seo for ecommerce: a comprehensive guide
DESCRIPTION
A comprehensive guide to ecommerce SEO. With bronies. Why, you may ask? Because that's my daughter's current obsession. Also because SEO+bronies=monies. Slides broken into sections: 1. Technical SEO 2. On-page and Content 3. Social Media 4. Reporting and Analytics 5. Business ConcernsTRANSCRIPT
![Page 1: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/1.jpg)
SEO for Ecommerce
Adam Audette@audette
![Page 2: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/2.jpg)
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Today’s Talk is Wide and DeepA
GE
ND
A
![Page 3: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/3.jpg)
Let us begin
![Page 4: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/4.jpg)
Amazon sells more online than its next 12 competitors combined
Wall Street Journal, August 27, 2013
![Page 5: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/5.jpg)
Yet continues to grow at 30% & command large amounts of new internet sales
Wall Street Journal, August 27, 2013
![Page 6: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/6.jpg)
You need a brand to compete
![Page 7: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/7.jpg)
YOU NEED TO DIFFERENTIATE TO COMPETE
![Page 8: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/8.jpg)
40% of companies use social as their primary digital tool to reach customers.
McKinsey Quarterly, April 2012, Demystifying Social Meda
![Page 9: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/9.jpg)
You need a social strategy to compete
![Page 10: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/10.jpg)
You need strong technical to compete
![Page 11: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/11.jpg)
You need a content strategy to compete
![Page 12: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/12.jpg)
Shrinking Organic SERP Real Estate
![Page 13: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/13.jpg)
This is what happens when you do SEO right
![Page 14: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/14.jpg)
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Technical Work is a PriorityA
GE
ND
A
![Page 15: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/15.jpg)
Technical SEO on ecommerce sites can be huge.
There’s Gold In Those Hills!
Pagination
Faceted Navigation
Site Search
SpeedDuplication
Mobile Sites
Multiple Sites
![Page 16: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/16.jpg)
![Page 17: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/17.jpg)
@audette
Do: create list of top prioritiesDo: understand their impact
![Page 18: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/18.jpg)
@audette
Don’t: create giant SEO auditDon’t: create laundry list of “issues”
![Page 19: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/19.jpg)
1.Identify top priorities
2.Sync with business
3.Create bugs and ship!
![Page 20: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/20.jpg)
These are typically* the highest priority areas
Technical SEO for Ecommerce
*it always depends
• Duplication
• Faceted Navigation
• Pagination
• Speed
• Site Search
• Mobile
![Page 21: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/21.jpg)
Ecommerce sites commonly have dupe issues at the product level
• Use forensics to delve into the issue (just a few tools, keep it simple)
• Normally what’s indexed is what matters (if it’s a dupe but isn’t crawled, de-prioritize)
• Always crawl the site yourself (and don’t trust statements about canonical purity)
• Keep it actionable! Don’t get caught in the maze
Duplication
![Page 22: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/22.jpg)
Discovery, forensics, and some quick SEO hacks
• Step 1: crawl the site. Screaming Frog.• Option: use their XML sitemap• Option: use GWT’s “Top pages” (there’s a trick to this)
Duplication
![Page 23: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/23.jpg)
Exporting GWT’s top pages for crawling
Duplication
Grab that one.
![Page 24: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/24.jpg)
Duplication
Exporting GWT’s top pages for
crawling
![Page 25: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/25.jpg)
Exporting GWT’s top pages for crawling
Duplication
![Page 26: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/26.jpg)
The best insights come from ALL THE THINGS.
Duplication
You have two choices:
Build an enterprise crawler of your own
OR
Use Google’s data
1
2
![Page 27: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/27.jpg)
Google’s index can give you answers.
Duplication
![Page 28: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/28.jpg)
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• site:mydomain.com and variations• Exclude subdomains with: –site:blog.mydomain.com• Find duplicate domains with –site:mydomain.com intitle:exact title tag
![Page 29: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/29.jpg)
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• site:mydomain.com and variations• site:mydomain.com with: intitle:”product or category title tag”
![Page 30: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/30.jpg)
Duplication
Easy Wins
![Page 31: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/31.jpg)
Search modifiers are the tl;dr of SEO forensics.
