Post on 09-Jan-2017
eCommerce SEO
eCommerce SEO is very similar to regular SEO. You just have a lot more moving parts to watch.
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Keyword Research Similar to regular SEO, keyword research should be a core part of your marketing plan. You have to know what buyers are searching for so know how best to position your products.
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CommonProblems: OnlinestorelaunchedwithoutanykeywordresearchHaphazardorquickkeywordreviewVerybroadkeywordsthataredifficulttorankKeywordsthatnotrelevanttoactualbuyers
BestPrac1ce: Researchproducts,manufactures,andcompe@torsCreateaseedlistforproducts,categories,andtopicsPullsearchvolumesforpossiblekeywordsRankkeywordsforrelevance
HelpfulTools: GoogleAdwordsKeywordPlannerMozKeywordExplorerKWFindersemrushSpyFu
Site Mapping Site mapping is critical for ecommerce based websites, because it is very easy to compete with yourself due to the cross over of products, categories, tags, and topical areas.
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CommonProblems: LackofstructureandplanningPrimarykeywordsareassignedtoproductsKeywordphraseusedmorethanonceasfocus
BestPrac1ce: AssignhighestprioritykeywordstocategoriesCreatetopicalareasforseasonalorclearanceitemsExtendusageintocomparisonandbuyerguidesKeepoverallstructurenomorethen3clicksdeep
HelpfulTools: DynoMapperWriteMapsScreamingFrogSEOSpiderTool
Site Mapping Search Phrase Ugg Boots
Results 1 – 3 Manufacturer or Brand
Results 4 – 5 Reseller Category
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SEO Friendly URLs SEO friendly URLs help search engines understand a website’s architecture and the structure of the content. They also help users quickly find products.
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CommonProblems: ConvolutedURLswithoutstructureConstantlychangingURLsduetocategorymodifica@onsExtremelylongURLswithmul@plelayers
BestPrac1ce: HumanreadableURLsFocusedkeywordphrasewithinURLSetlimitatthreelevelsdeepConsistentusageoruseof301redirects
HelpfulTools: DynoMapperWriteMapsScreamingFrogSEOSpiderTool
Duplicate Content Duplicate content (in this case) refers to the same content displayed under different URLs within the same website.
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CommonProblems: Non-canonicalURLsSessionIDsDuplicateURLpathsduetomul@plecategories
BestPrac1ce: KeepURLscleanSetanyareasofduplica@onsasnoindexWatchcategoryusagewithinURLscarefully
HelpfulTools: DynoMapperScreamingFrogSEOSpiderTool
WinterBoots AdirondackII /winter-boots/adirondack-ii/
SnowBoots AdirondackII /snow-boots/adirondack-ii/
Product Descriptions If you want your store to rank over other stores, you have to give search engines a reason to elevate you in search. One way to accomplish this task is through high quality product descriptions.
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CommonProblems: Limitedproductdescrip@onsManufacturer’sdescrip@onasonlycontentBulletlistofwordsandnoactualsentences
BestPrac1ce: Createunique,keywordrichdescrip@onsU@lizemanufacturer’sdescrip@ons,butaugmentReviewcompe@torwebsitesandwritebeZer,moredescrip@vecontent
HelpfulTools: GoogleSearchConsoleDynoMapper
Category pages also need descriptions. Don’t just list products. Tell search engines and users what is listed on the page.
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Manufacturer Part Numbers Consumers search for manufacturer part numbers when needing specific products. Optimizing for these data points will help increase search and shorten the sales cycle.
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CommonProblems: Missingorincompletemanufacturerpartnumbers
BestPrac1ce: Includecompletemanufacturerpartnumbersinoneormoreofthefollowingplaces:-Descrip@on-Productname-H1-URL-Meta@tleanddescrip@on-Shortdescrip@onsforlistbasedpages-Imagefilenameandalttext
Meta Titles and Descriptions Meta titles and descriptions give search engines and users an idea of what the page is about and what they should expect to see as they digest the content. These data points appears in search engines result pages.
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CommonProblems: Duplicatemeta@tlesanddescrip@onsacrossproductsKeywordstuffingwithinmeta@tlesanddescrip@ons
BestPrac1ce: CreateuniquemetaforeachproductIncludefocusedkeywordifapplicableAddinofferstohelpsetyouapartinSERPs
HelpfulTools: YoastSEOAllinOneSEODynoMapperScreamingFrogSEOSpiderToolMozbarGoogleSearchConsole
Meta Search Phrase site:ugg.com/uk/ womens boots
Ask yourself this: Can you tell the difference between the search results?
