e-commerce berlin expo 2017 - strategies to improve your seo and get even more conversions for your...

Strategies to improve your SEO and get even more conversions for your eCommerce

ECcommerce Berlin,

#ecommberlin@fernando1angulo@semrush_de

What are we going to talk today?


SEO Strategies For Ecommerce

And ... conversions.


Should this worry us?


OfInternetusersinGermanyuseGoogletoinves4gatetheproductsthatinterestthem.

Source:Sta9sta2016


theyvisitthewebsitesthatappearinthefirstresultsofthesearchengine.

Source:emarketer


Inves4gateblogs,forumsandopinionguides,beforemakingapurchase.

Source:emarketer


ofsitevisitsofEcommercecomeoforganicsearches.

Source:SEMrushTrafficAnaly9cs


ofsalesgeneratedinanEcommercecomefromTheorganicsearches.

Source:emarketer


Now you have to take it seriously, right?


Calm down!


The following strategies Will help you improve SEO and conversions


1.  Keyword Research


Have you ever wondered how your potential

clients do to find you? •  What do people write in the search

engine to find you?

•  What are the most frequently used keywords?

•  What other keywords would you like your clients to find you?

KeywordPlanner


GoogleTrends


SEMrush#ecommberlin@fernando1angulo@semrush_de

2. Speed still matters


Can you imagine wait And wait to see my next Slide!


Domain LoadTime1.   amazon.de 1,59s2.   ebay.de 2.29s3.   Apple.com 505ms4.   zalando.de 4,67s5.   Idealo.de 1.53s

Source:pingdom.com


Ofwai4ngareenoughforyoursalestofallby1%.

source:kohavie


Canyoufindanydifference?


245KbAlibaba.com 272Kb Aliexpress.com


9nypng.com


3. Be very careful with the

Duplicate content #ecommberlin@fernando1angulo@semrush_de

Copy Content = Duplicate Content

Both are terrible ideas for your Ecommerce


Each page must have more than 70% Original content

You can control it with:

Smallseotools.com/plagiarism-checker


Every page of Your website

Must be unique! #ecommberlin@fernando1angulo@semrush_de

Duplicate content is also When the same page is entered

Through 2 or more different URLs.


Thesolu9onistoimplyGooglewhatistheoriginalcontent.


DUPLICATES#ecommberlin@fernando1angulo@semrush_de

CANONICAL#ecommberlin@fernando1angulo@semrush_de

To consider

Whenthealgorithm"Panda"appearedin2011,thosewhoreceivedthehardesthitwere

theeCommerce.


4. MorefriendlyURLs


"URLsshouldBecleanandfriendly

ForusersAndforsearchers"


To consider: •  URLsnolongerthan115characters.

•  Theunderscoresaremisinterpretedbysomebots.

•  NumericURLsloseSEOvalue.


5. ImproveCTRbyop4mizing

yoursnippets #ecommberlin@fernando1angulo@semrush_de

Snippets:ThosearetextblocksthatareshownaZer

asearchquery.


CTR:Itisthepercentageof

clicksthattakesaresultevery1009mesthatappears

inGoogle. #ecommberlin@fernando1angulo@semrush_de

1.  Titleofnomorethan58characters.2.  FriendlyURL.3.  Metadescrip9onof140characters..


6. Customize UIX


"The main objective of your store is not to sell, is to make the customer come back for more. "


Personalization generates more sales

4 Aspects to take into account:

•  New Visitors

•  Geolocation

•  Search Types

•  Visitor Behavior


7. The user is always right


I repeat: "The main objective

of your store is not to sell, is to make the customer come back for

more. " #ecommberlin@fernando1angulo@semrush_de

Whatisthemostrelevantofyourpage?


Whatdoesyourusermostsee?#ecommberlin@fernando1angulo@semrush_de

The user is always right

Review these strategies at least:

•  Make frequent questionnaires to your customers

•  Usertesting.com

•  Crazyegg

•  Google Analytics


8. Check if your traffic becomes sales


Ofuserswholeaveyoursite,theywillneverreturn.

Fuente:Marke9zator


Many visitors = lots of sales

Not necessarily!


How to increase the conversions?


CTA=CalltoAc4on


KEYWORDS


To consider •  MakegooduseofGoogleAnaly9cs

tomonitoryourtraffic.

•  Foryourpoten9alclienttotakeac9on,youmustgivehimeasyinstruc9onsonhowtodoit(CTA).

•  CheckperiodicallytheCTAsofyourcompe99on.


Now… ignore everything that I've told you this far!


If to this point I have not convinced you, then leave everything as it is ...


But… Do you want to improve your

results?


Test! Test! Test!


To consider •  Use tools like Google Content

Experiments or Visual Website Optimizer

•  Take a Test and draw conclusions before making a new one.

•  Do not test many scenarios,

with two is enough.


Questions?


FernandoAngulo

HeadofInterna9onalPartnerships

semrush.com


e-commerce berlin expo 2017 - strategies to improve your seo and get even more conversions for your...

Marketing