriously, right?
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Calm down!
#EHANDLU @fernando1angulo @semrush

The following strategies
Will help you improve
SEO and conversions
#EHANDLU @fernando1angulo @semrush

1. Keyword Research
#EHANDLU @fernando1angulo @semrush

Have you ever wondered
how your potential
clients do to find you?
• What do people write in the search
engine to find you?
• What are the most frequently used
keywords?
• What other keywords would you like
your clients to find you?

Keyword Planner
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Google Trends
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SEMrush
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2. Speed
still matters
#EHANDLU @fernando1angulo @semrush

Can you imagine wait
and wait to see
my next Slide!
#EHANDLU @fernando1angulo @semrush

#EHANDLU @fernando1angulo @semrush

Domain Load Time
1. allegro.pl 1,67s
2. ceneo.pl 1.3s
3. Galante.pl 2.9s
4. leroymerlin.pl 3.5s
5. zawojski.pl 809ms
Source: pingdom.com
#EHANDLU @fernando1angulo @semrush

Of wai4ng are enough for your
sales to fall by 1%.
source: kohavie
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Can you find any difference?
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245Kb Alibaba.com 272Kb Aliexpress.com
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#EHANDLU @fernando1angulo @semrush

3. Be very careful with
the
Duplicate content
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Copy Content = Duplicate Content
Both are terrible ideas for your Ecommerce
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Each page must have more than 70%
Original content
You can control it with:
Smallseotools.com/plagiarism-checker
#EHANDLU @fernando1angulo @semrush

Every page of
Your website
Must be unique!
#EHANDLU @fernando1angulo @semrush

Duplicate content is also
When the same page is entered
Through 2 or more different URLs.
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The solu=on is to imply Google
what is the original content.
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DUPLICATES
#EHANDLU @fernando1angulo @semrush

CANONICAL
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CANONICAL
#EHANDLU @fernando1angulo @semrush

To consider
• Duplicate content doesn’t cause your site to
be penalized.
• Duplicate content is not grounds for ac4on
unless its intent is to manipulate search
results.
• Google tries to determine the original source
of the content and display that one.
• If someone is duplica4ng your content
without permission, you can request to have
it removed by filing a request under the
Digital Millennium Copyright Act.
#EHANDLU @fernando1angulo @semrush

4. HTTPS implementa4on
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"URLs should
Be clean and friendly
For users
And for searchers "
#EHANDLU @fernando1angulo @semrush

To consider:
• URLs no longer than 115 characters.
• The underscores are misinterpreted by some
bots.
• Numeric URLs lose SEO value.
#EHANDLU @fernando1angulo @semrush

To consider:
• URLs no longer than 115 characters.
• The underscores are misinterpreted by some
bots.
• Numeric URLs lose SEO value.
#EHANDLU @fernando1angulo @semrush

To consider:
• URLs no longer than 115 characters.
• The underscores are misinterpreted by some
bots.
• Numeric URLs lose SEO value.
#EHANDLU @fernando1angulo @semrush

To consider:
• URLs no longer than 115 characters.
• The underscores are misinterpreted by some
bots.
• Numeric URLs lose SEO value.
#EHANDLU @fernando1angulo @semrush

5. Improve CTR by
op4mizing
your snippets
#EHANDLU @fernando1angulo @semrush

Snippets:
Those are text blocks
that are shown a]er
a search query.
#EHANDLU @fernando1angulo @semrush

CTR:
It is the percentage of
clicks that takes a result every 100
=mes that appears
in Google.
#EHANDLU @fernando1angulo @semrush

1. Title of no more than 58 characters.
2. Friendly URL.
3. Meta descrip=on of 140 characters ..
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Mystery?
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#EHANDLU @fernando1angulo @semrush
SEMrush SERps Features

6. Customize UIX
#EHANDLU @fernando1angulo @semrush

"The main objective
of your store is not to sell,
is to make the customer
come back for more. "
#EHANDLU @fernando1angulo @semrush

Personalization generates more sales
4 Aspects to take into account:
• New Visitors
• Geolocation
• Search Types
• Visitor Behavior
#EHANDLU @fernando1angulo @semrush

7. The user is always
right
#EHANDLU @fernando1angulo @semrush

I repeat:
"The main objective
of your store is not to sell, is to
make the customer come back for
more. "
#EHANDLU @fernando1angulo @semrush

What is the most relevant of your page?
#EHANDLU @fernando1angulo @semrush

What does your user most see?
#EHANDLU @fernando1angulo @semrush

The user is always right
Review these strategies at least:
• Make frequent surveys to your customers
• Usertesting.com
• Crazyegg
• Google Analytics
#EHANDLU @fernando1angulo @semrush

8. Check if your traffic
becomes sales
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Of users who leave your
site, they will never
return.
Fuente: Marke=zator
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Many visitors = lots of sales
Not necessarily!
#EHANDLU @fernando1angulo @semrush

How to increase
the conversions?
#EHANDLU @fernando1angulo @semrush

CTA = Call to Ac4on
#EHANDLU @fernando1angulo @semrush

#EHANDLU @fernando1angulo @semrush

#EHANDLU @fernando1angulo @semrush

#EHANDLU @fernando1angulo @semrush

To consider
• Make good use of Google Analy=cs
to monitor your traffic.
• For your poten=al client to take
ac=on, you must give him easy
instruc=ons on how to do it (CTA).
• Check periodically the CTAs of
your compe==on.
#EHANDLU @fernando1angulo @semrush

Now…
ignore everything that
I've told you this far!
#EHANDLU @fernando1angulo @semrush

If to this point I have not convinced you,
then leave everything as it is ...
#EHANDLU @fernando1angulo @semrush

But…
Do you want to improve your
results?
#EHANDLU @fernando1angulo @semrush

Test!
Test!
Test!
#EHANDLU @fernando1angulo @semrush

To consider
• Use tools like Google Content
Experiments or Visual Website
Optimizer
• Take a Test and draw
conclusions before making a
new one.
• Do not test many scenarios,
with two is enough.
#EHANDLU @fernando1angulo @semrush

Questions?
#EHANDLU @fernando1angulo @semrush

Fernando Angulo
Head of Interna=onal Partnerships
semrush.com
#EHANDLU @fernando1angulo @semrush