Duplication
My favorite site searches for dupe content:
• inurl:prodID=121212• Use with site:mydomain.com• Experiment with using category or folders, too, like:
site:mydomain.com inurl:/category/• Knock off successive folders• Use with intitle, such as: site:mydomain.com inurl:prodID=121212
intitle:”we’ve got all the stuff here : brand”
![Page 32: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/32.jpg)
![Page 33: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/33.jpg)
Faceted navigations pose crawling challenges.
Keep it focused on user behavior.
• What facets represent search queries best?
• What types of content do you want crawled and indexed?
Faceted Navigation
![Page 34: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/34.jpg)
Faceted Navigation
Important facets for SEO
![Page 35: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/35.jpg)
Faceted Navigation
NOT important facets for SEO
![Page 36: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/36.jpg)
Be discriminating with what gets crawled.
Examples to crawl:• category, brand, item, type
Examples to not crawl:• size, price, session ID, review rating/count
Consider:• color, size, various attributes (uses, materials, etc)
Faceted Navigation
![Page 37: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/37.jpg)
Tools to use for crawling controls on facets.
Ensure URLs are constructed only one way.• No creation of different URLs based on selection order
Ensure rel canonical signals are on URLs that have tracking parameters appended.
Don’t be afraid to use parameters within URLs.• key=value&pair constructed URLs allow easier crawling and
management in GWT• Never use folders for session IDs or params that don’t change page
content
Faceted Navigation
1
2
3
![Page 38: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/38.jpg)
“Using non-standard encoding is just asking for trouble.”
– Mehmet AktunaGoogle Crawling Team
![Page 39: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/39.jpg)
Hey, that’s what we
always say!
“Using non-standard encoding is just asking for trouble.”
– Mehmet AktunaGoogle Crawling Team
![Page 40: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/40.jpg)
Non-standard encoding means using characters in URLs like : , [ ] …
![Page 41: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/41.jpg)
“It’s totally uncool.”
– Rainbow Dash, My Little Pony
![Page 42: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/42.jpg)
Tools to use for crawling controls on facets.
Faceted Navigation
Use rel=nofollow on non-essential facets.• Links can still be crawled, but this will decrease discovery
Have non-essential facets rel canonical to a superset page:
http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100
<link rel=“canonical” href=“http://www.mydomain.com/cat/shoes?brand=nike&color=green&view=all” />
![Page 43: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/43.jpg)
Tools to use for crawling controls on facets.
Faceted Navigation
Option: place all unnecessary facets in a unique directory. Robots.txt exclude this directory.
http://www.mydomain.com/cat/shoes?brand=nike&color=green&price=100
http://www.mydomain.com/filters/shoes?brand=nike&color=green&price=100
User-agent: *
Disallow: /filters/
![Page 44: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/44.jpg)
Tools to use for crawling controls on facets.
Faceted Navigation
Issues with robots.txt
• It’s a sledgehammer approach• Nothing will be crawled• No link equity will flow• You’ll get ‘suppressed listings’ in the index like this…
![Page 45: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/45.jpg)
Links are crawled but URLs are blocked.
Faceted Navigation
Tools to use for crawling controls
on facets.
![Page 46: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/46.jpg)
Tools to use for crawling controls on facets.
Faceted Navigation
Parameter Handling
• Powerful and configurable• Can screw yourself• Need key=value&pair structured URLs• Requires you to truly understand your site
![Page 47: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/47.jpg)
Faceted Navigation
![Page 48: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/48.jpg)
Faceted Navigation
![Page 49: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/49.jpg)
@audette
Ah meta noindex…yes very interesting
![Page 50: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/50.jpg)
What about meta noindex?
Faceted Navigation
Meta noindex is strangely absent from Google’s advice.
• I’m less confident in meta noindex, follow really doing what we want it to: keeping content out of the index but still crawled.
• meta noindex, follow + rel canonical are conflicting signals.
• There are signs that Google is choosing to treat meta noindex differently than before.
![Page 51: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/51.jpg)
Sorts/views shouldn’t be crawled.
![Page 52: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/52.jpg)
Pages should be consolidated.
![Page 53: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/53.jpg)
Sorts shouldn’t be crawled.
Sorts & Pages
Sorts are different views of the same data set.
• Use rel=nofollow on sort links• Use rel=canonical on sort URLs to a superset page
(normally the view all)
![Page 54: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/54.jpg)
Sorts shouldn’t be crawled.
