E-commerce Berlin Expo 2017 - Strategies to improve your SEO and get even more conversions for your E Commerce

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?

Of Internet users
in Germany use Google
to inves4gate
the products that interest them.
Source: Sta9sta 2016

they visit the websites that
appear in the ﬁrst results of the
search engine.
Source: emarketer

Inves4gate blogs, forums and
opinion guides, before making
a purchase.
Source: emarketer

of site visits
of Ecommerce come
of organic searches.
Source: SEMrush Traﬃc Analy9cs

of sales generated
in an Ecommerce come from
The organic searches.
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?

Keyword Planner

Google Trends

SEMrush

2. Speed
still matters

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

Domain Load Time

1.  amazon.de 1,59s
2.  ebay.de 2.29s
3.  Apple.com 505ms
4.  zalando.de 4,67s
5.  Idealo.de 1.53s
Source: pingdom.com

Of wai4ng are enough for your
sales to fall by 1%.
source: kohavie

Can you ﬁnd any diﬀerence?

245Kb Alibaba.com 272Kb Aliexpress.com

9nypng.com

3. Be very careful with
the
Duplicate content

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!

Duplicate content is also
When the same page is entered
Through 2 or more different URLs.

The solu9on is to imply Google
what is the original content.

DUPLICATES

CANONICAL

To consider
When the algorithm "Panda"
appeared in 2011, those who
received the hardest hit were
the eCommerce.

4. More friendly URLs

"URLs should
Be clean and friendly
For users
And for searchers "

To consider:
•  URLs no longer than 115 characters.
•  The underscores are misinterpreted by some
bots.
•  Numeric URLs lose SEO value.

5. Improve CTR by
op4mizing
your snippets

Snippets:
Those are text blocks
that are shown aZer
a search query.

CTR:
It is the percentage of
clicks that takes a result every 100
9mes that appears
in Google.

1.  Title of no more than 58 characters.
2.  Friendly URL.
3.  Meta descrip9on of 140 characters ..

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. "

What is the most relevant of your page?

What does your user most see?

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

Of users who leave your
site, they will never
return.
Fuente: Marke9zator

Many visitors = lots of sales
Not necessarily!

How to increase
the conversions?

CTA = Call to Ac4on

KEYWORDS

To consider
•  Make good use of Google Analy9cs
to monitor your traﬃc.
•  For your poten9al client to take
ac9on, you must give him easy
instruc9ons on how to do it (CTA).
•  Check periodically the CTAs of
your compe99on.

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?

Fernando Angulo

Head of Interna9onal Partnerships

semrush.com

E-commerce Berlin Expo 2017 - Strategies to improve your SEO and get even more conversions for your E Commerce

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E-commerce Berlin Expo 2017 - Strategies to improve your SEO and get even more conversions for your E Commerce