Ecommerce SEO Tutorial to Get More Free Search Traffic

Amazon.com has nailed their e-commerce asso, generating over a thousand dollars in revenue per second. And while a lot of their traffic and sales come from searches within their own platform, similar Web estimates that search contributes 30 percent of their overall traffic. And off site Explorer estimates seven hundred and six million search visitors each month. But Amazon didn’t become an overnight success. In fact, their search traffic has grown immensely year after year. So in this video, I’m going to walk you through a complete e-commerce tutorial step by step for more rank and more back. Stay tuned. What’s up, ESCOs? Salmo here with the CEO tool that helps you grow your search traffic, research your competitors and dominate your niche. Today, we’re going to be talking about e-commerce, DESEO and how you can rank your product and category pages. So here’s what our agenda looks like today.

First, we’ll tackle a couple must dos for all online shops. Next, we’ll break down keyword research for e-commerce. Then we’ll hit on page SEO, get technical tackle link building specifically for product in category pages and finish it off with a bit of content marketing for e-commerce. Let’s get to it. So there are two absolute must that I think all e-commerce should do. The first is to make sure that you secure your website with the main reasons for this is to keep your customers information encrypted. And I’m not just talking about credit card details, but names, addresses and other personal information that you wouldn’t want to have compromised. And it’s important that all of your pages are set up correctly because you don’t want Chrome returning a privacy, a screen like this or other warnings like this. And Google has officially stated that https will be used as a ranking signal, even though it may not be the strongest ranking factor, according to our page study. The second must do is to run a site audit to identify your technical issues. E-commerce properties are one of the easiest types of websites to unintentionally create a whole mess of indexation and cannibalization issues. Because of the sheer size for this tutorial, I’ll be using Kleinfeld Bridal Shop as our example site, which sells wedding dresses and other bridal apparel. So I got out of sight, out of tool instead of a simple SEO audit. The only change I’ll be making the default settings is to run the audit on the domain without subdomains and then click next and next again to go to the crawl settings. And for the sake of a simple audit, I’ll leave everything to default. But I’ll turn on execute JavaScript. Finally, I’ll turn off the scheduled audits and just run this once. Now, while the audit is running, let’s move on to keyword research. In this step, you’ll need to choose a keyword to target for every product in category page. Yes, it is a ton of work, but it’s something that should be done or outsourced. Now, when it comes to selecting keywords, there are two different types of pages I want to focus on, and those are category pages and product pages. So first you’ll need to get a complete inventory of your product and category pages depending on the CMS you use, whether that’s Shopify, Magento, open cart wheel commerce or whatever, you may be able to explore these pages directly from your backend or you can go to your site map if you have uncreated. So for the bridal site, I’ll just add sitemap XML to the end of the URL and you’ll see a full list of all of the pages that they want search engines to crawl from here. You’ll want to prioritize these by the highest revenue generating pages or the pages that generate the most traffic for your business. Now, for each of your pages, you’ll want to look for a head term as well as long tail variations in general. Ahead term will be a more popular keyword with a higher search volume. LongTail would likely have lower search volume, but are modified variations to the head turn. You can find these by going to HFS keywords explorer and type in a keyword that’s broadly related to your niche. So I’ll type in wedding. Next, you can go to the having same terms report and you’ll see a bunch of irrelevant keywords like wedding invitations so you can make it relevant by using the include search box. Here, I’ll type in a few keywords like dress, dresses, shoes and accessories, which should represent some of your parent categories that broadly match the type of wedding related products that we sell. And I’ll set the dropdown to show keyword ideas that have any of these keywords in it. And you can see a whole bunch of great keyword ideas here, some of which would be perfect category pages, others that are perfect subcategories to that parent when the rare one that’s irrelevant.

