SEO for Ecommerce: 5 Must Follow Tips at #MaxNordic

#ecommerceseo at #maxnordic by @aleyda from @orainti
MAXIMIZING YOUR STORE
ORGANIC SEARCH SALES
5 Must Follow SEO Tips for Ecommerce

HALLO OSLO

I’m Aleyda Solis
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO
I PublishI Share
BITLY.COM/LIBROSEOALEYDA

I’m Aleyda Solis
I Blog I Speak I’m Featured

You’re here because you deﬁnitely want to
make the most out of this

You have come to the right place!

#ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti
https://pulse.custora.com/pulse/channel
Organic search drives 22%  
of orders in the US

#ecommerceseo at #maxnordic by @aleyda from @orainti#ecommerceseo at #maxnordic by @aleyda from @orainti
This makes Ecommerce SEO critical

Don’t worry! I’ll show you the (SEO) money!

For real

Bling, Bling

Let’s get
started

Allow only the crawling of URLs
that you want to index & rank to
avoid crawl budget issues
1

Otherwise the search crawler will spend
eﬀort in URLs that won’t be ranked & can
leave out those that will
89% OF CRAWLED URLS ARE
NON-INDEXABLE & NOT VISITED
Botify, OnPage.org & Deepcrawl allows to crawl while integrating Analytics data

Otherwise the search crawler will spend
eﬀort in URLs that won’t be ranked & can
leave out those that will
89% OF CRAWLED URLS ARE
NON-INDEXABLE & NOT VISITED
All organic search traﬃc comes from the 1.6% of
URLs which are the indexable & visited ones

The main reason for this is CMS
conﬁguration, Web organization and
internal linking
Generating an excess of pages that need to
be non-indexed, canonicalized, redirected
to avoid content duplication issues
Too in-depth linking and non-crawlable
menus that don’t allow to easily access the
internal pages

This is one of the main issues
NO

But not if their internal links are not
crawlable
YES

Generating ﬁltered pages like this is also
ok because these are not indexable
YES

Your internal linking should always allow
to go up, sideways and down consistently
to those indexable pages
Up
Sideways
Down

Bringing your indexed URLs to a number
that *reﬂects* your site content
Ideally you shouldn’t be blocking content
either as it means you’re linking and likely
passing value to areas that are not meant
to be ranked

And achieve this!  
Still not perfect, but far better :)

Set Indexation Rules based on
supply & demand to avoid
duplication, cannibalization & index
bloat issues
2

Content duplication, cannibalization &
thin content issues are huge in commerce

Duplication & cannibalization happens a
lot with overlaying categories
Diﬀerent levels of product categories,
very similar content

Avoid it by featuring the diﬀerent content
levels organized based on user behavior
Home Hub List Product

Take the effort to differentiate & improve
key areas with specifically descriptive text
Highly specific &
Descriptive text, non-
intrusive towards
conversion

How you can make sure it will be really
worthy though? By Indexing those based
on the supply and demand

Be careful with internal search results
too! They might overlay with your static
category content
Internal
SearchCategory

The ideal scenario is that both are the
same and internal search goes directly to
the category URL structure
Internal
SearchCategory

If not then track but don't link, block
internal search results & use data to
enable new categories
Internal
SearchCategory

Use
schema.org/
Review -
Implement it
with Json-
LD
And at a product level? User generated
content will be your BFF: Gamify it & use
Structured Markup for it.

Set non-available Product &
Campaign landing pages
elimination Rules to keep their
Value
3

Avoid generating error pages & losing
previous popularity & rankings!
explorer.cognitiveseo.com

Set rules for expired product & campaign
landing pages
Will the product or campaign become unavailable?
Is it
permanent?
Keep the page until it
becomes available again
adding related
information, products &
campaigns, allowing the
user to be notified
when it comes back
301-redirect the product
page to its parent
category and the
campaign page to the
general campaigns area
or more similar
alternative one
NOYES

Never like this though!

Identify your speciﬁc mobile search
behavior to target your content &
product oﬀer & improve results
4

http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-trends-watch-2016-infographic/
Mobile ecommerce is huge already!

But has more than fundamental issues
related to the information shown

Understand your user mobile search
behavior to target it
http://www.aleydasolis.com/en/search-engine-
optimization/optimizing-mobile-queries-near-you/

Identify your current mobile search
queries & pages diﬀerences with desktop
& speciﬁc performance

You can do the same with your competition
if you target certain countries
sistrix.com

Expand the speciﬁc mobile queries by
using Google suggestions
http://www.infinitesuggest.com/

Use the most relevant business wise to
enable new content on your mobile
presence to rank & convert

Not like this
NO

Better like this!
YES

Maximize your search results
visibility & conversion by
leveraging features & snippets
5

The visibility you can obtain through
search features might be non-trivial
Adwords
SEO
SEO - Images

Identify the SERP features shown not only
with your site but your competitors

And which are those speciﬁc queries
triggering them

Remember that is not only rankings but also
visibility that will inﬂuence CTR

It’s a lot of eﬀort? Yes, but highly worthy! 
Now it’s your time ;)

Thanks! Questions?

SEO for Ecommerce: 5 Must Follow Tips at #MaxNordic

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