Sorts & Pages
Sorts are different views of the same data set.
• Have sort links coded as page anchors that don’t create unique URLs (e.g. mydomain.com/cat#sort100)
• Use javascript links that are less likely to be crawled (Googlebot will probably still crawl them)
![Page 55: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/55.jpg)
There are two main ways to consolidate pages.
Sorts & Pages
Use either rel next/prev or rel canonical.
• Rel prev/next creates a series of pages
• Should still use rel canonical on duplicative URLs (such as tracking IDs)
![Page 56: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/56.jpg)
There are two main ways to consolidate pages.
Sorts & Pages
Use either rel next/prev or rel canonical.
• Rel canonical, if used for pagination, should reference the view all page
• The view all page needs to provide a good user experience (fast loading)
![Page 57: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/57.jpg)
Speaking of speed …
![Page 58: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/58.jpg)
Site speed is crucial.
Speed
• 40% of your visitors will abandon a site if loading takes longer than 3 seconds (Gomez)
• Half of your visitors expect a site to load in 2 seconds or less (Gomez)
• 1 second in loading time decreases conversion by 7% (Strange Loop)
![Page 59: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/59.jpg)
Site speed is crucial.
Speed
If an ecommerce site makes $100k in revenue per day, a 1 second load delay equates to $2.5M in
lost revenue annually.
(Strange Loop)
![Page 60: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/60.jpg)
That hurts the bottom line.
![Page 61: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/61.jpg)
Speed
Study up
Google’s Guide to
Web Performance
https://developers.google.com/speed/docs/best-practices/rules_intro
![Page 62: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/62.jpg)
Speed
Study up
Yahoo!’s Guide to
Page Speed
http://developer.yahoo.com/yslow/
![Page 63: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/63.jpg)
Tools
Speed
• Google Page Speed: Yslow• Pingdom: WebpageTest.org• Load Impact
![Page 64: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/64.jpg)
“Search results in our search results.”
![Page 65: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/65.jpg)
There’s a best practice, and a reality.
Site Search & SEO
Best Practice
• Site search pages should be fast.
• They should offer a valuable experience.
• They should lead to conversion.
• They should have high engagement.
![Page 66: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/66.jpg)
There’s a best practice, and a reality.
Site Search & SEO
Unfortunate Reality
• Lots of site search pages are really basic
• They can still rank well
• Site search pages convert well
![Page 67: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/67.jpg)
There’s a best practice, and a reality.
Site Search & SEO
Reality
• Lots of site search pages are really basic
• They can still rank well
• Site search pages convert well
…there’s also this…
![Page 68: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/68.jpg)
Site Search & SEO
Fortune 10 ecommerce brand
Pages Displayed in Non-Branded SERPs
Heavily reliant on site search.
![Page 69: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/69.jpg)
Answer these questions before doing anything.
1. How much organic traffic are search pages responsible for?
2. How are engagement metrics looking? High or low bounce rate, high or low conversion?
What should you do?
Site Search & SEO
1
2
![Page 70: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/70.jpg)
What should you do?
Site Search & SEO
Answer these questions before doing anything.
2. Balanced with above, are these pages causing issues with our crawl space?
3. Are there duplicative issues at play? (For example, can anything become a search?)
3
4
![Page 71: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/71.jpg)
Hmm….
![Page 72: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/72.jpg)
Mobile is growing faster than desktop.
![Page 73: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/73.jpg)
No one knows what to do.
Mobile is growing faster than desktop.
![Page 74: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/74.jpg)
Windows Tablets High, Kindle Fire Among Lowest
Revenue-per-Click by Device
![Page 75: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/75.jpg)
Here’s what we recommend.
Mobile
Get the sites accessible on mobile devices.
Build responsive sites (as a foundation).
Can add mobile-specific experiences as needed.
![Page 76: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/76.jpg)
Here’s what we recommend.
Mobile
Get the sites accessible on mobile devices.
All major implementations are supported, and work.• Responsive (same URL)• Subdomain or folder (mobile switchboard tags)• Same URL with dynamic content (Vary: User-agent response
header)
![Page 77: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/77.jpg)
Here’s what we recommend.
Mobile
Other good things:
• Minimize redirects, each adds 0.6 second delay.