So you can match up the best keywords with the current structure of your site based on the types of products that you sell. Based on these results, you’ll likely want to focus on a broader term, like wedding dresses as the parent category, then add subcategories like guest dresses plus size, cheap beach and vintage underneath the parent keyword selection for product pages is a bit different. For example, if you sell a branded product like Gucci shoes or an iPhone eight plus, then you want to include the brand name and or model numbers, since they will likely hold search volume because of brand recognition and reputation. And if you’re on the other side of the spectrum, we’re selling unbranded products or products from unknown names, then you may want to stick with more. Descriptive terms that people are actually searching for, for example, if you look at the issues from Nordstrom, you’ll see that they’ve named Gabe Pump, which no one seems to be searching for. On the other hand, there are around three hundred and fifty monthly searches for Vince Camuto pumps, which could act as a head term for the product page with some variations or modifiers like using colors, the type of Tuller heel, or simply by prefixing the title with women’s. If you look at Amazon’s product page for Vince Camuto pumps, you’ll see that they’ve put a little bit more thought into their keyword research and on page optimization, they’re using the designer’s name, a modifier keyword, the brand line in the title of Shoe, which is both descriptive as well as keyword rich. A good way to find product keywords is to search for your brand name as your seed in keywords explorer then go to the having same terms report and type in the type of product that you sell. In this case, we’re talking about pumps, so we’ll type in pump. Another way to find product and category page ideas is to analyze your competitors top pages. Looking at the top pages, report for David’s Bridal, one of Kleinfeld bridal competitors, you’ll see that some of their top keywords for their most popular pages in search include mother of the bride dresses, prom dresses and bridesmaids dresses. And all three of these happened to be categories that are examples. Site is not yet serving. From here, you can click on the keywords dropdown and look for the long tail variations on these head terms. Here you’ll see that even though their top keyword is Mother of the Bride dresses, that they still rank high for variations like mother of the groom dresses and this one that uses long as a modifier. Now, before you actually select a keyword, there is one massively important step that you must take, and that’s to ensure that the search content for the keyword matches the page you intend to use it all. Looking back at our list of keyword ideas, you can analyze search content by clicking on the search dropdown beside any of the keywords. So looking at the search for wedding guest dresses, you can see that they’re all category pages. So you’d want to stick with the same format because the search content shows that people are looking for a list of different dresses that they can browse through. Looking at a search from Meghan Markle wedding dress, you can see that these are all blog posts. So serving search content with a product or category page probably wouldn’t be in your best interest. Taking ten seconds to analyze the current steps can save you a ton of time to ensure you’re not targeting the wrong keyword. I could go on with more keyword research techniques, but this should be more than enough to give you a solid list of keywords.

So let’s move on to on page optimization. First is to optimize your meditators descriptions and H1 tags. Now most ecommerce sites use templated versions, especially those with thousands of different products, which makes sense from a time perspective. But it isn’t exactly ideal. From a search perspective, it’s a bit ugly and none of these really enticing click from my point of view. In fact, these three pages might seem like duplicate content issues, but they are indeed completely different products. With this, you can go with somewhat of a hybrid approach. So rather than using the type of wedding dress for the title as they have here, you can use the title of the product, which you should be able to easily formulate if you do your keyword research. As for the description, it looks like they wrote unique many descriptions for each product, but they look like they’re the same simply because they prefix the description with a template. In this case, they could simply move that part of the template to the end or remove it. So as people start reading the meta description, they’ll know that they are indeed different products. The H1 tag is pretty simple. Just use the category, title or product name. And again, if you’ve done everything correctly up to this point, then this should fall in place quite nicely. The next on page tip is the optimized URLs and there are certainly different ways to do this, but my preference is to keep them as clean as possible. Remember this hierarchy we talked about, you can use these to formulate the structure for your category pages. So for example, you might have domain dot com slash wedding dress as the parent. Then you can add your subcategory by adding plus size as a new subfolder. And if you happen to have a plus size product, you, Earl, can look like this with the product name as the final part of your you are on other sites often follow the same category structure, but you’ll also see sites that have product pages as domain dot com product name, which is also fine and a good way to avoid duplicate content. By having the same product in multiple categories. We’ll get into the more advanced You URL features like filter queries and parameters in the technical section. The next part of On Page Optimization are writing unique product in category descriptions. So product pages, they often lack content. Sometimes they don’t even have any at all. Aside from the title of the product, I won’t go too in-depth, but here are a few copywriting tips. Include Your Head Keyword Target in the description. Sprinkle in long tail variations and synonyms that hold semantic relationships with the head. Turn for wedding just product page. You may include keywords like bridal gown, the designer’s name, etc. Make sure they’re well-written and readable for visitors. Tell visitors things that they may actually want to know. Don’t try and meet a word quota. Just keep it short, sweet and. And last use user generated content via product reviews to add further context, the final on page tip is to use schema markup by adding schema markup. You can have your product pages show up and search like this beyond looking more visually appealing. Structure markup has led to increases in click through rate by 30 percent. I won’t get into a coding tutorial, but you can check out the best practices on schema dot org or use Google structured data markup helper, which makes it an intimidating task. Super simple. After you’ve marked up your products, then you can enter in the user. I love your page or paste the source code into Google structured data testing tool. So for this page you can see that they’re using both breadcrumbs and product markup. One important thing to note is that if you decide to markup products within your category page, then according to Google, all of them should be marked. Schema markup isn’t a must, but it’s certainly a good way to stand out in the service and increase your staff. All right. We’re on to our technical skills section now. Technical SEO is super important for e-commerce sites simply because it’s a lot easier to create duplicate content, cannibalization and other issues that often go unnoticed. We’ve already talked about general navigation in terms of euro structures, but as an e-commerce store, you need to take special care with faceted navigation and by faceted navigation. I’m talking about parameters that are added to the URL via filters that don’t exactly have a semantic relationship. For example, if I’m looking on Amazon for an iPhone and then I choose a five to five point four inch display size only in gold color and from this random seller, they don’t really have a semantic relationship when all combined together. While these filters are great for user experience, they often lead to issues with duplicate content, which comes with other problems, like how your link equity is distributed among your other pages and for bigger sites. Kraul budget becomes something to be aware of. So there are two main issues that we need to solve. No one is duplicate content, which will affect how your link equity is distributed and No. Two, wasted Kraul budget.

