optimizing your e-commerce: tips and errors to avoid

SEO for Ecommerce: Common Mistakes and Recommendations

ABOUT THE HOST

David Huertadavid.huerta@positionly.com

twitter.com/chido_fajny

• 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

Google

2. Lack of a product description

•Keyword:

• Buy Real

Madrid t-shirt

•Page 8 in

Google

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

positionly.com/signupThank you

david.huerta@positionly.com