MozCon - E-Commerce SEO - Tips and Tricks
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The document outlines e-commerce SEO strategies by Fábio Ricotta, emphasizing the importance of unique product descriptions and effective use of keywords to enhance search rankings. It includes tips on internal linking for better page authority, as well as link-building strategies using infographics and competitive analysis. Ricotta shares insights from his experiences and successes in improving SEO for his company, MestreSEO.
MozCon - E-Commerce SEO - Tips and Tricks
- 1. E-Commerce SEO – Tips & Tricks Fábio Ricotta Co-Founder MestreSEO http://www.mestreseo.com.br @fabioricotta
- 2. A little about me Fábio Ricotta Co-Founder at MestreSEO 7+ years doing SEO Trained over 1,200 professionals
- 3. Today I want to share something I have worked on with my company for the past year
- 6. Content
- 8. I can imagine Matt saying: I have a Panda for you!
- 9. We decided to invest in product descriptions
- 10. How do you create unique product descriptions for 2,000 products?
- 11. I had a great idea… Let’s hire some freelancers!
- 12. Here in the US you can use outsourcing sites like
- 14. But in Brazil I had to improvise
- 17. Combining Facebook and Twitter, I reached: 6,000+ Subscribers 11,000+ Followers
- 18. We selected more than 300 freelancers!
- 19. All we needed to do was to organize these freelancers
- 20. So we prioritized our content creation
- 25. Insert the “Product SKU” as Secondary dimension
- 26. Before you export scroll down and change…
- 27. Show rows to 500
- 28. In your browser URL bar look for the number “500”
- 30. Change it to “50000”
- 32. Now you have all your products listed
- 34. … and then you can export it…
- 36. Combine this data with all the products’ rankings
- 39. The product name
- 40. My ranking for the keyword “Notebook Acer AS5350-2828 com Intel Dual Core”
- 41. HOW TO USE IT
- 42. Answer this question What do you think is the best way?
- 43. Work on keywords that rank in the TOP 5
- 44. OR
- 45. Work on keywords that rank between the 10th and 15 th positions?
- 46. THE BEST WAY
- 47. Go for keywords between the 10 th and 15th positions
- 48. The product name
- 49. Filtered by keywords with ranking between 10 and 15
- 50. Create unique product descriptions for those products
- 51. Internal Linking
- 52. Seems to be a 101 concept but I consider internal linking a crucial technique!
- 55. If I create a link from my home page
- 56. To a product page
- 57. This link will boost my product page authority
- 58. And I will be able to rank better, because I have more authority.
- 59. Usually we have home pages like this…
- 62. My tip here is to choose the products that you want to appear on your home page!
- 63. HOW TO DO IT?
- 64. Remember the content creation PRO TIP we spoke about?
- 65. USE IT HERE
- 66. Select the products that need a “push”…
- 67. …and place them on your home page.
- 68. You can use the same idea in category pages…
- 71. and also in buying guides…
- 74. Remember to make money, you need control!
- 75. Link Building
- 76. Our main strategy is Infographics!
- 77. http://imagens.extra.com.br/html/infografico/celular-no-brasil.html
- 78. http://imagens.extra.com.br/html/infografico/comparativo-tablets.html
- 79. http://conteudo.extra.com.br/html/infografico/uso-da-bicicleta.html
- 80. We used Holidays
- 81. http://imagens.extra.com.br/html/infografico/tradicoes-de-natal.html
- 85. We added a XBox special offer!
- 86. http://imagens.pontofrio.com.br/html/infograficos/cafe/facebook.html
- 87. We added related products! (Coffee Makers)
- 88. We received a total of 346 new links from 102 root domains.
- 90. It’s always good to pay attention to your competitors
- 91. There are some paid tools to estimate how much traffic a website is receiving
- 93. I like to monitor my competitors’ search engine rankings
- 96. Use it to add your competitors’ rankings to a new column
- 97. For example we ran this analysis when the new iPad came to the Brazilian Market
- 99. Here are the iPad models’ specifications
- 101. This resulted in 48 combinations
- 102. We used an internal tool to check the keywords’ rankings
- 105. My rankings
- 107. Based on these websites’ rankings, we created a dashboard like this…
- 109. Then you add a bar graph
- 111. This bar graph shows us how we are ranking compared to our competitors.
- 112. Final Thoughts
- 113. A special thanks to Elias, who believed in me from the beginning!
- 114. These guys supported me across the years!
- 115. “You can always achieve your dreams with hard work” - My mom
- 116. Thank you!
- 117. Fábio Ricotta Co-Founder MestreSEO http://www.mestreseo.com.br @fabioricotta