• Serve tablet users the desktop site.
• For separate URLs, place alternate tags on desktop pages (to mobile), and canonical tags on mobile (to desktop).
![Page 78: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/78.jpg)
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Creating Experiences Through ContentA
GE
ND
A
![Page 79: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/79.jpg)
For ecommerce, ‘native’ content is limited.
Content & On-Page
• Category pages
• Product pages
• Buyer’s guides
• Reviews
• Blog content
![Page 80: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/80.jpg)
It’s ALL ABOUT THE EXPERIENCE
Content & On-Page
![Page 81: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/81.jpg)
Look to Amazon for industry leading experiences.
Content & On-Page
This is valuable.
![Page 82: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/82.jpg)
I see what you did there…
Content & On-Page
Both product descriptions featured.
![Page 83: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/83.jpg)
Making it easy for me, thanks Amazon.
![Page 84: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/84.jpg)
Content &On-Page
It all starts in the SERP, too.
I expect these
Nice SERP display
Option but I don’t want to bid
Can’t buy here
Thin experience
Out of stock
Thin experiences
Already turned off
![Page 85: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/85.jpg)
I expect these
Nice SERP display
Option but I don’t want to bid
Can’t buy here
Thin experience
Out of stock
Thin experiences
Already turned off
![Page 86: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/86.jpg)
This experience is just so much better.
Content & On-Page
This is valuable.
![Page 87: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/87.jpg)
Content &On-Page
Product Inventory, product flux
Try to make this less sucky.
![Page 88: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/88.jpg)
When Permanently Out of Stock, Option 1
Content & On-Page
301 the URL to a newer replacement product
(This is rarely how product inventory works)
![Page 89: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/89.jpg)
When Permanently Out of Stock, Option 2
Content & On-Page
404 the URL if no newer product exists
(This is hard core)
![Page 90: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/90.jpg)
When Permanently Out of Stock, Option 3
Content & On-Page
Continue serving the page with messaging and good recommendations
(This is best, but harder to do)
![Page 91: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/91.jpg)
Content & On-Page
Don’t do it like this…
Tad Chefhttp://blog.ahrefs.com/ecommerce-out-of-stock-products/
![Page 92: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/92.jpg)
Content & On-Page
Don’t do it like this…
Doubly sucky.
![Page 93: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/93.jpg)
More helpful
![Page 94: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/94.jpg)
Here’s a good out of stock message.
Content & On-Page
Tad Chefhttp://blog.ahrefs.com/ecommerce-out-of-stock-products/
![Page 95: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/95.jpg)
Tad Chefhttp://blog.ahrefs.com/ecommerce-out-of-stock-products/
![Page 96: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/96.jpg)
Content & On-Page Content & On-Page
Great Alternatives
Here
Tad Chefhttp://blog.ahrefs.com/ecommerce-out-of-stock-products/
![Page 97: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/97.jpg)
What if products are coming back in?
Content & On-Page
Continue serving the page with messaging and recommendations (same approach as before)
![Page 98: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/98.jpg)
Category pages are the ‘hubs’
Content & On-Page
![Page 99: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/99.jpg)
Category pages are the ‘hubs’
Content & On-Page
category
subcat
product
product
subcat
product
product
![Page 100: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/100.jpg)
Content & On-Page
category
subcat
product
product
subcat
product
product
Constant,Equity full,
Heavily linked
![Page 101: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/101.jpg)
Content & On-Page
category
subcat
product
product
subcat
product
product
Constant,Equity full,
Heavily linked
Lot of flux here.Inventory changeLess equity flow
Less linked
![Page 102: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/102.jpg)
Content & On-Page
Categories as useful content
![Page 103: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/103.jpg)
![Page 104: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/104.jpg)
![Page 105: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/105.jpg)
Seasonal pages and ‘themes’
Content & On-Page
![Page 106: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/106.jpg)
![Page 107: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/107.jpg)
Your inventory is your content.
Content & On-Page
• Tons of content opportunities with inventory
• Buyers guides, reviews are always useful
• Retailers don’t need to be publishers
![Page 108: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/108.jpg)
Your inventory is your content.
Content & On-Page
• You can wrap and re-wrap your inventory in creative ways
![Page 109: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/109.jpg)
Say it with me: topics, not keywords!
