These slides were presented at the Semrush webinar "Prepare Your Store: Practical Tips for eCommerce SEO in 2021". Video replay and transcript are available at https://www.semrush.com/webinars/prepare-your-store-practical-tips-for-ecommerce-seo-in-2021/

2. Christopher Carfi
VP Brand + Product Marketing

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5. ● Start with the Goal: Measuring Success
● Get the Basics Right First
● Descriptions, URLs, Photos, & Metadata
● Structured Data for Google
● Google Merchant Center & Google Search
Console for eCommerce
● Q&A and Panel Discussion

7. ● Track funnel from search to search page to purchase
● Test and learn to improve
● Manage a funnel per channel (Google, Amazon, FB, etc.)
● Keyword tracking
○ Queries — Business name? Specific product? General
product?
○ Measure relative traffic volume that comes from
various keywords and the associated purchases
○ Check CTR on the blue links, and improve titles and
descriptions if CTR is low — or add structured data
○ What device types are delivering the most search
traffic?

9. ● Make sure your site is performant and all the “SEO 101” items are in
place in general across the site
● Finding product keywords
○ Dig into the right and relevant keywords
○ Consider volume of keywords & relative competition
○ Use tools like Semrush, Google Ads Keyword Planner, Google
Trends
● Category pages are important
○ Describe the overall category, provide context, value, and links for
diving deeper
○ 2-3 keyword focus
● Product pages
○ Comprehensive and valuable descriptions, product slug
○ Keep linking hierarchy simple and understandable
○ 1 - 2 keyword focus per product

11. ● Apply SEO Keyword research to products correctly — keep item
names permanent to avoid frequent URL changes
● Avoid taking products down when they are out of stock
● Consider imagery that gets clicks
● Schema is important for enhanced search features, like price, stock
availability, and reviews (more on this in a bit)
● Anatomy of a product page — the do’s and don’ts

15. ● Product schema is the 🔑
● Many different product schema properties available::
○ Product name
○ Brand
○ Description
○ Image
○ Price
○ Ratings
○ Availablilty
○ etc.
● Test your product schema with Rich Results Tester
https://search.google.com/test/rich-results
Image: https://developers.google.com/search/docs/data-types/product#product

16. ● Images
● Ads
● Organic results
● Shopping tab

18. Google Merchant Center (via Google and WordStream)
Google Search Console Product Report (via SearchEngineLand)