You can, because good meta titles and descriptions make that possible.
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Breadcrumbs
ü Improved usability and helps eliminates additional clicks ü Shows hierarchy ü Reduces bounce rates ü Helps with search engine optimization
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CommonProblems: 23%don’thavebreadcrumbsatall68%sufferfromsub-parbreadcrumbimplementa@ons
BestPrac1ce: ImplementbreadcrumbsoncategoryandproductpagesStylesotheyareeasytoreadanduseCheckmobiledevicestomakesuretheyareusable
HelpfulTools: BreadcrumbNavXTbYoastSEO
Link Building ü Internal linking is important because it tells search engines which content is
most important ü Inbound linking is important because it demonstrates authority and relevance
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CommonProblems: LimitedinboundlinkingstrategyBrokenlinksLackof301redirectusageLimitedornoinboundlinkingefforts
BestPrac1ce: UseinternallinkingtosupporttopSEOfocusedcontentUse301redirectsandusethemwiselyBuildinboundlinkstosupporttopSEOfocusedcontent
HelpfulTools: SpyFuAhrefsMozOpenSiteExplorer
Social Media ü Facebook dominates social media traffic and conversions ü Facebook accounts for 50% of social referrals and 64% of total social
revenue ü 87% of Pinterest users have purchased an item because of Pinterest
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CommonProblems: DormantsocialaccountswithliZleac@vityLackofsocialsharingiconsforvisitorstouseonproductsFailuretobuildcommuni@esandengagement
BestPrac1ce: Ac@velyengagewithsocialmediausersAc@velysharecontentfromtheen@rewebsiteandstoreBuildacommunityfirstandsellsecond
HelpfulTools: AddThisShareBuZonsShareaholicUl@mateSocialMediaMashshareHootsuite
Schema and Rich Snippets
ü Structured data helps Google understand the content on your site, which can be used to display rich snippets in search results.
ü Rich snippets can also help with click through rates.
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CommonProblems: NoschemaIncorrectlyappliedschema
BestPrac1ce: AllowproductreviewsApplyproductbasedschemaValidateschemaiscorrectviaexternalsources
HelpfulTools: Google’sStructuredDataTes@ngToolYoastWooCommerceSEOSchemaWooCommercePluginbySchemaApp
XML Sitemaps An XML sitemap is a file where you can list the content within your site to tell Google and other search engines about the organization of your content.
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CommonProblems: MissingIncompleteErrors
BestPrac1ce: SetXMLmaptoautoma@callyupdateConnecttoGoogle,Bing,andothersearchenginesIncludeproducts,categories,tags,andtopicareasValidateandcheckforerrors
HelpfulTools: YoastSEOAllinOneSEOGoogleSearchConsoleBingWebmasterToolshZp://tools.seochat.com/tools/site-validator/
Mobile Responsive ü Mobile commerce is now 30% of all U.S. ecommerce ü By 2020, mobile commerce will make up 45 percent of total ecommerce
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CommonProblems:
LackofmobilewebsiteUnexpectedredirectstodesktopsiteHiddenorlackofinforma@onLargeimageswhichimpactperformanceCheckoutprocessesthatarenotop@mized
BestPrac1ce: Op@mizethecheckoutprocessformobileMakeuserreviewedeasytolocateCompressimagestoimprovepagespeed
HelpfulTools: hZp://ready.mobi/hZps://crossbrowsertes@ng.com/hZp://ami.responsivedesign.is/
Speed and Performance ü 40% of people abandon a website that takes more than 3 seconds to load ü A 1 second delay in page response can reduce conversions 7% ü If an ecommerce site is making $100,000 per day, a 1 second page delay
could potentially cost you $2.5 million in lost sales every year
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CommonProblems: Slowandsluggishpageloadsduetolargeimages,poorcode,orcheapwebsitehos@ng
BestPrac1ce: UsecachepluginsUseCDNsCompressimagesPurchasehighqualityhos@ng
HelpfulTools: GooglePageSpeedInsightsPingdomToolsGTmetrixWPEngineWordPressSpeedTest
QUESTIONS & ANSWERS ?
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Web Savvy Marketing & iThemes Media LLC Copyright © 2016, All Rights Reserved
Rebecca Gill WordPress Agency Owner & SEO Instructor
@rebeccagill RebeccaGill.com