Content & On-Page
![Page 110: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/110.jpg)
Content & On-Page
TOPICS, not terms
![Page 111: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/111.jpg)
Content & On-Page
My Little Pony TopicsAverage Monthly Search Volume
260,000
185,000
110,000100,000
80,000
56,00045,000
![Page 112: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/112.jpg)
Content & On-Page
My Little Pony TopicsAverage Monthly Search Volume
260,000
185,000
110,000100,000
80,000
56,00045,000
Each topic category
represents many queries
![Page 113: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/113.jpg)
Very broad categories…
Content & On-Page
Topic Top Query Examples Monthly Search Volume
Generic Custom / Personalpersonalized gifts, personalized gift ideas, customizable gifts, custom gift ideas
421,212
Company / Corp. / Business / Employees
retirement gifts, corporate gifts, gifts for co-workers, office gifts, executive gifts
90,490
Promotional Productspromotional products, promotional items, hit promotional products, promo items, promotional gifts
81,370
Marketing / Advertisingadvertising techniques, creative marketing, marketing ideas, marketing materials
37,550
Engravedengraved gifts, laser engraving, wood engraving, custom engraving, glass engraving
23,130
Branded / Logologo products, logo items, branded products, branded items, logo merchandise, logo gifts
8,080
Trade Showstrade show giveaways, tradeshow giveaways, trade show items, trade show promotional items
4,550
![Page 114: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/114.jpg)
… to more narrow
Content & On-Page
Topic Example Queries Search Volume
Wedding / Bridal / Grooms personalized wedding gifts, wedding favors, wedding favor ideas, cheap wedding favors 264,210
Keychains custom keychains, customized keychains, personalized keychains, personalized key chains, key rings bulk
99,080
School / Sports spirit wear, custom varsity jackets, custom team apparel, high school apparel, Greek apparel 81,490
Pens custom pens, personalized pens, business pens 72,480
Notepads personalized notepads, personalized post it notes 24,920
![Page 115: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/115.jpg)
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirtsfor a golf tournament they’re playing in.”
Sample Search QueriesWhat can we provide to help him
accomplish his task?What else can we provide of
interest?Conversion Goal Why He’ll Do It Success Metrics
Task 1: I want to find a resource for Greek apparel and merchandise.
[fraternity apparel] Broad selection of quality gear
Popular brands
Great service
Speedy turnaround
Newsletter
Explore options
He needs shirts for the pledges.
He needs a reliable resource going
forward.
Subscribe for 10% off.
Sign up for newsletter
Purchase shirts
Social share/like
Task 2: I want to find a resource for Greek apparel and merchandise.
[embroidered polo shirts]
Wide selection of name brands – high quality
Great prices
Great Service
Speedy turnaround
Newsletter
Find the best option for shirts
Great prices.
10% discount.
Minimum order works.
Easy to order.
Can get a quote and a sample.
Purchase
Sign up for newsletter
Social share/like
![Page 116: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/116.jpg)
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirtsfor a golf tournament they’re playing in.”
Ideal Workflow
SearchRank & Display
Page ContentConversion &
Motivation
[embroidered polo shirts] Custom Embroidered Polo & Golf Shirts – Buy Wholesale & Save! | InkHead
Top Quality and great prices on golf and polo shirts from your favorite brands, including Nike and Adidas.
Images and details of product offerings. Calvin can filter and sort by a range of criteria, including price, brand, color, sub-category and style.
Carl sees what he needs and he sees lots of choices. He knows the brands, the prices are reasonable and the ordering process looks simple.
Clicks to buy.
![Page 117: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/117.jpg)
Comparison Calvin
Content & On-Page
“The pledges need quality embroidered shirtsfor a golf tournament they’re playing in.”
Ideal Workflow
SearchRank & Display
Page ContentConversion &
Motivation
[embroidered polo shirts] Custom Embroidered Polo & Golf Shirts – Buy Wholesale & Save! | InkHead
Top Quality and great prices on golf and polo shirts from your favorite brands, including Nike and Adidas.
Images and details of product offerings. Calvin can filter and sort by a range of criteria, including price, brand, color, sub-category and style.
Carl sees what he needs and he sees lots of choices. He knows the brands, the prices are reasonable and the ordering process looks simple.
Clicks to buy.
