optimizing your e-commerce: tips and errors to avoid
TRANSCRIPT
SEO for Ecommerce: Common Mistakes and Recommendations
• Overview of SEO in Ecommerce websites• Common mistakes in Ecommerce websites•Recommendations to improve your SEO
What you will learn today
•To be on the First Page in the Search
Engines
•90% of the traffic is from the first page
Your main goal
•Organic traffic is the highest quality
traffic
•Social, referral, organic and paid traffic
•Relevant traffic to boost sales
Traffic
7 common mistakes
• 70% of the buyers are looking for reviews of
products
• Customer will create original content
1. Lack of Product Reviews
• Schema Markup: Customers can read reviews in the SERPs
1. Lack of Product Reviews
• Schema: rating, votes, reviews, and more!
1. Lack of Product Reviews
• It will affect your SEO
• It is not enough to just show a product’s picture
2. Lack of a product description
•Keyword:
• Buy Real
Madrid t-
shirt
•Page 1 in
2. Lack of a product description
•Keyword:
• Buy Real
Madrid t-shirt
•Page 8 in
2. Lack of product description
•Never use the Manufacturer Product
Descriptions
• Create unique content
3. Using Product Descriptions from Manufacturers
“…Crafted using our Crystal Rock technique, the irresistible
Crystaldust Cuff is a new signature Swarovski design to equal Stardust and Slake…”
Manufacturer Product Description
• Keyword:
• Crystaldust Cuff
• Page 1 in Google
Crafted using our Crystal Rock technique, the irresistible Crystaldust Cuff is a new signature Swarovski design to equal Stardust and Slake.
Copy from the Manufacturer Product Description
Page 5 in Google
• Adapt to the search demand
• Use model numbers and brand names in titles
•Alt Attributes
4. Not Optimizing Product Pages
• Adapt to the search demand• Use model numbers and brand names in titles
• Image Alt Attributes
Not using model numbers & brand names in titles
Page 1 in Google.com
KW: nikon d3400 dslr camera
• Inspect Element in your browser• <img id="image-1" src="http://1.media.bustedtees.cvcdn.com/6/-/bustedtees.a4ab15e6-2c65-47d0-ab89-acd61118.jpg"
class="active " style="" itemprop="image" alt="Down With Homework - BustedTees - Image 1">
Not using Alt Attributes
• Images, redirects, tags, robots.txt, and more…
Optimization feature in Positionly
•Avoid duplicate title tags
• Use Unique key phrases
•Recommended structure: Brand - Model - Item
Type
5. Non-Unique Titles
http://store.nike.com/gb/en_gb/pd/nikecourt-tank/pid-10979174/pgid-11456531
http://store.nike.com/gb/en_gb/pd/nikecourt-tank/pid-11002381/pgid-11456524
Example
Did you think about this?
Smart description
Rank for more Keywords
Use synonyms
• Keyword friendly URLs
•Easier for the searcher
• example.com/red-jacket-new-model
6. Lack of “Speaking” urls
uk.webuy.com/product.php?sku=5055277017102#.V_Il4KNh2u4
BAD “Speaking” url
johnlewis.com/john-lewis-stars-print-school-backpack-purple-pink/p2983066
GOOD “Speaking” url
• Your website might be penalized
•Avoid duplicate pages
•Don’t copy content from others
7. A lot of duplicate content
The new GA310 series come with large Arabic numerals at 12 and 6 o'clock for an attractive mechanical look and are available in either basic black or bright colors…
Don’t copy content from others
Keep visitors in your store
•Original content creation
• Content is power
•Quality over quantity
Quality content
• Keywords section in Positionly
•SERP links are power
Quality content
• Links that go to the same domain
• Navigate easily around a website
•Good for your SEO
Internal linking
• You should have a mobile version
• Otherwise, search engines may penalize your
site
Mobile version
By 2020 - 45% of the revenue for Ecommerce sites will come from mobile
developers.google.com/speed/pagespeed/insights/
Google page speed insight
• People search for generic phrases
• Create seasonal categories
• Show similar products
Create categories
• Christmas Products
Seasonal categories
• Keywords in groups
Groups in Positionly
• Ranking for additional keywords
• Long-tail keywords
• Opportunity to create unique content
Blog content
Opportunity to create unique content
Blog content
Ranking for additional keywords
Blog content
Long-tail Keywords
Blog content
•Reducing the size of your images
• Website speed
• Make your site secure (HTTPS)
Optimizing website
Google Page Speed Insight
Optimize images
SSL Certificate
HTTPS
• Include pictures and/or videos for each product
• Don’t use manufacturer photos
• Take your own photos
Pictures and videos
Your own photos and videos
Good example
• One of the most important elements
• Anticipate the thoughts of people
• Create a strategy
Keyword research
Google related searches
Using Google
• Social media integration
• 3 social networks
•Contact with people
Social media
Direct contact with customers
Interact with people
• Name, e-mail and phone number
• Include your address, in case you have a
physical store
• Use the same info across all your sites
Contact details
Name, e-mail, phone number and address
Contact details
Tools that will help you
• Google Search Console
• Google Analytics - Integrate with Positionly
• Google Keyword Planner
Google products
Organic, Paid, Referral and Social Traffic
GA in Positionly
• Get a bunch of different keywords
•Fast, useful and unique
Positionly keyword mixer
Tools to find new Keywords
Other tools
Conclusion
• Your main goal is to increase sales
•More conversions and repeat visitors
• Sign-up for a free trial at positionly.com/signup
Final thoughts
• Check out Positionly University - Webinars, guides
and articles
• Download our free Ecommerce guide
positionly.com/university
Final tips
Questions
Download it for free
Checklist