And the most effective way for beginners and intermediates is to set a canonical U. URL for different facets that you don’t want to be indexed as a separate URL. And if you look at the source code for that Amazon category page, you’ll see that it’s something that they set here. But this doesn’t solve our Kraul budget issue. So the way you can do that is to add nofollow internal links on facets that you don’t want to be following. And you can see that our example Bridel site does that here on certain filters. It’s absolutely vital that you take care of faceted navigation, since Google has explicitly said that it contributes to having many low value add you URLs affecting Kraul budget, you can check if you have issues with faceted navigation simply by taking one of your URLs with some filters that you don’t want to be indexed and then pasting it in as a Google search nexus to fix other duplicate content issues. Now, if we go back to site on it, we can head over to the content quality report in the left sidebar and you’ll see a nice cluster map of near duplicate pages. The green ones have canonical matching and the red duplicates have mismatching canonical. And in almost all cases, the green ones can be left alone, but the red ones will need some tender loving care. If I click on one of the red ones, then you’ll see the duplicate pages that do not share the same canonical URL. And if I open up a couple of pages, you’ll see that the pages are indeed the same, but have different canonical URLs based on the page number. But they’re using the parameter peahi, which stands for per page, causing a potential SEO issue. So in this case, they can no follow the internal links to the number of results per page filter noindex the pages that contain that filter or add some additional conditions in the backend to fix this issue. But there would likely need to be more fixes throughout the site since these kinds of issues tend to go deep. You can click on the URL that you want to examine, then click on any links within site on it and you’ll be able to see all of the internal links pointing at this page. There are a lot of options that you need to wayout, and since I have minimal knowledge about the site as a whole, there would need to be further analysis before making a big move like this. There are other kinds of duplicate content issues. A common one you’ll see on e commerce sites is having the exact same product page within different categories. For example, you might have a URL that looks like this, which is in your new releases section, but that same product might fall into your addresses category, creating two identical pages. In this case, you could either use the canonical tag or if it’s no longer relevant, you can delete the page and redirected to the correct. Yoro finally is defined find and fix QR cannibalization issues and we have a great video and blog post on that, which includes a free template that you can download and watch after this video, because right now we’re going to hit link building for E Commerce, which is a real struggle for many of us. E commerce site owners. Building links to your product and category pages is hard in comparison to getting links to blog posts. So let’s talk about a few tactics that you can use that will help you get more links to your read. A new generating pages, the first to find sites that link to your competitors home pages, and the reason why I’m going for home page links is because this is much more common and easier to get for e-commerce sites over links to product pages using the link intersect tool you can enter and your competitors domain and see which sites linked to them and try and get an understanding of why they’re linking to them. If you’re not sure who your competitors are, then you can go to the competing domains, report withinside, explore and look for sites that have a lot of common keywords or just skim through the visual graphic here and look for lots of green. So you would take these three domains here and paste them into the link intersexual, which have already preset and then in the bottom you can enter in your domain. Next, I’m going to switch all of these dropdown to your ALMOG Finally, I’m going to switch this filter to show pages that link to any of these pages. And I’ll run the search and you can see that there are nearly fifty five hundred sites that are linking to these competitors, but not to Kleinfeld Bridal. Now, some of these links will be irrelevant, but you’ll also be able to see that they have links from Vogue. Then you’ll see a bunch of links from what looks like wedding magazines who are perpetually giving them editorial links. These are the kinds of people that you want to network with. Another link building strategy is to get featured on many factors where to buy page. You can do a Google search for something like this. The manufacturer whose product you start then entitled Colon Open Parentheses Where to buy or stock is closed parentheses. Sometimes you’ll find directory listings like this and other times you’ll be able to contact the manufacturer who’ll be more than willing to list your online shop there. You can also do this in site explorer. Just enter the domain of one of your competitors. So type in David’s bridal dot com, then go to the backlands profile. Next type something in the include search box like where to buy. And you can see here that there are some decent opportunities to get some editorial links. The next link building strategy is to search for people who have done reviews on your competitors products. Now, the wedding dress industry probably wouldn’t be the best for the search since they have high ticket items. So let’s use Tatta Harper as an example who sells natural beauty products.