User exp. begins here
Content creates the conversion
![Page 118: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/118.jpg)
Spend a lot of time on SERP presentation, says Derpy!
Content & On-Page
![Page 119: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/119.jpg)
The SERP display is where it all begins
Content & On-PageAMZN doesn’t do schema
Rich snippets
Great URL. But wigs??
Really bad title, CMS hack
Search results
UK version?
![Page 120: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/120.jpg)
The SERP display is where it all begins
Content & On-Page
Click-worthy
Secondary Choices
![Page 121: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/121.jpg)
The SERP display is where it all begins
Content & On-Page
Ignored
![Page 122: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/122.jpg)
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
![Page 123: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/123.jpg)
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
It impacts CTR! And can even influence rank.
![Page 124: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/124.jpg)
The SERP display is where it all begins
Content & On-Page
SERP Presentation is Critical
How about an example?
![Page 125: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/125.jpg)
Useful Example on Organic CTRWhat happens when
video thumbnails appear for product
pages?
Content &On-Page
![Page 126: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/126.jpg)
Content &On-Page
Not actually a video.
![Page 127: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/127.jpg)
Video thumbnails on product pages plummet CTR
Content & On-Page
Whoops! Product pages are listed in the video sitemap (videos are on the pages).
![Page 128: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/128.jpg)
Content & On-Page
But what did this do to CTR?
![Page 129: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/129.jpg)
Queries with Video Thumbnail Queries without Video Thumbnail
THIS.AVERAGE QUERY CLICK-THROUGH RATE
2% 17%
![Page 130: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/130.jpg)
Queries with Video Thumbnail Queries without Video Thumbnail
THIS.AVERAGE QUERY CLICK-THROUGH RATE
2% 17%Users didn’t want a
video, they wanted a product.
![Page 131: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/131.jpg)
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
What is the Social Value of a User?A
GE
ND
A
![Page 132: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/132.jpg)
Users prefer tablets for search.
Social Sites for Ecommerce
![Page 133: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/133.jpg)
Facebook is 57% of Social Visits; Pinterest grows fastest.
Social Sites for Ecommerce
![Page 134: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/134.jpg)
Social Sites Refer ~1.3% of All-Site Visits
Social Sites for Ecommerce
![Page 135: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/135.jpg)
Mobile sends 31% of social traffic.
Social Sites for Ecommerce
![Page 136: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/136.jpg)
Social not responsible for much with last touch
Social Sites for Ecommerce
![Page 137: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/137.jpg)
A first touch model helps social a tiny bit.
Social Sites for Ecommerce
![Page 138: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/138.jpg)
Social Has A Growing Impact On Core Retail
Social Has A Growing Impact On Core Retail
Source: Internet Retailer, 2014 Social Media 500 & Business Insider
![Page 139: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/139.jpg)
Social Has A Growing Impact On Core Retail
Source: Internet Retailer, 2014 Social Media 500 & Business Insider
![Page 140: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/140.jpg)
• “Sales funnel” no longer an accurate model for online retail environment
• Does not reflect the open-ended nature of social media
Role of Social Media
Old Consumer Journey
![Page 141: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/141.jpg)
EVALUATE
ADVOCATE
BOND
EXPERIENCE
BUYBUY
CONSIDERInterestsConcerns
Needs
NEW CONSUMER JOURNEY
![Page 142: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/142.jpg)
EVALUATE
BOND
ADVOCATE
BOND
ADVOCATEEXPERIENCE
EXPERIENCE
LOYALTY LOOP
BUYBUY
CONSIDERInterestsConcerns
Needs
NEW CONSUMER JOURNEY
![Page 143: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/143.jpg)
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
where SEO comes into play
NEW CONSUMER JOURNEY
![Page 144: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/144.jpg)
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
where social comes into play
NEW CONSUMER JOURNEY
![Page 145: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/145.jpg)
• Monitoring• Responding• Amplifying• Leading
NEW CONSUMER JOURNEY
![Page 146: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/146.jpg)
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
Monitoring
NEW CONSUMER JOURNEY
![Page 147: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/147.jpg)
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
NeedsReputation Management
Customer Service
Responding
NEW CONSUMER JOURNEY
![Page 148: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/148.jpg)
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
Referrals & RecommendationsBrand Advocacy
Amplifying
Fostering Communities
NEW CONSUMER JOURNEY
![Page 149: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/149.jpg)
EVALUATE
BOND
ADVOCATEEXPERIENCE
LOYALTY LOOP
BUY
CONSIDERInterestsConcerns
Needs
Brand Content Awareness
Product Launches
Targeted Deals, Offers
Leading
Consumer Input
NEW CONSUMER JOURNEY
![Page 150: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/150.jpg)
Role of Social Media
Takeaways
The consumer journey has changed.
