XII Targi eHandlu - SEMrush - Fernando Angulo

Strategies to improve your SEO and get even
more conversions for your eCommerce
ECcommerce Berlin,
#EHANDLU @fernando1angulo @semrush

What are we going
to talk today?

SEO Strategies
For Ecommerce
And ... conversions.

Should this worry us?

Of Internet users
in Poland use Google
to inves4gate
the products that interest them.
Source: Sta=sta 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 Analy=cs

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.  allegro.pl 1,67s
2.  ceneo.pl 1.3s
3.  Galante.pl 2.9s
4.  leroymerlin.pl 3.5s
5.  zawojski.pl 809ms
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

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 solu=on is to imply Google
what is the original content.

DUPLICATES

CANONICAL

To consider
•  Duplicate content doesn’t cause your site to
be penalized.
•  Duplicate content is not grounds for ac4on
unless its intent is to manipulate search
results.
•  Google tries to determine the original source
of the content and display that one.
•  If someone is duplica4ng your content
without permission, you can request to have
it removed by ﬁling a request under the
Digital Millennium Copyright Act.

4. HTTPS implementa4on

"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 a]er
a search query.

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

1.  Title of no more than 58 characters.
2.  Friendly URL.
3.  Meta descrip=on of 140 characters ..

Mystery?

SEMrush SERps Features

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 surveys 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: Marke=zator

Many visitors = lots of sales
Not necessarily!

How to increase
the conversions?

CTA = Call to Ac4on

To consider
•  Make good use of Google Analy=cs
to monitor your traﬃc.
•  For your poten=al client to take
ac=on, you must give him easy
instruc=ons on how to do it (CTA).
•  Check periodically the CTAs of
your compe==on.

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 Interna=onal Partnerships

semrush.com

XII Targi eHandlu - SEMrush - Fernando Angulo

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