You can do a Google search for entitled Polan Tarta Harpur entitled and Review. And you can see that there are a good number of results, including YouTube results. You can also do this in Content Explorer. I’ll just stay up and talk to Harper as a phrase match and set the search parameters title and you’ll see a nice list of pages that weeds out a lot of the junk pages that you normally have to filter through in Google and YouTube. A big plus to using content explorer is that you can see all of the metrics to know which site owners and authors are worth building relationships with. Now that we have a list of prospects, you just need to reach out to them. You can say something like, hi, name Sam here with Sam’s natural beauty and health care products. I saw your review on Tatta Harper’s organic cleanser. Thought you might be interested in doing a review on our similar product. Cosmopolitan rated it as the top natural cleanser in twenty eighteen in Forbes has called us a skin care company to be reckoned with. I like the thoroughness of your title Harper article and thought you might be a good fit to provide an objective review on our organics line. Let me know if you’re interested and I’d be happy to send you some samples in a few GIFs for you and your family. Cheers, Sam. Now, if they choose to write a review, this will naturally lead to a link back to your site and our product page. The last one is a bit different, but it has massive potential to rank for highly competitive phrases. The caveat is that it’s extremely difficult to execute. Do you remember the dress? Basically, a woman saw this dress as blue and her friend or family member saw it as gold. They posted it on Tumblr and the story went viral. But what store did they buy this dress from? And of course, people will go out of their way to find out. And it was a smallish store in the UK called Romanes Originals. Once people found out, guess what happened? Authority sites like the Huffington Post, Forbes, BBC and Mashable started linking to their product page and homepage and look at their spike in referring domains now ranking for hashtag. The dress isn’t going to bring much value for them alone, but look at their best filings report to see what they did. They started redirecting all of their viral links to their dresses category page. And if we look at the overview page of their dresses category page, you’ll see that they had a massive spike in Google traffic to their pages when they redirected those pages. Now, creating a viral hit like this is no easy task, but if you or your team are able to come up with something creative, you can use a similar post viral strategy. So get the links from Veraldi, milk every link you can until the buzz fades. Then redirect those pages to a relevant page that can bump your rankings. The last and final piece to the e-commerce puzzle is to do content marketing by content marketing. I’m referring to blogging, creating infographics and tools that will be helpful to your prospective customers. As I mentioned earlier, content attracts a lot more links in a little more easily than product or.

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