The new model reflects stages where brands can exert influence.
A users’ brand experience takes place on social media.
1
2
3
![Page 151: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/151.jpg)
Role of Social Media
Takeaways
Got any examples, guy?
![Page 152: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/152.jpg)
![Page 153: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/153.jpg)
JoS. A. Bank
Source: http://www.facebook.com/Jos.A.Bank.Clothiers.Inc
![Page 154: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/154.jpg)
JoS. A. Bank
Source: m.facebook.com/Jos.A.Bank.Clothiers.Inc
![Page 155: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/155.jpg)
Post Length
Source: http://socialmediatoday.com/morgan-j-arnold/566350/optimizing-facebook-engagement-effect-post-length
![Page 156: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/156.jpg)
Unbranded content
Source: https://www.facebook.com/MensWearhouse
![Page 157: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/157.jpg)
Engagement
Source: https://www.facebook.com/BrooksBrothers
![Page 159: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/159.jpg)
Cross-pollination
Source: https://www.facebook.com/BrooksBrothers
![Page 160: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/160.jpg)
Takeaways
Post more unbranded content
Simplify CTAs
Post adjacent interests
Deepen connections by supporting issues important to fans
Give fans direct access to catalog via a custom tab
1
2
3
4
5
![Page 161: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/161.jpg)
![Page 162: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/162.jpg)
Inline Image Preview
Source: https://twitter.com/BrooksBrothers
![Page 163: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/163.jpg)
Images and engagement
Source: http://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-and-how-to-make-the-most-of-it
Tweets with images received 150% more retweets.Tweets with images received 18% more clicks than those without.
![Page 164: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/164.jpg)
Takeaways
Platform is suited to creating and leading conversations
Easy for pushing out low-cost content
Use branded hashtags to reach unconnected audience
Messages can be amplified quickly and easily
Respond to users with RTs and replies
1
2
3
4
5
![Page 165: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/165.jpg)
![Page 166: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/166.jpg)
22%
60%
![Page 167: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/167.jpg)
Pinterest traffic converts to sale 22% more than Facebook traffic.
Pinterest traffic spends 60% more than Facebook traffic.
![Page 168: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/168.jpg)
JoS. A. Bank
Source: http://www.pinterest.com/josabank/
![Page 171: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/171.jpg)
Takeaways
Boards are an opportunity to showcase brand’s aesthetic and personality
Organize and curate boards using unbranded imagery
Focus on aspirational or inspiring themes
Curate boards that speak to user interests
1
2
3
4
![Page 172: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/172.jpg)
![Page 176: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/176.jpg)
![Page 177: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/177.jpg)
JoS. A. Bank
Google+
Source: https://plus.google.com/111895265730261374585/posts
![Page 178: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/178.jpg)
![Page 179: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/179.jpg)
JoS. A. Bank
YouTube
Source: https://plus.google.com/+BrooksBrothers/posts
![Page 180: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/180.jpg)
Men’s Wearhouse
YouTube
Source: http://www.youtube.com/user/MensWearhouse
![Page 181: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/181.jpg)
Men’s Wearhouse
YouTube
Source: http://www.youtube.com/user/MensWearhouse
![Page 182: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/182.jpg)
Real Men Real Style Group
Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
![Page 183: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/183.jpg)
Real Men Real Style Group
Source: http://www.linkedin.com/groups/Real-Men-Real-Style-Wardrobe-4063499
![Page 184: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/184.jpg)
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
How to Report on SEO for EcommA
GE
ND
A
![Page 185: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/185.jpg)
Thinking about reporting on SEO
It’s not about keywords.1
Focus on bottom-line metrics that matter.2
Engagement metrics are important for YOU dear SEO.3
You’ll need more than a single analytics package.4
![Page 186: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/186.jpg)
It’s not about keywords.
Analytics & Reporting
186
Track topics or page types instead of queries.
1
![Page 187: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/187.jpg)
Track topics or page types instead of queries.
It’s not about keywords.
Analytics & Reporting
1
More insightful (queries change)
More actionable
(search volume)
Easier to spot trends
(seasonality)
Less obsessive (no more ranking reports)
![Page 188: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/188.jpg)
Analytics & Reporting
Roll metrics up to the URL level.
It’s not about keywords.1
![Page 189: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/189.jpg)
Analytics & Reporting
Queries
CR
Traffic
CTR
Bounce Rate
If I were a URL
And these my metrics
![Page 190: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/190.jpg)
Analytics & Reporting
Queries
CR
Traffic
CTR
Bounce Rate
GWT and/or scraped data
Analytics
Analytics
GWT
Analytics
![Page 191: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/191.jpg)
It looks like this.
Analytics & Reporting
191
GWT URL data Analytics URL data
![Page 192: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/192.jpg)
Most helpful with multiple data views
Analytics & Reporting
192
Several different views
![Page 193: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/193.jpg)
Track bottom line metrics.
Analytics & Reporting
193A
• Revenue from organic
• Organic traffic by search engine
• Organic conversion rate
2
• Use content groupings in GA• Hit level only• Useful for ecommerce page types
![Page 194: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/194.jpg)
Analytics & Reporting
• Use content groupings in GA• Hit level only• Useful for ecommerce page types
Track bottom line metrics.2
More here: http://cutroni.com/blog/
![Page 195: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/195.jpg)
Engagement metrics
Analytics & Reporting
195
3
• Time on page, avg. pages/visit, time on site• Very useful to spot poor experiences
• Bounce rate is a useful metric for Panda• Group high bounce rate pages to analyze• Segment alongside conversion rate
• Report on these only when they lead to ACTION
![Page 196: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/196.jpg)
You’ll need multiple tools.
Analytics & Reporting
196
4
• Best in class:• Brightedge• Linkdex• SEO Clarity• Search Metrics• Search Light
• SEO analytics are essential.
![Page 197: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/197.jpg)
Google Not Provided Holds at 84%.
Analytics & Reporting
197
4
![Page 198: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/198.jpg)
Safari, Android Users Over-Represented in Provided Queries
Analytics & Reporting
198
4
![Page 199: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/199.jpg)
Analytics & Reporting
Brightedge keyword groups
![Page 200: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/200.jpg)
Analytics & Reporting
SearchMetrics keyword groups
![Page 201: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/201.jpg)
Analytics & Reporting
SearchMetrics ‘tags’
![Page 202: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/202.jpg)
You’ll need multiple tools.
Analytics & Reporting
202
4
Inexpensive / free:
• SEMRush• SpyFu• Tools.SEOBook.com• Wordstream
![Page 203: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/203.jpg)
• The Ecommerce Ecosystem
• Technical Work
• On-page & Content Work
• Social & Off-page Work
• Analytics & Reporting Work
• Departmental & Corporate Stuff
Today’s Talk is Wide and DeepA
GE
ND
A
@audette
![Page 204: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/204.jpg)
Teams don’t talk
![Page 205: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/205.jpg)
SEO is the bridge builder
![Page 206: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/206.jpg)
This is what happens when departments are siloed.
Help Teams Talk
Got 1 million links. Didn’t tell SEO.
![Page 207: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/207.jpg)
This is what happens when departments are siloed.
Help Teams Talk
I can’t imagine
what went wrong.
Got 1 million links. Didn’t tell SEO.
![Page 208: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/208.jpg)
This is what happens when departments are siloed.
Help Teams Talk
SEO found out.
![Page 209: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/209.jpg)
This is what happens when departments are siloed.
Help Teams Talk
Fix implemented.
![Page 210: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/210.jpg)
This is what happens when departments are siloed.
Help Teams Talk
Fix implemented.
![Page 211: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/211.jpg)
It’s cliché, but breaking down silos is crucial.
Help Teams Talk
![Page 212: SEO for Ecommerce: A Comprehensive Guide](https://reader031.vdocuments.mx/reader031/viewer/2022020803/5409d1f78d7f72384c8b459f/html5/thumbnails/212.jpg)
Help Teams Talk
This is SEO.